DARUL IHSAN UNIVERSITY

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DARUL IHSAN UNIVERSITY

DARUL IHSAN UNIVERSITY

Prepared ForMr. Khaled MahmudCourse Instructor: Brand Management

Prepared ByGROUP 7Wais Al Karim (ZR-93)Jonayed Nasir Anik (ZR-102)Sanjir Ali (ZR-111)Montasirul Islam Sabit (ZR-115)BBA 20TH Batch, Section B

Institute of Business AdministrationUniversity of Dhaka

15th May, 2015

15th May, 2015

Mr. Khaled MahmudAssistant ProfessorInstitute of Business AdminstrationUniversity of Dhaka

Dear Sir:

It is our distinct pleasure to hand over to you our term paper that fulfills the partial requirement of the Brand Management course. Being the students of Business Administration, it has been more of an opportunity for us to be able to work on this report. The knowledge and first-hand experience that we gained while going out there and collecting relevant data and the networks we made while interviewing different personnel, are undoubtedly going to prove to our advantage once we step into the corporate world.This report, and the investigation behind it, was prepared under your direct supervision. We pledge that under no circumstances will any part of it be reproduced for any reason or be shared with anyone else without your written consent. Furthermore, we pledge that this report has not been submitted to any other faculty member of the Institute of Business AdministrationWe tried to accommodate your invaluable comments and suggestions in our report. In this connection, should you need any further clarification, please feel free to contact us. We would like to take this opportunity to express our gratitude to you for providing us with a thorough knowledge base of how to come up with an excellent report while enjoying doing so. We have been very enthusiastic about doing a good job on this report and hence are hoping that it would meet up to your expectations.

Sincerely yours,

Wais Al Karim (ZR-93)Jonayed Nasir Anik (ZR-102)Sanjir Ali (ZR-111)Montasirul Islam Sabit (ZR-115)

Executive Summary Since the beginning of the twentieth century, the world has witnessed a significant rise in marketing activities. In order to create and maintain brand equity, marketing activities are of pivotal importance. Such activities not only relate products or services but also to individuals, ideas etc. Although marketing activities are only a part of the big picture, they are a significant part and they shall be dealt with due importance. The core part of the report mainly consists of marketing activities that can be undertaken in order to remove the existing negative consumer perception regarding Darul Ihsan University. Commonly known as DIU, the university is currently not one of the top ranked universities, and it has had allegation of being involved in various illegal activities such as selling fake certificates to its students, establishing unauthorized branches etc. With the right set of marketing activities a lot can be done for DIU, in order to change the existing negative perception, improve enrollment rate etc. The initial part of report consists of a literature review, which is mainly done to determine the important factors behind the success and failure of Darul Ihsan University. The literature has also helped to determine what can be done in order to solve the problems that are currently faced by DIU. Theres also an industry overview in the report. DIU operates in the industry of providing higher education to students. Although there are public universities that are operating in the same industry, the overview in this report mainly considers private universities since public universities are not DIUs direct competitor and latter dont cater to the same market as DIU. Overview of the university mainly includes the history of DIU and its current academic activities. DIU started its journey in the year of 1989 and it currently has 3 faculties and 7 departments. The competitor analysis deals with the direct competitors of DIU, which are Islamic University, Kushtia and Islamic International University Chittagong. Indirect competitors could not be addressed due to shortage of space. Throughout the branding activities analysis section consumer perception, market gaps and the marketing activities that can be undertaken have been discussed. Although the current consumer or client perception regarding DIU is negative, such perception can be turned around if the right course of action is taken. The marketing strategies will also come into play if everything does not go according to the plan. This report mainly deals with the marketing activities that are important to create the brand of Darul Ihsan University. It is important to note that marketing activities may create awareness and demand for a specific brand, other factors such as management and performance delivery system will also have to effective in order to sustain the brand.

TABLE OF CONTENTSEXECUTIVE SUMMARY3INTRODUCTION51.1 Origin of the Report51.2 Objectives of the report51.3 Scope of this report51.4 Limitations of the report5OVERVIEW52.1Literature review52.2Segment overview52.3University overview:6Programs offered8Islamic Academy8Future plans and activities11Area of Studies112.4 Competitors Landscape12Islamic university:12IIUC:13BRANDING ACTIVITIES ANALYSIS13Consumer Perception:13Gap Analysis13Marketing Activities14STRATEGIES TO OVERCOME GAPS15FINANCIALS16CONCLUSION16APPENDIX17List of Private Universities in Bangladesh17List of Qwami Madrassa in Dhaka20

INTRODUCTION

1.1 ORIGIN OF THE REPORTThe report was assigned to use as a requirement for the course Brand Management by our course instructor, Khaled Mahmud. The topic was chosen as Darul Ihsan University after consulting with the instructor. 1.2 Objectives of the reportThe objective of the report is to find the prospects and build upon the strengths of Darul Ihsan University to see them emerge as the most prestigious varsity among their target segment.1.3 scope of this reportThe score of this report is only concerned with the brand value of Darul Ihsan University and the marketing prospects.1.4 limitations of the reportThe limitations of the report are as follows:1. Unavailability of recent data2. Less cooperation from the university management regarding branding issues

OVERVIEW

2.1Literature reviewThe Islamic universities which provide the best education currently in the world can be segregated into two segments depending on their method of teaching: traditional and modern. Among the traditional universities, Darul Ulum Deuband is the biggest by number of students. Madinah University is known for its modern method of teaching which forces its roots on the traditional Islamic ways of learning. There are various studies done by European and American scholars which focus on the Islamic universities and mostly aim to bring a tarnished image to the said educational system, but some studies do actually present comparative results and show the parity of the results of the western and the eastern universities. In Bangladesh, not much research has been done about the Islamic universities which can bring about a conclusive evidence about the effect on the society and the educational system as a whole. But some studies so show some sensitivity analysis among the various factors that surround the educational system.2.2 Segment overview

The current private university sector is dominated by North South University. Other notable private universities which provide quality education include BRAC university, Ahsanullah university, etc. this segment previously lagged behind the public varsities both in terms of quality of education and of subtends. But in the recent years the quality of education has increased vastly as well as the quality of the graduates, making them more attractive for the corporate headhunters. Currently, in terms of the quality of education the private university segment of Bangladesh is doing pretty well and they are providing degrees in various fields, giving the prospective students a greater variety of choice as well as the option to specialize in a certain academic field.2.3University overviewDarul Ihsan University is the first Private University in Bangladesh. It was in March 1958 Professor Dr. Sayed Ali Ashraf, The head of the Department of English of the Karachi University, suggested to promote and develop Private University in less developed countries, in a meeting held at Karachi University with renowned educationalists and professionals, local and foreign. Professor Ali Ashraf further stated that the Private University in less developed country would act as a tool for ultimate economic prosperity and political stability. The suggestions and ideas of promoting the developing of University in the Private sector were accepted unanimously by the renowned educationalists and professionals present in the meeting.

In 1975, Professor Dr. Syed Ali Ashraf, the then Dean and Head of the Department of English, King Abdul Aziz University, K.A.A.U., Jeddah in an informal discussion meeting held at K.A.A.U, Jeddah with foreign and local renowned educationalists and professionals of Saudia Arabia, disclosed firmly his desire to set up a Private University in Bangladesh. With that end in view Prof. Dr. Sayed Ali Ashraf formed as a Founder of the Darul Ihsan Trust in 1986. The aim and objective of the Darul Ihsan Trust is to established educational institution including University to provide meaningful linkage between Revealed knowledge and Acquired Knowledge.The birth of Darul Ihsan University took place in 1989 at Savar Campus in presence of high foreign and local dignitaries. The first convocation was held at Savar on 13 March 1997 and Bachelor, Master and Doctorate degrees were conferred upon 442 students by the Chancellor, Darul Ihsan University and President of the Peoples Republic of Bangladesh.

It will thus reveal that the original idea of Professor Dr. Sayed Ali Ashraf to promote and developed University in the private sector crystallized and proved in reality by establishing the Darul Ihsan University by him as its Founder. The concept and objective of the University provide the students a religious base and guide to acquire higher knowledge in Human and Natural Science. They learn to protect the moral fiber of the nation from being eroded and thereby face the challenges of the world.

AimsThe primary aim of the University is to develop an education system which is faith-based in philosophy but modern in approach and whose goal is to stop the erosion of moral values among the younger generation as against the Western secular system which is divorced from faith and devoid of absolute values having no relationship of man with God.Darul Ihsan - A significant nameThe outer meaning of Darul Ihsan is 'Adobe of Excellence'. The inner meaning is the stage of consciousness in which a person realizes the constant presence of God within oneself as well as everywhere. It has other meanings too, such as compassion and sympathy. It is hoped that those who live and study at DIU will acquire this kind of consciousness and behave accordingly for self-purification and aim at achieving the balanced growth of the total man, the cultivation of his powers: moral, spiritual, intellectual, aesthetic, emotional and physical.

LocationAt present the campus is at Dhanmondi, Uttara and Savar. But its eventual home will be at Bolibhadra, Savar surrounded by meadows, trees, creeks and lakes on an area measuring 13 acres of land. Already the construction of a large building with 14000 sft per floor is going on.FeesTuition and other fees for the students of DIU are lower than those of many leading private universities of Bangladesh.LibraryThe University has libraries at all the Institutes and Departments. The total number of books in all the libraries taken together is 21564.Awards of gold medals, crests and degree certificatesIn the two Convocations held on 13.09.1997 and 27.03.2002 respectively 265 and 601 students obtained the above awards and at the 3rd Convocation to be held on 21.12.2003, 576 students are receiving awards.

Programs offeredThe University offers comprehensive academic programs in the three broad areas of knowledge. For that purpose it has set up various Departments and Institutes, the description of which is chronologically outlined as under:Islamic AcademyThe Islamic Academy was set up in 1983 in affiliation with the Islamic Academy of Cambridge set up by the Late Professor Syed AN Ashraf. It conducts research on Islamisation of knowledge or education and develops academic programs leading to the degrees of MA, M. Phil and Ph.D. It arranges workshops, seminars and conferences and publishes books, and academic journals to generate and disseminate ideas and device the means of implementing them.It also awards stipends to the M.Ed.students to help them conduct research. It recommended History, Culture and Heritage of Bangladesh and Basic Foundation of Islam as compulsory studies for the students of all the departments/Institutes.Syed Ali Ashraf Institute of Higher Islamic Learning (SAAIHIL)The Institute of Higher Islamic Learning (IHIL) known as Ma'had was established in 1989 under the Faculty of Religious Sciences (FRS). Its objective was to produce competent Islamic scholars who would be capable of presenting Islam with competent authority and face the challenges of modern secular education. The activities of the Institute were expanded after the approval of Darul Ihsan University by the government in 1993. After the sad demise of Professor Ali Ashraf, the above Institute was renamed Syed Ali Ashraf Institute of Higher Islamic Learning (SAAIHIL). In 2001 SAAIHIL was bifurcated from the Faculty of Religious Sciences and had a separate entity for conducting research. Since then it has been governed by a Board of Governors of which Vice Chancellor is the Chairman.In pursuance of higher studies, the Institute conducts programs for M. Phil, and Ph.D. degrees. As the medium of instruction is Arabic, the students have direct access to all the original Arabic sources. AI-Azhar University, Cairo, is helping out with teaching and also assist in conducting M.Phil, and Ph.D. programmes. Till now six students have completed their M.Phil and Ph.D. degrees and 19 have been enrolled for the purpose.I. Department of Islamic Studies & Daw'ahII. Department of Arabic and Islamic Studies.Under the Faculty of Religious Sciences the above two departments have been conducting their courses of studies. The Department of Islamic Studies & Daw'ah has been running its four-year Honours and one year M.A. programmes since its very inception in 1989.The Department of Arabic & Islamic Studies with Bachelor program started functioning since July, 2003. The programs of Arabic Language Certificate course and Computer Certificate Course are also run under the FRS. Moreover, English Language is compulsory for all the students under this Faculty. Under an MOU, AI-Azher University has been deputing teachers to the Faculty for every two years. The Bachelor of Honours and Masters degrees under this faculty have been recognized by AI-Azher as equivalent to their own. The total number of students obtained degrees and diplomas so far since 1993 is 1456, the number of students studying now is 200 and that of teachers 25.Madrassa Tahfizul Quranil KarimThe Madrassa, starting in 1992, has been run as a separate programme under the Faculty of Religious Sciences and conducted by DIT at Savar Campus. The main objective is to develop the students as complete human beings by memorizing and understanding the Holy Quran. The students have to complete hifz in six years.After that they are equipped to pursue other branches of knowledge in general subjects such as English, Bengali, Mathematics, etc. at both Dakhil and Alim levels. After passing Alim examination they become eligible for getting themselves admitted in any branch of the University. So far 71 students obtained certificates or degrees and 400 students are reading and number of teachers is 45.Institute of EducationThe Department of Education formerly known as Institute of Education started functioning under the Faculty of Human Sciences in 1993 with B.Ed. program. In 1994 it launched its M.Ed. program for the study of educational theory from both the religious and liberal viewpoints. The history of education in both the Muslim and non-Muslim world, and educational psychology and methodology are also taught. The students are also helped to become competent in English, comparative education and educational research and Islamic philosophy of education and theories and practices of curriculum design. In 2002 B.Ed. 4-year Honors course was introduced. So far in B.Ed. Pass, B.Ed. Honors and M.Ed. courses 656 students obtained degrees and 210 students are now reading under the guidance of nine teachers.Institute of Business Studies (IBS)The Institute of Business Studies was established in 1995 under the Faculty of Human Sciences as a model center for basic business education and management career. Education at the IBS has two fundamental aspects-one, technical and the other, human. As far as the technical aspect is concerned, the course curricula of IBS match well with those of all public and private universities of the country, as well as with some reputed universities of the United Kingdom and the U.S.A.The main objective of the Institute is to produce honest and sincere business managers and organizers to fill in the gap and vacuum created by a large body of dishonest people who stand as a hindrance to the desired economic development of the country. Hence it also aims at producing business graduates having required knowledge, skill and ability to cope with the challenging business environment and who are sensitive to religious and cultural values and will contribute towards management of the country. IBS is governed by the Board of Governors of which Vice Chancellor is the Chairman.The IBS offers the BBA and the MBA programs with specialization (major) in Management, Accounting, Marketing, Finance, Management and Information Services, Insurance and Islamic Banking and Human Resource Management. The BBA program takes four years to complete and follows an integrated course system. Out of the required 135 credits, 126 are in normal BBA courses and the remainder in English, General Science and Islamic History and Culture.The credit in MBA program for the professionals and executives vary from 36 to 48 credits and for the general students from 60 to 87 credits. Till now 190 students obtained BBAand MBA degrees and 860 students are attending the courses under the able guidance of 39 teachers. It has a rich library with 5640 books.Department of English Language and LiteratureThe Department of English Language and Literature functions under the Faculty of Human Sciences. Since the inception of the University, there have been compulsory English language programs for all the students of the various faculties of the university. The Department was formally opened in 1996 and started offering degree programs of its own.The Department accepts students for the B.A. Honors, M.A. and Diploma courses. The B.A. Honors is a four-year program. The M.A. is a one-year program. One important component of the M.A. is English language teaching. The Diploma course is in English Language and for those who have the general B.A.The Courses in the department are so designed that the students attain the necessary skills in the language, get a sound grasp of literature, and acquire the ability to become effective language and literature teachers or to engage in work calling for sophistication in language and critical intelligence. In the teaching of both language and literature, emphasis is on developing the students' sense of discrimination and awareness of the wide spiritual, intellectual and cultural contexts in which both language and literature operate. Students are also made to see the working of the Western mind from their own Islamic point of view so that they can retain true independence of mind and spirit.

The Department now has 261 students and 20 teachers. So far 41 students obtained BA Honors and Master's degrees from the Department.Department of Computer Science and Engineering (CSE)This department started functioning in 1998 under the Faculty of Natural Sciences in order to produce competent technical professionals required by different organizations and industries in public and private sectors under the framework of spiritual and moral dimension of education in natural sciences.Department of Information and Telecommunication Engineering (ITE)The progress of ITE related activities has now become the driving force for social and economic development all over the world. Global trade in ICT production is growing more than 20% as against 12% growth in total global trade in goods.Development of ITE and e-commerce has become a focal point for policy planners, administrators, businessmen, defense personnel, navigators, industrialists, agriculturists, local Governments and ICT practitioners from both developed and developing countries.The students and teachers took part in ACM programming contest successfully held in different universities both at home and abroad. DIU also sponsored ICCIT for two years and the research articles of the faculties have been published in the proceedings of the conference. So far 85 students have passed and 350 are reading under the able guidance of the 37 teachers of CSE & ITE Departments.Facilities offered to the studentsI. Gold medals are awarded to the exceptionally brilliant students. At the 2nd convocation 32 students got such medals and at the present 3rd Convocation their number is 29.II. Waiver of tuition fees for the students having CGPA 5 out of 5III. Stipend is awarded to the meritorious studentsIV. Free studentships and financial assistance are given to the deserving and poor studentsV. Rich computer labs, resourceful department library and other support service.VI. Broadband Internet and LAN connected Lab facilities to all students.VII. Free medical check-up and advice to all students. VIII. Regular students counseling provision.IX. MBA evening class hours suitable for the professionals and executives organizing and participating in programming contest both home and abroadDarul Ihsan University has already got an academic linkage with AI-Azher University, Cairo, Egypt and arrangements have been made for making such linkages with foreign universities of UK and USA such as Tennessee State University, Memphis University, Wales University, etc.

Future plans and activities Islamic Academy is planning for publishing a journal in Bangla titled "Gontobya" and 20 important books on Islam and relevant issues. It is also going to expand M.Phil. and Ph.D. programs. The Department of English Language & Literature is contemplating opening a mini Language Lab for increasing the proficiency of the students in spoken English. Department of Education will introduce M.Phil. and Ph.D. programs and also there is a proposal for reviving the DID Laboratory School, to meet up the need of an experimental school for the purpose of its B.Ed. pass and HonorsStudents' practice teaching. Some new academic programs such as Islamic Finance and Insurance (Takaful) and Entrepreneurship Development will be launched at IBS very soon. One year Diploma course in Computer, three month and six month certificate courses in Computer Application are being streamlined for improving the standard of teaching of those courses so that the recipients of their Diplomas may easily face the challenges of technological development in the field of computer science. Work is underway for opening departments such as Economics, Pharmacy, Law, Government and Politics, Environmental Science and Genetic Engineering & Bio-Technology.

AREA OF STUDIESFaculties (Three Faculties in DIU):1. Faculty of Religious Sciences.2. Faculty of Human Sciences.3. Faculty of Natural SciencesDepartments (Seven Depts. In Three Faculties):1. Dept. of Computer Science and Engineering2. Dept. of Information and Telecommunication Engineering.3. Dept. of English Language and Literature.4. Dept. of Law5. Dept. of Dawah and Islamic Studies.6. Dept. of Arabic Language and Islamic Studies.7. Dept. of Library & Information Science.8. Information Science and Library Management.9. Department of Institute of Management Studies Other new departments are in progress.2.4 Competitors landscape

The primary competitors for Darul Ihsan University are:1. Islamic university, Kushtia2. International Islamic university Chittagong

Islamic university:Islamic University, Kushtia was founded on November 22, 1979 at Shantidanga-Dulalpur (Kushtia-Jhenidah) by the late president Ziaur Rahman based on the recommendation of Islamic University Planning Committee headed by Professor Dr. M. A. Bari. The Islamic University Act was passed by National Assembly of Bangladesh on December 27, 1980. On January 1, 1981 the government of Bangladesh appointed Dr. A. N. M. Mamtajuddin Choudhury as the first vice-chancellor and the university became operational that year.As construction of several important buildings began, a presidential decree was issued on May 15, 1982 to shift the university from Shantidanga-Dulalpur to Boardbazar, Gazipur on an area of 50 acres. The construction of an academic building, two residential halls and other necessary infrastructures were completed. Initially two faculties (Faculty of Theology and Islamic Studies, Faculty of Humanities and Social Sciences) with four departments (Al-Quran, Dawah, Accounting, and Management) were established and 300 students were enrolled. In 1987, two more departments (Sharia and Economics) were established. On December 28, 1988, while the infrastructure development and academic activities were in full swing, the university was again shifted to Shantidanga-Dulalpur (Kushtia-Jhenidah).In 1991 five more departments Bengali, English, Arabic, Islamic History, and Public Administration were established.Now there are 22 departments under five facultiesmodern applied sciences, technological, and engineering subjects were included with the ordinary departments.On 23 June 2009, an Act of Parliament assigned the President as chancellor, replacing the Prime Minister.

IIUC:The International Islamic University Chittagong or IIUC for short is a private university in Bangladesh located in Chittagong the major port and second-largest city of the country. It was founded in 1995 under the Private Universities Act of 1992 (Act no. 34 of 1992). Islamic University Chittagong Trust (IUCT) is the founder organization of this university. IIUC is still governed by IUCT. It got government approval on February 11, 1995.The university has 5 main departments and various courses offered under its various branches.

BRANDING ACTIVITIES ANALYSISSince its inception, Darul Ihsan University has not undertaken any significant branding activities. The university has been allegedly involved in various controversial activities, such as setting up illegal campuses and selling certificates to its students. In order to get rid of such negative perceptions among its target market, it is imperative that the university undertake major branding activities. This section will primarily deal with the consumer perception regarding Darul Ihsan University, the existing gap of supply and demand which the university can fulfill and last but not the least, the marketing activities the university can undertake to remove the existing negative perception regarding the university.Consumer Perception: Unlike most other private universities, Darul Ihsan University is a purely non-profit educational institute. Right from the beginning, its primary and only objective has been to provide quality education to its students. Although, the university started its journey with such lofty ambition, recently it has been allegedly involved in a number of illegal activities. The main allegation against the university is that it has been selling fake certificates to its students; moreover the university currently runs 80 illegal campuses around the country. The main reason for having so many campuses is that universitys original governing body is now separated in for separate groups, and these groups run different campuses around the country with same name and logo. Due to such allegations, the consumers have a negative perception regarding Darul Ihsan University. Such negative perception is adversely affecting the potential of the university; moreover the current activities are also hampered as students and their parents feel confused regarding the authenticity of so many campuses the university is alleged to operate. If such negative perception is not dealt with properly and immediately, it will dampen the student enrollment rate of the university in the future. The other problem the university faces is that it is not ranked among the top private universities in the country. Therefore, it has not been able to attract students who are brighter than the lot. If this continues, the university will continue to produce substandard graduates who will not be able to perform in their professional lives. As a result, Darul Ihsan University will continue to be among the lower ranked universities and such an occurrence certainly does not help to create positive perception among its target market. Gap AnalysisCurrently Bangladesh has 32 public universities and 79 public universities that catering to the need for higher education to a large number of students. Of the students passing their Higher Secondary level every year, around 1/10th comes from the madrassa education system. These students either opt for vocational studies in various institutes or go for higher education in one of the numerous universities. The Quami and Aliya Madrassa system is currently educating up to 4 million students each. A significant part of this student body will eventually come to the mainstream education system for higher education. Once these students come to the universities, they find the transition process extremely difficult and long as most of them are not from co-ed background. As Darul Ihsan University is fashioned after Islami Universities, the university can do well to cater to the increasing number of students coming from the Madrassa education system. The students wont feel out of their comfort zone in the university and the transition process will not be difficult or take a long time. In order to tap into such a huge target market, DIU must create affiliations with renowned Quami and Aliya Madrassas, so that the students of such institutes can be aware of DIU once they pass their Higher Secondary level. Marketing Activities In order to tackle negative perception regarding Darul Ihsan University and increase enrolment rate as well as improve the universitys ranking, numerous marketing activities can be undertaken. The marketing activities are both Below the Line (BTL) and Above the Line in nature and they would go on to create awareness among the target markets. Although marketing activities are important for DIU, the first foremost step the university should take in administrative. The top management of the university should try to reduce tension among separate governing bodies that are operating different campuses around the country; otherwise no matter what marketing activities undertaken, negative perceptions regarding DIU will continue to prevail. Assuming the important step taken, we can undertake the marketing activities that are described in brief below: Creating Affiliations: Establishment of backward and forward linkages is crucial for any organization regardless of its objectives. In order to create such linkages, DIU must establish affiliations with various madrassas as well as organizations that would employ the graduates of DIU. The university may sponsor various events that are held in madrassas annually; Moreover it can provide grants to the madrassas or scholarships to the students of such institutes, this will create loyalty among the students and increase the chances of their enrolment in the university once they pass their Higher Secondary Certificate examination. DIU can also create linkage with various organizations such as the Islami Bank, Ibn-Sina Hospital and other middle-eastern countries that are eager to import human capital from Bangladesh. Such a step would increase the likelihood of the employment of DIUs graduates. Providing facilities to HSC candidates: The HSC candidates face numerous problems not only in the exam center but also outside the exam center. DIU can take meaningful steps in order to solve such problems. The candidates and their parents have to wait for hours outside exam centers before the exam starts. The problem is further exacerbated as most of these centers dont have sitting facilities for the candidates outside the center. DIU can establish such facilities outside the centers. Moreover the university can provide transportation facilities to the candidates who come to the centers from far flung areas of the city. The university can continue its support to candidates even after the HSC exam by providing facilities before the admission tests. DIU can provide important study materials to the candidates before the admission tests; this would create loyalty among candidates and some of them would eventually enroll in DIU. Advertising in Print Media and on Billboards: When it comes to Above the Line (ATL) marketing, it is important to select the media to which the target market has the most access. The main ATL activities will be done through using the print media and the billboards in various parts of the country. The ads on such places will mainly portray the facilities provided by DIU as well the forward linkages the university has. This will raise awareness among the target market and also by depicting the employment opportunities with its numerous affiliations; it will create enthusiasm among the potential students of DIU. Social Media: The social media will be used mainly to tackle the negative perceptions that are associated with DIU. Short films will be aired on Facebook and YouTube that will portray the congenial environment of DIU for acquiring education. Most importantly such films will depict the day to day experiences faced by a typical DIU student. Campus videos such as these will create interest among future candidates and will go on to raise enrollment rate.

STRATEGIES TO OVERCOME GAPSThe marketing strategies undertaken by DIU are mainly for dealing with the worst case scenarios. If the marketing activities undertaken by the university fail to create awareness, and increase enrollment rate, the university will resort to these strategies. These strategies are described in brief below: One of the most crucial marketing activities undertaken by DIU is to create forward linkages with various organizations and middle-eastern countries that are willing to import human capital from Bangladesh. If DIU fails to create such linkages, it may still go on to create backward linkages with various madrassas and higher secondary institutes in order to raise awareness in the target market. DIU will continue its endeavor to create a strong relationship with the students and their guardians. This will remove any sort of confusion that is prevalent due to the numerous branches of the university throughout the country. DIU may go on to establish stronger bond with other foreign universities. The university already has affiliation with Al-Azhar University of Egypt. It may continue to forge such relationships with other universities so that its students can easily gain access to such universities for higher studies. Other than providing only general education, DIU may go on to provide vocational training to its students. This will increase the target market size for DIU. Since theres quite a high demand for technically skilled labour, its graduates will easily find employment. If the top management fails to reduce tension among the separated governing bodies, the main branch will only promote itself through ATL marketing activities. This will help to remove the confusion among potential students and their guardians regarding the authenticity of the main branches.

FINANCIALSThe marketing activities undertaken by DIU will span for 4 years. The main purpose of these activities is to create enrollment of at least 10000 students. In order to improve the ranking of the student, a significant amount of money shall be spent on the administration and the faculty body as well. The financial breakdown of the project is given below:

CONCLUSIONFrom the discussion above, it is evident that, increase in marketing activities will lead to not only higher amount of net earnings but also in enhancement of the reputation of Darul Ihsan University. The activities mentioned here will go on to create a positive perception in the target market. Increasing presence in various ATL media will create awareness among the student body. Most importantly with better marketing activities, DIU will be able to tap into a market that has significant potential to grow with the passage of time. Catering to this market can only produce loyalty among the specific segment of madrassa going students and this will ensure a high rate of enrollment in the coming years. DIU must not lose sight of the most important goal, which is to enhance reputation and improve ranking of the university and not increase enrollment. This will only be possible through ensuring better teaching and better management in the university.

APPENDIX

List of Private Universities in Bangladesh

UniversityAcronymFoundedLocationDivisionSpecialization

University of Science & Technology Chittagong[39]USTC1989ChittagongChittagong Divisionscience and technology

Darul Ihsan University[61][62]DIU1989DhakaDhaka and Sylhet DivisionGeneral

International University of Business Agriculture and Technology[72]IUBAT1991DhakaDhaka DivisionGeneral

North South University[76]NSU1992DhakaDhaka DivisionGeneral

Central Women's University[58]CWU1993DhakaDhaka DivisionWomen's Study

Independent University, Bangladesh[70]IUB1993DhakaDhaka DivisionGeneral

American International University-Bangladesh[48]AIUB1994DhakaDhaka DivisionGeneral

International Islamic University, Chittagong[37]IIUC1995ChittagongChittagongGeneral

Ahsanullah University of Science and Technology[47]AUST1995DhakaDhaka DivisionEngineering

Dhaka International University[63]DIntU1995DhakaDhaka DivisionGeneral

Asian University of Bangladesh[49]AUB1996DhakaDhaka DivisionGeneral

East West University[65]EWU1996DhakaDhaka DivisionGeneral

Gono Bishwabidyalay[66][67]GB1996DhakaDhaka DivisionGeneral

People's University of Bangladesh[77][78]PUB1996DhakaDhaka DivisionGeneral

Queens UniversityQU1996DhakaDhaka DivisionGeneral

University of Asia Pacific (Bangladesh)[91]UAP1996DhakaDhaka DivisionGeneral

America Bangladesh University[54]ABU1997DhakaDhaka DivisionGeneral

Chittagong Independent University (CIU)[38]CIU1999ChittagongChittagong DivisionGeneral

Southern University, Bangladesh[44]SUB2001ChittagongChittagong DivisionGeneral

Bangladesh University[55]BU2001DhakaDhaka DivisionGeneral

BRAC University[57]BRACU2001DhakaDhaka DivisionGeneral

Manarat International University[73]MIU2001DhakaDhaka DivisionGeneral

Sylhet International University[101]SIU2001SylhetSylhet DivisionGeneral

Begum Gulchemonara Trust University Bangladesh[40]BGCTUB2002ChittagongChittagong DivisionGeneral

Premier University, Chittagong[43]PU2002ChittagongChittagong DivisionGeneral

City University, Bangladesh[59]CUB2002DhakaDhaka DivisionGeneral

Daffodil International University[60]DIU2002DhakaDhaka DivisionGeneral

Green University of Bangladesh[68]GUB2002DhakaDhaka DivisionGeneral

IBAIS University[69]IU2002DhakaDhaka DivisionGeneral

Northern University, Bangladesh[75]NUB2002DhakaDhaka DivisionGeneral

Prime University[80][81]PU2002DhakaDhaka DivisionGeneral

Southeast University[87]SEU2002DhakaDhaka and Sylhet DivisionGeneral

Stamford University Bangladesh[88]SU2002DhakaDhaka DivisionGeneral

State University of Bangladesh[89]SUB2002DhakaDhaka DivisionGeneral

University of Development Alternative[92]UODA2002DhakaDhaka DivisionGeneral

Leading University[99]LU2002SylhetSylhet and Dhaka DivisionGeneral

Bangladesh University of Business and Technology[56]BUBT2003DhakaDhaka Divisionscience and technology

Eastern University, Bangladesh[64]EU2003DhakaDhaka DivisionGeneral

Millennium University[74]MU2003DhakaDhaka DivisionGeneral

Presidency University[79]PU2003DhakaDhaka DivisionGeneral

Primeasia University[84]PAU2003DhakaDhaka DivisionGeneral

Royal University of Dhaka[85]RUD2003DhakaDhaka DivisionGeneral

Shanto-Mariam University of Creative Technology[86]SMUCT2003DhakaDhaka DivisionCreative Technology

United International University[90]UIU2003DhakaDhaka DivisionGeneral

University of Information Technology and Sciences[93]UITS2003DhakaDhaka DivisionGeneral

University of South Asia, Bangladesh[95]USAB2003DhakaDhaka DivisionGeneral

Uttara University[96]UU2003DhakaDhaka DivisionGeneral

Victoria University of Bangladesh[97]VUB2003DhakaDhaka DivisionGeneral

World University of Bangladesh[98]WUB2003DhakaDhaka DivisionGeneral

Metropolitan University[100]MU2003SylhetSylhet DivisionGeneral

Atish Dipankar University of Science and Technology[52]ADUST2004DhakaDhaka Divisionscience and technology

University of Liberal Arts Bangladesh[94]ULAB2004DhakaDhaka DivisionMedia Studies and Journalism

East Delta University[41][42]EDU2006ChittagongChittagong DivisionGeneral

Asa University Bangladesh[50][51]ASAUB2006DhakaDhaka DivisionGeneral

Bangladesh Islami University[53]BIU2006DhakaDhaka DivisionGeneral

Khwaja Yunus Ali University[102]KYAU2010Enayetpur, SirajgonjRajshahi DivisionGeneral

Port City International University[45]PCIU2012ChittagongChittagong DivisionGeneral

Sonargaon University[71]SU2012DhakaDhaka DivisionGeneral

North Western University, BangladeshNWU2012KhulnaKhulna DivisionGeneral

European University of Bangladesh[82][83]EUB2012DhakaDhaka DivisionGeneral

European University of BangladeshEUB2012DhakaDhaka DivisionGeneral

Coxs Bazar International University[46]CBIU2013Cox's BazarChittagong DivisionGeneral

Notre Dame University BangladeshNDUB2013DhakaDhaka DivisionGeneral

List of Qwami Madrassa in Dhaka Bara Katara Madrasa Jamia Qurania Arabia Lalbagh, Dhaka Jamia Islamia Darul Uloom Madania, Jatrabari, Dhaka-1204. Jamia Rahmania Arabia Dhaka Jamia Shari'ah Malibag, Dhaka Islamic Research Center Bangladesh, Bashundhara, Dhaka Sheikh Zakariyyah Islamic Research Center Jamiatul Asad Al Islamia Dhaka jamia darul uloom motijheel dhaka wapda madrasha Jamia Arabia Ashrafia & Etimkhana Ta Block Jame Masjid Complex, Mirpur-12, Dhaka-1216. Sahid Moktijoddha Jamia Imdadiya Darul Uloom, Muslim Bazar, Mirpur-12, Dhaka. Jamaitul Abrar, Bosila , Dhaka Jamaia Mohammadia Arabia, Mohammadpur Dhaka Madras Darur Rashad & Jamiator Rashad, Block-D & E, Mirpur-12, Dhaka-1216. Al Jamiatol Islamia Baitus Salam, Block-A, Road-6-7, Mirpur-12, Dhaka-1216. Darul Uloom Sahbania Dhaka[1] Jamia Hosainia Islamia, Arjabad[2] Jamia Islamia Darul Uloom Madani, Nagar[3] Jamia Arabia Ashraful Uloom, Ulokandi, Sonargaon, Narayangonj[4] Noorani Garden Adarsha shishu shikkhaloy, Elephant Road, Dhaka][5] Madrasah Darut Taqwa Dhaka, Uttor khan Darut Taqwa Mohila Madrasah, Uttorkhan, Uttora, Dhaka Al-Jameatul Ashrafia Izharul Ulum Ashraf Nagar, Sarkar Market, Ashulia, Savar, Dhaka Jamia Fakihul Ummah madrasa, manda mein road, mugda, dhaka