Digital Consumer Behaviour
E-Commerce and Digital Marketing
Price Promotions
Raghuram R is an Assistant Professor of Marketing at SPJIMR and has a Ph.D. in Marketing from the Indian Institute of Management Ahmedabad (IIMA). He has completed the Post Graduate Programme in Management for Executives (PGPX) from IIMA and a B.Tech in Chemical Engineering from Anna University. He was awarded the Chaudhary-Padmanabhan-Pant Award for scholastic performance by a first-year Ph.D. student at IIMA.
Raghuram has more than eleven years of industry experience in retail sales, B2B sales and operations management. His current research focuses on the unintended negative implications of digital marketing. His core research interests include digital consumer behaviour, electronic word of mouth, price promotions and the impact of digital marketing.
Ph.D. 2023
Focus: Marketing
PGPX, 2015
Major: General Management
B.Tech, 2001
Specialisation: Chemical Engineering
Digital Consumer Behaviour
E-Commerce and Digital Marketing
Price Promotions
Moorthy, J., Ramadoss, R., & Sankethi, A. R. (2025). Racing to stand out: The positioning dilemma of a new premium motorbike in an emerging market. Emerald Emerging Markets Case Studies. Emerald Publishing. https://www.emerald.com/insight/content/doi/10.1108/eemcs-07-2024-0321/full/html
Raghuram, R., & Moorthy, J. (2023). Automate empathy: Five steps to turn online customer rage into rave. Management Practice Insights (MPI). https://mpibyspjimr.org/articles/automate-empathy-five-steps-to-turn-online-customer-rage-into-rave
Raghuram, R. (2025). Free delivery vs price discount – The differential effect of different price promotions on overordering from food delivery apps. International Technology and Societal Impact (TaSIC) 2025. SPJIMR, Mumbai.
Das, S., Moorthy, J., Raghuram, R., “Visibility graphs for sales forecasting”, SPJIMR Chicago Booth India Quantitative Marketing Conference 2023, SPJIMR Mumbai
E-Business elective course PDEU, Gandhinagar, PGP 2nd year, 2021-23
E-Business and Digital Marketing elective course PDEU, Gandhinagar, PGDX-X programme, 2021-22
Visiting faculty at Pandit Deendayal Energy University, Gandhinagar, 2021-23
Teaching assistant for the IIMA PGP 2nd year course titled “Philosophical Foundation of Management,” 2021 (65 Hours)
Teaching assistant for the IIMA PGP 2nd year course titled “Marketing Services,” 2022 (20 Hours)
Deputy Manager (Operations), Chennai
Assistant Manager (B2B Lube Sales), Trichy
Sales Officer (Retail Lube Sales), Coimbatore
Research assistant to Prof Arvind Sahay in the project on the impact of DPCO3 and NLEM on the availability and access of scheduled and non-scheduled formulation, 2019
Mahindra Lifespace Developers Ltd, m-LEAP (Batch 2) (January 2025)