Dr.M.Sivagnanasundaram (“Siva”) is a Professor of Marketing at Jagdish Sheth School of Management. He currently serves as the area chair and as the faculty in charge of AIM-Parasuraman center for service excellence. He obtained his Ph.D. from National Institute of Technology, Trichy for his thesis on Consumer adoption of self-service technologies. He received his MBA and B.E degrees from Madurai Kamaraj University. He has about two decades of experience in teaching and about five years of experience in Industry. Before Joining Jagdish Sheth School of Management, he was working with Institute of Management Technology, Hyderabad. At IMT Hyderabad, Dr. Siva has taught B2B Marketing, Services Marketing, and Marketing Research courses and introduced new courses like Marketing Analytics & Marketing Metrics. He was instrumental in driving change as Area Chairperson- Marketing and IQAC Chairperson. Dr. Siva had been associated with Kirloskar Institute of Advanced Management Studies, Harihar as well. Besides teaching Marketing courses at KIAMS he was actively involved with designing and delivering MDPs in the marketing area to the Kirloskar group executives.
Dr.Siva has been regularly conducting workshops on Structural Equation Modelling (SEM), Data Analysis using SPSS. He teaches Marketing Analytics course through Python.
His research interests are in the areas of, Cause related marketing, Choice modelling, Impulse purchase, and Consumer evaluation of user reviews.