Dr.(Mrs).S.Vaikunthavasan
B.B.A (Hons), MA(Jfn), MBA (Kelaniya), Ph.D (Jfn)
Senior Lecturer Gr. II
0212220379
vsathana@univ.jfn.ac.lk
Research Interests:
MSME development, Marketing Strategies, Consumer Behavior, Innovative marketing, Green marketing & Branding
Academic Profile
Teaching
Admin Roles
Research & Publications
Awards & Grants
Activities
Academic Profile
Academic Qualification
- Doctor of Philosophy in Management (Marketing) in the Research Topic: “Marketing Strategies and Development of MSMEs in Northern Province, Sri Lanka” at University of Jaffna, Sri Lanka in 2019.
- Master of Business Administration at University of Kelaniya, Sri Lanka in 2014
- MA in Public Administration with Distinction pass at University of Jaffna, Sri Lanka in 2010
- BBA with First class Honours in Financial management at University of Jaffna, Sri Lanka in 2001
- G.C.E Advanced Level (Accounting A, Economics A, Logic A & Commerce B) in 1995
Institutional Development
I). Curriculum planning and development
- I contributed to the curriculum development for the Degree of Bachelor of Business Management in 2021. A list of subjects which I have contributed is summarized in the table underneath.
|
Subject |
Course |
Medium |
Level |
|
Business Legislation and Ethics |
BBAM 21053 |
English |
Undergraduate |
|
Consumer Psychology |
BBAM 31023 |
English |
Undergraduate |
|
Service |
BBAM 31033 |
English |
Undergraduate |
National Contribution
- Served as a resource person for community catalysts Training Program organized by Faculty of management studies and Commerce and UNDP in 2015
- Served as a resource person for community catalysts Training Program organized by Faculty of management studies and Commerce and UNDP in 2016
- Served as a Resource Person to the workshop titled: “Dairy farm producers’ development” conducted by Faculty of Management Studies and Commerce, Sri Lanka (2016)
- Served as a mentor for the Women Entrepreneurs in the TAF project Mentoring program at University of Jaffna, Sri Lanka on July-December 2015
- Served as a Resource Person to the Workshops titled: “Youth Leadership Development Training programme (YLD) – Kilinochchi and Mullaitivu District” conducted by UNDP – GLED-LLDP III Project (2015-2016).
- Worked as a Coordinator for the trade market exhibition of SMEs conducted by University of Jaffna and Department of Industry, Sri Lanka (2016)
- Served as Coordinator of the venture BMO Project – SME Mentorship Programme on “Capacity Development for SMEs in Northern Province” -2023.
- Served as the coordinator of the “Webinars of Business Incubation Cell (BIC)”, -online webinar discussions with industrialists in Sri Lanka.
Served as the faculty coordinator of the University Business Linkage (UBL)
- contributed as the panel Member of Discussion on “Empowering through University Business Linkage (UBL) for MSMEs on 28th February 2023 , the panel member of the Discussion on “Northern GDP Contribution at Chief Secretariat Office, Conference Hall, Kaithady on 27th January, 2023 and presented on “E-Commerce solution”.
- Served as evaluator of the Scale_ up program on empowers local innovators, boost the manufacturing, and export sector, and create a thriving ecosystem of growth and opportunity in 2023.
Post graduate supervision
- Mr.M.Gunenthira, Corporate Social Responsibilities and Marketing Performance of Seylan Bank PLC, Faculty of Management Studies and Commerce, University of Jaffna, 2019
- Miss.Theepavathana Thanapalasubramaniam “The Chellenges of Women Entrepruners for the Success of the SMEs in the Crisis Environment” , Faculty of Management Studies and Commerce, University of Jaffna, 2023
Teaching
Undergraduate Teaching
Teaching Marketing subjects for Bachelor program, at University of Jaffna, Sri Lanka, from 2010 onwards. The subjects are:
- MKG 1231 Principles of Marketing
- MKG2131 National Economy Management
- MKG 3134 International Marketing
- MKG3234: Advanced Strategic Marketing
- BBAM 1213: Marketing management
- BBAM 2113 Managerial Economics
- BBAM 2212 Business Law
- BBAM 3113: Exploring Consumer Behavior
- BBAM 4113: Computer Applications for Research in Marketing
- BBAM 21053: Business Legislation and Ethics
- BBAM 31033: Service Marketing
Inter-faculty Teaching
- Faculty of Engineering: MC9020: Business Law – 2020, 2021, 2022 & 2023
- Faculty of Arts: AMKG31063: Marketing Management in 2021
- Faculty of Allied Health Science: PHAMM 4163: Pharmaceutical Administration & Marketing in 2023-2024
Postgraduate Teaching
Teaching Marketing subjects to Master’s Degree program at University of Jaffna, Sri Lanka, from 2016 onwards. The marketing subjects:
- MBA Batch I 2015/2016- MBA 2232: Customer Relationship Management
- MBA Batch I 2015/2016- MBA (E) 2124: International Business
- MBA Batch I 2016/2017- MBA 2232: Customer Relationship Management
- MBA Batch I 2017/2018- MBA 2223 (E): Consumer Psychology
External Degree Programmes & Extension Courses
- EX.COM 3235: Customer Relationship Management
- EX.ACOS.31012 Introduction to Marketing Management
- BBM 2253: Customer Relationship Management
- COMD 2203: Business Law
- DBF1233: Client Management
Admin Roles
Admin Roles
- Served as Senior Treasurer of Student Union -in 2016/2017
- Served as Faculty member of Sports Advisory Board from 01.01.2015 to 31.12.2016
- Served as committee member of Journal of Business Studies from 11.10.2016 to 11.10.2019
- Served as Editor of International Conference on Contemporary management (ICCM)- 2021 which was held on 29th and 30th April , 2021
- Served as student counsellor
- Served as faculty coordinator of UBL 2020-2023
- Served as Chairman of Strategic Plan Committee 2021-2023
- Currently serve as committee member of Business Incubation Cell
- Currently serve as Coordinator of IQAC from 2021
- Currently serve as Chairman of WeBe Cell from 20.05 2021
- Currently serve as committee member of Curriculum Revision, Development and Monitoring Committee from 2024
Research & Publications
Refereed Journal Articles
- V.Sathana (2022), E-CRM Application Of Micro, Small And Medium Enterprises In Sri Lanka: Mixed Method, Journal of Business Studies, Faculty Of Management Studies And Commerce, University of Jaffna, Vol.9(2). Pg 65-82
- Grace H. Hensman and Sathana Vaikunthavasan (2022) Competency Marketing in SME Sector: A Mixed Method Approach Journal of Management and Tourism Research Volume 5(2), Pg1-17
- 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, (ABDC Rank B)DOI: 10.1080/10495142.2018.1526741
- V. Sathana, T.Velnampy, and S.Rajumesh, (2019), Exploring the Problems and Challenges of Micro, Small and Medium Enterprises in Northern Province, Journal of Business and Management Horizon, Macro think Institute, Vol 7(1), Pg 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
- Jayasooriya, T. S., Shivany, D. S., & Vaikunthavasan, S. (2019). Intention towards mobile multimedia message (MMS) advertisements. International Journal of Engineering Applied Sciences and Technology, 4(5), 138-149. http://www.ijeast.com
- V. Sathana, T.Velnampy, and S.Rajumesh, (2018), A conceptual study of Marketing strategy and development of SME, Journal of Accounting and marketing, 7(3)
- V.Sathana, (2018), Exploring the Value Addition Strategies to Access Standards of Products of Micro, Small and Medium Entrepreneurs in Jaffna District, Business and Management Horizon, 6(1), 122-138.
- 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
- S.Shivany, V. Sathana, M. Piriya (2017). Challenges Faced by Diary Producers for Pursing Sustainable Livelihood in Mullaithivu District, Journal of Business and Economics, Volume 8, No. 8, pp. 680-687 .
- V. Sathana, T.Velnampy, and S.Rajumesh, (2017),A Conceptual Frame work of Marketing Strategy: A study on SMEs in Postwar Environment, International Journal of Management and Technology, Sai Ram Institute of Management Studies, Chennai. 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), 64–83. 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), pp.90–115. DOI: http://doi.org/10.4038/kjm.v4i1.7490
- Sathana. Vaikunthavasan, (2015) Social Network Marketing Practices: Special Reference of Hotel Industry in Jaffna District, Research Journal of Social Science Management, Vol 5, No 3 , 01 July
- Sathana. Vaikunthavasan, (2014) Exploring the Link between Market Orientation and Performance Outcome of the Supermarkets in Jaffna District, South Asian Academic Research Journal, Vol.4, Issue 12
- Sathana, Vaikunthavasan, (2013) Consumer Market Purchase Decision: A Study On Durable Goods In Jaffna District, South Asian Academic Research Journal, Vol.3, Issue 4, Pp 101-108
Refereed Conference Presentations
- V.Sathana., (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. 126.
- V.Sathana., (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
- V. Sathana, T.Velnampy, and S.Rajumesh, (2019), Innovative Marketing Strategy for (MSMEs): Scale Development and Validation, 10th International Conference on Business and information, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka
- V. Sathana, T.Velnampy, and S.Rajumesh, (2019), Role of innovative marketing strategy for success of micro, small and medium enterprises(MSMEs), 16th international Conference on Business Management, Monash University Australia, Pg 114
- V. Sathana, T.Velnampy and S.Rajumesh, (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
- V. Sathana, T.Velnampy and S.Rajumesh, (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.
- V. Sathana, 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.
- V.Sathana (2017). Problems and Challenges Associated with Value Addition: special reference Coconut Based Productions in Jaffna District. 8th International Conference on Business and Information, University of Kelaniya
- V. Sathana, T.Velnampy, and S.Rajumesh, (2017),Marketing strategy of MSMEs in post war market: a conceptual framework. Full paper proceeding of International conference on advanced marketing.
- V. Sathanna , and S.Kajanthy (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
- H.P.I.S.Senevirathna, V. Sathanna , and S.Kajanthy (2017), Impact of social media marketing activities on customer purchasing intention special reference to hotel industry in North Central province, full paper proceeding of International Conference on Contemporary Management, Faculty of Management Studies and Commerce, University of Jaffna, Sri Lanka
- Sathana. Vaikunthavasan, T.Velnampy, and S.Rajumesh, (2016) Challenges and opportunities associated with development of small and medium enterprises in Jaffna district, full paper proceeding of International Conference on Contemporary Management, Faculty of Management Studies and Commerce, University of Jaffna, Sri Lanka.
- Sathana. Vaikunthavasan (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.
- 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.
- Vaikunthavasan, S. and Jebarajakirthy,C. (2015) Encouraging Innovativeness in Universities through Market Orientation Practices, ANZMAC, Sydney, 30 Nov- 2 Dec.
- Sathana Vaikunthavasan and Kajnthini. Shanmugananthan (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.
- 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, full paper proceeding of International Conference on Contemporary Management, Faculty of Management Studies and Commerce, University of Jaffna, Sri Lanka.
- Sathana. Vaikunthavasan and Samarakoon, S.M.A.K., (2015) , 2014 Market orientation, Innovativeness and Performance in E-Learning Programme of Sri Lankan Universities, full paper proceeding of International Conference on Business & Information (ICBI), Faculty of Commerce & Management Studies, University of Kelaniya, Sri Lanka,
- Sathana. Vaikunthavasan (2012), FACTORS AFFECTING THE CONSUMERS’ CHOICES OF TOOTHPASTE IN JAFFNA, SRI LANKA JUICE-2012 , Faculty of Management Studies and Commerce, University of Jaffna, Sri Lanka,July20th 2012
- Sathana. Vaikunthavasan (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, 16th December, 2011
- Sathana. Vaikunthavasan (2011), The Impact of the Product Attributes on Consumer Choices of Toothpaste, full paper proceeding of Eighth International conference on Business Management – 2011 Faculty of Management Studies and Commerce, University of Sri Jayewardenepura, Sri Lanka, December 9th 2011,Pg 524
- Sathana. Vaikunthavasan (2011), Impact of Customer Perceived Value on Customer Satisfaction: An Empirical Study in Bank of Ceylon full paper proceeding of International conference on Business & Information (ICBI), Faculty of Commerce & Management Studies, University of Kelaniya, Sri Lanka, October 20th 2011 Pg:121
Reviewer
|
Reviewer |
2016 |
International
conference on contemporary management (ICCM ), Faculty of Management studies,
University of Jaffna |
|
Reviewer |
2017 |
International conference on contemporary management
(ICCM ), Faculty of Management studies, University of Jaffna |
|
Reviewer |
2018 |
Research Conference on
Business Studies, Vavuniya Campus, University of Jaffna |
|
Reviewer |
2020 |
International
Symposium on Agriculture and Environment 2020(ISAE2020), University
of Ruhuna. |
|
Reviewer |
2021 |
International
conference on contemporary management (ICCM ), Faculty of Management studies
and Commerce, University of Jaffna |
Awards & Grants
Academic Awards and Recognition
- 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, held on 17th November 2017
- 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 the1999/2000
- 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 the1999/2000
- Awarded the Sangarapillai Veerasingam Memorial scholarship for the best student in the Degree of Bachelor of Business Administration examination for the academic year of the1999/2000.
Research Grant
- 2019- University Research Grant (Rs 327,500) for a study titled “Exploring Factor of Network Relationship Marketing Strategy for the Success of SMEs”
- 2016- University Research Grant (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”
Activities
- Participated in a workshop on “A Four-day’ workshop on Model Building” organized by the Pondicherry University from 12th June to 15th June 2019
- Participated in a workshop on “Research indicators, scholarly publications and research management” organized by the Library, Uva Wellassa University of Sri Lanka held on 12th February, 2019 at UWU Main Computer Laboratory
- Participated in the URKUND plagiarism checker training session on 17th Sep, 2018 at University of Jaffna
- Participated for workshop in “statistical Package for the Social Sciences (SPSS)” for Quantitative Research” conducted by NCAS
- Participated for workshop on Structural Equation Modeling (with AMOS) for Quantitative Research” conducted by NCAS
Reviewer
- Served as Reviewer for the International Symposium on Agriculture and Environment 2020 (ISAE2020).
- Served as Reviewer for the Research Conference on Business Studies(RCBS)-2018
Other activities
- Served as a mentor for the Women Entrepreneurs in the TAF project Mentoring program at University of Jaffna, Sri Lanka on July-December 2015
- Worked as a Coordinator for the trade market exhibition of SMEs conducted by University of Jaffna and Department of Industry, Sri Lanka (2016)