Share your story and shine at JK Monitor!🌟 Welcome to JK Monitor, where every story matters and every achievement is celebrated! We invite you to share the remarkable journey of your life and showcase your accomplishments to the world. Join our exclusive interviews that honor exceptional individuals just like you. JAMMU: The Indian Institute of Management Jammu conducted an intellectually stimulating second day (02nd July 2026) of the 13th AIM–AMA Sheth Foundation Doctoral Consortium reaffirming its position as a global hub for cutting-edge marketing research and academic excellence.
The day featured an exceptional lineup of internationally acclaimed scholars, editors, and researchers who engaged doctoral scholars in insightful discussions on emerging paradigms in marketing, artificial intelligence, consumer behaviour, public policy, digital transformation, and theory development.
The Meet the Editors, Masterclass, and Global Café sessions were graced by distinguished academicians, Prof. Jabir Ali, Dean Faculty and Research; Prof. Nitin Upadhyay, Dean Academics, Prof. Russell W. Belk, Doctoral Consortium Co-Chair; Dr. Ateeque Shaikh, Co-Chairperson, Doctoral Consortium; Dr. Rashmi Ranjan Parida, Co-Chair, International Marketing Conference; and Dr. Archana Sharma, Co-Chair, International Marketing Conference, along with faculty members of IIM Jammu, doctoral scholars, researchers, and participants from institutions across India and abroad.
The day's proceedings commenced with the highly anticipated Meet the Editors session, providing doctoral scholars with a rare opportunity to interact directly with some of the world's most distinguished journal editors and marketing scholars, including Prof. Ajay K. Manrai, Prof. Babu Lourduraj John-Mariadoss, Prof. David W. Stewart, Prof. Rajendra Srivastava, and Prof. Sreedhar Madhavaram.
The session offered practical guidance on publishing in leading international journals, understanding editorial expectations, navigating the peer-review process, and developing impactful research capable of addressing contemporary marketing challenges. The engaging interaction enabled participants to receive valuable mentorship from globally recognized academicians while gaining first-hand perspectives on advancing scholarly contributions in marketing.
The academic deliberations continued with parallel masterclasses addressing some of the most pressing issues confronting the discipline. The Masterclass on "Marketing & Public Policy," conducted by Prof. David W. Stewart, and Prof. Matilda Dorotic, examined the evolving relationship between marketing and public policy in an increasingly technology-driven world.
The speakers emphasized ethical decision-making, consumer well-being, evidence-based policymaking, sustainability, and responsible innovation, highlighting how marketing research can significantly contribute to addressing complex societal challenges while creating meaningful public value.
Running concurrently, the Masterclass on "Emerging Trends in Digital and Social Media Marketing," led by Prof. Arti D. Kalro, Prof. G. Shainesh, explored the rapidly evolving digital ecosystem and the transformative impact of artificial intelligence on marketing strategy.
The session focused on emerging consumer engagement models, digital platforms, AI-enabled marketing practices, and the growing influence of social media in reshaping customer experiences. Participants gained valuable insights into developing innovative research that aligns with the dynamic realities of the digital economy.
Further enriching the academic discourse, Prof. Debasis Pradhan and Prof. Sanjeev Tripathi delivered an intensive masterclass on "Experimental Design in Marketing and Consumer Research," equipping participants with advanced methodological approaches for conducting rigorous and impactful empirical research. The session emphasized research design, experimental validity, and analytical robustness, enabling scholars to strengthen the methodological foundations of their doctoral work.
The afternoon sessions continued to inspire participants through parallel masterclasses addressing emerging technological and managerial dimensions of marketing. The session on "The Transformative Impact of Agentic AI on Marketing and Sales," conducted by Prof. Janakiraman Moorthy and Prof. Manfred Krafft, examined how autonomous AI systems are reshaping customer engagement, sales processes, decision-making, and organizational capabilities.
The speakers discussed the opportunities and challenges associated with AI-driven marketing while encouraging scholars to investigate the evolving relationship between technology and human decision-making.
Prof. G. Shainesh, Prof. Moutusy Maity, and Prof. Shankar Ganesan led a comprehensive session on Customer Relationship Management, highlighting evolving CRM strategies, customer-centric innovation, relationship marketing, and data-driven engagement practices. The discussion underscored the strategic importance of long-term customer relationships in creating sustainable competitive advantage in contemporary business environments.
Adding further academic depth to the day's programme, Prof. Russell W. Belk and Prof. Sreedhar Madhavaram conducted an engaging masterclass on "Theory Construction and Theory Utilization." The session emphasized the significance of developing robust theoretical frameworks capable of advancing marketing scholarship while addressing practical business and societal challenges. Participants were encouraged to pursue theoretically grounded research with interdisciplinary relevance and global impact.
Further enriching the academic deliberations, Prof. Debasis Pradhan and Prof. Sanjeev Tripathi conducted Masterclass II on "Experimental Design in Marketing and Consumer Research." The session provided doctoral scholars with valuable insights into the principles of experimental research and methodological approaches in marketing and consumer research. Through engaging discussions, participants explored key aspects of research design, methodological rigor, and empirical inquiry, strengthening their understanding of robust research practices. The masterclass reinforced the importance of sound research methodology in producing high-quality scholarly work and contributed significantly to the academic objectives of the Doctoral Consortium.
The day also featured Global Café an interactive collaborative platform where doctoral scholars, faculty mentors, and globally renowned academicians engaged in focused discussions on research ideas, publication strategies, interdisciplinary collaborations, and emerging opportunities within the marketing discipline. The informal format encouraged meaningful dialogue, intellectual exchange, and international networking, significantly enriching the overall learning experience for participants.
The second day culminated with a Gala Dinner, providing participants and distinguished faculty members an opportunity to strengthen academic collaborations, foster international partnerships, and celebrate the vibrant exchange of ideas that has characterized the Doctoral Consortium.
The 13th AIM–AMA Sheth Foundation Doctoral Consortium continues to serve as a premier global platform bringing together eminent scholars, journal editors, researchers, and doctoral students to deliberate on emerging frontiers in marketing, artificial intelligence, innovation, and consumer research. Through intellectually enriching sessions and collaborative engagement, the conference continues to reinforce IIM Jammu's commitment to advancing world-class research, academic excellence, and thought leadership in management education.