Assistant Professor-Marketing
Dr. Shivani Saini is an Assistant professor in the Marketing Area at the Management Development Institute (MDI) Murshidabad. She is MBA (Hons.), Ph.D. in Business Management, and UGC-NET qualified. She holds a doctorate degree in marketing from Dr. B R Ambedkar National Institute of Technology, Jalandhar. Dr. Shivani has over six years of teaching experience in renowned management and engineering institutes. Prior to MDI, Dr. Shivani worked with the NIT, Jalandhar, Lovely Professional University, and the institutes affiliated with I.K. Gujral Punjab Technical University and Panjab University.
She has authored various national and international publications in the ABDC, ABS, Scopus, EBSCO, ProQuest, ESCI, J-Gate, UGC-CARE, and ICI Indexed journals. She has also published a book on Customer Experience Management. Dr. Shivani has presented many papers at reputable national and international conferences and attended faculty development programs organized by the Birla Institute of Management Technology, Greater Noida, and University Business School, Panjab University, Chandigarh.
She teaches the core and elective courses in Marketing Area.
My teaching pedagogy involved a mix of traditional lectures, modern teaching methodologies, new-age technologies, and applied practice. I structure my classes to achieve the course outcomes with a detailed plan, lectures, case studies, live projects, demonstrations, and cooperative learning to engage students and support their learning. I foster critical thinking and application skills in the teaching of marketing electives.
The live project Application of ZMET in consumer behaviour based on Zaltman Metaphor Elicitation Technique (ZMET) developed by Gerald Zaltman is designed for post graduation students to impart knowledge about the consumers unconscious behaviour. The project has been run through five phases. In every phase, the students have been instructed to perform on certain parameters like the selection of brands, collection of images, understanding of the ZMET technique, and application of the ZMET in real-world products or services.
I always prefer to utilize technology for enhancing instructions, inculcating online resources, and interactive activities that enhance students’ engagement and retention. The use of online teaching platforms like Moodle and Zoom promotes interactive learning and structured evaluation. Communicating and supervising students in continuous course activities, quizzes, cases, assignments, and projects in offline/online settings ensures academic excellence and practical orientation. These technologies help me to monitor students’ progress and provide individual feedback resulting in improved student behaviour and achievement.
To offer diversity and depth of courses, I facilitate research-oriented assignments and course of independent study in the marketing discipline. An understanding of contemporary issues in marketing and consumer behaviour enhances students’ employability in a real-world business environment.
Conducted training sessions in Management Development Programmes (MDPs), Executive Development Programmes (EDPs), and Faculty Development Programmes (FDPs) for leading organizations, including:
Dr. Shivani Saini has imparted training in the programs organized by NITTTR, Chandigarh.
