Project Report on

“FINDING THE RIGHT

SPECIALIZATION (FRS)”

Submitted By:
Name of the Student: Anuj Sadhotra

Email ID: MBA22.Anuj.Sadhotra@sunstone.edu.in

Campus: RBU

Program: MBA

Submitted to:
Mentor Guide: Vrindha Talwar

1
 Table of Contents

S.No Topic Covered Page

Number
1 Resume of the Student 4

2 Overview 5-6

3 Part A: Scope of Specialization 1 7

4 Skills and Competencies required to excel in Specialization 8

1
5 Industry profiles related to Specialization 1 9-14

6 Job opportunities for Freshers in Specialization 1 15-16

7 Compensation Benefits for MBA freshers in Specialization 17-18

1
8 Growth Prospects for a Fresher in Specialization 1 19

9 Desired Skill sets and competencies required by a Fresher 20

for Specialization 1
10 Actual Skill set of the student and Identification of Gaps in 21-23
Skill set for Specialization 1
11 Measures Taken for Bridging the Gap 28-30

12 Part B: Scope of Specialization 2

13 Skills and Competencies required to excel in Specialization
2
14 Industry profiles related to Specialization 2
15
16 Job opportunitiesBenefits
Compensation for Freshers in Specialization
for MBA 2
freshers in Specialization
2
17 Growth Prospects for a Fresher in Specialization 2
18 Desired Skill sets and competencies required by a Fresher
for Specialization 2
19 Actual Skill set of the student and Identification of Gaps in
Skill set for Specialization 2
20 Measures Taken for Bridging the Gap
21 Critical Judgment by the student,
2 Conclusion & Feedback
by the Mentor
22 References
Resume of the Student

3
Overview

4
Name of Specialization 1: Digital Name of Specialization 2:
Marketing

Reason for Selection : 1. Increasing Reason for Selection : (justify in 50 words

demand: One of the industries with the only)
quickest growth is digital marketing. The
demand for digital marketing experts is
growing as firms increasingly turn their
attention to digital platforms.
2. increasing pay: Due to a market shortage
brought on by the increasing demand for
digital marketing specialists, incomes have
increased.

3. Diverse employment options: A career in

digital marketing offers a variety of
employment options. You can work in a
variety of fields, including social media
marketing, content marketing, email
marketing, SEO, and PPC.

4. Innovation: Because digital marketing is

continuously changing, there are many of
opportunity to experiment, invent, and
attempt new things.

5. Flexibility: Digital marketing permits

flexible work schedules, such as remote or
independent contractor work.

6. Creativity: Digital marketing is an

intriguing field that calls for both creativity
and critical thinking.
7. Measurable outcomes: Digital marketing
offers quantifiable outcomes that let you
monitor and assess the efficacy of your
initiatives.

Skills as Strengths for this specialization: Main Skills as Strengths for this
1. Analytical abilities: A digital marketer specialization: (at least 3)
must be able to recognize, track, and

5
 evaluate marketing data and metrics in order
to make wise judgments.
2. Creativity: To design and build
compelling content, find fresh and inventive
ways to draw customers, and keep one step
ahead of the competition, one must be
creative.

3. Communication abilities: Effective

message delivery across a variety of
channels depends on the ability to
communicate with customers.

4. Technology skills: It's crucial to be

knowledgeable about how to use digital
marketing tools and technologies, including
Google Analytics and numerous automated
marketing platforms.

5. Task prioritization abilities: It's essential

to be able to manage several projects at once
and rank tasks according to significance and
urgency.

6. consumer-focused: A successful digital

marketer should continuously prioritize the
needs of the consumer and keep a customer-
centric mindset.

Skills Lacking: Skills Lacking: (at least 2)

1. Analytical skill
2. Communication skill

Comments by Mentor Guide :

6
 PART A: SCOPE OF Digital Marketing

It is now feasible to concentrate in the area of digital marketing, which has grown to
be a crucial component of the marketing sector. Digital marketing expertise offers
enormous development potential for a number of reasons:

1. Growing Demand - With the advent of digitization, it is now necessary for

businesses to have an online presence, and digital marketing is key to creating that
presence. There is a growing need for skilled digital marketers as more businesses
recognize the value of digital marketing.

2. Changing Digital Marketing methods - As technology continues to advance, so

do digital marketing methods. To be competitive, experts in digital marketing must
regularly stay up to date on the newest tools, tactics, and platform improvements.
3. Wide-ranging job Possibilities - A concentration in digital marketing opens up a
wide range of job options, including social media marketing, content marketing,
search engine optimization (SEO), email marketing, analytics, and many more.
Flexible job pathways are available for digital marketers, who can work for
businesses, agencies, or independently.

4. High Earnings - A career in digital marketing has the potential to be very

gratifying and lucrative. The earnings are higher than the national norms due to the
growing demand for qualified digital marketing specialists and the dearth of
experienced personnel.

Overall, there are good job opportunities in this field given the expanding
importance of digital marketing. Professionals who want to succeed must
constantly learn new skills, stay current on developing trends, and engage
in regular online groups where they may network and present their work
to potential clients.

7
 Skills and Competencies required to excel in Digital Marketing

1. Analytical abilities: A digital marketer must be able to recognize, track, and

evaluate marketing data and metrics in order to make wise judgments.

2. Creativity: To design and build compelling content, find fresh and inventive ways
to draw customers, and keep one step ahead of the competition, one must be creative.

3. Communication abilities: Effective message delivery across a variety of channels

depends on the ability to communicate with customers.

4. Technology skills: It's crucial to be knowledgeable about how to use digital

marketing tools and technologies, including Google Analytics and numerous
automated marketing platforms.

5. Task prioritization abilities: It's essential to be able to manage several projects at

once and rank tasks according to significance and urgency.

6. consumer-focused: A successful digital marketer should continuously prioritize

the needs of the consumer and keep a customer-eccentric mindset.

7. Flexibility and adaptability: Because the landscape of digital marketing is

constantly changing, effective digital marketers must be able to do so rapidly.

8. Strategic thinking: A digital marketer must use strategic thinking to create and
carry out marketing programs that will promote growth, accomplish marketing goals,
and preserve ROI.

8
 Industry profiles related to Digital Marketing (Describing any 10 )

Indian motorcycle industry leader Royal Infield has been in business since 1901. The
business has a long history dating back to its days as a British motorcycle brand and
continues to have a solid reputation for producing classic motorcycles. The business
has significantly expanded in recent years, both domestically and globally.

9
 Overview of the business: With increasing numbers of individuals buying
motorcycles for both personal and professional use, the motorcycle business in India
has been expanding quickly. Due to its ability to take advantage of this expansion,
Royal Enfield has emerged as one of the most well-liked and sought-after motorcycle
manufacturers in the nation. By providing distinctive styling and potent performance
at a reasonable price, the business has been able to build a solid presence in the mid-
range motorcycle category.

Product Range: Several motorcycle models that meet a range of consumer needs and
preferences are part of the Royal Enfield product line. The Classic and the Bullet, the
company's two most recognizable motorcycles, are among the most well-liked models
in the mid-range market. In addition, Royal Enfield sells adventure bikes like the
Himalayan and the Interceptor, which are popular with people who enjoy outdoor
activities.

Products and Services Provided By Royal Enfield

 Super Meteor 650

 Hunter350
 Scram 411
 Classic 350
 Bullet 350
 Bullet 600
 Interceptor 650
 Continental GT 650

10
Figure1. Shows The Sales volume of Royal Enfield.

Financial Year Sales Volume

2013-2014 2,00,000

2014-2015 3,00,000

2015-2016 5,00,000

2016-2017 7,00,000

2017-2018 8,00,000

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 2018-2019 8,00,000

Vision Of Royal Enfield:- Inspiring a global community of motorcycle lovers by

creating classic motorcycles with everlasting appeal is the mission of Royal Enfield, a
well-known motorcycle brand. The goal of Royal Enfield is to build motorcycles that
are distinctive, evocative, and powerful, and that represent the company's principles
of workmanship, authenticity, and a sense of adventure. Whether clients are riding
through urban areas or across rough terrain, the brand wants to give them an
unrivalled motorcycle experience. Along with fostering a sense of camaraderie among
riders who share a love of travel and adventure, Royal Enfield also aims to promote
motorcycle culture globally.

Values: Motorcycle manufacturer Royal Enfield is renowned for its tradition and
classic style. Royal Enfield motorcycles are frequently connected with the following
values:

Tradition: Since the company's founding in the early 1900s, Royal Enfield has placed
a great emphasis on upholding its historic roots. The motorcycles are intended to
arouse nostalgia and pay respect to the company's past.

Quality: Royal Enfield motorcycles are constructed with premium components and
skilled labour to a high standard of quality. The bikes are built to be dependable and
long-lasting, making them a popular option for cross-country travel.

Individuality: Unlike many other motorcycles on the market, Royal Enfield

motorcycles are not mass-produced. Each bicycle has a distinctive design.

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The word "adventure" is frequently used to describe Royal Enfield motorcycles. Since
the brand is often associated with motorcycle riding and exploration, many owners
take their bikes on extended journeys.

A significant riding community that is dedicated to Royal Enfield and its motorcycles
exists all over the world. In order to foster a sense of community and belonging,
owners frequently take part in group rides and activities.

Authenticity: Both in terms of their design and the riding experience, Royal Enfield
motorcycles are renowned for their authenticity. The manufacturer is dedicated to
keeping the vintage appearance and feel of its motorcycles while still combining
cutting-edge features and technology.

Heritage: The brand is strongly rooted in the long and illustrious history of Royal
Enfield. Knowing that they are riding a piece of motorbike history gives many owners
a sense of pride in their Royal Enfield.

Independence: People frequently link Royal Enfield motorcycles with a feeling of

independence and freedom. The bikes are made to be ridden, and a lot of owners love
the experience of being on the open road with the wind in their hair and the freedom
to do whatever they want.

Royal Enfield motorcycles are renowned for their dependability and toughness. The
motorcycles are made to last, and many owners report putting thousands of miles on
them without experiencing any significant problems.

Royal Enfield motorcycles offer a timeless appeal that defies fashion trends and fads.
Since the bikes' timeless designs have mostly not changed throughout the years, many
owners value the knowledge that their motorcycle will always be in fashion.

Market Presence: With a wide network of dealerships and servicing facilities located
all over India, Royal Enfield has a substantial market presence there. With a
concentration on areas including the UK, Europe, and the US, the company has also

13
been extending its global reach. Additionally, in recent years, Royal Enfield has
expanded into markets including Thailand, Indonesia, and Brazil.

Innovation: In order to stay ahead of the curve in the very competitive motorcycle
sector, Royal Enfield has been investing in R&D and innovation. In order to adapt to
shifting consumer tastes and regulatory requirements, the corporation has been
concentrating on creating new technologies, such as electric automobiles.

As a well-known manufacturer of motorcycles, Royal Infield has established a strong

online presence to interact with its target market. The following are some examples of
how Royal Enfield has used internet marketing:

1. Social media: Royal Enfield is present on popular social media sites like
Facebook, Instagram, and Twitter, where it regularly provides interesting information,
organizes contests and campaigns, and engages with its followers.

2. Website: The Royal Enfield website features a user-friendly interface and offers
details about the company, its goods, and services.

3. Content marketing: To engage and keep their audience, Royal Enfield has a
dedicated digital content team that creates high-quality content like videos, articles,
and photographs.

4. Influencer marketing: To expand its reach and collaborate with influencers in the
motorcycling and adventure sports sectors, the brand maintains a robust influencer
marketing program.

5. E-commerce: Customers may buy Royal Enfield-branded goods and accessories

straight from the company's website thanks to its e-commerce store.

6. Search engine marketing (SEM) and search engine optimization (SEO): Royal
Enfield's website has been SEO-optimized to ensure that its pages appear high in
Google search results. They have also started SEM efforts to advertise particular
goods and services.

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 Job opportunities for Freshers in Digital Marketing (at least 5)

In the sector of digital marketing, there are several job openings for new
graduates. Consider the following examples of potential job titles and
positions:

Assisting with the creation and implementation of digital marketing campaigns

using a variety of channels, including social media, email, SEO, PPC, etc., is
normally the responsibility of a digital marketing executive or associate.

1. Social Media Manager: In this position, you would be in charge of managing a

brand's social media presence across a variety of platforms, producing interesting
content, and keeping an eye on analytics to make sure that campaigns are effective.

2. Content Marketing Specialist: To increase traffic and engagement, this position

requires generating and managing a variety of digital content types, including blogs,
videos, infographics, and social media postings.

3. SEO Analyst/Executive: By optimizing website content, conducting keyword

research, and keeping an eye on website metrics, this function works to raise a
website's position on search engine result pages.

4. PPC/SEM Specialist: A PPC professional would be in charge of designing and

overseeing sponsored search ads on multiple websites, including Google Ads and
Bing Ads. They would oversee the production of ads, bid management, and keyword
research, as well as track campaign effectiveness to improve outcomes.

5. Analytics Manager: Analyzing and evaluating data in order to offer perceptions

and suggestions for digital marketing initiatives would be the responsibility of an
analytics manager. In order to improve digital marketing efforts, they would gather,
examine, and report data from a variety of sources, including website traffic, social
media engagement, and email campaigns.

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6. Digital Marketing Coordinator: Coordination of several elements of digital
marketing campaigns would fall under the purview of a coordinator for digital
marketing. To ensure that initiatives are carried out effectively and on schedule, they
would collaborate closely with digital marketing executives, content marketers,
social media managers, and other specialists in the field.

7. Web Developer: The creation of websites that are prepared for digital marketing
would fall within the purview of a web developer. To build user-friendly,
aesthetically pleasing, and search engine-optimized websites, they would collaborate
with experts in digital marketing.

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 Compensation Benefits for MBA freshers in Digital Marketing

Competitive Salary: The most crucial pay benefit that firms provide to entice and
keep the best people in digital marketing is a competitive wage. Depending on the
candidate's education, talents, and experience, the salary range may change.
Performance-Based Bonus: Based on an employee's performance, the completion of
a project, or the achievement of predetermined goals, an employer may also provide
them with a performance-based bonus. Employees that receive this kind of pay
profit from it and are encouraged to work more diligently and creatively.
Health Benefits: Companies in the digital marketing industry can provide their staff
members with health benefits like medical, dental, and vision care. This fosters a
sense of worth and caring among workers, which in turn can improve job satisfaction
and retention.
Retirement Benefits: Companies may provide their staff members with a 401(k) plan
or other retirement benefits, such as profit-sharing. This kind of perk promotes
employee loyalty and aids in luring top talent.
Companies can provide their staff with flexible work schedules that may include
remote work, part-time work, and flexible hours. This can enhance overall job
satisfaction and help people maintain a better work-life balance.
Giving employees the chance to participate in professional development activities
like conferences, workshops, and training courses can assist them in keeping abreast
of the most recent developments in digital marketing trends and technologies.
Benefits of this nature also enhance productivity and skill among employees.
Ultimately, providing a competitive remuneration plan is critical to luring top
personnel to the field of digital marketing and keeping them there. Employers ought
to be conscious of the most recent developments in pay and benefits, and they
customize their selection to suit the requirements and desires of their staff.
Stock Options: Giving employees stock options is a frequent strategy for startups and
rapidly expanding businesses to reward hard work and encourage employee
participation in the company's success. Depending on performance, or as part of a
compensation package, stock options may be issued.
Paid Time Off (PTO): Most businesses offer PTO to employees as a normal perk. This
can apply to personal days, sick leave, and vacation time. Workers value the freedom
to take time off when necessary, which helps lessen burnout and boost general job
satisfaction. Employee Benefits: Providing employee benefits like free meals, gym
memberships, and free transportation can help recruit and keep top talent in digital
marketing. Also, this advantage might boost staff morale.
Student Loan Repayment: A relatively recent perk that some employers are now
offering to their staff members is assistance with student debt repayment. Employee

17
retention will increase and financial stress for workers with school loan debt will be
lessened. Employee Assistance Programs (EAPs): EAPs give employees access to
mental health and counseling services. Providing an EAP can enhance staff happiness
and job satisfaction.
In conclusion, giving a comprehensive benefits package that includes competitive
salary, performance-based bonuses, health insurance, retirement benefits, flexible
work hours, professional development opportunities, and other perks will help
recruit and keep top talent in digital marketing. Companies should review their pay
packages frequently to make sure they remain competitive in the market. Stock
Options: One widespread practice is to provide employees stock options.Startups
and rapidly expanding businesses frequently use stock options as an incentive to
encourage employees to put in extra effort and contribute to the success of the
business. Depending on performance, or as part of a compensation package, stock
options may be issued.
Paid Time Off (PTO): Most businesses offer PTO to employees as a normal perk. This
can apply to personal days, sick leave, and vacation time. Workers value the freedom
to take time off when necessary, which helps lessen burnout and boost general job
satisfaction.
Employee Benefits: Providing employee benefits like free meals, gym memberships,
and free transportation can help recruit and keep top talent in digital marketing. The
morale and job satisfaction of employees can both be raised by this kind of benefit.
Student Loan Repayment: A relatively recent perk that some employers are now
offering to their staff members is assistance with student debt repayment. Employee
retention will increase and financial stress for workers with school loan debt will be
lessened.

Providing paid time off (PTO) to.

Employee Assistance Programs (EAPs): EAPs give employees access to mental health
and counseling services. Providing an EAP can enhance staff happiness and job
satisfaction.
Competitive Salary: The most crucial pay benefit that firms provide to entice and
keep the best people in digital marketing is a competitive wage. Depending on the
candidate's education, talents, and experience, the salary range may change.
Performance-Based Bonus: Based on an employee's performance, the completion of
a project, or the achievement of predetermined goals, an employer may also provide
them with a performance-based bonus. Employees that receive this kind of pay
profit from it and are encouraged to work more diligently and creatively.

18
 Growth Prospects for a Fresher in Digital Marketing

According to a survey by Dentsu Aegis Network, digital advertising increased by 26% from
2018 to reach Rs. 13,683 crore in 2019, while overall advertising growth was 9.4%. In 2020,
the digital marketing industry is predicted to increase by 27% and surpass the 17,000 crore
level. India currently has over 700 million internet users, and by 2025, it is anticipated that
there will be over 970 million. If Instagram is something you're serious about, master digital
marketing from reputable institutions to give yourself a competitive advantage.

This demonstrates how the market is growing and how it is projected to grow over the
following several years. The possibility is therefore enormous, and marketing strategies will
shift as a result.

Before the internet, advertisements were distributed through radio, billboards, and
television. Advertising was significantly different from how it is today in the past.
Marketing relied heavily on door-to-door advertising and word-of-mouth promotion.
Everything changed after the advent of the internet. Today, it is simple to market our
business or product in front of millions of people without leaving the office or even
making eye contact.

 The Digital Marketing Institute predicts that between 2016 and 2020, the
number of jobs in digital marketing will increase by 12% yearly. Furthermore, a
lot of businesses and organisations are now spending more money on digital
marketing than on conventional marketing strategies, making it a lucrative
career choice.

 The Indian digital marketing business was worth an amazing Rs. 367 billion in
2022. Unexpectedly, the industry is growing at a CAGR of 32.1%, and by 2028, it
will be worth Rs. 1971 billion.

 The online environment is changing, and digital marketing has a bright and
secure future. The top content marketing tactics in the market have already
been embraced by over 77% of businesses worldwide, and more are sure to
follow suit as they try to establish themselves in the digital sphere.

The industry with the quickest growth is digital marketing. It is expanding 25% to
30% annual rate.

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 Desired Skill sets and competencies required by a Fresher for
Digital Marketing
Ability to assess data and create data-driven decisions is necessary for success in
digital marketing. This includes the capacity to monitor and assess the success of
marketing initiatives, carry out market research, and examine user behavior.
Creative content creation is a key component of digital marketing, including social
media posts, email campaigns, blog posts, and more. For the development of
successful marketing plans and campaigns, creative thinking is essential.
Technical expertise: Working with a number of digital tools and platforms is part of
digital marketing. For websites to be optimized and successful digital campaigns to be
created, it is crucial to have a solid foundation in basic technical abilities like website
design, HTML, CSS, and JavaScript.
Communication abilities: Working in digital marketing requires interacting with a
wide range of parties, including customers, team members, and vendors. Effective
written and verbal communication abilities are crucial.Effective written and verbal
communication skills are crucial for establishing rapport, settling disputes, and
presenting marketing strategies.
The management of numerous initiatives at once, frequently with short deadlines, is
required in digital marketing. To fulfill deadlines and produce high-quality work, a
person needs strong project management abilities, including time management,
prioritization, and organization.
Focus on the customer: At its core, digital marketing is about attracting and keeping
customers. Understanding client demands, tastes, and behaviors is crucial for creating
marketing tactics that are successful.
The capacity to adapt to new trends and technology is crucial for success in the fast-
paced, always evolving field of digital marketing. The secret to remaining one step
ahead of the competition is to be open to new concepts and methods.
SEO expertise: A crucial element of digital marketing is search engine optimization
(SEO). Driving organic traffic to a website requires an understanding of content
optimization techniques for search engines, including keyword research and on-page
optimization.

Digital marketing includes social media platforms, which are crucial for success.
Building a great social media presence requires knowledge on how to run social
media campaigns, interact with followers, and analyze social media metrics.

Content marketing abilities: To draw in and hold on to a target audience, content

marketers must produce and distribute valuable, pertinent, and consistent material.
Skills in developing and distributing information, including writing, graphic design,
and video production, are vital for creating effective content marketing campaignd.

20
Actual Skill set of the student and Identification of Gaps in Skill set
for Digital Marketing

Development of skills: The profession of digital marketing calls for a variety of

abilities, including technical, creative, and analytical abilities. You'll have chances to
advance your knowledge and abilities as you work in the sector in fields like search
engine optimization (SEO), social media marketing, content marketing, email
marketing, and more.options for promotion include moving up to more senior roles
like team lead, manager, or director. Digital marketing offers several such options.
You can also investigate several facets of digital marketing, such as focusing on a
particular branch of advertising like paid search or content marketing.
Industry expansion There are no immediate signs that the fast expanding digital
marketing sector will slow down.
Health Benefits: Companies in the digital marketing industry can provide their staff
members with health benefits like medical, dental, and vision care. This fosters a
sense of worth and caring among workers, which in turn can improve job satisfaction
and retention.
Employers may provide a 401(k) plan or other retirement benefits, such as pensions,
if they so choose.giving their staff perks, such profit-sharing. This kind of perk
promotes employee loyalty and aids in luring top talent.
Working remotely, part-time, and having flexible hours are all options that
employers can provide to their staff. This can enhance overall job satisfaction and
help people maintain a better work-life balance.. This implies that there will be an
increase in the demand for knowledgeable digital marketing specialists, creating
prospects for professional development.
Opportunities for entrepreneurs: The digital marketing sector offers many chances
for those with an entrepreneurial mindset to launch their own companies or work as
consultants. This sector promotes originality and innovation.
Cross-functional cooperation: The field of digital marketing necessitates cooperation
between many divisions, including design, development, and analytics. Working in
digital marketing will provide you the chance to collaborate across different
departments and hone your cross-functional working abilities.
Development of skills: The profession of digital marketing calls for a variety of
abilities, including technical, creative, and analytical abilities. You'll have chances to
advance your knowledge and abilities as you work in the sector in fields like search
engine optimization (SEO), social media marketing, content marketing, email
marketing, and more.

21
options for promotion include moving up to more senior roles like team lead,
manager, or director. Digital marketing offers several such options. You can also
investigate several facets of digital marketing, such as focusing on a particular branch
of advertising like paid search or content marketing.
Industry expansion There are no immediate signs that the fast expanding digital
marketing sector will slow down.
This implies that there will be an increase in the demand for knowledgeable digital
marketing specialists, creating prospects for professional development.
Opportunities for entrepreneurs: The digital marketing sector offers many chances
for those with an entrepreneurial mindset to launch their own companies or work as
consultants. This sector promotes originality and innovation.
Cross-functional cooperation: The field of digital marketing necessitates cooperation
between many divisions, including design, development, and analytics. Working in
digital marketing will provide you the chance to collaborate across different
departments and hone your cross-functional working abilities.
Ability to assess data and create data-driven decisions is necessary for success in
digital marketing. This includes the capacity to monitor and assess the success of
marketing initiatives, carry out market research, and examine user behavior.
Creative content creation is a key component of digital marketing, including social
media posts, email campaigns, blog posts, and more. For the development of
successful marketing plans and campaigns, creative thinking is essential.
Technical expertise: Working with a number of digital tools and platforms is part of
digital marketing. For websites to be optimized and successful digital campaigns to
be created, it is crucial to have a solid foundation in basic technical abilities like
website design, HTML, CSS, and JavaScript.
Communication abilities: Working in digital marketing requires interacting with a
wide range of parties, including customers, team members, and vendors. Effective
written and verbal communication abilities are crucial.for establishing connections,
settling disputes, and presenting marketing strategies.
The management of numerous initiatives at once, frequently with short deadlines, is
required in digital marketing. To fulfill deadlines and produce high-quality work, a
person needs strong project management abilities, including time management,
prioritization, and organization.
Focus on the customer: At its core, digital marketing is about attracting and keeping
customers. Understanding client demands, tastes, and behaviors is crucial for
creating marketing tactics that are successful.

22
The capacity to adapt to new trends and technology is crucial for success in the fast-
paced, always evolving field of digital marketing. The secret to remaining one step
ahead of the competition is to be open to new concepts and methods.
for building relationships, resolving conflicts, and presenting marketing plans.
In digital marketing, managing many projects at once is necessary, often with tight
deadlines. A person needs good project management skills, such as time
management, prioritization, and organization, to meet deadlines and generate high-
quality work.
Putting the consumer first Digital marketing is fundamentally about acquiring and
retaining customers. It's essential to comprehend customer needs, preferences, and
habits while developing effective marketing strategies.

Success in the quick-changing, always growing sector of digital marketing depends

on one's ability to adjust to new trends and technologies. Being open to novel ideas
and approaches is the key to staying one step ahead of the competition.
Understanding of Digital Marketing: The knowledge of digital marketing is the most
important skill set to have. It's crucial to have a solid grasp of the fundamentals of
digital marketing, including SEO, SEM, SMM, email marketing, and content
marketing.
Analytical abilities: An entry-level employee should have the ability to evaluate and
interpret data, monitor the success of marketing initiatives, and make data-driven
decisions.
Creativity is essential to developing innovative and compelling marketing campaigns
for digital marketing that can captivate the target audience.
Communication abilities: Effective teamwork, client interaction, and content creation
all require strong communication abilities.
Technical knowledge: Having a basic understanding of HTML, CSS, and other
programming languages might be helpful.
goals. A newcomer should be able to collaborate with others and make a positive
impact on the team.

23
 Analysis done by the Student:

Time management: A new hire should be able to prioritize assignments to fulfill

deadlines and efficiently manage their time.

Self-evaluation: Begin by taking into account my own advantages and disadvantages.

Think about my skills and abilities, and highlight any areas that need improvement.

By researching the employment market, determine the skills and abilities that are in

high demand for your selected specialism.

Read through the job descriptions: Examine the job descriptions for any interesting

professions and make a note of the abilities and credentials required for each.

Consult industry professionals: To find out more about the skills and information

necessary for success, I spoke with authorities in the area I have chosen.

Look at my academic history to see which subjects I did well in and which ones I had

trouble with.

I'd like to hear from mentors, teachers, and other experts about my strengths and

potential improvement areas.

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Customer Focus: It's critical to comprehend customer wants and preferences in order

to develop persuasive marketing efforts that appeal to the target market.

Sales Knowledge: Since the goal of digital marketing is to increase sales and revenue,

a new hire should have a fundamental understanding of sales concepts.

Continuous Learning: Because the world of digital marketing is continuously

changing, a new hire should be eager to pick up new skills and keep up with current

best practices and trends.

Project Management: Managing marketing initiatives and making sure they are

executed on time and within budget can be facilitated by having a basic understanding

of project management principles and tools.

Pay attention to ROI: Driving measurable results is the core of digital marketing.

Identify transferable skills: I List the skills I've developed through volunteer work,

extracurricular activities, or previous job that I could use for my chosen speciality.

Managing a team in a volunteer organization is an example of a transferable skill that

might be useful in a managerial position.

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Consider my personal traits, such as my willingness to learn, my work ethic, and my

ability to finish projects on time. These personal qualities may be just as important at

work as technical expertise and knowledge.

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Score of BME Tests (mention the results of all BME Tests):

Score of All CELs:

Gaps between the self-analysis and Results of BMEs & CELs:

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 Measures Taken for Bridging the Gap
It can be difficult for firms to keep up with the rapidly changing nature of the digital
marketing sector, where new platforms and technologies are continuously being
developed. There are, nevertheless, a number of steps that may be performed to close
the gap in digital marketing:
1.Invest in employee education and training: Companies should fund employee
education and training initiatives to ensure that staff members are knowledgeable
about the most recent developments in digital marketing trends and strategies.
Attending trade shows, seminars, and online classes are examples of this.
2.Utilise data and analytics: By monitoring and analysing data from various digital
marketing platforms, firms may obtain insights into their target audience and adjust
their marketing tactics accordingly. By offering more pertinent and individualised
marketing messages, this can aid in closing the gap between companies and their
customers.
3.Utilise AI and automation: AI and automation can assist companies in
streamlining and increasing the effectiveness of their digital marketing operations. For
example, automated email marketing campaigns, programmatic advertising, and
chatbots for customer care can all be used in this way.
4.Take advantage of mobile marketing: Given that the majority of internet users
access the web through their mobile devices, businesses should place a high priority
on developing mobile-friendly websites and mobile-first digital marketing strategies.
5.Work together with influencers: Collaborating with thought leaders and
influencers in a certain sector or specialty can help firms reach a wider audience and
win over their target market's confidence.
6.Marketing messages that are personalised: Customers today want marketing
messages that are tailored to their particular requirements and interests. Businesses
can develop more individualised marketing efforts that engage with their target
audience by utilising data and analytics to study client behaviour.
7.Keep your attention on the customer experience: Digital marketing focuses on
giving customers a good experience as well as selling goods and services. Anything
from responsive customer service to user-friendly website design can be included in
this.
8.Use social media: Websites like Facebook, Instagram, and Twitter provide a potent
means of connecting with customers and increasing brand recognition. Businesses can
use these platforms to share content, communicate with customers, and advertise their
goods and services.

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9.Accentuate content marketing: Content marketing is a strategy that entails
producing and disseminating useful information with the aim of luring and keeping
customers. Businesses can develop credibility and become thought leaders in their
field by concentrating on producing high-quality content that informs and entertains
their target audience.
10.Observe new trends: As the world of digital marketing changes rapidly, it is
important for firms to stay up to date with new developments in both trends and
technology to maintain their competitive edge. This can involve keeping up with new
social media platforms, cutting-edge technologies like virtual reality and voice search,
and adjustments in customer behaviour.
11Create a strong brand: In a crowded online market, firms may stand out with a
strong brand. Businesses may foster trust and loyalty with their target audience by
investing in brand-building activities including having a consistent brand voice,
utilising premium images and imagery, and generating a compelling value offer.
12 Optimise for search engines: Search engine optimisation, sometimes known as
SEO, is the process of improving a website's content and ranking on search engine
results pages (SERPs). Businesses may increase organic traffic, lead generation, and
revenue by optimising for pertinent keywords and enhancing the user experience on
their websites.
13.Test and evaluate: Since digital marketing is an iterative process, companies
should regularly evaluate the success of their initiatives in order to boost their
performance. Using analytics tools to track user behaviour, A/B testing various
versions of adverts or landing pages, and tracking KPIs like click-through rates (CTR)
and conversion rates are some examples of ways to do this.
14.Collaboration with other companies can help them reach a wider audience and
attract more clients. Collaboration with companies in a similar sector or market is
advantageous for any company. This may entail collaborating on social media
promotion efforts, guest blogging on each other's websites, or other forms of co-
marketing.
15.Prioritise customer retention: While gaining new clients is critical, retaining
current clients is just as essential to a company's long-term success. Businesses can
increase their customer lifetime value (CLV) and create a loyal client base by
concentrating on measures for customer retention such loyalty programmes, tailored
offers, and superior customer service.
16.Retargeting is a digital marketing strategy that involves focusing on consumers
who have already visited a website or interacted with a brand. Businesses can boost
the likelihood of a conversion by utilising retargeting advertising to remind these
users of the brand or product they were interested in.
17.Pay attention to video marketing: This method of client engagement and product
or service promotion is growing in popularity. Businesses can use video content in a
variety of ways, including product demonstrations, explainer videos, and behind-the-
scenes material.

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18.Customer service in the digital age must be excellent. Businesses may develop a
devoted customer base and set themselves apart from rivals by offering great
customer service across all digital platforms.
19.Online reviews can significantly affect a company's reputation and success, so it is
important to keep an eye on them and respond when necessary. Businesses may
demonstrate that they value customer input and are dedicated to offering top-notch
service by keeping an eye on and promptly reacting to internet reviews.
20.Accept new technologies: As new technologies enter the field of digital
marketing, firms should be ready to accept them. This can encompass everything from
chatbots and artificial intelligence to virtual and augmented reality

Refrences
[1] Kovács, I., & Zarándné, K. V. (2022). DIGITAL MARKETING
EMPLOYABILITY SKILLS IN JOB ADVERTISEMENTS-MUST-HAVE SOFT
SKILLS FOR ENTRYLEVEL WORKERS: A CONTENT ANALYSIS. Economics
& Sociology, 15(1), 178-192.
[2] Herhausen, D., Miočević, D., Morgan, R. E., & Kleijnen, M. H. (2020). The
digital marketing capabilities gap. Industrial Marketing Management, 90, 276-290
[3] Anute, N. B., Kabadi, S., & Ingale, D. (2019). A Study on perception of job
seekers about digital marketing tools used for recruitment process. Int. J, 360

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