Dr. Prateek Khanna
Assistant Professor • Department of Business Administration / IBS Jaipur • ICFAI Business School, Jaipur
Short bio
Thirteen years of experience in academic, research, and institutional administration, with a strong record in teaching, publication, and placement mentorship. Research areas include Shopping Practices, Digital Media Consumption, and Branding.
Teaching
“Qui ne continue pas d'apprendre est indigne d'enseigner.” — Gaston Bachelard
Current & Previous Courses
Marketing Management
Faculty Course Module
Marketing Business Analytics
Faculty Course Module
Business Strategy
Faculty Course Module
Consumer Behavior
Faculty Course Module
Integrated Marketing Communication
Faculty Course Module
Service Marketing
Faculty Course Module
Platform as a Service
Faculty Course Module
Research & Development
“The Best for the Group comes when everyone in the group does what's best for himself AND the group.” — John Nash
Research Interests
- •Shopping Practices
- •Digital Media Consumption
- •Branding
- •Sensory Branding
- •Q-commerce Retailing
Projects
Public Management and Public Service Delivery Management of the Prayagraj 'Kumbh Mela'
2019Consultant Researcher
Experience & Education
Academic & Professional Experience
Assistant Professor
June 2023 – presentICFAI Business School, Jaipur
Assistant Professor and Founding Chair, Centre for Marketing Research and Communication.
Assistant Professor
May 2013 – May 2023Department of Business Administration, Shambhunath Institute of Engineering & Technology (Affiliated to AKTU, Lucknow; Approved by AICTE, Delhi), Prayagraj
Taught business administration courses, mentored students, and served as Deputy Placement Coordinator.
Education
SFRF
2023Indian Institute of Technology, Delhi
CFDP
2016Indian Institute of Management, Indore
Ph.D. (Doctorate of Philosophy) in Management
2013Master of Business Administration (Marketing)
2009Bachelor of Commerce
2007Publications
Showing 23 of 23 publicationsJournal papers, conference proceedings, book chapters, and academic publications.
Over-the-Top (OTT) Platforms: A Review, Synthesis and Research Directions
Khanna, P., Gupta, A., Sehgal, R., Dubey, A.M., Srivastava, R.
Marketing Intelligence and Planning, Emerald Insight
Examining the Role of Saving and Safety on the Buying Behavior: Lessons from the Indian Consumer's in COVID-19 Crisis
Khanna, P., Sehgal, R., Malviya, M., Dubey, A.M.
Benchmarking: An International Journal, Emerald Insight
Shopping Safety Practices Mutate Consumer Buying Behavior During COVID-19 Pandemic
Sehgal, R., Khanna, P., Malviya, M., Dubey, A.M.
Vision — The Journal of Business Perspective, Sage Publications
Identification of Success Factors for Mirzapur Web Series
Khanna, P., Malviya, M.
Shanlax International Journal of Management
The Impact of Sensory Branding on Consumer: A Case Study on Coca-Cola
Khanna, P., Mishra, S.
VSRD International Journal of Business and Management Research
Power of Senses in Branding and Its Impact on Consumer
Khanna, P., Mishra, S.
VSRD International Journal of Business and Management Research
Sustainable Urbanization for Future: Industry, Innovation and Infrastructural Challenges
Routledge, Taylor & Francis Group
Advances in Q-commerce Retailing: Perspectives, Challenges and Opportunities
Springer Palgrave Macmillan
Dynamics of Digital Media Consumption Behaviour: Content, Connectivity & Complexity
Emerald
Decoding the Transformation of Media Consumption in the Digital Age
Sehgal, R., Khanna, P., Gupta, A.
Dynamics of Digital Media Consumption Behaviour: Content, Connectivity & Complexity, Emerald
Swipe, Watch, Repeat: How Jio Tadka Is Redefining Short-Form Entertainment in India
Khanna, P., Sehgal, R., Gupta, A.
Dynamics of Digital Media Consumption Behaviour: Content, Connectivity & Complexity, Emerald
Hiding Sensitive and Sexual Wellness Products from Children: A Case of Blinkit’s Parental Control
Khanna, P., Sehgal, R., Varsha, Gupta, A.
Advances in Q-commerce Retailing: Perspectives, Challenges and Opportunities, Palgrave Springer
Social Security and Welfare Measures in Gig Economy: A Case of Retail Sector in India
Sehgal, R., Khanna, P., Gupta, A., Dubey, A.M.
Advances in Q-commerce Retailing: Perspectives, Challenges and Opportunities, Palgrave Springer
Internet-of-Things (IoT)-Powered Smart Agriculture: Enabling Fields to Communicate
Khanna, A., Mishra, A.K., Prasad, A.K., Khanna, P., Dubey, A.M.
Sustainable and Smart Farming Eco-systems: Changing Landscapes in the Age of Technology, Emerald
EdTech Start-ups: A Mode of Transformation in Teaching Learning
Khanna, P., Sehgal, R., Malviya, M., Dubey, A.M.
Indian SMEs and Startups: Growth Through Innovation and Leadership, World Scientific Singapore
Change in Buying Behaviour of Indian Consumers Post COVID-19 Crisis: A New Normal
Khanna, P., Sehgal, R., Dubey, A.M., Malviya, M.
Managing and Strategizing Global Business in Crisis, Routledge, Taylor & Francis Group
Industry 4.0: A Paradigm Shift in Technological Approach for Business Organization and Society
Sehgal, R., Khanna, A., Dubey, A.M., Khanna, P.
Sustainability in the Gig Economy — Perspectives, Challenges and Opportunities in Industry 4.0, Springer Nature
The ethical dilemma of influence: beyond the AI and #Hashtag
Khanna, P.
adgully.com
IndiGo Sneezes, Aviation Industry Catches a Cold
Khanna, P.
ThePrint
Problematic Convenience Leads to Overspending in Quick Commerce
Khanna, P.
ET Brand Equity
Can KSBKBT Season 2 Survive in the OTT Era?
Khanna, P.
Medianews4u.com
FOMO: A Fear That’s Raising Our Risk of Stampedes Like the One in Bengaluru Over RCB’s IPL Victory
Khanna, P.
Livemint
Education Trapped in the Web of the Numbers Game
Khanna, P.
ET Education
Honors & Awards
Best Teacher Award 2022
SIET Prayagraj • 2022
Ph.D Supervision
Impulsive Buying and Overspending Patterns in Q-Commerce: A Study of Generation Z Consumers in India
Arun Prasad (Enrolment No 25JPPHNDMS006) - Status: Synopsis Approved
A Study on the Effectiveness of Micro-Drama Marketing on Consumer Purchase Intention towards Health and Wellness Products in Urban India
Ankur Tharwan (Enrolment No – 25JPPHDDMS004) - Status: Synopsis Approved
Analysis of Social Media Addiction on Students' Academic Performance in the Indian Context
Mukesh Prajapati (24RDCDIUJDD01006) - Status: Synopsis Approved
Conferences Organized and Paper Presentations
Digital Transformation in Marketing for Sustainable Growth
2024Co-Convener, Two-Day International Conference, ICFAI Business School, Jaipur
Critical Success Factors of Quick Commerce: A New Age of Retailing
2025IMS Unison University, Dehradun
Innovating the Future: Start-Up’s Road to Disruptive Innovation in the Digital Era
2024IMS Unison University, Dehradun
Pursuit of Leisure: Adoption of Over-the-Top (OTT) Among Indian Homemakers
2023IIM Ahmedabad
Determinants for Adoption of Over-the-Top (OTT) Platforms Among Generation Z
2022IIM Indore
Yoga: A New Sustainable Approach Towards a Healthy Lifestyle
2022BIT Mesra
A Study on Effectiveness of Digital Marketing and Its Impact
2017AITM Varanasi
How Social Engineering Becomes a Cyber Threat
2016Institution of Engineers (India), Allahabad Centre
Influence of Sensory Branding on Consumer Behavior
2012AIET National Seminar
Analysis of Sensory Branding: Evidence of Food Outlets in Allahabad
2011AIET National Seminar
Certification Courses
Marketing Management-II: A Practical Approach
2022NPTEL Online Certification (8-week course)
Services Marketing: A Practical Approach
2022NPTEL Online Certification (4-week course)
Marketing Management-I
2021NPTEL Online Certification (8-week course)
Consumer Behavior
2021NPTEL Online Certification (8-week course)
Faculty Development Programmes
Residential FDP
2016Indian Institute of Management Indore
FDP
2016VEC AKTU at IIT Kanpur
FDP
2015Teaching-Learning Cell, IIT BHU & IIT Madras, at IIT BHU Varanasi
Outcome Based Education Implementation and Best Practices
2024ICFAI University, Jaipur
Services Marketing: A Practical Approach
2022NPTEL-AICTE FDP
Research Support Services in Academic Institutions
2021ATAL Academy and Dayalbagh Educational Institute
Data Analysis Using SPSS
2020CMS, Jain (Deemed-to-be-University)
Impactful Online Teaching and Student Engagement
2020USERC with CCE-UPES Dehradun and Vigyan Bharti
Innovative Teaching Learning Methodologies
2020Coimbatore Institute of Technology
Research Methodology: Tools & Techniques
2020IILM Greater Noida
Entrepreneurship Development
2019SIET Allahabad-AKTU
Data Mining
2018SIET Allahabad-AKTU
Research Methodology, Teaching Techniques & Current Technological Trends
2017SIET Allahabad-AKTU-CSI & Institution of Engineers (India)
Using Blended MOOCs in Management Education
2016IIM Bangalore
Art and Science of Teaching
2014SIET & Oxford University Press Workshop, SIET Allahabad
Communication Skills
2013SIET & Indian Society for Technical Education Workshop, SIET Allahabad
Certificate Course Conducted
Research Methods and Data Analysis
2021Conducted for students of the Department of Business Administration, SIET, Prayagraj
Other Credentials and Professional Activities
Session Chair
2026Conference 'AISDTBM-2026', Birla Institute of Technology, Mesra, Patna Campus
Reviewer
2026FAMAC2026: Finnish Academy of Marketing 5th International Annual Conference, Tampere, Finland
Reviewer
2025FAMAC2025: Finnish Academy of Marketing 4th International Annual Conference, Tampere, Finland
Reviewer
Marketing Intelligence and Planning, Emerald Insight
Reviewer
Vision — The Journal of Business Perspective, Sage Publications
Reviewer
IJICBM, Inderscience
Reviewer
IJAMS, Inderscience
Reviewer
International Journal of Systems Assurance Engineering and Management, Springer Nature
Reviewer
Frontiers in Communication
Member
All India Management Association & Allahabad Management Association
Question Paper Setter
APJ Abdul Kalam University, Lucknow
Contact Information
Campus Address
Jaipur, Rajasthan