An Evaluation of the Marketing Operations of Al-Arafah Islami Bank PLC

Abstract

This study provides an in-depth analysis of the marketing operations of Al-Arafah Islami Bank PLC, a major bank in Bangladesh. The bank often provides a wide range of Shariah-based products and services designed to meet client needs and help build the national economy. The primary objective of the internship at Al-Arafah Islami Bank was to learn about banking operations and marketing strategies. The effectiveness of the business’s promotional strategies in the competitive banking sector is investigated along with a study of marketing mix (4Ps). During the internship period, various marketing activities were performed. For example, public relations and account opening carried out to inform the clients about important notice and advertise new products of Al-Arafah Islami Bank. The front desk did the job because this is where clients talk directly and we explain to them the Bank. As a result of this experience, customer service skills were developed. Al-Arafahh Islami Bank has learnt significant things from this analysis for further improvement of its marketing procedure. It has been suggested that prospective client conversion will increase, promotional system improvement will be done and traditional marketing will become digital marketing. During the internship there were many issues. There were incomplete projects and manual customer service and marketing activities. As a result of these experiences, there arose ideas for the improvement and greater promotion of the company. This Internship has enabled me to contribute to the company’s marketing campaigns and gain the practical skill set required to thrive in the marketing sector. The conclusions of the study include recommendations for enhancing the content strategy, increasing the effectiveness of marketing automation and hastening the customer follow-up to help grow the business.