It’s hardly a surprise that Professor Sainy, who has taught marketing and brand management extensively, understood the current trend in educational methods early on. “The learning environment has changed from being teacher-centric to student-centric,” she believes, “and a teacher should not only encourage students to participate, but should give them the confidence to come to the forefront and lead.”
Assistant Professor at Jaipuria Institute of Management, Indore, which she joined in 2010, Prof Sainy’s credentials are impressive. She holds a Ph.D from Vikram Ujjain (M.P) on ‘The Effect of Service Quality on Customer Loyalty in Retail Outlets.’ This is a subject she has expertise in, having taught facets of marketing over the past 9 years. Her classes have included marketing management, consumer behavior, branding, retail, rural marketing, services marketing, advertising, as well as branding and marketing management.
Wedded to her belief that learning is a continuous process and has no end, Professor Sainy has ensured that she does not rest on her laurels. She has published both research papers and case studies extensively since 2005. Some of her recent work includes ‘A Study of Factors Affecting the Selection of B Schools by Indian Students’ (2010), ‘The Impact of Demographic Variables on Ethical Behaviour of Employees at their Workplace’ (communicated for publication in the South Asian Journal of Management) and ‘A Study of Factors affecting Stock Price Volatility: Perception of Stock Brokers’ (accepted for publication in the Indian Journal of Finance).
In order to keep her work dynamic and original, she regularly attends both seminars and workshops that help her deepen her understanding about how brands interact with customers. This includes keeping abreast of new social media practices, as well as entrepreneurship. If that were not enough, she also coordinates the recruitment process at Jaipuria Institute of Management, Indore and is the Chair of Student Affairs there. She also serves as Programme Director and member of the institute’s anti-ragging and disciplinary committee.
The secret to a successful tenure is not just in finding the right environment to excel in. Professor Sainy enjoys teaching at Jaipuria Institute because of its “set rules and academic rigour” which she believes helps to give “immense opportunities for grow both as a teacher and researcher”. This enthusiasm is transmitted to her class as well, as she mixes theoretical inputs with industry examples and class discussions. This strategy, she feels, keeps the class motivated, which is immensely gratifying. And in the end, just like the strategies she teaches for keeping products interesting for consumers, Professor Sainy’s constant innovation keeps her classes fresh for her students!
