Organization Study Undertaken

at

Internshala Training

Submitted in partial fulfillment of the requirements for the award of the

Degree of Bachelor of Business Administration

of Presidency University

By

Surya M Shetty

Reg. No. 20201BAV0119

Under the guidance of

Dr. Nethravathi N

Assistant professor

SOC

School of Management
PRESIDENCY UNIVERSITY
BENGALURU 2020-21
CERTIFICATE
 CERTIFICATE

This is to certify that the project report, titled “Digital Marketing Undertaken at Internshala
Training ,” was submitted to Presidency University, in partial fulfillment of the requirements
for the award of the Degree of Bachelor of Business Administration, is a record of original
study undertaken by Surya M Shetty, during the period 2020 – 2021 in School of Management,
Presidency University, Bangalore, under my supervision and guidance. The Internship report
has not formed the basis for the award of any Degree / Diploma / Associateship / Fellowship or
other similar titles of recognition to any candidate of any University.

Date: Dr. Nethravathi N

 DECLARATION

I, Surya M Shetty, hereby declare that the project report, titled “Digital Marketing Undertaken
at Internshala Training,” submitted to Presidency University, in partial fulfillment of the
requirements for the award of the Degree of Bachelor of Business Administration is a record of
original and independent study undertaken by me during 2020–2021 under the supervision and
guidance of Dr. Nethravathi N , Department of Management Studies, and it has not formed the
basis for the award of any Degree/ Diploma / Associateship / Fellowship or other similar titles
of recognition to any candidate of any University.

Date: Surya M Shetty

 ACKNOWLEDGEMENTS

First, I would like to thank Mr. Ashank Rudola , guide for the training program of Internshala
Training program for doing an internship within the organization.

I also would like all the people that worked along with me Mr. Ashank Rudola with their
patience and openness they created an enjoyable working environment.

It is indeed with a great sense of pleasure and immense sense of gratitude that I acknowledge
the help of these individuals.

I am highly indebted to Dr. Balu. L assistant dean of Presidency University for the facilities
provided to accomplish this internship.

I would like to thank my college internship coordinator, Dr. Nethravathi N for her support
and advice throughout my internship.

I am extremely great full to my department staff members and friends who helped me
complete this internship.

Surya M Shetty

(20201BAV0119)
CHAPTER CONTENT Pg. No

1 Introduction 1-4

1.1 Industry Profile 1

1.1.1 History/ evolution of software industry 1-2

1.1.2 Major players of the software industry 2

1.1.3 Growth rate of the software industry 2-3

1.2 Company profile 3

1.3 Vision, Mission, Goals, and Objectives 3-4

2 Information about the internship 5-6

3 Organizational Structure 7-8

3.1 Organizational structure 8

3.2 Functional Structure 8

 4 Functional Areas 9-15

4.1.1 Marketing 10

4.1.2 Nature of marketing 10

4.1.3 Roles and responsibilities of marketing 11

4.1.4 Activities of marketing 11

4.2 Literature Survey 11

4.2.1 Meaning of digital marketing 11

4.2.2 Nature of digital marketing 12

4.2.3 Types of digital marketing 13-14

4.2.4 The organizational structure of digital 14

marketing

4.2.5 Tools of digital marketing 14-15

5 Case Study 16-18

6 SWOT Analysis of Internshala

7 Suggestions and Recommendations 21-22

Conclusion 23-24

References 25-26

Annexures 27-31
 CHAPTER 1

INTRODUCTION
1.1Industrial Profile:

Internshala is an online recruitment and training platform. On recruitment portal of Internshala,

the internship seekers and job-seeking freshers from all over India, across different education
streams, can search and apply to various internships and fresher jobs of their choice and
organisations. Additionally, startups, corporates, SMEs, NGOs, education institutes, and big
brands, can post their intern and entry-level job requirements to hire university students and
fresh graduates all over India. On Internshala Trainings, the e-learning arm of Internshala, the
online learners including students and professionals can avail online trainings in the latest in-
demand industry skills to build their career, upskill themselves, and become industry-ready.

1.1.1History/evolution of software industry:

Our milestones

2010

How it all started

Sarvesh, our founder & CEO, started Internshala as a blog with a mission to bring a culture of
meaningful internships in India. And for the first two years, he hired only virtual interns. 2013

The website launch

After building a small team, we then launched our website with just one goal - to equip every
student in India with their dream internship. And we did it all for free.

2015

Internshala app launch

The next big step could not have been anything other than launching our very own Android
app, bringing Internshala in the ‘hands’ of the students.

2016

The beginning of Internshala Trainings . After many successful years as an internship platform,
our motivation to upskill the students only increased, and that’s when we kick started a new
journey with Internshala Trainings.

2020

When we launched Fresher Jobs

1
 With Fresher jobs, we embarked on a journey filled with newer challenges, which allowed us
to provide bigger & better opportunities to graduates with 0-2 years of experience.

2021

The launch of Job Oriented Specializations

With an insight that more than 90% of the graduates in India start their careers with a job that
pays less than 3LPA, we came up with Jobs Oriented Specialization programs to help the
students start their careers in their dream profiles.

1.1.2Major players of the software industry:

Internshala's competitors include letsintern.com, simplyhired.co.in, freshersworld.com,

intellijobs.ai, jobisjob.co.in and more.
Name Traffic

freshersworld.com 530,249
simplyhired.co.in 66,156
letsintern.com 25,856
intellijobs.ai 22,345
jobisjob.co.in 8,452

1.1.3Growth rate and turnover of the Software industry:

a. Growth rate of the software industry: Enrollments in online training expected to reach 1
million yearly by 2021 Report. Observing a growth of 17x in enrollments over the past six
years, from 2015-2021, the platform project that there would be 1 million students
Registering for online training in a year by 2025.

b. Turnover of the software industry:

2
In the Year 2019, the Revenue of Internshala stood at USD 1.39M up from 961K in the
Calendar Year 2018.

1.2 Company Profile

Internshala is a web-based platform that provides internship resources and career services to
students and employers. The platform offers internship searching and posting services as well
as many other career services such as counseling, cover-letter writing, resume building, and
training programs to students.

Legal Name: Scholiverse Educare Private Limited

Headquarters: Gurugram, Haryana, India
Business Model: B2C, B2B
Founding Date: 29th Dec 2010
No. of Employees: 151 to 250
Core Team: 1. Sarvesh Agrawal
Founder and CEO
2. Shadab Alam
Lead - Training Content
Development
3. Vikram Shah
Chief Technology Officer
4. Shekhar Halder

1.3 Vision, Mission, Goals, and Objectives:

Our Vision: Internshala is a dot com business with the heart of dot org.

We are a technology company on a mission to equip students with relevant skills & practical
exposure to help them get the best possible start to their careers. Imagine a world full of
freedom and possibilities. A world where you can discover your passion and turn it into your
career. A world where you graduate fully assured, confident, and prepared to stake a claim on
your place in the world.

3
 Our Mission: Internshala's mission is to equip every student with practical skills and
exposure so that they can build their dream careers. And our e-learning platform, Internshala
Trainings (https://trainings.internshala.com) is central to this mission.

Objectives:

1. Gain experience – An internship is like a test-drive for your career. Interning in your
field of study gives you an experience of how you’d utilize your knowledge and skills in a
real-time work environment. It helps you understand how an organisation functions and the
roles played by different departments in a company.

2. Explore your career options – Just because you’re getting an engineering or management
degree, it doesn’t mean you’re passionate about it. Internships, being short-term opportunities,
give you a chance to try your hand in a variety of fields until you discover your true calling.

3. Pick up industry-relevant skills – With rapid advancements in technology happening by

the second, it is difficult for academia to keep pace. Internships offer you an opportunity to
work on the latest technologies and learn the methods used in the industry. Also, you get a
realistic picture of what an industry expects from you, learn to put things in practice, and
instill in yourself a number of life skills including working in a team, communication, time
management, ownership, and empathy.

4. Land your dream job – Nothing says you’re the most deserving candidate for a job than
an internship on your resume. With a work experience to show for and industry-relevant
skills, you are the perfect fit in the ‘Company ka Swayamvar’. Some organisations also offer a
preplacement offer to the interns that perform exceptionally well.

Goals:

1. Mastering Technical Skills

2. Gaining Essential Background Knowledge
3. Perfecting Interersonal Skills (Soft Skills)
4. Building a Network of Contacts

4
 CHAPTER 2
INFORMATION ABOUT THE
INTERNSHIP

5
 2. Information about the internship

As an intern at Internshala Training , I got trained as an intern in the Digital Marketing and

Study plan was given as follows:

• Week 1 :- Get Started and Building Web Presence.

• Week 2 : Search Engine Optimisation.
• Week 3&4 :- Digital Advertising with Google Ads and Google Ads Search
Certification.
• Week 5&6: Soccial Media Marketing and Email Marketing.
• Week 7 : Inbound Marketing, Revisting Google Analytics and Newer trends in Digital
Marketing.
• Week 8:- Final Project And Revision For Final Test.

6
 CHAPTER 3
ORGANIZATIONAL
STRUCTURE

7
3.1ORGANIZATION STRUCTURE:
An organizational structure is a system that outlines how certain activities are directed to
achieve the goals of an organization. The organizational structure affects organizational action
and provides the foundation for standard operating procedures and routines. It determines
which individuals get to participate in which decision-making processes, and thus to what
extent their views shape the organization's actions. Organizational structure can also be
considered as the viewing glass or perspective through which individuals see their
organization and its environment. Organizations are a variant of clustered entities. An
organization can be structured in many different ways, depending on its objectives. The
structure of an organization will determine the modes in which it operates and performs.
Organizational structure allows the expressed allocation of responsibilities for different
functions and processes to different entities such as the branch, department, workgroup, and
individual. Organizations need to be efficient, flexible, innovative and caring to achieve
sustainable competitive advantage.

3.2 Functional Structure:

A functional structure is a type of business structure that organizes a company into different
departments based on areas of expertise. The organizational structure determines how the
organization performs or operates. The term "organizational structure" refers to how the
people in an organization are grouped and to whom they report. One traditional way of
organizing people is by function. Some common functions within an organization include
production, marketing, human resources, and accounting. This organizing of specialization
leads to operational efficiency, where employees become specialists within their realm of
expertise. On the other hand, the most typical problem with a functional organizational
structure is that communication within the company can be rather rigid, making the
organization slow and inflexible.

8
 CHAPTER 4:
FUNCTIONAL AREA
(DIGITAL MARKETING)

9
 4. Marketing
4.1.1What are Marketing?
A Marketing funnel simply represents the Journey and Consumer goes through when making
any purchase.

4. 1.2Nature of marketing:

1. Human activity:
Originally, the term marketing is a human activity under which human needs are satisfied by
human efforts. It’s a human action for human satisfaction.
2. Consumer-oriented:
A business exists to satisfy human needs; hence a business must find out the desire of the
customer (or consumer) and thereby produce goods & services as per the needs of the
customer. Thus, only those goods should be produced that satisfies consumer needs and at a
reasonable profit to the manufacturer (or producer).
3. Exchange Process:
All marketing activities revolve around the commercial exchange process. The exchange
process implies transactions between buyer and seller. It also involves the exchange of
technology, the exchange of information, and the exchange of ideas.

4. Goal-oriented:
Marketing seeks to achieve benefits for both buyers and sellers by satisfying human needs.
The ultimate goal of marketing is to generate profits through the satisfaction of the customer.

5. Marketing is a dynamic process:

Series of interrelated functions: Marketing is a complex, continuous and interrelated process.
It involves continuous planning, implementation, and control.

4.1.3 Roles and responsibilities of marketing:

10
 1. Listening to customer needs.
2. Track trends and monitor competition.
3. Work and transmit brand values.
4. Coordinate efforts with those the marketing partners of the company.
5. Innovate.
6. Communicate with the rest of the company.
7. Help improve sales processes and customers.
8. Manage marketing budgets.
9. Calculate the ROI (Return of Investment) of the company’s actions.
10. Define strategic marketing plans.

4.1.4 Activities of marketing:

1. Product and Service Selection.

2. Product or Service Pricing.
3. Product Placement Activities.
4. Incentives and Promotional Activities.

4.2 Literature survey:

4.2.1What is digital marketing?

Digital marketing, also called online marketing, is the promotion of brands to connect with
potential customers using the internet and other forms of digital communication. This includes
email, social media, web-based advertising, and text and multimedia messages as a marketing
channel.

4.2.2 Nature of digital marketing:

11
1. It is flexible:
Since the entire work is to be done on the internet, there is no restriction of the place. It
doesn’t matter if you are at the office or home. All you need is a device that is connected to
the internet and you are sorted. Yes, it is that easy. Do you want to check your bank balance?
do it on your smartphone. Want to book movie tickets? pick up your smartphone and book!
This is the digital age, everything is available at your fingertips.

2. It is easy:
Accessing digital media is no rocket science. It is a piece of cake. The newest users also take a
maximum of a few days to learn how to operate digital media. This is purely because it is
designed in such a user-friendly manner that its primary objective is to ease the operations of
human beings, the reason why our mobile phones are now called smartphones.

3. Eco-friendly:
Being responsible citizens of the world, we must operate through mediums that do not harm
our atmosphere cause being ignorant to the atmosphere will only hurt us. Digital media
additionally cuts down on paper usage. We operate digital media over the internet and thus
can save ourselves a lot of hustles in terms of hard work, long process of work, and all the
other drawbacks of using traditional media.
4. Fastest Reach
Previously radio was considered to have the fastest reach because of the live communication
feature. Radio is still the medium with the widest reach but the new media is gradually
overshadowing the most popular media like a newspaper, television, etc. Today, you post
anything online and it gets trending within a few hours. This is because the number of users of
digital media is touching heights with each passing day.

5. High engagement
Traditional media are indeed being completely overshadowed by internet-led Digital
Marketing due to high engagement factors. The brands and companies have begun to give
extra emphasis to the ad campaigns run on the internet over television ads. The revolution is
here.

12
4.2.3 Types of digital marketing:

1. Search Engine Optimization (SEO):

It improves the quality and quantity of website traffic to a website or a web page from
search engines. The goal of SEO is to get a business to rank higher in Google search
results, ultimately increasing search engine traffic to the business’s website. To
accomplish this, SEO marketers research words and phrases consumers are using to
search for information online, and use those terms in their content.

2. Pay-per-Click (PPC):
It is a type of internet marketing that involves advertisers paying a fee each time one of
their ads is clicked. Pay-per-click refers to paid advertisements and promoted search
engine results. This is a short-term form of digital marketing, meaning that the ad no
longer exists once you are no longer paying. Like SEO, PPC is a way to increase search
traffic to a business online. Pay-per-click can refer to the advertisements you see at the
top and sides of a page of search results, the ads you see while browsing the web, ads
before YouTube videos, and ads in mobile apps.

3. Social Media Marketing:

It refers to the use of social media and social networks to market a company's products
and services. This includes everything a business does via social media channels. Just
about everyone is familiar with social media, but marketers must approach social with
an integrated and strategic approach. Social media marketing goes far beyond simply
creating posts for social channels and responding to comments.

4. Content Marketing:
It is a marketing strategy used to attract, engage, and retain an audience by creating and
sharing relevant articles, videos, podcasts, and other media. Content marketing works
in symbiosis with other types of digital marketing: It is a way to incorporate SEO
search terms into fresh website content, and the content created can be shared as social
media posts and in email marketing publications.

13
5. Email Marketing:
It is a powerful marketing channel, a form of direct marketing as well as digital marketing,
that uses email to promote your business's products or services. Email marketing software can
offer many different analytical measures, but two that marketers are always striving to
improve are the open rate –the percentage of recipients who opened the email – and the click-
through rate – the number of recipients who opened the email and clicked on a link in the
email.

6. Mobile Marketing:
It is a multi-channel, digital marketing strategy aimed at reaching a target audience on their
smartphones, tablets, and/or other mobile devices, via websites, email, SMS and MMS, social
media, and apps. According to a recent TechCrunch article, consumers in the United States
now spend five hours a day on their phones. This represents a 20% increase from the fourth
quarter of 2015. Users are also spending much more time in apps than on mobile browsers.

4.2.4 Organizational structure:

An organizational structure is a system that outlines how certain activities are directed to
achieve the goals of an organization.

There are several ways to structure a digital marketing team. How a digital marketing team is
organized depends on the size of the organization. The larger the organization, the more
complex the team structures may be.

4.2.5 Tools of digital marketing:

1. Social media platforms:

It refers to the use of social media and social networks to market a company's products and
services. These include Facebook Ads Manager, which allows marketers to run ads and track
ad performance. As a bonus, social media management tools like Buffer and Hootsuite also
integrate well with these platforms, making it easy to schedule social posts and measure
engagement.

14
2. Design tools:
Digital marketing is such a design-heavy field, doing it effectively wouldn't be possible without
design tools like Canva and Photoshop, programs that allow those without extensive graphic

3. Analytics tool:
It refers to the tools used to analyze and report on marketing data collected through the digital
channels on which your brand holds a presence. These include everything from Google Analytics
to social media analytics tools like Facebook Insights and Twitter Analytics which provide
metrics related to engagement and help marketers optimize their campaigns.

4. Content marketing tools:

It is a marketing strategy used to attract, engage, and retain an audience by creating and sharing
relevant articles, videos, podcasts, and other media. They can help marketers identify content
opportunities and craft engaging blog and social media posts that will resonate with their
audience.

5. Email marketing tools.

Marketers use these tools to create, send, test, optimize, and report on their email campaigns.
These help marketers create email campaigns that amplify their content and encourage their users
to become more engaged with their brand — taking additional steps like signing up for events and
buying products.

15
CHAPTER 5

CASE STUDY

16
 5. Strategies of digital marketing in Internshala Training :

5.1 Definition:

Digital Marketing includes all marketing efforts that use digital channels like search engines, social
media, email, mobile etc.

5.2 List of digital marketing strategies of Internshala Training :

1. Search engine optimization (SEO):

Search engine optimisation can be defined as the process of affecting the visibility of your website
in a way that it ranks higher in the search engine results. So, for example, if your website is about
songs, you need to make your website in a way that search engines can understand that your site is
about songs.

2. Digital Advertising with Google Ads:

Google Ads, formerly known as Google AdWords, is an advertising service by Google for
businesses that want to display ads on Google search results and its advertising network.
3. Content marketing:

Content marketing is the process of creating and distributing engaging content related to your
product or service to a target audience. It is mostly free and aims to educate or entertain the
audience. When done consistently and creatively, it helps in increasing brand awareness, creating
leads, and increasing sales.

4. Email marketing:

17
Email marketing is a digital marketing strategy that uses emails to promote products or services. It
aims to create and nurture relationships with potential customers or existing customers.

5. Social media marketing:

Social media marketing is a way to connect with your target audience over different social media
platforms like Instagram, Facebook, Twitter, LinkedIn, YouTube, Pinterest, and Snapchat. This
involves not only posting engaging content but also monitoring how people talk about your brand.

5.3 Benefits of digital marketing strategy:

1. Increasing website traffic:

With all digital marketing strategies, one of the main goals of Internshala is to increase traffic to
a company’s website. When people visit a website, they’re there for a reason. Whether they’re
looking for information on the products, searching for how to contact the team, or reading a
recent post.

2. Driving storefront traffic:

One of the Internshala main goals is likely to bring customers into the location. Online marketing
strategies, like local SEO, can help to achieve this goal and attract more foot traffic — even
some strategies not featured on this list, like geofencing advertising, may help. While they may
feel that digital marketing isn’t ideal for a local brick-and-mortar store, it’s a powerful strategy
for promoting and growing the company.

3. Boosting brand awareness:

When VBridge uses digital marketing, they get the brand in front of more potential customers,
whether through search results, email inboxes, social media platforms, or another outlet. As a
result, more people become aware of the brand. They’ll get to know the branding, the products,
and what sets the company apart from the company’s competitors.

5.4 Conclusion:

18
This was observed in Internshala Training they are effectively adopting new strategies of d
marketing to promote the company services as well as to improve the knowledge, ski
employees.

CHAPTER 6

SWOT ANALYSIS
OF INTERNSHALA TRAINING.

19
SWOT Analysis:
STRENGTHS • Cost-effective
• Flexible and innovative

• Friendly utilization

• Secured infrastructure

• Energy savings

WEAKNESSES • Posting training required

• Development of applications

• A high-speed internet connection required

• The difficulty of integration with local

software

Lack of physical control data

•

OPPORTUNITIES • Pay for use licenses

• Adaptive to future needs

• Standardized process

• Quick solution of the problem

• High tech work environment

THREATS • Security concerns (data security)

• Lack of specific standard regulation
(local, national and international_)
• Difficulty from migration from one to
another platform

• Hidden cost (backup, problem-

solving, and recovery)
Compatibility reduction
•

20
 CHAPTER 7
SUGGESTIONS
&
RECOMMENDATIONS

7.Suggestions and Recommendations

21
• They focus on more on increasing involvement of student without providing them great
facilities. Their student partner program designed in such a way that they make more new
registrations on their website. Promotion of website is good but when it became only reason then
things not working well. They do not proper guide students. If they focus more on quality
improvement than only promotion, it will help students.
• If they improve their online training program it will help student to learn new skills. Their online
training is costly than other MOOC like Udemy and courser. If they provide training in optimum
cost it will not create any burden to students.
• If they provide some ranking according to student’s resume and add a separate section of
different companies selection criteria information. This will help student to find where they are
standing and what skills required for different companies.
• It can provide the option for the hiring organisation to give an answer why they have not selected
the candidate, so that one can work on it.
• According to Internshala CV ,it can provide the relevance comparison that how much that
internship is related to your profile, so that nobody will apply here and there, and just increasing
the no. Of applications.
• Internshala can provide the percentage of chances of selection for an internship before applying
according to the hiring organisation and candidate's profile.

22
 CHAPTER 8
CONCLUSION

Marketing Strategy & Planning is a key factor for the success of any project, what my com
mentor Ashank Rudola told me at the first day in the company.
The importance of planning is -
To facilitate goals achievement
23
 To facilitate assessment
To reduce risks and loss
To make good decisions
To carry out job division
To determine opportunities and threats
So my company mentor already planned and assigned me tasks for me to execute during the
internship period. For the time period 8 Weeks, I did not only learn about area of my interest
Digital Marketing but also how to make a plan based on data and reports that are generated from
tools like Google Analytics, . I learned how important it is to monitor tasks of the team , also
how can organisation can secure its user id and password and give access to all the employees
&
the importance of Social Media in business today.
I personally think working in Digital Marketing is not everyone's cup of tea. Digital Marketers
have to be updated with the changing technology which is proficiently used by their companies
viz-a-viz the competition. Continuous information of what is happening around the world in
terms of Events, Google Updates, Co Management, SEO, is required.
Internshala is still in its growth stage and year-on-year they are expanding not only in terms of
customers but also the services they provide. I feel very grateful to have this dynamic working
experience with Internshala Training which has opened the doors for me into the future of
marketing.

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2019179059529?from_m_app=android.

Academy, E. (2017). Organzitional structure . Retrieved from

https://www.equinetacademy.com/digital-marketing-team-structure/.

Singh, R. R. (2018, July 24). Suggestion. Retrieved from https://www.quora.com/What-are3-thingsthat-

Internshala-can-do-better.

Center, N. I. (n.d.). Organizational structure of company. Retrieved from

http://dectmeg.nic.in/dect/html/OrganizationChart.html.

ANNEXURES

26
Joining Letter:

(Established under the Presidency University Act, 2013 of the Karnataka Act 41 of 2013)

School of Commerce & Management Summer

Internship Joining Report
<To be sent within one or two days of reporting for internship training)

Date: 01/02/2022
Particulars Details
Student Name Surya M Shetty
Registration Number 20201bav0119
Company Name Internshala Trainings
Annual Turn Over (Last Year) $1.5B
Employee Strength 8262 Employees
Internship Start Date 01/02/2022
Internship End Date 29/03/2022
(Tentative)
Person Met on the first day for Ashank Rudola
reporting to Internship
Discuss with HR or your Digital Marketing. The study plan was
internship guide in the company discussed by our guide of the training
to understand the working of program Ashank Rudola sir. This training
the following departments:
is packed with lots of digital marketing
1. HR
essential tools, tips & techniques which
2. Production
one has to know before stepping into the
3. Finance
world of digital marketing to become a
4. Marketing
certified marketer!
5. MIS
6. CSR
7. Others

Surya

Signature of the Student Signature of the Guide

Weekly Reports:

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