Manisha Mathur
Associate Professor
Manisha Mathur
Associate Professor
Academic Appointment(s)
James M. Hull College of Business
Department of Hull College of Business
- MMATHUR@augusta.edu
Education
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Ph.D., Business Administration and Management, General University of Mississippi, 2014
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MBA, Business Administration and Management, General University of Mississippi, 2009
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BS, Botany/Plant Biology University of Delhi, 1993
Certifications
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Analytics 2021
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Google Ads Search 2021
Awards & Honors
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Excellence in Teaching Award James M. Hull College of Business, Augusta University, 2026
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Outstanding Faculty Award Augusta University, 2025
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Best Paper in a Research Track Award Association of Marketing Theory and Practice, 2025
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Faculty High Impact Award James M. Hull College of Business, Augusta University, 2025
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Faculty Innovation and Engagement Award James M. Hull College of Business, Augusta University, 2025
Courses Taught Most Recent Academic Year
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MKTG 3710
Buyer Behavior
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MKTG 3770
Intro to Digital Mktg.
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MKTG 4740
Marketing Research
Teaching Interests
My teaching interests lie at the intersection of consumer insight generation, behavioral analysis, and digital technology-driven marketing. I am particularly committed to helping students understand how data, theory, and digital tools can be integrated to create evidence-based marketing decisions. Overall, I aim to cultivate analytical thinking, problem-solving, and decision-making abilities in students as they develop applied marketing skills that create value for both organizations and society.
Scholarship
Selected Recent Publications
- Digital Opportunity Assessment in International Markets, 2023
Journal Article, Academic Journal - Differing Paths to Organizational Performance: Strategic Implications of Resource Transformation and Capability Reinforcement, 2023
Journal Article, Academic Journal - Leveraging Consumer Personality and Social Media Marketing to Improve a Brand's Social Media Equity, 2022
Journal Article, Academic Journal - Who Pulls the Strings: Firm Strategy or Firm Environment in Controlling Firm Risk?, 2021
Journal Article, Academic Journal - Improving the Value of the Retailer Brand Through Social Media Equity, 2020
Journal Article, Academic Journal
Research Interests
My research interests center on interrelated areas within the marketing discipline, including digital marketing, artificial intelligence, healthcare marketing, and cybersecurity. By integrating perspectives from finance, healthcare services, and information security, my work investigates how organizations can leverage technology and data-driven insights to strengthen customer relationships, enhance trust, and improve strategic performance in evolving digital environments.
College Service
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Program Coordinator for BBA with a Concentration in Digital Marketing 2022 - Present
Role: Other
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Proposed and Developed a New Course: MKTG 4710: Consumer Behavior and Market Insights in Hospitality (Fall 2026). 2025 - 2026
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Proposed and Developed a New Course: MKTG 4730: Strategic Marketing in Hospitality (Fall 2026). 2025 - 2026
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Faculty Search Committee 2026 - 2026
Role: Committee Member
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Strategic Planning Committee 2025 - 2026
Role: Committee Member
University Service
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AU Senate-AI Sub-Committee of the Faculty Development Committee 2024 - Present
Role: Committee Member
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AU Senate-Faculty Development Committee 2022 - Present
Role: Committee Member
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AU Senate-Faculty Governance and Communication Committee 2025 - 2026
Role: Committee Member
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AU Presidential JAGUAR Team 2025 - 2026
Role: Committee Member
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"Pancakes and Partnership" Celebration of Community-Engaged Learning and Partnership 2025
Role: Faculty Advisor
Professional Service
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Journal of Applied Marketing Theory and Practice 2022 - Present
Role: Editorial Review Board Member
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The Annual Americas Conference on Information Systems (AMCIS) 2024 - 2025
Role: Track Organizer
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Association of Marketing Theory & Practice - 2025
Role: Session Chair
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Association of Marketing Theory and Practice 2024 - 2025
Role: Track Organizer
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Journal of Marketing Analytics 2024 - 2024
Role: Reviewer, Journal Article