M.O.

P VAISHNAV COLLEGE FOR WOMEN (Autonomous)

CHENNAI- 600 034

(Affiliated to University of Madras and Re-accredited at “A++” grade by

NAAC)

INTERNSHIP REPORT

Under Taken

Done by

RENUKA REBACCA R (2313712026101)

II MBA

Under the guidance of

DR. RAMYA RAMAN

Head of the Department of Management Studies (MBA)
M.O.P. Vaishnav college for Women, Chennai 600 034

MAY 2024
 ABSTRACT

VYMAK College, situated in the serene and verdant area of Whitefield, Bengaluru, is a
distinguished undergraduate institution affiliated with Bengaluru North University. The
campus provides a harmonious blend of access to city amenities and a peaceful environment,
away from the hustle and bustle of urban life and pollution. Committed to nurturing creativity
and intellectual growth, VYMAK College emphasizes academic excellence while offering a
variety of undergraduate courses designed to develop well-rounded individuals prepared for
future success.

During my 30-day internship with VYMAK College, specifically in the Digital Marketing department, I
gained invaluable knowledge and hands-on experience in various key areas of digital marketing.
These areas included social media post creation, search and display campaign management through
Ads Manager, and both on-page and off-page SEO. I was also actively involved in conducting website
audits and posting advertisements using targeted keywords. Furthermore, I had the opportunity to
collaborate with employees from various departments within the organization, gaining insights into
the integrated marketing strategies employed at VYMAK. This internship enabled me to develop
crucial skills such as time management, effective communication, active listening, and advanced
proficiency in digital marketing tools and platforms. Additionally, I became familiar with the digital
marketing metrics and analytics used by VYMAK. This report presents a comprehensive overview of
the digital marketing industry, provides a detailed company profile of VYMAK, and delves into the
organizational structure and the various portfolios of each department. It focuses on a detailed
analysis of the digital marketing strategies utilized by VYMAK over the past year. This report also
encompasses the concepts and lessons learned throughout the internship period.
 ACKNOWLEDGEMENT

I express my heartfelt gratitude to our Principal, Dr Archna Prasad, and Dr Ramya

Raman, Assistant Professor and Head of the Department of Management Studies (MBA), at
M.O.P. Vaishnav College for Women (Autonomous), for providing us with the opportunity to
undertake this project.

I express my sincere thanks to Dr Ramya Raman, Head of the Department of Management

Studies (MBA), M.O.P. Vaishnav College for Women (Autonomous), for her continuous
support, assistance, and guidance throughout the training. I also extend my gratitude to all the
other faculty members who addressed my queries during this project.

My sincere gratitude to Mr. Ravi Kumar, Digital Marketing Manager, for his kindness in
permitting us to carry out the project program in their esteemed organization. His support and
cooperation were instrumental in the successful completion of this project. I am deeply
thankful for the valuable insights and experiences gained during this period.
COMPLETION CERTIFICATE
 TABLE OF CONTENTS

CHAPTER CONTENTS PAGE

NO
EXECUTIVE SUMMARY 6
CHAPTER I INTRODUCTION

1.1 INDUSTRY PROFILE 7

1.2 COMPANY PROFILE 11

CHAPTER II STRUCTURE OF THE ORGANISATION

2.1 ORGANIZATIONAL STRUCTURE 14

2.2 ORGANIZATIONAL CHART 17
2.3 ORGANIZATIONAL OUTLOOK 18

CHAPTER III FUNTIONAL DEPARTMENTS

23
3.1 FINANCE PORTFOLIO 28
3.2 MARKETING PORTFOLIO 30
3.3 HUMAN RESOURCE PORTFOLIO
3.4 PRODUCTION PORTFOLIO
CHAPTER IV STRATEGIC BUSINESS ANALYSIS

4.1 SWOT ANALYSIS

34
4.2 PESTLE ANALYSIS 37
4.3 PORTER’S FIVE FORCES MODEL 39
41
4.4 BCG MATRIX ANALYSIS
CHAPTER V CONCEPTS LEARNT 44
CHAPTER VI CONCLUSION 48
CHAPTER VII BIBLIOGRAPHY 50
EXECUTIVE SUMMARY
This report is prepared as part of the internship phase of the MBA program at M.O.P
Vaishnav College for Women in Chennai. Both the internship program and this report are
essential components of my Master of Business Administration coursework. This executive
summary provides an overview of my summer internship at Vymak, which took place from
May 1st, 2024 to May 31st, 2024 as part of my MBA studies. The focus of the internship was
on digital marketing, providing me with comprehensive exposure to this dynamic field. Over
this period, I learned and applied various digital marketing techniques, including Search
Engine Optimization (SEO) to enhance website visibility and drive organic traffic. I also
gained hands-on experience in campaign creation, designing and implementing targeted
marketing strategies. Additionally, I developed proficiency in using ad management tools to
create, monitor, and optimize online advertisements. Another significant area of learning was
graphic designing for social media, where I developed skills to create engaging and visually
appealing content to boost social media presence. This internship provided me with a
practical understanding of digital marketing, allowing me to apply theoretical knowledge in
real-world scenarios, develop essential professional skills, and gain insights into industry best
practices. Overall, it was an invaluable experience that has significantly contributed to my
professional growth and prepared me for future challenges in digital marketing.

The internship report is organized into seven parts. The first section offers an explanation of
the company and an industrial profile of Vymak. The second section provides an overview of
the organization's hierarchy, structure, and outlook. The third section presents a portfolio of
the various departments within Vymak. Additionally, the report includes a comprehensive
strategic business analysis, encompassing a SWOT analysis, PESTLE analysis, Porter's Five
Forces model, and BCG matrix analysis to assess the company's strengths, weaknesses,
opportunities, threats, external environment, competitive forces, and strategic positioning.
The sixth and seventh parts of the report provide the conclusion and include the bibliography.

CHAPTER 1
 1.1 INDUSTRY PROFILE

VYMAK GROUP OF INSTITUTIONS

OVERVIEW

The VYMAK Group of Institutions is a distinguished educational conglomerate based in

Whitefield, Bengaluru. Comprising a range of specialized institutions, VYMAK is
dedicated to providing exceptional educational experiences from undergraduate to
professional levels. With a strong emphasis on academic excellence, innovative teaching
methodologies, and holistic development, VYMAK Group stands at the forefront of the
education sector in India.

ACADEMIC EXCELLENCE AND INNOVATION

VYMAK Group is renowned for its commitment to academic excellence, offering a
diverse array of programs across various disciplines. The institutions within the group
provide undergraduate, postgraduate, and professional courses designed to equip students
with the knowledge and skills necessary for success in their chosen careers. A hallmark
of VYMAK's approach is the integration of traditional values with cutting-edge
educational practices, ensuring that students receive a well-rounded and future-ready
education.

COMPREHENSIVE AND SPECIALIZED PROGRAMS

The VYMAK Group of Institutions encompasses a wide spectrum of academic

offerings:

Business Administration and Commerce: Programs such as BBA and B.Com prepare
students for dynamic careers in corporate and entrepreneurial settings.
Science and Technology: B.Sc, BCA, and specialized health sciences programs offer
pathways to careers in scientific research, technology, and healthcare.

Professional Training: Unique to VYMAK, integrated UPSC coaching and specialized

defense services training prepare students for prestigious roles in civil and military
services.
These programs are supported by experienced faculty members who bring a wealth of
industry and academic expertise to the classroom, fostering an environment of learning
and innovation.

STATE-OF -THE-ARTS FACILITIES

The VYMAK Group prides itself on providing state-of-the-art facilities that enhance the
educational experience. Campuses are equipped with modern classrooms, extensive
libraries, advanced laboratories, and dedicated training areas, including a unique
Obstacle Training Area for UPSC and defense services exams. These facilities are
designed to support both academic and extracurricular pursuits, ensuring that students
have access to all the resources they need for comprehensive development.

HOLISTIC DEVELOPMENT AND EXTRACIRCULLAR

ACTIVITIES

Beyond academics, the VYMAK Group places a strong emphasis on the holistic
development of students. A wide range of extracurricular activities, including sports,
cultural events, NCC, NSS, and adventure camps, are integral parts of the student
experience. These activities promote teamwork, leadership, discipline, and community
engagement, essential qualities for personal and professional success. VYMAK also
offers soft skills training and internships, preparing students for the real-world challenges
they will face in their careers.
CONCLUSION

The VYMAK Group of Institutions is a leader in the education sector, known for its
innovative approach to learning, comprehensive academic programs, and commitment to
student development. By integrating rigorous academic training with extensive
extracurricular opportunities, VYMAK ensures that its graduates are well-equipped to
become future leaders in their respective fields. With a focus on excellence, innovation,
and holistic growth, VYMAK Group continues to set benchmarks in the education
industry, shaping the next generation of professionals and leaders.
 CHAPTER 2

1.2 COMPANY PROFILE

DALVKOT Utilities Enterprises Pvt. Ltd.

Founded in 2018, DALVKOT Utilities Enterprises Pvt. Ltd. is a distinguished platform

committed to delivering top-notch customer services tailored to the diverse needs of both
domestic and international markets. Our team of seasoned experts and specialists in digital
and technological domains ensures that every project is executed with precision and meets
the highest standards, all while adhering to strict financial and schedule constraints.
Operating across seven distinct service verticals, DALVKOT strategically focuses on
traditional service and product opportunities.

The Seven Entities Under DALVKOT Utilities Enterprises Pvt. Ltd.

1. VINDOOS (Stop And Eat): A premier food service entity providing convenient and
high-quality dining experiences.
2. DALVKOT PHARMA: A dedicated division offering a wide range of
pharmaceutical products and services.
3. DALVKOT INFORMATION TECHNOLOGY: Specializes in IT solutions and
services, leveraging cutting-edge technology to meet client needs.
4. DALVKOT BIO FUELS: Focuses on sustainable and eco-friendly biofuel
production and solutions.
5. PUJA N PUJARI (Your Blessings, Our Responsibility): Provides comprehensive
religious and ceremonial services, ensuring every detail is handled with care and
respect.
6. DALVKOT WOUND CARE: Delivers advanced wound care products and services,
prioritizing patient health and recovery.
7. VYMAK (College For Allied Health Science): An educational institution dedicated
to offering quality education and training in allied health sciences.

DALVKOT Utilities Enterprises Pvt. Ltd. combines expertise, innovation, and a customer-
centric approach to excel in each of these diverse verticals, ensuring exceptional service and
product delivery across the board.
The VYMAK Group of Institutions, established in 2018, is a premier educational entity
committed to fostering creativity, intellectual growth, and academic excellence. Nestled in the
tranquil and green setting of Whitefield, Bengaluru, VYMAK offers a serene environment
conducive to learning while maintaining easy access to city amenities. The institution
provides a wide array of undergraduate programs, including BBA, B.Com, B.Sc, Allied
Health Sciences, BCA, and BPT, each designed to develop well-rounded individuals
equipped for future success. VYMAK distinguishes itself with a unique integration of UPSC
coaching within its degree programs, positioning students for a seamless transition into civil
services and leadership roles. The college also emphasizes the importance of extracurricular
activities, offering numerous opportunities for students to engage in quizzes, debates, sports,
adventure sports, National Cadet Corps (NCC), and National Service Scheme (NSS)
activities, thereby promoting overall development and ethical values.
 COMPANY NAME VYMAK GROUP OF
INSTITUTIONS
Legal Form Private Limited

Incorporation Date 10th Feb 2018

Address 4 No: 135, Khajisonnanahalli Road, Hoskote

Main Road, Bengaluru – 560067

Web Page https://www.vymakgroup.edu.in

Founder Kalpaja A. Dalavoi

Director, CEO Kalpaja A. Dalavoi

President Dr. Mahesh B Kottapalli

Commitment to Excellence and Holistic Development

VYMAK Group's experienced and dedicated faculty prioritizes both teaching and research,
holding firm to traditional values while embracing innovative educational practices. The
institution's commitment to excellence is reflected in its state-of-the-art facilities,
personalized mentoring, and comprehensive support services that ensure students are well-
prepared for their careers. Additionally, VYMAK's unique Obstacle Training Area is a
notable feature, offering essential training for UPSC and non-UPSC exams, further enhancing
the preparedness of its students. The college's vibrant campus life includes a wide range of
activities aimed at developing soft skills, leadership qualities, and a sense of social
responsibility. By blending rigorous academic programs with extensive co-curricular and
extracurricular opportunities, VYMAK Group of Institutions stands out as a pioneering
institution dedicated to creating the leaders of tomorrow.
 CHAPTER II

2.1 ORGANISATIONAL STRUCTURE

Board of Directors

1. Founder and Director: Kalpaja A. Dalavoi

o Responsible for the strategic vision and overall direction of the institution.

o Provides leadership and oversight to ensure the institution’s goals and

objectives are met.
2. President: Dr. Mahesh B Kottapalli
o Oversees the academic and administrative functions.
o Works closely with the Director to implement the strategic plans and policies.

Academic Leadership

1. Dean of Academics
o Responsible for the academic programs and curriculum development.
o Ensures the quality and standards of education are maintained across all
departments.
2. Department Heads
o Lead the various academic departments such as Business Administration,
Commerce, Health Sciences, Computer Applications, and Physiotherapy.
o Responsible for faculty management, course delivery, and departmental
administration.

Administrative Leadership

1. Registrar
o Manages student admissions, records, and examinations.
 o Ensures compliance with academic regulations and policies.
2. Chief Financial Officer (CFO)
o Oversees financial planning, budgeting, and financial reporting.
o Manages financial resources to support the institution's goals and objectives.
3. Human Resources Manager
o Manages recruitment, training, and development of faculty and staff.
o Ensures a positive work environment and addresses employee concerns.

Support Services

1. IT Services Manager
o Responsible for the maintenance and development of the institution’s
technological infrastructure.
o Supports digital learning initiatives and ensures the security of information
systems.
2. Facilities Manager
o Manages the physical infrastructure of the campus, including buildings,
grounds, and facilities.
o Ensures a safe, clean, and functional environment for students and staff.
3. Library Director
o Oversees the operations of the library, including the acquisition of resources
and management of library services.
o Supports academic research and provides resources for student and faculty
use.

Student Services

1. Student Affairs Coordinator

o Provides support services for student welfare, including counseling and career
guidance.
o Organizes extracurricular activities, clubs, and events to enhance the student
experience.
 2. Sports and Recreation Manager
o Manages sports programs and recreational activities.
o Ensures the availability of facilities and equipment for physical activities.

Extracurricular Programs

1. NCC/NSS Coordinator
o Manages the National Cadet Corps and National Service Scheme activities.
o Promotes discipline, leadership, and community engagement among students.
2. Soft Skills Trainer
o Provides training in communication, leadership, and other essential soft skills.
o Prepares students for professional success and personal development.

This organizational structure ensures that VYMAK Group of Institutions operates efficiently,
maintains high academic standards, and provides a supportive environment for students and
staff.
2.2 ORGANISATIONAL CHART
 2.3 ORGANISATIONAL OUTLOOK

MISSION:

Along with the holistic physiotherapy services and allied health sciences catered in the

membrane of humanity, our mission is to adhere to the international standers of healthcare

excellence while providing VYMAK medical assistance. To create a global relevant medical,

educational learning dais as well as real-time career opportunities for the ambitious medical

aspirants.

VISION:

To be the prime provider of global quality medical treatments and services concerning

physiotherapy and allied health sciences on national and international platforms. With the

acceleration of advanced technology, our vision is to cater quality medical aid to all walks of

life. Along with this, we aim to present expert healthcare professionals to society who are

capable of treating patients with empathy and efficiency.

VALUES:
Welcome to VYMAK Group of Institutions, a hub of holistic learning that embraces patient-

centric values. Our range of degree programs reflects our core philosophy of humility,

dignity, ethics, and innovation. Embark on an enriching educational journey with us, tailored

to prepare you for the ever-evolving landscape of the modern world.

Education-Centric

VYMAK Group of Institutions prioritizes values-centered education across our diverse

degree programs, such as BBA, BCom, BCA, and BSc. Our approach focuses on holistic

student development, cultivating knowledge, skills, and ethical values. Our curriculum

ensures transparency, quality, and ethical learning, preparing students for impactful careers in

a rapidly evolving world. Join us for an enriching educational journey that fosters

compassionate and responsible professionals.

Our Philosophy

We instill values of humility, dignity, ethical practices, and innovation, and deeply ingrain

them in our educational philosophy. We believe in fostering an environment that values the

dignity of every individual, irrespective of background, ensuring that our students are trained

to treat others with respect and compassion.

Quality and Ethical Learning

Just as quality is paramount in our practices, quality education is our priority. Our curriculum

is structured to provide a transparent and ethical learning experience. Our students are not

only equipped with knowledge but also trained to uphold ethical standards, setting a strong

foundation for their professional careers.

Innovative Approach

Similar to embracing technological advancements, our institution is committed to providing an

innovative learning experience. With a constant focus on up-to-date knowledge and the

integration of cutting-edge technologies, our students are exposed to a forward-thinking

educational journey that prepares them for the ever-evolving landscape of their respective fields.

CSR COMMITTEE

The Company's two Directors and two senior managerial employees will make up the CSR

Committee, which will meet at least twice a year to assess and debate the CSR policy and actions.

Two members must be present for there to be a quorum for the proceeding to proceed.

The committee's members and chairperson are as follows

 MRS. KALPAJA A DALAVAI , CEO

 MR. MAHESHBABU KOTTAPALLI, PRESIDENT

CSR ACTIVITIES

i. Eradicating hunger, poverty & malnutrition, promoting preventive health care & sanitation

including contribution to the Swachh Bharat Kosh set-up by the Central Government for the

promotion of sanitation & making available safe drinking water;

ii. Promoting education, including special education & employment enhancing vocation skills

especially among children, women, elderly & the differently unable & livelihood

enhancement projects.
COMPANY POLICIES :

 Leave Policy.

 Dress Code Policy.

 Attendence Policy

 Posh Policy

 Straight Line Policy

 Travel Policy

 Sandwich Policy

LEAVE POLICY

1. Sick Leave (SL)

2. Maternity (ML)

3. Informed Loss of Pay (ILOP)

4. Loss of Pay (LOP)

5. Compensatory Off (Comp Off)

6. Earned Leave (EL)

ATTENDANCE POLICY

Employees at Dalvkot Utility Enterprises Pvt. Ltd. are expected to be present for work, on

time, every work day. Regular attendance and punctuality are important to keep your team

and the company to function smoothly. Arriving late, being tardy, or absence from work

cause disruptions and burdens colleagues.

ANNUAL SPENDS/ALLOCATION OF FUNDS

1. The Company would spend not less than 2% of the average Net Profits of the Company

made during the three immediately preceding financial years. The surplus generated from

the company's CSR efforts will not be included in its corporate profitability. As a result, the

Corpus would comprise the previously mentioned 2% of average net earnings as well as any

additional revenue or surplus from CSR initiatives.

2. The Company can collaborate with Institutions with a minimum of three fiscal years of track

record to strengthen the CSR capacities of its employees and/or implementing agencies;

nevertheless, the maximum amount that can be spent on CSR initiatives in a single fiscal year is

5% of the Company's overall CSR expenditures. 3. However, the Company shall not be obliged

to comply with the provisions set forth under sub-sections (2) to (5) of the same section until it

satisfies the requirements specified in sub-section (1) of the Act, if it is not covered by sub-

section (1) of Section 135 of the Act for three fiscal years.
 CHAPTER III

3.1 FUNCTIONAL DEPARTMENTS

FINANCE PORTFOLIO

AUDITING

An auditor will physically check inventories after reviewing or inspecting various books of

accounts to ensure that all departments are adhering to the established procedure for

documenting transactions.

1. Planning and Risk Assessment: Before beginning an audit, the organization develops an

audit plan and assesses the risks associated with the audited institution. Understanding the

business and its internal controls is necessary for this, as is looking for any potential fraud or

material misstatement.

2. Gathering Audit Evidence: Auditors collect sufficient and relevant audit evidence to

support their conclusions and judgments. This involves examining financial records,

interacting with others, performing analytical work, and, on occasion, conducting in-person

inventory or asset assessments.

3. Assessment of Internal Control: The Company assesses the efficacy of the audited

entity's internal controls as part of the audit. This evaluation offers suggestions for

enhancements while assisting in identifying any flaws or shortcomings in the control

environment.
GST (Goods and Services Tax)

The goods and services tax, or GST, is an indirect tax imposed on the provision of goods and

services. This multi-stage, destination-oriented tax, which takes the role of several other

indirect taxes including VAT, excise duty, service taxes, etc., is applied to every value

addition. A single domestic indirect tax code for goods and services applies to all of India.

Taxes are gathered under this approach at the moment of sale.

The President and Government of India implemented the Goods and Services Tax (GST) on

July 1, 2017.

The following central taxes were superseded by the GST:

• Cess and surcharge

• Additional duties of Exercise

• Additional duties of customs

• Additional duty of customs.

• Service Tax

• Duties of Excise

• Central Excise Duties

TAX ON INCOME

Individuals and corporations are subject to taxes on their profits. Salaries and wages are two

examples of the many forms of income that are subject to taxation. income from gaming,

royalties, rent, interest, dividends, and product sales. Within a fiscal year, income in India is

subject to direct income taxation. The types of income that are subject to income tax
assessments are as follows:

• Salary and pension income: This refers to the base pay, taxable allowances, benefits,

profit-sharing, and pension that a person receives upon leaving the armed forces. Salary and

pension income are taken into account while determining taxable income.

•Income from business/profession: After deducting permitted deductions, actual and

presumed income from businesses and professions that people engage in in their individual

capacities is added to taxable income.

•Income from house property: One or more residential properties may be owned by an

income tax assesse. These residential residences may be occupied by the owner, rented out,

or simply unoccupied. The guidelines for this type of ownership are covered in this section.

The regulations under this heading specify how rent from one or more residential properties

should be handled for determining taxable income. It also explains how interest on a house

loan should be deducted for residences that are empty, rented out, or self-occupied. In some

situations, an income tax assesse may be able to deduct ordinary home maintenance expenses

as well as municipal taxes. The income from the other heads is then increased or decreased

by the ultimate net income or loss under this head.

Income from other sources: This category comprises sources of income that are included in

taxable income, such as interest earned on savings accounts, fixed deposits (FDs), family

pensions, and so on.

Capital Gain: When selling capital assets such as gold, real estate, stocks, securities, mutual

fund units, etc., capital gains are realized. Gains on the sale of capital assets are divided into
two categories: short-term and long-term capital gains, depending on the kind of assets and

the length of time held.

TAX DEDUCTED AT SOURCE (TDS)

The goal of the TDS concept was to collect taxes right at the source of income. According to

this idea, a person (deductor) who owes another person (deductee) a payment of a certain

kind is required to deduct tax at the source and send it to the Central Government. Based on

Form 26AS or a TDS certificate that the deductor issues, the deductee whose income tax has

been withheld at source is entitled to a credit of the amount withheld.

On the following categories of payments, TDS is withheld:

a. Rent payments

b. Interest payments by banks

c. Commission payments

d. Professional fees

e. Salaries

TCS (TAX COLLECTED AT SOURCE)

A method used by tax authorities to collect tax at the source from certain transactions is

called Tax Collected at Source, or TCS. In accordance with TCS, the seller takes a certain

percentage of the buyer's tax at the moment of sale and submits it on the buyer's behalf to the

government. According to tax legislation, this tax is collected on the sale of specific goods.

When the transaction value above predetermined thresholds, TCS is applicable to transactions

like the sale of products, the provision of services, or the sale of specific assets. Depending
on the type of transaction and the relevant tax legislation, different TCS rates and thresholds

apply.

TALLY PRIME

The term "Tally Prime" describes a feature-rich business accounting programme created by

Tally Solutions. It offers features including ledger administration, invoicing, inventory

management, tax compliance, financial reporting, and more to simplify a variety of

accounting and financial activities for organizations.

Businesses of all sizes and in a variety of industries depend mainly on Tally Prime to help

them keep accurate financial records, adhere to legal standards, and make deft decisions

based on up-to-date financial data. Because of its scalability, strong functionality, and user-

friendly interface, it's a well-liked option for effectively managing daily accounting activities.

TREASURY Treasury is the heart of the organization. If the organization is the body and the

money is the blood, then working here gives our employees the chance to contribute to cash

flow management, short- and long-term fund arrangements, foreign exchange management,

and the HPCL insurance and banking division.

3.2 MARKETING PORTFOLIO

DIGITAL MARKETING

Strategic activities that use electronic devices and internet platforms to interact with target

audiences are referred to as digital marketing. In line with overarching business objectives, it

uses channels such as search engines, social media, email, websites, and mobile applications

to build brand presence, increase traffic, generate leads, and ease conversions.

SOCIAL MEDIA MARKETING

Using social media sites like Facebook, Twitter, Instagram, LinkedIn, and others to promote
brand awareness and interaction is known as social media marketing. It attempts to establish
deep relationships with audiences, increase brand reach, and drive consumer action through
the creation of engaging content, encouraging communication with followers, carrying out
focused advertising campaigns, and monitoring performance indicators.

INFLUENCER MARKETING

Influencer marketing is a systematic approach to product or service endorsement through

social media partnerships with well-known personalities. Through influencer-generated
content, brands aim to create brand advocacy, drive consumer engagement and conversions,
and authentically amplify their messaging by leveraging the authority, reach, and resonance
of these influencers inside specialist groups.

SEARCH ENGINE OPTIMISATION

Enhancing the visibility and ranking of digital assets in search engine results pages (SERPs)
is achieved through a comprehensive strategy known as search engine optimization (SEO).
By means of rigorous keyword research, careful on-page and off-page optimization tactics,
technological improvements, and persuasive content approaches, SEO aims to increase
organic traffic, enhance online presence, and boost conversion rates.

BRANDING

The deliberate creation of a unique identity and perception for a good, service, or company is
what branding is all about. It seeks to build customer trust, encourage brand loyalty, and
carve out a distinctive market presence that appeals to target audiences by carefully designing
brand values, positioning, message, visual components, and holistic brand experiences.

ADVERTISEMENT

The deliberate utilization of creative material and compelling messaging across a range of
media platforms to market goods, services, or brands is known as advertising. Advertising
aims to capture attention, create emotion, and prompt desired consumer actions through
creative storytelling, accurate audience targeting, and thorough performance analysis. This
ultimately drives brand exposure, engagement, and conversion.
3.3 HUMAN RESOURCE PORTFOLIO

The Human Resource (HR) department at VYMAK Group of Institutions plays a critical role

in ensuring the effective management of the institution's most valuable assets – its people.

The HR portfolio encompasses a wide range of responsibilities, from recruitment and

employee development to maintaining a positive work environment and ensuring compliance

with labor laws.

Key Responsibilities

1. Recruitment and Staffing

o Job Analysis and Design: Identifying the requirements and responsibilities of

various positions within the institution.

o Talent Acquisition: Attracting and selecting the best candidates for academic

and non-academic positions through job postings, campus recruitment, and

collaboration with recruitment agencies.

o Onboarding: Providing new employees with the necessary training and

resources to integrate smoothly into the institution.

2. Training and Development

o Professional Development: Organizing workshops, seminars, and courses to

enhance the skills and knowledge of faculty and staff.

o Leadership Training: Developing leadership skills among employees to

prepare them for higher responsibilities.

o Performance Management: Implementing performance appraisal systems to

provide constructive feedback and identify areas for improvement.

3. Employee Relations
 o Conflict Resolution: Addressing and resolving workplace conflicts in a fair

and effective manner.

o Employee Engagement: Organizing events and initiatives to boost morale

and create a positive work environment.

o Workplace Safety: Ensuring a safe and healthy work environment by

adhering to safety regulations and conducting regular safety training sessions.

4. Compensation and Benefits

o Salary Administration: Managing payroll and ensuring competitive

compensation packages.

o Benefits Management: Overseeing health insurance, retirement plans, and

other employee benefits.

o Incentive Programs: Developing and managing incentive programs to reward

high performance and motivate employees.

5. Compliance and Legal

o Labor Laws: Ensuring compliance with local and national labor laws and

regulations.

o Policies and Procedures: Developing and maintaining HR policies and

procedures to guide organizational practices.

o Diversity and Inclusion: Promoting a diverse and inclusive workplace

through policies and initiatives.

6. HR Information Systems (HRIS)

o Data Management: Maintaining accurate employee records and utilizing

HRIS for efficient data management.

o Reporting: Generating reports and analytics to support decision-making and

strategic planning.
Key Positions in the HR Department

1. Human Resources Manager

o Oversees the entire HR department and ensures alignment with the

institution's strategic goals.

o Develops HR policies and procedures.

2. Recruitment Specialist

o Focuses on attracting and hiring the best talent for the institution.

o Manages job postings, interviews, and selection processes.

3. Training and Development Coordinator

o Plans and implements training programs for faculty and staff.

o Coordinates professional development initiatives.

4. Employee Relations Officer

o Handles employee grievances and conflict resolution.

o Promotes employee engagement and satisfaction.

5. Compensation and Benefits Specialist

o Manages payroll and benefits administration.

o Ensures competitive and fair compensation practices.

6. HR Compliance Officer

o Ensures compliance with labor laws and internal policies.

o Oversees diversity and inclusion initiatives.

Strategic Goals

 Attract and Retain Talent: Implement strategies to attract top talent and reduce

employee turnover.
  Enhance Employee Skills: Continuously improve the skill sets of employees through

targeted training and development programs.

 Promote a Positive Work Environment: Foster a workplace culture that encourages

collaboration, innovation, and respect.

 Ensure Legal Compliance: Stay updated with labor laws and ensure the institution’s

policies are compliant.

 Leverage Technology: Utilize HRIS and other technologies to streamline HR

processes and improve efficiency.

The HR department at VYMAK Group of Institutions is dedicated to supporting the

institution’s mission by managing human resources effectively and fostering a positive and

productive work environment.

3.4 PRODUCTION PORTFOLIO - NIL

 CHAPTER IV

STRATEGIC BUSINESS ANALYSIS

4.1 SWOT ANALYSIS

Strengths

1. Academic Excellence: VYMAK Group is known for its strong commitment to

academic excellence, offering a diverse range of high-quality programs.
2. Experienced Faculty: The institutions boast a team of dedicated and experienced
faculty members who provide both academic and practical knowledge.
3. Integrated UPSC Coaching: Unique integration of UPSC coaching with
undergraduate programs, positioning students for success in civil services exams.
4. State-of-the-Art Facilities: Modern campuses with advanced classrooms, libraries,
laboratories, and a unique Obstacle Training Area for UPSC and defense services.
5. Holistic Development: Emphasis on extracurricular activities, including sports, NCC,
NSS, and adventure camps, promoting well-rounded student development.
6. Personalized Mentoring: Individualized attention to students through personalized
mentoring programs, enhancing their academic and career prospects.
7. Strong Alumni Network: Growing alumni network providing support, mentorship,
and career opportunities to current students.
8. Ethical and Value-Based Education: Commitment to instilling ethical values and
social responsibility in students, preparing them to be conscientious leaders.

Weaknesses

1. Limited Brand Recognition: As a relatively new player in the education sector,

VYMAK Group may have limited brand recognition compared to older, more
established institutions.
2. Resource Allocation: Balancing resources between academic programs and extensive
extracurricular activities might be challenging.
3. Scalability: Rapid expansion and maintaining quality across all programs and
campuses could be a potential challenge.
 4. Dependency on Physical Infrastructure: Heavy reliance on physical infrastructure
might limit flexibility and adaptability, particularly in times of crisis like pandemics.
5. Geographical Limitation: Currently concentrated in Bengaluru, which might limit
national and international student reach.
6. Student to Faculty Ratio: Ensuring an optimal student-to-faculty ratio as the
institution grows could be challenging.
7. Technology Integration: Need for continuous investment in the latest educational
technologies and training for staff.
8. Financial Aid and Scholarships: Limited availability of financial aid and
scholarships compared to larger, established institutions.

Opportunities

1. Expansion: Opportunities to expand into new regions and markets, offering their
unique blend of academic and preparatory programs.
2. Partnerships: Potential to form strategic partnerships with government bodies,
industries, and international institutions to enhance educational offerings.
3. Online Education: Expanding into online education and digital learning platforms to
reach a broader audience.
4. Research and Development: Investing in R&D to innovate and enhance educational
methodologies and curricula.
5. Industry Collaboration: Strengthening ties with industries for internships,
placements, and collaborative projects.
6. International Programs: Developing exchange programs and collaborations with
foreign universities to provide global exposure to students.
7. Community Engagement: Increased involvement in community service and local
development projects to enhance the institution's reputation and impact.
8. Continuing Education Programs: Offering professional development and
continuing education courses for lifelong learning opportunities.

Threats

1. Competition: Intense competition from established institutions and emerging

educational startups.
 2. Regulatory Changes: Changes in educational policies and regulations could impact
operational aspects.
3. Economic Fluctuations: Economic downturns could affect student enrollment and
funding.
4. Technological Disruption: Rapid technological advancements may require
continuous updates to infrastructure and teaching methods, necessitating substantial
investment.
5. Student Expectations: Increasing demands and expectations from students for
innovative and flexible learning options.
6. Faculty Retention: Challenges in attracting and retaining high-quality faculty amid
competitive offers from other institutions.
7. Funding and Grants: Uncertainty in securing consistent funding and grants for
academic and infrastructural development.
8. Health Crises: Potential health crises like pandemics could disrupt traditional
learning models and require swift adaptation to new modes of education.

By leveraging their strengths and opportunities while addressing weaknesses and mitigating

threats, the VYMAK Group of Institutions can continue to grow and establish itself as a

leader in the education sector.

4.2 PESTLE ANALYSIS

Political

The political landscape significantly influences the educational sector, including the
operations of the VYMAK Group of Institutions. Government policies regarding higher
education, funding, and accreditation standards play a crucial role in shaping the institution's
strategies. With the Indian government's focus on improving the quality of education and
increasing access to higher education, VYMAK benefits from supportive policies and
potential funding opportunities. However, any changes in educational regulations or political
instability could pose challenges, necessitating the institution to remain adaptable and
compliant with evolving laws.

Economic

Economic factors have a profound impact on the viability and growth of educational
institutions. India's growing economy presents opportunities for increased investment in
education and higher student enrollment rates. Rising disposable incomes among the middle
class can lead to higher demand for quality education, benefiting VYMAK's enrollment
figures. Conversely, economic downturns or recessions can reduce the ability of families to
afford higher education, impacting enrollment numbers and financial stability. Additionally,
inflation and increased operational costs require careful financial planning and management
to maintain affordability and quality of education.

Social

Social factors such as demographic trends, cultural values, and societal attitudes towards
education influence VYMAK Group's approach to education. The increasing importance
placed on higher education and professional training in India aligns well with VYMAK’s
mission to provide comprehensive educational programs. The growing youth population
presents a significant opportunity for VYMAK to expand its reach and influence.
Furthermore, the emphasis on ethical values and social responsibility within the institution
resonates with societal expectations for producing well-rounded, conscientious graduates.
However, changing social dynamics and expectations may require continuous adaptation of
curriculum and extracurricular offerings to meet evolving student needs.
Technological

Technological advancements are transforming the educational landscape, providing both

opportunities and challenges for VYMAK Group. The integration of digital tools, online
learning platforms, and advanced laboratory equipment can enhance the learning experience
and attract tech-savvy students. VYMAK's investment in state-of-the-art facilities and
technology-driven teaching methods positions it competitively in the education sector.
However, keeping up with rapid technological changes requires continuous investment and
upskilling of faculty and staff. Embracing emerging technologies like artificial intelligence
and virtual reality could further differentiate VYMAK’s educational offerings, but it also
necessitates significant financial and logistical resources.

Legal

Legal factors, including education laws, labor laws, and intellectual property rights, directly
affect VYMAK Group's operations. Compliance with accreditation standards, health and
safety regulations, and employment laws is essential to maintain the institution’s credibility
and operational integrity. Changes in educational policies, such as those related to admission
processes or curriculum standards, require VYMAK to stay informed and responsive to
maintain its competitive edge. Intellectual property laws also impact research and
development activities, necessitating robust policies to protect and leverage academic
innovations.

Environmental

Environmental factors are becoming increasingly important in the operational considerations

of educational institutions. VYMAK Group’s commitment to an eco-conscious campus aligns
with growing environmental awareness and sustainability trends. Implementing green
practices, such as energy-efficient buildings, waste management programs, and promoting
environmental education, not only enhances the institution’s reputation but also attracts
environmentally conscious students and faculty. Additionally, adhering to environmental
regulations and sustainability standards is crucial for operational compliance and social
responsibility. Climate change and related environmental challenges may also influence
campus infrastructure and resource management strategies.
In conclusion, the PESTLE analysis highlights the various external factors impacting the
VYMAK Group of Institutions. By understanding and strategically addressing these political,
economic, social, technological, legal, and environmental factors, VYMAK can effectively
navigate the complex educational landscape and continue to provide high-quality education
and holistic development opportunities for its students.

4.3 PORTER’S FIVE FORCES MODEL ANALYSIS

1. Competitive Rivalry

The educational sector is highly competitive, with numerous established institutions and
emerging players vying for students. VYMAK Group faces competition from both long-
standing universities with strong reputations and newer institutions offering innovative
programs. This intense rivalry necessitates that VYMAK continually enhance its academic
offerings, faculty quality, and campus facilities to attract and retain students. Additionally,
VYMAK’s unique integration of UPSC coaching with degree programs helps differentiate it
from competitors, providing a competitive edge in the market.

2. Threat of New Entrants

The threat of new entrants in the education sector is moderate. While establishing a new
institution requires significant investment in infrastructure, faculty, and regulatory approvals,
the growing demand for higher education presents opportunities for new players. VYMAK’s
established reputation, comprehensive programs, and state-of-the-art facilities serve as
barriers to entry. However, to maintain its competitive position, VYMAK must continue to
innovate and uphold high standards of education and student services to deter potential new
entrants.

3. Bargaining Power of Suppliers

In the context of educational institutions, suppliers include faculty, administrative staff,

technology providers, and infrastructure suppliers. The bargaining power of suppliers varies;
highly qualified faculty and specialized staff have significant bargaining power due to their
critical role in maintaining educational quality. VYMAK’s ability to attract and retain top
faculty is crucial for its success. On the other hand, the institution can mitigate the bargaining
power of technology and infrastructure suppliers by negotiating long-term contracts and
leveraging economies of scale through bulk purchases and collaborations.

4. Bargaining Power of Buyers

The bargaining power of buyers, or students and their families, is high in the education
sector. With numerous options available, students can choose institutions based on various
factors such as program offerings, tuition fees, campus facilities, and placement records. To
attract and retain students, VYMAK must offer high-quality education, competitive pricing,
and robust career support services. Additionally, providing personalized attention, modern
facilities, and extracurricular opportunities enhances student satisfaction and loyalty,
reducing the impact of high bargaining power.

5. Threat of Substitutes

The threat of substitutes in the education sector comes from alternative forms of education
such as online courses, vocational training, and international institutions. With the increasing
popularity of online education platforms and MOOCs (Massive Open Online Courses),
students have more flexible and often more affordable educational options. VYMAK can
counter this threat by integrating digital learning tools, offering blended learning programs,
and emphasizing unique value propositions like integrated UPSC coaching and
comprehensive campus experiences. By staying ahead in technological adoption and
maintaining high academic standards, VYMAK can mitigate the risk posed by substitute
educational offerings.

Conclusion

Porter's Five Forces analysis of the VYMAK Group of Institutions reveals a competitive
landscape characterized by high rivalry and significant bargaining power of buyers. While the
threat of new entrants and substitutes presents challenges, VYMAK’s strategic advantages,
such as integrated UPSC coaching, experienced faculty, and modern facilities, position it well
to navigate these forces. By continuously innovating and enhancing its educational offerings,
VYMAK can sustain its competitive edge and continue to attract and retain students in a
dynamic educational environment.

4.4 BCG MATRIX ANALYSIS

The BCG (Boston Consulting Group) Matrix is a strategic tool used to categorize a
company's offerings based on their market growth rate and market share. Here’s an analysis
of the VYMAK Group of Institutions using the BCG Matrix framework:

1. Stars

Integrated UPSC Coaching with Degree Programs

 Market Growth Rate: High

 Market Share: High

The unique integration of UPSC coaching with undergraduate programs is a standout feature
of VYMAK Group. Given the high demand for civil service careers in India, this program
enjoys robust growth and significant market share. By providing a dual benefit of a degree
and specialized UPSC preparation, VYMAK attracts a substantial number of students.
Continuous investment in quality faculty, updated curriculum, and comprehensive training
facilities will ensure this program remains a star performer.

2. Cash Cows

BBA (Bachelor of Business Administration)

 Market Growth Rate: Low to Moderate

 Market Share: High

The BBA program at VYMAK is a staple offering with a strong market presence and steady
demand. Despite the lower growth rate compared to more specialized programs, it generates
consistent revenue due to its established reputation and broad applicability in the business
world. Maintaining high academic standards and offering value-added services such as
internships and placement support can help sustain its profitability.
B.Com (Bachelor of Commerce)

 Market Growth Rate: Low to Moderate

 Market Share: High

Similar to the BBA program, the B.Com degree is a well-established and sought-after
program with high enrollment rates. It serves as a reliable source of revenue for VYMAK,
given its broad appeal and essential role in preparing students for careers in finance,
accounting, and commerce. Ensuring high-quality education and strong industry connections
will keep this program as a reliable cash cow.

3. Question Marks

B.Sc in Allied Health Sciences

 Market Growth Rate: High

 Market Share: Low to Moderate

The B.Sc program in Allied Health Sciences represents a growing sector within the
healthcare industry. While the demand for healthcare professionals is increasing, VYMAK’s
market share in this niche is still developing. Strategic investments in advanced medical
facilities, experienced faculty, and strong partnerships with healthcare providers could help
convert this question mark into a star.

BCA (Bachelor of Computer Applications)

 Market Growth Rate: High

 Market Share: Low to Moderate

With the rapid growth of the technology sector, the BCA program has significant potential.
However, VYMAK’s current market share is moderate. To capitalize on the high growth rate,
VYMAK should focus on enhancing its curriculum, incorporating cutting-edge technologies,
and building strong industry linkages for internships and placements.

4. Dogs

Traditional Arts and Humanities Programs

  Market Growth Rate: Low
 Market Share: Low

Traditional arts and humanities programs often struggle with low growth rates and market
share in the current educational landscape, which increasingly values STEM and professional
courses. These programs may not be a priority for investment but can still offer value by
attracting a niche group of students interested in these fields. VYMAK may need to reassess
the viability of these programs and consider whether to phase them out or find innovative
ways to reinvigorate interest.

In conclusion, The BCG Matrix analysis for the VYMAK Group of Institutions highlights
areas of strength and potential growth, as well as segments that may require strategic
reconsideration. By focusing on the stars and nurturing the question marks, VYMAK can
ensure sustained growth and profitability. Cash cows provide the financial stability necessary
for these investments, while a careful evaluation of the dogs can help in reallocating
resources to more promising areas.
 CHAPTER V

CONCEPTS LEARNT

Social Media Post Creation

During my internship at VYMAK, I learned the intricacies of social media post creation, a
crucial aspect of digital marketing. This process involves crafting engaging and visually
appealing content tailored to various social media platforms such as Facebook, Instagram,
Twitter, and LinkedIn. I developed skills in using graphic design tools like Canva and Adobe
Spark to create images, infographics, and videos that resonate with the target audience.
Additionally, I gained insights into writing compelling captions and utilizing hashtags
effectively to increase post visibility and engagement. Understanding the nuances of each
platform’s algorithm helped me optimize post timings and formats to maximize reach and
interaction.
Campaign Creation (Search Campaigns and Display Campaigns) in Ads
Manager

Creating and managing digital marketing campaigns was another significant area of learning.
I delved into search campaigns, which focus on displaying ads on search engine results pages
(SERPs) based on specific keywords. I learned how to conduct keyword research using tools
like Google Keyword Planner and how to create compelling ad copy that drives clicks and
conversions. On the other hand, display campaigns involve placing visually appealing banner
ads on websites within the Google Display Network. I acquired skills in designing these ads,
selecting appropriate target audiences, and monitoring campaign performance using Google
Ads Manager. This experience taught me how to optimize campaigns for better ROI by
adjusting bids, targeting options, and ad creatives.
SEO (Search Engine Optimization)

SEO was a major focus of my digital marketing education at VYMAK, where I explored both
on-page and off-page optimization techniques. On-page SEO involves optimizing individual
web pages to rank higher and earn more relevant traffic in search engines. I learned to
optimize elements such as meta tags, headers, URL structures, and internal linking. Creating
high-quality, keyword-rich content was emphasized to enhance page relevance and authority.
Off-page SEO, on the other hand, involves activities performed outside the website to
improve its search engine rankings. I gained experience in building backlinks from reputable
sites, engaging in social bookmarking, and conducting outreach for guest posting. These
combined strategies aimed to enhance the website’s domain authority and search engine
visibility.

Website Auditing

Conducting website audits was another critical skill I developed. A website audit involves a
comprehensive analysis of a website’s performance in terms of SEO, usability, and overall
user experience. I learned to use various tools such as Google Analytics, SEMrush, and
Screaming Frog to identify technical issues, analyze site structure, and evaluate content
quality. The audit process includes checking for broken links, ensuring mobile-friendliness,
and improving page load speed. Through this, I understood how to provide actionable
recommendations to improve the site’s performance, enhance user experience, and boost
search engine rankings. This skill is invaluable for maintaining a high-performing and
competitive website.

Each of these concepts equipped me with a thorough understanding of digital marketing,

enabling me to create effective strategies and optimize digital presence for enhanced
engagement and conversions.
 CHAPTER VI

CONCLUSION

My internship at VYMAK in the field of digital marketing has been an immensely rewarding

and enlightening experience. Over the course of this internship, I have had the opportunity to

delve deeply into key digital marketing concepts and apply them in real-world scenarios,

thereby bridging the gap between theoretical knowledge and practical application.

Throughout my time at VYMAK, I learned how to create engaging social media posts

tailored to various platforms, enhancing my ability to capture and retain audience attention

through compelling visuals and strategic content. The hands-on experience with campaign

creation, including both search and display campaigns, allowed me to understand the

intricacies of targeted advertising and the importance of precise keyword research and

audience segmentation. Utilizing Google Ads Manager, I gained proficiency in designing,

launching, and optimizing campaigns to achieve better ROI.

Furthermore, my understanding of SEO was significantly deepened through rigorous training

in both on-page and off-page optimization techniques. I became adept at conducting keyword

research, optimizing web pages, and building high-quality backlinks, all of which are crucial

for improving search engine rankings and driving organic traffic. The website auditing

process was another crucial area where I learned to use various analytical tools to assess and

enhance website performance, ensuring a seamless user experience and high search engine

visibility.

The practical exposure I received during this internship has been invaluable. I was actively

involved in real projects, which allowed me to apply my learning in a dynamic and

supportive environment. The mentorship and guidance from experienced professionals at

VYMAK provided me with insights into industry best practices and the latest trends in digital

marketing. This exposure not only honed my technical skills but also developed my problem-

solving abilities and strategic thinking.

Overall, my internship at VYMAK has been a transformative experience that has

significantly contributed to my professional growth. The comprehensive training and

practical experience have equipped me with a robust skill set in digital marketing, preparing

me to tackle future challenges in the field confidently. I am grateful for the opportunity to

learn and grow at VYMAK and look forward to applying these skills in my future career

endeavors.
 CHAPTER VII

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