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Admissions '26

Dr. Githa Heggde

Professor, Dean and Principal

Academic Area: Marketing and Consumer Behaviour

Githa Heggde completed her Bachelor of Science (BSc) Special from Madurai Kamaraj University, followed by a Master of Business Administration (MBA) from Mangalore University. She earned her Ph.D. in Management from PSG College of Technology, Bharathiar University, Coimbatore.

Githa has over 30 years of academic, consulting, and industry experience. She is the Co-convenor of the Confederation of Indian Industry (CII) Gujarat State Council & a member of the CII West Region (WR) task force on Education for 2024-25, and a member of the CII West Region (WR) task force on Education for 2024-25 and member of FICCI Media & Entertainment (M&E) Skill-Ed forum. She is the external expert at the Academic Council, Alliance University, Bangalore, and an Academic Board member at ICFAI University, Dehradun. She also held interim positions as head of 3 Schools and the Innovation Centre, MDP, at UPES University.

Prior to joining MICA as Dean, Githa served as the Dean of the School of Business, UPES. She was part of the task force for start-up initiatives of the Government of Uttarakhand. She has been instrumental in turning around various educational institutions in leadership capacities in the past 20 years. She held leadership positions in premier Business Schools such as Welingkar Institute of Management and PSG College of Technology. She was Dean and Director at IFIM Business School, where she led the team to AACSB accreditation.

Githa is a corporate consultant on Marketing and Sales enhancement. She is the past-chairperson Confederation of Indian Industries- Indian Women Network (CII-IWN), Karnataka, a Member of the editorial board of the International Journal on Emerging Markets, Emerald, a Core member at the Centre for Emerging Markets, IIM, Lucknow, Faculty resource for MDP at IIM Kozhikode, Member, ELCITA, Federation of Karnataka Chambers of Commerce and Industry, She was Chairperson, Southern chapter FICCI ladies organization apart from holding other distinguished positions in various professional bodies.

Her research in marketing and supply chain has been published in both national and international journals. Additionally, she has authored several books on social media marketing, published by a leading publisher. She has also received numerous research awards from the Association of Indian Management Schools.

View Resume
View Publications
2. Awards & Honours
  • 15th CSR Leadership Award 2025 for her outstanding commitment to empowering communities through transformative CSR initiatives at 15th India CSR Summit, Bhubaneswar
  • 'Karunada Chetana' award by Karnataka Sangha, Ahmedabad, in recognition of her outstanding contributions to the field of education.
  • “Prof. Indira Parikh Top 50 Women in Education Leaders” Award by the World Education Congress.
  • Awarded Certificate to be a trainer for Business English Certificate courses of Cambridge University conducted by British Council, Madras.
  • Best Research awards at AIMS (Association of Indian Management Schools) convention, 2008 and 2009, 2011, 2013 and 2018.
3. Teaching/Training achievements
  • Sub-Committee Member for the AICTE Model Curriculum Revision for MBA Programme for Marketing
  • Nominated as member of Media & Entertainment (M&E) Skill-Ed (Skills, Education & Employment) Forum by Federation of Indian Chambers of Commerce & Industry (FICCI)
  • Nominated as the Co-Convenor of the Education Panel of the Confederation of Indian Industry (CII) Gujarat State Council for 2024-25 and member of CII West Region (WR) Taskforce on Education 2024-25
  • Member, Board of Studies, PG Department of Business Administration, Alva's Institute of Engineering and Technology, Mangaluru
  • AICTE nominee, Board of Governors, Karnavati University, Gujarat
  • External expert, Academic Council, Alliance University, Bengaluru
  • Member of the European Marketing and Management Association.
  • Task force member, Uttarakhand government startup initiative (2019-2022)
  • Member, Board of Management, UPES (2018-2022)
  • Member, Academic Council, UPES (2018-2022)
  • State Council member, CII (Confederation of Indian Industries) Karnataka, 2015 - 2022, Chairperson, CII-IWN, Karnataka. (2017 -2022)
  • Member of Academic Council, ICFAI University Dehradun.
  • Member, European Marketing & Management Association Women forum.
  • Lead IFIM Business School (Now JAGSoM) to AACSB Accreditation February 2018.
  • Mentor, 3AI, AI and Analytics Association.
  • Board Member, ELCITA, Electronic City, Bengaluru.
  • Country Director, India, EuroMed Business Research Institute, 2008 – 2016
  • Co-ordinator for full-time MBA programme at PSGIM, 2003-05
  • Review board member, International Journal of Emerging Markets, Emerald Publications.
  • Editor-in-Chief, FOCUS- International Journal of Management.
  • Reviewer, International Journal of Indian Culture and Business Management (IJICBM).
  • Editorial Board, Journal of International Business and Entrepreneurship.
  • Editorial Board, MCIM Journal of Management and Research.
  • Research Team, Centre for Emerging Economies, IIM, Lucknow.
  • MDP resource, IIM Kozhikode.
  • Academic Advisory Council member, Junior Management Leadership Program, Infosys Ltd.
  • Registered guide Bharathiar University, Coimbatore (successfully supervised three scholars)
  • Registered guide Anna University, Chennai (successfully supervised one scholar) Supervisor Recognition number:0913066.
  • Supervisor for Ph. D. students at Anna University, Chennai.
  • Chairperson, FICCI Ladies organization, Coimbatore 2004-2006.
  • Co-ordinator for Diploma Programmes at PSGIM, 2000-2003
  • Co-ordinated Part Time MBA Programme at PSG Institute of Management, 1998-2000.
  • Member of Governing Council of the Trust at IPSM, Mangalore.
  • Deputed by Mangalore University as External Examiner.
  • Assigned as Chief Co-coordinator of exams at all the Institutes.
  • Member of the Selection Committee responsible for selecting students of the Institute at Manipal.
  • Head of the Department of Management and Applied Behavioural Science at
  • Developed course structures for Bachelors in Hotel Management conducted by Mangalore University.
  • Examiner for the Post Graduate Diploma program in Management by Madras University and Anna University.
  • Guest faculty at MIM, Manipal.
  • Adjunct Faculty at the University of Toledo, USA.
  • In-charge of research collaboration with Graziadio School of Management, Pepperdine University.
  • India Examiner for Ph.D viva voce by Anna University, Chennai.
  • Developed the Executive PGDM and Part Time MBA program content at Welingkar Institute of Management development and Research
  • In-charge of the cultural clubs at various Institutions
  • Incharge of running and Maintaining Ladies Hostel at Manipal, Welcome Group.
  • Acting Director at IPSM, Mangalore.
  • Member of Rotaract club and underwent Rangering course at college and school levels
4. Research Publications

Journal Articles

  • Chatterjee, R., George, S.R., Verma, J.S., Heggde, G., Gadhavi, D.D. (2025) Impact of human and AI-agent services on customer learning, immersion and loyalty: the role of interactivity. Journal of Service Theory and Practice
  • Mittal, A., & Heggde, G. (2025). From growth to sustainable future: A case of Bangalore International Airport Limited. In Emerald Emerging Markets Case Studies, 15(1), https://doi.org/10.1108/EEMCS-12-2023-0494 
  • Heggde Githa, Mittal Ankur  “From Growth to Sustainable Future: A Case of Bangalore International Airport Limited”, Emerald Emerging Markets Case Studies, DOI (10.1108/EEMCS-12-2023-0494), Emerald Publishing Limited February 2025 
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  • Renu L Rajani, Githa S Heggde, Rupesh Kumar, Deepak Bangwa, “Demand management approaches in services sector and influence on company performance”, International Journal of Productivity and Performance Management, Vol. 72 No. 10, pp. 2808-2837. https://doi.org/10.1108/IJPPM-02-2022-0080 November 2023
  • Heggde Githa, Moovendhan V, Agrawal Shatakshi, Mukherjee Moyuk, “Improving the route effectiveness of the intercity bus operators by co-optation: a data envelopment analysis, International Journal of Public Sector Performance Management, October 2022.
  • Heggde Githa, Renu Rajani, Rupesh Kumar, Pradeep Chauhan, “Demand management strategies role in sustainability of service industry and impacts performance of company: Using SEM approach”, Journal of Cleaner Production, Elsevier, October 2022.
  • Heggde Githa, Renu Rajani, Rupesh Kumar, “Structural Equation Modelling of using Demand Management Strategies in Services Industry and Impact on Company Performance’, Journal of cleaner production, ABDC-A, August 2022, DOI : 10.1016/j.jclepro.2022.133311.
  • Heggde Githa, Renu Rajani, Rupesh Kumar, “Services redesign strategies for demand and capacity management and impact on company management”, Vision, Sage Publications, July 2022, DOI: 10.1177/09722629221107238
  • Heggde Githa, Renu Rajani, Rupesh Kumar, “Demand management approaches in service sector and influence on company performance”, International Journal of Productivity and Performance Management, July 2022, ahead of print.
  • Heggde Githa, Sheetal, Akhil, DigiYatra- Digital Experience for Air Travelers”, Emerald Emerging Markets Case Studies, March 2022, DOI (10.1108/EEMCS-10-2021-0349
  • Heggde Githa, Sumeet Gupta Devkumar De, “Development of Compressed Natural Gas in India: A Geo-Technical Study” “Empirical Economic Letters” Volume 21, February 2022. ISSN 1681 8997.
  • Heggde Githa, Sumeet Gupta “Integrated Supply Chain Model for Supply Chain Efficiency” “Empirical Economic Letters, Volume 21, February 2022. ISSN 1681 8997.
  • Heggde Githa, N Dalei, “The Economics of Value, Growth and Relationship in a Green Prospective” in Review of Studies on Sustainability, Volume 1, June 2021.
  • Heggde Githa, M Siddiqur Rahman and KV Nageswara Rao, “ A Treatise On Taxation, Incentives And Disincentives To Popularise Decarbonisation In Logistics And Transportation Sector With Electric And Hybrid Vehicles”, International Journal of Management (IJM), Volume 12, Issue 2, February 2021,pp.244-256.
  • Heggde Githa, Renu Lata Rajani, “Review of 28 years of services redesign research – in search of a framework to balance capacity and demand in services supply chains”, International Journal of Business Environment, Vol. 11, No. 2, 2020
  • Heggde Githa, Renu Lata Rajani, “Capacity Management in Supply Chains – A critical Review and Directions for Future', International Journal of Business Excellence, Vol 21, No1, 2020
  • Heggde Githa et al, “Mobile Marketing with QR Code, An analysis using Technology Adaption Model”, Test Engineering and Management, January- February 2020, ISSN- 0193-4120, page No. 1400-1409.
  • Heggde, Githa Shreelatha, R.; “Career intention of hospitality students: Critical role of industrial training”, International Journal of Psychosocial Rehabilitation, Volume 24, Year 2020, Pages 14108-14115.
  • Moovendhan V, Sakktivel, Heggde Githa, “Investigating the relationship between Age and Smart Phone Usage Patterns: Evidences from Indian Smart phone Users”, International Journal of Business Excellence, Jan 2019, Vol1, No 1, DOI: 10.1504/ijbex.2019.10024144
  • Shreelatha R, Heggde Githa, “Career Intention of Hospitality students: Critical Role of Industrial Training”, Journal of Advertisement Research in Dynamical & Control Systems, Vol. 11, Special Issue-02, 2019
  • Heggde Githa, Gayatri Sasi Tampi,, “Multiple mediating role of brand commitment and brand loyalty between brand identification and brand citizenship behaviour: evidence from IT companies in Bangalore”, International Journal of Indian Culture and Business Management, 2019, Vol 19, No1
  • Heggde Githa, Moovendhan V, “Improving the route effectiveness of the intercity bus operators by co-optation: a data envelopment analysis”, International Journal of Public Sector Performance Management,2022, Vol 9, No.3
  • Heggde Githa, Saxena Sowmiya, “Impact of audience specific factors on product placement: A literature survey, International Journal of Research in Commerce and Management, Volume 9, Issue 1, January 2018
  • Heggde, Githa. Tampi, Gayatri Sasi “ Impact of Organisational initiatives on internal branding – evidence from Indian it organizations in Bangalore”, International Journal of Human Resources Management (IJHRM) , Volume Vol. 7, Issue 4, Aug - Sep 2018; Year 2018, Pages 1-10
  • Heggde Githa, Gayatri Sasi Thampi “Employee response to dimensions of Internal Branding: A literature review”, FOCUS – The International Journal of Management Digest, Vol 12.2, pg 17., March 2017
  • “Getting Admission call from a premier Business School”, Dallal Street Investment Journal, January 19th               2017,               http://www.dsij.in/article- details/articleid/17796/indias-best-business-schools-interview-dr-githa- heggde.aspx
  • “Aiming it Right “, Precision Marketing at Citi Bank, A case study, Indian Management, November 2016. Pg 37-44.
  • “The Future of Petroleum Business at RIL – To Stay or to Exit" by Emerald Emerging market case studies, DOI 10.1108/EEMCS-03-2016-0044 Volume. 6 No. 4 2016, pp. 1-27, © Emerald Group Publishing Limited, ISSN 2045-0621, Nov 29th, 2016
  • Heggde Githa, JP Mulki, Barbara Caemmerer “Leadership style, salesperson's work effort and job performance: the influence of power distance” , Journal of Personal Selling and Sales Management, (ISSN 0885-3134 (Print), 1557-7813 (Online), Volume 35, Issue 1, 2015.
  • “Analytical Study on the Perceptions of Hotel Undergraduates on Industrial Training”, International Research Journal of Business and Management, ( ISSN 2322 083X), Volume XIII, Issue 9, July 2015.
  • Heggde G.S. (2015) Distribution Strategies for Enhanced Channel Partner Performance. In: Robinson, Jr. L. (eds) Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham, pg 168
  • Heggde Githa, Pratima Narayan, “Regulatory Issues Concerning Information Standards in Online Consumer Contracts”, Social Media Marketing, Emerging Concepts and Applications, Pg 28, Excel Books, 2014.
  • “Luxury Market - Will India beat China”, Indian management, A Business Standard Publication, Volume 52, issue 3, March 2013, pg 24
  • “Benefit Perceptions and preferences of organic food customers, An Emperical analysis of Urban customers”, EuroMed Press, October 2012, ISBN: 978-9963- 711-07-9, pg 814
  • “Mahindra First Choice Wheels Limited- The First Choice”, Metamorphosis, A Journal of management Research, Vol 10, Number 2, July-December 2012, Page 82, ISSN 0972-6225.
  • “Factors affecting brand switching behavior by Gen Y- a study on Apparels”, “ Shaping the future of research in Marketing in emerging Economies”, Pearson publications, January 2012, Page 229.
  • “Second to none- Mahindra first choice wheels limited”, Aweshkar, Vol. XII, Issue 2, September 2011, pg 132, ISSN 0974-1119.
  • “Distribution strategies for enhanced channel partner performance”, AIMA Journal of Management and Research, Vol 5, Issue 7/4, May 2011, ISSN:0974 – 9497, link http://www.aima-ind.org/ejournal_new/index.aspx.
  • Heggde Githa, Panickar Sunitha (F2011), “Causes of Sickness and Turnaround Strategies in Public and Private sector organizations”, Vilakshan, XIMB journal of Management, Vol VIII, Issue No.1, March 2011, Pg 53-70, ISSN 0973-1954.
  • “The new communication model a dialogue, not a monologue”, The Asia Age, March 24, 2011, Link: http://www.asianage.com/arts/new-communication-model- dialogue-not-monologue-902
  • Githa Heggde, Stuti Kumar (2011) “Strategies for sustainable Channel relations in Mobile telecom sector”, Journal of Economics and Behavioural Science, Vol 2, No 1. Pg 7-18.
  • “Analysing cases on Business turnaround strategies”, Research World, Vol 8, 2011, ISSN 0974-2379, http://www1.ximb.ac.in/RW.nsf/pages/S8.9
  • “Building a strong corporate branding for B2B companies”, Aweshkar Research Journal, Vol X, Issue 2, September 2010, pg81.
  • “Comparative Analysis on causes of sickness and turnaround Strategies at Public and Private Organizations”, Business Development across countries and Culture, ,EuroMed Press, ISBN: 978-9963-634-83-5, November, 2010, pp 419- 438.
  • “Nature, elements and process of customer orientation: evidences from service front line”, Managerial and Entrepreneurial Developments in the Mediterranean Area, EuroMed Press, ISBN: 978-9963-634-76-7, October, 2009, pp 1083-1093.
  • “Channel design for effective bi-directional relation”, Aweshkar research journal, Vol VIII, Issue 1, March 2009, ISSN 0974-1119, pp 43
  • “Channel design for effective bi-directional relation in FMCG sector”, European and Mediterranean Trends and Challenges in the 21st Century, EuroMed Press, ISBN: 978-9963-634-58-3, January 2009, pp 296-315
  • “Research on Distribution Channel Management”, Research World- innovations in Management-Related Research, February 2009, Vol 6, ISSN 0974 -2751.
  • “Socially Responsible MaFoi”, Hand Book on Management Cases, Allied Publishers pvt Ltd,  December 2008, pg 3.
  • “Transforming channel relationships by identifying Super-ordinate goals between Channel Partners and channel Managers”, Association of Indian Management Schools, August 2008, Vol II, pg 43.
  • “Dealing with the dealers, The Finolex Cables way”, Select Cases in Management, Allied Publishers pvt ltd, 2007, pg 8, ISBN 10: 81-8424-262-X
  • “Supplier Attributes that impact Institutional Buying Behaviour- A study on FMCG Supplies to Hotel Industry”, AIMA journal of Management and Research, Feb2007, Vol.1, Issue 1/4.
  • “Enhanced Response Campaign”, Advertising Express, ICFAI Press Ltd, May 2006, pg 24.
  • “Dealer perception on Philips Domestic lighting products”, Business research conference, Vikas publishing house pvt ltd, 2004, pg 2.1

Books

  • Heggde Githa, Santosh Kumar Patra, Rasananda Panda, “Immersive Technology and Experiences: Implications for Business and Society”, Palgrave Macmillan Singapore, December 2023
  • Githa Heggde and G., Shainesh (Eds.) (2018), ‘Social Media Marketing: Emerging Concepts and Applications’, Palgrave Macmillan
  • Applied Marketing, Excel books, April 2012.
  • Sales and Distribution Management, Text and Cases”, Excel Books, 2007
  • Applied Marketing, Excel Books, 2008.

Book Chapters

  • Kumar, R., Bangwal, D., Chauhan, P., & Heggde, G. (2024). Inventory management activities determinants post IT applications in Indian sugar supply chain. In M. Koubaa., M.H. Ammar., D. Dhouib., & S. Mnejja (Eds), Optimization in the agri-food supply chain: Recent studies. John Wiley & Sons.
  • Sustainable Energy Challenges in Realizing SDG 7, Encyclopedia of the UN Sustainable Development Goals. Affordable and Clean Energy, Springer Nature, https://doi.org/10.1007/978-3-319-71057-0_157-1, 2021
  • A Critical Analysis of Consumer Protection in Social Media Selling with Reference to Information Disclosures, Social Media Marketing, Springer, https://link.springer.com/chapter/10.1007/978-981-10-5323-8_13, 2018
5. Consultancy Projects
  • Business development and B2B sales strategies for Indian Buyers, Conco Services, USA. March 2016
  • Retailing and Promotion Strategies for Indian market entry, Macklykidswear, Srilanka, September 2015 to December 2015
  • Customer retention for Biocon, December 2014
  • Application of Shared Services Marketing, EY, Bangalore, September 2014 to January 2015
  • Go to market strategies for helmet cleaner, 3M India limited, Bangalore, July august 2013.
  • Hiring and training process in IT Industry, ASM technologies, March 2013 to June 2013
  • Competitor analysis, Website and SEO Analysis, Management strategies for growth for Modalminds, USA, July- Sept 2012
  • Evaluation of performance of KSRTC in terms of customer centricity and the leadership effectiveness. January 2012
  • Evaluating market potential for non defense use of UAVs in India and UAE for MLB corporation, USA, December 2011
  • Dell Computers, Brand Metrics and applications for the company, October 2011- December 2011.
  • Market strategies for Indian market, A study for iWatt, US-based company manufacturers of smart meters interested in expanding into the Indian market, September –November 2010.
  • 3D connexions, Logitech Pvt Ltd, USA, Indian Market entry study (Go to market strategies). September 2009- December 2010
  • Careers as product managers, Adaptive Marketing, Bangalore October 2010.
  • Infosys technologies, Bangalore on Sales and Marketing. 2009-2014
  • Power Research and Development Consultants Ltd (PRDC), Bangalore on Sales Management and Skills. July 2009
  • Codissia (Coimbatore District Small Industries Association) ‘Cluster of pump sets’ on International Market potential and Management Practices 2002
  • Viduth motors, Coimbatore on sales force development January 2003
  • PSG Institute of Medical Science & Research on front office Management and sales team development. March 2003
  • Undertook consultancy during Aug and Sept 2004 for Silvertex-to study the market potential for fibre fill pillow.
  • Conducted research on “The role of Company Executive in Channel Management of FMCG, mobile telephony and Banking sectors”

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