Service marketing overview of BRAC Communication department as a support unit

Abstract

BRAC being one of the leading development organizations in the word is pioneer for developing and implementing anti-poverty solution and interventions. Its self-sustainable model mostly plays the win win situation to create long term intervention in communities or countries. One of the cores for such self-sustaining interventions is cost effective management and systems. Where the programs run in a self-entity model and to provide day to day operational service there are some core support program to provide operational support. BRAC Communication department is one of the support programs that provide all necessary communication and outreach related support for the development programs across the organization. Where a traditional or in most development agency maintain a communication wing within the development programs. This in most cases increase the operational cost but in BRAC having a central support system for communication related works for all the program is one of the cost efficient trigger. This study attempts to explore the service marketing dimension of BRAC Communication department in contrast to the current practices and service GAPs.