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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

General Info

  • Intake : Once in a Year
  • Application Period: As per the Admission Circular
  • Method of Application : Online through the "Admission Link" of www.bup.edu.bd
  • Course Duration: 4 Years, 8 Semesters
  • Total Credit Hours : 133

  • Total Course Fee : 73,910.00 (Additional Fees if applicable)

Admission Criteria

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

(2)     Candidates from the Science Group must obtain a total GPA of 8.50 in SSC/equivalent and HSC/equivalent examinations.

(3)     Candidates from the Business Studies Group must obtain a total GPA of 8.00 in SSC/equivalent and HSC/equivalent examinations.

(4)     Candidates from the Humanities Group must obtain a total GPA of 7.50 in SSC/equivalent and HSC/equivalent 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:

For Business Students
(a)       Finance, Marketing, Accounting, Business Organization and Management-40

(b)       English-25

(c)       General Knowledge-10

For Non-Business Students
(a)       Mathematics, Statistics, Economics and Analytical Ability-40

(b)       English-25

(c)       General Knowledge-10

General Info

  • Intake : Once in a Year
  • Application Period: As per the Admission Circular
  • Method of Application : Online through the "Admission Link" of www.bup.edu.bd
  • Course Duration: 4 Years, 8 Semesters
  • Total Credit Hours : 133

  • Total Course Fee : 73,910.00 (Additional Fees if applicable)

1st Semester

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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

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2nd Semester

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3rd Semester

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4th Semester

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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

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

5th Semester

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6th Semester

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7th Semester

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

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. 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

  • 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. 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.

8th Semester

Objectives

  • Understanding strategic marketing broad concept regarding organizational perspectives

Outcomes

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References

  • Strategic Marketing

Objectives

  • 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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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

Objectives

  • 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