LOVELY PROFESSIONAL UNIVERSITY

DEPARTMENT OF MANAGEMENT

Report on Summer Internship

MOOC Course On Digital Marketing

In partial fulfillment of the requirements for the award of Degree of

Bachelor of Business Administration

Submitted by:

Nitin Patidar
11905973

DEPARTMENT OF MANAGEMENT LOVELY PROFESSIONAL UNIVERSITY JALANDHAR

NEW DELHI GT ROAD

PHAGWARA PUNJAB

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 Annexure-II:

Declaration

To whom so ever it may concern

Respected Sir/Maam,

I, Nitin Patidar, 11905973, hereby declare that the work done by me on “The Ultimate Seo, Social media and
Digital marketing” from May, 2021 to 2021, is a record of original work for the partial fulfillment of the requirements for
the award of the degree, Udemy.

Nitin Patidar

Nitin

Dated: 30- September-2021

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 ACKNOWLEDGEMENT
A few typewritten words of thanks cannot express the sincerity of my gratitude. But I am still
trying to put into words my gratefulness towards all who have helped and encouraged me in
carrying out this project. This project of mine bears the imprint of many people who have an
important impact on my thinking, behavior, and acts during the course of study.
I would like to express my gratitude to Udemy INC. Team, who made it easy and made learning
so simple and interesting even when locked up in the home. I also express special thanks to my
college, Lovely Professional University who allowed me to do this valuable MOOC Course on
the topic SEO, Social Media, and Digital Marketing, which also helped me in achieving maximum
reach two of my projects and I came to know about so many new things.
Secondly, I would also like to thank my parents and friend who helped me a lot in finishing this
training within a limited time. I would like to extend my sincere appreciation to my Udemy Mentor
Ing. Tomas Moravek, Seo, Facebook Ads & Facebook Marketing Expert, who was available for
help whenever I required, his guidance, gentle persuasion, and active support have made it possible
to complete this project.

In the end, I can say only this much that “All Are Not Mentioned But None Is Forgotten” Last
but not the least I would like to thank GOD, who continues to look after us despite all my flaws.

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 Contents
CHAPTER – I ............................................................................................................................................. 5
CHAPTER II ............................................................................................................................................... 8
CHAPTER III ........................................................................................................................................... 10
Assignments: .......................................................................................................................................... 10
Total hour of video ................................................................................................................................ 10
Lectures.................................................................................................................................................. 10
CHAPTER IV............................................................................................................................................ 11
About the Projects: ................................................................................................................................... 11
• Personal Portfolio: ........................................................................................................................ 10
• Brand Testing of Fashion Adda Storc ........................................................................................ 13
• SEO Optimization ......................................................................................................................... 15
• Visibility on search engines: ......................................................................................................... 16
Social Media Interaction ...................................................................................................................... 17
Analytics................................................................................................................................................. 23
CHAPTER V ............................................................................................................................................. 27
CHAPTER VI............................................................................................................................................ 28
REFERENCE ............................................................................................................................................ 29

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 CHAPTER – I
INTRODUCTION

Course: The Ultimate SEO, Social Media, and Digital Marketing Mastery.

About The Course: It is a

comprehensive course to take full
beginners without SEO, Facebook &
Instagram & Messenger Advertising,
Twitter, Social Media, Video
Production, or Digital Marketing
Expertise And Turn Them Into Digital
Marketing Masters. With it, the
expertise necessary to significantly
increase revenue & income, increase
development, extend the marketscope,
and attract new customers can be
catered. A full walkthrough guide
to Facebook Marketing & Advertisement, Facebook, Instagram & YouTube's also a Master Guide
to Professional Video Production-with feedback from an accomplished advertisement maker. As
a digital marketer, Mastering Video Marketing is key to your success. It has been shown to increase
conversions by 80% by including video on your landing page. The course also talks about SEO
Fundamentals Guide, SEO Strategies, Secret SEO & Social Media optimization strategy To Max
Traffic.

Course Registration: Udemy Online Courses has a wide collection of courses for all domains.
Even the price is pretty affordable. This particular course was purchased online at Rs 675/-.

Course Content:

Sections Contents
1. Facebook
2. Instagram
3. YouTube
4. SEO
5. Mobile SEO
6. Website Creation

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Total Hours: 93.5 Hours

Number Of Lectures: 593

Link Of The Course: https://www.udemy.com/share/101tHwAEMSdFhXRX4H/

Course Provider: Udemy INC.

About Udemy: Udemy, Inc. is a Huge Open Online Course (MOOC) provider for educated adults
and students in the United States. It was founded by Eren Bali, Gagan Biyani, and Oktay Caglar
in May 2010. The platform has more than 35 million learners and 57,000 teachers offering courses
in over 65 languages as of Jan 2020. There have been over 400 million applications for the course.
Students and teachers come from 180 + nations and 2/3 of the students are outside the U.S.
Students take classes mainly as a way of developing skills related to work. For professional
qualifications, some courses generate credit.

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 CHAPTER II
DIGITAL MARKETING

Digital marketing refers to ads delivered through digital channels such as search engines, websites,
social media, email, and mobile applications at a high level. Digital marketing, using these online
media platforms, is the process by which businesses support products, services, and brands.
Consumers are highly dependent on digital means of product analysis. For example, Think with
Google marketing insights found that 48 percent of customers start their search engine inquiries,
while 33 percent look at brand websites, and 26 percent look for mobile apps.
Although today's digital marketing is an enormous web of platforms that advertisers have to
incorporate with their brands, online advertising is far more complicated than platforms alone.
Marketers have to dive deep into today's vast and intricate cross-channel landscape to find tactics
that create an impact through interaction marketing to reach the true potential of digital marketing.
Engagement marketing is the approach of generating meaningful connexons based on the data you
accumulate over time with new and returning customers. You create brand awareness, set yourself
as an industry thought leader, and put your company at the forefront when the consumer is ready
to buy, by engaging customers in a digital world.

Marketers can gather useful insights into target audience preferences by introducing an
omnichannel digital marketing strategy, thus opening the door to new consumer engagement
approaches. Besides, businesses can expect an improvement in retention to be seen. Companies
with good omnichannel customer engagement campaigns maintain an average of 89 percent of
their customers compared to businesses with poor omnichannel initiatives with a retention rate of
just 33 percent, according to a study by Investors.
As for the future of digital marketing, we should expect the number of wearable devices available
to consumers to continue to grow. Forbes also predicts that in the B2B room, social media will
become increasingly conversational, video content for search engine optimization ( SEO) purposes
will be refined, and email marketing will become much more personalized.
"Digital has gone from 'one of the things marketing does' to 'the thing marketing does' at the heart
of everything in marketing today."

Familiar challenges that may be solved by digital marketing:

• Knowing Your Audiences: It takes time to get to know your audience, and while the
marketing team may have established audience personas that can be of use, users may not
behave in the way we would expect to actively spend time online. We will need to evaluate
various languages with different goals, bearing in mind that different people and their

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 position in the purchasing cycle will be drawn to those descriptors. Tuning with the
audience will establish a reputation that will separate you from the competition.

• No SEO Optimization Yet: It is important to have an understanding of SEO best practices,

regardless of your role in the marketing process. In addition to enhancing the ranking of
search engines, SEO will improve and endorse the testing and optimization of your
campaign to ensure you produce high-quality, useful content that your potential customers
want.

• Social Media Strategy: It is important to have some sort of social marketing in place,
regardless of whether you want to build an organic social media strategy, a paid social
media strategy, or a combination of the two. Although social media is perfect for branding
and engagement, it can also be a helpful advertising tool for digital marketing. Find a niche
and a clear voice, be patient, and the effect of your ads will also increase with your
subsequent increases.

• Marketing Teams Are Siloed: To generate nimble, fluid structures, it's necessary to break
out of silos. Your consumers are not sequestered in one channel waiting foradvertising, so
the marketing campaigns must deploy cross-channel features with teams toreach customers
where they are, bringing different skill sets to the table. Various demographics and
preferences are included in each social network and platform, so marketing campaigns for
each can look entirely different. Tone, imagery, deals, and even the time of day you post
are included in this.

• Accountability: A significant universe of metrics that can be used to assess the efficacy of
your marketing activities is assisted by digital marketing, but these metrics should be
selected with caution. Each case will rely on the composition of the audience and
concentrate on each channel. Start by deciding your expectations for each channel and
setting metrics that your CMO would want to see the most, keeping this in mind.

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 CHAPTER III
COURSE PEDAGOGY
Studying online provides more versatility to an individual. One can more easily work and match
your work schedule with your coursework; even more so if you take an asynchronous class: an
online class where you don't have to log in for a live session at a particular time but can learn and
communicate with your teacher and classmates at your own pace through, for example, the
discussion forum.
Udemy allows you to pick our own learning space by training online that fits best for our needs:
be it your apartment, your lab, the café across the street, or your nearby gym, listening to the lecture
podcast of the coach.

The course was also affordable, and the ratings of the course played a vital role in the selection
and purchasing of the course.

Assignments: In this course of Digital Marketing, there were 3 assignments given:

I. Identification Of Potential Audiences and Facebook strategies.
II. Create a Facebook page of your product.
III. Create a Website on Online fashion Store.

Total hour of video: Initially, the course was of 77 total hours at the time of purchase. But, the
mentor has kept no room for incomplete information, and eventually extended the course for more
than 16 hours. Therefore, the total hours of the course were raised to 93 hours.

Lectures: In this course of Digital Marketing Mastery, the total number of lectures was 586. This
comprises every segment which was to be known by the candidates. Starting from the basic to the
depth of the concept, every single section was explained.

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 CHAPTER IV
PROJECTS UNDERTAKEN

This particular course was indulged with digital marketing, brand testing, and increasing the
awareness of your product or service. It also gave a guide on how to use different online tools like
Facebook Analytics. On behalf of the mentor, there was no project assigned. However, Digital
Marketing is a practical concept, and until and unless one practices in real life using the stated
methods, the effectiveness will not be visible. Therefore, I chose two of the projects to work, which
was Personal Portfolio and Brand Testing of Fashion Adda

About the Projects:

• Personal Portfolio: Initially, to have a brand testing it was required to build up an

interacting website. The personal portfolio consisted of the artworks done and was
showcased in a very appealing way. It is a portfolio of my artworks done till date.

Link To the Website: : https://nitinpatidarnitin5.wixsite.com/my-site-1

Landing Page:

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• Brand Testing of logo of Online Fashion Store Fashion Adda: Fashion Adda is an
online fashion store that include Men’s, Women’s clothes selling online. A website was
created and simultaneously all the other tools like SEO, analytics were implemented

Logo:

Link To The Website: https://nitinpatidarnitin5.wixsite.com/my-site-1

Landing Page:

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Website Developer Service Provider: WIX

• SEO Optimization - Finding the terms and phrases (keywords) that can generate qualified
traffic to our website, making our site friendly to search engines, building links, and
marketing the unique value of our site. It‘s the process of increasing your website traffic
through search engine results. This helps the website become more discoverable. When
potential customers search terms related to our brand, they‘ll have a better chance of
discovering our website and becoming a customer. With good SEO practices, a person
searching a keyword like - Fashion Adda might have a better chance of finding that article
andtherefore, our brand.

• Visibility on search engines: There are dozens of search engines but the most frequently
used one is Google, Yahoo, and Bing. We will make sure that the website easily comes to
the search engines. It is important for the customers that they can find us on google quickly
when they type FASHION ADDA. The website will have content that matches the
keywords onthe website and have bolded keywords that match the content/theme on the
page. By doing this customers won‘t have any problem finding us on.

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Social Media Interaction: Social media marketing is a powerful
way for businesses of all sizes to reach prospects and customers.
Your customers are already interacting with brands through social
media, and if you're not speaking directly to your audience through
social platforms. Social media platforms like LinkedIn, Facebook,
Instagram, Twitter, and WhatsApp played an important role in
gathering the data for our business. We have made our business
account on Facebook and Instagram to capture a bigger audience. A
link to our LinkedIn account is also provided on our website and
our other social media accounts to build trust and a connection to
expand and reach out to potential customers. Through the various
social media platform, we plan to showcase our works.

Social Media Platforms

➢ Facebook
➢ Instagram
➢ LinkedIn
➢ Twitter

• Facebook – Through Facebook, we can build a community that offers a variety of free
features to engage with the customers. We can share our basic information and post
updates, pictures, and videos to communicate with our existing and potential customers.
We can also message them directly. Facebook offers free business tools that can further
enhance our Page and help us achieve our goals. We can create events, manage
appointments directly on our Page. It also offers free Page Insights to help us understand
the actions that people take on your Page. We can learn what our customers care about and
how often they interact with posts on your Page. It is a low-cost marketing strategy, we can
raise awareness and positive word of mouth. It can steer traffic to our website. We can
build a community and build a long term relationship.

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• Instagram - Instagram has been able to attract more people than any other social media
website ever did. It has reached more than 150 million active users. Instagram will help us
to target a bigger pool of audience. It enables us to share photos and videos to other social
media websites. This way with a single post, we can attract users of multiple from multiple
platforms like Facebook, Twitter, etc. Using Instagram for business can help us gain a
better outlook on the trends and customers' demand. Sales and leads are trackable through
Instagram ads so we can see a clear ROI. Since Instagram uses the same Ads Manager
platform like Facebook, it has all the same tracking capabilities that Facebook has. Like
Facebook, Instagram differentiates accounts through personal accounts and business
accounts. We can reach to the untapped customers. Another one of the benefits ofInstagram
being an organic platform is that we can see a lot of engagement on our posts without
having to pay for it. This means that we can strengthen our relationship with our followers
and potential customers.

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Analytics - Google Analytics provides valuable insights that can help us shape your business'
success strategy. Google Analytics allows us to track and understand our customer's behavior,
what they're looking for, and whether our business is addressing their needs. It allows us to use its
technology to dissect and study our online business so you can cater well to our customers. Setting
up Google Analytics will take us down to the grassroots of where our visitor source is from. Google
Analytics acquisition section maintains detailed reports of where our users are from. This way, our
business will be able to retain old customers and expand the customer base. Goals on Google
Analytics helps us track how much our business is progressing. We can assign several goals to
help track the customer's journey based on their actions. It allows us to see which keywords are

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attracting a lot of visitors. The acquisition section gives you a breakdown of each search query that
is directing users to our site. It allows us insights into competitor analysis. We can compare and
see how many visitors our competitor is acquiring. We can compare them to check if your website
is engaging enough to beat the competition. Google Analytics provides a detailed report of pages
that are experiencing a high bounce rate. Google Analytics will help us gauge which platform is
bringing in customers and is witnessing customer engagement. We can check how much
conversion value social media is generating, traffic entering from social referrals and how many
users are talking about us.

• Website Analytics:

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• Instagram Analytics:

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 CHAPTER V
LEARNING OUTCOMES

Social media technologies are continuously transforming the ways consumers interact with each
other and firms. These changes constitute a fundamental shift in the marketplace--consumers have
greater opportunities to voice their opinions and connect with other consumers as well as increased
influence over marketers and brands. As a result, the conventional approaches to marketing
communications have become more and more challenged. This puts an added emphasis on
leveraging social media to engage consumers and propagate ideas, messages, products, and
behaviors. This course was in-depth to the relationship between media and human behavior and
helped in examine how organizations capitalize on social media, and these consumer-to-consumer
interactions, to support their marketing efforts. It gave a hands-on experience creating
comprehensive social media strategies for active brands.

Through successful completion of this course,

✓ It gave an understanding of what social media is, the various channels through which it
operates, and its role in marketing strategy
✓ Usage of principles of consumer and social psychology to develop social media content
and campaigns that engage consumers
✓ Drawing on knowledge about word-of-mouth marketing to develop effective approaches
for propagating ideas, messages, products, and behaviors across social networks
✓ Measuring the impact of a social media campaign in terms of a specific marketing
objective.

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 CHAPTER VI
BIBLIOGRAPHY

Author: Nitin Patidar

Title of source: Udemy
Publication date: 30th September 2021
Location: Indore, Madhya Pradesh

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 REFERENCE

• https://www.udemy.com/course/digital-marketing-
courses/learn/lecture/13966766#content
• www.wix.com
• www.nitinpatidarnitin5.wixsite.com/my-site-1
•

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