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Gurpreet Kour

Assistant Professor, Ph.D, Mudra Institute of Communications Ahmedabad (MICA)

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Email : gurpreet@iimshillong.ac.in

Office Ph.:  +91 364 2308033

Research Interest / Areas

Destination Branding,Marketing Communication Strategy,Social Media Marketing,Responsible Tourism , Social Entrepreneurship

Teaching Interest / Areas

Marketing Management, Marketing strategy, Integrated Marketing Communications , Product Innovations

Consultancy Interest / Areas

Marketing Communications, Product Innovation and Services

Gurpreet Kour specializes in the area of Marketing and communications. Her current teaching responsibilities include Marketing Management, Integrated Marketing Communications (IMC) at PGP level and advanced seminar in marketing communication at PhD level respectively. Her research interests include destination branding & promotion, tourism planning & development, travel advertising and marketing semiotics.

Gurpreet has earned her PhD in the area of Marketing and communications from MICA, Ahmedabad. She is a recipient of Junior Research Fellowship by University Grants Commission in 2011 and has been a visiting scholar to the University of Florida in 2016. Previously, Gurpreet has worked with NMIMS Mumbai on full time basis. She has also been a national level athlete and has represented Jammu & Kashmir thrice at National Athletic Championship in India.

She is an educator, trainer and consultant in the field of marketing communication. She has more than five years of teaching and industry experience. She was a full-time faculty at NMIMS Mumbai where she taught marketing related courses and handled administrative position as a faculty mentor for Adverbs Committee. Before entering academia, she had also worked in the industry for few years with WaterHealth India, where her major responsibilities were customer acquisition, stakeholder’s branding and engagement. Moreover, she received organisation’s “Challenger Award” for her outstanding performance at WaterHealth.

Area of Research:

Destination branding & promotion, Tourism planning & development, Travel advertising and marketing semiotics.

Current Research :

  • Celebrity endorsement in destination branding
  • Tourism destination campaigns
  • Women travellers and virtual travel community
  • Visual Identity and destination branding

Publications :

  • Kour, G., & Joshi, P. (2020). Understanding sustainability and competitiveness in the Indian air cooler industry: a case of Symphony. International Journal of Business Innovation and Research, 23(1), 87-102.
  • Kour, G. (2019). RawPressery: All good , No bad. World Advertising Research Centre (WARC)
  • Sagar,V. & Kour, G.(2018). Chakra Tea: Chai-fi. World Advertising Research Centre (WARC)
  • Kour, G. (2016). Digital Detoxification: A Content Analysis of User Generated Videos Uploaded on YouTube by Facebook Quitters. Journal of Media Watch, 7(1), 75-83.
  • Vasavada-Oza, F., & Kour, G (2016). Heritage Management: How Advertising is branding the intangibles?. Journal of Heritage Management,1(1),1-13

Conferences :

  • Kour, G. and Rawat, S. (2019). “Women Collectives and Meaningful travel decisions on Virtual Travel Community: A Social Identity theory perspective”, paper presented at the 4th International Place Branding Association Conference, 27th-29th December, Volos, Greece.
  • Kour, G. & Manhas P. (2019). “Repositioning destination for tourism development -A case study of Rajasthan in India”, APacCHRIE & EuroCHRIE Joint conference, 22-25th May, School of Hotel & Tourism Management, The Hong Kong Polytechnic University, HongKong SAR, China.
  • Kour, G. and Kavaratzis, M. (2018). “Campaigns as brand building tools: The multi-case study of four Indian states, paper presented at the 3rd International Place Branding Association Conference, 5-8 December, Macau, China.
  • Kour, G. & Joshi P. (2018). “Achieving sustainable competitive advantage through Innovation: A case of Symphony” 4th FLAME International Conference on Research and Teaching Cases, Pune, India.
  • Kour, G. & Manhas P. (2018). “Virtual Collaboration of woman travelers in India: An analysis of online reviews for tourist destination choice” 16th Asia Pacific Conference on Hotel, Restaurant, and Institutional Education (APacCHRIE), Guangzhou, China.
  • Kour, G. & Manhas P. (2017). “Study on advertising campaigns of regional tourism brands in India: An internal stakeholder’s perspective”, 15th Asia Pacific Conference on Hotel, Restaurant, and Institutional Education (APacCHRIE), STPBI Bali, Indonesia.
  • Kour, G. (2016). 10th Great Lakes-NASMEI conference, “Marketing communication in destination branding: case of Kerala in India”, Great Lakes Institute of Management and North American Society for Marketing Education in India (NASMEI), Chennai, India.
  • Kour,G. & Jain, T. (2016). “Not just !ncredible India, positioning India as house of brands”, at AMS 19th World Marketing Congress, IESEG School of Management, Paris, France.
  • Vasavada-Oza, F. & Kour, G. (2016). “Branding the intangibles: Marketing communication strategies to promote Heritage,” International Communication Management Conference (ICMC), Ahmedabad, India.
  • Bridging all Gaps (BAG) by VFS Global: Webinar sessions on marketing topics to VFS employees globally (August, 2018)
  • ICICI-Young Leadership Program: Conducted sessions on services marketing to executives of ICICI Bank (bi-annual 2017 & 2018)
  • Marketing Semiotics workshop conducted to NMIMS students (October ,2018)
  • Visiting Scholar, University of Florida, Florida, USA, (2016).
  • Consortium Fellow, 4th AIM-AMA Sheth Doctoral Consortium, IMT Ghaziabad, India, (2016).
  • Outstanding Award in National Convention on Responsible Leadership by XLRI Jamshedpur, (2011).
  • Awarded Junior Research Fellowship (JRF) by University Grant Commission (UGC), 2011.
  • University Rank holder in MBA (2010).