Professor Sanjeev Tripathi from IIM Ahmedabad to join MICA as Associate Professor | Press Release

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On Monday, MICA announced that Prof. Sanjeev Tripathi, would be joining MICA as an Associate Professor in the Strategic Marketing Area from the 1st of August 2016. Prof. Sanjeev Tripathi is currently a faculty in the marketing area at IIM Ahmedabad (IIMA) and is also an IIMA alumnus.

Previously, he has been a consultant at Nielsen, world’s leading market research agency. In this role he consulted Proctor and Gamble (P&G) and a number of other MNCs on their innovation processes, new product development, market size assessment and optimal marketing mix for product launches across Australia, ASEAN, India Japan and Korea.

He is also a former technocrat with Government of India and has worked as an IRSME officer with Indian Railways in diverse functions such as operations, logistics, production, procurement etc. and led large multi functional teams.

He has an expertise on sports marketing and management and has run a course in IIM Ahmedabad for last four years on sports marketing and management. This is possibly the first course of its kind in any such institute of higher learning in India. He has written a number of cases and research papers in the area of sports marketing and management. He is currently writing a couple of books on sports marketing. He has also done a number of projects on sports management with organizations in the sports domain such as Ministry of Youth Affairs and Sports, Olympic Gold Quest, Group M etc.

His research interests are in the area of sports marketing and management, consumer behavior, behavioural pricing, numeral cognition and behavioral economics. He has published his research in a number of reputed international journals and also presented research papers at international conferences.

He is an avid case writer and he has written more than 15 cases that are registered at IIM Ahmedabad and at Ivey. He has coauthored a book published by McGraw Hill.

He has a diverse teaching interest and teaches a wide variety of subjects such as Pricing, Neuro Science and Consumer Behaviour, Strategic Marketing, Sports Marketing, Business Research Methods and Experimental methods for research.He loves to use a number of pedagogical techniques in his teaching.

Prof. Tripathi has also mentored the new IIM at Nagpur and has been a visiting faculty there. He has done consulting projects for a number of organizations in sectors like sports, philanthropy and advisory functions. He has conducted and taught in executive education programmes for a large number of private and semi government organizations. He also mentors a couple of startups in technology domain.

Commenting on Prof. Tripathi’s appointment, MICA Dean Dr. Preeti Shroff said, "MICA community  welcomes Prof. Sanjeev Tripathi, an outstanding professor, researcher and faculty specializing in Sports Marketing and Consumer Behaviour. Prof. Tripathi was professionally associated with IIM-A and worked extensively with the public and corporate sector. At MICA he will focus on exploring Media & Entertainment management to enrich sports management and marketing area. He shall also teach consumer behaviour, strategic marketing, business strategy and methods. MICA President and I take this opportunity to warmly welcome Prof. Sanjeev Tripathi."

About MICA

Established in 1991, MICA is the first residential institute in the country and perhaps in the Asia-Pacific region, dedicated to creating Leadership in Strategic Marketing and Communication.

Its spirit lies in its grasping of contemporariness, addressing the needs of an ever-changing environment. The MICA brand assures effective delivery of Strategic Marketing and Communication solutions to the industry, government and community.

Today, it is the alma mater of professionals serving in leadership positions in some of the best known companies in India and the world, in marketing, brand management, research & analytics, advertising, media, digital and other strategic marketing and communication-driven businesses. 

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