Tea with Sri Lanka Institute of Marketing(SLIM) CEO Sanath Senanayake

Education needs novel approach

Education sector has many opportunities. Even during the recession the education sector grew substantially as people are aware that education is a long-term investment.

The Government is in the right direction, focusing and analyzing the importance of the education industry. In making Sri Lanka a knowledge hub will enable sustainable, long-term planning to enhance the professionalism of masses is vital. Sri Lanka Institute of Marketing (SLIM) is committed to increase marketing professionals in the country, Sri Lanka Institute of Marketing (SLIM) CEO, Sanath Senanayake told Daily News Business.

Charumini DE SILVA

Here are excerpts of the interview for this:

Q: How did you enter the industry?

A: I completed my Advanced Level Examination in 1987 and joined the FMCG sector as a sales representative and once became the best junior marketeer for covering the large area. Then I worked in one of the credit card companies and after that joined an information dissemination centre. After working there for a few years, worked at a web advertising industry. Then I joined the insurance industry as the head of customer relations.

Today, I am engaged in the education industry as the CEO of Sri Lanka Institute of Marketing (SLIM). Looking back at the journey of my career I am very satisfied and content.

Q: What are the opportunities available for professionals in your sector?

A: Education field has many opportunities. Even during the recession the education industry grew substantially as people are aware that education is a long-term investment. The industry has a huge potential.

The Government is also putting lot of emphasis on the education industry as they are keen on making Sri Lanka an education hub.

The education hub will enable to create a sustaining knowledgeable people in the future.

The level of advertising in the education industry has convinced the masses of the positive impacts of education and the industry has many avenues to grow. SLIM is affiliated with other potential international marketing bodies.

Q: What are the challenges you face in the sector?

A: It is important to keep up with the evolving environment, especially with the technology. Social networks like Facebook and Twitter has made communication much faster. The horizons of technology is much bigger and it is necessary that we design our systems accordingly to meet them. Thus, technology plays a key role in education too.

Q: What are the strategies we should adopt to uplift the industry?

A: Education industry as a whole requires new strategies to uplift the sector. However, it is important to note that the Government is in the right direction, focusing and analyzing the importance of the education industry.

In making Sri Lanka a knowledge hub will enable sustainable, long-term planning for an industry to grow.

Increasing professionalism of the masses is vital and SLIM is committed in increasing the marketing professionals in the country.

SLIM is also committed to uplift the marketing standards of our country to be on par with the international standards.

As the national body for marketing SLIM is engaged in many awareness programs especially for the rural areas.

Q: What is your view about entering into the capital market?

A: Companies entering the Colombo Stock Exchange (CSE) is a very good indication of the economy.

Having an active capital market encourages many local and foreign investors. During the past two years the CSE has performed exceptionally well, where the foreign investors were much keen of our capital market and its activities.

There are seasonal dips, however as a whole the market has shown a steady growth and will remain strong.

Q: What is your philosophy about life?

A: I put in all my experience and knowledge with passion into the company I work for. I want to provide the best out of me to the company I am engaged in.

Q: What is your advice to the young entrepreneurs?

A: Before entering into an industry, it is important to have a good knowledge of it.

Thus, have a good vision of where you are heading. Commitment, dedication and passion along with the knowledge will lead to success.

Q: What do you think of local marketeers? Where do they stand in the international arena?

A: The context differs from country to country, but Sri Lanka has capable marketeers. Our marketeers are second to none in the world.

Q: What is the favourite place you like to visit in Sri Lanka?

A: Kandy

Q: Which country do you like to visit most?

A: Hungary

Q: What do you do in your leisure?

A: Playing cricket, reading and swimming

[ PROFILE]

Name : Don Sanath Udayanga Senanayake

Civil status : Married. Has one son and one daughter.

School attended : Royal College, Colombo.

Professional qualifications: MBA completed, not graduated yet. Post Graduate Diploma in Management, Professional Diploma in Marketing - CIM, Diploma in IT, Specialised in Library and Information Science, Certified in Internet technologies.

Sports : Soccer, cricket, swimming and music