Prof.(Mrs).S.Vaikunthavasan
BBA Hons(UOJ), MA(UOJ), MBA(UOK), PhD(UOJ), MCIM(UK), MSLIM, MIMSL
Professor in Marketing
0212220379
vsathana@univ.jfn.ac.lk
Research Interests:
MSME development
Marketing Strategies
Market Orientation
Entrepreneurship and Innovation
Branding
Digital marketing
Artificial Intelligence
Circular Economy and Sustainability
Academic Profile
Teaching
Admin Roles
Research & Publications
Awards & Grants
Activities
Academic Profile
ACADEMIC & PROFESSIONAL QUALIFICATIONS
- Doctor of Philosophy in Management (Marketing): University of Jaffna, Sri Lanka (2019).
- Master of Business Administration in Marketing: University of Kelaniya, Sri Lanka.(2012)
- Master of Public Administration: University of Jaffna, Sri Lanka (2010).
- BBA (Hons) (Specialized in Financial management): University of Jaffna, Sri Lanka (2001).
MEMBERSHIP
- Member of Chartered Institute of Marketing (UK) CIM
- Lifetime Member of Sri Lanka Institute (SLIM) since 2021
- Member of Institute of Management of Sri Lanka (IMSL)
- Lifetime Member, Jaffna Science Association, University of Jaffna, Sri Lanka, Since 2011
RESOURCE PERSON
- Resource person, Quality Assurance and Enhancement, conducted by Medical Faculty, University of Jaffna on 14th August 2026
- Resource Person, Play-Based Teaching and Learning in Early Childhood Education Conducted by Kids Coaching Centre, Thirunelvely on 8th August 2026.
- Guest Speaker on Bridging Borders, Boosting Business: Your Gateway to International Trade Finance, conducted by Commercial Bank of Ceylon regarding ComBank Trade Link- A Gateway to Opportunity on 06th August 2026.
- Resource Person, Strategic Plan and Action plan of University of Jaffna, conducted by Staff Development Centre, University of Jaffna on 20 June 2026
- Guest Speaker, 14th International conference of Vivekanandha College of Arts and Science for Women, India, 17th and 18th February 2026
- Resource Person on Strategic Plan and Action plan conducted by Staff Development Centre, University of Jaffna at Sir Ponnambalam Ramanathan Faculty of Visual and performing Arts (SPRFVPA) on 23rd January 2026.
- Resource person in Staff Development Programme on “Customer-Oriented Approach” of Capacity Building Programme for Sri Lanka Education Administrative Service Officials organized by Staff Development Centre, University of Jaffna in 2022.
- Resource Person in Capacity Building Programme on “SPSS (Statistical Product and Service Solutions) for Data Analysis organized by Staff Development Center, University of Jaffna in 2021.
- Resource person in certificate course in Women’s studies conducted by Centre for Gender Equity and Equality (CGEE), University of Jaffna on “ Research Methodology, selected tools, techniques and frameworks” in 2025
- Coordinator, The venture BMO Project Jaffna- SME Mentorship Programme on “ Capacity Development for SMEs in Northern Province” with Project Lead: OAV- German Asia -Pacific Business Association Collaboration with Northern Chamber of Industries in 2023.
- Resource person in Workshop on “Digital marketing to SME sector entrepreneurs” organized by Industrial Development Board of Ceylon in Three District: Jaffna, Mullaitivu and Vavuniya in 2025.
- Presenter in Technical Session on “SME Development and Supply chain Management Sector” Organized by Sri Lanka and Canada Business council in 2025.
- Resource person in Workshop Conducted by Save a Life on “Entrepreneurship and Marketing” in 2025.
- Panelist in Technical session of Women day program on “Strategies for Marketing Micro enterprise products, opportunities and collaborations ” organized by Viluthu and Scope in 2025
- Panelist in the Discussion on Northern GDP Contribution Forum on “E-Commerce Solution” Department of Industry, Northern Province at Chief Secretariat office in 2023
- Panelist in the Discussion with Banana Fiber producers on “Banana Fiber production by the Neervely Banana society” organized by Department of Industries in 2023
- Panelist on “Empowering MSMEs through University Business Linkage(UBL)” organized by University Business Linkage(UBL),University of Jaffna in 2023.
- Contributor in the Discussion on Partnership opportunities for the Scale-Up Shop Program Conducted by University Business Linkage (UBL), University of Jaffna in 2023.
- Evaluator in Top 10 Innovator: Scale-Up Shop Program Conducted by University Business Linkage (UBL), University of Jaffna in 2023.
- Trademark Reviewer organized by University Business Linkage (UBL), University of Jaffna in 2023
- Resource person in Workshop on “Dairy Business Management for Small- scale Dairy Farmers, Milk Traders, Transporters and processors“ organized by Faculty of Management Studies and Commerce, University of Jaffna in 2019
- Resource person in Workshop on “Community catalysts Training Programme” organised by: UNDP and Faculty of Management Studies and Commerce, University of Jaffna in 2016
- Resource person in Workshop on “Dairy Business Management for Small- scale Dairy Farmers, Milk Traders, Transporters and processors“ Conducted by Faculty of Management Studies and Commerce, University of Jaffna in 2015
- Resource person in Workshop on “ Community catalysts Training Programme” Conducted by UNDP and Faculty of Management Studies and Commerce, University of Jaffna in 2015.
- Assistant of Resource person for the Orientation Training Program for the Graduates held on 14th September 2020 at Vaddukkodya Technical College.
- Assistant of Resource person for the Orientation Training Program for the Graduates held on 21st September 2020 at Vaddukkodya Technical College.
- Assistant of Resource person for the Orientation Training Program for the Graduates held on 23rd September 2020 at Kopay Christian College.
- Panelist in the discussion on investment opportunities of Northern Province and contribution of Board of Investment on 14th August 2020 at NHDA Secretariat Building, Jaffna.
- Program in charge for the Market exhibition for SMEs in 6th and 7th of September 2016
- A mentor for the Women Entrepreneurs in the TAF project Mentoring program at the University of Jaffna, Sri Lanka, from July to December 2015
INSTITUTIONAL DEVELOPMENT
- Contributor in conducting stakeholder discussion for the curriculum revision of Bachelor of Commerce Degree Program – 2021, Department of Marketing, University of Jaffna
- Contributor as Coordinator of the Internal Quality Assurance Cell (IQAC):
- Coordinated the Internal Quality Assurance Cell (IQAC) at the Faculty of Management Studies and Commerce, organizing meetings, maintaining records, conducting departmental reviews, developing monitoring tools, and preparing Student Satisfaction Survey reports to strengthen quality assurance practices.
- Compiled and submitted scorecards, action plans, institutional review evidence, and facilitating coordination with SER teams, thereby supporting institutional accreditation and monitoring processes.
- Organized workshops and seminars on evidence collection, academic branding, and best practices in internal quality assurance, which enhanced faculty preparedness, professional growth, and alignment with global standards.
- Contributor As Coordinator of the WeBe Cell
- Organized a series of workshops focusing on students’ and staff well-being, covering menstrual health, yoga, and the use of medicinal plants for natural remedies.
- Promoted health awareness through programs on postural care and ergonomics, nutrition management, and dengue prevention.
- Enhanced awareness, encouraged healthy practices, and supported both the physical and mental well-being of the faculty community.
- Contributor as Chairperson of Strategic Plan Committee(SPC):
- Led the preparation of the Faculty of Management Studies and Commerce’s Strategic Plan and Action Plan, ensuring alignment with institutional goals through inclusive discussions and SWOT analysis.
- Launched the SPC website, prepared the Terms of Reference, and facilitated consultations with both internal members and external experts to strengthen the committee’s work.
- Provided the faculty with a structured, forward-looking framework to guide its strategic direction and future development.
- Contributor as Director of the Strategic Plan and MIS Unit:
- Contributed to the Strategic Plan development of University of Jaffna
- Prepared annual progress reports, and strengthening the MIS framework for systematic monitoring..
- Contributor as an active member of Business Incubation cell:
- Organized several weekly Wednesday Market.
- Created a platform for entrepreneurial activity, create visibility for student-led and community-based ventures, and foster a culture of innovation and enterprise.
- Contributor as Chief Editor of ICCM 2021:
- Provided overall editorial leadership, coordinating the review, editing, and compilation of research papers to ensure rigorous academic and professional standards.
- Worked closely with authors, reviewers, and the editorial team to streamline communication, maintain quality, and deliver the official conference proceedings on time.
Teaching
UNDERGRADUATE TEACHING
Bachelor of Business Administration
- MKG 1231: Principles of Marketing
- MKG 2131: National Economy Management
- MKG 3134: International Marketing
- MKG 3234: Advanced Strategic Marketing
- BBAM 1213: Marketing management
- MKG1231: Principle of marketing
- BBAM 2113: Managerial Economics
- BBAM 2212: Business Law
- BBAM 3113: Exploring Consumer Behaviour
- BBAM 4113: Computer Applications for Research in Marketing
- BBAM 31033: Service Marketing
- BBAM 21053: Business Legislation and Ethics
- BBAM 41013: Creating Entrepreneurial Change
- BBAM: 1131: Sri Lankan Business Environment
- MKG 3131: Consumer behaviour
INTER-FACULTY TEACHING
- MC9020: Business Law
- AMKG 31063: Marketing management
- PHAMM 4163: Pharmaceutical Management and Marketing
POSTGRADUATE TEACHING
- MBA (E) 2223: Consumer Psychology
- MBA2232: Customer Relationship management
- MBA (E) 2124: International Business
EXTERNAL DEGREE PROGRAMMES
- EX.COM3235: Customer Relationship Management
- EX. ACOS 31012: Introduction to Marketing Management
Admin Roles
Admin Roles
- Program Head, Toursim and Hospitality management Unit, Faculty of Management Studies and Commerce, University of Jaffna since 2026.
- Director, Strategic Planning and MIS Unit, University of Jaffna, Since December 2024.
- Coordinator, Internal Quality Assurance Cell (IQAC), Faculty of Management Studies and Commerce, University of Jaffna since 2021.
- Member of the Curriculum Development, Revision and Monitoring Committee, Faculty of Management Studies and Commerce, University of Jaffna since December 2023.
- Member of the Industrial Liaison Cell, Faculty of Management Studies and Commerce, University of Jaffna since 2024.
- Member of Newsletter Team, Faculty of Management Studies and Commerce, University of Jaffna since 2024.
- Faculty coordinator of University Business Linkage (UBL), University of Jaffna (From November 2021 to November 2024).
- Chairperson of Strategic Plan Committee, Faculty of Management Studies and Commerce, University of Jaffna (From January 2021 to January 2024).
- Coordinator of We-Be Cell, Faculty of Management Studies and Commerce, University of Jaffna (From May 2021 to May 2024).
- Member of Business Incubation Cell, Faculty of Management Studies and Commerce, University of Jaffna (from July 2019 to November 2024).
- Chief Editor of the International Conference on Contemporary Management (ICCM-2021).
- Senior Treasurer of the Student Union, Faculty of Management Studies and Commerce, University of Jaffna for the academic year 2015/2016.
- Editorial committee member of the Journal of Business Studies, Faculty of Management Studies and Commerce, University of Jaffna (From October 2016 to October 2019).
- Academic Member for Sports Advisory Board, University of Jaffna from 01.01.2015 to 31.12.2016
- Member of Reception & Registration Committee on Annual Research Conference-2010, University of Jaffna.
Research & Publications
Journal Articles
- Sathana, V., Jebarajakirthy, C., & Shankar, A. (2019). How to Make Higher Education Institutions Innovative: An Application of Market Orientation Practices, Journal of Nonprofit & Public Sector Marketing, 31(3), 274-302, DOI: 10.1080/10495142.2018.1526741 ( B in ABDC)
- Vaikunthavasan. S. (2025) The Moderating Impact of Entrepreneurial Orientation between Market Orientation and Performance of SMEs in the Post-Conflict Northern Province of Sri Lanka, Colombo Business Journal, University of Colombo. 16(1), 73-99. https://doi.org/10.4038/cbj.v16i1.205
- Vaikunthavasan S. (2025) Examining the Role of CSR and Technological Readiness in the Intelligent Transformation of SMEs in Northern Province, Sri Lanka. Asian Journal of Marketing Management. University of Sri Jayewardenepura. 4(1), 50-74. DOI:https://doi.org/10.31357/ ajmm.v4i1.7711
- Vaikunthavasan. S. (2025) Digital Marketing Capability and Performance: Moderated Mediation Approach, Sri Lanka Journal of Marketing, University of Kelaniya, 11(1), 72-104. DOI: 10.4038/sljmuok.v11i1.208
- Sathana, V. (2024), The Mediating Role of Innovation and Corporate Image in the Nexus between Corporate Social Responsibility and Marketing Performance, Journal of Business Studies, University of Jaffna 11(1), 44-66.DOI: https://doi.org/10.4038/jbs.v11i1.102
- Sathana. V. (2024). Factor Affecting the Success of Women Entrepreneurs in Northern Province. SEUSL Journal of Marketing, South Eastern University, ISBN 2513-307. 9(2). 34-55.
- Sathana. V. (2022). E-CRM Application of Micro, Small and Medium Enterprises in Sri Lanka: Mixed Method. Journal of Business Studies 9(2).65-82. DOI: 10.4038/jbs.v9i2.88
- Grace H. Hensman and Sathana. V. (2022). Competency Marketing in SME Sector: A Mixed Method Approach. Journal of Management and Tourism Research. 5(2). 1-17.
- Vaikunthavasan, S., Velnampy, T., & Sivarajah, R. (2019). Exploring the Problems and Challenges of Micro Small and Medium Enterprises in Northern Province. Business and Management Horizons, 7(1), 89-104.
- Sathana, V., Velnampy, T., & Rajumesh, S. (2019). The effect of competitive and green marketing strategy on development of SMEs. Journal of Business Studies, 6(1), 1–21. DOI: http://doi.org/10.4038/jbs.v6i1.39
- Vaikunthavasan, S. (2018). Exploring the Value Addition Strategies to Access Standards of Products of Micro, Small and Medium Entrepreneurs in Jaffna District. Journal of Business and Management Horizons. 6(1), 122-138. http://doi:10.5296/bmh.v6i1.13203
- Sathana, V., (2017). Problems and challenges associated with value addition: with special reference to coconut-based productions in Jaffna District. Kelaniya Journal of Management, 6, 24–38. DOI: http://doi.org/10.4038/kjm.v6i0.7538
- Sathana.V., Velnampy. T and Rajumesh.S. (2017), A Conceptual Framework of Marketing Strategy: A study on SMEs in Postwar Environment, International Journal of Management and Technology, Sai Ram Institute of Management Studies, India. 6(1), 101-110.
- Vaikunthavasan, S., Velnampy, T., & Rajumesh, S. (2016). Challenges and opportunities associated with development of small and medium enterprises in Jaffna district. Journal of Business Studies, 3(1), 64–80. DOI: http://doi.org/10.4038/jbs.v3i1.32
- Vaikunthavasan, S. and Samarakoon, S.M.A.K., (2015). Market orientation, innovativeness and performance in e-learning programme of Sri Lankan universities. Kelaniya Journal of Management, 4(1), 90–115. DOI: http://doi.org/10.4038/kjm.v4i1.7490
Chapters of Scholarly Work
- Sathana, V., Velnampy, T., & Rajumesh, S. (2021). Role of innovative marketing strategy for success of micro, small, and medium enterprises (MSMEs). In New horizons in management, leadership and sustainability: Innovative case studies and solutions for emerging economies, 57-79. DOI: https://doi.org/10.1007/978-3-030-62171-1_4 : Springer International Publishing.
Conference Proceedings
- Sathana.V. (2025), Application of Artificial Intelligence in Travel, Hospitality, and Tourism: A Systematic Literature Review, 5th International Conference on Marketing Management (ICMM), Sri Lanka Institute of Marketing (SLIM). 14-32.
- Sathana. V. (2025), Nexus between Technological, Organizational and Environmental Factors, Digital Marketing Capability and Performance of SMEs: Moderation Role of Innovation Capability, 5th International Conference on Marketing Management (ICMM), Sri Lanka Institute of Marketing (SLIM). 177-194.
- Sathana.V. (2021). Network Relationship Marketing Strategy for the Success of Micro, Small and Medium Enterprises in Sri Lanka. 16th international conference on Management and Finance (IRCMF), University of Colombo. 422-450.
- Sathana.V. Velnampy.T. and Rajumesh.S. (2018), Development through Competitive and Green marketing strategy of Manufacturing SMEs, operating in Jaffna district” , 15th International Conference on Business Management, Faculty of Management Studies and Commerce, University of Sri Jayewardenepura. 487-508.
- Sathana,V. T.Velnampy, and S.Rajumesh, (2018), Factors Determining the Competitive Marketing Strategy of SMEs in Jaffna District, Sri Lanka, International Conference, Kuala Lumpur, Malaysia, 1-5.
- Sathana,V. T.Velnampy, and S.Rajumesh, (2017), Marketing strategy of SMEs in post-war market: a conceptual framework. Full paper proceeding of international conference on advanced marketing. 27-37
- Kajanthy S.& Sathana.V. (2017), Determining factors in adopting the social media applications for the development of SMEs in Jaffna district, Full paper proceeding of International Conference on Contemporary Management, Faculty of Management Studies and Commerce, University of Jaffna, Sri Lanka, 504-515.
- Sathana. V. (2016) Customer Satisfaction through Market Orientation: Empirical Investigation of the Three Market Oriented Components, full paper proceeding of International Conference on Contemporary Management, Faculty of Management Studies and Commerce, University of Jaffna, Sri Lanka.637-650
- Kajnthini. S,. & Sathana, V. (2015). Influence of Social Media Characteristics on Consumer Purchase Intention, full paper proceeding of International Conference on Contemporary Management, Faculty of Management Studies and Commerce, University of Jaffna, Sri Lanka. 968-983.
- Sathana. V. (2012). Factor Affecting the Consumers’ Choice of Toothpaste in Jaffna. International Research Conference of University of Jaffna (JUICE), Sri Lanka.70-78.
- Sathana. V., (2012), Factors Affecting the consumer Behavior. full paper proceeding of International Conference on Synchronizing Management Theories and Business Practices, Annamalai University, 63-68.
- Sathana.V., & Bruntha.S., (2012). Impact of Capital Structure on Performance of Commercial Bank in Sri Lanka. Full paper proceeding of International Conference on Synchronizing Management Theories and Business Practices, Annamalai University, 84-88.
- Sathana. V. (2011), The Relationships of Customer Perceived Value, Customer Satisfaction and Customer Loyalty: An Empirical Study, Full paper proceeding of 6th International Research Conference on Management and Finance, Colombo. 425-432.
- Sathana. V. (2011), The Impact of the Product Attributes on Consumer Choices of Toothpaste, Full paper proceeding of 8th International conference on Business Management, Faculty of Management Studies and Commerce, University of Sri Jayewardenepura, Sri Lanka. 524-529.
Conference Abstract
- Sathana.V. (2024), Social Customer Relationship Management application of MSMEs in the crisis environment, 8th International Conference on Contemporary Management, University of Jaffna. 94-95.
- Sathana,V. (2024) Role and Level of E-CRM in Women-Headed Micro, Small, and Medium Enterprises in Sri Lanka, 2nd International Research Symposium on Gender Equity and Equality, University of Jaffna. 68
- Sathana, V. (2024), Factor Influencing the Application of Social Customer Relationship Management in Women-Headed Small and Medium Enterprises, 2nd International Research Symposium on Gender Equity and Equality, University of Jaffna. 69.
- Sathana.,V. (2021) Influence of Customer, Competitor and Inter-functional orientation on the performance of Micro, Small and Medium Enterprises. 4th National Research Symposium on Management. Faculty of Management Studies, Rajarata University of Sri Lanka. 61.
- Hensman. G. H. and Sathana.V (2021). How Competency Marketing influences SME Sector: A Mixed Methods Approach. 6th Interdisciplinary Conference of Management Researchers (ICMR), Sabaragamuwa University of Sri Lanka. 97.
- Kajanthy.K, and Sathana.V. (2018), Development of Conceptual Model for Social Media Characteristics and Consumers’ Purchase Intention(Extended Absract), Research Conference on Business Studies, Vavuniya Campus of the University of Jaffna, Sri Lanka. 67-77,
- Shivany.S, Sathana. V and Priya. M (2016) Challenges faced by Dairy Producers for Pursing Sustainable Livelihood in Mullaithivu district, Full paper proceeding of International Conference on Dry Zone Agriculture , Faculty of Agriculture, University of Jaffna, Sri Lanka. 24.
- Vaikunthavasan, S. and Jebarajakirthy,C. (2015) Encouraging Innovativeness in Universities through Market Orientation Practices, ANZMAC, Sydney, 30 Nov- 2 Dec.
- Sathana. V. (2011), Impact of Customer Perceived Value on Customer Satisfaction: An Empirical Study in Bank of Ceylon, International conference on Business & Information (ICBI), Faculty of Commerce & Management Studies, University of Kelaniya, Sri Lanka, 121.
Conference Presentation
- Umarani,K., & Sathana V. (2025) Unemployment among Women, Challenges, and Coping Strategies: Evidence from Vavuniya District. 21st International Conference on Business Management, Faculty of Management Studies and Commerce University of Sri Jayewardenepura, Colombo, Sri Lanka.
- Karunaratne M. M. U. L., & Sathana V. (2025) Factors Affecting the Branding of SME Products in the Kandy District, 21st International Conference on Business Management ,Faculty of Management Studies and Commerce University of Sri Jayewardenepura, Colombo, Sri Lanka.
- Theepavathana. T., & Sathana,V. (2024). The Challenges of Women Entrepreneurs in the Crisis Environment in Northern Province, 8th International conference on contemporary Management, University of Jaffna.
- Jegashini, K., & Sathana.V. (2024). Personal Branding through social media and Impact on Professional Growth, Networking , and Career Development, 8th International conference on contemporary Management, University of Jaffna.
- Sathana.,V. (2021) Influence of Customer, Competitor and Inter-functional orientation on the performance of Micro, Small and Medium Enterprises. 4th National Research Symposium on Management. Faculty of Management Studies, Rajarata University of Sri Lanka.
- Sathana.V (2021) How Does Green Marketing Strategy of Micro, Small and Medium Enterprises Influence on Consumer Behavior?. 4th National Research Symposium on Management. Faculty of Management Studies, Rajarata University of Sri Lanka.
- Sathana, V., Velnampy, T,. & Rajumesh, S. (2019). Innovative Marketing Strategy for (MSMEs): Scale Development and Validation, 10th International Conference on Business and Information (ICBI – 2019), Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka,
- Sathana,V. Velnampy, T., & Rajumesh, S.(2018), Factors determining the development of SMEs in Jaffna District, 2nd Research conference on Business studies. Faculty of Business studies, Vavuniya Campus of the University of Jaffna.
- Sathana.V. (2018). Marketing Strategy and Development of SMEs in Northern Province: A conceptual Framework, Doctoral Colloquium, 13th International Research Conference on Management & Finance (IRCMF). University of Colombo.
- V.Sathana.V., (2018). Marketing Strategy and Development of SMEs in Northern Province: Literature Review, , Doctoral Colloquium, 13th International Research Conference on Management & Finance(IRCMF). University of Colombo.
- Senevirathna, H.P.I.S., Sathana,V. & Kajanthy.S. (2017), Impact of social media marketing activities on customer purchasing intention special reference to hotel industry in North Central province, International Conference on Contemporary Management, Faculty of Management Studies and Commerce, University of Jaffna, Sri Lanka.
- Shivani .S, Sathana V, E.Rantnam, S.Sivarajah, K Karunanithy, S.Rajumesh and V.Kumaratheepan. (2015). Role of Marketing Department of a University in Boosting Micro Marketers in an Unethical Business Environment, International Conference on Contemporary Management, Faculty of Management Studies and Commerce, University of Jaffna, Sri Lanka.
AD-HOC REVIEWER TO THE FOLLOWING JOURNALS AND CONFERENCES
- Reviewer of Journal of global entrepreneurship research, Springer Nature (New York, US)
- Reviewer of Journal of Humanities and Social Sciences Communications, Springer Nature
- Reviewer of International Journal of Business Performance Management, Inderscience
- Reviewer of International Journal of Globalization and small business, Inderscience
- Reviewer of Asian Journal of Marketing Management for Volume 4, issue 2 in 2025, Faculty of Management Studies and Commerce, University of Sri Jeyewardenepura
- Reviewer of International Journal of Accounting and Business Finance (IJABF) For Volume 11 issue 1 in 2025, Faculty of Management Studies and Commerce, University of Jaffna
- Reviewer of Journal of Business Studies for Volume 10, issue 2 in 2023, Faculty of Management Studies and Commerce, University of Jaffna
- Reviewer of Journal of Business Studies for Volume 8, issue 2 in 2021, Faculty of Management Studies and Commerce, University of Jaffna.
- Reviewer of Journal of Business Studies for Volume 7, issue 2 in 2020, Faculty of Management Studies and Commerce, University of Jaffna
- Reviewer of 8th International Conference on Contemporary Management (ICCM 2024), Faculty of Management Studies and Commerce, University of Jaffna
- Reviewer of 12th International Conference on Management and Economics (ICME 2023), Faculty of Management and Finance, University of Ruhuna
- Reviewer of 6th International Conference on Contemporary Management(ICCM 2021), Faculty of Management Studies and Commerce, University of Jaffna
- Reviewer of 1st Vavuniya University International Research Conference (VUIRC 2021), Vavuniya Campus of University of Jaffna.
- Reviewer of International Symposium on Agriculture and Environment (ISAE 2020), University of Ruhuna.
- Research Conference on Business Studies (RCBS 2018), Vavuniya Campus of the University of Jaffna.
Awards & Grants
AWARDS AND GRANTS
- Outstanding Paper Award for “Application of artificial intelligence in travel, hospitality, and tourism: a systematic literature review” in the Tourism and Hospitality Marketing Track, 5th International Conference on Marketing Management (ICMM) in 2025 organized by Sri Lanka Institute of Marketing (SLIM), in collaboration with Emerald Publishing, Chartered Institute of Marketing and University of West minister, UK.
- Outstanding Paper Award “Nexus between technological, organizational and environmental factors, digital marketing capability and performance of SMEs: moderation role of innovation capability” in the E-Commerce and Digital Transformation in Marketing Track, 5th International Conference on Marketing Management (ICMM) in 2025 organized by Sri Lanka Institute of Marketing (SLIM), in collaboration with Emerald Publishing, Chartered Institute of Marketing and University of West minister, UK.
- Best Research Paper Award for the “A Conceptual Framework of Marketing Strategy: A study on SMEs in Postwar Environment” at the International Conference on Social Science Research for Sustaining Business & Economy in Global Market of Sai Ram Institute of Management Studies, Chennai in 2017.
- University Research Grant- 2019 (Rs 327,500) for a study titled “Exploring Factor of Network Relationship Marketing Strategy for the Success of SMEs”
- University Research Grant- 2016 (Rs 349,500) for a study titled “Exploring the value addition strategies to access standards of products of micro, small and medium entrepreneurs (MSMEs) in Jaffna district”
- Best Research Paper Award for the “Problems and Challenges Associated with Value Addition: With Special Reference to Coconut Based Productions in Jaffna District” at the International Conference on Business and Information (ICBI ) 2017 of the University of Kelaniya
- Awarded the University prize for the best performance in Financial Management in the Bachelor Degree of Business Administration Part III examination for the academic year of 1999/2000
- Awarded the Mr.N.Jeevaratnam Memorial prize for the best student in the Degree of Bachelor of Business Administration and Degree of Commerce examination for the academic year of 1999/2000
- Awarded the Sangarapillai Veerasingam Memorial scholarship for the best student in the Degree of Bachelor of Business Administration examination for the academic year of 1999/2000.
Activities
CONTRIBUTION TO THE CURRICULUM DEVELOPMENT
- Developed New Degree Program: As a member of the committee, introduced the new Degree program, Bachelor of Business Administration Honours in Banking and Insurance , Faculty of Management Studies and Commerce, University of Jaffna.
- Developed New Degree Program: As a member of the committee, I actively participated in the comprehensive curriculum development for the Bachelor of Entrepreneurship and Management Degree Program at the Faculty of Management Studies and Commerce, University of Jaffna.
- Co-Developed New Course Units BBAM 21053: Business Legislation and Ethics for Bachelor of Business Administration Honours Degree Program, Faculty of Management Studies and Commerce, University of Jaffna.
- Developed New Course Units BBAM 31023: Consumer Psychology for Bachelor of Business Administration Honours Degree Program, Faculty of Management Studies and Commerce, University of Jaffna.
- Developed the course contents for the course units MBA12043: Customer Relationship Management for the revised curriculum Master of Business Administration, Faculty of Management Studies and Commerce, University of Jaffna
- Reviewed and endorsed New Course Units BBAS 41043: Legal Aspects of Supply Chains for the new Bachelor of Business Administration Honours in Supply Chain Degree Program, Faculty of Management Studies and Commerce, University of Jaffna
- Developed New Diploma course: As a member of the committee, I actively participated in the new Diploma in Digital Marketing Program, Faculty of Management Studies and Commerce, University of Jaffna.
- Developed the course contents BBAM 31033: Service Marketing for the revised curriculum of Bachelor of Business Administration Honours Degree Program, Faculty of Management Studies and Commerce, University of Jaffna.
- Developed the course contents for the following course units of the revised curriculum of for Diploma in Digital Marketing Program, Faculty of Management Studies and Commerce, University of Jaffna
* DDM1125: Integrated marketing Communication tool
* DDM1233: Analytics & Creating Campaigns
* DDM1225: E-commerce & Digital Marketing
- Developed New Course Units DBF1233: Client Management for the Diploma in Banking and Finance Program at the Faculty of Management Studies and Commerce, University of Jaffna.
- As a dedicated curriculum committee member, I played a pivotal role in significantly revising and shaping the Diploma in Property Valuation within the Faculty of Management Studies and Commerce at the University of Jaffna.
- As a dedicated curriculum committee member, I made substantial contributions to shaping the curriculum for the Diploma in Entrepreneurial Finance Program at the Faculty of Management Studies and Commerce, University of Jaffna.
- As a dedicated curriculum committee member, I actively participated in significantly revising/shaping the Certificate in (Micro, Small, and Medium Enterprises) MSME and Family Business Management at the Faculty of Management Studies and Commerce, University of Jaffna.