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Master 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: Master of Business Administration in Marketing

Applied only for students, completed undergraduation from BUP.

 

 

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1st Semester

Objectives

  • By the end of this course, students will be able to: This is a final year course of the undergraduate marketing major exploring, evaluating, and developing an understanding of how to manage innovative and competitive marketing strategies. • To explore issues in strategic marketing decision making and planning; • To introduce some of the practical tools enabling development, evaluation and implementation of effective marketing strategies; • To provide theories, frameworks and examples relating to the management of critical aspects of strategic marketing activity and • To provide an opportunity to evaluate strategy options in a systematic fashion. • Marketing theories ranging from SWOT, 4Ps, Porters 5 Forces, Ansoffs Matrix, and many others • Setting your prices for maximum revenue • How to make sure your marketing budget gets the highest return possible • And lots lots more

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Objectives

  • 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.

Outcomes

  • The student should be able to understand the process of marketing research and its different processes
  • The student should be able to identify sources of information
  • The student should be able to understand different research methods
  • The student should be able to apply selected research methods
  • The student should be able to analyse and interpret both qualitative and quantitative data
  • The student should be able to conduct and analyse a focus group discussion
  • The student should be able to build a simple questionnaire from a web-based survey administration site.

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.

Objectives

  • • Provide an overview of marketing concepts, processes and decision-making. • Identify environmental variables that affect marketing decisions, including social/cultural, competitive, technological, legal and ethical factors. • Analyze the role of marketing within the firm and society. • Expose you to the two parts of a marketing strategy: the target market and the marketing mix. • Study the four basic variables in the marketing mix: product, promotion, price, and distribution. • Exercise analytical, communication, and presentation skills (through use of technological aids, such as Microsoft Word, PowerPoint, and the Internet) – the basic tools of marketing. • Identify information needs and the role of market research in decision making. • Provide a forum for analyzing marketing processes, the selection of target markets and the development of appropriate marketing strategies and tactics, both here and in other countries. • Help develop analytical skills as they are applying to marketing issues and concepts, and the ability to recommend appropriate solutions to marketing problems. • Assess and start to appreciate the pervasiveness of marketing here and in other countries, in both for-profit and not-for-profit settings.

Outcomes

  • 1) understand the application of basic marketing concepts; 2) develop basic skills in marketing analysis, decision and strategy formulation; 3) test your skills in communicating analysis, conclusions, and recommendations; and 4) understand the environmental, global, and ethical dimensions of marketing decision making given the dynamics of business markets and customer needs.

References

  • Principles of Marketing, Philip Kotler, 14rd Education. Marketing – Stanton, Latest edition, Tata McGraw Hill. Marketing Management-Marshall & Johnston, Marketing Management, McGraw Hill Strategic Marketing Management, Chernev & Kotler, 5th ed., Brightstar Media

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2nd Semester

Objectives

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Outcomes

  • 1. The role of brands, the concept of brand equity, and the advantages of creating strong brands
  • 2. The three main ways to build brand equity by properly choosing brand elements, designing marketing programs and activities and leveraging secondary associations
  • 3. Different approaches to measuring brand equity and how to implement a brand equity measurement system.
  • 4. Alternative branding strategies and how to design a brand architecture strategy and devise brand hierarchies and brand portfolios.
  • 5. The role of corporate brands, family brands and individual brands, modifiers and how to combine them into sub-brand.
  • 6. How to adjust branding strategies over time and across geographic boundaries to maximize the brand equity.

References

  • 1. TEXT BOOK: Strategic Brand Management by Kevin Lane Keller, 5th Edition
  • 2. Brand Management by Michael Beverland
  • 3. Principles of Marketing by Philip Kotler, 17th Edition.
  • 4. Marketing Management by Philip Kotler 15th Edition

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Outcomes

  • 1. Students will gain deeper understanding about big data and all of the opportunities it is offering for companies
  • 2. Acquire a fundamental understanding of the analytical techniques and software tools necessary to effectively generate useful information from structured and unstructured datasets of any size
  • 3. Students will apply data science concepts and methods to solve problems in real-world contexts and will communicate these solutions effectively
  • 4. Students will develop relevant programming abilities.
  • 5. Develop skills in identifying an interesting realistic big data marketing problem to study, as well as to find out relevant facts
  • 6.Be able to utilize knowledge and skills to continue learning and adapting to new data science technologies
  • 7. Apply theoretical and analytical frameworks to real world marketing scenarios and reflect on your own behavior and experiences as a consumer.

References

  • 1. Big Data Marketing: Engage Your Customers More Effectively and Drive Value by Lisa Arthur.
  • 2. Data Analytics Made Accessible, by A. Maheshwari.
  • 3. Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die by E. Siegel.
  • 4. Big Data: A Revolution That Will Transform How We Live, Work, and Think by V. Mayer- Schönberger and K. Cukier.
  • 5. Pandas for Everyone: Python Data Analysis by Daniel Y. Chen
  • 6. Case Study- https://www.bernardmarr.com/img/bigdata-case-studybook_final.pdf

Objectives

  • 1. Understand the fundamentals of Digital Marketing.
  • 2. Understand various tools of Digital Marketing.
  • 3. Understand the changing marketing environment and the required knowledge of Digital Marketing.
  • 4. Get an overview of Digital Marketing from Bangladesh’s perspective.
  • 5. Spot the challenges and prospects of Digital Marketing along with controlling measures of Digital Marketing from Bangladesh’s perspective.

Outcomes

  • 1. Understand and implement the fundamentals of Digital Marketing.
  • 2. Implement the knowledge of various tools of Digital Marketing.
  • 3. Implement the knowledge of changing marketing environment and the required knowledge of Digital Marketing.
  • 4. Figure out the challenges and prospects of Digital Marketing along with controlling measures of Digital Marketing from Bangladesh’s perspective.

References

  • 1. Dave Chaffey & Fiona Ellis-Chadwick- Digital marketing (6th Edition)
  • 2. Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan: Marketing 4.0 (Moving from Traditional to Digital)
  • 3. J. Strauss and R. Frost (2014): E-Marketing, Pearson International 7th Edition

Objectives

  • Understand theories of international trade and policy.
  • Understand the effects of changing trade barriers on factor returns, composition of consumption and production.
  • Understand the standard models of international trade
  • Understand problems and issues in international economics.

Outcomes

  • 1. Explain theories of international trade and policy.
  • 2. Analyze the effects of changing trade barriers on factor returns, composition of consumption and production.
  • 3. Explain and analyze the standard models of international trade
  • 4. Analyze problems and issues in international economics.

References

  • International Economics- Theory and Policy,1st Edition by Paul R. Krugman, Maurice, Obstfeld, Marc J. Melitz.

Objectives

  • 1. The understanding of the importance and challenges of globalization in designing supply chain strategies.
  • 2. Developed an appreciation for the major strategic issues and trade-offs in global supply chain management.
  • 3. Acquired analytical capability to uncover problems and improvement opportunities in supply chain management and recommend improvement along Page 2 of 10 the dimensions of efficiency, quality and speed, and improved team-work capability to cooperate with others to solve business operations problems in supply chain management
  • 4. Garnered managerial insights for various supply chain issues in a variety of industry contexts.

Outcomes

  • 1. Prepare and manage all necessary documentation for exporting and importing goods and services.
  • 2. Procure goods and services and outsource production in international markets in an effective, efficient, and compliant manner
  • 3. Determine requirements and decide for efficient and effective transportation of goods in a timely manner, ensuring compliance with regulatory requirements.
  • 4. Ensure preparation of goods for transportation in a manner that minimizes risk, maintains condition of the goods, and complies with regulations.
  • 5. Implement inventory management strategies that address the use of international suppliers and the needs of international buyers and customers
  • 6. Provide products and services to global buyers to meet the needs of clients’ project and comply with local legal requirements and cultural customs
  • 7. Use the tools necessary to develop strategic plans that incorporate the key elements of successful global supply chain operation.

References

  • 1. TEXT BOOK. “Global supply chain management and international logistics” book by Branch, Alan E -2 nd edition.
  • 2. “Supply chain management : strategy, planning, and operation” book by Sunil Chopra, Peter Meindl.—5th ed.
  • 3. Hult, Tomas; Closs, David; and Frayer, David, Global Supply Chain Management, McGraw-Hill Education, latest edition