Sudharshini Vasan

About

Sudharshini Vasan is a marketing researcher and data analyst with a strong academic foundation and diverse industry experience. She blends expertise in marketing, data analytics, and business intelligence, backed by recognized certifications and impactful corporate roles.

She holds a PhD in Marketing from The NorthCap University, completed under the prestigious UGC Junior Research Fellowship (JRF). Her doctoral research focused on the influence of Paid, Owned, and Earned Media on consumer behavior in asset-light food delivery platforms within the Indian market. She completed her PhD in just 3 years and 9 months, showcasing her academic dedication and research capability.

She has also contributed to the ed-tech space through her role at Unacademy, where she was involved in content development and mentoring for UGC NET aspirants in Management. Her experience here reflects her passion for education, research dissemination, and empowering future scholars.

In the corporate sector, Sudharshini began her career as a System Engineer at Tata Consultancy Services (TCS), working with major telecom clients like Motorola and Comcast. She later transitioned into business analytics, leveraging data for strategic insights. She is a Microsoft Certified Power BI Data Analyst (PL-300), with strong skills in DAX, data modeling, and storytelling with data to support business decisions.

Employment

• Unacademy Plus Educator
  2019 - 2019
• Tata Consultancy Services (India) System Engineer
  2011 - 2016

Education

• The NorthCap University Doctor of Philosophy
  2021 - 2024
• University of Madras Master of Business Adminstration
  2012 - 2014
• Anna University Bachelor of Engineering
  2007 - 2011

Projects & Funding

Projects & funding information is unavailable.

Publications (9)

• Analyzing the impact of paid, owned and earned media on consumer purchase behavior and the moderating role of age in the online food ordering landscape
  American Journal of Business 2025 DOI: 10.1108/AJB-08-2024-0165
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• Investigating the opportunities and challenges influencing consumer purchase behaviors and media influence in online food ordering: a thematic analysis
  British Food Journal 2025 DOI: 10.1108/BFJ-10-2024-1071
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• Examining the impact of advertising, firm-generated content, and user-generated content on customers’ propensity to buy food online
  Future Business Journal 2025 DOI: 10.1186/s43093-025-00492-z
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• A Study on the Effect of Paid Owned and Earned Media on Asset Light Model Based Food Delivery Platforms in the Indian Context
  Shodhganga 2025
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• Paid, Owned and Earned Media Research: A Mixed Review, Reflections and Agendas for Future Research
  FIIB Business Review 2024 DOI: 10.1177/23197145241283866
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• Integrated Paid, Owned, and Earned Media: A Hybrid Review with Lexicometric Analysis and Research Agenda
  International Journal of Internet Marketing and Advertising 2024 DOI: 10.1504/ijima.2024.10065751
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• Paid, Owned and Earned media - POEM Industry Practices
  Marketing Automation: Unleashing ROI 2022
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• Raghav’s Quest for Growth: Business of Pollution Control
  The Case Centre 2022
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• PAID, OWNED AND EARNED MEDIA (POEM) IN MARKETING
  Business Studies Journal 2021
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