Faculty

Mercy Samuel

Sr.Associate Professor
Institutional Roles: Head - Summer Winter School

Mercy Samuel has done her doctrate in Management with focus on analysing and identifying patterns and influencers of user behaviour. During her Ph.D she studied the user - technology interface so as to design better user experiences for enhancing functional efficiency. She is engaged in the field of Urban Management from a services perspective to ensure better citizen/user experience from such services. Her interest lies in designing better systems and structures in the urban services realm ( both from a Public and Private perspective) for better Services and Facilities Management. She deals with studio courses like Facilities Management, Ward Management, Urban Services Management and other relevant courses to teach and share the concepts and practices in Urban Management.

Education

Degree Institution Field Year of Completion
Ph.D Mohanlal Sukhadia University Management 2008
MBA Universityt of Rajasthan Management 2001
BBA Mohanlal Sukhadia University Management 1999

Areas of Expertise

Facilities & Services Management Management~Analyzing user behavior for designing and implementing urban service systems and facilities~Communication Strategies and Methodologies for behavioral change, awareness and implementation of social schemes~Branding of cities, places and destinations

Courses Taught

Sr No. Course Name Semester
1 Public Policy: Design, Implementation and Review M-2022
2 Urban Civic Engagement M-2022
3 Design Thinking and Business Model Generation S-2022
4 Urban Governance and Management Studio S-2022

Research/Design Projects in Areas of Expertise

  • "Awareness and Adoption of E- Government Inititaives, A study of Drivers & Barriers", 2017 ongoing, The research is Funded by Indian Council for Social Science Reserach, ( ICSSR) New Delhi . The research involves understanding the citizens perspective and usage of  E - Government initiatives, their Interaction with technology interface , and the realised potential of this technology platform for efficient municipal governance. The main objectives of the research are to understand the awareness level and adoption rate among citizens for municipal e-governance services and also to identify the barriers and drivers for enhancing the adoption levels.
  • “Reflecting on the River: Rapid Urbanization and Representations of Indian cultural heritage”,  2016, a  joint research  between CEPT University and University of Sheffield. The reserach was funded  by Arts and Humanities Research Council, UK and  Indian Council for Historical Research.  The study was conducted at Ahmedabad with Sabarmati River as the site of study. The research revolved basically around the interactions of the citizens with the river. The main objecvtives of the study was :
    • To explore the multiple narratives of the changing urban river through existing  representation and visualizations over time;
    • To explore and record rituals, past and present, relating to the river, investigating how and why the river has been used;
    • To bring together practitioners, academics and policymakers from different sectors to   reflect on the role and meaning of the river in rapidly urbanizing settings as cultural heritage and as a setting for cultural practices over time;
    • To develop a methodological approach to capture multiple narratives of the urban river as a changing heritage landscape

Research Articles and Book Chapters in Areas of Expertise

  • Samuel, M. S., Chaudhari,S (2016).Diffusion of E government Initiatives- Drivers & Barriers, (pp. 210-218), New Age Ecosystem for Empowering Trade, Indiustry & Society, Nirma University, Excel India Publishers.
  • Chowdhury P ,  Samuel M.S. (2014) "Artificial neural networks: a tool for understanding green consumer behavior", Marketing Intelligence & Planning, Vol. 32 Iss: 5, pp.552 – 566
  • Samuel, M. S., Mittal, P (2013). Online Marketing Of Financial Products: The Attitudinal & Behavioural Factors. Marketing In Emerging Economies (pp. 247-250). Ahmedabad: Indian Institute of Management, Ahmedabad.
  • Samuel, M. S., Mittal, P. (2012). Social Media - Emerging Market for Digital Products. Vedaang.
  • Samuel, M. S., Mittal P. (2012). Renewable Energy Innovation Investment In India: A comparitive Study. International Conference on Energy and Infrastructure. Ahmedabad: Excel India Publishers, New Delhi.
  • Samuel, M. S., Mittal P. (2012) Functional   Connect and Brand Trust - An Empirical Analysis for Variety Seeking Behaviors, Marketing Unbound- A Book of Research papers, Somaya Publications, Mumbai, 2012.

Presented Papers and Invited Lectures in Areas of Expertise

  • Online Marketing of Financial Products: The Attitudinal and Behavioral Factors, research paper presented at 5th IIMA Conference On Marketing in Emerging Economies January 9-11, 2013
  • The exploration of consumer behavior in choosing green products by application of neural networks: A case of energy efficient products. The research paper was presented at International Marketing Conference, IIM Calcutta, 28th -30th December 2012. The paper is shortlisted for publication in Marketing Intelligence & Planning
  • Renewable Energy Innovation Investment in India : A Comparative Study" Published in the conference proceedings : International conference on energy and infrastructure [jan 3rd -4th 2012] organised by Pandit Deendayal Petroleum University - School of Petroleum Management ,Gujarat ISBN NO: 978-93-81361-70-2 Excel India Publishers ,New Delhi
  • Key Nation Branding Drivers in Emerging Economies: A Strategic Perspective for India", published in the conference proceedings; XIIth  International Conference on Building Capabilities for sustainable  Global Business and Balancing Corporate success for Social Good, July 21st - 23rd, 2011,Organised by Society For Global Business and Economic Development, Montclair State University, USA & , Singapore Management University, Singapore, ISBN: 978-0-9837898-02
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