1.

Brief introduction of the study:

1.1 Title of the study:

A study on the brand image of AIUB in mind of the potential consumers

1.2 Profile of the organization

American International University - Bangladesh (AIUB) is a government approved private university founded in 1994 by Dr. Anwarul Abedin. The university is an independent organization with its own Board of Trustees.

I.

Vision AMERICAN INTERNATIONAL UNIVERSITY-BANGLADESH (AIUB) envisions promoting professionals and excellent leadership catering to the technological progress and development needs of the country.

II.

Mission AMERICAN INTERNATIONAL UNIVERSITY-BANGLADESH (AIUB) is committed to provide quality and excellent computer-based academic programs responsive to the emerging challenges of the time. It is dedicated to nurture and produce competent world class professional imbued with strong sense of ethical values ready to face the competitive world of arts, business, science, social science and technology.

III.

Goals

Sustain development and progress of the university Continue to upgrade educational services and facilities responsive of the demands for change and needs of the society Inculcate professional culture among management, faculty and personnel in the attainment of the institution's vision, mission and goals Enhance research consciousness in discovering new dimensions for curriculum development and enrichment Implement meaningful and relevant community outreach programs reflective of the available resources and expertise of the university Establish strong networking of programs, sharing of resources and expertise with local and international educational institutions and organizations Accelerate the participation of alumni, students and professionals in the implementation of educational programs and development of projects designed to expand and improve global academic standards.

IV.

Linkages and Networking Microsoft Security Cooperation Program (SCP) Microsoft IT Academy (www.cec.edu) MSDNAA (www.cec.edu) CCNA and IT Essentials in collaboration with CISCO (www.cec.edu) Authorized Sun Education Centre (www.cec.edu) Education Partner of Bangladesh Cricket Board (www.cec.edu) Oracle Academy (www.cec.edu)

Certifies Internet Web (CIW) Professional Program (www.cec.edu) CTP Authorized Training Academy (www.cec.edu) The Duke of Edinburgh's International Award (www.intaward.org)

V.

Institutional member: 1. Asia Pacific Quality Network (APQN) 2. International Association of Universities (IAU) 3. International Association of University Presidents (IAUP) 4. American Association of University Administrators (AAUA) 5. Association of Universities of Asia and Pacific (AUAP - Board Member) 6. Global University Network for Innovation (GUNI) 7. Association of Management Development In South Asia (AMDISA)

VI.

Member: 1. American Chamber of Commerce in Bangladesh (AmCham) 2. Association of Management Development Institutions of Bangladesh (AMDIB). AIUB ranked as an International University by UNESCO which is published by UNESCO in the International University Handbook, 2006 edition.

VII.

DEGREES OFFERED AT PRESENT

AIUB currently operates under four distinct faculties:

Faculty of Arts and Social Science Faculty of Business Administration Faculty of Engineering Faculty of Science

Faculty of Arts and Social Science Bachelors Degrees Bachelors of Arts in Advertising Bachelors of Arts English Bachelors of Arts in Mass Communication & Media Arts Bachelors of Social Science in Economics Masters Degrees Masters in Public Health (MPH)

Faculty of Business Administration: Undergraduate Programs: Bachelor of Business Administration (BBA) Accounting & Finance Management Human Resource Management (HRM) Marketing Hotel & Tourism Management (HTM)

International Business (IB) Management Information System (MIS)

Graduate Programs: Master of Business Administration (MBA) Major in MBA Finance Human Resource Management (HRM) Marketing Operations Management (OM) Management Information Systems (MIS) Special MBA Programs Executive Master of Business Administration (EMBA) Agribusiness Master of Business Administration (AMBA)

Faculty of Engineering Undergraduate Programs: Bachelor of Science (B.Sc.) in Electrical & Electronic Engineering (EEE) Bachelor of Science (B.Sc.) in Computer Engineering (COE) Bachelor of Science (B.Sc.) in Architecture

Graduate Programs:

Master of Engineering in Telecommunications (MTEL)

Faculty of Science Undergraduate Programs: Bachelor of Science (B.Sc.) in Computer Information Systems (CIS) Bachelor of Science (B.Sc.) in Computer Science (CS) Bachelor of Science (B.Sc.) in Computer Science and Engineering (CSE) Bachelor of Science (B.Sc.) in Computer Science and Software Engineering (CSSE) Bachelor of Science (B.Sc.) in Software Engineering (SE)

Graduate Programs: Master of Science in Computer Science (MSCS)

1.3 Rationale of the study (why we are proposing this study):

AIUB is a renowned university of Dhaka city. The name AIUB existing in the list of top 5 university of Bangladesh. The name AIUB has become familiar to many people of our country. There are other private universities like NSU, BRAC, EAST WEST, and IUB which are also familiar in our country. As a student of AIUB we have keen interest to know what is the current position of AIUB in the potential customers mind. We want to find the actual position of AIUBs brand image. We want to know:

What people or potential customer thinks about AIUBs brand image? What is their perception regarding AIUB? The study we want to do because it will help to know about customer perception. Moreover we will come to know what people think, want regarding AIUB. The study will also help us to have suggestions, recommendations which will definitely help AIUB management to improve its service. This study will help to provide a clear idea that what improvement is needed by AIUB to provide better performance. This study will help not only the faculty of business administration also whole AIUB will be benefited.

2. Statement of the problems: By doing this study we want to reveal answers of some

questions which are emerged in our mind, These are: i.

ii.

What people think about AIUB? Which university name comes first in to their mind when they think about private universities of Bangladesh?

iii.

According to peoples perception which department is doing better in AIUB? Why peoples want to get admitted in to AIUB? How can AIUB provide better service to gain customer satisfaction?

iv.
v.

3. Scope and delimitation of the study:

i.

This study will help to know the brand image of AIUB in mind of the potential consumer.

ii.

Study population is potential consumer of AIUB, so one scope is we will find educated respondents for our study.

iii.

Educated people are conscious about different social issues so when we will try to collect data regarding AIUB we hope our respondents will know sufficient information to solve the questionnaire.

iv.

We will select 50-60 sample size which is not a big amount so we will complete our study within given time period.

v.

More over by doing field work for our study we will gather practical experience which will help us in our future.

vi.

The result of the study will also help AIUB management to improve their service.

4. Objective of the study: i. Generic objective: This study is attempted to determine the brand image of AIUB according to potential consumers perception.
ii.

Specific objective:
I.

To determine the position of AIUB in peoples mind compare to other private university of Bangladesh

II.

To find what people think , want regarding AIUBs performance To determine what thought comes in to their mind when they think about AIUB.

III.

IV.

To determine what activities should be done by AIUB to improve its brand image.

5. Methodology of the study:

We use quantitative data collection method; we will collect two types of data.
i.

Primary Data: We will collect the primary data from the students through a structured questionnaire. And also from some faculty and guardians of different institute. We asked 15-20 questions in our questionnaires. We randomly select 50-60 respondents, respondents will solve the questionnaires. Our respondents are educated and conscious citizen of our country. The sample size of our study is 50-60.

ii.

Secondary Data: Secondary data will be collected from our AIUB website which is related to our topics.

More over we will use SPSS software with graph, bar chart, pie chart for our study. Based on our analysis we will make findings, limitation, recommendation and conclusion. Finally we will present our research in front of audiences.

6. Schedule of Activities:
I.

Before midterm exam we have already made our questionnaires under the supervision of our course instructor Mr. Ehsanul Huda Chowdhury.

II.

After finishing the midterm exam on the very first day we will defend our proposal by PowerPoint presentation.

III.

After finishing our midterm exam we will start to collect our primary data by the structured questionnaires from different institute of Dhaka city.

IV.

After collecting of our primary data we will analyze those data by the help of SPSS software.

V.

Before final term exam of our spring-10 semester we will complete our report with the collected data analysis and those data will present on the report by the help of graph, bar chart, pie chart.

VI.

Based on our analysis we will make findings, limitation, recommendation and conclusion.

VII.

Finally we will present our research report in front of audiences before final exam of spring-10 semester.

Activity of research 1 2 3 4 5 6 7 8 9 Selection of topic Prepare questionnaire Submission of proposal Prepare power point presentation of proposal Proposal defend by ppt presentation Primary Data collection Primary data analysis & report submission Prepare power point presentation on the report Present our research report in front of audiences

Predecessor(s)

Fixed Duration (days) 3

1 2 3 4 5 6 7 8

1 9 2 1 12 11 4 1