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Swati Singh

Dr. Swati Singh
Ph.D. (Marketing), MBA, BSc
Associate Professor – Marketing

She is MBA from Jadavpur University Kolkata and holds PhD in the area of Services Marketing. She has over 12 years of experience in academics and around five years of industry experience. She teaches courses like Marketing Management, Consumer Behavior, Marketing of Services, Integrated Marketing Communications, Rural Marketing and CSR amongst others. She has published a number of research papers, case studies and articles in reputed journals both national and international. Her case studies are available in Oxford University Press online resources in the areas of Services Marketing and Brand Management. She has also presented papers in various National and International Conferences organized by IIMA, IIML. Other than this she has also contributed chapters in edited books in the areas of CSR, Services Marketing and Hospitality Management. She has conducted MDPs in the areas of Sales force effectiveness, Business to Business Marketing, Corporate Etiquette as well as Entrepreneurship. She has also organized numerous seminars and workshops in the areas of Innovating Marketing Strategies, Services Marketing, CSR,  Rural Marketing etc. As Head Placements she has networked with a number of reputed corporates for placements, summer training and BOP projects.  Prior to joining BULMIM she has taught in ICFAI where she won accolades for her teaching, providing training to faculty as Lead Faculty as well as awarded for being best faculty guide for Summer Projects for two consecutive years.

Articles, Case Studies & Papers Published:


1. Dutta, K. and  Singh,S. (2014). “Koutons Retail India Ltd.: Fight for Survival” IUP Journal of Entrepreneurship Development Vol. XI, No. 1, 2014.

2.  Dutta, K. and  Singh,S. (2014). “Deriving customer satisfaction and loyalty from organized retailer’s sales promotion activities in India,” International Journal of Sales, Retailing and Marketing, Volume 3, No.1, 2014. ISSN 2045-810X

3. Dutta, K. Singh,S. (2014), Malhotra, P (2013). “Purchase behaviour towards branded

healthy food: A study of Indian housewives”, ABS International Journal of Management, Volume 1, Issue 2.

4. Dutta, K. and  Singh,S. (2013). "Healthy food behavior and Celebrity endorsement for healthy food brands: A study of Indian housewives ". IUP Journal of Brand Management. September 2013.

5. Dutta, K. and  Singh,S. (2013). “Customer Perception of CSR and its impact on retailer evaluation and purchase intention in India, Journal of Services Research, ISSN NO. 0972-4702, Volume 13 (1) April – September 2013, 112-133.

6.  Singh,S. (2012). “Micromax: The Indian War horse.” Brand Management- Principles and Practices, Oxford University Press.

7.  Singh,S. (2012. “Airtel: Reinventing the brand” Brand Management- Principles and Practices, Oxford University Press.

8.  Singh,S. (2012). “LIC: Staying ahead of the game” Brand Management- Principles and Practices, Oxford University Press.

9.   Singh,S. (2012). "Ponds - a new lease of life". Brand Management- Principles and Practices, Oxford University Press.

10  Singh,S. (2011). “Star Plus - The Comeback”, Marketing Mastermind, ICFAI University Press, Volume XI, Issue 2.

11. Singh,S. (2011). “Islamic Marketing – The New Leap of Faith”. Marketing Mastermind, ICFAI   University Press Volume XI, Issue 3.pp 27-33

12. Singh,S. (2010). “Crocs- Reviving a fallen star” Marketing Mastermind, ICFAI University  Press, Volume X, Issue 9.pp 38-44

13. Singh,S. (2010). “Customer Co-Creation”, Marketing Mastermind, ICFAI  University Press, Volume X, Issue 8.

14. Singh,S. (2010). “Cause Branding: Raising the societal Quotient”, Marketing Mastermind, ICFAI   University Press. Volume X, Issue 7.

15. Singh,S. (2010). “Sports Lifestyle: Marketing”, Mastermind, ICFAI   University Press, Volume X, Issue 7.

16. Advertising gets Regional - Advertising Express ICFAI Press published in May 2010.

17. Singh,S. (2010). “Retail Frontiers – Rise of the non metros”, Marketing Mastermind, ICFAI   University Press, Volume X, Issue 5.

18. Singh,S. (2010). “Rural Tourism –Revisiting the roots”, Marketing Mastermind, ICFAI University Press, Volume X, Issue 4.

19. Singh,S. (2010). “Ritualizing the Brand: Marketing Mastermind, ICFAI University Press, Volume X, Issue 3.

20. Singh,S. (2010). “American Doll: Making history out of child’s play”, Marketing Mastermind, ICFAI Press, Volume X, Issue 2.

21. Guha Thakutta, K. and Singh,S. (2009). Of Fake Promises and Faltering Perceptions: ‘Green-washing’ the Environment: Published in Advertising Express ICFAI Press December 2009 Issue.

22. 1 Chapter in Book: Naib, S. & Singh,S. (2016)“Negotiation & Communication Skills”, edited book on Effective Business Communication CEGR, 2016, ISBN: 978 93 85000 6308, 237-249.

23. Chapter in Book: Naib, S. & Singh,S. (2015)“ Leadership Skill”, Edited book on Corporate Employability Skills, CEGR, 2016, ISBN: 978 93 85000-82-9, 221-233.

24. Chapter in Book: “Fair trade: Empowering the Powerless”, Edited book on “Corporate Social Responsibility: Conceptual Framework, Practices & Key Issues, Bharti Publications, Delhi 2012, ISBN: 978-93-81212-35-6, 49-60.

25. Chapter in Book: “Self sustaining models for Success in Rural Marketing”, Edited Book “Future Directions in Management”, Bharti Publications, Delhi 2012, ISBN: 978-93-81212-19-6, 557-569

Papers Presented:


International Conference :


  • University of Hyderabad, Hyderabad, India in collaboration with Université de Bretagne-Sud, France “Socio-Cultural Approaches to Translation: Indian and European Perspectives” 10-12 February, 2010. “ Cross-Cultural Translations:  Entwining Standardization and Customization.”
  • Emerging Economies International Conference IIM Ahmedabad: “Customer Satisfaction during Sales promotion in Organized Retail in India” 10th11th Jan 2013.
  • International Conference on Innovation, Creativity, Ethics in Current Business Scenario  Noida, “Purchase behavior towards branded healthy food: A study of Indian housewives”   15th March 2013.
  • Dutta, Kirti and Singh, Swati (2014). “Customer engagement through co-creation: Applying Theory of Planned behavior”. Annual Conference of Emerging Markets “Listening to Consumers of Emerging Markets”, January 09 - 11, 2014, IIM Lucknow.


National Conference:

  • “ YUGANTAR” ‘The Rousing Challenges of Management Systems and Practices in 21st Century’on 29th -30th September 2011 organized by Alard Institute of Management Sciences affiliated to Pune University. Topic: “CRM in computer hardware sector: A study in the B to B scenario in Delhi & NCR.”
  •  ABS Seed 2012, Business Strategies for Economic evolution & development. Noida. 
  • “Service Quality Analysis of Retail Sales Promotion”, Co-author: Dr.Kirti Dutta. 12th October 2012


  1. Review of chapters 3 chapters of book on Rural Marketing for Oxford University Press.
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