Dr. Poonam Sharma

Dr. Poonam Sharma is a seasoned academic and professional, currently serving as Faculty in the area of Marketing and Chair International Relations at Jaipuria Institute of Management. With over 30 years of experience across industry and academia, she brings a rich blend of practical insight and scholarly depth to her work. Her teaching and research interests lie in Marketing Strategy, Branding, Consumer Behavior, and Digital Marketing, and she has presented and published her research at several prestigious national and international platforms.

Dr. Sharma participated in a faculty exchange program at Whitireia and WelTec, Auckland, New Zealand, in 2018, where she taught Marketing Strategy, further enriching her global academic experience. She also held position of Adjunct Faculty at Eastern Mennonite University, Virginia, reflecting her ongoing international engagement.

She has received multiple accolades, including Best Research Paper Presentation Awards and the Best Faculty Award for Mentoring and Teaching, recognizing her contributions tovboth research and student development. In her role as Chair International Relations, she actively drives global academic collaborations, student mobility programs, and faculty exchange initiatives, contributing significantly to the institute’s  internationalization efforts.

On a personal front, Dr. Sharma is passionate about traveling and exploring diverse cultures, which complements her professional interest in global education and cross-cultural learning.

Ph.D.

Total Experience: 30 Years
Academic: 25 Years
Industry: 5 Year

Research Paper Published

Sharma P, Dang A (2024). The Rise of Pop-Up Retail: Investigating the Success of Experiential Design within Pop-Up Stores in Delhi NCR Region has been published in Conference Book “Seeds for Innovation – Pioneering sustainable horizons”, Bloomsbury.

Sawhney A, Pandey, AK, Sharma, P (2023) ""Examining the role of bank performance on social media platforms: a SEM approach"" has been published in the International Journal of System Assurance Engineering and Management, a Scopus-indexed Q2 publication, BMA category.

Sharma, P., Sawhney A, (2023) “Walking the Talk: The Marketing Strategy of Louboutin’s Iconic Red Soles”, Bloomsbury Publishing India Pvt. Ltd.

Jain, A., Sharma, P. and Meher, J.R. (2023), ""Effects of online platforms on learner's satisfaction: a serial mediation analysis with instructor presence and student engagement"", International Journal of Information and Learning Technology,

Aastha Sawhney, Vandana Ahuja, Poonam Sharma (2022), Role of Social Media in Indian Banking sector IGI Global Publisher of Timely Knowledge.

Srivastava S, Pathak D, Mishra R, Sharma P (2021). Boosting job satisfaction through emotional Intelligence: A study on health care professionals, Journal of Health Management, Indian Institute of Health Management, Sage publication.

Sharma, P, Singh, S, Misra, R. (2020) Wine related lifestyle segmentation in the context of Urban Indian consumer published in the International Journal of Wine Business Research, Emerald Publishing Limited 1751-1062, ISSN: 1751-1062

Kumar, S., Sharma, P. (2019) Contribution of Tourism to Employment and Economic growth: An Application of data Envelopment Analysis published in Review of Business and Technology Research, Vol. 15, No. 2, 2018, ISSN 1941-9406.

Sharma, P., Agarwal, S. (2018) Responsible Branding: That is the Toms Mission. Journal on Responsible Humane Strategies for Gender, Equality, Empowerment and Leadership, Bloomsbury publishers.

Sharma, P., Yadav, N. (2017) Quality of mobile applications: literature review for identification of quality factors, Volume 5, Number 4, October – December’ 2016 ISSN (Print): 2319-9016, (Online): 2319-9024 PEZZOTTAITE JOURNALS.

Sharma, P., Srivastava, P. (2016), Vini Cosmetics: the blue ocean strategy to unlock new markets and boost profits, Int. J. Entrepreneurship and Innovation Management, Vol. 20, Nos. 5/6. Inderscience Publishers (revised and expanded version)

Sharma, P., Srivastava, P. (2015), Vini Cosmetics: Creating Niche Products for masses. In G.D Sardana & T. Thatchenkery, Capability building for Organizational Transformation: Management cases from multiple Disciplines

Sharma, P, Singh, Neha. Yadav, Pooja (2014). Co-Creation a new embryo to enhance tourism experience using social media, a conceptual approach. Review of business and Technology research, Vol. 10. No.1.

Sharma, P., Coburn, V., Engle, M., Smith A. (2013). Marketing information technology to the bottom of the pyramid market case study: The Aakash tablet. In International Journal of Technology Marketing. Inderscience Publishers (revised and expanded version).

Sharma, P., Coburn, V., Engle, M., Smith, A. Marketing information technology to the bottom of the pyramid market case study: The Aakash tablet. In International Journal of Technology Marketing. Inderscience Publishers (revised and expanded version). sent for publication

Sharma, P., Coburn, V., Engle, M. (2012). Aakash Tablet – Step towards Becoming a Marketing Superstar. In G.D Sardana, & T. Thatchenkery, Capability building for Organizational Transformation: Management cases from multiple Disciplines (pp.231-240). Bloomsbury Publishing India PVT. Ltd.

Sharma, P. (2012). Destination branding. Int. J. Indian Culture and Business Management, Vol. 6, No. 1, 2013. Inderscience Enterprises Ltd. (revised and expanded version)

Sharma, P., Kakoti Asha (2012). Aravind Eye Hospital. Int. J. On Globalisation and Small Business, Vol. 4, Nos. 3/4. Inderscience Enterprises Ltd. (represented with slight changes)

Sharma, P., Kakoti Asha (2011). Aravind Eye Hospital: McDonalds of Cataract surgery. In G.D Sardana, & T. Thatchenkery, Building Competencies for Sustainability and Organizational Excellence: Management Cases (pp.84-91). Macmillan Publishers India Limited.

Sharma, P. (2010). Destination Branding Strategy: A case study of Madhya Pradesh. In H.P Gupta & T. Thatchenkery, Leveraging Global Competitiveness for Organizational Excellence: Management Cases (pp.501-509). New Delhi: Macmillan Publishers India Limited.

Sharma, P. (2010). The Growth Pattern of Women-run Enterprises. In a Review of Professional Management, A Journal of New Delhi Institute of Management, Volume -8, Issue two, (pp 118-122).

Sharma, P. (2009). Branding with cause: A Strategic Marketing ‘Mantra’. In fortune Journal on International Management, New Delhi in Vol. 6, (pp 29-47).

Sharma, P. (2009). Global Education: Challenges in India. In a Review of Professional Management, A Journal of New Delhi Institute of Management, Volume -7, Issue one, (pp 1-11).

Sharma, P. (2009). Shopper’s Stop – Rebranding as “New”. In G.D Sardana, & T. Thatchenkery, Enhancing organizational performance through strategic initiatives: Handbook of management cases (pp.226-233). New Delhi: Macmillan Publishers India Limited.

Sharma, P. (2008). WalMart – Rebranding as Green. In B.S Sahay, T. Thatchenkery, & G.D Sardana, Handbook on Management cases (pp. 82-88). New Delhi: Allied Publishers Private Limited.

Sharma, P. (2007). Building a Global Competitive India. In HRM Review, (pp. 42-48). New Delhi: The ICFAI University press.

Sharma, P. (2007). Art of living foundation in India: The Marketing strategies. In B.S Sahay, Roger Stough, & G.D Sardana, Cases in Business Management (pp. 514-522). New Delhi: Allied Publishers Private Limited.

Sharma, P. (2006). Coffee Café Day. In B.S Sahay, Roger Stough, & G.D Sardana, Cases in Business Management (pp. 390-400). New Delhi: Allied Publishers Private Limited.

Sharma, P. (2006). Sensory Branding- It makes (Five) senses. In N. Islam, Wann-Yin Wu, & P R Agrawal, Managing Competitiveness in the Knowledge Economy, Proceedings of APMC-XII. Bangkok (CD).

Achievements and Awards

Special Achievements

Best faculty Award for Teaching at Jaipuria Institute of Management, Noida. August 2025.

Best Research Paper Presentation Award in the Second International Conference SEEDS, at Middlesex University, Dubai, 17-18 December 2024.

Best Faculty Award based on mentoring at Pan Japuria 12th Faculty Development Programme, Future of Management Education, 10-11 May 2024.

Best Research Paper Presentation Award in the fourth International Conference on Intelligent Engineering and Management, Amity University, London, 9-11 May 2023.

Successfully Completed “Story Telling in the Workplace” offered by Edx, an online learning initiative of Harvard and MIT, 19 April,2023

Successfully completed GSE2x: Leaders of learning a course of study offered by HarvardX, an online learning initiative of Harvard University, April 24, 2021.

Successfully completed four- weeks Academic Leadership Programme conducted by Ureka Education Group UK between 20 March and 17 April 2021.

NEN E-Week India 2013 Honour Roll for Jaipuria institute of Management Noida, amongst 400 institutes nationally

NEN E-Week India 2012 Honour Roll for Jaipuria institute of Management Noida, amongst 400 institutes nationally.

NEN E-Week India 2011 Champions Award for Jaipuria institute of Management Noida, amongst 400 institutes nationally.

E Week India Champion Runner up Award for Jaipuria Institute of Management Noida two years in a row in 2009 and 2010.

Conference Presentations

Papers Presented in Seminars/Conferences

Sharma, P., Sawhney A, (2023) “Walking the Talk: The Marketing Strategy of Louboutin’s Iconic Red Soles”, Bimtech ICMC.

Sawhney, A, Pandey A, Sharma, P, (2023) Examining the role of Bank Performance on social media platforms, fourth International Conference on Intelligent Engineering and Management, Amity University, London.

Sawhney, A., Ahuja, V, Sharma, P (2022) Modelling the Role of Antecedents Determining Bank’s Performance on Digital Platforms in a new Normal. International Conference of Management, IIM Amritsar.

Sharma, P., Kumar, S. (2018) Contribution of Tourism to Employment and Economic Growth: An Application of Data Envelopment Analysis”. MTMI International Conference, Virginia Beach, Virginia, U.S.A.

Sharma, P., Agarwal, S. (2018). Responsible Branding: That is the TOMS Mission. International Conference on Management Cases held at BIMTECH, Greater Noida. India.

Sharma, P., Srivastava, P. (2015). Vini Cosmetics: Creating Niche Products for masses. International Conference on Management Cases held at BIMTECH, Greater Noida. India.

Sharma, P, Singh, Neha. Yadav, Pooja (2014). Co-Creation a new embryo to enhance tourism experience using social media, a conceptual approach. MTMI International Conference, Virginia Beach, Virginia, U.S.A.

Sharma, P., Singh, Neha. Yadav, Pooja. (2013). Facebook collision with Leisure Travel Plan (A study of Indian Tourist in Dwarka Subcity presented at Conference on “Emergence of India as an Economic Superpower: Challenges and Opportunities” held at MLSU, Udaipur, India.

Sharma, P., Coburn, V., Engle, M. (2012). Aakash Tablet – Step towards Becoming a Marketing Superstar. Case presented at International Conference on Management Cases, held at BIMTECH, Greater Noida.

Sharma, P. (2011). Arvind Eye Hospital: McDonalds of Cataract surgery. Case presented at International Conference on Management Cases, held at BIMTECH, Greater Noida.

Sharma, P. (2010). Destination Branding: A case study of Madhya Pradesh. Case presented at International Conference on Management Cases, held at IME, Ghaziabad

Sharma, P. (2008). Wal-Mart – Rebranding as Green. Case presented at International Conference on Management Cases, held at IMT, Ghaziabad.

Sharma, P. (2007). Art of living foundation in India: The Marketing strategies. Case presented at International Conference on Management Cases, held at IMT, Ghaziabad.

Sharma, P. (2007). Green Branding. Case presented at National Conference, held at Jaipuria Institute of Management, Noida.

Sharma, P. (2006). Café Coffee Day. Case Presented at International Conference on Management Cases, held at IMT, Ghaziabad.

Sharma, P. (2006). Sensory Branding: It makes (Five) senses. Paper presented at Asia Pacific Management conference (APMC-XII) held at AIT, Bangkok.

Sharma, P. (2006). Global Competitive India. Paper presented at National Conference on Global Competitiveness, held at IIM, Kozhikode.

Sharma, P. (2005). Miles to go and promises to keep: Philips. Paper Presented at marketing conference, Horizon’05, held at Jaipuria Institute of Management, Noida.

Case Studies and Patents

Sharma, P., Sawhney A, (2023) “Walking the Talk: The Marketing Strategy of Louboutin’s Iconic Red Soles”, Bloomsbury Publishing India Pvt. Ltd

Sharma, P., Agarwal, S. (2018) Responsible Branding: That is the Toms Mission. Journal on Responsible Humane Strategies for Gender, Equality, Empowerment and Leadership, Bloomsbury publishers

Sharma, P., Srivastava, P. (2016), Vini Cosmetics: the blue ocean strategy to unlock new markets and boost profits, Int. J. Entrepreneurship and Innovation Management, Vol. 20, Nos. 5/6. Inderscience Publishers (revised and expanded version)

Sharma, P., Coburn, V., Engle, M., Smith, A. (2012) Marketing information technology to the bottom of the pyramid market case study: The Aakash tablet. In International Journal of Technology Marketing. Inderscience Publishers (revised and expanded version).

Others

Industry Experience

Manager Operations (Feb. 1999 - June 2000), Creative Digital Technology, Chandigarh.

Sr. Executive, Retail & Hire Purchase (June 1998 – Jan. 1999), Lloyds Finance Limited, Chandigarh.

Branch-in-Charge (Aug. 1997 - June 1998), Lloyds Finance Limited, Jalandhar.

Executive (Sept. 1995 - July 1997), Lloyds Finance Limited, Ludhiana.

International Experience

In person Teaching - (Oct. 2018 – Dec.2018). Marketing Strategy. Undergraduate Programme. Whitireia & WelTech, Auckland, NZ.

Online Teaching - (Jan. 2016 - April 2016). Marketing Strategy, Postgraduate Programme. Eastern Mennonite University, Virginia, U.S.A

Online Teaching - (Sept. 2015 - Dec. 2015). International Marketing, Undergraduate Programme. Eastern Mennonite University, Virginia, U.S.A

Online Teaching - (1st Sept. - 9th Dec. 2013). International Marketing, Undergraduate Programme Eastern Mennonite University, Virginia, U.S.A.

Hybrid Teaching as Adjunct Faculty (online and on EMU campus) - (1st Jan - 30th April 2012). Marketing Strategy and Research, MBA Programme, Eastern Mennonite University, Virginia, U.S.A.

On campus teaching as Guest Faculty - (1st June - 19th June 2011). Eastern Mennonite University, Virginia, U.S.A.

Online Talks - (4th Feb 2010 & 4th March 2010). MBA Programme, Eastern Mennonite University, Virginia, U.S.A.

Paper Presentations:

Paper Presentation (Dec.2024). The Rise of Pop-Up Retail: Investigating the Success of Experiential Design within Pop-Up Stores in Delhi NCR Region, Middlesex University, Dubai.

Paper Presentation (May 2023). “Examining the role of Bank Performance on social media platforms”. Fourth International Conference on Intelligent Engineering and Management, Amity University, London

Paper Presentation (Sept. 2018). “Contribution of Tourism to Employment and Economic Growth: An Application of Data Envelopment Analysis”. MTMI annual International Annual Conference, held at Virginia Beach, Virginia, U.S.A.

Paper Presentation (Sept. 2014). “Co-Creation a new embryo to enhance tourism experience using social media, a conceptual approach. MTMI International Conference, Virginia Beach, Virginia, U.S.A.

Paper Presentation (Oct. 2006). “Sensory Branding - It makes (five) senses”. AIT International Conference, Bangkok, Thailand.

Areas covered:

Marketing Strategy

Blue Ocean Strategy

Branding and Innovation

Branding and Brand Vision

Destination Branding

Sensory Branding: It makes (Five) senses.

Seminars/Conferences/Academic Events attended

Canva Commune networking reception event at Australian High Commission, New Delhi, February 13, 2025.

Session Chair at Multidisciplinary International Conference 2025 at IPEM Ghaziabad, February 7-8, 2025.

Expert at Course Rationalization Meeting || Marketing Management || Board of Studies, Symbiosis Institute of Business Management, Noida, January 29, 2025.

Taste the Wonders of Australia, networking reception at Australian High Commission, New Delhi. March 7, 2024

Viksit Bharat, FICCI Annual General meeting & Annual Convention, November 21, 2024

Australia India Business Exchange Business Reception at Australian High Commission, September 27, 2022

Education Leadership Summit 2022 presented by Microsoft, an initiative of E-Government, November 23, 2022.

Te-Pukenga International Education Launch Dinner at New Zealand High Commission, New Delhi, August 9, 2022.

Knowledge Summit in Lyon France, Oct 10-11, 2019.

JAMC Conclave on “India’s love affair with luxury”, Taj Mansingh, New Delhi. Jan 11, 2019.

Indo Canadian Business Chambers Annual General Meeting, September 12, 2019.

Faculty Development Programme on Research Methodology and Data Analysis, June 21-22., 2018.

International conference on Youth 2025 at Jaipuria Institute of Management, Jaipur, Chaired session, 16th -17th March 2018.

QS BRICS University Ranking, 2018 Edition - Official launch and Round-table discussion, 22nd November,2017

MBA Universe 8th Indian Management Conclave, August 4-5, 2017.

ICMAPRANE, Noida, Chaired session on Emerging Marketing Practices, 10th & 11th Feb. 2017.

Focus Group Discussion (FGD) on Active Citizens India Programme, 12th July 2017, British Council, New Delhi.

Aambra Foundation Triannual seminar series, She Speaks, IHC, New Delhi, Feb 3, 2017.

India-UK Higher Education Summit & India-UK Tech Summit, Hotel Taj Palace, New Delhi, Nov 7-9, 2016.

People Matters Media Pvt. Ltd. - “Are you in the List” Awards Ceremony for future HR Leaders at Crowne Plaza, Gurgaon, India, Jan. 22, 2015.

One-day conference by MART - “Innovations in Emerging Markets - Solutions for the Masses” at India Habitat Centre, India. March 7, 2014.

Deans & Directors Workshop – “Building Institutions of Higher Technical Education for Tomorrow” at IMI New Delhi, India, Dec. 26 - 27, 2013.

One-day conference by MART - “Innovations in Rural Markets” at India Habitat Centre, India, March 2013.

Full day certified training programme - The future of Marketing by Dr. Philip Kotler, The Leela Kempinski, Gurgaon, March 14, 2013.

AIMA 3rd Marketing Congress, Marketing Myopia 2.0. Le Meridian, New Delhi, Feb 15 and 16, 2013.

NEN, Mentoring Skills Finishing School, Asia Pacific Institute of Management, New Delhi 30th Jan, 1st Feb, 2nd Feb, 2013.

TiEcon,” Entrepreneurship- Thriving in Chaos”, Taj Palace, New Delhi, 28th and 29th September 2012.

Fourth International Accreditation Conference 2011, PHD House, New Delhi, 7th and 8th November 2011.

Workshop on Management Education – The Road ahead: Meeting the Challenges of Globalization at IIM Calcutta, 14th and 15th October 2011.

NEN workshop on Business Models and Business Plans: Getting it Right at IIT Delhi on Sept. 2nd – 4th, 2011.

The Innovation Educators’ Conference at ISB, Hyderabad on 29th and 30th April 2011

The Pitch CMO Summit on Slowdown Superstars: Success mantras from India’s Top Marketers, Case Studies and Strategy sessions, at Taj Hotel, New Delhi, 2009.

One Day Non-Residential MDP on Brand Samurai, at India Habitat Centre, New Delhi, 7th March, 2008.

The NEN-Stanford-IIMB EEC Module no. 2: Entrepreneurship Fundamentals-concepts, skills and case method, from at IIMB organized by NEN, Jan 9th -11th, 2008

Undertook Executive Training/MDP/FDP/Workshop for

Aspiring Graduates on Personal Branding (2025)

ITEC on International Relations Opportunities (2022)

IOCL on Brand Management- Achieving Customer Excellence (2017)

IOCL on Brand Management- Achieving Customer Excellence (2016)

NTPC on Branding your Business (2013)

Sales Managers of Public Sector Fertilizer Companies (2011)

Transport Corporation of India on Marketing (2009 – 2011)

Entrepreneurs and promoters in MSME on Marketing Management (2010)

The employees of Transport Corporation of India in Marketing, (2009)

Marketing Faculty on “Advances in Marketing”, June 1 - 14, (2009)

Entrepreneurs and promoters in MSME on Marketing Management organized in association with Ministry of Micro, Small and Medium Enterprises (MSME), Feb. 22- 26 (2010)

Areas covered:

Branding

New Trends in Marketing

Sales Management

Teaching through case method

Internationalization

Personal Branding

Internationalization