You are on page 1of 22

Internship Report on

“Digital Marketing Communication:

A Case Study on CSR Axis”

Date of Submission- 20.08.2017

Submitted by-

Md. Sourove Sheikh

ID# 1310228030

Course- BUS 498.19

Submitted to-

Mr. Mahafuz Mannan

Lecturer, Department of Marketing & International Business

School of Business & Economics

North South University


P a g e | ii

Date: 20-08-2017
Mr. Mahafuz Mannan

Lecturer, Department of Marketing & International Business

North South University

Dhaka 1229, Bangladesh

Subject: Submission of internship report.

Dear Sir,

It is indeed my pleasure to submit the internship report titled “Digital Marketing Communication:
A Case Study on CSR Axis” to you for your kind appraisal on due time. The report provides detailed
analysis of my last three months of internship period and illustrates all the necessary section
required. I believe, this report will be quite interesting and fulfill your expectation. I have tried to
give my best effort to keep the report simple and absolutely original.

I will be really grateful if you accept my report and your kind consideration will be highly
appreciated for any mistakes.

Sincerely yours,

Md. Sourove Sheikh


P a g e | iii

Acknowledgement

At the beginning of preparing this report, I would like to convey gratitude to Allah the almighty
for his blessing in preparing this report. This internship report is an outcome of many people’s
efforts. For this, I am obliged to a bunch of people who helped me to complete this report. I
appreciate their kind opinions, suggestions, instructions and all the supports. I have received
endless supports and guidance in completion of this report from numerous sources. I would like to
take this ample opportunity to thank them all.

First of all, I would like to thank my Internship Supervisor Mr. Mahafuz Mannan for his continuous
guidance and assistance in preparation of this report. His kind advice and precise instruction has
helped me a lot in writing this report.

Next, I would also like to express heartfelt gratitude to my organizational supervisor at CSR Axis,
Mr. Adel Wahid, head of operations. He directed me towards the right path and regularly reviewed
my progress in all my activities. I would also express heartfelt gratitude to Mr. Abdullah Al
Mamun, Mr. Ehtiaz Karim & Mr. Rakibul Islam of CSR Axis who always supported me in all ups
and downs throughout the internship.

All of their kind contributions have resulted the successful completion of this report to a great
extent.

THANK YOU!
P a g e | iv

Executive Summary

To summarize the whole report I will start from the beginning when I got into this digital

marketing agency CSR Axis through an interview. First of all in the report I gave a brief industry

overview to create a snap of how this market looks like and where it stands. In the industry

overview I also showed the future prospect of this industry with factual and statistical data.

Secondly, I introduced my organization where I worked as digital marketing intern for last three

months. In this section I have written how and when the organization was formed with which

purposes. I also described the organization’s culture and core values in this section. Later, I

described all the services they provide with some demonstrations of their works.

Next, I wrote about my assignment and how I contributed for the agency. The impacts of my

activities were also mentioned here. I tried to show the lessons I have learnt from this internship

and my achievements or benefits from it. My interaction with my supervisors and coworkers was

very important as well. The report includes details about my interactions with peoples in

different activities.

The report also includes my dealing with few difficulties in the organization and the differences

between my expectation and reality. The organization has influenced my career path positively

and directed me to right path.

Lastly, I tried to conclude the report mentioning all the benefits I got from the internship. Proper

referencing and all of my weekly journals have been attached at the last part of the report.
Table of Contents
Brief Industry Overview ............................................................................................................................... 2
Organization Overview ................................................................................................................................. 3
Mission ...................................................................................................................................................... 3
Vision Statement ....................................................................................................................................... 4
Culture and Core Values ........................................................................................................................... 4
Services ..................................................................................................................................................... 5
Departments and People .......................................................................................................................... 6
Clients of the Agency ................................................................................................................................ 7
Works of the Agency ................................................................................................................................. 7
Contribution to the Organization ................................................................................................................. 8
Response Management ............................................................................................................................ 9
Assistant Executive of Brands ................................................................................................................. 10
Achievements.............................................................................................................................................. 11
Career Exploration .................................................................................................................................. 11
Leadership and Skill Development ......................................................................................................... 11
Networking and Establishing Mentors and References.......................................................................... 12
Resume Enhancements........................................................................................................................... 12
Interaction with Supervisors & Coworkers ................................................................................................. 12
Dealing with Difficulties .............................................................................................................................. 13
Expectation VS Reality ................................................................................................................................ 15
Influence on Career Plans ........................................................................................................................... 16
Conclusion ................................................................................................................................................... 17
References .................................................................................................................................................. 18
Page |2

Brief Industry Overview


The digital marketing industry in Bangladesh is getting matured as consumers having a growing

online literacy rate. (Hasan, 2017) The business has multiplied in measure because of increment

to portable exchanges, an expected 70 billion taka are exchanged through cell phones each

month.(Alhusain,2014) Bangladesh has the tenth biggest cell phone user base on the planet and

has 60 million web associations. The state minister for ICT, Mr. Zunaid Ahmed Palak in the Best

of Global Digital Marketing World Tour 2016 which was held in Dhaka, said “I am happy to

announce that from today we will talk about digital marketing as being an essential part of Digital

Bangladesh”.(The Daily Star, 2016) Bangladesh has 65 million web users which is around 40

percent of the total.

With the expansion of cell phones, web availability and long range informal communication in

Bangladesh, the digital marketing industry is picking up energy. This development incline has

been amazing in the course of the most recent couple of years with the quantity of organizations

and divisions putting resources into advanced showcasing expanding at a quick pace. Despite the

fact that conventional marketing techniques are as yet transcendent with a high concentrate of

organizations on TV promotions, billboards, and daily newspaper advertisements, the market

situation is prepared to be changed.

With steady GDP per capita development, which is relied upon to manage over the coming decade,

the disposable income of Bangladeshi natives is always expanding. The expanding capacity to buy

3G/4G smartphones phones, tabs, and PCs is making an ever increasing number of individuals

enter the digital domain. While conventional media is still firmly win among older demographics,

Digital Media is more mainstream among more youthful fragments. Bangladesh has a median age

Digital Marketing Communication: A Case Study on CSR Axis


Page |3

of 26.3, and the eighth biggest population on the planet. (CIA, 2017) The digital space of

Bangladesh is fixated on this tech-savvy youth as data concerning use of social media sites such

as Facebook demonstrate strength of the age group 18 – 34 years.

Organization Overview
CSR Axis is a digital marketing agency in Bangladesh which provides arrays of services in order

to create meaningful communication. With the slogan of “You have a product and we have a story

to tell” the organization believe in formulating strategies and meaningful contents in digital media

which leads to fruitful results for their valued patrons. (CSR Axis, 2017)

The agency was formed in November 2014 by three young entrepreneurs together after their

graduation as the first specialized PR and CSR business development organization in the country

initially. Later on they came into all three sixty aspects of advertisement with a greater focus on

Digital media. The agency with a team of around 15 talented employees is one of the most

emerging player in the industry.

Mission

In the time of digitization marketplace has turned into the place of socialization. CSR Axis is

committed to its clients with the mission statement of “Assisting the clients to achieve their most

ambitious marketing goal and strategic communication objectives through tactical counseling,

creative solutions and time responsive services.”

According to the head of operation Mr. Adel Wahid they evaluate their success by brand

awareness, increased revenue and quantifiable means mutually agreed upon between them and

their clients. (2017)

Digital Marketing Communication: A Case Study on CSR Axis


Page |4

Vision Statement
“We want to be the final resort marketing solution for determined business.”

Culture and Core Values


While working for the agency I have experienced an excellent working culture here. CSR Axis

values its values and hires only those who can perfectly fit into that. The management of the agency

promotes the culture of satisfied employees and that leads up to satisfied clients. They believe that

there is a larger purpose and only working as a team can make it achievable. I have noticed that

the team members are empowered and they know that there voice can be heard and valued. For a

creative both the executive’s and the designer’s opinion matters and for most of the internal

decisions everyone’s suggestions are valued. This helps the organization creating a working

atmosphere where everyone feels that their works are valued not just by remuneration but also by

the importance.

The core values of the organization are-

1. Integrity in deal making

2. Always being truthful

3. Highest quality

4. Value pricing

5. Customer satisfaction

6. Community and responsibility

7. Value diversity

Digital Marketing Communication: A Case Study on CSR Axis


Page |5

Services
1. Digital Marketing: The broad increment of digital media will soon supplant more

conventional structures of marketing altogether. While grown-up age section will grieve

the downfall of paper-based media, for example, daily papers, books, communication

methods and traditional TV and radio broadcasts, the new era is grasping the overcome

new universe of advanced communication. The realities are that digital media for

communication and advertising are quicker, more adaptable, functional and streamlined

for both the marketers and consumers. Digital marketing is the quickly developing power

in the present advertising playing field. CSR Axis is receiving a successful and all around

dealt with advanced methodology to position the brands in the ideal place at the ideal time

through the rights means.

2. Marketing Campaign: CSR Axis study brands and create strategic campaigns that voices

out to the correct audience and makes sure maximum mileage for the brands.

3. Content Creation: The agency understands and highly value the importance of a right

content developed by keeping the target customers in mind. The content developers here

engage in producing contents for different digital media to result in precise outcome for

maximum return on investment for the brand.

4. Web development: Websites are the most powerful communication tool for the brands. It

is the best way to connect with the world. CSR Axis understands that proper craft of

website can give a business identification and permanent advertisement at the same time.

CSR Axis is very professional at web development and ensures clients’ credibility among

the potential customers.

Digital Marketing Communication: A Case Study on CSR Axis


Page |6

5. Mobile App Dev & IT Services: CSR Axis has taken steps to place themselves at the

frontier of the digital marketing revolution by entering into the mobile application

development territory and IT Services.

6. Visual Media: CSR Axis is very professional at the art of capturing the right footages and

angles as it is a vital aspect of communicating the brand to customers. The agency ensures

that the best visual content is produced for our clients.

7. Activation and Promotional Designing: At times CSR Axis opt to mix digital

communication with brand activation and events to extract maximum level brand

recognition and boon outcomes.

8. Videos: There is no better way to tell a brands story other than telling it through a well

crafted and strategically sculpted TVC or commercial video. The extensive team of experts

here with necessary technical know-hows in this field of visual media promise to deliver

results that stands out of the crowd.

9. CSR Campaign: The Corporate Social Responsibility (CSR) Movement has obliged

numerous substantial firms to use CSR as a center corporate function. It is a long haul

system planned at accomplishing positive, valuable and maintainable results for every one

of its partners - investors, clients, providers, workers, government and the earth all in all.

This is one of the services where CSR Axis is specialized at.

Departments and People


The agency has one head of operation, two managing partners, three executives of brands and

communication, one financial executive, one response manager, three graphics designers,

response team of three employees, photographers and other staffs. The agency is expanding its

operation with more graphics designers and executives.

Digital Marketing Communication: A Case Study on CSR Axis


Page |7

The agency truly believes that getting together is just the beginning, staying together is

progress and working together as team is success. Behind each of their work that makes a

difference to their client's brands is a group of captivating individuals with creativity and

concepts that are sure there to stay and make a mark.

Clients of the Agency


CSR Axis has been dealing with well reputed brands in the country. Being one of the major

partner of Magnito Digital also allows the agency work as third party to manage those brands.

Works of the Agency


Designs:

Digital Marketing Communication: A Case Study on CSR Axis


Page |8

Motions:

Web & Mobile App Development:

Contribution to the Organization


As an intern I made good contributions to the organization during the three months of internship

period. In first two months I was appointed to response management team and during the last

month I worked as an assistant executive of brands. My assignments and contribution to the

organization are described below-

Digital Marketing Communication: A Case Study on CSR Axis


Page |9

Response Management
One of the major operation of the agency is query management or response management of

different pages. In the first day at office I was instructed and trained for what I would have to do.

I was given necessary resources and proper instruction to manage different pages’ responses. I had

the basics and found similarity with my academic course business communication BUS251 with

these activities. It was all about choosing right words and approaches to deal with different types

of customers. Here are some of my contribution to the response management team in bullet points

below-

 Successfully playing the editor’s role for 45 million fans’ page Huawei Mobile (BD)

 Taking the response rate of the page from 68% to 100% for the first time with my

management.

 Minimizing the response time to 30 minutes which showed the efficiency of the work.

 Maintaining the response rate 100% and keeping the green batch on for Tokyo Express,

Timeout, Kabab Factory, Doze internet and other pages.

 Maintaining the excel workbook of daily response rates and times of all the clients.

 Encouraging the members of the response team to be more work ethic and motivated them

to achieve what may seem to be difficult to do.

The response team did not seem to me very efficient and hardworking when I went in. It seemed

like they did not have any responsibility to get their works done efficiently. My supervisor had

trust on me and assigned me to manage the big page Huawei. With all my dedication and hard

work I set an example of work ethics and everyone started to push themselves automatically. For

example due to unavoidable circumstances I could not make to the office but I had in my mind

Digital Marketing Communication: A Case Study on CSR Axis


P a g e | 10

that my coworkers may find it difficult to handle. That is why I worked whole day from my office

with my own resources where I could easily ignore that as I was just an intern. Thus my

contribution to the response management team was very impressive to my supervisor and

coworkers.

Assistant Executive of Brands


After the satisfactory performance of two months in the response team the authority decided to

assign me to work as assistant of brand executives. The responsibility to play this role was huge

and it was a great opportunity for me to learn almost everything of branding in digital media. As

the agency was not very big I got more opportunity to get involved in a-to-z activities of branding.

These are the few important contributions that I made for this position-

 Assisting the designers’ team to make daily creatives for brands.

 Research for Apollo Hospital, Dhaka Regency, RHTi and others.

 Monthly reports of Facebook campaigns for different clients.

 Making Key Performance Indicators (KPIs) for different brands.

 Proposing monthly timelines for Dhaka Regency and RHTi facebook campaigns to the

clients.

 Managing and monitoring different Facebook contests for Huawei Mobile and Dhaka

Regency.

Apparently. I performed all the activities that a brand executive does except the direct interaction

with clients and being accountable to the head of operations. Still compare to the whole works get

done in each day I will not say my contribution was huge here in this department. However, as an

intern it definitely was a great deal for me. I gave my best efforts to learn things as soon as possible

Digital Marketing Communication: A Case Study on CSR Axis


P a g e | 11

and make mistakes as less as possible. Without any prior experiences my performance was

satisfactory to my experienced coworkers. Creating value for the organization gave me confidence

and encouraged me to work harder every day.

Achievements
The main purpose of internship was to experience real life work settings and use them as great

opportunities to apply my knowledge gained throughout the period of time. It helped me to learn

new skills as well as to master the existing ones, specifically those related to time management,

interpersonal skills, organizational skills, communication skills etc. Working here helped me to

turn from a nurtured state to a one in which I have much greater control. It allowed me to prove

myself and to begin building my professional network. These are the most important lessons I have

learnt or achieved throughout the last 3 months of my internship period-

Career Exploration
1) Learnt about digital marketing career field from the inside and decided if this is the right career

field for me.

2) Worked close by professionals in my picked career area.

3) Observed the work place and saw if that matched my expectations.

Leadership and Skill Development


1) Gathered new technical skills such as Photoshop, Video editing, Bangla typography and added

to my knowledge base while gaining confidence in my capabilities.

2) Got opportunity to practice communication and teamwork skills.

3) Achieved industry knowledge first hand from the organization and its professionals.

Digital Marketing Communication: A Case Study on CSR Axis


P a g e | 12

4) It provided me necessary evidence that I have initiative, am reliable, and have a sense of

responsibility

5) Applied many of the ideas learned in university and provided a bridge between university

and the professional world

6) Achieved a sense of accomplishment by creating value for the organization.

Networking and Establishing Mentors and References


1) Met new people and practiced networking skills while creating a network of professional

contacts, mentors, and references

2) Opened the door to be advised for the next steps to take on my career path

Resume Enhancements
1) Achieved valuable experience and accomplishments to add to my resume and enhance my

application for job.

2) Got a full time job offer as Executive of Brands and Communication at the end of the

internship based on my performance

Interaction with Supervisors & Coworkers


One of the most important aspects of internship is letting the students interact with business

professionals. In my case this was very crucial as I was not very confident with my verbal

communication and street smartness. In CSR Axis I got some opportunities that I feel lucky

having. Different aspects of my interactions are briefly described below-

Direct Interaction with Senior Executive: I was very lucky to get Mr. Rakibul Islam as my

mentor and one of the supervisors in the office. He was the most experienced employee in the

office with technical skills in multiple areas. I have observed all his activities sitting beside him

Digital Marketing Communication: A Case Study on CSR Axis


P a g e | 13

and compared those activities with my different courses. I have learned how all those academic

knowledge can be used practically in real life marketing. I had to make direct verbal interaction

with him and follow his instructions for my day to day activities.

Direct Interaction with Head of Operation: As I mentioned earlier that I got some extra benefit

working in a small but cooperative workplace and this is one of those benefits. In CSR Axis I got

the opportunity to directly interact with the head of operation and keep him updated about my

daily works. This helped me interact professionally and not to be scared. I also got

encouragement for entrepreneurship watching him handling the business in this industry. I

learned how the top level management has to keep everything under control, motivate

employees, and meet different deadlines.

Interaction with Coworkers: Building a good relationship with coworkers is necessary in any

workplace. You do not just go to office and get your works done to get the payment. Rather, it’s

like having another part of life there. Being an introvert person it was not very easy for me to get

along with my coworkers. However, my personality and polite behavior were liked by them and

I was accepted to their team cordially. During my internship period I had interacted with them

verbally, online, over phone for both office and personal purposes. I have understood how a

bonding among the team can help each other and ultimately helps the organization to be more

productive.

Dealing with Difficulties


There are only few difficulties I had to encounter for my last three months of internship in CSR

Axis. I was mentally prepared that difficulties or obstacle may arise in my internship period

Digital Marketing Communication: A Case Study on CSR Axis


P a g e | 14

because that is what happens to inexperienced fresh graduates. Below those stories of difficulties

and how I deal with those are demonstrated-

Lack of Necessary Technical Skills: As a business graduate I thought I had all the necessary

technical skills to be a brand executive. But in a real life workplace I found out that few basic

skills like Adobe Photoshop, Illustrator, Video editing are also somewhat required. Without the

basic knowledge on these it was very difficult to instruct the graphics designers. Suppose I

wanted some kind of special design in the creative but I have no idea how to do that, in that case

it is very difficult to make the designers understand what exactly I am looking for. To deal with

this situation I simply started learning through YouTube. When I gathered necessary knowledge

on those software, it became easy for me to manage the creative designers and instruct properly.

Weakness in Bangla typography was another problem that I faced. We often focus on our

English but proper Bangla is even more important especially in the field of marketing. Most of

the marketing campaigns in our country target those customers who prefer Bangla over English.

I found it difficult to make Bangla creative ideas and captions. Gradually I have been

overcoming the problem and being efficient in writing Bangla.

Time Management: Time management was another difficulty that I encountered. My office was

6 days till 6pm. It was located in Banani and I live in Jatrabari. Everyday I had to waste 4 to 5

hours in the road and it was very difficult for me in first few days to come in time. Sometimes

we had to leave late because of workloads. All these made it very difficult for me to be time

efficient and also to study. I just had to deal with this difficulty without any solution.I think all

these hardworks of last three month made me mentally tougher.

Digital Marketing Communication: A Case Study on CSR Axis


P a g e | 15

Communication Gap: While working for the response management I observed a

communication gap between us CSR Axis and the client Huawei Mobile. This happened because

we worked as a third party of Magnito Digital to deal with the brand. There was a bureaucracy in

sending our feedback to them and getting their notices from them. Because of miscommunication

we were about to lose the client. To deal with the situation we had to directly go to them and

create a Whatsapp platform to solve this issue.

Except these minor difficulties mentioned above I did not face any obstacle in the journey. Still, I

have learnt a lot dealing with those situation and the ultimate outcome is fruitful.

Expectation VS Reality
There are some differences between my expectation on the internship and the reality. How the

real life work experience went compare to my expectation are demonstrated below briefly-

Expectation: I was going to sit in a desk all day and work only on the projects which are directly

related to my academic knowledge.

Corporate Reality: Despite a marketing intern, my workload was not always specific to my

academic knowledge only. Rather, it was more like an interactive experience that enabled me to

expand my learnings of several different aspects of the company, also to the better who I am as

an individual as I go into the real world. From learning about the importance of customer support

to discovering how branding in digital media works, I gained all basic skills set which have

prepared me to put my foot forward when I enter the job market.

Expectation: Being an intern I would only work on tasks like coffee runs and data entry.

Digital Marketing Communication: A Case Study on CSR Axis


P a g e | 16

Corporate Reality: In reality my works made impact and created value for the agency. Even as

one intern, it felt like my voice was heard and I was able to contribute in the creative process.

Not only was watching my contents published on different Facebook pages put a smile on my

face, but to see it bringing engagement to those posts made me feel like my contributions were

making an impact on brand.

Expectation: I would be the lonely intern who can’t fit in because everyone else already had their

established group of friends.

Corporate Reality: These fun loving and friendly group cordially accepted me in their gang and

became a family. They are very talented and cooperative to me. They became my close friends

and this made me understand the importance of building relationships and being a team worker.

At CSR Axis, we played FIFA, we laughed hard and we worked hard.

Influence on Career Plans


Internship is the most basic step for a professional career. It is the best platform to learn

practically. I had a new experience and new tasks to seek. Choosing a good internship exceled

me in career. Below are some of the ways it influenced my career plans-

Experience Counts: As an intern I got opportunity to get trained properly and improve my skills

during my internship. My employers observed my performance, discipline, my desperation to

work and capability to get used to with the organization culture. All these qualities were noted by

the supervisors and they provided me an opportunity in their organization as permanent

employee.

Digital Marketing Communication: A Case Study on CSR Axis


P a g e | 17

Knowledge Gain: As student it is not possible to understand the practical situations while

studying in classroom. The last three months was a great platform for me to get huge stuff to

learn and the best chance to handle those situations. I saw how organization structure works its

limitations and I learned skills from each and every members I came across during that period. I

got inspiration from the leadership, how they handle teams and how they directed me to work. I

learned how to handle pressure and satisfy clients with timely services.

Vision of My Career: I had some confusion and dilemma on choosing appropriate career path. I

was always interested about digital marketing but never sure about it. During my internship I

understood the industry environment and got excited with the work during the period and now I

chose the same path for my future career. This helped me to know what exactly I want in my

career and how to plan my career accordingly.

Conclusion
I don’t wish to redo this internship and even if I had to I would redo the internship in similar

small but progressive and disciplined digital marketing agency where I can learn ins and outs of

digital marketing practically. By the grace of Almighty and with all my hard works I got a full

time job offer from the organization and I happily accepted the offer. Now I am working in CSR

Axis as one of the Executives of brands & communication. Whatever I am or whatever I become

in future this internship period will always be memorable for me as it helped a lot. From

internship interview to receiving fulltime job offer letter, all of it was a great journey for me. I

am very grateful to North South University, Career Placement Center, my internship course

instructor, my supervisors and everyone else for being helpful and cooperative to me in this

journey.

Digital Marketing Communication: A Case Study on CSR Axis


P a g e | 18

References
1. Hasan, S. D. (Ed.). (2017, January 19). Digital marketing: The Bangladesh scenario.

Retrieved August 18, 2017, from http://www.thefinancialexpress-

bd.com/2017/01/19/59635/Digital-marketing:-The-Bangladesh-scenario

2. Alhusan, R. R. (Ed.). (2014, May 1). Career Opportunities in Digital Marketing and

Mobile Banking in Bangladesh. The Daily Star. Retrieved August 18, 2017, from

http://www.thedailystar.net/career-opportunities-in-digital-marketing-and-mobile-banking-in-

bangladesh-22133

3. Global event on digital marketing held in Dhaka. (2016, September 27). The Daily

Star. Retrieved August 18, 2017, from http://www.thedailystar.net/business/global-

business/global-event-digital-marketing-held-dhaka-1290121

4. The World Factbook. (n.d.). Retrieved August 18, 2017, from

https://www.cia.gov/library/publications/the-world-factbook/fields/2177.html

5. About us. (n.d.). Retrieved August 18, 2017, from www.csraxis.com

6. Wahid, A. (2017, July 10). Mission [Personal interview].

Digital Marketing Communication: A Case Study on CSR Axis