Agaredech Jemaneh (PhD)Henok Engda2025-07-292025-07-292024-09-16https://etd.aau.edu.et/handle/123456789/5697This study aims to evaluate the marketing communication strategies employed by Global Bank Ethiopia (GBE) to enhance customer engagement and brand positioning. Utilizing a mixed-methods approach, the research involved surveys distributed to a random sample of GBE customers, semi-structured interviews with key marketing personnel, and content analysis of marketing materials. The study achieved a high response rate of 90% from 240 respondents, predominantly male (75%), middle-aged, and self-employed (75%). Analysis revealed that while GBE effectively uses a diverse set of communication channels and emphasizes digital banking solutions, significant gaps exist in the strategic objectives and operationalization of its marketing efforts. Customers primarily preferred using the bank's website/app (54.58%) and in-person interactions (26.67%) for communication, with minimal use of email and social media. A majority found GBE’s advertising campaigns ineffective (61.67%), and most respondents had only partial information about the bank’s products and services (81.25%). Trustworthiness and relevance were identified as the most appealing aspects of GBE’s marketing messages. The research also highlighted challenges such as high advertisement costs, political instability, and poor-quality supplies from vendors. Recommendations include diversifying marketing channels, improving advertising effectiveness, enhancing product information dissemination, leveraging customer feedback, maintaining trust and relevance, developing detailed strategic objectives, and adopting a strategic framework for channel selection. This comprehensive analysis provides valuable insights into GBE's marketing communication strategies, identifying areas for improvement to better align with customer needs and industry trends.enThesis