Department of Marketing
Faculty of Commerce
4th Year BBA
Specialized Courses for
4th Year BBA
Marketing
Course No. 401 Selling and Sales Force Management
Course No. 402 Export and Import Marketing
Course No. 403 Legal Aspects of Marketing
Course No. 404 Human Resource Management & Operations Management
Course No. 405 Management Science
Course No. 406 International Business
Course No. 407 Environmental Marketing
Course No. 408 Marketing Research
Course No. 409 Marketing Management
Department of Marketing, CU
4th Year BBA
BBA Course No. 401
Selling and Sales Force Management
Marks-80
Mid Term-40
1. Selling, Nature of Selling, Selling as a Profession - New forces and concepts in selling, Selling and the marketing process.
2. Duties, Responsibilities and Qualifications of Sales Representatives
What is the sales person’s job? Qualifications needed to sell, classifyi8ng sales jobs, information needed about the buyer, where and how to get information about the buyer, what specific information is needed, how to use information successfully, the selling process.
3. The Sales Process
Prospecting and getting the right start. Characteristics of good prospects, how and where to obtain prospects. How to get the most out of prospecting Techniques in making appointments, making a good first impression.
4. Planning and Delivering the Sales Presentation
Approaches to personal selling - Types of sales presentation planning and delivering the presentation - the art of listening in personal selling - Welcoming people into your company.
5. Improving the sales representative's personal effectiveness
Establishing goals, the value of time, how to make more calls, planning to analyze territory, analyzing the performance, handling paperwork and report - Good customer care need PRACTICE.
Final Term-40
6. Personnel Management in the Selling Field Sales Force Management, Designing and Managing the Sales Force, Involvement of Sales Executives in Sales Force Management, Job analysis.
7. Recruiting Sales Personnel
Organization for recruiting and selection, sources of sales force recruits, the recruiting effort.
8. Planning, Executing and Evaluating Sales Training Programs
Building sales training programs - Deciding Training content Selecting Training Methods, Attitudes for Successful training. How to develop sales people's personal confidence, helping sales people develop their personality. Philosophies of Sales Training, Organizations for sales Training, Evaluating Sales Training Program.
9. Controlling Sales Personnel
Standards of Performance, Relation of Performance - Standard to Personal-selling - Objectives, Evaluating and comparing Actual Performance with Standards, Controlling Sales Personnel through Supervision, twenty better ways to handle complaints and arguments.
Basic Texts
1. Selling: Principles and Methods - Carlton
D. Wright, Barton A. Weitz; Richard D. Irwin Inc. 7th Edition.
2. Sales Management: Decisions, Strategies, and Cases (Fifth Edition) - Richard R. Still, Edward W. Cundiff, Norman A.P. Govoni. Prentice-Hall of India Private Limited.
Reference Books
1. A Hand Book of Sales Training and Development - Pat Weymes; Kogan Page Ltd.
2. Sales Management - Gordon R. Storholm, Prentice-Hall INC.
3. Sales Force Management - Dererk A. Newton ; Business Publications INC.
4. Marketing Management - Philip Kotler, I I th edition, Prentice Hall.
BBA Course No. 402
Export and Import Marketing
Marks-80
Mid Term-40
1. Export Marketing
Meaning, features, evolution and basis of export marketing - Role of export in economic development - Requisites of export in economic development - problems of export marketing - Export marketing trends in developed and developing countries - Steps in an export transactions - Formalities involved in starting an export.
2. Export Marketing Decisions
Need for systematic approach in export marketing decision Export or no export decision - Selection of overseas markets Penetration into export market - Product planning and communication - Financing and pricing decisions - Decision regarding promotional aspects - Export marketing organization.
3. Export Documentation
Meaning, importance and requisites of effective export documentation - Types of export documentation and their preparation Export documentation formalities at home and abroad - Problems in export documentation.
4. Requisites of Effective Export Marketing
Proper procurement and/or production of export cargo Sound quality control and grading of export consignment - Effective cost control at various phases of export marketing - Handling of shipping problems in time - Developing sound network and linkage with overseas markets - Matching product quality and design with the demand of time by means of R&D.
5. Export Marketing in Bangladesh
Features and importance of export trade in Bangladesh - Size of export sector - Traditional and non-traditional export items Export marketing problems - Future prospects in export sector Export Processing Zones in Bangladesh
Final Term-40
6. Import Marketing
Meaning, features, evolution and basis of import marketing - Role of import in economic development - Requisites of import in economic development - problems of Import marketing - Import marketing trends in developed and developing countries - Steps in an import transactions - Formalities involved in starting an import.
7. Import Marketing Decisions
Need for systematic approach in import marketing decision Import or no import decision - Selection of countries for import Penetration into export market - Product planning and communication - Financing and pricing decisions - Decision regarding promotional aspects of import.
8. Import Documentation
Meaning, importance and requisites of effective import documentation - Types of import documentation and their preparation Import documentation formalities at home and abroad - Problems in import documentation.
9. Requisites of Effective Import Marketing
Proper procurement and/or production of import cargo - Sound quality control and grading of import consignment - Effective cost control at various phases of import marketing - Handling of shipping problems in time - Developing sound network and linkage Matching product quality and demand in the local markets.
10. Import Marketing in Bangladesh
Features and importance of import trade in Bangladesh
Books Recommended
- B.S. Rathor - Export Marketing, Himalays Publishing House, 1983.
- Douglas Tookey - Export Marketing Decision, Penguin Book,
- T.A.S. Balagopal - Export Management, Himalayas Publishing House,
- Philip Cateora - International Marketing, h-win Books,
- Piercy Nigel - Export Strategy: Markets and Competition- Allen & Drwin,
Reference Books
- Government of
- Sadrel Reza - The Export Trade of
- Hafez G. A. Siddiqui - Industrial Policies and Export Industries: A Case Study.
- William R. Cline - Export of Manufactures from developing Countries: Performance and Prospects for Market Access, The Booking Institute, 1984.
BBA Course No.-403
Legal Aspects of Marketing
Marks-80
Mid Term-40
1. Legal Environment
Meaning, scope, importance of understanding legal environment Aspects of legal environment - Legal control over marketing Nature of state influence - Legal issues in marketing.
2. Rights of Sellers Against Buyers
Rights of buyers against sellers - Protection of consumer rights Legal steps in favour of consumer rights - Marketing practices affecting consumer rights in Bangladesh
3. Law and Ethics in Marketing
Meaning of marketing ethics - Role of ethics in marketing Elements of ethics in Marketing - Marketing and non-marketing ethics - Growth of ethical marketing under legal coverage - Present state of marketing ethics - How to overcome the ethical problems?
Final Term-40
4. Marketing Legislations in Bangladesh
Patents and Design Act, 1911; Trade mark Act, 1940; Bengal Rationing Order, 1943; Hoarding and Black Marketing Act, 1949; ' Bangladesh Control of Essential Commodities Act, 1956; Bangladesh Pure Food Ordinance, 1969; Bangladesh Agricultural Produce Market Regulation Act, 1964; Standard Weights and Measures Act, 1961; Bangladesh Essential Commodities Price and Distribution Order, 1970; Bangladesh Hats and Bazar (Management) Order, 1972 and Bangladesh Drug Policy, 1982.
5. International Legal Environment
Jurisdiction in international legal disputes - International commercial law - Legal recourse in international disputes - Problems of litigation and arbitration - Enforcement of arbitration clauses - protection of industrial property rights.
Books Recommended
- R.J. Holloway & R.S. Hancock - Marketing in a Changing Environment, John Wiley and Sons, 1973.
- RR. Cateora & John M. Hess - International Marketing, Richard D. Irwin Inc.,
- J. C. Gandhi, Marketing: -A Managerial Introduction. Tata McGraw Hill Book Company, 1985.
Reference Book
1. M. A. Mannan - Principles of Marketing.
BBA Course No. 404
Human Resource Management and
Operations Management
Marks-80
Group A: Operations Management
Mid Term-40
1. The Operations Function
Meaning, importance and Challenges of the operations functions Definition of operations management - features and objectives of operations management - Responsibilities, evolution and problems of operations management.
2. Design of the Operations System
Location of facilities - Selection of machineries. Layout of facilities - Job design - work measurement.
3. Management of Production
Production planning - Routing -- Scheduling - Dispatching - expediting - quality control - inventory control
4. Maintenance Management
Meaning, functions and importance of maintenance - Maintenance Organisation - Maintenance policies and their evaluation.
Final Term-40
Group B: Human Resource Management
5. Human Resource Management
Meaning, features, functions & importance of human resource management - environmental influence on human resource management - Human resource management process.
6. Acquisition of human Resource
Human resource planning - Job analysis - Recruitment sources Selection process - selection devices - Placing the human resource.
7. Development of Human Resource
Employee training ; Assessing the training needs & priorities, selecting the training methods, developing training course and appraising training effectiveness - Issues in management development - career development.
8. Managing the Human Resource
Performance appraisal - Employee compensation; pay structure Methods of wage payment - Incentive compensation Plan - employee, Employer relations - employee services.
Books Recommended
- James B. Dilworth - Production and Operations Management McGraw Hill Inc - Current Edition.
- D.A. Decenzo and S.P. Robbins - Personnel / Human Resource Management - Prentice Hall of India, New Delhi-Current Edition.
- Elwood S. Buffa - Modem Production Managemen - Wiley Eastern Private Limited - Current Edition.
BBA. Course No. 405
Management Science
Marks-80
Mid Term-40
1. Introduction to Operations Research
Origin and development - Types of problems that OR tackles The MS / OR problem - solving process - Constraints in the OR MS field - Computer and OR / MS - the modem manager and MS - Characteristics of OR - Model: Meaning - Benefits - Types Stages - Modeling unit - System: Meaning - Marketing of a system - Systems and Organisation - Decision: Meaning - Types Decision tables - Decision making process.
2. Linear Programming
Model formulation - Graphical solution - Computer analysis -
Interpreting sensitivity output - The dual problem - The simplex method - Limitations of LP.
3. The Transportation Problem
Introduction - The LP formulation - Solving the transportation problem - North-West Comer Rule - Vogol's Approximation Method Summary of procedure for finding initial feasible solution - Stepping - Stone Method - The Modified Distribution Method - The Transportation Model - Other consideration - Special properties of the Transportation problems.
4. The Assignment Problems
Introduction - The LP formulation - Relation to the transportation problem - Solving the assignment problem - The Hungarian method - The assignment problem - Other consideration.
5. Queuing Theory
Introduction - The basic problem - Little's flow equation and other generalities - A multiserver queue - Computer solution of queuing problems - Taxonomy of queuing models - Economic analysis of queuing systems - The M/G/S model - Some illustration from marketing area - The role of the Exponential Distribution, Queue discipline.
Final Term- 40
6. Theory of Games
Introduction - Pay-off matrix - Two-person zero-sum games Games with pure strategies - Games with mixed strategies - LP formulation of game's problem - Subgames.
7. Simulation
Introduction - Limitations and advantages - Simulation modeling process - Moving a simulation through time - Development a model - Flow-chart- Performing Simulation - Monte Carto Method Generating input with a mechanical device - Random number tables - Computer simulation - Pseudo random numbers - Decision making - The simulator.
8. PERT and CPM
Basic concepts - Steps - Distinction between PERT and CPM Advantages of PERT/CPM - Assumptions of PERT/CPM - Rules of network construction - Application of PERT and CPM.
9. Decision Theory
Introduction - Structure of decision making problem - choice of decision criteria - Bayesian Decision Rule - Decision tree - Application to business problems.
Text Book
1. G.D. Epper and F.J. Conld - Introductory Management Science, Prentice Hall Inc. N.J.
Reference Books
- Anderson & Lievano - Quantitative Management: An Introduction.
- Davis, Mckeown & Rakes - Management Science: An Introduction.
- Sirajuddaula Shaheen - An Introduction to Quantitative Analysis and Business Decision Making.
- William P. Cooks - Quantitative Methods for Management Decisions.
BBA Course No. 406
International Business
Marks - 80
Mid Term-40
I. Introduction
Meaning and nature, scope, importance and evolution of international business, motives for operating internationally ; concepts of international business, international marketing, multinational marketing, global business and international business management; world business today; international business options.
2. International Business Environment and Analysis
Components and Characteristics, dimensions of the international business environment, environmental influences of international business, levels of environmental influence, analysing the environment and using environment information in country analysis.
3. International Business Opportunities
Business opportunities in developed and developing countries. Evaluation of business opportunities in Bangladesh
4. Global Business Planning
Philosophy for international planning, requirements for a successful global business plan.
5. Dimensions and Nature of International Strategies Strategic analysis and choice, Determinants of strategies, Implementation of international strategies.
6. Organizing for International Business
Operation basic Organizational designs of international enterprises, patterns of international organizational design. Evaluation of structures, Global structures.
Final Term-40
7. International Staffing
Selecting managers for foreign assignment, Multinational staffing policies and philosophies, Repatriating the international managers, Expatriate policies, Industrial relations and collective bargaining in multinational companies, International management development, International executive compensation, Compensating the host country national.
8. Coordinating and Controlling World Business Operations
Designing and effective international controlling system. Characteristics of control system in international company, Unique factors in international control, Performance evaluation and areas of control in international business.
9. Multinational Corporation
Concept, nature and features, historical evaluation, role of multinational corporations in world business, types of subsidiary strategies and multinational strategies, subsidiary strategies and operating characteristics, subsidiary strategy and host country dimensions. Critical evaluation of activities of multinationals.
10. International Technology Management
Technology and the Multinational Enterprises, Technology and strategy, Technology and multinational enterprise operations. Technology in firms. Selective case.
11. Production, Location and Supply System
Plant location decision, Acquisition or Construction, Plant design and manufacturing system, MNE procurement, Research and development.
12. Financing International Business Operations
Sources of funds for international business operations, foreign exchange, the international payment system, financial markets for international operations, Risks faced by a MNE, Management of foreign exchange, Capital budgeting in the MNE, Designing a financial strategy, Managing foreign exchange exposure.
13. International Business Cases
Text & Reference Books
- Daniel Ogram Radebough Addison - International Business: Environment and Operations, Wesley Publishing Company,
- Robbock and Simmons - International Business and Multinational
- Farmer R.N. and Richman B.M. - International Business (Bloomington, Ind: Cederwood Press, 1976).
- Robinson R.D. - Intemationalisation of Business - (New York The Dryden Press, 1984).
- Arvind V. Phatak - International Dimensions of Management: PWS - Kent Publishing Company,
- Michael J. Brooke - International Management,
- W.J. Keegan - Multinational Marketing Management, Prentice Hall Inc.
- Philip R. Cateora and John M. Hess - International Marketing, Richard D. Irwin. Inc.
- Eiteman / Stonehill - Multinational Business Finance, Wesley Publishing Co. 1986.
- Macharzima, Degruyter - European Approachers to International Management.
- Michael E. Porter - Competition in Global Industries,
- Rugman et at. - International Business, McGraw-Hill Books Company.
- Czinkota - International Business, Dryden Press.
- Globeman - Fundamentals of International Business Management, Prentice-Hall Publishing Co.
BBA Course No.-407
Environmental Marketing
Marks-80
Mid Term-40
1. Principles of Environmental Marketing
Natural and Social environment influencing the quality of human lives - A complex and changing interrelationship among the business, society and environment - Meaning of environmental Marketing - Emerging ideas of environmental Marketing - Key elements of environmental marketing - Micro and macro environmental forces - Responding to marketing environment - Future of environmental marketing.
2. Environmental Consumerism
Meaning, nature and enduring trend in environmental consumerism
- The age of green consumer - Profile of green consumerism Green consumer psychology - Emerging Green purchasing ethics - Corporate response to environmental consumerism - Corporate green stakeholders.
3. Green Marketing
Challenges of green Marketing - Meaning & characteristics of green marketing - Importance of green marketing - Organising for green success - Elements of green marketing - Green marketing practice in the developed and developing counting - strategic marketing planning for green marketing.
4. Green Marketing Strategies
Green product strategies - Green packaging strategies - Creating green conscious through marketing communication & promotion Development issues in green marketing - Emphasizing on Corporate social responsibility - Effective decision making and implementation.
Final Term- 40
5. The Greening of the Organisation
Introduction - The Corporate response - The organisational dimension of greening - Total quality environmental management The evolution of green Organisation - Marketing within the green Organisation - A new vision of the Organisation.
6. Segmenting and Positioning within Green Markets
Introduction - The hunt for the green consumers - Defining green market segments - The role of environmental knowledge - The role of attitudes forwards-the environment - Segmenting green industrial market - Segmenting the green consumer markets mission impossible? Eco-positioning - Branding.
7. Environmentalism in Bangladesh
State of natural, social and cultural environment in Bangladesh Environmental consciousness among people - Emerging trend of environmentalism - Government role in protecting living & social environment - Activities of environmental lawyer's association and other environment friendly groups - Environmental legislations and legal provision in Bangladesh - Corporate environmentalism in Bangladesh.
Books Recommended
- Jacquelyn A OH3.man - Green Marketing: Challenges and Opportunities for the New Marketing NTC -
- Daird Hunt and Gotherine Johnson - Environmental Management system: Principles and Practice, McGraw-Hill Book Company,
- Philip Gain edited - Bangladesh Environment: Facing 2 1 st Century - SEHD Dhaka.
- Holmes Rolston, III - Environmental Ethics: Duties and values in the natural world, Temple University Press,
BBA Course No.-408
Marketing Research
Marks-80
Mid Term-40
1. Role and Development of Marketing Research
Definition - nature - scope - functions - evolution of marketing research - sources of marketing research theory and practice Role of marketing research in today's business management - Errors in marketing research.
2. Methodologies of Marketing Research
Developing a research design - sequential stages of marketing research - collection and classification of data - main categories of research techniques - Desirability of combining survey techniques Primary data-observation - Experimentation - Questionnaires - secondary data: Internal-External Basic techniques.
3. Introduction to Sampling
Definition - theory of sampling - essentials for sound estimators confidence intervals - sampling frames - types of sampling - characteristics of sample ; sample design - facts of sampling surveys, sample size - design factor - design effect.
4. Questionnaires
Question requirements - Bias in question - Questions sequence Types of question - Pilot testing - Mail questionnaires - Telephone questionnaires - Development in telephone surveys.
5. Interviewing
Definition of interview - forms interview - interviewing techniques - characteristics of interviewers - interviews effect - Bias from non-response.
Final Term - 40
6. Attitude Measurement
Techniques of qualitative research - definition of scale - types of scales - principal scaling methods - Modified approach to qualitative research.
7. Multivariate Data Analysis
Interdependence methods: Interdependence vs. dependence methods - factor analysis - cluster analysis.
8. Multivariate Data Analysis
Dependence methods. Classification of procedure - Multiple regression - Analysis of variance - analysis of covariance - discriminate analysis - conjoint - measurement - multivariate analysis of variance.
9. Final States of the Survey
Editing - coding - tabulation - co...... use of weights - Analysis and interpreted on presentation of the survey report - composition of the report Briefly research organizations - Interpreting and using marketing research findings - Costing marketing research.
10. Applications of Marketing Research
Demand measurement and forecasting - product research and test marketing - advertising research - service research.
References
- Harper W. Boyd and Rolph Westfall, Marketing Research.
- R. Forhen and P. J. Verdoom, Research Methods in Economics and Business.
- Poul E. Green and Donald S. Tull, Research in Decision Making.
- Look David J. Woles, G. Hugh and Donald A. Taylor, Marketing Research - An Applied Approach.
- Pelir M. Holmes, Marketing Research, Principles and
BBA Course No. 409
Marketing Management
Marks - 80
Mid Term-40
1. Marketing Management
Meaning, nature and scope of marketing management - Tasks of marketing management - Philosophies of marketing management - Goals of marketing management - Adoption of marketing to various Sectors.
2. Marketing Planning Process
Organising the marketing planning efforts - Analysing marketing opportunities - Selecting target market - Developing marketing plan - Components of marketing plan - Preparing marketing budget.
3. Developing Marketing Organisation
Meaning and importance of marketing Organisation - Evolution of marketing department - Ways of organising marketing department - Consideration on marketing Organisation - Problems in marketing Organisation - Interactions with other departments.
4. Formulating the Marketing Mix
Designs product policy decisions - New product development and product life cycle strategies - Devising pricing policies and strategies - Marketing channel - Management and physical distribution decisions - taking promotional decisions : Advertising, sales promotion and publicity management of personnel selling efforts.
Final Term-40
5. Managing the Marketing Efforts
Devising competitive marketing strategies - Competitive strategies - Market leader strategies - Market challenger strategies - Market niche strategies.
6. Evaluating Marketing Performance
Need for marketing performance evaluation - Types of marketing evaluation - Analysis of sales value - Marketing cost analysis Evaluation of marketing system.
7. Marketing Control
Meaning, importance of marketing control - Annual plan control Profitability control - Strategic control.
8. Social Responsibilities of Marketing Management
Social criticisms of marketing - Nature of marketing - Nature of marketing, management's social responsibilities - marketing ethics - Enlightened marketing.
Basic Texts
1. Philip Kotler, Marketing Management - Analysis, Planning and
Control, Prentice Hall International, London
2. Victor P. Buell, Marketing Management - A Strategic Planning Approach, McGraw-Hill , New York
Reference Books
- Douglas J. Dalrymple & Leonard, J. Parsons - Marketing Management: Text and Cases, John Wiley & Sons.
- Harper W. Boyd & William F Massy, Marketing Management.
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