Clinical Associate Professor
Faculty Director, Full-time MBA Program
Shashi Matta is a faculty member in the Marketing & Logistics department. His industry experience includes positions in brand management, advertising, and as head of marketing operations for an educational services firm. He has worked at P&G (India), at Foote Cone and Belding (FCB) Advertising, and at IMS Learning Resources.
Professor Matta teaches at all levels at Fisher, including in the full-time MBA program, the Undergraduate program, and the Executive Education program, and has won multiple teaching awards. He engages extensively with industry through consulting and keynote speaking at companies in the U.S. and internationally on diverse issues and topics relating to marketing strategy, branding and customer experience.
Professor Matta’s research is in the areas of branding, consumer behavior, and services marketing. His research includes an understanding of the cognitive and affective processes that underlie consumers’ perceptions of marketing elements and product/service features, and how those perceptions influence evaluations of the brand. His research has been published in the Journal of Marketing, Journal of Consumer Research, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, and Review of Marketing Research.
Dr. Matta’s article in the Journal of Consumer Research, on consumers' stereotypes of service providers, was awarded the "best article in services marketing" by the American Marketing Association's Services Special Interest Group. Other honors include being chosen as an IMS Arthur Fellow (2010-2012) at Fisher, an Excellence in Teaching award from the Fisher College of Business, Professor of the Year by the Ohio State’s chapter of the American Marketing Association, Best Marketing Elective Professor at Fisher, the Liam Glynn Scholarship for the "most promising young scholar in services" and an Excellence in Teaching award by the marketing department at the University of Southern California.
Areas of expertise
- Marketing Strategy
- Brand Management
- Advertising Strategy and Marketing Communications
- Services Marketing
- Consumer Behavior
- PhD in Business Administration, University of Southern California
- MBA, XLRI Jamshedpur, India
- Bachelor's in Engineering, Osmania University, India