logo
Close
Research
Executive Education
Quick Links
hamblogo

Faculty

Meet the Visionaries
Our Distinguished Faculty at Birla Institute of Management Technology
faculty
envelope
Email Id

[email protected]

Ram Mohan Dhara

Associate Professor of Practice

Biosketch

Ram Mohan Dhara, a seasoned professional in consumer insights, brings over 20 years of experience in Marketing Research and Business Analytics across diverse regions including India, the Middle East, Southeast Asia, and the USA. Transitioning from corporate roles with Nielsen, Kantar, and WNS, he recently served as a Faculty at IMT Ghaziabad. His expertise spans various sectors such as Consumer Packaged Goods (CPG), Media, and Telecom, where he has contributed to the development of prominent brands, innovative products, and successful campaigns.

Professor Dhara’s teaching focus lies in business analytics, data science, and marketing research, with a particular research interest in behavioural pricing. He is a Fellow in Management from IIM Raipur, an MBA in Marketing from Lucknow University, and an M.Sc. in Physics from Delhi University. Additionally, he is a certified Six-Sigma Black Belt from the Indian Statistical Institute, Delhi, and holds professional certifications in R, Python, SAS, Google Analytics, Google Data Studio, Tableau, and Microsoft Power BI.

Load More

On this page

Education

  • EFPM (Executive Fellow Program in Management) (equivalent to Ph.D.) from IIM Raipur, India
  • MBA (Marketing), University of Lucknow, India
  • M.Sc. (Physics), Kirori Mal College, University of Delhi, India
  • B.Sc. (Physics), Kirori Mal College, University of Delhi, India

Research

  • AI, AR, VR in marketing
  • Behavioral Pricing
  • Omni-channel shopping behavior
  • Impact evaluation of mass Government schemes

Teaching Courses and New Courses Developed

  • Business Analytics using R
  • Business Analytics using Python
  • Visual Analytics using Tableau, MS PBI and Google Data Studio
  • Marketing Analytics,
  • Data-driven Decisions in Marketing
  • Business Research Methods,
  • Pricing for Value
  • Marketing Management
  • Customer Relationship Management

Experience

  • Assistant Professor (Marketing) with Institute of Management Technology, Ghaziabad (IMTG)
    IMTG is one of the premier management institutes in India. The institute has been rated among top institutes consistently by prestigious magazines. https://www.imt.edu/ranking/
  • General Manager (Global Account Head for Coca-Cola) (CPG Research and Analytics) with WNS Global Services, based at Atlanta, USA
    WNS is a leading Business Processes Management (BPM) and Business Analytics (BA) company servicing Fortune 500 companies. https://www.wns.com/
  • Associate Director (Consumer Research) with Nielsen, based at New Delhi, India
    The Nielsen Company is the world’s largest market research company with presence in more than 100 countries. http://www.nielsen.com/in/en.html
  • Associate Director (Quantitative) with PT. Kadence International, based at Jakarta, Indonesia
    Kadence International, a UK-based market research agency, is growing across emerging markets, especially Asian markets. Kadence Indonesia is the fastest-growing research agency in Indonesia. https://www.kadence.com/
  • Research Director with AMRB (a WPP company), based at Dubai, UAE
    AMRB, a WPP company, is the licensee of Millward Brown, Research International, and Walker's products in the MENA region. It also holds the license for Teen Research Unlimited (TRU), the leader in youth research. AMRB operates in more than 20 countries through 4 offices in the MENA region. http://www.amrb-mena.com/

Academic Positions and Assignments

Institution Building Responsibility

Institution Building responsibility – Worked as the Chairperson (International Relations)

  • Building and maintaining IMTG’s international partners. Developed several new partners in last three years.
  • Some key activities – student exchange, faculty exchange, facilitating for various international collaborations

Working as Convener (Digital Brand Assets)

  • Strategize and oversee the use of all digital brand platforms (website, LinkedIn, Facebook, Instagram, X) to ensure consistent and impactful representation of BIMTECH’s corporate brand identity.
  • Monitor and evaluate the performance of digital platforms using analytics and benchmarking tools, and recommend improvements to enhance visibility, engagement, and brand positioning.

MDP Sessions, Workshops and Technical Lectures

FDP Conducted

  • Graphics and Predictive Analytics using R at IMTG
  • Visual Analytics using Tableau and Microsoft Power BI at IMTG

MDP Conducted

  • HR Analytics (open program) – organized by IMTG and IMT-CDL
  • Visual Analytics on Air-Traffic management for GMR-DIAL executives
  • Visual Analytics for HR Applications for Indian Oil executives
  • Creating Sales Dashboard for Axalta Sales and Marketing Executives
  • Data Analytics and Reporting for Navitasys executives
  • Data Analytics and Visualization using Microsoft Power BI at BIMTECH for foreign Government officials
  • AI and ML in Marketing Research and Analytics at BIMTECH (open MDP for Educators and industry professionals)

Research Papers and Working Papers

  • Dhara, R. M., Dawra, J., & Rishi, B. (2024). From Trait to Choice: How Regulatory Focus Shapes Store Promotion Usage. Journal of Promotion Management, 1-32. ABDC-B
  • Dhara, R. M., Dawra, J., & Rishi, B. (2023). The impact of regulatory focus on store promotions: The role of shopping enjoyment. Journal of Marketing Communications, 1-27. ABDC-B
  • Dhara, R. M. (2022). Choice between Hedonic and Utilitarian Consumption: Role of Risk Perception as A Moderator. Academy of Marketing Studies Journal, 26(4). ABDC-B
  • Bundle choice: Impact of product heterogeneity, pack size and risk perception (Conference)
  • From Data to Decisions: The Impact of Digital Enablement on Market Research (Conference)
  • Clicks to Bricks and Bricks to Clicks: Exploring Regulatory Focus in Webrooming and Showrooming (under review)
  • Emotional Entanglement in Human–AI Interaction: Unpacking the Dark Side of Anthropomorphism and the Role of Psychological Safeguards (under review)
  • Chatting with a bot: Understanding Service Quality in Food Ordering Bots (under review)
  • Uncertain Self and Deviant Behaviour in Metaverse Games: Examining the Role of Loneliness, Online Disinhibition, and Immersive Experience (under review)
Find Your Program

Theres a path for everyone. Explore yours.

admission
Admission Closed for2025

For Admission Inquiries

Apply Now
admission
Birla Institute of Management Technology (BIMTECH)