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Faculty Of I.T.S

Dr Uma Gulati

Professor

Exerience : 29 Years

Email : umagulati@its.edu.in

Qualification

PhD (Jamia Millia Islamia)

MPhil, MBA, PGDM, Diploma in Marketing Advertising & Public Relations
CMI(UK) (Please add in qualification before B. Com)
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 :

  • NPTEL Certification course in “Roadmap for Success: Mastering Strategy Formulation with ChatGPT”
  • Market Research course from Great Learning

Industry- 6yrs

Academics- 23 yrs

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

  1. Effect of Geopolitical Reordering on Indian Democracy published in International Journal of Advance and Innovative Research, ISSN:2394-7780, Vol 11, Issue 2 (IV) April-June, 2024.
  2.   Influence of Lean Marketing on the Improvement of Marketing Strategy: An Investigation of Workers’ Perspectives published in Emerging Trends in Smart Societies.  ISBN 9781 00348 9412, Taylor & Francis (Routledge Publication).(book chapter)
  3.   Millets! A Way to Good Health and Well-being among Gen Z under the book title" Towards Sustainable Agriculture: Millets as Sustainable Multi-cereals. Springer Nature. August 2024. (book chapter)
  4. A study on Impact of service quality on customer satisfaction with low-cost carriers in India, Journal of Information and Optimization Sciences: 1665–1684, January 2024, Volume 44, ISSN: 2169-0103, DOI: 10.47974/jios-1483. ABDC, ESCI (Web of Science)

  5. Artificial Intelligence in Cyber Security: Rescue or Challenge published in Review of Artificial Intelligence in Education, August 2023.

    DOI: 10.37497/rev.artif.intell.education.v4i00.7

  6. 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
  7. 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
  8. 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
  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
  10. 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
  11. 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
  12. 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
  13. 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
  14. Social Media Marketing for 2019: Book Review, Amity Business Review, Amity University, ISSN: 0972 2343 Vol. 19, No. 2, July- December 2018.
  15. 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.        
  16. 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   
  17. 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
  18. 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
  19. 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.  
  20. 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.    
  21. Emotional Brand Relationship in Hospitality Industry, Anusandhan -The Research Repository, Yearly Journal of Gitarattan International Business School, Vol 2, Number 1, 2017,
  22. 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.       
  23. 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.
  24. 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.    
  25. 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.
  26. 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     
  27. 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.  
  28. 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.
  29. 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.
  30. 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.           
  31. 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.           
  32. 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.      
  33. 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.    
  34. 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. 
  35. 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.     
  36. 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

  1. Chaired Technical Session- Marketing at International Conference on 3Ps (People, Planet and Prosperity): Creating A Sustainable Global Business Model on May 4, 2024, organized by the Institute of Technology and Science, Ghaziabad
  2.   Chaired Technical Session-Marketing 15th National Conference on Contemporary Management and Research, organized at Apeejay School of Management, New Delhi on 2nd February 2024.
  3.  Session conducted on Stress Management, The Importance of Boot Camp, and the Art of Connecting People for MBA students at Institute of Technology and Science, Ghaziabad in Academic session 2023-24 & 2024-25. 
  4. Chairperson at International Conference on G20 Digital Economy & Sustainable Development, Dated 07-08 August 2023, organized by Tradepreneur Global Research Organisation, UK.
  5. 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.
  6. Chairperson at 7th International Conference on Embracing Transformation: Innovation & Creation organized by Tradepreneur Global Academic Platform, UK in association with Kodolanyi Janos University, Hungary
  7. 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.
  8. Resource person at KC Group of Institutions for Webinar on NEP 2020: Academic Research in Higher Education Institutions held on July 2nd, 2022.
  9. Chairperson at International conference on “Embracing Transformation: Innovation & Creation organized by Tradepreneur Global Research Organization, UK, 26th -28th May 2022
  10. Resource person at AICTE -ISTE sponsored FDP on Outcome-based Education: NBA Approach conducted from 4th January to 10th January 2022.
  11. 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.
  12. 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.
  13. Resource Person at Jamia Millia Islamia for a webinar on Staying focused, Productive, and Dynamic in the time of Crises on 29th April 2021.
  14. Resource Person at Prestige Institute of Management, Gwalior on the topic” Strategies for Brand Resilience during Pandemic” on July 3rd, 2021.
  15. Resource Person at NSB Academy Hyderabad for a webinar on “Retaining Brand Salience During Pandemic: An Unprecedented Challenge" on 7th August 2021.
  16. Coordinator& Resource Person at Winter Faculty Development Programme at Gitarattan International Business School. It is a regular FDP organized annually.
  17. Resource Person at 3rd MDP on “Brand Revitalization Strategies during Pandemic” organized on 4th& 5th June 2021 organized by Gitarattan International Business School.
  18. Resource Person at 2nd MDP on “Digital Marketing” organized on 18th& 19th December 2020 organised by Gitarattan International Business School.
  19. Resource Person at 1st MDP on “Marketing Analytics” organized from24th to 27th July 2020 organized by Gitarattan International Business School.
  20. 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.

  1. Workshop on SLR & Bibliometric Analysis organised by MTC Global Leadership Institute on 26th & 27th August, 2024.
  2.  International Conference on 3Ps (People, Planet and Prosperity): Creating A Sustainable Business Model” organized by the Institute of Technology and Science, Mohan Nagar on Global 3rd & 4th May 2024. (Paper Presented).
  3.  Workshop on Intellectual Property Rights & Patents and Design Filing” organized by Edupass Academy in association with Rajiv Gandhi National Institute of Intellectual Property Management, Government of India, Nagpur on March 15, 2024.
  4. Webinar on “Building a Successful Academic Career: Are You Ready? Organized by Emerald Publishing, on February 23, 2024.
  5.  FDP on “Information System in Public Sector Accounting” organized by Avinashilingam Institute for Home Science and Higher Education for   Women organized by the Centre for Public Sector Accounting from February 19, 2024, to February 24, 2024.
  6.  FDP on” Improving Teaching Quality in Higher Education” organized by Bhargava Foundation for Research and Education, Dhanbad Jharkhand held from 19th January 2024 to 25th January 2024.
  7. Webinar on Thematic Analysis 12th January 2024 organised by FIIB and Emerald Publishing.
  8. FDP attended on “Research Design” organized by the Department of Management, I.T.S Ghaziabad on 10 Jan 2024
  9. 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)
  10. 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
  11. 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).
  12. 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.
  13. 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)
  14. Atal FDP on Leveraging Design Thinking for Innovation, IMI, Kolkata, 12th July 2021 to 16th July 2021.
  15. Strategic planning for higher educational institutions: challenges, tools & techniques, Model Institute of Engineering & Technology, Jammu, 1st February-6th February 2021, Short-term training program.
  16. AICTE workshop on Incorporating Universal Human Values in Higher Education, AICTE, 9th – 13th July 2020.
  17. Webinar on “NAAC Revised Accreditation Framework 2020” organized by Rubrics Softcon Pvt. Ltd., May, 9th, 2020.
  18. Workshop on Educational Organization Management Systems ISO 21001:2018 organized by CII Higher education, May 22nd, 2020.
  19. Webinar on Covid outbreak-psycho social support to youth organized by JMC, DU, 10th May 2020.
  20. Webinar on Anxiety, Panic, and Remedies Post Lockdown Among Academicians organized by Prestige Institute, Gwalior, July, 10th, 2020.
  21. Faculty Development Programme on” Research publication in reputed journals” on 7th November 2020 organized by Gitarattan International Business School.
  22. Summer Faculty Development Programme organized by Gitarattan International Business School, 6th July-18th July 2020.
  23. Workshop on Educational Organization Management Systems ISO 21001:2018 organized by CII Higher Education, May 22nd, 2020.
  24. Winter Faculty Development Programme, organized by Gitarattan International Business School,16th to 24th December 2019.
  25. International Conference (PAN IIM) organized by IIM, Rohtak,11th – 14th December 2019. (Paper Presented)
  26. Workshop on Women Empowerment            organized by Gitarattan International Business School, 7th March 2019.
  27. Summer Faculty Development program organized by Gitarattan International Business School from 15th June to 28th June 2019.
  28. National Seminar on Marketing organized by Gitarattan International Business School, 19th Jan 2019.
  29. National Conference organized by Gitarattan International Business School, 7th &8th, 2018.
  30. Winter FDP, organized by Gitarattan International Business School, from 12th to 18th December 2018.
  31. International Conference (PAN IIT Roorkee), Indian Institute of Technology, Roorkee, 30th -2nd December 2018.(Paper Presented)
  32. CMSP-2018, Conference of Marketing Scholars & Practitioners, May-11th, 2018.
  33. International Conference on Measure, manage & facilitate change to Harness Organizational Potential, prestige Institute, Gwalior  Jan-6-8, 2018. (Paper Presented)
  34. National Conference, Apeejay School of Management, Dwarka, May-11th, 2018. (Paper Presented)
  35. 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)
  36. International Conference on, “Strengthening Strategies, Shaping Policies & Empowering Personnel: Key to Organizational Competitiveness, prestige Institute, GwaliorJanuary 7-9-9, 2017.(Paper Presented)
  37. 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.
  38. Conference on Brand Management, Indian Institute of Technology (IIT) Delhi, India, April 16-17,2016. (Paper Presented)
  39. 4th World Marketing Congress “The New Age Marketing Variables, organized by All India Management Association (AIMA)New Delhi, 10th February 2015.
  40. India 2020: Readiness for Cutting Edge Marketing”,           ITS Ghaziabad, UP    1st & 2nd, November 2014. (Paper Presented)
  41. International Conference on Management: “Innovation for sustainability” Amity University, Lucknow, UP       14-Feb-2014. (Paper Presented)
  42. International Conference on Innovation Management and Business Prospects. International Society of Management &Behavioural Sciences, India, June 15-16, 2013.(Paper Presented)
  43. Integrated Marketing Communications: FDP            organized by FORE School of Management, Delhi, India, 3rd June 2013.
  44. International Conference on," Exploring the Soul of Business: An Eternal Sustainer", Jagan Institute of Management Studies, Delhi, India, Feb-2013. (Paper Presented)
  45. International Conference on Services led inclusive growth: To be or not to be” Jagan Institute of Management Studies, Delhi, February 2012. (Paper Presented)
  46. International Conference on Entrepreneurship and Innovation: The New Age Mantra, Jagan Institute of Management Studies, Delhi, India, February 2011. . (Paper Presented)
  47. National Conference on transformation and survival of business organizations: Challenges and opportunities Prestige Institute of Management Gwalior, December 2011. . (Paper Presented)
  48. Seminar: Managing the Challenges of Globalisation, Management Education and Research Institute, Delhi, February 2007.
  49. Workshop on Research Methodology organized by Maharaja Surajmal Institute, Delhi in 2004.

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