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Faculty Of I.T.S
Dr Uma Gulati
Professor
Exerience : 28 Years
Email : umagulati@its.edu.in
Qualification
PhD (Jamia Millia Islamia)
MPhil, MBA, PGDM, Diploma in Marketing Advertising & Public Relations
B. Com (Jesus & Mary College, Delhi University)
Area of Specialisation: Marketing
Area Of Interest: Consumer Behaviour, Services Marketing, Sales and Distribution Management, Advertising and Brand Management, Retail Management, and Strategy.
Certifications
- AICTE-UKIERI Leadership and Management Programme (2020- 21) -Level 5.
- NPTEL online Certification in “Marketing Analytics” from IIT Kharagpur
- Digital Marketing course certification from Simplilearn
- Introduction to Luxury Brand Management from Great Learning
Industry: 6years
Academics: 22 years
Research and Publication
Book Published
Small Scale Enterprises in India: Phase of Formation to Phase of Growth & Development ISBN: 978-3-659-75414-2
Patent Published
Brand preference customer satisfaction and loyalty towards smartphones among college students (application no.202241057380 a), Date of Publication-14/10/2022.
List of Publications/Chapters in Edited books/ Conference proceedings
- Digital Branding Adoption by Specialty Eatery Start-ups in the Post-Pandemic, Environment in India, Cogent Business & Management,10(1): 1-19, April, 2023, ISSN: 2331-1975, Scopus, WOS, ESCI
- Digital Transformation has Changed Consumer Behaviour from Traditional Market to Digital Market, Academy of Marketing Studies Journal, Volume 27, Special Issue 2, 2023, Print ISSN: 1095-6298; Online ISSN: 1528-2678-27-S2-002 ABDC-B category
- Drifts in Green Marketing in Developing Economies: Perspective of Customer and Corporates, Chapter published in Academic Studies on Social and Economic issues eISBN: 978-625-8244-48-9
- Indian Mandate Gender Diversity on Boards: An Issue or Awakening Call; What Works and What Doesn’t, Sambodhi Journal, Vol 45 No. 01(V), May 2022, ISSN: 2249-6661, Listed in UGC Care
- Sustainability for businesses: marketing and finance perspective, Academy of Marketing Studies Journal, Volume 26, Special Issue 1, 2022, Print ISSN: 1095-6298; Online ISSN: 1528-2678, January 2022 ABDC-B category
- Product attributes based on customer’s perception and their effect on customer satisfaction: the Kano analysis of mobile brands, DECISION: Journal of IIM Calcutta, Indian Institute of Management, Calcutta, Vol 47 Number 1 ISSN: 2197-1722, February 2020. (WOS/ESCI), UGC Care
- Capitalizing Agile Potential: Intriguing Possibilities in Marketing with the spread of Agile, Journal of Management Research and Analysis, ISSN: 2394-2770, Vol 6, issue 1, March 2019, UGC listed
- Perception of different Demographic Groups towards Smart Phones: An Empirical Study, ARS: Journal of Applied Research and Social Sciences, International Society for Green, Sustainable Engineering and Management, Kolkatta, India, Vol.4, Issue .11, ISSN: 2350-1472, June 2017. UGC listed
- Social Media Marketing for 2019: Book Review, Amity Business Review, Amity University, ISSN: 0972 2343 Vol. 19, No. 2, July- December 2018.
- Servicescape Perception in Higher Education Institution: A Comparative Study of Government and Private Colleges, Anusandhan- The Research Repository of GIBS, Gitarattan International Business School -2581-9968 Vol 1 number 1, November 2018.
- Disruption in Marketplace Recognized by Consumers: A Study on Consumer Perception toward Fear of No Change, Conference proceedings of 4th Conference of Marketing Scholars & Practitioners (CMSP-2018), ISBN:978-93-84562-12-0, May 2018
- Customer’s perception towards dependency on Smart Phones: An Empirical Analysis, Conference proceedings of 9th International Conference on Measure, Manage &Facilitate Change to Harness Organizational Potential. Prestige Institute of Management, Gwalior, Vol.2, ISBN: 978-93-86608-56-7, January 2018
- Justification of consumer purchase Decision: A comparative study of consumer purchase decision with more information and less information, Humanities and Social Science Interdisciplinary Journal, Vol. 7(1), ISSN: 2319- 829X, July 2017, UGC Listed
- Enlightened Marketing: A Small Step for Marketer but a Giant Leap for Brand to Be Successful, International Journal of Entrepreneurship and Development Studies World University of Bangladesh, Dhaka, Vol.5, no.2, 2017, ISSN: 2079-2549, July 2017.
- Attenuation of Qualitative Research: Reason for Missing "Why" in Consumer Decision Making, Conference Proceedings of 8th International Conference: Strengthening Strategies, Shaping Policies & Empowering Personnel: Key to Organizational Competitiveness, Prestige Institute of Management, Gwalior, Vol.2, ISBN: 978-93-85000-81-2, January 2017.
- Emotional Brand Relationship in Hospitality Industry, Anusandhan -The Research Repository, Yearly Journal of Gitarattan International Business School, Vol 2, Number 1, 2017,
- Hospitality Branding and Emotional Brand Relationship: A Study on Customer Perception in Delhi, NCR. ARS: Journal of Applied Research and Social Sciences, International Society for Green, Sustainable Engineering and Management, Kolkata, Vol.3, Issue .12, ISSN: 2350-1472, June 2016.
- Utilitarian and Hedonic Shopping Values: A Study on Impact of Rational and Emotional Behaviour on Individual’s Perceived Benefits, Anusandhan -The Research Repository, Yearly Journal of Gitarattan International Business School, Vol 2, Number 1, July 2015.
- Impact of Utilitarian and Hedonic Shopping Values on Individual’s Perceived Benefits in Online Shopping, IRC's International Journal of Multidisciplinary Research in Social and Management Sciences, Society for Education & Voluntary Association, Bhopal, India, ISSN (P):2395 - 4833, ISSN (E): 2320-8236 Vol: 3, Issue: 2, April-June, 2015.
- A Study toCorporate the Impact of Corporate Visual Identity on Purchase Intention of the Consumer. International Journal of Research in Management & Social Science, Empyreal Institute of Higher Education, Guwahati, India, ISSN - 2322 – 0899, Volume 2, Issue 4 (I), ISSN - 2322 – 0899, October-December 2014.
- An Assessment of Entrepreneurial Marketing vs. Traditional Marketing: A Study of Small Enterprises in Delhi Region. Conference Proceedings: India 2020: Readiness for Cutting Edge Marketing”, ITS, Ghaziabad, November 2014
- Issues and Challenges of Human Capital Efficiency in Small Scale Sector: A Study Of Selected Consumer Electronics Units in Delhi, Conference Proceeding: Innovation for Sustainability, Amity University, Lucknow, UP, ISBN No.978-81-927441-0-0, February 2014.
- Liberalization and its Impact on Market Competitiveness of Small-Scale Industry: A Study of Selected Consumer Electronics Units in Delhi, International Journal of Exclusive Management Research, Archers & Elevators Publishing House.131, AGB Layout, 6th cross, Hesharagatta Main Road, Bangalore, Vol.3 Issue 12, ISSN 2249-2585, December 2014.
- Impact of Liberalization on Market Competitiveness of Small-Scale Industry: A Study of selected Garment Units in Delhi, Pravara Management Review, a research Journal of Dr.Vikhe Patil Foundation's Pravara Centre for Management Research & Development, Pune, ISSN:0975-7201, Vol 12, No.2 June-December 2013.
- Developing Proficiency through Strategic Management”-An Innovative Practice for Small Firms to Gain Competitive Advantage, International Journal of Management and Behavioral Sciences (IJMBS), Society of Management &Behavioral Sciences, Haridwar, India, ISSN 2278-5671, Vol.4. June 2013.
- 823 Marketing: A Strategic Approach to fill Perception Gap between Customer and Business, Conference Proceedings: Exploring the Soul of Business: An Eternal Sustainer, Excel India Publishers, Delhi, ISBN: 978-93-82062-87-5, February 2013.
- Creating and Delivering Value for masses through Customer Participation: A Strategic Tool for Inclusive growth in Service Industry.” Conference proceeding: “Services led inclusive growth: To be or not to be” The Indian Perspective Excel India Publishers, Delhi, ISBN: 81-7188-021-5, February 2012.
- Innovation and Small Business Performance: A Study of Entrepreneurial Behavior and its Impact on Innovative Capacity in Small Firms” in Conference Proceedings “Entrepreneurship and Innovation- The New Age Mantra, I Excel India Publishers, Delhi, ISBN:978-93-80697-58-1, February 2011.
- Permission Marketing - A Success Kit for Small Enterprises”. (A study of permission marketing tool and its importance to Small Enterprises). MERI- Journal of IT and Management, Management Education and Research Institute, Delhi, India, ISSN: 0974-2093, Vol 5, No.1. October 2011.
- Innovative Marketing for Innovative Consumer- An Innovative Perception of Indian Market, Contributed Chapter in Book: “The 21st Century Consumers- A Behavioural perspective, Global Vision Publishing House, New Delhi, India, ISBN: 978-81-8220-413-3, 2011.
- Practice of Innovation in small business performance: an unsolved puzzle, (A study of selected units in the consumer electronics sector in Delhi.)”, Conference Proceeding: Transformation and Survival of Business Organizations: Challenges and opportunities, Macmillan Publishers India Ltd, ISBN: 978-935-059-061-4, December 2011.
Special Achievement
Bagged Best Faculty Award four times.
RESOURCE PERSON / GUEST LECTURES/ TALKS DELIVERED
- Chairperson at International Conference on G20 Digital Economy & Sustainable Development, Dated 07-08 August 2023, organized by Tradepreneur Global Research Organisation, UK.
- Chairperson at 8th International Conference on Paradigm Shift Transformationindustry-4.0 dated 4th-5th January 2023 organized by Management of Institute -Warsaw University of Life Sciences Warsaw, Poland &Tradepreneur Global Research Organisation, Southampton, UK.
- Chairperson at 7th International Conference on Embracing Transformation: Innovation & Creation organized by Tradepreneur Global Academic Platform, UK in association with Kodolanyi Janos University, Hungary
- Resource person at ten-day Research Methodology Course for Ph.D. Scholars from 10th to 20th October 2022 organized by Sadhu Vaswani Institute of Management Studies (SVIMS) for Girls, Pune.
- Resource person at KC Group of Institutions for Webinar on NEP 2020: Academic Research in Higher Education Institutions held on July 2nd, 2022.
- Chairperson at International conference on “Embracing Transformation: Innovation & Creation organized by Tradepreneur Global Research Organization, UK, 26th -28th May 2022
- Resource person at AICTE -ISTE sponsored FDP on Outcome-based Education: NBA Approach conducted from 4th January to 10th January 2022.
- Resource person at Webinar on ‘Entrepreneurial Marketing & the Marketing Mix’, organized by GIBS under the aegis of the Institute Innovation and Entrepreneurship cell, on 14th March 2022.
- Resource person at “Orientation session with Innovation Ambassadors” organized by the Institute Innovation and Entrepreneurship Cell (IIC) of Gitarattan International Business School on 28th December 2021.
- Resource Person at Jamia Millia Islamia for a webinar on Staying focused, Productive, and Dynamic in the time of Crises on 29th April 2021.
- Resource Person at Prestige Institute of Management, Gwalior on the topic” Strategies for Brand Resilience during Pandemic” on July 3rd, 2021.
- Resource Person at NSB Academy Hyderabad for a webinar on “Retaining Brand Salience During Pandemic: An Unprecedented Challenge" on 7th August 2021.
- Coordinator& Resource Person at Winter Faculty Development Programme at Gitarattan International Business School. It is a regular FDP organized annually.
- Resource Person at 3rd MDP on “Brand Revitalization Strategies during Pandemic” organized on 4th& 5th June 2021 organized by Gitarattan International Business School.
- Resource Person at 2nd MDP on “Digital Marketing” organized on 18th& 19th December 2020 organised by Gitarattan International Business School.
- Resource Person at 1st MDP on “Marketing Analytics” organized from24th to 27th July 2020 organized by Gitarattan International Business School.
- Chaired Technical Session -Marketing Track in International Conference of Global Information & Business Strategy since 2015 organized by Gitarattan International Business School.
PARTICIPATION IN WORKSHOPS/ SYMPOSIA/ CONFERENCES /SEMINARS/FDP ETC.
- National Conference on Advances in Marketing Paradigms for Research, Innovations, and Technology (AMRIT - 2023), 17-18 July 2023 at NIT Hamirpur, Himachal Pradesh. (Paper Presented)
- 8th International Conference on Paradigm Shift Transformation Industry-4.0 dated 4th-5th January 2023 organized by Management of Institute -Warsaw University of Life Sciences Warsaw, Poland &Tradepreneur Global Research Organisation, Southampton, UK.(Paper Presented). Bagged Best Paper Award
- 7th International Conference on Embracing Transformation: Innovation & Creation organized by Tradepreneur Global Academic Platform, UK in association with Kodolanyi Janos University, Hungary 26th -28th May 2022 (paper presented).
- Unveiling the Secret of Quality Research and Academic Writing: The Editor Speaks organized by the University School of Management Studies, in association with Indraprastha Internal Quality Assurance Cell, GGSIPU held on 13 July 2022.
- International Conference on “Changing Management Practices in the New Normal Scenario”: Business Strategies in Socio-Legal & Ethical framework, April 23rd, 2022 organized by Quantum School of Business, Quantum University, Roorkee. (Paper Presented)
- Atal FDP on Leveraging Design Thinking for Innovation, IMI, Kolkata, 12th July 2021 to 16th July 2021.
- Strategic planning for higher educational institutions: challenges, tools & techniques, Model Institute of Engineering & Technology, Jammu, 1st February-6th February 2021, Short-term training program.
- AICTE workshop on Incorporating Universal Human Values in Higher Education, AICTE, 9th – 13th July 2020.
- Webinar on “NAAC Revised Accreditation Framework 2020” organized by Rubrics Softcon Pvt. Ltd., May, 9th, 2020.
- Workshop on Educational Organization Management Systems ISO 21001:2018 organized by CII Higher education, May 22nd, 2020.
- Webinar on Covid outbreak-psycho social support to youth organized by JMC, DU, 10th May 2020.
- Webinar on Anxiety, Panic, and Remedies Post Lockdown Among Academicians organized by Prestige Institute, Gwalior, July, 10th, 2020.
- Faculty Development Programme on” Research publication in reputed journals” on 7th November 2020 organized by Gitarattan International Business School.
- Summer Faculty Development Programme organized by Gitarattan International Business School, 6th July-18th July 2020.
- Workshop on Educational Organization Management Systems ISO 21001:2018 organized by CII Higher Education, May 22nd, 2020.
- Winter Faculty Development Programme, organized by Gitarattan International Business School,16th to 24th December 2019.
- International Conference (PAN IIM) organized by IIM, Rohtak,11th – 14th December 2019. (Paper Presented)
- Workshop on Women Empowerment organized by Gitarattan International Business School, 7th March 2019.
- Summer Faculty Development program organized by Gitarattan International Business School from 15th June to 28th June 2019.
- National Seminar on Marketing organized by Gitarattan International Business School, 19th Jan 2019.
- National Conference organized by Gitarattan International Business School, 7th &8th, 2018.
- Winter FDP, organized by Gitarattan International Business School, from 12th to 18th December 2018.
- International Conference (PAN IIT Roorkee), Indian Institute of Technology, Roorkee, 30th -2nd December 2018.(Paper Presented)
- CMSP-2018, Conference of Marketing Scholars & Practitioners, May-11th, 2018.
- International Conference on Measure, manage & facilitate change to Harness Organizational Potential, prestige Institute, Gwalior Jan-6-8, 2018. (Paper Presented)
- National Conference, Apeejay School of Management, Dwarka, May-11th, 2018. (Paper Presented)
- International conference organized by Indian Institute of Technology Roorkee & Sheffield Business School, Sheffield Hallam University UK & Waikato Management School, New Zealand, December 16-17, 2017.(Paper Presented)
- International Conference on, “Strengthening Strategies, Shaping Policies & Empowering Personnel: Key to Organizational Competitiveness, prestige Institute, GwaliorJanuary 7-9-9, 2017.(Paper Presented)
- Workshop on DATA ANALYTICS, University School of Management Studies, GGSIPU in Collaboration with Science and Engineering Research Board, Department of Science and Technology, Government of India, May 23-28, 2016.
- Conference on Brand Management, Indian Institute of Technology (IIT) Delhi, India, April 16-17,2016. (Paper Presented)
- 4th World Marketing Congress “The New Age Marketing Variables, organized by All India Management Association (AIMA)New Delhi, 10th February 2015.
- India 2020: Readiness for Cutting Edge Marketing”, ITS Ghaziabad, UP 1st & 2nd, November 2014. (Paper Presented)
- International Conference on Management: “Innovation for sustainability” Amity University, Lucknow, UP 14-Feb-2014. (Paper Presented)
- International Conference on Innovation Management and Business Prospects. International Society of Management &Behavioural Sciences, India, June 15-16, 2013.(Paper Presented)
- Integrated Marketing Communications: FDP organized by FORE School of Management, Delhi, India, 3rd June 2013.
- International Conference on," Exploring the Soul of Business: An Eternal Sustainer", Jagan Institute of Management Studies, Delhi, India, Feb-2013. (Paper Presented)
- International Conference on Services led inclusive growth: To be or not to be” Jagan Institute of Management Studies, Delhi, February 2012. (Paper Presented)
- International Conference on Entrepreneurship and Innovation: The New Age Mantra, Jagan Institute of Management Studies, Delhi, India, February 2011. . (Paper Presented)
- National Conference on transformation and survival of business organizations: Challenges and opportunities Prestige Institute of Management Gwalior, December 2011. . (Paper Presented)
- Seminar: Managing the Challenges of Globalisation, Management Education and Research Institute, Delhi, February 2007.
- Workshop on Research Methodology organized by Maharaja Surajmal Institute, Delhi in 2004.