Ram Mohan Dhara

Designation: Associate Professor

Email: [email protected]

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.

  • 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

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

  • 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

  • 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 (https://www.wns.com/ ) is a leading Business Processes Management (BPM) and Business Analytics (BA) company servicing Fortune 500 companies]
  • Associate Director (Consumer Research) with Nielsen, based at New Delhi, India.
  • [The Nielsen Company (http://www.nielsen.com/in/en.html ) is the world’s largest market research company with presence in more than 100 countries]
  • Associate Director (Quantitative) with PT. Kadence International, based at Jakarta, Indonesia.
  • [Kadence International (https://www.kadence.com/), a UK based market research agency is growing across emerging markets especially Asian markets. Kadence Indonesia, a part of Kadence International is the fastest growing research agency in the growing market of Indonesia.]
  • Research Director with AMRB (a WPP company), based at Dubai, UAE.
  • [AMRB, a WPP company (http://www.amrb-mena.com/ ) is the licensee of Millward Brown products, erstwhile Research International products and Walker’s products in the MENA region. 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]

  • 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

  • Dhara, R. M., Dawra, J., & Rishi, B. (2024). From Trait to Choice: How Regulatory Focus Shapes Store Promotion Usage. Journal of Promotion Management, ABDC-B. (Accepted)
  • 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.
  • Bundle choice: Impact of product heterogeneity, pack size and risk perception (under review)
  • Clicks to Bricks and Bricks to Clicks: Exploring Regulatory Focus in Webrooming and Showrooming (under review)

FDP conducted

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


  • 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