Project Report

Education Service Marketing:

A study on SAFS Education Group

Supervisor
Professor Dr. Serajul Haque
Course Instructor
MBA Internship
ASA University Bangladesh

Submission By
Halima Banu
ID 073-14-0052 2nd Batch
Major in Marketing
Masters of Business Administrations (MBA)
ASA University Bangladesh

Date of Submission: October 16th 2012

 LETTER OF TRANSMITTAL

September 16, 2012

Professor Dr. Serajul Haque

Course Instructor
MBA Internship
ASA University Bangladesh,

Dear Sir
With due respect, gratitude and appreciation, I would like to present this report
on Education Service Marketing: A study on SAFS Education Group.

The internship program gave me the opportunity to put my socio-professional capacity

to the test under several circumstances, to solve challenges associated with my
academic and work. Preparing the report also gave me a comprehensive analysis and
review of what I have learned throughout my MBA in ASAUB.

I have used both two kinds of analysis using both primary and secondary data. The
report includes the detail of marketing process applied by SAFS to their students and
parents.

The Best efforts were applied to match the theoretical concepts to complete this
project with real life situation. The whole work was challenging and very much
enjoyable. Should you need any clarification, I will be obliged to provide you with
further information.

Sincerely

Halima Banu
ID 073-14-0052 2nd Batch
Major in Marketing
Masters of Business Administrations (MBA)
ASA University Bangladesh
 ACKNOWLEDGMENT

This report has been prepared for Professor Dr. Serajul Haque, Course Instructor, EMBA
Internship, and ASA University. I would like to thank you sir for guiding me with your
superior knowledge, experience and care.

I would like to thank my VP, Mr. Mosarraf Hossain and coordinator Ms. Shampa, at SAFS.
for always making time to help, guide me and provide in valuable advice about the
Guiding Principle of SAFS Education Group, which aims to create an open minded
environment that will enable HR force to exhibit enterprising spirit and instigate
responsibility by delegating freedom.

I would also like to thank all the students, parents and the employees whom I
interviewed, for giving me their time and providing the information I needed for primary
data collection.

Sincerely

Halima Banu
ID 073-14-0052 2nd Batch
Major in Marketing
Masters of Business Administrations (MBA)
ASA University Bangladesh
Chapter Subjects Page Number
No
Title Page 1-4
Letter of Transmittal
Acknowledgement
Table of Contents
Chapter 01 Introduction 5
1.1 Overview 6
1.2 Background of the Study 7
1.3 Rationale of the Study 8
1.4 Objectives of the Study 9
1.5 Limitations and Caveats of the Study 10
Chapter 02 Education Service Industry Of Bangladesh 11
2.1 Education system in Bangladesh 12
2.2 Structure 13
2.3 Management 16
Chapter 03 Methodology of the Study 19
3.1 Sample of the Study 20
3.2 Data collection Methods 20
3.3 Sources of Data 21
Chapter 04 Organizational profile 22
Chapter 05 Services marketing 28
5.1 Definition 29
5.2 7ps of Service marketing 30
Chapter 06 7Ps of SAFS 35

Chapter 07 Findings of the report 38

7.1 Findings 39
Chapter 08 Conclusions And Recommendations 40
8.1 Conclusions 41
8.2 Recommendations 42
 Chapter 09 Bibliography 43
Table of Content: