Current Position: Associate Professor
Qualification: M.B.A, M.Com ,M.Phil ,PGDHRM, Ph.D
Teaching Experience: 18 Years
Courses offered:
1.Principles & Practice of Management. 2.Managerial Communication & Personality development 3.Organisational Behaviour. 4.Human Resource Management 5.Marketing Management 6.Marketing for Tourism 7.Hotel Operations & Management 8.Cargo Management 9.Business Environment 10.Human Resource Development 11.Training & Development 12.Leadership Skills 13.Product & Brand Management 14.International
Marketing 15.Rural Marketing 16.Advertising & Sales Promotion 17.Consumer Behaviour & Marketing Research 18. Entrepreneurship development 19.International Business 20.International Financial Management 21.Strategic Management 22.Services Marketing
Current research interests: My current area of research interest is in the field of marketing management, wherein, I’m inquisitive towards studying, analyzing and understanding consumer behavior in the changing phase of marketing, through, digitalization, influence of social media, online marketing trends etc. with reference to both FMCGs and Service sector in India. Such marketing research applications would be helpful in demand forecasting, sales forecasting, segmentation studies, identification of target markets for a given product, and positioning strategies identification. etc. at workplace specifically inthe education sector , this supports for . Teachers – student interactions on real world situations , problem analysis etc. this creates interests and curiosity in the mind of students and passion for learning. Most of the study materials of the academicians available to us on these area are qualitative in nature , This research area thus provides me an opportunity to study the attitude, emotions, perceptions, behavior and the likely reasons for changing tastes and preferences of consumers, with the changes in business dynamics, which will have its impact on the overall effective and efficient functioning of the marketing of any product and service.
Doctoral Research: My Doctoral research was in the area of Management Sciences, with the research title “ Government schemes and incentives for promoting new generation entrepreneurs in India.”. Through this research an attempt was made to investigate, evaluate and compare the various schemes and incentives available from the government to promote the new generation entrepreneurs. Further, the research also aimed at identifying the motivational factors for new generation entrepreneurs and problems faced by them from the period of applying for support to the implementation levels. The research was an effort to understand the level of awareness among the new generation entrepreneurs about the government support . Five hypothesis were framed based on the five objectives, The primary data was collected from 250 New Generation Entrepreneurs ,from the select cities of Karnataka, The results of the research indicated that most of the new generation entrepreneurs have moderate awareness about the schemes and incentives available to promote the new generation entrepreneurs, Socio-Cultural influences have hindering effect on entrepreneurial initiation from the youth,most of the schemes and incentives available have problems at the implementation level .
Post Doctoral Research: Yet to apply
Research Experience: 14 Years
Publications:
No. of publications: 8
No. of Papers presented in National/International symposia/conferences : 14

Publications:

1. Shashikala.S. R.,2019,Traditional Marketing vs Digital Marketing,Seminar Proceedings – Digital Marketing and Career Opportunities – ISBN No. 978-81-941329-0-5
2. Shashikala.S. R,2019,Role of Digitalization in Brand Marketing,Seminar Proceedings -Emerging Trends in Humanities , Commerce & Sciences.
3. Shashikala.S.R., and Amulya.M.,2019,An over view of challenges and opportunities to New Generation Entrepreneurs through Government Schemes – Make in India, Skill Inida, Digital India and Smart Cities initiatives,Seminar Proceedings – Economic Growth and Sustainable Development : Emerging Trends – ISBN : 987-93-83302-40-6
4. Shashikala.S.R,., and Amulya.M ,2020,Impact of Globalization on New Generation Entrepreneurship in India with Special Reference to MSMEs. Mukt Shabd Journal,Volume IX, Issue X, October 2020ISSN No. 2347 – 7150.
5. Shashikala.S. R.,and Amulya.M.,2020,An Overview of Government Schemes for Promotion of New Generation Entrepreneurs in India, Paripex – Indian Journal of ResearchVolume – 9, Issue – 7, July ISSN No. 2250 – 1991
6. Shashikala.S. R., and Amulya.M.,2020,Challenges and Avenues for Start – Ups in India,International Journal of Research in Computer Application & Management,Volume No. 10 (2020) Issue No. 09 September2020, ISSN No. 2231 – 1009
7. Shashikala.S.R.,and Amulya.M., 2022,Opportunities and challenges for Digital Entrepreneurship,- online international interdisciplinary Research journalVolume 12/May ,Special issue ISSN 2249-9598
8. Shashikala.S.R and Preethi.M,2011,”University –Industry Interface in Management Education”, Edited book-Re-Engineering of management education” Himalaya Publishing House.

RESEARCH PAPERS PRESENTED IN NATIONAL & INTERNATIONAL SYMPOSIA

1. Shashikala.S.R,2007,“The Brand Building Strategies in International Marketing for Indian Products”, International Conference on “ManagerialIssues in the Globalised Era” Held on October 17 th &18 th at Sree Amman Institute Of Management & Research. Erode.Tamilnadu,India.
2. Shashikala.S.R,2007,The Significance of Branding in Services Marketing”, International Conference on “Services Marketing In the Globalised Era”. Held on May 15th2008 at San International Business School, Walayar, Coimbatore.
3. Shashikala.S.R 2014,‘A Comparative study on the impact of work relationship on Employee Performance and Personal life’, International conference on MANAGING WORK FORCE , SDMIMD, Mysuru. On 5th and 6 th December.
4. Shashikala.S.R, 2015,‘Corporate Governance and Social Responsibility Issues in MNCs’ at National level Seminar on CSR ,Business Ethics and CG-Issues and Challenges’ Mahajana’s P.G Centre. Mysuru on30th October.
5. Shashikala.S.R,2010“Human Re – Engineering” In the National Seminar on “Globalization and Managerial Challenges” held on 26 th &27 th Feb. P.E.S College Mandya.
6. Shashikala.S.R., 2011, “University-Industry interface in Management Education.” International Conference on Re- Engineering of Management Education. Held on April 8 th &9 th KSOU. Mysuru.
7. Shashikala.S.R,2016, “Women in Media” International Conference on “Competency building strategies in Business and Technology for Sustainable Development” , Sri Ganesh School of Business Management ,Salem .Tamil Nadu .On 19 th February.
8. Shashikala.S.R, 2016, “Marketing Challenges and Strategies in Rural India” International Conference on “Competency Building Strategies in Business and Technology for Sustainable Development” held at Sri Ganesh School of Business Management Salem. Tamil Nadu On 19 th
   February.
9. Shashikala.S.R ,2018, “Emerging Trends in Social Entrepreneurship” National Level Seminar on “Entrepreneurial Development in India Issues and Challenges”,Vidyavardhaka First Grade College, Mysuru on 24 th March .
10. Shashikala.S.R,2018, “Best Strategies for Vendor Management” , 2 day National Level Conference on “Digital Revolution and Management” , BIMS, University of Mysore, on 27 th and 28 th March .
11. Shashikala.S.R., and Amulya.M.,2019,An over view of challenges and opportunities to New Generation Entrepreneurs through Government Schemes – Make in India, Skill Inida, Digital India and Smart Cities initiatives, Seminar Proceedings – Economic Growth and Sustainable Development : Emerging Trends -International Conference,SDMIMD, Mysore.
12. Shashikala.S.R, and Amulya.M 2019, “ A Review of Services Quality and Customer satisfaction in Banking Sector in India ” , National Level Conference on “ Dynamics of Services Quality in India” , D.Banumaiah’s College of Commerce and Arts, Mysore, on 23rd March .
13. Shashikala.S.R, and Amulya.M 2019, “ A study on digital marketing trends – Challenges and Opportunities” , 2 day Inter National Level Conference on “ New horizons of Industrial Revolution 4.0” , BIMS, University of Mysore, on 28 th and 29 th March .
14. Shashikala.S. R, 2019,Role of Digitalization in Brand Marketing, Seminar Proceedings -Emerging Trends in Humanities , Commerce & Sciences. Sri D.DevarajaUrsGovt First Grade College Hunsur.
15. Shashikala.S. R., 2019,Traditional Marketing vs Digital Marketing, Seminar Proceedings – Digital Marketing and Career Opportunities –TTL College of Business Management, Mysore.
16. Shashikala.S.R.,and Amulya.M., 2022,Opportunities and challenges for Digital Entrepreneurship, National Level conference on “ Digital trends and technologies in commerce and management-Issues and Challenges”, Vidyavardhaka First Grade College, Mysuru on May 14th .
17. Shashikala.S.R.,and Sonisha P.P., 2022,Impact of digitalisation on Education System. National Level conference on “ Digital trends and technologies in commerce and management-Issues and Challenges”, Vidyavardhaka First Grade College, Mysuru on May 14th .
18. Shashikala.S.R.,and Amulya.M., 2023,Presented paper” Challenges and opportunities for Skill Development in India” at National Level conference on “ Skill India –Challenges and Opportunities” BIMS, University of Mysore, on 6 th and 7 th January 2023..
19. Shashikala.S.R.,and Chandana.M., 2023,Presented paper at National Level conference on “ Digital Financial literacy and it”s relevance for socio economic development”, Vidyavardhaka First Grade College, Mysuru on April29th .