We asked Dr. Poonam Sharma, Professor- Marketing, Jaipuria Institute of Management

With over two decades of work experience in Marketing and Branding, Dr. Poonam Sharma, Professor – Marketing at Jaipuria, Noida is a definite expert in the field. Her deep insight into the subject is expressed when she says, “Transforming a brand into a socially responsible leader doesn’t happen overnight by simply writing new marketing and advertising strategies. The company must learn how to engage its consumers with authenticity and transparency.” And she applies similar mantra to classroom interactions, taking her point across effectively to students.

Loved by them as a mentor and a friend, Dr. Sharma has devised unique strategies to keep things lively and engaging in the classroom. She lets us in on the secret of successful classroom environment. “I try to use examples, videos; break the monotony in the classroom and encourage students to interact. You have to realize that students don’t have long attention spans, but they participate in discussions and are involved. It helps them understand the concepts better. Learning in classroom can actually be a lot of fun too,” she says with a smile.

Dr. Sharma has worked with several big names in the industry and academia, including international universities. She brings this experience to the table for her students to learn and grow from. She also keeps them abreast with the latest in the field, which is constantly evolving. “Communication and responsible brand behavior of companies will make consumers believe that the organization is not just about profits but is also for larger interests of society. Only a sustained effort will win brand credibility with customers, and all other stake holders,” she states.

However, according to Dr. Sharma, without quality there’s only so much branding can do for organizations. She cites the examples of brands like Apple, Ferrari, Toyota, etc while saying, “They have managed to build credibility over the years on the back of the quality they offer. But at the same time, all good stories need to be told, which is why branding has to be strong.” She is trying to tell some too, through her research, after having already published 18 case studies and papers. She is presently working on “Responsible Branding: That’s The Tom’s Mission”.

Ask her about major differences she sees in academic culture in India and abroad, given her own experiences with foreign universities and she says thoughtfully, “Collaborative approach is big in the West; they set up expectations and tie up with the corporate. The onus of learning there is completely on students and focus is on practical exposure. Things are changing in India as well, and we are slowly getting to that level.” With her approach to education and learning, Dr. Sharma is definitely playing her part.

Dr. Poonam Sharma sheds light on the initiatives of International Relations Office of Jaipuria Institute of Management

“The freedom to express and risk taking ability amongst students is high in foreign universities. We are trying to take things to that level with our collaborative initiatives,” says Dr. Poonam Sharma, Chairperson, International Relations, Jaipuria Institute of Management, Noida. As an adjunct faculty of Eastern Mennonite University, Virginia, she has the experience firsthand. The Branding and Retail professor reveals how her office fosters international partnerships for transformative global opportunities and programmes for the benefit of the students.

International Relations at the institute include student exchange programmes, international summer programmes or international internships, international faculty exchange programmes and international research programmes. “The overseas experience is an investment in your future. It offers students an opportunity to get exposed to the best of international community, cultures and practices beyond their boundaries. At Jaipuria Institute of Management we believe that all students and faculty members should have a chance to be a part of these programmes,” she says.

The institute already has 14 international relationships including those in countries like New Zealand, UK, China, USA, Canada and Taiwan. Dr. Sharma talks about some of the highlights of the programs as she says, “Four students from Jaipuria Institute of Management recently visited Ara Institute of Canterbury, our most active partner, for a 3 week exchange program in New Zealand. We will also work jointly on some research papers. We are also focusing on building relationships in neighboring countries like Bhutan, Sri Lanka and Bangladesh.”

The institute is gearing up to host an International Conference and has received participation from five foreign universities already. It is also inviting around a dozen UK universities to celebrate the institute’s first International Day. According to Dr. Sharma, “It will facilitate things for students and alumni who want to study abroad. We are also trying to get international recruiters in the area of banking and finance for our students specializing in the field. Delegations from various countries have already visited our Noida campus.”

Be it Jonkoping Business School – Sweden, Eastern Mennonite University – US, Satakunta University – Finland or Regenesys Business School – South Africa; Dr. Sharma believes the experience is vital for students. The institute remains flexible in its approach and has started short-term programs because they are faster and easier to fit into the curriculum. “It offers them multi-faceted approaches to learning, helps them take informed decisions besides the cultural understanding and builds long lasting relationships. Students have a sense of accomplishment when they come back from these programmes, and that gives us immense joy,” she ends.