ফার্মগেটের হোস্টেলগুলোর অনিয়মের বিরুদ্ধে ব্যবস্থা নিনি

Daily Observe  Newspapers
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30 April  2026
 Importance of marketing

PROGGA DAS

M arketing is an immensely important term in today's modern free-market econo-my. It can be regarded as the primary tool for ensuring a company's survival and securing a place in the hearts of consumers. However, in the context of Bangladesh, the concept of marketing still remains largely confined to prod-uct display, glamour-driven advertise-ments, and cheap promotional tac-tics. In contrast, in global corporate culture, marketing is no longer merely a strategy to increase sales; it has evolved into a form of social and intel-lectual investment.

In developed countries, major cor-porations allocate a significant por-tion of their marketing budgets to fundamental research, university-level innovation, and the patronage of talented students. They understand that today's researcher is tomorrow's technology builder, and that technol-ogy will create the markets of the future. More importantly, such inno-vation reshapes the entire market sys-tem. From this perspective, a portion of marketing expenditure is directly transformed into an investment in knowledge.

In Bangladesh, the absence of a research-supportive marketing cul-ture is not only preventing the coun-try from utilizing its intellectual resources effectively but also causing a significant waste of financial resources every year due to superficial marketing strategies. As a result, in the absence of innovation, the corporate and industrial sectors are becoming increasingly dependent on external sources-a situation that may soon turn into a national embarrassment.

Marketing through support for research is not merely an act of cor-porate social responsibility; it is a strategic investment. Around the world, many advanced research ini-tiatives have been made possible through corporate contributions. As a result, these countries have success-fully transformed industrial funding into market-ready innovations. In such environments, corporate brands sit at the research table themselves and gradually build the bridge to future development without depend-ence on others.

Unfortunately, corporate sectors in Bangladesh remain largely uninter-ested in elevating research invest-ment to the level of marketing strate-gy. This reluctance stems from a deep intellectual limitation. Many large brands and companies in the country believe that pouring money into direct advertising yields immediate sales growth. However, they fail to realize that the brand image created

through intellectual investment can-not be achieved through celebrity endorsements.

When a talented but underprivi-leged student produces a world-class solution with the help of a company's scholarship or laboratory support, the entire world comes to know about that company. At that point, market-ing transcends national boundaries and becomes global. Moreover, a deep sense of human respect and trust develops among the general public toward that company-some-thing that thousands of billboards can never achieve.

If Bangladeshi companies allocated even 20 percent of their marketing budgets to research, hundreds of patents and innovations could emerge from the country's universi-ties every year. Bangladesh is home to many talented students, but due to the lack of proper opportunities and funding, their innovative potential remains unseen by the world.

The current marketing system in Bangladesh is largely consumption-driven. It teaches people only to spend. But to move society forward, what is needed is knowledge-driven marketing. It is deeply unfortunate that while students are forced to go abroad due to a lack of research fund-ing, domestic brands are spending millions on meaningless promotional campaigns within the country.

The student who conducts research today with corporate spon-sorship may become the leader of that industry in the future. It is a cycli-cal, mutually beneficial process that, unfortunately, remains overlooked by policymakers and business leaders in Bangladesh.

If Bangladesh fails to move away from cheap marketing strategies and adopt research-based marketing in line with the developed world, the economy is likely to face serious set-backs in the near future. This situa-tion is not beneficial for the country in any way. To overcome this, the first change must come in our mindset.

Through this transformation, mar-keting will be strengthened, while the country's economic and social sover-eignty will also be ensured. It will pave the way for greater innovation for future generations. If implement-ed through a Campus-to-Corporate a Campus-to-Co model, Bangladeshi brands could spread across the globe, giving a new direction to the national economy and enabling the country to stand proudly before the world.

The writer is a student, Department of Economics, Eden Mohila College