To achieve research excellence in the field of marketing and to provide insights into complex marketing phenomena, MICA – The School of Ideas has launched its first research centre dedicated to marketing.

The Centre for Research Excellence in Marketing (CREM) intends to demystify marketing and cultivate a deeper understanding of various global and strategic marketing issues facing practitioners and companies in a digital world.

The centre was virtually launched in the presence of MICA President & Director Dr. Shailendra Raj Mehta,MICA-CREM Chief Advisor Dr. V Kumar, Salvatore Zizza Professor of Marketing, Tobin College of Business at St. John's University, MICA-CREM Chair and core committee members, MICA faculty, staff, students andacademic and industry guests across the globe.

Sharing his vision for MICA-CREM, Dr. Shailendra Raj Mehta, President & Director, MICA, said, "MICA’s Centres of Excellence operate with great independence and undertake extensive research, evolve new pedagogies, conduct workshops, and build ties with industry and the broader ecosystem.

Through CREM, we desire to produce cutting-edge marketing knowledge by bringing together the leading scholars and practitioners in the world to work with our faculty in solving some of the most exciting and complex emerging problems."

Sharing his experience, Dr. V Kumar, Chief Advisor of MICA-CREM and Salvatore Zizza Professor of Marketing, Tobin College of Business at St. John's University said, “The centre can rest on the foundation of research themes spanning several different disciplines like risk management, statistics, finance, international business, geosciences and epidemiology that can help multiple stakeholders with its expertise and excellence.”

The launch was followed by an enriched panel discussion with CREM advisory board members and stalwarts from academia and industry. Panelists from across the globe discussed 'The critical role of the academic institute and university-based research centre in creating the long-term impact in the industry, academia, and society.’

Delving deep into the centre's functioning, Prof. Shaphali Gupta, Chair, MICA-CREM, said, "The mission of CREM is focused to excel in the field of implementable marketing knowledge creation and dissemination to minimise the gap between industry and academia. The centre will develop a network community of academicians and industry professionals to create a rich experience and foster learning in marketing research."

The centre will not just focus on mainstream business issues but will also serve government sector agencies, non-profit organizations, and policymakers, helping them with insights into citizenship, engagement, social innovation, grassroots innovation and Make-in-India branding, Prof. Gupta added.

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