M.V.Rama Prasad

M.V.Rama Prasad

Professor, Marketing, GSB, BLR

Ph. D.
Email ID
Ph. D.
Research Areas
  • Consumer research
  • Branding
  • Retailing
  • Agricultural Marketing

Prof. M. V. Ram Prasad is a Mechanical Engineering graduate from Acharaya Nagarjuna University, Andhra Pradesh . He did his masters in Business Administration from Andhra University and has a Ph. D in management from Berhampur University .He is also a postdoctoral fellow from UGC. He was the Director of GITAM School of Business, Bengaluru for about seven years since its inception. With over 30 years of teaching and research experience he continues to impart knowledge to the students of PG and UG programs by teaching   a number of choice based courses in the marketing domain such as Sales and Distribution Management and Customer Relationship Management.
Prof. Ramprasad was conferred UGC National Research Award by University Grants Commission (UGC),New Delhi for  Post Doctoral Research on Consumer Preferences in Dairy Industry –A Study of Andhra Pradesh. He completed three research projects in the area of Marketing and Consumer Studies. He also published two books and 80 research papers in national and international journals. He conducted quite a few MDPs and undertook consultancy projects for NTPC-Simhadri, Korba, Unchahar, Singrauli; Indian Postal Services and Heritage Foods. He attended 35 national and International conferences and seminars.
Prof.Ramprasad was the recipient of best teacher and best researcher awards from GITAM University. He also received CII-Industrial Fellowship from Confederation of Indian Industry and   Impact Outstanding B School Marketing Award as HOD of Marketing Department of GITAM Institute of Management, Visakhapatnam.
Prof.RamPrasad successfully guided six PhD and five M.Phil scholars. His current teaching and research interests are in the areas of consumer preferences and studies.


Degree NameInstitute & College nameYear of Graduation/Award
Post Doctoral PDFUGC GIM2007
Ph.DDept of Management2003
M.B.A.Andhra University1988
B.TechNAGARJUNA University1986


DesignationOrganizationFrom DateTo Date
Management TaineeLGPOLYMERS01-06-198831-01-1990


Award nameAward OrganizationAwarded year
Dr.APJ Abdul Kalam Life Time Achievement National AwardNational Institute for Socio Economic Development2021
Bharat Ratna Rajiv Gandhi Gold Medal AwardGlobal Economic Progress and Research Association2021
Best Teacher AwardDr.S.Radhakrishnan Teachers Welfare Association2020
GITAM Best Researcher AwardGITAM University2011
GITAM Best Teacher AwardGITAM University2009
GITAM Best Library User AwardGITAM University2008
Impact AwardWorld HRD Congress2005
UGC Research AwardUniversity Grants Commission Govt of India UGC2004
CII Industry FellowshipConfederation of Indian Industry Govt of India2004

Entrepreneurship and Regional Development Exploration through CasesManakin, Google scholar, -2019, Special, 172-178

Impact of IoT on Sales and MarketingJournal of Sales and Marketing, Others, -2018, 4, 74-79

A Study on Channel Efficiency of Cooperative Marketing Model with Reference to Fresh Produce Segment in Selected Areas of Andhra PradeshInternational Journal of Management Studies, Others, -2018, 5, 115-125

A Study on Purchase Behavior of Rural and Urban Consumers about Organic Food in Selected Areas of Andhra PradeshInternational Journal of Management Studies, Others, -2018, 5, 127-135

CSR Practices in Indian Banking SectorCorporate Social Responsibility , Others, -2017, Special, 142-149

Financial Inclusion and the Role of Micro Finance and Kisan Credit Scheme in the Development of Rural India A descriptive StudyContemporary Researches in Commerce and Management, Others, -2014, Special, 156-163

Customers Satisfaction in Communication Industry A Research studyPES Business Review, Others, -2013, 8, 67-70

Opportunities in the Indian Retail Industry An AnalysisGITAM Journal Management, Others, -2013, 15, 89-94

Corporate Social ResponsibilityRole of BusinessIndian Economic Panorama, Others, -2012, Special, 45-48

Factor Analysis of Life Insurance Service Quality of Post office an Application of Servqual ToolGITAM Journal Management, Others, -2012, 11, 89-94

Customers Expectation in Logistics and Communication Industry A Research study in Andhra Pradesh, Karnataka and West BengalPES Business Review, Others, -2012, 7, 56-61

Human Resource Development (HRD) in Public Sector Units (PSU)Indian Economic Panorama, Others, -2012, 22, 43-46

Financial Inclusion through Post Offices A Case Study of North Andhra Pradesh Tribal AreasFinancial Inclusion in India, Others, -2012, Special, 48-53

Financial InclusionIndian Economic Panorama, Others, -2012, 22, 56-58

Foreign Direct Investment in Indian Retail Issues and ChallengesGlobal Journal of Arts and Management, Others, -2011, 2, 170-174

Marketing in Global Economic TurbulencesRole of BSchools in Grooming Management GraduatesIndian Journal of Marketing, Others, -2011, 41, 34-38

Cause Branding and its Impact on Corporate ImageJournal of Marketing and Communication, Others, -2011, 7, 67-74

Managing in Globalised Economy Role of B Schools in Grooming Management StudentsUniversity News, Others, -2011, 35, 23-26

Celebrity endorsements visvis brand equity of high fashion products a crosscultural perspectiveInternational journal Innovative Marketing, Others, -2011, 7, 56-61

Opportunities in the Indian Retail Industry An AnalysisEmerging Trends in Indian Retailing Industry, Others, -2011, Special, 45-49

Insuring the UninsuredThe Post Office WayPES Business Review, Others, -2011, 6, 68-73

Constructing Zone of Tolerance of Postal Life Insurance Service Level A Case Study of North Andhra PradeshGavesana Journal of Management, Others, -2011, 3, 56-62

Globalization and Economic AsymmetriesThe Labour Factor Vignana Jyothi Journal of Management, Others, -2010, 1, 77-83

Enhancing Sales Force ProductivityELK Journal of Marketing and Retail Management, Others, -2010, 2, 67-72

Corporate Governance in IndiaIndian Economic Panorama, Others, -2010, Special, 67-72

How Brands Create Shareholder ValueWIM Journal of Management, Others, -2009, 1, 56-61


Indian Retail Industry An AnalysisStrategy, Others, -2009, 6, 46-49

Marketing in Global Economic Turbulences Role of B Schools in Grooming Management GraduatesGlobal Economic Turbulences, Others, -2009, Special, 67-74

Turnaround Strategies for Successful MarketingGlobal Arena Challenge , Others, -2009, Special, 125-130

Global Competitiveness Role Of Indian CorporatesGlobal Competition and competitiveness of Indian Corporates , Others, -2008, Special, 56-60

Marketing Strategies for Banking IndustrySaintgits Journal of Management, Others, -2008, Special, 53-57

Cause Branding and Its Impact on Corporate ImageBrand in Value Creation , Others, -2008, Special, 78-90

Human Resource Development in Service Sector UnitsIndian Economic Panorama, Others, -2007, Special, 45-49

Management Education in a Changing Business EnvironmentThe Observer of Management Education, Others, -2007, 2, 43-48

Changing Face of Companies and Role of Internal MarketingJournal of Contemporary Research in Management , Others, -2007, 1, 53-57

Role of Internal Marketing in a Competitive EnvironmentGlobal Management Review, Others, -2007, 1, 43-48

Turnaround Strategies for Human Resources ManagementIndian Journal of Training and Development, Others, -2007, 37, 43-48

Growth Oriented Entrepreneurship in Developing CountriesSRM Management Digest Global Entrepreneurship , Others, -2007, 6, 36-39

Consumer Preferences in Dairy IndustryJournal of Marketing and Communication, Others, -2006, 2, 28-32

Consumer Behavior in the New Global Order Marketing in the New Global Order, Others, -2006, Special, 234-243

WTO and Indian Banking IndustryIndian Economic Panorama, Others, -2005, Special , 44-49

Consumer Preferences in Dairy IndustryMarketing Paradigm, Others, -2005, Special, 121-125

Milking the MilkFacts For You, Others, -2005, 25, 31-35

Why Specialty Paper is still being imported part 1Facts For You, Others, -2005, 27, 34-39

Why Specialty Paper is still being imported part IIFacts For You, Others, -2005, 25, 25-29

Indian Banking Industry and Non Performing AssetsIndian Economic Panorama, Others, -2005, Special, 25-29

Role Clarity among ExecutivesIndian Journal of Commerce, Others, -2005, 58, 57-61

Role of Operations Research in selection of advertising Media ModelsStrategy, Others, -2005, 8, 43-48

Marketing Strategies for Banking ServicesIndian Journal of Commerce, Others, -2005, 58, 56-59

ECommerce the future of businessIndian Economic Panorama, Others, -2004, 13, 34-37

Indian Banking &Financial Sector after WTOIndian Economic Panorama, Others, -2004, Special, 56-59

Indian Sugar IndustryFacts For You, Others, -2004, 24, 43-48

Passenger Cars Surplus production will lead to higher exports Part IMotor India, Others, -2004, 48, 67-72

Passenger Cars Surplus production will lead to higher exports Part II Motor India, Others, -2004, 48, 78-82

Passenger Cars Surplus production will lead to higher exportsPartI HindiMotor India, Others, -2004, 5, 56-59

Passenger Cars Surplus production will lead to higher exportsPartII Motor India, Others, -2004, 5, 68-71

Trends in Marketing Cost AnalysisManagement Accountant , Others, -2004, 29, 43-48

Role of Marketing Audit in a Competitive BusinessPratibimba, Others, -2004, 4, 25-29

Consumer Preferences in Dairy IndustryGITAM Journal of Management, Others, -2004, 2, 78-85

Micro Finance Issues and RecommendationsStrategy, Others, -2004, 8, 24-28

Marketing Strategies for Indian BanksIndian Economic Panorama, Others, -2003, 5, 48-52

Boom in Cement IndustryFacts For You, Others, -2003, 23, 28-32

Sea Food needs Value AdditionFacts For You, Others, -2003, 23, 28-32

Quality Imperative for Dairy IndustryFacts For You, Others, -2003, 23, 18-23

Textiles Bright Future AheadFacts For You, Others, -2003, 23, 25-29

Steel industry Restructuring is ImperativeFacts For You, Others, -2003, 23, 29-35

TEA Slowdown in ExportsFacts For You, Others, -2003, 23, 33-38

W.T.O. and its Implications on Indian SSIIndian Economic Panorama, Others, -2003, 13, 46-52

CAR IndustryFacts For You, Others, -2003, 23, 36-41

Materials Management in the Context of Cost Control and Reduction published in Management AccountantManagement Accountant , Others, -2002, 27, 124-126

Case Method in Management EducationUniversity News, Others, -2002, 40, 16-18

Indian Education Sector Challenges AheadThe Indian Journal of Technical Education, Others, -2002, 16, 28-32

A Study on Passenger Amenities in RailwaysIndian Journal of Marketing, Others, -2002, 32, 24-29

Role of Advertising in Industrial MarketingStrategy, Others, -2002, 6, 26-30

Title of the projectFunded byDurationSanctioned date
Crime Against Woman, Punishment goals and Socioeconomic life of Victims Social order and moderating effect of Public ProtestICCSR2422-Aug-2017
Title of the projectFunded byDurationSanctioned date
Marketing of Agricultural Products _A study of Andhra PradeshGITAM1202-Apr-2009
Consumer Preferences in Dairy Industry A study of Andhra Pradeshugc3601-Nov-2007
Consumer Preferences in Dairy Industry A study of Visakhapatnam DistrictUGC2423-Mar-2000
Title of the bookBook / ChapterName of the publisherSubject areaEditionPage numbersISBNPublished year
Entrepreneurship Today A Case Study ApproachChaptersManakinEntrepreneurship1st171-1789789384141232019
Consumer Preferences in Dairy IndustryBookExcelMarketing1st97881744682842018
Business and EconomicsChaptersResearch India PublicationsMicro Finance1st267-27897893841446302018
Implementing Corporate Social Responsibility Indian PerspectiveChaptersSpringerCorporate Social ResponsibilitySpecial139-15097881322165202014
Financial Inclusion in IndiaChaptersExcelFinance1st81-9397893506231832013
Marketing ManagementBookHimalayaMarketing1st878237174672232010
Significance of Social Marketing in IndiaChaptersVITMarketing1st190190878237174642562007
Board nameJournal name
GIM, GITAMGITAM Journal of Management
Board nameJournal name
Research Board, Dravidian UniversityDravidian University
Research Board, SJJT UniversitySJJT University
BOS Member, Gayatrhi CollegeGayatri Journal
Seminar nameOrganized byVenueStart dateEnd dateTitle of the paper presentedRoleCo presenter
NationalIIM LucknowIIM Lucknow29-May-200831-May-2008Managing Global Competitiveness Role of Indian CorporatesParticipated
NationalS V UniversityS V University21-Mar-200822-Mar-2008Education Sector Challenges AheadParticipated
NationalWarangal Institute of ManagementWarangal Institute of Management23-Feb-200823-Feb-2008How Brands Create Shareholder Value?Participated
NationalVIT UniversityVIT University26-Oct-200727-Oct-2007Role of Social Marketing in Creating Brand AwarenessParticipated
NationalAndhra UniversityAndhra University09-Sep-200510-Sep-2005Problems and Prospects SSIParticipated
NationalS V UniversityS V University25-Mar-200526-Mar-2005TQM An Intervention for Effective Customer Service in Power SectorParticipated
NationalAndhra UniversityAndhra University17-Feb-200317-Feb-2003Role of District Industries Centre in Development of SSIParticipated
NationalAndhra UniversityAndhra University16-May-199605-Jun-1996Participated
Seminar nameOrganized byVenueStart dateEnd dateTitle of the paper presentedRoleCo presenter
InternationalGIM GITAMGIM GITAM27-Jul-201828-Jul-2018artificial Intelligence Connecting the future of Business IndiaParticipatedDR.S.Anjani Devi
InternationalIIM LucknowIIM Lucknow09-Apr-201011-Apr-2010Management of Demand in Agri Food ChainsParticipated
InternationalGIM GITAMGIM GITAM12-Jul-200914-Jul-2009Global Economic Turbulences and its impact on Management Educatio nParticipated
InternationalIIM AhmedabadIIM Ahmedabad07-Jan-200909-Jan-2009SWOT Analysis of Distribution of FMCG CompaniesParticipated
InternationalSRM UniversitySRM University07-Dec-200708-Dec-2007Growth Oriented Entrepreneurship in Developing CountriesParticipated
InternationalIIM IndoreIIM Indore18-Dec-200620-Dec-2006Participated
InternationalIndian School of BusinessIndian School of Business02-Aug-200604-Aug-2006Participated
InternationalIIM KozikodeIIM Kozikode15-Dec-200517-Dec-2005Participated
InternationalIIM AhmedabadIIM Ahmedabad12-Jan-200513-Jan-2005Consumer Preferences in Dairy IndustryParticipated
InternationalIIM AhmedabadIIM Ahmedabad08-Jan-200511-Jun-2005Participated
InternationalAndhra University and AIMAAndhra University15-Aug-200116-Aug-2001WTO and Its impact on Indian Small Scale IndustryParticipated
Title of the thesisName of the studentName of the college / universityMajor subject areaYear of admissionType of admissionThesis specification
An Study on Consumer Buying Preferences of FMCG Smaller packs versus Larger packs in Rural Markets of Coastal A.PMohammed Khaza Ameenuddin ShariffGIM, GITAMMarketing2016Full timePhD
Influence of Electronic Word of Mouth (eWom) communication on youth consumers purchase intention of Ayurvedik ProductsSankar MukherjiBSMS, GITAMMarketing2014Full timePhD
Impact of Digital Marketing on Buying Behavior of Consumers of Bengaluru cityK.Govinda RajuluGIM, GITAMMarketing2013Part timePhD
Marketing of Consumer Goods with special reference to White GoodsM.Charan ReddyGIM, GITAMMarketing2013Part timePhD
Impact of Social Media on Consumer BehaviorD.V.R.SubramanyamGIM, GITAMMarketing2012Part timePhD
Impact of Social Media on Consumer BehaviorD.V.R.SubramanyamGIM, GITAMMarketing2012Part timePhD
Impact of Information and Communications Technology in InsuranceP.Jaya Chandra ReddyGIM, GITAMMarketing2012Part timePhD
A case study of patient satisfaction at CARE Hospitals, VishakapatnamS.VenkateswarluGIM, GITAMMarketing2012Full timePhD
Impact Of Innovative Retail Touchpoints On Customer Buying Behavior In Apparel StoresEsha JoshiGIM, GITAMMarketing2011Part timePhD
Title of the thesisName of the studentName of the college / universityMajor subject areaYear of admissionType of admissionThesis specification
Role of Cooperative Societies in Rural Marketing A Study of Perishable Products in Selected Districts of Andhra PradeshK.Ashok ChowdaryGIM, GITAMMarketing2018Part timePhD
Title of the thesisName of the studentName of the college / universityMajor subject areaYear of admissionType of admissionThesis specification
A study on Antecedents of consumer behavior and their satisfaction in organized retail outlets, VisakhapatnamMs. S. Anjani DeviGIMMarketing2017Part timePhD
Measuring service quality in Indian departmental post offices An application of SERVQUAL ToolMr. Vennam UpenderGIMMarketing2014Part timePhD
Problems in Trading,Clearing and Settlement Process in NSE A Study with reference to Retail Investors in Visakhapatnam CityISSN RAJUMadurai Kamaraj UniversityFinance2006Part timeM.Phil
Name of the awardAwarded byAwarded year
CII Industrial FellowshipCII2001
TitleTypeOrganized byVenueStart dateEnd dateRole
Internship TrainingTraining of tutorsBSMS,GITAMBSMS,GITAM30-Apr-201930-Apr-2019Organized
Doing Exploratory Practice in TeachingFaculty development programGITAM, BlrGITAM,BLR CAMPUS06-Feb-201906-Feb-2019Organized
Business GamesTraining of tutorsBSMS,GITAMBSMS,GITAM24-Dec-201829-Jun-2019Organized
Financial MarketsFaculty development programBSMS,GITAMBSMS,GITAM06-Dec-201807-Dec-2018Organized
Entrepreneurship and StartupsTraining of tutorsBSMS,GITAMBSMS,GITAM07-Jul-201807-Jul-2018Organized
Outcome based Learning and Learner Centric ApproachFaculty development programGITAM,BLR CAMPUSGITAM,BLR CAMPUS15-Jun-201816-Jun-2018Organized
Indian Finance Budget 2017Training of tutorsBSMS,GITAMBSMS,GITAM22-Feb-201722-Feb-2017Organized
Role of HRD in Developing OrganisationsQuality improvement programBSMS,GITAMBSMS,GITAM20-Sep-201420-Sep-2014Organized
Competitiveness in Higher Education The TQM WayQuality improvement programConfederation of Indian Industry (CII) Vskp and CII institute of Quality Bengaluru.CII Visakhapatnam01-Jul-201101-Jul-2011Participated
Refresher course in Commerce and ManagementFaculty development programAcademic Staff College, Andhra UniversityAndhra University04-May-199823-May-1998Participated
UGC sponsored Orientation ProgrammeFaculty development programAcademic Staff College, Andhra UniversityAndhra University,Visakhapatnam09-Sep-199605-Oct-1996Participated
TitleTypeOrganized byVenueStart dateEnd dateRole
CEO CONCLAVETraining of tutorsBSMS,GITAMBSMS,GITAM25-Nov-201725-Nov-2017Organized
Organization nameMembership categoryMembership type
Indian Science Congress AssociationLifeMember
Title of the lectureName of the college / universityPlaceDate
Importance of Case Method in Management EducationSindhi CollegeBangalore15-Jun-2019
Importance of Case Method in Management EducationKongadiyappa CollegeDoddaballapur20-Jun-2019
Importance of Case Method in Management EducationR T CollegeBangalore09-Apr-2015
Importance of Case Method in Management EducationSindhi CollegeBangalore19-Mar-2015
Importance of Case Method in Management EducationKongadiyappa CollegeDoddaballapur11-Feb-2016
Importance of Case Method in Management EducationSindhi CollegeBangalore24-Mar-2016
Importance of Case Method in Management EducationR T CollegeBangalore22-Jun-2017
Importance of Management EducationJalappa CollegeDoddaballapur23-Mar-2017
Importance of Management EducationKongadiyappa CollegeDoddaballapur10-Feb-2016
Importance of Management EducationSindhi CollegeBangalore08-Mar-2018
Marketing in the present competetive worldKongadiyappa CollegeDoddaballapur17-Aug-2017
Role of Management in ones day to day lifeKongadiyappa CollegeDoddaballapur24-Oct-2018
Title of the projectName of the principal investigatorName of the co investigatorName of the client / agency fundedDuration
Marketing Research of Mystery ShoppingProf.M.V.RAMA PRASADnilOninion Insights3 months
Heritage consumer perception surveyProf.M.V.RAMA PRASADNOHeritage3 months
NTPC Korba CustomerVendor Perception SurveyProf.M.V.RAMA PRASADNONTPC1 months
NTPC Singrauli Customer Vendor Perception SurveyProf.M.V.RAMA PRASADDr.S.S.Prasada RaoNTPC Singrauli6 months
NTPC Unchahar Customer Vendor Perception SurveyProf.M.V.RAMA PRASADProf.M.Ganagadhara RaoNTPC UNCHAHAR6 months
NTPC Simhadri Customer Vendor Perception SurveyProf.M.V.RAMA PRASADProf.M.Ganagadhara RaoNTPC Simhadri6 months
Title of the projectName of the principal investigatorName of the co investigatorName of the client / agency fundedDuration