Faculty

Dr. Makarand Upadhyaya

Associate Professor at School of Business Management, NMIMS Mumbai.

Phone : (022) 42355803

Email : Makarand.Upadhyaya@sbm.nmims.edu

Academic and Professional Qualification

  • Ph.D. in Marketing, University of Rajasthan, India (2009)
  • MBA in Marketing, Vikram University, India (1998)
  • B.Sc. (Honours) , Vikram University, India (1987)

Honors and Awards:

  • Doctoral Colloquium, Faculty Association for Consumer Research (2010)
  • Dean’s Service Award, JKBS, India (2009)
  • Top 1% Researcher Award, IAMOT (2004)
  • Multiple “Excellence in Teaching” and “Excellence in Research” awards at IBS, India (2005–2009)
  • Outstanding Faculty Advisor Award, Society of Advancement of Management (2008–2009)
  • Faculty of the Year (Three consecutive years) at Jazan University, Saudi Arabia (2010–2013)

TEACHING/COURSE TAUGHT

  • Sales and Distribution Management
  • Retail Management
  • Service Marketing
  • Media Planning
  • Promotion Management
  • Consumer Behaviour
  • Industrial Marketing
  • Brand Promotion
  • Interactive Marketing
  • Digital Marketing
  • Customer Relationship Management
  • Advertising Management

Teaching Experience

  • 25 years of postgraduate teaching experience (16 years post-Ph.D., 9 years pre-Ph.D.)
  • Held teaching roles at institutions in India, Bahrain, Mexico, and Saudi Arabia USA and Europe
  • Notable institutions: University of Bahrain, Universidad de las Americas (Mexico), Jazan University (Saudi Arabia), IBS Jaipur/Dubai, MITS University BITS Pillai and others

Industry Experience

  • Conducted executive training for organizations including Sabarmati Gas, GSFC Limited, Gujarat Gas, Eden HiTech Polyfilms, JK Cement, GSECL, and Wolkem.
  • Led consultancy projects such as:
    – Circulation strategy for Hindustan Times, Indore (1999)
    – Livelihood study for BPL families, Saras Dairy, Sikar (2003)

Ph.D. Topic:

  • “Media Planning and Consumer Behaviour: The Impact of TV Ads on School Going Children” – University of Rajasthan, India, Year: 2009

Research Interest:

  • Metacognition and need for cognition
  • AI in recruitment and selection
  • Employer branding.

Memberships

  • Higher Education Forum (HEF)
  • Confederation of Indian Industry (CII)
  • All India Management Association (AIMA)

Editorial Boards Memberships:

  • Associate Editor, International Journal of Information and Communication Technology Education
  • Editorial Review Board, Supply Chain Management: An International Journal
  • Editorial Review Board, International Journal of Logistics Systems and Management
  • Editorial Review Board, International Journal of Six Sigma and Competitive Advantage
  • Editorial Review Board, Journal of Business Strategies
  • Editorial Board, Journal of Workplace Learning
  • Editorial Advisory Board, International Journal of Quality & Reliability Management
  • Reviewer roles in multiple international journals

Recent Publications:

  • Upadhyaya, M. (2025). The Socio-Economic Impact of E-Rickshaw Adoption: A Study on Income Growth and Social Status Enhancement. Advances in Consumer Research, ISSN (Print): 0098-9258, ISSN (Online): 3079-1766.
  • Upadhyaya, M. (2025). Building Consumer Engagement in Live Streaming on Social Media: A Comparison of Facebook and Instagram. Journal of Marketing & Social Research, 2(3), ISSN (Online): 3008-0711.
  • Upadhyaya, M. (2025). Evaluating the Return on Investment and Overall Effectiveness of Influencer Marketing in Digital Campaigns. AIP Conference Proceedings, 3306, 030066-1–030066-8. https://doi.org/10.1063/5.0276600
  • Upadhyaya, M. (2025). Analyzing Consumer Behavior in the Digital Age and Gaining Critical Insights: Implications for Marketers. AIP Conference Proceedings, 3306, 030066-1–030066-8. https://doi.org/10.1063/5.0276600
  • Upadhyaya, M. (2022). Smart Device for Effective Communication in the Healthcare System. IEEE ICSES, https://doi.org/10.1109/ICSES55317.2022.9914093
  • Upadhyaya, M. (2022). Developing a Website for a Bank's Machine Learning-Based Loan Prediction System. International Journal of Mechanical Engineering, 7(3), ISSN: 0974-5823.
  • Upadhyaya, M. (2022). A New Framework to Classify the Cancerous and Non-Cancerous Pap Smear Images Using Filtering Techniques to Improve Accuracy. ICAITPR.
  • Upadhyaya, M. (2022). LCIPA: Lightweight Clustering Protocol for Industry 4.0 Enabled Precision Agriculture. Microprocessors and Microsystems, 94, 104633. https://doi.org/10.1016/j.micpro.2022.104633
  • Upadhyaya, M. (2022). Skin Disease Detection Using Artificial Intelligence. AIP Conference Proceedings, 2393, 020092.
  • Upadhyaya, M. (2022). Network Security Using Multi-layer Neural Network. AIP Conference Proceedings, 2393, 020089.
  • Upadhyaya, M. (2022). Fatigue Detection Using Artificial Intelligence. AIP Conference Proceedings, 2393, 020080.
  • Upadhyaya, M. (2022). Covid Heuristic Analysis Using Machine Learning. AIP Conference Proceedings, 2393, 020077.
  • Upadhyaya, M. (2022). Artificial Intelligence-based Algorithm to Support Disabled Person. AIP Conference Proceedings, 2393, 020073.
  • Upadhyaya, M. (2022). AI-Based Algorithm for the Prevention of Covid. AIP Conference Proceedings, 2393, 020069.
  • Upadhyaya, M. (2021). Realization of Cascaded Hybrid Bridge Multilevel Inverter Using Distribution Static Compensator. Materials Today: Proceedings, ISSN: 2214-7853.
  • Upadhyaya, M. (2021). Some Applications of Closed Sets in Second Wave Covid-19 Infections Parameters. Annals of the Romanian Society for Cell Biology, 25(6), 4353–4363.
  • Upadhyaya, M. (2021). Financial Analysis of Machine Learning (ML) and Nano Class Applications for Closed Sets. Annals of the Romanian Society for Cell Biology, 25(6), 1136–1146.
  • Upadhyaya, M. (2021). Analytical Study on Performance of Cloud Computing with Respect to Data Security. IEEE ICICCS 2021, INSPEC Accession Number: 20763959.
  • Upadhyaya, M. (2021). MATLAB/Simulink Based THD Reduction Using Active Power Filters. Design Engineering Journal, Issue 05, 2021.
  • Upadhyaya, M. (2021). Retail Points of Contact on Brand Consideration: A Study of the Female Fashion Industry. AIP Conference Proceedings, 2378, 020009.
  • Upadhyaya, M. (2021). Sentiment Analysis of Product Feedback Using Natural Language Processing. Materials Today: Proceedings, Elsevier.
  • Upadhyaya, M. (2021). Retail Points of Contact on Brand Consideration: A Study of the Female Fashion Industry. AIP Conference Proceedings, 2378, 020009.
  • Upadhyaya, M. (2021). Design and Development of Rescue Robots in Borewell Environment. Materials Today: Proceedings.
  • Upadhyaya, M. (2021). Nanocellulose and Its Composites for Water Treatment Applications. 1st Edition eBook, ISBN: 9781003042556.
  • Upadhyaya, M. (2021). A Distributed Data Processing Platform Over Meteorological Big Data Using MapReduce. ISSN: 0011-9342, Issue 5, 1569–1576.
  • Upadhyaya, M. (2021). MATLAB/Simulink Based THD Reduction in Using Active Power Filters. ISSN: 0011-9342, Issue 5, 1990–1997.
  • Upadhyaya, M. (2021). Bridgeless AC/DC Converter & DC–DC Based Power Factor Correction with Reduced Total Harmonic Distortion. ISSN: 0011-9342, Issue 5, 2012–2018.
  • Upadhyaya, M. (2020). An Investigation on Neuro Branding Through Social Media as an Emerging Marketing Tool. AIP Conference Proceedings, 2207, 040008.
  • Upadhyaya, M. (2020). The Positive & Negative Impact of Technology on Retail Point of Contact. Journal of Critical Reviews, 7(4), 160–173.
  • Upadhyaya, M. (2020). Leadership Roles in Dealing with the COVID-19 to Maintain Business Sustainability. Palarch’s Journal of Archaeology of Egypt/Egyptology, 17(7).
  • Upadhyaya, M. (2020). Analysis of e-CRM, Service Quality and Brand Trust Relationship with Student Satisfaction. Humanities & Social Sciences Reviews, 8(1), 227–232.
  • Upadhyaya, M. (2020). Reference Groups as Antecedents to Purchase Decisions Intentions: A Study with Reference to Organized Retail Stores in Uttarakhand, India. International Journal of Psychosocial Rehabilitation, 24(5), 868–879.
  • Upadhyaya, M. (2020). Effect of Laser Power on Microstructure and Tensile Properties of ULSED ND:YAG Laser Beam Welded AISI 301 Austenitic Stainless-Steel Joints. Materials Today: Proceedings.
  • Upadhyaya, M. (2020). Optimization of Process Parameters Using Response Surface Methodology: A Review. Materials Today: Proceedings, 37(2), 1301–1304.
  • Upadhyaya, M. (2020). Sarcasm Detection in Natural Language Processing. Materials Today: Proceedings, 37(2), 3324–3331.
  • Upadhyaya, M. (2020). Inspection of Dynamic Power in Micro-grid System During Impedance-based Compensation. Materials Today: Proceedings, Manuscript: MATPR-D-20-09084.
  • Upadhyaya, M. (2020). Realization of Cascaded Hybrid Bridge Multilevel Inverter Using Distribution Static Compensator. Materials Today: Proceedings, Manuscript: MATPR-D-20-09178.
  • Upadhyaya, M. (2020). On-Chip Cache Memory Protection with Tag Overflow Buffers and VLSI Implementation. Materials Today: Proceedings, Manuscript: MATPR-D-20-10220.
  • Upadhyaya, M. (2020). Sentiment Analysis, Natural Language Processing, API, Feedback; Customer Review. Materials Today: Proceedings, Manuscript: MATPR-D-20-11840.
  • Upadhyaya, M. (2020). Design and Development of Rescue Robot in Borewell Environment. Materials Today: Proceedings, Manuscript: MATPR-D-21-00224.
  • Upadhyaya, M. (2020). The Positive and Negative Impact of Technology in Retail Point of Contact. Journal of Critical Reviews, 7(4), 160–173.
  • Upadhyaya, M. (2020). Reference Groups as Antecedents to Purchase Decisions Intentions: A Study with Reference to Organized Retail Stores in Uttarakhand, India. International Journal of Psychosocial Rehabilitation, 24(5), 868–879.
  • Upadhyaya, M. (2020). Optimization of Process Parameters Using Response Surface Methodology: A Review. Materials Today: Proceedings, 37(2), 1301–1304.
  • Upadhyaya, M. (2020). Effect of Laser Power on Microstructure and Tensile Properties of Pulsed Nd:YAG Laser Beam Welded AISI 301 Austenitic Stainless-Steel Joints. Materials Today: Proceedings, 37(2), 934–939.
  • Upadhyaya, M. (2020). Sarcasm Detection in Natural Language Processing. Materials Today: Proceedings, 37(2), 3324–3331.
  • Upadhyaya, M. (2020). On-Chip Cache Memory Protection with Tag Overflow Buffers and VLSI Implementation. Materials Today: Proceedings.
  • Upadhyaya, M. (2020). Inspection of Dynamic Power in Micro-grid System During Impedance-Based Compensation. Materials Today: Proceedings.
  • Upadhyaya, M. (2020). Inspiring Women Entrepreneurship: Impacts of Innovation, Challenges of Entrepreneurship and Motivational Factors. Journal Article.
  • Upadhyaya, M. (2020). Analysis of e-CRM, Service Quality and Brand Trust Relationship with Student Satisfaction. Humanities & Social Sciences Reviews, 8(1), 227–232.
  • Upadhyaya, M. (2020). Fatigue Detection Using Artificial Intelligence. AIP Conference Proceedings, 2393, 020080.
  • Upadhyaya, M. (2020). Covid Heuristic Analysis Using Machine Learning. AIP Conference Proceedings, 2393, 020077.
  • Upadhyaya, M. (2020). Skin Disease Detection Using Artificial Intelligence. AIP Conference Proceedings, 2393, 020092.
  • Upadhyaya, M. (2020). Network Security Using Multi-layer Neural Network. AIP Conference Proceedings, 2393, 020089.
  • Upadhyaya, M. (2020). Artificial Intelligence-Based Algorithm to Support Disabled Person. AIP Conference Proceedings, 2393, 020073.
  • Upadhyaya, M. (2020). AI-Based Algorithm for Prevention of Covid. AIP Conference Proceedings, 2393, 020069.
  • Upadhyaya, M. (2019). Impact of Glass Ceiling on Stress, Well-Being, Self-Esteem, Effective Organizational Commitment and Job Satisfaction Among Working Women. International Journal of Recent Technology and Engineering, 8(4), 11158–11165.
  • Upadhyaya, M. (2019). Studying Brand Traits Elements in Casualwear: A Critical Analysis. Humanities & Social Sciences Reviews, 7(5), 415–423.
  • Upadhyaya, M. (2019). Relationship Between Employer Branding, Employee Retention and Commitment in Pharmaceutical Industry: An Empirical Investigation. International Journal of Quality Research, 13(3), 496–508.
  • Upadhyaya, M. (2019). Analysis of E-CRM, Service Quality and Brand Trust Relationship with Student Satisfaction. Gyandhara International Academic Publication, 11(4), 2537–2542.
  • Upadhyaya, M. (2019). Web Portal Initiative at Corporate Hospitals: A Case Study of a Virtual Organization at Jaipur. Journal of International Pharmaceutical Research, 874–880.
  • Upadhyaya, M. (2018). People's Geographical Behaviour: The Influence of Social Media Usage on Shoppers' Buying Intentions. Journal of Research on the Lepidoptera, 50(2), 81–97.
  • Upadhyaya, M. (2018). Consequence of Age Gap on Organizational Dedication: A Quantitative Study of Textile Industry in India. Colourage, 65(7).
  • Upadhyaya, M. (2018). Retailscape: An Exploration of the Relevant Dimensions and Their Impact on Consumers’ Behavioural Intentions. Journal of Business and Retail Management Research (JBRMR), 12(4).
  • Upadhyaya, M. (2018). Technological Capital and Firm Financial Performance: Quantitative Investigation on Intellectual Capital Efficiency Coefficient. Academy of Accounting and Financial Studies Journal, 22(2), 1–10.
  • Upadhyaya, M. (2018). The Relationships Between Contextual Variables and Perceived Importance and Benefits of Environmental Management Accounting (EMA) Techniques. Journal of Environmental Accounting and Management, 6(1), 17–32.
  • Upadhyaya, M. (2018). Competence and Commitments on Work-Related Convictions of Software Professionals. Journal of Engineering and Applied Sciences, 13(1), 165–171.
  • Upadhyaya, M. (2017). Creating an Impact Towards Brand Inclination Between Children with the Help of Cartoon Characters. International Journal of Applied Business and Economic Research, 15(16), 1–11.
  • Upadhyaya, M. (2017). Holistic Brand Management: Contemporary Issues and Challenges. International Journal of Mechanical Engineering & Technology (IJMET), 8(11), 571–586.
  • Upadhyaya, M. (2017). An Exploratory Study of Cost Leadership and Differentiation Strategy: The Case of Lulu Hypermarket. International Journal of Civil Engineering & Technology (IJCIET), 8(10), 1288–1297.
  • Upadhyaya, M. (2017). Variables Affecting Customer Behaviour and Its Effect on Commitment Towards Shopping Hubs of Gurgaon City. Journal of Business and Retail Management Research (JBRMR), 11(3), 93–102.
  • Upadhyaya, M. (2017). Purchase Behaviour of Indian Customers Towards Environmentally Friendly Motor Vehicles. International Journal of Mechanical and Production Engineering Research and Development (IJMPERD), 7(6), 111–122.
  • Upadhyaya, M. (2017). Association of Gen X and Y Professionals Towards Their Work Assertion. Man in India, 97(26), 107–119.
  • Upadhyaya, M. (2017). Factors Influencing the Level of Sophistication of Cost System: Evidence from Hotels in Bahrain. International Journal of Applied Business and Economic Research, 15(22), 241–259.
  • Upadhyaya, M. (2017). An Empirical Study on Investors’ Investment Initiatives in Indian Capital Market. International Journal of Civil Engineering & Technology (IJCIET), 8(10), 213–220.
  • Upadhyaya, M. (2017). The Effectiveness of Motivational Strategies on Productivity in Selected Financial Institutions in India. International Journal of Civil Engineering & Technology (IJCIET), 8(9), 1128–1137.
  • Upadhyaya, M. (2017). Content Analysis of Vernacular Daily: An Investigative Study. International Journal of Mechanical Engineering & Technology (IJMET), 8(11), 874–884.
  • Upadhyaya, M. (2017). Projective Techniques for Brand Image Dimensionality and Using Various Techniques to Investigate and Improve the Brand Personality. Polish Journal of Management Studies (PJMS), 6, 89–100.
  • Upadhyaya, M. (2016). Assessment of Nostalgic Promotion. International Journal of Marketing and Technology (IJMT), 6(3), 21–31.
  • Upadhyaya, M. (2015). The Impact of Humorous Television Advertisement in Customer Opinion in Bahrain. Indian Journal of Commerce & Management Studies, 6(3), 20–25.
  • Upadhyaya, M. (2015). Corporate Branding and Consumer Loyalty in the Telecommunication Industry: A Case Study of Bharat Sanchar Nigam Limited (BSNL), India. Asia Pacific Journal of Marketing and Retail Management, 6(4), 39–54.
  • Upadhyaya, M. (2015). An Analytical Study of Mobile Phone Espousal and Consumption Patterns of University Students in Bahrain. Interlink Continental Journal of Business Management and Economics, 1(1), 1–7.
  • Upadhyaya, M. (2014). Impact of Shopper's Creativeness on Shopping Methods: A Case Study of Students at University of Delhi (India). Journal of Process Management – New Technologies, 2(3), 41–47.
  • Upadhyaya, M. (2014). An Analytical Study on ICICI and Bank of Rajasthan Merger. Management Insight – SMS Varanasi, 10(1).
  • Upadhyaya, M. (2013). Customer Satisfaction Measurement: An Empirical Study of the Need–Gap Analysis in the Service Industry. Journal of Economics and Business Research, 19(2), 54–61.
  • Upadhyaya, M. (2013). Radio Taxi Services in Jaipur: A Learning Experience from Meri Car. International Journal of Marketing Principles and Practices, Issue 4, 37–44.
  • Upadhyaya, M. (2013). The Effect of the Servicecape on Service Trust, Customer Satisfaction, and Customer Loyalty in Indian Family Restaurants. Management Review: An International Journal, 8(2), 54–84.
  • Upadhyaya, M. (2013). Function of Projective Techniques in Improving Brand Personality. African Journal of Marketing Management, 5(1), 20–25.
  • Upadhyaya, M. (2013). Management of Conflict in Pharma Channel Sales: A Critical Analysis of Branded Pharma Products. International Journal of Engineering Science and Management, 3(1), 69–72.
  • Upadhyaya, M. (2013). An Analytical Study of Indian Money Markets and Examining the Impact of Inflation. Journal of Management (JOM), India, 1(1), 54–60.
  • Upadhyaya, M. (2013). Indian Retail Sector – An Empirical Study of Market Trends. MAIMT Journal of IT & Management, Issue 2.
  • Upadhyaya, M. (2012). Customer Satisfaction Measurement in Airline Services: An Empirical Study of Need–Gap Analysis. International Journal of Management and Strategy (IJMS), 3(5).
  • Upadhyaya, M. (2012). Projective Techniques for Brand Image Dimensionality and Using Various Techniques to Investigate and Improve the Brand Personality. Polish Journal of Management Studies (PJMS), 6, 89–100.
  • Upadhyaya, M. (2012). Techniques for Brand Image Dimensionality and the Use of Various Tools to Investigate and Improve Brand Personality. SIU Journal of Management, 2(2), 1–20.
  • Upadhyaya, M. (2012). The Effects of Atmospherics on Buying Intentions Through Retail Benefaction: An Application of Utilitarian Dimensions and the Theory of Planned Behaviour to Patronage Intentions. Academy of Taiwan Business Management Review, 8(3), 46–56.
  • Upadhyaya, M. (2012). An Exploratory Study on Indian Software Professionals Towards Their Work Commitment and Interplay Between Generation X and Y Associates. Indus Journal of Management & Social Sciences, 6(2), 124–136.
  • Upadhyaya, M. (2012). The Influence of Pester Power in India. Global Journal of Management and Research, 51–71.
  • Upadhyaya, M. (2012). Marketing Rural India: The Innovative Selling Mantra. International Journal of Management Studies, Statistics and Applied Economics (IJMSAE), 2(2).
  • Upadhyaya, M. (2012). Servicecape and Customer Substantiation of Star Hotels in India’s Metropolitan City of Delhi. Journal of Marketing & Communication, 9(2), 39–47.
  • Upadhyaya, M. (2012). Political Branding in India. Journal of Politics & Governance, 1(4), 4–12.
  • Upadhyaya, M. (2012). Influence of Destination Image & Destination Personality in Tourist’s Decision Making: An Empirical Research. International Journal of Management and Social Sciences (IJMSS), 2(1).
  • Upadhyaya, M. (2015). An Analytical Study of Mobile Phone Espousal and Consumption Patterns of University Students in Bahrain. Interlink Continental Journal of Business Management and Economics, 1(1), 1–7.
  • Upadhyaya, M. (2014). Impact of Shopper's Creativeness on Shopping Methods: A Case Study of Students at University of Delhi (India). Journal of Process Management – New Technologies, 2(3), 41–47.
  • Upadhyaya, M. (2014). An Analytical Study on ICICI and Bank of Rajasthan Merger. Management Insight – SMS Varanasi, 10(1).
  • Upadhyaya, M. (2013). Customer Satisfaction Measurement: An Empirical Study of the Need–Gap Analysis in the Service Industry. Journal of Economics and Business Research, 19(2), 54–61.
  • Upadhyaya, M. (2013). Radio Taxi Services in Jaipur: A Learning Experience from Meri Car. International Journal of Marketing Principles and Practices, Issue 4, 37–44.
  • Upadhyaya, M. (2013). The Effect of the Servicecape on Service Trust, Customer Satisfaction, and Customer Loyalty in Indian Family Restaurants. Management Review: An International Journal, 8(2), 54–84.
  • Upadhyaya, M. (2013). Function of Projective Techniques in Improving Brand Personality. African Journal of Marketing Management, 5(1), 20–25.
  • Upadhyaya, M. (2013). Management of Conflict in Pharma Channel Sales: A Critical Analysis of Branded Pharma Products. International Journal of Engineering Science and Management, 3(1), 69–72.
  • Upadhyaya, M. (2013). An Analytical Study of Indian Money Markets and Examining the Impact of Inflation. Journal of Management (JOM), India, 1(1), 54–60.
  • Upadhyaya, M. (2013). Indian Retail Sector – An Empirical Study of Market Trends. MAIMT Journal of IT & Management, Issue 2.
  • Upadhyaya, M. (2012). Customer Satisfaction Measurement in Airline Services: An Empirical Study of Need–Gap Analysis. International Journal of Management and Strategy (IJMS), 3(5).
  • Upadhyaya, M. (2012). Projective Techniques for Brand Image Dimensionality and Using Various Techniques to Investigate and Improve the Brand Personality. Polish Journal of Management Studies (PJMS), 6, 89–100.
  • Upadhyaya, M. (2012). Techniques for Brand Image Dimensionality and the Use of Various Tools to Investigate and Improve Brand Personality. SIU Journal of Management, 2(2), 1–20.
  • Upadhyaya, M. (2012). The Effects of Atmospherics on Buying Intentions Through Retail Benefaction: An Application of Utilitarian Dimensions and the Theory of Planned Behaviour to Patronage Intentions. Academy of Taiwan Business Management Review, 8(3), 46–56.
  • Upadhyaya, M. (2012). An Exploratory Study on Indian Software Professionals Towards Their Work Commitment and Interplay Between Generation X and Y Associates. Indus Journal of Management & Social Sciences, 6(2), 124–136.
  • Upadhyaya, M. (2012). The Influence of Pester Power in India. Global Journal of Management and Research, 51–71.
  • Upadhyaya, M. (2012). Marketing Rural India: The Innovative Selling Mantra. International Journal of Management Studies, Statistics and Applied Economics (IJMSAE), 2(2).
  • Upadhyaya, M. (2012). Servicecape and Customer Substantiation of Star Hotels in India’s Metropolitan City of Delhi. Journal of Marketing & Communication, 9(2), 39–47.
  • Upadhyaya, M. (2012). Political Branding in India. Journal of Politics & Governance, 1(4), 4–12.
  • Upadhyaya, M. (2012). Influence of Destination Image & Destination Personality in Tourist’s Decision Making: An Empirical Research. International Journal of Management and Social Sciences (IJMSS), 2(1).
  • Upadhyaya, M. (2008). Ingredient Branding – A Strategy Option. DKV Experts Channel, Dubai Knowledge Village, Issue 2.
  • Upadhyaya, M. (2008). Motivating and Managing Your High Performing Sales Team. OORJA – The International Journal of Management and IT, Jaipur.
  • Upadhyaya, M. (2008). Understanding the Value of Your Employees. HRD Newsletter, HRD Network, Hyderabad, 24(8).
  • Upadhyaya, M. (2008). The Growth and Development of Indian Global Healthcare Destinations. Journal of Marketing and Communication, NIILM, New Delhi, 4(2).
  • Upadhyaya, M. (2007). Managing the Fashion Logistics Channel in Retailing. OORJA – The International Journal of Management and IT, Jaipur.
  • Upadhyaya, M. (2007). Ingredient Branding – A Strategy Option. Marketing Mastermind, ICFAI, Hyderabad.
  • Upadhyaya, M. (2007). How to Hire and Retain Best Employees. HRD Newsletter, HRD Network, Hyderabad.
  • Upadhyaya, M. (2007). Quality of Management Education in India. University News (Weekly Journal of Higher Education), Association of Indian Universities.
  • Upadhyaya, M. (2007). Going Rural: The New Branding Mantra. Advertising Express, ICFAI, Hyderabad.
  • Upadhyaya, M. (2006). The Power and the Influences of Fashion on Generation Y. OORJA – The International Journal of Management and IT, Jaipur.
  • Upadhyaya, M. (2006). Marketing Success Through Holistic Branding. Indian Journal of Marketing, Indian Journal of Marketing, New Delhi.
  • Upadhyaya, M. (2006). The Power and Influence of Fashion on Generation Y. Global Management Review, Sona School of Management, Salem.
  • Upadhyaya, M. (2005). Experiential Marketing. Indian Journal of Technical Education, Indian Society for Technical Education, New Delhi.
  • Upadhyaya, M. (2005). Experiential Marketing. Marketing Mastermind, ICFAI Journal, Hyderabad.
  • Upadhyaya, M. (2005). A Novel Advance to Segregating the Universal Teenager. OORJA – The International Journal of Management and IT, Jaipur.
  • Upadhyaya, M. (2005). 21st Century MBA Marketing Curriculum for Worldwide Trade. Indian Journal of Technical Education, Indian Society for Technical Education, New Delhi.
  • Upadhyaya, M. (2005). Advertising as a Career. HRD Newsletter, National HRD Network, Hyderabad.
  • Upadhyaya, M. (2004). Influence of Reference Groups on Marketing Communication. International Journal of Communication, Bahri Publications, New Delhi.
  • Upadhyaya, M. (2004). Marketing Strategies for the Promotion of Legacy Site. OORJA – Refereed Journal, India International Institute of Management, Jaipur.
  • Upadhyaya, M. (2004). Assessment of University Image Through Evaluating Belief Strength and Consistency. Indian Journal of Marketing, Indian Journal of Marketing, New Delhi.
  • Upadhyaya, M. (2003). The Value of Global Branding. Prayaas, Mody College of Management Studies, Lakshmangarh, Sikar.
  • Upadhyaya, M. (2003). Selling Cycle and Sales Force Deployment. JIMS Strategic Consulting Group, New Delhi.
  • Upadhyaya, M. (2003). Consumer Behaviour and Consumption Pattern of Shampoo in Ujjain: A Micro Level Study. Bikaner Journal of Management, Institute of Management Studies, Bikaner.
  • Upadhyaya, M. (2002). Communication: A Positioning Weapon. International Journal of Communication, Bahri Publications, New Delhi.
  • Upadhyaya, M. (2002). Student Evaluations: Key to Teachers’ Performance. University News, Association of Indian Universities, New Delhi.
  • Upadhyaya, M. (2002). Consumer Behaviour and Online Marketing. Indian Journal of Marketing, Indian Journal of Marketing, New Delhi.
  • Upadhyaya, M. (2001). How to Gain and Retain Good People. Indian Journal of Training and Development, Indian Society for Training and Development, New Delhi.
  • Upadhyaya, M. (2000). Global Marketing – A Successful Career. Prayaas, Mody College of Management Studies, Lakshmangarh, Sikar.
  • Upadhyaya, M. (2000). Rural Market Features and Promotional Strategies. JIMS 8M, New Delhi.
  • Upadhyaya, M. (2000). Marketing Strategies for Legacy Sites. OORJA – The International Journal of Management and IT, Jaipur.
  • Upadhyaya, M. (2000). Advertising and Communication in Rural India. Advertising Express, ICFAI, Hyderabad.
  • Upadhyaya, M. (2000). Marketing Higher Education in India. University News, Association of Indian Universities.
  • Upadhyaya, M. (2000). Internet Marketing Trends and Indian Business. Marketing Mastermind, ICFAI Press, Hyderabad.

Book Chapters Published:

  • Upadhyaya, M., & Pawar, S. (2024). A textbook on consumer behavior. SAN Publications.
    ISBN: 978-81-971828-4-6
  • Upadhyaya, M., & Pawar, S. (2024). Organizational buying behaviour and decision making. SAN Publications.
  • Upadhyaya, M., & Pawar, S. (2023). Entrepreneurship (CBCS for UG/PG). SAN Publications.
  • Upadhyaya, M. (2022). 75 years of industrial, infrastructural and logistics development in India: 1947–48 to 2021–22. New Century Publications.
  • Upadhyaya, M. (2022). Agricultural finance and marketing in India. New Century Publications.
  • Upadhyaya, M. (2020). Public-private-partnership (PPP) and economic development: Theory and recent experiences. New Century Publications.
  • Upadhyaya, M., & Tyagi, N. (2020). Leadership: Find your way to lead. Authors Tree Publishing. ISBN: 978-81-949270-6-8
  • Upadhyaya, M. (2015). Marketing management: Concepts, theories and practices. LAP LAMBERT Academic Publishing.
  • Upadhyaya, M. (2014). Marketing strategies and management: A sectoral analysis. New Century Publications.
  • Upadhyaya, M. (2012). Media planning: The impact of TV advertisements on children. LAP LAMBERT Academic Publishing.

Fellowship:

  • Indraprastha Research Fellowship, Guru Gobind Singh Indraprastha University (December 2020- August 2024)

Research in Progress:

  • Singh, A., Jain, S. Metacognitive Ability and Need for Cognition as Antecedents to Employee Performance: the mediating role of decision coping patterns.
  • Thakur, K., Mishra, S., Jain, A., Singh, A. Chit-Chat Cheat! Experimental Investigation of Peer Influence and Fear of Penalty in Academic Cheating.

Conference Proceedings:

  • Singh, A., Thakur, K., Singh, S., Srimannarayana, M. Magnetic Effect: How Employer Branding Through Social Media Affects Organizational Attractiveness. Academy of Management Proceedings, 2025 (1), Academy of Management.
  • Thakur, K., Singh, A., Jha, J., Jain, S. Humor as a Hiring Hook: The Playful Games Organizations Play to Attract Talents, CERE 2023.
  • Arora, T., Singh, A., Jain, S., Prakash, D. The role of entrepreneurs metacognition in shaping entrepreneurial orientation and action: A step towards sustainable value creation of firm, INDAM 2023.

Conference Attended:

  • Upadhyaya, M. (2022). Smart device for effective communication in the healthcare system. Paper presented at the International Conference on Smart Electronics Systems (ICSES), IEEE. https://doi.org/10.1109/ICSES55317.2022.9914093
  • Upadhyaya, M. (2021). Retail points of contact on brand consideration: A study of the female fashion industry. Paper presented at the International Virtual Conference on Recent Materials and Engineering Applications for Sustainable Environment (ICRMESE 2020). AIP Conference Proceedings, 2378, 020009.
  • Upadhyaya, M. (2020). An investigation on neuro branding through social media as an emerging marketing tool. Paper presented at the AIP Conference Proceedings, 2207, 040008.
  • Upadhyaya, M. (2013, October 9). Medical tourism: Opportunities, challenges and strategies for India. Paper presented at the 3rd Uzbekistan–Indonesia International Conference, West Java, Indonesia.
  • Upadhyaya, M. (2010, December 27–29). Retailscape: An exploration of the relevant dimensions and their impact on consumers’ behavioural intentions. Paper presented at the International Marketing Conference (MARCON 2010), Indian Institute of Management (IIM) Kolkata.
  • Upadhyaya, M. (2010, November 26–27). Corporate Governance & Business Ethics. Paper presented at the National Conference organized by the Department of Management Studies, Amrapali Institute, Haldwani.
  • Upadhyaya, M. (2009, December 15–16). Agricultural policy impact analysis with multi-market models. Paper presented at the 30th Anniversary Conference at IRMA, Anand.
  • Upadhyaya, M. (2008, August 28–29). Emissions trading: An emerging market. Paper presented at the ICFAI Business School, Goa.
  • Upadhyaya, M. (2007). Presented paper at IIM-Kozhikode on marketing and society. International Conference on Marketing and Society.
  • Upadhyaya, M. (2006, December 18–20). Presented paper at International Conference on Marketing in the New Global Order. Indian Institute of Management (IIM) Indore.
  • Upadhyaya, M. (2003, February 15–16). Emerging trends in marketing: Challenges & opportunities. Presented at FMS, MITS, Lakshmangarh.
  • Upadhyaya, M. (2002, February 23). New challenges for media planners in the current economic recession. Presented at FMS, MITS, Lakshmangarh.
  • Upadhyaya, M. (2001, December 22). Delivering customer value: The new marketing mantra. Presented at FMS, MITS, Lakshmangarh.
  • Upadhyaya, M. (2001). Contemporary levers in strategic HRM. Presented at FMS, MITS, Lakshmangarh.

Teaching and Pedagogical Innovations:

  • Developed customized teaching content aligned with evolving university curricula across multiple institutions.
  • Implemented student-centric and interactive teaching strategies including case-based learning and project-based evaluation.
  • Delivered international guest lectures and resource sessions as a visiting faculty in Mexico and Bahrain.
  • Designed and coordinated executive training sessions and Management Development Programs for professionals in various ndustries.

Service to the University:

  • Chair, Quality Program Review Committee – Jazan University
  • Coordinator, BBA Program in Marketing
  • Coordinator, Marketing Department Research Colloquium & Visiting Scholar Lecture Series
  • Active participation in organizing seminars, academic events, and external collaborations

Service to the School:

  • Chair, Quality Program Review Committee – Jazan University
  • Coordinator, BBA Program in Marketing
  • Coordinator, Marketing Department Research Colloquium & Visiting Scholar Lecture Series
  • Active participation in organizing seminars, academic events, and external collaborations
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