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INDEPENDENT UNIVERSITY, BANGLADESH
MARKETING CASE REPORT
COURSE: MARKETING MANAGEMENT
MKT: 302
SECTION: 3
DATE: SPRING-2007

PRESENTED
FOR
MOHMMED ARAFAT

PRESENTED
BY
1. Sharmin Alam-0210024
2. Maisha Sakura-0210066 3. Amanatullah-0320443 4. Faujia Ferdousy Rahaman-0410074

INTRODUCTION

There are two basic types of institutions in Bangladesh. The public sector and the non government sector or the private sector. The nongovernmental universities started their operation during the late 1990 in Bangladesh. Having the act passed of private university establishment in 1992 many Universities has started to boom. During 1990 the number of private universities was twenty however the number reached to fifty with in 2005. In addition the numbers of students are also accelerating day by day.
There is a mushroom growth in university establishment in the private sector. However the number is not huge in terms of quality education and standard.
Apart from a few non qualifying standard universities, nongovernmental universities are not any point less than the public universities. On the contrary the leading private universities are providing with quality North American standard with a highly educated and skilled faculty members and facilities (Campuses).
Among all of the nongovernmental universities, the study focuses of some of the leading and major private universities which are playing a vital role to produce skilled work force for the economy of both home and abroad with their quality and standard academic offerings. Therefore North-South University, Independent University Bangladesh, East-west University, American International University Bangladesh and Brac University earns the best level of attention.
Even though there are many Universities present at the industry at this moment most of them are standing on a uniform platform which is profit generating by providing quality educations. As a result all the profit making institutions together make an industry. In addition, each university is considered as an individual firm which are competing each other. As a result this is not surprising anymore that the quality of the core service will be increased.

EXECUTIVE SUMMARY

The study focuses of the current market condition of independent university Bangladesh among the other universities. The primary focus of the study is to document the major problems that the university is having at this moment. The special interest is to come up with the alternatives to solve the problem therefore eventually by selecting the best alternative.
The present condition of IUB
It was evident that Independent University Bangladesh, presents a set of world class faculty members which is considered to be the core service of any educational institute.
In terms of tuition fees, the university attracts a higher cluster of the society by setting a reasonable course fees per semester.
The study also found that the programs which are offered by the university have quite a large demand in the market.
Furthermore the university is located in a prime location of the city. However some of the competitors are easier to communicate. As a result the university is lacking of a location which very easy for all segment to communicate by road.
As result even though the university does not lack much in terms of quality education and facilities; the location creates a bit of dissatisfaction of the students for communication each day. On the contrary North-South University which is one of the best competitors gets this weakness of Independent University as one of the opportunity and earns the first position leaving the second position for Independent university Bangladesh.

The core competencies:

The advising of the of the faculties: The advising of the students during the registering for each semester is found very helpful and effective by the students. The procedure allows the students to have an appropriate guidance for their degree. While of the other hand the advising of other universities are found less flexible and organized.

The courses: The courses like Business Research methods and Product and pricing policies are taught in the undergraduate level at this university. Which help the students to have a better understanding about the real life problem as well as they courses allows the students to earn the knowledge needed to solve the problems efficiently.

The observation found that the business articles presented by the university are one of the unique services which are very helpful for the students and hard for the competitors to imitate right at this instant.

Modern business theories suggest that most activities that are not part of a company's core competency should be outsourced. Therfore, eventhoought the university does not have the specialized IT team to solve any problems of their own server they employed one of the leding it problem solvers to update and maintain their network services.

Is IUB successful?
The themain mission of the non governmental universities is to make profite through providing quality education for the students. According to this organizational perception Independent University is successful. Independent university Bangladesh is giving admission to manu students at a time. The students after completing the degree from the university gets suitable jos and starts to contribuste to the society immediately. More on that gradually the university has reached such a possition in the market the market share in terms of student sumber is increasisng.
However the university shoud focus on the basic awareness and positioning of the service of the university.
SITUATIONAL ANALYSI

a. The Environments

1. Economic Environment:

As we know the economic environment has one of the instruments which are known as income distribution. Its helps us to know the product is for which class of people. Or for which class of customer will be satisfy when the product will launch. There are five type of income level
1. Very low income
2. Mostly low income
3. Very low, very high incomes
4. Low, medium, high incomes
5. Mostly medium incomes.

At the very beginning when private university established people thought that it is for only upper class people. Cause the tuition fees is large number so the middle class people thought that it is for only those people who has enough money to continue the for years study. But now a day this concept is changing. Now Private University provides financial aids, scholarship, and other facilities which encourage middle and also lower middle class people to provide their children to the private university. We provide tusion fees and the terms and conditions of four universities’ which they offer to their students.

|Tuition Fees of IUB |
|Admission fees |
|15,000 |
| |
|Late admission fees |
|3,000 |
| |
|Re-admission fees |
|15,000 |
| |
|Re-instatement fees (to re-instate the regular status) |
|10,000 |
| |
|Semester tuition fees per credit: |
| |
|Regular students |
|Non-degree students |
|3,300 |
|5,000 |
| |
|Library, computer/laboratory and student's activities fees: |
| |
|Autumn/Spring semester |
|Summer session |
|5,000 |
|4,000 |
| |
|Pre-registration fees |
|(adjustable with respective semester tuition fees) |
|9,000 |
| |
|Fees for LFE 201 (for live-in-field experience) |
|12,500 |
| |
|Academic transcript/Student copy |
|100 |
| |
|Academic transcript/Official copy |
|500 |
| |
|Undergraduate admission application form |
|350 |
| |
|School catalogue / copy |
|20 |
| |
|Certification letter / copy |
|(Letter certifying medium of instruction at IUB) |
|(Letter certifying student status) |
|(Letter certifying migration status) |
|(Letter certifying provisional status of undergraduate program) |
|100 |
| |
| |
|Duplicate Identity Card / copy |
|100 |
| |
|Graduation application fees (non-refundable) |
|3,500 |
| |
|Duplicate copy of original certificate (Diploma) |
|1,000 |
| |
|Two official copies of academic transcripts (for graduating students) |
|500 |
| |
|Library overdue fine for general collection (per day per book) |
|10 |
| |
|Library overdue fine for reserved collection (per hour per book) |
|10 |
| |
| |
| |

Scholarships & Funds: # Financial assistance is available in the form of teaching and/or Research Assistance # 15% discount on tuition for IUB graduates # 30% discount on tuition for meritorious students on the basis of their results of the first semester

Schedule of Tuition and Other Fees of NSU

|Undergraduate Programs: |
|Admission Fee (one time, non refundable) |TK. |10,000 |
|Tuition Fee per credit |TK. |4,000 |
|Tuition Fee for a 3 credit course |TK. |12,000 |
|Other Charges: |
|Student Activity Fee per semester |TK. |1,000 |
|Computer Lab Fee per semester |TK |1,000 |
|Campus Development Fee per semester | | |
| Three Courses and above |TK. |3,500 |
| Less than three courses |TK. |1,000 |
| | | |

| |Undergraduate Programs of EWU |
| |Admission Fee: Tk. 11,000/- |
| |Tuition Fee: Tk. 2,000/- per credit for Economics and English programs. For all other programs, Tk. 2,600/- per credit. |
| |Lab Fee: Tk. 1000/- per semester for CSE, CSC, ICE & EEE programs and Tk. 500/- per semester for all other programs. |
| |Student Activity Fee : Tk. 500/- per semester. |
| |Counseling: (a) Guidance and counselling assistance are provided for admission with credit transfer to four |
| |collaborating universities in USA/UK and other reputed seats of higher learning in North America , Europe and Australia |
| |and for (b) applying for internships and folo. |
| |Total Cost: Approximate total cost to complete an undergraduate program is as given below: |
| |Programs |
| |Total Cost |
| | |
| |Computer Science and Engineering |
| |Tk. 4,68,800/- |
| | |
| |Computer Science |
| |Tk. 4,29,800/- |
| | |
| |Information & Communications Engineering |
| |Tk. 4,59,800/- |
| | |
| |Electrical & Electronic Engineering |
| |Tk. 4,77,800/- ¾ 4,92,800/- |
| | |
| |Pharmacy |
| |Tk. 4,83,800/- |
| | |
| |BBA |
| |Tk.3,86,000/- |
| | |
| |BSS in Economics |
| |Tk. 3,18,800/- |
| | |
| |BA in English |
| |Tk. 3,18,800/- |
| | |

Financial Aid: Each semester university provides a large number of financial aid. Student facing financial difficulties (with a CGPA of 2.5 and above) can apply with proper evidence only once a year for this scholarship. It varies from 18,000 BDT to 35,000 BDT.

Directorial Scholarship:
EWU Merit Scholarship: This is the most prestigious scholarship among the university. Top 10% student from each batch having a CGPA of 3.97 or above get this scholarship. It worth 84,000 BDT (30 credits) for undergraduate level student and almost 75,000 BDT (24 credits) for post graduate level student.
2.Medha Lalon Fund Scholarship: Each semester university provides a partial (varies from 35,000 BDT – 25,000 BDT) scholarship to support meritorious students who failed to achieve Merit Scholarship. Students from dean’s list are eligible to apply for this scholarship. One student can apply once in a year for this scholarship.

This is a special type of scholarship provided by the directors of the university. Each director as a quota of two full scholarship (each equivalent to EWU merit scholarship). Each semester directors provide this scholarship to the students who have exceptional case.
Besides, it maintains a tow tuition fees rate (BDT 2,800 per credit) compare to other elite private universities. Due to huge scholarship scopes and low tuition fees this university is getting popular among the middle class people of the country. BRAC
Non-refundable Fees
[pic]
Tuition Fee per Credit*
[pic]

Scholarships & Funds: 1. Full Tuition fee waiver for one year for the following category # GPA 4.75 in SSC (without 4th subject) and 4.80 in HSC (Science) # GPA 4.5 in both SSC and HSC (Arts and Commerce) # 5 'A's in O-Level and 2 'A's in A-Level # 1750 in SAT and 213 in TOEFL or 5.5 in IELTS (with no sub score below 5.0) 2. Tuition waiver for top students in each departments based on admission test results. 3. Tuition waiver at different rates for students with CGPA 3.5 or more at BRAC University 4. 25% tuition waiver for Economics, English, and Physics students. 5. Tk. 500 per credit tuition waiver to female students. 6. BRAC-FORD Scholarship: Full tuition waiver, living and book allowance for meritorious students with financial needs. 7. Parents with two children at BRAC University, 50% to 70% tuition waiver for the second child. 8. On-Campus job opportunity. Admission open for the following subject(s):
1. B.Arch in Architecture
2. BBA in Finance, Banking, Merketing, MIS, HRM
3. BSc in Computer Science & Engineering
4. BSc in Computer Science
5. BSc in Electronics & Communication Engineering
6. BSS in Economics
7. BA in English
8. LLB (Hons)
9. BSc in Physics

AIUB
|Item |Credit |Amount |Total Cost |
|Admission Fee |One Time |10,000.00 |10,000.00 |
|Tuition Fee |126* |2,900.00 |3,65,4 00.00 |
|Computer Lab Fee |2 |1,500.00 |3,000.00 |
|Science/Lang. Lab Fee |3 |1,000.00 |3,000.00 |
|Annual Development Fee |4 / Yearly |5,000.00 |20,000.00 |
|Annual Student Activity Fee |4 / Yearly |3,000.00 |12,000.00 |
|Miscellaneous Fee |8 / Semester |1,000.00 |8,000.00 |
| | | |Total Taka 4,21,400.00 |

2. Demographic

Demographic environment consist of age, income, educational level and so on.
It is very important to know that which demographic instrument influence private university.
Private University needs to know the population age mix. They should have a clear idea their service is for which age group. A population can be subdivided into six age groups. They are
1. Pre school
2. School-age children
3. Teenagers
4. Young adults age 25 to 40
5. Middle-aged adults age 40 to 65 and
6. Older adults age 65 and up.

From the above list it is clear that for private university consumer are teenagers and young adults age of 25 to 40. Cause the requirements to get admission to any university is minimum having HSC or A level. And in context of Bangladesh a student needs at least 20 years to pass HSC or A level. And there are many students who had a break with age of 25 or more study they can also get a chance to do their graduation in these private university.

3. Social-cultural environment:

Value: Quality education and welfare to the society.

Belief: it is need less to say the level of acceptance of the overall private universities is increasing in a continual process as the students prove to get quality jobs. The mushroom growth of the private universities made the general people a bit confused. Therefore the university grant commission played a vital role to organize the private universities. However in this respect, independent university stands as a pioneer with its implicit and explicit promises.
Secondly it has been evident that the modern North American system of education makes the students more skillful about personal and organizational communication and presentation. There fore the graduates of the university are now contributing in the leading industries as well as self employment sector in the country.
The result is the students and the guardians are now more relying on the world class education rather than paying off years and educational environment.

Norms: Along with the belief the practice has been changed. Now a day the people of the country have started to change the pessimistic view about the privateUniversity.

Views of themselves: People can differ in valuing education. In a certain society, culture people can value achieving higher education than getting into a job early. On the contrary in certain another culture people may look for job right after finishing classVIII or SSC. The factors behind these differences can be lack of financial ability, non-interest, family background etc.

Views of organization: Independent university was one of the pioneers in private University in Bangladesh. It was recognized as one of the renowned university. However for the last couple of years the university has started to loose its reputation due to a number of reasons. As a result peoples view about the organization changed. Now the students are switching to different Universities.
Views of nature: some people feel subjected by nature; others feel in harmony with it. Moreover others still seek mastery over it. Public universities in our country have large campuses with trees and lakes and surrounded by many natural bodies. Whereas , private universities are situated in high rise buildings in the commercial areas in the city.

4. Commercial Environment:

The nongovernmental universities of Bangladesh started their operation in the early 1990s with the major objective of reducing outflow of students by giving quality education. Even though some of the Universities are still struggling to achieve the standard, most of the leading universities are already started to contribute to the countries state of the economy. The leading Private universities are the proven alternative and provide a new avenue for higher education. One of the leading private Universities of Bangladesh is the Independent University Bangladesh. The University is presenting the class graduates in the job market.

Prior to the introduction of private universities, students not being able to get a 'seat' in the esteemed public universities had very few options left to them. Some of them went abroad to study the majority of them going to India and few to USA, UK, Australia, etc. Eventually, our country had to suffer from losing huge amounts of hard-earned foreign currency and also the brain-drain factor to a large extent.
The private universities have directly helped in saving foreign currency as well as brain drain. Large amounts of scholarships are also available for students with brilliant academic results.

What’s the current condition at the current industry?
Independent University is the second leading private university in Bangladesh having around 3000 current students. In terms of quality education and well organized faculties the University satisfies the current students and attracts the new students each semester. On the top of that the reasonable admission procedure of the university allows the middle class students to flourish them selves. While on the other hand the University is generating a higher level of revenue from the newly admitted students.
While on the other hand North-South University strain the mass admission by higher requirements in the admission test.
Furthermore the profit of the university which is made of the paying each and every operational cost, is not drawn by the members of the board. Therefore the financial condition remains with its straight.
In addition the university is also making progress by developing the modern facilities, labs, and information technology which proves the expansion of the university.
Furthermore the University does not have any profession collect extra fund for the development of the University which is a normal procedure in American University along with some other leading Universities in the country.

Demand in the market
The system of private universities is a relatively new concept in Bangladesh. Due to the ever-growing demand of educational institutions at the university level and the fact that the existing public universities could not meet the need, the Government of Bangladesh passed the Private Universities Act in 1992. Starting off with a handful, the number of private universities has grown rapidly and stands at 54 to date, compared to the 21 universities in the public sector.

However there is a very limited seat in the professional degrees in the public universities the students are now looking forward for a way extension in the private universities. The available offerings with a quality education system interest the students as well as the guardians.

The school of business of independent university is one of the best schools to study the professional courses more on that the schools degree also provide with an unwritten guaranty of job placement. As a result now a day the prospect of the school holds a strong position in attracting a high level of market share.

Well aware students (educated customers) of IUB find the courses like business research method BUS485 or Product and pricing policies MKT 450 make their learning unique and makes the graduate more skillful in the current competitive job market. As a result in the real world the skills and real life based education makes the graduates more efficient and effective and distinct. This eventually results in a solid and prospective carrier.

5. Political and legal environment:

Political and legal strategy affects marketing decisions

• Laws: Private University act was established by the govt in 1992. A university could be established if it fulfills all the acts properly.The acts are described below. Published in Bangladesh Gazette Extraordinary Dated 9th August, 1992

• Government agencies: University grant commission is the government agency related with university sector in Bangladesh. It has the authority to provide permission for establishment, shutdown any private University in Bangladesh.
In the year 2004 UGC published an article on private universities in Bangladesh. Only nine universities among 52 were able to fulfill private university act. Independent university was among the top three private Universities which can be considered as opportunity among the rest of the Universities some where shut down and some where taken under consideration.

• Pressure group: In Bangladesh political groups are one of the most important pressure group in any activity. Initially during 1991 to 1996 government only around 20Universities were established. Whereas during 1996 to 2006 it became 54. It is seen that in most universities the members of the board are political leaders. This kind of situation creates competition and well as treat for IUB in the industry. • Student politics: student politics is the major drawback of the public universities in the country. It sometime creates unstable situation in the university campus. And hampers education in intolerable way. Whereas university highly discourages student politics. Rather encourages a calm stable situation in the campus. This is one of the major strength of IUB.

b. The Industry
Bangladesh has mainly two types of universities by management and finance –
1.public or government universities and
2. private universities. There also is an international university and a university serving as hub for colleges offering higher study courses. There are about 75 universities in Bangladesh, and the number is growing, mostly in and around the capital city of Dhaka.
University Grants Commission of Bangladesh (UGC) serves as the regulatory body of all the public (government funded) and private universities of Bangladesh. The Private University Act of 1992 paved the way for vigorous sprouting of private universities. 80% of its universities are in their infancy. The country has severe shortage in higher education capacity. The country is yet to have any research and education network (REN) or digital library consortium (DLC).

In 1992, the Government of Bangladesh passed the Private Universities Act of 1992. This enabled the establishment of Private Universities in Bangladesh. Previously, only the Government was allowed to establish universities.
Among the very first and notable private universities are North South University, Independent University, Bangladesh, Asian University of Bangladesh (AUB), Darul Ihsan University, IUBAT.
In recent years, the number of private universities increased to more than 50. Unfortunately, most of them focused on profit rather than performance.
WE provide the list of all private universities below:

List of Private Universities in Bangladesh

1| American International University, Bangladesh 2| University Of Development Alternative 3| East West University 4| North South University 5| Asian University of Bangladesh 6| Queens University 7| The University of Asia Pacific 8| University of Science & Technology Chittagong 9| Central Women's University 10| Darul Ihsan University 11| Ahsanullah University of Science and Technology 12| International Islamic University Chittagong 13| Comilla University 14| The People's University of Bangladesh 15| Dhaka International University 16| BRAC University 17| Manarat International University 18| Bangladesh University 19| Leading University 20| Premier University , Chittagong 21| Sylhet International University 22| South East University 23| Stamford University 24| Daffodil International University 25| State University of Bangladesh 26| City University, Bangladesh 27| IBAIS University 28| America Bangladesh University 29| Prime University 30| Northern University, Bangladesh 31| Southern University, Bangladesh 32| Pundra University of Science and Technology 33| Green University of Bangladesh 34| World University of Bangladesh 35| Santa Marium University of Creative Technology 36| The Millennium University 37| Eastern University, Bangladesh 38| Bangladesh University of Business and Technology (BUBT) 39| Metropolitan University, Sylhet 40| Begum Gulchemonara Trust University 41| BGC Trust University Bangladesh 42| United International University 43| Victoria University of Bangladesh 44| Gano Bishwabidyalaya 45| Uttara University 46| Presidency University 47| University of Information Technology & Sciences 48| Prime Asia University 49| Royal University of Dhaka 50| University of Liberal Arts Bangladesh 51| Atish Dipankar University of Science and Technology 53| University of South Asia, Bangladesh

One of the country's much-talked issues in the recent period is the UGC's recommendation for imposing ban on eight private universities for their below-standard education. Tens of thousands of education-lovers have expressed their support to the recommendation. On the other hand, many educationists have termed the recommendation as 'an extreme way of solution'. But, all of the two opposing streams have admitted that most of the private universities are merely making money in the name of education and something must be done against this 'destructive' trade with education, the backbone of a nation. But, what is the root-cause of this 'shameful' business with higher education?
In view of a controversial mongering by most of the country's private universities in the name of education, the government constituted a nine-member committee headed by University Grants Commission (UGC) chairman M Assaduzzaman on July 17, 2003 to look into the fact. The committee conducted one-year-and-three-month-long extensive scrutiny over 52 private universities out of total 53 universities and submitted its report to Prime Minister Begum Khaleda Zia on October 17,2004. The principal recommendations of the committee are: "Eight private universities -- BGC Trust University, Comilla University, Pundra University of Science and Technology, Green University, Queens University, American Bangladesh University, Central Women's University and Southern University -- should be closed down, 10 other such universities should be provided one-year ultimatum and another six ones should be served six-month deadline for ensuring quality education." The committee found the standard of education of only nine private universities - North South University, East West University, Independent University, BRAC University, American International University, Daffodil University, Stamford University, University of Development Alternative and Chittagong Islamic University - as satisfactory.
The major faults, the committee found, in most of the private universities are: providing the students with high Grade Point Average (GPA) in the examinations despite their poor performance, violation of Private University Act 1992, acute crisis of compulsory full-time teachers, launching of some departments, outer campuses and two examination system for internal examinations by some universities without prior permission of the UGC, drawing huge loans against reserved funds by some universities and the like.
The committee marked the above-mentioned defects as 'dangerous' for the standard of education of a university. The students, who will pass from such a university, must be unskilled and will be able to show poor performance in the job market. Considering the recommendations as essential, education minister M Osman Farruk assured last October 19, when he received the report at his office, that the recommendations would be fulfilled. He decided to issue letters very quickly to the authorities of eight private universities to close down their operation. On query over the fate of about 5000 students studying presently in those universities, the minister ascertained that they would be shifted to other universities.
But, till December 7, no sign of any measure of closing down of the eight private universities was observed. The recommendation is presently hanging for the consideration of the Supreme Court. Now, it is very uncertain whether the recommendations would be applied at all. Most of the authorities of the eight private universities have hot terms with the high personalities of both governmnet and oppositions. Following the submission of the UGC report to the Prime Minister, the authorities of those universities have expressed their agitation in separate press conferences. They termed the recommendations as fabricated and politicised. Founder Vice Chancellor (VC) of the University of Science & Technology Chittagong (USTC), Nurul Islam, at a press conference last October 30 alleged that the UGC-made report on the private universities was fabricated and biased by the ministers and ruling politicians.
UGC chairman M Assaduzzaman, however, turned down the allegation of favouritism in making the report and claimed that the report was made with hundred per cent honesty and sincerity. He viewed that lack of morality and absence of real patriotism among the authorities of most of the private universities have pushed them to commercially conduct with education, causing gradual downslide in the quality of country's higher education. He said that those private universities were earlier cautioned several times about their low standard of education and mere business violating the rules and regulations 1992's Private University Act. But showing thumbs to the repeated requests of the UGC, those private universities continued doing mongering, he alleged.
Meanwhile, the government has planned to form a 21-member Accreditation Council with the preliminary cost of Tk 10 million to monitor the private universities. Country's most famous educationists and qualified persons are expected to be the members of the council. Though all these initiatives are the honest signs of the government to preserve the quality of country's higher education, many argue that formation of an Accreditation Council or imposing ban on eight private universities can not be the permanent solutions. The common questions are: How can the Accreditation Council eradicate corruption practices of so many private universities whose authorities are the portion of the country's most powerful people? What will be the workforce of the council and how much honesty they belong in them and how will the force deal with thousands of students to evaluate their quality of education?

IUB:
Independent University, Bangladesh (Bengali) or IUB is a private university in the Bangladesh. It has two campuses, one at Dhaka and other at Chittagong. Its main campus at Dhaka spreads over 14 independent buildings each with eco-friendly premises[2] at Baridhara. The university was established in 1993 and the out reach campus in Chittagong was opened in 1999. A permanent campus is being built in Bashundhara.
In IUB logo, the Blue Leaf represents the western tradition, Saffron Leaf the eastern. The middle Flame represents the synthesis of the eastern and western traditions. It also conveys the idea of purity.[3]
IUB has four schools offering sixteen undergraduate and five graduate programmes. The schools are: • School of Business (SB) • School of Engineering and Computer Science (SECS) • School of Environmental Science and Management (SESM) • School of Liberal Arts and Science (SLAS)

|Independent University |
|[pic] |
|Motto |TEACHETH MAN THAT WHICH HE KNEW NOT |
| |(The motto is taken from the fifth verse of Sura Alak of the |
| |Holy Quran) |
|Established |1993 |
|Type |Private Coeducational |
|Endowment |Tk 15.80 million[1] |
|Chancellor |Dr. Iajuddin Ahmed |
|Vice-Chancellor |Prof. Bazlul Mobin Chowdhury |
|Faculty |130 (full-time faculty). Numbers as of 2005 |
|Students |3054 (male 69% and female 31%).Numbers from Autumn 2005 Census |
|Location |Dhaka, Bangladesh |
|Campus |Urban |
|Colors |Steel blue and Alice blue |
|Nickname |IUB |
|Affiliations |University Grants Commission Bangladesh |
|Website |www.iub.edu.bd |

TheMission Our mission is to achieve the goals of higher education and of sustainable economic growth in the country through a two-way relationship between community and university. The Strategies The University curriculum and courses of study are progressively revised and adjusted on the basis of their relevance to national needs and the global market demand. The educational quality is maintained by exchange relationships with renowned universities overseas. As a private university, IUB is free to set its own curriculum and methods of procedure and to cooperate with academics at home and abroad. It produces graduates who are well grounded in the liberal arts with marketable skills to promote economic growth. The Goals IUB's goals are to produce graduates of international standards within the local environment, with knowledge and relevant skills to provide leadership in enterprise, public service and welfare; encourage and support useful research; create knowledge; and provide further learning opportunities for adults. The curriculum objectives for the undergraduate education are to teach communicative skills (oral and written communication and computer skills) with a strong humanities background, knowledge and competence in a subject (i.e. a major), and a sub-specialization (minor) in a related subject. This is commensurate with the ultimate goal of equipping students with middle management skills and the background necessary to pursue higher studies.

NSU:
North South University (NSU) is the first and largest private university in Dhaka, Bangladesh. The university was established in 1992, and in the following year had its formal inauguration in February, 1993. NSU had its first convocation in December, 1996, when 96 students graduated. The school had an enrollment of 3,798 students in 2005.
NSU is located in 12 Kemal Attaturk Avenue in Banani. A permanent campus is being built in Bashundhara. The campus in Banani consists of five bulidings. They are named Sher Tower, Lifo Tower, Star Tower, BTA Tower and GMQ Tower. The GMQ Tower was named after a late proctor of North South university.

|Vice Chancellor |Dr. Hafiz G. A. Siddiqi |
|Pro Vice Chancellor |Dr. SAM Khairul Bashar |

Mission

The mission of NSU is to excel in providing higher education in Bangladesh keeping in view the Challenges of the twenty-first century. Its vision is to become a top university in the South Asian region. As a center of excellence it aims to attract students from all countries of the region. This mission is achieved by imparting world class education and training, and by research and public service, so that individuals can achieve their intellectual, social, and personal potential. NSU is committed to developing human capital by sharpening creative thinking of individuals.

Strategies

To fulfill its mission, NSU applies four basic strategies: offers a set of programs/curricula which meets the needs of the students coming from different backgrounds; hires highly qualified and internationally experienced teachers to teach courses relevant to a continuously changing environment; selects students who demonstrate, at NSU-administered tests, the potential to complete the program of study; and provides the necessary infrastructural and logistic support and an environment in campus conducive to teaching and learning endeavors.

EWU

East West University is one of the oldest private universities of the country] It was established in 1996 as a non-profitable organization and since then it is maintaining its reputation and quality of education. In 2006 EWU reached its 10th year and planning to celebrate this event centrally. After being accorded permission by the Government under the Private University Act (Act 34) of 1992, East West University was launched in 1996. Classes started in September, 1996 with 6 faculty members and 20 students in the present campus of 45, Mohakhali Commercial Area, Dhaka.
|East West University |
|[pic] |
|Motto |"Excellence in Education" |
|Established |1996 |
|Type |Private |
|Chancellor |H.E. Prof. Dr. Iajuddin Ahmed |
|Vice-Chancellor |Dr. Md Musa |
|Faculty |189 |
|Students |6162[1] |
|Undergraduates |4794(male:3591,female:1203) |
|Postgraduates |1368(male:1052,female:316) |
|Location |Dhaka, Bangladesh |
|Campus |43, Mohakhali, Dhaka |
|Colors |International Klein_Blue |
|Nickname |EWU |
|Affiliations |University Grant Commission Bangladesh |
|Website |http://www.ewubd.edu |

Mission
In keeping with its name, East West University, rated among the top private universities, endeavors to synthesize eastern culture and values with western thought and innovations. As an institution of higher learning that promotes and inculcates ethical standards, values and norms, East West University (EWU) is committed to the ideals of equal opportunity, transparency, and non-discrimination.

The primary mission of EWU is to provide, at a reasonable cost, post-secondary education characterized by academic excellence in a range of subjects that are particularly relevant to current and anticipated societal needs. Central to the university's mission is its intention to provide students with opportunities, resources and expertise to achieve academic, personal and career goals within a stimulating and supportive environment. EWU is striving not only to maintain high quality in both instruction and research, it is also rendering community service through dissemination of information, organization of training programs and other activities. Sensitive to the needs of its students and staff, EWU is committed to providing a humane, responsive and invigorating atmosphere for productive learning and innovative thinking.

BRAC

|BRAC University |
|[pic] |
|Established |2001 |
|Type |Private university |
|Chancellor |Dr Md Iajuddin Ahmed |
|Vice-Chancellor |Professor Jamilur Reza Choudhury |
|Location |Dhaka, Bangladesh |
|Campus |Urban |
|Nickname |BRACU a.k.a BU |
|Website |www.bracuniversity.ac.bd |

Mission

The mission of the BRAC University is to foster the national development process through the creation of a centre of excellence in higher education that is responsive to society's needs, is able to develop creative leaders and actively contributes to learning and creation of knowledge.

Goal

The goal of the university is to provide an excellent broad based education with a focus on professional development for students, in order to equip them with the knowledge and skill necessary for leading the country in its quest for development. Along with this, the university provides an environment for faculty development in order to ensure a dynamic teaching environment. Faculty will be provided with an environment in which they can further their teaching skills and contribute to the creation of new knowledge by developing and using their research skills.

AIUB

Mission
American International University-Bangladesh (AIUB) is committed to provide quality and excellent computer-based academic programs responsive to the emerging challenges of the rapid technological advancements. The AIUB is dedicated to nurture and develop world-class professionals imbued with strong sense of ethical values and competence ready to face the competitive world of business, service and employment.

Vision
American International University-Bangladesh (AIUB) envisions to promote and create a learning environment through state-of-the-art facilities and tools; highly competent faculty and staff; expanded frontier of research-based knowledge; and international standards supportive of the new horizons in the diverse fields of disciplines and the enunciated development perspectives of the country.

Goal • Sustain development and progress of the university • Continue to upgrade educational services and facilities responsive of the demands for change and needs of the society • Inculcate professional culture among management, faculty and personnel in the attainment of the institution's vision, mission and goals • Enhance research consciousness in discovering new dimensions for curriculum development and enrichment • Implement meaningful and relevant community outreach programs reflective of the available resources and expertise of the university • Establish strong networking of programs, sharing of resources and expertise with local and international educational institutions and organizations
Accelerate the participation of alumni, students and professionals in the implementation of educational programs and development of projects designed to expand and improve global academic standards

|American International University |
|[pic] |
|Motto |Where leaders are created |
|Established |1994 |
|Type |Private, Coeducational |
|Vice-Chancellor |Dr. Carmen Z. Lamagna(Awarded “The Pamana ng Pilipino |
| |Award”)[1] |
|Faculty |50 (full-time faculty). |
| |Numbers as of May 2006 |
|Students |3800 |
|Location |Dhaka, Bangladesh |
|Campus |Urban |
|Nickname |AIUB |
|Affiliations |University Grants Commission Bangladesh |
|Website |www.aiub.ed |

American International University, Bangladesh (Bengali) or (AIUB) is a private university of Bangladesh. It was established in 1994. The University is situated in Kemal Ataturk Avenue Banani, Dhaka and it has five campuses. AIUB is the member of American Chamber of Commerce in Bangladesh

c. The Firm

Firm: The Company
|IUB at a Glance |
|Ø The Independent University, Bangladesh (IUB) was established in 1993. |
|It established a second campus at Chittagong in 1999 and is the first private university, in Bangladesh to extend its |
|teaching facilities to the port city of the country. |
|The University logo represents the philosophy on which the University is founded: the best of both worlds. The Blue Leaf |
|represents the western tradition, Saffron Leaf the eastern. The Flame in the middle represents the synthesis of the eastern|
|and western traditions and also conveys the idea of purity. |
|The motto of the University “Teacheth Man That Which He knew Not” is taken from the fifth verse of Sura Alak of the Holy |
|Quran. |
|The University has 4 schools offering 15 undergraduate and 5 graduate programmes. |
|At IUB, we have a close-knit academic community with an enrolment of 3054 students of whom 69% are male and 31% are |
|female.* |
|IUB employs a total of 125 full-time faculty. ** |
|IUB Central Libraries in Dhaka and Chittagong campuses are a gateway to information for students, faculty and staff. The |
|libraries contain over 21, 000 volumes and subscribes to over 100 journals and periodicals. The library has online access |
|to Emerald, Jstor, Oxford University Press Journal and Hinari. All books and journals titles can be accessed through IUB |
|library online databases. The Chittagong campus has an American Corner for information on USA. |
|There are 724 computers available for use in Dhaka and Chittagong campuses. |
|At IUB, the university experience is more than simply an academic exercise. The students participate in various |
|co-curricular activities organized by the Division of Student Activities (DoSA). The student community is also gainfully |
|involved in expressing themselves in various aesthetic forums through numerous clubs such as Literary Society, Debating |
|Club, Science Society, Business Students’ Society, Social & Welfare Society, AIESEC, Green Sphere, Art Club, Cricket Club |
|and Bangla Club. |
|In the financial year 2004, the University awarded more than taka 15.80 million in financial aids. The University also has |
|campus employment programme for students. |
|IUB has established various collaborative research arrangements and academic link programmes with universities, research |
|institutions and organizations worldwide |

|Mission & Strategy |
| |
|Ø Mission |
|Mi is to achieve the goals of higher education and of sustainable economic growth in the country through a two-way |
|relationship between community and university. |
|The Goals |
|IUB's goals are to produce graduates of international standards within the local environment, with knowledge and relevant |
|skills to provide leadership in enterprise, public service and welfare; encourage and support useful research; create |
|knowledge; and provide further learning opportunities for adults. The curriculum objectives for the undergraduate education|
|are to teach communicative skills (oral and written communication and computer skills) with a strong humanities background,|
|knowledge and competence in a subject (i.e. a major), and a sub-specialization (minor) in a related subject. This is |
|commensurate with the ultimate goal of equipping students with middle management skills and the background necessary to |
|pursue higher studies. |
| |
|The Strategies |
|The University curriculum and courses of study are progressively revised and adjusted on the basis of their relevance to |
|national needs and the global market demand. The educational quality is maintained by exchange relationships with renowned |
|universities overseas. |
|As a private university, IUB is free to set its own curriculum and methods of procedure and to cooperate with academics at |
|home and abroad. It produces graduates who are well grounded in the liberal arts with marketable skills to promote economic|
|growth. |
| |
| |
| |
| |
| |

|Academic Facilities |

|Library |
|IUB has a well-stocked course oriented central library with electronic communication backup. It is gradually building up |
|shelves of general reading and references. Apart from the central stock, there are seminar and departmental libraries in |
|different schools providing easier access to students and research facilities open to students with valid ID cards. The |
|Library also issues its own access cards to current students against their IDs, alumni, faculty members and staff, members |
|of the Governing Council and members of ESTCDT. |
| |
| |
|Computer Centre |
|The University Computer Centre having on-line facilities is available to all students. The centre provides general word |
|processing and accessibility to Internet services. All the buildings in Baridhara have been brought under a fibre-optic |
|network system providing easy access to worldwide information.In addition to the University Computer Centre, there are |
|Computer Labs in each School, Library, Graduate School and at the Chittagong campus. |
| |
| |
|Laboratory |
|The laboratory consists of 5 units- (I) Physics (ii) Chemistry (iii) Biology (iv) Environmental Science and (v) |
|Geographical Information Service (GIS) Lab. Other facilities, which support academic development of students, are |
|opportunities of paid/unpaid internship in business, industries and service and research support under departmental |
|allocation. |
| |
| |
|The Language Centre |
|From the outset, IUB has stressed the inter-relational nature of modern life and the need for heightened international |
|awareness of this country's future leadership. The language study is divided into many aspects depending on its principal |
|use in business/technical communication/translation and interpretation. To provide adequate facilities for language |
|training IUB has established a Language Centre with technical facilities and know-how, initially to teach English and |
|French languages. Already accords have been made with the British Council and the Alliance Francaise to assist with the |
|contents and structure of teaching in the two languages. The Centre is an integral part of the University's education for |
|the reasons already given above. In due course, it will be developed into an institution for language and cultural studies |
| |
|Extension and Continuing Education Centre |
|A major objective of the IUB educational curriculum has been to relate education to the changing needs of the profession |
|and economy of the country through the use of progressive management techniques. ECEC aims at providing updated education |
|programs, maintains a close link with the community to serve this purpose. It offers essential professional updates, which |
|the executives and student community need today and in the future. It endeavours to meet the varied requirements of |
|professionals in the light of the changing and growing national economy with the use of progressive management techniques |
|and innovations for better performance. |
| |

Tuition Fees
|Admission fees |
|15,000 |
| |
|Late admission fees |
|3,000 |
| |
|Re-admission fees |
|15,000 |
| |
|Re-instatement fees (to re-instate the regular status) |
|10,000 |
| |
|Semester tuition fees per credit: |
| |
|Regular students |
|Non-degree students |
|3,300 |
|5,000 |
| |
|Library, computer/laboratory and student's activities fees: |
| |
|Autumn/Spring semester |
|Summer session |
|5,000 |
|4,000 |
| |
|Pre-registration fees |
|(adjustable with respective semester tuition fees) |
|9,000 |
| |
|Fees for LFE 201 (for live-in-field experience) |
|12,500 |
| |
|Academic transcript/Student copy |
|100 |
| |
|Academic transcript/Official copy |
|500 |
| |
|Undergraduate admission application form |
|350 |
| |
|School catalogue / copy |
|20 |
| |
|Certification letter / copy |
|(Letter certifying medium of instruction at IUB) |
|(Letter certifying student status) |
|(Letter certifying migration status) |
|(Letter certifying provisional status of undergraduate program) |
|100 |
| |
| |
|Duplicate Identity Card / copy |
|100 |
| |
|Graduation application fees (non-refundable) |
|3,500 |
| |
|Duplicate copy of original certificate (Diploma) |
|1,000 |
| |
|Two official copies of academic transcripts (for graduating students) |
|500 |
| |
|Library overdue fine for general collection (per day per book) |
|10 |
| |
|Library overdue fine for reserved collection (per hour per book) |
| |
| |

Programmers That AreOffered

|Undergraduate Programs |
| |
| |
|School of Business (BBA) |
|Accounting |
|Economics |
|Finance |
|General Management |
|Marketing |
|Management Information System (MIS) |
|School of Engineering & Computer Science (B.Sc.) |
|Computer Engineering |
|Computer Science |
|Computer Information System |
|Electrical & Electronic Engineering |
|Electronic & Telecommunication Engineering |
| |
|School of Environmental Science & Management (B.Sc.) |
|Environmental Management |
|Population Environment |
|Land and Water Resources Management |
|School of Liberal Arts & Science (BSS) |
|Media & Development Communication |
| |
| |
| |
| |
| |
| |
| |

|Graduate Programs |

|MBA Program |
|M.Sc. in Computer Science |
|M.Sc. in Telecommunication Engineering |
|Computer Networks & Communications |
|Software Engineering |
|MSS in Development Studies |
|Master of Public Health (MPH) |
|Master of Science in Environment Management |
| |

c. Marketing strategies.

Marketing strategy is the logic by which the organization hopes to achieve its marketing objective. It consists of specific strategies for the target market, positioning, the marketing mix, and marketing expenditure. It creates a mixture of tangible and intangible benefit in the mind of the consumers to which is a ultimate part of marketing objective. Therefore the marketing strategy should also focus on the activities which build a strong position in the customer perceived value.
Independent University Bangladesh has designed the marketing strategies in such a unique way that even though it is taking a bit of time but developing a strong position in the industry. The marketing strategies of the University are as following,

The course curriculum: The University has a curriculum that is revised and maintained by the need of the local and international job markets. Furthermore the university maintains its courses and degrees with the focus on the curriculum of world renowned universities. As a result the curriculum of the university attracts many students from different educational backgrounds and from different medium of instruction.

The offerings: the university at this moment is offering the degrees that are highly on demand.

Credit transfer facilities for the students: The course design and the structure of the degree programs are designed according to the North American syllabus. Therefore the courses matched with the Universities in USA and in Canada. Subject to other conditions and requirements the students can transfer their credits to the Universities abroad. As because this is one of the major experience for the students to complete at least two years studying abroad; the leading private universities along with IUB attracts the larger part of the

Research activities
IUB has established various collaborative research arrangements and academic link programmes with universities, research institutions and organizations worldwide.

Financial aid for the students
In the financial year 2004, the University awarded more than taka 15.80 million in financial aids. The University also has campus employment programme for students.

THE PROBLEMS INDEPENDENT UNIVERSITY HAS.

Independent University Bangladesh is one of the leading world class universities in Bangladesh. However the university has some of the obstacle which are playing a devastating role in making progress at this moment.

Inter communication problem: the study found the students complaining about the communication process of the University. Even if some important notice is on th eboard the message strategy is not quite well eficient to catch the studetns eyes. On the top of that many students were found complaining about they did not get any news of any seminers or national or international programs going on in the University. The students suggested that the attention getting strategy of the University should be developed.

Marketing problem (positioning): the university has failed to creat a strong level of aware ness in the society. The study was surprized to come to know that many of the external students and gurdians do not even know the location of the University. The market is totally unaware of the offerings and the core competencies which a re world call and provided by independent university Bangladesh. As a result the university holds a backward position in the competition and other unversities wins the marke

Campus problem: At this moment the university does not provide the own campus to the market. However the demography is acustumed with the campuses of the public universities. The fact is that the public universities are suported and subsidized by the government each year. As a result it is not that much of a surprize that they will come up with campuses with a larger area and ful of natural bodies.

Each of the mentioned problems above are very crucial and yet to be solved. However the main problem faced by the university is the Awareness and the Positioning problem. Even if you have the service that is high class and highly competitive in the market and has the ability to attract a huge market share, if the service is not positioned in the market in a unique way the service may fail to generate the expected level of revenue and on the top of that may affect the existing customers very badly as well.
Less Promotional activities: The university has very less promotion about their own activitien

Awareness and the positioning: Independent university has a set of highly skillful faculty members and facilities. However the message is not quite provided to the market. Therefore the student demography does not even know about the service that independent university had.
The study found that most of the people do not even know about where the university is. While on the other hand two of the major competitive of the university is highly well introduced and positioned in the country. In addition North South University and American international University is situated in a prime location in the metropolitan city. Therefore the awareness and the positioning problems are getting the best level of attraction in the study.

ALTERNATIVES:

To solve the problem the study suggests the alternatives bellow:

1. create awareness and Positioning the market efficiently: The university can develop a new marketing positioning and attractive fetures in the marketing plan so that the mass student demography recognizes the university according to its own strength

2. Moving to the new campus immediately: another solution could be shifting to the new campus as soon as possible so that it creats a parmanets image of progress in the beliefs of the consumers.

3. Involving useful marketing research on awareness: the university can introduce a research tem based on the awareness factor. In this process the university will be able to focus on the student and the social cluster and eventually manage to gain higher market share in the country.

CONCLUSION:

The idea of private university is well accepted and adopted by the mass demography of the country. As a result the other established non governmental university becomes parallel competitors of Independent University in the market. In this competitive environment any less effective marketing activities may result not only in achieving less market share but also in a negetive impact on the current students. Therefore from the above discussion the study has found that the university can mange to complete the research and awareness with opening a new dimention in the existing research process. Secondly the moving to the new campus is highly dependent of generating higher market share and revenue than what is present at this moment which may develop on the basis of basic awareness and positioning the services that the university is providing now. The massege of the quality of the university should be convayed to the market. In doing so the University must create a strong educational promotional activitis such as the strong links to the organizations interms of internship and in providing quality and skillfull work force in the job market. Furthermore, they university should also concentrate on presenting its service in a unique platfor that students with a higher academic knowledge and learnings from the university will eventually end up in getting a good job in the competetive market by graduating from the school. Furthermore the university should provide a usefull message to the job market as well as to the society what the university has interms of creating skill full workfore. Therefore the new students will enthuestic about getting the admission in the university and the existing markets will play a greater role by getting a good job and by positive word of mouth. In addition this is th ehigh time that the university strains the admission process by an effective admisin test as North south University to create a posstion in the market that the university in searching for the brilients to participate and make progress by getting admission in the University. It may result in creating a image that Independent University in terms of quality is at a hogher position now. If this procedure is effective ly execuated the market will be given a idea of developing the servic and will be interested in applying the changes. As a result the awared market will leave the hasitatioina and the new market will develop a higher position in their mind.
To conclude does not mattr how much enthuastic the quality of the service is but if th emessage is not quite clear to the prospective market then ther is every posibility of loosing markets. Therefore the university should reorganize its awaress programs and positioning process and

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