Repositioning Virtual University of Pakistan

The purpose of this paper is to illustrate the concept of repositioning with a single case study design.  Case study selected for this research is the Virtual University (VU) of Pakistan. VU is the first Pakistani university based completely on modern information and communication technologies, was established by the Government as a public sector, not-for-profit institution. One of the challenges VU management faces as of now is regarding the perception of the university. Generally, VU is perceived as a sub-standard university and it is thought that only those who could not secure admission anywhere else have joined this institution. Secondly, masses have always been skeptical about the quality of education imparted at VU. The low fees are assumed to indicate poor quality of education and the government funding and subsidies are not considered as efforts to improve the standard of education in the country. VU has also signed a number of MOUs with top foreign and local universities, but these important associations have not been promoted effectively by VU so far.  Perhaps the greatest challenge surrounding the VU management is the consumer’s perception about the employability of VU graduates. This perception of masses about VU could have been changed by repositioning VU with an appropriately redesigned promotion campaign. Soon VU management realized the lack of advertising effectiveness and changed their positioning strategy. Three important changes they have made. Firstly, instead of targeting graduation ceremony or convocation, they moved towards Endorsements. They contacted their well-placed graduates in corporate sector and ask their endorsements. This was sensed immediately by the target audience and helped VU in enhancing their image.  Secondly they moved towards color advertisements in black and white classified pages which resulted in immediate recognition of their advertisements. Thirdly, they changed their program offerings and started offering 18-year MS degree programs which has resulted in enhancing consumer perceptions towards high quality education at VU. This capstone decision was proved fruitful measured by subsequent perception surveys. Keywords: Marketing, Positioning, Repositioning, Advertising Campaign, Services, University, Pakista

Relações entre características fenotípicas e de qualidade em acessos de linhaça nativos e exóticos

The objective of this work was to evaluate the relationship among phenotypic and quality traits in a set of indigenous and exotic accessions of linseed (Linum usitatissimum). The experimental material consisted of 151 accessions of linseed belonging to landraces and cultivars collected from diverse agroecological zones. Five randomly chosen plants of each accession in each replicate were tagged, and data were recorded for the 12 following agronomic traits: days to flowering, days to maturity, plant weight, plant height, tillers per plant, secondary branches per plant, capsules per plant, seeds per capsule, 1,000 seed weight, harvest index, seed yield per plant, and oil content. Capsules per plant, harvest index, and plant weight played a direct and indirect major role on seed yield. High heritability, coupled with high genetic advance for plant weight, secondary branches per plant, capsules per plant, and seed yield per plant, suggests that selection based on these traits can be effective. Regarding per se performance, the following accessions can be exploited for commercial cultivation: Shweta (5.41 g), Gaurav (5.07 g), and EX-3-3 (4.77 g) for seed yield; and Shubhra (45.09%), Mukta (44.94%), Laxmi-27 (45.06%), and Shweta (44.25%) for oil content. The chemical profiling of fatty acids obtained in the present study can provide a platform for the selection of accessions for the genetic improvement of linseed.O objetivo deste trabalho foi avaliar a relação entre as características fenotípicas e de qualidade de um conjunto de acessos nativos e exóticos de linhaça (Linum usitatissimum). O material avaliado consistiu de 151 acessos de linhaça nativos ou de cultivares obtidas de diferentes zonas agroecológicas. Cinco plantas de cada acesso, selecionadas aletoriamente, foram identificadas, e foram registrados dados para as 12 seguintes características agronômicas: número de dias para o início do florescimento, número de dias para a maturação, peso da planta, altura da planta, número de perfilhos por planta, número de ramos secundários por planta, número de cápsulas por planta, número de sementes por cápsula, peso de mil grãos, índice de colheita, produção de sementes por planta e conteúdo de óleo. O número de cápsulas por planta, o índice de colheita e o peso da planta desempenharam papel importante tanto direta quanto indiretamente na produção de sementes. Altos valores de herdabilidade, associados a alto avanço genético para peso da planta, número de ramos secundários por planta, número de cápsulas por planta e produção de sementes por planta, sugerem que a seleção com base nestas características pode ser eficaz. Em relação ao desempenho per se, os seguintes acessos podem ser explorados em cultivo comercial: Shweta (5,41 g), Gaurav (5,07 g) e EX-3-3 (4,77 g) para produção de sementes; e Shubhra (45,09%), Mukta (44,94%), Laxmi-27 (45,06%) e Shweta (44,25%) para teor de óleo. O perfil químico dos ácidos graxos obtido no presente trabalho pode fornecer uma plataforma para a seleção de acessos para o melhoramento genético de sementes de linhaça

EFFECT OF ANGIOTENSIN II RECEPTOR BLOCKERS ON SERUM CHOLESTEROL LEVELS OF DIABETIC PATIENTS IN COMPARISON WITH ACE INHIBITORS

ABSTRACT Type 2 diabetes mellitus is a leading cause of morbidity and mortality. Cardiovascular disease (CVD) is the most prevalent complication and primarily accounts for the excess morbidity and mortality in diabetic patients, but micro vascular complications, such as kidney disease and retinopathy, are frequent and contribute to the total disease burden. Lipid abnormalities in patients with type 2 diabetes are a major problem and associated with the increased risk of CVD. Modification of dietary intake and weight loss improve hypercholesterolemia. However, cholesterol goal levels are not achieved in several patients under this treatment. The aim of our study was to evaluate the suitability of receptor blockers in comparison with ACE inhibitors in patients with type 2 diabetes. A population of 50 diabetic type 2 outpatients were analyzed in a prospective way. All patients were treated with (1) angiotensin converting enzyme inhibitor (ACEI) [Captopril (Tablets Capotene 25 mg)] (2) angiotensin II receptor blocker (ATI receptor blocker) [Losartan (Tablets Cozaar 50 mg)] for 12 weeks. Total cholesterol, was measured at the beginning of the study and again after 45 and 90 days of treatment An improvement in lipid levels was achieved, with a significant decrease in cholesterol (average 12.4%) in all groups i.e. in group A (P<0.02), group B (P<0.02) and in group C (P<0.02)

Effect of auxin and gibberellic acid on growth and yield components of linseed (Linum usitatissimum L.)

The commercial importance of linseed (Linum usitatissimum L.) has attracted breeders to increase its seed yield usingvarious breeding approaches. Plant growth regulators (PGRs) have a significant role in enhancing yield and its related traits in linseed.In the present study, two plant growth hormones, auxin and gibberellic acid, were applied individually, as well as in combinations, inorder to study their effect on yield and its components in “Neelam”, which is a high yielding variety of linseed. A comparative studywas done under pot and field condition. A combined dose of auxin (1.0 mg L-1) and gibberellin (200 mg L-1) is recommended for theenhancement of seed yield, whereas a 0.5 mg L-1 dose of auxin is recommended for the enhancement of vegetative growth. It was concludedthat the plant growth regulators can be successfully employed to enhance the yield in this economically important oil seed crop