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Prof. Surabhi Koul

Prof. Surabhi Koul

PhD; MBA Marketing, SMVDU, Jammu


Contact: 011-41242488

Total Years of Experience

7 Years

Brief description of Experience

Dr. Surabhi Koul is an Assistant Professor in the area of Marketing at FORE School of Management. Her teaching interest lies in Consumer Behaviour, Retail Management and Branding. She has published several research papers in ABDC, WOS and Scopus Journals. She has presented her work in International Conferences of repute organized by IIM Ahmedabad, IIM Calcutta, IIM Lucknow and IIM Indore. She was previously associated with NMIMS Navi Mumbai and BITS Pilani.

Research Interest Areas

Gen Z Consumption Patterns, Customer Relationship Management, Psychological Wellbeing.

Consulting Interest Areas

Branding and Media Planning.

Selected Publications

1) Koul, S. and Nayar, B. (2022). Combating the COVID-19: Gauging job loss grief and psychological wellbeing hospitality employees. Journal of Human Resources in Hospitality and Tourism, Vol. 21, No. 1, pp. 82-102.
2) Pandita, S., Mishra, H.G. and Koul, S. (2021). Acceptance of Ride-sharing in India: Empirical evidence from the UTAUT model. International Journal of Business and Economics, Vol. 20, No. 1, pp. 93-117.
3) Koul, S. and Jasrotia, S. S. (2021). Role-Play... Take 1... Action: An Experiential Activity for Marketing Students. Journal of Education.
4) Koul, S. and Jasrotia, S. (2020). “Do Young Consumers Buy Country Made Products- An evidence from India.” International Journal of Management and Enterprise Development, Vol. 19, No. 4, pp. 378-397.
5) Koul, S. and Nayar, B. (2020). “The Holistic Learning Educational Ecosystem: A Classroom 4.0 Perspective.” Higher Education Quarterly, Vol. 75, No. 1, pp. 98-112.
6) Nayar, B. and Koul, S. (2020). “From like to love: Trust catalyzing the digital romantic journey.” Global Knowledge, Memory and Communication, Vol. 70, No. 1/2, pp. 173- 186.
7) Nayar, B. and Koul, S. (2020). “Blended Learning in Higher Education: A Transition to Experiential Classrooms”. International Journal of Educational Management. Vol. 34 No. 9, pp. 1357-1374.
8) Nayar, B. and Koul, S. (2020). The Journey from Recall to Knowledge: A comparative study of 3 learning tools – Doodling, Note-Taking and Listening on a student’s Recall Ability. Journal of Educational Management, Vol.34. No.1, pp. 127-138.
9) Koul, S. and Jasrotia, S. (2019). Product Adoption by Small Retailers. International Journal of Retail and Distribution Management.

Executive Education/MDPs

FORE School of Management has been designing, developing and conducting innovative Executive Education (EE)/ Management Development Programmes (MDPs) for working executives in India for over three decades.