Dr Prarthana Kumar is the Program Head of the PGDM – Marketing Management and the Executive PGDM programs at IPE, Hyderabad. She works as an Assistant Professor in Marketing. She is a Business Management graduate and holds an MBA specialising in Marketing and HR. Moreover, she earned her PhD and has pioneered work on Multisensory Marketing from the University of Hyderabad. She has completed her Post-Doctoral research in Women Consumer Behaviour from the Indian Council of Social Science Research, New Delhi.

Dr. Kumar has been organising IPE’s annual entrepreneurial flagship event, Startupedia, for the last ten years. She has presented papers and published widely Nationally and Internationally and she has also developed marketing study materials for universities. She has been widely cited for her work in Multisensory Marketing. Currently, she is also a member of an international project titled "Centres of Excellence in Sustainable Tourism to boost economic development and enhance university- business cooperation in Southern Asia / CESTour” sponsored by the European Union.

IPE Hyderabad

What motivated you to pursue a career in academia and what made you excited and walk with IPE in the journey?

Academics have always attracted me since childhood, as I come from a family of very accomplished academicians. I joined IPE almost a decade ago after completing my PhD from the University of Hyderabad. During these years at IPE, I have assumed the responsibility of being the Program Head for the Executive PGDM program and the PGDM - Marketing Management program. Additionally, I've had the privilege of establishing and overseeing the Entrepreneurship Cell at IPE, along with serving as the faculty coordinator for the prestigious National Level Startup event known as Startupedia.

As a Program Head of the PGDM – Marketing Management and the Executive Programs, what is the USP or what are the differentiating factors that make IPE stand out from other Business schools?

IPE stands as one of India's most established institutions for management education, boasting a rich legacy of delivering top-tier management education. The institute offers a comprehensive array of programs, with the PGDM - Marketing Management program being meticulously designed to align with industry demands. The PGDM - Marketing Management program is a dream program for a marketer, it emphasizes and encompasses topics such as, International Marketing, Branding, Advertising, Selling and Negotiation Strategies, Marketing Research, Managing of Service Experience, Digital and Social Media Marketing, Storytelling to name a few. The program gives great exposure to industry, care is taken to incorporate live research in every course component. What sets IPE apart is its extensive portfolio encompassing research, consultancy, training, and education, placing it at the forefront of the field. Moreover, the IPE campus is a melting pot of diversity, featuring students and faculty from various backgrounds, making it akin to a microcosm of India itself. Adding to its distinctiveness is the Entrepreneurship Cell, a hub for nurturing innovation and guiding budding entrepreneurs in the student community.

How do you stay current with the latest trends and developments in the field of marketing and incorporate them into the curriculum and program offered by IPE?

Regular interaction with the industry, fellow academicians and Hyderabad eco-system keeps me keep up with the trends and developments. Moreover, IPE has always focused on maintaining strong industry relationships to provide valuable opportunities for its students. We often invite suggestions from industry experts and practitioners, invites guest lectures, conducts workshops, and participates in seminars. Students often have the opportunity to work on live projects sourced from industry partners; regular industry visits and field trips give students firsthand exposure to different industries and corporate environments.

Check IPE Faculty

How well are students given hands-on training with the latest/Essential tools and technology, especially in the field of Digital Marketing and Social Media and Research Methodology, etc?

The institute typically conducts practical workshops where students have the opportunity to work directly with the latest tools and technologies related to digital marketing campaigns, social media analytics tools, AI and ML tools, and conducting research using relevant software. IPE typically provides access to a state-of-the-art lab equipped with the latest tools and technologies.

As you are an individual who is highly involved in research work. How do you encourage/support the students to take up research and scholarly activities at IPE?

IPE fosters a research-oriented environment and encourages students to engage in scholarly activities. As a program head, I have always integrated research-orientation in the course curriculum and modules, and encourage the students to participate in research activities and make the most. For example, I am convening and organizing a National Conference on NextGen Business Strategies and Marketing Dynamics, on 6-7 December, 2023, and all our students are looking forward to this in house opportunity and excited to participate and present their research papers in the conference. The faculty also provides collaboration opportunities, mentoring and guidance to students interested in research. The Research centers often involve students in ongoing research initiatives. 

Can you throw some light on the significance and support IPE provides for entrepreneurship and innovation?

IPE places significant emphasis on entrepreneurship and innovation, recognising their importance in fostering economic growth and development. IPE integrates entrepreneurship-related courses into its core curriculum. The E-Cell at IPE serves as a dedicated platform to nurture and support aspiring entrepreneurs among the student body. It provides resources, guidance, and mentorship to students interested in starting their own ventures. IPE hosts the National Level Flagship Event - Startupedia, to promote entrepreneurial spirit among students and facilitate networking with industry experts and investors. 2024 will mark the 10th year of Startupedia. It facilitates mentoring, networking, pitching, investing and connecting with experienced entrepreneurs and industry professionals.