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1. Introduction:

Bangladesh University of Professionals (BUP), which is one of the public universities of Bangladesh,
was established on June 5, 2008. The aim was to facilitate professional degrees and to run under-
graduate, graduate and post graduate degrees through its faculties, affiliated and embodied colleges,
institutes, academies or organizations. BUP, with its own unique features, is set up in a green
landscape of Mirpur Cantonment located in Dhaka Metropolitan City. The university provides a
tranquil, pollution free and secured campus life and above all, a congenial academic atmosphere.

BUP deals with not only the education of the Armed Forces personnel but also the students of civilian
community from home and abroad. It welcomes those students who intend to dedicate their total
attention and devotion to serious academic pursuits to build up better tomorrow for the nation. BUP is
dedicated to provide high quality education that delivers real benefits for the students. Thus, BUP is
the unique academic entity in the country, where blending between the civilian and the Armed Forces
students of diverse skills, experience, exposure and attitude is possible.

2. Student Services

2.1 Guidance and Counseling

The guidance and counseling service is available to students on academic and other matters of
interest. A faculty member is assigned as Faculty Adviser for each section of a batch, which, as a
routine matter, meets the students at least once a week and also attends them whenever the students
feel necessary. The faculty adviser keeps close contact with the students in understanding and solving
the problems relating to their academic program, facilities and other issues, if any.

2.2 Scholarship

Each year scholarships and stipend are granted to a large number of students based on criteria set by
the university. The aim of the scholarships is rewarding the best performing students and also
supporting the students who need financial assistance. The students are granted scholarships and
stipends duly scrutinized by a committee.

2.3 Internship/Placement

There is a committee to provide required assistance to the students for placement in the organizations
as part of internship program. The committee is comprised of Faculty Dean, Department
Head/Chairman, Batch Faculty Adviser and Placement Officer.

2.4 Extra-Curricular and Club Activities

From the inception of FBS, the students of this faculty voluntarily participate in extra-curricular and
club activities in order to enhance their physical, intellectual, moral and ethical development. The
clubs are active and contribute successfully in arranging different events in the university. They
organize inter-batch/department competitions, teams for inter-university and other competitions etc.
They also organize different important events like cultural, sports, debate etc and participate in
different events and competitions. The students of BUP are also connected with other universities
through different clubs. The clubs that are functional in BUP are:

 Cultural Club (Sponsor: Department of Disaster & Human Security Management, FASS)
 Career Club (Sponsor: Department of Business Administration (General), FBS)
 Sports Club (Sponsor: Department of Management Studies, FBS)
 Business and Communication Club (Sponsor: Department of Marketing, FBS)
 Literature and Debating Club (Sponsor: Department of English, FASS)
 Global Affairs Council (Sponsor: Department of International Relations, FSSS)

In coming days, the number of clubs will be more covering other important and interesting matters.

2.5 Study Tour/Excursion and Industrial/Organizational Visits

FBS organizes visits to different industries and organizations for all the programs of FBS and Study
Tour/Excursion for the students of BBA/MBA final year as part of their academic curriculum.

2.6 Guest Lectures/Seminars

Seminars/workshops on important academic/business issues and lectures/presentations by eminent

academician/professionals/experts are organized throughout the academic year for the students.

2.7 Business Alumni Association

BUP Business Graduates Association (BUPBGA) provides significant support to the faculty and the
students. It is believed that this nascent association will soon turn into a strong network to support the
current student of the faculty.

2.8 Tuition and other Fees

1st Year (1st Semester), Total Courses: 5 (Credits: 3 × 5 = 15)

1st Semester
Serial Category of Fees / Charges Amount (Tk.)
01 Admission Fee 10,000.00
02 Registration Fee 1,000.00
03 Tuition Fee 2,000.00
04 Course Registration Fee 7,500.00
05 Grade Sheet Fee 500.00
06 Centre Fee/Exam Fee 500.00
07 Study Tour/Visit/Picnic/Batch Trip Fee 400.00
08 Library Fee 500.00
09 Computer Lab and Training Aid Fee 600.00
10 Transport Fee 500.00
11 Recreation Fee 300.00
12 Annual Picnic Fee 500.00
13 Tie/Scarf Fee 500.00
14 Medical Fee 600.00
15 MT Development Fee 2000.00
16 Sports Fee 600.00
17 Education Enhancement Fee 600.00
18 Cultural/Magazine Fee 300.00
19 ID card Fee 100.00
20 Student Welfare Fee 2000.00
Grand Total = 31,000.00
In Word: Taka Thirty One Thousand Only
First Year 2nd Semester - 4th Year 1st Semester: Each semester Total Courses

Serial Category of Fees / Charges Amount (Tk.)

1 Tuition Fee 2,000.00
2 Examination Fee/Course Registration Fee (5 x Courses) 7,500.00
3 Library Fee 500.00
4 Grade Sheet Fee 500.00
5 Medical Fee 600.00
6 Sports Fee 600.00
7 Computer Lab and Training Aid Fee 600.00
8 Student Welfare Fee 2,000.00
9 Education Enhancement Fee 600.00
10 Cultural/Magazine Fee 300.00
11 Center Fee 500.00
12 Transport Fee 500.00
13 Recreation Fee 300.00
Grand Total = 16,500.00
In Word: Taka Sixteen Thousand Five Hundred Only

4th Year (2nd Semester)

Total Courses: 5 (Credits: 3 × 5 = 15)
Internship: 3, Viva-Voce: 3
Total Credit (15 + 3 + 3) = 21

8th Semester

Serial Category of Fees / Charges Amount (Tk.)

1 Tuition Fee 2,000.00
2 Examination Fee/Course Registration Fee (5 x Courses) 7,500.00
3 Library Fee 500.00
4 Internship Fee 2,000.00
5 Provisional Certificate Fee 500.00
6 Grade Sheet Fee 500.00
7 Medical Fee 600.00
8 Sports Fee 600.00
9 Computer Lab and Training Aid Fee 600.00
10 Student Welfare Fee 2,000.00
11 Education Enhancement Fee 600.00
12 Cultural/Magazine Fee 300.00
13 Center Fee 500.00
14 Transport Fee 500.00
15 Recreation Fee 300.00
16 Viva-Voce 2,000.00
Grand Total = 21,000.00
In Word: Taka Twenty One Thousand Only


1 1st 5 - - 15 31,000.00
2 2nd 5 - - 15 16,500.00
3 3 5 - - 15 16,500.00
4 4th 5 - - 15 16,500.00
5 5th 5 - - 15 16,500.00
Third th
6 6 5 - - 15 16,500.00
7 7th 5 - - 15 16,500.00
Forth 3
8 8th 5 3 Credits 21 21,000.00
Total = 126 1,51,000.00
In Word: Taka One Lac Fifty One Thousand One Only
Total Cost = 1,51,000.00
In Word: Taka One Lac Fifty One Thousand One Only

Additional Fees/Payments (As Required):

1. Re-admission Fee 5000.00
2. Migration Certificate Fee 500.00
3. Supplementary Final Exam Fee 4000.00

2.10 Review of Fee Structure

All fees mentioned in the above table will be reviewed as and when necessary by the university
authority and the students will be liable to pay the fees as per changed/reviewed fees.

2.11 Deadline for Submission of Fees/Dues

The 1st year students will have to clear all the fees during the admission process after publication of
result. For subsequent semesters, the payment of all fees/dues must be maintained semester wise and
the following rules will apply in this regard:

 The semester fees can be paid within 15 days after commencement of each semester
without any penalty.
 The students may pay their fees after 1st 15 days within one month time by paying a
penalty of Tk. 500.00 for each 15 days.
 If a student fails to pay the semester fees within one and a half month, his/her name will
be dropped and the student will have to apply for re-admission, should he/she desires to
continue his/her study. If approved, he/she may take re-admission paying required re-
admission fee.

2.12 Course Load to Student

The students must enroll for 5 courses in each semester. Generally, in the 1st semester there are 5
GED courses in every department. As a general rule, students are not given more than 5 courses in a
semester. However, maximum six courses will be allowed, when a student is repeating a course for
obtaining 'F' grade or they want to improve their previous grade. This will be allowed only once for a
particular course and if the course is offered in the particular semester.

2.13 Conduct of Courses

Generally a single teacher is assigned to plan and teach a particular course in a semester. The
following guidelines will be followed for conduct of courses:

 At the beginning of the semester, the course teacher will prepare a course outline
incorporating the course syllabus, performance evaluation and grading system (as laid
down in the policy), list of suggested text books/references, and a tentative schedule of
classes, examinations and events. He/she will distribute a copy of the same to each
student registered for the course and will submit a copy to the Department Office.

 At least 2 (two) classes of 90 minutes each per week for each batch should be planned. Of
90 minutes, 30 minutes may be catered for individual Presentation/ consultation as per the
course outline.

 The students must appear 1 (one) Mid Term examinations in a semester as per given
schedule. As a rule, retake of Mid Term Examination is not allowed, except for sickness,
hospitalization or other unavoidable circumstances, provided the student has valid
supporting documents and he/she has been permitted by the course teacher and the
program office before the examination commences. In such cases, 25% of total weight
assigned against midterm exam may be deducted.

 The course teachers are expected to ensure conduct of minimum 04 (Four)

quizzes/weekly tests in a semester for each course.

 An individual term paper will be assigned to the students that will be followed by

 Minimum two assignments (individual and group), case studies etc. should be assigned to
students will be assigned followed by presentations, as per the course requirements. The
presentations must be short. For that miscellaneous periods or 15-30 minutes in each
day‟s class may be utilized for the purpose.

 One analytical group assignment and individual presentation should be included in a

course. As per requirement, field trips may be organized.

 Any fraction in the marks obtained is to be rounded up to the advantage of student i.e. any
fraction to be rounded up to the next number.

 Attendance in all classes is mandatory. A certain percentage of marks are allotted for
class attendance.

 Students are responsible to attend classes regularly and contrary to this rule will be
viewed seriously. Absence in more than 25% classes without permission and without
valid reason in any course will disqualify a student to appear trimester final examination
of the same. A student must obtain permission from his/her course teacher for any kind of
absence on valid reason and must inform the program office.

2.14 Examination and Assessment System

BUP follows a single examiner system and continuous assessment is done to evaluate a student in a
semester. The following rules will apply for all tests and examinations:

 All tests, assignments, term papers, presentations, class performance will be evaluated by the
course teacher. He/she will show the scripts, assignments, term papers, etc. to the students in
the classroom in the following week. However, the scripts of final examination will not be
shown to them.

 The course teacher is required to submit all scripts, assignments, etc. with a compiled up-to-
date result summary for all the tests/performance evaluated prior to semester final
examination to the Controller of Examination of BUP.

 The questions for the semester final examination will be set by the course teacher, who will
submit the same to the Controller of Examination. More than one teacher can take a single
course in different section of a batch. In that case, a combined set of question/s will have to be
prepared. The Controller of Examination may moderate the question through Moderation
Committee, if necessary.

 The course teacher alone will evaluate the scripts and submit marks obtained to the Controller
of Examination.

2.15 Supplementary Final Examination

As a general rule, supplementary examinations of any kind are not allowed. However, if a student
fails to appear scheduled semester final examination for extremely unavoidable and valid reasons,
he/she may be allowed to appear this examination on case by case basis under the following

 He/she must appear the supplementary within four weeks from date on which the
particular examination was held.

 Students should apply to Dean FBS (through respective department) within seven days
after final examination with required supporting documents describing the reasons for
his/her inability to appear scheduled semester final examination. The Dean, if convinced,
will forward the same to the office of the Controller of Examination duly recommended
for approval and making arrangements to conduct the subject examination.

 Student will have to pay the required fees as per the university policy for appearing
supplementary examination and complete other examination formalities for the course(s)
so appeared.

 Not more than 'B' grading will be awarded to the students for supplementary
examinations. However, special cases may be considered with prior approval of the VC.

 The existing rules of semester final examination will apply to the conduct of
supplementary examinations e.g. question setting, moderation, evaluation, and result
publication etc.

2.16 Discipline and Code of Conduct

Adherence to strict discipline is considered to be a core concept of building future business leaders at
FBS. The students must abide by the rules, regulations and code of conduct of the university. Students
are forbidden either to be a member of or to organize students‟ organization, club, society etc. other
than those set up by the University authority. They must maintain a quiet and congenial atmosphere in
the academic building particularly adjacent to the classroom, library, faculty rooms etc. The students
will not be allowed to enter the classroom, if he/she is in contrary to the following rules:

 Arriving late in the class

 Not wearing appropriate dress as per the dress code

3. Performance Evaluation System

3.1 Distribution of Marks for Evaluation

Letter grades are used to evaluate the performance of a student in a course. The following grading
system is currently followed for performance evaluation of the students:

Remarks Distribution
Semester Final Exam 40%
Mid Term Exam 20%
Class Test (Four) 12%
Term Paper including Presentation (Individual/Group) 10%
Assignments and Case Studies including Presentation (Individual/Group) 05%
Regular Class Participation 05%
Class Aattendance 05%
Attitude/Conduct/Manner 03%
Total: 100%

The BUP authority reserves the right to review/revise the above grading system. However, depending
on the nature of course, minor modifications can be made by respective course teacher, provided it is
incorporated in the course outline.

3.2 Grading System

Numerical Grade Letter Grade Grade Point

80% and above A+ (A Plus) 4.00
75% to < 80% A (A Regular) 3.75
70% to < 75% A- (A Minus) 3.50
65% to < 70% B+ (B Plus) 3.25
60% to < 65% B (B Regular) 3.00
55% to < 60% B- (B Minus) 2.75
50% to < 55% C+ (C Plus) 2.50
45% to < 50% C (C Regular) 2.25
40% to < 45% D - 2.00
< 40% F - 0.00
--------------------- I - Incomplete
--------------------- W - Withdrawal/Withdrawn

3.3 Calculation of GPA (Grade Point Average) and CGPA (Cumulative Grade Point

Grade Point Average (GPA) is the weighted average of the grade points obtained in all the courses
passed/completed by a student. CGPA will be computed after each semester to determine the
academic standing of the student in the program. GPA is calculated for specific semester whereas
CGPA is calculated considering all past records. GPA and CGPA is calculated using following simple

Total Grade Point Earned in Particular Semester

GPA = --------------------------------------------------------------------
Number of Courses Taken in the Particular Semester

Total Grade Point so far earned

CGPA = --------------------------------------------
Number of Total Courses Taken

 When a course is repeated for improvement, last grade shall be counted for calculation of

 Performance in all the subjects including all the „F‟ grades shall be reflected in the

*Note: No provision of withdrawal from any course at any time of the semester.

3.4 Promotion Policy

There will be no CGPA requirement to be promoted from one semester to the next. Students must
complete all degree requirements within six years of valid registration period.

3.4.1 Degree requirement Completion of 126 credits with minimum “D” grade in each
course/viva- voce/internship program. However, they must maintain a minimum CGPA of
2.50 in a 4 point rating scale to obtain the degree.

3.5 Incomplete Grade

A student will be assigned „Incomplete‟ grade for incomplete course work, provided he/she is
permitted by Department Academic Committee. This will be recorded as „I‟ with an alternative grade
based on the work completed at that point in time. The alternative grade will come into effect if the
student fails to complete the course requirement within 2 weeks from the publication of the
provisional results in a semester.

3.6 Retaking/Improvement of Grade(s)

Improvement of grade(s) will be guided by the following rules:

 A student earning an ‘F’ grade in any course shall be required to improve the grade by
retaking the course offered in the subsequent semester(s), since achieving a passing grade
in all courses individually is a degree requirement.

 A student earning a „Below B grade’ may choose to improve the grade by repeating a
course, when offered in the subsequent semester(s). The following rules will apply for in
this regard:

- In order to repeat a course, the student must apply to the Dean of the Faculty at
least 4 (four) weeks through respective departments before the commencement
of a semester. A student desiring to repeat a course in final semester shall have
to apply to the Dean through respective department to withhold his/her
graduation too.
- The grade earned on the repeated course will be shown in the transcript by ‘R’
symbol meaning ‘Repeat’. The grade earned on such course(s) would be used
for computing the final CGPA.

 If any student gets grade ‘less than ‘B’ she/he can give improvement exam with the
next batch but in that ease previous result of that course will not be considered.
Improvement exam result will be the final one for that particular course. Such scope
for a specific course will be given once for a specific course.

 He/she will be allowed to repeat/retake/improve a course only once with the next
batch when offered.

 Failing in a course twice will warrant a student to be permanently withdrawn from the

 Repeating a course is not allowed after the graduation.

3.7 Withdrawal on Various Grounds

1. Student failing in any course shall retake the whole course whenever
offered and this is allowed for once only. In that case he/she will get the grade whatever
he/she earns. Failing in such case will warrant him/her to be withdrawal from the program

2. Student obtaining grade below “B” in any course will be allowed to

improve the grade by appearing only final examination test so arranged with the
supplementary examination as scheduled. But in this case students will not be awarded with
the grade more than “B”. In this case grade obtained will be final and shall be considered for
CGPA calculation.

3. In case of student‟s extreme compassionate ground or any other

reason that is approved by the Chairman of the Department shall sit for supplementary exam
within 45 days from the date of last examination held. In this case student shall be awarded
with the grade no higher than “B” except otherwise approved by the Vice-Chancellor.

3.8 The rules on withdrawal

 Temporary Withdrawal: The term Temporary Withdrawal means that the student has
been allowed by the Academic Council, BUP to discontinue temporarily. The student, so
withdrawn, may re-enter the course as per terms and conditions set by the authority.

 Permanent Withdrawal: The term “permanent withdrawal” means a permanent,

voluntary discontinuity from the program. The implication of permanent withdrawal
includes cancellation of admission and expiry of registration. Once a student is
permanently withdrawn, he/she will require a readmission and fresh registration to re-
enter in the program.

3.9 Viva-Voce

There will be a viva-voce of 03 credit hours. Students will face vice at the end of their 2nd, 3rd and 4th
year of study of 01 credit hour each.

4. Students' Grievance Procedure

The Controller of Examination reserves the right to arrange re-scrutiny of a student‟s script or re-
evaluation of grading, if a student submits a grievance application to Controller of Examination within
one week of publication of provisional results.

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1. Introduction - Faculty of Business Studies (FBS)

The Faculty of Business Studies (FBS) inherited the curriculum on business administration from the
Military Institute of Science and Technology (MIST). It started journey by running MBA program in
2001. MIST was one of the affiliated institutions of University of Dhaka. The certificate of the
students was given by University of Dhaka. With the passage of time, after the establishment of
Bangladesh University of Professionals (BUP) in 2008, the program of FBS was shifted in BUP. This
business school is the pioneer and foremost in-house faculty of the university, which started its
academic activity from the early 2009 with renewed curriculum on MBA and Executive MBA. In
2010, the FBS expanded its academic offer to undergraduate level and enrolled the 1 st batch of BBA
program. In the year 2015, FBS has opened five departments for BBA programs. Since then the
student force of the faculty has increased gradually and now it hosts an extremely brilliant, agile,
creative and intelligent group of young students, who are destined to provide leadership in the
business world.
To achieve the desired level of excellence, the FBS emphasizes on the followings:
A meticulous admission and selection process for best possible screening.
 Interactive sessions in the classroom and uninterrupted curriculum.
 Effective teaching through innovative methods blended with latest trends and developments
in the world and with its state of the art facilities.
 Competent internal faculties with flexibility to outsourcing expert resource persons.
 Regular guest lectures and visits to organizations.
 Well thought-out and continuous feedback and assessment system.
 A culture of discipline, punctuality and commitment.
 Emphasis on Code of Conduct and Dress Code.
 Focus to develop students as a good human being with all possible attributes of a successful
Business leader.
 A tranquil, external turbulence free secured campus life.

2. Departments under the Faculty of Business Studies

There are five (05) departments under Faculty of Business Studies:

 Department of Business Administration in Marketing (MKT)

 Department of Business Administration in Finance & Banking (F&B)
 Department of Business Administration in Accounting and Information Systems (AIS)
 Department of Business Administration in Management (MGT)
 Department of Business Administration–General (Gen)
3. Dean:

Brigadier General Md. Shamsur Rahman, ndc, psc, MBA, IBA (DU)
Faculty of Business Studies

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4. Mailing Address:
Faculty of Business Studies (FBS)
Bangladesh University of Professionals
Mirpur Cantonment, Dhaka-1216
Phone: 02-8000440, Fax: 88-02-8000443
E-mail:, Website:

5. Department of Business Administration in Marketing:

The vision of the Department of Business Administration in Marketing is to develop skilled human
resource with specialized education and training particularly in marketing services. The Department is
committed to serve the needs of modern business world and has vision in producing executives and
trained manpower with strong skills in Marketing. The Department is presently offering BBA
program and has plan to introduce MBA program in due course of time. Faculty members are highly
qualified and committed to their noble duties of imparting knowledge to students and they are actively
engaged in contemporary academic research. The purpose of the catalog is to acquaint our prospective
and present students and other stakeholders with the programs of the department.

6. General Education Courses (5x3=15 Credits):

The courses of general education have been designed to enhance students' knowledge on general arts
and science subjects. The list of general education courses is given below:

Ser Course Code Course Title Credit

1. GED 1101 Functional English 3
2. GED 1102 Presentation Skill Development 3
3. GED 1103 Bangladesh and International Studies 3
4. GED 1104 Computer and its application in Business 3
5. GED 2103 3rd Language Course 3
Total Credits 15

7. Allied Courses (15x3=45 Credits):

These courses are designed to instill knowledge on the subjects for application in core and
concentration courses. The list of allied courses is given below:

Ser No. Course Code Course Title Credit

1. ALD 1201 Microeconomics 3
2. ALD 1203 Fundamentals of Accounting 3
3. ALD 1202 Fundamentals of Management 3
4. ALD 1205 Business Mathematics 3
5. ALD 1204 Fundamentals of Finance 3
6. ALD 2102 Human Resources Management

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7. ALD 2104 Business Statistics 3
8. ALD 2105 Business Communication 3
9. ALD 2201 Supply Chain Management (SCM) 3
10. ALD 2202 Organizational Behavior 3
11. ALD 2203 Macroeconomics 3
12. ALD 2204 Elementary Psychology 3
13. ALD 2205 Legal Environment of Business 3
14. ALD 3105 Entrepreneurship Development 3
15. ALD 3201 Quantitative Business Analysis 3
Total Credits 45

8. Major Courses (20x3=60 Credits):

Major courses will provide the expertise on the field of study i.e., in marketing to the students.
Students will develop the best understanding of Marketing after successful completion of these
courses. The list of major courses along with corresponding credits hours have been given in the
following table:

SL No. Course Code Course Title Credit

1. MKT 1105 Fundamentals of Marketing 3
2. MKT 2101 Marketing Management 3
3. MKT 3101 Big Data in Marketing 3
4. MKT 3102 Services Marketing 3
5. MKT 3103 Global Marketing 3
6. MKT 3104 Ethics in Marketing 3
7. MKT 3202 Pricing strategies and Practices 3
8. MKT 3203 Marketing Information Systems (MIS) 3
9. MKT 3204 Brand Management 3
10. MKT 3205 Consumer Behavior 3
11. MKT 4101 Digital Marketing 3
12. MKT 4102 Selling and Salesmanship 3
13. MKT 4103 Marketing and Society 3
14. MKT 4104 Marketing Research 3
15. MKT 4105 Rural Marketing 3
16. MKT 4201 Relationship Marketing 3
17. MKT 4202 Tourism and Hospitality Marketing 3
18. MKT 4203 Sustainable Marketing 3
19. MKT 4204 Integrated Marketing Communication (IMC) 3
20. MKT 4205 Strategic Marketing 3
Total Credits 60

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9. Semester Wise Distribution of Courses:
Year Course Code Course Title
GED 1101 Functional English
GED1102 Presentation Skill Development
1st Year 1st Semester GED 1103 Bangladesh and International Studies
GED 1104 Computer and its application in Business
MKT 1105 Fundamentals of Marketing
ALD 1201 Micro Economics
ALD 1202 Fundamentals of Management
1st Year 2nd Semester ALD 1203 Fundamentals of Accounting
ALD 1204 Fundamentals of Finance
ALD 1205 Business Mathematics
MKT 2101 Marketing Management
ALD 2102 Human Resources Management (HRM)
2nd Year 1st Semester GED 2103 Third Language
ALD 2104 Business Statistics
ALD 2105 Business Communication
ALD 2201 Supply Chain Management
ALD 2202 Organizational Behavior
2nd Year 2nd Semester ALD 2203 Macro Economics
ALD 2204 Elementary Psychology
ALD 2205 Legal Environment of Business
MKT 3101 Big Data in Marketing
MKT 3102 Services Marketing
3rd Year 1st Semester MKT 3103 Global Marketing
MKT 3104 Ethics in Marketing
ALD 3105 Entrepreneurship Development
ALD 3201 Quantitative Business Analysis
MKT 3202 Pricing Strategies and Practices
3rd Year 2nd Semester MKT 3203 Marketing Information System (MIS)
MKT 3204 Brand Management
MKT 3205 Consumer Behavior
MKT 4101 Digital Marketing
MKT 4102 Selling and Salesmanship
4th Year 1st Semester MKT 4103 Marketing and Society
MKT 4104 Marketing Research
MKT 4105 Rural Marketing
MKT 4201 Relationship Marketing
MKT 4202 Tourism and Hospitality Marketing
4th Year 2nd Semester MKT 4203 Sustainable Marketing
MKT 4204 Integrated Marketing Communication (IMC)
MKT 4205 Strategic Marketing

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Course Outlines



Course Description:

This course is designed to develop skills and competence in writing prose compositions, reading, and
listening. Problems in logical thoughts, organization of ideas and comprehension in reading will
receive special attention.

Course Content:

1. Reading & Comprehension (RC): Purpose and types of reading, contextual word meaning,
recognizing main and supporting ideas, answering comprehensive questions, writing précis
and summary.

2. Writing Skills (WS): Corrections/ completing sentences/ combining sentences, situational

writing: notices, circulars, memos etc, paragraph writing, writing for newspapers: reports,
press releases, etc, writing letters: formal, informal, letters to editors, request letters, job
applications, writing resumes, compliant letters etc, essay/ article writing.

3. Practical Grammar (PG): Tenses, Articles, Sub-Verb Agreement, Parts of Speech, phrasal
Verbs, Conditionals, Prepositional Phrases, Infinitives, Participles, Gerunds, Group Verbs etc,
Sentence: Classifications, Transformations, Analysis, Synthesis, Dev Vocabularies, Idioms
and Phrases, Glossary of Literary Terms, Synonyms and Antonyms etc, Word Formation,
Difficult Spellings, Punctuations, Confusable Translation (Bangla to English).

4. Speaking & Listening Skills (SPLS): Phonetics: IPA, Organs of Speech, Phonemes and
Classifications, Accentuation, Intonation, Correct Pronunciation, Listening Practice: Listening
Dialogue and Conversations, Prac with Recording, Asking Questions: Response to the
Questions, Making Request, Invitations, and Giving Reports, How to thank, Introduce,
Express Gratitude, Regret or Appreciation, Expressing different concepts like, Ability,
Possibility, Necessity, Obligation, Regularity etc.

Text Book:

1. Functional English: A Functional Analysis of English by Thomas Bloor and Meriel Bloor,
Published by Routledge,3rd edition (April 24, 2013)

Reference Book:

1. Analyzing English Grammar: A Systematic functional introduction by Lise Fontaine,

published in the United States of America by Cambridge University Press, New York.
2. Exploring English Grammar: From Formal to Functional by Caroline Coffin and Jim
Donohue, published by Rutledge (2009).

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Course Description:

The course is designed for participants that as part of their work regularly give presentations and
speaks at public events. The main objective of the training is to help participants to plan and prepare
an effective, audience and message oriented presentation and public speech, using a range of tools and
props and to assist them to increase their confidence and ability to deliver an effective and concise
presentation and public speech. By this way, participants will be able to identify their strength and
weaknesses in presentation skills and pick up strategies to alleviate their weaknesses and build on
their strength.

The training is based on the principles of adult education. Short presentations followed by Q&A
Sessions and individual exercises will lead into working group sessions in which participants work on
their own presentations that will be given to the plenary. Participants will apply the knowledge they
have gained in small working groups on cases, they encounter in their work. Participants‟
presentations will be video-taped and the clips will be used for plenary analysis and feedback. Each
trainee will be supplied with a ring-binder with session specific handouts for use during the training
and for future reference. Participants are asked to select an event in which they are expected to give a
presentation and an appropriate topic. During the training, participants will develop and give a
presentation for their selected event and topic.

Course Content:

1. What makes a good presentation? Stage fright and how to conquer it, What types of meetings
are you expecting to facilitate? Video analysis: Steve Jobs

Developing a presentation
Phase 1: Analysis

2. Exercise: understand the framework of your presentation.

3. What is a message?

4. Visual communication-Exercise: Presentation with visuals, Presentation and feedback on


5. Verbal presentation- Exercise: Develop 3 minute presentation using at least three tools of
verbal Presentation, Presentation with feedback to presenters.

6. Para-verbal content of a message- Exercise on clarity, modulation

7. Body language/non-verbal/ Appeal functions- Exercise eye contact, Gesture, Common body

Phase 2: Planning

8. How to develop a presentation (PPP-getting started)

9. “Do and don‟ts of power-point presentations”

10. Group Work- Group work and exercise in groups of 3, Preparing presentation: Group work in
groups of 3, Participants take turns to present and receive feedback in plenary, Presentations

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from participants, Film-review and feedback on verbal, Para-verbal and non-verbal
presentation, Video films of participants, Wrap up, evaluation and close.

Text Book:

1. The Complete Presentation Skills Handbook by Suzy Siddons.

Reference Book:

1. Classic School Phonetics Level-7 by S M Wahiduzzaman.


Course Description:

The course introduces the socio-economic profile of Bangladesh, agriculture, industry,

service sector, demographic patterns, social aid and physical infrastructures. Social
stratification and power, power structures, government and NGO activities in socio-economic
development, national issues and policies and charging society of Bangladesh. In addition,
the business proliferation and growth is also introduced.

Course Content:
1. History of Bangladesh: People of Bangladesh, Origin and Anthropological Identity; Territories
of Bangladesh in Ancient Time; Bangladesh during the Muslim Rule; British Colonial Rule in
Indian Sub-Continent; The Pakistan Movement and the Birth of Pakistan; Language Movement,
1948-52; Juktafront Elections, 1954 and Six Point Program, 1966; Mass Upsurge of 1969 and
Elections, 1970; Liberation War, 1971 and Birth of Bangladesh.

2. Physical and Natural Resources of Bangladesh: Physical Features of Bangladesh; Location,

Climate, and major Physiographic Units; Surface Water Inflow and River Systems of
Bangladesh; Pattern of Agriculture and types of Forest in Bangladesh; Mineral Resources and
Industrial Setup in Bangladesh; Density and Distribution of Population in Bangladesh.

3. Political Administration and Legal Environment of Bangladesh: Forms of Government and State
Mechanisms (Executive, Legislature, Judiciary) of Bangladesh; Constitution of Bangladesh and
its Amendments; administrative Structure of Bangladesh; Political Parties of Bangladesh;
Different Political Regimes of Bangladesh; Foreign Policy of Bangladesh.

4. Socio-economic Environment of Bangladesh: Social Structure and Social Stratification

in Bangladesh; Population Migration from Rural to Urban areas in Bangladesh; Ethnic
Minorities in Bangladesh; Social Problems of Bangladesh; Macroeconomic Trends of
Bangladesh Economy: GDP, Savings, Investment and Employment; Thrust Areas of
Bangladesh Economy: Poverty Alleviation and Private Sector Development.

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Text Book:

1. History of Bangladesh: (Political History. 1704-1971): Sirajul Islam, Published by Asiatic

Society of Bangladesh (January, 2003).

Reference Book:

1. International Studies: An Interdisciplinary Approach to Global Issues by Sheldon Anderson

and Mark Allen Peterson by Westview Press; 2nd Edition (July 31, 2012).

2. Crossing Borders: International Studies for the 21st Century by Harry Chernotsky and Heidi
H Hobbs, Published by CQ Press (November 1, 2012).

3. History of Bangladesh: Social and Cultural History, Political History, Economical History by
Mr. Sirajul Islam, Published by Asiatic Society of Bangladesh (January, 2003).

4. Bangladesh National Culture and Heritage: An Introductory Reader Edited by Mr. A

F Salauddin Ahmed, Published by Independent University Bangladesh, (January 1)


Course Description:

Understanding computer basics and the applications of packages is a must for dealing with
modern office environment and for achieving a better career. The course introduces students
with the basic knowledge of computer, some important packages i.e. Microsoft Word, Excel,
Power Point, Internet applications, Access and basic programming language. Learning from
this course would enable students to gain necessary skills for handling computer and to make
proper use of their skills in discharging managerial responsibilities.

Course Content:


1. Overview: What is Computer System? Computer Hardware, Computer Software, Types of

Computer Systems, Computing Trends: Connectivity, Online Access, Interactivity, Connectivity,
Telecommunicating, Telescoping, and E-mail and Voice Mail, Online Information Access:
Examples of Databases, Online Services and Networks, and BBSs (Bulletin Board System),
Interactivity: Multimedia Computers, TV/PC “Smart Boxes”, and Personal Digital Assistants etc.

2. Computer Hardware: Input Hardware, Processing Hardware, Storage Hardware, Output


3. Computer Software: Applications Software, Systems Software.

4. Information Management: Management Information System, How does Management make

decision? Types of Information System, Developing and implementing a Management
Information System.
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5. Purchasing and Maintaining a Microcomputer System: Purchasing a System: What to Consider,
Maintaining a System, The Environmentally Aware Computer User.


6. Operating Systems: Windows98, Word Processing: Microsoft Word, Spreadsheet

Analysis: Microsoft Excel, Presentation: Microsoft PowerPoint, Basic Hardware &
Troubleshooting, Internet & E-mail operation.

Text Book:

1. Computer and Information System: Sarah E. Hutchinson & Stacey C. Sawyer, Published by
Richard D Irwin; Revised edition (December 1, 1997)

Reference Book:

1. Introduction to computer Information systems: Steinberg geoffrey and sanghera kamaljeet,

Published by Kendall Hunt Publishing; 1 edition (2008)


Course Description:

This course focuses mainly on the topics like Introduction to marketing: the marketing philosophy;
the marketing concepts; marketing environment; elements of marketing Mix; market segmentation
and positioning; product decisions; pricing decisions; marketing ethics etc.

Course Content:

Part – I:
Understanding Marketing and the Marketing Process:

1. Marketing: Managing Profitable Customer Relationships

2. Company and Marketing Strategy: Partnering to Build Customer Relationships
3. Marketing in the Digital Age: Making new Customer Connections

Part – II:
Developing Marketing Opportunities and Strategies:

1. The Marketing Environment

2. Managing Marketing Information
3. Consumer Markets and Consumer Buyer Behavior
4. Business Markets and Business Buyer Behavior
5. Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right
Text Book:

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1. Principles of Marketing: Philip Kotler & Armstrong (14th Edition), Pearson Book.

Reference Book:

1. Fundamentals of Marketing by W. J. Stanton, McGraw Hill

2. Essentials of Marketing by E. J. McCarthy & W. D & Perrault, Irwin



Course Description:

The purpose of microeconomics is to develop the students‟ skill in the systematic analysis of the
economic aspects of business decisions and to acquaint them with some relevant analytical methods
and concepts. The course covers introduction to Micro Economics: basics of supply and demand;
utility approach to consumer behavior; theory of production and cost; profit maximization and
competitiveness; market structure and theory of the firm; factor inputs; externalities and public goods.

Course Content:

1. Basic Concepts: Introduction, Basic Problems of Economic Organization, Market and

Government in a Modern Economy; Basic Elements of Supply and Demand.

2. Microeconomics Supply, Demand & Product Markets: Supply and Demand in Individual
Market; Demand and Consumer Behavior; Production and Business Organization; Analysis
of Costs; Supply and Pricing in Competitive Markets; Marginal Revenue and Monopoly;
Oligopoly and Monopolistic Competition; Uncertainty and Game Theory in Economic

3. The Distribution of Incomes, Wages, Rents and Profits: Incomes and the Pricing of Factors of
Production; Wages and the Labor Market; Labor Unions and Collective Bargaining, Land,
Natural Resources and Capital.

Text Book:

1. Economics: Paul A. Samuelson & William D. Nordhaus, McGraw-Hill.

Reference Book:

1. Microeconomics: Theory and Applications by E. Mansfield

2. An Introduction to Microeconomics by P. Wonnacott& R. Wonnacott , McGraw- Hill

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Course Description:

This course includes the topics of meaning and importance of management; evolution of management
thought; managerial decision making; environmental impact on management; corporate social
responsibility; planning; setting objectives; implementing plans; organizing; organization design;
managing change; human resource management: directing; motivation; leadership; managing work
groups; controlling; control principles, processes and problems; managing in a changing environment.
The major objective of the course is to provide students with an opportunity to enhance their
understanding of large and small organizational systems.

Course Content:

1. Introduction of Management: Definition of Management, Nature, Purpose and Principles of

Management, Need for Organizations and Managers, Managerial Responsibility, Type of
Managers, Management Process-Skills, Managerial Role, Concept of Productivity, Effectiveness
and Efficiency, Managerial and Organizational Performance.

2. Environment: Internal and External Environment of Organizations, Components of External

Environment, Elements of Direct Action Environment, Elements of Indirect Action Environment,
International Environment, Managing Environment.

3. Planning: Nature of Planning, Types of Planning-Steps in Planning, Tools and Techniques for
Planning, The Planning Process.

4. Objectives: Nature of Objects-Management by Objectives (MBO), The Process of MBO, Setting

Objectives-Benefits and Weakness of MBO.

5. Decision Making: Decision Making Process, Problem and Opportunity Finding, Nature of
Managerial Decision Making, Other Factors in decision Making-Decision Support Systems.

6. Organizing: Organizational Structure, Division of Works, Span of Management, Depart

mentation, Line and Staff-Delegation of Authority, Centralization and Decentralization,
Coordination, Committee and Group Decision Making.

7. Leading: Human Factors in Managing, Relevant Theories, Creativity and Innovation, Motivation,

8. Controlling: Meaning and Importance of control types of control, Methods, Control, Process,
Requirements of Effective Control-Information Systems and Control.

Text Book:

1. Management by Robbins, Mary Coulter and Neharika Vohra.

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Reference Books:

1. “Management”, by James A F Stonner and R Edward Freeman, Prentice Hall of India Private
Limited, New Delhi.
2. “Management”, by Harold Koontz Heinz Weihrich, McGraw Hill Book Company.
3. Management, 12th Edition, Ricky W. Griffin, Cengage Learning.


Course Description:
The objectives of this course are to make students familiar with the preparation of accounting reports
and applications of accounting information intelligently. To work effectively in the organizations,
executives should have the basic knowledge about accounting. In this course, students will get a
thorough grounding on basic accounting principles and concepts including accounting equation,
recording of financial transactions, preparation of financial statement and worksheet etc.

Course Content:
1. Introduction to Accounting: Definition of Accounting; Purpose and Nature of Accounting
Information; Uses and Users of Accounting Information; Branches of Accounting; Nature of
Business and Accounting; Role of Accountancy Profession.

2. Accounting Process and Accounting Cycle: Accounting Equation; Effects of Transactions on the
Accounting Equation; Double-Entry Accounting System; Accounting Cycle: Documentary
Evidence and Identification, Journalization, Posting to the Ledger, Preparation of Trial Balance,
Limitations of Trial Balance, Errors and their Rectification, Adjustments, Need for Adjustments,
Adjusted Trial Balance, Preparation of Financial Statements, Closing Entries, Post-Closing Trial
Balance; Preparation of Work Sheet and Reversing Entries. Guidelines for Processing in
Accounting: The Conceptual Framework of Accounting, The Objectives of General Purpose
Financial Reporting, The Reporting Entity, Qualitative Characteristics of Useful Financial
Information, Underlying Assumptions, The Elements of Financial Statements, Recognition of the
Elements of Financial Statements, Measurement of the Elements of Financial Statements,
Concepts of Capital and Capital Maintenance.

3. Accounting for Merchandising Concern: Nature of the Inventories; Measurement of Inventories;

Accounting for Merchandizing Operation; Using Mark-Up/Margin Percentages to Determine
Costs; Writing off Inventories and Inventory Drawings. Preparation of Financial Statements:
Statement of Comprehensive Income, Importance of Statement of Comprehensive Income,
Limitations of Statement of Comprehensive Income, Preparation of Statement of Comprehensive
Income, Single-Step and Multiple-Step Statement of Financial Position, Usefulness of Statement
of Financial Position, Limitations of Statement of Financial Position, Preparation of Statement of
Financial Position, Statement of Changes in Equity.

4. Accounting System Design: Charts of Accounts; Coding of Accounts; Control Accounts; the
Purposes of Control Accounts; Special Journals: Advantages of Special Journals, Cash Receipt

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Journal, Cash Payment Journal, Sales Journals, Purchase Journal, General Ledgers and Subsidiary

5. Incomplete Records: Preparation of Financial Statements from Incomplete Records. Basic Ideas
on Financial Statement Analysis:

Text Book:

1. Financial Accounting: Meigs, Williams, Haka and Beltner, McGraw Hill Inc.

Reference Books:

1. Principles of Accounting by Belverd E Needles and Marian Powers Published by South-

Western College/West; 11 edition (January 12, 2010).
2. Fundamentals of Accounting Principles by Jhon Wild and Ken Shaw, Published by McGraw-
Hill Education; 21 edition (September 20, 2012).


Course Description:

The aim of this course is to introduce the students to the basic concepts in finance and the analytical
tools used in business finance. The course focuses on basic principles of corporate finance, analysis of
risk & return, cost of capital, analysis of time value of money, various sources of finance available to
business enterprise, capital structure & financial statement analysis. This course would facilitate the
easy conceptualization of the basic areas of finance. This will also encourage the students to proceed
towards the advanced issues in financial management.

Course Content:

1. Introduction: Definition of finance, Functions of finance, Goal of a firm, Profit Maximization vs.
Value creation, Management vs. Shareholders.

2. Financial Environments: Sole proprietorship, Partnership, Corporation, Income tax, Corporate tax,
Capital gain tax, Sales tax, VAT, Import duties, Purpose of financial market, Money and capital
market, Primary and secondary market, Financial intermediaries and brokers.

3. Time Value of Money: Simple and compound interest, Future value (FVn) and present value
(PV0) Discount rate, Annuities, Ordinary Annuity and Annuity Due, Compounding more than
once a year.

4. Valuation of Long Term Securities: Book Value vs. Market Value, Bond, Face value, coupon
rate, bond with finite maturity, Semiannual compounding of interest, Preferred stock, and
common stock valuation, Constant growth, yield to maturity (YTM) on bonds.

5. Risk and Return: Defining risk and return, Probability distribution to measure risk, Attributes
towards risk, Diversification, Capital-asset pricing model (CAPM) Efficient financial market.

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6. Capital Budgeting: Capital budgeting and its process, Generating investment, Importance of
investment decisions, Types of investment decisions, Investment evaluation criteria, Project
proposals, Estimating project after tax incremental operating cash flow, Sunk cost and opportunity
cost, Alternative methods for evaluation and selection of project , Payback period (PBP), Internal
Rate of Return (IRR) under interpolation, Net present value (NPV) Profitability Index (PI).

7. Cost of Capital: Value creation, Cost of debt, Preferred stock and equity, CAPM approach, Beta,
Risk free rate & Market Return, WACC.

8. Short Term Financing: COD, CBD, Credit with or without Discount, Seasonal dating under
spontaneous source, Trade acceptance, Commercial paper, Factoring, Bank loan under negotiated

9. Long Term Financing: Project financing, Debenture, Bond, Equipment trust certificate, Income
bond under borrowed funds and their features, Features and rights of common & preferred stock
under equity funds.

10. Mid Term Financing: Term loan and its major sources, Chattel mortgage, conditional sale, Lease
and its different ways of classifications, Traditional lease, Sale and lease back system, Leveraged

11. Introduction to Capital Market: Shares and Debentures, SEC, Stock exchange in Bangladesh-
problems and prospects.

12. Financial Analysis: Users of Financial Analysis, Type of Ratios and their comparison, Utility of
Ratio, Cautions in using Ratio Analysis and different problems of Ratio Analysis.

Text Book:

1. Fundamentals of Financial Management by Horne, James C. Van & Wachowicz, John M. Jr., ,
Pearson Education Inc. (Aisa), New Delhi, 2004.

Reference Book:

1. Financial institutions and markets by Jeff Madura


Course Description:

The course is designed to equip the students with mathematical tools and concepts to be used in the
business decision processes. It includes business application of functions, sets, analytical geometry,
logarithm limit, differential and integral calculus, matrix and linear programming. Elements of
probability are also covered. The teacher is at liberty to include any suitable and required topics/issues
of elementary mathematics in designing the course.

Course Content:

1. Introduction: Refreshers on the essential concepts of algebra, Importance of Business

Mathematics in Marketing.
24 | P a g e
2. Linear Equations and Functions: Introduction, Slope, equations of a line slope intercept form,
Straight line equations given a point and slope, Straight line equations from two points,
Horizontal and vertical lines, Parallel and perpendicular lines, Lines through the origin, Piece,
wise linear functions- Interpretive exercises: Cost output analysis, breakeven point interpretations,
Linear demand functions.

3. Systems of linear equations: Introduction, Number of solutions possible in a system, Operations

on linear system-Elimination procedure: Unique solutions, Elimination procedure: Non unique
solutions, Applications: Mixture problems, Supply and demand analysis, Two product supply and
demand analysis.

4. Set Theory: Theory of sets, elements, Methods of Describing a set, Types of sets, Operations of
sets, Union and Intersection of sets, complement of a set, power set, Algebra of sets, Difference of
two sets , partition of a set , Number of Elements in a Finite set, Set Relations, Related problems
and Applications of set theory.

5. Permutations and Combinations: Fundamental rules of counting, Permutations, Factorial notation,

Permutations of n different things, Circular permutations, Permutations of things not all different,
Restricted permutations, combinations, Restricted Combinations, Combinations of things not all

6. Real Number system: Number system, The Natural Number's, The integers, Prime Numbers,
Rational Numbers and Irrational Numbers, Real Numbers: Properties of rational and real
numbers, Imaginary and Complex Numbers.

7. Indices and Surds: Definition of Indices, Laws of Indices, positive and fractional Indices
operation with power functions. Definition of surds, Similar Surds, Operations on Surd, Root of
Mixed Surd.

8. Natural and Common Logarithms: Definitions, Rules and use of log and Antilog, Applications.

9. Mathematics of Finance: Introduction, Simple interest and the future value, Simple
discount: Present value, Bank discount, Effective rate: Simple interest, Compound
interest, the future value, the Conversion period, finding the time and the interest rate,
Compound discount, present value, Effective rate: Compound Interest, Continuous
compounding, Ordinary annuities: Future value, Ordinary annuities: sinking funds,
Ordinary annuities: Present value, Ordinary annuities: Amortization.

10. Trigonometry: Introduction, definitions, measurement of angles, trigonometric ratios and

functions. Relations between trigonometric Functions, Relations between the three systems of
Measurements. Transformation of products and sums-to prove that the number of. Radian in an
angle subtended by an arc of a circle at the center is equal to arc/ radius -properties of triangles-
solutions of Triangle.

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11. Binomial Theorem: Meaning, Statement of the Binomial Theorem, Position of Terms, Binomial
co-efficient, Binomial Theorem of any Index, Applications.

12. Differential Calculus: Functions, Limits & Continuity, Concept of Derivative, Rules of
operations, Maxima & Minima, Applications to Business.

13. Integral Calculus: Integration area determination, Integrals of logarithmic functions, Definite
integral, Applications.

14. Matrices and Determinants: Meaning, Types of Matrices, Addition, Subtraction and
Multiplication of Matrices, 24 .Matrix operations, Properties of Matrix, Determinants of Square
Matrix, Determinant of order (one, two, three, four), Identity and Inverse of a Matrix, Rank of
Matrix, Problems and Applications. Application of Mathematics in Business.

Text Book:

1. Mathematics with Application in Management and Economics: Gordon D. Prichett, Jhon

C. Saber and Earl K Bowen. Irwin. (Latest Edition),Published January 1st 1987 by Irwin
Professional Publishing.
2. Mathematics with Application in Management and Economics: Gordon D. Prichett, Jhon
C. Saber and Earl K Bowen Irwin

Reference Book:

1. Business Mathematics: D.C. Sanchati& V. k Kapoor, published by Sultan chand & sons
2. Fundamentals of Business Mathematics: Walter E Williams, published by
Brown,(January 1, 1977 ).
3. Business Mathematics by D.C. Sanchati&V.K.Kapoor, published by Sultan chand& sons
4. Business Mathematics (13TH Edition) by Gary Clendenen and Stanley A Salzman,
Published by Pearson; 13 edition (February 20, 2014).
5. Business Mathematics (9TH Edition) by Nelda R. Roueche and Virgiia Graves, Published
by Prentice Hall; 9 edition (January 1, 2005).



Course Description

This course is designed of introduce the students to the basic elements of the marketing management
process. It helps the students to identify and solve many business problems by using a marketing

26 | P a g e
perspective. This course will not turn the students into marketing wizards but it will give them a very
broad understanding of what marketing is all about and the vital role that it plays in organizations.

Course Content:

1. Introduction: Definition, Core Concepts, Company orientation toward the market place, Demand
States and Marketing Tasks, Creating customer value, satisfaction and loyalty, Attracting and
retaining customer, Customer relationship management.

2. Market Oriented Strategic Planning: Strategic marketing planning, Corporate and Division
Strategic Planning, Establishing Strategic business units, The BCG approach, Planning new
businesses & Downsizing the older business.

3. Dealing with the Competitors: Competitive forces, Identifying competitors, Analyzing

competitors, Designing competitive strategies, Market leader strategies, Market challenger
strategies, Market follower strategies, Nicher strategies.

4. Segmenting, Targeting and Positioning: Level and pattern of market segmentation, Market
segmentation procedure, Identifying & Selecting market segments, Positioning strategies.
5. Developing New Market Offerings: Definition of new product, Challenges in developing new
product, Organizational arrangements, Managing the new product development process, Product
line decisions, Differentiation, Product lifecycle and marketing strategies, Branding strategies,
Creating, and measuring brand equity, Packaging and labeling.

6. Designing Global Market Offering: Competing on a global basis, Deciding whether to go abroad,
Deciding which market to enter, Regional free trade zones, Evaluating potential markets,
Deciding how to enter the market.

7. Pricing: Consumer psychology and pricing, Setting the price, initiating and responding to price

8. Marketing Channel: Channel design decisions, Channel management decisions, Channel conflict,
cooperation, E-commerce practices.

9. Marketing Communications: Deciding on the marketing communication mix, Factors in setting

the marketing communication mix, Managing integrated marketing communication process,
Developing and managing advertising program, Major decisions in public relations.

10. Organizing, Implementing, and Controlling: Managing holistic marketing organization,

Marketing implementation, Evaluation and control, Types of marketing control, Marketing audit.

Text Book:

1. Marketing Management by Kotler, Philip & Keller, Kevin Lane, Pearson Education Inc. New
Jersey, 2006.

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Reference Book:

1. Marketing – Stanton, Latest edition, Tata McGraw Hill.

2. Charles W. Lamb, Joseph F. Hair, Carl Mc Deniel, Marketing, 5th ed, South-western
college publishing


Course Description:

This course deals with management of human resources in organization viz. the basic functions of
human resource management, sources of personnel, methods of selection, recruitment, developing and
motivating the work force, procedures of primary recordkeeping, compensation, salary and wage
administration, promotion, training appraisal, health safety, moral discipline, employee benefits etc.

Course Content:

1. Introduction: Definition, Current views of HRM, HRM functions, Current and future challenges
to HRM, Importance of HRM.

2. Human Resource Planning: Definition, Forecasting demand for labor, Internal and external supply
of labor, Planning HR programs.

3. Job Analysis: The nature of job analysis, Job analysis process, Job description, Job specification.

4. Recruitment: Overview of the recruitment process, Strategic issues in recruiting, Internal and
external recruiting, the applicants‟ point of view in recruiting.

5. Selection: Definition, Process, Importance, Reliability and validity in selection, Selection tools,
Application blanks, Bio-data, Tests, Interviews and other tools.

6. Developing Human Resources: Scope and cost of human resource development, System model of
training cycle, Need assessment of HR development, Design and development, Evaluation of

7. Performance Measurement and Appraisal: Performance management and performance appraisal,

Importance of performance assessment, Criteria of a good assessment system, Methods of
appraising performance.

8. Career Development: Definition of career, Career development and career planning, Career
stages, making career decision, reach one‟s career goals.

9. Compensation: Employee satisfaction and motivational issues in compensation, Establishing pay

rates, Legal issues, Incentives and benefits of employees.

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10. Employee Relations: Definition, Health issues, Grievances, Employee disciples, Employee
assistance programs, CBA, legal consideration.

11. International HRM: Some aspects of international human resource management

Text Book:

1. Human Resource Management by Cynthia, Fisher D. Schoenfeldt, L F, and Shaw, J B, ,

Houghton Mifflin Company, Boston, 2004.

Reference Books:

1. Human Resource Management by Dessler, Gary, , Prentice-Hall of India Ltd, New Delhi,
2. De Cenzo, David A. and Robbins, Stephen P, Human Resource Management, John Wiley &
Sons Inc. (Asia), Singapore, 1999.Course title: Leadership


Course Description:

French is spoken by millions of people in many countries around the world and is a very popular
second language to learn. This course is a series of engaging video lessons for beginners that
introduces the learner to various aspects of the French language including basic French vocabulary
and grammar. By studying this French course one will quickly pick up conversational French that will
help one deal with everyday situations one may find himself/herself in when he/she visits a French
speaking country or deals with French people. After studying this course one will be able to use a
wide range of French language vocabulary; understand past, present and future uses of verbs and be
able to use conversational French in a variety of everyday situations.

Course Content:

1. Introduction to learning French: French alphabet, colors in French, greetings and polite
words, morning, afternoon, evening and night, days of the week, months of the year, count
from 0 to 100, seasons in French, time in French, subject pronouns, conjugate(to be) present
tense, conjugate (to have) present tense.

2. Basic conversation in French: Introduce yourself-basic conversation, Definite, indefinite and

partitive, The five senses vocabulary, Possessive adjectives, Conjugate (to love) present tense,
Conjugate (to do) present tense, Talk about hobbies and sport, Conjugate present tense, Food
vocabulary, Meals of the day, Vegetables, Drinks, Dairy products, Food in general, Herbs
and spices.

3. Introduction to French verb groups: Parts of the head and face, Finger names, Describe
everyday life, Body parts, Clothing, Talk about the weather, Transport, transportation and
travel vocabulary, Common MUST KNOW verbs and basic phrases, Family members,

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School subjects, School stationery, French verbs - Groups 1, 2 and 3, Present tense FIRST
GROUP -ER verbs, Present tense SECOND GROUP -IR verbs, Present tense THIRD
GROUP -IR -OIR -RE verbs, Pronominal verbs.

4. More vocabulary and grammar: Negative sentences, Coordinating conjunctions, The

imperative verbs, Conjugate Verbs in the Indicative Future tense, The near future tense,
Compound past tense conjugation, Names of countries of the world - A to F, Names of
countries of the world - G to N, Names of countries of the world - O to Z, Indicative
Imperfect tense conjugation, Present conditional conjugation, Interrogative pronouns:
Question words - Ask questions, Names of animals in French, Cardinal directions.

5. Everyday conversation: Rent an apartment or a house, Arriving at a hotel, Ask someone out
on a date, Friends talking at school, Make an appointment on the phone, Shopping - Buying
food at the market, At the post office, Asking for directions, Shopping at the grocery store,
Talking about your family, Talking about your weekend, The grocery list, Watching TV, At
the hairdresser's, At the restaurant, Ordering pizza on the phone, Inviting a friend to a
birthday party, At the doctor's, Apologizing for being late, At the fast food.

Reference of Methods:

1. Le nouveau Taxi-1, Methode de Francais

2. Le nouveau Taxi-2, Methode de Francais


Course Description:

Nowadays, there are an increasing number of people who are interested in Chinese culture and
language. And it is useful to know about the language when coming to China for travel or business.
This is an ABC Chinese course for beginners, including introduction of phonetics and daily
expressions. After taking this class, learners can have a basic understanding of Chinese Mandarin and
make basic conversations of daily living such as exchanging personal information, talking about daily
arrangements and food, asking about price, introducing the city and the weather, telling your hobbies
etc. Selected topics and situations come from real life scenarios and can be used for everyday
communications. In addition to the dialogues, the selection of reading materials and practice activities
will make the content as rich and varied as possible, in order to stimulate the learners‟ interests. This
is an elementary course on Chinese speaking. The learners don‟t need to study Chinese characters, so
it is easier to follow and complete this course.

Course Content:

1. Introduction to the Chinese Language: Basic Chinese, First Contact, Pronunciation,


2. Talking About Yourself: Chinese Characters, Chinese Dictionary and Writing Styles, Origins
and Language, Me and My Family.

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3. Talking About Your Family: The Extended Family, Numbers, Talking about Your Family -
Part 1, Talking about Your Family - Part 2.

4. Restaurants and Hotels: At the Cafe, At the Restaurant, At the Hotel.

5. Using Transport: China - A Diverse Country, Getting Around by Bus and Taxi, Trains and
Travel information.

6. Social and Leisure Activities: Leisure and Hobbies, Entertainment, Festivals, Shopping.

Reference of Methods:

1. Sucheng Hanyu Chuji Jiaocheng

2. Zonghe Keben


Course Description:

This course introduces the fundamental elements of the modern standard Arabic language within the
cultural context of Arabic-speaking people. Emphasis is placed on the development of basic listening,
speaking, reading, and writing skills. Upon completion, students should be able to comprehend and
respond with grammatical accuracy to spoken and written Arabic and demonstrate cultural awareness.

Course Content:

1. Basic Idea of Arabic Language: Arabic Alphabet, Introduction to Arabic Language,

Vocabulary and Uses (Relatives).
2. Affirming of negating statements: Useful question making related to our daily life, do
exercises, vocabulary and Uses (Number).
3. Communication at Airport: Vocabulary and Uses (Number), Listening, Vocabulary
and Uses (Food).Vocabulary and Uses (Fruit).
4. Communication at sea Beach: Listening, Vocabulary and Uses (Disease).
5. Communication at Railway Station: Vocabulary and Uses (Furniture), Listening Test,
Reading Surah Fatiha with meaning.
6. Communication at Market: Reading Surah Ikhlas with Meaning, Reading Surah nass
with Meaning.
7. Communication at Hospital: Reading Surah Falaq with Meaning.
8. Communication at Hotel: Reading Surah Lahab with Meaning, Reading Surah Nasar
with meaning.

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Reference of Methods:

1. Communicative Arabic Languages


Course Description:

The aim of this course is to equip students with the knowledge of statistical tools and techniques used
in business and research. It deals with the basic concepts of statistics, measures of central tendency,
measures of dispersion, correlation and regression and sampling. This course would help the students
in making better business decision with the aid of statistical tools. Moreover, it would make the
students capable of doing business research using statistical tools.

Course Content:

1. Introduction: Definition of Statistics, Characteristics & nature of statistics, Purposes &

importance of statistics, Functions and limitations of statistics.

2. Sampling: Population, Finite and infinite population, Hypothetical and existent population,
Census method, Merits and demerits of census method, Sample method, The Law of
Statistical regularity, Statistical error, sampling size.

3. Data Collection: Primary vs. secondary data, Collection of primary data, Observation
method, Interview, Information through agencies, Mailed questionnaires, Schedules sent
through enumerators, Collection of secondary data.

4. Data Processing and Presentation: Meaning, characteristics and objectives of classification,

Rules of classification, Types of classification, Frequency distribution, Series of individual
observation, Discrete (ungrouped) frequency distribution, Grouped (continuous) frequency
distribution, Cumulative frequency distribution, Tabulation of data, Types of tables,
Construction of a graph, Graph of frequency distribution, Histogram, Frequency polygon and
frequency curve, Ogives or cumulative frequency curves.

5. Measure of Central Tendency: Characteristics, types and functions of average, Arithmetic

mean, Simple arithmetic average, Calculation of mean, median, mode, quartiles, deciles,
percentiles for continuous series and discrete series.

6. Dispersion: Methods of measuring dispersion, Quartile deviation, Mean deviation, Coefficient

of mean deviation, mean, median and mode deviation for individual series, Grouped and
ungrouped discrete series, Alternative methods, Properties of Standard deviation, Coefficient
of standard deviation, Lorenz curve.

7. Correlation: Types of correlation, Simple and multiple, partial and total, linear and non-linear
(curvilinear) correlation, Methods of calculating correlation, Karl Pearson's coefficient of
correlation, Alternative method for the calculating coefficient of correlation, Rank correlation,
Lag and lead in correlation, Correlation of time series.

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8. Regression: Uses of regression analysis, Method of studying regression, Regression
equations, Calculation of regression coefficient, Calculating the regression coefficient for
bivariete data, Calculating standard error, Coefficient of determination.

Text Book:

1. Business Statistics by Gupta, SP & Gupta, MP, , Sultan Chand & Sons, New Delhi, 2003.

Reference Book:

1. Statistical Technique in Business and Economics by Mason Robet A. and Lind Douglas A., ,
Irwin/McGraw-Hill Inc.


Course Description:

The course provides a thorough understanding of the communication process and dynamics in
business setting and emphasizes written as well as verbal communication. The course is designed to
help the students in learning the techniques and acquiring the skills needed to communicate
effectively in management. The course deals with Basic English in the practices of communication.
The course introduces various techniques of effective communication through business letters, reports
and other media from an integral part of the course.

Course Content:

1. Introduction: The Role of Communication in Business, Purpose of business communication,

Forms of communication in business, Communication networks in the organization, barriers to
effective communication, managing barriers to improve communication effectiveness,
Communication Process.

2. Adaptation & The Selection of Words: The basic need for adaptation, Suggestions for selecting
words, Suggestions for nondiscriminatory writing, Foundation of adaptation.

3. Construction of Clear Sentences & Paragraphs: Emphasis on short sentences, Care in paragraph design.

4. Writing Skills: Introductory Situation, You-view point’s uses, Transformation of negative sense in positive
form, Accent on positive language, courtesy.

5. Introduction to Message & Writing Process: Memorandums, the process of writing, Business Messages,
Writing skills for good news and neutral messages, Adjustments in the messages, communicating bad news
in a positive way, Use of direct message.

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6. Indirectness in Persuasion and Sales Messages: Determining the persuasion, Getting attention in the
opening, Making the request clearly & positively, Summarizing the general plan, Persuasive message, Sales
message, The art of refusal of requests in modest form and adjustment of refusal.

7. Strategies in the Job Search: Job search, Targeting career, Writing resumes and Cover letter, Constructing
resume, Writing cover message.

8. Report Writing: Defining reports, Purpose, Factors to be considered, Gathering needed information,
Interpreting the findings, Organizing the report information.

9. Communication Technology: Evolution of communication technology and its uses in Business operation.

10. Presentation Tips: Tips for becoming an active communicator.

Text Book:

1. Basic Business Communication by Lesikar, Remon V., Flatley, Marie E. and John D. Jr., , Tata
McGraw-Hill Publishing Company, New Delhi, 2005.

Reference Book:

1. Mohammad, Mohiuddin, Business Communication, New Age Publications, Dhaka, 2005.

2. Business Communication –Kitty O Lockes Stephen KyoKazmarek.
3. Willim C. Himstreet&WagneMurlinBaty Business Communication Principles and Methods
Kent Publishing Company Boston Massachusetts.
4. Sue Smithson Business Communication Today.
5. A.A. Khan M.A.Taher and A.K.M. Shah Alam Business Communication & Secretarial



Course Description:

This course covers the principles of insurance and the tools and techniques of managing risk in
business. It includes insurance as the device for handling and managing all types of risks. Life
insurance, marine and fire insurance and various other types of emerging insurance and their
organization and management will be the major focus of the course.

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Course Content:

1. Introduction: Meaning of risk, Types of risk, the risk management process, Risk management

2. Objectives of Risk Management: The need for risk management, Understanding the cost of
risk, Components of cost of risk, Cost tradeoffs, Firm value maximization and the cost of risk,
Determinants of value, Maximizing value by maximizing the cost of risk, Measuring the cost
of risk, Individual risk management and the cost of risk, Risk management and societal

3. Risk Identification and Measurement: Risk identification, Identifying business risk exposures
Identifying individual exposures.

4. Basic Concepts from Probability and Statistics: random variables and probability,
distributions, Characteristics of Probability distributions.

5. Insurance and Types of Insurance: Definition, Nature of insurance, Kinds of insurance,

Elements of insurance, Insurance contract, Reinsurance, Double insurance.

6. Life Insurance: Nature of life insurance, Nature of general contract, Insurable interest, Utmost
good faith, Warranties, Proximate cause, Classification of policies, Whole-life policies, Term
insurance policies, Annuities, Difference between annuity contact and life insurance policies,
Selection of risk, factors affecting risk.

7. Marine Insurance: Definition, classification of marine insurance, Features of general contract,

Insurable interest, Utmost good faith, Warranties, Marine insurance policies, Conditions,
Marine Losses, Proximate causes, Payment of claims.

8. Fire Insurance: Definition and causes of fire, Nature and use of fire insurance, Prevention of
loss, Public, private, general devices. Fire insurance contract, Insurable interest, Kinds of

9. Miscellaneous Insurance: Motor insurance, Health insurance, Postal life insurance, Education

Text Book:

1. Harrington E. Scott, Niehaus R. Gregory, Risk management and Insurance, Tata McGraw-
Hill Publishing Company Limited-Second Edition.

Reference Book:

1. Mishra M.N, Insurance Principles and practice, S.Chand& Company Ltd, New Delhi, 2003.

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Course Description:

The course deals with individual and group behavior models in the context of different organizations
and social systems. It deals with the basic concepts of motivation, perception, learning and analysis of
human behavior, individual difference and job satisfaction attitude changes, group process, team
work, role theory, power and authority along with the analysis of small group behavior, group
dynamics, leadership, decision, development of organizations and the influence of groups.

Course Content:

1. Introduction: Meaning of OB, Nature of Organization and People, Key Elements of OB,
Causation of Behavior, Evolution of OB, Importance of OB, Interpretation of Human Behavior in
Organizations, Models of OB.

2. Theories or Approaches of OB: Cognitive Theory, Reinforcement Theory, Psycho, Analytical


3. Individual Behavior: Meaning, Determinants of Individual Behavior, Law of Individual

Differences, Personality and Organizational Support System.

4. Group Behavior: Definition of a Group Types of Groups, Determinants of Group Behavior,

Formation and Properties of Group, Why People Join a Group? Group Cohesiveness, Group
Morale and Productivity, Team Management.

5. Conflict and Frustration: Meaning of Conflict, Individual: Conflict Organizational Conflicts at

the Individual and Group Level, Organization Reaction to Conflict, Causes of Group Conflict,
Resolution of Group Conflict, Nature of Frustration, Forms of Frustration, Causes of Frustration,
Techniques for Resolution of Frustration, Motivated Behavior vs. Frustrated Behavior vs.
Frustrated Behavior, Stress and its Management.

6. Leadership Behavior: Characteristics of Leaders, Determinants of Leadership Behavior,

Leadership Styles and Behavior in Organizations, Theories of Leadership, Continuum in
Leadership Behavior.

7. Organization Design: Nature of Organization Design, The Process of Organization Design (OD)
Dimensions of OD Forms of OD, Concepts and Principles of Classical Organization Design,
Concepts and Limitations of Hierarchical Organization, Remedies of Hierarchical Organizations.

8. Organizational Growth Change & Development: Nature of Organizational growth, Stages of

Organizational Growth, Definition of Change, Sources of Pressures for Change, Model for
Organizational Change, Organizational Change Techniques, Force Field Ana

9. Organizational Culture: Culture formation creating sustaining culture in the organization.

10. Models of Organizational Behavior: An Organizational Behavior System, Models of

Organizational Behavior.

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11. Appraising and Rewarding System: A Complete Program, Organizational Behavior and
Performance Appraisal, Economic Incentive System.

Text Book:

1. S.P. Robbins: Organizational Behavior.

2. Fred Luthans: Organizational Behavior.
Reference Books:

1. Keith Davis and John Newstrom. Human Behavior at work: Organizational Behavior.
2. Joseph Reitz Behavior in Organization.
3. H.J.Arnold&D.C.Fedman Organizational Behavior.
4. R.E.ChallahanC.P.Fleenor and H.R. Knudson Understanding Organizational Behavior A
Managerial Viewpoint.
5. A.A.Arif& M.A. Taher Organizational Behavior.


Course Description:

This course introduces students to fundamental economic concepts such as scarcity and opportunity
costs. The course includes national income; computation of national income and product; theory of
income determination; aggregate supply and demand models; savings, consumption and investment;
employment; theory of money and inflation; monetary and fiscal policy, an overview of economic
fluctuations and to highlight the dynamics of unemployment, inflation, and economic growth.

Course Content:

1. Introduction: Microeconomics vs. Macroeconomics, Partial vs. General Equilibrium Analysis

Static. Comparative Static and Dynamic Analysis, Scope and Subject Matters of Macro

2. The Model of the Circular Flow of Income: Goods and Money Flows between Households
and Firms, Saving, Investment, Foreign Trade, Government Activity.

3. National Income Accounting: Measurement and Methods , Concepts of National Income,

GDP, GNP, NNP, NI, PI, DI, PPR, Problems of GDP Measurement-National Income
Accounting Demand and Accounting System in Bangladesh.

4. Theories of Income and Employment: Classical theory of income and employment,

Keynesian theory of income and employment, Effective demand, Aggregate demand and
aggregate supply saving and investment, Multiplier.

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5. Goods and money market: Goods market equilibrium-the derivation of the IS curve, Money
market equilibrium, The derivation of the LM curve, Simultaneous Equilibrium of the Goods
and Money market, Monetary and fiscal policies for stabilization purposes.

6. Consumption and Consumer Expenditure: Consumption function, short-run and long-run,

overview of the theories of consumption, absolute income, life cycle-relative income,
permanent income hypothesis.

7. Investment demand: Meaning of investment, determinant of investment, present value,

Internal rate of return, Marginal efficiency of investment criterion, Accelerator Principle,
Interaction between multiplier and accelerator of investment, theory of business cycle.

8. Demand for and supply of money: Demand for money, the quantity theory of money, fisher
vs. Cambridge version, Keynesian theory of money, the modern quantity theory of money,
supply of money, the instruments of monetary policy, the mechanism of monetary expansion,
the determinants of money supply.

9. Inflation: Causes and effects-theories of inflation, anti-inflationary measures.

10. Unemployment: Meaning and measurement, cost and causes, alternative policy measures,
unemployment in Bangladesh.

Text Book:

1. Macro Economics by R.Dornbusch and S.Fischer.

2. An introduction to modern economics by Philip Hardwick, Bahadur Khan and Joanlangmead.
3. Principles of economics by E.Mansfield.

Reference Books:

1. Macroeconomics: Concepts, Theories and Polices by Thomas F. Dernburg.

2. Macroeconomics: Theory and Policy by William H. Branson.
3. Macroeconomics theory by M.C.Varish.
4. Economics by P.A.Samuelson.
5. Modern Economics by H.L.Ahuja.
6. International trade: theory and policy by M. Chacholiades.
7. International economics by Bo Sodersten.

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Course Description:

The purpose of this course is to introduce students to the field of psychology in the perspective of
business. Business psychology, more commonly known as industrial-organizational (I-O) psychology,
prepares individuals for careers in human resources, organizational planning, employee relations or a
related field. As part of their training, students might also take classes in communications, business,
law and statistics, in addition to business psychology. There are three major sub-goals: (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.

Course Content:

1. Psychology as a Scientific and Humanistic Endeavor: The Nature of Psychology: Conceptual

Approaches to Psychology, Scope of Contemporary Psychology, Fields of Psychology, Research
Methods, Measurement in Psychology.

2. Biological and Developmental Processes: Biological Basis of Behavior, Basic units of the
Nervous system, organization of the Nervous system, Psychological Development, Factors
Governing Development, Early Years, Cognitive Development, Personality and Social

3. Perception and Consciousness: Sensory Processes: Some General properties of the Senses, The
Visual Sense, The Auditory Sense, The other senses.

4. Perception: Object perception and perceptual constancies, organization and perceptions,

perceptual Hypothesis, Movement perception. Depth perception, Role of learning in perception,
Attention and perception, Extrasensory perception.

5. Motivation and Emotion: Theories of Motivation: Motivational Factors in Aggression, Emotion,

Psychological responses in Emotion, Theories of Emotion, Arousal and Emotion, Emotional
Expression, Emotion as adaptive and Disruptive.

6. Learning: Classical conditioning, operant Conditioning, Principle of Reinforcement, Multiple

Response Learning, Models of learning.

7. Personality: Personality and its Assessment: Shaping of Personality, Trait Approach, Social
learning Approach, Psychoanalytic Approach, Phenomenological Approach, Personality
Assessment, Consistency of Personality

8. Conflict and Adjustment: Frustration, Reactions to Frustration, Anxiety, Theories of Anxiety,

Defense Mechanisms, Defense mechanism and Adjustments.

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Text Book:

1. Introduction to Psychology, Ernest R. Hilgard, Rita L,. Atkinson, Richard C.Atkinson.

Reference Book:

1. Introduction to Psychology, Morgan, T. Clifford and Richard A. King, McGrow-Hill

Publishing Co. Ltd.


Course Description:
Understanding the laws relating to business and trade matters are very important for smooth
functioning of business enterprises. This course is designed to provide the students with legal
environment of business. It contains 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. Learning from this course will provide students enough knowledge to
handle the legal matters of business favorably and run the day to day business activities smoothly.

Course Content:
1. Legal Environment of Business: Definition of law, Functions of law, Litigation process and
alternative dispute resolution.
2. Law of Contract: The Essential Elements of Contract, Offer and Acceptance, Free consent,
Consideration, Void and Void able Agreements, Capacity of the Parties, Remedies for breach of
3. Laws Relating to Sale of Goods: Essential elements of sale of goods act, conditions and
warranties and implied conditions, transfer of ownership.
4. Laws Relating to Negotiable Instruments: Definition and nature of negotiable instrument, types of
negotiable instrument, features of negotiable instruments, rights and liabilities of different parties,
dishonor of negotiable instrument.
5. Laws relating to Carriage of Goods: Carriage of goods by sea, Carriage of goods by road,
Carriage of goods by rail, Carriage of goods by air.
6. The Law of Insolvency: Insolvent and its nature, discharge of liabilities.
7. Company Law: Definition of company, Feature and classification of companies, Formation of
company, Memorandum, Articles of association, Commencement of business, Management and
winding up of company.
8. The Law of Partnership: Definition of partnership, Essential elements of partnership, Relations,
power, rights and liabilities of partners, Dissolution of partnership and its consequences.
9. Industrial Law: The Factories Act, Trade Union Act, Payment of wage act, Employer‟s liability
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Text Book:

1. Commercial Law and Industrial Law by Sen, Arun Kumar &Mitra, Jitendra Kumar, The
World Press Private Ltd, Calcutta, 1998.

Reference Book:

1. Bangladesh Labour and Industrial Law by Khan, A.A., PravatiPrakashani, Dhaka, 2002.
2. Business Law Legal, Ethical and International Environment by Henry, Cheeseman R.,
Prentice Hall Inc., New Jersey, 1992.



Course Description:
Commercial enterprises institutions and all levels of government constitute a large market that needs
to be analyzed properly by the marketers related with business or industrial marketing. This course
will enable students to identify challenges and opportunities while serving the needs of organizations.
Furthermore, the course will help students provide on ideal plat form to deepen their knowledge of the
competitive realities of the national and global market place, relationship management between
buyers and sellers of business market, cross-functional decision-making processes, product quality
business market demand and supply issues and related areas.

Course Content:

1. Business Marketing: Business Market and Consumer Goods Markets, Business Market Demand,
Classifying Goods for the Business Market, Business Market Customers.

2. Forces Shaping Organizational Buying Behavior: Environment Forces, Organizational Forces,

Individual Forces, Group Forces.

3. Dimension of Organizational Buying: The Industrial Buying Process, A Dyadic Exchange Model,
Buying Situation Analysis, Characteristics of Buying Process, Motivating and Evaluating
Potential Suppliers.

4. Managing the Industrial Product Line: Industrial Product Policy, Stages of New Product
Development Process, Adoption Process, Planning and Formulating New Industrial Product
Strategy, the Determinants of Product Success and Failure.

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5. Business Marketing Channels: Channel Alternatives in the Business Market, Participants in the
Business Marketing Channel, Channel Design Evaluating Alternative Channels, Channel
Administration, Channel Conflict.

6. Pricing Strategy for Business Markets: Meaning of Price in Business Markets , Factor Influencing
Industrial Buying Decision , The Industrial Pricing Process, Pricing across the Product Life Cycle
, Tactical Pricing , Competitive Bidding.

7. Business Marketing Communications: The Role of Advertising, the Decision Stages for
Developing the Business to Business Advertising Program, Selecting Advertising Media for
Business Markets, Primary Areas for Advertising Evaluation, Organizing the Personal Selling
Effort, Managing the Personal Selling Functions, Others Promotional Techniques.

8. Business Marketing Planning: Dimensions of Market Driven Management, Assessing

Competitive Advantage, External Drivers of Industry Potential for Globalization, The Business
Marketing Planning Process, Implementing Business Marketing Strategy.


1. Industrial Marketing Management: A Strategic View of Business Market by Hutt. Michel and
Spch. Thomas W.
2. Business Marketing Management: A Strategic View of Industrial and Organizational Markets
Hutt. Michel and Spch. Thomas W.

Reference Books:

1. Business, to, Business Marketing by Ross Brennan, Louise Canning & Raymond McDowell,
Latest Edition, Sage Publications 2007.
2. Business, to, Business Marketing by Ross Brennan, Louise Canning & Raymond McDowell
(2010), 2/E (or latest edition), London: Sage Publications Ltd.


Course Description:

The purpose of this course is to introduce the core principles, concepts and specific marketing
strategies to the services sector. It will explore service processes and delivery, customer loyalty,
pricing, communications and capacity by studying businesses in a variety of service industries.
Moreover, this course is intended to broaden students view on marketing, to give students an
understanding of how marketing is practiced in service organizations, and how it will be managed in
industries. Not only has it dealt primarily in services but also from the perspective of all
organizations. In recognition of the fact that service is an integral part of the offering of every
company and organization regardless of the sector in which it operates.

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Course Content:

1. Introduction to Services: What are services? - Why Service Marketing? - Service and
Technology- Differences in Goods and Services Marketing-Service Marketing Mix-The Gaps
Model of Service Quality.

2. Consumer Behavior in Service: Search versus Experience versus Credence Properties-Decision

Making Process-The Role of Culture in Service Marketing.

3. Customer Expectations of Service: Meaning and Types of Service Expectations, Factors that
Influence customer Expectations of Service, A Model of Customer Service Expectations Current
Issues Involving Customer Service Expectation.

4. Customer Perceptions of Service: Customer Perceptions, Customer Satisfaction, Service Quality,

Service Encounters, Strategies for Influencing Customer Perceptions.

5. Building Customer Relationships: Relationship Marketing, Relationship Value of Customers,

Foundations for Relationship Strategies, the Customer is not Always Right, Customer
Profitability Segments, and Levels of Relationship Strategies.

6. Service Recovery: The Impact of Service Failure and Recovery, How Customers Respond to
Service Failures? Why do (and don‟t) People Complain? When they complain, What Do
Customers Expect, Switching vs. Staging Following Service Recovery, Service Recovery
Strategies, Service Guarantees.

7. Service Development and Design: Challenges of Service Design, Stages in New Service
Development, Service Blueprinting, Quality Function Deployment, High-performance Service

8. Employees‟ Roles in Service Delivery: The Critical Importance of Service Employees ,

Boundary, Spanning Roles, Strategies for closing Gape 3, Service Culture.

9. Customers‟ Role in Service Delivery: The Importance of Customers in Service Delivery,

Customers‟ Roles, Self, service Technologies, Strategies for Enhancing Customer Participation.

10. Delivering Service through Intermediaries and Electronic Channels: Service Intermediaries,
Direct or Company-Owned Channels, Common Issues Involving Intermediaries, Key
Intermediaries for Service Delivery, Strategies for Effective service Delivery through

11. Integrated Services Marketing Communication: The Need for Coordination in Marketing
Communication, Key Reasons for Service Communication Problems, Four Categories of
Strategies to Match Service Promises with Delivery, Exceeding Customer Expectations, Caveats
and Strategies.

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12. Pricing of Service: Three Key Ways Service Prices are Different for Consumers, Approaches to
Pricing Services, Pricing Strategies that Link to the Four Value Definitions.


1. Services Marketing: Integrating Customer Focus across the Firm by Valarie A. Zenithal,
MaryJo Bitner, and Dwayne D. Gremler, 5/E (or latest edition), McGraw, Hill.

Reference Books:
1. Services Marketing People, Technology, Strategy by Lovelock and Wirtz, 7/E (or latest
edition), Prentice Hall.


Course Description:
The aim of this course is to introduce the students to the importance of international marketing and its
concepts, and differs from the activities of domestic marketing. It has also been designed to provide
the theoretical concepts for the motives and factors determining firms‟ behavior in the international
markets, the effect of international environmental factors (Economical, Political, Social, and
Cultural& Competition) on decisions taken by international marketers. In addition, this course is set to
enrich students with practical and theoretical knowledge in practicing international marketing
activities such as planning policies, international product development, pricing policies, distribution
policies, international logistics, promoting policies and international trade. This course also covers
ways and methods followed in analyzing and evaluating opportunities in international marketing,
planning for markets selection, markets penetration, and setting suitable marketing strategies.

Course Content:

1. An Overview: Scope and Challenges of International Marketing, The Dynamic Environment of

International Trade.

2. The Cultural Environment of Global Markets:-Geography and History, The Foundations of

Cultural Understanding, Cultural Dynamics in Assessing Global Markets, Business Customs in
Global Marketing. The Political Environment, International Legal Environment.

3. Assessing Global Market opportunities:-International Marketing Research, Emerging Markets,

Multinational Marketing Regions and Market Groups.

4. Developing Global Marketing Strategies: Global Marketing Management, Global Product

Strategies, Marketing Industrial Product and Service, International Distribution Systems and
Logistics, Global Promotion and Selling, Pricing for International Markets.

5. Implementing Global Marketing Strategies: Negotiating with International Customers, Partners,

and Regulators.

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1. International Marketing by Caterer, Gilly, and Graham, 14/E (or latest edition), the McGraw-

Reference Books:

1. Global Marketing by Keegan Warren J, 4/E (or latest edition), Pearson Education India.
2. International Marketing by Michael R. Czinkota and ILkka A. Ronkainen, 8/E (or latest
edition), the McGraw-Hill.


Course Description:

One of the serious problems Bangladesh has been facing is the huge unemployment. Every year
graduates are coming out from universities and looking for jobs. But limited opportunities resulted in
chronic unemployment and huge loss of its most important human resource. To address the issue this
course is designed to provide the students a sense self-employment through identifying opportunities,
generating business ideas and developing effective business plan. It is true that this little learning on
entrepreneurial process is not enough to make the graduates ready to take risks involved in starting a
new venture. But the learning from this course might help them to change their typical mindset from
searching job to creating jobs and self-employment, which is badly needed at this moment for the
sustainable socioeconomic development of Bangladesh.

Course Content:

1. Entrepreneur: Evolution of the Concept of Entrepreneur; Characteristics of an Entrepreneur;

Functions of an Entrepreneur, Types of Entrepreneur, Entrepreneur.

2. Entrepreneurship: Concept of Entrepreneurship: Growth of Entrepreneurship in Bangladesh; Role

of Entrepreneurship in Economic Development.

3. Factors Affecting Entrepreneurial Growth: Environment for Entrepreneurship, Environmental

Factors, And Economic Factors: Non-Economic Factors, Government Actions.

4. Entrepreneurial Motivation: Motivation Motivational Theories: Motivating Factors, Achievement


5. Entrepreneurial Competencies: Meaning of Entrepreneurial Competence or Trait: Major

Entrepreneurial Competencies: Developing Competencies.

6. Entrepreneurial Mobility: Factors Influencing Mobility: Occupational Mobility; Locational


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7. Small Enterprises: Characteristics Rationale: Scope, Opportunities for an Entrepreneurial Career,
Role of Small Enterprises in Economic Development.

8. Project Identification and Selection: Meaning of Project. Project Identification, Project Selection,
Formulation of a Project Report, Concept of Project Appraisal, Methods of Project Appraisal,
Business Plan.

9. Finance of Enterprises: Financial Planning, Source of Finance, Capital Structure.

10. Institutional Support to Entrepreneurs of Bangladesh:- Need for Institutional Support, Financial
Institutions of Govt. and Non, Govt. of Bangladesh, Supply and Demand side Analysis of Support
and Assistance of Bangladesh, Govt. Policy and Programs for Small, Scale Enterprises.

11. The Business: Meaning, Requisites of a Successful Business, Difference Between

Business and Profession, Growth of Small Business, Types of Growth Strategies,
Expansion and Diversification, Sickness in Small Business, Magnitude of Industrial
Sickness, Causes of and consequences of Industrial Sickness, Corrective Measures.

12. Case Study: Methods of Case Study: Successful Business Case Study of Bangladesh.

Text Book:

1. Entrepreneurial Development by S. S. Khanka, Latest edition, S.Chand& Co. Ltd. Ram Nagar
New Delhi.
2. Entrepreneurship, Hisrich and Petter

Reference Books:

1. Entrepreneurship- Principles and practices by Kurakto, 7/E (or the latest edition), Thomson

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Course Description:

The course is primarily designed to provide the students with a fundamental understanding of economic effects
of taxation & auditing on business entities and individuals prevailing in Bangladesh. This course will make
students familiar with the types of taxes, principles of taxation, classification of income, tax assessment
procedures, provisions of income tax, wealth tax, gift tax VAT, functions of Tax authorities , the role of NBR,
different classes of audit and verification & valuation of assets and liabilities. At the end of the course, the
students are able to understand the role of taxation & auditing in overall economic development of an economy,
understand the place of taxation & auditing in overall fiscal policy of a government, understand relevant
provisions of taxation rules in Bangladesh and independently assess the tax liabilities of corporate and personal

Course Content:

1. Income Tax: Definition of income and income tax, Characteristics of income, Total income and
total world income, Income year and assessment year, Role of income tax law in industrial
development of Bangladesh.

2. Classification of income: assessable and non-assessable income. Assesses: Classification

Residential status. Heads of Income: Income from salary, income from interest on securities,
income from house property, income from agriculture, income from business and profession,
capital. Gains, income from other sources.

3. Tax Assessment and Recovery: Assessment procedures, Appeal, revision, recovery, refund and
penalties. Income tax authorities. , Assessment of individuals, partnerships and public limited

4. Value Added Tax (VAT):Introduction: Assessment and Payment of tax , Valuation , Accounting
, Refunds , Drawback , Calculation of V AT , Controlling evasion of V AT.

5. Introduction to audit: Definition, Objectives, Advantages, Different classes of audit.

Internal Check or Control: Definition and purpose, Internal cheque and internal audit,
Auditor's duty with regard to internal cheque, Audit program. Vouching: Meaning and
importance, Vouching of cash transactions, Vouching of trading transactions. Audit of
impersonal ledger.

6. Verification and Valuation of Assets and Liabilities: Principles and methods of verification and
valuation, Duties and liabilities of an auditor in relation to valuation and verification.

7. Audit of Limited companies: Qualifications, appointment and removal of auditor, Rights,

powers and duties of auditors, Forms of income statement and balance sheet, Auditor's report.

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Text Book:

1. Principles of Taxation by Khawaja AmjadSyeed.

2. A Hand Book of Practical Auditing by B. N. Tandon, publisher S. Chand & Company Ltd,
New Delhi, India.
3. An Insight into Auditing by B. K. Basu.
4. Auditing Principles and Procedures by Khawaja Amjad Syed.


1. Government of Bangladesh the Income Tax Ordinance 1984- Part 1 & 2.

2. The Institute of Chartered Accountants of Bangladesh Taxation Study Manual Vol 1 &
3. Government of Bangladesh Publications on VAT.
4. Musgrave, Richard A. and Musgrave, Peggy B. Public Finance in Theory and Practice,
McGraw-Hill Companies Inc., New York, 2004.
5. Due J. F. and A. Friedlaender F. Government Finance, A.I.T.B.S. Publisher, Delhi, 1997.
6. The Bangladesh Chartered Accounts Order, 1973.
7. The Companies Act, 1994.



Course Description:

This course has been designed as an advanced course on the use of quantitative tools in Business decision-
making. It includes various statistical tests. The learners will be taught about the use of computer in quantitative
business analysis. Understanding of the course will develop the required skills of using quantitative tools and
techniques in analyzing business situation and making appropriate decisions for the organizations. The course
also equips the students for using statistical tools and techniques in business research.

Course Content:

1. Introduction to Quantitative Analysis: Introduction, What Is Quantitative Analysis? The

Quantitative Analysis Approach, How to Develop a Quantitative Analysis Model, The Role
of Computers and Spreadsheet Models in the Quantitative Analysis Approach, Possible
Problems in the Quantitative Analysis Approach, Implementation- Not Just the Final Step.

2. Game Theory: Introduction, Language of Games, The Mini-max Criterion, Pure Strategy
Games, Mixed Strategy Games, Dominance.

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3. Forecasting: Introduction, Types of Forecasts, Scatter Diagrams, Measures of Forecast
Accuracy, Time-Series Forecasting Models, Causal Forecasting Methods, Monitoring and
Controlling Forecasts, Using the Computer to Forecast.
4. Linear programming Models: Graphical and Computer Methods: Introduction, Requirements
of a Linear Programming Problem, Formulating LP Problems, Graphical Solution to a LP
Problem, Solving Flair Furniture‟s LP Problem Using QM for Windows and Excel, Solving
Minimization problems, Four Special Cases in LP, Sensitivity Analysis.

5. Linear Programming: The Simplex Method Introduction, How to Set Up the Initial Simplex
Solution, Simplex Solution Procedures, The Second Simplex Tableau, Developing the Third
Tableau, Review of Procedures for Solving LP Maximization Problems, Surplus and
Artificial Variables, Solving Minimization Problems, Review of Procedures for Solving
Minimization Problems, Special Cases, Sensitivity Analysis with the Simplex Tableau, The
Dual, Karmarkar‟s Algorithm.

6. Transportation and Assignment Models: Introduction, Setting Up a Transportation Problem,

Developing an Initial Solution: Northwest Corner Rule, Stepping-Stone Method: Finding a
Least, Cost Solution, MODI Method, Vogel‟s Approximation Method : Another Way to Find
an Initial Solution, Unbalanced Transportation Problems, Degeneracy in Transportation
Problems, More Than One Optimal Solution, Maximization Transportation Problems,
Unacceptable or prohibited Routes, Facility location Analysis, Approach of the Assignment
Model, Unbalanced Assignment Problems, Maximization Assignment Problems, Using QM
for Windows, Comparison of Simplex Algorithm and Transportation Algorithm.

7. Project Management: Introduction, PERT, PERT/Cost, Critical Path Method, Other

Topics in Project Management.

8. Waiting Lines and Queuing Theory Models: Introduction, Waiting Line Costs, Characteristics
of a Queuing System, Single-Channel Queuing Model with Passion Arrivals and Exponential
Service Times (M/M/I), Multiple-Channel Queuing Model with Poisson Arrivals and
Exponential Service Times (M/M/m), Constant Service Time Model (M/D/I), Finite
Population Model (M/M/I with Finite Source), Some General Operating Characteristic
Relationships, More Complex Queuing Models and the Use of Simulation.
9. Markov Analysis: Introduction, States and State probabilities, Matrix of Transition
probabilities, predicting Future market Shares, Markov Analysis of Machine Operations,
Equilibrium Conditions, Absorbing States and the Fundamental Matrix: Accounts Receivable

Text Book:

1. Quantitative Analysis for Management: by Barry Render, Ralph M. Stair Jr. and Michael E.

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Reference Books:

1. Operations Research: An Introduction by Hamady A. Taha, 7/E (or the latest Edition),
Prentice-Hall, Inc.
2. Quantitative Methods for Business by David R. Anderson, Dennis J. Sweeney), and Thomas
A. Williams, 11/E (or the latest Edition), South Western Educational Publishing.


Course Description:

In order to provide highest possible value to customers it is imperative to have knowledge about the
value creation and delivery network. This course includes logistics and global logistics, inventory
management, and logistic system design. Learning from this course would enable students to enhance
organizational competitiveness through delivering highest possible value to customers at a lowest
possible cost and time.

Course Content:

1. Understanding the Supply Chain: Definition, Decision Phases, Process View Importance of
Supply Chain Flows.

2. Designing the Distribution Network in a Supply Chain: Role of Distribution in the Supply Chain,
Factors Influencing Distribution Network Design, Design Options for a Distribution Network,
and Value of Distribution in the Supply Chain.

3. Network Design in the Supply Chain: Role of Network Design in the Supply Chain, Factors
Influencing Network Design, Framework for Network Design Decisions, Making Network
Design Decision in Practice.

4. Demand Forecasting in a Supply Chain: Role of Forecasting, Characteristics of Forecasts,

Components of Forecast, Basic Approaches of Demand Forecasting, Forecasting in Practice.

5. Aggregate Planning in the Supply Chain: Role of Aggregate Planning, Aggregate Planning
Problem, Aggregate Planning Strategies, Implementing Aggregate Planning in Practice.

6. Planning and Managing Inventories in Supply Chain: Role of Cycle Inventory in the Supply
Chain, Safety Inventory in the Supply Chain Determining Appropriate Level of Safety Inventory,
Determining Optimum Level of Product Availability.

7. Sourcing Decisions in Supply Chain: Role of Sourcing, Supplier Scoring and Assessment,
Supplier Selection and Contracts, Design Collaboration, Procurement Process, Making Sourcing
Decisions in Practice.

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8. Transportation: Role of Transportation, Basic Transport Economics and Pricing Factors
Affecting Transportation Decisions, Transport Decision Making, Routine and Scheduling in

9. Technology in Supply Chain: Role of it in Supply Chain Management, Customer Relationship

Management, Internal Supply Chain Management, Supplier Relationship Management.
Text Book:

1. Strategic Physical Distribution Management, Douglas M. Lambert and James R. Stock

2. Supply Chain Management Strategy, Planning and Operation, Sunil Chopra & Peter Meindl

Reference Books:

1. Business Logistics Management, Ronald H. Ballou, Prentice, Hall.

2. Business Logistics, Heskett
3. Logistics Management: Ronald J. Browersox and David J. Closs, Tata, McGraw Hilll.


Course Description:

Information has become the lifeline of public & private sector enterprises all over the world. Without
timely and accurate information, many businesses would come to a screeching halt, because
information is one of the key factors in good decision making. Since we live in an information-driven
society, all students, regardless of their major, must have a good understanding of information
systems and their potential impact on our personal and professional lives. The course focuses on the
MIS structure, contemporary issues, computer & information processing, decision support system and
managerial decision-making. Completion of this course would meet up the basic requirements in
working life and would help the graduates in enhancing the capabilities of organizations to meet their
objectives and goals.

Course Content:

1. Fundamental of Marketing Information Systems: What are marketing information systems?

Basic MKIS components, internal environment, User interfaces, Databases, Application
software and Administrative supports.

2. Marketing Information Systems and Competitive Advantages: The scope of marketing,

Marketing Activities, Position and jobs Within Departments, Using Information for
Competitive advantages, Internal information, external information, Internal Environmental
Monitoring and competitive advantages, Inbound logistics, production operations, outbound
logistics, Marketing and Sales, Service.

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3. External Environmental Scanning and analysis for competitive advantages: The completive
environment, the technological environment, customers, the economic environment, the
political environment, the social/ cultural environment.

4. Mining the Organization‟s Internal Data: Inbound logistics data, purchasing and Accounts
Payable Systems, the receiving systems, the raw material parts Inventory systems, production
and operations, Outbound logistics, Monitoring and internal Warehousing of Finished goods,
shipping and external warehousing sales, marketing and service, lead and prospect systems,
quotation systems, order entry, sales commissions, Accounts receivable systems, service.

5. External MKIS Data Sources: Exchanges with business partners, Electronic Data Interchange
(EDI), Issues to consider when implementing EDI, Interfaces to excising transaction
processing Systems, Marketing Environment Data Subscriptions services, Government
agencies, private data vendors, on-line data services, market research projects.

6. Decision Support Systems for Marketing: A brief history of decision support systems,
characteristics of decision support systems, reporting and inquiry systems, Exception reports,
inquiry systems, Level of aggregation, Advances in graphical displays, Geographic data
mining systems, inquiry centers, Analytical models, forecast models, simulation models,
optimization models, issues in model development. Executive support systems (ESS), Group
decision support systems (GDSS).

7. Artificial Intelligence in Marketing: Expert systems, conditions for applying expert systems,
applications of expert systems in marketing, expert systems in brand management, expert
systems for reporting, developing expert systems, knowledge engineer, knowledge
acquisition, and programming shall. Neural networks, application of neural network in
marketing and developing neural network.

8. Planning a marketing information system: An overview of the MKIS creation process,

planning technical development, implementation, the MKIS planning process, securing
executive commitment, establishing the MKIS team, the team leader, team members,
executing a marketing audit, environmental analysis, marketing strategies, marketing
organizations, marketing systems, marketing productivity, marketing functions, developing
organizational goals, determining needs, establishing goals, obtaining management
commitment defining macro specifications, developing specifications, modular planning,
written documentation and budgeting.

9. The MKIS Technical Development Stage: Creating the MKIS database, developing a data
dictionary, developing a data files, developing data integrity and access controls, designing a
database administrator, defining software requirements, selecting specific applications,
developing options and technical support. Defining hardware requirements, hardware
configuration, CPU decisions, data storage requirements, Input/ output devices,
standardization of workstations, allocation of hardware resources, developing communication
network, common challenges in developing a communications network, selecting a network
system, developing systems controls, software systems controls, organizational procedural
control, systems administrator developing user interface, constructing prototyping, testing
systems modules.
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10. The MKIS Implementation Stage: Phased implantation benefits of phased implementation,
installation, documentation, User training, task-oriented documentations, trainers, Feedback,
Modifications, modifications to correct bugs, modifications to correct systems Errors,
Developing modules.

11. Where do we go from here?: Continued trends in computing, Data collection and
dissemination, increased computer power, intelligent user friendly software, How marketing
will change, micromarketing and customized marketing, interbred competition, tactically
differentiated products.

12. Case study in each chapter.

Text Book:

1. Marshal, Kimball P. (1996) Marketing Information Systems- Creating Competitive

Advantages in the Information Age, Boyd and Fraser publishing company.

Reference Books:

1. Management information systems by O‟Brien & Maracas, 8/E (or latest edition), Mc GRAW-
2. IT Knowledge-study manual-ca professional stage knowledge level, the institute of chartered
accountants of Bangladesh.
3. Management Information Systems: Managing the Digital Firm by Kenneth C. Laudon & Jane
P. Laudon, 11/E (or latest edition), Prentice Hall.


Course Description:

Brands are among the most valuable corporate assets. This course is about how brands are viewed,
built, managed, and measured to ensure firms‟ superiority and sustainability in maximizing profit. To
explore such issues, this course provides relevant and up to-date theories, concepts, techniques, and
models in branding and its equity. This course will introduce you to the principles and practices of
brand management, and through an analysis of real-world brand equity issues, will allow students to
apply these concepts to address problems and opportunities facing national and international
marketers. At the end of this course, students should have a clear understanding of brand management
issues faced by organizations developing new brand or extension existing brand through a design
thinking approach. Students should also have had hands, on experience of the challenging, complex
and iterative process of brand design.

Course Content:

1. Product Management Process: Product Decisions and Other Management Functions, Product Life
cycle as a Forecasting Model, Product Evolution.

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2. Product Positioning: Dimensions of Product Portfolio, Portfolio Decisions, Organizing for
Product Management, Product Planning and Decision.

3. Introduction to Brand: Meaning, Scope, Importance, Challenges and Opportunities.

4. Brand Equity: Sources of Brand Equity-Customer-Based Brand Equity Model, Building a Strong
Brand, Managing Brand Equity.

5. Brand Positioning and Values: Identifying and Establishing Brand Positioning-Positioning

Guidelines and Establishing Brand Values.

6. Choosing Brand Elements to Build Brand Equity: Criteria for Choosing Brand Elements-Options
and Tactics for Brand Elements.

7. Designing Marketing Programs to Build Brand Equity: Product Strategy, Pricing Strategy,
Channel Strategy, Marketing Communication Options, Conceptualizing the Leveraging Process.

8. Measuring Brand Equity: Brand Equity Measurement and Management System Measuring
Sources of Brand Equity, Measuring Outcomes of Brand Equity.

Text Book:

1. Strategic Brand Management by Kevin Lane Keller.

2. Product Policy by Yoran J. Wind .

Reference Books:

1. Product Management, Donald. R. Lehmann & Russell S. Winer, Tata McGraw, Hill
Publishing Company Limited
2. New Product Management, C. Mycale Crawford, Irwin.
3. Brand Power, Macmillan Press Ltd.


Course Description:
Understanding consumer is one of the key success factors in marketing. Marketing Manager‟s prime
concerns are to keep customers satisfied and to ensure the survival and sustainable growth of the
company. In getting things done well marketing manager has to make a good fit between the market
requirements and market offerings. Analysis of consumer behavior will uncover so many important
aspects of complex human behavior, which undoubtedly are very critical in selecting target market(s)
and knowing market requirements better. The course provides an overview of the determinants of
consumer behavior, consumer decision process using models, analytical tools and conceptual
framework with practical applications. The objective of this course is to make students knowledgeable
about various aspects of consumer behavior with special focus on the analysis of demographic,
sociological, psychological and cultural factors affecting consumer behavior. Hopefully, Learning

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from the course consumer behavior would help the graduates in building profitable customer
relationship through an effective marketing program offering highest value for the consumers.

Course Content:

1. Introduction: Consumer Decision Making, An Overview of Consumer Behavior,

Psychological, Sociological Anthropological and Economic Concept Pertinent to
Consumption, Theories and Models, Building, Role of Theory, Criteria of Sound Theory in
Consumer Behavior, How Models are Constructed, Different Models of Consumer Behavior.

2. Environmental Influence Culture: Components of Culture, Useful Concepts of Cultural

Analysis, Cross Cultural Research and Multinational Marketing Subcultures.

3. Social Organization and Reference Groups: Socialization Reference Group Norms and
Conformity, Social Change, How Social Trends Will Affect Consumption.

4. Social Class: Social Stratification, Research Models of Social Class, Social Class and Buying

5. Family: Influences on Family Decision, Making, Using Family Concepts in Marketing.

6. Individual Influences: Learning: Learning Theory, Behavior Modification in Psychology and

Marketing Retention, Advertising Message, Habit Formation and Brand Loyalty.

7. Perception: Theories of Perception, Model of Perception, Factors Determining Perception,

Features of Perception Affecting Consumer Behavior.

8. Motivation and Personality: Motivation Theory, Motivation Research Methods, the Concept
of Personality.

9. Attitudes: Influence of Attitudes, Attitude Organization, Three Component Attitude Models,

Fluctuations of Attitudes, and How Attitudes are Measured, Attitudes Change, Cognitive
Dissonance Theory, and Multi-attribute Theory.

10. Consumer Purchasing Process and Consumer Decision Process.

Text Book:

1. Consumer Behavior (Concept and Strategies): Harold W. Berkmen and Christopher C, Gilson
& Kent Publishing Company.

Reference Book:

1. Consumer Behavior & Marketing Strategy: J. Paul Peter & Jerry C. Olson
2. Consumer Behavior: Leon J. Schiff man & Loslie Layer
3. Consumer Behavior: James F. Engle & Roger D. Black
4. Consumer Behavior Concepts and Applications: David L. Loudon
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Course Description:

This course explores how the Internet has revolutionized the buying and selling of goods and services
in the marketplace. It will also provide an introduction to the technology and history of the Internet
and its uses as an electronic commerce medium from informational websites to full online retail
systems. Included in this introductory survey will be analysis and evaluation of retail and business-to-
business Internet based systems. Students will also gain hands-on experience in creating a web site
using an HTML authoring tool.

Course Content:

1. E-commerce An Introduction: Definition and scope of E-commerce, Brief history of E-

commerce, Classification of E-commerce application, Benefits and limitations of E-commerce,
Forces fueling E-commerce; Importance; Impact of E-commerce

2. Basic Technology Internet and E-commerce Business: Internet: how it works, introduction to the
web, Bandwidth, E-security technology: internal and external, application of internal and

3. E- marketing: Definition: E-marketing environment; strategic E-marketing: balanced score card,

applying the balance score card to E-marketing, E-marketing plan: E-marketing casts, Bandwidth
and market opportunities.

4. Retailing in Electronic Commerce: Overview of E-marketing structure; components of online

business model, online customer service, electronic intermediaries, impact of Ecommerce on
traditional retailing systems

5. Advertisement in Electronic Commerce: Overview of web advertisement; internet advertising

terminology, why internet advertisement: advantage and disadvantage of Advertising;
advertisement methods, advertisement strategies: evolution of online catalogs, online catalog Vs
paper catalog

6. Electronic marketing in Service Industry: Ordering journal electronically, impact of E, marketing

on the travel industry, E, job market: E-marketing in real estate business: cyber banking and
personal finance.

7. Electronic Payment System: Electronic payments and products, security schemes in EPS, Secure
electronic transaction protocol, electronic fund transfer.

8. Legal Issues of E-marketing: Legal and ethical issues of E-commerce, protecting privacy, private
information collection procedure, intellectual property rights and E-commerce, consumer and
seller protection in E, commerce, managerial issues.
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Text Book:

1. Efraim Turban, Jac Lee- Electronic Commerce, A managerial perspective, current Edition.

Reference Books:

1. Ravi Kalakola, Andrew B. Whinslon, Electronic Commerce, A Manager‟s guide, Current

2. Judy strauss, Adel El-Ansary, E-Marketing, Third edition.
3. Jeffrey F. Rayport, Bernard J. Jaworski, Introduction to E-commerce, Current Edition


Course Description:

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

Course Content:

1. Personal Selling Basics: The Role of Personal Selling, Attitude Toward Selling, Benefits
of Selling, Selling Links the Company to Its Customers, Selling Offers an Attractive
Carrier, Learning to Sell: The Job of Personal Selling: Traits and Tasks, The
Professional Salesperson, Characteristics Obligation of Salespeople, Duties and Tasks

2. Special Types of Selling: Selling to Organizational Buyers-Features of Buying and

Selling, Nature of Organizational Buyers, Value Analysis, Securing and Opening
Organizational Sales Interviews, Selling to a Group. Selling to Ultimate Consumers,
Duties of Retail Salespeople, Sales Personality, Information Needed by Retail
Salespeople, Steps in Retail Selling, Post, Sale Behavior, Building Sound Customer
Relationships, The Problem of Returned Goods, Techniques of Self, Management.

3. Knowledge about Product, Price and Distribution: Company Background, the Industry,
Company Features, Product Knowledge, Product Research, Terms of Sale, Product
Attributes, Company Support of the Product, Distribution System, Wholesales,
Retailers, Salespeople and the Distribution System-The Salesperson's Roles.

4. Propelling Activities: Prospecting for Customers-Techniques for Prospecting-Buying

Influences Need and Use of Prospect Information-Types of Prospect Information-
Sources-Prospect Information Interns of groups and entire territory.

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Planning the Sales Presentation, Steps in Selling-The Reproach, Five Buying
Decisions-Adopting Prospects Point of View, Planning for First 'No’, Canned
Presentation and Story Plan.

5. The Selling Process: Securing and Opening the Sales Interview, Securing an Interview,
The Approach, Selling is Solving Buyer's Problems, The First Moment of the Interview
Common First Call Difficulties. Delivering the Sales Presentation, the Advantage, Proof,
Action Technique, Mechanics of Delivering the Presentation, Difficulties in Sales
Presentation, Selling Against Strong Competition. Demonstration, Psychological Value
of Demonstrating, When and What to Demonstrate, Necessity of Advance Preparation,
Principles of Effective Demonstration, Demonstration Instructions, Showmanship in
Demonstration. Answering Objectives, Art of Frictionless Disagreement- Coping with
Prospect Hostility, Why Prospects Offer Opposition, Attitude Toward Objections,
Excuses Versus Objections, Principles of Handling Objections, When to Handle
Objections, Preventing Objections. Closing the Sale, Prospects Attitude toward Close,
When to Close the Sale, Techniques of Closing Sale, Post, Sale Activities.

6. Basic Selling Responsibilities: Building Sound Customer Relationships-Importance and

Scheduling Calls-Building Repeat Business-Increasing Volume of Accounts-Inactive
Accounts-Securing Customer Support-Influencing Customer's Merchandising Policies-
Meeting with Customers-Dealing with Customer Complaints-Cancellation and Returned
Goods-Regaining Lost Customers-Handling Credit and Collection Problems-Building
goodwill. Self, Management-Essentials, Techniques for Routing Scheduling, Telephone
as Time Saver, Record Keeping, Self, Evaluation. Legal, Ethical and Social
Responsibilities, Legal responsibilities, Law Affecting Salesperson, Applying the Laws:
Ethical Responsibilities, Improving the Ethics of Salespeople-Social Responsibilities.

7. Sales Promotion: Managing Sales Promotion, Activities, Objectives, Relationship with

Other Marketing Mix Elements, Factors Influencing the Use and Form of Sales
Promotion, Evaluation; Sales Promotion to Consumers , POP, Coupons, Premiums,
Sampling, Contests and Sweepstakes, Consumer Deals, Advertising Specialties,
Packaging. Sales Promotion to Dealers and Sales Personnel, Trade Deals and
Allowances, Cooperative Advertising, Contests, Sales Meeting, Sales Brochures, Trade
Shows and Exhibits.

Text Books:

1. Effective Selling, Charles A. Kirkpatrick and Frederick A, Russ, Southwestern

Publishing Co., Ohio.
2. Promotional Management, Norman Giovani, Robert Eng. & Morton Gulper

Reference Book:

1. Decisions, Strategies & Cases, Still, Richard R, Edward W. Cundiff and Norman A.P.
Govoni, Prentice-Hall Inc.

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Course Description:

Social entrepreneurship is a rapidly developing and changing business field in which business and
nonprofit leaders design, grow, and lead mission, driven enterprises. As the traditional lines blur
between nonprofit enterprises, government, and business, it is critical that business students
understand the opportunities and challenges in this new landscape. Through guest speakers, case
discussion, lecture, and student presentations this course will explore this emerging field. Student is
expected to develop a business plan for a social enterprise. The field of social entrepreneurship is
interdisciplinary and in its infancy, the course will be introductory in nature and will draw heavily
from cases, speaker experience, and student inquiry.

Course Content:

The course will be structured around three elements that will be interwoven throughout:

1. The field of social entrepreneurship.

2. The players and business structures used by social entrepreneurs.
3. The mechanics, tensions, and realities of starting and/or managing a social enterprise.

When looking at a social venture or discussing a social entrepreneur we‟ll examine the following

4. Sustainability: How are social entrepreneurs funding their enterprises? How is the enterprise
sustaining itself financially?
5. Impact and Performance: What is the impact of the enterprise? Which tools are available to
measure the impact and effectiveness of social enterprises?
6. Innovation: Social entrepreneurs are innovators who create change. How do they create and
spread this innovation and change?
7. Leadership: What are the characteristics of social entrepreneurs‟ leadership?

Text books:

1. Course reader. Collection of readings and cases that are listed under individual class sessions.
2. Social Entrepreneurship: The Art of Mission Based Venture Development, by Peter C.
3. REDF, SROI Collection 2000. Available for free download at

Reference books:

1. Raising the Bar: Integrity and Passion in Life and Business: The Story of Clef Bar, Inc., By
Gary Erickson.
2. Bornstein, David. How to Change the World: Social Entrepreneurs and the Power of New
Ideas (Oxford University Press, 2004.

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Course Description:

This course is designed to train the students in using the tools and techniques for developing and
analytical framework of marketing, developing solutions to marketing problems formulations of
marketing strategy, introductions to research techniques in marketing, review of sources of marketing
information, collection, analysis and interpretation of marketing information.

Course Content:

1. Introduction to Marketing Research: The Nature of Marketing Research, A Classification

of Marketing Research, The Role of Marketing Research in MIS and DSS, Marketing
Research Suppliers, Selecting a Research Supplier, Marketing Research Process.

2. Defining the Marketing Research Problem and Developing on Approach: The Process
of Defining the Problem, Developing an Approach to the Problem, Tasks Involved,
Environmental Context of the Problem, Management Decision Problem and Marketing
Research Problem, Defining the Marketing Research Problem, Components of the

3. Research Design: Exploratory, Descriptive and Causal Research; Relationships among

Exploratory, Descriptive, and Causal Research: Potential Sources of Error, Budgeting
and Scheduling the Project, Marketing Research Proposal.

4. Exploratory Research Design: Secondary Data: Primary Versus Secondary Data,

Criteria for Evaluating Secondary Data, Classification of Secondary Data, Qualitative
Research: Rationale for Using Qualitative Research, A Classification of Qualitative
Research Procedures, Focus Group Interviews, Depth Interviews, Projective

5. Descriptive Research Design: Survey and Observation: Survey Methods: Telephone,

Personal and Mail Methods; A Comparative Evaluation of Survey Methods, Selection of
Survey Methods(s), Observation Methods: Observation Methods Classified by Mode of
Administration, A Comparative Evaluation of Observation Methods, A Comparison of
Survey and Observation Methods.

6. Causal Research Design: Experimentation: Concept of Causality, Conditions for

Causality, Validity in Experimentation, Extraneous Variables, Controlling Extraneous
Variables, A Classification of Experimental Designs: Pre-experimental Designs, True
Experimental Designs, Quasi-Experimental Designs, Statistical Designs; Laboratory
versus Field Experiments, Limitations of Experimentation.

7. Measurement and Scaling: Comparative Scaling: Measurement and Scaling, Primary

Scales of Measurement, Comparative Scaling Techniques and Verbal Protocols, No
comparative Scaling Techniques: Continuous Rating Scale, Itemized Rating Scale, no
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comparative Itemized Rating Scale Decisions, Multi-item Scales, Scale Evaluation:
Measurement Accuracy, Reliability and Validity; Relationship between Reliability and
Validity, Generalizability and Choosing a Scaling Technique.

8. Questionnaire and Form Design: Questionnaire Design Process: Overcoming Inability

to Answer, Overcoming Unwillingness to Answer, Choosing Question Structure,
Choosing Question Wording, Determining the Ord3er of Questions; Form and Layout,
Reproduction of the Questionnaire, Pretesting; and Observational Forms.

9. Sampling: Design and Procedures: The Sampling Design Process, A Classification of

Sampling Techniques, Nonprobability Sampling Techniques and Probability Sampling
Techniques, Choosing Nonprobability versus Probability Sampling, Uses of
Nonprobability and Probability Sampling, Final and Initial Sample Size Determination:
The Sampling Distribution, Statistical Approach to Determining Sample Size, The
Confidence Interval Approach, Multiple Characteristics and Parameters, Adjusting the
Statistically Determined Sample Size.

10. Field Work: The Nature of Field Work, Field Work and Data Collection Process,
Selecting Fields Workers, Training Fields Workers, Supervising Fields Workers,
Validating Fields Work, and Evaluating Field Workers.

11. Data Preparation: The Data Preparation Process, Questionnaire Checking, Editing,
Coding Transcribing, Data Cleaning, Statistically Adjusting the Data, Selecting a Data
Analysis Strategy.

12. Frequency Distribution, Cross Tabulation and Hypothesis Testing: Statistics Associated
with Frequency Distribution, Introduction to Hypothesis Testing, A General Procedure
for Hypothesis Testing, Statistics Associated with Cross, tabulation, Cross, Tabulation in
Practice, Hypothesis Testing Related to Differences, Parametric and Non-parametric

13. Analysis of Variance and Covariance: Relationship among Techniques, One-Way

Analysis of Variance (ANOVA), Statistics Associated with One-Way ANOVA,
Conducting One-Way ANOVA, Illustrative Applications of One-Way ANOVA,
Assumptions in ANOVA, Analysis of Covariance ANCOVA, Issues in Interpretation,
Repeated Measures ANOVA, Nonmetric Analysis of Variance, Multivariate Analysis of

14. Correlation and Regression: Product Moment Correlation, Partial Correlation, Nonmetric
Correlation, Regression Analysis, Bivariate Regression.

15. Introduction to Multivariate Analysis: Multiple Regression, Discriminant Analysis, Factor

Analysis, Cluster Analysis, Multidimensional Scaling and Conjoint Analysis.

16. Report Preparation and Presentation: Importance of the Report and Presentation, the
Report Preparation and Presentation Process, Oral Presentation, Reading the
Research Report, Research Follow, up.
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17. International Marketing Research: Marketing Research in International Context, A
Framework for International Marketing Research.

18. Ethics in Marketing Research: Importance of Ethics in Marketing Research,

Stakeholders in Marketing Research, Guidelines for Ethical Decision Making, An Ethical
Framework, Ethics and the Marketing Research, Process.

19. Selected Cases: As Determined by the Instructor.

Text Book:

1. Marketing Research, Naresh K. Malhotra, Prentice Hall Inc.

Reference Book:

1. 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.


Course Description:

The main objective of this course is to develop an insight into rural marketing regarding different
concepts and basic practices in this area and to discuss the challenges and opportunities in the field of
rural marketing.

Course Content:

1. UNIT I: Rural Marketing: Characteristics and Dimensions of Rural Markets , Rural Market
Profile , Rural Market in India Size and Scope , Environment and Emerging Profile of Rural
Markets in India , Constraints in Rural Marketing and strategy to overcome the constraints.

2. UNIT II: Rural Market Behavior, Rural consumer dimensions, Rural Demand Dimension,
Tapping the Rural Markets, Rural Market Segmentation, Basis and Strategies, Consumer
Behavior in Rural Markets, Approach to Rural Markets of India, Marketing Research.

3. UNIT III: Marketing Mix for Rural Marketing, Product Planning for Rural Products, Pricing
Methods and Strategies for Products of Rural Markets Product Management in Rural Markets.

4. UNIT IV: Channels of Distribution: Distribution pattern and methods in rural markets,
Special characteristics of rural channels, Channel management in rural markets, Managing
physical distribution in rural markets, Storage, warehousing and transportation.

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5. UNIT V: Marketing Communication in Rural Markets: Promotion as a component in
marketing communication, Advertising and sales promotion for rural markets, Major
challenges in Media planning, Sales force management in rural markets, Selecting the Media
Mix - Evaluation of promotional-activities.

Text Book:

1. Marketing Management, Planning, Implementation and Control, Rama Swamy and Nama
Kumari, McMillan.
2. Marketing Management by C.N. Sontakki, Kalyani Publishers.

Reference Book:

1. Rural Marketing: Text and Cases, 2nd Edition by Lalitha Ramakrishnan, C.S.G.
Krishnamacharyulu, Publisher: Pearson Education India.



Course Description:

The aim of this course is to provide students the skills and knowledge to achieve a standard of
professional relationship excellence in their interactions with others. The course is grounded in theory
that has a very practical application in developing and maintaining professional relationships in
contemporary organizational contexts. Through exploration and application of theories and concepts,
they will develop an understanding of how students and others manage relationship processes when
interacting with organizational stakeholders. Students will consider “best practice” for managing
interpersonal interactions in organizational contexts and they will be provided with the opportunity to
develop and enhance their professional, academic and personal relative behavior.

Course Content:

1. Introduction: RM. CRM and 1 to 1 marketing/ business is a network of Relationship, General

Properties of Relationships- the Roots of RM-Evolution of RM, Fundamental values of RM,
Principles of RM-The Domain of Relationship Marketing-Transaction Marketing versus
Relationship Marketing-Networks and Interaction.

2. The 30Rs in Relationship Marketing: Classic Market Relationship-Special Market

Relationships-Mega Relationship and Nano Relationships.

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3. Value Creation: Creating value for the customer, The expanded Marketing Mix, Value
Delivery Sequence, Value, Creating Relationships and The Relationship Management Chain-
Creating Value for the organization-Customer, value profitability and market segments and
the relationship marketing ladder of loyalty-building marketing relationship-The six Markets

4. Managing Relationship in Networks: Introducing the new organization what makes networks
work the rise of the networks organizations partnerships creating value through collaboration
portfolio of Relationship Marketing Networks. Relationship developing the right interface
structure and paradoxes of organizations.

5. Developing and Implementing Relationships: Relationship as a source of value choice of

relationship strategy planning for the six markets organizational change and generating
knowledge through dialogue.

6. Relationship Marketing and Customer Retention: Return on relationship satisfaction, loyalty

and ROR- The relationship marketing ladder of loyalty duration. Retention and Defection
improving customer, retention customer interaction triplets and tribes‟ intellectual capital and
the balanced Scorecard return on the non-measurable, ROR and the whole Network and
strategy for improves ROR.

7. Relationship Marketing Tomorrow: The future of Relationship Marketing current RM and

CRM Literatures a paradigm shift in marketing new concept RM, CRM and 4ps. The value
society and the network society and Modernism and post modernism

Text books:

1. Evert Gummesson: Total Relationship Marketing” Butterworth Heinemsnn. UK.

2. Martin Chirstopher, Adrian Payne and David Ballantyne: Relationship Marketing
Creating Stakeholder Value”, Butterworth Heinemann, UK.

Reference Book:

1. The Handbook of Key Customer Relationship Management– Ken Burnett.

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Course Description:

The aim of this course is to create an understanding of the impact marketing has in the tourism and
hospitality sectors. Specifically, the course will provide practical insights into the use of marketing
theories across a range of travel and recreation operations and will prepare students with the skills to
operate effectively in these environments.

Course Content:

1. Tourism Basics: Definition-Evolution-Tourist Typologies-Different Forms of Tourism-Economic

Impact of Tourism.

2. Understanding the Socio-Psychological and Cultural Aspects of Tourism: Effects of Tourism on

Individual-Family and Society-Mass Vs Moral Tourism-Why Tourists Travel?-Cultural
Consideration in Tourism-Socio-Cultural Barriers in Tourism.

3. Tourism Supply, Demand, Planning, and Development: Supply Components of a Tourist Area-
Measuring and Forecasting Tourist Demand-Planning Process for Tourism-Goals for Tourism
Development-Political Aspects of Tourism Development-Development of Tourist Potential.

4. Hospitality and Related Services: Study of Lodging/Hotel Industry-Restaurant and Food Service
Industry-Resorts Industry-Meetings and Conventions Planning.

5. Tourism and Hospitality Marketing: Nature and Scope of T & H Marketing-Marketing Concept-
The Marketing Mix of T & H-Market Segmentation-Marketing of Rural Tourism-Marketing of
Urban Tourism.

6. Environmental Issues in Tourism and Hospitality Marketing: The Definition and Nature of Eco-
Tourism-Developing Sustainable Tourism-Current Tourism Industry Practices.

Text Books:

1. Tourism, Principles, Practices, Philosophies, Tenth Edition (2006): Charles R. Golder and J.
R. Brent Ritchie, John Wiley & Sons, Inc. USA.

Reference Book:

1. Introduction to Travel & Tourism, An International Approach: Michael M. Colman, 1989,

Van No strand Reinhold, New York

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Course Description:

Marketing planning and implementation aims is to develop the students in respect of corporate
marketing strategies; marketing planning procedure; evaluation and control in marketing planning;
international case studies in corporate marketing planning and strategy; concepts of product
management; designing a product strategy; monitoring planning/marketing. Develop and write a
strategic marketing plan for your business or organization, including both on and offline marketing,
and you will be able to review a wide range of marketing models and tools that facilitate better
planning. If you prepare in developing clear and business focused marketing objectives and articulate
a vision and goals for your brand or marketing responsibility, Understand how to improve returns on
marketing, research and/or communication investments, Be familiar with the latest marketing trends,
both on and off line, and how they could apply to your own organization, Think more strategically in
a range of marketing scenarios.

Course Content:

1. Definition of Marketing Planning: Importance-Scope-Nature-Prerequisites-Definition of the

Business-The Single Business Company-The Diversified Company-The SBU.

2. Selection of Target Market: Definition-Evaluation of Market Segments-Market Coverage

Strategies the Strategic Alternatives-Evaluating the Strategic Alternatives- Selecting a Target
Market Strategy.

3. Analysis of SWOT: Objective Setting-Developing Growth Strategies-Strategy for Market Leader-

Market Challenger-Market Follower and Market Nicher-The Generic Strategy.
4. Planning Tools: The Experience Curve-BCG Approach-Industry Attractiveness-Business Strength
Matrix-The PIMS Project-The Life Cycle Approach.

5. Preparation of Marketing Budget: Marketing Resource Allocation-Approaching to Develop

Marketing Plan.

6. Preparing a Strategic Market Plan: The Planning Process-Preparing First Cycle, Second Cycle and
Third Cycle Plans.

7. Application of the Marketing Planning: Implementation and Control Process-Relevant Cases Will
Be Discussed by Following Case Method of Teaching.

Text Books:

1. Marketing Management by Kotler Philip.

2. Strategic Management by Hill Ganeth R. & Jones Ganeth R.
3. Strategic Management by Problems an Analytical Approach: Abell Derk F. and Hammond
John S.
4. Strategic Management by An Interactive Perspective: Hax Arnoldo C. and Majluf Nicolas S.
5. Competitive Strategy by Porter Michacl E.
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Course Description:

A management concept that is designed to make all aspects of marketing communication such as
advertising, sales promotion, public relations, and direct marketing work together as a unified force,
rather than permitting each to work in isolation. This course deals with marketing products that have
information and/or entertainment content. The products are of the sort offered by media companies
and may be delivered via print, television, radio, film, intermit, direct mail, or live-event channels.

Course Content:

1. Integrated Marketing Communications (IMC): Communication and IMC Programs, The

Communication Process, Barriers to Communication, Integrated Marketing Communication.

2. Corporate Image and Brand Management: Components of Corporate Image, Role of

Corporate Image, Branding, Brand Equity, Brand Extensions, Co-Branding, Private
Branding, Branding Management Process.

3. Business to Business Buyer Behavior: Business Customer, Business Buying Centers &
Factors, Business Sales, Business to Business Buying Process.

4. Promotion Opportunity Analysis: IMC Plan, Communication Market Analysis, IMC

Objectives, IMC Budget, Prepare Promotional Strategies, Market Segmentation, Business,
GIMC Programs.

5. Advertising Management: Role of Advertisement in the IMC Process, Company Activities in

Advertising MGT, Communication and Advertising Objectives.

6. Advertising Design: Message Strategies, Cognitive Strategies, Affective Strategies, Brand

Strategies, Exceptional Frameworks, Model of Creating and Advertisement, Advertisement

7. Advertisement Media Selection: Media Strategy, Media Planning, Media Selection, Media
Mix, Media, Selection in Business- to- Business Markets.

8. Trade Promotion: Nature of Trade Promotion, Types of Trade Promotions, Objectives of

Trade Promotions.
9. Consumer Promotions: Coupons, Premiums, Bonus Packs, Price Off.

10. Personal Selling, Database Marketing and Customer Relationship Management: Personal
Selling Services, Telemarketing, Retail Sales Presentations, Database Marketing Steps,
Methods of Direct Marketing, Permissions Marketing, Customer Relationship Management

11. Public Relations Events: Cause Related Marketing, Green Marketing, Public Relations Tools,
Sponsorship Marketing, Event Marketing.

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12. Internet Marketing: Marketing Functions on the Internet, E, Commerce, E, Commerce
Incentives, Business, to, Business E-Commerce.

Text Book:

1. Integrated Advertising, Promotion and Marketing Communications (3rd Edition), Kenneth E.

Clown, Donald Aback

Reference Book:

1. Advertising & Promotion, George E. Belch and A. Belch, Irwin McGraw Hill, 1998.


Course Description:

Specific topics include marketing strategy, market research and analysis, and the development of
products and services, pricing, distribution and promotion. The course integrates marketing decision
making within the context of manufacturing and financial dimensions of a business organization.
Course participants should expect to use large doses of common business sense and managerial
insight and to rely heavily on sound business and marketing principles in the learning process.

Course Content:

1. The Marketing Organization: The Competitive Environment, The Customer Focus, Escalating
Influence of Technology, Deciding How to Compete, The Marketing Organization.

2. Business Strategy and Competitive Advantage: Changing Patterns of Global Competition,

Competitive Advantage, Business Strategy, Strategic Analysis and Strategy Selection.

3. Marketing Strategy and Planning: The Role and Scope of Marketing, Marketing Situation
Analysis, Marketing Strategy Design, Marketing Program Development, Implementing and
Managing Marketing Strategy, Preparing the Marketing Plan and Budget.

4. Market Targeting and Positioning Strategic: Market target Strategy, Selecting the Positioning
Concept, Choosing the Positioning strategy, Combining the Positioning Components,
Determining Position, Position Effectiveness.

5. Marketing Strategies for Different Market and Competitive Environments: Considerations in

Strategy Selection, Strategies for Entering New, Product Markets, Strategies for Growth
Markets, Strategies for Mature and Declining Markets, Competing in Global Markets.

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6. Product, Branding and Customer Service Strategies: Product Quality and Competitive
Advantage, The Strategic Analysis of Existing Products, Developing Product Strategies,
Branding Strategy Customer, Service Strategy.

7. Distribution strategy: Strategic Role of Distribution, Channel of Distribution strategy, Managing

the Channel, International Channels, strategic Trends in Distribution.

8. Pricing Strategy: Strategic Role of Price, Analyzing the Pricing Situations, Selecting the Pricing
strategy, Determining Specific Prices and Policies,

9. Promotion Strategy: Promotion Strategy, Advertising Strategy, Developing and Implementing

Sales Force Strategy, Sales Promotion strategy.

10. Designing Effective Marketing Organization: Considerations in Organization Design,

Organizational Design Options, Selecting an Organization design, Global Dimension of

11. Marketing Strategy Implementation and Control: The Marketing Plan, Implementing the Plan,
Strategic Evaluation and Control, Performance Criteria and Information Needs, Performance
Assessment and Action,

Text Book:

1. Strategic Marketing (Fourth Edition), David W. Cravens



Internship is an important academic event of BBA program. It provides the interns with exposure to
real life situation in business organizations. It also acts as a window to the world outside the familiar
academic surroundings. Through this process students can use their theoretical knowledge in the
practical field. The duration of internship program is 12 weeks and will be equivalent to 3 credits for
BBA program.


To issue detail instruction for the internship program of BBA of BUP.

Objectives of the Internship Program

The broad objectives of the internship program are the followings:

a) Integrate academic coursework and theory with business practices.

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b) Gain an understanding of the organization; learn, observe and practice variety of tasks in the

c) Improve skills and professional development through on-the-job training.

d) Develop interpersonal skills and competencies during on-the-job training with other
associates both individual and team.

e) Participate in, and assume responsibilities for planning, implementing and evaluating the
program/activities as assigned by the Faculty and/or Organizational Supervisor.

f) Expand their understanding of the role of employees in the business setting.

g) Establish and expand network of contacts in the business world.

h) Develop a research proposal in order to conduct a research work on respective area of


i) Write an internship report on an agreed/accepted research proposal concerning the placement


j) On completion of internship program, evaluate them and do their career planning with clear
personal objective and goal.

Conduct of the Program

a) Internship Placement Committee

1. Chairman: Dean, FBS

2. Internship Placement Officer: Concerned Faculty Advisor
3. Internship Coordinator: PRO, BUP

b) Internship Schedule: Internship will start on 30 Nov‟14 and terminate on 19 February‟14

(12 weeks). Detail program of events are given below:

Events Responsibility Duration Day/Date

Placement 30 November 2014 to 05

1. Organizational attachment 10 weeks
Committee February 2014

Day and time of weekly Interns and Every Sunday at 0900

2. concerned -
reporting to BUP hours

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Work on research problem
Submission date:
3. and finalization of research Interns 01 weeks
04 December 2014
Preparation and submission
Submission date:
4. of research proposal with Interns 03 weeks
24 December 2014
organization part completed

Preparation and submission Submission date:

5. Interns 05 weeks
of draft report 29 January 2014
Submission date:
Editing/ correction and
6. Interns 01 weeks 05 February 2014 by
submission of final report
1400 hrs

08 February 2014 to 12
7. Preparation for Defense Interns 01 weeks
February 2014

Interns and
15 February 2014 to 19
8. Presentation and defense Defense 01 week
February 2014

c) Procedure: All the students of BBA will be attached to a business organization and are
placed under a supervisor who is an internal faculty of FBS. In the organizations, interns will
be working under a supervisor nominated by the respective organization. Interns will finalize
the research topic on contemporary business issues in consultation with both the supervisors
within 1st week of the program. Then internship will continue as per schedule given in
paragraph 3 a. All interns will meet their respective faculty supervisors at 0900 hrs on every
Sunday at FBS to discuss on their research topic, intimate the progress of the work and seek
guidance if necessary. 11th and 12th week of the program will be used for report finalization
and defense of the report respectively. Internship defense will be conducted in the form of
presentation by respective supervisors along with an external supervisor (Faculty of any
public university). A detail instruction regarding this will be issued later on. Interns have to
submit 4 (four) copies of the report ( 2x copies for two supervisors, one for the BUP library
and one for the organization) to their Faculty Supervisors by 1400 hrs on 05 February 2014.

d) Internship Supervisors: List of supervisors along with list of students is given at Anx-A and
B. Duties and responsibilities of the supervisors are given at Anx-C. Duties and
responsibilities of the students are given at Anx-D.

e) Internship Defence Committee: At the end of the internship all students will be evaluated by
the defense committee basing on the submitted report, presentation/ viva-voce and overall
performance during the program. Composition of Defense Committee will be as follows:

1. Chairman: Dean, FBS

2. Members: Professor from reputed University
Concerned Supervisors
1xNominated Faculty Member/Faculty Advisor

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Repeating Internship Project

a) If a student fails to attain the passing grade, concerned supervisor may decide as follows:

b) If the problem is mainly with the report itself and it is minor in nature and can be rectified
within a short span of time, the student will be asked to rewrite the report or part of it and
deposit within one week.

c) If the problem is major in nature for example, a copied work, a low quality work or if the
problem relates to personal behavior, responsibility, sincerity or discipline of the student, then
he/she will be asked to redo the dissertation project with the next batch of students.

d) Chance of repeating the internship project (whether rewrite or redo) will be allowed once
only. In case of a student failing to attain a passing grade after rewriting or redoing once, he/
she will be withdrawn from the program.


Successful completion of internship is a requirement of achieving BBA degree. Preparation of a well

informative report using theoretical knowledge, experience gathered during internship and an
attractive presentation of the report will facilitate the students in achieving good grade and enhance
final CGPA.

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1. Introduction
Welcome to the Bangladesh University of Professionals (BUP) which is a unique public
university administered by Bangladesh Armed Forces with the motto “Excellence through
Knowledge”. At present the university has thirteen Departments under four Faculties. The
teaching and administrative facilities in BUP are unique. Besides the academic activities, this
institute gives highest priority to the discipline and punctuality of the students.

2. Aim
To apprise the new students on various administrative aspects of the University.

Vision of the University

Bangladesh University of Professionals will emerge as a leading university for both
professionals and general students through need-based education and research with global

4. Core Values.

a. Integrity: Highest ethical and moral uprightness.

b. Discipline: Strict discipline in all activities.
c. Creativity: Creativity in all spheres.
d. Commitment: High quality academic standards.
e. Wisdom: Enhanced education and research.

5. The Objectives of BUP.

a. To become a leading public university in Bangladesh and in the region.

b. To promote knowledge in the field of science and technology, business, medicine,
social science, strategy and security.
c. To promote leadership and civil-military relationship.
d. To develop intellectual and practical expertise.
e. To provide the best possible academic atmosphere.
f. To preserve the spirit of national culture, heritage and traditions.
g. To facilitate higher education in the Armed Forces.
h. To prepare the Faculty and Staff with necessary competencies.
j. To deliver competent professionals relevant to the demands of the society.
k. To sustain collaborative relationships with communities and educational partners.
l. To provide efficient services to support programs, campus, campus community and
quality of life.

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6. Our Strength.

a. Developing the new Faculty- Promoting the practice of “Teaching and Learning” and
action research.
b. A rigorous admission and selection process for best possible screening.
c. Interactive sessions in the classroom.
d. Regular guest lectures and visits to organizations.
e. Developing a culture of timeliness, commitment and un-interrupted curriculum.
f. Flexibility in choosing competent faculties through outsourcing.
g. Well thought-out and continuous feedback and assessment system.
h. Effective teaching through innovative methods incorporating latest trends and
developments in the world.
j. Emphasis on code of conduct and dress code.
k. Focus to develop students as a good human with all possible attributes of a successful
business leader.
l. A tranquil, pollution free and secure campus life.

8. Facilities.

a) BUP Campus and Building: The campus is located at the Mirpur Cantonment. The academic
building is the northern wing of BUP complex with 6 floors, which is going to be extended up
to 14 floors by 2016. The classrooms, faculty chambers, library, computer lab and cafeteria
are housed in the same building. As per existing Master Plan, there would be another four 14
storied buildings to house all facilities as the university follows through its expansion plan.

b) Library: The faculty and its students use the central library facility located on the 1st floor
of the academic building. The library is growing fast with stock of books to meet the
requirements of the teachers and the students. The library is focused to build its e-resources
keeping in view the recent trend in publication of reading material in the e-platform. The
library is spacious and provides computer work stations with internet facility, hard copies of
text and reference books, e-book readers etc. It subscribes many journals, periodicals,
newspapers, web resources etc.

c) Wi-Fi Network: In order to provide dynamic access to the students to e-resources and to
facilitate easy communication, BUP has installed high speed Wi-Fi network, which has the
coverage at both academic and administrative buildings.

d) BUP Auditorium (Bijoy Auditorium): There is an auditorium at the 5th floor of the
administrative building of BUP campus with 500 seat capacity, which is used for central
programs like seminar, workshop, central lectures and presentations, cultural events etc.

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e) Students’ Accommodation:

(1) Pending the construction of purpose-built halls for the students, ad-hoc arrangements
have been made to accommodate limited number of male and female students in two separate
rented houses at Mirpur DOHS. The seats in the hall are allotted on the basis of need of the
students and availability. The halls are fully furnished and there are administrative staffs to
support the tenants. The students pay rent for accommodation and meet expenses for food,
services, security etc.

(2) Besides, BUP has been allotted with 200 x rooms in two students hall named
„Projanmo‟ and „Mongal Dip‟ located at the Nirjhar Complex in Dhaka Cantonment.

f) Transport: At present BUP has 10 new buses in its transportation fleet. It covers
following routes:

(1) New Market - Shamoli-Mirpur 1 - Mirpur 11 - BUP.

(2) Shahbag - Farmgate – Mirpur 10 - BUP.
(3) Mouchak – Rampura - Kuril Fly Over - Dhaka Cantonment - BUP.
(4) Abdullahpur Bus Stand - Dhaka Cantonment - Matikata, ECB Circle - BUP.
(5) Mirpur 10 - Kafrul – Banani – Mohahkali – Dhaka Cantonment Jahangir Gate
- CMH - BUP.

BUP plans to inflate her transportation fleet soon when necessary funds are available. The
number and frequency of route coverage will increase as BUP acquires more buses.
g) Computer Lab: There is a computer lab facility for the students on the ground floor of the
academic building. The lab computers are connected by both WiFi and broadband internet
network. This facility has been established with a view to catering for enhancing computer
literacy and skill of the students.

h) Cafeteria: A well decorated and air-conditioned cafeteria is located on the ground floor of
the academic building, which is operated on contract basis. It provides quality food items at
reasonable price. A stationery shop is also run by the café as an extension, which sells
stationery, confectionery and gift items and also provide printing, reproduction and binding

j) Medical Centre: BUP is equipped with a Medical Centre located at the ground floor of the
Administration Building beside the ICT Centre. It is designed to provide the necessary first
aid and emergency medical support to the students. Serious patients are immediately
transported to the nearby hospital by BUP‟s own ambulance.

8. Discipline and Code of Conduct.

a. Dress Code The way a student dress up in the classroom determines how people
perceive him or her as a professional/executive. BUP Students have to wear appropriate dress
during classroom/academic activities.

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(1) The dress code for students is given below:

Male Female

Sober colored trouser/pant Sober colored Salwar and Kamiz or

Collared button-down full sleeved trouser/pant and Kamiz with
shirt duly tucked in appropriate scarf (Orna)
Appropriate leather belt Appropriate shoes/Dress Sandals
Appropriate leather shoes Women suit/blazer with collared shirt
Business suit/blazer/sports coat (optional during summer)
(optional during summer)

Sober colored trouser/pant Sober colored Salwar and Kamiz or

Collared button-down full sleeved trouser/pant and Kamiz with
shirt duly tucked in appropriate scarf (Orna)
Business suit/blazers/Sports coat Women suit/blazer with collared
(preferred) shirt (preferred)
Sober colored Jacket/Sweaters Sober colored
Appropriate leather belt Jacket/Sweater/Cardigan
Appropriate Tie (optional) Appropriate shoes/Dress Sandals
Appropriate leather shoes

(2) Accessories and Jewellery.

(a) Accessories should be decent looking.

(b) Minimum jewellery should be worn, which must be of good taste.

(3) Makeup, Perfume/Cologne A smart appearance is encouraged but excessive makeup is not
expected at all. Someone may be allergic to the chemicals in perfumes and makeup, so one
should wear these substances with restraint.

(4) ID Card Students must hang their ID card as part of the dress code in a manner so that it is
visible while they are in the campus.

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(5) Do Not Wear

(a) T-shirt frayed or faded shirts.

(b) Sleeveless kamiz/blouses, sweatshirt, sweatpants.
(c) Leggings, stretch pants, pants that are frayed, holes or are faded, all kind of skirts.
(d) Denim/Jeans (pants or shirts), leather trousers/pants.
(e) Flip flops/slippers, athletic or hiking shoes.
(f) Shorts or three-quarters.
(g) Any kind of indecent clothing.

b. Class Attendance

(1) Students are responsible to attend classes regularly and contrary to this rule will be
viewed seriously.
(2) Door will be closed 5 minutes prior to the start of all classes. Students cannot miss
any class without medical reasons. Absence in more than 25% classes without
permission and valid reason in any course will disqualify a student to appear semester
final examination of the same.
(3) A student must obtain permission from his/her course teacher for any kind of absence
on valid reason and must inform the program office too.

“BUP Classroom Doors Close on Time as per Class Schedule”

c. Dismissal on Discipline Ground A student may be dismissed or expelled from the
program for adopting unfair means; unruly behavior, or any other breach of
discipline. The implication of dismissal may include cancellation of admission and
expiry of registration. Once a student is dismissed, he/she will require a readmission
and fresh registration to re-participate in the program.

(1) Unfair Means

(a) Adopting unfair means by a student may lead into his/her dismissal from the program
and expulsion from the university. The following will be considered as unfair means
adopted during examinations and other contexts:

i. Communicating with fellow students for obtaining help in the examination.

ii. Copying from another student‟s script/report/paper.
iii. Copying from desk or palm of a hand or from other incriminating documents/gadgets.
iv. Possession of any incriminating document or gadgets whether used or not.
v. Approaching a teacher directly or indirectly in any form to influence his/her grades.

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(b) Any student found adopting unfair means during semester final/midterm
examinations will result into cancellation of all the examinations of that particular semester as
an instant action and will be referred to Discipline Board for final disposal as per existing

(2) Expulsion A student may be expelled from the university on disciplinary

ground. A student, if expelled, will never be allowed re-entry in the particular
program or any other program in BUP and be subjected to other terms and conditions
as set by the authority while approving the expulsion order. However, a student, if
expelled temporarily, may be allowed re-entry into the course/program on expiry of
the punishment period and on fulfilment of other terms and conditions (if any) as set
by the authority while approving the temporary expulsion order.

(3) Other Breach of Discipline Academic council may dismiss a student on

disciplinary ground for any kind of breach of discipline or unruly behaviour, which
may disrupt the academic environment or program or is considered detrimental to
BUP‟s image.

10. Games and Sports To encourage students in games and sports, BUP organizes
inter-department competition on both indoor and outdoor games and sports items.

11. Conclusion BUP is dedicated to provide high quality education that delivers real
benefits for the students. Thus, BUP is the unique academic entity in the country,
where blending between the civilian and the armed forces students of diverse skills,
experience, exposure and attitude is possible. BUP wishes all the success to the all
newly joined students in fulfilling their long cherished dreams.

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