Dr. Sigma Soni holds a Fellow Programme in Management from MICA, Ahmedabad. She currently teaches courses such as Business Communication, Sales Management, and Principles and Practices of Management. She is also deeply passionate about teaching subjects like Digital Marketing, Sports Marketing, and Advertising & Communication. In addition to her academic roles, Dr. Soni co-heads the Placement Cell at SIMC alongside a senior faculty member and actively mentors students in their career journeys. Her research has been published in reputed refereed journals, including the Journal of Consumer Behaviour, Tourism Recreation Research, Journal of Promotion Management, and Journal of Retailing and Consumer Services.

Her research interests span digital marketing, online communities, sports leagues, technology adoption, and consumer behavior. She has presented her work at international platforms such as the Academy of Marketing Science (AMS), the American Collegiate Retailing Association (ACRA), and NASMIE. Dr. Soni also served as a Visiting Scholar at the Medill School, Northwestern University, USA, where she worked on sports communities and social media engagement projects.

Prior to her academic career, she held a sales role at PepsiCo India Holdings Pvt. Ltd. and worked as a Research Associate in the Digital Marketing area at MICA.

Current Research Areas

• Sports Marketing
• Online Communities
• Technology Adoption
• Social Media Marketing
• Consumer Behavior