UOP | FOM

Ms. R.M.U.R.K.Rathnayaka

Head,
Department of Marketing Management
Lecturer

Department of Marketing
Faculty of Management
University Of Peradeniya

udayanganir@mgt.pdn.ac.lk

+94 714947057, +94 813832612

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Academic/Professional Qualifications

Bachelor

Bachelor of Business Management (Special) Degree in Marketing Management, University of Kelaniya, Sri Lanka, 2016.

Diploma

Postgraduate Diploma in Marketing, Chartered Institute of Marketing (CIM), UK, 2018

Master

Master of Business Administration (MBA) General Degree, University of Colombo, Sri Lanka, 2020

Thesis

Analyzing the effects of sensory brand experience on the customer brand engagement: A case of fast food chain outlets in Sri Lanka
Appointments
  1. Academic Coordinator of the Diploma in Management and Development of Centre of Distance and Continuance Education, the University of Peradeniya, 28.02.2022 onwards
  2. Department Representative, Faculty Undergraduate Research Committee, Faculty of Management, University of Peradeniya, 26.10.2021 onwards
  3. Editorial Member, Peradeniya Management Review: the Journal of the Faculty of Management, University of Peradeniya, 26.03.2019 onwards
  4. Editor-in-Chief, Peradeniya Management Student: the Student Newsletter of the Faculty of Management, University of Peradeniya, 21.11.2021 onwards
  5. Department representative, Faculty Media Unit, Faculty of Management, University of Peradeniya, 28.09.2021 onwards
  6. Department representative, Faculty Library Committee, Faculty of Management, University of Peradeniya, 23.07.2019 onwards
  7. Department representative, Faculty Environmental Committee, Faculty of Management, University of Peradeniya, 27.02.2020 onwards
  8. Event Coordinator of Talento, Marketing Management Students’ Society, Department of Marketing Management, 2019, 2021 & 2022
  9. Department Representative, Specialization Committee, Faculty of Management, 2020 and 2022
  10. Department Representative, Curriculum Revision Committee, Faculty of Management, 31.05. 2022 onwards
  11. Voluntary Students Counsellor, Faculty of Management, 2019 and 2022
  12. Member, Audio Visual Committee, Peradeniya University International Management Research Sessions (iPUMSE 2021)
  13. Discussant, Technical Sessions of the conference track “Value Added Marketing and Innovation” at the Peradeniya University International Management Research Sessions (iPUMSE 2021) held on 26.10.2021.
  14. Reviewer, Peradeniya University International Management Research Sessions (iPUMSE 2021) held on 26.11.2021.
  15. Expert reviewer, Peradeniya University International Research Sessions (iPURSE 2021) held on 11.11.2021.
Research Interests

Consumer psychology, Store environment, sensory branding experience, visual merchandising, Service Marketing

Publications and Researches

  1. Ubayachandra E.G, Rathnayaka R.M.U.R.K. “The impact of visual merchandising on customer buying decision with special reference to fashion retailing stores in Sri Lanka” on 25th August 2017 at International Conference on Contemporary Management (ICCM 2017) organized by University of Jaffna.
  2. Rathnayaka R.M.U.R.K., Madhuhansi W.H.T “The impact made by visual merchandising on purchase intension with special reference to super market industry, Western province, Sri Lanka” on September issue 2017 at International Journal of Scientific & Research Publications.
  3. Rathnayaka R.M.U.R.K “Factors Affecting for Consumer Switching Behaviour from Toilet Soap to Face wash reference to Female segment in Kandy District” for International Journal of Research (IJR) Volume 04, Issue 07
  4. Rathnayaka R.M.U.R.K. “Factors affecting the academic performance of the undergraduate students, with special reference to the University students in Sri Lanka” for International Journal of Research (IJR) Volume 04, Issue 13
  5. Rathnayaka R.M.U.R.K “The Effects of Virtual Visual Merchandising on Compulsive Buying Behavior of Credit Card Holders with Special Reference to Online Fashion Retailing Stores in Sri Lanka.” For International Conference on Management and Economics (ICME 2017) organized by University of Ruhuna.
  6. Rathnayaka R.M.U.R.K“The Impact made from CSR Initiatives on Consumer Buying Behavior with special reference to Cargill’s (Ceylon) PLC, Sri Lanka” for International Conference of the Sri Lanka Forum of University Economists (SLFUE 2017), organized by University of Rajarata .
  7. Rathnayaka R.M.U.R.K “Role of Digital Marketing in Retail Fashion Industry: A Synthesis of the Theory and the Practice” on 11th June 2018 for International Journal of Accounting & Marketing, Volume 7, Issue 02.
  8. Rathnayaka R.M.U.R.K “Ascendency of Pricing Strategies on Impulsive Buying Behavior with reference to retail consumer goods in Sri Lanka ;A comparative study on generations X, Y and Z” for Interdisciplinary Conference on Management Research (ICMR 2017) organized by Sabaragamuwa University of Sri Lanka.
  9. Rathnayaka R.M.U.R.K “Effects of Experiential Marketing towards Customer Satisfaction: With special reference to online Fashion Stores in Sri Lanka” for 8th International Conference of Business and Information (ICBI) organized by University of Kelaniya.

Other Details

Awards

  • The Cement Corporation Award for the thesis in the area of Marketing at the MBA Convocation of the University of Colombo, 2022

    • Conference Proceedings
    1. EG Ubayachandra ,RMURK.Rathnayaka, The Impact of Visual Merchandising on Customer Buying Decision With Special Reference to Fashion Retailing Stores In Sri Lanka, International Conference on Contemporary Management (ICCM 2017) organized by University of Jaffna on 25.07.2017
    2. RMURK.Rathnayaka, WHT Madhuhansi, The Impact Made by Visual Merchandising on Purchase Intension With Special Reference to Super Market Industry, Western Province, Sri Lanka, International Research Conference (IRC 2017) organized by Sir John Kotelawala Defense University on 03.08.2017.
    3. RMURK.Rathnayaka, Factors Affecting for Consumer Switching Behavior from Toilet Soap to Face Wash reference to Female Segment in Kandy District, International conference of Trinco 2017 organized by Eastern University on 13 .09.2017.
    4. RMURK.Rathnayaka, The Impact Made from CSR Initiatives on Consumer Buying Behavior With Special reference to Cargill’s (Ceylon) PLC, Sri Lanka, International Conference of the Sri Lanka Forum of University Economists 2017 organized by University of Rajarata on 15.10.2017
    5. RMURK.Rathnayaka, The ascendency of Pricing Strategies on Impulsive Buying Behavior With Reference to Retail Consumer Goods in Sri Lanka; A Comparative Study on Generations X, Y and Z, Interdisciplinary Conference of Management Research (ICMR 2017) organized by Sabaragamuwa University of Sri Lanka on 19.10.2017
    6. RMURK.Rathnayaka, The Effects of Virtual Visual Merchandising on Compulsive Buying Behavior of Credit Card Holders With Special Reference to Online Fashion Retailing Stores in Sri Lanka, International Conference on Management and Economics (ICME 2017) organized by University of Ruhuna on 10.11.2017
    7. RMURK.Rathnayaka, Effects of Experiential Marketing towards Customer Satisfaction: With Special Reference to Online Fashion Stores in Sri Lanka, International Conference of Business and Information (ICBI) organized by University of Kelaniya on 17.11.2017
    8. RMURK Rathnayaka, HWR Niwarthana, S Gannoruwa, The Impact of Attitude towards Green Products in Willingness to Pay Premium: With Special Reference to Millennials in Sri Lanka, International Peradeniya Management Research Sessions (iPUMSE) organized by Faculty of Management, University of Peradeniya on 14.11.2019
    9. EG Ubayachandra, RMURK Rathnayaka, N Chethana, Visual Merchandising and Consumer Buying Behavior: A Review, International Conference of Business and Information (ICBI) organized by University of Kelaniya on 17.10.2019