Prem Shamdasani

Prem Shamdasani is Associate Professor of Marketing at the National University of Singapore (NUS) Business School, where he serves as Academic Director of the NUS Executive MBA Program, Co-Director of the Stanford-NUS International Management Program, and Director of the NUS Marketing Strategy in A Digital World Program. With over 33 years of experience, he has taught internationally across numerous countries and worked with more than 125 organizations including major multinational corporations, government agencies, and non-profits.

His educational background includes:

• Doctor of Philosophy in Marketing from University of Southern California (1990)
• Bachelor of Business Administration (Hons Class 1) in Administration & Management Sciences from National University of Singapore (1984)

Dr. Shamdasani's research focuses on marketing strategy, customer centricity, brand management, purpose-led marketing, retail strategy, and relationship marketing. His work explores linguistic servicescapes, online focus group methodologies, relationship quality between in-groups and out-groups, and brand equity determinants. He has made significant contributions to understanding Asian consumer behavior and marketing applications in diverse cultural contexts, with his research appearing in top journals including Journal of Consumer Research and Journal of Advertising Research.

His publication record shows a clear evolution from foundational work in research methodology to recent explorations of Asian leadership in branding and digital marketing environments. His co-authored book 'Focus Groups: Theory and Practice' has become a standard reference in the field, while his more recent work examines linguistic servicescapes and internal branding imperatives in Asian contexts. The research demonstrates consistent application of marketing theory to practical business challenges.

His teaching excellence has been widely recognized:

• NUS Honour Roll (Teaching Hall of Fame) in 2007 and 2024
• University Annual Teaching Excellence Award (ATEA) 2024
• NUS Business School Teaching Excellence Award 2023
• Multiple Annual Teaching Excellence Awards from 2003-2023

In total, he has received 22 teaching awards (6 university-level and 16 business school-level), reflecting his consistent excellence in education.

Dr. Shamdasani actively bridges academic theory with industry practice through executive education and consulting. He has consistently received top ratings for executive teaching across all programs, working with diverse organizations including Caterpillar, Johnson & Johnson, L'Oréal, Samsung, Microsoft, and government agencies like Singapore Tourism Board. Currently, he serves on advisory boards for DIBIZ (SaaS for ethical sourcing) and EMPWR.ED (edtech startup), and chairs the Governing Council of Academic City University College in Ghana.