The three-day academic forum organised by the AIM-AMA Sheth foundation doctoral consortium kick-started at MICA, Ahmedabad. It inaugurated with the promise to be an intellectually engaging and culturally enriching journey for doctoral students, research scholars and eminent academicians across the globe. The consortium starting from today will continue till January 6th, 2019, followed by a one day conference on 7th January, 2019.


The inaugural session was preceded by a series of pre-consortium workshops in the first half of the day. The first being a joint session on 'Case Study and Writing' by eminent IIM-Ahmedabad professors - Prof. Abhinandan Jain and Prof. M.R. Dixit. This presentation was followed by a session by Prof. Ashutosh Dutt from MICA on 'Teaching through Animation'. The third presentation was on 'Gamification on Research' by Prof. Atul Parvartiyar, Texas Tech University, USA. The renowned Prof. Russell Belk from York University, Canada gave a talk on 'Research and Publications'. The pre-consortium workshops ended with an interesting presentation by Prof. Ernest Cadotte, University of Tennessee USA and Prof. Bindu Agarwal, Manav Rachna University, India on 'Conscious Capitalism'.


Following the workshops, the doctoral consortium was inaugurated by a welcome speech by the consortium chairs - Prof. Preeti Shroff, dean, MICA and Prof. Varsha Jain, professor of Marketing, MICA. Prof. Shailendra Raj Mehta, director of MICA, welcomed Prof. Jagdish Sheth, founder of The Sheth Foundation. The President of MICA, Prof. Shailendra Raj Mehta welcomed the guests, saying, "MICA is different, most diverse institution in India". Following this, the key dignitaries, Prof. Jagdish Sheth, Mr. Russ Klein, CEO of American Marketing Association, Prof. V. Kumar, Regents professor from Georgia State University and Mr. Jayant Shah, executive director of Academy of Indian Marketing, lit the welcome lamp and gave their respective welcome speeches. Prof. Jagdish Sheth spoke highly of MICA, mentioning, "MICA has the specific focus on marketing since the beginning, which is rare" Prof Sheth." the only school which is focussed on marketing". The inauguration session led to Prof. V. Kumar, Regents Professor from Georgia State University, holding a discussion and presentation on 'The Legend in Marketing' taking us through the life story on his global journey of Marketing scholarship and mentorship, in conversation with Prof. Robert Leone, Texas Christian University, USA and Prof. Jagdish Sheth.


The plenary session 1 'Industry Panel on Communication and Marketing in the Digital Age' was an exciting session headed by Prof. Jagdish Sheth, Prof. V. Kumar and Mr. Russ Klein. The panel immersed in discussing the challenges for organizations to hire a talented pool of employees and students as well. They also touched upon the issue of fake data and how it questions the rigour in research papers and how more data and no logic misleads inferential statistics. Prof. Sheth emphasised on the theoretical, analytical and empirical rigour of research papers, stating that "experiential learning is becoming the way of life".


An interesting session on 'Identity and place branding: UNESCO Heritage City Ahmedabad' was moderated by Prof. Preeti Shroff, Dean, MICA in conversation with Prof. Jagdish Sheth, and Mr. Abhay Mangaldas, heritage entrepreneur, legacy custodian & managing trustee of House of MG. The day ended with an enchanting dance performance 'Breathing new life: Intersections of Ancient and Contemporary Bharatanatyam' by Mr. Revanta Sarabhai, Darpana Academy. Revanta presented a Bharatanatyam programme with an array of classical pieces from his unique new repertoire comprising of both the traditional and the modern.


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