Measuring effectiveness of marketing communications of corporate social responsibility of IDLC Finance Limited

Abstract

IDLC Finance Limited is one of the leading non-banking financing institutes in Bangladesh, running a successful business for over 37 years now. They stand by their tagline “Financing Happiness” as IDLC has helped thousands of people with their small and medium enterprises by offering them financial services. In the NBFI sector IDLC holds the position of being at the top because the organization sincerely maintains and emphasizes on sustainable financing, adding value to its stakeholders and to its consumer’s life by generating revenue, they also work for women's empowerment where they help women to be independent etc. Furthermore, IDLC Finance has its dedicated CSR department to handle all their CSR activities. Through CSR activities, IDLC's main goal is to provide aid to the people who are underprivileged or people who live far away from modernized areas. Considering all this situation the CSR sector of IDLC Finance Limited works for society’s betterment and gives education to the deprived one hence they are constantly working towards their goals. This report has been prepared and compiled according to the given instructions by Brac Business School. In order to make this report more sorted and make it easy to understand, it has three divisions or chapters. The first chapter – “Overview of the internship”, contains all the information related to the internship period. The second chapter – “Organization Part” contains all the details regarding the company such as their financial statement, annual reports, financial and non-financial analysis etc. The final chapter of the report - “Project Part” which is the most vital one, contains the questionnaire and the survey results which have been done to find out (Which tool or channel of CSR is creating effective marketing communication for IDLC) / the effectiveness of marketing communication of CSR of IDLC Finance Limited.