The Doctoral Programme in Marketing focuses on a wide range of topics using a variety of research methods and tools. Faculty members have the expertise in a variety of areas including Product Management, Brand Management, Marketing Decision Models, Consumer Behaviour, Marketing Strategy, Services Marketing, Retailing, and Business to Business Marketing. The coursework includes courses on marketing management, marketing models, and research methods.
Research Overview
How do taxes affect customer choice? How do expert opinions influence consumer decision making? Auction design, experiments for digital marketing, text mining to understand platform quality perception are some of the research areas that interest the faculty in the Marketing area at IIMB. Chairperson Prof. Sreelata Jonnalagedda offers a brief overview of the course work in the programme
Research Spotlight
My area of interest is Quantitative Marketing, wherein we model customer decision-making using microeeconomic principles
Customers engage with opinions made by others on social media in a variety of ways. This includes liking, upvoting, commenting or sharing these opinions. PhD scholar Jose Manu’s research explores how and why these customer engagements occur and how the presence of others in the network motivates customers to engage with online reviews.
In her Ph.D. thesis, Dhrithi Mahadevan conceptualises and identifies specific drivers of customer experience for access-based services like Uber, AirBnB, Swiggy, Zomato etc. She uses her framework to investigate how the interactions between customers, platform and third-party providers affect the overall customer experience, which in turn affects the performance of both the third-party providers as well as the platform.
Ongoing Research
|
Student |
Dissertation Title |
Year |
| Mauli Soni | Exploring Emerging Market Heterogeneity | 2023 |
| Dhrithi Mahadevan | Essays on Customer Experience in Access-Based Services | 2023 |
|
Parvathy B |
Under the Influence Three Essays on How Social Influence Impacts Behaviour on Online Flatforms |
2022 |
|
Tanvi Gupta |
Cultural Effects on Perceived Affordances of Visual Branding |
2020 |
|
Aishwarya R |
Essays on Online Shopping Behaviour |
2020 |
|
Kishore Kumar Gangwani |
Role of Regulatory Focus in Pay What You Want Pricing |
2019 |
|
Raj Dash |
Evaluating Products with Signals of Opportunity and Threat in Online Ratings |
2019 |
|
Vedha Ponnappan |
Essays on House hold Consumption |
2019 |
|
Sourav Bikash Borah |
The Roads Less Travelled: Exploring Two Neglected Dimensions of Service Recovery Research- Type of Failure and Repeat Failure |
2019 |
|
Student |
Dissertation Title |
|
Dhrithi Mahadevan |
Essays on Customer Experience in Access-Based Services |
|
Jose Manu M A |
The Impact of Network Characteristics on Customer Engagement in Review Platforms |
| No. | Course Name |
| 1 | Advanced Marketing Management |
| 2 | Research Methods: Surveys and Experiments |
| 3 | Marketing Models |
| 4 | Research Perspectives in Consumer behaviour |
| 5 | Marketing Models and Estimation |
| 6 | Services Marketing |
To learn more about faculty in the area click here
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