The overall experience of working in the retail marketing department under Communication Division of BRAC Bank Limited

Abstract

This report represents the working experience on private sector commercial bank operated in Bangladesh named “BRAC Bank Limited” (BBL) as internship report for Bachelor of Business Administration (BBA) program of BRAC Business School, BRAC University. Work experience under Communication Division of BRAC Bank Limited is discussed in this report. Wings and main activities are also discussed here. BRAC Bank intends to set standards as the Market leader in Bangladesh. This report will demonstrate that a locally owned institution can provide efficient, friendly and Modern full- service banking on a profitable basis. The main objective of the study is to identify “Consumer Buying Behavior Change by Launching Cards Campaign”. Different type of promotional techniques that bank use for the promotion of their product is also discussed, basis on qualitative and quantitative strategy. Based on work experience and personal observation, some recommendations are also given. Observation of the research is also given which will be helpful to increase the product selling and to increase quality of customer service. A survey research is also conducted for measuring the change of consumer buying behavior by launching BRAC Bank Card’s offer. After discussing the whole topic a general recommendation has also done on the basis of some problem that identified in the report. After conducting the survey research it can be said customer are more or less satisfied with the bank card’s benefits but many customer complaint about the longevity of the benefit of card’s offer.