Manisha Mathur
Associate Professor
Academic Appointment(s)
James M. Hull College of Business
Department of Hull College of Business
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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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 Innovation and Engagement Award
James M. Hull College of Business, Augusta University, 2025
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Faculty Research Award
James M. Hull College of Business, Augusta University, 2024
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Nomination, Hull College of Business Research award
Hull College of Business, 2023
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
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MKTG 6700
Marketing Management
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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Promotion & Tenure Committee
2024 - 2025
Role: Committee Chair
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Academic Affairs Committee (AAC)
2024 - 2024
Role: Committee Member
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Academic Affairs Committee (AAC)
2024 - 2024
Role: Committee Chair
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Executive Committee
2023 - 2024
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-Louis K. Bell Research Award Committee
2024 - 2025
Role: Committee Member
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AU Senate-Louis K. Bell Research Award Committee
2023 - 2024
Role: Committee Member
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AU Senate-Faculty Governance and Communication Committee
2019 - 2022
Role: Committee Member
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
