Internship Report (Bachelor of Business Administration)

Permanent URI for this collectionhttps://hdl.handle.net/10361/28444

Browse

Now showing 1 - 20 of 4271

Open Access
A comprehensive analysis of the efficiency and effectiveness of recruitment and selection practices of Dhaka Bank PLC
(BRAC University, 2026-05) Esha, Aiman; Karim, Iftekhar Ul; BRAC Business School
This report includes the three months internship journey at the Human Resources division of Dhaka Bank PLC. In This report, the effectiveness and efficiency of Dhaka Bank PLC's recruitment and selection procedures are thoroughly examined. During my internship in the Human Resources Division, I was able to get hands-on experience with key HR tasks like hiring and selection, employee onboarding, HR paperwork, and employee engagement programs. The event offered insightful information on how HR procedures support both employee satisfaction and corporate effectiveness. I watched and helped with several phases of the hiring process throughout the internship, such as coordinating interviews, managing paperwork, and communicating with candidates. Additionally, I helped with data entry and personnel file maintenance, which improved my comprehension of organized HR processes. Overall, this report assesses the organization's HR procedures and considers my contributions, real-world learning experiences, and major obstacles encountered throughout the internship.
Open Access
Financial literacy, guidance, and capital market participation in Bangladesh: Evidence from finance students and professionals in Dhaka
(BRAC University, 2026-05) Tabassum, Nuzhat; Chowdhury, Sumon Paul; BRAC Business School
This internship report is submitted in partial fulfillment of the Bachelor of Business Administration degree at BRAC Business School, BRAC University. The report is based on a three-month internship at UCB Stock Brokerage Limited's Research Department, from 3rd December 2025 to 3rd March 2026, and is organized into three chapters. The overview of the internship (Chapter One) provides details of the student, placement, scope of internship responsibilities and reflection on outcomes. The main tasks involved were preparing Morning News Snippets and Evening Market Updates for investor distribution, performing a detailed equity valuation of Jamuna Bank PLC on five methodologies including Residual Income Model, monitoring mutual fund NAVs, earning disclosure and preparing Annual Equity Research Report and Banking Sector Report. The internship gave practical exposure to a key personal outcome of opening an account with Beneficial Owner (BO) and starting investing for the equity market for the first time. Chapter Two provides an organizational analysis of UCB Stock Brokerage Limited, the number one ranked Stock Brokerage House of Bangladesh according to the DSE market share since December 2021. The chapter includes background on the company, management and leadership principles, marketing strategy, digital platforms (UTrade and UINVEST), financial performance indicators, operational systems and competitive positioning. A Porter's Five Forces and SWOT analysis are done while competitive analysis is carried out with BRAC EPL Stock Brokerage, LankaBangla Securities, Shanta Securities, and City Brokerage. Chapter Three reports on a primary research study which examined why there remains low participation in the capital markets among finance students and banking/NBFI professionals in Bangladesh, a population with above-average financial education and still a low rate of participation in the equity market. 105 respondents were reached through a structured survey process who were in Dhaka. The results show only 30.5% have BO account, 77.1% have never used research report to make investment decision and 83.8% think that university finance education is lacking in practicing investing. The three key barriers that were outlined are lack of structured guidance, behavioural loss aversion from deposit preference and a significant institutional trust deficit, where 76.2% felt that market manipulation occurs. The chapter ends by giving some recommendations to the universities, banks and NBFIs, namely the UCB Stock Brokerage and the Bangladesh Securities and Exchange Commission (BSEC).
Open Access
Analysis and optimization of data entry and application processing workflow: A study on MOSAIC Visa
(BRAC University, 2026-05) Nazari, Arif Khan; Khan, Raad Ryasaat; BRAC Business School
The purpose of this report is to look at the MOSAIC Visa operational efficiency and digital infrastructure of the exclusive authorized visa service partner of Republic of Türkiye Embassy in Bangladesh. The company is an international service provider and needs to strike a balance between strict diplomatic security and fast document processing. The study highlights some of the major pain points in the operations such as reliance on the stability of international servers, manual data entry with Visa Management System (VMS) and financial ledgers, as well as technical hurdles during peak processing volumes of 70+ applicants per day. In addition, The study adopts a mix of methods which are analysis of the synchronized service flow and analysis of information system (MIS) practices applied in the branch. The results show that the existing "Human-Touch" approach guarantees data security, but it also adds to a "Turnaround Time" (TAT) and a risk of application processing time delay. This report presents a Digital Optimization Framework to solve the issues. The key recommendations are to work towards the use of Optical Character Recognition (OCR) technology for automatic capture of information from the passport. Additionally, the study also recommends that it employ Offline Buffering protocols in order to reduce the effects of international server latency. MOSAIC Visa will be able to move to a more automated and secure system by implementing such technologies. As a crucial administrative connection between Bangladesh and Turkiye, these optimizations will guarantee the organization's First-Time-Right processing standard, and in the long run, will be helping to become more financially responsible and operationally influential.
Open Access
Evaluating social media content strategy and brand presence of Bangladesh Honda Private Limited
(BRAC University, 2026-01) Sadi, Saidul Haque; Mehreen, Fairuz; BRAC Business School
This internship report is based on the three months experience of my internship in Bangladesh Honda Private Limited where I worked in a Marketing and Sales Department. The report is aimed at analyzing the social media content strategy used by Honda Bangladesh and its digital brand image, paying attention to the effectiveness of the brand to reach its target audience with the help of Facebook, Instagram, and YouTube. As a part of the internship, I evaluated the social media content of Honda, the patterns of posting and the metrics of audience engagement, such as the likes, comments, shares, and even views of the video. Their closest competitors: Yamaha, Suzuki, had also been compared through the publicly available data. Besides that, three semi-structured interviews with the marketing and digital communication staff were held to obtain some internal knowledge about the existing strategies and issues. The results indicate that despite possessing a solid offline brand equity, Honda Bangladesh should improve the consistency, creativity, and audience engagement in its digital content strategy to stay competitive on the Internet. The report, because of the analysis, offers viable recommendations to improve the digital visibility, interactivity with the audience, and brand loyalty. All in all, the internship was a great experience of practical exposure and made a great contribution to my professional growth.
Open Access
Impact of digital marketing strategies on customer acquisition at Finlay Tea
(BRAC University, 2026) Kabir, Niamul; Tabassum, Takmilla; BRAC Business School
Internship Report on Digital Marketing Practices of Finlay Tea is the part of BBA program that has been prepared as partial fulfillment. It majorly focuses on knowing the effects of digital marketing activities on brand awareness, customer engagement and may be an optional purchase intention and customer acquisition. Finlay Tea was one of the oldest but also one of the leading tea brands in the country and it had a considerable presence not just in the mass market segments but also handpicked premium variants. It boasts of its brands' legacy, attributes its tea gardens to be a source of premium quality as its differential factor. The report is composed of chapters. Chapter 1 presents the study, outlining its aims and objectives, scope and limitations and methodological approaches. Organizational profile, industry analysis, marketing practices management practices, operational practice and the overall finding are detailed in the second chapter. In Chapter 3, we present a shadow to the consumer purchase process, along with our research methods, and results and analysis of survey data collected from consumers. The collection of primary data through a structured questionnaire employing Likert scales and sourced secondary data from company websites, academic journals, and textbooks. The findings suggest that the influence of digital marketing on brand awareness, customer engagement, influencer effectiveness, purchase intention and acquisition is at best moderate to favourable in nature. After analyzing the findings, several recommendations are put forward to arrive at an overall strategy that enhances Finlay Tea digital marketing effectiveness such as optimum content strategy, more engaging influencer marketing approach & integrated campaigns in addition to increased investment in digital engagement. In summary, this report is intended to provide information that could be useful in establishing a digital marketing strategy for Finlay Tea while also meeting certain academic requirements.
Open Access
The impact of shelf height and price tag design on sales: A study of general merchandising at Shwapno, ACI Logistics
(BRAC University, 2026-05) Prarona, Tanzila Hasan; Hasan, Md. Tanvir; BRAC Business School
This report presents a comprehensive overview of my six-month internship experience at ACI Logistics Limited ; Shwaono, where I worked as a Category intern in the General Merchandise (GM) category. The primary focus of this report is to analyze the impact of merchandising elements, particularly shelf height and price tag design, on sales performance, while also providing insights into the company’s overall business operations, marketing practices and strategic positioning. During my internship, I was directly involved in the communication aspects of the GM category, which allowed me to closely observe how pricing, promotions and merchandising decisions are made and executed. Through both practical exposure and data analysis, it became evident that Shwapno operates through a highly integrated and data-driven system supported by ERP tools such as SAP, Salient and EPS. These systems play a crucial role in tracking sales, managing inventory and enabling informed decision-making across departments. The findings of this study highlight that merchandising plays a significant role in influencing customer purchase behavior. Products placed at eye-level shelves tend to generate higher sales due to better visibility, while clear and strategically designed price tags significantly improve customer engagement and conversion. At the same time, inconsistencies in execution across outlets and limited optimization of merchandising strategies indicate potential areas for improvement. In addition to merchandising analysis, the report evaluates Shwapno’s leadership style, human resource practices, marketing strategies and operational efficiency. Its customer-centric marketing strategy, supported by competitive pricing and strong offline presence, has helped Shwapno establish itself as the leading retail chain in Bangladesh. However, gaps remain in digital marketing innovation and full omnichannel integration. Based on the overall analysis, several recommendations have been proposed, including optimizing shelf placement strategies, improving price tag design, leveraging data analytics for personalized marketing and strengthening digital engagement. These recommendations aim to enhance operational efficiency, improve customer experience and support long-term growth. Overall, this internship provided me with valuable hands-on experience in retail operations, category management and data-driven decision-making. It also allowed me to bridge the gap between academic knowledge and real-world business practices, particularly in the context of a fast-growing retail industry like Bangladesh
Open Access
Impact of earnings per share (EPS) and net asset value (NAV) on share price of Bangladesh Finance PLC
(BRAC University, 2026-05) Nafe, Muhtasim Billah; Ahmed, Safarath; BRAC Business School
The report provides an in-depth view of the financial and operational performance of Bangladesh Finance PLC, with a particular focus on the key themes titled as Impact of Earnings Per Share (EPS) and Net Asset Value (NAV) on Share Price of Bangladesh Finance PLC. It examines the relationship between Earnings Per Share (EPS), Net Asset Value per Share (NAV), and the year-end market price per share of Bangladesh Finance PLC. It also shows that EPS and NAV changed significantly over the years, while share price also moved sharply, indicating that investor valuation was influenced by both profitability and underlying net assets. The findings suggest that stronger EPS and NAV were generally associated with better market performance in earlier years, but the relationship weakened during periods of heavy provision charges, negative profitability, and equity erosion. In particular, the sharp drop in EPS, negative NAV in some years, and large fluctuations in market price reflect instability in investor confidence and valuation expectations. Therefore, this chapter opines that while EPS and NAV will, and have, had share price determinants in Bangladesh Finance PLC, they work habitually, and valuation will be tuned to profitability shocks, the capital adequacy crunch, the credit crunch, and positive feelings in the market. These findings suggest that Bangladesh Finance PLC will continue to perform in a manner that will demand to be valued on the market, more so, when the company is operating with assets of higher quality, more net quality assets, and more stable net earnings.
Open Access
Credit risk management of banks: A look from NCC Bank PLC
(BRAC University, 2026-04) Noor, Shehreen Tabassum; Ansari, Noushin Laila; BRAC Business School
This report presents the field experience and theoretical knowledge gained through an internship at Darussalam Road Branch of National credit and Commerce Bank PLC (NCC Bank). As an interface between theory and practical financial activities, the analysis is a critical review of the recent strategic product changes in the NCC Bank in the highly competitive retail and CMSME industries. It particularly discusses the responsiveness of the bank to industry forces in coordinating its products to meet new market demands, consumer financing trends that are dynamic and the changes in regulations by the Bangladesh bank. One of the key points of the report is the detailed analysis of the focused marketing strategies and the main mechanisms of operation of the bank that underlie the main credit facilities. This consists of the regular Car Loan, the new Affordable Car Key (targeting used and environmentally friendly cars), Home and Home Improvement Loans and the greatly expanded Supply Chain Finance plant. Through an examination of the new Product Program Guidelines (PPGs), the paper draws our attention to how NCC Bank has segmented its consumer audience- serving all the way down to salaried executives to high-net-worth business owners. It elaborates on how the bank successfully employs tiered Debt Burden Ratios (DBR) and adjusted Loan-to-Value (LTV) limits to strike the right balance between the aggressive market growth and the careful risk management. Lastly, the report also ends with strategic and data-based marketing recommendations by evaluating the competitive positioning of NCC Bank with its counterparts in terms of commercial banks and other non-banking financial institutions (NBFIs). These practical recommendations focus on capitalizing on digital lead generation, streamlining customer onboarding experience by reducing application forms and aggressively marketing bundle deals to increase market penetration, boost customer acquisition rates and ensure long-term, sustainable growth of the portfolio.
Open Access
Organizational analysis and ESG disclosure assessment of a non-banking financial institution: A study on IDLC Finance PLC
(BRAC University, 2026-02) Ahnaf, Muttaqi Mashrur; Alam, Md. Mahmudul; BRAC Business School
This report provides an evaluation of the Environmental, Social, and Governance (ESG) disclosure of the IDLC Finance PLC which is a top non-banking financial institution in Bangladesh. The paper assesses the form, uniformity, and efficiency of ESG-related reporting through a qualitative analysis of annual report releases in 2020-24 with benchmarking of the results against selected financial institutions. The results suggest that although IDLC shows a high level of governance practices and increasing awareness of sustainability issues, ESG reporting is mainly narrative and is not based on standardized quantitative indicators, at least in the environmental and social aspects. The lack of a single reporting system, data fragmentation, and manual processes also curtail the reliability and comparability of ESG information. The report suggests a staged and realistic solution to enhancing ESG reporting, such as incorporating ESG data in management information systems, introducing quantitative indicators gradually, and reporting based on the established frameworks of sustainability reporting, including TCFD and IFRS S1/S2. With the sustainable regulation trend worldwide, the initial steps of IDLC in ESG integration place the organization in a good position, as long as the company persists in investing in information systems, reporting frameworks, and governance systems.
Open Access
Explaining financial performance and funding constraints in NBFIs: Human capital, relationship management, and operational limitations at Bangladesh Finance PLC
(BRAC University, 2026-05) Mannan, Alisha; Siddiqui, Sayla Sowat; BRAC Business School
Non-Banking Financial Institutions (NBFIs) play a pertinent role in the financial system of Bangladesh as they support long term financing, SME and retail development, and structured financial services. However, this sector has been facing significant challenges due to liquidity constraints, higher cost of funds, lower depositor confidence due to the situation, and operational inefficiencies. This particular report aims to thoroughly examine and analyse the financial performance of Bangladesh Finance PLC, with a detailed focus on relationship management (RM) effectiveness, and operational limitations. This study uses a mixed method approach (both qualitative and quantitative, primary and secondary data collection from the company and industry respectively) to analyse the financial trends over the past five years. The findings suggest that despite regulatory oversight and restructuring efforts, NBFIs are more disadvantaged in comparison to commercial banks. Some key concerns include higher funding costs, limited deposit bases due to competition from banks and more established financial institutions, and operational bottlenecks. Inefficient RM training structures and system inefficiencies further hinder deposit mobilisation which has been addressed and will be corrected. The report is concluded with strategic recommendations and planning which focus on RM capacity enhancement, more operational automation, the transition to a paperless system, restoration of trust and confidence, and more depositor focused product innovation addressing key client needs to enhance long term financial sustainability.
Open Access
Analyzing the role of monetary and non-monetary incentives in employee retention: An in-depth study on PRAN-RFL’s export department
(BRAC University, 2025-10) Joy, Fahad Hossain; Khan, Tanzin; BRAC Business School
The internship report titled “Analyzing the Role of Monetary and Non-Monetary Incentives in Employee Retention: An In-Depth Study on PRAN-RFL’s Export Department” deals with the different ways that different types of incentives can affect the employee motivation and retention in one of the leading Bangladeshi conglomerates, PRAN-RFL Group. PRAN-RFL globally operates through more than 145 country and I had the opportunity to write the report during my three-month internship period in this leading company. The research was conducted based on the academic aspects of human resource management comparing with the everyday practice in the ever changing export department. The study uses both qualitative and quantitative data’s to understand the how monetary rewards such as, salaries, bonuses and commissions effects the non-monetory incentives such as employee recognition, training, upskilling, reskilling and career development affects on employee commitment, job satisfaction and retention. It is obvious that on the one hand monetary incentives attract and retain employees in the short run while on the other hand they do not create long-lasting loyalty. The use of non-monetary values like work-life balance, recognition and career growth opportunities turned out to be a crucial key for employee loyalty and retention. And on the other hand, Inconsistency in areas like how the incentive policies are applied and how they are communicated is seen as one of the main reasons why employees are not motivated to stay and leave the organization. The report also suggest the organization to start working on incentives, making them clear and use it as one of their key feature for employee retention. A system where career growth, appreciation and well-being initiatives among others would be considered alongside financial rewards. Incentives that are taking into account the company’s goals, non-monetary rewards that are the same across teams, and better HR communication can all lead to significant improvements in retention and employee satisfaction. To sum up, the research reveals that the sustainable retention of employees in PRAN-RFL's Export Department relies on an all-encompassing and well-thought-out incentive plan that not only caters to the financial desires of the employees but also supports their professional growth, gives them recognition, and secures their long-term commitment which are all very important for the company to keep its productivity and support in the global export market.
Open Access
The relationship between work-life balance and employee engagement at Ezzy Group
(BRAC University, 2026-05) Ali, Tasneem Taher; Iftekhar Ul Karim; BRAC Business School
The report is based on the internship experience at Ezzy Group and it focuses on the topic “The Relationship between Work–Life Balance and Employee Engagement at Ezzy Group”. The report consists of three chapters. The first chapter is about the internship experience and responsibilities. The second chapter is an overview of Ezzy Group. The third chapter is dedicated to the research project, during which data was gathered using a google form survey with employees from Ezzy Group. The results of the study indicate that the work–life balance is a significant factor that affects employee engagement. Employees who had a reasonable workload, supportive supervisors and a positive work environment were identified as more motivated and emotionally engaged in their work. However, higher stress and over workload increased employees' intention to leave the organization. The report ends with recommendations which can increase employee engagement at Ezzy Group.
Open Access
Linking employee motivation and job stress: An organizational study on EXIM Bank Limited
(BRAC University, 2025-11) Promy, Tasnim Fariha; Rahman, Mizanur; BRAC Business School
This report is an analytical report on the interrelationship between job stress and employee motivation at the EXIM bank limited as part of the internship program of the Bachelor of Business Administration (BBA) degree at BRAC University. The objective of the study is to unravel how intrinsic and extrinsic motivation factors contribute to the effectiveness of employees to handle occupational stress and how the relationships manifest in the general performance and satisfaction of employees in the banking industry. The report integrates both qualitative data collected by interviewing various employees within different departments with the theoretical knowledge of Maslow's hierarchical needs, Herzberg's theory of motivation which is divided into two factors and McClelland's theory of needs to comprehend motivation and Karasek job demand control model and Lazarus and Folkson's transactional model of stress in analyzing stress at work. The results have shown that EXIM Bank has a culture of responsibility, teamwork and ethics service orientation which are important intrinsic motivation among the employees. The morale and resilience are further boosted by recognition, supportive supervision, as well as strong peer relationships. Nevertheless, the research also determines that there are chronic work stressors, especially workloads when there are peak transaction times, minimal chances of promotions, and monotonous work at the branch level. Although the staff does like the management style of being empathetic and allowing transfers that are flexible to female employees in particular, the lack of formal training and slow advancement in their careers leads to dissatisfaction and burnout in the long term. The report concludes that motivation and job stress in EXIM Bank are intertwined. Intrinsic motivation is helpful in overcoming high work pressure in the employees, yet lack of career development and recognition increase stress in the long-term. To maintain the fitness of staff members and organizational productivity, the report suggests the establishment of recognition programs, regular skill development programs, stress management courses, and reinforcement of gender-balanced HR policies. This report not only helps to understand the interaction of motivation and stress in a Bangladeshi banking setting better but also helps to understand how human resource practices can be redesigned to achieve not only productivity but also employee satisfaction in the ever changing financial business.
Open Access
Impact of psychological contract violation on job satisfaction and turnover intention in the retail clothing industry: A study on employees of SPLAYD
(BRAC University, 2026-06) Jahan, Labib; Andalib, Tarnima Warda; BRAC Business School
This report outlines a study on psychological contract violation (PCV) from the perspective of the employees of the lifestyle retail brand, SPLAYD in Bangladesh. Chapter 2 discusses the company's history, operations, marketing, finance, human resources and the market environment. It shows that SPLAYD is a young retailer, a brick-and-mortar retailer, and a retailer that is facing extreme pressure and financial difficulty. This chapter deals with the reactions of workers when their work expectations are not fulfilled. It examines PCV and its relationship with turnover intention, disengagement from work and job satisfaction. A quantitative survey is conducted of the employees of SPLAYD. If employees feel that the organization has defaulted on its commitments, their satisfaction will decrease, and they will be more likely to leave the organization, often because they have disengaged. The main part of this study is to help management improve employee satisfaction, retention and trust in the retail sector.
Open Access
Effect of work environment and organizational culture on job satisfaction among employees of Citizens Bank PLC
(BRAC University, 2026-04) Ananna, Samiha Hassan; Fazal, Syed Ali; BRAC Business School
This internship report, "Effect of Organisational Culture and Work Environment on Job Satisfaction at Citizens Bank PLC," is a compilation of data of the practical experience and knowledge I have gathered during my three-month internship at the Gulshan Corporate Branch of Citizens Bank PLC in Dhaka. The primary objective of this report is to investigate the impact of the bank's organisational culture and work environment on employee job satisfaction. The study combines primary data gathered by a structured survey of employees and with my personal observations in the workplace. The report is divided into three main chapters. The first chapter is an overview of the organization, my allocated responsibilities and the important learning points acquired during the internship period. It summarises my internship experience. It also demonstrates the problems faced and the abilities gained while working in a real banking environment. Chapter two gives a full profile of Citizens Bank PLC, it outlines the background of the bank, its organisational structure, services, management techniques and the overall operating activity in the banking sector. It also describes the roles of important departments like General Banking and Foreign Trade and how they help the bank to work smoothly. The third chapter focuses on the research part of the report. It contains the study objectives, methodology, the process of data collecting and an analysis of the employee’s responses in the survey. The results show that work satisfaction is highly influenced by workplace support, communication, teamwork and organisational values. The chapter also offers recommendations for strengthening the organisational and workplace culture. In summary, this research provides practical insights into how employees view the circumstances of work at Citizens Bank PLC and highlights how these elements are significant in determining job satisfaction in a company.
Open Access
Employee training and development in retail banking of The City Bank PLC
(BRAC University, 2026-07-07) Amina, Ariana; Islam, M. Nazmul; BRAC Business School
This internship report is based on my three months experience as an intern in the Retail Banking Division of The City Bank PLC in the VIP Road Branch. The internship has given me the opportunity to gain hands-on experience on general banking activities and an exposure to customer service practices. The main target of this report is to go through the employee training and development practices of The City Bank PLC, focusing on the retail banking sector, and by identifying the gaps that already exist, and by making recommendations by applying the relevant HRM theories. In this report, both primary and secondary data has been used in the preparation of the report through direct observations daily, gaining hands-on experience during the internship period, and also through informal conversations with the employees and supervisors were the primary data collection sources. The secondary data were collected by using the annual report of the bank, the official sites and academic journals or research. The findings of the report show that the City Bank PLC has a modern training system which has been well developed especially during recent years, these includes online training platforms, on the job training and skill development programs based on the objectives of the organization.
Open Access
Analyze the effectiveness of integrated marketing communications (IMC) in Banglalink's brand repositioning: From telecom operator to digital service brand
(BRAC University, 2026) Kibria, Noman; Disha, Nadia Afroze; BRAC Business School
This internship report provides a detailed study of how effective Integrated Marketing Communications (IMC) is in the continuous brand repositioning process of Banglalink Digital Communications Ltd., a traditional telecom operator to a modern digital service brand. The research has been done during internship period in Employer Branding and Marketing Communications in Banglalink, secondary data and primary data (qualitative and quantitative) has been verified in the research. The main data was collected from a structured survey conducted with 55 Banglalink users to understand their brand awareness, channel exposure, message consistency, perception of digital services and overall perception of the repositioning effort. This is followed by semi-structured interviews with four employees of Banglalink who work in the talent management and brand marketing departments, who offer an insight into the company's internal communication strategy, brand identity and consumers' reactions to their campaigns throughout the analysis. The results show that while Banglalink has managed to reach its users well (87.3% of the surveyed users had received the re-brand signal and 90.9% noticed the change in the appearance of the brand), the user perception has not been completely transformed yet, as 43.6% of the users view Banglalink as just a telecom/SIM card company. The awareness of the brand's flagship digital products (Toffee 58.2%, MyBL Super App 50.9%) is reasonably good, while RYZE — the company's AI-powered digital lifestyle brand — is only recognized by 30.9% of respondents, which indicates that the communication investments made in newer digital products are not commensurate with their strategic roles. The largest single group (38.2%) reports “somewhat consistent” messages across channels, which is similar to the number of internal acknowledgements of “partial integration” in the IMC framework. The report makes five recommendations: direct messaging of “before-and-after” contrast images, centralizing a message governance structure to address the consistency gap, making use of the MyBL app's narrative “connective tissue,” RYZE, adding emotional storytelling to functional touchpoints of the MyBL app, and formalizing word-of-mouth as a structured communication channel through reference mechanisms within the MyBL app. Overall, from the data gathered and the perspectives of the internal staff, this report finds that Banglalink's IMC strategy is effective as a signal-sending exercise but not so effective as a meaning-changing exercise. The evidence shows that the process of brand repositioning is a long term process, and Banglalink is roughly half through a process that will need to invest in the brand through consistent, strategic communications to achieve it.
Open Access
Impact of digital B2B marketing strategies on client acquisition: A study of E-Zone HRM Limited
(BRAC University, 2026-05) Farhana, Ishmama; Hasan, Md Tanvir; BRAC Business School
This report presents an overview of the internship at E-Zone HRM Limited, along with an evaluation of the firm and a research-based project on digital B2B marketing strategies' impact on client acquisition. The three-month internship at E-Zone was conducted from January to April. A hands-on experience was gained across departments. The internship role was required working with the Business Development, talent acquisition also with HR operations departments. The main responsibilities includes assisting in client acquisition activities and recruitment, HR documentation and checking payroll accuracy. The experience of working across departments offered an overall view of the firm and helped me to understand how an HR consultancy firm works in a B2B sector. Besides, the experience allowed developing a practical skill set in communication, data management, and professional work practices. The overview of the firm shows E-Zone HRM Limited as an established HR consultancy firm in Bangladesh. The firm has a strong corporate reputation within this industry. It has six departments for different functional areas, like Finance , Accounts & Audit, Information Technology, Administration, Talent Acquisition, Business Development and HR Operations. The firm engages in relationship-orientated B2B marketing strategies. However, the firm uses traditional manual-based processes focused on Excel-based programmes and shows limited digital integration in organisational activities. Although E-Zone has a good client relationship and stability in its operations, there is also a gap in its strategic practices. This may impact the firm's competitiveness in the long run in a digitalising industry. The research study focuses on the digital B2B marketing strategies of the firm, specifically in the client acquisition process. The findings show that there is a high reliance on conventional approaches in client acquisition like phone calls, referrals, and personal networking. Besides, the use of digital tools and platforms is also limited and unstructured. Manual data handling, unstructured digital marketing strategy, and the lack of resources and capabilities are the most significant challenges that are creating barriers. These restrict the adoption of digital practices in client acquisition and affect the efficiency of lead tracking and consistent client interaction. The study also shows areas to improve the firm's client acquisition process despite the challenges. Integrating a CRM system, maintaining strategic use of digital platforms and enhancing the digital capabilities of employees can improve efficiency in client acquisition.
Open Access
An evaluation of income structure and cost efficiency and their impact on profitability: A study on Bangladesh Finance Limited
(BRAC University, 2026-07) Atik, MD Humayun; Debnath, Nitai Chandra; BRAC Business School
With three months of internship in Bangladesh Finance Ltd, I had the honor of acquiring the exposure of the real world of financial operations and the concept of a Non-Bank Finance Institution (NBFI) in Bangladesh. This report attempts to provide a general impression of my overall experience of the internship period and description in details of financial operations and organizational structure at the company. The report entails a number of detailed chapters on an overview of the industry, the history of a company, financial activities of the company, experience gained during the internship period, financial analysis and the recommendations. Under my internship, I had a chance of working under the Finance and Operations Departments. My hands on experience enabled me to do more than just handling my hands in the office. I was also very active in assisting with VAT-TAX Challan, voucher documentation, journal entries, deposits and monetary summaries. I was able to see how to input journal entries in their system as well as, how to input VAT-TAX challan, and how financial decisions are made. Furthermore, I did not simply have a look, I was indeed authorized to put in those. This exposure enabled me to visualize the application of financial concepts in the real life context. I was also engaged in the process of documentation and reporting, and this made me realize that accuracy and transparency in financial institutions is very important. During the years of my internship, I also obtained some technical and soft skills. Primarily, in technical terms, I gained some understanding of financial statements. My ability to use Microsoft Excel and reporting was also enhanced. Skilled growth wise, I learned the way I ought to manage my own time, how to interact with other individuals in a professional setting, and how to perform under strain. However, I also got to know the role of confidentiality and discipline within a professional set up. My internship experience contributed to enhancing my own understanding of financial management, risk assessment, as well as, functioning of a corporation. Thus, I am left with the conclusion that the internship experience that I have had at Bangladesh Finance Ltd was a learning experience that has helped me bridge the gap between what I have learned as academics and how I have applied it in a professional setting.
Open Access
Evaluating lead time performance through cross-functional coordination in merchandising operations: A study of A.G Dresses Limited
(BRAC University, 2026-05) Chaudhury, Wasi Shameem; Rahman, Muhommad Azizur; BRAC Business School
The internship report discusses the analytical study executed at Pinaki Group- A.G Dresses Ltd, a manufacturer of woven garments in Bangladesh’s readymade garment sector. Moreover, the paper studies the impact of cross coordination and merchandising efforts on lead time performance in garment production along with the company’s evaluation on the organizational and operational efficiency. The paper, primarily focuses on the lead time performance that is dependent on the efficiency of merchandisers role in guaranteeing work flow consistency, eliminating delays and more throughout the production phases by optimizing cross functional activities. Furthermore, the research investigates the company’s structure, departmental operations, marketing strategies, business conducts, and financial management to achieve a thorough grasp of its operations. It utilizes analytical methodologies such as SWOT analysis and Porters five forces, to examine the company’s internal strengths and external threats, along with the competitive challenges it encounters. The findings suggest that the company maintains a strong relation with its clientele and possess an extraordinary manufacturing process. Moreover, it is also discussed how the operational efficiency is disrupted by insufficient system integration, coordination deficiencies with in departments, and reliance on imported raw resources. Furthermore, the study demonstrates that the overall lead time can be substantially affected by delays in the approval of samples, sourcing of materials, production inefficiencies, inspection procedures and shipment readiness. Moreover, it was discussed that the lead time performance does not only depend on the internal control, but external factors also contribute in it. Finally, in light of the findings, the study suggests for enhanced milestone based monitoring, increased interdepartmental coordination, safeguarding of essential phases, and greater transparency regarding order progress.

Browse

Recent Submissions