On February 20, 2020, the Department of Marketing, AIUB, arranged a study tour at "Polar Ice Cream", Dhaka, Bangladesh. The study tour was organized by Mr. AKM Kamrul Haque, Senior Assistant Professor, facilitated by Ms. Farheen Hassan,  Associate Professor &  Director BBA Program, Dr. Khondaker Sazzadul Karim, Associate Professor, and Head, Department of Marketing, Mr. Manzur H Khan, Director, OSA, Major (Retd) Faiz-Ul-Bari Rajon, Deputy Director, Administration, and Mr. Ashiq Uz Zaman Dean's Office,

The tour was designed for the students of Consumer Behavior (Section A & B) who got theoretical knowledge about the products and services considering Psychological factors, socio-cultural factors, demographical and technological change and so on in the class in the fiercely competitive markets. However, students got the opportunity to relevant their theoretical knowledge with practical when Mr. Nuruzzaman, section Brand Manager shared some pertinent facts from his long real-life experience at Polar Ice Cream. He made students conscious to prevent themselves from any demoralization. And due to diverting people from perturbation, they may take one ice cream to stay with “MON VALO THAK” which is a value proposition of Polar Ice cream. In addition, in the questions/answer session, Mr. Nuruzzaman said about distribution procedures that their Ice cream always in the 20 degrees freeze weather in the Factory, lorry, mini trucks, depots, or in the retail stores until in the consumers handy. Mr. Kazi Saiful Islam head of HR suggested our students in his short briefing that “get involved with the markets and sooner the better”.

The practical knowledge students gathered from industry expertise, they will be motivated to be more sincere to gather theoretical knowledge and devote to implement in their real life. And this how AIUB creates future/market leaders.

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