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Table of Content:
I. Brief History of MTN.
II. Internship Program at MTN
III. Brief Description of Marketing Division.
IV. Internship Activities.
V. Situation Analysis.
VI. Limitations and recommendations.
VII. References.
The main areas in which I have participated in can be summarized with the following points:
The structure is highly connected and all sections meet and participate in decision making
III. A brief description of Marketing Division
The marketing division of MTN is connected interactively, not only within other Divisions,
• Consumer segment Department.
• Communication Department.
• Corporate Segment Department
• Roaming Department
• Research Department
• Products and services
Marketing division in MTN is characterized by being interactive, flexible, cooperative, and
On the other hand, MTN produces many services related products, in which customers pay a mo
• Super Clip.
• News services.
• Push to Talk
• Three lined SIM card
• Mobile Money
B. Roaming Department:
The Roaming Department consists of two supervisors and coordinators. The task of this sect
• Get contact information for Roaming partner.
• Negotiate the agreement and exchange deviation.
• Perform TADIG Test to ensure connectivity.
• Test agreement and exchange SIM cards for signaling.
• Set up billing and the network.
• Inform other departments.
• Launch, Monitoring and Maintenance.
C. Research Department:
The Research department is responsible for collecting, analyzing, and understanding primary
• Costumer behavior.
• Anticipating costumer needs.
• Brand Loyalty.
• Advertising Effectiveness.
• Service performance.
The research department holds a huge responsibility since the continuous evaluation of data
D. Consumer Segment Department:
The main objective of this department is to increase the revenue by different segments and
f) Analyzing monthly reports of SMS, Voice calls, Internet, and other services.
g) Deciding on prices , direct promotion, and targeting decisions.
h) Segmenting and analyzing similar needs and trends.
i) Perform a business plan.
j) Participate brain storming.
E. Corporate Segment Department:
This department is essential for the creation and launching of new products because they co
The objectives of consumer segment department:
• Data Evaluation of service performance.
• Monthly monitoring on business categories.
• Preparing budget.
• Anticipate demand for services by geographic analysis, retail data analysis, and co
• Analyzing service level in terms of revenue and cost
• Analyzing subscriber’s level in term of behavior and satisfaction.
• Provide performance charts and figures senior management.
F. Communication Department:
Communication department consists of seven employees involved in many interrelated tasks an
a) External Communication
(Corporate campaigns):
• Supporting customer care strategic methods.
• Maximized the exposure of MTN Brand.
• Special execution occasionally such as Ramadan, New Year.
(Tactical Campaigns):
• Product and service ‘voice SMS, ring back tone.
• Special offers ‘1200=1400 unites, mother day offers.
• Coverage and Roaming,
(Campaign supporting PR events) :
• Lina Shamamian , Al- Karameh Team
b) Internal Communication :
• Stationary card, letter heads, stickers.
• Postpaid vouchers and SIM cards
• Media center notification, VIP cards.
• Supporting HR events ‘Yellow day, Yellow Star.
• Provide sales with tangible branding elements such like flyers, booklets.
VII. References:
Most of the information written in this report was based on material I have reviewed inside
MTN (2009) www.mtn.com (date accessed Sep. 2009)
Rosenbloom, B. Marketing Channels.(2004) 7th Ed. Ohio: South Western
Cateora, P., Gilly, M. &Graham, J. (2009) International Marketing. 14th Ed. NY: McGraw Hill
Ferrnell, O.C. & Hartline, M.D. (2008) Marketing Strategy. 4th ed. Natorp Boulevard: Cenga
Ball, D., McCulloch, W., Geringer, M., Minor, M. and McNett, J. (2008) International Busine