Customer Relationship Management Practices in Cultural Diplomacy: A Marketing Perspective on the Russian House in Dhaka

Abstract

The present internship report evaluates Customer Relationship Management (CRM) at the Cultural Department of the Embassy of the Russian Federation in Bangladesh, also known as the Russian House in Dhaka. The internship was completed as part of the Bachelor of Business Administration (BBA) program at United International University, with a major in Business Analytics and Marketing, during the period from November 2025 to February 2026. The main interest of the internship was to learn how cultural diplomacy and educational outreach are supported by CRM strategies, marketing analytics, and digital tools of engagement. The Russian House is a service organization, and it encourages the study of the Russian language, scholarship programs, culture, and bilateral cooperation. On the marketing side, it works by managing stakeholder relationships, content planning, and data-driven communication plans. Tasks at the internship encompassed student advisory service, processing of scholarship applications, scheduling of content on social media by using Microsoft Excel, monitoring performance using Meta (Facebook) analytics software, and organization of cultural events. The report is an analysis of dynamics within the sector and organizational approach as well as how CRM has been in terms of management of long-term relationships with students, alumni, and institutional partners. The results suggest that CRM good practices, systematic follow-up mechanisms, and marketing analytics are important in improving stakeholder engagement and efficiency. The report ends with effective suggestions on how to improve CRM implementation, digital transformation, and marketing outreach in the department and the reflection of personal skill improvement and professional development.