Discipline
Marketing
Supervisor
- Rod Duclos
Amitha is an incoming PhD student in Business Administration (Marketing) at Ivey Business School. She is interested in using mathematical and computational tools to better understand consumer behavior and strategic firm decisions. Her current research interests include gamification in digital marketing, the role of social media algorithms in shaping consumer attention and promoting financial well-being through behavioral design. With a background in combinatorics and optimization from the University of Waterloo, Amitha approaches marketing problems from a quantitative, systems-based perspective, particularly focusing on networks, decision-making structures, and experimental methods.
Education
- BMath, University of Waterloo (Combinations and Optimization, minor in Music)
Research Interests
- Gamification and Consumer Engagement
- Social Media Algorithms and Attention
- Financial Decision-Making and Well-being
- Experimental Design and Behaviour Modeling
Awards and Honours
- Dean's Honour List (University of Waterloo)
- Ontario Tuition Waiver (University of Waterloo)
Conferences
- Presented at the Graphs and Matroids Seminar, University of Waterloo
Academic Experience
- Teaching Assistant (University of Waterloo)
- Research Assistant (Ivey Business School)
