The 10th Student Research Conference in Marketing (SRCM 2026), organized by the Department of Marketing Management of the Faculty of Commerce and Management Studies, University of Kelaniya, was held on 17th January 2026. Centered on the theme “From Data to Delight: Shaping Customer Experience”,the conference was chaired by Ms. Bimali Wijesundara, with Ms. Nilakshi Subasinghe and Ms. Bhagya Thennakoon serving as Secretary and Co-Secretary, respectively. Under the patronage of the Chief Guest, Prof. Bandara Wanninayake, Dean of the Faculty, the event established a prestigious scholarly platform for undergraduate researchers to showcase data-driven insights into the contemporary marketing and consumer behavior challenges currently facing Sri Lanka.

The keynote address, titled “Bridging Academic Research and Actionable Industry Practices,” was delivered by Mr. Tharaka Silva, Head of Brands and Trade Marketing at DCSL Breweries. He emphasized the industry’s increasing reliance on evidence-based decision-making while addressing the persistent gap between academic theory and practical application. Highlighting that research insights are frequently underutilized in managerial processes, his address underscored the vital importance of translating rigorous academic findings into tangible strategies that enhance both customer experience and overall business performance. The student research presentations strongly echoed this message, demonstrating how academic inquiry can directly inform professional practice. The key industry insights and strategic contributions emerging from the ten best papers of the conference are illustrated in the diagram below.

Congratulations to K.N.S. Kodithuwakku, R.M.D.M. Ranathunga, K.G.C.I. Hansani, N.A.A. Dewminie Fernando, K.D.C.H. Dissanayaka, D.S.A. Jayawickrama, M.S.A. Peiris, A.O.M. Pathum Pabasara, H.K.K.D. Thilakarathne, and H.M.C.Y. Herath for their hard work!