Faculty Profile

Dr. Richa Vyas

Dr. Vyas is a young faculty in the area of Marketing. She is a Fellow of Management Development Gurgaon, in the area of Marketing and MBA from DAVV Indore. Dr. Vyas has 5 years of experience in diversified fields like advertising, management consulting and teaching. Prior to joining EABS she has worked with Indian Institute of Management Indore, McCann Erickson advertising agency and Hansa Consulting. Her areas of interest include contemporary practices in marketing, branding, advertising & CRM.

Dr. Vyas’s thesis dealt with a very interesting and relevant topic for Indian advertising. Her thesis was on “Assessing the effectiveness of movie brand placement in Hindi Films; Role of Prominence and actor brand congruence on memory, evaluation and purchase intention” she applied ‘Quasi Experiments’ as the research methodology.

In her short careen span, Dr. Vyas has conducted following courses successfully.

Regular PGP courses

1. Marketing Management
2. Advertising & Brand Management
3. Consumer Behaviour

MDPs

1. Cross Selling for public sector banks for the General Managers of Canara bank & Punjab National Bank.
2. Contemporary Product and Brand Management for the executives of Astra Zeneca.

Dr. Vyas has published papers in various International and national journals of good repute. She has presented papers in many conferences. Some of her publications are:

Published

1. Richa Sharma Vyas and N R Bhusnurmath (2006), ‘A Comparative Study of Cross Selling Practices in Public and Private Sector Banks in India’ Journal of Financial Services Marketing, vol.10, no.4,pp.123-134.
2. Richa Sharma Vyas (2006), ‘Pester Power: Role of Media and Parents’, Review of Professional Management, vol.4, no.1, pp.10-18.
3. Richa Sharma Vyas and Anita Goyal (2007), ‘Antecedents of Redemption of Reward Points: A Case of Indian Credit Cards’ in Vision, the journal of MDI Gurgaon, June 2007.
4. Richa Sharma Vyas and Anita Goyal (2007), ‘Webdunia.com’ management case, Vision, June 2007.
5. Richa Sharma Vyas (2008), ‘A Study of Customers’ Perception of Cross Selling: Using Grounded Theory Approach’, IIMB Management Review, Journal of IIM Bangalore, June2008.

Paper Presentations & Conferences attended

1. Conference on Information Science Technology and Management (CISTM) by Virginia commonwealth university, July16-18, 2006 at CII Chandigrah.
2. International Conference on Services Management on March 11-12, 2005 at Radisson Hotel, Delhi.
3. Consortium of Management Research (COSMAR)-2006 at IISC Bangalore, September, 21-23.

Professional activities

1. Developed a future market expansion plan for the Canara Bank, this plan was based on the ‘market mapping’ exercise conducted across 28 states.
2. Devised entry strategies for HCL, provided a road map to enter in the upcoming smart cards market in India.
3. Developed content and media plan for DNA and Dainik Bhaskar.

Awards & Achivements

1. Represented Indian Institute of Management Indore in 8th Young Manager’s Competition, 2001 held by IMA and won Best Presentation Award in professional Category.
2. Won National Debate Championship at Khajuraho in Red Cross camp.
3. Recipient of Gold Medal for being all rounder-outstanding student in Higher Secondary.

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