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Doyel Mukherjee Prodhan

Doyel Mukherjee Prodhan

Assistant Professor

[email protected]
Vidwan Profile Google Scholar

Academic Information

Ph.D, UEM, Pursuing

Research Areas

Management

Research Interests

My research interests lie in consumer behaviour and strategic marketing, with a particular focus on sustainable consumption, value co-creation, and ethical brand communication. I am interested in exploring how cultural and psychological factors, and purpose-driven branding influence consumer engagement, trust, and decision-making. My work also examines emerging themes such as green marketing, conscious consumption, financial and digital literacy, and technology-enabled marketing strategies, with an emphasis on bridging the attitude–behaviour gap and generating actionable insights for businesses and policy stakeholders.

Courses Taught

Marketing Management, Sales & Distribution Management, Media Literacy & Critical thinking

Positions Held

4 years industry experience and 4 years Academic experience as Research Scholar and Assistant Professor

Publications

1. Exploring the Role of Virtual Reality in Promoting Sustainable Tourism Practices amidst Covid-19 Pandemic Emerald Publishing, 2. Optimizing Returns and Mitigating Risks: AI-Driven Dynamic Portfolio Rebalancing in India published in the ABDC-B Ranked Journal : Advances in Consumer Research, 3. Influence of Green Packaging on Consumer's Purchase Decision: An Exploratory Analysis Allied Publishers Pvt. Ltd Green Practices and Business Augmentation: Hosting the green Card . ISBN: 978-93-89934-67-0, 4.AI-Powered Content Personalization in Streaming Platforms Globsyn-Management-Journal-Vol-XVIII, 5. Strategic Integration of Sustainability in Corporate Governance: A Comprehensive Analysis of Management Accounting, Auditing, and Ethical Practices Singh Publication, Business Strategies in India: Emerging Issues and Prospects ISBN: 978-81-972787-6-1