(A Project Report, Submitted in Partial Fulfillment of The Requirements of The Bachelor of Business Administration Degree) Submitted To

ST. JOSEPH’S EVENING COLLEGE, BANGALORE – 560025.
(AUTONOMOUS, AFFILIATED TO BANGALORE UNIVERSITY)

DEPARTMENT OF BUSINESS ADMINISTRATION
A STUDY ON
THE EFFECTIVENESS OF THE DIGITAL MARKETING
STRATEGIES USED BY NEWTON SCHOOL, BANGALORE
(A project report, submitted in partial fulfillment of the requirements of the

Bachelor of Business Administration degree)
Submitted to
Department of Business Administration,
St Joseph’s Evening College, Bangalore
Submitted by
STEPHAN VIVEK.S
Register No: 20SJE876
(2020-2023 )
Under the guidance of
DR. KANISHKA K
MUSEUM ROAD
BANGALORE
Student Declaration
I hereby declare that this project entitled “A Study on the Effectiveness of the Digital
Marketing Strategies used by Newton School, Bangalore.” was prepared by me during

the year 2023and submitted in partial fulfilment of the requirement for the degree of the
BBA from St. Joseph’s Evening College, Bangalore.
This project work is original and not submitted earlier for the award of any degree/diploma
or associate ship of any other University / Institution.
Stephan Vivek S
Register No: 20SJE876
Place: Bangalore
Date: 31 March 2023
ACKNOWLEDGEMENT
I have taken efforts in the successful completion of this project. However, it would not
have been possible without the kind support and help of many individuals and the
organizations.
I would like to extend my sincere thanks to all of them.
I am highly indebted to Dr. Kanishka K for their guidance and constant supervision as
well as for providing necessary information regarding the project & also for their
support in completing the project.
I would like to express my gratitude towards my parents, friends and colleagues for their
kind co-operation and encouragement which help me in completion of this project. I
express my deep sense of gratitude to the Co-founder and Director of the organization –
Newton School, Mr. Siddharth Maheshwari for letting me do this research on his
company.
I would like to express my special gratitude and thanks to the students of Newton School
for giving me such attention and time by filling up my questionnaire (survey) without
which the project wouldn’t have been possible.
My thanks and appreciations also go to all my well-wishers who have helped me out of
the way and supported in developing the project.
TABLE OF CONTENTS
SL. NO. CONTENTS PAGE NO.
1. Introduction 1-19
2. Research Design 20-27
3. Company Profile 28-37
4. Data Analysis and Interpretation 38-64
5. Findings, Suggestions and Conclusion 65-69
Bibliography 70-72
Annexure 73-78
LIST OF TABLES
SL. NO. CONTENTS PAGE NO.
1 Analysis on the Age Group of Newton School’s Existing Students. 40
2 Analysis on the Gender of Newton School’s Existing Students. 41
3 Analysis on Ratings of being a Computer Sc. Enthusiast of 42

Newton School’s students.
4 Analysis on most used social media platform of Newton School’s 43

students.
5 Analysis on hours dedicated to social media by Newton School’s 44

students.
6 Analysis on which state of India do Newton School’s students 45-46

belong to
7 Analysis on the batch these Newton School’s students are in 47
8 Analysis on where Newton School’s students got to know about 48

the course
9 Analysis on did Newton School Students ever see the 49

Advertisements
10 Analysis on did Newton School Students like the pre-course 50

before the actual course.
11 Analysis on did Newton School Students like the regular classes 51

for the course.
12 Analysis on the Educational Status of Newton School Students. 52
13 Analysis on the Degree - Stream of Newton School Students. 53
14 Analysis on the liking of Newton School Students for the ISA 54

Facility provided.
15 Analysis on if Newton School Students had knowledge of 55

Advanced computer science.
16 Analysis on if Newton School supports the Students by providing 56

special care to them.
17 Analysis on if anyone from the Newton School Team is always 57
available for the students.
18 Analysis on if the students face technical issues during the classes. 58
19 Analysis on the ratings for the survival of Newton School. 59
20 Analysis on the multiple channels of communication offered by 60

the company
21 Analysis of company’s analytical data of 3rd MARCH 2023 62
22 Analysis of company’s analytical data of 4th MARCH 2023 0 62
23 Analysis of company’s analytical data of 5th MARCH 2020 63
24 Analysis of company’s analytical data of 6th MARCH 2020 63

A Study on the Effectiveness of the Digital Marketing Strategies used by Newton
School, Bangalore.
CHAPTER - 1
INTRODUCTION
MARKET:
According to Prof. Jevons, “Market means anybody of persons who are in intimate
business relations and carry on extensive transaction in any commodity”.
According to Mr. PLYE, Market including both a place and region on which buyers and
sellers are for competition with each other.
Market is a group of buyer and seller interested in negotiation the terms purchase of
goods or services. The negotiation work may be conducted face to face at a certain place
or through other means of communication.
ST. JOSEPH’S EVENING COLLEGE (AUTONOMOUS) 1

School, Bangalore.
Any economy developed or undeveloped or developing, whether pure or cocktail, is a

market oriented economy. Industry today involves the production of all the essential
goods for a profitable sale rather than self or home consumption by the producer and is
immediate household. Since profit maximization is the watch word of any prudent
producer and discerning distributors, this marketing system, constitutes the bed rock
foundation by the production. That is production and marketing are the two pillars of an
efficient economy, whereas, production and consumption are the two wheels of an
economy which are linked by the powerful belt of marketing.
INTRODUCTION OF MARKETING
Marketing is the process of planning and executing the conception, pricing, promotion,
distribution of goods, services and ideas to create exchanges with target groups that
satisfy customer and organizational objectives. Marketing is the economic process by
means of which goods and services are exchanged and their values determines in terms of
money prices. It is that phase if business activity through which human wants are satisfied
by the exchange of goods and services. It is a skill of selecting and fulfilling consumer
desires and in such a way that a dose of money put in brings back maximum returns.

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According to AMERICAN MARKETING ASSOCTION, “Marketing including all

those activities having to do with effecting changes in the ownership and possession of
goods and services. It is that part of economics which deals with the creation of time,
place and possession utilities and that phase of business activity through which human
wants are satisfied by the exchange of goods and services for some valuable
consideration”.
According to PETER F. DRUCKER, “The neglect of marketing by itself is one of the

main factors which keep an economy under developed”. He argues “Marketing by itself
might go far towards changing the entire economic stone of the existing without any
change in methods of distribution of population or income by.
INTRODUCTION TO MARKETING MANAGEMENT

According to ‘AMERICAN MARKETING ASSOCIATION’, “Marketing
management is planning, production and control of entire marketing activity of a firm,
including the formulation of the marketing objectives, policies, programs, strategies and
reappraising product development organization to carry out the plans, professional
working operations and controlling performance.”
According to ‘PHILIP KOTLER’, “It is the analysis, planning, implantation and control
of programmers design to bring about desired exchange with larger audience for the
purpose of personal or mutual gain, it relies heavily on the adoption and coordination of
product-price-promotion and place for achieving effective response”.
Marketing management signifies important functional area of business management

responsible for the flow of goods and services from the producers to consumers. It is one
accountable for planning, organizing, directing, controlling, motivating and coordinating
the marketing activities. In effect, it is the demand management under customer oriented
marketing philosophy.

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Marketing
management is the
management of crucial
and creative task of
delivering consumer
satisfaction and their
by earning profit
through consumer
demand. It is the
performance of
managerial functions of planning, execution, coordination and control in relation to the
marketing function of marketing research, product planning and development, pricing,
advertising, selling and distribution with a view to satisfy the needs of consumer, business
and society.
SIGNIFICANCE OF MARKETING
Any economy developed undeveloped or developing, whether pure or cocktail, is a

marketing oriented economy. Industry today involves the production of all the essential
goods for a profitable sale rather than self or home consumption by the producer and is
immediate household. Since, profit maximization is the watch word of any prudent
producer and discerning distributors, this marketing system, constitutes the bed rock
foundation by the production. That is production and marketing are the two pillars of an
efficient economy, whereas production and consumption are the two wheels of an
economy which are linked by the powerful belt of marketing.

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DIGITAL MARKETING
INTRODUCTION
The term 'digital marketing' was first used in

the 1990s. In the 2000s and the 2010s, digital
marketing became more sophisticated as an
effective way to create a relationship with the
consumer that has depth and relevance. Digital
marketing was defined in Wikipedia as
“marketing that makes use of electronic devices
(computers) such as personal computers, smart phones, cell phones, tablets and game
consoles

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to engage with customers. Digital marketing applies technologies or platforms such as

websites, e-mail, apps (classic and mobile) and social networks”.
Peoples often referred digital marketing as 'online marketing' or 'internet marketing' but
it’s wrong. Digital marketing revolves around the Internet, which explains why people
tend to believe that digital marketing and Internet marketing are synonymous.
Nonetheless, they are different. Internet marketing falls under the category of digital
marketing. Internet marketing encompasses digital marketing services such as search
engine optimization, display advertising, and email marketing.
Digital marketing is defined by the use of numerous digital tactics and channels to
connect with customers where they spend much of their time: online. From the website
itself to a business's online branding assets -- digital advertising, email marketing, online
brochures, and beyond -- there's a spectrum of tactics that fall under the umbrella of
"digital marketing."
The best digital marketers have a clear picture of how each digital marketing campaign
supports their overarching goals. And depending on the goals of their marketing strategy,
marketers can support a larger campaign through the free and paid channels at their
disposal.
WHY CHOOSE DIGITAL MARKETING?
While traditional marketing might exist in print ads, phone communication, or physical
marketing, digital marketing can occur electronically and online. This means that there
are a number of endless possibilities for brands including email, video, social media, or
website-based marketing opportunities.
Because digital marketing has so many options and strategies associated with it, you can
get creative and experiment with a variety of marketing tactics on a budget. With digital
marketing, you can also use tools like analytics dashboards to monitor the success and
ROI of your campaigns more than you could with a traditional promotional content --
such as a billboard or print ad.

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Does digital marketing work for all businesses?
Digital marketing can work for any business in any industry. Regardless of what your
company sells, digital marketing still involves building out buyer personas to identify
your audience's needs, and creating valuable online content. However, that's not to say all
businesses should implement a digital marketing strategy in the same way.
What is the role of digital marketing to a company?
Unlike most offline marketing efforts, digital marketing allows marketers to see accurate
results in real time. If you've ever put an advert in a newspaper, you'll know how difficult
it is to estimate how many people actually flipped to that page and paid attention to your
ad. There's no surefire way to know if that ad was responsible for any sales at all.
On the other hand, with digital marketing, you can measure the ROI of pretty much any
aspect of your marketing efforts.
TYPES OF DIGITAL MARKETING STRATEGIES:
1. Search Engine Optimization (SEO)
This is the process of optimizing your website to "rank" higher in search engine results
pages, thereby increasing the amount of organic (or free) traffic your website receives.
The channels that benefit from SEO include websites, blogs, and infographics.
There are a number of ways to approach SEO in order to generate qualified traffic to your
website. These include:
• On page SEO: This type of SEO focuses on all of the content that exists "on the page"
when looking at a website. By researching keywords for their search volume and intent
(or meaning), you can answer questions for readers and rank higher on the search engine
results pages (SERPs) those questions produce.
• Off page SEO: This type of SEO focuses on all of the activity that takes place "off the
page" when looking to optimize your website. "What activity not on my own website
could affect my ranking?" You might ask. The answer is inbound links, also known as

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backlinks. The number of publishers that link to you, and the relative "authority" of those
publishers, affect how highly you rank for the keywords you care about. By networking
with other publishers, writing guest posts on these websites (and linking back to your
website), and generating external attention, you can earn the backlinks you need to move
your website up on all the right SERPs.
• Technical SEO: This type of SEO focuses on the backend of your website, and how your
pages are coded. Image compression, structured data, and CSS file optimization are all
forms of technical SEO that can increase your website's loading speed -- an important
ranking factor in the eyes of search engines like Google.
2. Content Marketing
This term denotes the creation and promotion of content assets for the purpose of
generating brand awareness, traffic growth, lead generation, and customers. The channels
that can play a part in your content marketing strategy include:
• Blog posts: Writing and publishing articles on a company blog helps you demonstrate
your industry expertise and generates organic search traffic for your business. This
ultimately gives you more opportunities to convert website visitors into leads for your
sales team.
• Ebooks and whitepapers: Ebooks, whitepapers, and similar long-form content helps
further educate website visitors. It also allows you to exchange content for a reader's
contact information, generating leads for your company and moving people through the
buyer's journey.
• Infographics: Sometimes, readers want you to show, not tell. Infographics are a form of
visual content that helps website visitors visualize a concept you want to help them learn.
Want to learn and apply content marketing to your business? Check out HubSpot
Academy's free content marketing training resource page.
3. Social Media Marketing

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This practice promotes your brand and your content on social media channels to increase
brand awareness, drive traffic, and generate leads for your business. The channels you can
use in social media marketing include:
• Facebook.
• Twitter.
• LinkedIn.
• Instagram.
• Snapchat.
• Pinterest.
If you're new to social platforms, you can use tools like HubSpot to connect channels like
LinkedIn and Facebook in one place. This way, you can easily schedule content for
multiple channels at once, and monitor analytics from the platform as well.
4. Pay Per Click (PPC)
PPC is a method of driving traffic to your website by paying a publisher every time your
ad is clicked. One of the most common types of PPC is Google Ads, which allows you to
pay for top slots on Google's search engine results pages at a price "per click" of the links
you place. Other channels where you can use PPC include:
• Paid ads on Facebook: Here, users can pay to customize a video, image post, or
slideshow, which Facebook will publish to the newsfeeds of people who match your
business's audience.
• Twitter Ads campaigns: Here, users can pay to place a series of posts or profile badges
to the news feeds of a specific audience, all dedicated to accomplish a specific goal for
your business. This goal can be website traffic, more Twitter followers, tweet
engagement, or even app downloads.
• Sponsored Messages on LinkedIn: Here, users can pay to send messages directly to
specific LinkedIn users based on their industry and background.

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5. Affiliate Marketing
This is a type of performance-based advertising where you receive commission for

promoting someone else's products or services on your website. Affiliate marketing
channels include:
• Hosting video ads through the YouTube Partner Program.

• Posting affiliate links from your social media accounts.
6. Native Advertising
Native advertising refers to advertisements that are primarily content-led and featured on
a platform alongside other, non-paid content. BuzzFeed-sponsored posts are a good
example, but many people also consider social media advertising to be "native" -
Facebook advertising and Instagram advertising, for example.
7. Marketing Automation
Marketing automation refers to the software that serves to automate your basic marketing
operations. Many marketing departments can automate repetitive tasks they would
otherwise do manually, such as:
• Email newsletters: Email automation doesn't just allow you to automatically send emails
to your subscribers. It can also help you shrink and expand your contact list as needed so
your newsletters are only going to the people who want to see them in their inboxes.
• Social media post scheduling: If you want to grow your organization's presence on a
social network, you need to post frequently. This makes manual posting a bit of an unruly
process. Social media scheduling tools push your content to your social media channels
for you, so you can spend more time focusing on content strategy.
• Lead-nurturing workflows: Generating leads, and converting those leads into
customers, can be a long process. You can automate that process by sending leads
specific emails and content once they fit certain criteria, such as when they download and
open an ebook.
• Campaign tracking and reporting: Marketing campaigns can include a ton of different
people, emails, content, webpages, phone calls, and more. Marketing automation can help

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you sort everything you work on by the campaign it's serving, and then track the
performance of that campaign based on the progress all of these components make over
time.
8. Email Marketing
Companies use email marketing as a way of communicating with their audiences. Email
is often used to promote content, discounts and events, as well as to direct people toward
the business's website. The types of emails you might send in an email marketing
campaign include:
• Blog subscription newsletters.
• Follow-up emails to website visitors who downloaded something.

• Customer welcome emails.
• Holiday promotions to loyalty program members.
• Tips or similar series emails for customer nurturing.
9. Online PR
Online PR is the practice of securing earned online coverage with digital publications,
blogs, and other content-based websites. It's much like traditional PR, but in the online
space. The channels you can use to maximize your PR efforts include:
• Reporter outreach via social media: Talking to journalists on Twitter, for example, is a
great way to develop a relationship with the press that produces earned media
opportunities for your company.
• Engaging online reviews of your company: When someone reviews your company
online, whether that review is good or bad, your instinct might be not to touch it. On the
contrary, engaging company reviews helps you humanize your brand and deliver
powerful messaging that protects your reputation.

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• Engaging comments on your personal website or blog: Similar to the way you'd
respond to reviews of your company, responding to the people who are reading your
content is the best way to generate productive conversation around your industry.
10. Inbound Marketing
Inbound marketing refers to a marketing methodology wherein you attract, engage, and
delight customers at every stage of the buyer's journey. You can use every digital
marketing tactic listed above, throughout an inbound marketing strategy, to create a
customer experience that works with the customer, not against them. Here are some
classic examples of inbound marketing versus traditional marketing:
• Blogging vs. pop-up ads
• Video marketing vs. commercial advertising
• Email contact lists vs. email spam

THEORETICAL BACKGROUND
MARKETING STRATEGY:
Marketing strategies serve as
the fundamental
underpinning of marketing
plans designed to fill market
needs and
reach marketing objectives
Plans and objectives are
generally tested for measurable
results. Commonly, marketing
strategies are developed as multi-year plans, with a tactical plan detailing specific actions
to be accomplished in the current year. Time horizons covered by the marketing plan vary
by company, by industry, and by nation, however, time horizons are becoming shorter as
the speed of change in the environment increases. Marketing strategies are dynamic and
interactive. They are partially planned and partially unplanned. See strategy dynamics.

School, Bangalore.
Marketing strategy involves careful scanning of the internal and external environments
which are summarized in a SWOT analysis. Internal environmental factors include the
marketing mix, plus performance analysis and strategic constraints. External
environmental factors include customer analysis, competitor
analysis, target market analysis, as well as evaluation of any elements of the
technological, economic, cultural or political/legal environment likely to impact success.
A key component of marketing strategy is often to keep marketing in line with a
company's overarching mission statement.
Once a thorough environmental scan is complete, a strategic plan can be constructed to

identify business alternatives, establish challenging goals, determine the optimal
marketing mix to attain these goals, and detail implementation. A final step in developing
a marketing strategy is to create a plan to monitor progress and a set of contingencies if
problems arise in the implementation of the plan.
TYPES OF STRATEGIES:
Marketing strategies may differ depending on the unique situation of the individual
business. However, there are a number of ways of categorizing some generic strategies. A
brief description of the most common categorizing schemes is presented below:
▪ Strategies based on market dominance - In this scheme, firms are classified based on their
market share or dominance of an industry. Typically, there are four types of market
dominance strategies:
▪ Leader
▪ Challenger
▪ Follower
▪ Nicher
▪ Porter generic strategies - strategy on the dimensions of strategic scope and strategic
strength. Strategic scope refers to the market penetration while strategic strength refers to
the firm’s sustainable competitive advantage. The generic strategy framework (porter
1984) comprises two alternatives each with two alternative scopes. These

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are Differentiation and low-cost leadership each with a dimension of Focus-broad or

narrow.
▪ Product differentiation (broad)
▪ Cost leadership (broad)
▪ Market segmentation (narrow)
▪ Innovation strategies - This deals with the firm's rate of the new product development
and business model innovation. It asks whether the company is on the cutting edge of
technology and business innovation. There are three types:
▪ Close followers
▪ Late followers
▪ Growth strategies - In this scheme we ask the question, “How should the firm grow?”.
There are a number of different ways of answering that question, but the most common
gives four answers:
▪ Horizontal integration
▪ Vertical integration
▪ Diversification and Intensification
A more detailed scheme uses the categories:
▪ Prospector
▪ Analyser
▪ Defender
▪ Reactor
▪ Marketing warfare strategies - This scheme draws parallels between marketing

strategies and military strategies.
STRATEGIC MODELS:
Marketing participants often employ strategic models and tools to analyse marketing
decisions. When beginning a strategic analysis, the 3Cs can be employed to get a broad
understanding of the strategic environment. An Ansoff Matrix is also often used to
convey an organization's strategic positioning of their marketing mix. The 4Ps can then be
utilized to form a marketing plan to pursue a defined strategy.

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There are many companies especially those in the Consumer Package Goods (CPG)
market that adopt the theory of running their business centered around Consumer,
Shopper & Retailer needs. Their Marketing departments spend quality time looking for
"Growth Opportunities" in their categories by identifying relevant insights (both mindsets
and behaviours) on their target Consumers, Shoppers and retail partners. These Growth
Opportunities emerge from changes in market trends, segment dynamics changing and
also internal brand or operational business challenges. The Marketing team can then
prioritize these Growth Opportunities and begin to develop strategies to exploit the
opportunities that could include new or adapted products, services as well as changes to
the 7Ps.
MARKETING PLAN
In the process of creating a marketing strategy you must consider many factors. Of those
many factors, some are more important than others. Because each strategy must address
some unique considerations, it is not reasonable to identify 'every' important factor at a
generic level. However, many are common to all marketing strategies. Some of the more
critical are described below.
You begin the creation of your strategy by deciding what the overall objective of your
enterprise should be. In general, this falls into one of four categories:
• If the market is very attractive and your enterprise is one of the strongest in the industry
you will want to invest your best resources in support of your offering.
• If the market is very attractive but your enterprise is one of the weaker ones in the
industry you must concentrate on strengthening the enterprise, using your offering as a
stepping stone toward this objective.
• If the market is not especially attractive, but your enterprise is one of the strongest in the
industry then an effective marketing and sales effort for your offering will be good for
generating near term profits.
• If the market is not especially attractive and your enterprise is one of the weaker ones in
the industry you should promote this offering only if it supports a more profitable part of
your business (for instance, if this segment completes a product line range) or if it absorbs

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some of the overhead costs of a more profitable segment. Otherwise, you should
determine the most cost effective way to divest your enterprise of this offering.
Having selected the direction most beneficial for the overall interests of the enterprise, the
next step is to choose a strategy for the offering that will be most effective in the market.
This means choosing one of the following 'generic' strategies (first described by Michael
Porter in his work, Competitive Advantage).
• A COST LEADERSHIP STRATEGY is based on the concept that you can produce and
market a good quality product or service at a lower cost than your competitors. These low
costs should translate to profit margins that are higher than the industry average. Some of
the conditions that should exist to support a cost leadership strategy include an on-going
availability of operating capital, good process engineering skills, close management of
labor, products designed for ease of manufacturing and low cost distribution.
• A DIFFERENTIATION STRATEGY is one of creating a product or service that is

perceived as being unique "throughout the industry". The emphasis can be on brand
image, proprietary technology, special features, superior service, a strong distributor
network or other aspects that might be specific to your industry. This uniqueness should
also translate to profit margins that are higher than the industry average. In addition, some
of the conditions that should exist to support a differentiation strategy include strong
marketing abilities, effective product engineering, creative personnel, the ability to
perform basic research and a good reputation.
• A FOCUS STRATEGY may be the most sophisticated of the generic strategies, in that it
is a more 'intense' form of either the cost leadership or differentiation strategy. It is
designed to address a "focused" segment of the marketplace, product form or cost
management process and is usually employed when it isn't appropriate to attempt an
'across the board' application of cost leadership or differentiation. It is based on the
concept of serving a particular target in such an exceptional manner, that others cannot
compete. Usually this means addressing a substantially smaller market segment than
others in the industry, but because of minimal competition, profit margins can be very
high.

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Pricing
Having defined the overall offering objective and selecting the generic strategy you must
then decide on a variety of closely related operational strategies. One of these is how you
will price the offering. A pricing strategy is mostly influenced by your requirement for net
income and your objectives for long term market control. There are three basic strategies
you can consider.
• A SKIMMING STRATEGY
If your offering has enough differentiation to justify a high price and you desire quick
cash and have minimal desires for significant market penetration and control, then you set
your prices very high.
• A MARKET PENETRATION STRATEGY
If near term income is not so critical and rapid market penetration for eventual market
control is desired, then you set your prices very low.
• A COMPARABLE PRICING STRATEGY
If you are not the market leader in your industry then the leaders will most likely have
created a 'price expectation' in the minds of the marketplace. In this case you can price
your offering comparably to those of your competitors.
Promotion
To sell an offering you must effectively promote and advertise it. There are two basic
promotion strategies, PUSH and PULL.
• The PUSH STRATEGY maximizes the use of all available channels of distribution to
"push" the offering into the marketplace. This usually requires generous discounts to
achieve the objective of giving the channels incentive to promote the offering, thus
minimizing your need for advertising.
• The PULL STRATEGY requires direct interface with the end user of the offering. Use
of channels of distribution is minimized during the first stages of promotion and a major

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commitment to advertising is required. The objective is to "pull" the prospects into the
various channel outlets creating a demand the channels cannot ignore.
There are many strategies for advertising an offering. Some of these include:
• Product Comparison Advertising

In a market where your offering is one of several providing similar capabilities, if your
offering stacks up well when comparing features then a product comparison ad can be
beneficial.
• Product Benefits Advertising
When you want to promote your offering without comparison to competitors, the product
benefits ad is the correct approach. This is especially beneficial when you have introduced
a new approach to solving a user need and comparison to the old approaches is
inappropriate.
• Product Family Advertising
If your offering is part of a group or family of offerings that can be of benefit to the
customer as a set, then the product family ad can be of benefit.
Corporate Advertising
When you have a variety of offerings and your audience is fairly broad, it is often
beneficial to promote your enterprise identity rather than a specific offering.

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CHAPTER - 2
RESEARCH DESIGN
RESEARCH METHODOLOGY
Title:
A Study on the effectiveness of Digital Marketing Strategies used by Newton School,
Bangalore.
Statement of the problem: To find out the most effective and efficient Digital Marketing
Strategy for Newton School. By looking at the statistics of the final conversion stage for
the admission process involved in the Full-Stack Development course offered by Newton
School for students all across the country. The problem in the whole situation being the
money spent in all the processes and the cost per conversion through each process,
analysing this we will be able to determine the best strategy and can reduce the spending
by eventually increasing the application quality.
Objectives:
• To understand the significance, impact and scope of the digital marketing strategies used.
• To understand the quality of applications received through each strategy used.
• To analyze the results brought in by various strategies used.
• To evaluate the strategies in terms of quality of applications, efficiency of registrations
and cost incurred per application through each of the strategy used.
• To suggest ways and methods to improve the digital marketing plan.
Scope of the study:

The study covers only the students(customers) of Newton School. It enables Newton
School the provider of technical skilling services to know which is the most effective way
to reach out to the right set of audience to get them enrolled for the program. As Newton
School uses a variety of Digital Marketing strategies, it has to analyse which ones bring

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the best results in quality of students, within the time frame and in the matter of cost
incurred. In general, this study is useful to ascertain which combination of strategies will
be beneficial to get a good batch strength and with a good quality to fulfil the objective of
the organisation. The study of the present kind can serve to be a reference for the future
researcher for theoretical and practical purposes.
Methodology:
Type of research: Descriptive
Descriptive research is defined as a research method that describes the
characteristics of the population or phenomenon that is being studied. This methodology
focuses more on the “what” of the research subject rather than the “why” of the research
subject. Some distinctive characteristics of descriptive research are:
1. Quantitative research: Descriptive research is a quantitative research method that

attempts to collect quantifiable information to be used for statistical analysis of the
population sample. It is an popular market research tool that allows to collect and describe
the nature of the demographic segment.
2. Uncontrolled variables: In descriptive research, none of the variables are
influenced in any way. This uses observational methods to conduct the research. Hence,
the nature of the variables or their behavior is not in the hands of the researcher.
3. Cross-sectional studies: Descriptive research is generally a cross-sectional study
where different sections belonging to the same group are studied.
4. Basis for further research: The data collected and analyzed from descriptive
research can then be further researched using different research techniques. The data also
can help point towards the types of research methods are to be used for the subsequent
research.
Applications of Descriptive Research:

• Define respondent characteristics
• Measure data trends
• Conduct comparisons
• Validate existing conditions
• Conduct research at different times
Sample size: 100 respondents were chosen for the study. The questionnaire was sent to over 144
respondents.

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CHAPTERISATION:
1. Introduction to the study

This chapter deals with the background and the introductory aspects of digital marketing
and its strategies. Also, this chapter contains the Industry profile.
2. Research Design
This chapter deals with an introduction to research, statement of problem, review of
literature, scope of the study, objectives if the study, methodology, limitation of the study
and chapterisation.
3. Company Profile
This chapter deals with the company profile, organization structure and the services
offered by them.
4. Data Analysis and Interpretation

This chapter deals with the data provided by the company - Newton School. The data
analysis and interpretation of the study is done using charts and tables.
5. Finding, suggestions and conclusions

This chapter deals with the summary of findings of the study. The analyzed data has
helped us by providing the accurate information needed. This helped out in giving
suggestions and conclusions to the research study and the company.
6. Annexures and Bibliography

This chapter contains all the various research papers, books, E-Journals, E-Articles and
websites referred.

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Review of Literature:
The First paper published by Elsevier Ltd, the authors being Lana Lovrencic Butkovic,
Drazen Boskovic and Mariza Katavic is International Marketing strategies for Croatian
construction companies. It states that the rapid trend of globalization and technological
changes have made difficult for construction organization to survive in the competitive
world. Particularly, the actual global economy crises have the extraordinarily strong
impact on a construction sector, especially in developing countries such as Croatia. A
performance of Croatian construction companies at the international markets are
exceptionally low and represent a serious problem for the entire Croatian economy. So,
the importance of international marketing operations is increasing rapidly. International
marketing strategies are not the same as the domestic strategies, but if Croatian
construction companies develop and establish a good international marketing strategy,
their success at the international markets could be much better. This paper elaborates
modes of internal strategies and tries to find out which of them are specific for Croatian
construction companies.
The Second paper is Marketing Strategy of Seagram (Thailand) Limited, the author is
Sinee Sankrusume. This paper is a case study analysis on Seagram (Thailand) Limited.
The company was a producer of seveeal whiskey brands such as Chivas Regal and Master
Blend. This study analyzed the marketing strategy of the company before liquor
liberalization in 2000. Qualitative and descriptive research method had been used in this
study. The results showed are as follows: Its marketing objective was to increase sale and
income. Its marketing strategies were focused on direct sell strategy and sport marketing
strategy. Additionally, the company conducted marketing mix strategy such as product,
price, promotion and place (of distribution).
The Third journal paper by the author Gordan E. Greenley is “An Understanding of
Marketing Strategy”. The aim of this article is to develop an understanding of marketing
strategy. The approach was to survey the literature on marketing strategy and then to
review the strategic planning process. The latter provided a basis for developing levels

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one and two of the understanding, which were specified as being the corporate mission
and the corporate objectives. These two levels provided the framework for the
development of the third level of the understanding, which is the actual marketing
strategy to be developed. This was specified as being composed of five component parts,
being market positioning, product positioning, the marketing mix, market entry and
timing. It was also argued that marketing strategy is the marketing element of long-range
operational planning and relates directly to the attainment of the corporate objectives.
Alternatively, marketing tactics are seen as being the marketing element of short-range
operational planning, giving a direct contribution to the attainment of the marketing
objectives.
Therefore, the outcome of the understanding is that, in defining its
marketing strategy, a company needs firstly to establish the two levels from the strategic
planning framework, then from this define each of the marketing strategy component
parts. Failure to follow this process must lead to ineffective definition, implementation
and effectiveness of marketing strategies, as supported by the nature of the presented
process.
The Fourth journal paper “Marketing and Sales: Strategic Alignment and Functional
Implementation” is by authors William M. Strahle, Rosann L. Spiro and Frank Acito.
Many authors have argued that when a firm selects a marketing strategy, at the business-
unit level, the organization should make functional level decisions which are aligned with
the marketing strategy. This study examines the alignment between business-unit level
marketing strategies and functional level sales objectives and activities for a specific
product.
In the study, marketing executives from 25
firms were asked to identify the marketing strategies and corresponding sales objectives
for four of their current products. Three hundred and sixty- seven sales managers from the
same firms were subsequently asked to identify the sales objectives for the products
identified by their respective marketing managers and to rate the importance of various
sales activities for these products.
The results confirm, as many authors have speculated, that there are often discrepancies
between marketing executives and their sales managers with regard to specific product

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strategies. Extensive post- survey interviews offer some interesting insights as to why
discrepancies occur.
The Fifth and the last paper for the reference of my study is “The Long-Term Effects of
Marketing Strategy on Brand Sales” by M. Berk Ataman, Harald J. Van Heerde and Carl
F. Mela. According to this paper few studies have considered the relative role of the
integrated marketing mix (advertising, price promotion, product and place) on the long-
term performance of mature brands, instead emphasizing advertising and price promotion.
Thus, little guidance is available to firms regarding the relative efficacy of their various
marketing expenditures over the long run. To investigate this issue, the authors apply a
multivariate dynamic linear transfer function model to five years of advertising and
scanner data for 25 product categories and 70 brand s in France. The findings indicate that
the total (short-term plus long-term) sales elasticity is 1.37 for product and 0.74 for
distribution. Conversely, the total elasticity’s for advertising and discounting are only
0.13 and .04, respectively. This result stands in marked contrast to the previous emphasis
in the literature on price promotions and advertising. The authors further find that the
long-term effects of discounting are one-third the magnitude of the short-term effects. The
ratio is reversed from other aspects of the mix (in which long-term effects exceed four
times the short-term effects), underscoring the strategic role of these tools in brand sales.
Sources of data:
Primary data:
Primary data will be collected through the company’s analytical data.
Secondary data:
It includes both external and internal data. Internal data were company information,
student profiles, etc. External data are current information regarding the trends in the
industry, which is obtained from online sources, etc.

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Limitations of the study:

All the studies to be made have their own parameters and is difficult to make a
study on assumption despite all possible efforts to make this analysis comprehensive,
scientific and accurate. Thus there is bound to be some limitations.
• Judgement of marketing strategies in a service-based industry is complex subject, which
uses non-objectives method, which is not reliable.
• Approximately 80 to 100 respondents cannot represent the population, as a whole. So the
findings may be biased.
• As the scope of the study was limited to India, the data received is scattered as well.
• The accuracy of the report depends upon how honest or sincere the respondents have
answered.
CHAPTER - 3
COMPANY PROFILE
PART-A: INDUSTRY PROFILE
Introduction to Service Industry:
Service industry, an industry in that part of the economy that creates services rather than
tangible objects. Economists divide all economic activity into two broad categories, goods
and services. Goods-producing industries are agriculture, mining, manufacturing, and

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construction; each of them creates some kind of tangible object. Service industries include
everything else: banking, communications, wholesale and retail trade, all professional
services such as engineering, computer software development, and medicine, non-profit
economic activity, all consumer services, and all government services, including defense
and administration of justice.
A services-dominated economy is characteristic of developed countries. In less-developed

countries most people are employed in primary activities such as agriculture and mining.
The simplest explanation for the growth of service industries is that goods production has
become increasingly mechanized. Because machines allow a smaller workforce to
produce more tangible goods, the service functions of distribution, management, finance,
and sales become relatively more important. Growth in the service sector also results
from a large increase in government employment.
Every economy consists of three sectors. They are primary sector (extraction such as
mining, agriculture and fishing), secondary sector (manufacturing) and the tertiary sector
(service sector). Economies tend to follow a developmental progression that takes them
from a heavy reliance on primary, toward the development of manufacturing and finally
toward a more service based structure. Historically, manufacturing tended to be more
open to international trade and competition than services. As a result, there has been a
tendency for the first economies to industrialize to come under competitive attack by
those seeking to industrialize later.
India's services sector has always served the country’s economy well and currently
accounting to a good amount of the gross domestic product (GDP). In this regard, the
financial services sector has been an important contributor.
Introduction to Educational Services: Education is an important part of life. The
amount and type of education that individuals receive is a major influence on both the
types of jobs they are able to hold and their earnings. Lifelong learning is important in
acquiring new knowledge and upgrading one's skills, particularly in this age of rapid
technological and economic changes. The educational services industry includes a variety
of institutions that offer academic education, career and technical instruction, and other
education and training to millions of students each year.

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In an effort to promote innovation in public education, many local and State governments
have authorized the creation of public charter schools, in the belief that, by presenting
students and their parents with a greater range of instructional options, schools and
students will be encouraged to strive for excellence. Charter schools, which usually are
run by teachers and parents or, increasingly, by private firms, operate independently of
the school system, set their own standards, and practice a variety of innovative teaching
methods. Businesses strive to improve education by donating instructional equipment,
lending personnel for teaching and mentoring, hosting visits to the workplace, and
providing jobshadowing and internship opportunities. Businesses also collaborate with
educators to develop curricula that will provide students with the skills they need to cope
with new technology in the workplace.
Quality improvements also are being made to career and technical education at secondary
and postsecondary schools. Academics are playing a more important role in career and
technical curricula, and programs are being made relevant to the local job market. Often,
students must meet rigorous standards, set in consultation with private industry, before
receiving a certificate or degree. Career and technical students in secondary school
programs must pass the same standardized tests in core subject areas as students who are
enrolled in academic programs of study. A growing number of career and technical
programs emphasize general workplace skills, such as problem solving, teamwork, and
customer service. Many high schools now offer technical preparatory ("tech-prep")
programs, which are developed jointly by high schools and community colleges to
provide a continuous course of study leading to an associate degree or other
postsecondary credential.
Computer technology continues to affect the education industry. Teachers use the Internet
in classrooms, as well as to communicate with colleagues and parents; students use the
Internet for research projects. Distance learning continues to expand, as more
postsecondary institutions use Internet-based technology to conduct lessons and
coursework electronically, allowing students in distant locations access to educational
opportunities formerly available only on campus.
E-learning: It can be described by many other terms including online learning, virtual
learning, distributed learning, network and web based learning. e-learning includes all

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educational activities carried out by individuals / groups working online / offline and
synchronously / asynchronously through network / standalone computers and electronic
devices.
Individualized self-paced e-learning - online refers to situations where individual learners

access learning resources like database or course content online through Intranet/Internet.
Individualized self-paced e-learning - offline is about a learner using learning resources
like database/computer assisted learning packages.
Group-based e-learning synchronously means situations where learner groups work

together in real time through Intranet / Internet. Group based e-learning asynchronously
means situations where learners work over an Intranet / Internet with participant
exchanges occur with a time delay.
E-learning (Markovi 2010) enables higher interactivity among professors and students
and study material coverage in both undergraduate / graduate students. Further, professors
and assistants ensure that students’ critical thinking is developed, and to provide them
freedom in discussion, topics choice, exchange of ideas and information, and expansion
of knowledge.
As the development of technology grows, e-learning helps students in their studies in an

easy manner, anytime and anywhere. e-Learning has become a popular and acceptable
way to study due to its flexibility and better innovativeness regarding introduction of
new/contemporary programs as compared to traditional faculty.
Also, many faculties who opted for e-learning started implementing various software
packages supporting online learning in addition to application of different studying
modalities.
Introduction to Computer Science:
Computer science (also called as computation science) is the study of processes that
interact with data and that can be represented as data in the form of programs. It enables
the use of algorithms to manipulate, store, and communicate digital information. A
computer scientist studies the theory of computation and the practice of designing
software systems.

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Its fields can be divided into theoretical and practical disciplines. Computational
complexity theory is highly abstract, while computer graphics emphasizes real-world
applications. Programming language theory considers approaches to the description of
computational processes, while software engineering involves the use of programming
languages and complex systems. Human–computer interaction considers the challenges in
making computers useful, usable, and accessible.
Introduction to Full Stack Development:
Web development has become one of the most innovative and important areas of the IT
industry. The advancements in the realm of dynamic content have enabled us to buy and
sell products on the Internet, share our daily lives (for better or worse) with all of our
friends, and create complex International banking and trading websites. It was not long
ago when the idea of dynamically storing and providing content through the Internet was
an unrealistic concept – certainly in terms of modern usage at least. Primarily through the
advancement of databases like MySQL and server-side programming languages like Perl,
Ruby, and most significantly PHP, dynamic and responsive websites have become
standard and are expected by consumers. The amount of knowledge and skill-set diversity
that a modern web developer must have is significant, though the process is much more
manageable than it seems at first glance. Let’s take a look at what a dynamic website
actually is from a technology standpoint and then investigate what role each of these
technologies play.
Who is a Full-Stack Developer?
A Full-Stack Developer is one who understands all of the technologies mentioned in this
article and can use those technologies to develop for all layers of the stack (i.e. both
Frontend and Backend components).
Anatomy of a Dynamic Website
1. Back-End: The “back-end” of a website refers to the server, server-side scripts,

databases, and machine configuration settings. When people speak of a “server” they are

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often using the word to refer to a type of physical machine, but this is not correct usage of
the word. Back-End consists of various components like:
• The Web Server

• Server-Side Scripting Languages
• Databases & Data Storage
2. Front-End: The “front-end” of a website refers to the technology involved in the

visual rendering of data in the client’s web browser. There are many elements that come
together to make this happen including, but not necessarily limited to:
• HTML (Hypertext Markup Language)

• DOM (Document Object Model)
• CSS (Cascading Style Sheets)
• JavaScript/JQuery (or other client-side API/Framework)
• Mobile Device Design Optimization
PART-B: COMPANY PROFILE ABOUT
THE COMPANY

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year 2019 by IIT Roorkee Graduates, Mr. Nishant Chandra
(IITR ’14, IIMC ’17, Unacademy Growth) and Mr. Siddharth

Maheshwari (IITR ’14, InMobi, Flicksup) in Bangalore,
India. The compa
ny is anupskilling platform that
transforms
students and professionals alike into software developers
that
was
founded in the
match industry standards and land them into the best of jobs in top tech companies. The
company conducts daily live online classes and mentor sessions where students get to
learn from industry experts and build multiple projects along the way, thus helping them
getting ready for the industry. Visit our business at https://www.newtonschool.co
Newton School is dedicated to build and structure the tech career of the youth of India
who are dedicated to work for the dream companies worldwide by upgrading their skills,
eligibility and preferences. Along with Final year students of engineering and other
streams with interests in computer science, the working professionals can also be a part of
learning this course. The company has timed the course as per the suitability of all the
students, the course takes place for a 5-month period during the night time so as to make
sure every student can attend the course with all the time they have.
Well, the company is known for its courses and what is the success in it if the company
doesn’t get all its students placed in top tech giants. So, the course has a built in interview
preparation with mock interview rounds to prepare every student with soft skills training
programme to get them the guidance as to how can they crack the interview. If a student
is following all assignments and projects, then they will be very comfortable with tech
interviews by the completion of course.
ORGANIZATION STRUCTURE:

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Image description: Newton School Team

Services provided by Newton School:
• A 5-months long Full-Stack Development course.

• Placements for the students at top tech companies.

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• Soft skills training and Interview Preparation.

• Income Sharing Agreement.
• Mentorship with Industry experts.
• Development of Live projects (applications and websites).
• Internships with top product based companies.
What does Newton School offer its Students(Consumers)?
Newton School is an upskilling platform that transforms students and professionals alike
into industry standard software developers and landing them into the best of tech jobs.
We have daily live online classes and mentor sessions where students get to learn from
industry experts and build multiple projects along the way, thus helping them getting
ready for the industry.
Why choose Newton School?
• Learn from top Industry Experts.

• Get a Salary package of 6-40 Lakhs per annum.
• Pay after Placement through Income Sharing Agreement.
• Make your own live applications and websites during the course.
About Income Sharing Agreement at Newton School:
With Newton School's Income Sharing Agreement (or ISA), a student can enroll and
complete the course by paying absolutely nothing and get placed in a top notch company,
but if only he/she agrees to pay back 15% of the monthly income until 3 years or
Completes the payment of 3 Lakh rupees in total (whichever comes first). This way
students can learn effectively without pressure of down payment in the beginning. Also,
they can opt to pay an overall amount of 2 Lakh rupees altogether without signing any
Income Sharing Agreement with us.
Well, Newton School plans to get associated with Non-Banking Financial Companies
(NBFCs) for the same so that as soon as a student gets their offer letter from the company
they are placed in. Newton School can get the advance of the whole fees they are

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supposed to earn from the students and the students will then pay directly to the NBFCs
until the payment is completed.
Some NBFCs that Newton School is in talks with are:
• Eduvance (www.eduvance.in)
• Monexo (https://www.monexo.co/in), etc.
Future prospects of the Company:
• To expand the company in terms of services offered, i.e., to offer more types of courses.
• To get associated with companies like Google, Microsoft, Apple, etc. for placements.
• To increase the frequency of batches to be started for the course, i.e. to start a batch every
month instead of every two months.
• To increase the student base of the company.
• To expand the educational services outside India.
• To start earning revenue and scale up profits.
Newton School competitors:
• Masai School
• Scalar Academy
• Lambda School
• Coding Ninjas
• AttainU
• Pesto Tech
• AltCampus
• BridgeLabz
• Nova Semita

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CHAPTER - 4
DATA ANALYSIS AND
INTERPRETATION
This chapter will focus on the Analysis and Interpretation of data that was collected for
study. The purpose of analyzing data is to obtain usable and useful information. The analy
irrespective of whether the data is qualitative or quantitative.
Marketing Strategy Effectiveness Surveys:
Surveys and questionnaires are the most common marketing research methods. Typically,
t can be used to: (with respect to the statement of problem) • Assess the demographics and
other factors of leads in the course.
• Identify factors that contribute to search a potential lead.
• Determine the current status or situation of the course offered.
• Compare the data received to form an analysis.
• Determine the right way to market the course to find a potential number of leads; and
• Help establish the right marketing plan.
Benefits and Challenges
Surveys allow an organization to quickly capture vital information with relatively li

expense and effort. A primary advantage of this method is its directness: “the purpose is
cl and the responses straightforward.” Additionally, the information gathered by surveys
easily be analyzed and used to identify trends over time. The public views consumer prod
polls and pollsters in a generally positive manner compared to political and other polls.
A major disadvantage of customer surveys is that the responses may be influenced by

measurement itself through various forms of bias. For example, most surveys are volunta

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and some researchers have found differences between survey respondents and n
respondents. People who respond to surveys answer questions differently than those who
not respond, and late responders answer differently than early responders.
4.1 Analysis on the Age Group of Newton School’s Existing Students.

AGE GROUPS NO. OF STUDENTS
Below 18 years 0
18-21 years 45
22-25 years 36
Above 25 years 19
Grand Total 100
Analysis:
The above table shows the age of the students. 0% of them belonged to the age
group of below 18 years followed by 45% belonged to 18-21 years slab, 36% belonged to
22-25 years slab, and 19% belonged to above 25 years.

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Interpretation:
From the data and the analysis shown above it shows that majority of the students
are in the age group of 18-21 years, the simple reason is, in this field of education the
majority of the learners for this course will be recent graduates and the ones who are in
their Final Year. Thus, reflecting the majority.
4.2 Analysis on the Gender of Newton School’s Existing Students.

GENDER NO. OF STUDENTS
Female 34
Male 66
Grand Total 100
Analysis:
The above table shows the gender of the students. 34% of them belonged to the
Female gender, and 66% belonged to Male gender.

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Interpretation:
are of the Male gender, the simple reason is, that the majority of the learners for this
course will be Engineers, where the number of males are more as compared to females.
But this cannot determine if a greater number of males are interested or females, So this
data has to be considered by new kinds of experiments.
4.3 Analysis on Ratings of being a Computer Sc. Enthusiast of Newton School’s students.
RATING GROUP NO. OF STUDENTS
1 7
2 12
3 28
4 36
5 17
Grand Total 100

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Analysis: The above table shows the enthusiasm ratings of the students towards computer
science before the course. 7% of them have rated themselves 1, 12% of them have rated
themselves 2, 28% of them rated themselves 3, 36% rated themselves as 4, and 17% of
the students rated themselves 5 as a computer science enthusiast.
Interpretation:
have rated themselves as 4, the simple reason is, that the majority of the learners for this
course will be Engineers and are from the new generation, who are quite interested in
Tech and Computers.
4.4 Analysis on most used social media platform of Newton School’s students.
SOCIAL MEDIA CHANNELS NO. OF STUDENTS
Facebook 2
Instagram 37
LinkedIn 8
WhatsApp 40
Twitter 0
YouTube 13
Grand Total 100

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Analysis: The above table shows on what social media platform does the existing
students spend most of their time on. 2% of respondents say they spend their time on
Facebook, While 37% say they spend it on Instagram, 8% of respondents say LinkedIn,
40% say they spend their time most on WhatsApp, 0% on Twitter and 13% of
respondents say YouTube.
Interpretation:
From the data and analysis above we can infer that the time spent on Social Media
by the students are mostly on WhatsApp and Instagram. As WhatsApp has 40% responses
and Instagram has 37% responses.
4.5 Analysis on hours dedicated to social media by Newton School’s students.

TIME FRAMES NO. OF STUDENTS
Less than 1 hour 16
1-2 hours 34
2-3 hours 20
3-4 hours 11
4-5 hours 11
More than 5 hours 8
Grand Total 100

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Analysis: The above table shows the time spent by each student of Newton School on
Social Media every day. 16% of respondents spend less than 1 hour a day, 34% spend 1-2
hours/day, 20% spend 2-3 hours/day, 11% spend 3-4 hours/day, another 11% of
respondents spend 4-5 hours per day and 8% respondents said that they spend more than 5
hours a day on Social Media.
Interpretation:
From the data and analysis shown above, we can infer that on an average most
students of that age group like to spend 1-2 hours per day on social media. 34%
respondents have opted for 1-2 hours per day option.
4.6 Analysis on which state of India do Newton School’s students belong to

STATES NO. OF STUDENTS
Andhra Pradesh 4
Assam 1
Bihar 10
Chhattisgarh 5
Delhi 7

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Himachal Pradesh 2
Karnataka 10
Kerala 5
Madhya Pradesh 5
Maharashtra 5
Odisha 4
Punjab 3
Rajasthan 11
Tamil Nadu 6
Uttar Pradesh 8
Uttarakhand 5
West Bengal 9
Grand Total 100
Analysis:
The above table shows the Indian state from which Newton School’s students
belong to. 11% of students belong to Rajasthan, while 10% students belong to Bihar and
Karnataka each, 9% students belong to West Bengal, 8% of the students belong to Uttar
Pradesh, 7% of them belong to Delhi, 6% of the students at Newton School belong to
Tamil Nadu, while 5% of them belong to Chhattisgarh, Kerala, Madhya Pradesh,
Maharashtra & Uttarakhand each, 4% of the students belong to Andhra Pradesh & Odisha
each, 3% students belong to the state Punjab, 2% students belong to Himachal Pradesh
and the rest 1% belong to the state of Assam.

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Interpretation:
students are from Rajasthan, Bihar and Karnataka as they are the most in numbers of
11%, 10% and 10%. This Data makes the Geographical Targeting of the course easier and
help us determine the right states to target, to get the right number of leads.
4.7 Analysis on the batch these Newton School’s students are in

BATCHES NO. OF STUDENTS
October 30
November 41

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February 29
Grand Total 100
Analysis:
The above table shows the batch of the students of Newton School (The batch
starting month they had enrolled for). 41% of respondents belong to the November Batch,
30% belong to the October Batch and 29% of the students of Newton School who had
responded to the survey belong to the February Batch.
Interpretation:
students are from the November Batch. As 41% respondents are from the batch, being
more than October and February batch, i.e. 30% and 29% respectively.
4.8 Analysis on where Newton School’s students got to know about the course
MEDIUM NO. OF STUDENTS
Facebook/Instagram 42
Friends 7
LinkedIn 33

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WhatsApp/Email/Text 18
Grand Total 100
Analysis:
The above table shows the medium where the students got to know about Newton
School. 42% of respondents got to know about it through Facebook/Instagram, 7% got to
know about it through their Friends, 33% of the students got the course information
through LinkedIn, and the rest 18% got it through WhatsApp, Email or a Text Message.
Interpretation:
effective medium of advertisements are Facebook/Instagram and LinkedIn. As they hold
up a result of 42% and 33% respectively.
4.9 Analysis on did Newton School Student’s ever see the Advertisements
ANSWER NO. OF STUDENTS
Yes 52
No 25
Maybe 23
Grand Total 100

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Analysis:
The above table shows the answers of the existing students of Newton School
pertaining to the question that have they ever seen our ads on social media or not. 52% of
respondents say “Yes” they have seen it, while 25% of respondents say that “No” they
have not, and the rest of the 23% of respondents say that they “may” have seen the ads.
Interpretation:
From the data and analysis above we can infer that more than half the students
have seen ads by Newton School on Social Media platforms. As 52% respondents say
“Yes” and 23% respondents say “Maybe”.
4.10 Analysis on did Newton School Students like the pre-course before the actual course.
SATISFACTION LEVEL NO. OF STUDENTS
Highly Satisfied 38
Satisfied 48
Neutral 12
Dissatisfied 2
Highly Dissatisfied 0

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Grand Total 100
Analysis: The above table shows the satisfaction level of the existing students of Newton
School for the free pre-course provided to them before the agreement signing and the start
of the main course. 38% of respondents say that they are Highly Satisfied with it, 48% of
the respondents say that they are Satisfied with the pre-course, 12% say that they are
neither satisfied nor dissatisfied from the pre-course provided, 2% students are
dissatisfied and the 0% of them are Highly Dissatisfied.
Interpretation:
From the data and analysis above we can infer that about half the students are
satisfied with the pre-course and most of them are liking the pre-course. As Highly
Satisfied are 38% and satisfied are 48%, with a very less number of dissatisfied students.
4.11 Analysis on did Newton School Students like the regular classes for the course.
SATISFACTION LEVEL NO. OF STUDENTS
Highly Satisfied 34
Satisfied 54
Neutral 10
Dissatisfied 2
Highly Dissatisfied 0

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Grand Total 100
Analysis:
The above table shows the satisfaction level of the existing students of Newton
School for the regular classes of the main course. 34% of respondents say that they are
Highly Satisfied, 54% of the respondents say that they are Satisfied with the level of
classes, 10% say that they are neither satisfied nor dissatisfied, 2% students are
dissatisfied and the 0% of them are Highly Dissatisfied.
Interpretation:
From the data and analysis above we can infer that more half the students are
satisfied with the classes provided at Newton School. As Highly Satisfied are 34% and
Satisfied are 54%, with a very less number of dissatisfied students.
4.12 Analysis on the Educational Status of Newton School Students.

EDUCATIONAL STATUS NO. OF STUDENTS
Graduating this year 74
Already Graduated 24
Dropped Out 2
Grand Total 100

School, Bangalore.
Analysis:
The above table shows the previous educational status of the students at Newton
School. 74% of respondents are graduating this year and are in their Final Year of
College, 24% of the respondents have already graduated from the college and 2% of them
are College Dropouts.
Interpretation:
From the data and analysis above we can infer that more half the students are Final
year students at their college and also are a student of Newton School. As 74% of them
have marked them as Graduating this year.
4.13 Analysis on the Degree - Stream of Newton School Students.

STREAM NO. OF STUDENTS
Arts 4
Management 5
Engineering 91
Grand Total 100
Analysis:

School, Bangalore.
The above table shows the stream of education of the students at Newton School
they had opted during their school and college days. 91% of respondents are from an
Engineering Background while 5% are from Management and 4% are from Arts
Background.
Interpretation:
From the data and analysis above we can infer that more half the students are
Engineering background students from their college and are a student of Newton School.
As 91% of them have marked them as Engineering. Hence, suggesting emphasizing more
on one of the Target interests as Engineering.
4.14 Analysis on the liking of Newton School Students for the ISA Facility provided.
RATING LEVEL NO. OF STUDENTS
Excellent 32
Very Good 23
Good 39
Fair 6
Poor 0
Grand Total 100

School, Bangalore.
Analysis:
The above table shows the liking of the students towards the ISA Facility
provided. 32% of respondents have rated it as an excellent addition, 23% have rated it
very good, while 39% have rated it as good, 6% rated the ISA Facility as Fair and 0% of
them rated it a poor facility.
Interpretation:
From the data and analysis above we can infer that most of the students have rated
the ISA Facility as Good. As we can see it has got 39%, but mostly all students like the
idea behind it and none has rated it a poor facility.
4.15 Analysis on if Newton School Students had knowledge of Advanced computer

science.
No 70
Yes 30
Grand Total 100
Analysis:

School, Bangalore.
The above table shows if the students had an advance knowledge of Computer
Science subject earlier. 70% of respondents say No and 30% of them said Yes, they have
an advanced knowledge of Computer Science already.
Interpretation:
From the data and analysis above we can infer that most of the students do not
have an advanced knowledge of the Computer Science subjects. As 70% has answered
‘No’ for the question in the survey.
4.16 Analysis on if Newton School supports the Students by providing special care to
them.
AGREEMENT LEVEL NO. OF STUDENTS
Strongly Agree 36
Agree 45
Neutral 18
Disagree 1
Strongly Disagree 0
Grand Total 100

School, Bangalore.
Analysis: The above table shows if the students get Special care from Newton School in
terms of Theoretical and Practical learning of the subject. 36% of respondents Strongly
Agree, 45% of them Agree, 18% of them Neither Agrees nor Disagrees, 1% Disagree
with the fact that Newton School provides special care to the students and 0% Strongly
Disagree to it.
Interpretation:
From the data and analysis above we can infer that most of the students Agree that
Newton School provides Special Care to the students in order to prepare them right for the
industry and give them the best experience.
4.17 Analysis on if anyone from the Newton School Team is always available for the
students.
Yes 69
No 4
Maybe 27
Grand Total 100

School, Bangalore.
Analysis:
The above table shows if the students get support from Newton School Team all
the time. 69% of respondents said Yes, 4% of the students said No, and the rest 27% of
them said Maybe, that means they do not know if this is possible to contact us anytime.
Interpretation:
From the data and analysis above we can infer that most of the students Agree to
the fact that Newton School Team is always available to help them with any confusion or
errors. As we can see 69% of them answered Yes to the question.
4.18 Analysis on if the students face technical issues during the classes.
Yes 6
No 76
Maybe 18
Grand Total 100
Analysis:

School, Bangalore.
The above table shows if the students face technical issues during the regular
classes. 6% of respondents said Yes, they face technical issues, 76% of the students said
No, they do not face any issues, and the rest 18% of them said Maybe they do maybe they
don’t.
Interpretation:
From the data and analysis above we can infer that most of the students Disagree
about facing any Technical issues during online classes at Newton School. As we can see
76% of them answered No to the question.
4.19 Analysis on the ratings for the survival of Newton School.

RATING LEVEL NO. OF STUDENTS
1 0
2 1
3 23
4 39
5 37
Grand Total 100

School, Bangalore.
Analysis: The above table shows the students ratings towards the survival of Newton
School. 0% of respondents rated 1, 1% of the students rated 2, 23% of them rated the
survival as 3, 39% rated the survival of Newton School as 4, and 37% rated the survival
as
5.
Interpretation:
From the data and analysis above we can infer that most of the students agree to
the fact that Newton School will survive in the long run. And very few have rated the
possibility of it failing. As we can see 37% of them rated the survival as 5/5 and 39%
rated it 4/5.
4.20 Analysis on the multiple channels of communication offered by the company.

AGREEMENT LEVEL NO. OF STUDENTS
43
Strongly Agree
Agree 35
Neutral 19
Disagree 2

School, Bangalore.
Strongly Disagree 1
Grand Total 100
Analysis: The above table shows if the students are offered multiple channels to
communicate to the team and to other peers. 43% of respondents strongly agreed, 35% of
the students Agreed, 19% neither agreed nor disagreed, 2% of the students disagreed and
1% strongly disagreed to the fact that Newton School provides multiple channels to
communicate.
Interpretation:
From the data and analysis above we can infer that most of the students Agree to
the fact that Newton School provides multiple channels to communicate for the students.
As we can see 43% of them strongly agree and that 35% agree.
ANALYSIS AND INTERPRETATION OF PRIMARY DATA
The primary data of the project report is the company’s analytical data. Which tells us
about the number of applications received for the course, through various
sources/mediums.
Sources and Mediums like:

School, Bangalore.
• Email
• Friend
• LinkedIn
• Facebook/Instagram
• Google
• WhatsApp
• Text Messages
• Newton School Student Referrals
• Training & Placement Office in Colleges, etc.
We have extracted data of 4 consecutive dates from the analytical data of the company.
With the help of this data we will note the differences and will Analyse the change
through the experiments run by the company for getting more and more quality
applications.
4.21 Analysis of company’s analytical data of 3rd MARCH 2020:

School, Bangalore.
Analysis: The above data shows that out of the 24 applications received on 3rd March,
most were received through email, i.e. through Email marketing done by Newton School.
4.22 Analysis of company’s analytical data of 4th MARCH 2020:
Analysis: The above data shows that out of the 81 applications received on 4th March,
most were received through Facebook/Instagram and LinkedIn, i.e. through Ad
campaigns on Social media run by Newton School.

School, Bangalore.
most were received through LinkedIn and WhatsApp, i.e. through Ad campaigns on
Social media and Affiliate Marketing through Campus Ambassador campaigns run by
Newton School.
most were received through LinkedIn, i.e. through Ad campaigns on Social media run by
Newton School.
INTERPRETATION:

School, Bangalore.
On 3rd March, Only Email Marketing was emphasised on. So the company received the
most applications through that method, keeping the Total number of applications less.
But then the company ran ad campaigns on Facebook/Instagram and LinkedIn on the 4th
of March, which not only increased the total number of applications received but also got
the highest number of applications on that day.
As a part of the experiments, the company stopped Facebook/Instagram campaigns for 5th
March and only focused on LinkedIn ads and Campus Ambassador campaigns, gradually
changing the graph. The total applications were less than 5th but LinkedIn got more
applications than the previous day, with the same amount of money spent on it.
On the last day of experiments, i.e. on 6th March, the company decreased the amount spent
on LinkedIn ad campaigns. Getting a higher number of applications in that context from
these ads. The total number of applications dropped too.
From the above, I conclude that

1. Using Social Media Campaigns, the Efficiency of received applications increase.
2. Other Marketing methods, like Affiliate and Email marketing are also important
as it is cost-efficient and can get a good number of applications as well.
3. Looking at the Referral aspect, we can see that the numbers in those are also quite
decent and will gradually increase in the future of Newton School’s business.
From the Analysis and Interpretation of Primary data of the company. We can ascertain
that when the company needs more applications, they can use Social Media marketing
and also work around other methods to create a good reach to all kinds of audiences.

School, Bangalore.
CHAPTER - 5
FINDINGS, SUGGESTIONS
AND CONCLUSION
FINDINGS:
The Data analysis and interpretations has led us to a few findings to derive
a solution to our problem statement. The following are the findings extracted by the
sample and methodology applied in the study done in “Newton School”.
➢ According to the analysis, most leads that can be considered potential to the company, are
of 18-25 years of age. This age range is because students want to leave college with a
higher package in hand and certain colleges are unable to offer that, so these students in
search of a higher pocket money will be interested to learn new skills that can add to their
resume and profiles and will take them towards growth.
➢ It is found that out of the 100 respondents among the students of Newton School. 66 of
them are Male students and the rest 34 are Female students, but this data cannot be
definite, as the ratio of girls and boys in a college is also similar most of the times. The
company should still target both the genders as both are eligible and to the right interests.
➢ According to the study and analysis, we can also ascertain the enthusiasm of a Newton
School student towards Computer Science before the course had started. Approx. 80% of
the number of respondents were enthusiastic about tech and software development. This
can help change the target group by interests, targeting students with interests in
computers will get more effective leads.

School, Bangalore.
➢ 40% respondents are mostly active on WhatsApp most of the time and 37% on Instagram,
these being the 2 big social media platforms, gives us a clarity that the strategies being
used for Digitally promoting Newton School is rightly being put into work. Newton
School promotes themselves through WhatsApp, Email, Social Media Ads, etc.
➢ With the above finding we also got to know that these groups of students are mostly less
active on social media, approx. 70% of the respondents use social media for 3 hours or
less in a day. In that case, Social Media Ad campaigns help better, as it shows ads to
charges for only those who have seen the ad posted by Newton School. And this makes it
more engaging and a faster way to reach the active audience. To help create the right
brand awareness.
➢ When running ad campaigns or any marketing campaign, the most important factor can
be the geographical location. As most students move to similar kinds of states, for further
studies and these states are already active in terms of tech and socialization. From the
analysis, it was found that the states Bihar, Karnataka and Rajasthan got the most
respondents and states like West Bengal, Uttar Pradesh, Delhi and Tamil Nadu also has
decent numbers. The company can focus more on these states, keeping the experiments
active in other states too.
➢ Among the respondents, the greatest number of students were from the 2nd batch, which
helps us understand the 2nd batch was more active than the 1st and 3rd batch. It also helps
us to determine that the target group done for November batch applicants was a good
shot.
➢ Brand Awareness is a crucial part for any company. And for Newton School, we found
that approx. 75% of the respondents got to know about the institute through Social Media
Platforms like Facebook/Instagram and LinkedIn. The other ways of brand awareness are
also working for Newton School, i.e. by ways of reaching out to colleges directly and
promoting it to the students of the college is also helping create brand awareness.
➢ According to analysis, approx. 60-65% students had seen our social media ad campaigns
and only 25% of the respondents disagreed completely. Social media is a right way to get
reach if you target correctly and spend right.

School, Bangalore.
➢ 86% of the respondents liked the last step of the filtration for Newton School selection.
The pre-course is offered for Free to the students for them to understand how classes will
work and that will they be making the right decision by signing the agreement and most
of the students are satisfied with the experience with Newton School. And as far as the
regular classes are concerned, 88% of the respondents are satisfied with it.
➢ According to analysis, 74% of the respondents are Final year students, 24% are already
graduated, and 2% are dropouts. Newton School offers a chance to everyone, but the
greatest number of applicants are the students who are willing to start working
immediately after the course is completed. And they are highly encouraged about the
guarantee Newton School offers for their Salary Package. Hence, College students are
more interested and the right way of reaching out to them is through campus ambassador
programs.
➢ It was also found that more than 90% of the students are from an Engineering
background, which makes it easier for refining the target group. Newton School should
target more Engineering colleges and students through all kind of marketing strategies
used by them.
➢ More than 90% of the students like the Income Sharing Agreement format of paying
course fees to Newton School. And this can be highlighted more during marketing as the
company already does, with the tagline “Pay after Placement”.
➢ 70% of the students already have some knowledge about Computer Science and the
technical field. Which again highlights that the targeted audience can be the group with
the interest in computers to get a refined targeting and a more potential lead receiving
process.
➢ According to analysis, Students are happy with the communication methods offered to
them by the institute. And with the fact that one or the other teammate of Newton School
is always there to help, when needed.
➢ According to the analysis of the Primary data provided through the company’s analytical
data system. It was found that the number of applications can be increased efficiently
using social media ad campaigns and we also got to know that the other marketing

School, Bangalore.
strategies are also working as planned. The data also shows that when the ads were
stopped, the total applications per day did not drop drastically and that means the count of
applications increases on a day to day basis.
SUGGESTIONS:
A research work will only pay off if the analysis and findings are used to
formulate a better plan and work towards the achievement of the goal, i.e. the solution to
the problem statement. To make it short and better for the company to understand, here
are few of the suggestions for improvement derived from the findings and analysis that
will help to move a step forward towards the achievement of the goal:
➢ All the strategies running for the promotion of Newton School, should keep running but
with some new changes and filtration of the process. Which will save a lot of time and
efforts of both, the company and the applicants.
➢ The Targeting should be done appropriately, giving preference to 20-23 years old college
going final year students of engineering, with interests in Computers. This is the best
suited audience with the most effective results.
➢ The company should also take care of geographical targeting, choosing a few states with
most colleges and more popular ones, where the results were great according to the
analysis.
➢ Among all kinds of digital marketing strategies, Newton School must focus more on
Social Media marketing at this stage, which will not only help build brand awareness but
will also increase the number of applications received per day.
➢ Also, reaching out to the right college with all kinds of marketing, can help as they will
see the ads everywhere and will check the website to know what Newton School is
exactly about.

School, Bangalore.
CONCLUSIONS: This part of the study deals with the conclusion from the major
findings and suggestions which are assumed to be useful to improve the effectiveness of
the digital marketing strategies of Newton School, Bangalore.
In a new age start-up, that is in the business of Ed-Tech it is particularly important
to have a good reach and awareness about the courses offered. The aim of this company is
to upskill students of India to be the best at what they want to do and if software
development is one of their passion or goal to follow and earn a high package. Then,
Newton School should be the institute known to them.
After a detailed study and analysis, I would like to infer that adapting the
suggestions would help make the digital marketing strategies used by Newton School a
lot more effective to get a greater number of quality applications.
BIBLIOGRAPHY
BOOKS:
1. Ellis Sean & Brown Morgan; Hacking Growth: How Today’s Fastest-Growing
companies drive breakout success; Virgin Books; 1st Edition; April 18, 2017.
2. Enge Eric, Spencer Stephan & Stricchiola Jessie; The Art of SEO; O’ Reilly; 3rd Edition;
August 28, 2015.
3. Kaushik Avinash; Web Analytics; Sybex; Pap/Cdr edition; 2nd version; October 27,
2009.

School, Bangalore.
4. Kerpen Dave; Likeable Social Media: How to Delight Your Customers, create an
Irresistible Brand, & Be Generally Amazing On All Social Networks That Matter;
McGraw-Hill Education; 3rd Edition; February 14, 2019.
5. Kingsnorth Simon; Digital Marketing Strategy: An integrated Approach to online

marketing; Kogan Page; 2nd Edition; April 28,2019.
6. Neher Krista; Digital Marketing That Actually Works the Ultimate Guide: Discover
Everything You Need to Build and Implement a Digital Marketing Strategy That Gets
Results; That actually works; 1st Edition; February 21,2019.
7. Paulson Matthew; Email Marketing Demystified: Build a Massive Mailing List, Write
Copy that Converts and Generate More Sales; American Consumer News, LLC; 2 nd
Edition; March 4, 2019.
8. Star Danny; Digital Marketing 2020: Grow Your Business with Digital Marketing;
Independently published; 1st Edition; June 28,2019.
9. Vaynerchuk Gary; Jab, Jab, Jab, Right Hook: How to Tell your story in a Noisy Social
World; Harper Business; 1st Edition; November 26, 2013.
10. Wuebben Jon; Future Marketing: Winning in the Prosumer Age; Content Launch
Press; 1st Edition; January 24, 2017.
ARTICLES:
1. Digital Marketing Trends for Tech: Putting Customers at the Forefront. – January 02,
2019; By Jill Steinhour; Link: https://theblog.adobe.com/digital-marketing-trendstech-
putting-customers-forefront/
2. How to start a Digital Marketing Strategy? (That gets Results) – September 26,
2019; By John E Lincoln

School, Bangalore.
Link: https://ignitevisibility.com/start-digital-marketing-strategy/
3. Stages in Consumer Decision Making Process. – Prachi Juneja

Link: https://www.managementstudyguide.com/consumer-decision-makingprocess.htm
4. The future of everything that matters in Digital Marketing. – June 15, 2018; By Bill
Carmody; Link: https://www.forbes.com/sites/forbesagencycouncil/2018/06/15/thefuture-
of-everything-that-matters-in-digital-marketing/#14ef16a62bf8
5. What does a strong marketing strategy look like? – August 10, 2019; By Ben Hirons
Link: https://due-north.co/what-does-a-strong-marketing-strategy-look-like/
JOURNALS:
1.) Lana Lovrence Bukovic, Drazen Boskovic, Mariza Katavic., “International Marketing
Strategies for Croatian Construction Companies”, 27th IPMA World Congress, 2014,
Published by Elsevier Ltd.
2.) Sinee Sankrurme “Marketing Strategy of Seagram (Thailand) Limited” Procedia

Economics and Finance, 2015, Published by Elsevier B.V.
3.) Gordon E. Greenly “An Understanding of Marketing Strategy” European Journal of

Marketing, 1st June 1984
4.) William M. Strahle, Rosann L. Spiro and Frank Acito “Marketing and Sales: Strategic
Alignment and Functional Implementation” Journal of Personal Selling and Sales
Management, Volume XVI, Number 1 (Winter 1996, Pages 1-20).
5.) M, Berk Ataman, Harald J. Van Heerde, and Carl F. Mela* “The Long-term Effect of
Marketing Strategy on Brand Sales” American Marketing Association, Journal of
Marketing Research, VOL. XLVII (October 2010), 86 6-882.

School, Bangalore.
ANNEXURE
Questionnaire:
Dear Newton School Student,
This is a questionnaire which will help me to complete my research project with the Title:
"A study on the effectiveness of Digital Marketing Strategies used by Newton School,
Bangalore."
To all the students of Newton School's Full-Stack Development Course. I kindly request
you to fill in the questionnaire below and I assure you that the data generated shall be kept
confidential and used for academic purpose only. Please fill it up at the earliest and help
me complete my research.
1. Name:
_____________________________________________
2. What Age Group do you belong to?

• Below 18 years
• 18-21 years
• 22-25 years
• Above 25 years
3. What is your Gender?

• Male
• Female
• Other: __________________________
4. How much would you rate yourself as a Computer Science enthusiast?

• 1

School, Bangalore.
• 2
• 3
• 4
• 5
5. Which one of the Platform do you use the most in a day?
• Facebook
• Instagram
• LinkedIn
• Twitter
• WhatsApp
• YouTube
6. How much do you use Social Media in a day?

• Less than 1 Hour
• 1-2 Hours
• 2-3 Hours
• 3-4 Hours
• 4-5 Hours
• More than 5 Hours
7. Which State in India do you belong to?

________________________________________
8. Which Batch do you belong to?

• October
• November
• February
9. Where did you get to know about Newton School?

• WhatsApp/Email/Text
• Facebook/Instagram
• LinkedIn

School, Bangalore.
• Friends
• Other: _________________________
10. Have you ever seen our ads on Social Media?

• Yes
• No
• Maybe
11. Are you satisfied with the quality of pre-course provided before the course?
• Highly Satisfied
• Satisfied
• Neutral
• Dissatisfied
• Highly Dissatisfied
12. Are you satisfied with the quality of Education (regular classes) provided?
• Highly Satisfied
• Satisfied
• Neutral
• Dissatisfied
• Highly Dissatisfied
13. What is your Educational Status?

• Graduating this Year
• Already Graduated
• Dropped Out
• Other: ____________________________
14. What was your stream during your graduation?

• Engineering
• Management
• Arts

School, Bangalore.
• Other: ____________________________
15. How much would you rate the inclusion of ISA facility provided by Newton
School?
• Excellent
• Very Good
• Good
• Fair
• Poor
16. Did you study advanced computer science earlier?

• Yes
• No
17. Newton School supports every student by giving special care to their
development?
• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree
18. Is anyone available for your help all the time at Newton School?
• Yes
• No
• Maybe
19. Do you face Technical Errors during the Online Classes?

• Yes
• No
• Maybe
20. How well would you rate Newton School’s survival in this competitive market?

School, Bangalore.
• 1
• 2
• 3
• 4
• 5
21. Newton School maintains multiple communication channels for its students?
• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree
22. Do you have any suggestions or feedback you would like to share?
_____________________________________________________
_____________________________________________________
_____________________________________________________

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ST. JOSEPH’S EVENING COLLEGE, BANGALORE – 560025.

(AUTONOMOUS, AFFILIATED TO BANGALORE UNIVERSITY)

(A project report, submitted in partial fulfillment of the requirements of the

Under the guidance of

Marketing Strategies used by Newton School, Bangalore.” was prepared by me during

or associate ship of any other University / Institution.

SL. NO. CONTENTS PAGE NO.

2. Research Design 20-27

3. Company Profile 28-37

4. Data Analysis and Interpretation 38-64

5. Findings, Suggestions and Conclusion 65-69

SL. NO. CONTENTS PAGE NO.

1 Analysis on the Age Group of Newton School’s Existing Students. 40

2 Analysis on the Gender of Newton School’s Existing Students. 41

3 Analysis on Ratings of being a Computer Sc. Enthusiast of 42

4 Analysis on most used social media platform of Newton School’s 43

5 Analysis on hours dedicated to social media by Newton School’s 44

6 Analysis on which state of India do Newton School’s students 45-46

7 Analysis on the batch these Newton School’s students are in 47

8 Analysis on where Newton School’s students got to know about 48

9 Analysis on did Newton School Students ever see the 49

10 Analysis on did Newton School Students like the pre-course 50

11 Analysis on did Newton School Students like the regular classes 51

12 Analysis on the Educational Status of Newton School Students. 52

13 Analysis on the Degree - Stream of Newton School Students. 53

14 Analysis on the liking of Newton School Students for the ISA 54

15 Analysis on if Newton School Students had knowledge of 55

16 Analysis on if Newton School supports the Students by providing 56

18 Analysis on if the students face technical issues during the classes. 58

19 Analysis on the ratings for the survival of Newton School. 59

20 Analysis on the multiple channels of communication offered by 60

21 Analysis of company’s analytical data of 3rd MARCH 2023 62

22 Analysis of company’s analytical data of 4th MARCH 2023 0 62

23 Analysis of company’s analytical data of 5th MARCH 2020 63

24 Analysis of company’s analytical data of 6th MARCH 2020 63

or through other means of communication.

ST. JOSEPH’S EVENING COLLEGE (AUTONOMOUS) 1

Any economy developed or undeveloped or developing, whether pure or cocktail, is a

ST. JOSEPH’S EVENING COLLEGE (AUTONOMOUS) 2

According to AMERICAN MARKETING ASSOCTION, “Marketing including all

According to PETER F. DRUCKER, “The neglect of marketing by itself is one of the

INTRODUCTION TO MARKETING MANAGEMENT

Marketing management signifies important functional area of business management

ST. JOSEPH’S EVENING COLLEGE (AUTONOMOUS) 3

Any economy developed undeveloped or developing, whether pure or cocktail, is a

ST. JOSEPH’S EVENING COLLEGE (AUTONOMOUS) 4

The term 'digital marketing' was first used in

ST. JOSEPH’S EVENING COLLEGE (AUTONOMOUS) 5

to engage with customers. Digital marketing applies technologies or platforms such as

WHY CHOOSE DIGITAL MARKETING?

ST. JOSEPH’S EVENING COLLEGE (AUTONOMOUS) 6

Does digital marketing work for all businesses?

What is the role of digital marketing to a company?

TYPES OF DIGITAL MARKETING STRATEGIES:

1. Search Engine Optimization (SEO)

ST. JOSEPH’S EVENING COLLEGE (AUTONOMOUS) 7

3. Social Media Marketing

ST. JOSEPH’S EVENING COLLEGE (AUTONOMOUS) 8

4. Pay Per Click (PPC)