Chittagong Independent University (CIU) was founded in 1999 as a campus of Independent University Bangladesh (IUB) but became a separate university in 2013.

The repositioning of CIU faced obstacles as it failed to show changes in its attitude and activities. To establish a new brand image, Marketing Bee decided to focus on Just Noticeable Difference factors and use digital and modern channels to promote CIU’s five different schools.

Marketing Strategy: In order to reposition CIU and establish a new brand image, Marketing Bee at CIU focused on a marketing strategy that utilized both digital and traditional marketing channels. This included a strong emphasis on social media engagement, as well as targeted advertising through platforms such as Facebook, Instagram, and LinkedIn. By using these channels, we were able to reach a wider audience of potential students and increase brand awareness.

Unique selling proposition (USP): As CIU’s range of services doesn’t drastically differ from its competitors, Marketing Bee differentiated CIU by providing a unique company story that stands out against competitors in a certain way. We realized that a large group of people wanted to enter a private university to achieve a good degree in business communication and administration. Because they have a vague idea that holding a BBA will get them a job with a smart salary. In addition to that, in most countries of the world, a bachelor’s and master’s degree in business from a business school is regarded as prestigious among the people. Thus, we decided to position CIU as “The Best Business School” in Chittagong. So rather than creating a lot of ads and expanding the promotional budget on various offering courses, we emphasized only one factor: CIU – “The Best Business School”.

Social Media Engagement: Marketing Bee leveraged social media platforms to increase engagement with the target audience. By creating and sharing compelling content on various social media channels, we were able to increase CIU’s online visibility and drive traffic to the website.

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