SUMMER TRAINING REPORT

ON

A STUDY ON DIGITAL MARKETING AND SALES RESEARCH

IN PARTIAL FULFILLMENT OF

BACHELORS OF BUSINESS ADMINISTRATIION [BBA]

Guided By: Submitted By:

MS. SONAM KISHORI LAKSHAY YADAV
01051401720
BBA(G), 5th Semester

FAIRFIELD INSTITUTE OF MANAGEMENT AND TECHNOLOGY

KAPASHERA, NEW DELHI

(GURU GOBIND SINGH INDRAPASTHA UNIVERSITY

DWARKA, NEW DELHI)

1
 DECLARATION BY THE CANDIDATE

I, Mr. LAKSHAY YADAV, Roll No. 01051401720 certify that Summer Training Report
entitled “A STUDY ON DIGITAL MARKETING AND SALES RESEARCH” is done by
me and it is an authentic work carried out by me at GLINKS INTERNATIONAL PVT LTD.

The matter embodied in this has not been submitted earlier for the award of any degree or
diploma to the best of my knowledge and belief.

Signature of student
Date: 14 DECEMBER 2022

2
 CERTIFICATE

This is to certify that his report “Glink’s International” is submitted by “Lakshay Yadav”
who carried out the work under my supervision. I approve this project for submission of the
Bachler of Business Studies (Gen.) in the department affiliated to Guru Gobind Singh
Indraprastha University, Delhi.

Date: 14 December 2022

MS. SONAM KISHORI

3
 PROJECT COMPLETION CERTIFICATE

Date: October 17, 2022

This is to certify Lakshay Yadav of Fairfield Institute of Management and Technology has
successfully completed his work from home internship under our organization from
July 10,2022 to October 10,2022.

During the virtual internship program, he demonstrated good skills with a self-motivated
attitude to learn new things. During the period of internship with us, he was found punctual,
hardworking and inquisitive.

We wish him success for future endeavours.

Vishesh Nagar
(Branch Head)

4
 ACKNOWLEDGEMENT

I had been very fortunate to get the opportunity to work with GLINKS INTERNATIONAL
CONSULTANCY PVT LTD. a company that is the flagship Web Development Company. I
hereby take this opportunity to express my profound gratitude towards GLINKS
INTERNATIONAL CONSULTANCY PVT LTD for allowing me to perform my Summer
Internship in their esteemed organization. I would like to extend my deepest regards and
gratefulness to Mr. Vishesh Arora (HEAD OF THE COMPANY) my project guide at GLINKS
INTERNATIONAL who continuously guided me through-out the course of the project. I am also
grateful to Digital Marketing Specialist team members whose exemplary guidance, monitoring
and constant encouragement throughout the course of this study made the successful completion
of this project possible. I would also like to express my sincere gratitude to my College’s Faculty
Mentor Ms. Sonam Kishori, who timely guided me in going forward in the project and assisted
me in the successful completion of the project.

Thanking You
Lakshay Yadav
01051401720

5
 EXECUTIVE SUMMARY

Internship is such a program which makes a student experiences the corporate life for the
first time. I was assigned as intern under digital marketing and sales research department in
Glink’s International Consultancy Pvt Ltd. I did my report on “Digital marketing and sales
strategies”.
This report is prepared on the basis of my two-month practical experience at Glink’s
International Consultancy Pvt Ltd. This internship program helped me to learn about the
practical scenario of a youth education Consultation firm. Glink’s International Consultancy
Pvt Ltd is a dynamic business and marketing solution provider they firmly believe that it all
starts with having a clear vision of your unique goals. With this clarity, they combine
objective advice and experience-led execution to bring the collective vision for better
education in foreign countries. We offer every client true peace of mind. We define peace of
mind as a deeply rooted confidence that comes from feeling in control and knowing your
financial plan is built on a foundation of increasing self-knowledge and awareness. It is at
this critical juncture – the intersection of proactive planning and peace of mind – that we
believe our clients have the highest potential to realize their goals. Keeping main focus on
business expansion and growth in the most prospective sectors, the company is continuously
taking up projects to make it the largest conglomerate in the business arena despite fast-
changing business trend and tricky situation.

Their vision as a firm focuses on helping others achieve financial goals, educational goals as
well as understanding of each client’s unique purpose, mission and values. They strive to
empower clients by offering education, tools and resources aimed at facilitating clear
communication and bringing definition to their ambitions and objectives. Each client has
different ideas about what makes life great. They take the burden out of managing the
financial details so clients can enjoy life’s journey and live out their unique purpose. We
strive to be a force of calm, a navigator in the face of anxiety and uncertainty that all too
often accompany financial success. But despite intriguing growth and business expansion,
the company’s aims and objectives remain the same – to serve youth with maximum
satisfaction and keep on working for the greater welfare of the students and the country. Still
each and every employee of company care for their clients as their obligation and customer.

6
 PROFORMA FOR EVALUATION OF INTERNSHIP BY INSTITUTE

Ph.___________________Fax_______________Email_________________________________

Evaluation(I)__________________________________________________________________
Name of Student _______________________ Mob. No.________________________________
College Roll No. ________________University Roll No.________________________________
Branch/Semester _________________Period of Training________________________________
Home Address with contact No.____________________________________________________
Address of Training Site: _________________________________________________________
Address of Training Providing Agency: _____________________________________________
______________________________________________________________________________
Name/Designation of Training In-Charge____________________________________________
Type of work__________________________________________________________________
Date of Evaluation _____________________________________________________________
Attendance: (Satisfactory/Good/Excellent)
Practical Work: (Satisfactory/Good/Excellent)
Faculty’s Evaluation: (Satisfactory/Good/Excellent)
Evaluation of industry: (Satisfactory/Good/Excellent)

Signature of Faculty Guide

7
 Table of Content

Topics Page No.

Introduction of the company 9
Chapter 1: 10
1.1 Origin of the report 10
1.2 Objectives of the report 10
1.3 Scope of the report 11
1.4 Methodology 11
1.5 Limitation 12
Chapter 2: 13
2.1 Service provided by Glink’s for students 13
Chapter 3: 14
3.1 Additional services 14
3.2 How to choose and follow study program 15
3.3 My Contribution 15
Introduction to digital marketing 16
Scope of digital marketing 16
Advantages of digital marketing 17
Disadvantages of digital marketing 18
Importance of digital marketing 19
Types of digital marketing 22
Chapter 4: 27
4.1 Deciding factors 27
4.2 Stand out of crowd 27
4.3 Avoid mistakes in application 27
4.4 Smooth transition to new life 27
4.5 Accommodation 27
Chapter 5: 28
5.1 Four P’s 28
Importance of SWOT analysis 29
Benefits of SWOT analysis 30
Limitations of SWOT analysis 30
SWOT analysis 31
Recommendation 32
Conclusion 32
References 33

8
 INTRODUCTION
GLINKS INTERNATIONAL CONSULTANCY PVT LTD.
Glink’s believe that an international education is a wonderful way to grow and experience the
world with its different cultures – teaching us all to be more acceptable and knowledgeable. And
studying abroad can help you be more prepared to make excellent decisions for your future
career. Glink’s pride ourselves on our relationships. We have excellent bonds with our students
and match them individually with counsellors who guide them through every step of the process:
from selecting a country of study and a perfect program to enrolment, study permit assistance,
and travel and housing.
Our organization has single minded focus; to guide students to the best possible institutions to
enable them to build their future. Using our expertise and vast experience, we can identify the
most suitable institutions for each student. Our excellent network with the Australian Institutions
helps us to deliver the best services to our students.

Measuring the contentment of many students and their guardians, we are now showered with
their unconditional love proving the bricks to success. This has triggered the expansion of our
facilities for the students of all levels and faculties. The Next with its incessant services to
students, willing to carry on higher study abroad, has created own border in study abroad
consultation as the most reliable source. We are proud to announce that students in various
faculties and institutions abroad have found our services better than the best.

We love getting messages that a student I have placed is having a wonderful time and excelling
in his or her course! I feel so lucky to be able to provide these amazing journeys for my
students.” Prabhdeep Singh, CEO Glink’s International, Dubai.

Glink’s offers students a full complement of services to get you to your educational
destination.

- Choosing the right country for you.

- Selecting the program that best meets your goals.
- Admission and application processes.
- Meeting your deadlines.
- Assistance with Visas.

9
 Chapter 1

1.1 Origin of the Report

Internship Program of Guru Gobind Singh Indraprastha University is an Undergraduate
requirement for the BBA students. The main purpose of internship is to fulfil the requirements of
Internship as the part of my BBA program and also the student gets exposed to the job world.
The main challenge as an intern was to translate all the theoretical concepts which I have learned
in my BBA program into real life experience.

The internship program and the study have following purposes:

1. Have the experience of the Corporate World
2. To compare the real scenario with the lessons learned in Fairfield Institute of Management and
Technology.
3. To provide intensive field experience allowing for hands-on computer work.
4. Introduce you to potential future work environments
5. To fulfil the requirement of BBA Program.

This report is the result of one-month long internship program conducted in Glink’s International
Consultancy Pvt Ltd and is prepared as a requirement for the completion of the BBA program of
Fairfield Institute of Management and Technology. As a result, I need to submit this report based
on the “Digital Marketing and Sales Research”. This report also includes information on the
other services of company, the overview of the organization. As the students of Business
Administration, I was assigned by my course instructor to involve in this study. My course
instructor has advised me to develop a thorough understanding of the “Sales & marketing
Strategies”.

1.2 Objectives of the report

The objective of the report can be viewed in two forms:

• General Objective
• Specific Objective

10
General Objective:
This internship report is prepared primarily to fulfil the Bachelor of Business Administration
(B.B.A) degree requirement under the Faculty of Fairfield Institute of Management and
Technology, Guru Gobind Singh Indraprastha University.

Specific Objective:
More specifically, this study entails the following aspects:
- To focus and discuss the digital marketing and sales strategies of Glink’s International
Consultancy Pvt Ltd.
- To give an overview of the Glink’s International Consultancy Pvt Ltd.
- To focus on the various services, work environment and facilities provided by Glink’s
International Consultancy Pvt Ltd.
- To focus on the importance, benefits and marketing strategies of Glink’s International
Consultancy Pvt Ltd.

1.3. Scope of the report

The scope of the study is sales research and digital marketing strategies of Glink’s International.
The report covers details about various services, overview and different departments and
divisions of Glink’s International. The main focus is on the analysis of sale and marketing
strategies. However, the study is only related to the market operation division as I was provided
an opportunity to only work in this division. The main aim is designee this report in a presentable
manner which makes it easy to understand.

1.4 Methodology
The internship has been conducted in a systematic procedure starting from selection of the topic
to final report preparation the main focus is to make this report easily understanding to all the
users of this report. The overall procedure and process of methodology followed in the study is
explained further.

11
1.4.1. Selection of the topic:
The topic of the report is the Digital Marketing and sales research. The topic was thoroughly
discussed with both of my supervisors from my university as well as Glink’s International
Consultancy Pvt Ltd., so that a well-organized internship report can be prepared.

1.4.2. Sources of Data:

Primary Sources:
Primary Data was derived from the practical deskwork which I had been doing in my one-month
long internship program

Secondary Sources:
Internal sources- Different documents provided by my supervisor and other senior employees
and information provided by my supervisor. External source- Websites, Text books, articles,
several other reports, and other sources.

1.5. Limitations

The report has been prepared from the feedback and information provided by the market
operation division and also the learning throughout this one month of internship program. Market
Operation Division is a very confidential department in terms of its information. The information
is really very much private and confidential. The information about this division can only be
shared among very few other divisions and employees in the Glink’s International Consultancy
Pvt Ltd itself. The information cannot be disclosed to the external world. Though the report
would be helpful to Glink’s International Consultancy Pvt Ltd a lot, but the information was
confidential enough to disclose to the external world. Another problem was time constraint.
Duration of internship is not enough to get the full idea about all the activities of this division.
This period of time is not enough for a complete and clear study. Although there were many
limitations, I tried to give best effort to furnish the report.

12
 Chapter: 2 Overview of the Company
This chapter emphasize the overall background of the company under study, overview of the
company, the services and market condition of Glink’s International Consultancy Pvt Ltd.
Glink’s has been at the forefront of providing premium international education services for over
a decade. Our partnerships with world class universities and proven track record with students
has enabled us to excel at the services we provide. We mentor students to achieve their goals
every step of the way. With over 10 years of hands-on experience, Glink’s is your 1-stop, 360°
solution provider for obtaining your overseas education. We offer only high standards of service
and exceptional levels of trust from both students and global universities.
“Our experience with Glink’s was amazing. They provided us with such straightforwardness and
transparency and offered us very well-thought-out solutions. We were partnered with an
excellent counsellor right from the initial stages all the way to when my son started his first day
of school!” – Davinder Singh, UAE.

2.1. Service provided by Glink’s for students

Counselling: - At the heart of every successful career is the expression of individuality. All
students are unique, with unique abilities, skills, needs & challenges. Through individual
sessions, Glink’s counsellors address these unique traits by combining the permutations and
working out the strengths and weaknesses. A student empowered with this knowledge finds it
easier to make the right decision.

Educational Program: - An educational program is a program written by the institution or

ministry of education which determines the learning progress of each subject in all the stages of
formal education. The next step in the journey is to identify the right program, the right institute
and the right country. Glink’s, as an official partner of over 70 international institutes of
reputation, is well placed to help arrive at this decision. Educational services include: regular and
special education programs, Child Study Team services, related services.

Scholarship Guidance: - The financial aspect of studying abroad is an important factor in

choosing the right destination. At Glink’s, we help students identify and apply for the right kind
of scholarships, be it merit-based, for the financially needy as well as those based on extra-
curricular activities and exceptional community contributions.

13
 Chapter 3

3.1 Additional Services for Parents

Feel comfortable that Glink’s is looking after your loved one with the upmost care and
reliability.

- Helping your child fulfil his/her dreams of an education abroad.

- Meeting the requirements.
- Understanding budget and funds required

- Assistance with visas for parents to join or visit their students abroad.

For Investors

While all countries have a difference set of laws and regulations for investors, Glink’s can help
you to identify the best category for your profile. We can support you in every step towards your
goal of setting up a new business or joint venture.

Net Worth Audit: -

The first step in starting an investment is to do a deep dive into assets and liabilities to arrive at
the net worth. While having the finances to invest is important, government authorities also take
into account outstanding debts & liabilities in relation with assets to determine eligibility.

Investment Options: -

Most countries offer a variety of programs depending on an individual’s net worth. Glink’s helps
deconstruct these plans for an investor’s better understanding, helping them make the right
choice

Promotion of Investor Programs: -

Through our principal associate partners in different countries, Glink’s keeps itself updated about
the latest investor programs on offer in various regions, further educating potential investors
about these. Glink’s thus acts as a bridge between investor programs and potential investors. This
leads to advanced study technology for the students in India as well as in other countries than
India.

14
3.2 How To choose and follow Study Program

Q. How do you decide on a study program?

You probably already have a good idea of what our like to study. We can work with you
following a carefully designed process that helps assess and identify your aptitude. This allows
us to guide you into the courses that you are best suited to study and which will give you the best
outcome for a choice of careers.

Q. How do you decide the best educational institution for you?

Once the program has been decided, the next important step is to identify the right place to study.
You will want to consider – university rankings & categories, student scores, cost of living in the
country of that institution, and budget etc. We can then give you the options for where you can
study your program of choice and which educational institutes work best with your criteria

Understanding rankings & categories

Each country has its own set of rankings and categories for degrees. You will want to understand
how this work best for you and the degree you are pursuing so you can get the most of your
education and be open to the opportunity of going further with higher education if you so desire
it. We can help guide you so that you have a good understanding of what is on offer and how you
can make the most of your education at your chosen institution.

3.3. My Contribution:

I joined as an online intern with the Glink’s International Consultancy Pvt Ltd. The company
mostly work on students' education all over the world and provides multiple services for
students, parents and for investors respectively as discussed above. The company launched
various events in different countries all over the world such as Germany, USA, Australia.
Usually, I contributed in this particular project. My main task was to communicate with students
through phone and make them understand about the all the services provided by the Glink’s for
the better carrier options for students.
Moreover, I also had to make phone calls to add more students to visit our site or book
appointment. For this I had to make them understand about the project and give them proposal to
be our partner. We have to pitch the students as they get the studying opportunity in foreign
countries. After getting the positive response. Besides these I also had to do digital marketing for
Glink’s to create awareness among the students.

15
 INTRODUCTION TO DIGITAL MARKETING

Q. WHAT IS DIGITAL MARKETING?

Digital Marketing also called online marketing, it is the promotion of brands to connect with
potential customers using the internet and other forms of digital communication. This includes
not only email and social media and web-based advertising, but also text and multimedia
messages as a marketing channel. Essentially, if a marketing campaign involves digital
communication, it's digital marketing.
B2B versus B2C digital marketing
Digital marketing works for B2B as well as B2C companies, but best practices differ
significantly between the two.
- B2B clients tend to have longer decision-making processes, and thus longer sales funnels.
Relationship-building strategies work better for these clients, whereas B2C customers tend to
respond better to short-term offers and messages.
- B2B transactions are usually based on logic and evidence, which is what skilled B2B digital
marketers present.
- B2B decisions tend to need more than 1 person's input. The marketing materials that best drive
these decisions tend to be shareable and downloadable. B2C customers, on the other hand,
Favour one-on-one connections with a brand.
Of course, there are exceptions to every rule. B2C company with a high-ticket product, such as a
car or computer, might offer more informative and serious content. Your strategy always needs
to be geared toward your own customer base, whether you're B2B or B2C.

Scope of digital marketing

As the scope of digital marketing technologies evolves, companies are staying current by adding
online components to their brick-and-mortar stores or combining various digital marketing
strategies to create an internet presence. Because most consumers use smartphones and research
products online before buying, digital marketing strategies are crucial to businesses. But
companies across the globe also employ digital marketing to more easily target their audiences
online and via mobile devices — and many are seeing a significant return on investment (ROI)
because of these efforts.

16
- Ease of Audience Targeting: -
With digital marketing, businesses can use data to target audiences based on factors like gender,
age, location, interests, and education. Companies can also retarget potential customers who are
already familiar with their brand using different methods and messages for each audience. There
are advanced online marketing certifications that can help digital marketers learn how to best
target audiences.

- Low Investment, High ROI: -

The cost per lead with digital, or inbound, marketing, is 61 percent less expensive than
traditional marketing. Businesses that advertise on social media, use paid search and employ
other digital strategies spend considerably less on their campaigns. This is because many
companies use pay-per-click (PPC) strategies to keep costs down and target specific audiences.

- Reaching Mobile Users: -

There are more than 14 billion mobile devices worldwide, and that number is projected to grow
to almost 18 billion by 2024. Because almost all smartphones have internet access, it is easier
than ever for businesses to reach potential customers anywhere, anytime.

Advantages and disadvantages of digital marketing

Digital marketing benefits businesses of all sizes by giving access to the mass market at an
affordable price. Unlike TV or print advertising, it allows truly personalized marketing. Digital
marketing also comes with a number of challenges you should be aware of.

Advantages of digital marketing

The main advantage of digital marketing is that a targeted audience can be reached in a cost-
effective and measurable way. Other digital marketing advantages include increasing brand
loyalty and driving online sales.
The benefits of digital marketing include:
- Global reach: - A website allows you to find new markets and trade globally for only a small
investment.

17
- Lower cost: - A properly planned and well targeted digital marketing campaign can reach the
right customers at a much lower cost than traditional marketing methods.
- Trackable, measurable results: - Measuring your online marketing with web analytics and other
online metric tools makes it easier to establish how effective your campaign has been. You can
obtain detailed information about how customers use your website or respond to your
advertising.
- Personalization: - If your customer database is linked to your website, then whenever someone
visits the site, you can greet them with targeted offers. The more they buy from you, the more
you can refine your customer profile and market effectively to them.
- Openness: - By getting involved with social media and managing it carefully, you can build
customer loyalty and create a reputation for being easy to engage with.
- Improved conversion rates: - If you have a website, then your customers are only ever a few
clicks away from making a purchase. Unlike other media which require
people to get up and make a phone call, or go to a shop, digital marketing can be seamless and
immediate.
Together, all of these aspects of digital marketing have the potential to add up to more sales.

Disadvantages of digital marketing

Some of the downsides and challenges of digital marketing you should be aware of include:
- Skills and training: - You will need to ensure that your staff have the right knowledge and
expertise to carry out digital marketing with success. Tools, platforms and trends change rapidly
and it's vital that you keep up-to-date.
- Time consuming: - Tasks such as optimizing online advertising campaigns and creating
marketing content can take up a lot of time. It's important to measure your results to ensure a
return-on-investment.
- High competition: - While you can reach a global audience with digital marketing, you are also
up against global competition. It can be a challenge to stand out against competitors and to grab
attention among the many messages aimed at consumers online.
- Complaints and feedback: - Any negative feedback or criticism of your brand is can be visible
to your audience through social media and review websites. Carrying out effective customer

18
service online can be challenging. Negative comments or failure to respond effectively can
damage your brand reputation.
- Security and privacy issues: - There are a number of legal considerations around collecting and
using customer data for digital marketing purposes. Take care to comply with the rules regarding
privacy and data protection.

Importance of digital marketing

1. You reach people where they spend their time: -

With the growth of the Internet, more people are spending their time online. Over 7.7 billion
people use the Internet across the globe. It’s become an integral part of everyday life to conduct
searches, check social media, and purchase products online. Your customers are online, which
highlights the importance of digital marketing. They’re browsing the web looking for your
products or services. If they can’t find them because you don’t have an online presence, you risk
losing those leads to your competitors. To drive the best results for your business, you need to
build your online presence. You will reach more leads that want your products or services.

2. Your competitors are already doing it: -

If you’re wondering why digital marketing is important, the answer is that your competitors are
already using it. Many of your competitors have already taken advantage of all digital marketing
has to offer. They’ve created social profiles, adapted their website for SEO, and run paid
advertisements to reach new leads. This reason in itself is one of the reasons why you should use
digital marketing. If you want your business to compete with others, you have to do what your
competitors are doing and more. By neglecting digital marketing, you’re already falling behind
your competition.
Your competitors are gaining traffic that could be yours because you’re not investing in digital
marketing. They won’t know that your business is an option and will automatically choose a
competitor. You must invest in digital marketing to put your hat in the ring and get leads to
consider your business as an option.

19
3. You can compete with larger corporations: -
Competition is the hardest part of running a business. When you’re in a market with bigger
corporations, like Walmart, Target, and Amazon, it’s hard to compete with them. They have a
big name for themselves, which automatically draws people to trust those corporations. You
have a fighting chance against bigger corporations, which is why digital marketing is important
to your business. Your business can reach interested leads with the same methods as a larger
corporation. Methods like SEO and pay-per-click (PPC) advertising level the playing field.

With SEO, your site ranks in the search results based on relevancy. A corporation can’t buy their
way to the top of the ranks. They have to optimize their pages just the same as a small mom-and-
pop shop.
When you use PPC, Google ranks ads based on relevancy, too.
Even if a corporation bids twice as much as you per click for the same keyword as your business,
it doesn’t guarantee them the top spot. They can’t buy a top-ranking ad spot because, again, the
rank is based on the relevancy of your ad.
This creates the opportunity for smaller to mid-size businesses to compete with bigger
corporations. If you can create content that is more relevant to the selected keywords than your
corporate competitors, no amount of money will enable them to outrank you.
Digital marketing is a great opportunity for your business to compete with bigger companies to
obtain more relevant leads.

4. You can target your ideal audience: -

The ability to target your audience better is one of the most obvious reasons why digital
marketing is important. Imagine being able to market directly to people who have an interest in
your products or services. With digital marketing, you have the capability to directly reach leads
interested in your business. You don’t have to hope that people will see your traditional
marketing efforts and contact your business. With digital marketing, you can target your
audience more precisely than traditional methods. You can input important information about
your audience and use that information to shape your digital marketing campaigns. It makes it
easy for you to reach the right people. Let’s say your ideal customers are African-American men
between 23-35 years old who are single and make at least $35,000 a year. You’re trying to reach

20
this ideal customer on social media to get them to follow your business. If you wanted
to precisely target those characteristics, you could easily set those perimeters for your social
media ad campaign. This would ensure that only the relevant people specified would see you can
segment your audience, too.
Let’s say you also wanted to target African-American women with the same characteristics. You
could segment these two groups to deliver a customized ad experience that is relevant to them.
When you can better target people in your audience, you drive better results with your campaign.
You’ll reach more leads that are interested in your products or services.

5. You can monitor your campaigns and optimize them for better results: -
The importance of digital marketing is that you can easily track and monitor your campaigns.
When you invest time and money into your campaigns, you want to know that they are working.
Digital marketing makes it easy for you to track your campaigns, which allows you to adapt and
drive better results. When you use traditional methods, it’s challenging to know the results of
your campaign. If you run a TV ad, you may have to ask every person that comes into the store
about what brought them to your business. It would be a very time-consuming effort that could
annoy people who visit your business. With digital marketing, you don’t need to worry about
bothering your audience.
Every campaign you run is trackable. You can easily track a campaign’s ROI and other
indicators to see if it is driving valuable results for your business. You can see metrics such as
impressions, clicks, likes, shares, comments, conversions, and more. The type of metrics will
depend upon the medium and what you want to measure. You can easily set up your tracking
system to monitor specific metrics for your campaigns. When you can track your campaign’s
performance, it’s easier to fix it and adapt to changes.
Whenever you run a traditional advertising campaign, you typically can’t make changes until the
campaign is over. It only benefits the next campaign you run, which can feel like you wasted
money on the previous campaign. With digital marketing, you monitor your campaigns as you
go. You can see if they are successful or need improvement. If your campaigns need
improvement, you can make immediate changes and implement them at any point during your
campaign. You save money when you can make immediate changes. It allows you to get more
out of your campaign and spend your budget more wisely.

21
6. You get an impressive return on your investment (ROI): -
If you want to know the importance of digital media, look at the results it drives for businesses.
Online marketing strategies have an awesome return on investment (ROI). When you invest in
these methods, you’ll get more out of them. Email marketing has one of the highest ROIs out of
all methods. For every $1 spent, you have the potential to earn up to $44 in return — an ROI of
4400 percent! This is a great opportunity for you to grow and earn a profit from your marketing
efforts. So, why is there so much room for a great ROI with these methods? It is very cost-
effective to use online marketing methods.
This leaves room for a great ROI because you don’t have to spend much money to run a
campaign. It doesn’t cost much to run a PPC campaign or social media ad campaign, compared
to some traditional methods, which allows your business to have an opportunity to grow.

Types of digital marketing

There are as many specializations within digital marketing as there are ways of interacting using
digital media. Here are a few key examples.

1. Search engine optimization: -

Search engine optimization, or SEO, is technically a marketing tool rather than a form of
marketing in itself. The "art and science" part of SEO is what’s most important. SEO is a
science because it requires you to research and weigh different contributing factors to achieve the
highest possible ranking. Today, the most important elements to consider when optimizing a web
page include:
- Quality of content
- Level of user engagement
- Mobile-friendliness
- Number and quality of inbound links
- The strategic use of these factors makes SEO a science, but the unpredictability involved makes
it an art.

22
In SEO, there's no quantifiable rubric or consistent rule for ranking highly. Google changes its
algorithm almost constantly, so it's impossible to make exact predictions. What you can do is
closely monitor your page's performance and make adjustments accordingly
2. Content marketing: -
SEO is a major factor in content marketing strategy based on the distribution of relevant and
valuable content to a target audience.
As in any marketing strategy, the goal of content marketing is to attract leads that ultimately
convert into customers. But it does so differently than traditional advertising. Instead of enticing
prospects with potential value from a product or service, it offers value for free in the form of
written material. Content, and there are plenty of stats to prove it:
- 84% of consumers expect companies to produce entertaining and helpful content experiences
- 62% of companies that have at least 5,000 employees produce content daily
- 92% of marketers believe that their company values content as an important asset
As effective as content marketing is, it can be tricky. Content marketing writers need to be able
to rank highly in search engine results while also engaging people who will read the material,
share it, and interact further with the brand. When the content is relevant, it can establish strong
relationships throughout the pipeline.

3. Social media marketing: -

Social media marketing means driving traffic and bream awareness by engaging people in
discussion online. The most popular platforms for social media marketing are Facebook, Twitter,
and Instagram, with LinkedIn and YouTube not far behind. Because social media marketing
involves active audience participation, it has become a popular way of getting attention. It's the
most popular content medium for B2C marketers at 96%, and it's gaining ground in the B2B
sphere as well. According to the Content Marketing Institute, 61% of B2B content marketers
increased their use of social media this year.
Social media marketing offers built-in engagement metrics, which are extremely useful in
helping you to understand how well you're reaching your audience. You get to decide which
types of interactions mean the most to you, whether that means the number of shares, comments,
or total clicks to your website.

23
Direct purchase may not even be a goal of your social media marketing strategy. Many brands
use social media marketing to start dialogues with audiences rather than encourage them to spend
money right away. This is especially common in brands that target older audiences or offer
products and services not appropriate for impulse buys. It all depends on your company's goals.
To learn more about how Mailchimp can help with your social media strategy, check out the
comparison of our free social media management tools versus others.

4. Pay-per-click marketing: -
Pay-per-click, or PPC, is posting an ad on a platform and paying every time someone clicks on it.
How and when people see your ad is a bit more complicated. When a spot is available on
a search engine results page. also known as a SERP, the engine fills the spot with what is
essentially an instant auction. An algorithm prioritizes each available ad based on a number of
factors, including:
- Ad quality
- Keyword relevance
- Landing page quality
- Bid amount
Each PPC campaign has 1 or more target actions that viewers are meant to complete after
clicking an ad. These actions are known as conversions, and they can be transactional or non-
transactional. Making a purchase is a conversion, but so is a newsletter signup or a call made to
your home office.
Whatever you choose as your target conversions, you can track them via your chosen platform to
see how your campaign is doing.

5. Affiliate marketing: -
Affiliate marketing lets someone make money by promoting another person's business. You
could be either the promoter or the business who works with the promoter, but the process is the
same in either case. It works using a revenue sharing model. If you're the affiliate, you get a
commission every time someone purchases the item that you promote. If you're the merchant,
you pay the affiliate for every sale they help you make.

24
Some affiliate marketers choose to review the products of just 1 company, perhaps on a blog or
other third-party site. Others have relationships with multiple merchants.
Whether you want to be an affiliate or find one, the first step is to make a connection with the
other party. You can use a platform designed to connect affiliates with retailers, or you can start
or join a single-retailer program. If you're a retailer and you choose to work directly with
affiliates, there are many things you can do to make your program appealing to potential
promoters. You'll need to provide those affiliates with the tools that they need to succeed. That
includes incentives for great results as well as marketing support and pre-made materials.

6. Native advertising: -
Native advertising is marketing in disguise. Its goal is to blend in with its surrounding content so
that it’s less blatantly obvious as advertising. Native advertising was created in reaction to the
cynicism of today's consumers toward ads.
Knowing that the creator of an ad pays to run it, many consumers will conclude that the ad is
biased and consequently ignore it a native ad gets around this bias by offering information or
entertainment before it gets to anything promotional, downplaying the "ad" aspect.
It’s important to always label your native ads clearly. Use words like “promoted” or
“sponsored.” If those indicators are concealed, readers might end up spending significant time
engaging with the content before they realize that it's advertising.
When your consumers know exactly what they're getting, they'll feel better about your content
and your brand. Native ads are meant to be less obtrusive than traditional ads, but they’re not
meant to be deceptive.

7. Marketing automation: -
Marketing automation uses software to power digital marketing campaigns, improving the
efficiency and relevance of advertising.
According to statistics:
- 90% of US consumers find personalization either “very” or “somewhat” appealing
- 81% of consumers would like the brands they engage with to understand them better
- 77% of companies believe in the value of real-time personalization, yet 60% struggle with it

25
Marketing automation lets companies keep up with the expectation of personalization. It allows
brands to:
- Collect and analyze consumer information
- Design targeted marketing campaigns
- Send and post marketing messages at the right times to the right audiences
Many marketing automations tools use prospect engagement (or lack thereof) with a particular
message to determine when and how to reach out next. This level of real-time customization
means that you can effectively create an individualized marketing strategy for each customer
without any additional time investment.

8. Email marketing: -
The concept of email marketing is simple—you send a promotional message and hope that your
prospect clicks on it. However, the execution is much more complex. First of all, you have to
make sure that your emails are wanted. This means having an opt-in list that does the following:
- Individualizes the content, both in the body and in the subject line
- States clearly what kind of emails the subscriber will get
- Offers a clear unsubscribe option
- Integrates both transactional and promotional emails
You want your prospects to see your campaign as a valued service, not just as a promotional
tool. Email marketing is a proven, effective technique all on its own: 89% of surveyed
professionals named it as their most effective lead generator. It can be even better if you
incorporate other techniques such as marketing automation, which lets you segment and schedule
your emails so that they meet your customer's needs more effectively.

26
 Chapter :4 Resources for students

4.1 Deciding factors

When choosing a program or university, it is important to make an informed choice. Factors such
as ranking, faculty, tuition fee, scholarships, campus placements & alumni network among others
are important parameters to base your decision on. At Glink’s, we guide students by providing
the right knowledge about these factors.
4.2 Stand out of crowd
Universities tend to prefer students who show all-round excellence. While test scores are
important, having a healthy extra-curricular profile adds bonus points to your profile. At Glink’s,
we encourage students to follow their passions and hone their talents while pursuing academic
excellence, be it in sports, music, arts or other fields.
4.3 Avoid mistakes in application
Applications can be a lengthy and time-consuming process, and errors are bound to creep in.
Glink’s helps students by guiding them through the application process, vetting the applications
to avoid mistakes.
4.4 Smooth transition to new life
Moving to a new country alone can be an intimidating experience. Starting this new chapter with
the right mindset and preparation. Pre-departure briefing for all students is provided by Glink’s
to ensure a hassle-free transition. From what to pack, to the right documentation to carry, we
guide students to be ready to take full advantage of their academic pursuit.
4.5 Accommodation
Picking out your accommodation can be a daunting task. There are a number of options to
choose from – on-campus, off-campus, private boarding, university residences etc. You can
choose your accommodation to be in shared apartment near the university wherein you share all
amenities as well as the rent or a dormitory where you may have your lockable room with shared
bathroom and kitchen. Private apartments, homestays are other popular, viable options that a
student can explore. Glink’s helps you filter the options and apply for your accommodation on
time. Apart from this, we also provide networking opportunities with senior students already
studying in these universities to help with deciding on the accommodation

27
 Chapter :5 Marketing Strategies

5.1 Four P’s

Product:
The product strategy in Glink’s can be explained as follows:
Glink’s is one of the top educations consulting company, having offices all across the world.
Glink’s offers consulting services in all fields related to education they are into almost all sectors
like airspace, oil, finance, marketing, media, travel, pharmaceuticals, mining, metals, chemicals,
power, electronics, electrical, forest, retail etc. Glink’s consulting involves solving problems for
the students as well as their parents. These problems relate to the advance carrier options and
hence the objective of the firm’s consultants is to come up with solutions which are cost effective
and sustainable so as to find better options for the students. This is done by extensive research of
the sectors in which the problem relates to and knowledge base is increased and developed on a
real-time basis.
Price:
The price strategy in Glink’s can be explained as follows:
Glink’s is a top-class firm and offers consulting service to students related to all education
policies and system in all over the world. Because of its quality of service and brand value
coupled with the high-profile clients that it works with it charges a premium for its services.
Thus, the pricing strategy in its marketing mix is called premium pricing strategy. The clients
don’t mind paying that as they trust the Glink’s and its consultants as long as their problem is
solved.

28
Place:
Following is the distribution strategy in the Glink’s:
Glink’s consultancy services are provided by the consultants who are available at the offices of
the company.
It is currently in 6 plus locations and covers a vast number of geographical areas to offer their
services. There are more than 850 consultants in Glink’s. The consultants need to sometimes
travel extensively to meet their clients and hence there is a great amount of flexibility in the
offering of the service. These are the place distribution strategy of the Glink’s international Pvt
ltd.
Promotion:
The promotional and advertising strategy in the Glink’s is as follows:
Glink’s does not need to promote itself as its position has already been established in the market
as the best education consulting firm. But even before it acquired this position it always
maintained a low profile. It never wanted to advertise its service nor did it want to disclose its
clients. Glink’s have always been working silently in the background and still have managed to
be at the top. Although the website of the company may highlight its services it does not call out
to the internet users to come visit their site.

Importance of SWOT Analysis

A SWOT analysis helps evaluate where a company stands in a competitive market and what
steps need to be taken for further strategic planning, helping decision makers draw a future
roadmap for the company.
Here are some key points that make it especially useful for companies:
- A SWOT analysis helps organizations get visibility on their current status, letting them
understand and measure overall business performance.
- It lets a business analyze their strength, which in turn can help them better penetrate the market
to meet business targets.
- It lets organizations get visibility on their weaknesses and potential areas of improvement. This
information helps them plan for and mitigate future roadblocks, ensuring long term growth of
business.

29
- By leveraging its SWOT analysis, a business can create a strategic plan to meet desired
objectives and adapt to changing market conditions.
- It lets businesses understand and better identify internal and external factors and their positive
and negative impacts on the business. This information can help businesses be more proactive by
helping them take appropriate actions in a dynamic market to maintain momentum.
In conclusion, SWOT is an important tool to understand the health of an organization. It allows
decision makers to identify not only where an organization stands, but also where they need to
improve. This gives them the ability to be a proactive player in the market while helping them
remain competitive.

Benefits of SWOT analysis

The main advantages of conducting a SWOT analysis are that it has little or no cost – anyone
who understands your business can perform a SWOT analysis. You can also use a SWOT
analysis when you don't have much time to address a complex situation. This means that you can
take steps towards improving your business without the expense of an external consultant
or business adviser.
Another advantage of a SWOT analysis is that it concentrates on the most important factors
affecting your business. Using a SWOT, you can:
- understand your business better
- address weaknesses
- deter threats
- capitalize on opportunities
- take advantage of your strengths
- develop business goals and strategies for achieving them.

Limitations of SWOT analysis

When you are conducting a SWOT analysis, you should keep in mind that it is only one stage of
the business planning process. For complex issues, you will usually need to conduct more in-
depth research and analysis to make decisions.

30
Keep in mind that a SWOT analysis only covers issues that can definitely be considered a
strength, weakness, opportunity or threat. Because of this, it's difficult to address uncertain or
two-sided factors, such as factors that could either be a strength or a weakness or both, with a
SWOT analysis (e.g., you might have a prominent location, but the lease may be expensive).

S.W.O.T Analysis
1. Strengths: -
- Glink’s has highly qualified consultants who are recruited from various different streams.
- Glink’s works with knowledgeable management who helps in gathering the information.
- Glink’s has a wide geographic reach as it has its presence across the world.
- Good relationships with high level consultants of different consulting company give strong
brand loyalty.
- Glink’s & Company has a good awareness and recall is very.
- Glink’s has actively sponsored events, seminars and conferences to spread more awareness.

2. Weaknesses: -
- Tough competition from big industry consultants as well as other knowledge consulting
agencies.
- Being a global player, Glink’s business is governed by external factors like government
policies, currency fluctuations etc.

3. Opportunities: -
- Glink’s could diversify from general strategy and venture into other areas of education too.
- Strong academic partners of Glink’s can strengthen the market position of Glink’s further.
- Glink’s is emerging in every corner of world rapidly.

4. Threats: -
- Expansion of existing education consultants in other competitive company can reduce Glink’s
business.
- Companies setting up their own knowledge centers and increasing consultants as well as.
DO YOU HAVE ANY OTHER COMMENTS OR SUGGESTIONS FOR US?

31
 Recommendation

As Glink’s is a new company it requires to focus on organizational structure. Market Operations

should conduct a team meeting every week so that the consultants can know each other well, the
Head of the department will get an overview how all departments are doing, which will increase
the level of team work. They could carry out promotional activities from time to time in
corporate offices and Universities in order to understand what the potential customers want from
them.

Conclusion

I am happy to complete my internship in Glink's International Consultancy Pvt Ltd. Under digital
marketing and sales research. To my own experience the working environment of the company is
very inspiring. The company is always keen to implement new rules and actions for
improvement. Market Development Department is really working hard and every day they are
coming up with new unique and innovative ideas to wide spread their business. If this effort goes
on than they can able to cover the untapped markets, increase their distribution reach and which
will also ensure future source of business.

32
 References

Visit the following site to know more about Glink’s International Pvt Ltd:
https://glinksgroup.com
For more details about current activities of Vorrath vacancy please visit the Site:
https://glinksgroup.com
You can find a technical paper on service blueprints offering more complexity to the process
here - http://files.g51studio.com/parsons/ServiceBlueprinting.pdf
Lynn Hossack’s original article can be found at the Harvard Business Review -
https://hbr.org/1984/01/designing-services-that-deliver/ar/1
Borden, N.H. (1964), "The concept of marketing mix", Journal of Advertising Research, Vol. 4
No. June
Ferrell, O., Hartline, M., Lucas, G., Luck, D. (1998). "Marketing Strategy". Orlando, FL: Dryden
Press
The 4 Ps of Marketing – A complete guide to marketing strategy. David Pearson, P 2014.
Kotler, P. & Armstrong, G. (2012), Principles of Marketing, 14th ed, Pearson, Harlow.

33