Dr Prarthana Kumar

prarthanakumar@ipeindia.org

Dr Prarthana Kumar

Assistant Professor
Programme Head PGDM - Marketing Management
Women consumer behaviour, Branding and Advertising.

Biography

Dr Prarthana Kumar is Program Head of the PGDM – Marketing Management and the Executive PGDM programs. She works as an Assistant Professor in the area of Marketing.

She is a Business Management graduate and holds an MBA specializing in Marketing and HR. She earned her PhD and has pioneered work on Multisensory Marketing from the University of Hyderabad. She has completed her Post-Doctoral Research from the Indian Council of Social Science Research, New Delhi.

She has been coordinating and organizing IPE’s annual Flag-ship event – Startupedia, for the last 8 years. She has presented papers and published widely nationally and internationally and has also developed marketing study materials for universities. She has been widely cited for her work in Multisensory Marketing.

Currently, she is also a member of an international project titled “Centers of Excellence in Sustainable Tourism to boost economic development and enhance university- business cooperation in Southern Asia / CESTour” sponsored by the European Union.

Her areas of interest are Neruo-marketing, Sensory Branding, Women consumer behaviour, Branding and Advertising.

Academic Area and Degrees

Academic Area: Marketing Management, Consumer Behaviour and Branding
Degrees: BBA, MBA - Marketing and HR, PhD – Marketing, Post- Doctorate– Marketing

Courses Training

Courses on Marketing
Research
Advertising and Branding
Consumer Behavior and Entrepreneurship Development

Research Interests

Neruo-marketing
Women consumer behaviour
Branding and Advertising

List of Courses taught

Marketing Management
Digital Marketing and Social Media
International Brand Management
Consumer Behavior
Branding and Advertising Management
International Research Methodology
Research Methodology
Entrepreneurship Development
Services Marketing
Product and Brand Management
Brand Management

Ugc sponsored orientation program and Refresher courses attended

Attended three week, UGC sponsored, 30th Orientation Course (online), was awarded ‘A’ grade at the UGC HRDC, Mizoram University, Aizwal, Mizoram, India from 28th July to 17th August 2020.
Attended two week, UGC sponsored, Refresher Course, in Gender Sensitization, at Osmania University from 11th August to 26th August 2021.
Attended two week, UGC sponsored, Refresher Course, in Commerce and Management, at Goa University from 6th October to 19th October 2020, was awarded 'A+'
Attended two week, UGC sponsored, Refresher Course, in Commerce and Management, at Gujarat University from 7th September to 19th September 2020, was awarded 'B'.

Course writing/Material Development

Developed and written unit/chapter at the Master’s and PG Diploma levels, on “Digital Marketing” as a part of the Marketing Management course, for the School of Management Studies (SOMS), IGNOU, New Delhi, India, 2021.

International Project

Member of the project titled “Centers of Excellence in Sustainable Tourism to boost economic development and enhance university- business cooperation in Southern Asia / CESTour” sponsored by the European Union for the duration of three years, worth Rs. 62.50 lakhs approximately.

Conferences and workshops organized

Organized and Coordinated, a webinar on “Marketing as Profession” by Mr. S Sai Nandan, at the Institute of Public Enterprise, Hyderabad, on 12th September 2020.
Organized and Coordinated Startupedia’s Pre-incubation stimulation exercise, an expert interaction with Prof. Lary Cox, on Entrepreneurial career and entrepreneurship as career choice, at the Institute of Public enterprise in association with Institution’s Innovation Council, Ministry of HRD initiative, on 26th June 2020.
Organized and Coordinated ‘Startupedia – The 7th National Level Business Plan Event’, for the year 2020, organized by the Institute of Public Enterprise, Hyderabad, India on the 3rd – 4th January, 2020.
Organized and Coordinated ‘Startupedia – The 6th National Level Business Plan Event’, for the year 2019, organized by the Institute of Public Enterprise, Hyderabad, India on the 14th -15th February, 2019.
Organized and Coordinated the 6th National Conference – Diversity in Management – Development of Women Executives, at the Institute of Public Enterprise, Hyderabad, on the 20th and 21st December 2018.
Organized and Coordinated ‘Startupedia – The 5th National Level Business Plan Pitch’, for the year 2018, organized by the Institute of Public Enterprise, Hyderabad, India on the 16th -17th February, 2018.
Organized and Coordinated IPE – TiE GRAD program organized on the 17th November, 2017.
Organized and Coordinated ‘Startupedia – The 4th National Level Business Plan Pitch’, for the year 2017, organized by the Institute of Public Enterprise, Hyderabad, India on the 16th -17th February, 2017.
Organized and Coordinated ‘Startupedia – The 3rd National Level Business Plan Pitch’, for the year 2016, organized by the Institute of Public Enterprise, Hyderabad, India on the 12th February, 2016.
Introduced and Coordinated ‘Ankur – A National Level Business Plan Competition’, for the year 2015, organized by the Institute of Public Enterprise, Hyderabad, India on the 21st February, 2015.
Organized and Coordinated an International Conference on “Global Business Environment: Strengthening Marketing Strategies in Emerging Markets (ICGBE)” – on the 11th and 12th December, 2014, in association with the EGADE Business School, Mexico City, Mexico, at the Institute of Public Enterprise, Hyderabad.

Workshop Participation

Participated in the two weeks “National workshop on Research Methodology”, from 12th July to 23rd July 2021, organized and conducted by School of Management Studies, National Institute of Technology Calicut, India.
Participated in the 8th session of Network of Women Entrepreneurs – “Navigating through Covid-19 and Beyond” 17th September 2020, organized and conducted by Delhi Management Association, New Delhi, India.
Participated in online short-term course on “Gender Sensitization” from 31st August 2020 to 5th September 2020, organized and conducted by UGC-HRDC, Rani Durgawati University, Jabalpur, Madhya Pradesh, India.
Participated in the two day “December Middle East Summit 2019” from December 9 to 10, 2019, organized and conducted by AACSB, Conrad Dubai. Dubai, United Arab Emirates.
Participated in the “Two day National Conference on Indian Management Education” from January 29 to 30, 2019, organized and conducted by Xavier Institute of Management and Entrepreneurship (XIME), Bangalore, Karnataka, India.
Participated in the “6th AICTM Annual Global Summit 2017 on Opportunities and Challenges in Employability and Skill Development”, June 14th 2017, AICTE Headquarters, Vasanth Kunj, Delhi, India.

PARTICIPATION AS A RESOURCE PERSON, JURY MEMBER AND GUEST LECTURES IN CONFERENCES, SEMINARS AND WEBINARS

Invited as resource person to address at the Seven Days E-Certificate Course on Research Methodology for Social Science and Management Studies, on the topic – “Scales of measurement”, 3rd – 9th August, 2020, organized by the Institute of Public Enterprise, Hyderabad, Telangana.
Invited as resource person to address on –“Tops and flops of Branding and Advertising”, at the Webinar series on 8th June 2020, organized by the Institute of Public Enterprise, Hyderabad, Telangana.
Invited as resource person to address on –“Creative Marketing and Advertising”, at the Webinar series on 5th June 2020, organized by the Institute of Public Enterprise, Hyderabad, Telangana.
Invited as resource person to address on –“What makes or breaks a Brand?”, at the Webinar series on 28th May 2020, organized by the Institute of Public Enterprise, Hyderabad, Telangana.
Invited as resource person to address at the 10th Women Entrepreneurs Conference on Leveraging the Ecosystem – Explore, Experience, Excel, organized by the Delhi Management Association, on 20th February 2020 at Hotel The Park, New Delhi.
Invited to be the member of the Jury to shortlist entries for the 10th Women Entrepreneurs Conference & All India Women Entrepreneurs Award 2020 on 8th January 2020 by the Delhi Management Association, India Habitat Center, New Delhi.
Invited as resource person to address at the 9th Women Entrepreneurs Conference on Define your Roadmap – Innovate, Create & Celebrate, organized by the Delhi Management Association, on 22nd February 2019 at Hotel The Park, New Delhi.
Invited to be the member of the Jury to shortlist entries for the 9th Women Entrepreneurs Conference & All India Women Entrepreneurs Award 2019 on 4th January 2019 by the Delhi Management Association, India Habitat Center, New Delhi.
Invited as resource person to address at the 8th Women Entrepreneurs Conference on Unleash Your Potential-Ideate, Accelerate and Execute, organized by the Delhi Management Association, on 22nd February 2018 at India Habitat Centre, Lodi Road, New Delhi.
Invited as resource person at the Three-week Advanced Management Programme for the Officials of State Owned Enterprises in Africa, on “Audio-Visual Session – Case Studies of Indian SOEs”, organized by the Institute of Public Enterprise, Hyderabad from 17th July 2020 to 5th August 2017.
Invited as resource person to address on “Sensory Marketing Trends”, delivered at the Advanced Leadership Programme for Women Executives, organized by Institute of Public Enterprise, Hyderabad on 26th May, 2017.
Invited as resource person to address on “Digital Marketing in PSU”, delivered at the Advanced Leadership Programme for Women Executives, organized by Institute of Public Enterprise, Hyderabad on 24th May, 2017.
Invited as Faculty Mentor for the Girls in Tech India Bootcamp, led by Hilary Weber “Power Tools workshop on Confidence, Leadership and Entrepreneurship” in association with University of California, Berkeley and Opportu Innovation, USA at the Plaza, Hyderabad, India from November 14th to 16th, 2016.
Invited as Faculty Mentor for the Girls in Tech India’s “Entrepreneur Basics boot-camp” organized by Girls in Tech India at Khemka Auditorium, Indian School of Business, Hyderabad Campus, India from March 15th to March 17th, 2016.
Invited as resource person to address on “Digital Marketing – Math Man to Ad Man”, delivered at the Federation of Indian Export Organizations, Hyderabad on 19th December, 2015.