India’s Marketing Guru and Ex-IIM Professor Interacted with LPU MBA Students

Jalandhar: Division of Start-Ups at LPU organized a guest lecture by Professor Abraham Koshy, a well-known and highly distinguished Professor of Marketing from Indian Institute of Marketing (IIM), Ahmedabad. Commonly referred to as the ‘Indian Marketing Guru’, Abraham Koshy delivered an address to all B-School students on the topic ‘Changing Marketing Landscape: What do You Need to Learn’.

His lecture was highly informative on various aspects of the Marketing field. He emphasized the need for marketers to recognize that customer behavior and preferences are transient and prone to change. Hence, students should not only know their task as marketers, but should also be aware of its importance. He also shared how consumers are shifting their preferences from owning a product to renting or subscribing to services, which gives them the flexibility to choose from a huge variety of services and use them as and when they want. He was specifically crucial of the ways using which different brands try to engage with customers through digital and social media, and advised them to not be inclusive in the media consumption of the consumer.

The illuminating lecture was attended by more than 1500 B-School students of Mittal School of Business, LPU. It aroused deep interest and inquisitiveness within the students and thus had active participation from them. Later in the day, Prof Abraham Koshy interacted with all Marketing faculties at LPU and gave them tips about following modern pedagogical techniques and teaching through the engaging case-study method.

With about three decades of experience as a Professor of Marketing at IIM Ahmedabad, Abraham Koshy is one of the most reputed academicians in India in the domain of marketing, branding and strategy. His special areas of interests are Brand Management, Product Management, New Product Strategy and Strategic Marketing. Prof. Koshy is a co-editor and co-author of four books, the most popular being the world’s best-selling book Marketing Management – A South Asian Perspective with the legendary Marketing Guru, Prof. Philip Kotler, and others. He has published several research papers and case studies in professional journals. He has been an independent Director in the Board of Directors of Malayala Manorama, a leading newspaper and publishing company for two decades. He was also a Director in the Board of Directors of The Federal Bank, for about six years and subsequently, he was the non-executive Chairman of the bank for about two years.

Naveen Luthra, Director, Division of Start-ups at LPU said: “LPU is very fortunate to have had the well-acclaimed academician, Prof Abraham Koshy interact with its students and faculty. It was a golden opportunity for them to learn from his three-decade long experience of teaching at IIM, Ahmedabad and that of conducting several faculty development programs in India as well as abroad. We constantly look forward to conducting more and more events that enlighten students to perform well in academics.”