At the heart of marketing lie the consumer and their marketing journey through the stages of awareness, intent, conversion and finally retention. In this course, we will learn how digital has revolutionized the interactions between firms and consumers along this journey.
Course Catalogue
Course Code: MKT 605
Course Name:
Digital Marketing
Prerequisite:
All major core courses
Credit Hours:
3.00
Detailed Syllabus:
Course Code: MKT 606
Course Name:
Marketing Research
Prerequisite:
All major core courses
Credit Hours:
3.00
Detailed Syllabus:
This course is designed to provide students with knowledge and skills of conducting research with special emphasis on business market research. Topics include preparing a research proposal, problem formulation, research design, data collection methods and analysis, hypothesis testing (including non-parametric methods), correlation and regression analysis, and analysis of variance.
Course Code: MKT 607
Course Name:
Strategic Marketing
Prerequisite:
All major core courses
Credit Hours:
3.00
Detailed Syllabus:
This course develops skills in the application of marketing strategy and implementation at the senior management level. It includes strategies to develop sustainable competitive advantages based on analysis of customer decision making and competitor behavior; development of comprehensive marketing plan and implementation of marketing tactics.
Course Code: MKT 608
Course Name:
Marketing Analytics
Prerequisite:
All major core courses
Credit Hours:
3.00
Detailed Syllabus:
Introduces concepts, data analysis techniques and software tools for making key marketing decisions including segmentation, targeting, positioning, forecasting, new product design and resource allocation.
Course Code: MKT 609
Course Name:
Service Marketing
Prerequisite:
All major core courses
Credit Hours:
3.00
Detailed Syllabus:
Examines how services organizations differ in many important respects from other business requiring a distinctive approach to marketing strategy, development, and execution. Considers private, public, and not for profit service organizations in Bangladeshi context.
Course Code: MKT 610
Course Name:
Channels of Distribution
Prerequisite:
All major core courses
Credit Hours:
3.00
Detailed Syllabus:
This course teaches the students how to make decision regarding physical distributions of products to consumers. It addresses channel structures including retail, wholesale and other agency relationships. Emphasis is placed on understanding how to design, implement, manage and evaluate a channel strategy.
Course Code: MKT 611
Course Name:
Advertising and Promotion Management
Prerequisite:
All major core courses
Credit Hours:
3.00
Detailed Syllabus:
Explores the important issues in making marketing communication decisions. Discusses advertising, reseller stimulation, personal selling, publicity and other tools as a part of an overall promotional mix. Emphasis is placed on understanding psychological principles in consumer behavior that facilitate the development of marketing communication programs.
Course Code: MSJ 101
Course Name:
Concepts of Communication
Credit Hours:
3.00
Detailed Syllabus:
This course covers in detail all communication concepts and definitions including the scope and purpose of human communication; the processes of communication and basic models of communication and nonverbal communication. The contexts and levels of communication: intrapersonal, interpersonal, group, organisational and mass communication; functions of communication: psychological and sociological perspectives; interpersonal relationship: self-disclosure and Johari window, transactional analysis are also covered. Group and organizational communication—nature and types; mass communication: factors affecting mass communication and mass media; perspectives of mass communication, uses and effects of media: media uses and gratifications, media and socialization; Internet as mass medium; gender and mass media.
Course Code: MSJ 101 (New)
Course Name:
Communication Concepts and Theories
Credit Hours:
3.00
Detailed Syllabus:
This course provides an overview of important human communication concepts, models and theories at the levels of intrapersonal, interpersonal, group, organizational, mass and computer mediated. It likewise introduces the three main communication perspectives – positivist, interpretive and critical – and selected communication fields – public relations, popular communication, interpersonal communication, mass communication, intercultural communication, communication and technology, development communication, political communication and others.
Course Code: MSJ 102 (New)
Course Name:
Communication Research
Credit Hours:
3.00
Detailed Syllabus:
The course enables students to appreciate, understand and apply various research designs, methods and techniques as applied in Communication. It places equal emphasis on qualitative and quantitative research methods. It likewise provides exercises on data generation techniques such as formulating questionnaires/interview guides, conducting in depth interviews and facilitating focused group discussions. Lastly, the course prepares learners how to analyze and interpret data.