Faculty Details
Faculty

Amrita Bansal  

Specialization
:
Marketing
Designation
:
Assistant Professor
Email
:
amrita.bansal@imi.edu

Amrita Bansal  

Master's in Business Administration from ICFAI University, Hyderabad

Fellow in Marketing from MICA Ahmedabad

Amrita Bansal  

Assistant Professor at NMIMS SBM, Mumbai (2018-2024)

Amrita Bansal  

Dr. Bansal's academic journey is marked by a pursuit of excellence and a commitment to exploring the intersections of business and society. She pursued a Master's in Business Administration from ICFAI University, Hyderabad, enriching her understanding of managerial concepts. Driven by a passion for research, Dr. Bansal joined MICA (formerly Mudra Institute of Communications), Ahmedabad, Gujarat. Here, she undertook a rigorous Fellowship Programme in Management – Communications. Her thesis, titled "Corporate Societal Brands: Mediators between 'business' and 'society',".

Her scholarly contributions manifest in publications in esteemed journals such as the Journal of Business Research, Journal of Promotion Management, and Border Crossing: International Journal of Social Sciences and Humanities. Her research interests delve into themes ranging from gender portrayal in advertisements to co-creating content through product storytelling and qualitative research.

Notable among her conference presentations are her contributions to the International Conference on Corporate and Marketing Communications (CMC2018) in Exeter, UK, and the Annual Conference of Emerging Markets Conference at IIM Lucknow, India. Additionally, she presented her work at the IABS conference in Bath, UK, in June 2023. 

As an Assistant Professor, Dr. Bansal brings her rich research insights into the classroom, nurturing the next generation of marketing professionals. Her teaching interests encompass a spectrum of topics, including marketing management, marketing in the digital space, and storytelling in marketing. She has taught courses like Marketing Management, Integrated Marketing Communication, Qualitative Marketing Research, and others.

Amrita Bansal  

-       Tripathi, S., Bansal, A., & Bansal, A. (2022). Sociocultural changes and portrayal of women in advertisements: A temporal investigation across product categories. Journal of Business Research, 153, 216-227. https://doi.org/10.1016/j.jbusres.2022.08.032

-       Amrita Bansal, George S. Spais & Varsha Jain (2023) A Proposed Framework of Market-Oriented Ethnography (MOE) Approach to Study Co-Creation of Content Through Product Storytelling, Journal of Promotion Management, 29:1, 1-26, DOI: 10.1080/10496491.2022.2108191

-       Jain, V., Bhardwaj, K., Bansal, A., & S. Natrajan, V. (2016). Discovering the Changes in Gendering of Products: Case of Woman in ‘Bikerni Community’ in India. Border Crossing: International Journal of Social Sciences and Humanities, 6(2).

-       Jain, V., B.E., Boaz, A., & Bansal., A (2019).Understanding Bi-Directional Media consumption in Online Shopping: A case of 3 cities. Journal of Business and Management, 24 (C rated journal by ABDC)

-       Jain, V., Bansal, A., Ang, P., & B.E. (2019).What missing the internet means for E business: a case from India. Middle East Journal Management

-       Jain, V., Bansal, A., & Mishra, T. (2018) Destigmatizing product categories by using storytelling as a measure: Case of Lingerie from India. Journal of Business and Management (C rated journal by ABDC)

Amrita Bansal  

-       Bansal, A., Mishra, P. & Chugh R (2023). Changes in role portrayal of men and women in advertisements: A multistakeholder investigation with a sociocultural view. Paper presented at IABS conference by ‘Business and Society Journal at University of Bath, UK.

-       Bansal, A. & Jain. V (2018). Understanding E-Delphi Sequentially: Case of ‘Corporate Societal Branding’ from India. Paper accepted for the 23rd International Conference on Corporate and Marketing Communications (CMC2018), Exeter, UK.

-       Jain, V., Bhardwaj, K., Bansal, A., & S. Natrajan, V. (2016). Discovering the Changes in Gendering of Products: Case of Woman in ‘Bikerni Community’ in India. Indore: 7th International Conference of Excellence in Research and Education.

-       Bansal, A. & Bansal, A. (2017). Women Projection in Electronic Media Advertisements: A Paralyzed Marketing Management System. Paper presented at Annual Conference of Emerging Markets Conference at IIM Lucknow, India.

-       Jain, A., Bansal, A. & B. E. (2017). The Emergence of Societal Branding in India. Paper presented at International Communication Management Conference, MICA, Ahmedabad, India.

 

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