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Dr. Theerthaana P – Assistant Professor

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School of Management


Dr. P. Theerthaana

Dr. P. Theerthaana Assistant Professor

Dr. P. Theerthaana

Email: [email protected]



Profile Summary:

Dr. P. Theerthaana has nine years of work experience in information Technology sector and in teaching management programs and research, dealing with financial and marketing specializations. She graduated from Sathyabama University in 2009 holding a Bachelor of Engineering Degree in Computer Science . She has done Post Graduation in Master of Business Administration in Marketing and Finance from Anna University in 2013. She has qualified NET and Junior Research Fellow (UGC-JRF) and completed her Ph.D from Anna University, Guindy. She worked as visiting faculty in Anna University (Regular MBA) and Madras University.

Prior to joining SSN, she was with Loyola Institute of Business Administration (LIBA), Chennai. She has published about 9 papers in reputed journals, including A, B and C category papers in ABDC Journal List.

Educational Qualifications

COURSE INSTITUTION YEAR % / CGPA Class
Ph.D (Finance) College of Engineering, Guindy, Anna University 2017-2021
M.B.A (Finance and Marketing) College of Engineering, Guindy, Anna University 2011-2013 8.57 First Class with Distinction
B.E(CSE) Sathyabama University 2005-2009 80.65 First Class with Distinction
H.S.C D.A.V Matriculation School 2004-2005 94.33 First Class with Distinction
S.S.L.C D.A.V Matriculation School 2002-2003 88.9 First Class with Distinction

Work Experience

9 Years in Teaching and Industry.

Teaching Interests

Finance, Marketing and Research Methodologies.

Research Areas 

Behavioral Finance, Agent-based behavioural model, Gender Studies, Crowdfunding, Multi-level Modelling, Structural Equation Modelling (SEM) and Consumer Behavior.

Courses Taught

Have handled Retail management, Security Analysis & Portfolio Management (SAPM), Corporate Finance, Merchant Banking & Financial services (MBFS), Engineering Economics and Financial Analysis, Applied Operations Research Management, Business Ethics, Corporate Social Responsibility and Governance and Data Analysis and Business Modeling Lab.

Journal Publications

Publications in ‘A’ Grade Journals (by ABDC Ranking)
1. Theerthaana, P. (2022) Bias-driven marketing that instigates pledging to a crowdfunding campaign: An experimental consideration of behavioral anomalies. International Journal of Consumer Studies.
2. Theerthaana, P., & Arun, C. J. (2021). Did double lockdown strategy backfire? Cobra effect on containment strategy of COVID-19. International Journal of Disaster Risk Reduction, 65, 102523.
Publications in B Grade Journals (by ABDC Ranking)
3. Theerthaana, P., & Manohar, H. L. (2021). How a doer persuade a donor? Investigating the moderating effects of behavioral biases in donor acceptance of donation crowdfunding. Journal of Research in Interactive Marketing.
4. Theerthaana, P., & Sheik Manzoor, A. K. (2020). A signalling paradigm incorporating an Agent-Based Model for simulating the adoption of crowd funding technology. Journal of Simulation, 14(3), 169-188.
5. Theerthaana, P., & Sheik Manzoor, A. K. (2019). Gender disappointment in India: SEM modeling approach. Archives of women’s mental health, 22(5), 593-603. Publications in C Grade Journals (by ABDC Ranking)
6. Theerthaana, P. (2018). The paradigm of WhatsApp campaign management: breaking the vicious cycle of traditional campaigns. International Journal of Internet Marketing and Advertising, 12(2), 138-158.
Other Publications
7. Theerthaana, P., & Manzoor, A. K. (2018). Is bitcoin gaining cash during cashless times in India? An event study approach.
8. Theerthaana, P., & Manzoor, A. K. (2018). Why the power of the e commerce is driving the future of business? a case on motivations and deterrents of shiksha. com. JIMS8M: The Journal of Indian Management & Strategy, 23(3), 35-41.
9. Theerthaana, P., & Sharad, S. (2014). A study to improve the response in email campaigning by comparing data mining segmentation approaches in aditi technologies. International journal of management and business research, 4(4), 273- 293.

Conference/Symposium

  • Have participated in One-Day FDP workshop on “Faculty Development Programme on Mapping Learning Outcomes” organized by LIBA, Chennai on 17th December 2020.
  • The paper “Why people adopt Donation Crowd funding? An investigation using UTAUT Approach combined with Behavioral Biases as Moderators” is presented in IIMI-NASMEI Summer Marketing-IS Conference which was held in IIM, Indore on 28 July, 2019.
  • Have presented the paper titled “Budget Control Process as a Tool to improve company’s fiscal performance: A Case on Polaris Financial Services” in the national conference organized by “Sairam College of Engineering”, Chennai in 2018.
  • Have participated in One-Day workshop on “Structural Equations Modeling” organized by DOMS, Anna University, Chennai on 5th December 2018.
  •  Have attended One Day Faculty Fellowship Program on “ICT- Enabled Education Pedagogy” in Jerusalem College of Engineering Chennai on Feb, 2016.
  • Have attended One Day Faculty Empowerment Program on “Using Digital-Free Open Source Tools in Teaching and Learning” in Jerusalem College of Engineering on May, 2016.