Organization of Communication Networks in Dubai: Publinet - Term Paper Example

of host organization: Publinet On-site supervisor: Niveen Tolba E-mail address of supervisor: Niveen@sparkit.me s of employment: December 22, Dec 23 , Dec 24, Dec 26, Dec 28, Dec 29, Dec 30, Dec 31 ( 2013 ) – Jan 4, Jan 5, Jan 6, Jan 7, Jan 8, Jan 9,Jan 11, Jan, Jan 13, Jan 14, Jan 15, Jan 16, Jan 18, Jan 20, Jan 22, Jan 23,Jan 25, Jan 26,Jan 27, Jan 29, Feb 3, Feb 5 , Feb 8, Feb 9 , Feb 10, Feb 12, Feb 15, Feb 17, Feb 19, Feb 22, Feb 24, Feb 27, Feb 26 Full name: Email ID: OVERVIEW OF PUBLINET Publinet is the first network organization of communication networks in Dubai, founded in the year 1999. It provides complete communication assistance and offers solution to the entire nation i.e. United Arab Emirates (UAE). In the historical period of its establishment, it used to operate as a simply creative agency. However, with the passage of time, it has been successful in expanding its business towards performing multiple tasks such as advertising consultancy, public relations, management of creative event, brand design, animation, brand activation and provision of social media. This company is popular in providing complete assistance and solution throughout the country based upon the network design, which follows similar culture and values (Publinet, “About Us”). In the initial period of Publinet’s establishment, it was operating merely as a creative agency. However, with the modernization and the evolution of advanced technologies, it has been able to spread its wings towards the expansion of business through numerous scales and varieties. Specially mentioning, the company has expanded its business from creative agency to the provision of delivering wide range of services such as branding, advertising, animation and many other services through various quality based networks of communication. The company has basically four departments through which it operates its entire business activities. These include client servicing/ account management, creative department, production team and media department. There are various hierarchical orders of staff members persisting in the organization. The higher authority of the organization ranges from CEO to graphic designer, account executive, creative consultant, IT Coordinator, finishing artist, personnel manager, office manager, copywriter, web developer, production manager and digital services director (Spark, “People”). Publinet serves the mission of delivering those services to the customers that they expect from the company (Ali & Sons Co., “Publinet”). With a particular notion of working, the company has been able to acquire the position of locally developed communication specialists’ network. Publinet signifies that despite of all these structures and objectives, it still focuses on becoming the best in the entire global market. It provides the customers with numerous facilities of planning an event management, direct marketing of services and promoting after sales-service to the customers. The high level authorities of the organization include the Chief Executive Officer Ahmad Itani and Yusuf Pingar as the Managing Director. The company provides the customers with immense facility by providing solutions to their communication problems within a short time period. Notably, the company possesses long chain of hierarchical arrangements, comprising the top-level managers to the lower-level managers (Ali & Sons Co., “Publinet”). Publinet provides effective communication assistance to its clients with the collaboration of various potential alliances along with effective communication based network companies. In this regard, a few of these network companies encompass Brandcell, Spark, Tango, HQ Creative, Cicero & Bernay and Duckraid Boutique Creative Agency. With the assistance of these huge brands of Dubai, Publinet has been able to expand its brand name along with providing immense services to its potential customers, resulting in meeting their needs at large (Publinet, “Network”). DETAILS OF TYPICAL WEEK AT WORK AND PERSONAL EXPERIENCE During the internship period in Publinet, I came across with several good work experiences. During this period, I came to know about the varied work processes that are quite interesting to learn as well as practice. In the fifth week of my internship period, I had to perform two of the specific tasks. Firstly, I got the opportunity of working with Miss Niveen, the Account Director of Community Development Authority (CDA). She provided me a brochure, which contained the details of CDA. The details mentioned in the brochure comprised various facts such as the introductory portion of the organization along with its mission and vision statement. Apart from these facts, the other information, which contained in the brochure include the introduction of the rehabilitation centre opened for the prevention of addiction prevailing in the societies. Moreover, the brochure also contained few of the lines depicting about the addiction persistent within the human beings and its best preventive methods or applications. All the brochures were written in Arabic language and along with that, a document was handed over to me, which had the translated version of the materials of the brochure. With regards to this activity, I was assigned with the task of reading word by word all the contents portrayed in the brochures and comparing those texts with that of the Arabic language. I had to perform this task due to the complexities rose during the approval of the file. After the finalization of the proposal file, it was observed that the clients were making claims that there guidelines were not met by the company. Thus, to reduce the complexity, I had to proof check the contents, as it was finalized by the concerned department. On the other hand, continuous claims were coming from the customer’s end regarding the following of all the guidelines mentioned in the file. The major task that was assigned to me was to make sure whether the contents in both the languages were same or not and look after whether all the sentences were correctly written in terms proper grammatical use along with spelling and vocabulary. While doing this task, I enjoyed a lot as I could come across several techniques such as proof reading, spelling and grammar check. The task also provided me a feeling of satisfaction, while contributing towards the final acceptance of the printing of brochures. Apart from the aforementioned task, I also had to perform another task of making arrangements of a wedding ceremony of a Korean girl and a French boy. During this period, I had to work with Jessica, the Account Executive of Aghareed (wedding planner company). We were assigned with the task of assisting the bride and the groom for selecting their wedding theme. I had to select a common theme for the wedding, which would match for both the traditions of Korea and France. For the successful completion of the task, I had to study both the cultures and the traditions along with their rituals while conducting the same. During this particular task, I came across through a number of interesting variables such as gaining knowledge of the unique Korean and French culture. During the research of tradition and culture of Korea, I came to know that during Korean wedding, a cup is being exchanged between both the bride and the groom as a symbol of unity particularly on the day of wedding. This fact was quite interesting and newer to me. The other interesting fact of the Korean traditional marriages was that the grooms come in horses to marry with the bride and after marriage, the bride is being carried in the palanquin. With regards to the French tradition, the groom visits the bride’s house and proceeds further to the church together for getting married. After the research of all these facts, Jessica and me sat down together to sum up our ideas and merge them into one so as to take out the similarities in both the cultures. Apart from the culture prevailing in my community, I came along two of the newer cultures and traditions while conducting the task. It was fun filled performing this task, as I completed the same effectively along with gaining knowledge of different cultures and their respective traditions. It can also be affirmed that my internship period was quite crucial for me, as I could enhance my knowledge along with gain experience in practical life as well. EVALUATION OF INTERNSHIP During the entire course of internship, I had to undergo through several newer concepts and knowledge. As mentioned in the above section, I had to perform the task of undertaking all the formalities before finalizing the printing of brochures on behalf of CDA in both Arabic and English language. During this course, I came to learn the techniques of proof reading and spelling along with grammar check. During the performance as well as the evaluation of this particular task, I came to know that printing of the brochures need to go through various processes such as reading of the contents in a detailed manner. The task does not end with this only but needs to go thoroughly through the paper for having a check of spelling and grammar accuracy. The task was not as easier as it required immense concentration and patience. Hence, it can be affirmed that from this task, I could not only developed or enhanced my knowledge and skill, but also made me to gain idea about various relevant aspects like patience and focus upon work. The gaining of knowledge relating to patience and focus will be quite beneficial for me in coming future and also in utilization of AUD courses to the working environment. In the similar week, I also came through the task of arranging and selecting a wedding theme for a Korean bride and a French groom. This task was the most interesting, as I was able to gain various new concepts apart from my course studies. While working into a team with Jessica, I also gained utmost knowledge about various interesting facts such as the French and the Korean tradition along with culture. One of the important knowledge, which gained by me while performing the task was that I was able to knew the significance of working into a team and the amount of respect that must be given to the other team members present in the team. Justifiably, at the end of this task, me and Jessica had sat together to share the information collected by both of us and sum up together to find out the similarities in both the culture and the rituals relating to wedding. In the process of summing up of the ideas together, I learnt the value of combined ideas along with paying respect to the tasks that perform by the other team member. Jessica also taught me to deal with the clients and have proper conversation with them as well so that they can avail the best services from our end without any complaint. This process of customer handling will be a very strong tool for shaping my career in the field of marketing and also for job of different nature. In the second week of my internship period, I got the opportunity of working with the Director of the digital media department, on a ladies night wear brand, which is positioned in diverse regions of the Middle East. The Director wanted to launch a video on Facebook to aware its customers about the arrival of few of spring and summer collections in the stores. The Director had already prepared the video and my task was to find out an Arabic instrumental song, which fits well with the video. I thought of an idea of searching music, which is liked by the young Arabic women, as they deemed to be the targeted audiences of the product. My task began from surveying the market and understanding the tastes and preferences of the customers. I have to prepare a report on the likes as well as the dislikes of the customers and the targeted audiences. This task helped me to learn the techniques of conducting market survey and understanding the likes of the customers. Moreover, it sharpened my knowledge of analysing the customers and to differentiate the potential customers from others. Meanwhile, I had to look after the task of changing the logo and the looks of Aghareed, a wedding planner company located in Galleries Lafayette. The company wanted to change its logo and thus, I was asked to talk to the creative department of the company regarding the change in the e-mail signature. While performing this creative task, I learned the way of interacting with the managers of the organization and also how to present my views and ideas to them in a creative manner. On the other hand, I also learned the best probable ways of presenting my ideas in a creative way, so that it holds the capacity of being approved from the top-level manager. On the same week of my internship, I was asked to work with the real estate management companies established in Dubai. There, I had to conduct market research and prepare a report wherein the strategies for reaching their customers through the application of e-services. While conducting the marketing research on behalf of the company, I came along with the techniques of understanding various aspects of the research such as identification of the targeted audiences and learning the element of the potential market where the product can capture huge volume of customers. I suggested the company to launch a mobile app for providing online services to its customers, which can be related with the notion of e-commerce. It is widely accepted and easiest way to reach directly to the customers and provide services to them, so that their demands along with requirements can be fulfilled. In the course of accomplishment of the task, I could increase my knowledge with regards to the notion of e-commerce and the implications of providing effectual customer services. During the course of learning about the launch of a ladies night wear brand in diverse regions of the Middle East, I had to keep a constant watch on various comments and likes received from the customers. The company used to provide pictures in every morning that are to be tagged in one of the most prevalent networking sites i.e. Facebook. With regards to this particular approach of the company, I had to analyse the market and implement every technique of successful promotion of the brand. For successful completion of the task, I conducted a SWOT analysis of the company and also analysed the 4Ps of marketing (Product, Place, Price and Promotion). Amongst these factors, the most beneficial one in this respect was the Promotion factor, based on which the promotion of the above brand was being planned. In third week of my internship, I had to accompany Rasha Sadeq, who was the Account Executive of a Lebanese fast food restaurant in changing and adding few of the new dishes in the menu list of Zaatar w Zeit. The dishes and the logo of the restaurant were being selected and sent to the creative department for final approval. The creative department had sent back the file for cross checking before being finalized. Now, my task was to check each content of the file along with grammar and spell check and also to see whether the contents were both translated in English and Arabic. During this session, I gained the knowledge of reading a file and doing all the formalities for making it a complete one. On the similar week of the accomplishment of the abovementioned task, I had to identify the best time when the store 800 flower can conduct the promotion program of its products in front of the customers. The promotion program will be held in the Facebook page for tracking the demands of the people in the month of February. In this task, the element of promotion from 4Ps of marketing along with the time factor comes into concern, as these are regarded as vital aspects for successful marketing of a product. While performing this task, I learned the steps and the techniques of conducting a successful market research. It was apparently observed that for the promotion of a product, target audience and the potential market are the imperative determinants. Thus, for successful accomplishment of this task, it was much necessary to identify the target market and focus on the adoption of the marketing techniques for successful promotion of the product. As the store i.e. 800 flower was planning to launch its offers and products in the month of February, it was quite crucial to observe that the winter season was coming to an end. Thus, the organization is planning to aware its customers that summer season is arriving by uploading a video on Facebook page. In simple words, it can be affirmed that I was performing the task of branding. Me and other staff members of the store were planning to conduct the branding of the products or services of the store through providing regular updates of the same through web pages in a very creative manner. The other thing, which I was asked to perform was to add Jazz music in the uploaded video of the web page. Along with the branding task of mine, I also came across with performing the role of creative department. I was not directly involved with the creative department but knew how to deal and present my ideas and opinions to that department. In the similar week, I had to work again in the creative department of an organization, wherein I was asked to plan a wedding theme with yellow and crystal colour combination. For a wedding theme plan, I talked with both the bride and the groom and took their ideas about the colour selection. During the completion of this task, I also came along with the making up of the presentations of the wedding ceremony, so that the customers are duly satisfied with the service. In the following week, I was again asked to promote a product of Cinnabon, which involves in manufacturing baked items. It was planning to promote new baked goods of fruit flavours in the market and promote those to its potential customers. The major task of me was to analyse the potential market scenario and suggest ways for effective promotion. Thus, while performing this task, I gained the opportunity of learning the marketing and promoting techniques again. The repeated analysis of the marketing channels gave me the chance to enhance and sharpen my knowledge about the aspects of marketing and promotion. This knowledge will be much beneficial for me in the upcoming days. While doing the last task in my internship period, I was assigned with the duty of arranging a unique event for promoting a particular product, which will be different from other events held ever. In this regard, I had to arrange a fashion show, which will be able to meet every need of the customers along with grabbing their attention. Hence, during this task, I came along with the techniques of event management. I was astonished to know that organizing an event is quite similar to that of planning for promoting a newer product. During the entire period of the internship, I learned numerous techniques such as branding, marketing, promoting and planning an event. As I got the opportunity of working in every department of the organization i.e. Publinet, I was able to enhance my knowledge about work culture of the same. SUGGESTIONS FOR IMPROVING THE INTERNSHIP During the internship program, I noticed certain problems that rose in the workplace environment. I observed that there was no definite traffic manager in Publinet and thus, the office manager was performing the task of a traffic manager. Due to the dual role of the office manager, I could not gain much of the theoretical knowledge from the respective authorities. In other words, it could be explained that my internship program provided me broader practical knowledge rather than theoretical one. Looking into these problems, it can be suggested that the internship program must be arranged with the perfect scheduling of the tasks to be allotted. The internship program must have contained a proper sequence of theoretical classes following the practical courses. In coordination with the creative department, I was asked to perform certain jobs without adequate supply of the required information. It can be apparently stated that my internship program was successful and efficient, but it could have been made more convenient with the adequate supply of the information about the completion of tasks. Without proper theoretical knowledge of any particular subject, it is quite difficult to perform tasks effectively. During the course of internship, one of the major benefits that I derived was that I got the opportunity to work in all the departments of Publinet and certainly develops as well as enhanced my knowledge and skills. I was allowed to perform all the tasks within several departments of the organization but being an intern, I was not authorised to handle the customers or involve in direct interaction with them. I was quite pleased with the performance of all the tasks in various departments, but the only thing that I could not learn was the techniques of making direct interaction with the clients. Apart from the above-discussed improvements, the other area of the internship program wherein the improvements are required is the market research area. In the market research task, I was left alone to do the entire task. Thus, for smoothly performing this task, it is highly required that the internship on market research is allowed to the interns with the cooperation of a professional market research. In the initial phase of market survey, the interns must be permitted in assisting the market researcher of the organizations so that they can gain the practical knowledge of the research program. In the duration of providing assistance to the researcher, several important aspects can be learned that comprise standards of research, communication system between various marketing channels and formatting of the questionnaires (Fruehling 14-16). Even, I wanted to learn the proper marketing research from a professional researcher of the organizations initially. It could have enhanced my skill of performing market survey along with learning all the other formalities that require to be taken into concern while promoting a product. Apart from the abovementioned difficulties or problems faced during the internship program in Publinet, working in an advertising agency made me to realize that how much commitment is required in this particular field. The other facet, which can be suggested to all the interns, is that after performing every task during the internship program, feedback must be collected from the clients. This will help the interns to obtain a perfect report on customer analysis and also frame strategies accordingly. This might certainly help in removing persisting organizational barriers or satisfying clients to the utmost level. Therefore, it can be concluded that despite of few problems faced during the internship program within Publinet, I also got the chance to learn several imperative aspects that will certainly help me to shape my career in future. Moreover, gaining the above discussed knowledge as well as understanding about various decisive conceptions, I would be able to perform similar tasks with utmost efficiency in terms of making effective decisions and most vitally solving any sort of problem or complexity at large. Works Cited “Publinet.” Ali & Sons Co. 2014. Web. 02 Mar. 2014. < http://www.ali-sons.com/bs_media.php?sec=publinet> Fruehling, Amy. “Launching & Enhancing an Internship Program with the University Of Illinois College Of Business.” Business Career Services (n.d.): 14-16. Print. “About Us.” Publinet. 2011. Web. 02 Mar. 2014. “People.” Spark. 2014. Web. 02 Mar. 2014. < http://sparkit.me/people/> Read More