Astha Sanjeev Gupta

Astha Sanjeev Gupta
- Designation: Assistant Professor
- Academic Area: Marketing
- Email: astha.sanjeev.gupta@schoolofbusinessdesign.com
- Linkedin: https://www.linkedin.com/in/astha-sanjeev-gupta-37a888b/

Astha Sanjeev Gupta is an FPM in Marketing from Management Development Institute (MDI), Gurgaon, with 12 years of corporate, teaching, and research experience. Her thesis work identifies the psychological pathways responsible for positive and negative behavioral spillover in preventive health behavior context, and she used experimental method to test the hypothesis. In her career, she has worked with organizations like Citi Bank, Aravali Institute of Management, and Amity University, Noida Campus. She tries to integrate her corporate and research experience in the class room to ensure effective learning outcomes

She is an enthusiastic researcher working in the area of retail marketing and consumer behaviour. She has published articles in A-category journals (ABDC). She is proficient in data analysis software such as Microsoft Excel, NVIVO, SPSS, and AMOS. Her research appetite is in qualitative research methods, and her future research interests lie in areas such as sustainable consumption, internet of things, and artificial intelligence-based marketing.

Academic Degrees:

Fellow Program in Management in 2022 from Management Development Institute (MDI), Gurgaon
MBA (Marketing) From JNVU University, Jodhpur, Rajasthan, securing Honors with more than 70% marks (2004-2006)
JRF-NET from UGC in the year 2012
B. Com from JNVU University, Jodhpur, Rajasthan (2001-2004)

Administrative Positions Held:

Assistant Professor, Amity University, Noida Campus
Assistant Professor, Aravali Institute of Management, Jodhpur

Professional Experience:

Worked as Assistant Managers in Loans (Small and Medium ticket size) with Citi Financials a subsidiary of Citi Bank. Was responsible for

Managing the end-to-end process (pre-screening of files to disbursal of the loan) and delinquency control
Quality Assurance, Underwriting of Loans, Fraud control
Managing team and DSA, channel development, and management
Branch Administration and Vendor Management

Courses Taught:

Customer Relationship Management (CRM)
Product and Brand Management
International Marketing (IM)
Consumer Behaviour (CB)
Service Marketing (SM)
Sales and Distribution Management (SDM)

Publication & Books:

Journal Articles

Gupta, A.S. and Mukherjee, J. (2022), “Long-term changes in consumers’ shopping behavior post-pandemic: an exploratory study”, Published in International Journal of Retail & Distribution Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJRDM-04-2022-0111
Gupta, A.S. and Mukherjee, J. (2022), “Decoding revenge buying in retail: role of psychological reactance and perceived stress”, Published in International Journal of Retail & Distribution Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJRDM-01-2022-0022
Gupta, A., Sharma, K., & Srivastava, R. (2021), “Systematic Literature Review on Importance of Limited Resource Model in Health-oriented Behaviours” Published in Vision, 0972262921999867.

Cases

‘Housing.com: Marketing a service offering’ Case and Teaching Note Published with IVEY Publishing on 25th April 2016, Product Code W16234

Conferences (if any):

EMAC, 2018 presented a paper with Dr Kirti Sharma, Arvind Selvaraj, and Ashawaree Das titled “A Study on Factors Affecting Online Health Information Seeking Behaviour (OHISB) Of Young Working Professionals,” organized by the University of Strathclyde, Glasgow
Journal of Academy of Marketing Sciences (2018) presented a paper with Dr Kirti Sharma, Arvind Selvaraj, and Ashawaree Das titled- “Determinants of Online Health Information Seeking Behaviour for Preventive Health among Working Executives in Emerging Markets,” organized by the India School of Business, Hyderabad.
National Conference of Research Scholars in Management (2011) presented a paper titled- “Does Doing good Do Good Corporate Social Performance or Indian FMCG Companies,” organized by the Indian Institute of Information Technology and Management Gwalior.
Attended the “Rajasthan CEO’s Conference” held in Jodhpur on 24th September 2008, organized by Aravali Institute of Management.
Attended the “National Management Conference” on the topic “Corporate Social Responsibility” held in Jodhpur from 13th December to 14th December 2008, organized by Aravali Institute of Management.
Attended the “International Management Convention,” held in Jodhpur from 6th- 8th March 2009, which the Aravalli Institute of Management organized.

<< Back to Faculty Members

Media

Campus

Annual Events

Accreditations &
Associations

Research & Publications

Conferences

Awards & Achievements

Astha Sanjeev Gupta