First Major: Any TEN (10) courses of the following have to be completed for a First Major in MARKETING (10 X 3) 30 credit hours.

Second Major: Any SIX (6) courses of the following have to be completed for a Second Major in MARKETING (6 X 3) 18 credit hours.

Minor: Any FOUR (4) courses of the following have to be completed for a Minor in MARKETING (4 X 3) 12 credit hours.

ELECTIVES/MAJOR COURSES

COURSE CODE

COURSE TITLE

PRE-REQUISITE

MKT 4001

Consumer Behavior (MKT/THM)

20 Core Courses including BBA 3113

MKT 4002

Marketing Research (MKT/THM)

20 Core Courses including BBA 3113

MKT 4004

Distribution and Channel Management

20 Core Courses including BBA 3113

MKT 4005

Global Marketing (MKT/IB)

20 Core Courses including BBA 3113

MKT 4006

Strategic Marketing

20 Core Courses including BBA 3113

MKT 4007

Sales Management

20 Core Courses including BBA 3113

MKT 4008

Service Marketing (MKT/THM)

20 Core Courses including BBA 3113

MKT 4009

Comprehensive Marketing Case Analysis

20 Core Courses including BBA 3113

MKT 4010

Relationship Marketing

20 Core Courses including BBA 3113

MKT 4011

Social Media and Digital Marketing

20 Core Courses including BBA 3113

MKT 4012

Pricing Strategy

20 Core Courses including BBA 3113

MKT 4013

Integrated Marketing Communication

20 Core Courses including BBA 3113

MKT 4015

Brand and Product Management

20 Core Courses including BBA 3113

MKT 4016

Tourism and Hospitality Marketing (MKT/THM)

20 Core Courses including BBA 3113

MKT 4017

Sports and Entertainment Marketing

20 Core Courses including BBA 3113

MKT 4020

Rural Marketing

20 Core Courses including BBA 3113

MKT 4021

Agro-Based Product Marketing

20 Core Courses including BBA 3113

MKT 4022

Product Innovation and Management

20 Core Courses including BBA 3113

Note: Each Course is Equivalent to 3 credit hours

COURSE DESCRIPTIONS

MKT 4001:  CONSUMER BEHAVIOR

Pre-requisite: BBA-3113 [Marketing Management]

This course will highlight the importance of consumer behavior for business managers. This will provide a model of the consumer behavior, which will help the organization to reach the goal of consumer satisfaction while marketing products and services. Purchase of any product or service by a consumer is the end result of a complex decision making process. It will focus on different behavioral theories and their impact on the consumers in the market. The sociological and psychological foundations of market place choice are analyzed including lifestyle, social status, age, income, taste, habit, custom, fashion, culture, self-concept and opinion influences. Consumer Behavior course will enable the students to understand theories, concepts, environmental and individual influences that determine that determine the purchase decisions of the consumers. So, this consumer behavior course is essential to the development of marketing major students

 

MKT 4002:  MARKETING RESEARCH (MKT/THM)

Pre-requisite: BBA-3113 [Marketing Management]

The course deals with the planning, collection, organization, interpretation, and presentation of marketing information to aid marketing decision makers. These include the strategic role of marketing research, managerial issues in the research process, qualitative and quantitative research designs, data analysis methods, and the future of marketing research. Marketing research provides students with an introduction to modern marketing research methodologies and places marketing research in a strategic context. More fundamentally, it discusses important topics facing both marketing research practitioners and academics. A significant emphasis is placed on the role of marketing research to provide information that facilitates and improves marketing decisions. 

 

MKT 4004:  DISTRIBUTION AND CHANNEL MANAGEMENT

Pre-requisite: BBA-3113 [Marketing Management]

The course deals with the management of the flow of goods (inventory), services, and related information among members in the supply chain (i.e., suppliers, manufacturers, distributors, retailers, logistics service providers and the end customer). Emphasis is placed on such managerial responsibility logistics aspects of these flows, especially as they relate to flow of goods to markets (or physical distribution). Attention is given to such managerial responsibilities as customer service, transportation, inventory management, order processing and information, warehousing, materials management, decision support systems, financial control of logistics performance, international logistics, strategic planning and supply chain integration. Recognition is also given to important interrelationships between logistics and production, marketing and financial management.

 

MKT 4005:  GLOBAL MARKETING (MKT/IB)

Pre-requisite: BBA-3113 [Marketing Management]

The course introduces the participants to the substantive understanding of the global marketing giving due regard to contemporary international marketing environment. The participants apply marketing concepts to several decision areas in the domain of international marketing. The course also provides basic exposure to several sub-areas of global marketing like understanding the global marketing environment, analyzing and targeting global market opportunity, developing global marketing strategy, designing and creating international marketing program, managing international marketing effort and the current opportunities, challenges and initiatives towards globalization of Indian businesses. Consequently, the course also leads towards developing application and analytical skills of global marketing in participants.

 

MKT 4006:  STRATEGIC MARKETING

Pre-requisite: BBA-3113 [Marketing Management]

The course is based on one simple but powerful premise. As a practice, Strategic Marketing differs from other forms of marketing in that it recognizes the long-term value of marketing efforts and organizational success and extends communication beyond intrusive advertising and sales promotional messages. Strategic Marketing is a broadly recognized, widely-implemented strategy for managing and nurturing a company’s business interactions with clients and sales prospects. Marketing strategies serve as the vital underpinning of marketing plans designed to fill market needs and reach marketing aims. Thus, strategic plan is aimed at identifying business alternatives, establish challenging goals, determine the optimal marketing mix to attain these goals, and detail implementation.

 

MKT 4007:  SALES MANAGEMENT

Pre-requisite: BBA-3113 [Marketing Management]

This course examines the sales function in the point of view of sales managers. The need for the organizational effectiveness and efficiency regarding sales are described in the course, which focuses on selling prices, human behavior and selling, account management, negotiation and other aspects of selling.

 

MKT 4008:  SERVICE MARKETING (MKT/THM)

Pre-requisite: BBA-3113 [Marketing Management]

Theoretical foundations and practical application of marketing of services examined. Topics include the nature of services, marketing framework and the marketing mix for services, service encounter, human factor and service quality. This course focuses on the not only the GAP model of service quality based on practical experience but also key elements (culture, communications, strategy, operations, people and technology) that marketers must integrate to establish and sustain service excellence and provide customer value. While the course examines broad issues in managing service businesses and the service component of manufacturing firms, a core theme is a how customer value is created. Topics include nature of service products, consumer behavior in service settings, service quality and satisfaction, developing service strategies, managing customer service, services gap strategies, service recovery and service technologies.

 

MKT 4009:  COMPREHENSIVE MARKETING CASE ANALYSIS

Pre-requisite: BBA-3113 [Marketing Management]

This course is designed to develop the decision -making skills in marketing. It introduces concepts and tools useful in structuring and solving marketing problems. Case studies describing actual marketing problems provide an opportunity for those concepts and tools to be employed in practice. In every case study, the decision maker must develop a strategy consistent with the underlying factors existing in the situation presented and must consider the implications of that strategy for the organization and its environment.

 

MKT 4010:  RELATIONSHIP MARKETING

Pre-requisite: BBA-3113 [Marketing Management]

This course appreciates the importance of relationship marketing in today's world. Marketers want to retain their customers. This is a necessary condition for profitability and sustainability in the present world of cut throat core competition. Students will sharpen their attention to what it takes to satisfy customers. The course focuses on the financial implications of customer retention, emerging measures of tracking customer satisfaction, customer relationship management (CRM) under cultural diversity and CRM practices in this era of e-commerce.

 

MKT 4011:  SOCIAL MEDIA AND DIGITAL MARKETING

Pre-requisite: BBA-3113 [Marketing Management]

The course is designed to equip students with theoretical knowledge and technical skills pertinent to the Social Media and Digital Marketing by utilizing various hands-on projects, such as Business Process Innovation (BPI), Biz-Graphics, Marketing Analytics, creating social media marketing campaigns, designing commercial website using various CMS platforms, and so on. The main objective of this course is to raise students’ aspirations and boost up their technical knowledge needed to solve real-world problems facing businesses today. More specifically, the course will attempt to explore: The latest digital marketing trends, website intelligence and tracking using Google Analytics, Customer Retention via Email Marketing, Online Display Advertising, Social Media Principles, Affiliate Marketing, Mobile Marketing Trends. Students will also be acquainted with the various tools including Google AdSense, Google Analytics, Google Webmaster, etc. In addition, various real-life cases (collected), video cases will be used throughout the semester. Upon successfully completion of the course, students should be able to, (1) understand the roles of social media in serving better customer service, (2) use social media and digital technologies to pursuit and improve marketing endeavors for businesses, (3) incorporate various search engines optimization (SEO) and Conversion Rate Optimization (CRO) maneuvers to optimize company’s visibility both in web search engine and mobile platforms with the aim of targeting fast and fickle digital customers.

 

MKT 4012:  PRICING STRATEGY

Pre-requisite: BBA-3113 [Marketing Management]

This course deals with one of the most important marketing mixed tools- "Pricing". Different aspects of pricing are discussed in this course. Further the course explains how pricing relates to the overall marketing strategy.

 

MKT 4013:  INTEGRATED MARKETING COMMUNICATION

Pre-requisite: BBA-3113 [Marketing Management]

The course primarily focuses on discussing and developing a solid foundation based on the elements of Integrated Marketing Communications (IMC). The course explores the field of all the tools of IMC, ranging from advertising, to direct marketing, to personal selling, to sales promotion, and public relations. Another segment that this course concerns is the relatively new and trending practices of digital and interactive media. Overall, this concentration considers the importance of IMC and the role it plays in marketing, relating existing issues to the planning and execution of marketing campaigns and programs, in alignment to the firm’s strategic objectives. The course will provide an in-depth understanding of the management, evaluation, and control of the brand’s IMC activities.

 

MKT 4015:  BRAND AND PRODUCT MANAGEMENT

Pre-requisite: BBA-3113 [Marketing Management]

Brand and Product Management is the heart of marketing. Branding and Strategic Brand Management is likely to become the only source of sustainable competitive advantage in tomorrow’s business. As products, pricing and distribution increasingly become commodities, the new competitive arena is brand value, which creates long-term profitable brand relationships. Building brand equity involves managing brands within the context of other brands, as well as managing brands over multiple categories, over time, and across multiple market segments. The course is designed for students who are looking for an in depth understanding of the development and management of brands. A combination of formal lectures, case studies, discussion on academic articles and hands-on-computer mediated sessions is used.

 

MKT 4016:  TOURISM AND HOSPITALITY MARKETING (MKT/THM)

Pre-requisite: BBA-3113 [Marketing Management]

This course aims to apply the principles of marketing to Tourism and Hospitality products and services. The course also examines the relationship between the motivations and behavior of tourism and hospitality consumers and, the distribution and delivery of tourism and hospitality products and services. In addition, the course covers purchase-decision as applied to tourism and hospitality products and services, factors influencing the decision-making process, the role of information and communications technology in tourism and hospitality marketing and electronic communication and distribution strategies.

 

MKT 4017:  SPORTS AND ENTERTAINMENT MARKETING

Pre-requisite: BBA-3113 [Marketing Management]

To Be Uploaded.

 

MKT 4020:  RURAL MARKETING

Pre-requisite: BBA-3113 [Marketing Management]

Rural markets with their vast size and demand base offers a huge opportunity for business entities. To expand their market base, more and more companies are foraying into rural markets. There is no denying that rural consumers want to access brands, if only they offer value for money and a promise of quality. The challenges marketers face in trying to address these consumers are high and risky due to the fragmented nature of the rural market and the low margins of this trade. ‘Rural Marketing course’, offered for the first time in Bangladesh, has an extensive study on the importance of rural markets in developing economies. It makes students aware of the rural marketing environment, the special needs in rural marketing research and study of consumer behavior in the rural segment.

 

MKT 4021:  AGRO-BASED PRODUCT MARKETING

Pre-requisite: BBA-3113 [Marketing Management]

The demand for Bangladeshi agro-based product in both the local and international markets is increasing rapidly. Country’s leading producers, exporters and manufacturers of agro-based products are witnessing speedy growth. Against the backdrop of high demand of the agro-based products, it is observed that little academic initiatives have been taken to give this dynamic market an appropriate focus. There is a dearth of academic initiatives that concentrates on agro-based products from a business perspective. Significant issues like agro-based product’s data collection, commercialization of farm produces, effective value creation of agro-based commodities, Supply-chain management, price determination, financing for farmers, frugal innovations at grass-root levels, all these are important and new avenues for Business students. In Bangladesh, agro-based products are one of the potential contributors to the economy. Hence, a course on agro-based products will encapsulate all the vital areas of this dominant, present-day marketing base. The course “Agro-based Product Marketing” is designed to develop the students’ knowledge about fundamental principles of Agro-based Product Marketing. Simultaneously the course will provide the students with a systematic framework to understand practical implication of different marketing tools and techniques.

 

MKT 4022:  PRODUCT INNOVATION AND MANAGEMENT

Pre-requisite: BBA-3113 [Marketing Management]

The development of product, including service, continues to be described as “risky business” and as yet no full-proof formula for new product success has been discovered. With this in mind, this new course will draw on industry experience and academic research to provide the student with a balance view of theory versus practice in the management and successful commercialization of new products. Bangladesh market represents a dynamic and competitive marketing environment that includes fast pace of technology development, the convergence of industries and increasing sophistication of consumers. This course will instill in business students a passion for innovation whilst giving them the skills to examine the likely market success of these products.