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Mukesh Patel School of Technology Management and Engineering
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Designation: Assistant Professor, Marketing

BIO

Sooraj is an Assistant Professor in the Marketing area at NMIMS Mumbai. He holds a Fellow Programme in Management (FPM) from MICA, Ahmedabad, India, and was a visiting scholar at Mays Business School, Texas A & M University, USA. He also holds a Bachelor of Arts in Psychology and a Post Graduate Diploma in Management (PGDM) in Marketing. Prior to joining the doctoral programme at MICA, he worked briefly with a global market research agency in Mumbai, India. In his role, he was responsible for delivering consumer insights and recommendations for a Western Fast-Food giant in India. His work focused on Usage and Attitude (U&A), Ad Testing, Brand Health Tracking, Customer Satisfaction, Data Acquisition. His research interests lie at the intersection of marketing, technology, and society. These include Technology & Consumer Behaviour, Data Privacy, Marketing Theory and History of Marketing Thought. Currently he is engaged in research projects related to data privacy in marketing, particularly in the context of emerging technologies, as well as exploring the History of Marketing Thought.

DISSERTATION

Title: ‘Tell Me What’s Up with My Data’: An Inquiry into Consumer Data Privacy Concerns

The dissertation examines the role of data privacy in consumer decision-making, with a particular focus on privacy concerns that impinge on consumer-firm information exchanges in computer-mediated environments (CMEs). The research aims to unravel consumers’ trade-offs related to information disclosure and the key factors that contribute to their willingness to divulge personal information. A mixed method approach was used for the study which included Theories-In-Use (TIU) approach and Metaphor Elicitation Technique for the qualitative inquiry, followed by an experimental research design for the quantitative study. The experimental studies examined the influence of data transparency, perceived control and benefits on consumer and marketing outcomes of interest. The study advances privacy literature by presenting a multi-level framework of consumer-firm information exchange in CMEs, highlighting factors influencing disclosure decisions, and extending the concepts of transparency and control to emerging technologies. It also offers a detailed view of data transparency and examines how framing perceived benefits shapes consumer privacy choices.

Thesis Advisory Committee: Dr. Rajneesh Krishna (Chair), Dr. Anita Basalingappa, Dr. Dharun Kasilingam and Dr. Manjit Yadav (External Member – Texas A & M University, USA)

AREAS OF INTEREST
  • Research: Technology and Consumer Behavior, Data Privacy, Marketing Theory, History of Marketing Thought, Marketing History, Marketing Pedagogy
  • Teaching: Consumer Behavior, Consumer Insights Mining, Marketing Management, Marketing Research, Marketing Theory</li
PROFESSIONAL EXPERIENCE & EDUCATION

Academic      

November 2023 – Present      Assistant Professor (Marketing)

NMIMS, Mumbai

Additional Responsibilities:

  • Head – Case Centre, PDSE&FBM
  • Faculty-In-Charge (BBA-MM, 2nd Year)

Courses Taught: Consumer Behavior, Consumer Insights Mining, Marketing Research, Marketing for High Technology Products & Innovations, Digital Business Models

Industry        

2018 – 2019                            Management Trainee at Hansa Research Group Pvt Ltd

  • Responsible for delivering insights and recommendations for a Western Fast-Food giant in India.
  • Concentrating on Usage and Attitude (U&A), Ad Testing, Employee Satisfaction, thereby facilitating clients to make key decisions in developing their strategies or tackle existing market problems.

Summer Internship at KANTAR IMRB

  • Primary data collection among varied target respondents for multiple projects with clients such as Reliance General Insurance and JD Power
  • Project: “A study on customer satisfaction and preference of general insurance – A case of Reliance”

Education

2019 – 2025                         Fellow Programme in Management (FPM) – Marketing

                                                 MICA, Ahmedabad, India

September – November    Visiting Scholar

2022                                       Mays Business School – Department of Marketing

                                                 Texas A & M University, Texas, USA

2018                                       PGDM – Marketing

                                                 St. Francis Institute of Management & Research, Mumbai, India

2015                                       Bachelor of Arts – Psychology

                                                IGNOU, Mumbai, India

­­­­­ AWARDS & ACHIEVEMENTS

  1. Chosen as the valedictorian for securing 1st position in academic excellence in Post Graduate Diploma In Management (PGDM) programme (2016-18)
  2. Awarded gold medal for being an academic topper – PGDM, 2019
  3. 2nd Prize Winner Summer Xcellence (Marketing) – Intra college summer project presentation competition of St. Francis Institute of Management and Research (SFIMAR), 2017

 

PUBLICATIONS

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Articles published in Journals

  1. Das, K., Mungra, Y., Namboodiri, S., & Sharma, A. (2025). Business-to-Business Relationship Marketing Research (1983–2022): Topical Trends and Organizing Framework. Journal of Relationship Marketing, 1–32.https://doi.org/10.1080/15332667.2025.2508029 (ABDC – B)
  1. Basalingappa, A., & Namboodiri, S. (2024). Life Journeys and Influential Contributions of Six Marketing Visionaries. Journal of Macromarketing, 44(3), 653-667. https://doi.org/10.1177/02761467241261257 (ABDC – A)
  1. Teraiya, V., Namboodiri, S., & Jayswal, R. (2023). The Impact of Storytelling Advertising on Consumer Advertising Experiences and Brand Equity. GLIMS Journal of Management Review and Transformation, 1-23.https://doi.org/10.1177/jmrt.231160591
  1. Banerjee, S., & Namboodiri, S. (2018). Factors Influencing Consumer Buying Behaviour of Male Skincare Products: A Study of Mumbai Metropolitan City. Indian Journal of Marketing, 23–42. https://doi.org/10.17010/ijom/2018/v48/i11/137983 (ABDC – C)

 

Book Chapters or Edited Books

  1. Namboodiri, S. and Bose, T. (Eds.) (2024). Short Cases On Entrepreneurship and Family Business Management. SBM’s PDSE&FBM, NMIMS University, Mumbai. (ISBN 978-81-976222-1-2).
  1. Namboodiri, S. (2021). Zoom-Ing Past “The New Normal”? Understanding Student’s Engagement with Online Learning In Higher Education During The Covid-19 Pandemic. In Mogaji, E., Jain, V., Maringe, F., & Hinson, R. E. (Eds.). (2021). Re-imagining Educational Futures in Developing Countries: Lessons from Global Health Crises. Palgrave Macmillan. https://doi.org/10.1007/978-3-030-88234-1

 

Case Studies

  1. Sarkar, T., Namboodiri, S., & Pandey, D., (2024). Nykaa: Repositioning For Growth. In Sage Business Cases. SAGE Publications Ltd., https://doi.org/10.4135/9781071946312

 

Conference Proceedings, Presentations and Seminars

  1. Mungra, Y., Das, K., Sharma, A., and Namboodiri, S. (2025). Conceptual Framework, Topical Trends, and Future Directions of Business-to-Business Relationship Marketing Research (1983-2022). In the proceedings of International Communication Management Conference on ‘Marketing in the Digital Age’ January 7-9, 2025, MICA, Ahmedabad, India.
  1. Basalingappa, A., and Namboodiri, S. (2023). History of Marketing Thought from Select Marketing Scholars. Extended Abstract accepted for presentation at the Conference on Historical Analysis and Research in Marketing, June 1-3, 2023, Durham, NC, USA.
  1. Speaker at the virtual round table discussion on Re-Imagining Educational Futures In Developing Countries organised by Centre For Multidisciplinary Research And Innovation (CEMRI) on 30th April, 2022
  1. Namboodiri, S. and Kini, S. (2021). Exploring Children’s Online Privacy Orientation: A Culturally Grounded Perspective. In the proceedings of 7th International Communication Management Conference on ‘Creativity & Culture for Management in a changing world’ January 7-9, 2021, MICA, Ahmedabad, India.
  1. Zoom-Ing Past “The New Normal”? Understanding Student’s Engagement with Online Learning In Higher Education During The Covid-19 Pandemic. Presented at the Association of Internet Researchers Annual Conference (AoIR) 2021, India, October 4, 2021