1.

0 Introduction
1.1 Introduction Among the developing countries of the world, Bangladesh is perhaps a pioneer in the expansion of higher education in the private sector. In 1981 the idea of expanding opportunities for higher education in the private sector was first mooted. About a decade later in 1992 the Private University Act came into being. It was an epoch-making step. The need for private universities is now beyond question. Ever since 1992 the private universities have been playing an important role in developing various academic disciplines. The Private Universities have a mushroom growth of the number of private universities, and their number is increasing day by day like parasite in Dhaka city. Most of the private universities in Bangladesh have not yet emerged as full-blown universities. The major disciplines of the private universities of the country are not similar to those of the public universities. The University of Information Technology & Sciences (UITS), is one of the best private universities in Bangladesh. The continuous changes in educational environment in Bangladesh motivate the organization to make some changes inside the organization in order to become more competitive.

1.2 Background of the Study University of Information Technology and Sciences (UITS), the first IT-based private University in Bangladesh was founded in 7 August 2003 as a non-profit organization. INFORMATION SCIENCE AND TECHNOLOGY SOLUTION LTD. (ISTS), a concern of PHP group headed by Alhaj Sufi Mohamed MizanurRahmanChowdhury is the sponsor of UITS. The guiding spirit behind the endeavor is "divine blessings, mixed with hard work, backed by good intentions, make miracles." The government was pleased to accord permission with effect from 07 August 2003 to function this University as per its Vision, Mission, Goals and Commitment to Quality Education with a view to shape a complete,effective and efficient humane power. It endeavors to remain at the cutting edge of building knowledge and skills, integrated with human values and

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ethical practices in Bangladesh. It is a science and technological knowledge-based center that provides marketable skills for younger generations who may be gainfully employed both national and international organizations. Even though the numbers of private universities have increased, the number of student is increasing day by day. In order to be more successful in the future the organization is committed to be more competitive and innovative. Central to the analysis of this study has been based on consideration of the long term view of private education industry and major the strategic alternatives for university to meet the desired goal. 1.3 Scope of the study
Scope of the study defines the area on which the report concentrates. The scope is defined in order to put a definite boundary on the study. Thus, the present report covers the following aspects: Identification of the strengths and weaknesses of UITS, Bangladesh; Exploration of opportunities using strengths of UITS, Bangladesh; Use of the opportunities to overcome the internal weaknesses of UITS, Bangladesh; and How we can brand our universit

1.4 Limitations of the study The report has certain limitations, which are shown as below: There is a limitation on the availability of statistical data. There are no in-depth studies. The organizations internal analysis is somewhat limited. There is reluctance in management people to answer the questionnaire. There may lack of systematic data and relevant information.

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2.0Research Methodology
The major objective of this research is to develop strategies for UITS, by particularly focus on how we can brand UITS. The platform of research methodology is problem identification by conducting a non-probability research method. In order to make the study more logical researcher had gather the primary data by using a structured form of data collection method. 2.1 Research design This study is exploratory in nature. The major objective of selecting exploratory research is to identify the problem through a questionnaire survey. In order to make the study more logical the following sampling design had considered: 2.2 Element Target population of this study is the students of UITS. Elements of the population are: All semesters students. Minimum number of students. All department students.

2.3 Extent Only the students who are in Dhaka campus have been considered for this study and Chittagong campus is purposively been omitted due to time factor. 2.4 Data Collection
Since the sampling technique is exploratory, we selected the target population from UITS students and teachers opinion. The data collection technique is quantitative data collection.

2.5 Sampling Technique

Due to mentioned limitation of the study we decided to conduct convenience-sampling method. We made an appointment by face-to-face interview.

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3.0 Research Findings

3.1Research Findings According to research questions we can find that most of the students are dissatisfied about the non-publicity of their university. Almost all of the students are demanding of a big campus, transport facilities, an updated website, a unique advertisement, extra cultural activities, study tours, a well-structured and color advertisement of newspaper which must be in English etc. About 80% of the students are satisfied with the teachers. They just want a well-known university of their own which is only possible when their university will be focusing on the world. As we know we are the part of PHP group and they have a huge savings, thats why the entire student of UITS wants to branding their university to compete to the other well-known and popular universities. Lastly it can be said that PHP group is a renowned organization and UITS is one of the part of their organization so that they have to give more concern in it so that the name of the university or UITS can spread all over the world. All of the students of the university want it from their heart.

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4.0 Conclusion
The study mainly focuses on the branding of UITS. Throughout this study, the competitive situation of UITS has analyzed by considering internal and external environment. Industry analysis and part of SWOT analysis highlighted the external issues and other areas deals with the internal environmental issues. In order to add more value to the current system study of value chain has taken place, which is a difficult task for service based organization. Study of core competencies also considered to identify the capabilities of UITS. We find the university should be published to the public so that everyone can know about the university. Effort had been made to develop strategies that give the future direction to UITS, Bangladesh to grow faster. Suggested strategies are based on the expansion of the operations of UITS, Bangladesh. Strategies that make UITS, Bangladesh to take more time to consider are ignored. Change cannot be done without developing a team effort. It can be effectively done by taking the help of information technology.

4.1 Summary
Increasing growth rate of the university shows its reputation in education sector in Bangladesh. Thus UITS should provide quality education with quality service and a view towards long presence in the education sector in Bangladesh and at the same time develop strategies to enter the global education sector. Again the university should be focused to the world people so that the name as well as fame can be extended. The above-mentioned findings and recommendations of this study could assist Independent University, Bangladesh to achieve such aim.

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5.0 Questionnaire development

The questions are structured in nature. In order to make the findings more quantitative likert scale questions had been selected for this study. The questionnaire rates each and every question from 1 (Strongly agree) to 5 (Strongly disagree), unless otherwise specified. Questionnaire for Students This questionnaire has been made for collecting data to conduct a research work on Branding of UITS, a private university of Bangladesh. It is to mention that, all information is used to compile aforesaid research work and all information will be treated in the strictest confidence.

Thanking you for your cooperation. KhurshidJahan On behalf of group

Name: ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... Department..Semester. Enrollment year University name: ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ..... ... ... ... Academic background: CGPA / division in

(Please write down your best known information in the specified blank spaces and use tick mark(v) for more appropriate boxes).

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1. What is/are the reasons for choosing this university? o Well-reputed university o Did not get chance in public university o Scholarship/Waiver o Family decision o Low Price o Other (plz. specify)

2. Should we have to Brand our University? o Yes o No 3. Do you want a large main campus of your university in a better place? o Yes o No 4. Do you have any faculty evaluation system in your university? o Yes o No

5. If yes, do you think authority has taken necessary action on the basis of your evaluation? o Yes o No

6. Do you think your university should be updated? o Yes o No o Need more changes

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7. Do you think teachers should be more effective? o Yes o No 8. What is your satisfaction level about the publicity of UITS? o Strongly satisfied o Satisfied o Neutral o Dissatisfied o Strongly Dissatisfied. 9. Are you satisfied in classroom facilities provided by the authority? o Strongly satisfied o Satisfied o Neutral o Dissatisfied o Strongly Dissatisfied 10. Are you satisfied in the location and arrangement of campus? o Strongly satisfied o Satisfied o Neutral o Dissatisfied o Strongly Dissatisfied

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11. Please give tick mark in response of the statement; No. Statement 1 Have you any transport facilities? 2 Have you enough cultural facility? 3 Have you extra outdoor club activities? 4 Have you proper introduction of your campus? 5 Have you any medical facility in your campus? Yes No Comment

12. About University Publicity: No.Statement 1 Is your university has a better advertisement on newspaper? 2 Do you have study tour every year? 3 Do you have any outdoor campaign? 4 Have your library using any software to search the book? 5 Have you Audio-Visual facilities in your library? 6 Do you have any updated website of your university? Yes No Comment

13. Do you think lab facilities are standard for user? o Yes o No 14. Have you any credit transfer facility with any foreign university? o Yes o No

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15. Are you satisfied with the quality of the education that you are getting from the university? (Strongly Dissatisfied = 1, Dissatisfied = 2, Neutral = 3, Satisfied = 4, Strongly Satisfied = 5) o Strongly satisfied o Satisfied o Neutral o Dissatisfied o Strongly Dissatisfied 16. Do/ if you have any comment about the education quality of your university: (Please mention) . . . . . . ... ... ... ... ... ... ... ... ... ... ... . ... ..... ... ... ... ... ... ... ... ...

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Answers 1. Ans: About 60% of the students said low Price. 2. Ans: About 90% of the answers are yes. 3. Ans: About 90% of the answers are yes 4. Ans: About 100% of the answers are yes. 5. Ans: About 100% of the answers are yes. 6. Ans: About 100% of the answers are needs more changes. 7. Ans: About 20% of the answers are yes. 8. Ans: About 95% of the answers are dissatisfied 9. Ans: About 60% of the answers are dissatisfied. 10. Ans: About 60% of the answers are satisfied. 11. Ans: No 12. Ans: No 13. Ans: About 80% of the answer is No. 14. Ans: About 80% of the answer is No. 15. Ans: About 60% of the answer is satisfied. 16. Ans: Most of the student says our university should be published to all over the country so that we can be more popular in the market of education...

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