mou-with-programming-hub

SRM University-AP inks an MoU with the EdTech Company, Programming Hub, to explore the possibility of integrating AI-powered marketing into the academic curriculum, facilitating a new age of empowered marketers. The MoU was signed by Mr Siddhesh Joglekar, CEO of Programming Hub, and Dr R Premkumar, Registrar, in the presence of Prof. Bharadhwaj Sivakumaran, Dean – Paari School of Business and the faculty of the school.

The MoU between the two organisations will assimilate AI-powered Marketing into the teaching pedagogy of the business programmes offered at Paari School of Business to bridge the gap between academia and industry. The association will also ensure the launch of AI-powered marketing programmes at Paari School of Business for prospective students in collaboration with Programming Hub. The partnership will also launch a 120-hour part-time weekend-only world-class certification programme in AI and Marketing.

With marketing becoming an all-encompassing and essential aspect of business, AI will be the catalyst that supercharges the field of marketing, further boosting businesses into national and international domains. With AI as the key tool, marketing will be the intersection of various domains of science, technology, humanities, entrepreneurship and management”, stated Mr Siddhesh Joglekar, elucidating on the significance of AI-powered marketing on the current business landscape.

Prof. Bharadhwaj Sivakumaran, Dean of Paari School of Business, commented on this constructive collaboration, which will revolutionise the face of marketing in India. “By integrating AI-powered marketing with human-powered marketing, the pace of marketing will swiftly change, shifting students from skilled marketers to skilled decision makers. The AI-powered marketing programme will provide students with the ability to adapt and use AI in diverse ecosystems,” remarked Prof. Bharadhwaj.

With AI revolutionising all realms of management, from media planning and marketing research to customer service and sales marketing, AI-powered marketing can supplement human resources to boost their strategies and guarantee quality results within a short amount of time. SRM University-AP and its management precinct, Paari School of Business, continue to expand their network, fostering collaborations with reputed companies to provide their students with innovative and constructive programmes that will make them the powerhouse of the future.

The Management precinct of the Paari School of Business had the honour of hosting an engrossing guest lecture, graced by Ms Megha Thapar, a distinguished Senior Associate Director – DEI. With an extensive 15-year career that spans the Financial Services, Retail, and Real Estate industries, Ms Thapar is renowned for her expertise in Diversity, Equity, and Inclusion (DEI). She brought invaluable insights and experiences to the forefront of this lecture, titled “Personalised Employee Experiences through Data and Analysis,” on August 21, 2024.

The primary goal of this session was to enlighten both management students and professionals on the transformative power of data and analytics in crafting personalised employee experiences. Emphasising the critical role of DEI in the workplace, the lecture aimed to showcase how organisations could utilise data to foster more inclusive and high-performing environments. This focus was rooted in the belief that understanding and leveraging data can lead to more equitable and effective organisational practices.

Throughout the event, attendees were engaged with a series of case studies, demonstrating the practical application of data in addressing real-world HR challenges. These included analysing and interpreting key metrics to create significant business impacts. Ms Thapar guided the audience through the intricacies of identifying actionable data, extracting meaningful insights, and implementing strategies that not only enhance employee satisfaction but also bolster organisational efficiency.

The session was instrumental in equipping participants with the critical thinking skills necessary for making informed, data-driven decisions. By delving deep into how data and analytics can revolutionise the employee experience, the lecture illuminated the pathways to advancing DEI initiatives within various organisational settings. Attendees were encouraged to apply the knowledge gleaned from the case studies shared by Ms Thapar, thereby learning to employ data-driven strategies in nurturing an inclusive workplace culture, boosting employee engagement, and aligning with broader organisational objectives.

As the lecture concluded, the outcomes were profoundly impactful. Participants left with a deeper understanding of the role of data in transforming employee experiences and driving DEI efforts. They gained practical knowledge on leveraging data to tackle real-world HR and DEI challenges effectively. Furthermore, the insights into interpreting data, understanding employee behavior, and identifying actionable insights empowered them to initiate meaningful changes within their organisations. Armed with these skills, they are now better positioned to weave DEI principles into their organisational fabric, using data to tailor solutions and foster a more inclusive, equitable work environment. This event not only highlighted the critical importance of analytics in creating dynamic, authentic, and diverse teams but also fostered a greater appreciation for the strategic use of data in achieving high-performance organisational outcomes.

In a significant academic achievement, Dr Vimal Babu, Associate Professor at the Department of Management, Paari School of Business, and Ms Rukma Ramachandran, a PhD Scholar, have co-authored a book chapter titled “Revolutionizing HR through the Deployment of Blockchain Technology: A Bibliometric Review.” The chapter is included in the book Blockchain and Digital Twin Enabled IoT Networks: Privacy and Security Perspectives, published by Routledge: A Taylor and Francis Group.
The research work delves into the potential of blockchain technology in transforming Human Resources practices, offering a bibliometric review to shed light on the impact and future possibilities within the field.

The publication adds valuable insights to the growing discourse on blockchain applications in various industries, particularly focusing on HR management. This collaborative effort between Dr Vimal Babu and Ms Rukma Ramachandran highlights their dedication to exploring innovative solutions at the intersection of technology and management. Their contribution to the book aims to contribute to the ongoing dialogue on privacy, security, and efficiency in IoT networks, with blockchain technology playing a pivotal role in shaping the digital landscape.
The chapter’s publication signifies a notable milestone in the academic pursuits of both scholars, solidifying their expertise and thought leadership in the realm of blockchain technology and its implications for HR practices. Their contribution is expected to resonate with professionals, researchers, and students interested in the evolving dynamics of digital innovation and its impact on organisational processes.

Brief Introduction of the Book Chapter
The adoption and implementation of Blockchain in Management have been gaining increasing attention. The rise in the number of studies on Blockchain in managerial applications invites a greater number of research contributions in this field. This chapter describes the gap in the present studies using a hybrid review system through the means of systematic literature review and bibliometric analysis.

Publication details (incl. Publisher, ISBN, Launch date, Edition, etc)
Publisher- Taylor & Francis
ISBN- 9781003403791
Launch date- 19 July 2024
Edition- 1st

Target Audience of the Book Chapter
This book emphasizes and facilitates a greater understanding of various data security privacy approaches using the advances in Blockchain and data analysis using machine/deep learning, federated learning, edge computing and the countermeasures to overcome these vulnerabilities.

Link to the Book Chapter
Blockchain and Digital Twin Enabled IoT Networks | Privacy and Securit (taylorfrancis.com)

In a significant development, Prof. Kamesh AVS, Professor at Paari School of Business, along with his PhD Scholar, Ms. Ashrafunnisa Mohammed, has successfully published and filed a groundbreaking patent titled “SYSTEM AND METHOD TO DETECT BOTTLENECKS AND ENHANCE EMPLOYEE PRODUCTIVITY” with the Application Number: 202441014093 A in the Patent Office Journal.

This pioneering system aims to revolutionise the way organisations detect and alleviate bottlenecks within their operations, consequently boosting overall employee productivity. The patent’s unique approach and methodology signify a remarkable stride towards fostering efficiency and performance in the workplace. Prof. Kamesh AVS and Ms. Ashrafunnisa Mohammed’s collaborative effort underscores their commitment to innovation and research excellence. Their accomplishment not only reflects their expertise in the field but also highlights the spirit of ingenuity and problem-solving that drives academia at Paari School of Business.

The SRM AP community extends its heartfelt congratulations to Prof. Kamesh AVS and Ms Ashrafunnisa Mohammed on this remarkable achievement and eagerly anticipates the positive impact their invention will have on the realm of employee productivity and operational efficiency.

Abstract of the Research
SYSTEM AND METHOD TO DETECT BOTTLENECKS AND ENHANCE EMPLOYEE PRODUCTIVITY
The present disclosure relates to a system for detecting bottlenecks and enhancing employee productivity. The system broadly includes an input module (106), a pre-processing module (108), a segmentation module (110), a feature selection module (112), a feature extraction module (114), a data training module (116), and a classification module (118). The system also consists of a data repository (102), a processor (104), and an evaluation module (120). The present disclosure aims to examine counterproductive work behaviors of employees through the effort-reward imbalance model by considering dark triad traits as moderators. The dark triad traits can indulge the employees more in unethical practices in organizations and one among those traits is Narcissism which negatively affects counterproductive work behaviors. Organizations can predict the Dark Triad traits in individuals, and they can avoid unethical practices in organizations and counterproductive work behaviors.

Explanation of the Research in Layperson’s Terms:

The present process aims to examine counterproductive work behaviors through the effort-reward imbalance model by taking into consideration Dark triad traits as moderators. The Dark Triad traits can indulge the employees more in unethical practices in organizations and one among those traits is Narcissism which negatively affects counterproductive work behaviors. Organizations can predict the Dark Triad traits in individuals, and they can avoid unethical practices in organizations and can avoid counterproductive work behaviors. There is a notable knowledge gap concerning the moderating role of Dark Triad traits in the relationship between efforts and rewards imbalance and counterproductive work behaviors, even though there is existing research on both the association between Dark Triad traits and counterproductive work behaviors and the relationship between efforts and rewards imbalance and counterproductive work behaviors.

Practical Implementation or Social Implications Associated with the Research:

• The Invention aims at identifying and eliminating the consequences of the Dark Triad Traits while performing Human Resources Practices like Recruitment, Training and Development, Performance Analysis, and Compensation and Reward Management system.
• The Invention either weakens or eliminates the Counter Productive work behaviors as a potential consequence of springing up of Dark Triad traits during the execution of various Human Resource practices in the organizations and this leads to achieving the estimated Organizational Productivity as per the strategy.
• Organizations can identify the impact of the Dark triad traits on employees and take steps to reduce the stress that leads to unproductive work behaviors.
• Organizations can eliminate the job stressors which are seen as the main sources of
• Counterproductive work behaviors can indicate the Dark triad traits’ influence on individuals.
• Management should investigate the causes of rudeness in the workplace to improve morale and productivity.
• During the hiring process, management should use a battery of psychological tests to gain insight into candidates’ personalities.
• Management can formulate standard policies to eliminate malicious activities and avoid effort-reward imbalances and counterproductive work behaviors.
• Understanding the causes of counterproductive workplace behavior is vital because it has become a widespread and expensive problem for businesses worldwide.

Future Research Plans
To Incorporate AI and ML tools to identify the Dark Triad traits, thereby enhancing the employee evaluation process and mitigating counterproductive work behaviors within organisations.

Link to the article

In a historic moment, Prof. Rohit Singh, Director of the Centre for Management Education at the All India Management Association (AIMA), and Dr R Premkumar, Registrar of SRM University-AP, signed a memorandum of understanding (MoU). This MoU aims to foster collaboration between the two institutions and introduce a part-time PhD programme for working professionals.

The signing ceremony was attended by distinguished personalities including Dr Ganesh Singh, Professor and Programme Director at the Centre for Management Education; Prof. Manoj K Arora, Vice Chancellor of SRM AP; Prof. Bharadwaj Sivakumaran, Dean of Paari School of Business; Prof. Ranjit Thapa, Dean of Research; Dr Vinayak Kalluri, Dean of Academic Affairs & Controller of Examinations; Dr Maheshwar Dwivedy, Associate Dean of Practice School & Associate Professor; Dr Mahesh Kumar Ravva, Assistant Dean of Research; Dr Satyanarayana Duvvuri, Professor of Practice; Dr CA Mahalakshmi Mudliar, Associate Professor and Head of the Department of Management; Dr A Lakshmana Rao, Associate Professor and Head of the Department of Commerce; and Dr Lalita Mohan Mohapatra, Assistant Professor, along with other faculty members and students.

To date, more than 250 working professionals have earned their PhDs through AIMA. The institution also boasts an illustrious alumni network employed in leading companies such as Samsung, Schneider Electric, Accenture, Amazon, and Tata.

In his address, Vice Chancellor Prof. Manoj K Arora underscored the importance of a supportive research environment and the critical role of the student-guide relationship. Prof. Arora also insisted that the faculty undergo a specialised programme on “how to effectively guide a PhD.” Dr Rohit Singh, Director of AIMA, elaborated on the strategic significance in the broader educational landscape, especially for working professionals.

Members of the academic leadership, faculty, and PhD scholars joined together to congratulate the varsity on its initiative to shake hands with AIMA.

 

MoU with AIMA

In a bid to empower working professionals and foster their continued growth, the Directorate of Executive Education and Professional Studies (DEEPS) at SRM University-AP organised a comprehensive 2-day Management Development Programme on “Selling Skills and Customer Relationship Management” in the presence of Vice Chancellor, SRM University-AP Prof. Manoj K Arora; Managing Director of Andhra Pradesh State Co-operative Bank, Dr R S Reddy; Dean-Academic Affairs, Dr Vinayak Kalluri; Dean-Paari School of Business & Director-DEEPS, Prof. Bharadhwaj Sivakumaran; and Assistant Director-DEEPS, Ms Sailaza Kosaraju. This programme was specially designed for the employees of the Andhra Pradesh State Co-operative Bank.

The MDP played a crucial role in honing customer relationship management among working professionals, thereby enhancing their knowledge, skills, and leadership capabilities. The industry-oriented faculty members of SRM AP trained the participants to unlock the employees’ full potential, promote leadership, and drive organisational success.

During the inauguration, Vice Chancellor Prof. Manoj K Arora emphasised the broader impact of the programme, stating, “In these two transformative days, you will immerse yourselves in a wealth of knowledge and practical insights that will revolutionise your approach to customer relationship management. Our esteemed faculty members will guide you through the intricacies of selling skills, empowering you to build lasting connections with customers and drive organisational success.”

Dr R S Reddy, shared his enthusiasm, stating, “I am filled with unwavering confidence that our employees will acquire the desired skills through this MDP. SRM AP has consistently demonstrated its commitment to excellence, and we eagerly anticipate forging stronger connections with this prestigious institution. Together, we will not only elevate the capabilities of our employees but also foster enduring partnerships that will shape the future of our organisations.”

Prof. Bharadhwaj Sivakumaran added, “Our goal is to bridge the gap between theoretical knowledge and practical application. MDPs like these will provide participants invaluable insights into customer relationship management and selling skills, which are crucial for their day-to-day operations.”
SRM University-AP is committed to organising more MDPs in an array of areas, including Business Analytics, HR, Finance, Operations Management, and technical areas like Cyber Security, A/IML, and Robotics, among others. The primary motive behind such training and workshops is to facilitate overall professional development among the participants.

The MDP will begin a transformational journey for the participating employees, which is expected to boost their career trajectory and contribute to the broader success of their organisation.

simandhar-visit

The Paari School of Business has networked with various industry, academia, and social sector partners to ensure that the management and commerce students are placed at national and international firms with lucrative packages. Recently, the school had a visit from Simandhar Education, one of India’s leading institutes providing certified US finance courses in India on April 29, 2024. Mr Rahul Roy and Mr Anupam Biswas, SME from Simandhar Education, shared a comprehensive insight into a potential collaboration between Paari School of Business and Simandhar Education.

Simandhar Education is one of the renowned Indian institutes that provide US CPA/CMA/EA courses. They have 100+ Corporate Tie-ups for training and placement, including with Big 4s and Top 10 global accounting firms. They are the best channel partner of Becker in India, an approved channel partner of AICPA and a Silver approved partner of IMA.

Mr Roy explained the extensive services offered by Simandhar Education in providing quality training and placements for the students of Paari. These include live interactive classes, recorded classes, unlimited practice tests, mock tests, revision lectures, etc. This partnership could be a silver lining for the students of Paari as it enhances their chances of placement in multinational firms in the US.

Harish BhardwajOn March 20, 2024, MBA students at Paari School of Business had the privilege of attending an enlightening discourse on communication strategies for branding, delivered by the distinguished speaker, Mr Harish Bhardwaj. Throughout the session, Mr Harish emphasised the pivotal role of problem identification in effecting meaningful change.

Mr Harish urged the students to adopt fresh perspectives and delve deep into issues, highlighting the importance of uncovering root causes. He asserted that solutions to complex problems often stem from simplicity. By encouraging students to think critically and analyse situations from different angles, he empowered them to approach branding challenges with innovative and effective strategies.

Furthermore, Mr Harish underscored the necessity of comprehending audience needs, stating, “It is not about what you have, but what they want.” He emphasised the power of active listening and genuine connections. By understanding the desires and preferences of the target audience, businesses can tailor their communication strategies to effectively engage and resonate with their customers.

Engaging the students in stimulating discussions, Mr Harish explored various topics related to branding. He delved into personal branding, emphasizing the importance of cultivating a strong and authentic personal brand that aligns with one’s values and goals. He also discussed the concepts of the ‘moment of truth’ and the ‘zero moment of truth,’ highlighting the significance of making positive impressions during customer interactions and the influence of online research on consumer decision-making.

He challenged the attendees to dissociate physical attributes from personality traits, emphasizing that serving others transcends mere personality. By focusing on providing value and meeting customer needs, businesses can build long-lasting relationships and establish a strong brand presence.

The session culminated in the exploration of the transformative potential of storytelling. He exemplified how stories can catalyse change, foster connections, and leave indelible impressions on audiences. Through captivating narratives, he illustrated the power of storytelling in creating emotional connections and engaging customers on a deeper level.

The discourse left the students at Paari School of Business enlightened and inspired, equipped with valuable insights into effective communication strategies for driving branding change. Mr Harish’s expertise and engaging delivery style ensured an enriching experience that will undoubtedly resonate with attendees for years to come.

Paari School of Business is committed to providing its students with opportunities to learn from industry experts and gain practical knowledge. Such insightful sessions contribute to the holistic development of students and prepare them to excel in their future careers.

TIMIn a landmark event that marked the first edition of “Trending Issues in Management,” Paari School of Business at SRM University-AP brought together a stellar lineup of industry stalwarts to delve into the transformative world of Artificial Intelligence (AI). The conference aimed at unravelling the complexities, exploring the opportunities, and addressing the challenges posed by AI in the ever-evolving landscape of modern management.

The event featured an elite panel of speakers, including Mr Sudhakar Vadapalli, Senior Vice President IT and Corporate Affairs, Biological E. Limited, Hyderabad, Saurabh Singh, Senior Vice President, Global Delivery Leader, Polestar Solutions, Delhi, Shriram Vasudevan (FIE, FIETE, SMIEEE), Technical Evangelist, Intel India Pvt Ltd, Bangalore, Laxminarayanan G, Global Head of Automation, Cyient, Bangalore, Karthiban Pandiyan MBB® PMP®, Leader Process Excellence, PwC India, Bangalore, and Ramya Sampathkumar, Independent Consultant and ex-Chief Digital Officer, Chennai.
They were joined by SRM AP’s esteemed members, Dr R Premkumar, Registrar, Prof. Bharadhwaj Sivakumaran, Dean of Paari School of Business, Dr CA Mahalakshmi Mudliar, and Mr Arun Prasad, offering a rich blend of theoretical insights and practical perspectives on AI’s impact on management.

Prof. Bharadhwaj Sivakumaran set the tone in his welcome speech, emphasising the school’s commitment to embedding Quality, Innovation, Customer-Centric Approach, and Ethics into its curriculum. “Our aim is to provide students with a contemporary education that is at the forefront of industry trends, particularly in AI and Blockchain, ensuring they are market-ready,” he stated.

Truly, considering the advent of technology in recent times, Paari school of Business is the first B-School in the country to include Artificial Intelligence and Blockchain as compulsory courses. It is also first in launching a Certificate Programme in Artificial Intelligence and Generative AI in Marketing.

Keynote speaker Sudhakar Vadapalli captivated the audience with his exploration of AI’s evolution, referencing Howard Gardner’s definition of intelligence and highlighting the rapid advancements leading to today’s sophisticated Large Language Models like ChatGPT. “The journey from Turing’s initial concepts to today’s AI showcases a trajectory towards an intelligence that might one day parallel human cognition,” Vadapalli remarked.

The subsequent panel discussion was a deep dive into AI’s role in reshaping management, highlighting the technology’s potential to enhance efficiency, innovate decision-making processes, and foster continuous learning and adaptation. Yet, the experts also cautioned about the challenges, particularly concerning data privacy, security, and the ethical use of AI.

The consensus among the panellists was clear: AI is not a fleeting trend but a fundamental shift reshaping the business landscape. Embracing this change requires new skills, such as Prompt Engineering and a proactive approach to the ongoing developments in AI technologies.

This seminal event underscored the importance of AI in contemporary management and positioned the Paari School of Business as a pioneering institution committed to integrating cutting-edge technologies into its academic fabric, preparing a new generation of leaders ready to navigate the AI-driven future.

In the heart of the evolving business landscape, the Paari School of Business at SRM University-AP hosted the national-level business fest, Ameya ’24, a beacon of excellence and innovation, on February 23-24, 2024. This pioneering event, co-sponsored by Amyra Silver, was a crucible of ideas, leadership, and entrepreneurial spirit, attracting over 500 participants from 25 distinguished institutions.

The fest was inaugurated by an illustrious panel comprising Dr Bhanu Prakash Reddy Varla, a vanguard of entrepreneurship and chair of TiE Grad; Prof. Manoj K. Arora, the visionary Vice-Chancellor of SRM University-AP; Prof. Bharadhwaj Sivakumaran, Dean of Paari School of Business; and Prof. Vishnupad, Dean of Easwari School of Liberal Arts. Their presence underscored the fest’s commitment to blending academic rigour with real-world business acumen.

Empowering the Future: Leadership and Learning

Ameya ’24 was more than an event; it was a dynamic platform designed to instil leadership, team-building, and ethical decision-making skills among students. Prof. Manoj K. Arora highlighted the university’s dedication to offering experiences beyond traditional curricula, aiming to nurture a generation of dynamic entrepreneurs and professionals through unique courses such as Samaj Seva, Mind and Soul Training, and Happening Happenings.

A Journey of Inspiration: Dr Varla Bhanu Prakash Reddy

The chief guest, Dr Varla Bhanu Prakash Reddy, in his motivational address, shared his entrepreneurial odyssey, emphasising the importance of focus, skill accumulation, and horizon-broadening during graduate studies. Dr Reddy’s vision of an “Unstoppable India” leading the global economy, underscored by the rise of Indian unicorns, was a rallying call for students to become innovators and job creators, armed with SWOT analysis and upskilling from their student life.

A Kaleidoscope of Competitions

Ameya ’24 unveiled a spectrum of competitions designed to challenge and inspire:

Stock Pulse: A thrilling online stock simulation that tested participants’ investment strategies. Jainam R Jain from Nalanda Vidya Niketan bagged the first prize in this segment.

Product Palooze: A creative marketing challenge where teams devised unique selling propositions for randomly picked products. Praveen from Laki Reddy Bali Reddy College of Engineering became the winner.

Biz Wiz: A business quiz that spanned various domains, from CEO Showdown to Rapid-Fire rounds, engaging teams in a test of knowledge and wit. The winner of this competition was Venkata Yashwith Chakirala from Nalanda Vidya Niketan.

Elevator Pitch: An intense competition where individuals pitched fictional startups, showcasing their strategic thinking and persuasion skills. Shreeyash from SRM University-AP secured the winner rank in this one.

HR Odyssey: A deep dive into the future of Human Resource Management, with simulations and debates to test participants’ innovative HR solutions. Meghana from the Gates Institute of Management received the winning trophy in the competition.

Data Dynamo: A challenge that highlighted the importance of data visualisation and business intelligence, culminating in a real-world case study competition. Polavarapu Priyansha from SRM University-AP bagged the winning trophy in this segment.

IPL Auction Spectacle: A strategic game of cricket team building within a simulated budget, engaging participants in the intricacies of player selection and financial management. The winning position was secured by Suresh and Team from PB Siddhartha College of Arts and Science.

The business fair, a simulation of entrepreneurship, allowed students to experience the journey of setting up and managing a business through innovative kiosks, further enriching their learning experience.

Cultural Vibrance and Legacy

The fest also celebrated cultural heritage, with Chenda Melam captivating the audience, and a vibrant cultural evening of dance and music marking the conclusion of Ameya ’24. This fusion of business acumen and cultural celebration underscored the holistic development fostered at the event.

Ameya ’24 was not just an event but a milestone in the journey of future business leaders. It was a testament to the power of collaboration, innovation, and vision in shaping the entrepreneurs of tomorrow. As participants departed, they carried with them not just the memories of competition and camaraderie but the spark to ignite their paths and contribute to an unstoppable India. This fest has truly set a benchmark for fostering a dynamic generation of entrepreneurs and professionals ready to take on the world’s business stages.