Dr.M.Karunanithy
B.B.A (Hons), MBA (USJP), Ph.D (SL) FIMSL, MAAT, IPFM (UK), AUKAP (UK) Senior Lecturer Gr. I
0212220379
karunanithym@univ.jfn.ac.lk
Research Interests:
Academic Profile
Teaching
Admin Roles
Research & Publications
Awards & Grants
Activities
Academic Profile
- Bachelor of Business Administration [BBA] with second class (upper division) pass from University of Jaffna, Sri Lanka during 1992.
- Master of Business Administration [MBA] from Postgraduate Institute of Management (PIM – University of Sri Jayewardenepura) during 2001.
- Doctor of Philosophy in Management [Ph.D] Sri Lanka.
Professional Qualifications
Membership:
- Fellow Member of Institute of Management Sri Lanka [IMSL]
- Fellow Member of Institute of Professional Financial Managers, UK [FIPFA-UK]
- Life Member of the Association of Accounting Technicians, Sri Lanka [AATSL]
- Associate Membership of the United Kingdom Association of Professionals [AUKAP-UK]
- Life Member of Jaffna Science Association [JSA]
- Life Member of Management and Commerce Alumni Association, University of Jaffna [MCAA]
Others:
- Successfully completed Competency based Economies through Formation of Enterprises (CEFE) Training of Trainer (ToT) programme held at Beruwela, Sri Lanka in October, 2001.
- Successfully completed CEFE Upgrading workshop held at Thulgiriya, Sri Lanka in April 2002.
- Successfully completed a three months course in Project Management Skills conducted by the Institute of Project Management, Sri Lanka.
- Successfully completed a three months Certificate Course in Taxation conducted by Association of Accounting Technicians (aat), Sri Lanka.
- Successfully completed a one-year Diploma Programme with Distinction Pass in Sinhala conducted by International Institute of Psychological Multi Studies, Batticaloa, Sri Lanka.
- Successfully completed a six months Diploma Programme in Disaster Management conducted by Institute of Social & Technical Studies, Kalmunai, Sri Lanka.
Resource person
- Resource person for a one-day seminar / workshop on Supply Chain Management to the Procurement Officials attached with Northern Provincial Council organized by the Management Training Development Unit [MDTU].
- Resource person at the ‘Orientation Session for the First Year Students – 2019’ and made a presentation on “How to be a successful University Student” organized by the faculty of Management Studies and Commerce, University of Jaffna held on January 29, 2019 at the Kailasapathy Auditorium, University of Jaffna.
- Resource person at Business Studies Workshop for G.C.E. (A/L) Teachers of Eastern Province on March 11 & 12, 2019 organized by the Ministry of Education [Isurupaya] held at Department of Agriculture, Trincomalee.
- Main Resource Person in one–day workshop on ‘Production and Operations Management Techniques’ organized by the School of Cooperative Employees, Vavuniya for Self Employed Workers held at Agriculture Farm School, Jaffna on May 03, 2019
- Resource person at the discussion and finalizing Tamil terminologies used in the Syllabus and Teachers’ Guide of Business Studies (G.C.E. (A/L) held at NIE, Maharagama on May. 10, 2019.
Workshops Attended:
- ‘Gender Mainstream Workshop’ organized by the CGEE, University of Jaffna held on February 27, 2019 at Physics Mini Auditorium, University of Jaffna.
- ‘Annual Yaalpaanam Business Conference’ organized by Chamber of Commerce of Yarlpanam held on July 13, 2019 at Hotel Thinnai, Jaffna.
- Research Symposium on ‘Empowering Communities to Address Violence against Women & Girls’ jointly organized by CGEE, University of Jaffna and JSAC, Jaffna under the patronage of British Council, Sri Lanka held on July 19 & 20, 2019 at Library Auditorium, University of Jaffna and at JSAC hall, Nallur, Jaffna.
- Annual Conference of the AAT – Sri Lanka held on September 02 & 03, 2019 at Hotel Cinnamon Grand, Colombo.
- ‘Structural Equation Modelling (SEM)’ two-day’ workshop on SEM – PLC package organized by the Staff Development Centre, University of Jaffna held on July 23 & August 08, 2019 at SDC lecture hall, University of Jaffna
Teaching
- Marketing Management
- Brand Management
- Operations Management
- Marketing Communication
- Customer Relationship Management
- Financial Management
- Management Accounting
- Human Resources Management
- Operations Research
Admin Roles
- Head, Department of Marketing, University of Jaffna from February 2017 onwards.
- Acting Head, Department of Marketing, University of Jaffna from November 2016 to January 2017.
- Coordinator, Diploma in Marketing (Fee leaving Programme), Faculty of Management Studies & Commerce, University of Jaffna from August 2012 – September 2013.
- Coordinator, UNDP funded ‘Community Catalyst’ training programme in four different centres in Vanni area under Faculty of Management Studies & Commerce, University of Jaffna August 2012 – November 2012.
- Dean, Faculty of Communication & Business Studies, Trincomalee Campus, Eastern University, Sri Lanka Mid-April 2007 – Mid April 2010.
- Acting Dean, Faculty of Communication & Business Studies, Trincomalee Campus, Eastern University, Sri Lanka Early April 2007 – Mid April 2010.
- Head, Department of Business & Management Studies, Faculty of Communication & Business Studies, Trincomalee Campus, Eastern University, Sri Lanka November 2005 – March 2007.
- Acting Head, Department of Business & Management Studies, Faculty of Communication & Business Studies, Trincomalee Campus, Eastern University, Sri Lanka September 2005 – October 2005.
- Coordinator, External Degree Programmes, Faculty of Communication & Business Studies, Trincomalee Campus, Eastern University, Sri Lanka August 2004 – July 2006.
- Student Councellor, Trincomalee Campus, Eastern University, Sri Lanka 2003 – 2005.
- Coordinator, Career Guidance Unit, Trincomalee Campus, Eastern University, Sri Lanka 2002 – 2004.
- Acting Head, Department of Languages & Communication Studies, Faculty of Communication & Business Studies, Trincomalee Campus, Eastern University, Sri Lanka from March 2002 – January 2004.
Research & Publications
- Sinthupa, N.and Karunanithy, M. (2022). The
Impact of Brand Awareness on Brand Image: The Case of Mobile Phone Market in
Vavuniya District. Proceedings of Seventh International Conference on
Contemporary Management of the Faculty of Management Studies and Commerce,
University of Jaffna held on July 14, 2022.
pp.55-56
- “Effectiveness of Internal Financial Control System at the NEPC” as a partial requirement of the Master of Business Administration degree awarded by the Postgraduate Institute of Management, University of Sri Jayewardenepura.
- “Poverty and Female Headed Household and Entrepreneurship Development in a war-torn Area – A case study within Trincomalee District” with a co-researcher, Ms. K Karunanithy, Senior Lecturer, Trincomalee Campus – funded by National Science Foundation, Colombo 07.
- “Financial Liberalization and Operational Efficiency in the Financial System of Sri Lanka”, a research paper presented on behalf of Ms. K. Karunanithy at the 03rd Annual Research Session organized by Eastern University, Sri Lanka.
- “Women Entrepreneurship: A Bane or a Boom to Enterprise Development” a research paper presented with a co-researcher, Ms. K. Karunanithy, Senior Lecturer, Trincomalee Campus, at the 07th Annual Research Session organized by Eastern University, Sri Lanka.
- “Women Friendly Financial Services: Extending the Frontier” a research paper co-authored with Ms. K. Karunanithy, a senior lecturer attached with the Trincomalee Campus, EUSL, at the Annual Research Conference of the University of Jaffna held in 2010.
- “Relationship Marketing and Customer Retention – A Case Study” a research paper co-authored with Mr. S. Sivesan, a lecturer attached with Department of Marketing, University of Jaffna, at the ‘International Research Conference – 2011’ organized by ‘Sri Sai Ram Institute of Management Studies, Chennai, India’. This paper won the award on one of the best papers by the panel of evaluators who were present at the session.
- ‘Customer Relationship Management – A Conceptual Approach’ presented at the Jaffna University International Research Conference (JUICE – 2012) held in July 2012.
- ‘Analysis the Relationship between the Stress & Job Satisfaction in Staff of Insurance Companies – A Sri Lankan practice’ a research paper co-authored with Mr. S. Sivesan, a lecturer attached with Department of Marketing, University of Jaffna, in the Asia Pacific Journal of Research in Business Management – An Internationally Indexed & Refereed E-Journal – Nov. 2012.
- ‘An Empirical Study on the Promotional Mix and Brand Equity: Mobile Service Providers’ a research paper co-authored with Mr. S. Sivesan, a lecturer attached with Department of Marketing, University of Jaffna, in the Industrial Engineering Letters – An Internationally Referred Journal – April 2013.
- ‘Personal Demographical Factors and their Influence on Customer Satisfaction from Customer Perspective’ a research paper co-authored with Mr. S. Sivesan, a lecturer attached with Department of Marketing, University of Jaffna, in the European Journal of Business and Management – An Internationally Referred Journal (Vol.5, No.20, 2013).
- ‘The Impact of Heritage Attributes on the Satisfaction of Tourism in Sri Lanka’ a research paper co-authored with Mr. S. Sivesan, a lecturer attached with Department of Marketing, University of Jaffna, in the European Journal of Business and Management – An Internationally Referred Journal (Vol.5, No.27, 2013).
- ‘Impact of Customer Orientation of Service Employees on Customer Satisfaction towards Retention in Finance Companies’ a research paper co-authored with Mr. S. Sivesan, a lecturer attached with Department of Marketing, University of Jaffna, in the European Journal of Business and Management – An Internationally Referred Journal (Vol.6, No.1, 2014).
- ‘Leisure Activities and Attitudes of Advanced Level Students: a study based on Urban Schools in Trincomalee District’ a research paper co-authored with Mrs. K. Karunanithy, Senior Lecturer attached with Trincomalee Campus, EUSL, in the European Journal of Business and Management – An Internationally Referred Journal (Vol.6, No.7, 2014).
- ‘Impact of on Bank of Ceylon and Hatton National Bank customers in Mannar District in Sri Lanka’ a research paper co-authored with Mr. Flywin Fernando, a final year student attached with Department of Marketing, University of Jaffna, in the European Journal of Business and Management – An Internationally Referred Journal (Vol.7, No.1, 2015).
- ‘Role of Marketing Department of a University in Boosting Micro Marketers in an Unethical Business Environment’ a research paper co-authored mainly by Dr. (Ms.) S. Shanmugathas, a Senior Lecturer attached with Department of Marketing, University of Jaffna, at the 02nd International Conference on Contemporary Management (ICCM) – 2015.
- ‘Effective Fund Utilization for Social Development: a case study of Northern Provincial Council’ a research paper co-authored with Mrs. K. Karunanithy, Senior Lecturer attached with Department of Economics, University of Jaffna, at the 02nd International Conference on Contemporary Management (ICCM) – 2015.
- ‘Service Quality and Student Satisfaction: a case study of Private External Education Service Providers in Jaffna District’ a research paper co-authored with Mr. K. Kajendran, a final year student attached with Department of Marketing, University of Jaffna, at the 02nd International Conference on Contemporary Management (ICCM) – 2015.
- ‘Antecedents of Youth’s Intentions in Seeking Micro Credit: Evidence from Jaffna District, Sri Lanka’ a research paper co-authored with Mr. K. Kajendran, a recent passed out graduate from Department of Marketing, University of Jaffna, at the 03rd International Conference on Contemporary Management (ICCM) – 2016.
- ‘Enhancing Customer Loyalty to Supermarkets through Retailing Service Quality Practice’ a research paper co-authored with Dr. Jebarajakeerthy, Mr. S. Achuthan, Mr. K. Kajendran, at the International Conference organized by Australian & New Zealand Management Academy (ANZMAC), Christ Church, New Zealand – 05 – 07th Dec, 2016.
- Successfully published a research paper with co-authors on ‘Impact of Marketing mix on Buyer Characteristics towards liquor Products in Jaffna District, Sri Lanka at International Journal of Management & Technology by Sri Sai Ram Institute of Management Studies, Chennai, India – 2017.
- ‘Consumers Attitudes towards Eco-friendly Products and Purchase Intention – A study in Vavuniya District, Sri Lanka’’ a research paper co-authored with Miss Pavithra, a recent passed out graduate from Department of Marketing, University of Jaffna, at the 04th ICCM organized by the Faculty of Management Studies & Commerce, University of Jaffna held in July 2017.
- Articles to Journals / Magazines and other Publications:
- “Personnel Management in Hatton National Bank Ltd.” Dissertation submitted as a partial fulfillment of Bachelor of Business Administration Degree at University of Jaffna, Sri Lanka (1992).
- Effectiveness of Internal Financial Control System in North – East Provincial Council” Thesis submitted as a partial fulfillment of Master of Business Administration Degree at Postgraduate Institute of Management, University of Sri Jayewardenepura (2000).
- “ABC Analysis”, MENTOR (1995), Publication of Faculty of Commerce and Management.
- Mini Survey Feasibility Reports for WUSC to their projects: House Wiring, Leather Products, Motor Cycle Mechanism (1999).
- “Break Even Analysis”, Thedal (2000), Publication of the Dept. of Commerce, Eastern University, Sri Lanka.
- “Budgetary Planning”, Galaxy (2001), Publication of the Advanced Technical Institute, Trincomalee.
- “The Work of Leadership”, The Harbour (2006), Publication of the Faculty of Communication and Business Studies, Trincomalee Campus.
- “Leadership”, Management Focus (2010), Publication of the Management Student Union, University of Jaffna.
- An article published in the monthly journal published by the CIMA – ‘Arivu Thedal’ on the topic of ‘Planning’ 2011.
- An article published in the journal released at the cultural day ceremony named “Inthu Nithilam” by the K / Gampola Hindu College on the topic ‘Customer Relationship Management- [CRM]’ 2011.
- An article published in the annual journal published by the T / Sri Shanmuga HLC – ‘Mahudam’ on topic of ‘An Evolution of Marketing Concepts’ 2012.
- An article published in the annual journal published by the T / Sri Shanmuga HLC – ‘Mahudam’ on topic of ‘Supply Chain Management’ 2013.
- An article published in the commemoration volume of Late Prof. N. Balakrishnan published by ‘Young Economists Society’, University of Jaffna – ‘Balakrishna Natham’ on the topic of ‘Green Marketing’ 2014.
- An article published in the edited volume of ‘Poverty, Entrepreneurship & Development’ published by Mrs. K. Karunaanithy, Senior Lecturer on the topic of ‘Principles of Entrepreneurship’ 2014.
- An article published in the annual journal published by the T / Sri Shanmuga HLC – ‘Mahudam’ on topic of ‘Business Plan’ 2015.
- An article published in the Commerce Union magazine of the J / St. Patrick’s College on the topic of ‘Holistic Marketing Concept’ 2016.
- An article published in the journal ‘Northern Industrial Prospects’ by the Department of Industries, Northern Province on the topic ‘Northern Industries: Past and Present’ 2016.
- Co-authored and published a glossary ‘Kalaichot Kalanchiyam’ for Accounting, Finance & Management professional course readers, published by ‘Islamic Book House’, Colombo 10 – 2016.
- An article published in the annual journal published by the T / Sri Shanmuga HLC – ‘Mahudam’ on topic of ‘Personal Entrepreneurial Competencies, Business Opportunities & Associated Activities’ 2017.
Awards & Grants
- “Ideal and Actual Leadership Qualities of the Top-level and the Middle-level Officers of the North – East Provincial Council” with a co-researcher, Ms. K Karunanithy, Senior Lecturer, Trincomalee Campus– funded by National Science Foundation, Colombo 07.
- “Measuring Poverty through Non – Economic Variables – a case study on female headed households in Trincomalee” with a co-researcher, Ms. K. Karunanithy, Senior Lecturer, Trincomalee Campus– Funded by the Eastern University, Sri Lanka.
- Awarded ‘Kandy Memorial Award’ for the Best Commerce Stream Student during G.C.E. (A/L) in School Level at St. John’s College, Jaffna, Sri Lanka.
Activities
- Environmentally Friendly Entrepreneurial Marketing Strategy as Sustainable Competitive Advantage: A New Paradigm in Marketing.
- Impact of Environmental Accounting on Rice Mills in Batticaloa District.
- Attitudes of Sri Lankan Customers on Cosmetic Products: A Case Study on Natures Secrets, Offered by Natures Beauty Creation Ltd. Sri Lanka.
- Study on the Impact of IT on State Banks in Batticaloa District.
- Corporate Culture & Supply Chain Orientation: The Case in Manufacturing Firms in Sri Lanka.
- A Study on Customer Tendency towards Self Service Technologies: With Special reference to HNB Kantale and Trinco Main Branches.
- Organizational Growth and Performance: Special reference to Commercial Bank of Ceylon Ltd. in Sri Lanka.
- Impact of Rewards on Retention of Workers: A study of operative level employees in the apparel industry.
- Organizational Culture is a determinant of Business Transformation on Agri Business in the Ampara District of Eastern Province in Sri Lanka – An empirical study.
- Strategic Planning Barriers in Small & Medium Enterprises: Sri Lankan Experience.
- Identifying the most Satisfying Facts among Banking Sector Employees in war affected area: with special reference to Jaffna context.
- Personality Characteristics of Staff in the Banks in Jaffna District: Implications for job stress & Job success.
- The Shipping and Logistics performance and its impact to the investments in Sri Lanka; A Contemporary appraisal (USJP).
- The factors that influence the Collaborative Behaviour of Shipping Lines with Respect to Container Interchange (USJP).
- Viral Marketing & Consumer Buying Decision-Making Process: Special reference on Mobile Phone Brand (EUSL).
- The Impact of Humour Advertisement on Brand Awareness (EUSL).
- Impact of Students’ Perceived Quality of Distance Education on Student Satisfaction with special reference to undergraduate students of Bachelor of Management Studies Degree Programme, The Open university of Sri Lanka.
- The Impact of Power, benefits and Risk Reduction on the Performance of Supply Chain of Sri Lankan Apparel, Food & Beverages Industries.
- Assessing the Implementation of Total Quality Management in Education Administration Institutions with special reference to Central Province Sri Lanka.
- Relationship Marketing Practices and Customer Loyalty: special emphasizes on Business to Business context.
- Gender Imbalance in Sri Lankan Labour Markets and concerns of Human Resource Management.
- Exploring the Innovative Business Model for Waste Material management (WMM) – Poster presentation.
- Customer Perspective towards Service Quality of Telecommunication System: a study based on Sri Lanka Telecom household customers in Kandy District, Sri Lanka.
- Motives for watching Musical Reality shows by University Students: a case study of Trincomalee Campus.
- Creating and Sustaining Customer loyalty in the north & East, as a result of a Relevant, Valued, Delivered Total Customer Experience: a special reference to Nations Trust Bank PLC.
- Degree at Your Door Steps.
- Technology Driven Services to the Customers in Indian Public Sector Banks through ATMs.
- The Impact of FDI on Economic Growth in Sri Lanka: an econometric analysis.
- Vegetable Marketing and Brokers in Jaffna District.
- Price and Trust: A Study on Factors influence in Purchase Intention of Organic Food Products in Trincomalee District.
- The Impact of Supervisors on Job Satisfaction among University Library Assistants in Sri Lanka (Trincomalee Campus, EUSL).
- The Impact of Corporate Social Responsibility (CSR) on Organization Citizenship Behaviour (OCB) and Employee Turnover Intention (ETI) in Telecommunication Sector Employees: study of Northern Province in Sri Lanka.
District Co-ordinator on data collection for the following Researches:
- A Study on Peace Making Process (June 2002) – Financed by the Toyota Foundation, Japan through Hitosubashi University, Tokyo, Japan and the University of Colombo, Sri Lanka.
- Data Collection Tsunami affected Children (Lost either of their Parents or both) – Financed by National Child Protection Authority through Survey Research Lanka (Pvt) Ltd.
- “Rapid Assessment of the Impacts of the Tsunami Tidal Wave on the Environment and Ecosystems” in the Trincomalee District. This was funded by United Nations Environmental Program (UNEP) through the Ministry of Environment and Natural Resources, Sri Lanka.
- “Socio-Economical Data Collection among the Tsunami affected Families” in the Trincomalee District after a period of one year.This was funded by UNICEF.
- In – Depth Interviews among Tsunami Beneficiaries through Church Fund” in the Trincomalee District conducted by ‘SPARC’, Dept. of Sociology, University of Colombo. This was funded by Food & Agricultural Organization (FAO) / United Nations (UN).