Dr. Amrutha S

Lecturer
Management (PhD)

Summary

Dr. Amrutha S. is an accomplished academician and researcher with over 7 years of cumulative experience in higher education, research, and the banking industry. Her areas of expertise include Marketing, Finance, Technology Adoption, Sustainable Banking, and Human–AI Synergy. She holds a Doctorate in Management with specialization in Marketing and Finance, supported by postgraduate degrees in Commerce, International Business, and Business Administration, along with an undergraduate degree in Engineering. Her research portfolio includes multiple publications in both national and international journals. She has also presented her research at national and international conferences, earning recognition including a Best Paper Award at an RBI-sponsored national conference.

She is the author of two impactful books: “Behind Every Role: Where Human Potential Meets Strategy” — A comprehensive volume on strategic human resource planning, talent alignment, and the analytical future of HR practices and “Beyond Transactions: Art of Selling Financial Intangibles” — A practitioner’s guide for selling financial products with emphasis on trust-building, emotional intelligence, and customer-centric strategies. Dr. Amrutha joined ISBAT University as Lecturer and continues to contribute to a dynamic learning environment through effective teaching, research-driven insights, and curriculum enrichment.

Service

  • Lecturer, ISBAT University, Kampala, Uganda, From 1st August 2025 – Present
  • Worked as Visiting Faculty, PSG Institute of Advanced Studies, Coimbatore, India
    Delivered Marketing Dynamics for the Leeds Beckett University Twinning Programme, emphasizing case-based strategic marketing applications.
  • Worked as Assistant Professor, KMCT School of Business, Kerala, India
  • Worked as Senior Associate, City Union Bank Ltd.

Education

  • Doctor of Philosophy (Management), Anna University, India
  • Master of Commerce, Indira Gandhi National Open University, India
  • Master of Business Administration (Marketing & Finance), Amrita Vishwa Vidyapeetham, India
  • Post Graduate Diploma in International Business Operations, Indira Gandhi National Open University
  • Bachelor of Technology in Electronics and Communication Engineering, Calicut University, India

Publications

  • “Investigating customer’s acceptance intention towards green banking services: a gateway towards sustainable banking”. Environmental Engineering and Management Journal November 2024 (Scopus and web of science).
  • “Ensemble Machine Learning Model for Early Bankruptcy Prediction Using Financial Ratios and Market Indicators”. Journal of Marketing & Social Research, Volume: 02 | Issue 07 | 2025 (B, ABDC).
  • “Intention to Use Mobile Banking: An Integration of Theory of Planned Behaviour (TPB) and Technology Acceptance Model (TAM).” KSII Transactions on Internet and Information Systems APRIL 2024 (Scopus and web of science).
  • “Impact of Social Media Marketing in the Cosmetic Industry to Cross the Chasm in India.” Artificial Intelligence Based Smart and Secured Applications. ASCIS 2024. Communications in Computer and Information Science, vol 2429. Springer (Scopus).
  • “Human-Artificial Intelligence Synergy (AI): Leveraging Generative AI (GAI) to Empower the IT Workforce” .2024 International Conference on Intelligent & Innovative Practices in Engineering & Management (IIPEM). IEEE (Scopus).
  • “Customers Intention to adopt sustainable banking services based on the green development in Chennai”. Journal of Environmental Protection and Ecology (Scopus)
  • “Measuring Customer Experience towards Banc assurance in an Emerging Market Economy: Empirical Evidence from India.” International Journal of Process Management and Benchmarking, DOI: 10.1504/IJPMB.2023.10057582 (Scopus).
  • “Religious affiliation and bequest behaviour” in Journal “Purshartha”, Vol X, No.2, September 2017, February 2018 (Scopus).
  • “A Study on Digital Transaction Processing and the User’s Satisfaction with Reference to Coimbatore City.” National Journal of Technology, Vol 17, Issue 3, September 2021.
  • “Uzahavar santhai: A Study on Social, Agro-Economic, and Financial Benefits Experienced by Farmers.” Humanities and Social Science Studies Journal (UGC Care Approved, Group I).
  • “Women Entrepreneurs: A Systematic Review of Problems, Challenges, and Success.” Svadhyaya-International Journal of Transdisciplinary Research and Development (SIJTRD), Vol 2 (1), May 2022, PP. 51 – 57.

Book Publications

  • “Behind Every Role: Where Human Potential Meets Strategy”, published in July 2025, (ISBN-13: 979-8321639741).
  • “Beyond Transactions: Art of Selling the Financial Intangibles – Practical Guide for Selling Financial Instruments”, published in January 2025, (ISBN-13: 979-8306580043).

Paper Presentations / Conferences

  • “A Review on the Role of Gender Equality and Women Empowerment in India.” Presented at the Two-day Virtual National Conference on Integrating Human Values and Ethics with Higher Education conducted on 8th and 9th December 2022 by the Department of Humanities, PSG College of Technology, Coimbatore, India.
  • “Skill Development Opportunities and Settlements of Entrepreneurs – A Case Study on Rural Self-Employment Training Institutes (RSETI).” Presented at the UGC Sponsored National Conference entitled “Changing Contours of Entrepreneurial Ecosystem – A Dynamic Transformation towards Vision India – 2047” on March 14th and 15th, 2023, at Avinashilingam Institute for Home Science and Higher Education for Women, Coimbatore, Tamil Nadu, India.
  • “Is India’s Rural Economy Being Boosted by Financial Inclusion?” Presented at the Research Conclave-2023 conducted on May 24-25, 2023, by PSG College of Technology.
  • “Is financial inclusion stimulating rural India” won best paper in RBI sponsored National level conference on “Prospect and problems of digital economy and financial inclusion in Rural India” on March 23rd, 2022 At KPR College of Arts, Science, research, Coimbatore, Tamil Nadu, India.
  • “Religious Affiliation and Bequest behaviour” in 4th International Conference on Spirituality and skills for Leadership and Sustainable Management organised by SMS College-Varanasi, Uttar Pradesh, India.