The Department of Marketing, FBA organized an In-class Guest Speaker session entitled, “The Service Marketing Strategies and Practices of Dhaka Bank Limited”, on July 27, 2016 at the FBA Building# 1, Room# 131, for the students of Service Marketing, a Marketing Major course of the BBA Program. The keynote speaker for the In-class lecture was Mr. Khandaker Anwar Ehtesham, SAVP and Head of Communications and Branding Division, Dhaka Bank Limited and he is also an Alumnus of AIUB.

Before joining Dhaka Bank Limited, Mr. Ehtesham served in some of the leading private commercial banks of Bangladesh in the communications and branding discipline. He has also worked for different renowned advertising agencies in multidimensional roles. It is worth mentioning that Mr. Ehtesham was the 1st Bangladeshi to attend Festival of Media 2014 - Asia Pacific as ‘Awards Judge’. Moreover, he is also one of the ‘Advisory Council Members’ of World Brand Congress (a strategic concern of CMO Asia). World Marketing Congress also awarded Mr. Ehtesham as one of the ‘100 Most Talented Global Marketing Leaders’ in 2014.

The key objective of this session was to provide the students of the Service Marketing course a comprehensive idea about the real life service marketing operations and practices from the banking perspective highlighting the functions of Dhaka Bank Limited. During the presentation session, Mr. Ehtesham, gave insights about the basic service marketing strategies such as the 7Ps of marketing, service marketing triangle approaches, service recovery strategies, and the service gap model analysis from Dhaka Bank Limited perspective. The presentation session gave a comprehensive understanding to the students of Service Marketing to relate the theoretical knowledge with the practical implications from a service oriented organization’s viewpoint. During the presentation session, the students asked different questions about the operational practices of Dhaka Bank Limited and the service industry in Bangladesh. He spontaneously answered all the students’ queries and making it a very lively and interactive session with the students.

At the end of the session, Dr. Anisur Rahman Faroque, Assistant Professor and Head, Department of Marketing, FBA presented a Certificate of Appreciation which was endorsed by Prof. Dr. Charles C. Villanueva, Pro-Vice Chancellor and Dean, FBA, AIUB and presented a gift pack to Mr. Ehtesham as a token of appreciation to the Honorable Guest Speaker of the session. The session was organized by Mr. Stanley Rodrick, Assistant Professor, Department of Marketing, Faculty of Business Administration.


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