• Dr Maleeha Gul . Assistant Professor

    • maleehagul@uok.edu.in

I joined the Department of Management Studies at the North Campus, University of Kashmir in 2013, following eight years of experience in the marketing research industry. During my corporate career, I had the opportunity to work with globally recognized research firms such as TNS India and GfK Mode. I hold an undergraduate degree in Electrical Engineering and an MBA with a specialization in Marketing. After joining academia, I pursued and completed my doctorate in Marketing.

With over a decade of academic experience, I have developed a strong teaching portfolio in core and advanced marketing subjects, including Marketing Management, Branding, Advertising, Consumer Behaviour, International Marketing, and Strategic Management. My teaching approach is deeply rooted in application-based learning, where I integrate real-world case studies, recent industry developments, and interactive classroom strategies to make theoretical concepts come alive for students. I continuously innovate my pedagogy to enhance student engagement—incorporating simulations, and experiential projects. My goal is not only to deliver subject knowledge but to develop in students a critical and strategic mindset that prepares them for dynamic marketing careers. 

My research interests lie primarily in consumer behaviour and purchase decision-making. Currently, I am exploring the evolving role of artificial intelligence in marketing and its impact on consumer purchasing patterns.

My scholarly work has been published in several national and international marketing journals. 



Faculty Details




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Research Papers Published

  • "Product Placement in Movies: Relationship between beliefs towards product placement and usage behaviour" ndian Journal of Marketing, 45(7): 35 -47 {ISSN: 0978703} Impact Factor=
  • "The Impact of Consumer Perceptions on Purchasing Intentions of Luxury Brands Among Indian Consumers" Advances in Economics and Business Management (AEBM)?,, 5(5): 383 -387 Impact Factor=
  • "Consumer Choice and Choice Overload: A Decision making Perspective”." International journal of Research in Commerce and Manangement,, 12(9): 17 -23 Impact Factor=
  • "Sustainability in businesses" Purana, 5(11): 0 -5 {ISSN: 1553} Impact Factor=
  • "THE ROLE OF STATUS CONSUMPTION AND FASHION CONSCIOUSNESS: A STUDY OF INDIAN LUXURY CONSUMER" KOREA REVIEW OF INTERNATIONAL STUDIES, 16(02): 55 -69 Impact Factor=
  • "The “less is better” paradox and consumer behaviour: a systematic review of choice overload and its marketing implications" Qualitative Market Research: An International Journal, 28(1): DOI No. 10.1108/QMR-01-2024-0006 {ISSN: 1758-7646} Impact Factor= 1.6
  • "The Impact of Materialism and Vanity on Purchasing Behavior of Luxury Brands: Evidence from Indian Luxury Consumers" Journal of International Business and Economy, 24(2): 50 -72 {ISSN: NA} Impact Factor=

Research Projects Details:

Title of the ProjectFunding AgencyDatedAmount (in Rs.)
Beti Bachao, Beti Padhao: An Empirical Investigation of its Impact and Reach in the UT of J&KICSSR27-02-20251,000,000.00
Study on problems and prospects of women farmers in sericulture Industry of Jammu & KashmirNational Commission for Women17-08-20241,100,000.00

Teaching:

DepartmentSubjectCourse TaughtSemester
NorthCampus Management StudiesIMBAMarketing Management4
NorthCampus Management StudiesIMBAConsumer Behaviour6
NorthCampus Management StudiesIMBAStrategic Management7
NorthCampus Management StudiesIMBAAdvertising Management8
NorthCampus Management StudiesIMBAService Marketing9
NorthCampus Management StudiesIMBAInternational Marketing10