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Isaac Jacob

Isaac Jacob

Adjunct Faculty

LinkedIn Profile


  • Master’s degree in Marketing Management (MMM), Jamnalal Bajaj Institute of Management Studies, University of Mumbai, India (1985) - Secured a First Class (Distinction) with 70% marks. Ranked 2nd in the University of Mumbai in MMM.
  • Diploma in Advertising and Marketing, Bhavan’s College, Mumbai, India (1979)
  • MA (Economics), University of Mumbai, India (1978)
  • BA (Economics), University of Mumbai, India (1975)
  • AMFI Certified Mutual Fund Advisor

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Subject Taught / Student Project Mentor
  • Integrated Marketing Communications
  • Marketing Management
  • Global/International Marketing
  • Marketing Strategy
  • Sports Management
  • Strategic Brand Management

Academic experience

  • Professor and Area Chairperson - Marketing and International Business and Course Coordinator - PGDM (Communications) and PGDM (International Business) at KJ Somaiya Institute of Management Studies and Research, Mumbai, India (Ranked amongst the top 20 B-schools in India) (Since 2007)

    Responsibilities include lecturing on Marketing Management, Brand Management, Advertising and Integrated Marketing Communication, Marketing Strategy, Sports Marketing, etc. and a member of the Management Development Programme Team and the Executive Committee of the Institute.
  • Visiting Faculty, Global Marketing, DHBW University, Stuttgart, Germany (Since 2015)
  • Visiting Faculty, Integrated Marketing Communications, Indian Institute of Management Calcutta, India
  • Visiting Faculty, Global Marketing and Integrated Marketing Communications, Indian Institute of Management Trichy, India (Since 2016)
  • Visiting Faculty, Integrated Marketing Communications, IIT Bombay Shailesh J Mehta School of Management, India (Since 2014)
  • Visiting Faculty, Marketing Promotion Management, Advanced Brand Management, Marketing Management, Bajaj Institute of Management Studies, Mumbai, India (Since 1988)
  • Paper setter and evaluator for the University of Mumbai in Marketing Strategy and Marketing Promotion Management for their Degree courses
  • Lectured in Narsee Monjee, Welingkar Colleges of Management Studies, Mumbai, India at the postgraduate level in Marketing Management and Integrated Marketing Communications
  • Committee member from the industry for framing the bachelor’s degree in Management Studies syllabus for the University of Mumbai. Involved in finalising the 3rd Year BMS syllabus for Brand Management, Sales Promotion, Advertising and Public Relations in January 2002.
  • Visiting Faculty at Al Ghurair Management Academy, Dubai, UAE and Symbiosis Institute of Management, Pune, India in Advanced Brand Management - Involved in setting up the complete syllabus in the area of Basic and Advanced Brand Management and Equity Creation for the Symbiosis Centre for Management and Human Resources Development, Pune.


Major Consulting Projects

  • 1995: Brand consultant on Ujala Supreme that toppled a multinational brand Robin Blue from Reckett Benkeizer as a brand leader in the post-wash optical whitener market In India
  • 2008-2011: Worked with MSL (Publicis Groupe) on strategic brand planning on Saint Gobain Weber (French conglomerate), Sony Pix (English movie channel), Binani Cement, Jindal Steel, Bharat Petroleum, Bell Granito, Maharashtra State Seeds Corporation, Ghanasingh Signature Jewellery, Life Cell (stem cell technology brand), Ashford Real Estate, EMCO, Glenmark Pharma, Autographics, St Laurn Hotels, CIBIL, etc.
  • Worked on the market feasibility of Jivana Bottled Sugar Cane Juice and Jivana Spices for Godavari Biorefineries. This involved Qualitative Research using FGDS for Physical Product Testing on Taste and Structured Quantitative Research for acceptability post-consumption.
  • Worked on a market feasibility study involving Quantitative and Qualitative Research for launching a range of packaged salt, sugar and spices range for Godavari Biorefineries.

Corporate experience

Professional/Industry Experience

  • YES Bank (February 2006 – April 2007)

    Post Held: Chief Marketing Officer and Country Head - Customer Experience

    Reporting: Founder/Managing Director and CEO

    Responsibilities: Complete internal and external Marketing of all Business Lines of YES Bank using 360-Degree Brand Management. Additionally, was a part of a team involved in setting up the Customer Experience Cell linking Sales, Service and Operations to deliver Planned Brand Experience through various touchpoints.

  • Tata Mutual Fund (January 2003 – February 2006)

    Post Held: Vice President and Head - Marketing

    Reporting: Managing Director

    Responsibilities: Responsible for all Brand Building and Integrated Marketing Communication strategy development and execution for the Asset Management Company as well as the various funds. Part of a successful top management team that grew the AUM (Assets Under Management) from INR 1,190 crores in January 2003 to INR 10,462 crores in August 2005, a growth of 779% for the period.

  • Fortune Communications (May 2000 – December 2002)

    (A 100% subsidiary of J Walter Thompson)

    Post Held: President and CEO

    Reporting: Board of Directors of the company

    Responsibilities: Profits of the company, new business development, organisational development and restructuring, client relations, etc. When I took over the responsibility of running the company, it was a loss-making organisation. I was able to turn the company around with the company making profits in the first 5 months (January to May) of the year-2002. Brands involved in were Telco (Indica V2, Tata Safari, Tata Sumo, Tata Spacio-Auto Brands), Morgan Stanley, First India Mutual Fund, Reserve Bank of India, etc.

  • S.S.C & B. Lintas (1995 – 2000)

    Post Held: Sr. Vice President

    Reporting: President

    Responsibilities: New business development, Account Management, Administration and general management. Clients handled were Mercedes - Benz, Tata Housing, Hindustan Lever Ltd’s Nihar Coconut Oil, Formica, Parachute Coconut Oil, Hoechst (was part of a team on Hexit Force which won the First Cannes Gold Medal for India in the Print Category), Boots Pharmaceuticals - brand Strepsils, Diageo Brands: Smirnoff, Gilbey’s Green Label Whisky, Baileys Cream Liquor, etc.

  • J Walter Thompson (1992 – 1994)

    Post Held: Account Planning Director

    Reporting: Senior Vice President and General Manager (Mumbai, India)

    Responsibilities: Brand Planning, Brands handled were Lux International, Lux, Pepsodent G (Hindustan Lever brands), Citibank (NRI Business), Kodak, etc.

  • Puma Carona Ltd (September 1988 – May 1992)

    Post Held: General Manager - Sales and Marketing (Puma High Performance Sports Shoes and Apparel)

    Reporting: Vice President who was the Profit Centre Head

    Responsibilities: Country Head - Marketing and Sales of Puma

    In charge of the launch and subsequently sales and marketing of Puma High Performance, Specialty Sports Shoes and Apparel in India. Set up alternative Distribution and Retailing Channels to Carona-owned outlets to expand both Width and Depth of distribution. As a part of Marketing, an integral aspect of my responsibility included Public Relations and Sports Promotional activities with sports personalities as Prakash Padukone (World Badminton Champion), Vijay Amritraj (ATP Tennis Player) and Mohammed Azharuddin (Indian Cricket Captain). Puma became the leading brand of high-performance specialty sports shoes in India, ahead of Adidas and Lotto.

  • Mattel Toys (India) Ltd (January 1983 – September 1988) (Blow Plast Ltd)

    Post Held: Marketing Manager (Mattel Toys)

    Responsibilities: Brand Management

    Successfully launched Mattel Inc’s worldwide brands Barbie, He-Man and the Masters of the Universe and Hot Wheels in India.

  • Ogilvy and Mather (August 1981 – December 1982)

    Post Held: Account Executive

    Responsibilities: Successfully launched two new products – Crompton Greaves Decorative Range of Fans and Fevicol for Pidilite Industries Pvt Ltd. Was also handling Cadbury’s range of chocolates.

  • Times of India Group (1978 – 1981)

    Post Held: Sales Executive

    Responsibilities: Selling of advertising space to clients and advertising agencies. Was handling the largest circulated Hindi language magazine Dharmayug and a political commentary based Dinmaan.

Applied Insights and Case Studies

  • 2017: Mirchi & Mime in the 15th Edition of Marketing Management – Philip Kotler and Kevin Lane Keller (Pearson Education), Isaac Jacob, Case Study
  • 2017: Zicom Security Systems in the 15th Edition of Marketing Management – Philip Kotler and Kevin Lane Keller (Pearson Education), Isaac Jacob, Case Study
  • 2017: Wonder Cement in the 15th Edition of Marketing Management – Philip Kotler and Kevin Lane Keller (Pearson Education), Isaac Jacob, Case Study
  • 2017: Oreo in the 15th Edition of Marketing Management – Philip Kotler and Kevin Lane Keller (Pearson Education), Isaac Jacob, Case Study

Research Interests

  • Integrated Marketing Communications
  • Brands and Brand Management
  • Sports Marketing
  • Consumer Behaviour

Research Papers

  • 2019: How the “World of Barbie” created a global mindset among young girls in India. Paper accepted for presentation at the 2019 Global Fashion Management Conference, Paris, July 11-14, 2019. Udo Wagner, Isaac Jacob, Monica Khanna, Krupa Rai.
  • 2018: From Differently Abled to Distinctly Enabled: Creating Social Capital Using Servqual Model - The Case of Mirchi & Mime in Mumbai at the GAMMA Global Marketing Conference in Tokyo, Japan. Isaac Jacob, Monica Khanna, Krupa Rai.
  • 2018: Attribution Analysis of Luxury Brands: An investigation into consumer-brand congruence through Conspicuous Consumption at the 23rd Corporate and Marketing Communications Conference, University of Exeter, UK, April 2018. Isaac Jacob, Monica Khanna, Krupa Rai. This paper has been published in the Journal of Business Research in July 2019.
  • 2016: “Analyzing the Cross-Cultural Impact of the “World of Barbie” on Young Indian Girls in Shaping their Mindset to Belong to a Transnational Imagined Community” at the Global Marketing Conference 2016, Hong Kong, July 21-24, 2016. Isaac Jacob, Monica Khanna, Krupa Rai.
  • 2016: Mecosystem: A Technological Evolution for New Age Consumers. 11th SIMSR Global Marketing Conference. Isaac Jacob, Krupa Rai.
  • 2016: Impact of Content on Viewership and Viewership Rating on Content-Viewer Reality Shows in TRP Ratings. 11th SIMSR Global Marketing Conference. Isaac Jacob, Mubin Khan, Krupa Rai.
  • 2016: Analysing the Factors Influencing Conspicuous Buying as Sense of Achievement among Youth in Mumbai. 11th SIMSR Global Marketing Conference. Isaac Jacob, Krupa Rai.
  • 2015: Identifying and Analysing Sources and Dimensions of Brand Personality for a Business School. Presented at 44th EMAC Conference in Leuven, Belgium, April 2015. Isaac Jacob, Monica Khanna, Krupa Rai.
  • 2015: Oddvertising: Analysing How Kinky Creative Generates Consumer Response In Low Involvement, Low Risk, Low Unit Price Product Category coupled with Ubiquitous Distribution. Presented at 20th CMC Conference in Izmir, Turkey, May 2015. Isaac Jacob, Monica Khanna, Lalit Prajapati.
  • 2014: Analysing the Effect of Customer Engagement through Digital Marketing in Building Strong B2B Brands, 9th SIMSR Global Marketing Conference. Isaac Jacob, Mayank Arora.
  • 2013: Beyond Poverty: A Study of Diffusion & Adoption of Feminine Hygiene Products among Low Income Group Women in Mumbai. Paper presented at 2nd International Conference of Strategic Innovative Marketing, Prague, Czech Republic. The paper has been published in Science Direct, Elsevier Publications. Isaac Jacob, Monica Khanna, Neha Yadav.
  • 2013: Celebrity Endorsement and the Effect of Q Rating on Brand Success, Marketing Metamorphosis, Somaiya Publications Pvt Ltd, ISBN 978-81-7039-286-6, and pp. 166-171 (The paper won the Best Paper Award of INR 10,000). Isaac Jacob, Rounak Rupani.
  • 2013: Effects of New Media Consumption Amongst Children in the Age Group 9-13 years in Selecting Brands with Specific Emphasis in the Area of Mobile Handsets & Breakfast Cereals, Marketing Metamorphosis. Isaac Jacob, Trisha Parekh.

Publications (Books)

  • Satish Ailawadi, Monica Khanna, Isaac Jacob, Marketing Metamorphosis, Transforming Lives… Nurturing Lifestyles, January 2013, Somaiya Publications Pvt Ltd, ISBN 978-81-7039-286-6
  • Marketing Unbound, December 2013, Somaiya Publications Pvt Ltd, ISBN 978-81-7039-283-5, Monica Khanna, Isaac Jacob, Kiran Sharma
  • Strategic Brand Management (3rd edition 2011) and (4th edition, April 2015, Pearson Education), Co-author with Prof Kevin Lane Keller, Tuck Business School, US and Dr Ambi MG Parameswaran.

    This is the standard textbook on Brand Management globally and the prescribed textbook in over 155 top business schools in India. The University of Mumbai recently created their syllabus in Product and Brand Management based on the Strategic Brand Management – Keller, Parameswaran and Jacob, and is the prescribed textbook for all MMS –Marketing specialisation course under the University of Mumbai.

Know More: Google Scholar Profile

Editorial and Reviewer Activities

Editorial Positions

  • On the Editorial Review Board of the Journal of Marketing Communications, UK
  • On the paper review panel of International Journal of Emerging Markets, Hong Kong

Major Management Development/Organisation-specific Programmes

  • July 2018 - February 2019: MDP conducted for JAPFA Asia at Hanoi, Ho Chi Min City, Vietnam and Pune, India
  • July 2018: MDP Workshop session on “How to build your Personal Brand”
  • June 2018: Conducted a 3-day workshop for Schaeffler Auto Transmission company for their leadership team on Customer Experience Management in the B2B Sector
  • September 2017: Management Development workshops on Brand Management, Integrated Marketing Communications and Advanced Marketing Strategy for Godavari Biorefineries
  • April - May 2016: ARKEMA Chemicals conducted a Management Development Programme focusing on Integrated Marketing Communications, Advanced Marketing Strategy and Blue Ocean Strategy
  • March 2013 - 2019: Insurance Institute of India – Regular participation in National and International MDP on various marketing and brand management-based programmes.
  • March 2013: INS Hamla – Programme on Marketing Management, Integrated Marketing Communications and Personal Branding

Academic Positions

  • Chairperson (Faculty) - Public Relations (2018 – Present)
  • Chairperson Board of Studies - PGDM Executive Programme (2018 – Present)
  • Programme Coordinator - PGDM - International Business (2017 – Present)
  • Area Chairperson - Marketing (2010 – 2013, 2016 – Present)
  • Area Chairperson - International Business (2016 – Present)
  • Programme Coordinator - PGDM - Integrated Marketing Communications (2012 – Present)
  • Co-Convener SIMSR Global Marketing Conference (2012 – 2019)
  • Programme Coordinator – PGDM Executive (2016 – 2018)
  • Programme Coordinator - PGDM Retail Management (2009 – 2016)
  • Member of Academic Council
  • SIMSR Faculty representative (Marketing) on the Governing Board of the business school

Awards & Recognition

  • JBIMS Alumni Achiever Award 1996 - Awarded by alma mater, Jamnalal Bajaj Institute of Management Studies, University of Mumbai, India
  • Best Teacher for Outstanding Contribution to Teaching and Education (Marketing Management, 2014) by the Higher Education Forum, Mumbai, India
  • Best Teacher Award at the 3rd Asian CEF Awards for Excellence in Education, 2014
  • Outstanding Performance Award, September 2015, Somaiya Vidyavihar, presented by Chairman Shri Samir Somaiya
  • Chaired a track at the 20th CMC Conference in Izmir, Turkey

Media Appearances & Coverage

  • Interviewed by ET Now on November 15, 2019 on the setting up of the Media Analytics Lab at KJ Somaiya Institute of Management Studies and Research, Mumbai, India