(HOW & WHAT STRATEGISE

ARE ADOPTED BY MARKETING

DEPARTMENT OF MARTIN
DOW PHARMACEUTICAL
COMPANY

Introduction of Research Scholar Introduction of Supervisor

Name: Abdul Aziz Name: Dr. Khalida Naseem

Roll No: 2022s-mulmba-2-007 Designation: Assistant Professor

Class: MBA (Professional) Department: Business Management

Session: 2022-24 Institute: Minhaj University Lahore.

School of Business and Management

Sciences
i
 Faculty of Economics and Management
Sciences
MINHAJ UNIVERSITY LAHORE

2022
(Title of the Study, 18 Font Size, Times New Roman with Each Word Capitalization)

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR

THE

DEGREE OF

MBA

(Marketing)

ii
 Abdul Aziz

Registration No: 2022s-mulmba-2-007

Supervisor

Dr. Khalida Naseem

FACULTY OF ECONOMICS AND MANAGEMENT SCIENCES

MINHAJ UNIVERSITY LAHORE

2022

APPROVAL SHEET

Degree/ Program

The undersigned certify that they have read the following project, examined
the defense and are

satisfied with the overall exam performance and recommend the project to
School of Business &

Management Sciences for acceptance.

iii
 PROJECT TITLLE

Submitted by: Abdul Aziz Registration #:2022s-mulmba-2-007

Degree Master of Business Administration with Specialization in

Marketing

Dr. Khalida Naseem ----------------------

Name of Research Supervisor Signature of Research

Supervisor

Dr. Muhammad Kashif Khan

Name of Head SBM Signature of HOD

Dr. -------------------

Name of Dean Signature of Dean

Dedication

iv
Supervisor Certificate

This is to certify that Mater of Business Administration thesis titled “How

and what

strategies are adopted by Martin Dow Pharmaceutical” submitted by

Abdul Aziz,

having Registration No. 2022s-mulmba-2-007, in partial fulfillment for the

award of MBA degree is a record of his own work carried out under my
supervision and has been approved for submission.

Dr.KhalidaNaseem

(Supervisor)

v
 Candidate’s Declaration Form

I, Abdul Aziz Son of shahadat khan having Registration No.2022s-mulmba-2-

007, a candidate of MBA (Professional) in the discipline of Management
Sciences in the Minhaj University Lahore do hereby declare that the thesis
titled “Effective Brand Building for the Banking Industry through Online Marketing”, submitted
in partial fulfillment of the Master Degree in the discipline of Management
Sciences, is my original work and has not been submitted or published earlier
elsewhere. I also solemnly declare that it shall not be submitted in future for
obtaining any other degree from this or any other university or institution.

I also understand that if evidence of plagiarism is found in my dissertation at

any stage, even after the award of degree, the work may be cancelled and the
degree revoked.

________________________

Aug, 2023

Abdul Aziz

Registration No. 2022s-mulmba-

2-008

vi
Acknowledgement:

First of all, due praises to Almighty ―ALLAH‖, the most merciful and
compassionate, the most gracious and beneficent, whose bounteous blessings
enable me to perceive and peruse higher ideals of life. We offer my humblest
thanks and countless salutations to the Holy Prophet Muhammad (PBUH),
who is forever, a torch of guidance for the entire humanity.

We extend the words of thanks to my Supervisor Dr. Khalida Naseem,

Department of Management Sciences, who provided me guidance and
showed kindness in the form of keen interest during my course of study. She
always guided us through difficult times we faced during completion in our
Project. We are not wrong if we say that she remained source of inspiration
for us during our study at university. We feel utmost pride in her knowledge
the inspiring guidance and encouraging attitude during our whole educational
carrier.

We would like to thanks Dr. Kashif Durrani, the Head of the Department of
Management Sciences, for their support and assistance with our Master
degree.

We pray to almighty ALLAH to give him success and love throughout his life
(Aameen)!

Finally, we would like to extend heart full thanks to our family for their moral
support and countless prayers throughout the study. We can’t forget prayers
of my beloved father, mother and great supportive brothers and sisters for the
strenuous efforts done by them in enabling us to join the higher ideals of life
and also their financial and moral support, patience and prayers they had
made for our success.

Abdul Aziz

2022s- mulmba-2-007
vii
Acknowledgement:

First of all, due praises to Almighty ―ALLAH‖, the most merciful and
compassionate, the most gracious and beneficent, whose bounteous blessings
enable me to perceive and peruse higher ideals of life. We offer my humblest
thanks and countless salutations to the Holy Prophet Muhammad (PBUH),
who is forever, a torch of guidance for the entire humanity.

We extend the words of thanks to my Supervisor Dr. Khalida Naseem,

Department of Management Sciences, who provided me guidance and
showed kindness in the form of keen interest during my course of study. She
always guided us through difficult times we faced during completion in our
Project. We are not wrong if we say that she remained source of inspiration
for us during our study at university. We feel utmost pride in her knowledge
the inspiring guidance and encouraging attitude during our whole educational
carrier.

We would like to thanks Dr. Kashif Durrani, the Head of the Department of
Management Sciences, for their support and assistance with our Master
degree.

We pray to almighty ALLAH to give him success and love throughout his life
(Aameen)!

Finally, we would like to extend heart full thanks to our family for their moral
support and countless prayers throughout the study. We can’t forget prayers
of my beloved father, mother and great supportive brothers and sisters for the
strenuous efforts done by them in enabling us to join the higher ideals of life
and also their financial and moral support, patience and prayers they had
made for our success.

Abdul Aziz
viii
 2022s-mulmba-2-007

Table of Contents:

Table of Contents
CHAPTER 1.........................................................................................................................1
INTRODUCTION................................................................................................................1
Research Theories/Models:..............................................................................................2
Concise Summary of Major Concepts:...........................................................................2
Research Gap:...................................................................................................................3
Problem Statement:..........................................................................................................3
Research Questions:.........................................................................................................3
Objectives of the Study:...................................................................................................4
Methodology:....................................................................................................................4
Variables of Interest:........................................................................................................4
Chapter 2...............................................................................................................................5
LITERATURE REVIEW....................................................................................................5
The Structure of the Marketing Department of Martin Dow:.....................................5
The Functions of the Marketing Department of Martin Dow:....................................6
The Strategies of the Marketing Department of Martin Dow:....................................6
The Challenges that the Marketing Department of Martin Dow Faces:....................7
Conclusion:........................................................................................................................7
Conceptual Model of the Study:......................................................................................8
Theoretical Framework:..................................................................................................8
Theoretical Model:...........................................................................................................9
Conclusion:......................................................................................................................10
Hypotheses:.....................................................................................................................10

ix
 Rationale for the Study:.................................................................................................12
Knowledge Gap:.............................................................................................................13
Contribution of the Study:.............................................................................................13
Significance of the Study:..............................................................................................14
CHAPTER 3.........................................................................................................................15
Methodology.......................................................................................................................15
Research Design:............................................................................................................15
Data Collection Methods:..............................................................................................15
Data Analysis Procedures:.............................................................................................15
Time Horizon:.................................................................................................................16
Conclusion:......................................................................................................................16
Limitations of the Study:...............................................................................................16
Ethical Considerations:..................................................................................................16
Population:......................................................................................................................17
Inclusion and Exclusion Criteria:.................................................................................17
Sample Size:....................................................................................................................17
Sampling Technique:......................................................................................................18
Specificity of Sectors Included:.....................................................................................18
Conclusion:......................................................................................................................18
Measures/Instrument/Scales:........................................................................................18
Operational Definitions of Variables:...........................................................................19
Source of Instrument(s):................................................................................................20
Number of Statements and Rating Methods:..............................................................20
Appropriate Statistical Tools:.......................................................................................20
Validity and Reliability of the Instruments:................................................................20
Statistical Model:............................................................................................................21
Hypotheses Testing:........................................................................................................21
Statistical Significance:..................................................................................................22
Limitations of the Statistical Model:.............................................................................22
Conclusion:......................................................................................................................22
Pilot Study:......................................................................................................................22

x
 Relevant Statistics:.........................................................................................................23
Conclusion:......................................................................................................................23
Limitations of the Pilot Study:......................................................................................23
Implications for the Main Study:..................................................................................24
CHAPTER 4.......................................................................................................................24
Demographics:................................................................................................................24
Main Study Variables:...................................................................................................25
Discussion:.......................................................................................................................25
Limitations of the Study:...............................................................................................26
Implications for Future Research:................................................................................26
Hypothesis Testing:........................................................................................................27
Interpretation of the Results:........................................................................................28
Limitations of the Hypothesis Testing:.........................................................................28
Implications for Future Research:................................................................................28
CHAPTER 5.......................................................................................................................29
CONCLUSIONS AND RECOMMENDATIONS...........................................................29
Conclusions:....................................................................................................................29
Recommendations:.........................................................................................................30
Limitations of the Study:...............................................................................................30
Implications for Marketing Management:...................................................................30
Conclusion:......................................................................................................................31
Practical Implications:..................................................................................................31
Limitations:.....................................................................................................................33
Conclusion:......................................................................................................................34
References:......................................................................................................................35

xi
List of Tables

Contents Page #

Table 1.1 {Structure, function and strategies of Marketing department} ...... 27

xii
List of Figures

Contents…………………………………………..................................................page #

Figure 1.1 {Employees motivation} ………………………………………………. 08

Figure 1.2 {Dependent and independent Variables} …………………………… 09

xiii
 Copyrights

All rights are reserved. Material of this manuscript is protected by copyright laws. Any part

of the document may not be reproduced or utilized in any form or means, electronic or

mechanical, photocopy, recording, information storage and retrieval system, without the

permission of the Minhaj University authority.

Abstract

xiv
xv
List of Appendices

Contents Page #

Appendix A --------------------------------------------------------------------------------------------

xvi
 Copyrights

All rights are reserved. Material of this manuscript is protected by copyright laws. Any
part of the document may not be reproduced or utilized in any form or means, electronic or
mechanical, photocopy, recording, information storage and retrieval system, without the
permission of the Minhaj University authority.

xvii
 Abstract

Key Words:

xviii
 CHAPTER 1

INTRODUCTION

This section of the thesis must surround the background (importance) of the study topic and
includes the overview of Research Theories/ Models, also Concise Summary of Major Concepts,
Research Gap, Problem Statement, Research Questions, and Objectives of the study. The scholar
is supposed to unambiguously mention the methodology, variables of interest, like independent,
dependent, mediating and/or moderating, if any in the study. It is paged with Arithmetic numbers
starting from 1 till the end of the Supplemental Section.The marketing department of Martin
Dow plays a critical role in the company's success. It is responsible for developing and executing
marketing strategies that reach the company's target audiences and drive sales growth.The
marketing department is divided into several teams, each with a specific focus. The brand
management team is responsible for developing and managing the company's brands. The
product marketing team is responsible for developing and launching new products. The digital
marketing team is responsible for creating and managing the company's digital marketing
campaigns. The sales promotion team is responsible for developing and executing sales
promotion programs.The marketing department is led by the Chief Marketing Officer (CMO).
The CMO is responsible for setting the department's strategic direction and ensuring that the
department's activities are aligned with the company's overall business goals.The marketing
department is a critical part of Martin Dow's su

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