Improving the performance of account management in "Billy Mobile"

Research output: ThesisMaster's Thesis

Abstract

The report aims to present an internship report on an online advertising network “Billy Mobile”. The main purpose of the internship report is to bring out the key role of the intern as an account manager in the advertising department at "Billy Mobile. As an account manager in the advertising team, the main tasks involved were to provide feedback, technical support, planning and optimisation for the account, as well as developing a relationship with the customer. Though, due to the high amounts of accounts that are been managed be each account manager at the departments was leading to a low performance of the account manager itself but also to a loss of a competitive advantage on the market. The problem addressed in the internship report is what means or what factors can account manager improve upon to enhance their performance to provide Billy Mobile a The particular paper analyses the critical factors which are high related to a successful longMterm relationship, through a questionnaire which has been answered from the accounts of the author. The analysis reflects the current performance of the author as an account manager, by representing the general account management manners. Trust, commitment, transparency, knowledge, communication and an overall satisfaction are high related to the performance of a customer relationship. As a solution to the particular issues the paper suggests the key account management model which separates the key dealing accounts and giving them the appropriate time and attention. The paper concludes the performance of the intern as a successful account manager and showing signs or key areas of improvement. The research analysis also gave an inside view of how "Billy Mobile" worked and operated as an advertising department separating the operations of direct advertisers and networks. This was a key difference to analyse the role of account manager as both direct advertisers and networks work in a different manner. The intern though his experience of working in the position for 6 months is able to provide critical analysis for the position by recommending that only key accounts be handled by account managers rather than all accounts which has proved to be a time consuming and a waste of resources in certain aspects.
Original languageEnglish
QualificationMaster of Science
Awarding Institution
  • NOVA Information Management School (NOVA IMS)
Supervisors/Advisors
  • Neto, Miguel de Castro, Supervisor
Award date30 Jan 2017
Publication statusPublished - 30 Jan 2017

Keywords

  • Mobile marketing
  • Digital adverting
  • Account manager
  • Key account
  • Customer relationship

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