ST.

JOSEPH’S INSTITUE OF MANAGEMENT

Primrose Road, Bangalore 560 005

An Effective Study on Digital Marketing & Sales Strategies

applied for Woxen Digital private limited

Project Report
Submitted in partial fulfillment of the requirements
for the award of
The Post Graduate Diploma in Management

(A TWO-YEAR FULL-TIME PROGRAM IN MANAGEMENT)

Submitted by

xyz
Roll No 21101
PGDM 2021-2023

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Acknowledgments

First of all, I sincerely express my gratitude to the invisible and invincible divine
Providence who inspired and supported me all through this endeavor.

I express my sincere gratitude to Prof. Thomason Rajan, Faculty, St Joseph’s Institute of

Management, Bangalore, for his valuable guidance in my endeavors. He has been a
constant source of inspiration and I sincerely thank him for the help and suggestion provided
in preparing this project report.

I deeply thank Mr. ANKIT HR TEAM HEAD, WOXEN DIGITAL Pvt Ltd. for providing the
opportunity to undertake this project in his esteem company and for his support in the
completion of the project by making the required information available.
Lastly, I would like to thank my parents and friends who encouraged me with their kind
gestures. I humbly acknowledge all the grammatical and methodological errors in spite of
our best efforts to rectify them.

The company should try to reach educational institutions such as schools and colleges as
they have students who are willing to subscribe to the online magazine portal.
The company should also make available more content like comics, international
magazines such as Time, etc. The company should include more subscription plans such
as one-month subscription plans and also provide an option for a free trial so people can
try how the plans work.

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TABLE OF CONTENT

SL.NO CHAPTER NAME PAGE NUMBER

1. EXECUTIVE SUMMARY 6

2. INDUSTRY & COMPANY 7-13

OVERVIEW

3. INTRODUCTION TO THE 14-19

JOB

4. JOB DESCRIPTION 20-28

5. ANALYSIS OF JOB 29-33

PERFORMANCE

6. SUMMARY OF LEARNINGS 34-38

& SUGGESTIONS

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Executive Summary

The title of the project is “An Effective Study on Digital Marketing & Sales Strategies applied for
Woxen Digital private limited. The company provided the interns with the details of their recent
client, Digital Marveled, and a task to promote and sell their product which provides magazines,
and articles, along with the feature to write articles and blogs
The company had certain target groups such as schools, colleges, and individuals who are
interested in reading. The main work was to fix appointments with these target customers and
provide them with a demo on how to use the website and how to subscribe and access the
materials.
There were a total of three projects which included, blog writing, SWOT analysis, and poster
making.
The target customers reached out by the phone and explained to them about the website and the
content available for reading the website has also a feature of creative writing where the subscribers
can write and publish blogs. These were the keen observations made on the marketing strategies
of the company.
The company should try to reach educational institutions such as schools and colleges as they
have students who are willing to subscribe to the online magazine portals.
The company should also make available more content like comics, international magazines such
as Time, etc. The company should include more subscription plans such as one-month subscription
plans are some of the suggestions.

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CHAPTER 1

INDUSTRY & COMPANY OVERVIEW

INTRODUCTION

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Digital Marketing is an approach to introducing innovative products through various digital channels
to its end consumers. Websites, mobile devices, social media, search engines, and other channels
with a similar function are used in this kind of marketing. In the year 1990’s internet was introduced,
hence Digital marketing gained popularity.

Digital marketing is frequently seen as a novel technique for businesses to interact with customers and
comprehend their behavior. Both traditional and digital marketing techniques are used by most businesses.

GLOBAL SCENARIO

The US accounts for more than 27% of the global market size is 2020, while China is projected to
grow at a CAGR of 13.9% over the period 2020-2027. The US digital advertising and marketing
market is estimated at USD 87.1 billion in 2020. The country currently represents a 26.99% share
of the global market. China, the world's second-largest economy, is expected to reach an
estimated market size of USD 139.3 billion by 2027, registering a CAGR of 13.9% through 2027.
Other notable geographic markets include Japan and Canada, each forecast to grow at 6.9% and
8.9% over the period 2020-2027. Within Europe, Germany is expected to grow at approximately
8.1% CAGR, while the rest of the Europe market (as defined in the study) will reach USD 139.3
billion by 2027.
The global digital advertising market is growing from 2018 to 2021 and the market is expected to
grow during the next four years, 2022-2026, will increase. The global digital advertising market is
expected to grow due to the proliferation of the Internet, growing popularity of smartphones,
increasing use of social media, increasing adoption of e-commerce, increased investment in
technology and digital platforms, and increased adoption of real-time. It will be done. The bid
(RTB) for online content advertising will increase.

DURING THE PANDEMIC

Amid the COVID-19 crisis, the global digital advertising and marketing market estimated at USD
322.5 billion in 2020 is expected to reach a revised size of USD 640.2 billion by 2027, growing at

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a CAGR of 10.3% during the analysis period. 2020-2027. Display, one of the segments analyzed
in the report, is estimated to grow at a CAGR of 12% to reach USD 350.6 billion by the end of the
analysis period. After a timely analysis of the business consequences of the pandemic and its
caused by the economic crisis, the growth in the Search segment is reset to a revised 9% CAGR
for the next 7 years. This segment currently accounts for a 44.3% share of the global digital
advertising and marketing market.

INDIAN SCENARIO
The current scenario of the Indian market looks bright. It is no longer a seller's market and over
the years has become one of the largest consumer markets in the world. Today, the Indian
market is based on the principle of perfect competition with both buyers and sellers present.
Market fluctuations depend on demand and supply chains and there is very little government
intervention. The significant growth of the Indian economy is also having a positive impact on the
market. The average annual growth of the gross domestic product (GDP) ranges from 6 to 7%.
According to World Bank reports, the Indian market is expected to grow by around 8% in 2010.
To complement the economic growth, India's retail marketing sector is also at its peak. It
contributes about 10% to the total GDP and generates about 8% of the total employment in the
country. Over the years, the retail marketing sector is expected to increase by around 25% due to
the improvement in per capita income, better lifestyle, and better demographic patterns.
According to experts, the retail and marketing sector in India will be around USD 175-200 billion
by 2016.

PLAYERS IN INDUSTRY

• Wipro

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Wipro Limited is an Indian multinational company that provides information technology,

consulting and business process services. Thierry de la Porte has been the CEO and
Managing Director of Wipro since July 2020.

• Larsen & Toubro Infotech Ltd

LTI (NSE: LTI) is a global technology consulting and digital solutions company helping more
than 495 clients thrive in a converging world.

• Mindtree Ltd

Mindtree [NSE: MINDTREE] is a global technology consulting and services company that
enables businesses across industries

• The Nine Hertz

Nine Hertz is a renowned name in the IT industry known for developing creative mobile
applications and web services

• Infosys
Infosys is a global leader in next-generation digital services and consulting.

• TCS
Tata Consultancy Services is a global leader in IT services, consulting and business
solutions with an extensive network of innovation and delivery centers.

• Cognizant
Cognizant helps companies modernize technology, reimagine processes and transform
experiences to stay ahead in a fast-changing world.

• Tech Mahindra Ltd

Tech Mahindra is one of the fastest growing brands and is among the top 15 IT service
providers globally.
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COMPANY OVERVIEW

WOXEN DIGITAL

Woxen Digital is a premier creative digital marketing company, headquartered in Noida, Uttar
Pradesh. Woxen Digital is a leading creative digital marketing company delivering superior digital

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experiences through creative and innovative solutions of any complexity to a globally diverse
clientele. We target all types of businesses worldwide. Our goal is simply to ensure online
visibility, increase reach and engagement with your target audience, and ultimately increase sales
and build brand reputation.

The mission of the company

Our mission is to be a leading company providing superior quality products and services at
competitive prices. We want to be a globally innovative and competitive business providing
100% genuine services to our customers. We are committed to total customer satisfaction
by providing quality products & services.

SWOT ANALYSIS

Strength
• Effective digital media marketing.
• App will be upgraded twice a month to meet the requirements of customers.

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Weakness

• A Limited number of employees in the sales department.

• Ineffective digital media marketing.

Opportunities

• As there is widespread acceptance of the internet the digital marketing space is

likely to grow

Threat

• Competitors could make similar products.

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CHAPTER 2

INTRODUCTION TO JOB

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JOB DESCRIPTION

A digital magazine and article website called Digital Marveled has been given the job of
generating leads and selling for the business.

• Find possible customers for Digital Marveled. The best content is available to read
on tablets, smartphones and on the web at Digital Marveled, the online magazine and
subscription articles. The same platform hosts widely read newspapers, periodicals,
comics, books and magazines.

• Identifying likely target consumers who could benefit Digitally Marveled.

• Identified customers like Individuals with reading habits,

educational institutions like schools and colleges,
• The next task was to arrange a meeting with these target customers and
explain to them the functions of the site. How useful it would be for them.
• The approach to do these responsibilities was to phone the possible
clients, set up a meeting with the individual in question, and explain the
website to them.
• The manner of approach was chosen based on the sort of target
consumer. A membership plan depending on the customer's interests
was developed, for instance, if they are interested in both reading and
writing.
• Providing a demonstration of how to access the materials and activate
the subscription using a referral code.
• Considering their input and addressing their needs
• Aiding the business in response to comments.

KEY INDIVIDUALS

• The other sales team, the website developer, and human resources were

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involved.

• There were also meetings for sales strategies, where all of the marketing
interns as well as the industry guide would hold meetings for formulating
strategies and was involved in it. This was done to keep everyone together
and informed.

Literature Review

The primary objective of this literature review is to examine the various techniques and
marketing strategies adopted by ;

1. V. Kumar and J. Andersen (2005) An analysis of theoretical and

empirical evidence on how customer-level marketing strategy can
improve firm performance. It is increasingly clear from the
literature that marketers need to consider customer-level data
when creating a marketing strategy for a business. The authors of
this article develop a framework that prioritizes customer
requirements and applies a marketing strategy with the ultimate
goal of maximizing financial performance. This strategy highlights
how real customer information can be used to create a marketing
plan that will result in maximum levels of profitability, equity and
shareholder value. It is supported by seven customer-level
marketing methods. The authors also look at how some B2B and
B2C firms have effectively applied this technique. They also
explain likely implementation challenges and offer insight into how
to tailor an implementation plan for each business.

2) Maryse Koehl Monge John F. Tanner Jr (2016) An Empirical

Investigation of the Effects of Sales Competitions on Customer
Listening in a Telesales Context Firms routinely use sales

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competitions to achieve short-term goals, increase sales, and

motivate salespeople. However, as shown by their customer-
listening behavior, sales competitions may also encourage less
relational behavior for salespeople and limit their ability to maintain
connections with clients. This study examines how sales rivalry
ultimately affects consumer listening and is based on a real
experiment. As a result, the listening process (Hearing, Processing
and Responding) and the four elements of consumer listening
(passive, active, adaptive and assertive listening) were identified.
The study clarifies how these four components of telesales
professionals' client listening are affected by the sales competition.
The results show that this sales competition only negatively affects
customers' active and passive listening, not their adaptive and
aggressive listening. The study sheds light on the nature of customer
listening as well as how sales competitions influence important
behaviors such as customer listening.

3) M. Bala, D. Verma (2018). A Critical Review of Digital Marketing.

International Journal of Management, IT & Engineering, 8 (10), 321–339.
This essay presents views on several current and upcoming marketing
trends. Information is based on current business events and recent books.
Secondary data is the basis of the essay. The essay is supported by current
literature and online resources. Material on the Internet, in newspapers,
magazines, and numerous websites, as well as various articles, reports,
and studies, was examined. There has been a significant shift towards
digitization in India. As opposed to using traditional or conventional
techniques, consumers are increasingly browsing the internet to discover
the best deal from suppliers across India. . In this study, we found that digital
marketing techniques such as search engine optimization (SEO), search
engine marketing (SEM), content marketing, influencer marketing, content

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automation, e-commerce marketing, campaign marketing, social media

marketing, optimization social media, email direct marketing, display
advertising, e-books, optical discs and games can be very beneficial for
businesses.

These techniques are becoming more popular as technology evolves. We

see that Facebook and WhatsApp have made us all more connected, and
the growing popularity of social media is giving digital marketers new ways
to reach consumers online. Because it provides deeper insight into what
motivates consumers to write content about a brand or store, understanding
consumer motivations is critical. Digital marketing is economical and has
significant positive business impact. According to this study, it can also be
stated that an important element in ensuring the effectiveness of online
marketing is understanding which social media platforms the company's
target market uses. It is possible to analyze the success of internet
marketing in relation to different businesses. The study can be extended to
examine internet marketing strategies that are unique to different types of
businesses.

EXISTING PRACTICES OF THE ORGANIZATION

• They employed a dedicated sales crew to market the website.

• The business offered rewards to workers who met goals.

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DEFINITION OF CONCEPTS

• Digital marketing –

Online marketing, often known as digital marketing, is the process of distributing

advertisements through digital channels to assist brands and connect potential
customers utilising the internet and other digital communication channels, such as:
Search engines. Websites. via social media

Telemarketing –

A salesperson calls potential consumers through telemarketing to entice them to buy

products or services. This can be carried out over web conferencing, on the phone, or at
a pre-arranged in-person encounter.

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CHAPTER 3
JOB DESCRIPTION

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WORK PLAN

The primary objective was to market and offer DIGITAL MARVELLED to

prospective customers.

• Research the market and compile a list of potential clients.

• In meetings with industry guides, report on customer briefs and sales

literature and offer input.

• Building relationships with clients and assisting current clients in

renewing subscriptions.

• Examine and use various sales methodologies.

• Keep track of all sales and lead generation.

• Assisting with the distribution and delivery of marketing materials.

• Examine the sales and marketing data.

• Examine both online and offline sales and marketing materials produced
by rivals.

• Offer aid and backing for social media initiatives.

• Paying attention to social media trends and utilising them to make use of
social media platforms.

• To assist the business, keep a report of consumer comments.

• From the discussions with industry guides, it was believed that there
were several subscription plans in order to sell subscriptions to Digital
Marveled (with creative writing, without creative writing).

• Potential consumers were given a thorough description of the website

and its features, after which they received information on the several
types of subscriptions.

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Available, as well as the advantages each subscription offers.

• Support is provided to consumers on how to begin a subscription and

effectively navigate the website.

• In order for each intern's sales to be recorded in his account, consumers

are given a referral link.

• Weekly feedback is completed and shared with the company after the
sales are completed.

• After the meeting with company guide would go through the report and
give suggestion

• After the meeting and collecting feedbacks from the industry guide are
collected and new strategy are implemented.

• The meeting with industry guide is done once in two weeks.

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TIMELINE OF ACTIVITIES EXPECTED DURING PROJECT PERIOD

• The business was adaptable.

• The weekly report deadline, which would be used for additional analysis, was the most
important one.

• The report would be followed throughout meetings.

• In-depth discussion of the report would take place in the meetings, and any necessary
remedial action would be carried out.

• A second assignment with a two-week deadline was assigned so that students may
practise and learn how to write blogs and other types of creative writing.

• The assignment required me to conduct considerable research before writing a blog and
creating posters to promote the digitally enhanced website on social media.
•
In order to finish the third project, which involved researching and analysing firms and
creating a SWOT analysis, in-depth study was carried out.
Every Sunday, the report has to be submitted.

• The company manual would go over them and plan a meeting for Monday to review the
report.

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ACTUAL TIMELINE OF ACTIVITIES

• The project's deadlines were met in accordance with the company's specifications.
• Potential clients were phoned and spoken to on a daily basis.
• For project 2, thorough research was done to prepare blogs, and the submission dates
for blogs and posters were met.
• The deadline for Project 3 was met, and SWOT analysis of five organizations was
created using the structure outlined in the company guide.
• Meetings to gather consumer feedback were completed on time, and the industry
guide was informed of this.
• Recommendations were gathered, and improvements were made as needed.

DESCRIPTION OF TRAINING

The first two days of the internship were spent in the training phase. The training
focused on educating the marketing interns about the website and initiatives created by
the business while they were under contract.

• A detailed explanation of how the website functions and its membership plans
follow the basic structure of the website and its USP.

• There are primarily two types of subscriptions: those that include creative writing
and those that do not.

• The differences between the two subscription types and their advantages were
discussed. With creative writing, subscribers could publish blogs; without it, they
could only browse the content. Users had to grant permission for the content to be
downloaded on their specific device in order to view it.

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• A referral link had to be sent to the user before they could subscribe, so that the
sale would appear on the intern's accounts. The website's characteristics were
described. The website has a number of really interesting features.

• After that, a briefing on the training for project two, which involves creating posters
and blogs, was given.

• The industry guide gave us a variety of resources on blog writing and a thorough
explanation of it.

• The interns received training on how to conduct research on a subject before

writing a blog.

• Creating posters was the second component of project 2.

• The sector guide included the value of digital marketing and how to promote a
website on social media.

• The creation of posters was explained in great depth.

• SWOT analysis creation was the third project.

• Justification for the value of SWOT analysis and its significance in developing
strategy.
• The business provided a SWOT analysis format that was organized and simple.
• After that, the guide demonstrated how to gather consumer feedback.
• How to answer questions from customers.
• The company mentor convened a meeting to discuss the issues interns were
having and to give them advice on how to fix them.

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KEY ACTIVITIES IN CARRYING OUT THE JOB

• The training's objective was to give a brief rundown of the features of the website.
• Throughout the internship, a few sets of procedures were outlined in the organizing
guide.

• The business engaged in a demonstration interaction with interns to help people

improve their persuading skills.

Then, additional guidance on how to improvise presentation and persuasion skills was
given.
• Next, a list of potential target consumers was posted each week, and they were
required to work the entire week.
• Set up online meetings with the target audience and show them how to use the
website.
• Recommendations were gathered and shared with the website developers.
• At the conclusion of the week, a report was created containing the pertinent facts.
• They would be guided through holding meetings during the workweek by the
organization guide.
• Throughout the meeting, suggest some potential areas for improvement.

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TASK AND OBJECTIVES ACHIEVED & NOT ACHIEVED

We set weekly objectives. There was a certain method for completing them. By the end
of the week, a report should be created, and it should be reviewed for potential changes
and prospective future advancements.

GOALS ACHIEVED

• Creating a weekly framework: On Mondays, a weekly framework was created, and

each week, a list of companies was examined and added to it. Based on the
performance of those companies, a couple would be chosen.

• Setting an appointment: The appointment was set depending on the client's

availability. Depending on the type of company, different approaches would be taken.
Because the majority of event managers are away at events, approval would be
obtained beforehand for an event management business.

• Demonstration: The prospective clients were visited at the time they scheduled, and a
live demonstration was given to them so they could learn how to use the app on their
own while arranging events.

• Consumer recommendations and feedback were gathered from each and every
customer.

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GOALS NOT ACHIEVED

• Target not met: The goal of 15,000 had not been attained.

• Appointments with certain target customers weren’t able to be scheduled.

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CHAPTER 4
ANALYSIS OF JOB PERFORMANCE

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CHALLENGES FACED DURING JOB

The assignment was to develop and implement successful B2C marketing strategies.
The aim at hand was to publicize the Digital Marveled Website and to increase the
website's subscriber base. Many difficulties were encountered throughout the program.
As follows:

• Setting up appointments was difficult due to the language issue, as the majority of
potential customers speak the local tongue.

• Because the majority of the target audience is approached by phone, they were
unwelcoming, and it was difficult to elicit a favorable response from them.

• The website occasionally experienced server problems, which needed to be promptly

repaired by calling the industry guide.

• Some consumers had trouble accessing and navigating the website, so we gave them
access to an additional online demo.

• Because the position was online, there was a huge communication gap between the
interns and the corporate guide.

• Because the majority of the work was done online and meetings required online
communication, there was an issue with internet connectivity.

• Because appointments had to be made over the phone, a lack of sales and
telemarketing expertise was a concern.

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THEORIES SIMILAR TO THOSE WERE TAUGHT IN CLASS

Numerous concepts were employed throughout the internship, some of which mirrored
those that were covered in class.

• Marketing is the activity or business of marketing and selling goods and services.
It also involves market research and advertising.
• Market research is the practice of evaluating the feasibility of a new service or
product by interviewing prospective consumers firsthand.
• Using market research, a company can pinpoint its ideal clientele and learn more
about their interest in the product or service from customer feedback and other
sources.
• Market segmentation is a marketing strategy that is used to promote certain
products or product lines to different groups of customers in a way that appeals
to their interests. Target markets can be divided in a variety of ways.
• Demographic based on an individual's age, marital status, gender, race, sexual
orientation, educational attainment, or line of employment.
Geographical information can be sorted by country, region, area, state, city, or
neighborhood.
• Psychographic - determined by disposition, aversion to risk, values, or way of
life.
• Behavioral - Based on the way customers use the product, their level of loyalty,
or the benefits they desire.
• Targeting - After segmentation, you should decide which target categories are
the most alluring. There are several considerations to make. First, think about the
profitability of each segment.

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OTHER IDEAS LEARNED INCLUDE;

The business used certain techniques based on fundamental marketing principles and
also created some other, independently developed, highly effective strategies.

• Creative strategy: This is a road plan that your company creates to demonstrate how
you expect to accomplish specific goals and objectives, like brand recognition,
marketing, and long-term company growth. A successful creative strategy combines
strategic goals with original ways to accomplish those goals.

• Marketing collateral is a group of material that is used to support the marketing and
sales of a product or service.

• Online marketing, often known as digital marketing, is the activity of promoting brands
through digital channels like search engines and the internet in order to reach potential
clients. websites, social media

• By offering incentives and awards to workers who surpass greater goals, they were
able to stay motivated.

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OPINIONS ON ORGANISATIONAL PRACTICES OBSERVED

The company has some excellent procedures that inspire all of the staff to work
pleasantly. Some of the behaviours they engage in include:

• Value new ideas and creativity, creating a setting where staff members are inspired to
contribute ideas.

• The work plan—This would be created by the employee themselves. The organisation
merely offers a few potential destinations. But aside from that, the employees create the
work schedule and carry it out under minimal supervision.

• The weekly sales meetings were great because they actually improved employee
spirits. All of the work reports are enthusiastically discussed, and suggestions are given.
It's a tremendously wise business practise to encourage employees to work the
remainder of the week.

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CHAPTER 5

SUMMARY OF LEARNINGS & SUGGESTIONS

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CONSIDERATION OF THE JOB

The internship gave me the chance to put my classroom knowledge of marketing into
practice. The internship term gave me good insight into how businesses formulate their
strategies using marketing concepts.

The internship was concentrated in marketing. The task's layout and justification were
both top-notches. There were no strict rules that had to be followed. The environment at
work was very adaptable. The other employees there were incredibly inspiring.

Weekly work schedules would be made by the employees themselves. When an

employee does exceptionally well, their contribution is openly acknowledged and
credited. This is generally favorable.
The part of training while working was fantastic. They underwent significant training in
customer persuasion techniques. how to give customers a really professional
impression. The ability to relate to clients and meet their requirements is of utmost
importance.

To summarize how the internship experience gave me information, skills, and

understanding that I can use in my personal and professional life.

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LEARNINGS

Throughout the internship, I gained a lot of knowledge and understanding. Here are a
few things they learned:

• The internship taught students how to apply marketing principles in the creation of
marketing strategies and gave them insight into how to approach and engage with
customers. In order to reach out to target clients, the industry guide established
structured methods for training participants to follow.

• As the business believes that effectively resolving customer issues can help retain
customers, it was very interested in gathering customer feedback.

• How to handle pressure in the workplace successfully

• How to interact with supervisors in a professional manner.

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BIBLIOGRAPHY

https://link.springer.com/article/10.1007/s11747-018-0598-1
https://iide.co/blog/digital-marketing-companies-in-india/
M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal
of Management, IT & Engineering, 8(10), 321–339.

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