Digital Marketing Activities

Internship Report
on
Digital Marketing Activities of Rajshahi
Krishi Unnayan Bank (RAKUB)
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Internship Report
on
“Digital Marketing Activities of Rajshahi Krishi Unnayan Bank (RAKUB)”
Supervised By
Md. Mahiuddin Sabbir

Assistant Professor
Department of Marketing
University of Barishal
Submitted By
Exam Roll: MKT 045/8

Registration Number: 511-065-17
Session: 2019-20(Admission: 2016-17)
Date of Submission: January 13, 2022
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Letter of Transmittal
January 13, 2022

Assistant Professor
Sub: Submission of the Internship Report on “Digital Marketing Activities of Rajshahi
Krishi Unnayan Bank (RAKUB)
Dear Sir,
I am pleased to submit this report, which has been prepared for the requirement of internship
program. I have tried my best of my ability to complete the report properly and to bring out a
meaningful insight within the constraints. I had to face some difficulties while gaining
information for the project. While preparing this report, I have tried to achieve the goal of
BBA Program. I have tried to follow all the instructions given to me by my supervisor and I
am really thankful to you sir for your all kinds of support and helpful instructions during the
survey and in the process of writing this report.
I appreciate your kind advice, cooperation, patience and suggestions regarding this report
which will definitely help me to go ahead as a brilliant guideline.
Sincerely yours,
------------------------
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Acknowledgement
First of all, I would like to acknowledge “The Almighty”, the supreme authority of the
universe. This is an exclusive intense of professional life. I passed and enjoyed in the time of
my internship, which helped me to prepare this report. A single individual can achieve noble
objectives. I am very much fortunate to get the sincere guidance and supervision from a
number of people.
I am grateful to many individuals for completing my internship report successfully. I would

like to thanks to Rajshahi Krishi Unnayan Bank for giving me the opportunity of having an
internship program. I have gathered an enormous deal of experience while going through the
internship period and preparation of this report.
I am thankful to my Internship Supervisor, Md. Mahiuddin Sabbir, Assistant Professor,

Department of Marketingat University of Barishal, for guiding me and encouraging me to
work on this exciting topic for my internship paper. I strongly believe that, these will assist
me a lot to make me more professional and building my future professional career.
Secondly, I also indebted to thank all the employees of Rajshahi Krishi Unnayan Bank
specially branch manager Mohammad Abdus Salam Khan, who helped me and given me
their valuable time in providing the information and sources of that information of this report.
Lastly, I would like to give special thanks and greetings to my fellow BBA students for
giving me some required information, valuable advice and suggestions to complete the report
in a comprehensive manner. I thank them all from the core of my heart. My heartiest thanks
go to others who were involved and helped directly and indirectly to prepare this report.
Without them all these wouldn’t have been made possible.
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Declaration of Student
Me, as a student of BBA (6th Batch), Department of Marketing, University of Barishal, and
Exam Roll: MKT 045/8, Registration No: 511-065-17, declaring that this internship report on
Digital Marketing Activities of Rajshahi Krishi Unnayan Bank (RAKUB) is completely my
own work. The references that have been used are provided at the end of this report as this is
free from plagiarism.

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Declaration of supervisor
This is to certify that the Internship Report on Digital Marketing Activities of Rajshahi Krishi
Unnayan Bank (RAKUB) has been submitted for the award of BBA with major in
‘Marketing’ from University of Barishal, carried out by BBA (6 th batch) bearing exam roll:
MKT 045/8 and registration no: 511-065-17, under my supervision. This report is free from
plagiarism. The report has been accepted and may be presented to the Internship Defense
Committee for evaluation. He is permitted to submit the Internship report.
I wish him success and prosperity.
………………………………..
Assistant Professor
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Abstract
I had opportunity to work for Rajshahi Krishi Unnayan Bank (RAKUB). Which is based on
special banking system in the country by providing high quality products and services backed
by latest technology to deliver excellence in Bangladesh. During my three months internship
program it was a great pleasant to me I got much practical knowledge which enrich my mind.
I hope the experience & knowledge will helpful for my life. I have got a huge chance to
observe all the activities, pros and cons of this company. I was appointed in the various
sectors in banking activities, where usually I served the digital services about the company
with customers the normal service. At that time, I have realized and understand these
customer service matters more accurately. This internship program helped me to learn about
the practical scenario of banking Company specially marketing sector.
Rajshahi Krishi Unnayan Bank (RAKUB) is a state-owned bank in Bangladesh with regional
approach. The bank emerged as the government's plan of intensive care to agriculture of
Rajshahi and Rangpur administrative divisions providing livelihood to 35 million people of
the area. Rajshahi Krishi Unnayan Bank is a dynamic and leading northwest region agro
banking system. It is a state own bank, commenced its operation in 1987, he established the
general banking servicing company. Now the company has expanded with 383 branch offices
and about Rajshahi and Rangpur inner are giving round the clock service throughout the
country.
Generally, the internship works as an exchange of services for experience between the
student and his or her employer. They can also use an internship to determine if they have an
interest in a particular career, create a network of contacts, or gain school credit. Some interns
also find permanent, paid employment with the companies in which they interned. Thus,
employers also benefit as experienced interns need little or no training when they begin full-
time regular employment.
This report has been presented based on my observation and experience gathered from the
company. The organization has many divisions and departments but my focus is given more
on the digital marketing and general banking division. Research is conducted to draw a
conclusion on the basis of consumer’s attitude and the overall output of digital marketing.
The result that is found is quite considerable. However, Rajshahi Krishi Unnayan Bank
should work a lot to make their customer aware about the needs of digital marketing
activities. The result of this research is described in details in this report in the later chapters.
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After knowing the scenario of Rajshahi Krishi Unnayan Bank in terms of their customer
knowledge a lot of recommendations came up. The report also consists recommendations and
conclusion according to my point of view, which I think would improve the environment of
the organization if implemented (assignmentpoint, 2020). I have conducted descriptive
research under the topic “Digital Marketing Activities of Rajshahi Krishi Unnayan Bank
(RAKUB)” in the main body of the report.
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Table of contents
Serial No Title Page No
Title page Ⅰ
Letter of Transmittal Ⅲ
Acknowledgement Ⅴ
Declaration of Student Ⅵ
Declaration of supervisor Ⅶ
Abstract Ⅷ
Part-A Organization Part
1.1 Introduction 2
1.2 Functions of Rajshahi Krishi Unnayan Bank 2
1.3 Objectives of RAKUB 3
1.4 Vision 4
1.5 Mission 4
1.6 SWOT Analysis of RAKUB 4
1.7 Organizational Structure 7
1.8 Open an Account at RAKUB 9
1.9 Close an Account 10
Part- B Job Description
2.1 Work experience 12
2.2 My roles and responsibilities 12
2.3 Different aspects of job performance 13
2.4 Observation 14
Part-C Project Part
3.1 Literature review 16
3.2 Origin of the report 18
3.3 Objective of the study 18
3.4 Scope of the report 18
3.5 Methodology of the study 19
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3.6 Findings & Interpretations 20-34
3.7 Limitations 35
3.8 Recommendations 36
3.9 Conclusion 37
References 38
Questionnaire 39-42
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Chapter A
Organization Part
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1.1 Introduction
Rajshahi Krishi Unnayan Bank is a state-owned bank in Bangladesh, a special financial
institution to finance the farmers of 16 districts of Rajshahi and Rangpur division, which are
the administrative divisions covering northwestern Bangladesh. Bangladesh is an agricultural
country from the very beginning. Most people depend on agriculture for their livelihood.
From the British era until now the farmers of this country have been ruled in various ways.
Saving farmers from local lenders British Govt. took the initiative in a special program to
provide agricultural loans to farmers in 1905. Thus, in 1932 the India-British Govt. has taken
steps to improve the economic well-being of Bengal smallholder farmers to repay agricultural
loans. The Government of Pakistan (1952) established a financial institution called the
“Agricultural Development Fund (ADFC) for repaying loans from the agricultural sector.
Understanding the importance of agricultural production and agricultural lending by the
Government of Pakistan. Founded another bank called “Pakistan Krishi Bank” in 1957. After
independence Bangladesh Govt. named Pakistan Krishi Bank as Bangladesh Krishi Bank
(BKB) in 1973 by order of the 27th President. As Bangladesh is an agricultural-based
country, the demand for agricultural loans of Krishi Bank has risen sharply. Managing
agricultural loans is especially difficult at the Dhaka headquarters of Krishi Bank in remote
parts of the country. For this reason, the government wanted to expand the Krishi bank to
different areas. People in the northern parts of Bangladesh are lagging far behind in other
parts of the country. That is why in 1986 under the law of the President 58 Rajshahi Krishi
Unnayan Bank was established. As of March 15, 1987 Rajshahi Krishi Unnayan Bank
became operational. People in the northern parts of Bangladesh are lagging far behind in
other parts of the country. That is why in 1986 under the law of the President 58 Rajshahi
Krishi Unnayan Bank was established. As of March 15, 1987 Rajshahi Krishi Unnayan Bank
became operational.
1.2 Functions of Rajshahi Krishi Unnayan Bank
As a major development partner in the North West region, Rajshahi Krishi Unnayan Bank
aims to develop farmers and all sectors and sub-sectors in agriculture in the region. In
addition, the bank conducts banking activities related to agricultural financing, agribusiness
and agricultural industries and poverty alleviation programs. The seven-member board of
directors is tasked with formulating policy to promote agricultural growth that leads to the
development of the country's economy through the support of agricultural debt. The
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government appoints all board directors. Also, an executive committee made up of the
Chairman and two other directors, including the Executive Director, is present to make
urgent decisions. The Executive Director is the chief executive officer of the Bank. Rajshahi
Krishi Unnayan Bank is a major source of agricultural debt in Rajshahi region. In addition to
providing agricultural credit, the bank extends its credit facilities to the hiring and
investment of agricultural and commercial agricultural enterprises, various rural economic
activities and poverty alleviation programs, in part of the bank. Rajshahi Krishi Unnayan
Bank has played a significant role in the local economy to achieve the important goal of
national economic development through agricultural development.
1.3 Objectives of RAKUB

The main objectives of RAKUB are to borrow from the primary / sub-sector and the
additional agricultural sector such as crop production, animal husbandry, poultry, farming,
fishing, dairy farming, subsistence farming, forestry, irrigation equipment and agriculture.
Commodity trade, storage of agricultural goods, establishment of an industry focused on
processing and marketing, an Argo-based industry. The other objectives of RAKUB are as
follows:
1. Provide credit facilities for the development of poor farmers in Rajshahi district.
2. Develop Argo-based industries.
3. Eradicate poverty.
4. Modernization of agriculture.
5. To improve the living conditions of rural people.
6. Encouraging farmers to take loans as a small loan.
7. Increase the independence of smallholder farmers.
8. To improve the socio-economic status of farmers in the North West region of the country.
9. To play a key role in increasing agricultural productivity, creating income generation.
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1.4 Vision
To become the most effective largest merchant bank in Bangladesh to support the
development of capital market and to be a leading merchant bank in South Asia.
1.5 Mission
Maintaining a sustainable growth strategy by providing new and quality services to key
customers, acquiring a high level of professionalism, performing high quality business
principles and ensuring good corporate governance with the ultimate goal of creating a
viable, sustainable and stable financial market in Bangladesh.
1.6 SWOT Analysis of RAKUB
SWOT analysis means strengths, weaknesses, opportunities and risk analysis of a company.
It is very important for the bank to know the strengths and opportunities it has. On the other
hand, the weaknesses and threats of the local bank need to improve. Here the SWOT analysis
for RAKUB is given below (Rayhan, 2020)
 Strength
• The main source of income is the government fund.
• Provides services even after banking hours to specialized customers.
• Agricultural banking sector.
• A team of experienced management.
• Reliable, honest and dedicated staff competence.
• RAKUB is a leading specialized bank in Bangladesh. The bank has successfully
provided services and gained favor across the country.
• RAKUB offers low interest rates in the event of a loan that will help attract potential
customers.
• RAKUB has sponsors from various sectors of Bangladesh. Very successful
entrepreneurs from various fields started this company. As a result, there has been a
combination of different ideas and perspectives on bank management that is crucial to
success in today's competitive market.
• The bank has senior executives who are competent and experienced.
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• RAKUB has a reputation for being a quality service provider to its current and potential
customers.
• RAKUB operates its business throughout Rajshahi. Strengthen the distribution of
banking services.
 Weakness:
• The branch is located in a residential area. Therefore, it is not possible to increase
commercial borrowing to a large extent negative marketing of investment products.
• Some RAKUB positions do not have a growth or development path that results in
job dissatisfaction among certain employees. There is no growth in corporate
development. Therefore, the employee wants to change elsewhere.
• RAKUB promotional activities are not sufficient to expand its market share.
• RAKUB does not have an individual sales department.
• The bank does not have a formal advertising function. They do not provide any
type of ad or have no marketing function. They do not even make many credit
boards.
• RAKUB executive’s salaries are low compared to other banks. Even internship
students are not paid anything. That is why the services of highly skilled people can
be encouraged to join here.
 Opportunity:
• A major source of agricultural debt in Rajshahi.
• Strict supervision must be ensured in order to use the bag properly
• Increased Agro loan banking for farmers.
• A significant contribution to the domestic economy.
• Banks must protect themselves above all political influences.
• In providing loans, mortgages should be preferred for the best possible results.
• The cost of service to other banks is much higher than RAKUB.
• We believe and hope that this organization will play a significant role in our economy
soon.
 Threats:
• Bank decisions are highly regulated, no decision is taken without the approval of
headquarters.
• No ATM service.
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• Unsatisfactory management and functioning of the library.
• Their banking system is not a fully automatic system.
• Investment in large markets.
• Argo land is shrinking.
 Establishment
Rajshahi Krishi Unnayan Bank (RAKUB) was established by Presidential Ordinance No. 58
of 1986 with the aim of providing institutional agricultural credit for the full utilization of
agricultural power in the Rajshahi Division (Rajshahi & Rangpur). Taking over the branches
and offices and assets and liabilities of Bangladesh Krishi Bank within the Rajshahi section,
the bank became operational on 15 March 1987.
 Management
The Board is responsible for developing policy related to agricultural growth and regional
economic development through support for agricultural debt. The Board of Directors consists
of seven members, all of whom are appointed by the government. In addition, in urgent
decisions there is an executive committee consisting of the Chairman of the Board and two
other members. Executive Director and one of the directors elected by the Board. The
Executive Directors the chief executive officer of the bank.
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1.7 Organizational Structure:
The Head Office of the bank is located at Rajshahi. The branch-network comprises 383
branches with one in Dhaka. Five zonal and thirteen offices. The bank has a training institute
located at Rajshahi. Total workforce of 4102 as on 30-01-2020 was composed of 2579
officers and 1523 other staffs. Regional offices stationed in district headquarters control
branches among them. There are independent regional audit offices for conducting regular
audit in branches and in regional and zonal.
  Regulatory Body:
The Board is tasked with formulating a policy related to agricultural growth and regional
economic development with the support of agricultural debt. The board of directors consists
of seven members, all of whom are appointed by the government. In addition, in urgent
decisions there is an executive committee consisting of the chairman of the board and two
other members the executive director and one of the directors elected by the board. The
managing director is the chief executive officer of the bank.
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Chairman Mr. Md. Raisul Alam Mondal
Managing Director Mr. Md. Abdul Mannan
Director Mr. G. S. M. Zafar Ullah
Director Mr. Md. Abdul Wahhab Bhuiyan

Director Mr. Md. Sirazul Islam
Director Mr. Md. Tofazuddin Ahamed
Director Dr. Md. Ismail Haque
 Board of Directors at present 2022
Employee Summary:
Authorized
Designation Existing Vacant
1.Managing Director (MD) 01 01 -
2.Deputy Managing Director (DMD) 01 01 -
3.General Manager (GM) 05 05 -
4. Deputy General Manager(DGM) 45 38 7
5.Assistant General Manager(AGM) 69 78 9
6.Senior Principal officer(SPO) 222 201 21
7.Principal officer(PO) 462 337 125
8.Senior officer(SO) 949 514 435
9.Officer 1600 987 613
Total Officer 3233 2039 1194
10.Other Employee 2618 1230 1388
Total 5851 3269 2582

Table: Employee Summary of RAKUB (Up to November, 2020)
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1.8 Procedure to Open an Account At RAKUB
Although RAKUB is a specialized Banking sector, it provides commercial Banking services.
As a commercial activity, it gives the customer the opportunity to open an account with the
Bank. Opening an account is an agreement between the customer and the Bank. The RAKUB
account opening procedure is provided below:
1. Getting a proposal from a potential customer.
2. Obtaining a properly completed form
3. Provide an account opening form.
4. Obtaining a completed form.
5. Negotiating with the applicant.
6. Having an introduction.
7. Collect at least three template signatures on the signature card provided by the Bank.
8. Giving a deposit and receiving an initial deposit.
9. Having an account number.
10. Provide a checkbook for deductions from current and savings accounts.
In the case of joint accounts, the applicant must provide the following information -
 Name of the person who will use the account and sign the checks.
 In the event of the death of any of the account holders how the remaining amount will be
paid and to whom the security will be transferred. Document requirements are almost
identical to individual accounts. The account opening form and special order must be
signed by all participating account holders to show their consent.
The factors considered to open an account are:
 Complete the application form correctly.

 Obtaining a client template signature.
 Take the first deposit in cash.
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Actually a person 18 years or older has the power to open a bank account. But there are
certain special types of account holders such as shared account, small account, illiterate
account, blind person account, deaf and dumb account etc. The following will never open an
account with a bank-
• Someone who has no money.
• A person whose mind is unhealthy.
• A completely insane person.
1.9 Procedure to Close an Account

In order to close the account (some time before maturity in the event of FDR) the owner must
apply in writing to the bank. Upon receipt of the application, the bank will deduct the service
fee by the required amount in the appropriate account such as the closing amount on the
balance and the additional amount is provided to the account holder.
When Bank Close an Account
The relationship between the bank and its customer is contractual and can be severed by any
of them. The bank closes the account in the following cases:
• When a customer submits a written request to the bank to close their account.
• If the customer does not properly comply with the rules and regulations required to
use his or her account.
• When the bank is notified of a customer death message.
• If the bank receives a notification of a customer 's insanity.
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Chapter B
Job Description Part
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2.1 Work experience
As I had just completed my BBA major in Marketing and the subject of my internship report
was Digital Marketing Activities of Rajshahi Krishi Unnayan Bank (RAKUB). During my
three-month study program, I secured a position and certain jobs at Rajshahi krish Unnayan
Bank. My oversight and responsibilities were in the department of various banks such as the
IT sector, General Banking, Account opening and various types of official duties. Three
months was not enough time to learn everything about organizations. But I tried to apply my
knowledge in my work. However, I had little opportunity to apply. But I tried my best. It was
a great first-hand experience and this report was prepared on the basis of experience gained
during the training. The bank did not address any of the obligations of the trainees. In
particular I have done a lot of waiting tasks for the account opening section without having to
do different types of tasks on different desks whenever I am assigned.
2.2 My roles and responsibilities
 IT Department:
This is the most important and instructive part of my internship. In this department I was
assigned to do a lot of technical work and sometimes field service.
1. Learn about FTP server and BEFTN.
2. Test and maintain an internal LAN connection.
3. Check that all branches are online with Head Office.
4. Report any malfunction to the Head Office immediately.
5. Checks POS connection.
6. Monitor if FTP server and BEFTN are working properly.
7. Solve different types of hardware and software problems under the supervision of a senior
IT officer.
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 Accounts Department:
Treasury is a very sensitive sector as it deals directly with finance. Elevators should perform
the following tasks. The Accounts section deals with revenue and branch expenses and all
bank activities. Account officials check every piece of paperwork such as bills, vouchers,
checks and deposit slips daily. Although my study time I have to work on accounts with the
IT Department. By working in the accounts department, I have learned to follow things like:
1.Print and collection of all kinds of debit and credit vouchers.
2. Daily Supplementary Testing.
3. Filling in Clean Daily, Weekly and Monthly Cash
4. Making a Wage Sheet Online.
 General Banking:
In the General Banking Department, I perform various functions as per the requirement of
each official. Although I was not assigned any specific tasks, I still performed tasks related to
customer management. Opening an account is a very important issue in general banking. It is
the first group of customers who will receive banking services:
1. Get acquainted with the various schemes and accounts of Rajshahi Krishi Unnayan Bank
(RAKUB).
2. Support customers by providing them with sufficient and necessary information.
3. Different types of official filter file and test date per day.
4. Account opening.
2.3 Different aspects of job performance

University and business life are actually two different words. When there is no friendship, I
find different people, different skills, different cultures and people of different races. I also
try to distinguish between university education and real life and also try to find out more
about office rules and regulations, ethics, practice, segregation, discipline, work and activities
of different departments. I got into this profession and increased contact with different people
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in different categories. There are three types of clients I am dealing with, a high level
customer, a medium customer and a low level customer.
2.4 Observation
Rajshahi Krishi Unnayan Bank is the largest source of agricultural credit in the Rajshahi
region. In addition to providing agricultural credit, the bank extends its credit facilities to the
hiring and investment of agricultural and commercial agricultural enterprises, various rural
economic activities and poverty alleviation programs, in part of the bank. Rajshahi Krishi
Unnayan Bank has played a significant role in the local economy to achieve the important
goal of national economic development through agricultural development. I got into this
profession and increased contact with different people in different categories. There are three
types of clients I am dealing with, a high level customer, a medium customer and a low level
customer. There are different types of customers in the field. Some are rude and some of their
esteemed customers. Even a strong customer in a strategic way. You have been an
entrepreneur and want to open a quick current account. Then I have to prove that I treat this
customer the right way. For that reason, I can get a card from this customer. It has been
difficult to grow in this field.
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Chapter C
Project Part
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3.1 Literature review
The digital marketing of banks is becoming increasingly fundamental, as it makes up almost

half of all budgeting banking budgets. At the same time, many small banks are struggling to
stay up-to-date with advanced marketing patterns in savings, often falling behind the national
banks with very large budgets. (Brown G. H, 2015)
Banks are important in consolidating and allocating savings to the economy and can solve
important ethical and bad electoral problems by monitoring and evaluating borrowers and
investors. In addition, banks are important in regulating finance where they are most needed
and have a direct impact on budgeting, industrial growth, and economic growth. (Mccarthy,
1990)
Banks also play an important role in reducing information asymmetries and risks in the
financial system. Therefore, the study of the banking industry and its impact on the economy
is very important. The effects of focus and competition on banking performance are
important because they have significant policy implications (gurau, 2008). The recent global
trend to strengthen the banking sector has flourished, creating significant debates about its
impact on bank profitability, consumer spending, efficiency in allocating resources to the
economy, and overall financial stability (Borden, 1984). It is no secret that the Internet has
dramatically changed the banking industry. Your customers and prospects are looking for
answers to their financial questions by watching YouTube videos, performing financial
transactions regularly using their mobile phones, searching Google for the best interest rates,
and thanks to social media they know a lot more about your bank before (C.A, 2013).
Sometimes stepped on a branch. With so many online channels available now to connect with
customers and prospects, it is important for your financial institution to implement an
effective digital strategy. (Bakos, 1998)
Digital marketing is the marketing of products or services using digital technology online,
through mobile applications, display advertising, or any other digital means (Amine A.
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(1998). 6(4)). Digital marketing channels online-based activities can create, and transfer
product value from manufacturer to consumer terminal, through digital networks. The advent
of digital marketing, in the 1990s, changed the way brands and businesses used technology in
advertising (Yudelson, 2013). As digital platforms become more integrated into marketing
and everyday life, and as people grow using digital devices instead of visiting virtual stores,
digital marketing campaigns have expanded, using combinations of search engine
optimization (SEO), search engine marketing (SEM), marketing content, dynamic marketing,
content automation, campaign marketing, data driven marketing, e-commerce marketing,
social media marketing, social media optimization, direct email marketing, display
advertising, e-books, and disks optical and sports common area. Digital marketing extends to
non-online channels that provide digital media (W.H.B, 2009).
The state of Digital Marketing in Bangladesh is rapidly becoming one of the most important
marketing strategies within the e-commerce industry. Or, the common form of marketing still
dominates the advertising space as millions are spent on TV and Print Ads, digital forums are
also given the same amount of attention at lower costs. The vast majority of their customers
spend most of their time online, and they have little time left to shop at a portable store. With
the help of digital marketing, companies can easily reach their target customers at a lower
cost. But the effort must be great. (R. & S., 2004)
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3.2 Origin of the report
This report has been prepared as part of the internship program, which is an integral part of
the BBA Program. Under this program a student must take a total of Barishal University
credits. The student must take the 3-month internship program to the organization. This will
provide a realistic guide to his theoretical research. Upon completion of the program, he must
submit an internship report to the department and defend the report. To be proficient in any
field a person must have the advantages and disadvantages of a particular place yet he can
only benefit from a textbook. This is the gap between what is said in the book and the state of
real life. Therefore, all BBA program students are sent to different levels to get practical
information at the end of the program and need to submit a report after completing the actual
information. I am delighted to have the opportunity to fulfill my practical orientation at
Rajshahi Krishi Unnayan Bank.
3.3 Objective of the study

 Broad objectives:
To know the Digital Marketing Activities of Rajshahi Krishi Unnayan Bank (RAKUB).
 Specific Objective
The overall purpose of this study is to analyze current trends and future prospects
of organizational power.
i. Get to know the digital banking services of Rajshahi Krishi Unnayan Bank.
ii. Know the problems of online banking services of Rajshahi Krishi Unnayan Bank & Give
some suggestions for the whole problem.
iii. Knowing the process of opening a Rajshahi Krishi Unnayan Bank account.
iv. Knowing the management process for Rajshahi Krishi Unnayan Bank.
3.4 Scope of the report

As I assign Rajshahi Krishi Unnayan Bank, there is enough scope for research. The report
covers the topic of "Analysis of Digital Marketing Activities of Rajshahi Krishi Unnayan
Bank". I have had the opportunity to combine my knowledge of working in the real field with
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literary knowledge. The focus of this report is on investigating the various aspects of
Rajshahi Krishi Unnayan Bank’s marketing and marketing process.
3.5 Methodology of the study

This study was conducted to evaluate the effects of digital marketing activities based on
banking services. This study was conducted by collecting information from various relevant
sources. Some of the data is collected using relevant information while working for the
company. To achieve the purpose of the research, it also contains a large amount of data
collected from primary data sources. Second sources are also used for reviewing book
reviews. A structured questionnaire method is used to collect Basic data. The sample size is
designed to represent a population where both a combination of men and women from
different occupations and different incomes are selected. The sample size is 20 selected for
university students, some professional people from various places like Nilphamari.
 Research design
This report is a descriptive form of research in nature.
 Data sources:
Both primary and secondary data sources are used in this study. The main source of primary
data is a list of questions.
 Main Source:
Review of this report.
 Secondary Source:
 Official records of RAKUB.
 Various RAKUB texts.
 RAKUB website.
 Appropriate book, research paper, newspaper and journals.
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3.6 Findings & Interpretations
 Frequency Percentage
Male 12 60%
female 8 40%
Total 20 100%
Analyzing the digital Marketing Activities of of Rajshahi Krishi Unnayan Bank (RAKUB)
1. Gender:
40% female
male
60%
Here 60% customer are Male & 40% customer are female of Rajshahi Krishi Unnayan Bank
among my respondents.
Page-20
2. Occupation
Occupation Frequency Percentage (%)
Business man 6 30%
Banker 7 35%
Student 5 25%
Service holder 2 10%
Total 20 100%
10%
30% The
25% Business man

Banker
Student
Service holder
35%
table says that 30% respondent are businessman, 35% are banker, 25% are students and 10%
are service holder of Rajshahi Krishi Unnayan Bank.
Page-21
3. The Digital banking Activities of Rajshahi Krishi Unnayan Bank is good.
Give attention in special needs Frequency Percentage (%)

Strongly Agree 7 35%
Agree 4 20%
Neutral 3 15%
Disagree 5 25%
Strongly Disagree 1 5%
Total 20 100%
5%
25%
35%
strongly agree
agree
neutral
strongly disagree
disagree
15%
20%
Interpretation: From the above, it can be said that out of 20 respondents, 35% respondents
are strongly agree that The Digital banking activities of Rajshahi Krishi Unnayan Bank is
good., 20% respondents are agree, 15% respondents are neutral, 25% respondents are
disagree and 5% respondents are strongly disagree.
Page-22
4. The bankers and staffs of Rajshahi Krishi Unnayan Bank were sincere
about your service concern.

Agree 4 20%
Neutral 3 15%
Disagree 1 5%
Total 20 100%
10%
5%
strongly agree
15% agree
50% neutral
strongly disagree
disagree
20%
are strongly agree that the bankers and staffs of Rajshahi Krishi Unnayan Bank were sincere
about your service concern, 20% respondents are agree, 15% respondents are neutral, 5%
respondents are disagree and 10% respondents are strongly disagree.
Comment: So, it can be found that most of the customer agreed that the bankers and staffs of
Rajshahi Krishi Unnayan Bank were sincere about your service concern.
Page-23
5. Rajshahi Krishi Unnayan Bank online banking service is provided at
reduced cost.

Agree 4 20%
Neutral 3 15%
Disagree 1 5%
Total 20 100%
5% 5%
15%
strongly agree
agree
neutral
55% disagree
strongly disagree
20%
are strongly agree that easy procedure of getting Loan, 20% respondents are agree, 15%
respondents are neutral, 5% respondents are disagree and 5% respondents are strongly
disagree.
Comment: So, it can be found that most of the customer agreed that Rajshahi Krishi
Unnayan Bank online banking service is provided at reduced cost.
Page-24
6. Rajshahi Krishi Unnayan Bank use modern and updated technology.
Strongly Agree 1 5%
Agree 3 15%
Neutral 2 10%
Disagree 10 50%
Total 20 100%
are strongly agree that using modern and updated technology whereas 15% respondents are
agree, 10% respondents are neutral, 50% respondents are disagree on the other hand 20%
respondents are strongly disagree.
5%
10%
35%
strongly agree
agree
15% neutral
disagree
strongly disagree
15%
Comment: So, it can be found that most of the customer disagreed that Rajshahi Krishi
Unnayan Bank use modern and updated technology.
Page-25
Agree 4 20%
Neutral 5 25%
Disagree 6 30%
Total 20 100%
7. Rajshahi Krishi Unnayan Bank performs the service quickly in digital
technology.
strongly agree that RAKUB performs the service quickly whereas 20% respondents are
agree, 25% respondents are neutral, 30% respondents are disagree On the other hand 15%
10% 10%
20% strongly agree

agree
neutral
disagree
30% strongly disagree
25%
Unnayan Bank performs the service quickly in digital technology.
Page-26
8. Rajshahi Krishi Unnayan Bank encourages us to use internet banking.

Agree 5 25%
Neutral 3 15%
Disagree 2 10%
Total 20 100%
strongly agree that there are enough officers on duty in the bank. whereas 25% respondents
are agree, 15% respondents are neutral, 10% respondents are disagree On the other hand 5%
10% 5%
strongly agree
15% 45% agree
neutral
disagree
strongly disagree
25%
Unnayan Bank encourages us to use internet banking.
Page-27
9. Its promotional activities to attract more customers for online banking
service.

Agree 5 25%
Neutral 8 40%
Disagree 5 25%
Total 20 100%
10% 15%
25%
strongly agree
agree
25%
neutral
disagree
strongly disagree
40%
strongly agree that Rajshahi Krishi Unnayan Bank provides better service than other state-
owned banks in Bangladesh. Whereas 25% respondents are agree, 40% respondents are
neutral, 25% respondents are disagree on the other hand 10% respondents are strongly
disagree.
Comment: So, it can be found that most of the customer disagreed that Its promotional
activities to attract more customers for online banking service.
Page-28
Agree 5 25%
Neutral 3 15%
Disagree 2 10%
Total 20 100%
10. Rajshahi Krishi Unnayan Bank has user friendly user interface for
online banking service.
strongly agree that the customer are more interest about RAKUB than other banks in
Bangladesh. Whereas 10% respondents are agreed, 25% respondents are neutral, 40%
respondents are disagree on the other hand 10% respondents are strongly disagree.
10% 5%
strongly agree
15% 45% agree
neutral
disagree
strongly disagree
25%
Unnayan Bank has user friendly user interface for online banking service.
11. The officers are enough cordial and knowledgeable.
Page-29
Agree 4 20%
Neutral 7 35%
Disagree 1 5%
Total 20 100%
5%
35% 40%
strongly agree
agree
neutral
disagree
strongly disagree
20%
25%
strongly agree that the officers are enough cordial and knowledgeable. whereas 20%
respondents are agree, 35% respondents are neutral, 5% respondents are disagree on the other
hand 0% respondents are strongly disagree.
Comment: So, it can be found that most of the customer agreed that the officers are enough
cordial and knowledgeable.
12. Customer feels safe by making transaction by digital transaction.

Page-30
Agree 5 25%
Neutral 3 15%
Disagree 2 10%
Total 20 100%
5%
10%
15% strongly agree

45% agree
neutral
disagree
strongly disagree
25%
strongly agree that customer feels safe by making transaction. whereas 25% respondents are
agree, 15% respondents are neutral, 10% respondents are disagree on the other hand 0%
Comment: So, it can be found that most of the customer agreed that customer feels safe by
making transaction by digital transaction.

Agree 5 25%
Neutral 1 5%
Disagree 3 15%
Page-31
Total 20 100%
13. Rajshahi Krishi Unnayan Bank has a secure payment gateway system.
5%
15%
strongly agree
5% agree
neutral
50%
disagree
strongly disagree
25%
strongly agree that the bank environment is peaceful and comfortable. whereas 25%
respondents are agree, 5% respondents are neutral, 15% respondents are disagree on the other
hand 5% respondents are strongly disagree.
Unnayan Bank has a secure payment gateway system.
14. Rajshahi Krishi Unnayan Bank offers additional benefits for the digital
customers.

Agree 4 20%
Neutral 5 25%
Disagree 6 30%
Total 20 100%
Page-32
10% 10%
20% strongly agree

agree
neutral
disagree
30% strongly disagree
25%
strongly agree that the employees maintain good relationship with customers whereas 20%
respondents are agree, 25% respondents are neutral, 30% respondents are disagree on the
other hand 15% respondents are strongly disagree.
Unnayan Bank offers additional benefits for the digital customers.
15. Rajshahi Krishi Unnayan Bank prepare to invest in developing digital

Market.
Give attention in s
Strongly A
Agree
Neutra
15% Disagre
10%
Strongly Dis
Total
10% strongly agree
agree
neutral
disagree
strongly disagree
Page-33
30%
25%
strongly agree that overall, you are satisfied with the service you received whereas 10%
respondents are agree, 25% respondents are neutral, 30% respondents are disagree on the
other hand 20% respondents are strongly disagree.
Unnayan Bank prepare to invest in developing digital Market.
3.7 Limitations
As a financial institution every bank has to maintain high level privacy for each and every
task. It is quite difficult to get a clear picture about all the operations of banking business
within a short period of time. So, the study is simply able to give an idea not the whole
picture. Due to the bank’s policy of maintain security, I did not get the opportunity to collect
information regarding all departments. Other Limitations are given below. Three months’
time is not enough for such an extensive study. It is very difficult to collect all the required
information in such a short period.
 Three months’ time is not enough for such an extensive study. It is very difficult to
collect all the required information in such a short period.
 There are different departments like accounts, general banking, digital marketing and
etc. For this reason, it is difficult to collect information of all the departments within a
short period of time.
 Lack of availability primary and secondary data sources.
 The bank officer is very busy with their jobs, which lead a little time to consult with
them.
 Customer are not always interested to spend time for interview.
 Up-to-date information was not available.
Page-34
3.8 Recommendations
During this short time in the organization, I have tried my best to get as much information as
possible about the company and its performance. I was assigned to the digital marketing
department, but I had the opportunity to contact the staff of other departments. I believe I do
not have the qualifications / experience to criticize its program but as a good aspirant to
Rajshahi Krishi Unnayan Bank (RAKUB). I would like to share the light on a few issues that
I believe, RAKUB has the potential to work to improve their operations continuously. Some
recommendations are provided to match customer process and provide better services:
1. Customer service needs to be flexible and fast. As the number of new banks comes to a
pattern of extended customer service in a completely competitive manner. Therefore,
RAKUB should use the latest technology and redesign of their customer service.
2. The customer asserts that RAKUB's Marketing Services are not attractive. Bangladeshi
farmers do not know much about RAKUB. Therefore, RAKUB should go to mass
marketing activities. For example, a TV ad, a newspaper ad.
3. In this digital Bangladesh the customer is very aware and very smart. The current
situation is constantly changing. Nowadays the customer is more aware and more
intelligent. The customer needs to check their details on the website. The company should
regularly update its website with full information.
Page-35
4. Most customers have stated that there are no RAKUB ATM services. In the era of
digital marketing, the bank should have ATM resources. So, RAKUB should provide
ATM stalls in Rajshahi and Rangpur division.
5. The majority of customers say that Rajshahi Krishi Unnayan Bank is not willing to
invest in developing the Digital Market. Therefore, they should invest in digital marketing
in RAKUB.
6. RAKUB should establish mobile financial applications, through which the customer
can easily navigate his or her banking activities.
7. RAKUB should have made awareness about digital banking activities to the customers.
8. RAKUB should have upgraded its online banking system.
9. RAKUB should have used digital marketing tools for attract customer.
10. RAKUB have to provide digital marketing training for their employees.
11. RAKUB can develop online loan payment system through mobile banking for
example Bkash.
3.9 Conclusion
Rajshahi Krishi Unnayan Bank is a state-owned bank in Bangladesh, a special financial
institution to finance the farmers of 16 Rajshahi and Rangpur districts, which are the
administrative divisions covering northwestern Bangladesh. Rajshahi Krishi Unnayan Bank is
a new state bank. Commitment to providing quality financial services to contribute to the
growth of GDP of the world. As a state bank it creates employment opportunities for
educated farmers, eradicates poverty and raises the standard of living of low-income people.
The Bank has made remarkable progress, in almost every aspect of its operations. Customers
are very satisfied about online banking. The bank has a good reputation around Bangladesh
through its online banking service. In order to expand the business and attract more
customers the bank needs to improve its customer service time and quality. We are quite
optimistic that if the given suggestions of this paper are implemented then the Rajshahi Krishi
Page-36
Unnayan Bank may be able to overcome its present problems and may contribute in the rapid
development of the agricultural sector of Bangladesh.
References
 Amine A. (1998). 6(4). (n.d.). The central role of Digital Marketing”.,. Journal of
Strategic Marketing, 305–319.
 Bakos, Y. (1998). The emerging Role of Digital Marketing, 4(2), 35-42.
 Borden. (1984). The concept of digital marketing. 2-7.
 Brown G. H, M. &. (2015). Digitalization in banking sectors. Banking in the new era,
203-205.
 C.A, D. (2013). E-Marketing Management. Digital Marketing and implementation,

1(1), 113
 Gurau, C. (2008). Integrated Digital Marketing Communication. Communication

Management, 12(2)(Implementation Marketing Management), 169-184.
 Mccarthy, E. (1990). “How digital marketing drives brand equity in Banking”. J,

32(6), . (Special edition, Ed.) Journal of Digital Marketing Research, RC-6-RC-12.
 R., B., & S., &. (2004). Customer Satisfaction by Digital Marketing Activities.
Page-37
 Rayhan, S. J. (2020). Performance Evaluation and Competitive Analysis of State
Owned Commercial Banks in Bangladesh. Performance Evaluation and Competitive
Analysis, 99.
 W.H.B. (2009). Online Digital Marketing. 146-149.
 Yudelson, J. (2013). Adapting Digital Marketing. Digital Marketing definition

Refined this modern age, 113.
Questionnaire
Dear Sir,
I am a student of Faculty of Business Studies in Department of Marketing at University of
Barishal, I am interested to take your option through a simple questionnaire to full fill my
academic report. The main purpose of this report “Digital Marketing Activities of Rajshahi
Krishi Unnayan Bank (RAKUB)”.
Page-38
 Name:
1. Occupation:
2. Gender:
3. The Digital banking Activities of Rajshahi Krishi Unnayan Bank is good.

1. Strongly agree
2. Agree
3. Neutral
4. Disagree
5. Strongly disagree.
4. The bankers and staffs of Rajshahi Krishi Unnayan Bank were sincere about your service
concern.
1. Strongly agree
2. Agree
3. Neutral
4. Disagree
5. Rajshahi Krishi Unnayan Bank online banking service is provided at reduced cost.
1. Strongly agree
2. Agree
3. Neutral
4. Disagree
6. Rajshahi Krishi Unnayan Bank use modern and updated technology.

1. Strongly agree
Page-39
2. Agree
3. Neutral
4. Disagree
7. Rajshahi Krishi Unnayan Bank performs the service quickly in digital technology.
1. Strongly agree
2. Agree
3. Neutral
4. Disagree
8. Rajshahi Krishi Unnayan Bank encourages us to use internet banking.
1. Strongly agree
2. Agree
3. Neutral
4. Disagree
9. Its promotional activities to attract more customers for online banking service.
1. Strongly agree
2. Agree
3. Neutral
4. Disagree
10. Rajshahi Krishi Unnayan Bank has user friendly user interface for online banking service.
1. Strongly agree
2. Agree
3. Neutral
4. Disagree
11. The officers are enough cordial and knowledgeable.
1. Strongly agree
2. Agree
3. Neutral
4. Disagree
Page-40
12.Customer feels safe by making transaction.
1. Strongly agree
2. Agree
3. Neutral
4. Disagree
13. Rajshahi Krishi Unnayan Bank has a secure payment gateway system.
1. Strongly agree
2. Agree
3. Neutral
4. Disagree
14. Rajshahi Krishi Unnayan Bank offers additional benefits for the farmers.
1. Strongly agree
2. Agree
3. Neutral
4. Disagree
15. Rajshahi Krishi Unnayan Bank prepare to invest in developing digital Market.
1. Strongly agree
2. Agree
3. Neutral
4. Disagree
Page-41

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Internship Report

Md. Mahiuddin Sabbir

Exam Roll: MKT 045/8

Date of Submission: January 13, 2022

January 13, 2022

I am grateful to many individuals for completing my internship report successfully. I would

I am thankful to my Internship Supervisor, Md. Mahiuddin Sabbir, Assistant Professor,

Exam Roll: MKT 045/8

I wish him success and prosperity.

1.2 Functions of Rajshahi Krishi Unnayan Bank 2

1.3 Objectives of RAKUB 3

1.6 SWOT Analysis of RAKUB 4

1.7 Organizational Structure 7

1.8 Open an Account at RAKUB 9

1.9 Close an Account 10

Part- B Job Description

2.1 Work experience 12

2.2 My roles and responsibilities 12

2.3 Different aspects of job performance 13

3.2 Origin of the report 18

3.3 Objective of the study 18

3.4 Scope of the report 18

3.5 Methodology of the study 19

1.2 Functions of Rajshahi Krishi Unnayan Bank

1.3 Objectives of RAKUB

2. Develop Argo-based industries.

5. To improve the living conditions of rural people.

6. Encouraging farmers to take loans as a small loan.

7. Increase the independence of smallholder farmers.

9. To play a key role in increasing agricultural productivity, creating income generation.

1.6 SWOT Analysis of RAKUB

Managing Director Mr. Md. Abdul Mannan

Director Mr. G. S. M. Zafar Ullah

Director Mr. Md. Abdul Wahhab Bhuiyan

Director Mr. Md. Tofazuddin Ahamed

Director Dr. Md. Ismail Haque

 Board of Directors at present 2022

1.Managing Director (MD) 01 01 -

2.Deputy Managing Director (DMD) 01 01 -

3.General Manager (GM) 05 05 -

4. Deputy General Manager(DGM) 45 38 7

5.Assistant General Manager(AGM) 69 78 9

6.Senior Principal officer(SPO) 222 201 21

7.Principal officer(PO) 462 337 125

8.Senior officer(SO) 949 514 435

9.Officer 1600 987 613

Total Officer 3233 2039 1194

10.Other Employee 2618 1230 1388

Total 5851 3269 2582

1. Getting a proposal from a potential customer.

2. Obtaining a properly completed form

3. Provide an account opening form.

4. Obtaining a completed form.

5. Negotiating with the applicant.

8. Giving a deposit and receiving an initial deposit.

9. Having an account number.

The factors considered to open an account are:

 Complete the application form correctly.

• Someone who has no money.