Faculty Directory

  • Currently a Professor in the area of Marketing he is also the Chairman, Doctoral Programs at BIMTECH. An Accredited Management Teacher of the AIMA he has authored three books: Case Studies & Case Problems in Management, Case Studies in Marketing Management, and They said it! He was the ‘Team Mentor’ for Team of BIMTECH students at the Google On-line Marketing Challenge 2015. The campaign involved use of Google AdWords and Google Analytics for SEM campaign for an NGO ‘Protsahan’ working for destitute girls. The team went on to become the semi-finalist for the Asia Pacific Region. A recognized doctoral guide of MLSU, IGNOU his current research interests are in the areas of Customer Experience Management, e-tailing of services, Search Engine Marketing(SEM) and employer branding. Earlier doctoral works under his guidance include the development of a normalization technique towards streamlining recruitment processes and consumer behavior in the apparel and tourism industries. His teaching interests include CRM and Services Marketing. He has been a visiting faculty at the PhD program of Symbiosis Institute of International Business, SIU, Pune, Masters Program in International Business at the Jamia Milia Islamia, NewDelhi and IMT Ghaziabad in the recent past

Academic Experience

Teaching the following courses since last three years

  • Customer Relationship Management (elective) in PGDM Term V and PGDM(Retail Management) in Term IV
  • Marketing of Services(elective) in PGDM (International Business) in Term III
  • Marketing Management –I (core) in PGDM(IB) in Term I

Area of specialization

Marketing Management – Customer Relationship Management and Services Marketing


  • Case Studies & Case Problems in Management
  • Case Studies in Marketing Management
  • They said it!


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


Selected Publications

  • 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 Behaviourof Indian Consumers forReasoned Purchase” A Cultural Perspective,’Journal of International ConsumerMarketing, Routledge, Taylor and Francis Group,https://doi.org/10.1080/08961530.2019.1611518, May, 2019 Category C in ABDCRankings.
  • A V Shukla and Sangeeta Shukla, ‘Air India: The Maharaja in New Avatar, Case andteaching Note, Case Center, January, 2018 Case Reference no. 518-0005-1 http://www.thecasecentre.org/educators/products/view?id=150188
  • 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
  • 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
  • A V Shukla, ‘ A Study of Tourist-Customer Behavior in Domestic Tourism’, Tourism in Global Village, Lap Lambert Academic Publishing, Germany, ISSN – 978-3-8383-5957-1, January, 2014
  • 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
  • A V Shukla and Sangeeta Shukla, Should the Maharaja Abdicate, Case Study, Ivey Publishing, under consideration. Refinement after preliminary review underway.