Professor Seema Gupta research and interest areas are Digital Marketing and Social Media Marketing. She is an educator, trainer and consultant in the field of digital marketing. She has published papers in Public Relations Review, Corporate Reputation Review, Management Review and Decision. She has written cases on digital marketing and marketing strategy on The Park Hotels, Bosch, Volkswagen, Nielsen and Dainik Bhaskar, among others. Her cases have been published on Harvard Business School’s publishing portal and her articles have appeared in national media such as Economic Times and Financial Express.
SIGNIFICANT PUBLICATIONS:
PAPERS:
- Professor Seema Gupta. Gupta, T. and Shainesh, G. (2018). Navigating from Programme Loyalty to Company Loyalty, IIMB Management Review, Vol 30, Issue 3, September 2018, Pages 191-284.
- Professor Seema Gupta. and Gupta, T. (2017). Involvement with Experience: A Path to Brand Loyalty, Indore Management Journal, Vol 9, Issue 2, July-December 2017, Pages 1-16.
- Maity, M. and Professor Seema Gupta. (2016). Mediating Effect of Loyalty Program Membership on the Relationship between Advertising Effectiveness and Brand Loyalty, Journal of Marketing Theory and Practice, Accepted for Publication.
- Professor Seema Gupta. (2016). “New Perspectives on Communication of Change in Corporate Identity,” IIMB Management Review, Vol 28 (2), June, 60-71.
- Professor Seema Gupta., Maity, M. and Pandey, S. (2014). "Sponsor, Ambusher and Others: Consumer Response to the Three Strategies," Vikalpa.
- Professor Seema Gupta. and Ramachandran, J. (2013). "The Park Hotels: Designing Communications," Asian Case Research Journal, Vol No. 17, Issue 2, pp 199-224.
- Professor Seema Gupta. (2012) "Fighting the Advertising Battle," Journal of Indian Business Research, Vol. 4, Issue 2.
- Professor Seema Gupta. (2012) "Strategic Interdependence between Experience Marketing and Business Strategy," Journal of Indian Business Research, Vol. 4, Issue 3.
- Professor Seema Gupta. (2011) "Enhancing the Role of Corporate Communications: A Practice-based Approach", Corporate Reputation Review, Vol. 14, No.2, pp 114-132.
- Professor Seema Gupta. (2007) "Professionalism in Indian Public Relations and Corporate Communications: An Empirical Analysis", Public Relations Review, Vol. 33, No. 3.
- Professor Seema Gupta. (2003) "Event Marketing: Issues and Challenges", IIMB Management Review, Vol. 15, No. 2.
CASES REGISTERED WITH HARVARD:
- Professor Seema Gupta. (2015) “Volkswagen India: Das Auto Digitally,” IIMB Case No. IIMB513 registered with Harvard
- Professor Seema Gupta. (2014). “Dainik Bhaskar Group : Aspiring Growth,” IIMB Case No. IIMB461 registered with Harvard
- Professor Seema Gupta. (2013) "Nielsen: Market Research for Pantene," IIMB Case No. IMB419.
- Professor Seema Gupta. (2013) "Volkswagen in India," IIMB Case No. IMB443.
- Professor Seema Gupta. Mishra, K and Maheshwari, A. (2013) "Procter & Gamble India: Gap in the Product Portfolio," IIMB Case No. IMB433.
- Professor Seema Gupta. and Mahadevan, B. (2011) "Indcoserve: Stirring Up," Winner of ISB-IVEY Case Competition 2011, IIMB Case No. IMB345.
- Professor Seema Gupta. (2011) "Coke-Pepsi: From Global to Indian Advertising," IIMB Case No. IMB387.
- Ramachandran, J. and Professor Seema Gupta. (2010) "The Park Hotels: Designing Experience," IIMB Case No. IMB373, Winner of EFMD 2011 Award.
- Professor Seema Gupta. (2011) "Bosch in India," IIMB Case No. IMB409.
NEWSPAPERS/MAGAZINES ARTICLES:
- Professor Seema Gupta. "Write Magnificent Memos," Times of India, March 31, 2014.
- Professor Seema Gupta. "How Viral marketing led to Kolaveri Di Rage," Education Times, Times of India, January 9, 2012.
- Professor Seema Gupta. "Increase investments in Research and Development," Rajasthan Patrika, May 20, 2009.
- Professor Seema Gupta. and Chidambra S.T.; "Government Banks Top Consumer Preferences," Economic Times, January 3, 2007.
- Professor Seema Gupta. and Atul Tandan, "Spin Doctors should Become Integrated Communicators," Financial Express, March 10, 2006.
CONFERENCES:
- Professor Seema Gupta, Gupta, T and Shainesh, G. “Navigating from Program Loyalty to Company Loyalty,” International conference of Atehns Institute for Education and Research, 27-30 June, 2016, Athens, Greece.
- Kumar, S. and Professor Seema Gupta. etal. “Evolution of Social Media Sentiments for Individual Human Brands: Evidence from Indian Election,” Production and Operations Management Society (POMS) Annual Conference, May 8 – 11, 2015, Washington, DC.
- Professor Seema Gupta., Gupta, T. and Shainesh, G. “Involvement with Experience: Activating the Impact of Brand Experiences on Brand Attitude and Loyalty.” Presented at the Emerging Markets Conference 2015 during January 20-22, 2015 at IMT Dubai
- Maity, M. and Professor Seema Gupta. "The Mediating Effect of Loyalty Program Membership on the Relationship between Advertising and Loyalty." Presented at the IIM Lucknow International Conference in Marketing and Emerging Markets, January 9-11, 2014.
- Professor Seema Gupta., Maity, M. and Pandey, S. "Sponsor, Ambusher and Others: Consumer Response to the Three Strategies." Presented at the IIML International Conference in Marketing on Shaping the Future of Research in Marketing in Emerging Economies: Looking Ahead, at IIM Lucknow (Noida campus), January 13-14, 2012.
- Professor Seema Gupta. "Bosch Ltd: Migrating and Building the Brand," Presented at the 13th International Conference on Corporate Reputation, Image and Identity in Amsterdam, May 28-30, 2009.
- Professor Seema Gupta "Corporate Communications: A Practice Oriented Approach," Presented at the international conference on Corporate Reputation, Identity and Competitiveness in Beijing, China, May 29-June 1, 2008.
Professor Seema Gupta teaches Digital Marketing across all the MBA programs of IIM-B. She also conducts corporate training for companies both in IIMB as well as company premises. She has conducted customised training programs for Union Bank, Lintas, John Distilleries, Aranyani, Arvind Brands, DDB Mudra. She is a sought after Key Note speaker on digital marketing
Prof Seema Gupta consults with companies on digital marketing strategy, budget allocation, social media strategy, optimising paid campaigns, digital analytics. She is passionate about helping compnaies grow their business. She has consulted with Gaursons, Mapsko, Aranyani, ABA Corp, KW Group, ISME institutions, NVT Group
- PhD, Mohanlal Sukhadia University, Udaipur
- MBA, RA Podar Institute of Management, University of Rajasthan, Jaipur
- BA (Economics, Psychology and Statistics), Rajasthan University, Jaipur (Gold Medalist)
- XI (Humanities), State Topper (Gold Medalist)
- X (Humanities), City Topper, (Gold Medalist)
- ISB-IVEY Best Case Award 2011
- EFMD Best Case Award for 2011
- Membership to ‘Century Club,’ an exclusive club of top performing sales and marketing professionals of RPG
- Gold medalist at the graduation level
- State topper in higher secondary and city topper in secondary education
