Dr.(Mrs).Dilogini Sangarathas
PhD. in Marketing (UOJ), MBA (RUSL), BBA (Hons) (UOJ)
Senior Lecturer Gr.II
0212220379
dilo.kuru@univ.jfn.ac.lk
Research Interests:
MarTech
Digital Marketing
Mobile Marketing
Women Entrepreneurship
Consumer Behavior & Innovative Marketing
Academic Profile
Teaching
Admin Roles
Research & Publications
Awards & Grants
Activities
Academic Profile
Academic Qualification
- PhD. in Marketing (UoJ) – 2020
- Master of Business Administration (MBA) (RUSL) – 2018
- Bachelor of Business Administration (BBA (hons) Specialized in Marketing with First Class) (UoJ) – 2014
- Advanced Certificate Course in Research Methods in Management – 2019
- Induction Programme for Academic Staff – 2018
- Certificates in Accounting and Business I (ICASL)
- Certificates in Accounting and Business II (ICASL)
Curriculum Development
- Contributed for the preparation of contents with ILOs and other formalities (BBAM 32072 Sales Management and BBAM 41062 Managing Global Marketing) for Revised Curriculum BBA Honours Degree Programme – 2022
- Contributed for course material development for BBM 2213 International Trade of Bachelor of Business Management (BBM) Degree Program – 2021
- Contributed for the preparation of contents with ILOs and other formalities for the proposed Diploma in Digital Marketing – 2024
- Contributed for the preparation of contents with ILOs and other formalities for the proposed Diploma in Entrepreneurial Finance – 2024
- Contributed for the preparation of contents with ILOs and other formalities for the proposed Diploma in Property Valuation – 2024
Resource Person
- Workshop on “SPSS for different types of analysis: Descriptive and Inferential analysis” conducted by the staff development centre for academic staff of the UoJ on 27th November 2023
- Student Action Project titled ‘Training on Addressing Mental Health issues and leadership among University students’ through the She Leads Program held on 20th December, 2023 funded by International Foundation for Electoral System (IFES)
- Student Action Project titled ‘Raising Awareness among University students on Sexual and Gender-Based Violence (SGBV)’ through the She Leads Program held on 08th December, 2023 funded by International Foundation for Electoral System (IFES)
- Resource person in the life skills for the personality development programme to train the new entrance enrolled in the academic year 2021/2022 held on 12, 13 and 14 July 2023 at faculty of Science, UOJ
- Brainstorming session on CMT handling for 3rd IRCSM 2022 which was organized by the Unit of Siddha Medicine, University of Jaffna on 27th to 30th January, 2022
- Workshop on ‘Supply Chain Management’ for the officials in the Eastern Province organized by Management Development Training Unit, Eastern Province on 5th April 2021
- Orientation Training programme for the Graduates (Management Package) at Mullaithivu training center on 21st of September, 2020 (Topic is “motivation”)
- Orientation Training programme for the Graduates (Management Package) at Technical Institute, Jaffna College, Vaddukottai, Jaffna training center on 23rd of September, 2020 (Topic is “basic marketing”)
- Orientation Training programme for the Graduates (Management Package) at Technical Institute, Jaffna College, Vaddukottai, Jaffna training center on 02rd of October, 2020 (Topic is “creativity and innovation”)
- Seminar Series on Business Research (SSBR) – 2020 conducted by the Faculty of Management Studies and Commerce, University of Jaffna, Sri Lanka on 04th December 2020 (Topic is “Finding a Theory”)
- One day seminar/ workshop organized by the Northern Province, Cooperative Development Institute, Vavuniya on “Production Management” for the cooperative sector personnel from the Jaffna district held on 03rd May 2019 at Agriculture Training Institute, Thirunelvely, Jaffna
- One day seminar/ workshop organized by Management Development and Training Unit (MDTU), Northern Province, “Supply Chain Management” for the staff grade officers of Northern Province Provincial Public Sector including Procurement Officers during their three months certificate course held on 03 July 2020 at Nallur Pradeshiya Sabha Auditorium Thirunelvely, Jaffna
- One day seminar/ workshop organized by the Management Development & Training Institute (CMDTI) Northern Province on “Logistics & Supply Chain Management” for the staff grade officers of the Northern Province Provincial Public Sector including procurement officers during their three months certificate course held on 25th January 2019 at Nallur Pradeshiya Sabha Auditorium Thirunelvely, Jaffna
- One day workshop held on 2nd March 2017 at the Management Development & Training Institute (CMDTI) Northern Provincial Council to the procurement officers on “Supply Chain and Logistics Management”
Teaching
Undergraduate Teaching
- BBAM 32013 Digital Marketing
- BBAM 22043 Public Service Management
- BBAM 4162: E-Marketing & M-Marketing
- BBAM 4143: Operations Management
- BBAM3113: Exploring Consumer Behavior
- BBAM 2113: Managerial Economics
- MKG3233: Sales Management
- MKG3134: International Marketing
Postgraduate Teaching
- MBA 21013: Operations and Supply Chain Management
- MBA 21142: Managerial Skills for Digital Era
Postgraduate supervision
- Mr.Perinparasa Kuganesan, Research Title: 5s sustainability in public sector: a qualitative case study of Jaffna district urban councils (2019/MBA/B5/079) Master of Business Administration, University of Jaffna, 2019/2020
Inter-faculty Teaching
- AC 21011: Social harmony and active citizens for the second-year students, Faculty of agriculture
- APS401XM2: Industrial Management (Managing Quality) for B.Sc Applied Science in Chemistry and B.Sc Applied Science in Financial Mathematics and Industrial Statistics, Faculty of Science
- Project Management and Engineering Industry (ID7010) in the department of Inter – Disciplinary studies, University of Jaffna to the students of faculty of engineering
- AMKG 22063: Sri Lankan Business Environment, Faculty of Arts, University of Jaffna
Visiting Lecturer
- MAR4133: International Marketing for Fourth Examination in Business Management – 2021 at University of Vavuniya
- DMF1134: Legal Environment of Microfinance for Diploma in Microfinance at Faculty of Management Studies and Commerce, University of Jaffna
- DBF 1224: Law of Banking and Financial institutions at Faculty of Management Studies and Commerce, University of Jaffna
Resource Person
- EX.COM 3131: Operations Management for B.Com (Ext) Degree Programme
- Ex.Com 4134: National Economy Management for B.Com (Ext) Degree Programme
- International Trade (BBM 2213) of Bachelor of Business Management (BBM) degree programme
- International Trade (BBM 3202) of Bachelor of Business Management (BBM) degree programme
- Certificate course in women’s studies: (Women and environment, Technology and women (access and use), Technology as an occupation for women (opportunities and barriers), Impact of globalization on women) at SDC, UoJ.
Admin Roles
Academic Positions
- Senior Lecturer Grade II in Marketing with effect from 01st February 2021
- Confirmation of service in the post of lecturer in marketing with effect from 1st February 2018
- Lecturer (Probationary) in Marketing with effect from 1st February 2016
- Temporary Lecturer in Department of Marketing from 22nd June 2015 to 31st January 2016
- Temporary Demonstrator in Department of Marketing from 17th June 2014 to 16th June 2015
Delegate Roles
- Coordinator of the certificates course in women’s studies conducted by women’s education and research centre in collaboration with the CGEE and SDC of the University of Jaffna for 8 months duration
- Member of sports advisory board, University of Jaffna 2023 – 2024
- Student Counsellor of University of Jaffna 2021 – 2025
- Chairperson for Research and Education Committee of the Centre for Gender Equity and Equality (CGEE) – 2024
- Member of the Curriculum Development, Revision and Monitoring Committee for the three years period from 14th December 2023 to 13th December, 2025 December 2026
- Chief Editor for the 8th International Conference on Contemporary Management (ICCM-2024) Under the sphere of Jaffna University International Research Conference -2024 (JUICe-2024)
- Co-coordinator for the venture BMO project Jaffna SME mentorship programme on “capacity development for SME in Northern province” from August 2023 to October 2023 funded by the German Federal ministry for economic cooperation and development (BMZ) through sequa gGmbH
- Staff Mentor contributing to the empowerment of Aseer gram store business under the venture DMO project Jaffna
- Member for the Academic Advisory Board and Skill group of academic at Asia Chartered Institute of Digital Marketing (ACIDM) from 2023
- Secretary for 7th International Conference on Contemporary Management (ICCM-2022) Under the sphere of Jaffna University International Research Conference -2022 (JUICe-2022) held on 14th July, 2022
- Editorial Board Member for organizing the Research Symposium on Gender Equity and Equality (RSCGEE) 2022, CGEE, UoJ, Sri Lanka as a satellite conference of the Jaffna University International Research Conference – 2022 (JUICE-2022) held on 28th of October 2022
- Member of Editorial Committee for 7th International Conference on Contemporary Management (ICCM-2022) Under the sphere of Jaffna University International Research Conference -2022 (JUICe-2022) held on 14th July, 2022
- Member of Editorial Committee for 6th International Conference on Contemporary Management (ICCM-2021) held on 29th & 30th April, 2021
- Co-Secretary for 6th International Conference on Contemporary Management (ICCM-2021) held on 29th & 30th April, 2021
- Secretary for Monitoring and Evaluation Committee of the Gender Equity and Equality (CGEE), UoJ – 2021
- Member of Industrial Liason Cell Committee, FMSC, UoJ from 2020 to 2024
- Member for Monitoring and Evaluation Committee of the Gender Equity and Equality (CGEE), UoJ – 2021
- Member of the Gender cell, FMSC, UoJ for the period of 03 years from 24th November 2022
- Member of the organizing committee of the Jaffna University International Research Conference – 2016 (JUICE-2016)
Research & Publications
Journal Articles
- Sangarathas, D., Shanmugathas, S., & Malkanthie, M. A. A. (2024). Does current pre-experience matter? A study of customer perceived characteristics and MarTech usage behavior of mobile banking application users in Sri Lanka. Asian Journal of Marketing Management, 3(01)
- Sangarathas, D. (2023). Does the current pre-experience in FinTech trigger MarTech usage behaviour? A literature review and pilot study in the context of relationship marketing. Asian Journal of Marketing Management, 2(02)
- Dilogini, K., & Thasika, Y. (2018). Where the optimal balance is between public and private jobs: a qualitative study of graduates from university of Jaffna. Journal of Business Studies, 5(1)
- Dilogini, K., & Shanmugathas, D. M. (2017). Exploring the model for consumer characteristics linked with technology marketing. International Journal of Business, Social and Scientific Research, 6(1), 27-36
Conference Articles
- Dilogini, S., Hensman, G. H., and Thasika.Y. (2024). Exploring the mental health and well-being of public healthcare workers (HCWs) amid economic crisis in Sri Lanka, Proceedings of 8th CIPM International Research Symposium 2024
- Thasika.Y., Hensman, G. H., and Dilogini, S. (2023). Impact of Post Covid 19 outbreak in MSME Sector in Sri Lanka. Proceedings of Jaffna Science Association. Vol 29 (1). pp.41
- Grace, H. H., Kajanthy, S., Dilogini, K., & Shivany, S. (2017). Exploring the model for multimedia messaging services for special context. Proceeding of the International Conference on Advanced Marketing, Vol. 1, 2017, pp. 16-26
- Grace, H. H., & Kurunathan, D. (2017). International chamber of commerce (ICC) code on advertising practices and Sri Lankan advertisements, Proceedings of International Conference on Contemporary Management – 2017 (ICCM – 2017), pp 677-685
- Dilogini, K., & Shanmugathas, D. M. (2016), Framework of technology in marketing world: A theoretical review, 13th International Conference on Business Management (ICBM), University of Sri Jayewardenepura, Sri Lanka, pp 637-651
- Nishanthini, A., Dilogini, K., & Thasika, Y. (2016). Economic performance measure for creating shareholder’s value: a study of selected manufacturing companies in Colombo stock exchange, 5th Annual International Research Conference- 2016 Faculty of Management and Commerce- SEUSL, pp 58-65
- Thasika.Y, Dilogini.K, & Nishanthini.A. (2016). A study on green human resource management practices in Jaffna. Proceeding of Jaffna University International Research Conference (JUICE 2016), 114–121
- Kajotha.V, Sangarathas.T, & Dilogini.K. (2016). Implications of Green Practices in the Hotel Industry: A study in Jaffna District. Proceeding of Jaffna University International Research Conference (JUICE 2016), 86–94
- Kurunathan, D., and Hensman, G. H., (2014). The Impact of Promotional Mix Elements on Brand Equity: Banking Sector (Banks in Jaffna Peninsula), Proceedings of International Conference on Contemporary Management – 2014 (ICCM – 2014), pp 807-816
Conference Presentations
- Presented a paper titled “Out” Or“Not Out” in Higher Education: The Lived Experiences of a Transgender Student at Research Symposium on Gender Equity and Equality [RSGEE-2022], University of Jaffna held on 28th of October 2022
- Presented a paper titled ‘Pre-Experience as a matter of current MarTech usage behavior in the FinTech organization at the Doctoral Colloquium – 2021 Faculty of Management Studies and Commerce, University of Jaffna, held on 29th and 30th April 2021
- Presented a paper titled “Patterns of Women entrepreneurship: A qualitative study in Sri Lanka” at 16th International Conference on Business Management (ICBM – 2019), Monash University, Australia
- Presented a research paper on the title “customers’ characteristics and MarTech usage behavior in the paradigm of the intention-behavior gap in Sri Lanka” at the Doctoral Colloquium PIM Annual Research Conference – 2019 (PIMARC), held on 29th November 2019
- Presented a paper titled customers’ characteristics of behavior to use tech – marketing in banks: Propositions for future research at 2nd Research Conference on Business Studies RCBS (2018) held on 20th September 2018, Faculty of business studies, Vavuniya Campus of the University of Jaffna, Sri Lanka
- Presented a paper titled “DOI and e-CRM of licensed commercial banks: The literature review and future research propositions” at 2nd Research Conference on Business Studies RCBS (2018) held on 20th September 2018, Faculty of business studies, Vavuniya Campus of the University of Jaffna, Sri Lanka
- Presented a research paper titled Role of Marketing department of University of Jaffna in boosting micro marketers in an unethical business environment in the 2nd International Conference on Contemporary Management held on 11th and 12th June 2015
Awards & Grants
Awards
- A.Thurairajah Gold Medal for the all-rounder performance at the Faculty level of the Faculty of Management Studies and Commerce for the academic year 2012
- A.Thurairajah Gold Medal for the overall performance at the university level of the academic year 2012
- Somaskanda Emeritus Principal Sangarapillai Veerasingam Memorial Scholarship for being the best student obtained first class specializing Marketing in the degree of Bachelor of Business Administration for the academic year 2012.
- University prize for the best performance at the fourth examination in business administration for the academic year 2012
- University prize for the best performance at the third examination in Business Administration for the academic year 2011
- Awarded Half Colours for carrom, University of Jaffna in 2012 and 2013
- University Research Grant – 2021. The total approved budget for said project is LKR 224,000.00, The title of the research project ‘An investigation of the theory – practice gap in MarTech for customer relationship management’
Activities
Reviewer Contribution
- Completed two reviews in 2022 and 2024 for Electronic Commerce Research – Springer Journal
- Completed a review in 2023 for Journal of Management and Tourism Research (JMTR) – Volume 6 Issue 1, published by the Faculty of Management, Uva Wellassa University of Sri Lanka
- A Reviewer of the 4th International Conference on Marketing Management (ICMM 2023) conducted by the Sri Lanka Institute of Marketing (SLIM) in collaboration with Emerald Publishing, University of Westminster, and Lovely Professional University on 14th December 2023 via Hybrid Mode
- A reviewer of the12th International Conference on Management and Economics (ICME 2023) organized by Faculty of Management and Finance, University of Ruhuna
Sports Activities
- Member of University of Jaffna Cricket Team – Battle of Brotherhood 2024, Annual Cricket Encounter, University of Ruhuna vs. University of Jaffna – Champions (Vice Chancellor Challenge Trophy held on 30th March 2024 at University Playground of University of Ruhuna)
- Member of University of Jaffna Cricket Team – First Archaeology Commissioner H.C.P.Bell Memorial Trophy 133rd National Archaeology Day Cricket Tournament 2023 – Champions (Government Departments Cricket Tournament in Jaffna District)
- Member of the University Sports Council in 2013 and 2014
- Caption of the carrom women team in 2013
- Vice Caption of the badminton women team in 2014
- Member of the Badminton team, University of Jaffna – 2010 to 2014
- Member of the Carrom team, University of Jaffna – 2011 to 2013
- Member of the Elle team, University of Jaffna – 2010 to 2013
Other Activities
- Participated in the Multi-Sectoral National Action Plan to Address SGBV 2024-2028, Sector Technical Committee Workshop – Education Sector, Higher Education Division and Skills Development and Vocational Education Division held on 20th and 21st June 2023
- An evaluator in the online PROVINCIAL evaluation process for the “Sahasak Nimavum” 2023 National Invention and Innovation competition
- Participated in the Stakeholder discussion on the proposed Diploma in Entrepreneurial Finance that took place on 31st July 2023
- Trained in the training of trainers (TOT) programme ‘Learning to live with diversity’ held on 28th of July, 2023
- Participated in the Dialogue Event of Water Security in Northern Province through Participatory Action Research (WASPAR) Project on 20th December, 2022
- Participated in the awareness program on UBL (University Business Linkages) – 2016 as University representative