A

Project Report
On
“A STUDY ON CUSTOMER SATISFACTION IN DIGITAL LEARNING APPS”

Extramarks Education India Pvt. Ltd.

In the partial fulfilment of the requirement for the award of Master of Business
Administration in Marketing Management

By

MAHIMA MODI
(ROLL NO: 13, D2M)

Under the guidance of

MANMOHAN VYAS SIR

at
Indira School of Business
Studies, Tathwade, Pune 411033

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 DECLARATION

I, the undersigned, hereby declare that Project Report entitled “A Study on Customer

Satisfaction in Digital Learning Apps” written and submitted by me to the University of Pune,

in the partial fulfilment of the requirement for the award of degree of Master of Business

Administration under the Guidance of Mr. Gaurav Thakur, Indira School of Business

Studies, Pune is my original work and the conclusions drawn therein are based on materials

collected by myself.

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 ACKNOWLEDGEMENT

The project titled “A Study on Customer Satisfaction in Digital Learning Apps” which is part

of the summer internship program of the MBA course has been successfully completed. I take

this opportunity to thank all the people involved directly or indirectly in making this project a

success. Firstly I would like to thank my external project guide for giving me an opportunity to

showcase my skills and talent by making a contribution in the favour of the organisation. I would

also like to thank him for providing all the necessary facilities and support within the

organisation during the internship tenure.

I would like to thank my internal project Guide Mr. Gaurav Thakur, Indira School of

Business Studies, Pune for his timely and valuable guidance throughout the project. I am very

thankful to the principal of our institute Manmohan Vyas Sir, who has been guiding lighthouse

for me. His constant motivation accelerated my performance and helped me produce great

results.

I gratefully recall the contributions made by all my colleagues and seniors at EXTRAMARKS

EDUCATION. Their admirable work ethics, camaraderie, team work and wonderful ways of

sharing knowledge have gone a long in cementing my beliefs in corporate values. It was first

class learning on the floor that was offered to me. Finally, without their enormous support this

project would not have materialized.

Place: Pune

Mahima Modi

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 Certificate

This is to certify that Ms. Mahima Modi a Bonafide student of this Institute and has
successfully completed his project entitled” “A Study on Customer Satisfaction in Digital
Learning Apps”, Pune for partial fulfillment of course of MBA (Marketing) from Indira
School of Business Studies.

Prof. Manmohan Vyas

Dean, ISBS Internal Guide

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5
 EXECUTIVE SUMMARY

TITLE: “A Study on Customer Satisfaction in Digital Learning Apps”

INDUSTRY: Educational Sector.

COMPANY: ExtraMarks Education Private Limited

IMPORTANCE OF THE PROJECT:

• To Study the Customer Satisfaction about learning apps services providers.

• To Analyze the tendencies of contemporary learners about the use of digital learning
systems in teaching and learning process.
• to Study the Customer Satisfaction towards E-learning apps has brought a technological
revolution in the education.
• To Help and understand the industry environment.
• To identify the needs and generate sales from customers.

Objective of Research:

• To generate leads and sales of Extramarks Subscription by cold calling.

• To create awareness of the product and services among the possible customers in Pan
India.
• To understand the customer needs and providing them the best services.
• To strategically get involved in sales process.
• Identification of prospects and leading till the process of making sales and maintaining
relationship with the customer.

Methodology Adopted:

• To call potential customers.

• To identify customer needs related to our service.
• To give Description about the service.

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 • To take regular follow-up.
• Providing the service of subscription to customer.

Key Learning’s:

• To Study the Customer Satisfaction about learning apps services providers.

• To analyze the tendencies of contemporary learners about the use of e-learning systems
in teaching and learning process.
• To Study the Customer Satisfaction towards E-learning app has brought a technological
revolution in the education.
• Market survey to find out the market potential and studied the sales & distribution system
of Global.
• To get Knowledge about ED-Tech Sector.

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 Contents

S. No. Contents Pg. No.

1 Introduction

2 SectorAnalysis

3 Company Analysis

4 News Analysis (w.r.t selected sector & company)

5 Review of Literature/ Theoretical Background

6 Objectives

7 Research Methodology

8 Data Analysis/ Data visualization, Results, and Interpretation

9 Conclusion /Learning from the Project

10 Limitations of the project

11 Recommendations

12 -Bibliography

-Appendices

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1.Introduction

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About project-

Extramarks Total Learning Ecosystem is a One-App-One- Solution for all stakeholders –

Students, Teachers and Parents . It allows students to access learning solutions mapped to their
curriculum at home, while simultaneously allowing parents and teachers to track and evaluate
the student’s performance.

E- education

E-education or e-learning is the delivery of education or any type of training by electronic

teaching methods. This electronic method can be a computer or a smartphone where teaching
material is accessed by use of the internet usually. E-learning has several benefits over traditional
modes of learning in India.

Objective:

▪ To perform B2C marketing of Extramarks on Digital Platform (mostly on telephonic Calls)

▪ To counsel students over phone call and sell them the Product.
▪ To identify the lead’s needs and pitching the product accordingly.
▪ To classify the leads based on different criteria into broadly generic terms.
▪ To generate leads and sales of Extramarks Subscription.
▪ To create awareness of the services among the possible customers in Pan India .
▪ To understand the customer needs and providing them the best services.
▪ To strategically get involved in sales process.
▪ Identification of prospects and leading till the process of making sales and maintaining
relationship with the customer.
▪ To provide equity in education by transforming schools into digitised learning centres and
empowering teachers and students withteaching-learning digital tools.

Scope of the project:

• It Conduct market research to identify selling possibilities and evaluate customer needs.
• It actively seeks out new sales opportunities through cold calling, networking, and social
media.
• It prepares and delivers appropriate presentations on products and services.
• It Negotiate/close deals by handling complaints or objections.
• It gather feedbacks from customers or prospects and share with internal teams.

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Salient features –

• Engaging, student-centric learning experience.

• Curriculum mapped learning solutions for all classes and subjects.
• Rich, interactive and visual lessons which make learning fun.
• Connected learning environment through student tablets and Interactive display system.

Outline-

“A Study on Customer Satisfaction in Digital Learning Apps”

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2. Sector profile

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Overview and structure

Since 20 years, the Internet has grown from being nearly non-existent into the largest, most
accessible database of information ever created. It has changed the way people communicate,
shop, socialize, do business, and think about knowledge and learning. Much more than just a
new twist on distance learning, online schooling is changing the face of traditional classrooms
and making education more accessible than ever before.

Online education is a form of education where students use their home computers through the
internet. For many non-traditional students, among them all those who want to continue working
full time or raising families, online graduations and courses have become popular in the past
decade. Often online graduation and course programs, some of which are conducted using digital
technologies, are provided via the online learning portal of the host university.

Online education in India

The online learning has gained prominence as the world fights Covid-19 pandemic. As most of
the nations have adopted for online learning, many Indian ed-tech companies are also offering
free online classes while some are doing it on subsidized rates.

Online tutoring platform Extramarks is providing free live classes which are usually paid for all
its courses, including IIT preparation modules. It is also in talks with schools to offer platform
support so that teachers can teach live for free. Others Educational Initiatives like (EI), Byjus,
Unacademy and Gradeup are also increasing their free access for a limited period. Indian HRD
Ministry has also decided to launch e-classes on its Swayam Prabha DTH channels for schools
making online learning a new trend setter in the education sector.

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Porter’s 5 forces model

The bargaining power and leverage of buyers – A moderately strong competitive force.
Typical buyers will be very careful in selecting an LCMS provider due to the strategic
importance of such a decision as well as the impact on the organization’s infrastructure. When
the buyer is a large and major global competitor, they will need to include a wide variety of
internal constituents in the buy decision. This puts a heavy burden on the LCMS provider. An
additional factor that suggests buyer power is moderately strong would be the relatively small
size of current LCMS providers. Additionally, it should be mentioned that given the importance
of the choice of a LCMS provider this choice should be viewed as a highly collaborative process
which tends to reduce the bargaining power of a buyer in favor of a more interdependent
relationship.

The bargaining power and leverage of suppliers – A weak competitive force. Suppliers to
eLearning providers include talented individuals with programming and system development
skills. To the extent that these individuals are difficult to find, it provides these individuals with
stronger bargaining power. Other inputs would include the hardware, technology (servers,
routers, computers,) necessary to develop LCMS platforms. Most of these inputs can be easily
obtained by rivals.

Substitutes for eLearning – A moderately weak competitive force. The most prevalent
substitutes will come from the availability of alternative forms of learning which would include
on campus/extended campus offerings of major universities and learning through what is now
considered traditional CD content offerings. However, the extent these alternative forms would
be considered a serious threat to the LCMS provider in our opinion is not formidable. Given the
integrative requirements and strategic importance of this product to buyers, we believe they
would not seriously turn to these substitutes for their comprehensive eLearning solutions.

Rivalry among competing eLearning providers – A moderately strong competitive force that
is likely to intensify. Students should conclude that with relatively low barriers, especially for
someone like Microsoft, along with the fact that currently the competitors are of relatively small
and equal size, competition will be strong. While there are opportunities to differentiate, in a
high velocity market advantage can erode quickly. There will be strong competition to get ahead
of other rivals by offering high quality comprehensive solutions that if adopted by a few
prestigious buyers can lead to distinctive advantage. There will be strong competition for high
quality talent and buyers will be exceptionally selective in the process of making a choice among
providers.

Barriers to Entry - A moderately strong force the need to acquire the necessary intellectual and
financial capital presents formidable barriers for organizations attempting to enter the industry.

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However, there are several large firms that have an interest in this market (Microsoft) and have
developed relationships with current competitors which could make their entry more likely.

PESTEL Analysis

1. Political Analysis

Here is the single most important Political factor affecting online learning:

• Restricted internet access

In some countries — most notably China — access to the web is restricted for political reasons.
This makes providing an online learning experience significantly more difficult, since the
learning materials must be hosted in the appropriate country and must meet local regulations.
Some jurisdictions have more specific internet regulations, which broadly permit online
education, but prohibit the distribution of certain materials such as maps (especially of disputed
territories).

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2. Economic Analysis:

Here are two Economic factors at play in online learning:

• Affordability of online education

Onlineeducation is an affordable alternative to regular education since it doesn’t require the live
presence of teaching staff. Also, it’s incredibly easy to distribute digital materials, since there is
zero manufacturing or shipping cost to account for from copy to copy. As such, providers of
online education can sell their learning materials at extremely low prices, while still ensuring a
healthy profit for themselves!

• High initial cost

Despite being a cheaper alternative to traditional education in the long term, there is a
comparatively high upfront cost associated with online learning. This is because every student
needs access to an electronic device to consume digital materials. In developed countries, this is
hardly a problem since many students already own electronic devices or could easily afford
them. In developing countries, the high cost of laptops and smartphones may be prohibitive.
Thankfully, the cost of electronic devices is following a sure downtrend.

3. Social Analysis

Here are the Sociocultural factors which impact online learning:

• Lack of human interaction

Despite being an extremely efficient way to learn, online education has the downside of reducing
human interaction. Students who go to a physical school every day interact face to face with
fellow alumni, school staff, and various other individuals such as those they meet in their
commute. Those who learn from behind an electronic display lose this human interaction, which
likely plays an important role in social development and mental health.

• Day-care needs for minors

Another consideration which makes it very difficult to replace traditional education for younger
students is the need for physical care. With parents usually out of the house for most of the
working day, traditional schools are an easy way to ensure their children are fed, exercised, and
generally cared for. With online education, young students would be left at home for large
portions of the day — an irresponsible choice for obvious reasons.

4. Technological Analysis:

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Here are some of the Technological factors affecting online learning:

• Access to electronic devices

As touched on in the Economic portion of this PESTLE analysis, access to electronic devices is a
major constraint in online education. Not all students have electronic devices, especially in
developing countries, so they would be unable to even use the online learning materials. In some
cases, electronic devices may be available, but of too poor quality (e.g. too slow) to ensure a
positive learning experience.

• Internet connectivity
Another major technological barrier to online education is internet connectivity. Even if students
have a sufficiently powerful electronic device to consume digital educational materials, they still
need to be able to access those materials via the web. In poorer areas — and equally, in rural
areas with limited internet infrastructure — lack of internet access can single-handedly prevent
the rollout of online education.

5. Legal

Here are the Legal factors which affect online learning:

• Cooperation from publishers

Effective online learning requires significant cooperation from educational publishers, who often
have strict rules on how their learning materials can be distributed. For example, almost all
traditional textbooks cannot be shared digitally. As such, educational providers would have to
use the resources of specialist, online-friendly publishers, or request special permission from
traditional publishers (which is nigh on impossible).

6. Environmental

Here are two Environmental factors at play in online learning:

• Change in energy consumption

From an environmental perspective, widespread online education requires the electricity

to power hundreds of millions of devices around the world for longer periods of the day.
However, it is important to remember that running physical schools uses energy too,
especially in lighting and heating premises. It is unclear what the net effect of a transition
to online education would be.

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 • Decrease in paper waste
Despite having pros and cons for energy consumption, a shift to online learning would most
certainly decrease paper waste. Think of the hundreds of millions — if not billions — of school
textbooks which are discarded every year. With digital learning materials, there is nothing to get
rid of at the end of the school year!

Market Size

India has the world’s largest population of about 500 million in the age bracket of 5-24 years,
which provides a great opportunity for the education sector. The education sector in India was
estimated at US$ 91.7 billion in FY18 and is expected to reach US$ 101.1 billion in FY19.
Number of colleges and universities in India reached 39,931 and 993, respectively, in FY19.
India had 37.4 million students enrolled in higher education in FY19. Gross Enrolment Ratio in
higher education reached 26.3 per cent in FY19.
The country has become the second largest market for E-learning after the US. The sector is
expected to reach US$ 1.96 billion by 2021 with around 9.5 million users.

Top Companiesand Competitors

BYJU’S

BYJU’s is one of the top eLearning companies in India which is headquartered in Bangalore,
India. BYJU’sboasts to receive first investment in Asia from the Chan Zuckerberg Initiative.
This educational technology and online tutoring firm has created a K12 learning smartphone app
that offers highly effective, adaptive, and engaging learning programs. These programs not only
serve school students but also train students for various competitive exams such as IIT-JEE,
CAT, GRE, IAS and many more.

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Educomp Solutions
Educomp Solutions, established in 1994 is a Gurgaon, India based company. Educomp Solutions
strives to replace the traditional way of learning with the smarter way. Ranking among the best
eLearning companies in India, Educomp is successfully empowered over 30 million learners
across 65,000 schools in two decades. The company deals in four segments which includes
Higher Learning Solutions (HLS), School Learning Solutions (SLS), K-12 Schools, and Online,
Supplemental and Global business (OSG). By producing and making the best use of digital
products and online solutions, the company has revolutionized the entire Indian onlineeducation
market.

Edukart
Edukart also lists among the top eLearning companies in India. Edukart which was founded in
2011, offers education pursuers a platform to select and enroll from more than 2000 courses in
degree, diploma, certificate, entrance coaching and K12 categories. The company through
various certification programs, is helping students and professionals improve their skills.
EduKart is an online entrance coaching site that provides solution to the problems of all
education seekers.

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Vedantu

Incorporated in 2011, Bangalore-based Vedantu Innovations Pvt. Ltd.[4] is an online tutoring

platform launched in October 2014 for public Vedantu is a free IndianInteractiveOnline tutoring
platform where teachers provide school tuitions to students over the internet, using a real-time
virtual learning environment named WAVE (Whiteboard Audio Video Environment) a
technology built in-house. It is said to operate on a marketplace model for teachers, where
students can browse, discover and choose to learn from an online tutor of their choice.

Key trends of the E-Learning (Education)sector

1. Adaptive Learning Going to The Next Level

In my last year article on eLearning trends for 2018, I had predicted that adaptive learning will
become stronger with greater adoption. It seems to head that way, as many new players are
emerging. Adaptive learning, supported by confidence-based assessments and strong analytics
and measurement of training effectiveness, is taking learning to the next level.

Very soon, in 2019, adaptive learning will make further strides in the eLearning marketspace.
Organizations and learners will benefit as organizations ensure that there are better competition
rates, and learners will enjoy the learning process as they get to see only that content that is

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personalized to them. Using effective assessments, learners can skip the content that they are
completely confident about.

LMSs are slowly gearing up to compete with platforms that are offering adaptive learning.
Hence it will be an important and interesting trend to watch out for in the coming year. My gut
feeling is, adaptive learning is here to stay and the experimentation phase is over, and it will all
about action in 2019.

2. Microlearning

Microlearning was a strong trend in 2018. I have seen that organizations are increasingly looking
at microlearning as an important solution. It is a great method of implementing learning in small
chunks that are objective driven and can be easily and quickly deployed within organizations.

Organizations that are looking to take advantage of microlearning will continue to benefit from
this interesting and innovative mode of learning.

Learners benefit too as they get through the modules quickly and can repeat the learning many
times as well. Retention is better, and they are less fussy about going through a boring hour-long
module.

Microlearning can be implemented as videos, small games, quizzes, and infographics.

The great advantage of microlearning is that it can be implemented on any device. I feel
microlearning will continue to be a strong trend in the year 2019 and beyond.

3. Artificial Intelligence and Learner Assistance

Artificial Intelligence assistance has picked up in the eLearning space. Organizations are now
offering innovative solutions where bots can guide learners both on the learning path, as well as
during the courses.

Artificial Intelligence will be used to predict learner behaviour, as well as help personalize the
learning. Based on the modules that were taken by learners and the difficulties or challenges
faced, better personalization will be brought about. Voice-guided bots will also help learners to
search for key content in modules. As I see it, organizations will be implementing newer
methods of Artificial Intelligence support for their learners in both the learning process and
during the moment of need. An example of this could be an intelligent chatbot that can act as
support for technical queries.

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Added to the mix is the use of robots for helping kids and people with special needs to learn new
skills and help them in the moment of need.

My take is that Artificial Intelligence will continue to be a very strong trend, and that it is
something that will change the learning landscape in 2019 and beyond.

4.Gamification and Game-Based Learning

Gamification and game-based learning were strong trends in 2018. Organizations are
increasingly looking at investing in game-based learning to empower and engage their learners
better. It has been observed that gamification has improved retention rates and better application
of the subject matter learned at work.

Organizations will look to implement more game-based solutions, as they see them as value
adders for the organization-wide learning. Games that are well thought out, well designed, and
address the needs of learners engage them effectively. It has been proven through numerous
implementations that games help in releasing happy hormones, such as dopamine and serotonin.

A learning organization is one that takes advantage of game-based learning.

In my opinion, game-based learning is here to stay, and will continue to be a strong trend in the
year 2019 and beyond.

5. AR/VR/MR

Virtual Reality and Augmented Reality are both growing rapidly as important modes of
implementing learning content. It has been observed that K-12 has adopted Augmented Reality
in a rapid way to teach various subjects, such as Science and Math.

The great thing about Augmented Reality is that it can augment the existing content through
interesting overlays of graphics and images that can pop out and thrill the learners. More than the
thrill, it is the experience itself that helps learners connect to the content better.

Virtual Reality continues to grow as it is used in teaching various safety-related procedures.

Organizations are now looking at Virtual Reality as an important solution, as eLearning
companies use effective Instructional Design strategies to enhance the VR experience. Using a
mixture of 360-degree photographs, interactions, and many more elements, VR is becoming a
useful experience. Organizations are also investing in cognitive learning products that are
augmented by VR especially for children and people with special needs.

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Added to AR and VR is the exciting new modality called Mixed Reality or MR. Already big
players are making investments in MR which combines AR and VR to a great effect.

Organizations will continue to take advantage of this interesting trend in the year 2019 and
beyond.

6. Video-Based Learning

Videos are one of the hottest modes of training right now. The popularity of video-based sites
like YouTube have forced organizations to adopt more videos into their training. Be it Instructor-
Led Training that is interspersed with anecdotal or contextual videos, or eLearning where videos
play an integral part in disseminating information, videos are here to stay.

The focus is on decreasing the load time and the size of videos using various tools. Video-based
learning will continue to grow and will be an important trend to watch out for in the year 2019
and beyond.

Challenges

▪ Adaptability Struggle.
Switching from traditional classroom and face to face instructor training to computer-based
training in a virtual classroom makes the learning experience entirely different for students.
Their resistance to change does not allow them to adapt to the online learning environment,
whereas it takes time for them to get accustomed to Course Management Systems (CMS) and
the methods of computer-based education. While passive listening and notes taking are
expected in a traditional classroom, online discussions or creating a web page demand
springing into action. Students with a “traditional” mindset find it difficult to adapt; however,
they need to accept the new learning circumstances with an open mind and heart.
Understanding the benefits of eLearning and even discussing them with their peers may
change this mindset and better prepare students for online classes.

▪ Technical Issues.
Many students are not provided with the high bandwidth or the strong internet connection
that online courses require, and thus fail to catch up with their virtual classmates: Their weak
monitors make it hard to follow the Course Management System and their learning
experience becomes problematic. Moreover, most of them live off campus and find it
difficult to keep in tune with the technical requirements of the chosen course. Some of them
do not even own computers and seek help in Learning Resource Centres for technical
assistance. The only solution to this problem is knowing exactly what kind of technological

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 support they will need for a certain course before enrolling in it, as well as properly
equipping themselves for the course’s successful completion.

▪ Computer Literacy.
Although students are generally tech savvy, and thus able to manage computers well, lack of
computer literacy is a major issue among students today. Many of them cannot operate basic
programs such as Microsoft Word and PowerPoint and therefore are not able to handle their
files. Furthermore, many students find fixing basic computer problems troublesome, as they
have no knowledge in this area. However, technological proficiency is a must for following
online courses, as it enables students to manage their assignments and courseware in an
organized manner without struggling. Basic courses in computer literacy enhance students’
knowledge in the field; having a fundamental knowledge of computer hardware would help
them participate in online classes without interruptions and hindrances.

▪ Time Management.
Time management is a difficult task for eLearners, as online courses require a lot of time and
intensive work. Furthermore, whereas it is mostly adults who prefer web-based learning
programs for their place and time flexibility, they rarely have the time to take the courses due
to their various everyday commitments. A regular schedule planner would be a significant
help to these learners, as they could even set reminders for their courses and assignments.

▪ Self-Motivation.
Self-motivation is an eLearning essential requirement; however, many online learners lack it,
much to their surprise. After enrolling in distance learning courses, many learners fall behind
and nurture the idea of giving up, as difficulties in handling a technological medium also
seem insurmountable. Students need to find the motivation to follow the new educational
trends and properly equip themselves for future challenges in their education and careers.
Only a positive attitude will help them overcome the challenges in eLearning; though this is
hard to practice, students need to understand that it is necessary to reap the eLearning’s
benefits in the future.

Regulatory bodies and its role

▪ University Grants Commission (“UGC”) has introduced regulations to recognize degrees,

diplomas and certificates offered by Universities and Institutions deemed to be Universities
in an online medium, to students in India.
▪ The key objective of these regulations is to ensure easy access to education to students,
including working professionals.
▪ Only those courses or programmes same as or similar to courses or programmes which have
been offered in regular mode (i.e. classroom teaching) or in distance learning mode and for
which atleast one batch has passed out can be offered through the online mode.

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▪ Online Courses or Programmes can only be provided after obtaining permission from the
UGC.
Government initiatives

Some of the other major initiatives taken by the Government are:

• In May 2020, Government launched PM eVIDYA, a programme for multi-mode access

to digital/online education. Other initiatives to be launched include Manodarpan, New
National Curriculum and Pedagogical framework, National Foundational Literacy and
Numeracy Mission.
• According to Union Budget 2020-21, Government allocated Rs 59,845 crore (US$ 8.56
billion) for Department of School Education and Literacy.
• Revitalising Infrastructure and Systems in Education (RISE) by 2022 was announced in
Union Budget 2020-21 with a proposed outlay of Rs 3,000 crore (US$ 429.55 million).
• Under Union Budget 2020-21, Government proposed apprenticeship embedded
degree/diploma courses by March 2021 in about 150 higher educational institutions.
• As on February 2020, 254,897 training centres were registered in India and around 2
crore candidates completed training under the Pradhan Mantri Gramin Digital Saksharta
Abiyan (PMGDISHA).

• Government promoted new scheme ‘Study in India’ to bring foreign students to higher
educational institutions.
• In order to boost the Skill India Mission, two new schemes, Skills Acquisition and
Knowledge Awareness for Livelihood Promotion (SANKALP) and Skill Strengthening
for Industrial Value Enhancement (STRIVE), have been approved by the Cabinet
Committee on Economic Affairs (CCEA), Government of India, with an outlay of Rs
6,655 crore (US$ 1.02 billion) and will be supported by the World Bank.
• The Ek Bharat Shreshtha Bharat (EBSB) campaign is undertaken by the Ministry of
Human Resource Development to increase engagement between states, union territories,
central ministries, educational institutions, and public.

Contribution to the economy

Over the last two years, there has been a 2x growth in online searches for education and a 3X
growth in searches from a mobile device. Also, 44% of education searches are now coming from
beyond the top 6 metros and there has been a 4X growth in education content consumption on
YouTube in the last one year.

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According to the research conducted by KPMG, along with insights from Google search online
education industry will be a $1.96 billion industry by 2021. The report finds that the paid user
base will grow 6X from 1.6 million users in 2016 to 9.6 million users in 2021.

The online education market is segmented into primary and secondary supplemental education,
test preparation, reskilling and certification, higher education language, and casual learning. The
online primary and secondary supplemental education segment were valued at INR 11.99 Bn in
2018 and is expected to reach INR 123.65 Bn by 2024, expanding at a CAGR of ~46.48% during
the 2019-2024 period. The change in consumer behaviour towards detailed learning and surge in
demand from tier II and tier III cities are driving the growth of this segment.

The online test preparation market is expected to reach INR 94.75 Bn by 2024, expanding at a
CAGR of ~50.84% during the 2019-2024 period. This segment is expected to be the fastest-
growing segment in the online education market, owing to growth in career-focused population,
enhanced Internet infrastructure and increased penetration of digital payment methods.

The online reskilling and certification market is expected to reach INR 93.81 Bn by 2024,
expanding at a CAGR of ~36.95% during the 2019-2024 period. The growing business
landscape has widened the skill gap among employees, which is why the demand for reskilling

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course is picking up.

The online higher education market was valued at INR 5.01 Bn in 2018 and is expected to reach
INR 40.63 Bn by 2024, expanding at a CAGR of ~40.74% during the 2019-2024 period. The
conventional education system is insufficient for the growing population, and therefore students
are switching to online higher education courses.

Key Technological Advancement in Education sector:

Technological advancements are inevitable as that is the way the world is moving. It has also
incorporated into the world of education where children get to experience a new way of learning
and educators get to practice more effective methods of teaching. Many schools have already
implemented technology driven tools to educate and prepare their students for the future. Some
technological innovations that have re-defined the Education System are:

(a) Tablet PCs – they are the future of mobile devices in the classrooms. Today’s students are
experts in using mobile phones as they grow up seeing them. Realizing this, many schools
especially in the west are taking advantage of mobile phones as an important tool of learning.
Tablet PCs with internet connectivity give them access to various useful educational Apps,
allows them to take notes, read up on topics relevant to their subject of studies etc. As more and
more exams are going online today, the use of Tablet PCs can prepare the students for the future.

(b) Interactive whiteboards – are dry erasable whiteboards that comes with an LCD projector.
Whatever seen on a computer screen can be replicated on this whiteboard. As we all know,
impact of communicating a matter visually is deeper than doing it verbally. Therefore, the
objective of these whiteboards is to make the students more engaging.

(c) Google’s Apps for Education– around 45 million students and teachers around the world
use this App which is a bundle of cloud based Email, Calendar, and document sharing products
available free to schools. Google’s Classroom is a free App that teachers can use to create and
organise assignments quickly, provide feedback efficiently, and easily communicate with their
classes.

(d) Digital library – unlike conventional libraries, digital libraries are not depended on the
availability of space to preserve books and other reference articles. Many schools in the 21st
century is opting to have digital libraries that can store any e-Learning materials like eBooks,
slides, projects prepared by students, contributions by alumni etc.

(e) Microsoft’s Skype – world is becoming a global village. Schools are taking initiatives to
expose their students to various opinions and cultures through technological innovations like
Skype. Skype gives the students a platform to have real–time interactions with students of their

27
age-group in a different part of the world. They also make virtual field-trips possible. Educators
can also take a cue from the best classroom practises followed in other parts of the world.

(f) Flipped Classrooms – Classrooms across nations have begun to adopt this new technology
where the students would be asked to watch lecture videos by teachers and other experts at home
as a part of their homework and their class–time would be utilised for discussions. Khan
Academy is an example of how online courses have become a popular instructional medium of
teaching.

(g) e-Learning – various e-learning centres are being opened in under-developed countries that
open doors to education to the people there. The e-Learning centre in Djibouti with the help of
SOS Children’s Villages and German partners is giving the young people of Djibouti a chance to
learn in-demand job skills and escape from a life of poverty.

Future and Prospects post COVID-19

1. New trends to watch out for

The global health pandemic catalyzed the educational institutions as well as educators to adopt
new ways to teach students. To meet the current demand, fast-paced developments such as online
education and personalized learning scaled up massively. As more and more learners latch on to
the bandwagon, the trend is here to stay even after the current health scare has died down. Let us
look at the emerging trends to watch out for post-Covid-19.

2. Blended learning to become a reality

Several educational institutions are willing to adopt a mix of face-to-face and online teaching a
“blended learning” approach. In this setup, students will be required to physically attend classes
on fewer days. A blended learning approach is the “new model” in the “new normal” for course
delivery.

3. Personalized learning
The global pandemic has enabled personalized learning for students that will help them to learn
at their pace and at a time of their choice. This will also augment the use of Artificial Intelligence
(AI) to help personalize a student’s learning experience.
With an AI-enabled personalized learning experience, every student would benefit from a unique
educational approach that is tailor-made for his or her individual needs. Leading education Ed-
tech platforms such as Bright Tutee offers an exhaustive collection online homework, tutorials,
and assessments.

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4. Changing role of teachers
Online education cannot replace educators. However, the role of teachers will be redefined. With
the booming of Ed-tech platforms to augment online learning, the role of a teacher from that of a
‘knowledge-giver’ will gradually shift to one of a 'facilitator' in the pedagogy system to help
students become a life-long learner.
The rapidity with which the shift in learning system took place, brought certain challenges for
the teachers. All the teachers must be trained for online teaching as well. This will go a long way
to ensure that they are comfortable with technology and will be able to seamlessly switch
between online and offline modes of teaching the curriculum.

5. Demand for short-term, skill-based courses

The changing global economic scenario has put many at risk of losing their jobs. There are new-
age skills such as artificial intelligence, deep learning, data analytics, etc. that have gained
prominence over time. To remain agile and relevant in the job market even after Covid-19,
students are required to continuously upskill themselves with industry-ready courses. Students
need to learn the right skills that help one stay resourceful in the long-term.
Post-Covid-19 the world will be a different place. As and when educational institutions open up
after the pandemic bids us goodbye, the new social distancing rules will further change the
existing ways of imparting education. The online education that has picked pace in the current
quarantine period will be a game-changer in the future of the education system.

29
3.COMPANY
ANALYSIS

30
 ABOUT THE COMPANY

Extramarks Education India Pvt. Ltd.

Extramarks Education is an education technology company, that sells online and offline
schooling and curricula. It was founded in 2009 by Atul Kulshreshtha, and headquartered in
Noida, India.
As of March 2018, Extramarks has tied up with 9,000+ government and private schools.[4] It has
over 9 million students and over 1.1 million online users.
Extramarks operates in India, Singapore, Indonesia, Ghana, South Africa, and the Middle East. It
was listed among Global50 Education Companies 2018 by Tyton Global Growth50.
In November 2011, its 38.5% stake was acquired by Mukesh Ambani owned Infotel Broadband
and the investment was done through an affiliate company Reliance Strategic Investments for an
undisclosed amount.
In September 2015, Extramarks launched an Android app called Extramarks Smart Study, which
allows students to study for Central Board of Secondary Education (CBSE) and ICSE curricula,
ranging from pre-primary (kindergarten) and Class 1 to Class 12.
In May 2017, the company launched the test preparation and coaching centers for entrance
examinations like Joint Entrance Examination – Advanced, Medical, and Pre Foundation and has
classroom coaching centers in Jaipur, Bhopal, Indore, Lucknow, and Haldwani
In August 2017, it developed an app called Total Learning, which allows students to access the
curriculum-mapped learning solutions at home and lets teachers and parents track and monitor
the student's performance.[11]

31
In November 2018, Extramarks launched IITJEE Test Prep App, which allows students to take
mock online tests for IITJEE preparation.[12] It also has an app called Interactive Learning App,
launched in February 2019.
In October 2017, Extramarks Education was tied up with Bharat Sanchar Nigam
Limited (BSNL) to provide digital learning solutions to BSNL users.
The company partnered with Power Grid Corporation of India to offer digital solutions at Indian
Army-run schools in Jammu and Kashmir in January 2018. The digital solutions learning
program, facilitated by Extramarks was inaugurated by General Bipin Rawat, the Chief of the
Army Staff (India) at Army Goodwill School, Pahalgam, on May 25, 2018.
The company is also in partnership with Samsung, Intel Education, Advan, New Delhi Municipal
Council, Muslim Educational Trust and DRB-HICOM

Mr. Atul Kulshrestha

Founder, Chairman and Managing Director
Extramarks Education

Mr. Atul Kulshrestha is the founder, Chairman and Managing Director of “Extramarks”. He has
conceived and initiated “Extramarks” to provide new age digital education solutions to schools
and students to make teaching – learning process easy and effective. Extramarks has attained
global success and extreme popularity under his leadership. He leads a team of more than 1600
professionals who have years of experience in the respective field.

He is an honours graduate and a Chartered Accountant with a meritorious academic record. He

developed a special interest and knack for technology and launched two internet portals and one
international BPO company prior to the launch of “Extramarks”. His efforts in improving the
teaching – learning methodology by implementing new technologies has won him accolades and

32
he has been hailed as a global business leader who is transforming the family business in a
survey published by PriceWaterhouseCoopers.

He has spoken on digital and personalized learning on many platforms and regularly writes on
the subject. He is a voracious reader and a music and movie lover. He is greatly involved in
philanthropic and social engagements. He is Patron of “Rajasthan Netra Heen Seva Sangh”
(Rajasthan Blind Association) an organization serving the blind students to make them
independent and self-reliant. He has also founded “Extramarks Education Foundation” to initiate
research and social development programs in the field of education.

Extramarks Education

Type Private

Industry EdTech

Founded 2009; 11 years ago,

Founder Atul Kulshreshtha

Headquarters Noida, Uttar Pradesh

India

Area served India, Indonesia, South

Africa, Ghana, Singapore and Middle
East

Key people Atul Kulshreshtha (MD & Chairman)

Revenue ₹289crore (US$39.3 million) (2018-

19)

33
Vision Mission Value

Vision

❖ To provide 360º education support in schools and after school, to make the teaching
learning process engaging and interesting.

Mission

❖ Extramarks aims to provide new age Digital Education Solutions that.

❖ Bring the best of global technology to provide an engaging, child-centric teaching-

learning environment in the classroom and at home.

❖ Empower the teaching fraternity with the latest education pedagogy.

❖ Provide the best learning and teaching tools so that the schools are at par with the latest
developments in education.

❖ Ensure overall development of the child and bring the World into the classroom- always
connected, always updated!

Values

❖ Extramarks believes that the educational aspirations are simplicity in learning and
continuous child engagement. The values that drive us underscore our commitment are
‘SPICE’.

• Simplicity: Ensuring simple learning methods.

• Pedagogy: Unique layered pedagogy to cater to multiple intelligences of the students in

the class rooms.

34
 • Innovation: To provide global technological child centric solutions, both at home and at
school.

• Continuous: Connectivity with the child.

• Engage Me: To continuously engage the child to ensure learning.

Turnover profit

• The company earned around Rs 600 crore in revenue in financial year 2016-17. "In
2015-16 Company earned around Rs 200 crore. In 2016-17 earned around Rs 450 crore
from private sector schools and another Rs 150 crore from the government sector," said
Atul Kulshrestha, founder, chairman and managing director, Extramarks Education India
Pvt Ltd.
• The company added expanded its overseas operations in countries such as Africa,
Russia, Malaysia and Indonesia. At present Extramarks is in schools across South Africa,
Kuwait, Singapore and UAE.
• Worldwide, it has seven offices and it is planning to recruit more people for its overseas
operations. In India, Extramarks has 22 offices and around 1,700 employees.

Product and Services offered

1) Smart Study- In September 2015, Extramarks launched an Android app called Extramarks
Smart Study, which allows students to study for Central Board of Secondary Education (CBSE)
and ICSE curricula, ranging from pre-primary (kindergarten) and Class 1 to Class 12.A fun,
exciting, and interactive mode of learning goes live with the latest version of ‘Extramarks – The
Learning App’! Meet Alex, an AI based learning companion, who will take you on a
personalized journey through engaging visuals and rich media animations, and help resolve all
your doubts instantly!You will find solutions for everything on the app, through visual and
interactive learning modules, including homework, projects, essays, tests, or assignments.
NCERT solutions provided by Extramarks are the best. It is the only app which contains
solutions for all subjects, allclasses, for both, the CBSE and ICSE Boards. It is among the most
holistic education apps.From KG to grade 12, the application covers the entire K12 spectrum. It
is favoured among education apps, because it is the one place to find the solutions for all subjects

35
like Science, Maths, Social Science, English, English Core, English Elective, Hindi, Sanskrit,
Economics, History, Geography, Political Science, Accountancy, Business Studies, Physics,
Chemistry, Biology, Computer Science (C++ and Python), Informatics Practices, Multimedia
Web and Technology and much more. Its practice and study material is aligned to NCERT books
and covers all topics along with NCERT Solutions.

36
2) JEE Test Prep-Extramarks JEE Test Prep App is an advanced testing platform for IIT JEE
Mains and JEE Advanced, comprehending all the latest changes in the exam patterns and
formats. This will help in and test the student's preparation for IIT JEE exam and provide them
with an expansive question bank curated by expert academics with a proven track record.

Extramarks makes students exam ready to crack the IIT JEE (Joint Entrance Exam) exam by
simulating the exam environment in the online domain.

The NTA (National Testing Agency) has started conducting the JEE completely in the online
mode. The Extramarks JEE Test Prep App has shaped itself to the requirement of the day by
providing superlative academics through an advanced technological platform, through which
students can test their exam preparation and get AI based detailed analytics including overall
national peer ranking. In addition, they can get a feel of the actual exam environment and learn
to manage time well, while understanding the pattern of the examination.

3) NEET Test Prep-Extramarks NEET Test Prep App is an advanced and adaptive preparation
platform for National Eligibility cum Entrance Test. Integrated in the app are all the latest
changes in the exam patterns and format of NEET. The app has been curated by India’s top
coaching faculty and helps test the preparedness for NEET. In addition, students gain access to

37
Extramarks Sessions, which are live and recorded lectures delivered by experienced teachers,
with proven track record of producing top NEET ranks over the past many years.

The NTA (National Testing Agency) has started conducting NEET completely in the digital
mode. Extramarks NEET Test Prep App has shaped itself to the requirement of the day by
providing superlative preparation resource and guidance through an advanced technological
platform and by conducting National Level Live Tests. These tests are adaptive in nature.
Through them, students can assess their exam prep and get detailed analytics of their
performance, including national peer ranking and identify their strength and gap areas. In
addition, they can get a feel of the actual exam environment and learn to manage time, while
understanding the pattern of the examination.

4) CA Foundation Test Prep- Extramark’s CA Foundation App helps you crack one of the
most difficult exams of the year, the Common Proficiency Test (CPT) with utmost ease and
provides you with comprehensive preparation based on the CPT exam pattern. Now your dream
of becoming a Chartered Accountant is not far away!Learn with rich multimedia modules,
Practice learnt concepts with scientifically developed tools, test your understanding with multiple
chapter and subject level Tests and evaluate your progress. The CA Foundation exam comprises
of four papers of objective and descriptive types. The App gives you complete syllabus coverage
and multiple tools for best preparation.

38
KEY CHALLNEGES

Challenges

75.9% — Budget limits.

53.9% — Inadequate professional training.

41.4% — Teachers resistant to change.

38.2% — Inadequate network infrastructure.

30.9% — Unreliable device/software options.

29.6% — No systems to use technology for curriculum.

17.8% — Other.

13.2% — District doesn't see immediate need for more

SWOT Analysis

❖ STRENGTHS:-

• Strong online presence on different social networking sites and efficient social media
management can enhance the effect of positive Electronic word of mouth and develop
strong relationships with customers. Strong financial position and health can allow the
firm to make further investments.

• Access to the suppliers that offer raw material at a lower cost can improve the overall
business efficiency.

39
• The location advantage can improve the competitive positioning of the firm in various
ways, such as- lower cost, improved accessibility or enhanced brand image.

• The well-developed and efficiently integrated IT infrastructure can improve the

operational efficiency and increase knowledge of the latest market trends.

• Competent and committed human capital can act as a powerful source of competitive
advantage, particularly when business is service oriented in nature.

• High product quality increases brand loyalty and improves BYJU s The Learning App's
performance in a competitive market.

• Workplace diversity can also act as a major business strength, particularly when the
organisation intends to operate in the international market.

• The horizontal and/or vertical integration can increase the control over whole value
chain; result in improved access to raw material and quick product delivery to the final
customer.

• An organisation may own different intellectual property rights that can make the product
offerings unique and exclusive, making it difficult for competitors to imitate.

❖ WEAKNESS:-

• Limited budget is the reason that they are unable to implement the required technologies
on their premises.

• Most of the parents believes that traditional learning is more effective.

• Language barrier is one of the main problem because these apps only works in English
and Hindi.

• The organisation can draw the criticism from the environmentalists for its poor waste
management practices and inability to integrate sustainability in business operations.

• The company may lose efficiency due to poor inventory management practices. The
shortage or excessive inventory can either result into

• The cash shortage or insufficient current assets negatively affect the liquidity position and
harms the overall business performance.

40
• Insufficient budget for the marketing and promotion activities weakens the firms’ ability
to expand the customer base and encourage repeat purchase.

• Less expenditure on the research and development activities can weaken the company
performance due to poor local/international market knowledge.

• The inability to understand customers’ needs and expectations lead to an ineffective

strategic decision-making process. With this weakness, the organisation may not be able
to identify the potential improvement seeking areas in product/service mix.

• The prices charged by the business may not be perceived as justified when compared to
the product/service characteristics. It indicates the need to revise the pricing strategy.

• The poor customer service (such as inefficient customer complaint handling) can trigger
the negative word of mouth about the business and affect business growth.

❖ OPPORTUNITIES:-

• The exponential growth in the population, and particularly in the existing or potential
customer segments is a great growth opportunity for the business organisation.

• The changing customer needs, tastes and preferences can act as an opportunity if the
business organisation has good market knowledge.

• The development of new technologies to assist the product/service production and

delivery process can be exploited to embed the innovation in business operations. The
advanced technological integration can decrease costs, improve efficiency and result in
the quick introduction of innovative products.

• Rise in the customers’ disposable income and increase in the affluent customer base can
be taken as an opportunity to introduce more high-end products.

• Improvement in the customers- lifestyle and standards mean more consumption on

consumer goods and services, and more opportunities to encourage the purchase.

• The emergence of e-commerce and social media marketing as a trend can be a great
opportunity for Extramarks App if it can ensure strong online presence on different social
networking sites.

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 • Corona virus pandemic has been a water shed moment for Extramarks.

❖ Threats-

• The changing regulatory framework and introduction of new stricter regulations impose a
major threat to the Extramarks App. It makes compliance with legal standards more
complex and challenging for the business organisation. Inability to comply with changed
regulations raises the risk of expensive law suits.

• Shortage of skilled labour in the market can make it difficult for the organisation to
attract talent with the right skills set.

• The increasing number of direct and/or indirect competitors affects the organisation's
ability to sustain and expand the customer base.

• The deteriorating economic conditions affect business performance when they directly
influence the customers' spending patterns and purchasing power.

• The rise in inflation increases the cost of production and affects the business
profitability.The growing environmental sustainability trends act as a major threat when
offered products/services are not environment friendly. It draws the negative publicity
and criticism from the environmentalists and affects the brand image in a competitive
market.

• The globalisation pushes the organisation to cross national boundaries and deal with
cultural diversity, which may have a detrimental impact if the organisation lacks the
cultural intelligence.

CSR policy and Corporate Governance Initiatives

Extramarks’ latest campaign - #FundaClearHai, conceptualized by ADK-Fortune, communicates

the efficacy of its learning app, designed to help students clear the exams with confidence.
The idea of “Funda Clear Hai” is a manifestation of the assurance that comes with having one’s
subject fundamentals clear before exams. In the TVC, the children studying on the Extramarks
tab are seen in slice-of-life situations, reassuring their worried parents that their “funda”isclear.

42
 Promoted heavily through an integrated marketing strategy, #FundaClearHai campaign has
captured immense eyeballs on social media including YouTube, Facebook, Twitter, and
Instagram. Garnering around 2 million views so far, the campaign’s hashtag has further helped in
creating a strong brand recall with the audiences. #FundaClearHai trended nationally as the
Twitterati’s engaged with the campaign, generating over 10,000 conversations in a day.

In India’s changing education landscape, which is now moving towards digital learning,
Extramarks is championing its mission of making education easy and effective. It aims to
transform the conventional system of education by providing modern-day total learning™ digital
solutions to students and teachers. With easy to understand and engaging content, empowered by
advanced technology, Extramarks effectively creates a smart, personalized, and interactive
learning environment in classrooms and home alike. The Extramarks solutions are easy to
comprehend and with their adaptive testing techniques, the learning needs to each child can be
addressed individually.

• PEHAL aims at:

o Effective learning through digital classrooms
o Bringing equity in education
o Enhancing learning outcomes
o Making learners future ready
• PEHAL has an impressive and unique adoption and sustainability model. It transforms the
classrooms and enhances the learning outcomes of students. They are provided with after
school learning solutions through Tabs, that eliminates the need of any after school study help.
• PEHAL provides comprehensive training in digital technology to the teachers of adopted
schools. They are periodically trained at new learning content and teaching methodologies.
• PEHAL co-opts army veterans and the martyrs’ dependents for seamless implementation of
the project. Their participation in the endeavour brings in the commitment, value system and
discipline in the schools where the project is implemented.

Impact of and response to COVID-19 by Extramarks

• The COVID-19 has resulted in schools shut across the world. Globally, over 1.2 billion
children are out of the classroom.

• As a result, education has changed dramatically, with the distinctive rise of e-learning,
whereby teaching is undertaken remotely and on digital platforms.

• Research suggests that online learning has been shown to increase retention of information,
and take less time, meaning the changes coronavirus have caused might be here to stay.

43
While countries are at different points in their COVID-19 infection rates, worldwide there are
currently more than 1.2 billion children in 186 countries affected by school closures due to the
pandemic. In Denmark, children up to the age of 11 are returning to nurseries and schools after
initially closing on 12 March, but in South Korea students are responding to roll calls from their
teachers online.

With this sudden shift away from the classroom in many parts of the globe, some are wondering
whether the adoption of online learning will continue to persist post-pandemic, and how such a
shift would impact the worldwide education market.

Even before COVID-19, there was already high growth and adoption in education technology,
with global EdTech investments reaching US$18.66 billion in 2019 and the overall market for
online education projected to reach $350 Billion by 2025. Whether it is language apps, virtual
tutoring, video conferencing tools, or online learning software, there has been a significant surge
in usage since COVID-19.

Response to COVID-19

In response to significant demand, many online learning platforms are offering free access to
their services, including platforms like Extramarks a Noida UP-based educational technology
and online tutoring firm founded in 2009, which is now the world’s most highly valued Ed-Tech
company. Since announcing free live classes on its Think and Learn app, Extramarks has seen a
200% increase in the number of new students using its product.

Tencent classroom, meanwhile, has been used extensively since mid-February after the Chinese
government instructed a quarter of a billion full-time students to resume their studies through
online platforms. This resulted in the largest “online movement” in the history of education with
approximately 730,000, or 81% of K-12 students, attending classes via the Tencent K-12 Online
School in Wuhan.

Other companies are bolstering capabilities to provide a one-stop shop for teachers and students.
For example, Lark, a Singapore-based collaboration suite initially developed by ByteDance as an
internal tool to meet its own exponential growth, began offering teachers and students unlimited
video conferencing time, auto-translation capabilities, real-time co-editing of project work, and
smart calendar scheduling, amongst other features. To do so quickly and in a time of crisis, Lark
ramped up its global server infrastructure and engineering capabilities to ensure reliable
connectivity.

Alibaba’s distance learning solution, DingTalk, had to prepare for a similar influx: “To support
large-scale remote work, the platform tapped Alibaba Cloud to deploy more than 100,000 new
cloud servers in just two hours last month – setting a new record for rapid capacity
expansion,” according to DingTalk CEO, Chen Hang.

44
Some school districts are forming unique partnerships, like the one between The Los Angeles
Unified School District and PBS SoCal/KCET to offer local educational broadcasts, with
separate channels focused on different ages, and a range of digital options. Media organizations
such as the BBC are also powering virtual learning; Bitesize Daily, launched on 20 April, is
offering 14 weeks of curriculum-based learning for kids across the UK with celebrities like
Manchester City footballer Sergio Aguero teaching some of the content.

45
4. News analysis

46
• Extramarks presented the latest TVC, which urges us to share the goodness of

Extramarks with our friends.

• IIT delhi has partnered with Extramarks to promote and encourage research in Artificial

Intelligence (AI).Extramarks, in partnership with IIT-Delhi, will set up a research

laboratory in Computer Science Department which will be dedicated to the task of

creating new breakthroughs in the area of 'AI in Education', a company release said. This

collaboration is hopeful of making education delivery more personalised, interactive and

effective, the release added.

• Extramarks announced free access to app till April 30 amid covid 19 crisis. This initiative

will allow schools to take live online classes through the Extramarks technology platform

anytime, anywhere, for free with added benefits of being able to assign homework and

worksheets through the platform.

• Extramarks’ #FundaClearHai campaign tells children to take stress out of studying.

Extramarks has launched a new campaign, #FundaClearHai, highlighting the efficacy of

its learning app that is designed to help students clear the exams with confidence. The

campaign has been conceptualised by ADK-Fortune.

• Mukesh Ambani-owned Infotel has acquired 38.5% stake in digital learning solutions

firm Extramarks Education, a move that will help Reliance Industries (RIL) to strengthen

its content pipeline as it looks to launch its broadband services soon. (Indians press.com)

47
• Extramarks Education announced the launch of its live classes for preparation of IIT-JEE

on its application, wherein students can interact with experienced faculty and clear

doubts.

• Extramarks opens 'EduCafe' for students in Kota (livemint.com)

The EduCafé is Extramarks' way of doing its bit to provide students some respite using

technology as an enable Dedicated to the growth and well-being of competitive exam

aspirants, Extramarks EduCafé provides them an outlet to prepare for their exam in a

relaxed and computer enabled environment.

• Extramarks launches AI based study bot ALEX.

Alex, the 24X7 studybot provides instant solutions to all the problems and doubts.This

intelligent study bot acts as a friendly guide, helpful companion and ultimate doubt-slayer

for all study related doubts. Gone are the days when you had to wait to go to school to get

help in solving a question.

48
5. Review of Literature/

Theoretical

Background

49
Literature Review: The effectiveness of e-learning for imparting quality education to students.

Shu-Sheng Liaw, in the research study on effectiveness of e-learning investigates the reason for
dissatisfaction of some of the e-learning students. The research surveys 424 university students
their feedback on effectiveness of e-learning for them. The findings of the report suggest that the
intention and study focus are the main factors that influence the objectives and usefulness of e-
learning. Personal efficiency for the coursework is also a determining factor for the outcomes
(Shu-Sheng Liaw, 2008). The examination of effectiveness of e-learning is useful for not just the
students but also for the trainers as it helps them in refining their methods of teaching. Regular
testing of the outcomes of e-learning and efficiency of knowledge transfer guide the teachers to
employ techniques that can be more effective in transferring the education. The technocrats are
also interested in transforming the e-learning experiencing through effect ICT applications.

A Literature Review of the Factors Influencing E-Learning and Blended Learning in Relation
to Learning Outcome, Student Sat faction and Engagement.

Anne-Mette Nortvig, Anne Kristine Petersen in this research reviewed the factors influencing E-
Learning and blended learning in relation to learning outcome. They found out that the teaching
and learning are complex are influenced by more than just the teaching format. The research
shows that the educator presence in online settings, interaction between students, teacher and
content, and deliberate connections between online and offline activities and between campus-
related and practice- related activities. The research suggests numerous suggestions across
studies, that e-learning/blended courses should be designed to foster coherence between online
and offline activities and between campus-related and practice- related activities.

Digital learning management system has several advantages as follows:

• Quality: Digital learning management system contributes to the quality of education by

improving several aspects including the aspects of pedagogy and design.
• Cost Effectiveness: Digital learning management system significantly decreases
educational cost via the reuse of the content of education.
• Flexibility: Digital learning management system offers flexibility to leaner by enabling
learner in fulfilling their educational needs conveniently in the learning environments of
their choice, while also changing the environment of educational establishments.
• Cooperative: Digital learning management system fosters cooperation from all involved
parties, and this increases educational opportunities to larger group of learners.

50
Disadvantages of Digital learning have also been discovered as described below:
• Technology Dependent: Learner would be required to possess a device with a minimum
specification as required by digital learning management system supplier with high
bandwidth to transfer the course material at the appropriate time.
• Material Unsustainability: the system may not be fully functional with some program.
• Lack of Training: some learner may require additional skill in adopting with digital
learning management system, and with the improvement of technology with frequent
updates, learner may need more training in order to manage it.
• Dependency on Human Support: Digital learning requires human assistance and technical
support for guiding students. Not equal to face-to-face learning: digital learning
management system is no match to the traditional face-to-face learning.

51
6. OBJECTIVE

52
• To make learning easy for the student and every student should love learning and get
addicted to learning.
• To make learning fun by use of a mix of video lessons, animated content and interactive
teachers and tools to personalise learning for every student.
• To encourage higher-level thinking and creativity through Information and
communication technology.
• To enable learners and classrooms all over the world to adopt self-paced, mastery-based
learning through thoughtful use and implementation of the resources and tools.
• To promote computer-based educational resources.

53
7. Research
Methodology

54
Overview of Research Methodology

Research type Descriptive research

Tool of Data Collection Questionnaire

Primary Sources of Personal Calling

data

Population 100

Type of Data Used Primary and Secondary

55
Research Methodology

1. Marketing Research

Marketing research is the systematic design, collection, analysis and reporting of the data and
finding relevant to a specific marketing situation facing to the company. So, results of marketing
research activity are useful in enhancing the design-making ability of the organization. The
purpose of methodology is to explain the acceptable procedure while we go through research
work. It includes over all research design, data collection process, sampling process, field survey,
analysis, procedure.

2. Research Design

A research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in procedure. In
fact, the research design is the conceptual structure within which the research is conducted; it
constitutes the blueprint for the collection, measurement, and analysis of data. The types of
researchdesign are as follows:

• Exploratory Research Design

Exploratory research studies are also termed as formularize research studies. The main purpose
of such studies is that of formulating a problem for more precise investigation of developing the
working hypotheses from an operational point of view. The major emphasis in such studies is on
thediscovery of ideas and insights.

• Descriptive Research Design

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Descriptive research studies are those studies which are concerned with describing the
characteristics of an individual, or of a group. Studies concerned with specific predictions, with
narration of facts and characteristics concerning individual, group or situation are all examples
ofdescriptive research. Most of the social research come under this category.

→ Causal or Experimental Research Design

Causal research design deals with determining cause and effect relationship. It is typically in
form of experiment. In causal research design, attempt is made to measure impact of
manipulation on independent variables (like price, products, advertising and selling efforts or
marketing strategies in general) on dependent variables (like sales volume, profits, and brand
image and brand loyalty). It has more practical value in resolving marketing problems. We
canset and test hypotheses by conducting experiments.

3. Type of research in project

Descriptive research design, As the data is been collected on one to one basis by interviewing
persons using structured questionnaire. It gives the detail overview about the research.

▪ Primary data
A primary data source is an original data source, that is, one in which the data are collected first-
hand by the researcher for a specific research purpose or project. Primary data can be collected in
several ways. However, the most common techniques are self-administered surveys, interviews,
field observation, and experiments. Primary data has been collected directly from the field.
Survey is the research approach used in the research project. Survey are best source of
descriptive research. These are made to learn about people’s knowledge, opinion, there
requirements and attitude towards the product.

The survey for this project was done considering pan India.

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 ▪ Secondary data
Secondary data has been taken from company booklets, information manual, product pamphlets,
with the help of the internet sites etc. this has been used to know about the history of the
organization, product information, market share of the company, sales policy etc.

4. Research Instrument
In this project ‘Questionnaire’ is used as the research instrument. These questionnaires include
open ended and closed ended questions. These are structured questionnaires designed with
funnel technique. Copies of the questionnaire is given in the annexure.

5. Population

Population means aggregate of the elements from which a sample is to be drawn 100.

→ Determining the relationship between two & more variables.

→ It is well structured
→ It is more economical, as we can gather more information
→ Problems can be found after the questionnaire preparation
→ It needs less time

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8. Data Analysis/
Visualization

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INTERPRETATION

Out of the total respondent we asked,‘whether they heard of, Extramarks E-learning App’ to

which (67.4%) of respondent said ‘Very good’ to that while (30%) respondent

replied ‘Good’ and remaining (3%) respondent replied, ‘Not good and Very bad’.

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INTERPRETATION

Out of the total respondent we asked,‘did this course help you solving your problems’to

which (93.5%) of respondent said ‘Yes’ to that while (6.5%) respondent

replied ‘Maybe’ and remaining (1%) respondent replied, ‘No’.

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INTERPRETATION

Out of the total respondent we asked, ‘were the images used in this course Clear’ to

which (100%) of respondent said ‘Yes’ to that while (0%) respondent

replied ‘No’.

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INTERPRETATION

Out of the total respondent we asked, ‘Using this course will led to changing any of your
behaviour or practice’ towhich (91.7%) of respondent said ‘Yes’ to that while (8.3%)
respondentreplied ‘No’.

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INTERPRETATION

Out of the total respondent we asked, ‘Did this course clearly explain what you were expected to
learn from the course, ‘towhich (65.2%) of respondent said ‘Yes’ to that while (34.8%)
respondentreplied ‘No’.

INTERPRETATION

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Out of the total respondent we asked, ‘how effective was the course at helping you reach those
learning objectives, ‘towhich (53.2%) of respondent said ‘Very’ to that while
(17%)respondentreplied ‘Quiet’ and (17%) respondent replied ‘Average’ and remaining others
replied ‘Not at all’.

INTERPRETATION

Out of the total respondent we asked, ‘how easy was the course to use, ‘towhich (50%) of
respondent said ‘Very’ to that while (18.8%)respondentreplied ‘Quiet’ and (16.7%) respondent
replied ‘Average’ and remaining others replied ‘Not at all’.

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INTERPRETATION

Out of the total respondent we asked, ‘how engaging you found the course , ‘towhich (45.7%) of
respondent said ‘Very’ to that while (13%)respondentreplied ‘Quiet’ and (21.7%) respondent
replied ‘Average’ and remaining others replied ‘Not at all’.

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INTERPRETATION

Out of the total respondent we asked, ‘how visually attractive you find the course , ‘towhich
(54.2%) of respondent said ‘Very’ to that while (14.6%)respondentreplied ‘Quiet’ and (15.6%)
respondent replied ‘Average’ and remaining others replied ‘Not at all’.

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INTERPRETATION

Out of the total respondent we asked, ‘were any sounds in the course clearly audible , ‘towhich
(61.7%) of respondent said ‘Yes’ to that while (10.6%)respondentreplied ‘No’ and (27.7%)
respondent replied ‘Maybe’.

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INTERPRETATION

Out of the total respondent we asked, ‘which e-learning app will you prefer here after , ‘towhich
(84.4%) of respondent said ‘Extramarks’ to that while (8.9%)respondentreplied ‘Byjus’ and
(6.7%) respondent replied ‘Vedantu’.

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INTERPRETATION

Out of the total respondent we asked, ‘Was the information in the course easily understandable,
‘towhich (76.6%) of respondent said ‘Yes’ to that while (23.4%) respondentreplied ‘No’.

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Do you feel associating with Extramarks?

INTERPRETATION

Among the responded about the feeling of associating with this brand majority of peoples are on
the middle ground where they can, and large number of people responded yes and few said no.

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Do you have any suggestions?

INTERPRETATION

When we asked for suggestions for the brand among response large group of people said there is
no suggestions required, and then second most response we got as suggestions is to reduce price,
peoples also suggested to improve services and performance.

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9.Conclusion

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This conclusion is derived from the survey which I have conducted in internship.93% people
found that this Extramarks course helpful in solving their doubts and getting a better
understanding.
Data we got from the survey gives us a clear picture that we need to improve our GUI of our way
as well as application 48% people said it was user-friendly course, 29% said quiet easy to use
while other said it was fine.
People said that, the images used in the course were easily understandable and clear but there
were few students who said that the images were not clear. Therefore, we still have a scope to
improve.
Many people haven’t found the course much engaging. About 43% said that it was engaging
whereas different opinions search as they found it quite engaging, less engaging or not at all
engaging. From this we conclude that, we need to make our app more innovative by giving
variety of tasks and challenges so that it will help students to learn and understand the concept.
According to the survey, we found many students get bored while studying without video
lessons, to make learning fun, our app could make more animated and interesting content.
About 85% people said, they prefer extramarks while rest of the people found other applications
more interesting that means if we work on other aspect which is mention above we can hope for
the maximum students to study from extra marks rather than its competitors.
According to the students and parents who were the part of the survey. majority of them said that
they prefer extra marks over the other similar competitors apps like by Byjus and Vedantu.
Based on the questionnaire goodwill and market share of Extramarks Education India Pvt. Ltd. in
the market is better than other competitors. Promotion, Advertising, Campaigns of Extramarks
Education are good.
.

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10.Limitations

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• People lose interest sometimes, when they get to know the price of Subscription.
• Pitching out for Subscription to the clients, as an intern is quite difficult because people
do not trust easily.
• There is lack of advertisement related to plans which is for rural benefit and for their
future security.
• Generally people have many queries related to application and subscription at a time and
then to they are not convienced.
• Sometimes clients do not give a positive response and even ignore the phone calls.
• People tend a lot of comparison with other competitive companie, due to high pricing.

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11.Recommendations

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Key Learning’s:

• To know the current market scenario of ED-tech industry.

• Knowledge about ED-tech market K-12 segment.

• Understand buying behavior of people.

• Designing and application of questionnaires.

• Understanding the Cold calling and lead generation etc.

Contribution to the Host Organization:

• Conducted the market survey in Pune area and find out Extramarks position in Pune area.
This helps the organization for formulating various strategies forpromoting Extramarks
services in that area.

• Increased the sales of Extramarks Application Subscription in Pune Area

• The new customers who joined the Extramarks will remain with the Extramarks, as we
seenthat customers are happy with Extramarks Application it is helping them in their
learnings.

• The Existing customers are also satisfied by the services provided to them.

Expected outcome from the recommendations:

It is expected nowadays to develop an e-learning system which provides the learning

environment suitable for each individual learner's learning style. In this study, the authors
developed a method to recommend courses that are suitable for a student. A student's course
adaptability for a particular course can be estimated based on the result gained from a
questionnaire which is conducted prior to the beginning of the course by using the multiple
regression models that has been derived from the past students' data. The validity of the

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developed method was confirmed to some extent by applying the method to assess the student's
course adaptability for each ourse. Furthermore, this paper explains the functions of the e-
learning course recommendation system that can be added by using the method.

Scope of Future work

Extramarks has rapidly evolved from a thing of the future to a practical approach towards
education. It will continue to be an extremely useful classroom teaching tool as well as self-study
platform. With the rise of virtual reality technology and augment reality solutions, experimental
subjects, skill-based learning, and military training will come to depend more heavily on e-
learning solutions. Various education technology providers are also hinting towards the rise of
mobile learning solutions as the advanced stage of education technology in future. i phone and
face time based online tutoring has also become popular and is being termed as ilearning
platform.

Extramarks is one of the top e learning companies and a pioneer in online education. It offers
elearning solutions and online tutoring for kids of K-12, school as well as college and university
students. Students can access educational assistance with services such as online Tutoring, online
programming help, Project Help, Essay writing and editing services and Thesis and coursework
guidance. Visit Extramarks official web page for more information on e-Tutoring, e-education,
online Assignment Help, e-learning content solutions, online corporate training as well as writing
and editing services.

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12.Bibliography/
References

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References:

https://www.extramarks.com/

https://www.quora.com/

https://www.berkeley.edu/

https://wee.coursera.org/

https://www.indiaeducation.net/online-education/articles/what-is-online- education.html

http://www.economictimes.com/

https://www.ccaurora.edu/programs-classes/online-learning/benefits-online-education

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Appendices

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QUESTIONNAIRE

Dear Respondent,

I am doing a survey on sales of Extramarks Education India Pvt. Ltd, for my MBA, I would be
grateful if you could spare a few minutes to fill up this questionnaire.

1)Name:____________________________________________________________

a. Studying through e-learning mode provides the flexibility to study at the time convenient
to the learner.
a. Agree b. Undecided c. Disagree

b. E-learning can enable people to study, irrespective of where they are in the world.
a. Agree b. Undecided c. Disagree

c. There are technologies available to enable one to take tests and submit assignments
electronically.
a. Agree b. Undecided c. Disagree

d. There are electronic tools available to enable interactive communication between

instructor and student without meeting face-to-face.
a. Agree b. Undecided c. Disagree

e. There can be interactive communication among students when participating in e-learning.

a. Agree b. Undecided c. Disagree

f. Do you know you can ask questions and get immediate feedback when studying in e-
learning, just as is done in the classroom?
a. Yes b. No

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