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Faculty Profile




Marketing Management


MBA and PhD (University of Lucknow)


    Dr. Utkarsh has over seven years of teaching and research experience in field of marketing management. Before joining TAPMI in 2017, he was a faculty at Jaipuria, Noida and FIIB, New Delhi. He also served as Research Associate at IIM Lucknow from 2009-2011. Dr. Utkarsh’s research area is services marketing. In 2010 he was awarded Junior Research Fellowship by University Grants Commission, India for pursuing research in management. He has published in internationally reputed journals such as Journal of Retailing and Consumer Services, Services Marketing Quarterly, The Marketing Review and Information Technology and Tourism. He has reviewed manuscripts for Emerald Emerging Markets Case Studies, EMAC Conference 2017 and Mc Graw Hill India.


    Services Marketing, Integrated Marketing Communications and Marketing Management.


    Information search behaviour in services, Role of service type and culture in advertising.


    Peer Reviewed Publications

  • “Effect of Consumer Self-Confidence on Information Search and Dissemination: Mediating Role of Subjective Knowledge”. International Journal of Consumer Studies. ABDC-A. Accepted.

  • “Message Strategy of Promotional E-mails in India: A Content Analysis”. International Journal of electronic marketing and retailing. ABDC-C. Accepted.

  • “Examination of Credence and Non-Credence Service Advertisement Strategies in the USA and India.” Services Marketing Quarterly Vol. 39 No. 3. ABDC-B.

  • Utkarsh (2017) ‘Individual differences in information search behavior of service consumers: A multiple mediation study’, Journal of Retailing and Consumer Services, Vol. 37, July, p 33-42 (ABDC Category A, ABS Rating 2)

  • Utkarsh, Maurya H., Medhavi S. (2016), Differences in advertising strategies of service marketers: A content analysis, Services Marketing Quarterly, Vol. 37(2), p 109-124 (ABDC Category B, ABS Rating 1)

  • Utkarsh and Medhavi S. (2015), Information search behaviour of service consumers: Review and future directions, The Marketing Review, Vol 15, No. 2, Summer 2015 issue, p 201-219 (ABDC Category C)

  • Dasgupta D. and Utkarsh (2014) Assessing the website effectiveness of top ten tourist attracting nations, Information Technology and Tourism, Vol 14, No. 2, pp 151-175 (ABDC Category B)

  • Case

  • “ : Carving Position in an Emerging Online Market”. Ivey Publishing.

  • Edited Book

  • Sinha A K, Mohapatra A K , Pandey A, & Utkarsh, Innovation and Sustainable Development, Bloomsbury Publications New Delhi , Ed. 2016

  • Book Reviews

  • Utkarsh (2016), ‘Behind a Billion Screens’, Nalin Mehta 2015, Harper Collins, Book Review, Journal of Marketing Communications (ABDC Category B)

  • Book Chapters

  • Not Applicable

Conferences and Workshops

    Selected Conference Presentations

  • Mohapatra AK., Banerjee TS and Utkarsh (2017) ‘A Content Analysis of Public Service Advertisements of Government of India: A Social Advertising Perspective’ 7th IIM Ahmedabad Conference on Marketing in Emerging Economies, 11-13 January 2017, organized by IIM Ahmedabad
  • Gupta N. and Utkarsh (2016) ‘Deepika Store: Delivering Value to Customers’ International Conference on Management Cases (ICMC), 1-2 December, 2016, organised by BIMTECH Noida
  • Utkarsh and Gupta N. (2016) ‘Message Strategy of Email Marketers: A Content Analysis’ Innovative Brand Building through Digital Marketing, 30th-31st January 2016, organized by IMI Delhi.
  • Utkarsh, Sangwan S and Agarwal P (2015) ‘Consumer Self Confidence and Subjective Product Knowledge Effect on Intention to Information Search and Dissemination’ ANZMAC Main Conference: Innovation and Growth Strategies in Marketing, 30th Nov to 2 Dec 2015, Published in Conference proceedings. ISSN 1441-3582.
  • Utkarsh, Maurya H., Medhavi S. (2014) Differences in Advertising Strategies of Service Marketers: A Content Analysis, at 8th NASMEI Marketing Conference organized by Great Lakes Institute of Management, Chennai.
  • Medhavi S. and Utkarsh (2013) Consumer Information Search Behaviour in Services: Review and Future Directions, at ICRM, 2013 organized by Curtin University Australia, IIT Delhi and XLRI Jamshedpur.
  • Utkarsh (2013) Pre-purchase Information Search Behaviour of Consumers in India: with special reference to Hotel Industry, at 6th Doctoral Colloquium organized by IIM, Ahmedabad.
  • Awards and Honours

  • Awarded ‘Late Dr. G. D. Sardana Memorial Young Scholar Award’ by BIMTECH, Noida, December, 2016.
  • Member, Scientific Committee, 1st International Annual Microfinance Research Workshop 2016, 15th – 16th July, 2016, organized by Burgundy School of Business, Dijon, France, Sahulat Micro Finance and FIIB, New Delhi.
  • Invited as Young Faculty Participant to 4th AIM-AMA Sheth Doctoral Consortium 2016, held at IMT Ghaziabad.
  • Awarded Junior Research Fellowship by University Grants Commission (UGC-JRF & NET), a fellowship for 5 years, to pursue research in India.


  • Not Applicable

Media Coverage

  • Not Applicable