Description:
Prof. Nigam holds a Ph.D. in marketing from the Indian Institute of Management, Lucknow. He teaches courses in the domain of marketing and business analytics. He teaches Marketing Management to Healthcare professionals, Marketing Analytics, Data Visualization (Power BI), Advanced Spreadsheet Analytics (including VBA), Business Statistics, and Programming for Analytics using R courses. He has taught consumer behavior, digital marketing, and marketing research. At BITS, he regularly conducts workshops on Generative AI applications for business, advanced research methodologies like conditional process analysis using R, and qualitative research methodology.
Prof. Nigam's areas of research interest are business (marketing) applications of GenAi, Big Data, Blockchain, Artificial Intelligence, Gamification, Sports Marketing, Digital Marketing, Pricing, and Promotions. He has published more than 20 research papers in various reputed journals, like the Journal of Business Research, Journal of Strategic Marketing, and Industrial Management & Data Systems, among others.
At BITS, he looks after departmental academics and webinar activities.
An Institute of Eminence
