Communication campaign of the firm

Ing. Afsan Bin Alam

Master's thesis

Abstract:

Being one of the most densely populated countries in the world, Bangladesh is taking part in financial transactions every single moment of the day. To cater to this huge population and its needs, the digital financial service providing companies are at a constant battle to provide the best experience to their customers. This study discusses the communication campaign of Nagad, one of the prime digital financial service providers and also discusses how it can be improved. The study is going to discuss the most used communication channels by the customers, their preferred type of communication and how often they want it. Also the study is going to elaborate certain drawbacks of Nagad’s communication. The study is based on a survey and a structured interview and based on the results a strategy is mapped for Nagad’s communication going forward. Furthermore, a budget for a six month long communication strategy is proposed and the ways to measure the newly implemented strategies are discussed.

Abstract:

Being one of the most densely populated countries in the world, Bangladesh is taking part in financial transactions every single moment of the day. To cater to this huge population and its needs, the digital financial service providing companies are at a constant battle to provide the best experience to their customers. This study discusses the communication campaign of Nagad, one of the prime digital financial service providers and also discusses how it can be improved. The study is going to discuss the most used communication channels by the customers, their preferred type of communication and how often they want it. Also the study is going to elaborate certain drawbacks of Nagad’s communication. The study is based on a survey and a structured interview and based on the results a strategy is mapped for Nagad’s communication going forward. Furthermore, a budget for a six month long communication strategy is proposed and the ways to measure the newly implemented strategies are discussed.

Keywords

communication, communication campaign, marketing communication, digital financial service, marketing campaign, marketing research, communication strategy

Language used: English

Date on which the thesis was submitted / produced: 6. 1. 2023

Thesis defence

• Date of defence: 2. 2. 2023
• Supervisor: doc. Ing. Pavla Marciánová, Ph.D.
• Reader: Ph.D. Prateek Kalia

Masaryk University

Faculty of Economics and Administration

Master programme / field:
Business Management / Business Management