Dr. S. Senith

Dr. S. Senith is an academician, researcher, and management professional with expertise in Social Media Marketing, Digital Marketing, Business Analytics, Marketing Analytics, HR Analytics, Business Intelligence, Predictive Modelling, Artificial Intelligence, and Strategic Communication. She holds a Ph.D. in Management with specialization in Social Media Marketing from Bharathiar University, Coimbatore, an M.Phil. in Management from Karunya University, and an MBA in Marketing and Human Resource Management from Anna University. She has also pursued a Post Graduate Program in Business Analytics from Purdue University.

Her key areas of academic and professional expertise include Social Media Marketing, Digital Marketing, Business Analytics, Marketing Analytics, HR Analytics, Business Intelligence, Predictive Modelling, Machine Learning, Artificial Intelligence in Marketing, Consumer Behaviour, Marketing Research, and Brand Management. Dr. Senith has expertise in teaching contemporary management and analytics subjects, including Business Intelligence using Tableau, Business Analytics, Marketing Analytics, HR Analytics, Statistics for Business, Predictive Modelling, Machine Learning, Quantitative Techniques, Business Research Methods, and Artificial Intelligence applications in Marketing. Her teaching approach focuses on integrating management concepts, analytics, technology, and practical industry applications.

Her research interests primarily focus on Marketing Research, Social Media Marketing, Marketing Analytics, HR Analytics, Business Intelligence, and Predictive Modelling. She has published numerous research papers covering areas such as social media behaviour, psychographic segmentation, consumer behaviour, branding, higher education branding, video marketing, customer conversion, customer retention, predictive analytics, and digital marketing. Her research has been published and presented in various national and international academic journals, conferences, and forums, including research engagements associated with institutions such as IIM Bangalore and IIM Indore.

Dr. Senith has authored five books in the areas of marketing, branding, consumer behaviour, and digital media, including Influence of Branding on Diet of Human Being, Progress and Prospects of Cement Industry in India, Issues in Mobile Advertising, Consumer Buying Decision Making in Big Bazaar, and Social Media Marketing.

She has participated in and presented research at several national and international conferences and has served as a technical session chairperson and rapporteur at academic conferences. She has also participated in professional development programmes and workshops covering Management Research, Research Methodology, Structural Equation Modelling, Social Media Marketing, Business Research, and contemporary management practices. She is associated with professional and academic organisations including the European Centre for Research and Development, United Kingdom, and the International Society for Development and Sustainability, Japan, and has also contributed as a journal reviewer.

At Karunya Deemed University, Dr. Senith currently holds several strategic responsibilities, including Head – Branding & Promotions, Head – Karunya Media Centre, Head – School of Media, and Communication Officer. As Head – Branding & Promotions, she leads and contributes to institutional branding, digital marketing, social media communication, promotional campaigns, creative content, and brand visibility initiatives. As Head – Karunya Media Centre, she oversees media and content initiatives including institutional video production, photography, digital content, studio production, live production, and strategic visual communication.

As Head – School of Media, she contributes to media education, curriculum development, industry engagement, practical learning, and academic initiatives in the field of media. In her role as Communication Officer, she contributes to institutional communication, strategic messaging, digital communication, media content, and internal and external communication. Through these roles, Dr. Senith brings together her expertise in management, marketing, analytics, media, branding, and strategic communication, contributing significantly to the academic and institutional development of Karunya Deemed University.