Prasanna Kumar Gurugubelli
Marketing
Assistant Professor
prasanna[at]iimv[dot]ac[dot]in
About
-
Current Position: Assistant Professor, Marketing Area, Indian Institute of Management Visakhapatnam
-
Highest Qualification: PhD (Marketing), Indian Institute of Management Calcutta, 2023
-
Total Experience: 6 years (Academia: 3 years | Industry: 3 years)
-
Research Interests: consumer behavior; sustainability; Technology and Marketing; Experiments
-
Teaching Areas: Marketing Management (core), Marketing Research (core), Services Marketing (elective), Strategic Brand Management (elective), Designing Experiments (PhD course), Advanced Marketing Management (PhD course)
-
Academic Profile: Prasanna Kumar is a PhD (Marketing) and MBA from IIM Calcutta, with outstanding academic credentials including a Gold Medal in B.Tech, a Silver Medal/Rank 2 in M.Tech, and UGC–NET (JRF) qualification in Management. He has over six years of experience across academia, consulting, government, and industry, including roles at IIM Sambalpur, Deloitte, and the Government of India. His research focuses on consumer behaviour, green marketing, and sustainable consumption.
Teaching
PGP/MBA (Graduate)
-
Services Marketing | Elective | MBA | Term 4, 2025–26
-
Marketing Management I | Core | MBA | Term 4, 2025–26
Ex-MBA (Graduate)
-
Services Marketing | Elective | Ex-MBA | Term 4, 2025–26
PGPMCI (Graduate)
-
Marketing Research | Core | PGPMCI | Term 2, 2025–26
-
Strategic Brand Management | Elective | PGPMCI | Term 4, 2025–26
PhD/Doctoral
-
Advanced Marketing Management | Elective | PhD | Term 3, 2025–26
-
Designing Lab Experiments | Elective | PhD | Term 3, 2025–26
-
Designing Lab Experiments | Elective | Ex-PhD | Term 3, 2025–26
Research & Publications
Journal Articles
-
Gurugubelli, P. K., Jaikumar, S., & Parthiban, R. (2024). Bridging Academia and Practice with Digital Boundary Objects. Journal of Computer Information Systems, 1-15. (ABDC - A)
-
Mathai, J. M., Nandy, M., & Gurugubelli, P. K. (2025). Acceptance of connected vehicle technology in emerging markets: A multi-method approach. Transportation Research Part F: Traffic Psychology and Behaviour, 115, 103334. (ABDC - A)
-
Mathai, J. M., Nandy, M., & Gurugubelli, P. K. (2025). Connected vehicle technology in an emerging market: exploring consumer segments, their readiness and motivators for future planning. Transportation Planning and Technology, 1-22. (ABDC - B)
-
Deb, S. G., & Gurugubelli, P. K. (2025). Environmental, Social and Governance (ESG) Performance and Firm‐Performance: Analyzing the Mediating Role of Institutional Investors. Thunderbird International Business Review. (ABDC - B)
Training & Consulting
Consultancy / Sponsored Projects
-
Effective use of social media to produce, disseminate and enhance uptake of development research: A multi-method study | Global Development Network | 2020-23 | Role: Co-PI/Member
-
CSR Impact Assessment (ongoing)| National Mineral Development Corporation Ltd.| Period: 2025-26 | Role: Co-PI
Services
Institutional Administrative Roles
-
Coordinator, PGP Program, IIM Sambalpur (from 09/23 till 01/25)
-
Coordinator, Accreditation, IIM Sambalpur (from 08/23 till 01/25)
Committees / Academic Governance
-
Academic Programs Admissions Committee - Member | 2025-26
-
Career Development Services & Alumni Relations Committee - Member | 2025-26
-
Accreditation and NIRF Committee - Member | 2025-26
Academic Service (External)
Reviewer:
-
Marketing Intelligence & Planning (ABDC - A category)
-
Journal of Systems and Information Technology (ABDC - B category)
-
Strategic Management Forum Conference
-
Academy of Management Conference
-
India Conference on Information System (INCIS)
-
Pan IIM Conference
-
Vipanan Conference
Session Chair/Track Chair:
-
Pan IIM Conference
-
Vipanan Conference
Session Chair/Track Chair:
-
Pan IIM Conference
-
Vipanan Conference
Award And Recognition
-
Gold Medal – B.Tech
-
Silver Medal – M.Tech
-
UGC NET – JRF (Management)
-
AP SET
-
Secured job offers through multiple highly competitive national examinations, including Central Secretariat Services, CAG Accountant, Auditor in Defense Accounts Department, Income Tax Department, Probationary Officer roles at Canara Bank, Andhra Pradesh Grameena Vikas Bank, and Bank of Baroda, as well as IT Officer at Union Bank of India.
