Anita Basalingappa

Dr. Anita Basalingappa is Professor in Marketing and Chairperson – Online Programs. Prior to joining MICA, she was associated with Vishesh Advertising Pvt. Ltd., Bangalore, Indian Institute of Management, Ahmedabad and Karnatak University, Dharwad.

Dr. Anita Basalingappa has recently published a research paper on understanding relationships between customers and rural retail. This is an extension to her work in the area of managing customer relationships and marketing & branding in the rural context. She has research and teaching interests in Marketing theory and Critical Marketing. A conceptual paper is accepted for publication in The Marketing Review on Marketing, Communication and Democracy which is a dialogue between the Marketing discipline and Communication discipline. For updates please visit https://www.facebook.com/AnitaBasalingappa72/

Her current areas of interest also include marketing and competition, understanding social media as brands and social media behaviour, marketing decision-making, clothing as communication and CSR. In the past, in 2008, she has also worked on ‘Introducing Common Market Identity’ during her fellowship at Judge Business School and Sidney Sussex College, University of Cambridge, Cambridge, UK. She has been teaching MARKSTRAT, Return on Marketing Investment/ Metrics and Measurement in Marketing, Marketing Theory, Customer Relationship Marketing, Services Marketing, Brand Theory and Research and Blue Ocean Strategy Simulation across programmes at MICA since 2004. She has presented and published papers across conferences of repute, serves as a reviewer for various journals and is on the advisory board for a couple of organizations. She has also been guiding doctoral level dissertations since 2010. In addition, she has served as Chairperson of the marketing department for 4 years, Admissions committee for 3 years, FPM Program for 3 years and Research Committee for a year at MICA, apart from being a member on various other committees.

She holds a Bachelor of Science (Honours) degree in Mathematics, an MBA in Marketing and a Ph.D. in Customer Relationship Marketing from Karnatak University, Dharwad, India.

Awards and Honours * Dr. D. C. Pavate Visiting Fellowship at Judge Business School, University of Cambridge, UK (April 2008 – Au

Areas of Research * Strategic Marketing * Marketing Metrics * Brand theory, Research and Practice * Marketing Theory * Customer Relationships * Social Media Behavior * Clothing and Communication

Current Research * Strategic Marketing Decision Making * Marketing and Competition * Understanding Social Media Behavior * Dupatta: Clothing as Consumption

Areas of Consultancy * Brand Management * Brand Theory and Research * Strategic Marketing Decision-Making * Return on Marketing Investment/ Marketing Metrics