Center of Excellence in Higher Education
The First Private University in Bangladesh

Department of Marketing & International Business

About Us

The Marketing and International Business (MIB) Department at North South University (NSU) was established in summer 2014. Located on the east wing of the 7th floor at the North Academic Building (NAC) of North South University, it prides in being one of the most vibrant and aesthetically pleasing departments at NSU. The department offers Bachelors in Business Administration degrees with majors in Marketing and International Business. It currently has a faculty pool of thirty five members, all with PhD and Master’s Degree in their respective fields from the USA, UK, Australia, Europe, Malaysia, and Singapore. Currently, Dr. Mohamad Tayeenul Hoque, an Assistant Professor of Marketing is leading the department. His research interest concentrates on international marketing competencies and development of innovative conceptual model along with scale under the lens of dynamic capability context. MIB department’s faculty members with PhD degree have substantial experiences within academia and research. For instance, Dr. Sabbir Rahman already published more than 50 empirical research works in international journals (i.e. ABDC A and B ranked journals) in recent years, where he emphasized knowledge management and tourism research. Dr. Tamgid A. Chowdhury brings his field-leading expertise in consumer behavior and political marketing research, and his researches mainly focus on integrating marketing and economics within this group. His work has benefited public policy and marketing action and has had influential public policy. Two PhD faculty members who joined the department in recent years, Dr. Farzana Nahid and Dr. H. S. Akareem were awarded their PhD from Malaysia and Australia respectively. They have already published journal articles based on their doctoral research. However, non-PhD faculty members are also actively involved in publishing research articles along with several consultancy projects. The research interests in this department include:

  • Arts marketing and the cultural industries
  • Political marketing
  • Advertising and marketing communication
  • Critical marketing
  • Service and tourism marketing
  • Marketing strategy and international marketing
  • Agro-based food marketing
  • Marketing ethics and consumer behaviour
  • Marketing and consumer research methods
  • Marketing and CSR
  • Non-profit marketing
  • Cultural branding
  • Strategy of born global organization
  • International new venture and knowledge management

The Department of Marketing and International Business has a fresh and intellectually challenging approach to marketing research and education. In order to ensure high quality research and teaching we follow ambidextrous strategy. Accordingly, we provide individual attention and flexibility to acquire marketing and international business related knowledge. Studying marketing and international business at NSU facilities learning from different seminars where internationally renowned specialists share their research and experience repeatedly, by which students gain current and relevant management skills along with knowledge in marketing and international business domain. For instance, recent speakers at these seminars included industry heavyweights from Grey Worldwide, Grameenphone, Robi, Samsung, ACI, MetLife Singapore, Google Business Group Sonargaon, Nestle Bangladesh and. In essence, the MIB students’ specialist knowledge in marketing, combined with interpersonal and transferable skills, will lead to excellent career prospects in marketing and international business context.

On graduating with a major in marketing students will have a theoretical and empirical knowledge of marketing and employed a variety of academically based marketing techniques as well as a critical awareness of current issues at the forefront of marketing in society. Our graduates are highly employable with the potential to move into variety of different marketing-related roles. In general, our graduates are equipped with skill sets that enable them to find employment in areas as diverse as FMCG (fast-moving consumer goods), manufacturing, agencies, development organizations, banking, and academia, amongst others. Current graduates of the MIB department are working in Unilever, Grameenphone, British American Tobacco and HSBC, amongst others. Moreover, our current students display a tendency for continuous learning by participating in different competitions and workshops. Our recent graduate Mr. Samid Razzak represented North South University in Silicon Valley during his student tenure by participating in the GIST Tech-I Competition, where he won the Honorable Mention award amongst thirty finalists from around the world. Students from the Department of MIB also partake in prestigious local business competitions conducted by reputed business organizations and display their tenacity through winning top awards. Moreover, many of our graduates are pursuing higher studies in reputed institutes abroad.

We welcome all students who can display a curiosity to learn more about the multi-faceted nature of businesses, including marketing strategy, digital marketing, consumer behavior, promotional tools, and brand management. Students graduate with the necessary combination of academic knowledge and practical experiences that help them to achieve their full potential upon graduation in a career or field of study of their choice.

Consultancy project

PhD and non-PhD faculty members’ are working within MIB’s research cell. The MIB’s research cell’s recently received three funded projects from NSU annual research grant. On that research funded project Dr. Sabbir Rahman’s team,Dr. Tamgid Chowdhury’s team, and Ms. Narmin Tartila Banu’s team were involved in three studies into consumer behavior, political marketing, and F-Commerce respectively. In addition, in 2017 Dr. Sabbir Rahman’s research cluster was awarded a consultancy project from IPDC Finance Limited to measure its brand value and providing crucial suggestions for re-branding.

Seminar series:

Every year, The MIB holds a series of academic seminars and workshops for faculty members and students. In those workshops, academics and practitioners visit NSU to deliver formal and informal talks. The main objective of the seminars is improving students’ business knowledge through real-world corporate examples. To upgrade faculty members’ research knowledge and expertise, the MIB department invites local and international scholars (i.e. reviewer of editorial board) who are actively publishing in the marketing and international business journals having high impact factors. Every semester two influential committees (i.e. outreach and students engagement) of MIB department organize number of seminars to improve students’ engagement. The seminar series welcomes talks from key Business figures across the globe representing a variety of industrial sectors. The experts offer information about current issues affecting Business arena today.



As the Chair of the Department of Marketing and International Business I would like to welcome all visitors to our department website. In the department we strive to stay in the forefront of Marketing and International Business education, practice and research.Our aim is to deliver interesting and effective courses which lay a firm foundation for students’ career path preparation.

As majors, both Marketing and International Business are exciting and interdisciplinary and attract some of the most creative minds in the country. The department prides itself in having a team of young, dedicated and spirited faculty members who are passionate about teaching and thrive on knowledge sharing . Our hands-on, applied philosophy of education is highlighted by real clients and real-world case studies that reflect the complexity and challenges of today’s marketing and international business environment. Two dedicated co-curricular clubs, The Marketing Club (TMC) and the International Business Club (IBC) are there to enhance student experience and enrich them with exposure to a variety of activities and competitions on digital marketing, promotions, social marketing and global business.

Students find our programs challenging, memorable, and rewarding.

On behalf of this department and the School of Business, we are glad you are here!


Dr. Mohammad Tayeenul Hoque 
Department of Marketing & International Business

Key Achivements of MIB Students





Ad Maker Bangladesh 2010

Ehfaz Nowman, F R Aman Kaushik, Tanim Chowdhury


Brandwitz 2010

Majed Ul Huq & Mojjammil Khandker


Ad Maker Bangladesh 2012

Wacef Chowdhury & Mahdia Chowdhury


Social Business Plan Competition 2014

Reyasat Chowdhury


Social MediaAd Maker 2015

Samid Razzak, Nafis Ahmed, Tashrif Islam

Joint Winner

Telenor Youth Summit 2014

Nawshin Mehzabin Chowdhury

1st Runner Up

Ad Maker Bangladesh 2010

Majed Ul Huq

1st Runner Up

Battle of Minds 2011

Faisal Zaman

1st Runner Up

BrandWitz 2012

Sanjida Erfan

1st Runner Up

Nestle Blue Tie Challenge 12

Tasnuva Ayesha Haque & Syed Iftekhar Tawheed

1st Runner Up

Battle of Minds 2012

Syed Iftekhar Tawheed

1st Runner Up

Ad Maker Bangladesh 2014

Tasnia Afrin, Ahammad Hossain Manzoor

1st Runner Up

Masters of Ideation 2015

Faria Mawla, Nakibur Rahman, Karim Safirul

1st Runner Up

Ad Maker Bangladesh 2015

Mashiat Chowdhury, Nasser Habib Siddiqi, Tanvir Ahmed

2nd Prize Winner

PTak ISCEA Global Case Competition2014

Samid Razzak, Nafis Ahmed

2nd Runner Up

Nestle Blue Tie 2010

Majed Ul Huq

2nd Runner Up

Bizmaestros 11

Syed Iftekhar Tawheed

2nd Runner Up

Masters of Ideation 2013

Wahid Hossain, Shahriar Alam, Mehzabin Sultana

2nd Runner Up

Presentation WhizKids

Mashiat Chowdhury, Farzana Kamal, BM Shaan Farabee

2nd Runner Up

Bizmaestros 13

Shahrin Nishi, Omar Faruk Khan, Shahriar Hasan

2nd Runner Up

Ad Maker Bangladesh 2015

Zoheb Yusuf , Mofassal Aziz, Inzamam Chowdhury

In the Department


Course Details

MKT 202 Principles of Marketing

This course is designed with an intention to build students' foundation on the basic concepts and practices of marketing. This provides a general knowledge of marketing emphasizing marketing mix elements and target markets for consumer and industrial products, marketing strategies, customer behavior, market planning, pricing and promotion. Along with the marketing theories taught in class, the course also introduces students to real-world applications so that students can get a creative perspective of marketing and have an understanding on how to link marketing strategies to financial value. A firm grasp on this course is crucial to successfully pursue the advanced marketing courses.


MKT 337 Integrated Marketing Communications

Marketing communications/promotional management is a broad area encompassing many elements of a firm's promotion mix, including advertising, sales promotion, public relations, direct marketing, personal selling etc. It plays an effective role in the development of brands in contemporary marketplace and in creation and maintenance of mutually beneficial relationships between an organization and its key target markets. This course examines the key managerial topics involved in planning, implementing and evaluating an Integrated Marketing Communications campaign using appropriate communication tools and media, with a main focus on the very common elements of advertising management and design. Prerequisites: MKT 202


MKT 344 Consumer Behavior

 This course enables application of psychological and behavioral science theories, concepts, methods, and research findings to the understanding and prediction of consumer behavior to identify needs as an input to the decision-making process of marketing managers. This course examines the strategic implications of the internal, external and decision-making factors that impact consumer purchasing patterns with emphasis on managerial applications. It examines social and psychological influences on individuals and household behavior. It also investigates buyer behavior models and applies them in the marketing decision making process. 

Prerequisites: MKT 202

MKT 460 Strategic Marketing Management

This is an advanced module for undergraduate business students specializing in the milieu of marketing. Taken in the final year, this module integrates all concepts and frameworks learned from previous marketing courses. The purpose of this course is to prepare students for real world marketing challenges. As a result, this course builds the intellectual capacity of marketing major students in developing market driven strategies for the success of a firm in a dynamic business environment. Topics covered in this module include: strategic planning, analyzing the company's external & internal environment, customer & competitor analysis, marketing research, market segmentation, market targeting, brand positioning, brand equity, and the marketing mix strategies.

Prerequisites: MKT 202, MKT 337, MKT344


MKT 470 Marketing Research

Marketing research attempts to provide more insight information that reflects a true picture of the state of affairs. Any kind of research must have an objective and should be conducted impartially. Each phase of this process is important. Accurate information about customers and competitors allows the development of a successful marketing plan. This course focuses on the techniques and methods of marketing research, emphasizes primarily on survey research and experimental design and offers students the opportunity to apply those in real situations.

Prerequisites: MKT 202; MKT 344, STA172; BUS 173


MKT 330 Digital Marketing and Social Networks for Business

This course focuses on the emergence of web-based technology and the rapid adoption of mobile and social media to engage customers in dynamic and multi-party conversations. The course introduces the students to the digital world of marketing, which is a modern trend in the marketing process. The course teaches students how to implement effective E- marketing strategies and introduces students to the role of search engine optimization (SEO), pay per click (PPC), online advertising, viral marketing, online PR and social media in the marketing communication process.

Prerequisites: MKT 202, MKT 337


MKT382: International Marketing

This course emphasizes on the trends and developments in the global marketing environment with analysis of marketing problems of international business. This also examines the marketing mix: product, promotion, distribution, and pricing within the international context, particularly strategic marketing management. Topics covered include import export, joint ventures as well as global marketing systems, the influence of international institutions, cultural, social, religious and political influences, stages of development, geographical problems and international product pricing.

Prerequisites: MKT 202


MKT 465 Brand Management

A specialized course on the strategic process of branding, which emphasizes on creating, building, maintaining and proactively delivering perceived customer value. Topics include brand characteristics, brand personality and self-concept, brand equity and the eventual brand strategy. Emphasis is given on the brand's current market positioning, positioning strategies, portfolio of multiple brands, financial, managerial and operational resources to manage the brand and managerial expectations of the brand. A critical analysis of the current leading brands will be covered as case study.

Prerequisites: MKT202, MKT337, MKT344



MKT 412 Services Marketing

This course primarily supplements basic marketing and strategic marketing courses by focusing on problems and strategies specific to the service industry. It investigates the nature of services and associated challenges, emphasizes on relevant models, concepts, tactics and strategies for solving problems faced by various service organizations. Concepts are illustrated using cases, examples, exercises on service blue printing, gaps models of service quality, a range of hard and soft measures including SERVQUAL to understand, monitor and develop marketing strategies for enhanced customer relationship management in a service setting.

Prerequisites: MKT 202, MKT 344, MKT 337


INB 372 International Business

This course examines world trade and the processes that business managers go through in order to establish or expand operations into international markets. Students learn the terminology of international business, and examine the influence of forces such as culture, economics, politics, and geography on business and markets. Students are also introduced to international organizations including the World Bank, the International Development Association, the World Trade Organization, the International Monetary Fund, and develop a Bangladesh and South Asian perspective on international business and trade issues.


INB 410 Global Competitive Analysis

The course focuses on various theories and models for explaining competitive advantage of a nation. Theoretical frameworks are used to explain why nations produce specific products/ services in a more efficient way. The strategies used by companies to sustain competitive advantage along with the sources are thoroughly explained. To support the theories and strategies many cases on many industries and countries are demonstrated. The pattern of the world competitive scenario is investigated by observing countries that have been in the forefront in international competition and countries which are likely to be more competitive in particular sector in upcoming years.


INB 480 Global Business Strategy

Global business strategy provides a study of the development of business strategies in an international context in three main areas: analyzing the influence of global competition, developing a global strategy, and case studies of winning and losing international companies. Special topics include managing cultural diversity, ethical and political consideration, handling risk of international operations and strategic planning in developing countries. How various players compete and how they become successful with their competitive strategy, in the international environment. Case analysis and recent issues are discussed.

Prerequisites: INB 372


Major & Minor Requirements


Major Core: 

MKT337:  Integrated Marketing Communications 

MKT 344:  Consumer Buyer Behavior 

MKT 460:  Strategic Marketing 

MKT 470:  Marketing Research

Major Elective: 

MKT 382:  International Marketing 

MKT 412:  Services Marketing 

MKT 465:  Brand Management 

MKT 450:  Marketing Channels

MKT 480:  Direct Marketing 



Major Core: 

 MKT 382:  International Marketing 

 FIN 444:  International Finance

 INB 410:  Global Competitive Analysis  

INB 480:  Global Business Strategy 

Major Elective: 

 INB 350:  International Business Negotiations 

 INB 355:  Country Risk Analysis 

 ECO 328:  International Economics 


Publications & Journals

Department Research Outcome




Marketing and International Business

(North South University)

1.Md Afnan Hossain, Mahmud Habib Zaman, Mohammed Abdul Mumin Evan and Muhammad Sabbir Rahman (2017), “Assessing Service Experience in Customer’s Care Centre”, North South Business Review, Vol.3 pp.87-102, Publisher: School of Business, North South University, Ranked by Australian Business Deans Council (ABDC) – C


2. Hasliza Hassan, Abu Bakar Sade, Muhammad Sabbir Rahman (accepted 2017), “Obesity and Overweight Issues Could Undermine Malaysia's Competitiveness”, International Journal of Human Rights in Healthcare, Emerging Sources Citation Index, Scopus, (Emerald).


3. Muhammad Sabbir Rahman, Mahmud Habib Zaman, Hasliza Hassan, Chong Chin Wei (accepted 2017), “Tourist’s Preferences in Selection of Local Food: Perception and Behavior Embedded Model”, Tourism Review, (ABDC- B; Scopus), (Emerald). CiteScore 2016: 1.37; CiteScoreTracker 2017: 0.82 (Updated Monthly)


4. Hasliza Hassan , Abu Bakar Sade and Muhammad Sabbir Rahman (2017), “Innovative Technologies Preference for Slimming Treatment”, International Journal of Business and Management 1 (2): 01-06, e-ISSN 2590-3721 © RMP Publications, 2017 DOI: 10.26666/rmp.ijbm.2017.2.1


5.Muhammad Sabbir Rahman; Md Afnan Hossain, Mahmud Habib Zaman, Mahafuz Mannan, (Accepted 2017), “Awareness on Climate Change: Perceived Physical and Psychological Impact among the Young Generation- Least Developing Country’s Perspective” Interdisciplinary Environmental Review (ISSN online: 2042-6992; ISSN print: 1521-0227). (Excellence in Research for Australia –ERA; ABDC) (Publisher Inderscience).


6.Muhammad Sabbir Rahman; Mahafuz Mannan, Md Afnan Hossain, Mahmud Habib Zaman, Hasliza Hassan (Accepted 2017), “Tacit Knowledge Sharing Behavior among the Academic Staff: Trust, Self Efficacy, Motivation and Big Five personality traits Embedded Model”, International Journal of Educational Management, (ISSN: 0951-354X) (CiteScore 2016: 0.99; Thomson Reuters Emerging Sources Citation Index, Scopus, A+ Education, Australian Education Index, ABDC-B) (Publisher Emerald).


7.Hasliza Hassan, Muhammad Sabbir Rahman, Abu Bakar Sade (Accepted 2017), “Examining the Service Value Chain of Hypermarket Retail Brand Value in Malaysia", International Journal of Services and Operations Management (ISSN online: 1744-2389; ISSN print: 1744-2370) Scopus; ABDC; (Publisher Inderscience).

8. Mahmud Habib Zaman,  Md. Afnan Hossain, Muhammad Sabbir Rahman (Accepted 2017),” Goodwill Automotive: Taking Light Engineering from Survival Mode to Sustainable”, SAGE Business Cases, SAGE Publications, Country: USA.


9. Mahmud Habib Zaman, Muhammad Sabbir Rahman (Accepted 2017), “Surviving A corporate Telecom Merger: Case Study on Robi Axiata and Airtel Bangladesh”, Sage Business Case. (Sage Publishing Ltd.)


10. Jashim Uddin Ahmed, Muhammad Sabbir Rahman (Accepted 2017). "The Rise and Fall of Citycell in Bangladesh", SAGE Business Cases, SAGE Publications, Country: USA.


11. Muhammad Sabbir Rahman, Hasliza Hassan, Ahad Osman-Gani, Fadi Abdel Muniem Abdel Fattah, MD. Aftab Anwar (2017), “Edu-Tourist’s Perceived Service Quality And Perception – The Mediating Role Of Satisfaction from Foreign Students’ Perspectives”, Tourism Review, Vol.72, Issue.2 pp.156-170 (ABDC- B; Scopus), (Emerald).


12. Muhammad Sabbir Rahman, Nuraihan Mat Daud, Hasliza Hassan (2017), “Generation “X” and “Y” knowledge Sharing Behaviour: The Influence of Motivation and Intention on Non-Academic Staffs of Higher Learning Institutions”,  Journal of Applied Research in Higher Education, Vol. 9 Issue: 2, pp.325-342 (Thomson Reuters' Emerging Sources Citation Index, Scopus- Emerald).


13. Sheela Sundarasen,  Muhammad Sabbir Rahman (2017), “Attitude Towards Money: Mediation to Money Management”, Academy of Accounting and Financial Studies Journal, Volume 21, Number 1, pp. 1-17 (Indexed by Scopus, SCIMAGO).


14. Md. Aftab Anwar, AAhad Osman-Gani, Rodrigue Fontaine, Muhammad Sabbir Rahman (2017), “Assessing Organizational Citizenship Behaviour Through Constructing Emotional Intelligence” Asia-Pacific Journal of Business Administration, Vol:9, Iss:2, pp.105-117(Australian Business Deans Council –ABDC, Scopus).


15. Hasliza Hassan, Junainah MahdeeKey, Muhammad Sabbir Rahman, Abu Bakar Sade (2017), “Key Success factors and challenges in harnessing the power of women entrepreneurs”, World Review of Entrepreneurship, Management and Sust. Development, Vol.13, No.4, pp.450-467  (Indexed by Scopus-Q3, Publisher Inderscience).


16. Julius Tanantaputra, Chong Chin Wei, Muhammad Sabbir Rahman (2017), “Influence of Individual Factors on Concern for Information Privacy (CFIP), a Perspective from Malaysian Higher Educational Students”, Library Review, ISSN: 0024-2535, Vol:66, iss:4/5, pp.182-200 (ABDC: B ranking, Scopus).


17. Muhammad Sabbir Rahman, Hasliza Hassan, Nazrul Islam, Mahmud Habib Zaman (2016), " Constructing Tacit Knowledge Sharing Behaviour among the Non -academic Member of Institutions Higher Learning", North South Business Review, Vo. 7, No.1. pp. 25-38 (ABDC-C).



18.Media Preferences among young consumers in Bangladesh: a multidimensional approach has been published in Journal of Marketing Communications,  DOI: 10.1080/13527266.2015.1113433, published in January, 2016  



19. Nisha, N. & Iqbal, M. (2017). Halal ecosystem: Prospects for growth in Bangladesh. International Journal of Business and Society, 18(S1), 205-222 (accepted), Malaysia (SCOPUS).

20. Iqbal, M., Nisha, N. & Rashid, M. (2017). Beyond faith-based Islamic banking by the retail consumers in Bangladesh. International Journal of Bank Marketing, (accepted), UK (SCOPUS, ABDC Ranking: B).


21. Iqbal, M (2017). Market Testing Procedures for B2C and B2B in Perspective of Radical Innovation. International Journal of Customer Relationship Marketing and Management, 8 (1), 15-29, USA. DOI: 10.4018/IJCRMM.2017010102


22. Idrish, S., Rifat, A., Iqbal, M. & Nisha, N. (2017). Mobile health technology evaluation: Innovativeness and efficacy vs. cost effectiveness. International Journal of Technology and Human Interaction, 13(2), 1-21, USA(SCOPUS, ABDC Ranking: C).


23. Ahmed, J.U., Iqbal, M., Idrish, S. & Chowdhury, K.M. (2017). ‘Royal Tiger: Energy Drinks Marketing Strategy in Bangladesh’, SAGE Business Cases, SAGE Publications.


24. Nisha, N., Iqbal, M., Rifat, A. & Idrish, S. (2016). Adoption of e-Government services: Exploring the case of electronic tax filing. International Journal of E-Services and Mobile Applications, 8(3), (forthcoming), USA.


25. Nisha, N., Iqbal, M., Rifat, A. & Idrish, S. (2016). Exploring the role of service quality and knowledge for mobile health services. International Journal of E-Business Research, 12(2), (forthcoming), USA.


26.  Mahafuz Mannan, Md. Fazla Mohiuddin, Nusrat Chowdhury and Priodorshine Sarker (2017), "Customer satisfaction, switching intentions, perceived switching costs, and perceived alternative attractiveness in Bangladesh mobile telecommunications market", South Asian Journal of Business Studies, Vol. 6 No. 2, pp. 142-160. (Publisher: Emerald Publishing) (ABDC Ranking: C, Thomson Reuters Index)


27. Ritu Chhikara ,Mohammad Tayeenul Hoque ,Safia Bano , (2017 ) " Corporate Customers' Reaction to Post-M&A Integration in Banking Sector: A Qualitative Study of The Indian Banking Industry " , International Journal of Management and Applied Science (IJMAS) , pp. 33-35, Volume-3,Issue-5



Book Chapter



1.       Iqbal, M., Nisha, N. & Raza, S.A. (2017). Customers’ perceptions of green banking: Examining service quality dimensions in Bangladesh. In P. Ordóñez de Pablos (Ed.), Managerial Strategies and Solutions for Business Success in Asia (pp. 1-20). Hershey, PA: IGI Global (ISBN: 978-1-522-51886-0) (SCOPUS).

2.       Rifat, A., Iqbal, M. & Nisha, N. (2017). Determinants of adoption of location-based services in Bangladesh. In P. Ordóñez de Pablos (Ed.), Managerial Strategies and Solutions for Business Success in Asia (pp. 79-101). Hershey, PA: IGI Global (ISBN: 978-1-522-51886-0) (SCOPUS).

3.       Iqbal, M. & Nisha, N. (2016). The role of religion on purchase behavior of Muslim consumers: The context of Bangladesh. In D. Mutum, M.M. Butt & M. Rashid (Eds.), Advances in Islamic Finance, Marketing and Management: An Asian Perspective (pp. 245-270). UK: Emerald Group Publishing Limited (ISBN: 978-1-78635-899-8).


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