DARUL IHSAN

UNIVERSITY

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DARUL IHSAN UNIVERSITY

PREPARED FOR

Mr. Khaled Mahmud

Course Instructor: Brand Management

PREPARED BY
GROUP 7
Wais 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 Administration

University of Dhaka

15th May, 2015

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15th May, 2015

Mr. Khaled Mahmud

Assistant Professor
Institute of Business Adminstration
University 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 Administration
We 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 CONTENTS
EXECUTIVE SUMMARY................................................................................................. 3
INTRODUCTION........................................................................................................... 5
1.1 Origin of the Report........................................................................................... 5
1.2 Objectives of the report..................................................................................... 5
1.3 Scope of this report........................................................................................... 5
1.4 Limitations of the report.................................................................................... 5
OVERVIEW.................................................................................................................. 5
2.1

Literature review............................................................................................ 5

2.2

Segment overview......................................................................................... 5

2.3

University overview:....................................................................................... 6

Programs offered.................................................................................................. 8
Islamic Academy.................................................................................................. 8
Future plans and activities.................................................................................11
Area of Studies................................................................................................... 11
2.4

Competitors Landscape..............................................................................12

Islamic university:.............................................................................................. 12
IIUC:................................................................................................................... 13
BRANDING ACTIVITIES ANALYSIS.............................................................................. 13
Consumer Perception:........................................................................................ 13
Gap Analysis.......................................................................................................... 13
Marketing Activities............................................................................................ 14
STRATEGIES TO OVERCOME GAPS............................................................................ 15
FINANCIALS.............................................................................................................. 16
CONCLUSION............................................................................................................ 16
APPENDIX................................................................................................................. 17
List of Private Universities in Bangladesh...........................................................17
List of Qwami Madrassa in Dhaka......................................................................20

INTRODUCTION
1.1 ORIGIN OF THE REPORT
The 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 REPORT

The 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 REPORT

The score of this report is only concerned with the brand value of Darul Ihsan University and the
marketing prospects.

1.4 LIMITATIONS OF THE REPORT

The limitations of the report are as follows:
1. Unavailability of recent data
2. Less cooperation from the university management regarding branding issues

OVERVIEW
2.1

LITERATURE REVIEW

The 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

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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.

2.3

UNIVERSITY OVERVIEW

Darul 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.

Aims
The 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 name
The 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

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aim at achieving the balanced growth of the total man, the cultivation of his powers: moral, spiritual,
intellectual, aesthetic, emotional and physical.

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Location
At 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.
Fees
Tuition and other fees for the students of DIU are lower than those of many leading private universities of
Bangladesh.
Library
The 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 certificates
In 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 offered
The 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 Academy
The 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. AIAzhar 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.
II.

Department of Islamic Studies & Daw'ah

Department of Arabic and Islamic Studies.

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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 Karim
The 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 Education
The 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.

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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 Literature
The 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 students
I.
II.
III.
IV.
V.

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.
Waiver of tuition fees for the students having CGPA 5 out of 5
Stipend is awarded to the meritorious students
Free studentships and financial assistance are given to the deserving and poor students
Rich computer labs, resourceful department library and other support service.

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VI.
VII.
VIII.
IX.

Broadband Internet and LAN connected Lab facilities to all students.

Free medical check-up and advice to all students.
Regular students counseling provision.
MBA evening class hours suitable for the professionals and executives organizing and
participating in programming contest both home and abroad

Darul 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 STUDIES
Faculties (Three Faculties in DIU):
1. Faculty of Religious Sciences.
2. Faculty of Human Sciences.
3. Faculty of Natural Sciences
Departments (Seven Depts. In Three Faculties):
1. Dept. of Computer Science and Engineering
2. Dept. of Information and Telecommunication Engineering.
3. Dept. of English Language and Literature.
4. Dept. of Law
5. 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.

II.4

COMPETITORS LANDSCAPE

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

Islamic university:
Islamic University, Kushtia was founded on November 22, 1979 at Shantidanga-Dulalpur (KushtiaJhenidah) 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.

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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 ANALYSIS

Since 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 ANALYSIS
Currently 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.

14
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.

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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 GAPS

The 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.

16

FINANCIALS
The 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:

CONCLUSION
From 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.

17

APPENDIX
List of Private Universities in Bangladesh

University
University of Science &
Technology Chittagong[39]
Darul Ihsan University[61][62]

Acronym Founded Location

USTC

1989

DIU

1989

International University of Business

IUBAT
Agriculture and Technology[72]

1991

North South University[76]

NSU

1992

Central Women's University[58]

CWU

1993

IUB

1993

AIUB

1994

IIUC

1995

AUST

1995

Dhaka International University[63]

DIntU

1995

Asian University of Bangladesh[49]

AUB

1996

East West University[65]

EWU

1996

Gono Bishwabidyalay[66][67]

GB

1996

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

PUB

1996

Queens University

QU

1996

University of Asia Pacific

(Bangladesh)[91]

UAP

1996

America Bangladesh University[54]

ABU

1997

CIU

1999

SUB

2001

Independent University,
Bangladesh[70]
American International UniversityBangladesh[48]
International Islamic University,
Chittagong[37]
Ahsanullah University of Science
and Technology[47]

Chittagong Independent University

(CIU)[38]
Southern University, Bangladesh[44]

Division Specialization
Chittagong science and
Chittagong
Division
technology
Dhaka and
Dhaka
Sylhet
General
Division
Dhaka
Dhaka
General
Division
Dhaka
Dhaka
General
Division
Dhaka
Women's
Dhaka
Division
Study
Dhaka
Dhaka
General
Division
Dhaka
Dhaka
General
Division
Chittagong Chittagong

General

Dhaka
Engineering
Division
Dhaka
Dhaka
General
Division
Dhaka
Dhaka
General
Division
Dhaka
Dhaka
General
Division
Dhaka
Dhaka
General
Division
Dhaka
Dhaka
General
Division
Dhaka
Dhaka
General
Division
Dhaka
Dhaka
General
Division
Dhaka
Dhaka
General
Division
Chittagong
Chittagong
General
Division
Chittagong Chittagong
General
Dhaka

18
University
Bangladesh University[55]

Acronym Founded Location

BU

2001

BRACU

2001

Manarat International University[73]

MIU

2001

Sylhet International University[101]

SIU

2001

BGCTUB

2002

PU

2002

City University, Bangladesh[59]

CUB

2002

Daffodil International University[60]

DIU

2002

Green University of Bangladesh[68]

GUB

2002

IU

2002

NUB

2002

Prime University[80][81]

PU

2002

Southeast University[87]

SEU

2002

SU

2002

SUB

2002

UODA

2002

LU

2002

Bangladesh University of Business

and Technology[56]

BUBT

2003

Eastern University, Bangladesh[64]

EU

2003

Millennium University[74]

MU

2003

BRAC University[57]

Begum Gulchemonara Trust

University Bangladesh[40]
Premier University, Chittagong[43]

IBAIS University[69]
Northern University, Bangladesh[75]

Stamford University Bangladesh[88]

State University of Bangladesh[89]
University of Development
Alternative[92]
Leading University[99]

Division Specialization
Division
Dhaka
Dhaka
General
Division
Dhaka
Dhaka
General
Division
Dhaka
Dhaka
General
Division
Sylhet
Sylhet
General
Division
Chittagong
Chittagong
General
Division
Chittagong
Chittagong
General
Division
Dhaka
Dhaka
General
Division
Dhaka
Dhaka
General
Division
Dhaka
Dhaka
General
Division
Dhaka
Dhaka
General
Division
Dhaka
Dhaka
General
Division
Dhaka
Dhaka
General
Division
Dhaka and
Dhaka
Sylhet
General
Division
Dhaka
Dhaka
General
Division
Dhaka
Dhaka
General
Division
Dhaka
Dhaka
General
Division
Sylhet and
Sylhet
Dhaka
General
Division
Dhaka
science and
Dhaka
Division
technology
Dhaka
Dhaka
General
Division
Dhaka
Dhaka
General
Division

19
University

Acronym Founded Location

Presidency University[79]

PU

2003

Primeasia University[84]

PAU

2003

Royal University of Dhaka[85]

RUD

2003

Shanto-Mariam University of
Creative Technology[86]

SMUCT

2003

UIU

2003

UITS

2003

USAB

2003

UU

2003

Victoria University of
Bangladesh[97]

VUB

2003

World University of Bangladesh[98]

WUB

2003

MU

2003

ADUST

2004

University of Liberal Arts

Bangladesh[94]

ULAB

2004

East Delta University[41][42]

EDU

2006

Asa University Bangladesh[50][51]

ASAUB

2006

Bangladesh Islami University[53]

BIU

2006

Khwaja Yunus Ali University[102]

KYAU

2010

Port City International University[45]

PCIU

2012

SU

2012

NWU

2012

EUB

2012

United International University[90]

University of Information
Technology and Sciences[93]
University of South Asia,
Bangladesh[95]
Uttara University[96]

Metropolitan University[100]
Atish Dipankar University of
Science and Technology[52]

Sonargaon University[71]
North Western University,
Bangladesh
European University of
Bangladesh[82][83]

Division Specialization
Dhaka
Dhaka
General
Division
Dhaka
Dhaka
General
Division
Dhaka
Dhaka
General
Division
Dhaka
Creative
Dhaka
Division Technology
Dhaka
Dhaka
General
Division
Dhaka
Dhaka
General
Division
Dhaka
Dhaka
General
Division
Dhaka
Dhaka
General
Division
Dhaka
Dhaka
General
Division
Dhaka
Dhaka
General
Division
Sylhet
Sylhet
General
Division
Dhaka
science and
Dhaka
Division
technology
Media Studies
Dhaka
Dhaka
and
Division
Journalism
Chittagong
Chittagong
General
Division
Dhaka
Dhaka
General
Division
Dhaka
Dhaka
General
Division
Enayetpur, Rajshahi
General
Sirajgonj Division
Chittagong
Chittagong
General
Division
Dhaka
Dhaka
General
Division
Khulna
Khulna
General
Division
Dhaka
Dhaka
General
Division

20
University

Acronym Founded Location

European University of Bangladesh

EUB

2012

Dhaka

Coxs Bazar International

University[46]

CBIU

2013

Cox's
Bazar

Notre Dame University Bangladesh

NDUB

2013

Dhaka

Division Specialization
Dhaka
General
Division
Chittagong
General
Division
Dhaka
General
Division

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, Dhaka1216.

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]

21

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