University of Sri Jayewardenepura to launch B.Sc. Marketing Management Degree program for Tourism &

The tourism sector has been experiencing an impressive growth both in terms of tourist arrivals and in foreign exchange revenues after the restoration of peace and normalcy in the country in 2009. Considering significant growth in the industry, as a pioneer department of the University of Sri Jayewardenepura, by understanding the ground realities, trends, opportunities and the expectations of industry, the Department of Marketing Management created a smooth platform in order to fill up the unfilled gaps of the Sri Lankan higher education system. Accordingly, BSc. Marketing Management (Tourism and Hospitality – Sp.) program was proposed to the Faculty of Management Studies and Commerce of University of Sri Jayewardenepura.

This is the only marketing management degree in Sri Lanka specially designed for the Tourism and Hospitality industry. Further it offers Chinese language as a compulsory subject given the status of China as the fastest growing tourism market. 

With the prime objective of creating a successful degree program for the tourism and hospitality field while assisting undergraduates to be fully equipped with the required knowledge skills and attitudes, it has formed an industry advisory panel to review the curriculum of the proposed degree program. The latest industry advisory panel discussion was held on 30 September at University of Sri Jayewardenepura to further review the proposed curriculum with industry expert opinions. 

The industry advisory panel consists of Sri Lanka Tourism Promotions Bureau former Chairman Dr. Rohantha Athukorala , Jetwing Hotels and PATA Chairman Hiran Cooray, John Keels Group Vice President Dileepa Mudadeniya, Sri Lanka Tourism Promotion Bureau Asst. Director Udara Guruge, TIIKM Ltd. Director Isanka P. Gamage and Sri Lanka Convention Bureau Champika Anuradha. Further representing the university, Dean of the Faculty of Management Studies and Commerce Dr. U. Anura Kumara, Head of the Department of Marketing Management Dr. Lalith Chandralal and academic members of department of marketing management also participated at the panel discussions. 

Speaking to the media Dr. Lalith Chandralal mentioned, “Being the best management faculty in Sri Lanka, Jayewardenepura University always produces industry driven degree programs. We are planning to sing MOUs with all the major hotel chains, travel agents and other tourism related organisations in order to get internships, guest lecturers and training facilities which will give better exposures and opportunities for our future undergraduates.”

Further speaking to the media, advisory panel member Udara Guruge mentioned, “There are a lot of tourism and hospitality management degree programs in the industry, but none create a functional specialist but a graduate with an average knowledge in multiple disciplines. For a long time Sri Lanka wanted marketing functional specialists who have the industry specific knowledge, skills and attitudes. We think this proposed degree program will fulfil that industry demand gap. In this degree program we are planning to groom graduates with most demanding skills such as analytical and sales skills and ability to speak Chinese and English language.”