EMBA Program, Fall 2016

Department of Banking and Insurance

University of Dhaka

Fundamentals of Marketing
FB-502
FB-506 (for 28th Batch to 32 Batch)
Course Outline
 Structure for today: 3 Questions
Who is this Lady?

What are we going to do for the next 12

Wednesday evenings?
Most importantlyhow do I score some rockin
grades?

Whats the big deal about Marketing?

An introduction to the context in which Marketing
fits
 Who is this Lady?
Hasina Sheykh
An Associate Professor in your Department
My Study
Graduation & Masters (Dhaka University, Dept. of Finance & Banking)
MBA [Maastricht School of Management (MsM), The Netherlands]
Doctoral [The University of Western Australia (UWA)]
Area of Interest
Employee relation development in banks, specially by being family-friendly
Experience
Academic: 15 years with this University & elsewhere before
Non-academic: Two years in corporate world
Contact me on
e-mail: hasina.sheykh@du.ac.bd
 Course Goals
To outline the marketing function and its role within a
corporations business strategies, also hopefully generating a
passion for the Marketing discipline and empowering you to evaluate
Marketing as a possible career choice,

To introduce you to marketing strategy and to the elements of

marketing analysis:
customer analysis,
company analysis, and
competitor analysis

To familiarize you with the elements of the marketing mix (product,

pricing, promotion, and distribution strategies) and enhance your
problem solving and decision making abilities in these operational
areas of marketing tactics.

HAVE LOTS OF FUN!

 Text Book

Principles of
Marketing

13th Edition

Philip Kotler & Gary

Armstrong

And some Reference books available in Your Library!

 What are we going to do in the next 12 sessions?
Schedule Topics Readings
Session 1 Marketing: Creating and Capturing Chapter 1 &
Customer Value Supplementary Materials

Session 2 Competitor Analysis & Strategic Chapter 2, 3 & 18

Marketing
Session 3 & 4 Consumer Behavior Chapter 5, 6 & 7
Session 5 First Mid-Term Exam (Syllabus: Session 1-4)
Session 6 Product Strategy Chapter 8 & 9
Session 7 Pricing Strategy Chapter 10 & 11
Session 8 Place Strategy Chapter 12 &13
Session 9 Promotion Strategy Chapter 14, 15 & 16
Session 10 Second Mid-Term Exam (Syllabus: Session 6-9)
Session 11 TERM PAPER SUBMISSION & PRESENTATION
Session 12 Final Exam (Syllabus: To be Decided)
 and how do I score some really serious grades?
Theres no rocket science to getting good grades,
Trust me!
The secret is: Work Hard!
Evaluation:
Class Attendance 10%
Two Mid-term Tests 30%
Class Presentation/ Group Discussions 10%
Term Paper 10%
Final Examination 40%
Some Important Rules You Must Know
Class Attendance
75% & above (9 & +): You are the best! Attend exams for
FREE
60%-74% (7-8): You can attend exams with FINE
Below 60% (6 or less): You CANNOT attend the final exam
Makeup exams
In case you fail to attend any of the four exams (2 mids, 1
termpaper and 1 final), you can make it up
Makeup exams will be held on the next Wednesday after the
Final exam
You can only make up ANY TWO of the four
You have to pay a fine for the makeup exams