Dr. Somroop Siddhanta is a PhD in Management from the National Institute of Technology and an MBA from the Indian Institute of Technology (ISM). At present he is Professor and Head-Faculty of Management Studies, Dr B C Roy Engineering College, Durgapur with more than 18 years of academic experience. His research areas include Marketing Communications, Marketing of Services, Consumer Behaviour and Mathematical Modelling in Sports. He has 10 International Journal publications to his credit including ABDC (A & C categories) and Scopus listed ones along with 10 International Conference publications including conferences in IIMA, XLRI & IIMC. He teaches Specialized Courses in Digital Marketing, Marketing Communications, Sales & Retail, Consumer Behaviour, along with Core Courses in Marketing Management and Corporate Strategy. Prior to joining academics, he had an industry experience of over 2 years in companies such as Eli Lilly & Company and Piramal Enterprises.