Dr. Neetha Mahadev
Dr. Neetha Mahadev
Designation : Professor
Area of specialization : Marketing Human Resource Management Organization Behaviour
Date of Joining BNMIT : 19/07/2007
Nature of Association : Regular
E-mail Id : neethamahadev@bnmit.in
No. of years of Experience : 20 years (Teaching)
1.5 years (Industry)
4.5 years (NGO & Third sector research)
Expertise / list of subjects handled
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Areas of expertise: Marketing, Organization Behaviour and Entrepreneurship
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List of subjects handled:​
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Management and Organization Behavior
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Managerial Communication / Business Communication
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Strategic Management
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Human Resource Management
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Business Research Methods
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Entrepreneurship Development
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Economic Environment (Macro Business Environment)
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Change and Knowledge Management
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Services Marketing
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International Marketing Management
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Integrated Marketing Communications
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Consumer Behavior
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Organization Change and Development
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Personal Growth and Interpersonal Effectiveness
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Compensation Management
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International Human Resource Management
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Organization Design and Development
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Marketing Analytics
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E-Commerce and Logistics
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At college:
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MDP coordinator
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International Conference Coordinator
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Research Coordinator
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IIMBx MOOCs Coordinator for BNMIT
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SDP coordinator from 2016-2020
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Member, IQAC, BNMIT (2018-19)
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Management Representative, ISO, BNMIT (16.8.17 – 14.9.18)
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Criteria Head for Criteria 4, NAAC, BNMIT (2016-17, 2017-18)
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Editor for the Department Newsletter MANAGEMENT CHRONICLE (2016-2018).
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Fest Coordinator for Aarohan – An Inter-collegiate Management Fest, conducted in 2016 and 2017.
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Coordinated FDPs, workshops and seminars
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Coordinator for BNMIT-MBA Dept.’s MOOCs initiative and co-authored a case study based on the initiative, titled “I3 : Innovative-Integrated-Inclusive Management Pedagogy, A Case Study on Leveraging MOOCs with Main Stream MBA Program at BNMIT”. Department of MBA won Silver Award for this initiative at the IMC Awards for Innovation in Teaching Methodology 2015 at the 6th Indian Management Conclave.
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Coordinator for BNMIT’s participation in Jnana Degula – Education Expo-2011 organized by Deccan Herald.
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Assistant MR, ISO, BNMIT (17.12.2009 – 15.6.2010)
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Academic Positions and other Responsibilities (University Level):
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Member, BOS, General management Area, Kirloskar Institute of Management, Harihar, for academic year 2024-25.
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Member, BOS, Entrepreneurship and New Venture Creation, CMS Business School, Jain (Deemed to be) University Bangalore since Jan 2024.
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Member, BOE MSRIT, Bangalore since Jan 2023.
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Member, BOE RV Institute of Management, Bangalore since May 2021.
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Member, BOE in MBA, VTU for the academic year 2016-17.
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Deputy Chief Superintendent (External) at DSI, Bangalore for the conduction of Dec 2016 B.E. examinations of VTU, Belgaum.
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Research Interest: Organizational Behaviour and Entrepreneurship
Funding received:
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Project Director and Coordinator for ICSSR funded short-term special call collaborative project, “Awareness, Utilisation and Socio-Economic Impact of PMBJP Kendra in the State of Karnataka”, during 2023-24.
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Conducted a “Study on Social Sector Projects Assisted under Rural Infrastructure Development Fund in the states of Kerala, Karnataka and Rajasthan” (Project Code:2020/MS/08) for Administrative Staff College of India during December 2020 – March 2021.
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Coordinator and Resource person for Online workshop for colleges of Management and B Schools as part of Rural Entrepreneurship Development Cell initiative by Dept of Higher Education, Ministry of Education, Govt. of India during September – October 2020.
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Coordinator and Resource person for Online workshop for colleges of Management and B Schools as part of Rural Entrepreneurship Development Cell initiative by Dept of Higher Education, Ministry of Education, Govt. of India during the month of September 2020.
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Developed course material on “Linking Markets for Rural Produce and Supply Chain Management” for Mahatma Gandhi National Council for Rural Education (MGNCRE), Department of Higher Education, Ministry of Human Resource Development, Government of India. The course material is part of a book titled Rural Management Marketing Perspective (First ed.) published in 2019 by MGNCRE with ISBN: 978-93-89431-03-2.
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As a research consultant, conducted a research study and prepared detailed report on “Proposed Incentive and Concession Policy for SC/ST Entrepreneurs”, in 2018 for Centre for Entrepreneurship Development of Karnataka (CEDOK), A Govt. of Karnataka Organization promoted by the Department of Industries and Commerce.
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Co-investigator for Wipro Mission 10X Project, “A Study on Effectiveness of WIPRO Mission 10X Programme”, an impact study conducted by the Department of MBA, BNMIT during 2011-12.
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Project Consultant (domestic) for Samveda Training and Research Centre (R), Davangere, an NGO working for rehabilitating children with learning disabilities, since 2016.
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Co-investigator for “A Study on Awareness and Attitude towards Networking among NGOs dedicated to Learning Disability”, a project sponsored by the Ford Foundation and Mysore University in the year 2001-2002.
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Subject Matter Expert in Psychology and Organization Behaviour for HireMee.
Publications:
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Research Publications:
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International Journals:
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“A Case Study in Karnataka Focusing on Greem Marketing of Farm Stays”. Published in Nolegein Journal of Global Marketing, Volume 7, Issue 2, 2024, ISSN: 2581-9666
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“The Impact of Digital Recruitment in Thailand’s IT Sector During COVID-19”. In: Sushil, Rani, N., Joshi, R. (eds) Flexibility, Resilience and Sustainability. Flexible Systems Management. Springer, Singapore. https://doi.org/10.1007/978-981-99-9550-9_17, 2024
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“Strategic Management Practices for Sustainability: A Study of Micro-entrepreneurs of Wellness Industry in Mysore District”. In Manimala, M., Thomas, P., and Mahadev, N., (eds) Business and Society: Issues and Cases in the Indian Context, 225-244, ISBN: 978-981-12-8666-7, ISBN: 978-981-12-8668-1 (ebook), https://doi.org/10.1142/13688, 2024
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“Reverse Marketing Strategies (Review Rating, Paid Critics, And Peer Pressure) For Content Delivery In Modern Movie Making: A Comparative Analysis Of Past And Present Practices”. Educational Administration: Theory and Practice, 30(5), 12922–12936. https://doi.org/10.53555/kuey.v30i5.5478, 2024
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“A Strategic Approach to Resilient and Sustainable Higher Education Institutions In India” Educational Administration: Theory and Practice, 30(5), 14284–14300. https://doi.org/10.53555/kuey.v30i5.6549, 2024.
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“Sustainable Model For Growth Of A Homestay Start-Up – A Case Study of Palette o’ Green ‘n Red Farm, KA”. Educational Administration: Theory and Practice", 30(5), 12777–1278, 2024. https://doi.org/10.53555/kuey.v30i5.5328 “Evolving Audience Viewing Patterns and Future Business Scope - Rise of OTT Platforms Post Covid-19 Pandemic”, Metszet, Volume 7, Issue 12, 2023
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“Media Coverage of COVID-19: A Classical case of Media Frenzy”, Published in Nolegein Journal of Advertising & Brand Management, Volume 4, Issue 2, 2021, ISSN: 2581-530X
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“Consumer Buying Behaviour and Trust towards Online Jewellery Shopping”, Published in IOSR Journal of Business and Management, Volume 22, Issue 11, 2020, ISSN: 2319-7668
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“Impact of leadership role perspective on conflict resolution styles – a study on small and medium sized entrepreneurs of Karnataka State in India”, Published in Journal of Global Entrepreneurship Research – A Springer Open Journal, Volume 5, No. 1, 2015, ISSN: 2228-7566
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“Multiplying Entrepreneurs: Upholding Entrepreneurship”, Published in Asia Pacific Journal of Management Entrepreneurship Research, Vol 2, Issue 2, April 2013, ISSN: 2277-8098.
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II. In National/International Conference Proceedings
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International Conference:
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“Promotional Strategies Adopted by Beauty and Personal Care Brands in E-retailing Business Format”, BNM Institute of Technology, Bengaluru, 14-15 December 2023.
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“A Strategic Approach to Resilient and Sustainable Higher Education Institutions in India”, BNM Institute of Technology, Bengaluru, 14-15 December 2023.
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“Sustainable Model for Growth of a Homestay Start-up: A Case Study of Practice”, BNM Institute of Technology, Bengaluru, 14-15 December 2023.
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“The Ripple Effect of Recession on Recruitment and Hiring: A Comprehensive Study”, BNM Institute of Technology, Bengaluru, 14-15 December 2023.
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“Reverse Marketing Strategies (Review Rating, Paid Critics and Peer Pressure) for Content Delivery in Modern Movie Making: A Comparative Analysis of Past and Present Practices”, BNM Institute of Technology, Bengaluru, 14-15 December 2023.
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“Productive Agricultural Supply Chain Management in selected Asian Countries”, BNM Institute of Technology, Bengaluru, 27-28 December 2018.
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“Impact of content marketing in healthcare industry”, BNM Institute of Technology, Bengaluru, 27-28 December 2018.
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“Gender Diversity in Corporate Boards: A Global Perspective”, “Good Governance: Emerging Issues, Principles and Practices in Governments, Businesses, Services, Corporations, Universities, Cooperative Societies, Hospitals and NGOs”, Gujarat Technological University, Ahmedabad, 19-20 April 13.
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“Promoting Entrepreneurship- The Case of an Innovative Entrepreneur” ICER-BRIC International Conference on Entrepreneurship and New Venture Creation, IIM-Bangalore, 8-10 December 2011.
Papers presented in International/National Conferences
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International
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“A Study on Digital Recruitment as A New Normal During and Beyond Covid-19 Pandemic in Thailand IT Sector”, IIM Shillong, 21-23 April 2022.
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“Gender Diversity in Corporate Boards: A Global Perspective”, “Good Governance: Emerging Issues, Principles and Practices in Governments, Businesses, Services, Corporations, Universities, Cooperative Societies, Hospitals and NGOs”, Gujarat Technological University, Ahmedabad, 19-20 April 13.
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“Promoting Entrepreneurship- The Case of an Innovative Entrepreneur” ICER-BRIC International Conference on Entrepreneurship and New Venture Creation, IIM-Bangalore, 8-10 December 2011.
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National
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“Green Marketing of Farm Stays – A Case Study in Karnataka”, Dr. Ambedkar Institute of Technology, Bangalore on 19th April 2024.
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“An Agritourism Startup in Karnataka with an Emphasis on Creating Value to the Customer”, Gogte Institute of Technology, Belagavi on 24th June 2023.
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“Green Marketing of Farm Stays – A Case Study in Karnataka”, Dr. AIT, Bangalore, 19 April 2024.
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“Social Media Coverage of COVID-19: A classical case of Media Fenzy”, National Case Conference on Business Innovation during COVID-19 Pandemic, Gogte Institute of Technology, Belagavi, 4-5 June 2021.
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“Social Entrepreneurs in Indian Health Care Sector-A Conceptual Framework”, National Conference, Sheshadripuram College, Bangalore, 23rd February 2013.
Book
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Emerging Issues and Trends in Indian Business and Management: Volume 2: Business And Society: Issues and Cases in the Indian Context, Edited Volume Published by World Scientific, 2024, 2, pp. 1–348, ISBN: 978-981-12-8666-7, ISBN: 978-981-12-8668-1 (ebook), https://doi.org/10.1142/13688
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“Linking Markets for Rural Produce and Supply Chain Management” for Mahatma Gandhi National Council for Rural Education (MGNCRE), Department of Higher Education, Ministry of Human Resource Development, Government of India. The course material is part of a book titled Rural Management Marketing Perspective (First ed.) published in 2019 by MGNCRE with ISBN: 978-93-89431-03-2.
Book Reviewer
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Text book on “Rural Supply Chain Management” for BBA Rural Management Program of Mahatma Gandhi National Council of Rural Education, Dept of Higher Education, GOI. Jan 2022.
Journal Reviewer
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International Journal of Systems Assurance Engineering and Management (IJSA), A Q2 Ranking Springer Journal since 2024
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Indian Journal of Humanities and Social Sciences since 2013
Workshops / Seminars Organized:
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Case-a-thon Coordinator – BNMIT-Yi Case-a-athon 2024, organized by the Department of Business Administration, B.N.M. Institute of Technology, Bengaluru on August 8, 2024.
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Interactive Session Moderator & Organizer – Interactive session on the Union and Karnataka State Budget 2024-25, organized by the Department of Business Administration, B.N.M. Institute of Technology, Bengaluru on Feb 20, 2024.
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International Conference Coordinator and Chair – 6th ICIER International Conference on Strategic Agility and Resilience: Benchmarks and Best Practices, organized by the Department of Business Administration, B.N.M. Institute of Technology, Bengaluru on December 14&15, 2023.
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SDP Coordinator – Data Analytics training using MS Excel, Tableau and Power BI for 4th Semester MBA Students by Business Toys on July 29 and 30, 2022.
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Symposium Coordinator – Symposium on “Role of Private Management in Enhancing the Quality of Technical Education in India”, organized by B.N.M. Institute of Technology, Bengaluru on June 9, 2022.
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Panel Discussion Coordinator – Panel Discussion on NEP Implementation in Higher Education organized by B.N.M. Institute of Technology, Bengaluru on November 20, 2021.
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FDP Coordinator – Faculty Development Program on Transcending Language Skills organized by B.N.M. Institute of Technology, Bengaluru from 15th to 25th July 2019.
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SDP Coordinator – Skill development program for 3rd semester MBA students on Business Analytics, a Zonal Center Program conducted in association with MakeIntern & Echoes (IIM Kozhikode Event) from 8th to 12th September 2019.
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SDP Coordinator – 30-hour skill development program in Business Analytics conducted for 3rd Semester MBA Students by Business Toys Pvt. Ltd. during October - November 2018.
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SDP Coordinator – Four-day skill development program in MS-Excel for 4th Semester MBA Students from 17th to 21st April 2018.
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IIMBx MOOCs Coordinator - 3rd semester MBA students were offered Massive Open Online Courses on Customer Relationship Management (CRM) and Introduction to Investments (IM) from 25th September 2017 to 26th November 2017 by IIM-Bangalore as part of a MoU between IIMBx and BNMIT.
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Fest Coordinator for Aarohan – An Inter-collegiate Management Fest, conducted in 2017 and 2016.
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Coordinator for Workshop on Personal Growth and Interpersonal Effectiveness conducted on 4th September 2010.
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Coordinator for Seminar on Operations Management conducted on 14th October 2009.
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Coordinator for Seminar on Technological Innovation and Entrepreneurship conducted on 17th October 2008.
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Coordinator for Seminar on Total Quality Management conducted on 21stFebruary 2008.
Invited Lectures Delivered:
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Lecture on “Overview of Economic Policies of India” for 1st Semester MBA students at BMS College of Engineering on 22 May 2024
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Trainer for Mahatma Gandhi Institute of Rural Energy and Development: Conducted training sessions on Emotional Intelligence and Conflict Management, Group Dynamics and Communication, for Jilla Panchayat and Taluk Panchayat Officers from across Karnataka during 2023-24.
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Conducted a Webinar on “Innovation in Challenging Times” organized by Jain Institute of Technology, Davangere, 18th August 2022.
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On the occasion of World Habitat Day, delivered a lecture on “Mind the Gap. Leave No one & Place Behind” at The Institution of Engineers, Karnataka State Centre, Bengaluru on 3rd October 2022.
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Resource person for the 5-days online AICTE_VTU Joint Teachers Training Programme on “An Overview of Teaching Techniques in Universal Human Values”, 2-6 March 2022.
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Resource person for a webinar series on Entrepreneurship Development organized by Padmashree Institute of Management and Sciences in association with Radiant research and Kanti Sweets, 14-21 February 2022.
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Guest Speaker on ‘Emotional Intelligence”, during Webinar held at IFIM College on 7/5/2021.
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Resource person for 20 Online workshops for colleges of Management and B Schools as part of Rural Entrepreneurship Development Cell initiative by Dept of Higher Education, Ministry of Education, Govt. of India during September - October 2020. The workshops were attended by Principals and 108 teachers of 61 colleges, and 510 students from 14 colleges affiliated to Bangalore University and Tumkur University.
