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University Educational Service Delivery Strategy in Bangladesh: Implications for Ethical Values

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University Educational Service Delivery Strategy in Bangladesh: Implications for Ethical Values Internship Report On Marketing Services of The Private Universities in Bangladesh -A Case Study On Southern University Bangladesh BBA Program FACULTY OF BUSINESS ADMINISTRATION SOUTHERN UNIVERSITY BANGLADESH Submitted By Under the Guidance of Muhammad Mahmud Hossain Mamun Prof. A. J. M. Nuruddin Chowdhury, ID Number: 111-24-18 Former Vice- Chancellor, BBA Program University of Chittagong Faculty of Business Administration & Southern University Bangladesh. Southern University Bangladesh. P a g e | 1 Table of Contents Particulars Page No. Letter Of Submission 1 Letter Of Declaration 2 Supervisor’s Declaration 3 Preface 4 Acknowledgement 5 Objectives Of The Study 6 Rationale Of The Study 7 Scope Of The Study 8 Methodology Of The Study 8 Introduction About Southern University Bangladesh 9 Mission Statement 10 Vision Statement 10 Degree Program Goals 10 Code Of Ethics 11 UNAI Initiatives 12 SWOT Analysis 13 Service Marketing: A Conceptual Review Basic Characteristics Of Services 14 The Expanded Marketing Mix 15 Gap Theory 15 On The Five Dimensions Of Service Quality 16 On The Three Elements Of Service Elements 17 The Importance Of Faculty 17 Southern University Bangladesh: An Organizational Overview Southern University Trustee Board 19 Southern University Bangladesh Syndicate 20 Southern University Academic Council 21 Finance Committee 21 Selection Committee 22 P a g e | 2 Planning And Development Committee 22 Quality Assurance Committee 22 Curriculum Committee 23 Discipline Committee 23 Flowchart 24 Academic Program Of Southern University Bangladesh Academic Programs 25 Faculty Of Business Administration 25 Faculty Of Science And Engineering 27 Faculty Of Arts, Law And Social Science 31 Admission & Registration 34 Financial Assistance For Students 41 Grading System 42 Extra- Curriculum Activities 43 Teaching Method 46 Costing And Pricing Strategy Of Sub Forward 54 Aims And Objectives 54 Corporate Responsibilities 55 Staff Development 55 Intellectual Property Right 56 Implementation Plan Think Tank 57 Tuition Fees Of Sub 61 Setting Tuition Fees Of Sub: Key Factors To Consider 62 Comparative Analysis Among The Universities Service Delivery Strategy In Sub University Education And Manpower Development 65 Service Quality In Sub Using An Enhanced SERVQUAL Approach 66 SERVQUAL 66 Data Analysis 67 Pre-Evaluation Factor Analysis 67 P a g e | 3 Evaluation Of Gap Scores 68 Stepwise Regression On Overall Satisfaction 70 Demographic Profiling 72 Students From Different Region (Comparative Analysis) 73 The Gap Model Analysis Of Service Quality In Sub 74 Students Perception Regarding Sub 74 Higher Education Scenario In Bangladesh 75 Gap Model Analysis Of Service Quality Based On Sub 76 Promotional Strategy In Sub Editorial And Publication 82 Advertising 82 Social Networking 83 Suggestions: Marketing Strategies For Sub 85 Conclusion 87 Glossary 88 Questionnaires 90 References 95 P a g e | 4 LETTER OF SUBMISSION OCTOBER 12, 2011 To The Dean Faculty of Business Administration Southern University Bangladesh, Chittagong. Sub: Submission of Internship Report. Sir, I have the honor to inform you that I have prepared my internship report entitled “Marketing services of the private universities in Bangladesh -A case study on Southern University Bangladesh”. I have given my best efforts to prepare the internship report with relevant information that I have collected from field and Southern University Bangladesh. This internship report is based on my practical organizational situation and made me familiar with the corporate level environment. I have concentrated my best efforts to achieve the objectives of the work and hope that my endeavor will serve the purpose. In consequence, I am requesting your kind perusal to accept my report & evaluate it with your sagacious judgment. I would be pleased to clarify any confusion. Sincerely Yours, ______________________________ Muhammad Mahmud Hossain Mamun ID: 111-24-18 Program- BBA Southern University Bangladesh. P a g e | 5 LETTER OF DECLARATION This internship report is prepared on the basis of practical data gathered from the practical field. My practical field for preparing this report was “Marketing services of the private universities in Bangladesh-A case study on Southern University Bangladesh“. I do hereby declare that, the study on “Marketing services of the private universities in Bangladesh-A case study on Southern University Bangladesh” and has been submitted to the Southern University Bangladesh in partial fulfillment for the degree of BBA, with major in Marketing. It is the original work of me. The ideas developed here are my original thought and thinking which has been supported and guided by my Supervisor. _______________________________ Muhammad Mahmud Hossain Mamun ID: 111-24-18 Program: BBA Faculty of Business Administration Southern University Bangladesh P a g e | 6 SUPERVISOR’S DECLARATION This internship report entitled “Marketing services of the private universities in Bangladesh-A case study on Southern University Bangladesh“ is submitted for the partial fulfillment of the requirements for the degree of BBA from the Southern University Bangladesh by Muhammad Mahmud Hossain Mamun, ID: 111-24-18 under my supervision and guidance. It is an original piece of work on the basis of field investigation and also has made contributions to the existing store of knowledge. I have gone through the report very carefully. In preparing this report, he has spared much time and efforts. His thirst over seeking depth of every aspect is very much satisfactory. I suppose, the internship report may be considered for the award of BBA degree. ______________________________ Prof. A. J. M. Nuruddin Chowdhury, Former Vice- Chancellor, University of Chittagong & Southern University Bangladesh. P a g e | 7 PREFACE A newborn baby can be compared with water, in the sense that, water takes the shape of its container. In the same way the child takes the shape of activities it found from its environment. The baby gradually knows how to talk, act, re-acts and studying is the starting points for him of his academic learning procedures, which is based on the theories. We have learned and read theories to know and realize as well as to find worthiness of those in considering knowledge in the work field is known as practice. Through practice, decision making is guided by experience. Thus, the demand of practical knowledge is increasing day by day. BBA degree as a practical knowledge, it is a crucial part of the curriculum of business education by which, one can demonstrate his ability to work independently. This study has uncovered important aspects of educational services provided by Southern University Bangladesh. This university has attained considerable progress in attaining its corporate mission by dint of its wide- range of services. P a g e | 8 ACKNOWLEDGEMENT As a student of BBA, I have to complete, a report relating to internship study to achieve practical knowledge along with the theoretical knowledge. Besides this, I am grateful to some particular persons who have helped and encouraged me at each and every step. In this regard, I would like to thank my honorable teacher Professor A. J. M. Nuruddin Chowdhury, Former Vice- Chancellor, University of Chittagong & Southern University Bangladesh for his support, supervision, guidance and cooperation. I would also like to thank the officials of the SUB for industrial visit and market survey report. It would be injustice if I do not express gratitude to the Authority which helped me to get introduced with the available data on market share. My thanks also go to the authors of various articles & papers that I gone through in preparing my internship report. At last, I remember all those people whose names are not mentioned here but lent me a hand directly or indirectly in preparing this paper. OBJECTIVES OF THE STUDY P a g e | 9 The objective of the paper is to bring into focus the marketing issues that need to be taken into account by the private universities in general and the SUB in particular. It will investigate the prevailing marketing system, as employed by the SUB and how to utilize the strengths and opportunities and deal with the recent problems related to marketing and business. The main objective of the study to help overcome the problems of Southern University Bangladesh by understanding the followings… o The Expanded Marketing Mix o The importance of Faculty o Intellectual Property Right o University education and manpower development o Service quality in SUB using an enhanced SERVQUAL Approach o The Gap Model analysis of service quality in SUB o Corporate responsibilities o Editorial and Publication P a g e | 10 RATIONALE OF THE STUDY In the business strategy of any service provider organization, be it profit related or a not-for-profit sector organization, there are fundamental requirements. The SUB must develop an effective marketing strategy so that its objectives are clearly focused and the customer segmentation it intends to serve is appropriately identified. Within this ‘marketing strategy’ or ‘marketing plan’, the organization should be able to define its competitive edge, i.e. what advantages it has over its competitors. This marketing plan will also act as a set of sales forecasts and a budget by providing a solid framework for the marketing activities of the SUB. To adopt such a strategy means that the personnel required to develop marketing plans based on the expert knowledge and experience regarding the market issues, such as the competition, the customers and the best way to provide and consolidate the niche in the market that has been recognized. Unfortunately, as education providers in Bangladesh move into the business arena, there is tendency to believe that no additional guidance or support is required to undertake this co-ordination and lead in marketing. This may then lead to marketing being conceived as a separate function, which has nothing to do with the achievement of the corporate business strategy and therefore, the mission statement. Moreover, it is assumed that present marketing strategies of SUB are not up to the mark to gain competitive advantage in the very dynamic and challenging market.
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