Dr.Deepa Unnithan

Dr.Deepa Unnithan


Dr.Deepa Unnithan, Dean is specialised in Entrepreneurship Development and Marketing. She is the Nodal Officer of Bhavan’s Innovation and Entrepreneurship Development Centre and Editor in Charge of college newsletter- Vijnan.

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She is an NSIDC A -grade certified trainer for Entrepreneurship and Management and also serves as the Mentor in Kerala Startup Mission panel and for MSMEs.She has industrial experience in different levels of management cadre in media and banking, and  teaches courses on Entrepreneurial development, Marketing electives as well as Ethics  for MBA courses and conducts regular workshops on scientific assessment of students’ entrepreneurial intention and  development of campus entrepreneurial culture to actively mentors startups from the campus to viable business models, as well as case writing. Her book, Student Entrepreneurship- A handbook on how to catch them young was published by Notionpress which got Rising Star badge for sales . She has presented papers in several elite conferences .Her research works and case studies are published in several refereed journals and serves as a Publons listed reviewer for Emerald Publishing, WoS Publications.
LinkedIn Profile - www.linkedin.com/in/dr-deepa-unnithan-ratish-14867650

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Education Credentials:

  • Ph.D. in Management from Bharathiar University, Coimbatore – Broad Area – Entrepreneurship Development
  • PGDM –AIU from SCMS, Kochi
  • BBA from Kerala University

Industrial Experience

  • Manager(Customer Relations) -Barclays
  • Personal Banker –HDFC Bank
  • Programme Manager-Jeevan Telecasting Corporation

Research Experience


1.(Book) Student Entrepreneurs- How to catch them young, Notionpress , April 2022
2.(Case Study)Fortune heart healthy oil: when a strong brand strategy hits a cardiac roadblock!Emerald Publishing, Emerald Insight · Jan 12, 2022
3.(Research Paper)Behavioural Prediction of Students' Entrepreneurship: A Neural network template for Early Identification of Entrepreneurs from the Campus-HUST Elsevier,May 2021
4.(Article)Smiling through the Sunset A Case Story on Elderly Mahila’s Wellness Programme for Urban Slum Community by Mahila Vibhag, Bharatiya Vidya Bhavan Kochi Kendra,Spetember 2020
5.(Case Study) “Masstige Positioning-One Plus way for Apple Amaze Owners”- NICOM-2020, International Conference Proceedings, Nirma University
6.(Book Chapter) - “Students’ Entrepreneurial Intention in Kerala: A Perspective on Theory of Planned Behaviour”- in,” Research Perspectives in Human Capital Development” by Excel Publishers ( 2019)
7.(Case Study) - “Crowdsourced Fashion Designing of Hashboosh.com: The Sustainability Dilemma”– in Emerald Publishing Ltd (2018)
8.(Research Paper) “Management Competencies for Startup Scalability: Perspectives of Experienced Entrepreneurs”-
Research Paper in International Journal of Management and Economics Invention (Nov.2017)
9.(Research Paper) The New Creators in God’s Own Country: Analysis of Entrepreneurial Intention among Business Students in Kerala-International Journal of Research in Economics and Social Sciences Volume 6, Issue 4 (April, 2016)
10.(Research Paper) Market Orientation of Startups-An Implementation Challenge to the Startup India- Conference
11.Proceedings, ICBI,2017
12.(Research Paper) Concern on Social Footprint: An inquiry among Organic Product Consumers- Make in India Conference Proceedings-(March 2016)
13.(Research Paper) Student Entrepreneurship in Kerala-An Interview Summary- International Journal in Management & Social Science, Vol.3 Issue 5 (May, 2015)
14.(Research Paper) Online shopping behaviour: an analysis with respect to Product categories-  Zenith International Journal, Vol.4, Issue 8, August 2014
15.(Research Paper) Customer Affinity Towards Private Label Products - A Study on Home care and Personal brands in Retail Stores (International Journal of Commerce, Business and Management – e-ISSN: 2319–2828 Vol. 2, No.6, December 2013)
16.(Research Paper) The Influence of Distribution Effectiveness on Cola Wars in Indian Rural Markets (International Journal for Innovative: Research and Development- ISSN: 2278 – 0211(May,2013)
17.(Article)Training day as a paid holiday (Article Online)-India study channel.com
18.(Article) Women are Better managers,Naturally- The Hindu ,2011

Conference Presentations

1.“Breaking Stigma through Inclusive Medical care for Marginalised” at International Conference 2021- IIM-Nagpur.
2.“Masstige Positioning-One Plus way for Apple Amaze Owners”- NICOM-2020, International Conference on Management, Nirma University
3.“Students’ Entrepreneurial Intention in the Most Literate State of India: A Perspective on Emerging Environmental Valuations”- International Conference on Business and Information (ICBI-2018) , University of Kelaniya, SriLanka

4.Students’ Entrepreneurial Intention in Kerala: A Perspective on Theory of Planned Behaviour”–International Conference on Human Resource Development(ICHRD-2018), CUSAT-Kochi
5.“Individual Market Orientation of Incubates: A Challenge to the Future of Startup India” –PAN IIM World Management Conference-2016, IIM Ahmedabad
6.“Market Orientation of Startups: An Implementation Challenge to the Startup India”- International Conference on Business and Information (ICBI-2017), University of Kelaniya, SriLanka
7.Concern on Social Footprint: An inquiry among Organic Product Consumers- National Conference-Chinmaya Viswavidyapeet,2016

Consulting Assignments Undertaken

  • MSME Marketing Expansion for SN Food Products, Thiruvalla
  • Behavioral Indicator Analysis of sales personnel at Hutchison Essar Cellular Ltd, Kerala.
  • Market Potential Analysis of Kent Constructions Pvt. Ltd, Cochin.
  • Brand awareness and attitudes of agarbathy users in Kerala, with Cycle Agarbathies, Mysore.
  • Morale Analysis and Time study of workers at Pomsy Food Products Pvt.Ltd, Kollam

Areas of Interest

  • Entrepreneurship Development
  • MSME
  • Marketing Management
  • Marketing Research
  • Brand & Product Management
  • Retail Management
  • Marketing of Services
  • Advertising Management
  • Organisational Change & Development
  • Indian Ethos & Business Ethics