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Contact

0117544605

sumudu.m@sliit.lk

Ms. Sumudu Munasinghe

Senior Lecturer

Faculty of Business | Business Management

Career Summary

  • Senior Lecturer - Department of Business Management, SLIIT Business School (April 2022 to Present)
  • Lecturer - Department of Business Management, SLIIT Business School (April 2019 to March 2022)
  • Assistant Lecturer - Department of Business Management, Faculty of Business (August 2017 to March 2019)
  • Academic Instructor, Faculty of Business (June 2016 to July 2017)
  • Customer Marketing Trainee - GlaxoSmithkline (GSK Sri Lanka) (November 2015- June 2016)
  • Intern- Client Servicing at Triad Pvt Ltd (December 2014 – July 2015)

ACADEMIC QUALIFICATIONS

  • Master of Business Administration (Postgraduate Institute of Management -Univeristy of Sri Jaywardenapura) 
  • B.B.A Special Honours in Business Administration specialized in Marketing Management (SLIIT)
  • Postgraduate Diploma in Marketing (Sri Lanka Institute of Marketing)
  • Certificate in Teaching in higher education (Internal Qaulity Assuarance Unit of SLIIT)

HONOURS AND AWARDS

  • B.B.A Special Honours in Business Management (Marketing Management) at SLIIT - Awarded as the best performer of the batch
  • Receved a full scholarship in year 2014 and a half-scholarship in 2015 for the academic excellence during the 3rd year and the 4th year respectively.

Research Interests and Memberships

Research Interests

  • Retail Marketing and omni-channel strategies
  • Advertising 
  • Consumer Behavior
  • Celebrity Endoresement
  • Brand Personality 

Memberships

Certified Management and Business Educator (CMBE- UK)

Associate Member of Sri Lanka Institute of Marketing (AMSLIM) 

Ongoing Research

  • Acheiving continous growth through entrprenurial leadership
  • A study on the factors affecting consumer attidues : The case of Online Shopping
  • The impact of Authentic Atmospherics on Consumer Decision Making
  • An analysis of the factos affecting customer satisfaction during Covid19 - Special Reference to Modern Trade

My Publications

Journal Publications

  • Sumudu Namali Munasinghe  " "THE IMPACT OF BRAND PERSONALITY ON BRAND PREFERENCE A STUDY ON PERSONAL CARE PRODUCTS" "  International Review of Management and Marketing,  vol.8,  Issue 8,  2018,  pp.9-11,      
  • Munasinghe A. A. S.N, Bernard, D.T.K , Samarasinghe, H.M.U.S.R, Gamhewa, S.R.N, Sugathdasa , S., & Muthukumara, T. C  " "THE IMPACT OF CELEBRITYS FIELD OF EXPERTISE ON CONSUMER PERCEPTION" "  International Review of Management and Marketing,      2019,        https://doi.org/10.32479/irmm.7415,
  • A.A.S.N Munasinghe  " "Brand Personification: A Study on Humanizing Personal Care Products in Sri Lanka" "  International Business Research,  vol.12,  Issue 2,  2019,        10.5539/ibr.v12n2p21,
  • Bernard, D.T.K, Munasinghe, A.A.S.N, Almeida, A., Jayarathna, H., & Perera, S.  " "The effect of working capital management on the Export Performance of small and medium export enterprise: Evidence from export manufacuring sector in Sri Lanka." "  Journal of Economics and Business,  vol.2,  Issue 3,  2019,  pp.660-675,       10.31014/aior.1992.02.03.117,
  • D.T Kingsley Bernard, A.A.S.N Munasinghe , I Premarathne, S Wijerathne  " "The Influence Of Facebook Marketing On Consumer Buying" "  Archives of Business Review,  vol.8,  Issue 9,  2020,  pp.37-51,      https://doi.org/10.14738/abr.89.8992,
  • D.T Kingsley Bernard, A.A.S.N Munasinghe , M. A Rahuman, H Gunasekaran, H Sivaharan, W.S.S Shanthakumara,  " "Factors Influencing the Consumer Psychology of Cigarette Smokers and Impact of Awareness on Cigarette Consumption - A Literature Review" "  International Journal of Human Resource Studies,  vol.10,  Issue 3,  2020,  pp.275-290,      https://doi.org/10.5296/ijhrs.v10i3.17616,
  • T.M.L.R Rodrigo, Wijesekara K.A.T.D, Bandara B.M.R.R.G.R, C.D Akurugoda A.A.S.N Munasinghe, R.S Weerarathne  " "CONSUMER ATTITUDES TOWARDS ONLINE SHOPPING A LITERATURE REVIEW " "  International Journal of Social Sciences and Management Review,  vol.3,  Issue 5,  2020,  pp.115- 128,      https://doi.org/10.37602/IJSSMR.2020.3508,
  • Wasala, W., Ravindran, N., Bandara, W., Pratheepan, T., Jayasuriya, N., & Munasinghe, A.A.S.N  " "Child's Play"; Pestering Power Influencing a Parent's Purchasing Behavior in Sri Lanka "  Asian Journal of Economics, Business and Accounting,  vol.21,  Issue 15,  2021,  pp.1-11,      10.9734/AJEBA/2021/v21i1530473,
  • Munasinghe A.A.S.N, & Ranasinghe D.N  " Achieving Continuous Growth through Entrepreneurial Leadership: A Comprehensive Study on ABC Institute "  Business and Management Research,  vol.10,  Issue 2,  2021,  pp.27-26,      https://doi.org/10.5430/bmr.v10n2p27,
  • Senevirathne, H., Eranga, G., Nawarathne, N., Munasinghe, A.A.S.N, & Jayasinghe, S.J.A.N.S  " Assessing the Viability of Modern Trade Retailer Practices to Satisfy Customers Amidst the Covid 19 Pandemic "  International Journal of Marketing & Human Resource Management,  vol.12,  Issue 2,  2021,  pp.25-41,      10.34218/IJMHRM.12.2.2021.003,
  • Wickramasinghe, S., Welgama, S., Rajapaksha, R., Jayasuriya, N., & Munasinghe , A.A.S.N  " The Impact of Viewers Behaviour and YouTubers Credibility in Advertainment on Building Consumer Trust. "   Asian Journal of Economics, Business and Accounting,  vol.21,  Issue 9,  2021,  pp.87-97,      10.9734/AJEBA/2021/v21i930425,

Conference Proceedings

  • C.L Kuruppu , L.A.D Dissanayake, A.A.S.N Munasinghe, W.D.N Madhavika   Relationship Between Service Quality And Customer Satisfaction in Banking Services  in in 8th Annual International Conference on Business and Economics,  year 2018,  Singapore,    Global Science and Technology Forum,  Singapore,  26th November 2018,  
  • A.A.S.N Munasinghe   The significance of Considering profession in celebrity endorsements  in 6th International Conference on Contemporary Management.,  year 2021,  University of Management Studies and Finance, Jaffna,  pp.181,  Emerald Publishing,    A.A.S.N Munasinghe,  
  • Senevirathne, H., Eranga, H. G., Nawarathne, A.A.S.N Munasinghe, S.J.A.N.S Jayasinghe   Exploring the Sri Lankan Modern trade retailer practces to satisfy customers during Covid 19.  in 6th International Conference on Contemporary Management,  year 2021,  University of Management Studies and Finance, Jaffna, ,  pp.178,  Emerald Publishing,    Senevirathne, H., Eranga, H. G., Nawarathne, A.A.S.N Munasinghe, S.J.A.N.S Jayasinghe,  
  • Wickramasinghe, S., Welgama, S., Rajapaksha, R., Jayasuriya, N., & Munasinghe , A.A.S.N   Does Youtubers Help to Build Consumer Trust through Advertainment?.  in CINEC Student Research Symposium,  year 2020,  CINEC CampusMalabe, Sri Lanka.,  pp.80,      November 27th ,  
  • Jayasuriya, N., Munasinghe, A.A.S.N, Perera, P., Balasooriya, V., Maduranga, K., & Dhanushkar, W.   A Review of The Strategies Implemented by Foreign Airlines, In the Face of Covid-19  in BLM2-ICAM4 an International joint E-Conference 2021 ,  year 2021,  University of Kelaniya, Sri Lanka.,        September 11,  

Books

  • A.A.S.N Munasinghe, D.T Kingsley Bernard  " Endorsing PErsonal Care products by Celebrity Groups- The Impact of Source on Consumer Perception." Mauritius,  LAP LAMBERT Academic Publishing ,  2020,  Edition 1,    
  • A.A.S.N Munasinghe  " The Beauty Of Humanizing Brands In Marketing Communication." Mauritius,  LAP LAMBERT Academic Publishing ,  2020,  Edition 1,    

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