Summer Internship Project

Post-Graduate Diploma in Management

By

Surbhi Sabharwal

PGFA1957

1
1.1 About BRICS

Brazil, Russia, India, China, and South Africa (BRICS) are the national and
multinational representatives of developing markets and political forces. Originally
developed in 2001, the word reflected the extraordinary position of major developing
economies. Initially established, as an alliance between four nations (BRIC), it was
later in the year 2010 that South Africa joined. In 2015, the five BRICS nations
accounted for over 3.1 billion citizens, or over 41 per cent of the world's population. By
2018, these five countries had a total nominal GDP of US$ 18.6 trillion, around 23.2% of
the world's domestic product, a cumulative GDP of about US$ 40.55 trillion (32% of
world's GDP).

1.2 About BRICS CCI

The BRICS Chamber of Commerce and Industry is a youth wing in the BRICS
nations which stimulates trade and industry. The Chamber is a non-profit, non-
governmental body, established in 2012 with the support of eminent practitioners and
entrepreneurs.

BRICS CCI's goal is to build an enticing network of support for businesses and
entrepreneurs from across all geographies, particularly for MSME segments. While
the BRICS nations would continue at the forefront of all operations, the motto of the
chamber is to reach out to and encourage young businessmen from other allied
nations.

1
1.3 About BRICS CCI – DataIQ School of Analysis

DataIQ School of Analysis was founded with the main objective of developing future
eady business leaders and entrepreneurs with an analytical mindset, prepared for the
current and future market needs through high quality teaching and social engagement.

It was developed by a team of business experts as an advanced learning platform for

everyone who wants to make a mark in the Big Data Analytics business. The
company has integrated itself from providing Science, technology, engineering and
Mathematics (STEM) education to school students, to online course and live projects
to college students and industry training for corporates.

Features of Company Services

STEM Education

 The students from class 5th to 8th would be indulged in the knowledge of “Science, Technology,
Engineering and Mathematics”.
 The sessions would be guided by the engineering design process.
 Classes would be held in school premises.
 Certificate issued by BRICS Chamber of Commerce and Industry (BRICS CCI) shall be
awarded to all the students who successfully complete the course
 Online course modules to support Flexible Learning
 ONLINE COURSES and LIVE PROJECTS

 Job oriented certification courses

 Upgrade to student’s CV with International Acceptance
 Certificate issued by BRICS Chamber of Commerce and Industry (BRICS CCI) shall be
awarded to all the students who successfully complete the course
 Online course modules to support Flexible Learning
 Experts from industry / institutes shall be engaged in the program
 Job-oriented Certificate Courses

1.4 My roles and responsibilities as a Social Media Intern at BRICS School of Analysis

 Creating strategies for social media platforms and applying skills for increasing the
online presence of the company.
 Writing content for online platforms and managing online reputation (ORM).
 Analyzing latest trends and curating content accordingly.
 Connecting with industry professionals and associating with them for conducting
online webinars.
 Researching for new business leads through online channels for the growth of the business.
 Build contacts with potential customers to create new business opportunities.
 Assisting in curating business proposals.
 Designing Print Ads, Brochure for promoting our product through Social Media.
2.1 About Competitors

Direct Competitors

 Udemy
It is one of the most renowned portal for online courses. With more than 22,000
courses ranging from various skills and preferences it is certainly one of the most vast
and expansive portal for e-learning.  Udemy has courses that cover from computer-
based promotion to visual representation, photography to personal development to
weaving. It is one such platform that has something for everyone at a cheap price.

 Coursera
Coursera has joined forces all over the world with elite universities and societies and together
they deliver online courses. You can take as many courses as you like from the more than
1,000 courses that can be accessed on Coursera. The courses include subjects that range from
simple business to bookkeeping, and fund to specialized showcasing.
 Simplilearn
Simplilearn, based in San Francisco, California and Bangalore, India is attaining new
prominence in India's online training industry. Simplilearn is one of India's leading
expert accredited certification organizations which effectively ranks among the best
eLearning platform. It provides online courses for specialists in orders, such as
information security, cloud computing, digital marketing, project management and
data analytics.

 InsideSherpa

InsideSherpa is an open access system built to create exciting student opportunities by

linking them to the company-endorsed Virtual Work Experience Programmes. It
provides students with opportunity to work on a series of resources and tasks designed
to simulate the real-world experience of corporate world.

In Direct Competitors
 Byjus

BYJU's is one of the largest eLearning organizations in India which is headquartered in

Bangalore, India. The firm has developed an innovation and web based mentoring
application that offers successful and versatile learning programs. These projects serve
school understudies as well as understudies for different focused tests, for example,
IIT-JEE, CAT, GRE, IAS and some more.
  Youtube

Head quartered in San Bruno, YouTube is the largest online video-sharing platform.
With its newly launched learning portal, the brand allows creators to make education-
focused content which serves as teens and adults with quality learning content.

2.2 SWOT Analysis

Strengths:

Strong brand name and reputation of BRICS CCI.

Superior personnel and Faculty involving Industry Experts.

Best in Technology

Global Presence & Network.

Weaknesses:
A sense of insecurity among prospective customers.
Low Social media presence.
Lack of access to database for targeting customers.

Opportunities:
An unfilled customer need with more scope of growth.
Target of other metro cities and other 2nd Tier cities3.
A growing market segment of online education.
Sudden boom in the industry due to COVID-19

Threats:
Similar product offered at cheaper rates.
Large number of Competitors
Shifts in consumer tastes away from the products offered.
2.3 PESTLE Analysis of Online Courses

The current COVID-19 situation has brought a sudden boom in the online education
industry. With schools and colleges shut, students have shifted to online education
platforms. In addition, Internet connectivity has made it easier to access the
information from the convenience of homes. Using the PESTLE model, which looks
at the political , economic, sociocultural, technical, legal and environmental factors at
stake in this area, I have tried to study the online education industry in India.

Political

Restricted access to internet.

Changes in exam patterns and syllabus by the government.
Certain areas have a restricted access to internet, which adheres to distribution of
resources such as maps.

Changes in the skillset/qualification required by the professional

Economic

HIGH INITIAL COST

While online learning is a cheaper long-term alternative to traditional education, it
is associated with a comparatively high initial cost. That is because each student
must have access to an electronic device to acquire digital content. However, this
isn’t a problem in developed countries/cities, since students could easily afford
them.

AFFORDABILITY
Online education is the best alternative to conventional education, as it does not
require the brick and mortar setup and thus is inexpensive. Furthermore, delivery
of digital materials is relatively convenient and does not involve the cost of
printing.

Sociocultural

LACK OF HUMAN INTERACTION

Even though online education is an extremely effective way of learning, it has the
disadvantage of reducing human contact. However, in the current Covid-19 crisis,
 online education has come out as the only alternative to the traditional schools, that
are playing an important role in social development of children.

Technological

ACCESS TO ELECTRONIC DEVICES

Not all students, particularly in India, are digital equipped, thereby it acts as a major

limitation in online training.  Electronic devices may be available in some situations, but
both the instructor and the student may not be well equipped with the skills to use them.

INTERNET AVAILABILITY
The access of Internet is yet another technical block when it comes to online
education, especially in India. Even if students have electronic devices, they will
still need a good internet connectivity in order access these materials.  Lack of
network coverage in rural area with minimal internet infrastructure — can prevent
rolling of online education.

Legal

PUBLISHERS COOPERATION
Active e-learning requires incorporation of academic publishers, who have specific
guidelines about how to distribute their published materials. It is seen that various
authors, do not allow their published content to be circulated digitally.

Environmental

CHANGE IN CONSUMPTION OF ENERGY

E- Learning needs energy for longer stretches of the day to operate thousands of devices. It is
important to remember, however, that the traditional schools, consume energy too. It's
uncertain as to what would be the result of the shift to virtual learning.

PAPER WASTE REDUCTION

A shift to e-learning would decrease waste generated by paper consumption. E-books
would reduce the paper consumed in printing books.
FINAL THOUGHT:

E-learning has much potential. This will revolutionize the way we gain knowledge by
providing accessible, high-quality education for students around the globe, while
potentially reducing the effect that the traditional schooling has on environment. 

However, online education has its own challenges. There is still a huge gap in form of
internet accessibility especially in India. Also, prolonged online education can affect
the mental health of children due to lack of human interaction. Further, there is
unavailability of various text online due to lack of publisher collaboration.
3 Sector Overview

According to a report published by Research and Market in the year December 2019,
Online Education Market will reach US$ 350 Billion by 2025, globally. The global
self-paced eLearning market reached $32.1 billion in revenue, with a five-year
compound annual growth rate of approximately 9.2% in 2010.

The advanced artificial intelligence-driven framework also plays an important part in

the worldwide growth of this market. Digital learning allows the learner freedom to
study from anywhere, at any time, as most virtual learning devices are portable.

The United States is a leader in the global online education market followed by China
and India. India's market for online education has shown notable growth in the past
few years. This growth is expected to continue during the forthcoming years, as
well.  India 's online market is expected to expand because of cost-effective learning,
quality education accessibility, digital initiatives, increasing smart phone user base
and internet penetration. The growth rate of self-paced eLearning by country is:

India 55%

China 52%

Malaysia 41%

Romania 38%

Poland 28%

Czech Republic 27%

Brazil 26%

Indonesia 25%

Colombia 20%

Ukraine 20%
(source: Online education in India: 2021 by KPMG and Google)

As per a report ‘Online education in India: 2021’ published by Google and KPMG on
31st May,2017, India has a multi-layered structured learning program for
approximately 260 million students enrolled in over 1.5 million schools and about
39,000 colleges catering to more than 27.5 million undergraduate and 4 million
postgraduate students.

The Indian education system is majorly governed by schools classifies as primary and
secondary, colleges for graduation, post- graduation and diploma courses. Where
schools are majorly controlled by and bodies such as, CBSE, ICSE, state and
international boards. The colleges in India are governed by UGC. Further, there are
various governing bodies such as All India Council for Technical Education (AICTE)
Medical Council of India (MCI), and the Bar Council India (BCI), among others, that
manage different professional courses.

The Informal education in India primarily covers play schools, coaching institutes,
vocational education and technology-based courses (job-oriented courses).
The entry barriers in the Pre-primary/play school market are relatively low. Further,
the key reason for the prominent growth of vocational education in India is the
emergence of a large workforce and the growing demand for skilled jobs. Also, p
reparation for examinations leads to a large share of informal education in India.
 (source: Online education in India: 2021 by KPMG and Google)

According to a report published by IBEF, the overall education market in India, stands
at USD 100 billion which presents a lucrative opportunity for the current players as
well as new entrants.

Some growth drivers of Online education are mentioned below:

1. Low cost alternative- Online learning is an effective low-cost option to the traditional
schooling, since it involves no very lower infrastructure costs and has a large student
base, therefore helps in achieving economies of scale. 

2. Internet penetration- With more than 735 million users today, the internet penetration
has helped in increasing reach for the online education players.

3. Smartphone penetration- Increasing proliferation of smartphones across India has

helped drive the widespread of technological adoption among the population.

4. Young population- Significant numbers of the Indian population is young and

therefore the target audience for online learning has increased. According to the 2011
census, approximately 46 percent of the country's population is in the 15-40 age
group, opening the door to new opportunity.
3.1Category wise market size (in USD million)-

(source: Online education in India: 2021 by KPMG and Google)

3.2Key Trends

1. Video content- Many educational websites provide video material, making it a

requirement for all players to incorporate it in their curriculum.

2. Free Content- Customers are granted access to free course content. This lets the
consumer gain information about the product which in turn leads to the sale of the
course. 

3. Adaptive Learning- Various organizations use data analytics to allow students to

have a customized experience that accommodates various learning curves.

3.3Challenges:

1. Abundance of free content- Unlimited content availability reduces the real value of
the paid material.

2. Multiple influencers involved in making decision- The option to buy online course is
affected by various stakeholders such as colleagues, professors, parents, and the web-
based knowledge. Since buyer and consumer are different, it takes more time for the
decision-making process.

3. Lack of awareness- The absence of understanding of online product offerings is

proving to be dissuasive for the growth of an organization.

4. Widespread presence of existing offline players-  The existence of established brick

and mortar players providing services like Video material, Free Demo, etc. act as
a hindrance for an online player. In addition, regional-presence of the offline players
act as a major competitor with strong potential.

5. Changing structure of competitive exams- Rapid shift in exam patterns, curriculum, &
level of complexity plays a barrier in producing quality material.
4. Methodology

Through this research we have tried to broaden our knowledge of the factors

that influences the opinion of customers for digital programs in India. Originally, we
went through a large set of research papers, reports and reviews to assess the
various parameters of online courses.

We prepared a questionnaire mainly of non-comparative scaling (Likert Scale) for our

conclusive study. The Likert Scale data was considered to be interval data, as the
rating was mentioned in numerical terms with the conversion factor. And the survey
was floated through digital media (Google Forms).

Sampling method used for primary research is Convenient Sampling which is a non-
probabilistic type of sampling method. We also performed the factor analysis with 10
parameters, so the minimum number of samples needed for the study was 10 * 10 i.e.
100 responses. While, we could collect data from 170 respondents which is more than
the minimum sample size needed for the study.

Data Analysis Tools

The data tools which will be used on the data collected from the survey are –
• Excel
• SPSS

The techniques used for data analysis is Factor Analysis and for validity of the
Questionnaire is Cronbach’s Alpha Analysis.
5.1 Primary Research

Questionnaire

 We made a questionnaire with a total of 25 questions, which can be classified as

Likert scale, ranking (ratio) and nominal response-based questions.

￮ The questionnaire was floated on our convenience, through portals such as Whatsapp
and Linkedin and recorded a total of 170 responses.

Validity of Questionnaire

We took the initial response of 30 respondents and applied Cronbach’s Alpha test to
examine the validity of the questionnaire. The questionnaire holds 25 questions in
total, and we got the alpha value as 0.929, which deems it to be valid.
 Data Representation

Have you Take n an Onl i ne cours e ?

Out of 170 respondents, 132 of them
have taken the online courses before and
38 No
38 haven’t.
Yes

132

90
80
70 Out of 112 students from tier 1, 82 of them prefer to watch the sessions on Laptop, 22 on Mobile
60
whereas, 8 on tablets. Whereas, from 36 students from tier 2, 34 of them prefer to watch the
50
sessions on Laptop and 2 on Mobile. From a total of 22 students, 18 prefer laptop, 2 on mobile and 2
40
30
20 on tablets in tier 3 cities.
10
0

Tier wise student’s preference for the device they

use to watch the sessions?

Which site do you rely on?

Out of 170 respondents, 58% prefers
Coursera DataIQ School of Udemy, 35% Coursera, 5% prefer
Analysis
DataIQ School of Analysis and 2%
EDX Udemy
prefer EDX
(blank)
 Rate the experience of online Out of 187 respondents, more than 50%
has given 4 out of 5 ratings for their past
course experience.
80
60
40
20
0
1 2 3 4 5

32 females prefer to pay the fees

in Instalments and 40 prefers in
One Time Payment whereas, 69
males prefers to pay in Instalments
and 66 prefers the One Time
Payment.
Preference of Males and Females for the
payment methods?

Total
1000-2000 42% of respondents prefer the
2000-4000
4000-6000 amount of course below Rs.
6000+
Less than 1000.
less than 1000

40

35 Most of female respondent’s

30 believe that in Depth

25
Explanations enhanced the user
experience whereas, for males
20
both In-depth explanation and
15
graphical representation
10
enhances experience.
5

0
80
70
About 70% of the 18-25 years
60
respondents are belonged to Metro/
50
Tier 1 cities and 15% to Tier 2 cities
40 and 5% to Tier 3 cities.
30
20
10
0
18-21 22-25 26-29 30-34
Factor Analysis

We have applied factor analysis on the 10 variables that we could identify as probable
factors regarding the online courses. We see that the KMO & Bartlett’s test result
comes to be 0.822, which is valid and significance value of 0.000, which is acceptable
as well. Now, we can proceed with the Factor Analysis for the variables.

After the test, we see that only 4 factors have emerged that have eigen value greater
than 1. These factors hold 67.927% of significance as a whole.
 After taking the minimum principle component value of 0.6 in each component, we
extracted four factors each having components as follows:
We get factor 1: Impact of course on your skill set, Expertise of the Instructor and
Segmentation of Lessons.
We get factor 2: Free Demo, Session Delivery Method (Live & Recorded) and
Availability of different Technology platforms.
We get factor 3: Availability of Real Time Examples/ Live Projects.
We get factor 4: Peer to Peer Learning/ Interactions, Daily Content Update and
Instructor- Student ease of Communication.

After analyzing and reviewing these 4 factors, the names are provided to these factors:

Factor 1: Course Quality

 Impact of course on your skill set
 Expertise of the Instructor
 Modules of Lessons
Factor 2: Ease of Access
 Free Demo
 Session Delivery Method (Live & Recorded)
 Availability of different Technology platforms
Factor 3: Real Time Exposure
 Availability of Real Time Examples/ Live Projects

Factor 4: Engagement Quotient

 Peer to Peer Learning/ Interactions
 Daily Content Update
 Instructor- Student ease of Communication
6 Social media marketing for DataIQ School of Analysis

The penetration of internet and smart phones has led to a sharp increase in the space of
Social. It has become a place where people from various demographics interact with each
other. Today, digital media also plays a major role is affecting the mindset of people.
Therefore, using the social media platform for marketing purposes is sensible. Businesses
from small to large have started applying the social media marketing tools at large.
Statistics show that online learning platforms are gradually using social media marketing
tools each year; persuaded that the methods of social media are both less costly and a
more efficient form of marketing to prospective students. However, there is still a gap
since most students don’t feel the same; this is where the challenging disconnection takes
place. Multiple national survey finds that students not only use social media as a means
of gathering information about online courses, but also prefer to obtain information
about different online educational websites, via channels other than social media
(brochures, calling, peer recommendations) 

6.1 Social Media Marketing in India

According to a report published by Ibef on March,2020, “India‘s Internet economy is
expected to double from US$ 125 billion as of April 2017 to US$ 250 billion by 2021, due
to the ongoing digital transformation in the country. The country’s online user base is
expected to increase to 829 million by 2021 from 636.73 million in FY19, who form 86%
of the total Internet audience. The total Indian social networking audience grew 68% in the
FY 2019. India now ranks as the seventh largest market worldwide for social networking
and is adding Internet users at the rate of almost 5-7 million a month.”

Demography of Social Media in India

• India has an active user base of 30 Million users.
• The number of users in towns with a population of less than 5 lakh is much more than in
the top eight metros put together.
• School- and College-going students accounts to about 75% of social media population.
• Mumbai has the highest number of Internet users (6.2 million) followed by Delhi/NCR
(5 million), Kolkata (2.4 million) and Chennai (2.2 million).
7. Social Media Plan for Data IQ School of Analysis

The main aim to the study was to improve the Social media presence of Data IQ

School of Analysis. A survey was also conducted in order to understand the decision

making involved in buying an online course, awareness of a particular brand and the

media that most influences the mind of the consumer.

7.1 Research Objectives:

Primary objective: To create a Social Media Marketing Plan for DataIQ School of

Analysis based on data gathered from students who usually enroll for online courses.

Data will also be gathered from those who did not pursue an online course in order to

understand how can they be pursued to buying an online course through various social

media campaigns. Data gathered will shape the development of a social media plan for

the future.

Secondary objective: Analyze the social media presence of competitors to understand

how the awareness can be generated using social media communication with there

audience. Also, to gain a better understanding about students view social media

communication from online education portals.

7.2 Objective

Utilize Social Media tools to increase the sales fro DataIQ School of Analysis. The

first step would be to build an inquiry pool using portals such as LinkedIn and

Instagram for various courses and then convert these inquiries into sales.

Social Media campaign will be used to bring at least 30-40 enrollment to courses out

of 300-500 inquiries. To meet our objective a strategic plan of social media tools will

assist to increase the numbers to the desired outcomes.

7.3 Benchmarks for Measurement

Benchmarks will be measured against the number of students enrolled after

different campaign implementation. Weekly measurement will also be based on

increase in number of students enrolled for webinar and followers’ numbers on all

social media platform.

 Facebook- Increase number of “likes.”

(Increase 20 new “likes” per week)

 Instagram – Increase the number of “Followers”

(Increase 5 new “followers” per week)

 Linkedin – Increase Community

(Increase 15 “followers” per week)

 Blog- Increase views.

(Increase 20 page views per week)
7.3 Gaining Active Audience

The brand already has active Facebook, Instagram, LinkedIn and YouTube accounts. These four

social media platforms will act as major digital marketing platforms. Instagram and Facebook

page will have direct link to the website. Further links to website will be added on each post that

will be promoted on LinkedIn and on emails sent to prospective customers to promote the

visibility of the website.

7.4 Generating Content

Creating good content is the way to success on social media. In order to increase social media

presence, one must curate effective content which can attract an active social media user.

Therefore, the content should follow certain guidelines such as:

1.Valuable and Relevant Information: The content should provide the desired information

that the users are looking for. Therefore, the content should be created keeping in mind the

information that a consumer of online courses might be seeking. It can be information

related to the course, certification, accreditation, customer reviews, accessibility of the

course and so on.

2. Images and Videos: Graphical representation in forms of Videos and Images are

highly effective and should be used more often than written content.

3. Unique: The content on social media should be both unique and demonstrate the

uniqueness of Data IQ School of Analysis. It should help attract new users and keep the

current user base engaged.

4. Share Worthy: The content that is share worthy helps connect to a large audience.

Therefore, the content should have certain social value so that it is worthy of sharing.
7.5 Platforms for Plan Strategy

1. Facebook

One of the most famous social networking sites, Facebook is designed to build relationships

and has become an important platform for brands to reach out to their customers. According

to a report by Sprout Social, “India has more than 269 million users, making it the largest

user base than any country. It is important to understand, though, that use among youth has

fallen in favor of YouTube, Instagram, and Snapchat. The network also tends towards more

women with 75% of females and 63% of males using the site.”

Plan

 Facebook will be updated twice per day.

 Posts shall be relevant to the courses, webinars, did you know post, and various

contest conducted by Data IQ School of Analysis. Photo and video will be more

preferred than text updates.

What: To Provide information to the customers about the online courses by Data IQ School of
Analysis

Why: In order to help students to understand the importance of online courses from Data IQ School
of Analysis

Example:
Analytics

The Facebook page has 56% male

followers aged between 25-34 as
compared to 19% females, in the
same age group.

Though the Facebook page has more

male followers aged between 25-34,
still 71% of engagement on the page
comes from males aged between 18-
24 as compared to 8% females in the
same age group.

There is 82% post reach among males

aged 18-24, as compared to males
aged between 25-34. Similarly, there
is a 5% post reach among females
ages 18-24 as compared to females in
the 25-34 age group.

The maximum reach of the Facebook

page is among the audience from
Mumbai, followed by Delhi, Pune and
Kolkata.

While the paid reach for the Facebook

page for a single post is 2497 people,
the organic reach is only 48 people.
2. Instagram

Although Instagram tends to expand in popularity, Facebook still has the largest user base.  At least
63 percent of Instagram users sign in every day.  As per a report by Statista, 35 per cent of teens rate
Instagram as their favorite social network. 43 per cent of women use Instagram in terms in relation to
31 per cent of men.
Plan

 The Instagram page will be updated three times per day.

 The content will include generic post, course promotions and webinar promotion post. There
will be a weekly contest on Instagram live.

What: Provide information about the course and webinars.

Why: Help attract new audience and create awareness about Data IQ School of Analysis.

Example:

Analytics
Fe
Instagram
m
al
e
31
% The Instagram page has 69% male
followers as compared to 31% females
M
al
e
69
%
 Instagram
65+ 1%
55-64 1%
45-54 6%
35-44 11% The Instagram page has 47% of
25-34 30%
engagement from age group of 18-24
followed by 30% engagement from
18-24 47%
audience aged between 25-34 male
13-17 1%
0% 5% 10%15%20%25%30%35%40%45%50%

Instagram
Morocco 1%
Nigeria 2% The Instagram page has an organic
Brazil 3% following from Delhi followed by
United States 4% Mumbai and Bangalore
Ranchi 2%
Jaipur 2%
Bangalore 4%
Mumbai 5%
Delhi 13%

0% 2% 4% 6% 8% 10% 12% 14%

While Organic following is majorly

from Delhi, the paid campaign shows
that the real audience comes from
Kerala, followed by Maharashtra and
Punjab.

3.LinkedIn

Demographics by LinkedIn supports suggest that the user base involves more professionals. Since
this is a niche audience thus, the use is much less than both Instagram and Facebook. As per Statista,
“just 29% of total social media users visit LinkedIn more than once a day.  12% visit per day and 23
per cent visit multiple times per week.”
Plan

 LinkedIn will be updated at least twice per day.

 The posts will be relevant to courses, webinars, talk to expert sessions and various
 contest conducted by Data IQ School of Analysis.

What: Provide information to the customers about the online courses by Data IQ School of Analysis.
Also, LinkedIn will be used to form an inquiry base.

Why: Help students to understand online courses from Data IQ School of Analysis

Example:

Analytics
The major audience on Linkedin Page are 34% entry level
professionals followed by 29.81% senior level professionals.

The major audience on Linkedin Page comes from Delhi,

followed by Mumbai and Kalyan Area.
4. YouTube

Youtube has emerged as the leading broadcasting platform. YouTube accounts the largest

penetration in India, that is, 76 percent as of the third quarter of 2019.

Plan

The YouTube Channel of Data IQ School of Analysis will produce at least one student centric

video per week. Video will in form of interviews, recorded sessions and sample course modules

for production online classes.

What: Provide a tutorial on various courses.

Why: To give an insight into the course outline and the teaching methodology.

5. Blog

Blogging is an effective form of delivering information to the audience. One blog will be

posted per week

What: To give information on various online courses and subject matter of live proejcts

Why: Give students an insight into different skills and subjects. It is the fastest and easiest way

to drive traffic to website.

Example: Blog on topic such as “Free tools for data analytics”

8. Conclusions
  Through the Research Papers, we concluded the 10 different factors which might be
affecting the customer’s decision for the reliable sites of online courses and further
run them on SPSS.
 Through the Factor Analysis, we concluded the 4 factors that are affecting the
customer’s decision as follows:
 Course Quality
 Ease of Access
 Real Time Exposure
 Engagement Quotient

 While the followers on social media pages are from metro cities, the course purchasing
audience is more in Tier 2 cities. Therefore, increase presence of social media in Tier 2 cities.

 Post related to topics such as data analytics, coding, computer languages attract more male
viewership while posts related to design, branding, skill enhancement engage more females.
Therefore, focus more on posts that could gain attract female viewership.

 Increase presence on other social media platforms such as Youtube, Twitter and Snapchat that
could help us penetrate in the Tier 2 market.
9. Managerial Implications

 Conducted a Webinar: Gained an opportunity to conduct a webinar session.

 Liaising with International clients: I got an opportunity to interact with different
companies from South Africa and Australia in order to negotiate with them to launch
new courses with terms that are beneficial to both the partners. This helped me learn
negotiation skills and enhance my communication skills.
 Liaising with School Principals/ Teachers/ College Faculties/ HRs.: I have
developed the strong and efficient conversation which helped to build up a long-
lasting impression on them which can be observed in my LinkedIn profile network.
 Presentation Skills: Not just limited to Telephonic Conversations and virtual
meeting setup with the clients, we were given the chance to represent our
organizations in the form of product presentation in front of Senior and Top-Level
Management.
 Social Media Skills: By operating the key social media accounts of the organizations, I
could get an insight into the social media working and audience interaction. Further I also
learnt how to handle the online reputation of a brand.

10. Best Practices at Data IQ School of Analysis

1. Informal and Engaging Work Culture.

2. Equal say on Negotiation Table.
3. Liberty to Employees/ Interns to set the target for themselves.
4. Employee/ Intern Engagement Activities.
5. Accolades and Rewards to motivate employees.
11. Learnings from the Internship

 Got the opportunity to meet top officials which boosted my confidence and improved
my communication skills
 Learn Marketing Skills.
 Enhanced my convincing power as we had to deal with a variety of People and
convince them to go ahead with our product.
 Enhanced my communication and vending skills by conducting various workshops
virtually at various educational institutions.
 Got the right new age exposure and honed my networking skills.
 The profile required strategic thinking, brand understanding, building corporate
profiles, ads, brochures, insight driven approach in transforming visual ideas to verbal
delight. Thus, it also helped me improve on the creative front.

12. Limitations

 No Past Data: Since this was a new line of business, we didn't have any past data to
study.
 Insufficient Time: As the population is huge, the time for the research to be carried
out is relatively low.
 Insufficient Man Power: The social media marketing is to be carried out by 2
member team and the man power is short for this scale of marketing required.
 References

 www.schoolofanalysis.com
 https://www.themediaant.com/radio
 https://www.themediaant.com/television
 https://www.themediaant.com/magazine
 https://www.themediaant.com/newspaper
 www.ibef.com
 www.sproutsocial.com
 www.researchandmarkets.com
 “Online education in India: 2021 by KPMG and Google Reports”,
https://assets.kpmg/content/dam/kpmg/in/pdf/2017/05/Online-Education-in-India-
2021.pdf
 Desiree Wieser, Jürgen-Matthias Seeler, (2018), “Online, Not Distance Education:
The Merits of Collaborative Learning in Online Education”, in Andreas Altmann,
Bernd Ebersberger, Claudia Mössenlechner, Desiree Wieser (ed.) The Disruptive
Power of Online Education, pp.125 – 146.
 Falih M. Alsaaty, Ella Carter, David Abrahamsi & Faleh Alshameri, (2016),
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Business Students’ Perceptions”, Business and Management Research, Vol. 5, No. 2
pp 31 – 41.
 Singh, S.S., Rylander, D., & Mims, T.C. (2012). “Efficiency of Online vs. Offline
Learning: A Comparison of Inputs and Outcomes”, International Journal of Business,
Humanities and Technology, Vol. 2 No. 1 pp. 93 – 98.
 William Drago James W. Peltier Amanda Hay Myra Hodgkinson, (2005),"Dispelling
the Myths of Online Education: Learning via the Information Superhighway",
Management Research News, Vol. 28 Iss 7 pp. 1 – 17.
 Bryan W. Booker, Walter Tucker, (2014),"Push-and-pull lean strategy evaluation for
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Annexure

1. Sample of Social Media Posts

2. Survey Form