Section outline
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Course Teacher:
Dewan Golam Yazdani Showrav
Associate ProfessorÂ
Department of Business Administration
Faculty of Business and Entrepreneurship
Daffodil International UniversityEmail: dewan.bba@diu.edu.bd
Cell: 01671080089-
Students mustView
Dear Students,
This is Dewan Golam Yazdani Showrav, Associate Professor (Marketing) and your Course Teacher of Summer, 2025. I Congratulate you for being so enthusiastic about learning and appreciate your drive for achieving success in life. For any problem sharing or help you can fix an appointment with me (Click on Counseling Time). To reach me, you can text me or email me anytime. My email address and phone number are given in my profile description. Thank you.
Regards,
DYS -
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From this video you can comprehend the overview of this course and where to apply the course knowledge in real life!
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Every Saturday From 1.00 pm to 4.00 pm
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- All the students registered for this course have to enroll in Moodle
- Students can find all the course materials from Moodle.
- All the students have to submit the soft copy of their "Assignment" in Moodle under assignment section created here and for this they will be graded here.
- One discussion or feedback forum is created under each of the lecture Students have to give their feedback on these forum and marks will be given for their feedback
- Any announcement regarding the class will be posted on Moodle. So they have to keep themselves always active on Moodle.
- All the quizzes and presentation will be held on face to face class and may be few of the class will be held on online (Moodle) and it will be announced before the class
- The question pattern and the syllabus for the quizzes, midterm and final exam is given here under each of the section (quizzes, midterm and final)
- There are midterm and final exam preparation forum under these sections where students can discuss with each other about their midterm and final exam syllabus, any problem regarding the exam etc.
Instructions/Guideline for the course:
Aims and Objectives:
1. Apply the holistic role of marketing in business organizations
2. Understand the market and design marketing strategies in line with organizational vision and mission
3. Distinguish among decisions based on different goods, services and markets
4. Act on marketing mix variables according to the situation requires
Course Content:
* Developing Marketing Strategies and Plans* Gathering Information and Scanning Environment* Analyzing Consumer Market* Analyzing Business Market* Identifying Market Segments and Targets* Dealing with Competition* Creating Brand Equity* Setting Product Strategy* Designing and Managing Services* Developing Pricing Strategies and Programs* Designing and Managing Marketing Channels* Designing and Managing Marketing Communications-
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Students mustViewMake forum posts: 1
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Objectives of this lecture:
To let the students know the importance of marketing, scopes of marketing and fundamental marketing concepts
Lecture Outcomes:
Students will be able to describe importance of marketing, scopes of marketing and fundamental marketing concepts
Lecture Contents:
Section- A
Why is marketing important?
What is the scope of marketing?
Section B
What are some fundamental marketing concepts?-
Students mustViewMake forum posts: 1
- Explain Marketing and Societal Marketing Concept with example.
- Properly write your roll number and name during answering the question.
- Word limit (200 to 300 words)
- Deadline: before the next chapter starts. Forum will be hidden after deadline
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Students mustMark as done
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Objectives of this lecture:
1. Able to define Value Chain Process.
2. Able to identify steps for Corporate and Division Strategic Planning
Lecture Outcomes:
At the end of the session participant will be able to:
1. Able to define Value Chain Process.
2. Able to identify steps for Corporate and Division Strategic Planning
Lecture Contents:
Section- A: Introduction to Value chain Process;
Elements of a value chain; how it works.
Section- B: Importance of Value chain Process
- What are the benefits of maintaining effective value chain; pitfalls of not maintaining proper value chain; practical examples of a company’s value chain.
- Levels of strategic planning
- Strategic Business unit and its characteristics
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Students mustViewMake forum posts: 1
- Explain three characteristics of SBU with example.
- Properly write your roll number and name during answering the question.
- Word limit (200 to 300 words)
- Deadline: before the next chapter starts. Forum will be hidden after the deadline
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Students mustMark as done
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Students mustMark as done
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Objectives of this lecture:
To teach the student how to minimize strategic planning gap. How to develop an effective marketing plan for a new product.Lecture Outcomes:
1. Learn how they can suggest ways to reduce strategic planning gap of the organizations.
2. understand the contents of the marketing plan
3. Prepare marketing plan for a new product.Lecture Contents:
Section- A
- Minimizing strategic planning gap.
- Options for minimizing strategic planning gap.
- Concentric diversification
- Horizontal diversification
- Conglomerate diversification
Section- B
- Developing an effective marketing plan for a new product.
- Contents of marketing plan
- Introduction
- Situation analysis
- Marketing program development
- Budgeting
- Implementation and Control
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Students mustViewMake forum posts: 1
- Explain Integrative growth strategy with example
- Properly write your roll number and name during answering the question.
- Word limit (200 to 300 words)
- Deadline: before the next chapter starts. Forum will be hidden after deadline
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Objectives of this lecture:
Analyzing the Macro environment, Demographic Environment, Other Major Macro environments that might affect the marketing activities
Lecture Outcomes:
At the end of the session participant will be able to:
1. Able to analyze different factors of Macro environment
2. Able to analyze the influence of major environmental forces on marketing performanceLecture Contents:
Section- A
Analyzing the Micro environment, Demographic Environment that affects marketing activities.
Section- B
Other Major Macro environments that might affect the marketing activities. fad, trends and mega-trends
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Students mustViewMake forum posts: 1
- Explain any three elements of PESTEL for Tourism Sector in Bangladesh
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Objectives of this lecture:
What Influences Consumer Behavior, Buying Decision Process
Lecture Outcomes:
At the end of the session participant will be able to:
1. Able to describe how cultural, social and psychological factors influence consumer buying decision
2. Able to understand buying decision processLecture Contents:
Section- A
Cultural, social and psychological factors influencing consumer buying decision
.Section- B
Buying Decision Process. How do people take buying decision ?-
Students mustViewMake forum posts: 1
- Describe your buying decision process for taking admission decision in Daffodil International University.
- Properly write your roll number and name during answering the question.
- Word limit (200 to 300 words)
- Deadline: before the next chapter starts. Forum will be hidden after deadline
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Objectives of this lecture:
- How does the business market differ from the consumer market?
- What buying situations do organizational buyers face?
- 3.Who participates in the business-to-business buying process
Lecture Outcomes:
At the end of the session participant will be able to:
1. Able to explain Organizational buying
2. Able to explain the characteristics of organizational buyingLecture Contents:
Section- A
Organizational Buying, Participants in Business Buying Process.
Section- B
Buying Decision Process for business market-
Students mustViewMake forum posts: 1
- Discuss the role of business buying center considering 100 laptop purchase for Daffodil International University or Mutual Trust Bank, Dhanmondi Branch.
- Properly write your roll number and name during answering the question.
- Word limit (200 to 300 words)
- Deadline: before the next chapter starts. Forum will be hidden after deadline
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Objectives of this lecture:
- To know Level of Market Segmentation, Bases for Segmenting Consumer Market, Market Targeting
Lecture Outcomes:
At the end of the session participant will be able to:
1. Able to understand the concepts of Segmentation, targeting and positioning
2. Able to explain the bases for segmenting consumer market.Lecture Contents:
Section- A
Bases of Market Segmentation
Rationale of segmenting markets
Section- B
Targeting and positioning
Tools for positioning-
Students mustViewMake forum posts: 1
- Explain the criteria for Effective Segmentation
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Chapter 12: Setting Product Strategy
Learning Objectives:
1.What are the characteristics of a product, and how do marketers classify products?2.How can companies differentiate products?3.Why is product design important and what factors affect a good design?4.How can a company build and manage its product mix and product lines?Learning Outcomes:
1. Students will be able to What are the characteristics of a product, and how do marketers classify products2. Students will be able to How can companies differentiate products3. Students will be able to Why is product design important and what factors affect a good design4. Students will be able to How can a company build and manage its product mix and product lines
Possible Assessment:
Quiz and Case study-
Chapter 12: Setting Product Strategy
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Students mustViewStart discussions: 1Make forum posts: 1
- Explain five product levels of your mobile phone.
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Chapter 13: Designing and Managing Services
Learning Objectives:
1.How do we define and classify services, and how do they differ from goods?2.What are the new services realities?3.How can we achieve excellence in services marketing?4.How can we improve service quality?5.How can goods marketers improve customer-support services?Learning Outcomes:
1. Students will be able to How do we define and classify services, and how do they differ from goods2. Students will be able to What are the new services realities3. Students will be able to How can we achieve excellence in services marketing4. Students will be able to How can we improve service quality5. Students will be able to How can goods marketers improve customer-support servicesPossible Assessments:
Quiz and Case Study
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Chapter 13: Designing and Managing Services
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Students mustViewMake forum posts: 1
- Explain four characteristics of Service with example.
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Chapter 14: Developing Pricing Strategies and Programs
Learning Objectives:
1.How do consumers process and evaluate prices?2.How should a company set prices initially for products or services?3.How should a company adapt prices to meet varying circumstances and opportunities?4.When should a company initiate a price change?5.How should a company respond to a competitor’s price change?Learning Outcomes:
1. Students will be able to How do consumers process and evaluate prices2. Students will be able to How should a company set prices initially for products or services3. Students will be able to How should a company adapt prices to meet varying circumstances and opportunities4. Students will be able to When should a company initiate a price change5. Students will be able to How should a company respond to a competitor’s price changePossible Assessment:Quiz and Case Study-
Chapter 14: Developing Pricing Strategies and Programs
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Chapter 15:Designing and Managing Integrated Marketing Channels
Learning Objectives:
1.What is a marketing channel system and value network?2.What work do marketing channels perform?3.How should channels be designed?4.What decisions do companies face in managing their channels?5.How should companies integrate channels and manage channel conflict?6.What are the key issues with e-commerce and m-commerce?Learning Outcomes:
1. Students will be able to What is a marketing channel system and value network2. Students will be able to What work do marketing channels perform3. Students will be able to How should channels be designed4. Students will be able to What decisions do companies face in managing their channels?5. Students will be able to How should companies integrate channels and manage channel conflict6. Students will be able to What are the key issues with e-commerce and m-commercePossible Assessment:
Quiz and Case Study
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Prepare power point presentation slides (12-15):
- Cover Slide: Course Name & Code, Group Name, Group Members Name and Roll, Section, Semester
- 2nd Slide: Company Overview
- 3rd Slide: Target Customers Profile
- 4rd and 5th Slide: Products of the Company
- 6th and 7th Slide: Pricing Strategies of the products
- 8th and 9th Slide: Promotion Strategies (Television/bill board/ Social Media etc.)
- 10th and 11th Slide: Distribution Strategies (showroom, shopping center, online etc.)
- 12th and 13th Slide: Market Analysis (market share/competitors)
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Students mustViewReceive a grade
- Submit your presentation slide here
- Deadline: 20 November 2023
- Time: 11.59 pm
- Maximum Size of the Slide 5 MB
- Check attachment
- Presentation Date: