Structure of Department
Director
of the department of marketing and PR
Department
of marketing communications
Deputy
director
Department
of strategic marketing
PR
department
Figure 1 Structure of Department
Main objectives till 2018:
• To increase recognition of a brand Sberbank to the 3rd place
• To create perception of Sberbank as reliable, modern, fashionable bank
• To increase number of appeals to bank. Attendance of the site – 200 000 in a month
• Quantity of calls to call – the center – 100 000 in a month
• Introduction of programs of loyalty
• To increase quality of service to 9,5
• Creation of the Center of competence for research of markets/competitors.
I did practical training in department of marketing communications. Main objectives and functionality of this department it:
• Positioning of a brand «Sberbank»
• The communication plan of activities for all Business stry
• Development and production of advertising campaigns and creative materials
• Media planning
• BTL & events
• Production of polygraphs, souvenir products
• Trade marketing, branding of a branch network.
effective
exchange of information between a brand and the consumer
achievement
of the planned purposes
marketing
communications
the
guide to action for the consumer
Figure 2 – marketing communications - the basic concepts
Marketing communications in structure of Bank
Retail
block
Сorporate
block
Managements
of Bank
statement
is more whole
planning
development of products
Department
of marketing and PR Researches
of the market Planning
of marketing activities Development
of a creative Realization
of marketing campaigns
Figure 3- Marketing communications in structure of Bank
The consumer – our target audience
Target
audience
Figure 4 – The consumer - our target audience
Оrder of polygraphs
The
demand from branch in SAP
Sending
to branches
Figure 5 – Order of polygraphy
Control customer service quality control Researches of satisfaction of clients with quality of service
Motivation calculation
of coefficient of quality for determination of the size of a monthly
award
Improvement development of the plan of measures on service improvement of quality
Image strengthening of image of the Bank providing high-quality service to the clients
Figure 6 – Researches of satisfaction of clients with quality of service
At practical training, to be exact in the first days there were difficulties concerning terminology of bank. But studying independently banks, a banking system and activity, and also having got access to internal documents and instructions of bank, I coped with difficulties and filled gaps.
As for collective and employees of department, I was delighted with their professionalism and skill, ability to find solutions in desperate situations and to connect theoretical knowledge with the practical sphere.
During my externship, I learned the very many. I gained the greatest experience in department of marketing communications. And I am sure that the got experience will bring benefit in my further career.