Faculty Directory

  • Name: Arvind Shukla
  • Designation:
    Chairperson, Doctoral Programmes
    Professor of Marketing
  • Contact Details:
  • Email Id: [email protected]
  • Phone: +91-120-6843000-10, Extension: 315


Currently a Professor in the area of Marketing he is also the Chair of the Fellow Program in Management at BIMTECH. He has also looked after the Examinations and Admissions during his 12 years at the Institute. Teaching Marketing management for the last 32 years in a uniquely enjoyable way is his passion. He also teaches CRM and Services Marketing. More than a dozen research scholars have obtained their PhDs under his guidance. He has worked on several funded research projects and was the Director of the Management Department of a State University earlier. Author of many research papers, three books and a couple of case studies, calligraphy and pencil sketching remain his all time favorite hobbies.  Father of two daughters his wife is a professor in business communication area.  



Degree University / Board Year
Ph.D. Amravati University 1994
M.B.A. Nagpur University 1984
B.Com. Nagpur University 1982


Area of Interest and Research











    • Marketing,
    • CRM
    • Services Marketing
    • Consumer Behaviour


Teaching Courses and New Courses Developed

  • Marketing Management
  • Customer Relationship Management
  • Services Marketing
  • Methods and Models in Marketing Research



  • Professor, Marketing, Birla Institute of Management Technology, Greater Noida, India, August 2008 – onwards
  • Professor and Director, MBA Department, Amravati University, Maharashtra from 2007. Took voluntary retirement as Professor and Director of the MBA Department in August 2008 after completing 22 years of service there.
  • Associate Professor in MBA Department of Amarvati University, Maharashtra from 1999 to 2007
  • Assistant Professor in MBA Department of Amravati University in Maharashtra from 1986 to 1999.

Academic Positions and Assignments

  • Professor in Marketing at BIMTECH from 2008 till date.. Also Chairperson of the Executive/Fellow Program in Management since 2016 maintaining the academic rigour of the course work of three semesters consisting of various courses totalling 30 credits followed by research work of minimum 2 years. Organized a four day doctoral consortium and conference in collaboration with Dr Jagdish Sheth and Dr V Kumar in January 2020.
  • Was Chairperson Admissions at BIMTECH from 2014 to 2016. The role involved attracting admission applications of good quality and quantity and organizing GD and PI for more than 5000 applicants all over the country followed by admissions to more than 400 seats of four programs
  • Was Controller of Examinations at BIMTECH from 2010 to 2013. The role involved organising of End Term Examinations and declaration of results of more the 800 students three times in an academic year for more than 30 courses spread over 4 academic programs
  • Was Chairperson of the PGDM (Part Time Program) of BIMTECH in 2009 -10.
  • Was Director and Professor of the Department of MBA , Amravati University from 2004 to 2008. The role involved leading the department of more the 100 students and a dozen faculty members and staff towards overall growth and development. Looked after AICTE approval and NAAC accreditation of the department during this time. Was actively involved in attracting funds from various funding agencies like UGC and AICTE for the department under various schemes during this time.
  • Was Coordinator of State Level Common Entrance Test (CET) of Government of Maharashtra for Amravati University from 2000 to 2007. The role involved organizing the state level entrance test at Amravati followed by counselling and admissions to more than 500 MBA seats all over the state.

Research Papers and Working Papers

  • A Gupta and AV Shukla, ‘A Model of Retail Format Choice for Reasoned Purchase: Conceptualizing Role of Perceived Risk, Norms and Behavioural Control in Indian Culture, International Journal of Indian Culture and Brand management, Vol 18, No 4, 2019, Inderscience, Category C in ABDC Rankings.
  • A Gupta and AV Shukla, ‘ Online Retail Format Choice Behaviour of Indian Consumers for Reasoned Purchase” A Cultural Perspective, ’Journal of International Consumer Marketing, Routledge, Taylor and Francis Group, https://doi.org/10.1080/08961530.2019.1611518, May, 2019 Category C in ABDC Rankings.
  • A Gupta  and A V Shukla, ‘Store Choice Behavior for Consumer Durables I NCT- Delhi : Effect of Shopper’s Demographics’, Paradigm, Vol. 19, No. 2 July- Dec. 2015. http://par.sagepub.com/content/19/2/152.abstract
  • A V Shukla and N Sirvastava, ‘ Employer Branding: A Study of Relevance and Scope’, Amity Business Review, Vol. 14, No. 2, July- Dec. 2013, ISSN No. 0972-2343
  • Mukesh Chaturvedi and AV Shukla, ‘CRM: Reality, Implications and Action,’ International Journal of Management Research, Vol3, No. 1, 2012
  • Kapil Garg, T Fulzele and AV Shukla, ‘Impact of Digitization of Insurance in India’,

Research in Progress

  • Public Discourse during Protests
  • Marketing and Poverty
  • Libraries and their impact on human nature


Case Repository and Publications

  • A V Shukla and Sangeeta Shukla, ‘Air India: The Maharaja in New Avatar, Case and teaching Note, Case Center, January, 2018 Case Reference no. 518-0005- http://www.thecasecentre.org/educators/products/view?id=150188
  • V Sharma, G N Patel and A V Shukla, ‘Prioritizing Marketing Mix Constructs for Commoditized products using Analytical Hierarchy Process’, The Case Center, 514-032-1, Dec. 2014


Books, Chapters and Technical Reports


  • Shukla, A.V. (2004) Case Studies In Marketing Management, Sarup and Sons, Daryaganj, New Delhi.
  • Shukla, A.V, et el (1999) They Said IT! - A book on the pulse of the people, Five Star Publications Amravati.
  • Shukla, A.V. (1996) Case Studies and Case Problems in Management, Chirag Publications, Amravati, 1996.

Book Chapter

  • Shukla A.V.(2014)  ‘A Study of Tourist-Customer Behavior in Domestic Tourism’, Tourism in Global Village, Lap Lambert Academic Publishing, Germany, ISSN – 978-3-8383-5957-1.


Editorial Positions and Reviews

  • Member of Editorial Board of Bimtech Business Perspective since 2014


Conference, Seminar Paper and Presentations

  • Global Summit of Management Cases, IIM, Raipur, 12th-13th December, 2014. “Should the Maharaja Abdicate?”
  • Faculty Development Program on Case Method Teaching conducted by the Ivey Business School, Western University, Ontario and the CPD, SRCC, New Delhi, November, 17th – 22nd, 2014.
  • International Conference on Tourism in Global Village, IIM Lucknow, 8th-10th April, 2009, “ A Study of Tourist Customer Behaviour In Domestic Tourism.”
  • National Seminar on Emerging trends in Indian Retail Management, Sydenham College of Commerce and Economics, Mumbai, 10th -11th Feb. 2011. “EmergingTrends in Retailing – India the Striding Elephant.“ Keynote address.   


MDP Sessions, Workshops and Technical Lectures


  • Business and Society, 22nd Faculty Development Program, Academic Staff College, SGB Amaravati University, 9th Dec. 2013.
  • Research Methodology, 22nd Faculty Development Program, Academic Staff College, SGB Amaravati University, 10th Dec. 2013.
  • Continuous Evaluation And Assessment, Faculty Development Program, Revisiting Teaching and Learning Methodology – An Introspection, BIMTECH, May, 2-3, 2013.
  • Contemporary Approaches To Marketing In India, India  Study Program -2013, BIMTECH,
  • Visiting Faculty, IMT, PGDM-Executive (2012-13), Oct.-Dec. 2012, Designing, Delivering and Managing Market Value. 
  • Innovations In Services Marketing In India, India Study Program-2012, BIMTECH,
  • Demographics and its implication in marketing, Session Chair, National Seminar on  Contemporary Environment & Winning Strategies in Marketing, I.T.S. Institute of Management, October 12-13, 2012
  • Emerging Paradigms in Marketing, Lecture at Refresher Course in Commerce and Management, Academic Staff College, Jamia Milia Islamia, 9th September, 2011.
  • Emerging Trends in Retailing : India the Striding Elephant, Keynote address at Two day UGC sponsored National Seminar on Trends in Retailing, 10-11 Feb.2010, Sydenham College, Mumbai
  • Research Methodology for doctoral researchers, Symbiosis Institute of International Business, Symbiosis International University, Pune, 23rd and 24th Oct.2010


Social Engagement


  • Fight Against Single Use Plastic- Each one of Us can Contribute,  September, 2019
  • Farmers Woes: A re- look at issues; is corporatization of farming a solution? December, 2019
  • Fighting Water Scarcity –Saving wastage is a solution, up coming


Doctoral Dissertations and Awards

  • Retail Format Choice Behavior for Reasoned Purchase: A Study of Consumer Durables.(Awarded by MLSU) 
  • e-Tail Q : An Evaluatory Study of Financial Services Portals. (Awarded by IGNOU as co - guide.)
  • Employer Branding – a Study, (Awarded by MLSU)
  • A Framework for Assessment of Purchase Behaviour of Branded Commodity Food Products. (Awarded FPM by Birla Institute of Management Technology, Greater Noida)
  • "A Study of grading systems in different universities for development of normalization technique to streamline recruitment processes". (Awarded by Amravati University).
  • "A Study of Buyer Perception towards ready-made garments in Amravati", 2001. (Awarded by Amravati University).
  • "Impact of working of M.T.D.C. Ltd. on Tourism Development", 2003. (Awarded by Amravati University).
  • "Buying process for two-wheeler vehicles – A Study", 2003. . (Awarded by  Amravati University).
  • "Retailing in rural markets: A study of rural retailers in selected villages", (Awarded by Amravati University)
  • Employer Branding : ‘Perceptions of Aspirants from Indian B Schools’, (Awarded by MLSU)


Curriculum Vitae