Prof. (Mrs) SHIVANY Shanmugathas, Chartered Marketer(CIM,UK)

ACADEMIC & PROFESSIONAL QUALIFICATIONS

• Doctor of Philosophy in Management (Marketing): University of Jaffna, Sri Lanka (2014).
• Master of Business Administration in Marketing: University of Colombo, Sri Lanka.(2009)
• B. Com (Hons) (Specialised in Marketing): University of Jaffna, Sri Lanka (2001).
• Chartered Marketer: Chartered Institute of Marketing (CIM), UK (08/2024).
• Fellow Member: Chartered Institute of Marketing (CIM), UK (2020–Present).
• Advanced Certificate in Marketing (ACIM): Chartered Institute of Marketing, UK (2003).
• Member: Sri Lanka Institute of Marketing (SLIM).

CONTINUOUS PROFESSIONAL DEVELOPMENT (CPD)

• Successfully fulfilled the Continuing Professional Development (CPD) requirements accredited by the Chartered Institute of Marketing (CIM), UK, in 2024
• Maintained Chartered Marketer Status through successful completion of the annual professional assessment via continuos professional development (2020 to date )

POSTGRADUATE SUPERVISION

PhD

• Dilogini (FGS/M. Phil/Mgt(Mkg) 2015/01, Project Title: ‘Customers’ characteristics and MarTech usage behaviour in the paradigm of “intentionbehaviour gap” in FinTech organization, in   Sri Lanka” PhD in Marketing, University of Jaffna, Nov. 2015– Nov. 2020.

MBA

1. Sutharjini Sivasritharan Factors Contributing The Success Of Women-Headed Businesses In Mullaitivu District Sri Lanka (2019/MBA/B5/071) Master of Business Administration, University of Jaffna.
2. Parththuran(2019/Mba/B5/039), Desiredness Of The Households To Pay For Treated Water Under Water Supply Scheme: A Case Study Of Nainativu In Jaffna, Sri Lanka Master of Business Administration, University of Jaffna.
3. Sathiyavani Nimalavindran, E-Banking Service Qualities, E-Customer Satisfaction, and e-Loyalty: A conceptual model, (2015/MBA/001), Master of Business Administration, University of Jaffna.
4. Sujatha Kumarasamy Project Title: Exploring the Factors Influencing Adoption of Internet Banking in Jaffna District. (2015/MBA/026), Master of Business Administration, University of Jaffna.
5. Pathmarajah (2016/MBA/011), Project title: ‘Online Marketing Platform: Opportunities & Challenges in North Sri Lanka”, Master of Business Administration, University of Jaffna.
6. Kajanthy Shanmuganathan, Project Title: Factors Determining Social Media Marketing Adoption of Micro, Small and Medium Enterprises (MSMEs) In the Northern Province (2017/MBA/055) (submitted) Master of Business Administration, University of Jaffna.

MSc

• Sivaharan (FGS/MSC/EM/2017/016), Project titles: problems faced by the women in water resources and codes for sustainable consumption, Master of Science, University of Jaffna .
• Judethadeus (FGS/MSC/EM/2017/06), Project title: Research on the contribution of solid waste management in the Nallur Divisional Secretariate area’, Master of Science, University of Jaffna,.

Med

• Sukirthan (FGS/MED/2018/19/67)‘பாடசாலை உள்ளக மேற்பார்வையை மேம்படுத்துவதில் முகாமைத்துவ நடைமுறைகள் ஆற்றும் பங்கு’, Master of Education, University of Jaffna.

RESOURCE PERSON IN WORKSHOPS, SEMINARS, SHORT COURSES, TRAINING, AND CAPACITY DEVELOPMENT PROGRAMMES

1. “Learning Grounded Theory by Doing: A Guided Hands-On Workshop: introduction” conducted on 18th February 2026 (Day 1) for the third- and final-year students of the Department of Economics, Faculty of Arts, University of Jaffna.
2. “Learning Grounded Theory by Doing: A Guided Hands-On Workshop: introduction” conducted on 25th February 2026 (Day 2) for the third- and final-year students of the Department of Economics, Faculty of Arts, University of Jaffna.
3. 8-hour academic session on Feminist Research Methodology for students enrolled in the Certificate Course in Women’s Studies, held on 23rd November and 7th December 2025, conductd by CGEE, SDC and WERC colombo.
4. Served as a resource person at an awareness workshop organized by the Labour Department of the Northern Province for Women’s Day (31 March 2026). Conducted a session on work–family balance and workplace sexual harassment, using short stories to enhance engagement and understanding. Received positive feedback from participants for promoting awareness and mindset change.
5. Resource person on the topic “Techniques and Strategies in Branding, Packaging, and Certification for MSMEs” on 6th December, organized by the Jaffna Science Association in collaboration with American Corner.
6. Resource person at the “Awareness Workshop on SGBV Issues for Women Development Officers and Women Counsellors in the Jaffna District,” held on 26th September 2025. Conducted by Ministry of Women affaires , Northern Province.
7. 15-hour module on “Contemporary Issues in Property Valuation” for the Diploma in Property Valuation, conducted by CODL UOJ and , UNDP.
8. Resource person on the titled techniques and strategies in Branding, Packaging, and Certification for the MSMEs of Northern Province on 6th of December 2025 . This workshop organised by the Jaffna Science Association in Collaboration with American Corner.
9. Designed and implemented an innovative Roundtable Business Clinic model titled “Empowering Women Entrepreneurs to Master Market Analysis.” The programme was pilot-tested across five districts—Jaffna (8 September 2025), Mullaithivu (8 October 2025), Mannar (20 November 2025), Kilinochchi (24 November 2025), and one additional district—reaching approximately 350 women entrepreneurs through a series of workshops.
10. Served for 8-hour academic session on Feminist Research Methodology for students enrolled in the Certificate Course in Women’s Studies, held on 23rd November and 7th December 2025.This course is conduced Women’s Education & Research Centre (WERC), University of Jaffna, in collaboration with the Centre for Gender Equity and Equality (CGEE), University of Jaffna.
11. Resource Person, participant-oriented session “Government & Private Sector Engagement for Women Entrepreneurs” under the ILO PAVE Project in Vavuniya, on 11 th June 2025.
12. Facilitator, training session “Product Development & Value Addition for Competitive Markets” for women-led groups under the ILO PAVE Project (Mullaitivu, 26 May 2025).
13. Facilitator, session “Gender-Sensitive Programming & Advocacy in Business & Governance: Legal Rights & GBV Prevention” under the ILO PAVE Project in Jaffna on 15 of May 2025.
14. Resource Person, stakeholder feedback workshop on “Gender Auditing for Gender Mainstreaming: Key Elements for Gender-Specific Self-Assessment”, organized by the Ministry of Women’s Affairs with DevPro on 11of  April 2025 .
15. Contributed as Resource Person at the Awareness Workshop on Sexual and Gender-Based Violence (SGBV) Issues for Women Development Officers and Women Counsellors in the Jaffna District, organized by the Ministry of Women’s Affairs (26 September 2025).
16. Resource Person, participant-oriented session “Government & Private Sector Engagement for Women Entrepreneurs” under the ILO PAVE Project (Vavuniya, 11 June 2025).
17. Facilitator, training session “Product Development & Value Addition for Competitive Markets” for women-led groups under the ILO PAVE Project (Mullaitivu, 26 May 2025).
18. Facilitator, session “Gender-Sensitive Programming & Advocacy in Business & Governance: Legal Rights & GBV Prevention” under the ILO PAVE Project (Jaffna, 15 May 2025).
19. Resource Person, stakeholder feedback workshop on “Gender Auditing for Gender Mainstreaming: Key Elements for Gender-Specific Self-Assessment”, organized by the Ministry of Women’s Affairs with DevPro (11 April 2025).
20. Served as a resource person at a workshop organized by the Ministry of Women Affairs, Northern Province, on “Women Affairs: Service Areas and Techniques” for Women Development, Social Service, and Rural Development Officers on 19 December 2024. The session covered key areas such as gender equity, addressing existing gaps, the Service Triangle Model, women’s empowerment and leadership, and global best practices relevant to Sri Lanka.
21. Resource person in the workshop on Feminist Research Methodology for social-work professionals, introducing participatory and coaching-based learning methods (November 2024).
22. served as a resource person for an orientation session titled “Gender Equality” for the freshers of the Faculty of Hindu Studies on August 23, 2024.
23. Women Studies Certificate Course conducted by the Women Education and Research Centre at the University of Jaffna, in collaboration with the Staff Development Centre and CGEE, from December 2023 to January 2024.
24. workshop organized by the Jaffna District Cooperative Council, focused on increasing the operational efficiency of purchasing officers On May 9, 2024. The workshop brought together cooperative managers, procurement officers, storekeepers, and branch supervisors.
25. Served as a resource person for students specializing in Christianity, focusing on the module that addresses critical topics such as gender equality and social inclusion, gender-based violence, gender and cultural change, and gender sensitivity in the cademic year 2023 and 2024.
26. Served as a resource person for the certificate course titled “Inclusive Public Service Administration,” where I delivered a session on “Gender Equality through Diversity.” This course aimed to equip participants with the knowledge and skills necessary to foster inclusivity and promote gender equality in public service settings, conducted by Department of sociology, faculty of Arts in 2024.
27. served as a resource person in the workshop focused on the role of business stakeholders in sustainable water resource management, part of the Water Security Participatory Action Research (WASPAR) initiative, held on December 21, 2022.
28. On October 23, 2023, I had the privilege of serving as a resource person at a dynamic workshop for nurses focused on “Gender Equality and Women’s Empowerment in Healthcare.
29. Resource person in a capacity-building program for A/L 2022 students specializing in Business Studies on the 12th of January 2022.
30. Served as a resource person for the capacity development program for Sri Lanka Teaching Educator Service Class II at Jaffna National College of Education, in collaboration with Jaffna National College of Education, on December 19, 2022.
31. Served as a resource person for the Guru Sis Nina Laura program for teachers and students, conducted by the Ministry of Education in collaboration with the University Grants Commission and vice-chancellors. The sessions took place from August to September 2022.
32. On December 24, 2022, served as a resource person for a capacity development program tailored for Sri Lanka Education Administrative Service officials, including ZDE, DDE, ADEs, and in-service advisers from the Kilinochchi Zone. The session focused on qualitative research methodologies, grounded theory, and an introduction to NVIVO software, enhancing their research skills.
33. On December 21, 2022, contributed as a resource person in a workshop discussing the role of business stakeholders in sustainable water resource management. This workshop was part of the Water Security Participatory Action Research (WASPAR) initiative, emphasizing collaborative approaches to water security.
34. panel member for the Yarl Geek Challenge Session 2, organised by Yarl IT Hub on November 4 and 20, 2022. This role involved evaluating innovative projects and providing constructive feedback to aspiring tech entrepreneurs.
35. On December 19, 2022, I was a resource person in a capacity development program for Sri Lanka Teacher Educator Service Class II. The training, organized by the Jaffna National College of Education in Kopay, focused on data analysis using SPSS, equipping educators with essential analytical skills.
36. On September 10, 2022, I facilitated a workshop for schoolteachers and students at Jaffna Central College, focusing on “Adult Learning and How to Overcome Barriers.” This session aimed to empower educators with strategies to support adult learners effectively.
37. On September 19, 2021, served as a resource person in an insightful discussion on marketing curriculum development, alongside esteemed colleagues Prof. Samantha and Dr. Udurawana. This event, organized by the Department of Marketing at the Faculty of Business Studies, Vavuniya University, aimed to enhance educational frameworks and better equip students for the dynamic marketing landscape.
38. Served as a resource person for the orientation session for advanced-level students at Jaffna Central College on December 2, 2021, discussing the topic “Overcoming Constraints During Adulthood and Succeeding in Life.”
39. On August 8, 2021, contributed as a resource person in a focused seminar on microcredit marketing strategies for students enrolled in the diploma program in microcredit. This session provided valuable insights into effective marketing techniques tailored specifically for the microfinance sector, empowering students with the knowledge to drive impactful change in their future careers.
40. Served as a visiting resource person for the “Seminar in Marketing” course at the Faculty of Business Studies, University of Vavuniya, in 2021 and 2022.
41. On July 13, 2021, served as a resource person in training sessions focused on sexual and gender-based violence, aimed at empowering subcommittee members of the Center for Gender Equity and Equality (CGEE). This initiative was crucial in promoting awareness and fostering a safe, equitable environment.
42. facilitated two dynamic workshops on data analysis using SPSS for the Faculty of Arts’ fourth-year students on March 17 and 18, 2021. Held in the Computer Lab, these sessions were part of the AHEAD initiative under the World Bank projects, equipping students with vital analytical skills for their academic and professional pursuits.
43. On November 12, 2020, as a resource person in a Faculty and Industry Interaction session discussing the “Impact of COVID-19 on Small Businesses in Northern Sri Lanka.” This session provided valuable insights into the challenges faced by local businesses during the pandemic.
44. Resource person in the orientation training program on ‘Basic Marketing’ for graduates at the Kopay Christian College Centre on September 23, 2020. This program aimed to lay a solid foundation for graduates entering the marketing field.
45. On October 2, 2020, I as a resource person for the orientation training program on the Management Package, focusing on Innovation and Creativity at the Vaddukoddai Centre. This session inspired graduates to harness creative thinking in their management practices.
46. Delivered an insightful talk on “The Impact of Attire on Learning,” emphasizing the importance of self-presentation in an academic environment.
47. Served as a resource person for the orientation program for freshmen, presenting on “The Role of IQAC in Ensuring Quality in Higher Education,” highlighting the significance of internal quality assurance.
48. Resource person in the comprehensive workshop focused on quantitative data collection methods for a pivotal study on ragging and Sexual and Gender-Based Violence (SGBV) within the Sri Lankan University System, in collaboration with UGC and UNICEF.Workshop on ‘Led a specialized workshop on qualitative data collection techniques, furthering the research initiative on ragging and SGBV in Sri Lankan universities, sponsored by UGC and UNICEF.
49. Engaged students from the Commerce Department in a dynamic session about “Internal Quality Assurance: Steps Toward Program Review,” fostering awareness of quality standards in education on 6th of September 2018.
50. Served as a resource person in a transformative workshop on women empowerment, organized by Sari Connection in collaboration with PARCIC (Pacific Asia Resource Centre for Inter-People’s Cooperation). The workshop focused on promoting gender equality and enhancing the socio-economic status of women in the Mullaithivu District on 16th and 17th of november 2027.
51. Facilitated an engaging awareness session for the academic staff, focusing on “Internal Quality Assurance and Steps Forward to Program Review.” This session aimed to enhance understanding of quality assurance processes and foster a culture of continuous improvement within the faculty on 27th of october 2017.
52. Served as a resource person in an orientation programme titled “Living in Jaffna,” providing valuable insights into the cultural, social, and educational landscape of Jaffna. The session aimed to help participants navigate their new environment effectively on 18th of January 2017.
53. Served as a resource person for an engaging one-day introductory workshop on the SPSS package for final-year students. This hands-on training was designed to enhance their research capabilities, equipping them with essential skills to effectively conduct their fourth-year research projects on the 29th of December 2017.
54. Delivered an informative seminar for third-year external students on the principles of Applied Economics, enhancing their understanding of economic concepts and applications.
55. Resource person in the awareness session for both academic and non-academic staff, of the commerce department focusing on internal quality assurance and the steps necessary to achieve excellence within the department on 25th of October2017.
56. Facilitated a workshop on research methodology for principals in the Jaffna district, aimed at equipping educators with essential research skills for the upcoming Principal Research Conference on june 27th 2016.
57. Engaged as a resource person for “Creativity Day,” a dynamic event for entrepreneurs, students, and staff, promoting innovative thinking and entrepreneurial skills on 25th August 2016.
58. Contributed as a resource person in a youth development program organized in collaboration with the European Union, UNDP, Sri Lankan government, and the University of Jaffna, focusing on empowering young individuals 16th January 2016.
59. conducted training workshops on project implementation and monitoring focused on SWOT analysis for community-based organizations. These sessions were held on July 4, 5, and 11, 2015, at the District Secretariats in Mannar and Murunkan, organized by UNDP. Through these workshops, I empowered community members with essential analytical tools to assess their projects effectively.
60. Served as a resource person in another youth development initiative, also organized by the European Union, UNDP, Sri Lankan government, and the University of Jaffna, fostering skills and opportunities for local youth on January 3 and 9, 2016.
61. Resource person in the youth development program organized in collaboration with the European Union, UNDP, the Sri Lankan government, and the University of Jaffna, which took place in the Killinochi District on January 16, 2016. This program focused on equipping young individuals with essential skills for personal and professional growth.
62. Delivered training on “Correlation and Regression Analysis in SPSS” to the academic and executive staff of the University of Jaffna on March 28, 2015. This training provided participants with critical statistical analysis skills, enhancing their research capabilities.
63. On June 29, 2015, I facilitated a workshop on “Dairy Business Management” for small-scale dairy farmers, milk traders, transporters, and processors in Mullaithivu District. Organized by World Concern, an international non-governmental organization, this workshop aimed to strengthen the local dairy industry through effective management practices.
64. served as a resource person for the Youth Development Training Program (YLD) under the joint project of Governance for Local Economic Development (SDDP), GLED, and UNDP. This program included social mapping through a participatory rural approach at Nagathalvu Village in the Mannar District on August 29, 2015, helping community members engage in local development efforts.
65. conducted training workshops on project implementation and monitoring on July 30, 2015, for community members involved in social mapping work. Organized by UNDP and the District Secretariat in Mannar, this initiative aimed to foster collaboration between community members, government officials, and trainees in enhancing local development through effective project management.
66. facilitated a training workshop on business and management capacity development for rural entrepreneurs on April 23, 2015. This workshop aimed to equip rural entrepreneurs with vital skills to enhance their business operations.
67. Resource person in the workshop on “Correlation and Regression Analysis via SPSS,” organized by the Jaffna Science Association for the academic staff of the University of Jaffna, held on March 23 and 24, 2014. This training enhanced their research capabilities by introducing them to essential statistical methods.
68. delivered a seminar on “Data Analysis in SPSS” for the academic staff of the University of Jaffna from February to March 2013. This session aimed to strengthen their data analysis skills.
69. on May 29, 2012, I conducted a workshop on the Statistical Package for Social Sciences (SPSS), organised by the Operational Technical Secretariat (OTS), which provided faculty members with essential tools for their research.
70. Served as a resource person in a workshop aimed at school teachers, focusing on the essentials of business plan preparation. This session provided educators with valuable insights and tools to effectively guide their students in developing comprehensive business plans on December 14th 2014.
71. facilitated workshops on project implementation and monitoring with a focus on SWOT analysis for community-based organizations in Kilinochchi on December 4 and 10, 2011, organized by UNDP and the District Secretariat of Kilinochchi in collaboration with the University of Jaffna.
72. seminar conducted for beneficiaries of CARE International on “Basic Marketing Approaches” on September 11, 2012, where I shared foundational marketing strategies.
73. served as a resource person for training workshops on project implementation and monitoring, as well as SWOT analysis, held on December 4 and 10, 2011, for community-based organizations at the District Secretariat in Mullaithivu. This initiative was organized by UNDP and aimed to empower local organizations with essential project management skills.
74. conducted a seminar on designing service marketing strategies for beneficiaries of CARE International on July 13, 2011. This session focused on developing effective marketing approaches to improve outreach and service delivery.
75. facilitated a seminar on supervisory control for training nurses at the Teaching Hospital in Jaffna on February 20, 2010, aimed at enhancing the training process for nursing staff.
76. led an orientation program on Applied Economics for external third-year students on February 12, 2012, providing them with valuable insights into economic principles and applications.
77. served as a resource person for a workshop on regression analysis using SPSS for third-year students in the Department of Philosophy at the Faculty of Arts, University of Jaffna, on May 26, 2015.
78. conducted a marketing seminar for CBF and ACBF students at Jaffna College’s undergraduate department on February 25, 2007. This seminar focused on fundamental marketing principles, preparing students for their future careers in the field.

UNDERGRADUATE TEACHING

• BBAM 32062: Corporate Social Responsibility (2025)
• BBAM 41062: Managing Global Marketing (2025)
• BBAM 31013: Research Methodology in Marketing (2022,2026)
• BBAM 31052; Food and Agriculture Marketing (2025,2026)
• BBAM 32053: People skills (2024, 2025, 2026)
• BBAM 22043: Public Service Management (2023)
• BBAM: 1131: Sri Lankan Business Environment (2021, 2022, 2024, 2025, 2026)
• BBAM1213: Marketing Management (2017,2018,2019,2020)
• MKG1231: Principle of marketing (2011, 2012)
• BBAM 1123: Business Environment (2015,2016)
• MKG3231: Research Methodology in Marketing (2012)
• BBAM 4113: Computer application in research in marketing (2017,2018,2019)
• MKG 2131: National Economy Management (2010,-2015)
• BBAM 2113: Managerial Economics (2015-2020)
• MKG 3131: Consumer behaviour (2015)
• BBAM 3113: Exploring consumer behaviour (2020)
• MKG 4134: Retail Marketing Management(2016,2017)
• BBAM 3151: Bank Marketing Essentials (2017,2018,2019,2020)
• COM 41023: International Trade and Finance (2017,2018,2019)
• COM 32023: Computer Application for Research (2009-2021)
• COM 3133: Strategic Marketing Management (2010,2011,2012)
• COM 3233(M): Marketing Communication (2009,2010)
• COM 4134(M): Advertising Management (2010,2011)
• COM 4231: Information Strategy (2005,2006, 2011,2012)
• COM 4233(M): International Marketing (,2010, 2011,2012)
• Com 3134(M) : Sales Management (2011,2012)

INTER-FACULTY TEACHING

• MC 9030: Marking and Finance to the third-year Engineering faculty students for four academic batches from 2017 to 2020.
• AMKG 31063: Marketing management to the third-year Arts faculty Students for the academic batch 2019.
• MKG (1) 2227: Sri Lankan Business Environment to the second-year undergraduate students for three academic batches from 2016 to 2018.
• APS401XM2: Industrial Management to the fourth-year science faculty students for five academics batched from 2013 to 2018.

TEACHING TO OTHER UNIVERSITIES

• MAR4161-Seminar in Markteing , Department of Marketing Management, faculty of Business Studies, Univeristy of Vavuniya

POSTGRADUATE TEACHING

• PGDM 1233: Marketing Management to the second-year Master of Business Administration Students for two academic batches in 2025, 2026.
• MBA (E) 2223: Consumer Psychology to the second-year Master of Business Administration Students for two academic batches in 2020 and 2021.
• MBA 2131: Business Research Methodology to the second-year Master of Business Administration Students for one academic batch in 2018.
• PGDM 1233: Marketing Management to the second-year Master of Business Administration Students for two academic batches in 2017, 2018, 2019, 2024.
• Environmental economics in the Master of Environmental Management conducted by Faculty of Graduate Studies at the University of Jaffna in 2011/2012 batch- 1st semester from 02.03.2012 to 10.06.2012.

 EXTERNAL DEGREE PROGRAMMES

• EX.COM 1233: Marketing Management  to the first-year Bachelor of Commerce (External) 2022 to date
• EX.COM 1131: Business Environment to the first-year Bachelor of Commerce (External) for four academic batches from 2017 to 2020.
• COM 3135: Consumer behaviour to the third-year Bachelor of Commerce (External), for two academic batches from 2020 and 2021.
• COM 4134: National Economy Management to the third-year Bachelor of Commerce (External) in 2020.
• BBM 1131: Business Environment to the first year first semester students of Bachelor of Business Management degree in 2021.

VISITING LECTURER

• Visiting Lecturer at Jaffna College undergraduate department for banking courses (CBF, ACBF), organisational management for CIMA, and management for AAT (stage II), 2003-2004.
• “Univenture” Institute of Business Management, for the subject management for CIMA in the academic year 2003-2004.

LEADERSHIP AND ADMINISTRATIVE ROLES

• Head, Department of Marketing, Faculty of Management Studies and Commerce, University of Jaffna (01 February 2023 – 31 March 2026).
• Patron, Young Marketers’ Club (YMC), Department of Marketing, University of Jaffna (2024–2026).
• Director, Centre for Gender Equity and Equality (CGEE), University of Jaffna (2020–2025).
• Acting Director / Internal Quality Assurance Coordinator, University-level Quality Assurance Unit, University of Jaffna.
• Coordinator, Internal Quality Assurance Cell, Faculty of Management Studies and Commerce, University of Jaffna.
• Coordinator, Business Incubation Cell, Faculty of Management Studies and Commerce, University of Jaffna.
• University–Business Linkage Coordinator, Faculty Representative, University of Jaffna.
• Coordinator, Study on Ragging and Sexual and Gender-Based Violence (SGBV), conducted by UGC and UNICEF (2017/2020).
• Chairperson, Research and Higher Degrees Committee, Faculty of Management Studies and Commerce, University of Jaffna (2020–2024).
• Senior Treasurer, Commerce Students’ Union, Faculty of Management Studies and Commerce, University of Jaffna.
• President, Alumni Association, Faculty of Graduate Studies, University of Jaffna.

MEMBERSHIPS AND COMMITTEE CONTRIBUTIONS

• Member of Industrial Liaison cell 2017/2020
• Life Member: Vaazhvaham , Home for visually handicapped, since 2020
• Member – Board of study , Bachelor of Business Management 2023/2026
• Member – Board of Study , Master of Business Administration Programme , Faculty of Management Studies , UOJ. since 2019
• Member: Publicity committee Jaffna University Research conference (JUICE), 2018
• Member of the panel of evaluation for the MPhil, PhD Progress Presentations, Faculty of Graduate studies.UOJ.
• Member: Technical evaluation Committee-stationaries (QIG/BBA study Program/R1/W1)
• Member –Faculty level committee on township planning
• Member- course development committee Post graduate Diploma leading to MBA, Faculty of Management Studies & Commerce, UOJ.
• Member: curriculum development committee or BBA study program under the QIG/HETC Project
• Member of course module preparation for Strengthen the research capacity of School principle in North Sri Lanka 2017.
• Served as a Member of the Senate Standing Committee of the Quality Assurance Centre, University of Jaffna (2017–2025).
• Member, Committee for Developing Subject Benchmark Statements in Marketing, Quality Assurance Commission, University Grants Commission (2024 to date).
• Standing Committee Member, UGC Centre for Gender Equity, Equality, and Prevention of SGBV and Ragging (2021–2025).
• External Member, Faculty Board, Faculty of Communication and Business Studies, Trincomalee Campus (2023–2026).
• Life Member, Jaffna Tamil Sangam (since 2018).
• Life Member, Jaffna Science Association (since 2011).

• Administrative Committee Member, Jaffna Tamil Sangam (2026–2028).
• Member, Curriculum Development and Monitoring Committee, Faculty of Management Studies and Commerce (2017–2023).
• Member, Regional Management Committee, Wellbeing Centre, University of Jaffna (2019–2020).
• Panel Member for the evaluation of research proposals for the Master of Education Programme, Faculty of Graduate Studies. 2022
• Member, Grievance Committee, Centre for Gender Equity and Equality (CGEE), University of Jaffna (2020).
• Member, Industrial Liaison Cell (2017–2020).
• Member, Editorial Board, International Conference on Contemporary Management (ICCM 2017).
• Member, Curriculum Revision Committee under the QIG/HETC Project.
• Member, Local Organizing Committee, Jaffna University Research Conference (2012).
• Member, Technical Evaluation Committee for the QIG/BBA Study Programme.
• Member, Faculty-Level Township Planning Committee (2015).
• Member, Curriculum Development Committee for the Postgraduate Diploma leading to MBA, Faculty of Management Studies (2011).
• Member, Curriculum Development Committee for the BBA Study Programme under the QIG/HETC Project (2014).
• Member, Development of Course Modules for Strengthening Research Capacity of School Principals in Northern Sri Lanka (2018).
• Member, Organizing Committee, Annual Research Conference, University of Jaffna (2010).
• Member, Implementation Committee for Institutional Review Recommendations, Quality Assurance Centre, University of Jaffna 2025.
• Member, Self-Evaluation Writing Team for the Bachelor of Commerce and Bachelor of Business Administration Programmes (2017–2018).

EDITORIAL CONTRIBUTIONS

• Editor, WASPAR Research Symposium Proceedings (Water Security of the Northern Province: A Participatory Action Research). 2022
• Co-Editor, Knowledge Shrine, Golden Jubilee Publication of the University of Jaffna 2025
• Managing Editor, Journal of Business Studies, Faculty of Management Studies and Commerce (2013–2016).
• Associate Editor, Journal of Business Studies, Faculty of Management Studies and Commerce (2017–2020).
• Member, Editorial Board, Sri Lanka Journal of Marketing, University of Kelaniya (2020 to date).

REVIEWER AND ACADEMIC EVALUATION ROLES

• External Reviewer for the curriculum revision of the BBM (Honours) in Marketing Management, University of Vavuniya. 2024
• Reviewer, Moderator, and Translator for stakeholder discussions on the Gender Policy, Northern Provincial Council, Ministry of Women’s Affairs. 2025
• Reviewer of the Draft Disability Inclusion Policy for the Northern Province. 2023
• Trained Programme Reviewer for State Universities under the Quality Assurance Council, University Grants Commission. 2022
• Reviewer for Institutional Performance Reviews conducted by the National Science and Technology Commission at Palmyrah Research Institute 2026
• Reviewer for the Monograph on Women’s Studies, Centre for Gender Equity and Equality, University of Jaffna. 2024
• Reviewer for the Student Handbook, Department of Marketing Management, Open University of Sri Lanka. 2025

CONFERENCE AND ACADEMIC EVENT LEADERSHIP

• Conference Chair, International Conference on Gender Equity and Equality, Centre for Gender Equity and Equality (2022, 2024).
• Conference Convener, International Research Conference on Contemporary Management, Faculty of Management Studies and Commerce (2017).
• Co-Chair , International Research Conference on Contemporary Management, Faculty of Management Studies and Commerce (2024).

• Member of Editorial Board- International Research Conference on Contemporary Management, Faculty of Management Studies and Commerce (2017).
• Conference Chair in the 7th International Conference on Social science for sustaining business and economy in Global market, which was held in Sairam Institute of Management Studies, India, on 21st and 22nd of September 201

PROPOSAL WRITER

• Socio-Economic Innovation & Entrepreneurship (2015): Designed and authored the foundational proposal to establish the Business Incubation Cell at the Faculty of Management Studies and Commerce.
• Served as an active member of the Master of Business Administration (MBA) Programme Proposal Writing Committee, contributing to the structural design, curriculum alignment, and benchmarking of the advanced postgraduate degree program 2012.
• ETC (QIG) Competitive Grant Procurement & Round 1 Success (2011): Served as the primary author and strategist for the competitive Higher Education for the Twenty-First Century (HETC) – Quality Innovation Grant (QIG)
• External Degree Program Revitalization (HETC-UDG-EDP, 2011): Authored the comprehensive University Development Grant – Improving Relevance & Quality of External Degree Programs (HETC-UDG-EDP) proposal for the center for open and Distance Learning.
• National Integration & Ethnic Cohesion Initiatives: Conceptualized and drafted a pioneering multi-university proposal focused on ethnic cohesion at the Faculty level (2012)

EXAMINATION, EVALUATION, AND PROFESSIONAL CONTRIBUTIONS

• Chief Examiner, G.C.E. Advanced Level Examination in Business Studies (since 2017).
• Proposal Evaluation Committee Member for the establishment of an Internal Quality Assurance Cell (IQAC) for the Administrative Section of the University of Jaffna.
• Panel Member for startup pitching evaluations.
• Panel Member for promotions to Grade I, Professor, and Associate Professor positions.
• Panel Member for the evaluation of applications for Awards for Academic Excellence, Excellence in Research, and Excellence in Outreach (2023).
• Member of the Judging Panel for the Presidential Awards for Inventions Programme (2023–2025).
• Judge for the evaluation of projects at Climathon 2020.
• Selection Panel Member for the Master of Business Administration (MBA) Programme (Batch 2019/2020).
• Contributed as a course module developer for internal and external academic programmes.
• Person-in-Charge for the digital transformation and deployment of course units for the Bachelor of Business Administration (BBA) study program, under the Quality Innovation Grant (QIG / Round 1 / Window 1)

STUDENT SUPPORT AND WELFARE CONTRIBUTIONS

• Focal point of UGC complaint portal for UOJ complaints monitored by Centre for Gender Equity, Equality, and Prevention of SGBV and Ragging (2021–2025).
• Deputy Proctor , Faculty of Managementt Studies and Commerce,UOJ 2025/2026
• Part-Time Warden, Women’s Hostel, Thirunelvely Anantha Kumarasamy Hostel, University of Jaffna. from 10/12/2019 – 10/12/2020.13.
• Student Counsellor, Faculty of Management Studies and Commerce (2011–2019).

QUALITY ASSURANCE AND DIGITAL LEARNING CONTRIBUTIONS

• Coordinator for uploading academic materials to the Learning Management System (LMS) under the QIG/HETC Project (2015–2018).
• Coordinator for uploading course units for the QIG (Window 1) BBA Study Programme (2015).
• Member, Course Revision Committee for the Master of Science in Health Management Programme. 2020.

ADVISORY AND COMMUNITY ENGAGEMENT ROLES

• Advisory Member, Tharmam Centre for Empowering Deaf Individuals, Kilinochchi.
• Advisory Member, Support Centre for Persons with Disabilities, University of Vavuniya.

CONTRIBUTION TO INSTITUTIONAL DEVELOPMENT

Head of the Department of Marketing during your leadership tenure (February 2, 2023 – March 31, 2026):

• Established the Young Marketers Club (YMC): Formally launched the YMC in 2024 as a student talent incubator after drafting its constitution and securing official Senate and Council approvals.
• Pioneered the Philip Kotler Legacy Initiative: Strategically developed and hosted the annual Philip Kotler Birthday Celebration for three consecutive years (2023–2025) to welcome freshers, host student competitions, present awards, and build community relationships.
• Expanded Industry & Academic Exposure: Facilitated comprehensive educational and industrial field visits, including a key two-day immersion tour to Colombo, as well as visits to the Achchuvely Industrial Zone, Omega Line Ltd., and various local enterprises to bridge theoretical and practical learning.
• Celebred Alumni Success: Initiated a project to compile and showcase the success stories of recent graduates to strengthen ongoing alumni relationships.
• Launched Inclusive Certificate Programs: Introduced the Certificate Course in Entrepreneurial Digital Marketing and the Certificate Course in Business Plan Development, featuring an open admission policy that successfully enrolled a diverse group of learners, including Deaf entrepreneurs.
• Expanded Digital Marketing Curricula: Rolled out the Certificate Course in Digital Marketing in January 2026 and actively contributed to designing a new Diploma in Digital Marketing and updating core MBA curricula.
• Instituted Academic & Memorial Awards: Introduced prestigious new student accolades, including the Gold Medal for Best Thesis in Digital Marketing, the Responsible Marketing Undergraduate Award, and two heritage-honoring memorial medals: the Elaiyathampi Ratnam Memorial Gold Medal and the Kandaiyah Sivarajah Gold Medal.
• Drove Specialization Enrollment Growth: Overcame initial under-enrollment by deploying a student-centered strategy (mentorship, help desks, and field visits) that more than doubled the intake from 45 students in 2023 to 92 students in 2025.
• Forged and Renewed Industry MOUs: Successfully renewed and extended the strategic partnership with the Sri Lanka Institute of Marketing (SLIM) and advanced formal MOUs with corporate leaders Hemas and Keells.
• Advanced International & Collaborative Research: Promoted international academic engagement and actively cultivated a collaborative research culture by championing joint publications and conference presentations between junior and senior researchers.
• Developed the Business Clinic Model: Designed and implemented a specialized “Business Clinic Model” that provided practical consultation, mentoring, and capacity-building to approximately 165 women entrepreneurs across all five districts of the Northern Province, at the invitation of the Ministry of Women Affairs.
• Launched the SME Mentorship Program: Executed a regional development project in collaboration with the Northern Chamber of Industries (NCI), OAV, and SEQUA, mobilizing staff and students to provide digital marketing and business plan training to SMEs across five districts.
• Enhanced Digital and Physical Branding: Targeted the department’s digital visibility via curated Facebook and LinkedIn strategies, while strengthening its physical identity on campus by installing a dedicated departmental name board.
• Promoted CSR & Inclusivity: Guided students through meaningful corporate social responsibility initiatives, including two phases of a clothes donation program in Mannar and Kilinochchi, and championed cultural unity by celebrating major milestones like Thai Pongal.
• Modernized Alumni Data: Initiated a systematic project to collect and update the graduate database to facilitate ongoing mentorship and future institutional collaboration.

Director of the Centre for Gender Equity and Equality (CGEE) at the University of Jaffna (04.01.2021 – 31.07.2025):

• Comprehensive Oversight: Led and coordinated multi-level initiatives across local, national, and international spheres, focusing heavily on gender equity, women’s empowerment, social inclusion, research development, and community engagement.
• “One Billion Rising” Campaign: Initiated and sustained this high-profile international campaign over four consecutive years (2022–2025), incorporating creative performances, poetry readings, panel discussions, prize-givings, and targeted awareness workshops for women entrepreneurs.
• International Women’s Day Celebrations: Organized annual celebratory events (2022–2025) across four administrative districts in collaboration with District Secretariats to recognize marginalized women. In 2025, strategically hosted the flagship event at the university to honor female academic and non-academic staff in higher education.
• National Art Advocacy: Conducted a national-level drawing competition, public exhibition, and prize-giving ceremony backed by UNDP support to advocate for gender equity through visual arts.
• Disability and Deaf Inclusion: Led a pioneering awareness campaign in 2024 focusing on sign language rights and Deaf inclusion in Kilinochchi, executed in active collaboration with the Tharmam Centre, UNDP, and the Sri Lanka Tamil Association of the Deaf.
• Inaugural Gender Symposium: Launched and spearheaded the First International Symposium on Gender Equity and Equality (2022) in partnership with the UNDP.
• SGBV Advocacy via Research: Organized the Second International Symposium (2024), which featured a prominent, high-impact public exhibition dedicated to Sexual and Gender-Based Violence (SGBV) awareness.
• Institutional Jubilee Alignment: Coordinated the critical Pre-Symposium Stakeholders’ Workshop on September 30, 2024, integrating it seamlessly with JUICE-2024 and the University of Jaffna Golden Jubilee celebrations.
• Interdisciplinary Research Leadership: Led the Viyomam International Research Symposium (2024) under the theme “Multidisciplinary and Integrated Perspectives on Gender Mainstreaming,” driving global scholarly collaboration and mainstreaming gender discourse into wider academia.
• Field-Based Academic Linkages: Conducted a strategic field visit to Kandavalai, Kilinochchi (2024) under the Certificate Course in Women’s Studies, bringing together women entrepreneurs and students in collaboration with the Women’s Education & Research Centre (WERC) and the Staff Development Centre (SDC).
• Livelihood Empowerment: Facilitated vital structural linkages between donors and marginalized grassroots populations, directly supporting approximately 30 vulnerable women through targeted livelihood development initiatives.
• Educational Philanthropy: Implemented a targeted book distribution project for the Amma Library in Paranthan (Kilinochchi) to reinforce and strengthen educational access within underserved rural communities.
• District Secretariat Alliances: Cultivated close working partnerships and operational linkages with the District Secretariats of Mullaithivu, Kilinochchi, and Mannar to localize gender equity initiatives.
• High-Level Diplomatic & International Collaborations: Established and maintained strong, active bilateral project collaborations with major international bodies, most notably:The United Nations Development Programme (UNDP), The Indian Embassy, UNDP , Indian Embassy, Unicef , UNHCR , Social Action Centre , OfERR Ceylon ,Women Education and Research Centre
• Curriculum Development & Prevention Initiatives: Introduced ‘Learning Gender’ as a pre-semester curriculum and facilitated the implementation of ‘Learning to Live with Diversity’ pre-semester courses, aiming to proactively prevent ragging and Sexual and Gender-Based Violence (SGBV) within university settings.
• Institutional Framework & Coordination: Initiated and established faculty-level cells for Gender Equity and Equality to streamline operations and enhance coordination with the main Center for Gender Equity and Equality.
• National Governance & Policy Advocacy: Served as a Standing Committee Member of the UGC Centre for Gender Equity, Equality, and Prevention of SGBV and Ragging (2021–2025), contributing to higher education policy and systemic reforms.

Member of the Curriculum Development and Monitoring Committee for the Faculty of Management Studies and Commerce (2017–2023).

• Academic Program Innovation: Contributed significantly to the design and development of new undergraduate and postgraduate courses, degrees, diplomas, and certificate programs across both internal university structures and Open and Distance Learning (ODL) modes.
• Curriculum Quality Assurance: Served as an institutional reviewer and evaluator for curricula, new course proposals, and academic programs at the University of Jaffna (UOJ) and other national universities, ensuring alignment with higher education quality standards.
• Instructional Excellence & Peer Mentorship: Contributed to institutional capacity-building and the enhancement of teaching standards by serving as a peer evaluator for course designs and lecture delivery models.
• Research Governance & Postgraduate Evaluation: Actively strengthened the institution’s research ecosystem by serving as a proposal reviewer, research supervisor, and examination panel member across diverse academic levels, including Undergraduate, Postgraduate, MBA, MEd, MPhil, and PhD programs.
• Institutional Committee Leadership: Provided strategic oversight to academic planning and quality control as an active Member of the Curriculum Development and Monitoring Committee for the Faculty of Management Studies and Commerce (2017–2023).
• Ethnic Cohesion & Integration Framework: Authored a pioneering faculty-level proposal focused on national harmony and social cohesion. The project successfully introduced three language degree courses, institutionalized “National Harmony” as a formalized credit course, and established an active student and staff cross-university exchange program

Contributions to Student Support, Welfare, and Institutional Development

• Student Governance & Financial Oversight: Served as the Senior Treasurer for the Commerce Students’ Union, Faculty of Management Studies and Commerce, University of Jaffna, providing financial governance, strategic guidance, and leadership mentorship to student representatives 2012-2013 .
• Co-curricular & Professional Development: Acted as the Patron of the Young Marketers’ Club, fostering student engagement, industry-academic connection, and professional skill development within the marketing discipline2024 -2026.
• Student Welfare & Residential Life Management: Contributed directly to campus community welfare, safety, and student living standards through dedicated administrative service as a Hostel Warden 2019-2020.
• Campus Discipline & Student Advocacy: Maintained a secure, inclusive, and conducive learning environment across the university ecosystem by serving as a Deputy Proctor 2026.
• Grievance Redressal & Institutional Safeguarding: Served as the institutional Focal Point for the UGC Complaint Portal (2021–2025), managing and addressing University of Jaffna (UOJ) complaints under the oversight of the Centre for Gender Equity, Equality, and Prevention of SGBV and Ragging to ensure a safe campus environment.
• Student Guidance & Mental Well-being: Acted as a dedicated Student Counsellor for the Faculty of Management Studies and Commerce (2011–2019), providing essential academic, personal, and psychosocial support to enhance student welfare and retention.

Research Coordinator (UGC, UNICEF) | 2018 – 2019

• Served as the institutional Research Coordinator for a landmark national study on Ragging and Sexual and Gender-Based Violence (SGBV), a collaborative initiative between UNICEF and the University Grants Commission (UGC) of Sri Lanka across eight selected universities.
• Successfully coordinated data collection, logistics, and research operations across all faculties and units within the University of Jaffna.
• Managed a comprehensive mixed-methods research design involving both quantitative and qualitative data collection, followed by a rigorous two-phase data analysis.
• Formally presented the institutional-level report on Ragging and SGBV findings directly to the UGC on 14th January 2019.

President, Alumni Association | Faculty of Graduate Studies, UOJ 2019/2021

• Financial Infrastructure: Successfully opened the official Alumni Association bank account at the University branch, establishing a secure, transparent framework to manage all organizational financial flows.
• Logo Design & Branding: Conceptualized and designed the official logo for the Alumni Association, anchoring the association’s visual identity across all primary assets, including the official bill book and informational brochures.
• Fiscal Accountability: Spearheaded the printing and implementation of the official bill book and receipt system to systematically collect, track, and audit membership fees.
• Membership Application Framework: Developed and finalized a comprehensive membership application form through a series of strategic consultations with the Dean and executive members; successfully deployed the forms to build the foundational membership registry.
• Constitutional Governance: Mobilized the membership drive to achieve the mandatory quorum required to legally convene and conduct the inaugural Annual General Meeting (AGM).
• Strategic Development Engagement: Successfully hosted the Annual General Meeting,激activating high-level developmental discussions with honorary members to map out strategic initiatives for the Graduate Faculty’s future growth.
• Information Resource Design: Designed and produced an official informational brochure for alumni members, meticulously formatting it to serve as a comprehensive resource for network engagement.
• Digital Infrastructure Integration: Secured a dedicated, official university email domain (alumnifgs@univ.jfn.ac.lk) to centralize corporate communications and establish a professional contact gateway for global alumni.
• Web Development: Built and launched the official Alumni Association website creating a dynamic digital hub to enhance stakeholder engagement, share updates, and streamline global networking.

Chairperson, Research and Higher Degree  Committee Faculty of Management Studies and Commerce (2020 – 2023)

• Proposed and established the “Research Dialogue Forum,” successfully hosting 10 events that bridged academia and industry through the presentation of research findings.
• Managed and facilitated the application process for faculty research allowances and academic grants

Person-in-Charge, Business Incubation Cell & Faculty Coordinator, University Business Linkage (2014 – 2020)

• Business Incubation Cell Establishment (2015): Formulated and developed the foundational strategic proposal to initiate the Business Incubation Cell within the Faculty of Management Studies and Commerce, laying the groundwork for student entrepreneurship, commercialization, and industry-academic integration
• University-Industry Partnerships: Directed University Business Linkage (UBL) initiatives for the faculty (2016–2020), including a key collaborative project with G.I.Z. (2016–2017) to bridge academic research with practical business applications.
• Community Economic Development: Initiated the “WEDNESDAY MARKET” in 2015, establishing a sustainable weekly platform to create direct marketing opportunities for MSMEs across the Northern Province.
• Jun 27–29, 2017 Facilitated a participatory rural workshop on “Dairy Business Management” for small-scale dairy farmers, milk traders, transporters, and processors in the Mullaithivu District, in collaboration with World Concern (INGO).
• May 6–7, 2016: Organized two-day training sessions for micro-marketers focusing on “Electronic Knowledge for Micro Businesses” and “Easy Ways for Starting an e-Business.”
• Feb 10, 2016: Conducted an interactive business innovation training workshop, facilitating expert staff consultations to support local entrepreneurs with business development and administration.
• Oct 15–16, 2015: Hosted the Women Micro Entrepreneurs’ product exhibition at the faculty, centered on the theme “Penetrating Platform for Livelihood.”
• Sep 6–7, 2014: Organized the “Expedite Blossoming Hybrid Market for Entrepreneurs,” a major market exhibition designed for MSMEs operating within the Northern region.
• Sep 6–7, 2014: Coordinated a university-wide knowledge-sharing exhibition to showcase the readiness and capacity of Management Studies & Commerce staff and students for active university-business linkage.

Contributions to Digital Learning and Infrastructure

• Laboratory Planning and Infrastructure Development: Actively contributed to the strategic planning, setup, and development of specialized laboratory facilities to enhance practical learning and research capabilities.
• Blended Learning Integration: Spearheaded interactive teaching frameworks by seamlessly blending face-to-face instruction with Learning Management Systems (LMS) for internal undergraduate, postgraduate, and Center for Open and Distance Learning (CODL) students.
• Digital Transformation of Learning Resources: Advancements made in institutional digital infrastructure through the systemic curating, managing, and uploading of comprehensive course materials and e-learning resources.
• Open Educational Resources (OER) Expansion: Championed institutional reach and open-access distance education by developing and delivering instructional content via dedicated open-resource multimedia channels.
• Digital Transformation Coordination (HETC Project): Served as the Coordinator for migrating and uploading academic materials to the Learning Management System (LMS) under the Quality Innovation Grant (QIG) of the Higher Education for the Twenty-First Century (HETC) Project (2015–2018), driving institutional digital readiness.
• Curriculum Digitalization Leadership: Acted as the Coordinator for the digital deployment of course units for the QIG (Window 1) Bachelor of Business Administration (BBA) Study Programme (2015), ensuring the successful virtual structural alignment of the degree program.

Strategic Grant Acquisition & Faculty Advancement

• HETC (QIG) Competitive Grant (2011): Mainauthored the strategic proposal for the Higher Education for the Twenty-First Century (HETC) Quality Innovation Grant (QIG). Successfully navigated the faculty through the first round selection and delivered a highly commended presentation on “Need Identification at the Faculty Level” during the official evaluation phase, earning formal appreciation from the grant’s review panel.
• University Development Grant for External Degrees (2011): Formulated a comprehensive funding proposal in September 2011 titled Improving Relevance & Quality of External Degree Program (HETC-UDG-EDP) for the External Degree Registration & Examinations Unit. The initiative and its strategic value received formal commendation from the Vice Chancellor at the Senate meeting held on October 10, 2011.

Coordinator, Internal Quality Assurance Cell (IQAC) Faculty of Management Studies and Commerce (2017-2020)

• Accreditation & Review: Spearheaded the Self-Evaluation Report (SER) writing, evidence collection, and revision process across 8 criteria for the B.Com and B.B.A. degree programs.
• Event Coordination: Successfully managed the 2018 Institutional Review and Program Review field visits, coordinating schedules, facility tours, and stakeholder meetings with students, staff, and alumni.
• Performance Management: Introduced comprehensive appraisal mechanisms utilizing peer evaluations, student/stakeholder feedback, and graduate exit surveys. Drafted official appraisal forms for all faculty staff.
• Strategic Policy Development: Formulated the IQAC 2018 Strategic Plan, 2018/2019 Action Plans, Terms of Reference (ToR) for 10 faculty committees, and inclusive policies for students with special needs.
• Administration & Reporting: Chaired monthly IQAC meetings, presented progress reports to the central university IQAU, and ensured departmental compliance with faculty quality standards.
• Training & Digital Outreach: Organized extensive QA awareness programs and IT workshops, enabling the deployment of official university emails and academic portfolio websites. Updated and maintained the IQAC web presence.

CONTRIBUTIONS TO NATIONAL DEVELOPMENT

• Socio-Economic Reintegration & Care (Since 2020): As a dedicated Life Member of Vaazhvaham (Home for the Visually Handicapped), actively contributed to sustained welfare frameworks, residential stability, and holistic rehabilitation pipelines that empower visually impaired individuals to lead dignified, independent lives.
• Empowerment of Marginalized Youth: Serving as an Advisory Member for the Tharmam Centre for Empowering Deaf Individuals in Kilinochchi, providing strategic guidance on vocational training, communication accessibility, and socio-economic empowerment initiatives designed to integrate deaf individuals into the regional workforce.
• Institutional & Higher Education Inclusion: As an Advisory Member for the Support Centre for Persons with Disabilities at the University of Vavuniya, played a pivotal role in shaping institutional policies, improving campus accessibility, and fostering an inclusive academic environment that ensures equitable higher education opportunities for students with diverse abilities.
• Cross-Regional SME Capacity Building: Executed a major regional development project in 2024 partnering with the Northern Chamber of Industries (NCI), OAV, and SEQUA; mobilized university staff and students to deliver digital marketing and business plan training to SMEs across five districts.
• Innovative Business Clinic Framework: Designed and implemented an innovative Roundtable Business Clinic model titled “Empowering Women Entrepreneurs to Master Market Analysis.” Pilot-tested the framework across five districts (Jaffna, Mullaithivu, Mannar, Kilinochchi, and an additional district) in late 2025, directly empowering approximately 350 women entrepreneurs.
• National & International Consultancy: Formulated and submitted an expert consultancy report to CARE International Sri Lanka in 2013, outlining strategic marketing interventions for small-scale industries.
• MSME Technical Advisory: Served as an expert Resource Person on “Techniques and Strategies in Branding, Packaging, and Certification for MSMEs” (December 6, 2025), an initiative organized by the Jaffna Science Association in collaboration with the American Corner.
• Provincial Labor Advocacy: Served as a key Resource Person for an awareness workshop organized by the Department of Labour (Northern Province) celebrating International Women’s Day (March 31, 2026). Delivered an impactful session utilizing narrative-driven methodologies to advocate for work-family balance and the prevention of workplace sexual harassment.
• Public Sector Capacity Building: Acted as a specialist Resource Person for the “Awareness Workshop on SGBV Issues for Women Development Officers and Women Counsellors in the Jaffna District” (September 26, 2025), conducted by the Ministry of Women’s Affairs, Northern Province.
• National Policy & Auditing Consultations: Invited as a Resource Person for a high-level stakeholder feedback workshop on “Gender Auditing for Gender Mainstreaming: Key Elements for Gender-Specific Self-Assessment” (April 11, 2025), organized by the Ministry of Women’s Affairs in collaboration with DevPro.
• Public-Private Sector Facilitation: Contributed as a Resource Person for a participant-oriented session titled “Government & Private Sector Engagement for Women Entrepreneurs” under the ILO PAVE Project (Vavuniya, June 11, 2025).
• Value Chain & Product Development: Facilitated a technical training session titled “Product Development & Value Addition for Competitive Markets” aimed at women-led groups under the ILO PAVE Project (Mullaithivu, May 26, 2025).
• Legal & Governance Advocacy: Facilitated an executive session titled “Gender-Sensitive Programming & Advocacy in Business & Governance: Legal Rights & GBV Prevention” under the ILO PAVE Project (Jaffna, May 15, 2025).
• Institutional Capacity Building: Served as an expert Committee Member for the Development of Course Modules for Strengthening Research Capacity of School Principals in Northern Sri Lanka (2018), bridging the gap between higher education research methodologies and primary/secondary school administration.
• Institutional Leadership & Life Skills Cultivation (2023–Present): As University-Level Coordinator, spearheaded and managed comprehensive training programs focused on leadership, innovation, and vital “life skills.” This initiative bridges the gap between traditional academic curricula and the practical competencies required by the modern national workforce, empowering university youth to become self-reliant change-makers.
• Global-Local Knowledge Transfer & Mentorship: Serving as a Volunteer Trainer for the Centre for Leadership and Innovation (CFLI), Canada, facilitated international-standard training modules locally. Contributed to building self-confidence, emotional intelligence, and strategic thinking in young minds, effectively connecting global frameworks with local community empowerment.

BOOKS

1. Shivany, S. (2020). Data Analysis in SPSS. Semamadu Publication. ISBN: 978-955-685-162-9.
2. Shivany, S. (2020). Consumer Behaviour. Lanka Book Depot Publication. ISBN: 978-955-705-402-5.
3. Shivany, S. (2020). Consumer Psychology. Kumaran Book House Publication. ISBN: 955-659-703-4.
4. Shivany, S. (2020). Case Studies in Marketing. Semamadu Publication. ISBN: 978-955-685-161-8.
5. Shivany, S. (2017). Marketing Management. Guru Printers Publication. ISBN: 978-955-4511-01-09.
6. Shivany, S. (2017). Business Environment (1st ed.). Guru Printers Publication. ISBN: 978-955-4511-02-6.
7. Shivany, S. (2017). My Articles. Guru Printers Publication. ISBN: 978-955-4511-03-3.

BOOK CHAPTERS

1. Shivany, S., Dilogini, S., & Nimesha, K. (in press). Inclusive entrepreneurship for improving the economic status of SGBV survivors in safe homes: A case of Northern Province of Sri Lanka. In H. Henry, S. Singer, G. Winstanley, & B. Bennett (Eds.), Inclusive entrepreneurship and the sustainable development goals: A global research perspective. Elsevier.
2. Dilogini, S., & Shivany, S. (in press). Inclusive entrepreneurship and the sustainable development goals: A global perspective. In H. Henry, S. Singer, G. Winstanley, & B. Bennett (Eds.), Inclusive entrepreneurship and the sustainable development goals: A global research perspective. Elsevier.
3. Shivany, S., & Priya, M. (2026). Harnessing digital technology to foster inclusive women entrepreneurship in post-conflict Northern Province, Sri Lanka: Opportunities, barriers, and impact. In J. Thevananth (Ed.), Information technology and management: Multidisciplinary perspectives on AI and ICT in the changing world (pp. 65–86). Shanlax Publications. http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/12463
4. Shivany, S. (2021). Linkages with Micro, Small and Medium Enterprises (MSMEs) for sustainable higher education in management. In S. Dhiman & R. Samaratunge (Eds.), New horizons in management, leadership, and sustainability: Future of business and finance (pp. 393–412). Springer, Cham. https://doi.org/10.1007/978-3-030-62171-1_19 http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/9449
5. சிவாணி, ச. (2018). போருக்குப் பின்னரான தமிழ்ச் சமூகத்தின் பெண்களின் துன்பியல் நிலை : இலக்கிய நிலைகளோடு ஒப்பிட்டு நோக்குதல். பாஞ். இராமலிங்கம் (பதிப்பாசிரியர்), தமிழர் பண்பாட்டு ஆய்வுகள் (பக். 206-230). PUDU BOOKS. http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/12605

JOURNAL PUBLICATIONS

1. Shivany, S., Jehashini, K., Sutharjini, S., Dilogini, S., & Nimesha, K. (2026). Women entrepreneurs’ success factors in Mullaitivu post-war development. Sri Lanka Journal of Marketing, 11(2), 1–22. (In press), Published by University of Kelaniya.
2. Kumarasinghe, K. H. A. N., & Shanmugathas, S. (2026). Promotion through social media platform marketing: Evaluating the ethical role of social media influencers in Sri Lanka’s 2024 political campaigns. Asian Journal of Political Science, 1–23. Taylor & Francis. https://doi.org/10.1080/02185377.2026.2636509
   http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/12461

3. Gooden, T. E., Wang, J., Goulart, A. C., Vethanayagam, S. A., Wang, H., Varella, A. C., Paschoal, E., Uruthirakumar, P., Kanesamoorthy, S., Shanmugathas, S., Zhang, H., Zhong, J., Feng, M., Li, X., Guruparan, M., Kumarendran, B., Nirantharakumar, K., Lip, G. Y. H., Thomas, G. N., Bensenor, I. M., Guo, Y., Rajendra, S., Greenfield, S., & Manaseki, S. (2025). Inefficiencies identified in healthcare professional-to-patient handover practices for atrial fibrillation: A mixed-methods study in Brazil, China and Sri Lanka. BMJ Global Health, 10(11). http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/12464
4. Sangarathas, D., & Shanmugathas, S. (2025). Human-centric digital transformation in Industry 5.0: A phenomenological study of family-owned SMEs in Sri Lanka. The Electronic Journal of Information Systems in Developing Countries, 91(4), e70026. 1002/isd2.70026 http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/11858
5. Shivany, S., Jegashini, K., & Dilogini, S. (2025). Employing marketing graduates in MSMEs for achieving sustainable development goals. SEUSL Journal of Marketing, 10(1), 25–51.
   http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/11476
6. Shivany, S., Dilogini, S., Jegashini, K., & Pathmarajah, P. (2024). The emerging digital ecosystem of online marketing for startups in the COVID-19 era: Insights from Northern Province, Sri Lanka. MENTOR: The Journal of Business Studies, 8(2), 67–84.
   http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/11069
7. Sangarathas, D., Shanmugathas, S., & Malkanthie, M. A. A. (2024). Does current pre-experience matter? A study of customer-perceived characteristics and MarTech usage behaviour of mobile banking application users in Sri Lanka. Asian Journal of Marketing Management, 3(1), 56–104. https://doi.org/10.31357/ajmm.v3i01.7305 . http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/11862
8. Vethanayagam, S. A., Shivany, S., Gooden, T. E., Guruparan, M., Kumarendran, B., Lip, G. Y. H., Manaseki-Holland, S., Nirantharakumar, K., Kanesamoorthy, S., Subaschandren, K., Haniffa, R., Rajendra, S., Thomas, G. N., Uruthirakumar, P., Greenfield, S., Lane, D. A., Beane, A., & NIHR Global Health Research Group on Atrial Fibrillation Management. (2022). Healthcare provider and patient perspectives on access to and management of atrial fibrillation in the Northern Province, Sri Lanka: A rapid evaluation of barriers and facilitators to care. BMC Health Services Research, 22, 1078. https://doi.org/10.1186/s12913-022-08440-1
   http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/9429
9. Shivany, S. (2021). Entrepreneurial marketing dimensions: Evidence from women-owned SMEs in Sri Lanka. Sri Lanka Journal of Marketing, 7(3), 181–211.
   http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/6159
10. Shanmuganathan, K., & Shanmugathas, S. (2021). Factors determining social media marketing adoption of micro, small, and medium enterprises (MSMEs) in the Northern Province, Sri Lanka. Wayamba Journal of Management, 12(1), 125–151.
    http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/4145
11. Chathuranga, W. M. N., & Shivany, S. (2020). Application of e-marketing tools at Keells Super, Sri Lanka. M-Infiniti Journal of Management, 14(1), 194–216.
    http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/1759
12. Kavitha, S., & Shivany, S. (2020). Marketing problems of women handicraft producers in Jaffna District. Global Journal of Business and Management Research, 6(1), 139–152. Sai Ram Institute of Management Studies, Sai Ram Engineering College
    http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/9547
13. Sathyavany, N., & Shivany, S. (2018). Interfaces among e-banking service qualities, e-customer satisfaction, and e-loyalty. International Journal of Business and General Management, 8(1), 1–18.
    http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/1770
14. Jayasingha, S. M., & Shivany, S. (2018). Critical discourse analysis of Sinhala cultural identity in celebrity endorsement in newspaper advertisements. International Journal of Business Marketing and Management, 3(12), 1–
    http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/9548
15. Suvethika, S., & Shivany, S. (2018). Retail business intention amidst undergraduates. International Journal of Management and Economics Invention, 4(10), 1964–1966. https://doi.org/10.31142/ijmei/v4i10.03
    http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/1775
16. Sathiyavany, N., & Shivany, S. (2018). E-banking service qualities, e-customer satisfaction, and e-loyalty: A conceptual model. International Journal of Social Sciences and Humanities Inventions, 5(6), 4808–4820. https://doi.org/10.18535/ijsshi/v5i6.08
    http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/1765
17. Dilogini, K., & Shivany, S. (2017). Exploring the model for consumer characteristics linked with technology marketing. International Journal of Business, Social and Scientific Research, 6(1), 27–36.
    http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/1767
18. Shivany, S., Shathana, V., & Piriya, M. (2017). Challenges faced by dairy producers for pursuing sustainable livelihood in Mullaitivu District. Journal of Business and Economics, 8(8), 680–687. https://doi.org/10.15341/jbe(2155-7950)/08.08.2017/006
    http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/1762
19. Janany, E., & Shivany, S. (2017). Factors influencing purchase intention toward beauty care products in Jaffna District. International Journal of Research Publication, 7(4), 1–13.
    http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/1776
20. Wijeyasuriya, A. P. S. M., & Shivany, S. (2017). Reasons for low sales of Nutri Plus in CBL Food Pvt Ltd: An applied marketing research. Global Journal of Business Management Research, 5(1), 166–188. Published by Saisam Institute of Management Studies. http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/12606
21. Inthusha, S., & Shivany, S. (2017). Factors influencing student adoption of e-learning among commerce and management undergraduates. SANKHNA: International Journal of Management and Technology, 6(1), 235–247. Published by Saisam Institute of Management Studies Sai Ram Engineering College. http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/12608
22. Sivagowry, K., & Shivany, S. (2017). Analysis of supply chain problems in the fish processing sector. SANKHNA: International Journal of Management and Technology, 6(1), 88–100. Published by Saisam Institute of Management Studies, Tamil Naddu, India. http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/12602
23. Shivany, S. (2016). Critical discourse analysis of Tamil cultural identity in celebrity endorsement advertisements. Journal of Business Studies, 3(2), 56–80.
    http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/2112
24. Shivany, S., Velnampy, T., & Kajendra, K. (2015). Cases of women micro-marketers in Northern Province, Sri Lanka. Journal of Business Studies, 1(1), 12–23.
    http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/2113
25. Shivany, S., & Velnampy, T. (2015). Grounded theory as a methodology for exploring marketing strategies for a special context. International Journal of Social Science and Management, 4(11), 115–126.
    http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/2106
26. Sivacamy, S., Shivany, S., & Sivanenthira, S. (2015). Awareness of food labelling and use of information in purchasing prepacked food products among consumers in Jaffna District. International Journal of Commerce, 3, 6–9. Published by Global Association of Commerce & Management , Tamil Nadu, India. http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/12600
27. Shivany, S., Velnampy, T., & Kajendra, K. (2015). Literature survey on post-war marketing strategies for conflict-affected areas of Sri Lanka. Annamalai International Journal of Business Studies and Research (Special Issue), 73–85. Published by Annamalai university of India. http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/12637
28. Sothilingam, V., Shivany, S., & Sivapragasam, S. (2015). Determinants of demand in the hotel industry: Special reference to Jaffna District. Annamalai Business Review (Special Issue), 5–12.
    http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/2104
29. Sivanenthira, S., & Shivany, S. (2013). Factors influencing customer perceived value of services of medical clinics. EXCEL International Journal of Multidisciplinary Management Studies, 3(5), 254–270.
    http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/2105

CONFERENCE PRESENTATIONS

1. Jegashini, K., & Shivany, S. (2025). The role of generative artificial intelligence in shaping critical thinking skills among undergraduates. In Proceedings of the TASME Conference on Technological Advances in Science, Medicine, and Engineering (p. 107).
   http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/11868

2. Sathyakumar, M., Shivany, S., Jegashini, K., & Dilogini, S. (2025). Identifying the challenges faced by deaf and hard-of-hearing Tamil individuals in Sri Lanka: A study on sign language barriers. In Proceedings of the 2nd International Research Conference on Education (IRCE 2025) (p. 49).
   http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/11866

3. Rathna, S. N. K. K., & Shivany, S. (2024). Developing personal brands through social media platforms: A case of university academics in Sri Lanka. In Proceedings of the 28th Annual Technological Advances in Science, Medicine, and Engineering (TASME 2024) Conference (p. 40). Toronto, Canada.
   http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/11860

4. Jegashini, K., & Shivany, S. (2024). Revolutionizing CRM: How AI personalization is shaping the future of e-commerce from the customer’s perspective. In Proceedings of the 9th Interdisciplinary Conference of Management Researchers (ICMR 2024) (p. 40). Sabaragamuwa University of Sri Lanka.
   http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/12462

5. Jegashini, K., & Shivany, S. (2025). The role of generative artificial intelligence in shaping critical thinking skills among undergraduates. In Proceedings of the 29th Annual Technological Advances in Science, Medicine, and Engineering (TASME 2025) Conference. University of Toronto, Canada. http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/11868

6. Nimesha, K. H. A., & Shivany, S. (2025). Promotion through social media platform marketing: Evaluating the ethical role of social media influencers in Sri Lanka’s 2024 political campaigns. In Proceedings of the 21st International Conference on Business Management (ICBM 2025): Tech Titans and Turmoil—Leveraging Disruptive Technologies for Sustainable Business Transformation.

7. Dilogini, S., & Shivany, S. (2024). Exploring the challenges of augmented reality applications in sustainable digital marketing: A case study of arts and crafts MSMEs in Sri Lanka. In Proceedings of the 3rd International Research Symposium on Management 2024 (p. 157). Faculty of Management Studies, University of Rajarata.
   http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/11867

8. Shivany, S., Dilogini, S., Jegashini, K., & Thasika, T. (2024). Fostering gender equality in higher education: Incorporating outcome-based measures into review manuals to enhance quality assurance in Sri Lankan state universities. Presented at the 4th Quality Assurance Session, University of Ruhuna.
   http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/11865

9. Jegashini, K., & Shivany, S. (2024). Deceptive social media marketing tactics utilizing compromised Facebook accounts to promote fraudulent Bitcoin investment crimes: Evidence from Sri Lankan Facebook users. In Proceedings of the First International Conference on Criminology and Criminal Justice: New Horizons in Criminology and Criminal Justice (p. 54). University of Sri Jayewardenepura, Sri Lanka.
   http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/11861

10. Shivany, S. (2023). Understanding the sustainable marketing strategies: Lessons from ‘Milk-White soap- Kanagarajah’. In Proceedings of International Conference on Multidisciplinary Research (ICMR 2023) (p. 98). Eastern University, Sri Lanka with Sri Sathya Sai University for Human Excellence, India. http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/12601

11. Thasika, T., Hensman, G. H., Dilogini, S., & Shivany, S. (2023). Career disruption of women from the perspectives of male counterparts: An explorative investigation in Sri Lanka. In Proceedings of the 2nd International Conference on Gender Disparities (p. 23). Centre for Gender Studies, University of Kelaniya.
    http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/11869

12. சிவாணி, ச. (2020). தமிழ்ப்பெண்களுக்கு எதிரான வன்முறைகள்: தமிழ்ப்பத்திரிகைச் செய்திகளின் உள்ளடக்கப் பகுப்பாய்வு. In முதலாவது அனைத்துலகத் தமிழ் மாநாடு: வரலாற்றுப் போக்கில் தமிழியல் ஆய்வுகள் (ஆய்வுக்கட்டுரைத்தொகுப்பு, pp. 722–731). தமிழ்த்துறை, யாழ்ப்பாணப் பல்கலைக்கழகம், இலங்கை. http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/9448

13. Shivany, S., & Kumarendran, B. (2022). Business stakeholders’ role in sustainable water resource management in Jaffna District. In Proceedings of the Midway Symposium on Water Security through Participatory Action Research (WASPAR). University of Jaffna.
    http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/12459

14. Coonghe, D., Sriskanthan, S., Shivany, S., Karthiga, I., & Dishalini, I. (2022). Engaging school students for enabling water security: Systemic challenges and search for opportunities. In Proceedings of the Midway Symposium on Water Security through Participatory Action Research (WASPAR). Faculty of Graduate Studies, University of Jaffna.
    http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/12460

15. Shivany, S. (2019). திருமணமான தமிழ்ப் பெண்களின் தொழில் முன்னேற்றங்களைத் தீர்மானிக்கும் காரணிகள். In Proceedings of the International Conference on Contemporary Management (ICCM 2019) (pp. 942–955). Faculty of Management Studies, University of Jaffna. http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/2114

16. சிவாணி, ச. (2016). பசுமைச்சந்தைப்படுத்தல் தந்திரோபாயங்களைக் கையாள்வதில் பெண் சிறுகைத்தொழில் முயற்சியாளர்கள் எதிர்கொள்ளும் சவால்கள். Jaffna University Research Conference, 130-136. University of Jaffna. http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/8180
17. Queenmary, X. M., & Shivany, S. (2019). Marketing strategies for seasonal offers at Manner retail stores. In Proceedings of the 8th Annual International Research Conference (pp. 205–214). Southeastern University of Sri Lanka.
    http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/11909

18. Shivany, S. (2019). Impediments and approaches for management faculty and SME linkage: An institutional case study. In Proceedings of the 16th International Conference on Business Management (ICBM 2019) (p. 120). University of Sri Jayewardenepura & Monash University.
    http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/1768

19. Kavitha, S., & Shivany, S. (2019). Enlightening the livelihoods of handicraft producers in Jaffna District: The ways forward. In Proceedings of the 8th Annual International Research Conference: Sustainability through Business, Humanities and Technology (p. 75). South eastern University of Sri Lanka. http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/12638

20. Queenmary, X. M., & Shivany, S. (2019). Marketing strategies for seasonal offers at Manner retail stores. In Proceedings of the 8th Annual International Research Conference (p. 79). Southeastern University of Sri Lanka. http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/11909

21. Dilogini, K., Shivany, S., & Malkanthie, M. A. A. (2018). Customer characteristics on behavior to use tech marketing in banks: Propositions for future research. In Proceedings of the Research Conference on Business Studies (pp. 275–285). Vavuniya Campus, University of Jaffna.
    http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/8172

22. Shivany, S., Dilogini, K., Hensman, G. H., & Kajanthy, K. (2017). Exploring the model for multimedia messaging services marketing for special context. In Book of Abstracts: International Conference on Advanced Marketing 2017 (p. 112). The International Institute of Knowledge Management (TIIKM). http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/12604

23. Vaishanvai, S., Vinothini, R., Thadsaniya, I., Vimalini, V., Suvithika, S., Keerthika, S., & Shivany, S. (2017). Psychological factors and customer satisfaction at retail stores in Jaffna market. In Book of Abstracts: International Conference on Advanced Marketing 2017 (p. 64). The International Institute of Knowledge Management (TIIKM). http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/12607

24. Shivany, S. (2017). Wretchedness of women in the post-war context: A comparative analysis between literature and practices. In Proceedings of the 13th International Conference on Challenges and Initiatives of Tamil Language and Culture. International Movement of Tamil Culture, Canada.

25. Shivany, S. (2017). Exploring the models for linking micro marketers and the management faculty: An institutional case study. In Proceedings of the 4th Annual Research Symposium on Social Sciences and Humanities (ARSSSH 2017). National Centre for Advanced Studies in Humanities & Social Sciences, Sri Lanka.

26. Suganya, A., Mary Theresha, S., Queenmary Figurado, X. M., Glodiya, Fernando, N. I., Lathursha, S., Sinduja, K., & Shivany, S. (2017). The Electronic Word of Mouth and Customer Retention at Retail Stores in Jaffna Market.  International Conference on Advanced Marketing: Marketing for Next Generation, on 26th And 27th of January 2017, Organised by the University of Kelaniya, Page No:62. http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/12603

27. Suganya, S., & Shivany, S. (2017). Guerrilla advertising as a solution for promotional problems of selected SMEs in Mannar District (Poster presentation). In Proceedings of the 4th International Conference on Contemporary Management (ICCM) (pp. 547–563). University of Jaffna.
    http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/8175

28. Shivany, S., & Velnampy, T. (2016). Content analysis of Tamil TV commercials aimed at women in the post-war context. In Proceedings of the 13th International Conference on Business Management (ICBM 2016).
    http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/8177

29. Dilogini, K., & Shivany, S. (2016). Framework of technology in the marketing world: A theoretical review. In Proceedings of the 13th International Conference on Business Management (ICBM 2016). http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/8178

30. Shivany, S. (2016). Content analysis of green advertisement messages conveyed by small, medium, and micro enterprises in Northern Province. In Proceedings of the Jaffna University International Conference (JUICE 2016) (pp. 100–106).
    http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/8179

31. சிவாணி, ச. (2016). பசுமைச்சந்தைப்படுத்தல் தந்திரோபாயங்களைக் கையாள்வதில் பெண் சிறுகைத்தொழில் முயற்சியாளர்கள் எதிர்கொள்ளும் சவால்கள். Jaffna University Research Conference, 130-136. University of Jaffna. http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/8180

32. Bakeerathy, V., Vaishnavi, S., & Shivany, S. (2016). Exploring the innovative model for waste material management (WMM) (Poster presentation). In Proceedings of the International Conference on Contemporary Management (ICCM 2016) (pp. 496–510). University of Jaffna. http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/2019

33. Pavithra, S., Niththiya, N., & Shivany, S. (2016). Exploring the factors influencing mothers’ brand choices on baby diaper brands: An applied marketing research. In Proceedings of the International Conference on Contemporary Management (ICCM 2016) (pp. 579–592). University of Jaffna.
    http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/8181

34. Shivany, S., & Velnampy, T. (2016). Consumer responses towards the 4Ps marketing strategies in conflict-affected areas of Sri Lanka: A grounded theory approach. In Proceedings of the 12th International Conference on Business Management (ICBM 2016).
    http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/8182
35. Shivany, S., Ratnam, E., Sivarajah, K., Karunanithy, M., Rajumesh, S., Sivesan, S., Sathana, V., Kumaratheepan, V., Sivanenthira, S., & Dilogini, K. (2015). Role of the marketing department of a university in boosting micro marketers in an unethical business environment. In Proceedings of the International Conference on Contemporary Management (ICCM) (pp. 930–946). http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/8183
36. Shivany, S., Velnampy, T., & Kajendra, K. (2014). Microcredit marketing strategies in the post-war marketing context. In Proceedings of the 1st International Conference on Contemporary Management (ICCM). University of Jaffna.
    http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/8184

37. Velnampy, T., Kajendra, K., & Shivany, S. (2013). Marketing strategies for livelihood income-generating activities in the post-war marketing context. In Proceedings of the 9th International Conference on Business Management (ICBM).
    http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/8185

38. Shivany, S. (2011). An empirical investigation of the effect of customer participation on ATM service performance. In Proceedings of the 8th International Conference on Business Management (ICBM 2011) (pp. 537–544).
    http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/8186

39. Shivany, S. (2011). Exploring the pattern of consumer brand choices in the post-conflict marketing environment: A grounded theory approach. In Proceedings of the International Conference on Leading Beyond Horizon: Engaging Future Organization (pp. 281–286). Annamalai University, India.
    http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/8187

40. Shivany, S. (2011). Exploring consumers’ attitude toward local TV commercials in the post-conflict marketing environment: A grounded theory approach. In Proceedings of the International Conference on Competency Building Strategies in Business and Technology.
    http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/8188

41. Fazeela, J. A., & Shivany, S. (2011). Impact of integrated mobile marketing communication on customer perceived value of services, and the moderating role of technology: Evidence from private commercial banks in Sri Lanka. In Proceedings of the International Conference on Leading Beyond Horizon: Engaging Future Organization (pp. 336–353). Annamalai University, India.
    http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/8189

42. Fazeela, J. A., & Shivany, S. (2010). Impact of integrated mobile marketing communication on customer perceived value of services in the Sri Lankan commercial banking sector. In Proceedings of the International Research Conference on Management and Finance (pp. 393–406). University of Colombo.
    http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/8192

43. Shivany, S., & Sanchieef, A. (2011). Impact of information technology on customer satisfaction: Special application to the post-conflict banking environment. In Proceedings of the International Conference on Competency Building Strategies in Business and Technology (Vol. 2). Sairam Institute of Management Studies, India.
    http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/8192

44. Shivany, S. (2010). Attitude as a determinant of mobile advertising acceptance and the moderating effect of control facilities. In Proceedings of the Annual Research Conference. University of Jaffna, Sri Lanka.
    http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/9450

• Best Paper Award – AI-Powered Personalization and the Future of CRM Strategies, ICMR 2024, Sabaragamuwa University.
• University Prize for the Best Solution Oriented Thesis Award -2016 (University Level) : received  for the Undergraduate Research supervision on “Branding problems of Jaffna Made Products: A Multiple case studies of Manufactures in Jaffna District, under  the University Business Linkage Initiative Program, University of Jaffna, (Approved by University Grants Commission Circular No: 10/2016 of 25^th of July 2016& 4 /2016 of 1^st March 2016), on 9^th September 2016.
• Prize for the Best Solution Oriented Thesis Award (Faculty Level)-2016, : for the Undergraduate Research supervision on “Branding problems of Jaffna Made Products: A Multiple case studies of Manufactures in Jaffna District., by the University Business Linkage Initiative Program, University of Jaffna (Approved by University Grants Commission Circular No:10/2016 of 25^th of July 2016& 4 /2016 of 1^st March 2016), on 9^th September 2016.
• Best paper research award received for the paper presentation on the titled” Reasons for low sales of Nutri plus of Nutri range Product line in CBL food Pvt: An applied Marketing Research, at the 7^th International Conference on Social science for sustaining business and economy in Global market, which was held in Sairam Institute of Management Studies, India, on 21^st and 22^nd of September 2017.
• Best paper research award received for the paper presentation on the titled” Exploring the meaning of Green Packaging on consumer view point, at the 7^th International Conference on Social science for sustaining business and economy in Global market, which was held in Sairam Institute of Management Studies, India, on 21^st and 22^nd of September 2017.
• Scholarship from UGC for Higher Studies -2014 to complete the PhD at the Faculty of Graduate Studies. University of Jaffna, since 2011 to 2014.
• University research grant for ‘Exploring the models for linking micro marketers and the Management faculty” in 2016 October.
• Received travel Granted to present a research paper at the 16th International Conference on Business Management (ICBM 2019), Organised by the University of Sri Jeyawarthanapura and Monas University, Australia, held in Monas University, Melbourne, Australia, from 12 -14 of December 2019.
• Receive travel Grantto present research papers at the 7th International Conference on Social science for sustaining Business and economy in Global market, which was held in Sairam Institute of Management Studies, India, on 21st and 22nd of September 2017.
• A Velupillai memorial prize for the best student offering marketing as a subject in the degree of Bachelor of Commerce examination (specialization in marketing )1999/2000

STRATEGIC COLLABORATIONS IN FUNDED RESEARCH  PROJECTS

• NIHR Global Health Study (2024): Collaborated on a multi-country project (South Africa, India, Mexico, Brazil, Sri Lanka) investigating the effects of violence against women and children, focusing on survivors and healthcare frameworks.
• AHEAD Project: Focused on the water security of the Northern Province using a participatory Action research 2020 to date
• NIHR Global Health Study (2020): Healthcare provider and patient perspectives on access to and management of atrial fibrillation in the Northern Province, Sri Lanka: funded by the National Institute for Health Research (project reference 17/63/121, NIHR Global Health Research Group on Atrial Fibrillation Management):https://www.nihr.ac.uk/(2022)
• UGC & UNICEF Study: Conducted critical research on Ragging and Sexual and Gender-Based Violence (SGBV) within institutions.2017 to 2020
• University Business Linkages (UBL): Contributed to establishing UBL in universities in partnership with GIZ and the UGC. 2017
• Youth Empowerment: University level cordinator , for the Led leadership, innovation, and “life skills” training programs for youth.  Form 2023 to date
• Volunteer Taineer , Building confidence and leadership in young minds conducted  by  Centre for Leadership and Innovation (CFLI) , Canada.

MODERATOR IN THE PANEL DISCUSSION

• Served as moderator for a stakeholder discussion on the reformation of Tharmam Centre (31 January 2026), facilitating dialogue on NGO registration, governance, and strategies to enhance inclusive services and long-term sustainability.
• Moderator, panel discussion “Innovation and Creating New Opportunities in the Northern Region” at International Women’s Day 2025, organized by Hatch Works in collaboration with WUSC-EUMC (26 March 2025).
• Moderator, panel discussion “Innovation and Creating New Opportunities in the Northern Region” at International Women’s Day 2025, organized by Hatch Works in collaboration with WUSC-EUMC (26 March 2025).
• Moderator, panel discussion “Empowering the Next Wave: How Marketing Graduates Are Shaping the Future of Ethical, Inclusive, and Innovative Branding” at the Undergraduate Research Symposium, University of Vavuniya (6 August 2025).
• Moderator in the needs analysis discussion with women entrepreneurs in five districts of Northern Province, organized by the Ministry of Women’s Affairs (15 July 2025).
• On 6 November 2025 , Stakeholder discussion to better understand deaf learning pedagogy and explore ways to support the Tamil deaf community Empowering Deaf Society in Ilford, UK.

GUEST SPEACHES

• Guest Speaker at the National Solidarity Day programme organized by the Northern Provincial Ministry of Women Affairs in collaboration with the Department of Industries on 23 December 2025, delivering a speech on promoting national solidarity through social inclusion.
• Guest speech at the National Marketing Day 2025, organized by the Department of Marketing, Open University of Sri Lanka, in honour of the legacy of Philip Kotler, the Father of Modern Marketing (27 May 2025).
• On 16 March 2025, I delivered a talk titled “A New Model for the Corporate Sector to Break the Economic Burden of Women” at the International Women’s Day event organized by the Cooperative Bank, Vavuniya District.
• Guest Speaker, university entrepreneurship session empowering women across Sri Lanka (19 July 2025) organsed by IEEE society , UOJ.
• speach on “Water Security in the North – A Case for Concern and Some Ways Forward” held on 7 November 2025 in Harrow, UK.
• As a Collaborative Researcher in the WASPAR (Water Security of the Northern Province – Participatory Action Research) project, I was pleased to participate as a speaker in an important awareness session titled “வழுக்கையாற்றைப் பாதுகாப்பது காலத்தின் கட்டாயம்,” held on 6th December 2025.
• International Women’s Day Celebration organized by the Ministry of Women’s Affairs – Northern Province; delivered address “The Triangular Approach to Women’s Economic Participation” (7 March 2025).
• Empowering Women: Peace and Splendour of Earth Through Ethnic Harmony”, at the book launching clemonryauthored by Sr. Mary Concelia Marriyampillai H.C., on the 26th of April 2025 at Aquinas College of Higher Education, Colombo.
• Invited as a guest speaker at the Jaffna Hindu Ladies’ College Old Girls’ Association (UK & EU) event held in the United Kingdom on 8 November 2025.
• Invited as a guest speaker for the 91st Birthday Celebration of Prof. Philip Kotler (27 May 2023), organized by the Department of Marketing, Open University of Sri Lanka, delivering a tribute to his contributions to modern marketing thought and practice
• Invited as a guest speaker for the 91st Birthday Celebration of Prof. Philip Kotler (27 May 2022), organized by the Department of Marketing, Open University of Sri Lanka, delivering a tribute to his contributions to modern marketing thought and practice.

WRITTEN ARTICLES & PUBLICATIONS

National Newspapers & Weekly Features

• Shivany, S., Dilogini, S., Jehashini, K., Sthyakumar, M., Thasika, T., Sriranganayagi, R., & Thivagar, V. (2025). புறக்கணிப்பற்ற சமூகம் உருவாக சைகை மொழியை அங்கீகரித்தல் (Recognizing Sign Language to Create an Inclusive Society). புதன் பொய்கை (06.2025 & 18.06.2025) – உதயன் வார சஞ்சிகை (Uthayan Weekly Feature).
• Shivany, S. (2016). சவால்களை வென்ற பெண் சாதனையாளர் (Female Achievers Who Conquered Challenges). வலம்புரி சங்குநாதம், Published on 31.07.2016, Valampuri Daily Newspaper.
• Shivany, S. (2011). Novel Marketing Strategies in the post conflict Scenario. Daily News (Business), National Newspaper Published on 7th of November 2011.

 Academic, Institutional & Student Society Journals

• Shivany, S. (2019). Social responsibility of Undergraduates as customer and the quality of unpaid higher education. Management Focus, 14, Management Students’ Society, Faculty of Management Studies and Commerce, University of Jaffna, Sri Lanka, pp. 08-12.
• Shivany, S. (2018). Role of Students on Internal Quality Assurance. Management Focus, 18, ISSN: 2449-0172, Published by Management Students’ Society, University of Jaffna.
• Shivany, S. (2013). The history of Virutcham (Written in Tamil). Virutcham, Commerce Students’ Union, Faculty of Management Studies and Commerce, University of Jaffna, 13.
• Shivany, S. (2012). Social effects of advertising proliferation: special reference to post war Jaffna market (Written in Tamil). Virutcham, Commerce Students’ Union, Faculty of Management Studies and Commerce, University of Jaffna, 13, pp. 44-59.
• Shivany, S. (2012). Need of advertising strategy for TV commercials in the post conflict marketing environment. Management Focus, Commerce Students’ Union, Faculty of Management Studies and Commerce, University of Jaffna, 15, pp. 37-42.
• Shivany, S. (2012). Validating regression Assumptions via residual Analysis. Virutcham, Commerce Students’ Union, Faculty of Management Studies and Commerce, University of Jaffna, 12, pp. 47-59.
• Shivany, S. (2010). M-COMMERCE. Virutcham, Commerce Students’ Union, Faculty of Management Studies and Commerce, University of Jaffna, 11, pp. 47-59.
• Shivany, S. (2009). Integrated Mobile marketing communication. Virutcham, Commerce Students’ Union, Faculty of Management Studies and Commerce, University of Jaffna, 10, pp. 38-50.
• Shivany, S. (2007). Customer Relationship Management. Samathalam, Magazine for the Department of Co-operative Development, Northern Province.

 Provincial & National Development Policy Publications

• Shivany, S. (2016). எம்தேசத்தின் வளர்ந்துவரும் முயற்சியாளர்கள் (Our Nation’s Emerging Entrepreneurs). வடதொழில் சுபிட்சம் – 2017, Department of Industries, Northern Province, Published on 08th September 2016, pp. 24-41.
• Shivany, S. (2016). வடமாகாணத்திலுள்ள சிறிய, நடுத்தரக்கைத்தொழில் பொருட்களை சந்தைப்படுத்துவதில் உள்ள சவால்களும் அதற்கான தீர்வுகளும் (Challenges and Solutions in Marketing SME Products in the Northern Province). வடதொழில் சுபீட்சம் – 2016, Department of Industries, Northern Province, Published on 08th September 2016, pp. 24-41.

School & Community Knowledge Dissemination Articles

• Shivany, S. (2024). எதிர்ச்சந்தைப்படுத்தல்: ஒரு மாறுபட்ட சந்தைப்படுத்தல் தந்திரோபாயம் (De-Marketing: A Divergent Marketing Strategy). தேறல், St. Patrick’s College Commerce Students’ Union, 10, pp. 05-09.
• Shivany, S. (2021). இயற்கைச்சூழலும் நிறுவனச்செயற்பாடுகளும் (Natural Environment and Institutional Activities). தேறல், St. Patrick’s College Commerce Students’ Union, 09, pp. 09-14.
• Shivany, S. (2019). நிறுவன நெறிமுறைகள் (Corporate Ethics). வணிக ஜோதி, 26, J/Canagaratnam Madhya Mahavidyalayam (Stanley College) Commerce Union, pp. 19-23.
• Shivany, S. (2019). வணிகத்துறையில் பெண்களின் பங்களிப்பு (Contribution of Women in Business). வணிக வனிதை, 01, Jaffna Hindu Ladies College Publication, pp. 112-117.
• Shivany, S. (2016). பாடசாலை மாணவர்களின் உணவுப்பழக்கமும் பெற்றோரின் கொள்வனவு நடத்தையும் (School Students’ Dietary Habits and Parents’ Purchasing Behavior). மகுடம் 2016, Sri Shanmuga Hindu Ladies College (National School), Trincomalee, Published on 12.03.2016, pp. 95-98.
• Shivany, S. (2016). இலங்கையில் நுகர்வோர் பாதுகாப்பு: சட்டங்களும் நடைமுறைகளும் ஒரு பார்வை (Consumer Protection in Sri Lanka: A Look at Laws and Practices). வணிக வனிதை, Jaffna Hindu Ladies College, 18, pp. 18-23.
• Shivany, S. (2011). போருக்குப் பின்னரான சந்தைப்படுத்தல் சூழலில் சந்தைப்படுத்தல் கல்வியின் அவசியம் (The Necessity of Marketing Education in the Post-War Marketing Environment). மகுடம் 2010, Annual Publication, pp. 43-51.