Vijay Viswanathan

Vijay Viswanathan is the Associate Dean and Hamad Bin Khalifa Al-Thani Professor of Integrated Marketing Communications at the Medill School of Journalism, Media, and Integrated Marketing Communications at Northwestern University. His academic roles include leading the Master of Science in Information Technology and Master of Engineering Management programs. He holds a PhD from Emory University, an undergraduate degree in Mechanical Engineering from BITS, Pilani, and a Master's in International Business from IIFT, New Delhi.

Viswanathan's research focuses on consumer decision-making dynamics, particularly in branding, pricing, cross-media consumption, and social influence. His work bridges theoretical insights with practical managerial applications in industries like automotive, pharmaceutical, e-commerce, and luxury goods. He employs diverse methodologies, including advanced quantitative modeling and survey design, to optimize marketing ROI.

His teaching spans courses in Marketing Strategy, Marketing Management, and Integrated Marketing Communications at both graduate and undergraduate levels. Notably recognized as one of Northwestern's Top 100 faculty/staff, his contributions to marketing education and industry-relevant research have been widely acknowledged.

Viswanathan’s articles explore topics ranging from AI-driven digital marketing challenges to the synergy between traditional and digital media platforms. His work highlights trends in consumer engagement, omnichannel strategies, and the evolving role of technology in marketing decision-making.

• Awards: Top 100 Faculty/Staff at Northwestern (2023)
• Grants & Advising: Leads interdisciplinary research projects funded by industry partnerships. Advises on strategic marketing initiatives for Fortune 500 companies.

His research labs focus on neuromarketing and behavioral analytics, integrating neuroscience with consumer behavior studies to decode decision-making processes. Ongoing projects include exploring the impact of virtual influencers on brand perception and optimizing loyalty program structures for multi-tier engagement.