| dc.description.abstract | This thesis paper explores the promotional strategy employed by the banking
industry in Bangladesh, with a particular focus on First Security Islami Bank
Ltd. (FSIBL). The banking industry plays a vital role in the economic
development of Bangladesh, and effective promotional strategies are crucial
for banks to attract and retain customers in a competitive market. The study
aims to analyze the promotional activities undertaken by FSIBL and evaluate
their effectiveness in achieving the bank's marketing objectives. The research
methodology employed a case study approach, utilizing both qualitative and
quantitative data collection methods. Primary data was gathered through
structured interviews with key personnel from FSIBL's marketing and
promotional departments, as well as surveys administered to a sample of FSIBL
customers. Secondary data was collected from various sources, including
scholarly articles, industry reports, and FSIBL's promotional materials. The
findings of the study reveal that FSIBL employs a range of promotional tools
and channels, including advertising, personal selling, sales promotion, public
relations, and digital marketing. The study further evaluates the effectiveness
of these strategies based on customer perception and feedback. The research
concludes with recommendations for FSIBL and the banking industry in
Bangladesh to enhance their promotional strategies. These recommendations
include the development of an integrated marketing communications plan, the
incorporation of innovative digital marketing techniques, and the adoption of
a customer-centric approach. Additionally, the study underscores the need for
continuous monitoring and evaluation of promotional activities to ensure their
alignment with the ever-changing market dynamics. Overall, this thesis
contributes to the understanding of promotional strategies in the banking
industry of Bangladesh, specifically focusing on FSIBL. The findings and
recommendations can guide banks and other financial institutions in
formulating effective promotional strategies to gain a competitive edge and
foster sustainable growth in the dynamic market of Bangladesh. | en_US |
