Dr. Atul Prashar is the Associate Professor in the Marketing Area at IIM Sambalpur. He brings over 25 years of extensive industry experience, primarily from the telecommunications and Education technology (Ed-tech) sectors. Dr. Prashar has demonstrated expertise in crafting compelling brand identities, leading strategic brand engagement programs, and spearheading the digital transformation of learning products and processes.
Dr. Prashar earned his Ph.D. in Corporate Brand Management from IIM Lucknow, with his research work published in esteemed international journals such as the European Journal of Marketing, Industrial Marketing Management and Australian Journal of Management. He also holds an MBA in General Management from IIM Lucknow and a specialization in Business Analytics from Kelley School of Business, Indiana, USA.
His research interests encompass Corporate Brand Management, Internal Branding, Internal Marketing, and Brand Communities. He visits coveted business schools, passionately sharing his experiences with doctorate scholars about how to perform impactful academic research.
Apart from work, he is an enthusiast photographer with interest in travel, landscape, portraiture, sports and wildlife photography. He is an active musician, who likes to play his guitar and sing to Bollywood melodies.
Dr. Prashar engages students through the fundamental core & elective courses in Marketing Management and doctorate scholars. Here is an indicative list of courses that he teaches:
• Marketing Management – I
• Marketing Management – II
• Quantitative Research Methods in Business
• Marketing Analytics
• AI in Marketing
• Contemporary Corporate Brand Management
Research:
Dr. Prashar’s scholarly contributions focus on Corporate Brand Management, Internal Branding, and Digital Marketing, but his research interests extends further to consumer behaviour in phygital environment, and exploring brands through an insider’s (employee) lens. His research papers have appeared in leading international journals, including:
- "Community-based Internal Branding: A Holistic Approach to Internal Branding for B2B Organizations," Industrial Marketing Management
(ABDC A*, Impact Factor: 8.89)
- "Building Employee Commitment through Internal Branding: A Meta-Analytic Study," European Journal of Marketing
(ABDC A*, Impact Factor: 5.181)
- "Digital Fashion and Metaverse Platforms: Do Platform Attributes Drive Shopper’s Purchase Intention?" Australian Journal of Management
(ABDC A, Impact Factor: 4.8)
He actively reviews manuscripts for prestigious journals such as the International Journal of Hospitality Management (ABDC A*).
Dr. Prashar has extensive experience in providing strategic and creative advisory services. He has successfully led global strategic marketing initiatives, digital learning transformations, and brand identity projects with multinational organizations such as Ericsson and startups, driving multi-million-dollar projects.
His consulting expertise includes:
• Developing strategic marketing plan,
• Creating & fostering Employee Brand Ambassador Communities
• Crafting go-to-market strategy,
• Ensuring greater ROI on complex global marketing campaigns,
• Leading change management initiatives
