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Bachelor of Business Administration in Marketing

  • Outline
  • Admission Criteria
  • General Guideline
  • Course List

Faculty: Faculty of Business Studies (FBS)

Department: Department of Business Administration in Marketing

Program: Bachelor of Business Administration in Marketing

(1) A candidate must pass SSC/equivalent and HSC/equivalent examination from any discipline/group.

(2) Candidates from Science Group must obtain a total GPA of 9.00 in SSC/equivalent and HSC/equivalent examination with minimum GPA 4.25 in each of the examinations.

(3) Candidates from Business Studies Group must obtain a total GPA of 8.50 in SSC/equivalent and HSC/equivalent examination with minimum GPA 4.00 in each of the examinations.

(4) Candidates from Humanities Group must obtain a total GPA of 8.50 in SSC/equivalent and HSC/equivalent examination with minimum GPA 4.00 in each of the examinations.

(5) Candidates from General Certificate of Education (GCE) O and A level background must pass in minimum 05 (five) and 02 (two) subjects respectively having minimum 26.5 points in total based on the following scale:

A*- G Grading System (IGCSE)

9-1 Grading System (GCSE)

Grade

Point

Grade

Point

A*/A

5.00

9/8

5.00

B

4.00

7

4.50

C

3.50

6

4.00

D

3.00

5

3.50

 

 

4

3.00

Note: Grading lower than 'D' or 4 (9-1 Grading System) will not be considered for point calculation.

(6) Candidates from International Baccalaureate (IB) must pass in minimum 06 (six) subjects having not less than 30 points based on the rating scale used in their curriculum (7, 6, 5, 4). Rating of 1, 2 and 3 will not be considered in point calculation.

(7) Candidates will have to sit for a written test (MCQ) of 75 marks. The mark distribution is as follows:

(a) Mathematics - 40

(b) English - 25

(c) General Knowledge - 10

 

Special Instructions:

1. Admission Test will be taken in MCQ System, and 0.25 mark will be deducted for each incorrect answer.

2. Candidates having foreign degree (Except 'O'/'A' Level/International Baccalaureate) must have the equivalence certificate from Ministry of Education/Education Board/University Grants Commission of Bangladesh.

3. Minimum 40% marks to be obtained in English for qualifying in the examination. Candidates eligible for Quota should bring all supporting documents during admission.

4. Following mark distribution will be followed for the assessment of candidates:

Written Test- Total = 100

a. MCQ = 55%,

b. HSC/Equivalent Result = 25%

c. SSC/Equivalent Result = 20%

5. Total marks (not GPA) of HSC/equivalent and SSC/equivalent will be converted to percentage.

6. Incomplete application will not be considered for admission. BUP authority reserves all rights to cancel candidature of any candidate without showing any reason.

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  • 1. To Understand the scope and role of human resources in work organizations 2. To understand the competing models of HRM that affect the design and operation of HR policies 3. To understand how HR specialist work is integrated with that of line managers, top management strategists and employees/workers 4. To have knowledge of and be able to apply ethical and legal frameworks to HRM 5. To understand the international nature of contemporary HRM and the issues raised by working across cultures. 6. To know about the HR practices in our country

Outcomes

  • 1. Appreciate the importance of human resource management as a field of study and as a central management function; 2. Understand the implications for human resource management of the behavioral sciences, government regulations, and court decisions; 3. Know the elements of the HR function (e.g. – recruitment, selection, training and development, etc.) and be familiar with each element’s key concepts & terminology; and 4. Apply the principles and techniques of human resource management gained through this course to the discussion of major personnel issues and the solution of typical case problems.

References

  • 1. Human Resource Management Gary Dessler 2. Human resource Management S. P. Robbins 3. Implementing Best Practices in Human Resources Management Hugh Secord 4. Human Resource Management Robert L. Mathis, ‎John H. Jackson, ‎Sean R. Valentine

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  • Engage students in sound mathematical thinking and reasoning. This should include students finding patterns, generalizing, and asking/answering relevant questions. 2. Provide a setting that prepares students to read and learn mathematics on their own. 3. Explore multiple representations of topics including graphical, symbolic, numerical, oral, and written. Encourage students to make connections among the various representations to gain a richer, more flexible understanding of each concept. 4. Analyze the structure of real-world problems and plan solution strategies. Solve the problems using appropriate tools. 5. Develop a mathematical vocabulary by expressing mathematical ideas orally and in writing. 6. Enhance and reinforce the student’s understanding of concepts through the use of technology when appropriate

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References

  • Statistical Techniques in Business & Economics by Douglas A. Lind, William G. Marchal, Samuel Adam Wathen

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  • This course offers practical tips used by professional salespeople, including how to build relationships, prospect, plan, and methods of presenting to customers. This course will cover the fundamentals and basic principles of selling goods or service and development of successful salesmanship. This course offers practical tips used by salespeople, including how to build relationships, prospect, plan, and methods of presenting to customers. Emphasis will be given to the segments of: pre-call research and qualifying customers, approaching customers or clients, determining customers’ real wants and needs, the presentation or demonstration of the product or service, handling objections, closing the sale, suggestion selling, and follow-up procedures. Telephone sales, managing sales forces and territories, and conducting sales manager meetings will also be covered. I welcome you to your introduction in sales and salesmanship!

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  • To develop understanding of basic concepts and principles of mathematics used in the area of business and economics;
  • To equip students of accounting with mathematical tools used in the analysis of business and accounting problems;
  • To develop an understanding of theories and practices of mathematical approach to decision making; and
  • To stimulate interest of students in accounting and business regarding implications of mathematics.

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References

  • Marketing Research, Naresh K. Malhotra, Prentice Hall Inc.
  • Marketing Research in a Digital Information Environment by Jr., Joseph Hair, Robert Bush, and David Ortinau, 4/E (or latest edition), McGrow-Hill Higher Education.

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  • Relationship marketing is a facet of customer relationship management (CRM) that focuses on customer loyalty and long-term customer engagement rather than shorter-term goals like customer acquisition and individual sales. The goal of relationship marketing (or customer relationship marketing) is to create strong, even emotional, customer connections to a brand that can lead to ongoing business, free word-of-mouth promotion and information from customers that can generate leads.

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References

  • Relationship Marketing
  • Relationship Marketing

Objectives

  • 1. To enhance students’ awareness of the growing importance of the tourism and hospitality industry to in society, nation and the world. 2. To provide comprehensive understanding of the tourism and hospitality industry, in particular the tourism system and those dimensions of hospitality (skills, personal qualities and attitudes) that are valued by the industry; 3. To be able to analyze data and information about the importance and the role of marketing in the tourism industry. 4. To identify the main characteristics of a marketing plan and be able to adapt the major steps in developing marketing strategies for tourism and hospitality products and services. 5. To provide Students’ gain an understanding of the principles and concepts of marketing related to hospitality and tourism marketing sector so as to develop strategies and to apply in a marketing plan. 6. To get a through idea regarding the marketing strategies that are useful in the hospitality and travel industries and also to Explain the role of market-oriented strategic planning for hospitality and tourism industries.

Outcomes

  • To know service characteristics of Hospitality and Tourism Marketing
  • To develop marketing Strategy for Hospitality and Tourism Industry.
  • To develop Marketing Mix for Hospitality and Tourism Industry.

References

  • Marketing for Hospitality and Tourism by Kotler. Philip, Bowen. John & Makens. James
  • Tourism and Hospitality Marketing A Global Perspective by Simon Hudson
  • Tourism principles, practices, philosophies by charlesr. goeldner j.r.brentritchie

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  • Today’s student is expected to understand all the major marketing communication tools: advertising, direct marketing, sales promotion, public relations, personal selling, and of course the Internet and the rapidly growing areas of social media and mobile marketing. You will also be expected to know how to research and evaluate a company’s marketing and promotional situation and how to use various tools to develop effective communication strategies and programs. Marketers are also giving more attention to the determination of return on investment (ROI) of various IMC tools as well as the challenges they face in making this evaluation. By the end of this course students should be able to:  Students will understand the role of advertising and other promotional elements in marketing.  Students will understand the role of advertising and promotion in an organization’s integrated marketing program.  Describe how companies organize for advertising and integrated marketing communications functions  Discuss why an understanding of consumer behavior is valuable in developing advertising and promotional programs.  Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.  Identify decision factors involved in selecting a source for a promotional message.  Students will be learning the tools of different promotional mix.  Students will be able take decision regarding the tool of promotional mix by identifying the advantages and disadvantages of different promotional mix.
  • • Students will understand the role of advertising and other promotional elements in marketing. • Students will understand the role of advertising and promotion in an organization’s integrated marketing program. • Describe how companies organize for advertising and integrated marketing communications functions • Discuss why an understanding of consumer behavior is valuable in developing advertising and promotional programs. • Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy. • Identify decision factors involved in selecting a source for a promotional message. • Students will be learning the tools of different promotional mix. • Students will be able take decision regarding the tool of promotional mix by identifying the advantages and disadvantages of different promotional mix.

Outcomes

  • Interpret and use marketing theory to develop (new) offerings 2.Identify and create solutions for relevant problem/ opportunity areas for (new) marketing offerings, using design tools 3. Distinguish different strategies, practice in marketing industry 4. Present and respond to feedback through oral and visual presentations and written material

References

  • Advertising and Promotion: An Integrated Marketing Communication Perspective by George E. Belch Michael A. Belch
  • Integrated Advertising, Promotion and Marketing Communications, Global Edition - Kenneth E. Clow - 9781292222691
  • O’Guinn, T.C., Allen, C.T. and Semenik, R.J. (2006), Advertising and Integrated Brand Promotion, Latest edition, Thomson South-Western, Ohio.

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  • Understanding strategic marketing broad concept regarding organizational perspectives

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References

  • Strategic Marketing

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References

  • 1. Consumer Behavior: Leon G. Schiffman, Leslie Lazar Kanuk, S. Ramesh Kumar (10th Edition, Pearson) 2. Consumer Behavior & Marketing Strategy: J. Paul Peter & Jerry C. Olson
  • 2. Consumer Behavior & Marketing Strategy: J. Paul Peter & Jerry C. Olson

Objectives

  • The purpose of the course is “to enhance our understanding regarding the fundamentals of branding including the theoretical backgrounds and their broader impact in and around business and society”. By the end of this course students should be able to: 1. Understand key principles of branding 2. Explain branding concepts and ideas in their own words 3. Understand and conduct the measurement of brand equity and brand performance 4. Practically develop a brand, including positioning and communication 5. Prepare a professional, logical and coherent report in the form of a brand audit 6. Deliver an oral presentation in a professional, engaging manner.

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  • - To acquire advanced interdisciplinary knowledge
  • - To learn how to integrate business analytics to marketing.
  • - To gather knowledge on Digital Marketing (Google Adword, Facebook, Instagram, SEO, Web Usabillity) and develop skills for creating Marketing Information Systems (MkIS)

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  • Pricing involves the understanding of both the supply (e.g. cost) and demand (e.g. customer value) side of the value creation process. This pricing strategy course provides a comprehensive examination and discussion of relevant theories, models, concepts, mechanisms as well as the role of technological innovation. The theoretical framework will be enhanced with practical applications, examples and case studies in all relevant areas. A simulation exercises will further illustrate pricing decisions in various market environments. The course will integrate strategic, economic, marketing, psychological, legal and ethical principles and considerations and enable the student to maximize profitability through application of relevant concepts.

Outcomes

  • It is expected that after successfully completion of the course you as a student will be able to CLO 1: Basic Pricing Frameworks You will know basic overview of the demand and cost functions applicable to pricing analysis, including demand, elasticity and revenue functions. We understand customer value theories, economic price optimization as well as the basic principles of pricing strategies. CLO 2: Pricing strategies, policies and tactics We will discuss the various aspects of setting price levels, implementation of pricing policies and structures and optimizing pricing strategies. Therefore, you will learn price customization, segment pricing, bundling, portfolio pricing, product line and life-cycle pricing are some of the concepts covered. You will learn the concepts of customer life-time value, non-linear and dynamic pricing. We will know the role of promotions and incentives to achieve pricing objectives. CLO 3: The psychology, measurement and communication of pricing Pricing strategies and measures are not designed in a vacuum, and their effectiveness is largely dependent on a deep understanding of consumer motivation and behavior. It is essential to measure and anticipate consumer response to pricing actions, which to a large degree depend on the effectiveness of pricing communication. This course will make you confident on effective price communication. CLO 4: Pricing challenges/opportunities in particular industries and market characteristics Market is dynamic and it differs from country to country and different economic systems and conditions. You will be able to understand industry and market specific challenges and solutions. CLO 5: Pricing innovation Technology and the ability to manage large amounts of data have enabled innovation in pricing models, and in many instances shifted the pricing power away from sellers to buyers. Examples discussed will include various auction models, bid structures, dynamic yield and revenue management tools and price optimization. CLO 6 Managerial concerns and organizational requirements Effective pricing requires a formalized process and an understanding and anticipation of competitive response mechanisms. Organizations that embrace and excel at pricing have instituted skilled pricing organizations and pricing processes. Lastly, we will cover ethical and legal considerations that are important in making pricing decisions.

References

  • TEXT BOOK(S) : 1. Pricing Theory and Applications, Steven E. Landsburg 9th Edition REFERENCE BOOK(S) : - 1. Pricing- Making Profitable decision, Kent B. Monroe, 2nd Edition. 2. Principles of Marketing, Philip Kotler, 14th Edition.

Objectives

  • Understand the principles and methods of basic quantitative analysis, which are necessary for managers.
  • Gain the ability to use quantitative analysis to facilitate decision-making in practical business settings, such as in business planning or creating proposals.
  • Recognise and formulate decision models and methods for a quantitative analysis of data in a variety of management scenarios.

Outcomes

  • Identify the source of a quantifiable problem, recognise the issues involved and produce an appropriate action plan.
  • Distinguish between different mathematical techniques and applications.
  • Demonstrate skills necessary to understand and analyse small to medium data sets of moderate complexity.
  • Extract the important patterns from sets of data, transform them into information and display the results effectively.
  • Translate a problem into a simple mathematical model to allow easier understanding and to aid problem solving.
  • Extrapolate from data the important trends in order to forecast as accurately as possible.
  • Develop models and communicate solution approaches for decision making in organisations.
  • Employ appropriate mathematical tools to solve problems.
  • Demonstrate analytical thinking skills and an understanding of the concepts, tools and practices of modelling and analysing managerial decisions.
  • Propose and assess a variety of quantitative solution approaches to business problems.

References

  • Text Book: Quantitative Analysis for Management,

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Objectives

  • By the end of this course, students will be able to: o Examine the link between supply chain strategy, structures and logistical capabilities in a firm or supply 
chain. o Develop solutions for a variety of supply chain management and design problems 
 o Understand the complexity of inter-firm and intra-firm coordination in implementing programs such 
as e-collaboration, quick response, vendor-managed inventories and strategic alliances. 
 o Design logistics systems and associated KPIs. 
 o Formulate integrated supply chain strategy, so that all components are not only internally 
synchronized but also tuned to fit corporate strategy, competitive realities and market needs.
  • Analyze and explain how the behaviors and strategic decisions of individual entities of the supply chain 
impact the performance of the firm as well as the entire supply chain. 
 o Rationalize some of the current practices in the industry. 
 o Think analytically in order to successfully apply their knowledge and technical expertise learnt during 
the course to solve a variety of real business problems

Outcomes

  • Supply Chain Management (MGSCM) graduates gain a multidisciplinary focus on supply chain management. This implies that they will gain knowledge into the different supply chain functions, such as inventory management, finance, operations management, transport and logistics, etc. As such, they will be able to integrate these into understanding the supply chain developments. In this way, they will also be able to develop cross‐disciplinary links to other relevant field.

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Objectives

  • The course provides you with an introduction to organizational behavior (OB). Each unit in this course covers a topic that contributes to your understanding of effective management and organizing. Topics covered include effective communication, hiring, negotiation, performance management, politics, change, organizational culture, organizational structure, and career management systems. The course aims to: • To improve your ability to interact with and manage people. • To improve your ability to design effective organizations. • To share helpful tactics for advancing your career. Upon successful completion of this course, you (the student!) will be able to: By the end of this course, you should be able to: 1. Identify and evaluate OB challenges faced by managers. 2. Define and explain key OB terms and concepts. 3. Facilitate group discussions on issues relevant to organizational behavior. 4. Analyze workplace behaviors from one or more theoretical perspectives/frames. 5. Evaluate the usefulness of a range of ways of analyzing organizational problems. 6. Research and recommend solutions for key OB-related challenges managers face.

Outcomes

  • Upon successful completion of this course, you (the student!) will be able to: By the end of this course, you should be able to: 1. Identify and evaluate OB challenges faced by managers. 2. Define and explain key OB terms and concepts. 3. Facilitate group discussions on issues relevant to organizational behavior. 4. Analyze workplace behaviors from one or more theoretical perspectives/frames. 5. Evaluate the usefulness of a range of ways of analyzing organizational problems. 6. Research and recommend solutions for key OB-related challenges managers face.

References

  • Kotler, P & Keller, K. L. (2016) Marketing Management, 15th Edition

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  • There are three major objectives: (1) to explain how psychologists think about and study behavior. (2) To introduce you to the body of knowledge and underlying principles that currently exist in the field. (3) To encourage reflection about the implications of psychological research for everyday life.

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References

  • Introduction to Psychology
  • Essentials of Understanding Psychology

Objectives

  • Learn law of contract, laws related to partnership, sale of goods, carriage of goods, insolvency, and the general principles of company law relating to formation, management and winding up;
  • Understand the different types of business entities;
  • Learn ethical considerations in business decisions;
  • Understand the government’s authority to regulate business, as well as limitations on the authority;
  • Learn to draft and negotiate contracts;
  • Understand intellectual property laws
  • Identify major employment laws and their purposes;
  • Understand general concepts and laws governing factory and industrial establishments
  • Understand the industrial relations, trade union, CBA, Labor Court, etc.
  • Understand the wages, working hours and leaves, workmen compensation applicable in Bangladesh.

Outcomes

  • Improve the ability to recognize and manage legal risks in business decision making
  • Assist students in making more ethical decisions, individually and as an organization.
  • Introduce the students to legal processes and substantive legal topics affecting business, including employment relationships, business formation, international law, contracts, etc.
  • Encourage critical thinking in order to examine all sides of a discussion.
  • Enhance students analytical skills and refine their skills in criticizing and evaluating secondary sources
  • Stimulate and improve student’s articulate oral expression
  • Improve the ability to conduct research primary documents and various sources of information

References

  • 1. Kuchal, (2000), Mercantile Law, Vikas Publishing Company Ltd, India, 5th Edition
  • 2. P. C. Tulsian, (2013), Business Law, 2nd Edition, McGraw Hill Education (India) Pvt. Ltd, New Delhi, India.
  • 1. Khan, A.A., (2006), Bangladesh Labor and Industrial Law, Dhaka Udayan Library, Dhaka, Bangladesh.
  • 2. Bangladesh Labor Act 2006 (XLII of 2006) amended in 2013.

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Objectives

  • Learning Objectives: On successful completion of this course, students will be able to: • Understand and explain the nature and scope of services marketing and present about this in a professional and engaging manner; • Use critical analysis to perceive service shortcomings with reference to ingredients to create service excellence; • Provide a theoretical and practical basis for assessing service performance using company examples and report on this in a professional, logical and coherent way; • Identify and discuss characteristics and challenges of managing service firms in the modern world including cultural implications; • Discuss key linkages between marketing and other business functions in the context of designing and operating an effective service system. • Work effectively and efficiently in a team addressing services marketing topics.

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References

  • TEXT BOOK(S): Zeithaml V, Bitner M, Gremler D, 2009, Services Marketing: Integrating Customer Focus across the Firm, 7th edition, McGraw-Hill
  • REFERENCE BOOK(S): Lovelock C, Patterson P, Wirtz J, 2015, Service Marketing:
  • OTHERS: Articles related to Marketing and Services Marketing

Objectives

  • 1. Apply the key terms, definitions, and concepts used in marketing with global perspective.
  • 2. Compare the value of developing global awareness vs. a local perspective in marketing.
  • 3. Evaluate different cultural, political, and legal environments influencing international trade.
  • 4. Distinguish the advantages and disadvantages of products and services possess in global marketing in both emerging markets and mature markets.
  • 5. Explain the impact of global and regional influences on products and services for consumers and businesses.
  • 6. Apply basic globally and internationally oriented marketing strategies (total product concept, pricing, place, and promotion).
  • 7. Develop creative international market entry strategies.
  • 8. Explain the differences in negotiating with marketing partners from different countries and the implications for the marketing strategies (4Ps).

Outcomes

  • 1. Identify and analyze opportunities within international marketing environments;
  • 2. Utilize cases, readings and international business reports to evaluate corporate problems/opportunities in an international environment;
  • 3. Select, research, and enter a new international market;
  • 4. Prepare an international marketing plan;
  • Develop a comprehensive course of action for a business firm using formal decision-making processes;
  • 6. Complete a final written project using skills acquired throughout the course; and,
  • 7. Apply personal and interpersonal skills appropriate to being an effective member of an international marketing team.

References

  • Global Marketing- Foreign Entry, Local Marketing, & Global Management, Fifth Edition/ Latest Edition

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  • Examine the key societal and business issues related to marketing activities. 2. Evaluate the roles and responsibilities of marketing in relation to contemporary social issues and trends. 3. Explain the basic of Social marketing and CSR activities, Law and Regulation in aiding Society, Ethical Consumption, Ethical Relationship etc. 4. Define and describe the complexity and diversity of markets and marketing’s response to those situations. 5. Assess the complex societal challenges faced by marketers and the implications of alternative courses of marketing action. 6. Apply theoretical and analytical frameworks to real world marketing scenarios and reflect on your own behavior and experiences as a consumer. 7. Outline the societal responsibilities of marketers and examine ways both marketers and consumers are able to advocate for and promote change. 8. Develop skills in identifying an interesting ethical marketing problem to study, as well as to find out relevant facts.

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References

  • “Marketing Ethics and Society” by Lynne Eagle & Stephen Dahl (1st edition).
  • Ethics and the Conduct of Business; by John R. Boatright (5th edition)
  • Business and Society, Stakeholder, Ethics and Public Policy; by Anne T. Lawrance, James Webber (14th edition).
  • Business, Government, and Society- A Managerial Perspective ; by George A. Steiner, John F Steiner (13th edition)

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Objectives

  • 1. The Business Enterprise- Basics of Business and Economics, Different Types of Business
  • 2. The Environment for Business- Ethics, Laws, International Business
  • 3. Management and Organization- Basics of Management, Organizing of the Businesses, HRM
  • 4. Marketing- Marketing Strategy, Marketing Mix
  • 5. Financial Management- Basics of Finance, Financial Institutions , Risk Management
  • 6. AIS- Fundamentals of Accounting, Technology Usage in Accounting

Outcomes

  • • Explaining business and its importance and forms of business
  • • Understanding the fundamentals of marketing, management, accounting, and finance
  • • Describe the importance of ethical business practices
  • • Illustrate the basic issues of doing business in global environment

References

  • Business for the 21st Century

Objectives

  • 1. To Understand the scope and role of management in work organizations
  • 2. To understand the competing models of HRM that affect the design and operation of HR policies
  • 3. To understand how HR specialist work is integrated with that of line managers, top management strategists and employees/workers
  • 4. To have knowledge of and be able to apply ethical and legal frameworks to HRM
  • 5. To understand the international nature of contemporary HRM and the issues raised by working across cultures.
  • 6. To know about the HR practices in our country

Outcomes

  • 1. Appreciate the importance of human resource management as a field of study and as a central management function;
  • 2. Understand the implications for human resource management of the behavioral sciences, government regulations, and court decisions;
  • 3. Know the elements of the HR function (e.g. – recruitment, selection, training and development, etc.) and be familiar with each element’s key concepts & terminology; and
  • 4. Apply the principles and techniques of human resource management gained through this course to the discussion of major personnel issues and the solution of typical case problems.

References

  • Ricky W. Griffin, P. Robbins 3. Implementing Best Practices in Human Resources Management Hugh Secord 4. Human Resource Management Robert L. Mathis, ‎John H. Jackson, ‎Sean R. Valentine

Objectives

  • Course Objectives: 1. The aim of Functional English is to develop communicative skills of the learners in listening, speaking, reading and writing.
  • 2. The main focus of this course will be on teaching authentic English and helping students learn how English is used in real life situations.
  • 3. Through the items listed in the syllabus the learners are expected to develop fluency in conversation and efficiency in interactional skills.
  • 4. Participants will be enabled to plan and prepare an effective, audience and message-oriented presentation and public speeches, using a range of tools and props.
  • 5. Participants will be trained to improve their public speaking and presentation capability and confidence level.

Outcomes

  • 1. At the end of the course students will develop their communicative skills in listening, speaking, reading and writing.
  • 2. They will also be able to learn authentic English and learn how English is used in real life situations.
  • 3. Through the items listed in the syllabus, the learners are expected to develop fluency in conversation and efficiency in interactional skills.
  • 4. Participants will learn to plan and prepare an effective, audience and message-oriented presentation and public speeches, using a range of tools and props.
  • 5. Participants will also be able to improve their pronunciation and voice modulation skills.
  • 6. They will also be able to use necessary professional writing skills necessary for their academic and practical lives.

References

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Objectives

  • 1. To give you a general understanding of how a computer works
  • 2. To make you familiar with the office applications
  • 3. To discuss on computer hardware and software
  • 4. To make you familiar with the basic computer network and Internet
  • 5. To give you concepts on multimedia office automation and e-commerce

Outcomes

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References

  • 1. Introduction to Computers, 7th Edition, McGraw-Hill, USA
  • 2. Computer Fundamentals, 6th Edition, BPB Publications, New Delhi, India
  • 3. Discovering Computers Fundamentals: Your Interactive Guide to the Digital World, 8th Edition, Cengage Learning

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Objectives

  • This course focuses on an integrated treatment of mathematics and covers major topics such as counting and probability theory, matrices, calculus, optimization, and modelling techniques with an emphasis on application in business. This course is a pre-requisite for some higher level finance papers. This course assumes a minimal background in mathematics and aims to give the students an introduction to each topic. This course is based on three weekly lectures and additional help sessions (drop in sessions) to help the students with weekly assignments and lecture notes. Assessment includes one weekly assignment (5%), one mid-term (15%), four Quiz (10 %), Attendance & class assessment 5%), term paper and presentation (15%) and a final examination (50 %).

Outcomes

  • Learning Outcomes:- Upon successful completion of this course, student should be able to: (i) understand and use equations, formulae, and mathematical expressions and relationships in a variety of contexts. (ii) apply the knowledge in mathematics (counting& probability theory, matrices, calculus, optimization) in solving business problems. (iii) demonstrate mathematical skills required in mathematically intensive areas in business such as Marketing , Finance and Economics. (iv) demonstrate critical thinking, modelling, and problem solving skills in a variety of contexts. This course also focuses on achieving the following generic and specific attributes of the graduate profile of the program: (i) critical thinking (ii) in-depth knowledge (iii) self-motivation and (iv) lifelong learning

References

  • Text Book

Objectives

  • understand and to think critically about the theoretical, conceptual, and practical aspects of the basics of the accounting. • To understand key concepts frequently used by accounting literature. • To explore the IAS and IFRS related with Accounting Practices (Elementary Level). • To explore and compare different Accounting Practices (British & American)

Outcomes

  • Course Outcome Upon completion of this course, students should able to: 1. Explain the Double Entry System. 2. Explain the Transaction Recording Process of different Organizations. 3. Understand the national and international regulatory bodies and authorities of Accounting. 4. Understand the career opportunities and prospects in accounting. 5. Understand how to prepare financial statements of different organizations and how to report it to different stakeholders and stock holders.

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Outcomes

  • 1. Examine the key societal and business issues related to marketing activities
  • 2. Evaluate the roles and responsibilities of marketing in relation to contemporary social issues and trends.
  • 3. Explain the basic of Social marketing and CSR activities, Law and Regulation in aiding Society, Ethical Consumption, Ethical Relationship etc.
  • 4. Define and describe the complexity and diversity of markets and marketing’s response to those situations.
  • 5. Assess the complex societal challenges faced by marketers and the implications of alternative courses of marketing action.
  • 6. Apply theoretical and analytical frameworks to real world marketing scenarios and reflect on your own behavior and experiences as a consumer.
  • 7. Outline the societal responsibilities of marketers and examine ways both marketers and consumers are able to advocate for and promote change.
  • 8. Develop skills in identifying an interesting ethical marketing problem to study, as well as to find out relevant facts.

References

  • 1. Business and Society, Stakeholder, Ethics and Public Policy; by Anne T. Lawrance, James Webber (14th edition).
  • 2. Business, Government, and Society- A Managerial Perspective ; by George A. Steiner, John F Steiner (13th edition)
  • 3. “Marketing Ethics and Society” by Lynne Eagle & Stephen Dahl (1st edition).

Objectives

  • • To understand and demonstrate writing and speaking processes through invention, organization, drafting, revision, editing, and presentation.
  • • To understand the importance of specifying audience and purpose and to select appropriate Communication choices.
  • • To understand and appropriately apply modes of expression, i.e., descriptive, expositive, narrative, scientific, and self-expressive, in written, visual, and oral communication and to develop the ability to research and write a documented paper and/or to give an oral presentation.

Outcomes

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References

  • 1. Business communication- Concepts, Cases, and Applications (2nd edition)- P.D. Chaturvedi, Mukesh Chaturvedi (Pearson publications)
  • 2. Communication for Business Success (Canadian Edition)- Scott McLean and Murray Moman
  • 3. Business Communication- Peter Hartley and Clive G. Bruckmann

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Objectives

  • 1. This course will prepare the students to think strategically about marketing in today’s global environment.
  • 2. Understanding of the marketing concept, the marketing mix (product, place, promotion, and price), segmentation, targeting, positioning, customer value, branding, services marketing, global marketing, marketing metrics, consumer and business behavior, ethics and social responsibility in marketing, market planning, market research and competitive analysis.
  • 3. In addition, the students will have the opportunity to evaluate and formulate marketing strategies.

Outcomes

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References

  • 1. TEXT BOOK: Principles of Marketing Philip Kotler (18th Edition).
  • 2. REFERENCE BOOK: Principles of Marketing (Practices & Applications in Bangladesh) Tamzid Ahmed Chowdhury. 1st Edition.

Objectives

  • To provide the student with an introduction to the basic macroeconomic principles; to enable students to appreciate the workings of real and money markets and the nature of equilibrium in each market; to emphasize the role of macroeconomics policies that affect internal and external deficits, inflation and growth of per capita income. Throughout the course a focus will be on “critical thinking” to analyze macroeconomic problems.

Outcomes

  • 1. Know the basic principles of macroeconomics
  • 2. Have some knowledge of competing theories
  • 3. Be familiar with key macroeconomic variables and the measurement of such variables
  • 4. Have a good understanding of the basic relationships between different macro-economic variables
  • 5. Be able to recognise the relationships amongst the following variables: national income, unemployment, budget deficit, money supply, interest rate, inflation rate, exchange rate and trade deficit
  • 6. Be able to understand a simple macroeconomic model based on aggregate demand and aggregate supply
  • 7. Be able to understand the implications of international trade and capital movements for macroeconomic aggregates in a small open economy
  • 8. Be able to understand how government policies affect macroeconomic outcomes and the current debates about the choice of appropriate policies.

References

  • 1. Main Readings: P. A. Samuelson and W. D. Nordhaus: Economics, 19th Edition.
  • 2. Main Readings: N. Gregory Mankiw, Principles of Macroeconomics, 9th edition
  • 3. J. E. Stiglitz: Principles of Macroeconomics, 4th Edition.
  • 4. M. Parkins and R. Bade: Macroeconomics, 10th Edition, 2012, Addison Wesley.
  • 5. Case, Karl E, Ray C. Fair, and Sharon Oster: Principles of Economics, 12th edition
  • 6. Ministry of Finance, Bangladesh Economic Review

Objectives

  • The course is an introduction to techniques of statistics that are useful in business research or practice. It focuses on essential concepts of statistical analysis. It will cover data collection, data analysis, descriptive statistics, simple regression analysis, and correlation analysis. The emphasis is on developing statistical reasoning skills and concepts; computational skill is secondary. The emphasis is on applications, rather than proofs, but some understanding of the concepts and an ability to communicate the meaning of the results is vital.

Outcomes

  • 1. To process data, using simple graphical techniques.
  • 2. To evaluate a range of sample statistics for univariate data, including mean, standard deviation, and percentiles.
  • 3. To understand an idea relating to survey design and analysis of survey data in the area of business, economics, finance, and banking Apply quantitative models of curve fitting for time series analysis business forecasting.
  • 4. To apply statistical methods to describe, analyze and interpret data in economics, business, and management.

References

  • 1. Statistical Techniques in Business & Economics: Douglas A. Lind, William G. Marchal, Samuel A. Watheen (16th Edition, McGraw Hill Education)
  • 2. Business Statistics- S P Gupta and M P Gupta (7th edition/ latest edition)
  • 3. Statistics for Management: Richard I. Levin, David S.Rubin, Masood Husain Siddiqui, Sanjay Rastogi (8th Edition, Pearson)
  • 4. Applied Business Statistics –Methods and Excel-based Applications: Trevor Wegner (4th Edition, JUTA)
  • 5. Business Statistics: S.C.Gupta, Indra Gupta (Himalaya Publishing House )

Objectives

  • 1. Understand the fundamentals of Organizational Behavior.
  • 2. Understand various models of Organizational Behavior.
  • 3. Understand motivation and reward systems in business
  • 4. Get an overview of employee attitudes
  • 5. Get an overview of leadership and participation
  • 6. Understand interpersonal behavior, group dynamics, organizational culture, and change management.

Outcomes

  • 1. Understand and implement the fundamentals of Organizational Behavior.
  • 2. Implement the knowledge of various models of Organizational Behavior
  • 3. Implement the motivation and reward systems in business
  • 4. Figure out and predict employee attitudes
  • 5. Practice leadership and participation
  • 6. Practice interpersonal behavior, group dynamics, organizational culture, and change management.

References

  • 1. John W. Newstron & Keith Davis: Organizational Behavior- Human Behavior at work
  • 2. Edgar N. Schein: Organizational Psychology
  • 3. M.E. Heilman & H. A. Homsterin: Managing Human Forces in Organization
  • 4. Fred Luthans: Organizational Behavior

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Outcomes

  • 1. Students will gain deeper understanding about commercial law and the impact it has on companies
  • 2. Acquire a fundamental understanding of the business standard and legal terminology.
  • 3. Demonstrate an understanding of the Legal Environment of Business.
  • 4. Students will develop relevant basic legal knowledge to business transactions.
  • 5. Be able to identify relevant legal issues and to understand, interpret and apply statutes and case law in the area of at a developing level.
  • 6. Be able to utilize knowledge and skills to continue learning and adapting to new marketing problems
  • 7. Apply theoretical and analytical frameworks to real world marketing scenarios and reflect on your own behavior and experiences as a consumer.

References

  • 1. Commercial Law & Industrial Law by Arun Kumar Sen & Jitendra Kumar Mitra
  • 2. Case Study- https://www.academia.edu/13375511/Sale_Of_Goods_Law_A_Case_Study_Sample_Legal_Paper https://www.cm-murray.com/knowledge/3-of-the-must-know-partnership-law-cases-of-2021/ https://www.legalserviceindia.com/legal/article-8705-famous-cases-under-company-law.html

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Objectives

  • 1. Understand the unique challenges of services marketing.
  • 2. Understand CRM (Customer Relationship Marketing).
  • 3. Understand service quality measurements to build customer loyalty.
  • 4. Understand service blueprinting.

Outcomes

  • 1. Explain the unique challenges of services marketing.
  • 2. Explain how CRM achieves excellence in customer service.
  • 3. Evaluate the effectiveness and efficiency of customer service offerings.
  • 4. Explain the integration of new technologies in services marketing.

References

  • 1. Services Marketing-Integrating Customer Focus Across the Firm, 7th Edition by Valarie A. Zeithaml, Mary Jo Bitner, Dwayne D. Gremler.

Objectives

  • Apply the key terms, definitions, and concepts used in marketing with an international perspective.
  • Compare the value of developing global awareness vs. a local perspective in marketing.
  • Evaluate different cultural, political, and legal environments influencing international trade.
  • Distinguish the advantages and disadvantages of products and services possess in international marketing in both emerging markets and mature markets.
  • Explain the impact of global and regional influences on products and services for consumers and businesses.
  • Apply basic globally and internationally oriented marketing strategies (total product concept, pricing, place, and promotion).
  • Develop creative international market entry strategies
  • Understand the importance of the Internet for global business.
  • Explain the differences in negotiating with marketing partners from different countries and the implications for the marketing strategies (4Ps).

Outcomes

  • 1. Identify and analyze opportunities within international marketing environments
  • 2. Utilize cases, readings and international business reports to evaluate corporate problems/opportunities in an international environment;
  • 3. Select, research, and enter a new international market;
  • 4. Prepare an international marketing plan;
  • 5. Develop a comprehensive course of action for a business firm using formal decision making processes;
  • 6. Complete a final written project using skills acquired throughout the course; and,
  • 7. Apply personal and interpersonal skills appropriate to being an effective member of an international marketing team.

References

  • Text Book : International Marketing: analysis and strategy By SAK ONKVISIT and JOHN SHAW, 4th edition.
  • Text Book: Global Marketing By Johny K. Johansson.
  • International Marketing By Philip Cateora, John Graham and Mary Gilly: 18th Edition/ Latest Edition

Objectives

  • 1. Pricing involves the understanding of both the supply (e.g. cost) and demand (e.g. customer value) side of the value creation process. This pricing strategy course provides a comprehensive examination and discussion of relevant theories, models, concepts, mechanisms as well as the role of technological innovation. The theoretical framework will be enhanced with practical applications, examples and case studies in all relevant areas. A simulation exercises will further illustrate pricing decisions in various market environments. The course will integrate strategic, economic, marketing, psychological, legal and ethical principles and considerations and enable the student to maximize profitability through application of relevant concepts.

Outcomes

  • 1. CLO 1: Basic Pricing Frameworks You will know basic overview of the demand and cost functions applicable to pricing analysis, including demand, elasticity and revenue functions. We understand customer value theories, economic price optimization as well as the basic principles of pricing strategies.
  • 2. CLO 2: Pricing strategies, policies and tactics We will discuss the various aspects of setting price levels, implementation of pricing policies and structures and optimizing pricing strategies. Therefore, you will learn price customization, segment pricing, bundling, portfolio pricing, product line and life-cycle pricing are some of the concepts covered. You will learn the concepts of customer life-time value, non-linear and dynamic pricing. We will know the role of promotions and incentives to achieve pricing objectives.
  • 3. CLO 3: The psychology, measurement and communication of pricing Pricing strategies and measures are not designed in a vacuum, and their effectiveness is largely dependent on a deep understanding of consumer motivation and behavior. It is essential to measure and anticipate consumer response to pricing actions, which to a large degree depend on the effectiveness of pricing communication. This course will make you confident on effective price communication.
  • 4. CLO 4: Pricing challenges/opportunities in particular industries and market characteristics Market is dynamic and it differs from country to country and different economic systems and conditions. You will be able to understand industry and market specific challenges and solutions.
  • 5. CLO 5: Pricing innovation Technology and the ability to manage large amounts of data have enabled innovation in pricing models, and in many instances shifted the pricing power away from sellers to buyers. Examples discussed will include various auction models, bid structures, dynamic yield and revenue management tools and price optimization.
  • 6. CLO 6 Managerial concerns and organizational requirements Effective pricing requires a formalized process and an understanding and anticipation of competitive response mechanisms. Organizations that embrace and excel at pricing have instituted skilled pricing organizations and pricing processes. Lastly, we will cover ethical and legal considerations that are important in making pricing decisions.

References

  • 1. Text Book: pricing policies and procedures, Nessim Hanna and H. Robbert Dodge, MACMILLAN PRESS LTD
  • 2. Pricing Strategy: setting pricing levels, managing price discount and establishing price structures by Tim J. Smith
  • 3. Pricing- Making Profitable decision, Kent B. Monroe, 2nd Edition.
  • 4. Pricing Theory and Applications, Steven E. Landsburg 9th Edition
  • 5. Principles of Marketing, Philip Kotler, 17th Edition.

Objectives

  • 1. Students will understand the role of advertising and other promotional elements in marketing.
  • 2. Students will understand the role of advertising and promotion in an organization’s integrated marketing program.
  • 3. Describe how companies organize for advertising and integrated marketing communications functions
  • 4. Discuss why an understanding of consumer behavior is valuable in developing advertising and promotional programs.
  • 5. Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
  • 6. Identify decision factors involved in selecting a source for a promotional message.
  • 7. Students will be learning the tools of different promotional mix.
  • 8. Students will be able take decision regarding the tool of promotional mix by identifying the advantages and disadvantages of different promotional mix.

Outcomes

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References

  • 1. Integrated Marketing Communications (IMC) by David Pickton and Amanda Broderick (2nd Edition).
  • 2. Advertising, Promotion, and other aspects of Integrated Marketing Communications by Terence A. Shimp and J. Craig Andrews. (9th Edition)
  • 3. How to sell more stuff: Promotional marketing that really works by Steve Smith with Don E. Schultz.
  • Text: Integrated advertising, Promotion and Marketing Communications, Kenneth E. Clow and Donald Baack, 9rd Edition

Objectives

  • 1. Understand the fundamentals of Selling and Sales Force Management.
  • 2. Understand various selling environments.
  • 3. Understand various selling strategies.
  • 4. Get an overview of performance analysis.
  • 5. Get an overview of sales control.

Outcomes

  • The aim of this course is to provide students with an understanding of the applications of selling skills so that they will be prepared to face potential and existing customers. The course is covering the personal, economic, and social aspects of salespersons; personality, knowledge, and obligations of salespersons; selling process; managing the sales force; and sales territory to develop and execution of sales management of an enterprise.

References

  • 1. Selling and Sales Management (10th Edition): David Jobber & Geoff Lancaster (Pearson).
  • 2. SALES AND DISTRIBUTION MANAGEMENT - DECISIONS, STRATEGIES, AND CASES- Richard R. Still, Edward W. Cundiff, Norman A. P. Govoni, Sandeep Puri
  • 3. Salesmanship and Sales Management- P K Sahu and K C Raut
  • 4. Sales Management- Dr. Surinder Singh Kundu and Dr. V.K. Bishnoi

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