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Dr. Harshita Gupta

Dr. Harshita Gupta

Assistant Professor
MBA, Ph.D. (IIT Dhanbad)

Dr. Harshita Gupta completed her Ph.D from IIT Dhanbad. The title of her doctoral thesis is "Analysing Perceptual Dimensions of Guerrilla Marketing in Indian Context”. Prior to this, she holds an MBA degree in Marketing Management and Human Resource Management. As a researcher, she has contributed to articles in journals of both international and national repute. Additionally, she has contributed to book chapter and to different newsletters, blogs, etc. She has also attended and presented her research in national and international conferences. She holds a corporate experience in sales and marketing at Bose Corporation, India.

Academic Qualifications:

Ph. D (Marketing Management) 2021

Indian Institute of Technology, Dhanbad, India.

Thesis Title: Analysing Perceptual Dimensions of Guerrilla Marketing in Indian Context

MBA (Marketing Management and Human Resource Management) 2014

Indian Institute of Technology, Dhanbad, India

B. Com (Commerce and Business Maths) 2012

University of Lucknow, Lucknow, India

Training /Work Experience:

Airports Authority of India (AAI), Lucknow 2013

Performance Management System and Other HR activities in AAI.

Bose Corporation, India 2015

Demonstration Specialist

Papers and Chapters published:

•Gupta, H., Singh, S. & Sinha, P. (2017). Multimedia Tool as a Predictor for Social Media Advertising- A YouTube way. Multimedia Tools and Applications, 76 (18), 18557–18568. ISSN: 1380-7501 (Print) 1573-7721 (Online). https://link.springer.com/article/10.1007/s11042-016-4249-6

(Indexing: SCIE, SCOPUS, UGC-CARE List)

•Gupta, H. & Singh, S. (2017). Sustainable Practices through Green Guerrilla Marketing–An Innovative Approach. Journal on Innovation and Sustainability. RISUS, 8(2), 61-78. ISSN 2179-3565. https://revistas.pucsp.br/risus/article/view/33215


•Gupta, H. & Singh, S. (2017). Social Media in Contemporary Marketing: YouTube Advertising for the Guerrillas. Media Watch, 8(3), 413-422. Publisher: Centre for Academic SocialAction. http://www.indianjournals.com/ijor.aspx?target=ijor:mw&volume=8&issue=3&article=010

(Indexing: SCOPUS (Sage Publication))

•Gupta, H. and Singh, S. (2020). Shaping Consumers’ Perception in Innovative Way: An Exploratory Study on Guerrilla Marketing. International Journal of Business and Emerging Markets, Vol. 12, No. 2, pp. 152 - 178. ISSN online: 1753-6227, ISSN print: 1753-6219. https://www.inderscienceonline.com/doi/abs/10.1504/IJBEM.2020.107724

(Indexing: SCOPUS, Listing: ABDC)

•Gupta, H. and Singh, S. (2020). Evolution of Guerrilla Marketing as an Emergent Marketing Strategy in Global and Indian Context. International Journal of Indian Culture and Business Management, Vol. 21, No. 2, pp. 247–261. (https://doi.org/10.1504/IJICBM.2020.10024953).

(Indexing: ESCI, Listing: ABDC).

•Gupta, H. and Singh, S. (2016). Guerrilla Marketing: An innovative stride. SMS Journal of Entrepreneurship and Innovation, 3 (01), pp. 23-29 ISSN- 2349-7920. https://myresearchjournals.com/index.php/SMSJEI/article/view/6792

•Gupta, H., & Singh, S. (2018). Advent of New Media Marketing Techniques: The Inevitable Disruption. Application of Gaming in New Media Marketing, 1. https://www.igi-global.com/chapter/advent-of-new-media-marketing-techniques/211712,DOI: 10.4018/978-1-5225-6064-7.ch001, ISBN13: 9781522560647

(IGI Global Publication)

•Gupta, H. (2018). Trends in Marketing during Demonetization in 2016 - A Study. Conference Proceedings- Indian Economy & Recent reforms. Institute of Innovation in Technology and Management, Guru Govind Singh Indraprastha University, New Delhi. ISBN: 978-93-5300-655-6, 199-214.

Conferences attended:

•SUSCON-5 International Conference On Sustainability. At IIM Shillong during 17th-19th March,2016. Paper: Achieving Sustainability through Green Guerrilla Marketing Practices – A Review

•12th SIMSR Global Marketing Conference on New Age Customer Centric Marketing. At K.J. Somaiya Institute, Mumbai during 9th -10th Februay, 2017. Paper: Advertising through Youtube – An Emerging Hub for the Guerrillas

•ICON International Conference On Emerging Strides in Innovation and Skill Development: A Sustainable Approach. At SMS Varanasi during 20th-22nd February, 2016. Paper: Guerrilla Marketing: An innovative stride

•National Conference on Indian Economy & Recent Reforms held on February 3, 2018. Organized by Institute of Innovation in Technology & Management in Collaboration with Guru Gobind Singh Indraprastha University. Paper: Trends in Marketing During Demonetization in 2016 - A Study

Workshops attended:

•Workshop on Tools and Techniques for data analysis in Management Research. At Jaypee University of Information Technology during 19th -24th June, 2017.

•DMPR 2017: One-day Orientation Training on Data Analytics in Psychological Research (Data Visualization), organized by Psychology Research Unit Indian Statistical Institute, Giridih, Jharkhand, on March 29, 2017.

•Workshop on Introduction to R and Data Analysis from May 8, 2018 to May 10, 2018. Organized by IIT(ISM) Dhanbad.

•Attended one-day workshop on Six Sigma under Concetto ’12, IIT (ISM), Dhanbad.


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