Good day, Dr. S. Shrilatha. I'm Arjun. I've had a look through your background and your professional record. I'm interested in hearing more about your work and how you see yourself fitting in here with our faculty. Ready to start?

Yes.

Could you share your professional journey in academia?

I have.

I wanted to introduce myself, this is Doctor S Sri Latha. I have started my career in the year 2008 June 2008 as a guest faculty in BITBS that is Business School till now by 2008. Then I have joined in Axelium College. It's exclusively for women. November 24th 2008. From there I started my career till in April 2019 I was working as an assistant professor.

Non assistant professor with I am fair degree then in 2009 I have enrolled for my PhD in the back time to third world new university but I'm candidate of risk college. My guide was on Doctor Arlovan, former principal of ullis college. So initially I was working in.

Department of Commerce shift to Assistant Professor till 2016 I was performing I was undertaking the Financial Accounting and principles of Management and financial Accounting for BC and BBA, Management accounting papers for Bcom students and other related papers also. Even for I was undertaking the classes for Mcom students also. So I was taking Advanced Cost and Management Accounting Services, Marketing, HRM for AM field students.

Marketing and finance was my main role in Auxilium College in 2016, I was given in charge to head the department called become backing an insurance. I was initially given in charge so I was handling the Commission for three years and I established the department of Bcom Banking and insurance. In the journey of my 2008 November 22,019. I was heading various position in Oxygen College as a exam committee member and I was serving.

All these were my main.

The Dean from 2013 to 2016 Dean of Students welfare for shift 2 this is was my journey so in 2019 I took.

Book a break as of all my family situation, then I subsequently my leg was also not well. So I was joined in CMC as a part time finance faculty in department of Hospital administration and administration and management studies staff training where I'm undertaking the finance exclusively the finance subject for them for Master of Hospital Administration, Postgraduate diploma and hospital administration as well as diploma in hospital administration. That is the distance.

Uh, staff will be joined together. So for them I'm taking full and full of finance and I'm preparing the study material for them also. And for, for Master of hospital administration, post graduate diploma and hospital administration. I'm helping them with regarding to their projects, translated projects, especially with the costing and other projects, I'm helping them. This is my age only in between I have a published.

Application course, actually it's all over the India, the mission hospitals.

Three books with my colleagues, with the help of my colleagues.

Vanashvarthi Axillion for skill based elective business correspondence and communication and another with my another colleague who she was previously working in Karoniya University. So we are publishing about the banking related book and one that's my own relating to the financial accounting with the child at the publications.

So I'm more of interested towards the research. So after my PSU only guided my students to have been I have completed I got a.

My guideship of PhD. I wanted to enroll my students in that gap. I took one break.

So the guyship, I'm stopping it.

Yes.

Yes.

Let's begin by diving into targeted skills and assessing your proficiency for this role, Professor. First, can you elaborate on your approach to marketing analytics and how you've integrated it into your teaching or research practices?

So actually initially we thought marketing is nothing but how we communicate, uh.

What we produced that is like, uh, from a, from a production to the consumer, the flow of activities, what we got it like place, promotion, distribution and product. So this is what we thought to the students. Then when we are coming into the research, actually my MPhil and PhD research both are relating to the marketing title 1. So when we thought we, I wanted to find out that time, it was like. In 2009 to 16.

The Bay 15, the basic thing was I wanted to do is more automobile sector, especially with the car industry. That time I wanted to analyse this how? The.

Customers are switching over from 1 brand to another frequently in the small car segment. So that is how I wanted to do with the branch machine that is of loyalty. It is a one major aspect of a marketing where when customers does not feel satisfied immediately, they wanted to switch it to another brand. Whether it is a switching cost is more or not, they just wanted to switch it. If they are feeling satisfied and delighted, they will not worry about even small.

Mistake even is this in the brand also they will continue to be in the same brand. The resort is the loyalty. So these two aspects I wanted to do. So that is why I took as a switching behavior and tried with the car industry why they are switching to different brands because that time they told that India is going to be a big hub for the manufacturing industry of a car.

So that is what the idea I got it. So after that due to the save areas policies and the politics, it was not established that too particularly they aimed for Tamil Nadu. So that is with the idea that I started into the research. So finally.

Somewhat, it didn't happen in Tamil Nadu.

So we can study in what area whether with the behavior, whether with the preference either it can be like now we can say even digital marketing. So it is going to be the trend because the AI plays a major role like chat bots and all those things how it is influencing the consumers towards a product or a services. So that is how I am a little bit of interest towards the marketing. He went to get into the students as well as he went to the.

So even in marketing, in day-to-day attitude, uh, in day-to-day life also, we are experiencing more and we are consuming more and more products also and services also.

My research also.

Yes.

Yes.

Let’s move to your experience in services operations management. Can you provide an example of a challenge you faced in managing or teaching service operations, and how you addressed it?

Yeah, especially when I'm going to the teaching operations. We found it actually with the generating minds is.

Nowadays they are little bit of not what to say. They are not of little bit of uh.

So what we need to do? We need to travel along with them, and we need to inculcate some moral values and some ethics to them.

Responsible accountability is less when I saw in Auxilium as well as in the CMC students.

And we need to pull them along with us. So in Axelium also we face to men. I have faced many issues like students they need to they will say ma'am we are going there and we are going there that they skip the classes also. We have found out and we have addressed through the parents and we have revived them in certain students also what they goal, they have got a issue of personal problems like their love, failure and all those things they didn't study properly.

And then we gave, we sent them through the counseling or I, I will sit with them personally and talk to them that you can do it. Just forget about the past and thing. Then they have survived and they have continued their studies and also completed even now they spoke to me.

With all those things, even in CMC also when I went to the class initial itself, I will use to address each and every students. When they are not clear with their face, I will ask them whether you are not well or whether you are good, whether you are able to listen to them. If I see any difference in the face, immediately I will. I used to ask for them.

To come to the proper.

Uh, what to say? Proper sequence of the classes on proper structure of the studies?

Is this I wanted to focus both academically as well as So I wanted to concentrate on the personal things also. When they just both balance only the students. Nowadays the students are facing lot of problems through technical like what they say through technology as well as the personal issues also. So I wanted to address with both the things if possible. If they come hand in hand, we'll walk together.

If it is not possible, we need to try some other method also.

Thank you, Professor. It’s evident that you approach service operations management, both academically and administratively, with a focus on mentoring students individually

Yes.

Yes, initially in finance we we still taught like for example in the hospital and previously I was teaching with the business oriented syllabus. So it will be like business like examples what we sell and purchase, what is going to be the profit we'll start from the household and we'll explain with all those things. Now when I come to the switching over to the hospital side, when I'm going to ask for the students with the direct and indirect cost, I can say the direct cost will be. Comparatively like what they say they will be.

Can you describe your experience with teaching theory and laboratory courses, particularly how you balance theoretical concepts with practical application?

Feeling what the cost which is associated directly with this is serving with the patients like we can say the doctors we nurse fees and all these things will be coming as a direct even the pharmacy cost indirect cost if I'm saying means I can give the live example of admin like transport cost and it can be like they can say is it is going to be like.

Yeah, sorry, sorry. It is getting stuck. It is going to be like, umm, catering services, all this going to be like your indirect cost. The same way when we carve, when it comes for the marketing, what is going to be the ethics? Usually we used to say in service sector, marketing has to be little less, especially with the hospitals. But nowadays the hospitals have started giving all the advertisement holdings and everything. If you see with the, I'm working at ACMC now, uh, parting. So CMC advertisements will not be mostly.

Even in the public.

So when compared to the other hospitals or hospital advertisement will be less so we can say that our service sector is maintaining the decorum of not publishing the ads.

When you see the other companies, they will be given to the ads and everything on the same way, pause categorization and even the marketing aspect you can say is CMT does not give them marketing aspect. But we are surviving in this industry respective of those so many hospitals in the various city.

That is how we will relevant and then we used to have a like a consumer purchasing behavior means how we are going to consume how why patients are coming to our hospital. You can analyze that part of also even the satisfaction, even the quality side circle model you can do with what are all the areas the file either it is tangibility or reliability. All these you can see 5 aspects you can do with either with the total infrastructure of the CMC also can be done even in the education sector.

Whatever is the applicable or even other Consumer Protection Act, whether it is applicable to us. So likewise we can do digital marketing and chatbot whether we are having in the website, chatbot is there. So whether how many people are accessing with the chatbots and how many people are accessing to our portal and how they are user friendly with the portals. So this is how we can explain to them with the theory results.

So each and everything, when we deal with them, we have to explain it in detail with the current relevant situations.

So marketing is a vast subject.

After after pandemic or before pandemic, how was the situation?

Telemedicine, all these things.

Yes.

Thank you, Professor. It’s clear that you utilize real-world examples extensively to bridge the gap between theory and practical application. Your approach of contextualizing learning with current and relevant situations is commendable. Let us proceed.

Can you discuss how you handle student evaluation and exam duties, including any innovative methods you employ to ensure fair and accurate assessment?

Yes.

We used to give like assignments and presentations.

So mostly have done with the now, especially with the last five years I'm dealing with the finance so.

I'll ask them to take, I'll ask them or give them the hospital side balance sheets and ask them to work analyze the financial statements clearly that will be one part and the ratio analysis the other part and I will give hospital related finance problems.

My assessment will be like I will used to give with the hospital balance sheets.

Hospital related balance sheets will be given to them to analyze that and to prepare the financial statement also.

Howard is coming to prepare the final accounts.

Especially with the ratio analysis also I will be giving to them.

These are all the things we are implementing now to them.

Previously in the auxiliary, we used to give some quizzes, marketing related quizzes, marketing related activities.

Like how do you present your product, how do you give a new advertisement to one of the products. All these activities will be conducted we previously when we are in the auxiliary like group activities for the assessments.

Thank

Yes.

Now, could you share your approach to guiding student projects and research? How do you ensure their work is both rigorous and meaningful?

So I previous I have applied it twice for the project so I CSSR and one is for DST but it I could not get it since I was working in the.

Shift to offer financial like shifters of basically self financing. So I didn't get but I wanted to actually work on it, especially my ideas to work either on the sustainable part, sustainable development.

I'm more of interested with doing of electric vehicles as well as the green banking or green HRM side.

These are my ideas if I got any project I need to work on it.

Yes, preview. When I was heading the department, our specialist season was in banking and pronounced. So mostly they will go over the insurance aspect. That time was the digitalization started in 2016 and 17 this period. So that time most of the students will go over the like cashless transactions because our future was our digitalisation that is we will not carry any money so cashless. Like how about their ATM services? So those type of transactions, those type of studies were conducted by the.

Noted, Professor. When it comes to guiding student projects, do you emphasize similar areas like sustainability, or do you adapt based on their interests and strengths?

Students and now in CMC towards the sustainability when I'm going so we used to do about whether to implement uh.

Particularly implement any.

Missionaries.

Whether it is feasible to invest it or not for the future?

Like a capital expenditure.

So this is how we are doing with the students practically, how far it is possible.

So whether the hospital, what amount they are alerting and actually what it is happening, whether we are incurring in the profit or whether we are incurring into the loss so that we can give some suggestions. So even with the MI sue, I have done with the students. So we are given some suggestions to be taken also they have also considered all those things.

Thank

So I have done with the maintenance costing.

Yes, yes.

Good communication and a structured teaching approach are vital for this role. Can you walk me through your methodology for planning and delivering a lecture effectively?

Sorry to interrupt, we're down to the last 5 minutes.

OK.

Yes, my teacher approach will be for financial for accounting purposes. Any for accounting for papers. Sorry to say this, I always prefer to use only chalk and board method.

This was my teaching, I used to prepare for the weekly thing on Saturday, Sunday itself what has to be done and how many hours I need to complete my accounting problems. Everything will be charted down, so I'll use and I prefer strongly is chalk and board method or whiteboard and marker to clearly work out to the students to gain the knowledge for theory paper. I will prefer. Sometimes I'll prefer with the.

PowerPoint presentation. If I go with the PowerPoint presentation with the videos and with the links also simultaneously I will use my marker and the.

White marker on the board also to raise the questions and I wanted to capture the students interactions also so that I can get it and I can chart down what are all the points they wanted to say, what is their understanding towards a particular topic so that I can synchronize with them with the PowerPoint presentation, with the videos and with the examples. So it will be useful for them to understanding the concepts also. This is how my teaching model is going to help for me for the theoretical.

Paper as well as the problem oriented papers.

Thank you, Professor, for detailing your teaching methodology. Your structured, interactive approach—combining traditional methods with modern tools—highlights your dedication to effective knowledge transfer. Moving on, let’s tackle your qualifications further.

This so I have completed my BCOM the year 2003 at Auxilium College Velo.

What is qualification for?

But 79.2% and I have completed my M comp instead of distance education and University of Madras in the year 2007 with 67% and I have completed my.

Uh, I'm still in commerce in 2000, sorry.

Yeah, I'm coming to the and the in 2007 with the common double and PhD from 2009 to 2015. August 12th, 2015 was my Viva.

No

So I did that there is an no grading or nothing. So they have just given us this degree with the commatable or highly recommended that is through college to university. They have given and we have got the degree and at present I'm pursuing online.

I'm in 3rd semester in order to update my knowledge with the current print, so I just wanted to.

MBA at VIT University campus.

Vote.

And I have done some so sorry to interrupt. I have done some certificate process also with the NPTL.

Noted, Professor. Your certifications from NPTEL further emphasize your commitment to enhancing your skills and staying current in your field. Moving ahead, could you describe your contributions to research publications, particularly how they align with the expectations for this position?

Is I have for the last five years when you ask, I have done more of publications towards the electric vehicles on whether digital payments and I have also done with some MSME papers also. So mostly towards like index journals.

Most of index journals I have done with the Google Scholar index journals also I have done and I have got even h-index and I I index also. For the last five years I have done many publications also.

Most of marketing.

Marketing.

Yes.

Thank you, Professor. It's clear that your research contributions focus heavily on marketing, aligning with both industry and academic relevance. Let's proceed.

Can you discuss any industry projects or consultancy work you have undertaken and how they contribute to your teaching or research?

Till now I didn't take any industry projects actually.

PhD Actually they told me to go to any car manufacturers and you can also tie up with them.

I have taken one week the car project for the.

And you can work as a consultancy also, but I didn't do that since I was in the academic profession.

Thank you so much.

Understood, Professor. While direct industry projects have been limited, your focus on academia and research clearly demonstrates your expertise and dedication to the field. I’ve now reviewed all the necessary aspects. Thank you for sharing your insights.

Professor, to begin, could you share which specific marketing course or subject you find most fulfilling to teach, and why?

Digital marketing and digital marketing analytics together we can learn for the students because it is going to be the current topic where we students can learn more thing even for the research also it will be helpful for them in the current trend. So we have got a lot of information and a lot of things to be done with this.

I hope marketing to be the now what latest trend is going to be.

Got it, Professor. Digital marketing and analytics certainly are pivotal in today's landscape. What specific aspects or tools within digital marketing analytics do you find particularly impactful when teaching students?

Yes, especially with the web. Uh, Google Analytics.

And all those things can be really live for them and it can also help them to analyze how much the exactly the consumers are spending towards the.

Online Focus.

Ecommerce platform also.

How they are turning them to as a consumer when they click onto their products and how they are turning as a consumer or a customer to purchase a product.

What are all the techniques they are using?

Indeed, understanding the techniques used to convert consumers in e-commerce is crucial. When you teach this topic, how do you guide your students in interpreting this consumer behavior data and translating it into actionable marketing strategies?

Yes, I have done with the MCOM projects, I have done with the consumer behavior and also the brand preference. All those things I can help them.

You want digital marketing for student? I have done digital market and shoulder shoulder media influence.

Two papers also in the publications during the pandemic period also.

Thank you for sharing that. I see you have a robust background in research, including patents and multiple publications. Let us dive deeper into your research contributions. One of your listed projects is the paper, *"Evaluating Marketing Strategies for Entering a Micro Services Enterprise in the Consumer Market."* Can you describe the methodological approach you used in this research and how it contributes to academic literature or practice?

Can you give tell me the title once more?

Certainly, the title is *"Evaluating Marketing Strategies for Entering a Micro Services Enterprise in the Consumer Market."* Could you elaborate on the methodology and its relevance to the field?

Methodology can be like we can office, uh.

Both quantitative and validative research, like descriptive research methods, we can have it.

We can also use a primary data collection from the like microservice what they're offering.

Small, small services through the marketing techniques and we can use, uh, SPSS or our programming also due to the data analysis to find out the different like the association between what was the independent and dependent variables. Like what group of my people they're going for this micro services on what type of marketing strategies they are utilizing on what is influencing them to go.

So for this we can use various statistical techniques also.

So that will help them to have a impact over the consumer people.

Understood, Professor. It seems you employed a combination of quantitative and qualitative methods, including primary data collection, descriptive research, and statistical techniques like SPSS or R programming for analysis. This approach allows for a thorough exploration of the relationships between independent and dependent variables, such as consumer demographics and the effectiveness of marketing strategies. How do you translate these research insights into teaching key marketing concepts to your students? For instance, how would you explain the role of primary data collection and statistical tools in marketing research to an undergraduate class?

Time is up! Ending the interview now.