1

Chapter One: Introduction

1.1 Background Study:

This report provides information obtained through analysis, regarding branding of a

campus item Jahangirnagar University, we focus on the Department of Marketing, JU.

This report will pay particular attention to the overall strategy of branding, and will

highlight major strengths and weaknesses while offering some explanation for observed

changes. The report will comment on the prospects of the Department of Marketing, JU

that it want to create a strong brand image improving current performance through

different branding tools. These observations do have limitations which will be noted.

This report will explain how an education service organization can do self-branding for

the better enhancement of its outcome.

Jahangirnagar University has a rich history and humble beginnings, remarkable growth

and a history of satisfied students and others. Following are highlights of the many

milestones the varsity has achieved during its more than 43 years history.

There are many departments and institute under Jahangirnagar University. We are

focusing Department of Marketing among them. It’s a young department and already has

a reputation in the inner side of the varsity. But, we want to highlight it in the outer side

of the varsity creating a strong brand image through different brand tools.

1.2 Objectives of the report

To create a strong brand image of Department of Marketing, JU.

To aware the corporate people about it.

To improve the quality and facilities of the Department of Marketing, JU.

To recommend some suggestions based on findings to overcome the barriers of

branding the department.

1.3 Methodology

Methodology is the procedure that is aimed to guide the conducted research work in

order to reach its ultimate destination. While conducting the study, most of the

information and data are collected from primary sources. In the absence of some

information or data dependence in secondary data has been inevitable. However,

whenever possible primary data has been used. As we are the student of this department,

we have collected data by interviewing the responsible office clerk, other Employees and

students.

2

Chapter Two: Department of Marketing, JU Profile

2.1 Department Profile

Name : Department of Marketing.

Established : November, 2009.

Location : Faculty of Business Studies, Jahangirnagar University, Savar, Dhaka.

Students : 200 Approximately

Batch : 4 Batches (running)

Office stuffs : 2

Services : BBA, MBA, EMBA.

Facilities : Well-structured building,

A/C Class rooms,

Single chair per person,

Well decorated class rooms,

Seminar Library,

Photocopy & Print facilities,

Canteen,

Wi-Fi free connection,

Student’s zone (Munni Chattar)

Parking slot in front of the dept. building,

Faculties : 1. Nigar Sultana,

Assistant Professor (Chairperson- Dept. of Marketing, JU)

Studied from Dept. of Marketing, Dhaka University.

2. Barota Chakraborty

Lecturer,

Studied from Dept. of Marketing, Dhaka University.

3. Kashedul Wahab Tuhin

Lecturer,

Studied from Dept. of Marketing, Dhaka University.

3

4. Farhana Sehreen,

Lecturer,

Studied from Dept. of Economics, Jahangirnagar University.

Another Lecturer is going to join in the Department.

Related Facilities : Hall for both male & female students, Transportation, Central

Library, Varsity wide Wi-Fi, TSC, Auditorium, Cafeteria,

Playground, Gymnasium etc.

4

BBA Courses : Introduction to Business, Principles of Marketing, Global

Marketing, Accounting Principles, Marketing for Hospitality &

Tourism, Financial Accounting, Strategic Brand Management,

Marketing Management, Management, Project Management,

Marketing Research, Export Import Management, Business Math,

Business Law, Business Psychology, Operation Management,

Organizational Behavior, Micro Economics, Macro Economics

etc.

5

Chapter three: Branding the Department of Marketing, JU

3.1 Branding overview

Brand is the "name, term, design, symbol, or any other feature that identifies one seller's

product distinct from those of other sellers" Initially, Branding was adopted to

differentiate one person's cattle from another's by means of a distinctive symbol used in

business, marketing and advertising. A brand-an intangible asset-is often the most

valuable asset of a corporation. Brand owners manage their brands carefully to create

shareholder value, and brand valuation is an important management technique that

ascribes a money value to a brand, and allows marketing investment to be managed (e.g.:

prioritized across a portfolio of brands) to maximize shareholder value. Although only

acquired brands appear on a company's balance sheet, the notion of putting a value on a

brand forces marketing leaders to be focused on long term stewardship of the brand and

managing for value.

The process involved in creating a unique name and image for a product in the

consumers' mind, mainly through advertising campaigns with a consistent theme.

Branding aims to establish a significant and differentiated presence in the market that

attracts and retains loyal customers.

Branding depends on customers based brand equity model. Keller's Brand Equity Model

is also known as the Customer-Based Brand Equity (CBBE) Model. Kevin Lane Keller,

a marketing professor at the Tuck School of Business at Dartmouth College.

The concept behind the Brand Equity Model is simple: in order to build a strong brand,

marketers must shape how customers think and feel about their product. You have to

build the right type of experiences around your brand, so that customers have specific,

positive thoughts, feelings, beliefs, opinions, and perceptions about it.

When we have strong brand equity, your customers will buy more from us, they'll

recommend to other people, they're more loyal, and we're less likely to lose them to

competitors. In case of branding our department we also do these jobs because Keller’s

model is a big helping hand to build a concrete brand image.

Figure 1 – Keller's Brand Equity Model

6

The four steps of the pyramid represent four fundamental questions. Those are:

1. Brand Salience......................................................Deep, broad brand awareness

2. Brand Performance &Brand Imagery................................Points of parity and

difference

3. Judge & Feelings.....................................................positive, accessible reactions

4. Resonance…………………………………….…....intense, active loyalty

Procedure of Branding Marketing Department

There are many factors that influence the success of establishing new department. If the

product fill a compelling need, if it is unique if it can be designed, formulated, priced,

packaged, distributed and promoted effectively, there is a chance to make and formulated

it as a successful one. With all of these potential pitfalls, it’s not surprising that, man

departments cannot gain their goal. Because there is one other consideration that is often

overlooked: the role of department and targeting their customers. Many experts agree

that understanding how consumers view brand can often be the most important factor

influencing new department success.

It Starts With the Consumer

The first step in understanding how marketing department will impact the success is to

become familiar with how consumers view the department.

Understanding is all about knowing what associations, both positive and negative,

consumers link to the department. These associations can include things like quality,

value, innovation and reliability. But department can also be very strongly associated

with specific features to is target market.

3.2 Target Market

First of all our main target market for B.B.A program is students who are very much

eager to study B.B.A in any reputed university.

Secondly, we have to convince the guardians. Guardians’ in Dhaka city and others region

who are enough worthy to bear the cost of private students do not want to admit their

daughters and sons in Jahangirnagar University as it is quite far from Dhaka city. Due to

some bad political issue, we have to choose strategic marketing technique to brand our

department as one of the leading department in Bangladesh.

Thirdly: Next step is to capture students for E.M.B.A program. First priority campus

students from others department and next is executives who want to do their M.B.A from

renowned public universities. For E.M.B.A program we have to maintain three

demographic segmentation.

Forth: Corporate personnel or organizations are also our target market. Because, if this

dept. build strong brand image, they will hire BBA, MBA and EMBA students from this

dept. for internship and job.

7

A Formula for Success

Understanding where the consumer will give chance to the marketing department as a

renowned brand is critically important. If we want to establish our department as a

successful one at first we focus on our annual result, its extracurricular activities, its

others side extra-curricular activities, its students facilities, canteen facility, sports

facility, indoor games and outdoor games, debate facility, gallery etc. Those all kinds of

facility is present in our department but we have to make aware our target market about

these activities but here first and foremost channel is word of mouth and the posturing of

any events in the campus.

Impact of Awareness

Without awareness the people there is no value of creating many aspects, facilities in our

department. At first the internal people will know the name and fame of our department.

Secondly through the students of our internal students and outside departments student

people throughout the Bangladesh will know about our department. Through creating

web pages and face book pages many students of outside Bangladesh and far away from

Dhaka are able to know about it.

Using Research

The best way to understand consumers’ is through consumer research. Our department

has conducted on-going consumer tracking and equity studies. Through this research we

have known about many views of our students, guardians, some information didn’t exist,

so we did qualitative research. By talking to our student in focus groups, in-depth

interviews and so forth, it is possible to develop a good sense of how consumers view

our department. Qualitative research has helped us to develop a very useful sense of our

department’s image and associations.

Qualitative research: Qualitative research can also give us an opportunity to

explore consumers’ reactions to our new department’s feature and can help us to

optimize our offering.

Quantitative research: Quantitative research is our appropriate next step –

especially if our new features involving involves large amounts of money and

risk. Quantitative research will help us to validate findings from qualitative

research and attaches specific, projectable numbers to your findings. Regardless

of the research approach, it is important to remember that our department should

always view from the consumer’s point of view. With that perspective, your new

department is one giant step closer to a successful launch.

3.3 Competitors

1. Main competitors: Marketing Departments as well as other BBA Departments

(Finance, Accounting, Management etc.) of Public & Private Universities and

IBA in Bangladesh.

2. Secondary competitors: Finance, Accounting, Management etc. Departments

(B.com) National University.

Now a days, private organizations are very much interested about the private university

students and hire them as employee. So shouldn’t neglect them.

8

3.4 Branding the Department with CBBE

The four steps of Brand Equity Model contain six building blocks that must be in place

to reach the top of the pyramid, and to develop a successful brand.

Figure.2: Consumer based brand equity model

Applying the Model

Step 1: Brand Identity: Salience

Salience:

Dept. of Marketing is the one of the most enriched departments of Faculty of Business

studies, Jahangirnagar University. It provides BBA, MBA, and EMBA. So anybody feel

the real marketing here.

There were no commerce faculty or commerce related department in Jahangirnagar

University accept IBA before 2009. In 2009, our honorable ex. dean and ex. chairman

Prof. Abdul Bayes turned the idea into a reality and started Faculty of Business Studies

with two departments one of them is Dept. of Marketing and another one is Dept. of

Finance. He, as the first person behind this great idea, got to be the first Dean of the

faculty and led it. Nigar Sultana and Mansura Akhter are the first two faculty members

with whom the department was started. They joined there in 2009 and in the next year

that means in 2010 our others two faculty members Barota Chakroborty and Farhana

Sehreen were joined .In 20012 we got an experienced teacher Md.Kashadul Wahab

Tuhin.

Before 2009, there was very little opportunity for the commerce background students to

study commerce related subject in Jahangirnagar University. But when the department

was launched, there were 25000 students were applied to get admit here and 15000 chose

9

the Dept. of Marketing as their first subject and 10000 as their second choice. The

number of students in the admission test is gradually increasing. So, Dept. of Marketing

successfully has achieved the breadth and depth of brand awareness. In 20011 it was first

introduced Executive M.B.A program. There are four session those are summer session,

autumn session, spring session, and fall session. A huge number of students in each

session are applying every year. This E.M.B. program has become very much popular in

campus students of others departments. After completing their bachelor degree or

master’s degree they try to get admit in the E.M.B.A course.

.

Step 2: Brand Meaning: Performance:

Brand Performance:

Our brand performance is so high to describe. At first when our dept. was launched there

was no classrooms, seminar rooms for us. But in a year after the great struggle of our

faculties and students we have now our own building. Air conditioned classrooms two

stored building, multimedia projector, executive and extra ordinary chair and table,

seminar room etc.

Primary Ingredients: Our department’s mission and vision is to teach and learn

marketing. We have now concerning in B.B.A Course, M.B.A course, E.M.B.A

course with high qualified faculties. We have air conditioned class rooms,

multimedia projectors. Seminar room with all kinds of books. Here teachers are

very much co-operative and very much reliable. They are so enthusiastic and

modern styled teacher as well as very much concern about research and

developing activities. They take their class on due time. Sometimes in other

departments we see that teachers are not willing to take class on due schedule. If

they do not want to take class, they even feel to be announced as early as

possible. But in department of Marketing teachers are very much conscious about

the time of students, they are very much caring, and never do such activities

which are students time wasting. In every semester students have to face two or

three seminars which are organized through the contribution of our honorable

faculty teachers. We, the students also help in organizing any seminars, cultural

activities.

Supplementary Ingredients: Our department has launched Evening M.B.A.

Friday and Saturday are fully packed for executives. The department has taken

some supplementary initiatives for them. E.M.B.A program is running under four

admission sessions those are summer, autumn, spring, fall. In department of

marketing different types of cultural functions are also organized. Such as,

fresher’s orientation program, celebrating ‘Pahela Boishakh’, celebrating “New

Year”. Departmental and industrial tour are also held at least once in a year. We

have already visited Cox’s bazaar, Sylhet, Bandorban. In case of industrial tour,

we have visited “EAST COAST COMPANY LTD”, “Bata”. Our department has

fair reputation in the sports. We have some best players with whom we have

10

organized Marketing Premier League, Marketing Badminton Week,

Marketing football league.

Service Effectiveness, Efficiency & Empathy: Our faculty members are very

much high qualified. There is also a teacher from economics background. And

she is contributing not only in economics related subjects but also in marketing

related subjects also. Our chairperson is an unique lady, Md. Kashedul Wahab

Tuhin sir is experienced in teaching profession as he was teacher in Comilla

university for three years, Barorat Chakroborty was all along first in her

educational background. She also motivates us to take part in others

extracurricular activities. They are so enthusiastic and modern styled teacher as

well as very much concern about research and developing activities. They take

their class on due time. Sometimes in other departments we see that teachers are

not willing to take class on due schedule. If they do not want to take class, they

even feel to be announced as early as possible. But in department of Marketing

teachers are very much conscious about the time of students, they are very much

caring, and never do such activities which are students time wasting. In every

semester students have to face two or three seminars which are organized through

the contribution of our honorable faculty teachers. They also help the students to

find internship in different organization. As our dept. is comparatively new and

there is no student in corporate sector, corporate personnel and our stakeholders

are knowing us through them.

Style & design: We have nine air condition class rooms. There are multimedia

projector in every class room. The class rooms are very colorful, new

distempered with large white board. There was a time when we had nothing but

in a year we have managed and organized many things that’s why we can say that

we will do prosper within a very short time. As we have already an image of

public university so it will not difficult to gain our expected brand image.

Step 3: Brand Meaning: Imagery:

As we are public university so already we have a concrete image in our customer mind.

We have well developed web sites, face book fan pages which help us to gain more

attention of the customers. We have high qualified faculty members, through admission

test we select the meritorious students.

User profile:

Now we have four batches, four high qualified faculty members, five guest teachers, the

description of teachers have already mentioned. Teachers are very much motivated, they

encourage the students every time. Students are all-rounder. They do not study only.

They also do others extracurricular activities also. There are many students who have

come from different regions from Bangladesh. Some have come from Rajshahi, some

have come from Sylhet, Bogura, Thakurgaon, Chittagong, Dhaka, Khulna almost all over

the country. In case of executive M.B.A, those executives have come here, who are

working in reputed organizations.

11

History and experience: Our department was first introduced in 2009. Prof. Abdul

Bayes is our founder chairman. Asst. Professor Nigar Sultana, Mansure Akhter are our

first two faculty members. We did not have our own building. Our all academic others

activities were took place in social science building. After a great struggle of two years

we have got our own building. Our faculties have taken our classes sitting on the floor,

we did not have our chair table either but we have recovered and soon we will have those

all facilities which we really deserve. Themes and values

Points of Parity :

I. Education Process: As we are a public university so education systems and

procedures are very high and they are going through a systematic way. There is

running four years semester system regular B.B.A course, and each semester

holds six subject of three credit and one credit on viva voce. Regular M.B.A

course and Executive M.B.A course.

II. Admission Process: Every year after publication of the H.S.C result our

university take the initiatives to launch the admission procedure. From this year

the admission procedure will take place through the Teletalk and internet

procedure and our department is also take the admission through the same system

as all departments goes through the same system.

III. Excursion: Like other Departments, our dept. also goes for excursion every year.

It’s very important for mental refreshment the mind for the students as well as the

teachers. Student gather knowledge from it. It’s a plus point for us that maximum

private universities don’t go for excursion. We can hire sponsorship for this

event. We can mention the name or logo in the t-shirt.

12

IV. Seminars: Like others private and public university our department also arrange

seminars .Each and every year from 1st year to 4th year students get the chance to

present in their subject related seminars such as “Brand Management, service

marketing, human resource management, tourism and hospitality management.’’

Points of Difference:

As Department of Marketing is a public educational institutions, so educational activities

are running so smoothly and without any hazards. Seminars, study tours are very much

common here but others different factors are:

Marketing Club: We have a marketing club through which different types of

seminars, cultural function, orientations programs are held. There are five wing in

our club those are educational wing, sports wing, event wing, publishing, cultural

wing.

Marketing Premier League: We have some enthusiastic, motivated players who

are playing in different competition in the national side. With these players we

have introduced marketing premier league.

13

Different types of cultural program: Like others department, our department

doesn’t celebrate the common occasions only. Our department celebrates

common programs as well as others programs those are not generally celebrate in

others department. Such as “Pahela Baishakh, Chaitrosankranti, Pahela

Falgun, New year”.

Industrial tour: Every year Marketing Department, JU students go for industrial

tour. They have already gone to Bata and Radiant Alliance Ltd. These tour are

very important for the students because they can gather original knowledge about

the inner task of organizations.

14

Air conditioned class rooms: we have eight air conditioned class rooms. Which

is first in the history of Jahangirnagar University.

Multimedia projectors: In every classrooms we have multimedia projectors. We

also present our presentations through these projectors.

Step 3: Position of Department of Marketing or Brand Response

The customers' responses to the brand fall into two categories: "judgments" and

"feelings." These are the two building blocks in this step.

1. Judgment:

The customers constantly make judgments about the brand and this fall into four key

categories:

Quality: Customers judge a product or brand based on its actual and perceived

quality. Dept. of Marketing, JU is providing graduation and post-graduation

degree. The service quality is up to the mark as it is one of the best

universities of Bangladesh. The educational background of all the faculties of

the department is impressive.

Credibility: Customers judge credibility using three dimensions – expertise

(which includes innovation), trustworthiness, and likability. All the faculties

are expert in their field. Their educational background and experience has

created vast credibility amongst the customers. As it is a residential university

all the students and their guardians’ will like the place very much.

Consideration: Customers judge how relevant the product or service is to their

unique needs. The business world is booming day by day. As completion is

increasing in the market the importance of marketing in also increasing day by

day. So, the service of this department is clearly able to fulfill the customers’

unique needs.

Superiority: Customers assess how superior the brand is, compared with other

competitors' brands. To consider this ground, Jahangirnagar University is one

of the best universities in Bangladesh. Moreover, this is the only residential

public university in this country. So, as a department of this university

Department of Marketing can be considered superior than most other

competitors’. Moreover, Jahangirnagar University got the most beautiful

campus of this country. Besides, education all the students will get the

opportunity to learn from the nature here which is not possible in most other

universities.

2. Feelings:

Customers also respond to the brand according to how it makes them feel. The brand

can evoke feelings directly, but they also respond emotionally to how a brand makes

them feel about themselves. According to the model, there are six positive brand

feelings: warmth, fun, excitement, security, social approval, and self-respect.

15

Warmth: The relationship between the teachers, students or staffs of this

department is very much warmly. The chemistry amongst all makes the place

always alive.

Fun: The students not only get education from textbook here. They participate in

various events and organize various functions for having fun.

Excitement: Every year the department arranges various completion like cricket

or football tournaments which creates excitement amongst the students.

Security: It provides assurance that if the students don’t break any rules then they

will be a graduate from here.

Social approval: As being a department of one of the most renowned university

of Bangladesh, the department has got enough social approval. Though products

of the department are just in the market but the reputation of the university has

created the social approval.

Self-respect: It is a department of a public university. So, it has enough self-

respect to itself. It reflects in the attitude of the teachers and students.

Application:

First, examine the four categories of judgments listed above. Consider the following

questions carefully in relation to these:

What can you do to improve the actual and perceived quality of your product

or brand?

How can you enhance your brand's credibility?

How well does your marketing strategy communicate your brand's relevancy

to people's needs?

How does your product or brand compare with those of your competitors?

Next, think carefully about the six brand feelings listed above. Which, if any, of these

feelings does your current marketing strategy focus on? What can you do to enhance

these feelings for your customers?

Identify actions that you need to take as a result of asking these questions.

Step 4: Brand Resonance or Brand

Brand "resonance" sits at the top of the brand equity pyramid because it's the most

difficult – and the most desirable – level to reach. You have achieved brand resonance

when your customers feel a deep, psychological bond with your brand. It is the level of

creating strong relationship with customers and making them loyal to the brand. There

are four categories in the step. Now I will describe the brand relationship of department

of marketing according to these four categories:

Behavioral loyalty: This includes regular, repeat purchases. According to the

department a student or a customer cannot take the service repeatedly. But he

or she can spread positive word of mouth. As a matter of fact, each and every

customer of the department is loyal. As a student he always spread positive

words about the department. It is the best example of behavioral loyalty.

Attitudinal attachment: Your customers love your brand or your product, and

they see it as a special purchase. Almost every customer means every student

16

thing that getting admitted here is a “special purchase” for him. Being

business graduate was everyone’s target. The department has given the

opportunity. So, everyone loves the department and think that they belong to

the department.

Sense of community: Your customers feel a sense of community with people

associated with the brand, including other consumers and company

representatives. Here, the students, teachers and staffs have built a community.

Active engagement: This is the strongest example of brand loyalty. Customers

are actively engaged with your brand, even when they are not purchasing it or

consuming it. This could include joining a club related to the brand;

participating in online chats, marketing rallies, or events; following your brand

on social media; or taking part in other, outside activities. Almost all the

students are actively engaged with the department. Even after completing the

graduation they always try to be connected with the department.

Application:

Your goal in the last stage of the pyramid is to strengthen each resonance category.

For example, what can you do to encourage behavioral loyalty? Consider gifts with

purchase, or customer loyalty programs.

Ask yourself what you can do to reward customers who are champions of your brand.

What events could you plan and host to increase customer involvement with your brand

or product? List the actions that you could take.

Product level:

Like every other products or services Department of Marketing,JU has it’s own 5 levels

of product. Those are:

Figure.3: Product level

17

Core benefit: Education.

Basic product: Some faculties, infrastructure.

Expected product: Expert faculties, comfortable rooms, projector, a seminar, a

library, a washroom and internet facility.

Augmented product: Air Conditioner, High Speed internet, and a rich library.

Potential product: A rich computer lab, classroom decorated with high tech

equipment’s, student councilors.

Strategic brand management process:

The process of strategic brand management basically involves 4 steps. I’ve shown those

steps to establish the brand managemenr process for department of marketing.

Identifying and establishing brand positioning: Band Positioning is defined as

the act of designing the departments’ offer and image so that it occupies a

distinct and valued place in the target consumer's mind.

Points of difference: Convinces consumers about the advantages and

differences over the competitors. The advantages Dept. of Marketing

provides better than the competitors.

Mental Map: Visual depiction of the various associations linked to the

brand in the minds of the consumers.

Core Brand Associations: Subset of associations i.e. both benefits and

attributes which best characterize the brand like the quality of education

of Dept. of Marketing.

Brand Mantra: That is the brand essence or the core brand promise also

known as the Brand DNA.

Planning and Implementation of Brand Marketing Programs: There are three

important factors related to planning and implementation of brand marketing

programs of Dept. of Marketing,JU.

Choosing Brand Elements: Different brand elements here are logos, images,

packaging, symbols, slogans, etc. Since different elements have different

advantages, marketers prefer to use different subsets and combinations of these

elements.

Integrating the Brand into Marketing Activities and the Support Marketing

Program: Marketing programs and activities make the biggest contributions and

can create strong, favorable, and unique brand associations in a variety of ways.

Leveraging Secondary Associations: Brands may be linked to certain source

factors such as countries, characters, sporting or cultural events,etc. In essence,

the marketer is borrowing or leveraging some other associations for the brand to

create some associations of the brand's own and them to improve it's brand

18

equity. Jahangirnagar University is the secondary brand association for Dept. of

Marketing.

Measuring and Interpreting Brand Performance: The key concepts of

measuring and interpreting brand performance is given below:

Brand Audit: Is assessment of the source of equity of the brand and to suggest

ways to improve and leverage it.

Brand Value chain: Helps to better understand the financial impacts of the brand

marketing investments and expenditures.

Brand Equity Measurement System: Is a set of tools and procedures using which

marketers can take tactical decision in the short and long run.

Growing and Sustaining Brand Equity: The key concepts of growing and

sustaining brand equity is described below:

Defining the brand strategy: Captures the branding relationship between the

various products /services offered by the firm using the tools of brand-product

matrix, brand hierarchy and brand portfolio. Dept. of Marketing,JU provides

BBA,MBA and evening MBA as their product.

Managing Brand Equity over time: Requires taking a long -term view as well as a

short term view of marketing decisions as they will affect the success of future

marketing programs.

Managing Brand Equity over Geographic boundaries, Market segments

and Cultures: Most of the students of the department is from this country and

target marget is also this country. So,the chance of crossing geographic boundary

is limited and almost everyone is from the same culture.

19

3.4 Branding the Dept. with IMC

Integrated Marketing Communications is a very important tool for creating brand image

for an organization. It also will a great factor for our Marketing Department. Without

good internal or external communication the dept. can’t attain desired brand image. For

this the whole dept. - teachers, students and office stuffs should be more concern about

this. The dept. authority as well as we all should take necessary steps to increase the

communication as people know about us. We are mentioning some tools which can

increase our department’s brand image. Those are mention below:

Marketing Dept. Logo

Marketing carnival

We can arrange a big event Marketing Carnival every year. The Carnival will be

contained different sub-events like Sports tournament, Debate competition, seminar

session, Business competition, Film festival, Campus clean & Tree plantation day etc.

The carnival would be open for all dept. of JU or other universities.

Film festival

For creating strong Brand image a brand

logo is very important for a product or an

organization. We should use a good,

meaningful, nice logo which can easily

express the department. We use this logo

in all the dept. events, programs, and

sample gift. Through this people will

know us. There is given a sample logo.

Our Dept. can arrange film festival not

only for in the Marketing Carnival but

also in different two parts of a year. We

can do posturing for the festival. It will

make the difference from others. Not

only that but also it brings money for

further financial support for other

events. There is given a sample Film

Festival poster.

Workshop

We need to arrange different types of

workshop like presentation skill,

language skill, debating skill many

more for our betterment. If those

workshops are open for other dept. of

JU we can earn money from the

registration fee and sponsors.

20

Campus clean, tree plantation

Dept. of Environmental Sciences and IBA of JU clean the campus every year. This is

very important in inner side of the campus. Because everyone appreciates them. We can

also do this. Now a days, many tree are cut down for building many new infrastructure in

our campus. We can clean the campus and plant tree twice a year in our beautiful campus

under Marketing Department Banner. These events will familiarized our dept. more. If

print media focus these, it will be more beneficial for us.

Business competition

As we are business students and studying marketing, attaining & arranging Business

competition are very important. NSU has got great popularity and attracted corporate

personnel. If we can arrange this event with some renowned universities like DU, JU,

RU, CU, JNU, IBA, NSU, EWU, BRAK, AIUB and continue it every year, we can

attract different organizations and get sponsorship. There will be created a strong brand

image in the country people mind about our dept.

Debate competition

We can arrange Inter Dept. Debate competition in the JU or Debate competition among

the BBA student of different public & private universities. It not only increases our

debating skill but also enhance dept. brand image.

Sports Events

We have already mentioned that our dept. performs in inter dept. sports in JU and

arranges inter MKT Inter Batch Cricket Tournament. It we arrange any sports

tournament among the BBA student of different public & private universities what

Clemon does. We know this event is expensive but if we arrange it, there will be created

a great positive word of mouth. We can afford this from team registration fees and

sponsorship.

Job Fair

This is another important tool. If we arrange job fair, different types of national &

multinational organizations will attain in the fair. They will hire internees and employees

from our department so it will be a great chance for our department’s students to find

internship and job.

Monthly business magazine

We can publish DMBM (Dept. of Marketing Business magazine) monthly. It will be

contained the whole month activities, achievement of this department. There will be also

article, story, poem, funny topics, other writing of teachers and student of this dept. At

the starting time, we will distribute limited magazine copy as free. When it will become

popular, then we provide it in cheap rate. We can collect the publishing money from the

sponsors.

21

Souvenir

We can also publish Souvenir in a year. It will focus the main activities, achievement of

this department in that year. Publishing a souvenir will make a great image of us as well

as it’s an expensive task. We can collect the publishing money from the sponsors.

Award Ceremony: We can award the honorable intellectuals, freedom fighters, social

worker of our country who have great contribution in Bangladesh like Barrister Rafiqul

Haque, Ex-judge Habibur Rahman, Dr. Anu Muhammad, Dr. Mohammad Yunus, Akbor

ali khan, sultana kamal, Sir D. Fozle Hasan Abed. This type of award ceremony will

attract different types of Medias. They will focus our dept. that it is doing a great job. We

just need it. Mass people know us through Meadias. It will make strong brand image.

Make and Spread Short film or drama

Making and spreading out short film or drama on Department of Marketing will be more

effective a tool. It will be contained different events, the culture, people, facilities,

environment, fun and all positive things related with the dept.

Sample gift

Sampling is a very important marketing tool. In the initial stage of a product or brand

organizations do sampling. We can also give sample gift items which are contained

marketing dept. logo like bags, key ring, wrist rubber band, t-shirt, pen etc. to others who

visit us in different purpose like cultural & business events, competitions etc. Some

prototype gift items of the dept. are given here.

22

Website

Now a days, people are used to search information in the internet. For an organization

information, they search information in the website of that organization. It’s a lacking for

our dept. that it has no website. We should have an informative and different categories

based website. So that the interested people can easily find necessary information and

communicate with our dept. A prototype structure of a website is given here.

Facebook fan Page

We have a Facebook fan page. But the amount of fan is limited. We should increase the

activities of this fan page. If it is informative and shows different activities of our dept. it

will be more attractive to others. They can easily find and communicate with us through

internet.

Social work

It’s really important to contribute in social work. We can collect use cloths from the

university students, local people of saver area and help from different organization to

provide those among the poor people in winter season under Marketing Department

Banner.

23

Our university is near industrial area of Saver & Dhamrai. We can plant tree in those

area and make awareness among the local people about the pollution.

We can also arrange blood donation day.

We can also show movie, live cricket or football match, social awareness creating

documentary etc. through big screen with projector in different vital spots like JU central

field, Mukto Mancha, Shahbag, TSC-Dhaka, Saver, Dhanmondi Lack etc.

Sponsorship

We are emphasizing in sponsorship. Because we not only need money but also it

expresses the brand image of the dept. If the image is good, we will get more sponsor

every year and can make good relation with those organizations. We need this type of

communication and relation.

Media

Publishing in print media, broadcast in FM Radio, telecast in electronic media is very

important. Through these Medias people can easily know about the dept. It will make

positive thinking and help to spread positive word of mouth which will enhance the

brand image. In the long run those Medias can contribute as media partner for big events

or programs.

24

SWOT Analysis

Strength:

High quality academic programming at the undergraduate and graduate level with

the best course materials.

The increasing reputation of the department within the university as well as

outside world.

Student interest in department programs is very strong and growing across all

programs.

Highly qualified and dedicated teachers involved in supporting students.

Great classroom facilities with multimedia, A/C, white board and others.

Good supporting stuff.

Students are very active in performing their role in different occasion.

The department provides well books facilities.

The location of the department is really nice.

The department belongs to a public university.

Weakness:

Lack of number of teachers.

Lack of classroom, seminar room, computer lab.

Lack of logistic facilities for outside students.

Inadequate levels of personnel, facilities, and funding to meet growing student

demand for programs and classes.

The department has less technological support for students.

Lack of information for new applicants.

Lack of financial support for arranging events.

Attracting a large number and increasingly diverse target audience is difficult.

Opportunity:

The high level of interest in department programs provides an opportunity to

translate high student demand into more selective admission.

Opportunity to show the potentiality of the students.

Opportunity to establish a good carrier by achieving a good degree

Opportunity to show ones creativity in different programs of the department.

Opportunity to make oneself as a brand for the job market.

When the students will do well, the reputation will increase.

More students will be willing to take admission in the department.

Opportunity to present ourselves by participating in different competition.

25

Threat:

The main threat of marketing department is it is in a public university.

Political situation can hamper the ongoing program of the students.

As a new department it will be very challenging for the students to compete with

other university’s students.

For the reason of distance and less logistic support most students are less willing

to come here.

Outside of the department many misconceptions and myths exist related to an

understanding of what the department does in terms of its academic activities.

External threat, changing priorities and limited funding create internal tension

over limited resources.

RECOMMENDATION

Our Marketing Department has many positive site and achievement at a short time. As it

is a young dept. of only 4 years, it has many shortage or lacking yet. We have already

mentioned strength, weakness, opportunity, threat of the dept. and what should we do to

establish a strong brand image. In short, we are focusing the steps what should we take

for betterment.

The number of teachers and amount of classroom should be increased.

A rich Computer lab should be established.

Seminar room should be extend and amount of books should be increased.

Arrange effective events or programs

Arrange different competition where different universities will attain

Do social work to attract people

Communicate with others in smart way- personally or through internet

Arrange job fair, Business completion and many more

Should take other necessary steps to reduce weakness of the dept. and should take

strategies to compete as well as bite competitors.

26

CONCLUSIONS

Perhaps the factor that came through most strongly among the sample as being a

prerequisite for a ‘successful’ brand is the need for a clear vision and a purposeful longer

term strategy that supports that vision. The greatest challenge for the future, however,

appeared to be the building of true national brands. It is apparent that there are

challenges facing our dept. in terms of brand management, but there are a number of

positive steps that the authority & the students of the dept. may take towards building

successful brands. It seems to be associated with successful university brands – clear

vision and the support of leadership. Although there is clearly no quick fix for these, an

understanding of their importance can inform brand management planning.

It was also considered that the dept. can fail to consistently communicate across all

audiences, and that strategic priorities (often driven by government agendas) through

necessity lead to a shorter-term view of brand communication – perhaps a wider audit of

stakeholders and a longer term view need to be considered here.

27

Bibliography

Web link:

http://www.juniv.edu

http://en.wikipedia.org/wiki/Jahangirnagar_University

www.facebook.com%2Fgroups%2Fjahangirnagarians%2F

Reference:

– ‘‘A study of factors’’ 2003

– Daily Star, Oct 31, 2013 (Page 5 in Shout)

– A research paper by Independent Colleges and Universities in 2001