MY STORY

Dr. Shamal Sheikh

I am Dr. Shamal Sheikh, an Assistant Professor at Vellore Institute of Technology (VIT), with academic training in commerce, management, and marketing research. My qualifications include B.Com, M.Com, MBA, UGC-NET, and a PhD in Marketing Research.

My work integrates teaching, research, and professional engagement, with a primary focus on marketing management, consumer behavior, and sales-related decision making. I engage actively with academic institutions, students, and professional audiences through structured teaching, research-informed training, and advisory work.

Academic Appointments & Affiliations

I currently serve as an Assistant Professor at VIT Business School, Vellore Institute of Technology.
I have also been affiliated with CMR University, Department of Management Studies, where I contributed to teaching and academic development.

Across institutions, my academic responsibilities have included:

  • University-level teaching

  • Curriculum delivery and academic mentoring

  • Research supervision and scholarly contribution

Research Orientation

  • My research work is primarily situated in marketing and consumer behavior, with particular interest in how individuals make decisions in response to product information, health cues, branding, and market structure.

    I have published peer-reviewed research in areas including:

    • Consumer acceptance and behavior

    • Functional and fortified food markets

    • Marketing strategy and decision frameworks

    • Socio-demographic influences on consumption

    My work has been published in journals, book chapters, conference papers, and research datasets, with sustained academic engagement reflected through citations and readership within the scholarly community.

    Research, for me, is not detached from practice. The insights derived from academic inquiry directly inform how I approach teaching, training design, and professional advisory work.

The Goal

Teaching & Academic Practice

As a faculty member, my teaching spans marketing management, marketing research, consumer behavior, and related business disciplines. I emphasize:

  • Conceptual clarity

  • Evidence-based reasoning

  • Application of theory to professional contexts

My approach to teaching is structured and analytical, encouraging students to move beyond surface understanding toward disciplined thinking and informed decision-making.

Training & Professional Engagement

In addition to academic teaching, I engage in training programs and professional development initiatives for:

  • Entrepreneurs

  • Corporate staff and employees

  • Sales and marketing teams

  • Students preparing for professional roles

Training topics commonly include sales effectiveness, marketing fundamentals, negotiation logic, consumer understanding, and professional communication. Programs are designed with academic rigor and practical relevance, avoiding generic or motivational formats.

Professional Philosophy

Across teaching, research, training, and consulting, my work is guided by:

  • Academic rigor with practical relevance

  • Research-led thinking

  • Structured and disciplined delivery

  • Focus on clarity, understanding, and execution

This integrated approach allows me to work effectively across academic institutions, corporate environments, and professional settings, while maintaining credibility in both scholarly and applied domains.

Areas of Expertise

  • Marketing Management

  • Consumer Behavior

  • Marketing Research

  • Sales and Market Decision-Making

  • Negotiation and Persuasion

  • Professional and Business Communication

How i work

My Professional Approach

1. Understand

I assess the context, participant profile, and objectives to ensure relevance.

2. Design

I structure research-informed frameworks aligned with clear learning outcomes.

3. Apply

I focus on application and execution within real professional settings.

Schedule a Consultation

Discuss objectives, context, and potential areas of engagement.

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