Prof. (Dr) Kirti Dutta is a TEDx speaker with over 27 years of rich experience in corporate and academia. She has helped manage and build processes in institutions of higher learning during her career. She is currently the Dean (Research) & Associate Dean and Professor (Marketing) at School of Entrepreneurship, Rishihood University and has set up BBA, BCom, MBA, and MBA Entrepreneurship programmes. Prior to this, she also helped set up completely revamped MBA, BBA (Hons) & BCom (Hons) programmes in academic collaboration with University of Warwick, UK at Ansal University. With a PhD in Management (consumer behaviour, branding and communication), Dr Dutta holds Masters in Business Administration. Her areas of interest include Brand Management, Consumer Behaviour, Integrated Marketing Communications, Marketing of Services, Digital Marketing, Neuro Marketing, etc. Dr Dutta is a prolific researcher and has co-authored about 100 publications published in national and international journals and conference proceedings and chapters in a number of edited books. Her research-based textbook titled Services: Marketing, Operations, and Management (co-authored with Dr Vinnie Jauhari) was published by Oxford University Press (OUP) in 2009 and the second edition of the same was released in the year 2017. The first edition of her second book titled Brand Management: Principles and Practices was published with OUPI in 2012. Another book titled Integrated Marketing Communications with OUPI was released in December 2016. She has also co-edited a book on Entrepreneurship Learning and Development for CEGR. Dr Dutta has also conducted a number of webinars, FDPs for faculty of renowned institutes, and MDPs for Maharatna and multinational companies. She is the founding Editor of International Journal of Entrepreneurship and Startup Ventures at Rishihood University.