1.Introduction

Engineering Staff College of India (ESCI) is an autonomous organ of Indias largest body of professional engineers The Institution of Engineers (India).

ESCI was established in the year 1981 with the mandate of providing quality training and education in engineering and techno-management domains. I worked in esci as marketing execuite to promote esci through digital marketing. Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customers.The key objective is to promote brands, build preference and increase sales through various digital marketing techniques.

Digital marketers monitor things like what is being viewed, how often and for how long, sales conversions, what content works and doesnt work, etc. While the Internet is, perhaps, the channel most closely associated with digital marketing, others include wireless text messaging, mobile instant messaging, mobile apps, podcasts, electronic billboards, digital television and radio channels, etc.

We promote esci through digital marketing to increase its brand image and also develop the organisaton. Some of the promotion activities i did are email marketing, cold calling, social media marketing by posting all the events details which was conduct by esci and maintain a linkedin page to contact with the high experts in trainings and also I used video marketing, some times I worked on seo(search engine optimization) it used for to increase the website rank which help full to reach the clients easily.

1.1 HistoryWhat is marketing?Marketing is building your brand, convincing people that your brand (meaning your product/service/company) is the best and protecting the relationships you build with your customers. Marketing is about communicating the value of a product, service or brand to customers or consumers for the purpose of promoting or selling that product, service, or brand

The oldest and perhaps simplest and most natural form of marketing is word-of-mouth (WOM) marketing, in which consumers convey their experiences of a product, service or brand in their day-to-day communications with others. Word-of-mouth marketing (or) word-of-mouth advertising is which differs from naturally occurring word of mouth, in that it is actively influenced or encouraged by organisations e.g. 'seeding' a message in a network, rewarding regular consumers to engage in it, employing word of mouth 'agents'. While it is difficult to truly control it, research has shown that there are three generic avenues to 'manage' WOM for the purpose of WOMM: 1) Build a strong word of mouth foundation (e.g. sufficient levels of satisfaction, trust and commitment), 2) Indirect word of mouth management which implies that managers only have a moderate amount of control (e.g. controversial advertising, teaser campaigns, customer membership clubs), 3) Direct word of mouth marketing management, which has higher levels of control (e.g. paid word of f mouth 'agents', "friend get friend" schemes)

Evolution of Marketing Strategy:Until the 1950s Production Method: Introducing different methods of productionUntil the 1960s Product: Marketing dealt with the Quality of the productUntil the 1965s Selling Method: Introducing of several methods in selling a productUntil the 1970s Marketing: Identifying the Needs and Wants of the customers21st Century Holistic Marketing: Everything matters in Marketing

Marketing is based on thinking about the business in terms of customer needs and their satisfaction. Marketing differs from selling because "Selling concerns itself with the tricks and techniques of getting people to exchange their cash for your product. It is not concerned with the values that the exchange is all about. And it does not, as marketing invariable does, view the entire business process as consisting of a tightly integrated effort to discover, create, arouse and satisfy customer needs." In other words, marketing has less to do with getting customers to pay for your product as it does developing a demand for that product and fulfilling the customer's needs.

1.2.Importance of the study or topicMarketing is a very important aspect in business since it contributes greatly to the success of the organization. Production and distribution depend largely on marketing. Many people think that sales and marketing are basically the same. These two concepts are different in many aspects. Marketing covers advertising, promotions, public relations, and sales. It is the process of introducing and promoting the product or service into the market and encourages sales from the buying public. Sales refer to the act of buying or the actual transaction of customers purchasing the product or service.

Since the goal of marketing is to make the product or service widely known and recognized to the market, marketers must be creative in their marketing activities.

The management process through which goods and services move from concept to the customer. It includes the coordination of four elements called the 4 P's of marketing:(1) Identification, selection and development of a Product,(2) Determination of its Price,(3) Selection of a distribution channel to reach the customer's Place, and(4) Development and implementation of a Promotional strategy.An Innovative idea, in recent times, the internet has provided a platform for mass, electronic WOM marketing (e-WOM), with consumers actively engaged in rating and commenting on goods and services. In for-profit enterprise the main purpose of marketing is to increase product sales and therefore the profits of the company. In the case of non-profit marketing, the aim is to increase the take-up of the organization's services by its consumers or clients. Governments often employ social marketing to communicate messages with a social purpose, such as a public health or safety message, to citizens.2.Research Methodology

This chapter basically includes what my project is actually. I had my internship in Engineering Staff College of India, Gachibowli, Hyderabad over a period of two months i.e. from 1st June 2015 31st July 2015. My role of Internship is Marketing Executive. The Process of getting the Intern is done in two rounds of personnel interview, were I was successful in that. During the Internship period, we are a group of 5 members and we have assigned a colleague who is already working as a temporary employee in a role of Marketing Executive. We have two reporting heads in our organization one is an immediate reporting head and she helps in supporting us with our requirements. There after we have another reporting head, who is the H.O.D. of IT Division Mr. Syed Azgar, who assigns the job and feedbacks it.

2.1.Objective of the Study

The main objective to conduct this research is to understand the Engineering Staff College of India (ESCI) market & to find the training and development procedures of ESCI. . As an Intern at Engineering Staff College of India, my responsibilities were to undertake the following activitiesPrimary Objective: To do Market Research and to identify customers. To Build Customers Data base. Daily report submission to our Head. Use different online tools for validating the data we have and also for the collected data. Use Google Search Engine for locating the Email Address of HR Teams Using of Mail Tester, Vibe Service and Google Extension Rapportive system to validate the Email Addresses we have. To build the Brand Image of ESCI - IT Division through the intervention of Social Media Marketing. Get in touch with our clients daily. Fetch the data of Experts Domain Faculty to our Expert Panel of ESCI. To visit our clients and to discuss with them about the upcoming events of ESCI.

Secondary Objective:

To formulate the data collected and the Existing data base into a proper format which is portable for further Processing of DATA. To call and validate the data and also to generate leads. Content Writing for preparing a draft regarding Email Marketing. Send and Track Emails for clients. To track the Insights of Social Marketing. Creating Blogs for Banding of ESCI and also for marketing of Training Programs

2.2.Scope of the StudyThe report will mainly focus on the basis of the steps taken by Engineering Staff College of India (ESCI) for its training and development programs. After studying that whole report anyone can learn and get understand about Engineering Staff College of India (ESCI) training and development programs level. And how they can help further their organization development.The work done in my Intern is just a part of Marketing, beside that the ESCI has a large set of network acquired during the period of 96 years since its establishment and till date

The data collection of the study for company profiling was scoped to following details:

Company Name Corporate Website URL Brief Description of the Company Business Segment and Solutions Offered what kind trainings they needed supportedScope of marketing research means the possible applications of marketing research in corporate environment. Bulk of research is done to measure consumer needs and wants. Besides, marketing research is carried out to assess the impact of past marketing actions. Few set of marketing is based on the set of training happens. Whether the training should be throughout the India or else whether it is applicable only for with a boundary. A set of Target Marketing came into picture. The process of Marketing is differs from attribute - attribute, Training - Training, etcEven after preparing the data base of different organization sectors with our own efforts we are not allowed to share the details among the organization or beyond the organization. The DATA should be shared within the department; we are not allowed to share the details even to our co-departments. If in case of any sharing requires prior permission has to be taken by concerned HOD. Some sort of Ethics has to be followed in the work.

Managerial Usefulness of the Study This study helps to understand marketing research basic terminologies & different strategies for different market situation .

Types of Research and Research Design

Quantative Research- Quantitative research generates numerical data or information that can be converted into numbers. Only measurable data are being gathered and analyzed in this type of research.

Qualitative Research- Qualitative Research on the other hand generates non-numerical data. It focuses on gathering of mainly verbal data rather than measurements. Gathered information is then analyzed in an interpretative manner, subjective, impressionistic or even diagnostic

Research Design

The research design is the conceptual structure within which research is conducted. It is a plan ofaction, a plan of collecting and analyzing the blue print for the collection, measurement & analysis of data. The proposed study is an exploratory cum descriptive

Descriptive Research

causal researchExploratoryResearch

Exploratory Research:

undertaken with the aim of clarifying ambiguous problems general problems usually known but not sufficiently understood the purpose is to get more information, not to uncover specific courses of action (subsequent research)

Descriptive Research: undertaken with the aim of determining the characteristics of a population or phenomenon Previous knowledge of problem exists High degree of precision or accuracy required

Causal Research: undertaken with the aim of identifying cause and effect relationships amongst variables are normally preceeded by exploratory and descriptive research studies Often difficult to determine because of the influence of other variables (concommitant Variation and the presence of other hidden variables)

2.2 Limitation of the study: Time was major limitation or factor while preparing the report. Most of the employees are not very willing to give the answers of the questionnaire. All the observation and recommendation will be made on the feedback obtained from survey Most of the time the officials were busy and were not able to give much time.

2.3.Methodology followed for data collection:While making a study we very often look for what type of research methodology is to be used in this type of study. For implementation of a proper research methodology we have to first understand the meaning of research.Research is a process with the help of which new concepts arises. It is the increase in the actual knowledge stock. It can be called as movement from known to unknown and vice-versa. It is also a continuous process.The study is performed based on the information extracted from different sources collected by using a specific methodology. This report is analytical in nature. To prepare the report on training and development policy and procedure of Engineering Staff College of India (ESCI). the information has been collected from primary and secondary sources.

Marketing PlanBefore getting into the methodology of my study, let me keep it simple with a Tree Diagram (A kind of Flow chart) as shown below:

vistingsTele callingData analyticsEmail marketingDigital marketing

Data StandardizationData verificationData SegmentationData ValidationData SegmentationDAta migrationData securitizationData integration

Mail chimpGoogle mailBloggerFacebookTwitterLinkedin

2.3.1 Tools used in my Study:

Mail Tester Rapportive Extension Vibe Linked In Facebook Twitter BlogSpot Gmail Mail chimp Google Search Engine Microsoft office Suit

Mail Tester:MailTester.com looks up the SMTP server responsible for the e-mail address, and tries to establish an SMTP connection. It then tries to send several commands, almost as if an e-mail is going to be sent. When enough information is gathered, the connection is aborted.Rapportive Extension:Rapportive shows you everything about your contacts right inside your inbox. Youve got an Email it supports to an extent where you can know who is this?, Where are they?, what do they do?, Whom do we both know?Vibe:It is also a similar tool like Rapportive Extension, It not only provides their Information beyond that it checks whether the person is available with social media or not. If yes, in which network.LinkedIn:LinkedIn is an Internet based Industry, with specialities including the world's largest professional network with 300 million members in over 200 countries and territories around the globe.Facebook:Facebook is an Internet based Industry, Where the name of a social networking site (SNS) that connects people with friends and others who work, study and live around them. It is a best platform to acquire more set of customers with several levels of sorting data.Twitter:Twitter is an online social networking service that enables users to send and read short 140-character messages called "tweets". Registered users can read and post tweets, but unregistered users can only read them.BlogSpot:BlogSpot is the free Web hosting service available for the web developers. Blogger is a blog-publishing service that allows multi-user blogs with time-stamped entries.Gmail:Gmail is a free, search-based e-mail (Web mail) service, which is accessible from a Web browser anywhere in the world.MailChimp:MailChimp is simple email marketing software (EMS) which gives you a number of easy options for designing, sending and saving templates of your emails

Google Search Engine:Google Inc. is an American multinational technology company specializing in Internet-related services and products.These include onlinedvertising technologies, search, cloud computing, and software. Most of its profits are derived from Ad Words, an online advertising service that places advertising near the list of search results.The main purpose of Google Search is to hunt for text in publicly accessible documents offered by web servers, as opposed to other data, such as images or data contained in databases.

Microsoft office Suit:Microsoft Office is an office suite of applications, servers and services. Office suite contained Microsoft Word, Microsoft Excel and Microsoft PowerPoint.

2.3.2OurMarketing Plan:

1. To send mails to all targeted companies HRD / IT Managers.2. Digital Marketing Facebook / Twitter / - To Reach All Local IT Sector Companies3. Tele Marketing Call to all targeted clients & Follow up.4. Prepare Local IT Companies Database for Field Visit.5. Prepare IT / Corporate Companys database.

RESEARCH TOOLS

Research Design: Descriptive

Source of Data: Primary Data & Secondary Dataa) Primary Datai) Questionnaireb) Secondary Datai) Websitesii) Company Reviews etc.

Data collection MethodI. By reference of websites and past data(secondary data)II. Questionnaire (Closed and Open Ended).

Method of communicationI. Cold callingII. emails

Sample SizeI. 120(collected the data by using cluster sampling method)

Area CoveredI. Andhra Pradesh ,telengana, assam ,tamilnadu, bihar,II. Ghaziabad District including Meerut, Modinagar, Ghaziabad, Hapur

2.3.3 Data Collection Method

The word data means any raw information, which is either quantitative or qualitative innature, which is of practical or theoretical use.

The task of data collection begins after aresearch problem has been defined and research design chalked out. While deciding about the method of data collection, the researcher should keep in mind that there are two types of data primary and secondary.

i. Primary Data: - -This is those, which are collected afresh and for the first Time,and thus happen to be original in character. There are many ways of data collection of primary data like observation method, interview method, through schedules, pantry Reports, distributors audit, consumer panel etc.ii. The Team Managers and employees of both the Department were consulted to get information about procedure of bot the online and off line share trading. But the method used by us or the primary data collection was through questionnaires..

Primary source: Information has been collected mainly through a survey on questionnaire. The companys training manual.

Questionnaire method

For the collection of primary data I used questionnaire method. A formal list of questions,which are to be asked, is prepared in a questionnaire and questions are asked on thosebases. There are some merits and demerits of this method. These as under: -

Merits: -1. Low cost even when universe is large.2. It is free from bias of interviewer.3. Respondents have proper time to answer.4. Respondents who are not easily approachable can also be reachable.5. Large samples can be made.

2.3.4Secondary Data: - Secondary data means data that are already available i.e.: they refer to the data which have already been collected and analyzed by someone else. Usually published data are available in:

I. Various publications of the central, state/local governments or foreign governments, technical and trade journals etc. The secondary data involved in this project has been gathered from the medical journals, literatures and internet.

Secondary source: Information has been collected from- Various study reports. relevent books, journal and printed materials. Website of the company.2.3.4 Marketing MethodologiesDigital Marketing:Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customers. The key objective is to promote brands, build preference and increase sales through various digital marketing techniques. It is embodied by an extensive selection of service, product and brand marketing tactics, which mainly use the Internet as a core promotional medium, in addition to mobile and traditional TV and radio.Digital marketing differs from traditional marketing in that it involves the use of channels and methods that enable an organization to analyze marketing campaigns and understand what is working and what isnt typically in real time.

Importance of Digital Marketing:Digital media is so pervasive that consumers have access to information any time and any place they want it. Gone are the days when the messages people got about your products or services came from you and consisted of only what you wanted them to know. Digital media is an ever-growing source of entertainment, news, shopping and social interaction, and consumers are now exposed not just to what your company says about your brand, but what the media, friends, relatives, peers, etc., are saying as well. And they are more likely to believe them than you. People want brands they can trust, companies that know them, communications that are personalized and relevant, and offers tailored to their needs and preferences.Digital marketing concepts and practice are evolving tremendously among several industries, especially by the leading companies among each industry utilizing the mass reach of digital tools and social media platforms, benefiting from the possibility to create individually tailored approach that can achieved at a very productive cost.Challenges Facing Digital Marketers: Proliferation of digital channels:Consumers use multiple digital channels and a variety of devices that use different protocols, specifications and interfaces and they interact with those devices in different ways and for different purposes. Intensifying competition:Digital channels are relatively cheap, compared with traditional media, making them within reach of practically every business of every size. As a result, its becoming a lot harder to capture consumers attention.

Exploding data volumes:Consumers leave behind a huge trail of data in digital channels. Its extremely difficult to get a handle on all that data, as well as find the right data within exploding data volumes that can help you make the right decisions.Digital Marketing Channel:Digital Marketing is facilitated by multiple channels, As an advertiser one's core objective is to find channels which result in maximum two way communication and a better overall ROI for the brand. There are multiple online marketing channels available namely; Affiliate marketing Display Advertising Email marketing Search Marketing Social Media MarketingFacebook:Facebook is an online social networking service, where on should register with facebook there after registering to use the site, users can create a user profile, add other users as "friends", exchange messages, post status updates and photos, share videos and receive notifications when others update their profiles. Additionally, users may join common-interest user groups, organized by workplace, school or college, or other characteristics, and categorize their friends into lists such as "People from Work" or "Close Friends". Facebook had over 1.18 billion monthly active users as of August 2015.

This site provides 37 different languages which includes many public features such asMarketplace - allows members to post, read and respond to classified ads.Groups - allows members who have common interests to find each other and interact.Events - allows members to publicize an event, invite guests and track who plans to attend.Pages - allows members to create and promote a public page built around a specific topic.Presence technology - allows members to see which contacts are online and chat.Within each member's personal profile, there are several key networking components. The most popular is arguably the Wall, which is essentially a virtual bulletin board. Messages left on a member's Wall can be text, video or photos. Another popular component is the virtual Photo Album. Photos can be uploaded from the desktop or directly from a Smartphone camera. There is no limitation on quantity, but Facebook staff will remove inappropriate or copyrighted images. An interactive album feature allows the member's contacts (who are called generically called "friends") to comment on each other's photos and identify (tag) people in the photos. Another popular profile component is status updates, a micro-blogging feature that allows members to broadcast short Twitter-like announcements to their friends. All interactions are published in a news feed, which is distributed in real-time to the member's friends.MailChimp:MailChimp is simple email marketing software (EMS) which gives us a number of easy options for designing, sending and saving templates of our emails. MailChimp is an email marketing service provider, founded in 2001. It has 9 million users that collectively send over 600 million emails through the service every day. It is a web-based application, although data can be downloaded and for some features there is an offline application. It is ultimate software that will change the way we market our product on the internet.MailChimp allows us to easily create newsletters of varying types and then provides simple options for sharing them on social networks such as Twitter or Facebook, making it our own personal platform for publishing our newsletter. Build a list of the people whom we want to market your products to, and save the list for use later on, and create custom templates for our products so that we do not have to rewrite mails again and again.People who maintain a newsletter will find MailChimp to be of a lot of help, as it helps them save their drafts and formats quite easily. MailChimp also helps you track your results so you can check the responses that you receive from your clients.This gives us a better idea about how we can make changes to our campaign in order to get a more positive response for our page!Its uniqueness is that it also offers the following features:Qualifier bases imported emails and so collect valuable information on these emails.Connect the e-mailing campaigns to social networks like Facebook or Twitter.LinkedIn:LinkedIn is an Internet based Industry, with specialities including the world's largest professional network with 380 million members in over 200 countries and territories around the globe.Their mission is to connect the world's professionals to make them more productive and successful. When we join LinkedIn, we get access to people, jobs, news, updates, and insights that help us be great at what we do.The Three formulas of LinkedIn are Hire: Attract talent and recruit candidates from the worlds largest talent pool. Market: Tell your brand story, build relationships, and drive quality leads. Sell: Power your social selling efforts with real-time sales intelligence.

How LinkedIn make an impactAs a digital marketer, it can be challenging to identify the most effective mix of marketing channels to use, as well as the right technologies to support these efforts. After all, we marketers are a diverse bunch. Some of us live in a world governed by leads and conversions, while others prioritize increasing brand awareness with the right target audience. And of course, there are those who believe that impacting the entire marketing funnel is important reaching the right people at the top of the funnel and nurturing them through the buying process until they are ready to buy.The LinkedIn Marketing Solutions platformcomprised of Display Advertising, Sponsored Updates, Sponsored InMail, Lead Accelerator, and Text Adsis designed precisely with these full-funnel objectives in mind.

5 Reasons Not To Miss LinkedIn B2B Connect:1. Get Insights From The Cutting Edge.2. Learn How to Navigate a Hyper-Connected World.3. Unlock New Insights and Nurture Techniques for Todays B2B Marketer.4. Discover The Relevance Imperative.5. Walk the Talk: Learn Winning Practices From Leading Brands.Blogger:BlogSpot is the free Web hosting service available for the web developers. Blogger is a blog-publishing service that allows multi-user blogs with time-stamped entries.If we are running a Business, chances are you are wondering if blogging is worth the time and effort. The short answer is a resounding YES!Blogging on a frequent basis is a relatively easy, inexpensive way to enhance your inbound marketing efforts, drive traffic to your site, and attract more perspective customers.Business Blogs developed as a natural progression. They use the same technology but tend to be much targeted in terms of their subject matter and focus on a specific market area or niche. In fact, something to bear in mind: the most successful are set up with both an audience and a business focus in mind which they then stick to. Why? Because the audience they are looking to reach will expect it that is why they were attracted to it in the first place and that is why they will return and recommend the blog to others.In general terms, it is a powerful marketing and communications tool which helps companies to communicate better with stakeholders of all types, from customers to suppliers and from partners to employees. Companies do of course use blogs in very different ways, each according to their own requirements. However, those which have used them most successfully, have managed to develop better relationships and greater trust with their target groups, and hence market themselves more effectively as a result.5 Benefits of Blogging for Our Business: Boost Search Engine Optimization Establish Your Business as an Industry Leader Develop Relationships with Potential and Existing Customers Connect People to Your Brand Create Opportunities for SharingTwitter:Twitter is an online social networking service that enables users to send and read short 140-character messages called "tweets". Registered users can read and post tweets, but unregistered users can only read them.Twitter is a free social networking micro blogging service that allows registered members to broadcast short posts called tweets. Twitter members can broadcast tweets and follow other users' tweets by using multiple platforms and devices. Tweets and replies to tweets can be sent by cell phone text message, desktop client or by posting at the Twitter.com website.The default settings for Twitter are public. Unlike Facebook or LinkedIn, where members need to approve social connections, anyone can follow anyone on public Twitter. To weave tweets into a conversation thread or connect them to a general topic, members can add hashtags to a keyword in their post. The hashtag, which acts like a meta tag, is expressed as #keyword.

Tweets, which may include hyperlinks, are limited to 140 characters, due to the constraints of Twitter's Short Message Service (SMS) delivery system. Because tweets can be delivered to followers in real time, they might seem like instant messages to the novice user. But unlike IMs that disappear when the user closes the application, tweets are also posted on the Twitter website. They are permanent, they are searchable and they are public. Anyone can search tweets on Twitter, whether they are a member or not.Usage of Twitter for Marketing: Keep in touch with bloggers / media: Monitor your company / brand on Twitter: Live updates on events (or) conferences: Promote blog articles, webinars, interesting news and more: Announce specials, deals or sales:Google Mailing System (Gmail):Google Inc. is an American multinational technology company specializing in Internet-related services and products. These include online advertising technologies, search, cloud computing, and software. Most of its profits are derived from Ad Words, an online advertising service that places advertising near the list of search results.The main purpose of Google Search is to hunt for text in publicly accessible documents offered by web servers, as opposed to other data, such as images or data contained in databases.Google mailing system is reliable and user friendly even though we are facing few problems as mentioned below.Disadvantages of Gmail System: Limited Capacity of Documents could be uploaded i.e. 25 MB, Where if u want to apply more u have to use another product of Google familiar by Google Drive. We cannot create template designs, Highly professional. Email doesnt look attractive. A mixture of Photos, Hyper Text, Message at a glance is not possible. We could not know whether the receiver had checked my Email or not. Does it deliver directly to the concern persons INBOX or else it went into SPAM folder.We sorted out all these problems with a simple Solution MailChimp.

Tele Calling: Tele Calling is an act of selling, soliciting or promoting a product or service over the telephone. We have to often contact or inform our customers about our products and service. Tele calling is an effective and economic method for contacting and informing our new and existing customers about our products and service .But it has to be done utmost carefully.Telemarketing (sometimes known as inside sales or telesales in the UK and Ireland) is a method of direct marketing in which a salesperson solicits prospective customers to buy products or services, either over the phone or through a subsequent face to face or Web conferencing appointment scheduled during the call. Telemarketing can also include recorded sales pitches programmed to be played over the phone via automatic dialling.Process of Tele Calling we made at ESCI:1. Know the purpose of our call:Before calling have a clear idea and objective of calling a person or any organization, you should certainly know the purpose of your call.2. Being persistent in our work:The more we are persistent in our work we must likely to get success in your work and we can gain the information that we want.

3. Ask for the permission to speak:After introducing ourselves and our company ask for the permission whether he would like to spare some time talking to you. Do not continue talking without the permission to speak. It will irritate the customer.4. Listen to the back ground:Distractions and disturbances occur at the background ask, politely whether we would like to speak at that moment or not. This shows the respect you have for the person and in work. It will be highly appreciated by the client or customer.5. Set up telephone appointment:If the person sounds busy set up an appointment when would be the right time to call but make it sure you fix up the appointment.6. Prepare the list of Questions for which we need answers:To stay on track and gather maximum information from the customer, prepare the list of questions for which we need answers.7. Use the option or choice methodology:Give them choices or options then they will automatically come down with their convenient time like which is better whether Monday or Tuesday? And is the option 10 am or 11 am?8. Follow Q/A, F/Q technique: Q Asking Questions / A Wait for answer. F Feedback should be given as well as taken from the customers. / Q Clarify Question finally to make everything to be clearly understandable9. Speaking too fast:Our mind is not too fast to concentrate and handle two things at once. If you are speed in your talking, other person will not understand what you are talking about. Talking too much without getting listener involved is totally waste and if he or she is not getting involved it is no use to proceed further.10. Asking for the decision within first few seconds:Don't expect the customer to take decision after few seconds you started speaking the customer may take decision after a long time you started speaking. It takes sometime to analyzes and understand what you are talking about and take decision.11. Sounding dumb:Don't hold the time for a long time with out talking. It is nothing but if you are thinking over on phone, which is a mark of negative impression.12. Lack of confidence:It can be noticed over telephone. Telephone operators or sales people should always have confidence to succeed in whatever they are doing.13. Talking about yourself and your products :People do not care about the product but only the results. If you talk too much about yourself, your product and your company it is no use for them. So concentrate on the benefit what they get if they own our product.14. Closing the Call:After our sales call or service call is nearing completion say thank you and greet the person with some blessings like "have a nice day" or "had nice talking with you" or "All the best". It will help us to keep a relationship or for making a second call in the near future.Visitings: The purpose of a VOC visit is to gather information and advice from the customer, not to sell them anything. While visiting to a client we have to carry necessary equipment along with us. The customer may ask for a particular document which supports our cause of attending the client. The person who is attending the client should have full length knowledge of the service offerings.If you want to be a good product manager, use customer visits as an opportunity to conduct voice of the customer research. Selling product when you visit customers may have some short-term benefit, but understanding customer needs and market problems will provide much more value in the long term.Customer Visit Report Template: Customer Company Name Customer Visit Participants Date and Place of Customer Visit Customer Background/Profile/Situation Main Report (Customer challenges and other customer visit details) Extra Q&A Customer Visit Insights Action itemsDATA Analytics: In this session we have to deal about how the collected data is stored, Formulated, Pre-Processed furtherFor our own Convenience the DATA is formulated according to the predefined format by ESCI. DATA is mainly divided into two types. One is Qualitative data and the other is Quantitative data. Qualitative data arise when the observations fall into separate distinct categories. Such data are inherently discrete, in that there are a finite number of possible categories into which each observation may fall.These types of data are classified further as: Nominal if there is no natural order between the categories Ordinal if an ordering exists Quantitative or numerical data arise when the observations are counts or measurements. The data are said to be discrete if the measurements are integers and continuous if the measurements can take on any value, usually within some range.Different types of formulations had made to data which are denoted below:Data Migration: Data migration is the process of transferring data between storage types, formats, or computer systems. It is a key consideration for any system implementation, upgrade, or consolidation. Data migration is usually performed programmatically to achieve an automated migration, freeing up human resources from tedious tasks. Data migration occurs for a variety of reasons, including server or storage equipment replacements, maintenance or upgrades, application migration, website consolidation and data center relocation. Data Integration: Data integration involves combining data residing in different sources and providing users with a unified view of these data. This process becomes significant in a variety of situations, which include both commercial and scientific domains. Data integration appears with increasing frequency as the volume and the need to share existing data explodes. It has become the focus of extensive theoretical work, and numerous open problems remain unsolved.Data Securitization: Data segregation is certain data that has been restricted to certain users for view. Data can be filtered so that only the resources that are available to the individual will be seen.Data Validation: Data validation is the process of ensuring that a program operates on clean, correct and useful data. It uses routines, often called "validation rules" "validation constraints" or "check routines", that check for correctness, meaningfulness, and security of data that are input to the system. The rules may be implemented through the automated facilities of a data dictionary, or by the inclusion of explicit application program validation logic. Data validation is intended to provide certain well-defined guarantees for fitness, accuracy, and consistency for any of various kinds of user input into an application or automated system. Data validation rules can be defined and designed using any of various methodologies, and be deployed in any of various contexts.Data Standardization: Data standardization is the first step to ensure that your data is able to be shared across the enterprise. This establishes trustworthy data for use by other applications in the organization. Ideally, such standardization should be performed during data entry. If, for some reason this is not possible, a comprehensive back end process is necessary to eliminate any inconsistencies in the data.Data Verification: Data Verification is a process where in different types of data are checked for accuracy and inconsistencies after data migration is done. It helps to determine whether data was accurately translated when data is transferred from one source to another, is complete, and supports processes in the new system. During verification, there may be a need for a parallel run of both systems to identify areas of disparity and forestall erroneous data loss. A type of Data Verification is double entry and proofreading data. Proofreading data involves someone checking the data entered against the original document. This is also time consuming and costly.Data Segmentation: Data segmentation is the process of taking your data and segmenting it so that you can use it more efficiently within marketing and operations. Data segmentation will allow you to communicate a relevant and targeted message to each segment identified. By segmenting your data, you will be able to identify different levels of your customer database and allow messaging to be tailored and sophisticated to suit your target market.

3.Company and Industry profile

3.1About the company:Engineering Staff College of India (ESCI) is an autonomous organ of Indias largest body of professional engineers The Institution of Engineers (India).

ESCI was established in the year 1981 with the mandate of providing quality training and education in engineering and techno-management domains. Inspired by innovation and governed by excellent council, ESCI strives to offer high quality proficiency development programmes to engineers from industries, R&D labs, academia, public and private organisations.

ESCI conducts programmes in core engineering domains, inter-disciplinary fields, customer-specified interdisciplinary areas and also in cutting edge technologies, at its Hyderabad campus and at customers premises.

Experienced faculty of ESCI, ably complemented by the adjunct faculty and external advisors, conduct training programmes in important fields such as additive manufacturing, climate change, engineering analysis and simulation, quality management, renewable energy, remote infrastructure management, smart grids, etc., to induce industry-relevant skills among young engineers.

Renowned personalities like Dr. APJ Abdul Kalam, Sri R. Venkataraman, Dr. Suresh Pachauri, Lt. Gen. (Dr) V.S. Sundaram, Padmashri Prof. R.M. Vasagam and other eminent engineers graced the ESCIs Programmes and enriched the programmes.

3.1.2VisionTo position ESCI as an outstanding provider of continuously evolving Global Market Responsive trained professionals in the field of Engineering and Technology, Techno-Management, Research, Development Engineers (RD&E) and techno-management professionals dedicated for excellence to deliver innovative solutions that will improve productivity in all sectors of the economy.

3.1.3Our MissionTo provide qualitative education, training and applied research in the fields of technology and management. To assist the engineering fraternity to be innovative and advanced to meet the challenges in the unbounded world of tomorrow and to be the front line interface between academia, research, industry and other sectors in advanced Engineering/Technological application and Key enabler in fostering High and Thrust area programmes.

3.1.4Services and market information

The Primary objectives of ESCI are to impart professional and need based Continuing Professional Development Programmes (CPDP) and training in frontier areas of Engineering, Scientific and Management fields.

ESCI offers trainings in the following fields

Centre for Climate Change (CCC) Civil & Transportation Engineering Environment Management Information Technology Management & Technology Power & Energy Quality & Productivity Water Resource Development

I did my internship in the field of information technology. Information Technology division offers highly focused and advanced training modules in the diverse areas of Information Technology (IT). It also amalgamates with the new concept of Enterprise Systems Management (ESM).

The training programmes are growing needs of IT professionals proficient in the Administration of Enterprise Systems, Database, Networks, Security, Storage Area Networking, Web Designing Software and ERP.

Some of the trainings we worked are Configuring & Securing Wireless Network Infrastructure Cyber Security Best Practice's & Techniques for Managers & Executives Developing Enterprise Applications Using J2EE Effective System Administration Techniques Project Management Professional(PMP) ITIL V3 Foundation Training for IT Professional

Information Technology divisions main domain areas are Windows Linux & Unix ITIL & COBIT Virtualization and Cloud Computing Cyber Security Web / Software Development Software Quality Testing Database Administration SAP ERP System Mobile Applications Big DATA Office Tools Project Management Auto CAD Designing Tools ICT Tools Digital Marketing Corporate Communication Management &Leadership Network Infrastructure Management

3.2 Firm size

ESCI, situated in serene and tranquil surroundings with 70 acres sprawling campus, situated in the institutional area popularly known as Cyberabad or GachiBowli.

ESCI houses 14 classrooms which are well equipped with all modern audio-visual aids like LCD Projectors, Wireless mike and PA System, Software and hardware to support online browsing and to conduct concurrent programmes.

All the class rooms are air-conditioned and provided with stand by power supply to conduct the sessions/programmes without any interruptions.

Chanakya Seminar Hall

Chanakya Seminar Hall is a new complex built and inaugurated in March, 2010. It has two halls and two classrooms. One hall can accommodate over 150 delegates/participants and another hall can accommodate over 60 Participants.

The two classrooms are fully air-conditioned with Audio/Video facilities, internet etc., to conduct National and International Seminars, workshops etc. The entire complex is Wi-Fi enabled.

Material testing and Computer Lab facilities are available. For PGDM course, a new computer lab has been established which can accommodate 60 participants.

ESCI Hostel

ESCI houses 5 executive hostel blocks namely Block A, Block B, Block C, Block D and Silver Jubilee Block with twin or single sharing air-conditioned accommodation. All hostel blocks are equipped with solar heaters and are Wi-Fi enabled combined, they can accommodate over 150 participants

Dining Hall

There are two dining halls with modern catering facilities, which can accommodate 200 participants at a time. One air-conditioned dining hall is created for the participants and Guest Speakers. A separate dining hall is available for the faculty and staff of ESCI, situated at the Ground floor.

ESCI Information Centre

ESCI Information Centre has a valuable collection of over 8500 books and reports. It has subscription to over 100 periodicals including international journals. Information Centres operations are fully computerized.

Online EBSCO database service is available for reference in various disciplines.ESCI Information Centre is open from 8.30 AM to 8.30 PM on all working days.

These blocks are Wi-Fi enabled for use of Laptops by the participants. A new seminar complex built and inaugurated in March 2010 has 1 hall which can accommodate over 150 delegates/participants, one hall with over 60 Participants and 2 class rooms fully air-conditioned, with Audio and Video facilities, internet etc to conduct National and International Seminars, workshops etc.

Vertical Business Structures: Professional Training (Core) School of Post Graduation Studies Additive Forum Active Farm School Small Scale Retail OutletDepartments: Academic Quality Department Cell Centre of Climate Change Civil & Transport Engineering Consultancy Corporate Relations cell Design & Prototyping Centre Environment Management Information Technology Management & Technology Media Relations Power & Energy Project Development Cell Quality & Productivity School of PG Studies Skill Development Cell Water Resource Development

3.3 Key employees/ management:

ESCI Board of Management

ESCI Board of Management for the Session 2014-2015

Dr L V Muralikrishna ReddyPresident, IE(I) & Chairman BOM / ESCIKolkataDr. U. ChandrasekharSecretary & Director General, IE(I), Kolkata

Er Ashok Kumar BasaImmediate Past President, IE(I)Dr. U. ChandrasekharDirector, ESCI, Hyderabad

Lt Gen (Retd) Dr V J SundaramAdvisor (Micro and Nano Systems)NDRF, IE(I) & ChairmanESCI Governing Council, BangaloreEr. G.D.OjhaTeaching Faculty representive & HeadWater Resources Division, ESCI, Hyderbad

Prof (Dr) Raju B MankarVice ChancellorDr Babasaheb Ambedkar Technological University Raigad

Er. G.L. RaoPast President, IE(I) & AdvisorESCI, Hyderabad

Er N.B.VasoyaCouncil Member, IE(I), New DelhiEr. G. PrabhakarPast President, IE(I), Hyderabad

Mr Narendra SinghCouncil Member,IE(I)Er Chandra MohanCouncil Member, IE(I), Hyderabad

Dr.K.GopalaKrishnanCouncil Member, IE(I),Er I Satyanarayana RajuCouncil Member, IE(I), Hyderabad

Er G. SudhakarChairman, IE(I), AP State Centre, HyderabadBrig (Retd) M N VenugopalSecretary BOM & Chief A&PESCI, Hyderabad

ESCI Governing Council(2012-2015):

ChairmanLt Gen (Retd.) (Dr) V J Sundaram, Advisor (Micro and Nano Systems), NDRF, IE (I) BangaloreVice Chairman Prof (Dr) Raju B Mankar, FIE, Vice Chancellor, Dr Babasaheb, Ambedkar Technological University, Raigad.

3.4 Brand/ company image:ISO 9001:2008 Certified Institution

ESCI was certified ISO 9001:2000 on 20 September, 2002 by BVQI. Continual improvement for customer satisfaction is ensured in our Quality Policy formed in 2002.

To maintain and improve quality of training programmes, all systems and procedures have been systematized. Surveillance audits are also conducted at periodical intervals to monitor the implementation of Quality Management Systems. ISO 9001: 2000 was successfully upgraded to ISO 9001: 2008 standards on 17 August, 2010. Robustness of the system has been proved by smooth up gradation to ISO 9001:2008.

The visionaries amongst the engineers thought it necessary in the early twentieth century to establish in India a professional society encompassing all disciplines of engineers. The sapling planted in the 1920 has, by now, grown to a big tree and the track record of The Institution of Engineers ( India) has been a matter of pride for all engineers. Approx 95 Years of Relentless Journey towards Engineering Advancement for Nation-building. The Institute of Engineers, India has been awarded a honour of Royal Charter of Incorporation at the Court of Buckingham palace on 13th August 1935. The Institution of Engineers (India) is the first professional body to represent India in several International Bodies, such as the World Mining Congress (WMC), the World Federation of Engineering Organizations (WFEO), the Commonwealth Engineers Council (CEC), the Federation International du Beton (fib), and the Federation of Engineering Institutions of South and Central Asia (FEISCA). It also has bilateral agreements with a number of professional societies across the globe. ESCI bags golden peacock National Training Award for the 5th time in 2011. The Award was presented by Honble Dr. M Veerappa Moily, Union Minister of Corporate Affairs in a specially held function at Bangalore on 20th JAN 2012. Not for the first time, ESCI bagged the award for 5 times in its life time 2006, 2007, 2008, 2010 & 2012.

3.2 Industry Profile3.2.1 Competitors: Competitor means an organization or country engaged in commercial or economic competition with others. ESCI feel privilege to announce that, it has no competing competitors ahead. Even then the market of ESCI can be fluctuated due to small scale business which falls on same vertical business structure.Few of them are listed below: FZIIT (Firewall Zone Institute of Information Technology) Amrita Technologies Neoschip Technologies Krystal Soft Solutions Beryl Soft Enter Soft Labs Softsyne Technologies Kosmik Technologies Arrowsol Technologies Taiba Engineering consultants Swensys Technologies Jetking Infotrain Ltd. PACE Training 3.2.2Market Share: Information Technology division offers highly focused and advanced training modules in the diverse areas of Information Technology (IT). It also amalgamates with the new concept of Enterprise Systems Management (ESM). The training programmes are growing needs of IT professionals proficient in the Administration of Enterprise Systems, Database, Networks, Security, Storage Area Networking, Web Designing Software and ERP.

A large number of software and hardware engineers and non-engineers of various Public Sector Organizations like Power Grid Corporation and Defence participate in the programmes. For Programmes under Re-structured Accelerated Power Development and Reform Programme (R-APDRP) Ministry of Power, GOI, the Division has contributed for theme on IT General performing the role as Resource Institute (RI) and also as a Partner Training Institute (PTI)International Collaborations: British Council Kansas State University Marsden International University of Illinois at Chicago (UIC) European Institute for Energy Research (EIFER) Massachusetts Institute of Technology Nigel Bauer & Associates PTV Group Deutsche Gesellschaft fr Internationale Zusammenarbeit (giz)National Collaborations: Central Power Research Institute (CPRI) Federation of Indian Chambers of Commerce and Industry (FICCI) Defence R&D Organization (DRDO) Jawaharlal Nehru Technological University, Hyderabad (JNTUH) Bharat Heavy Electricals Limited (BHEL) CMC Limited (TATA Enterprise) National Thermal Power Corporation Limited (NTPC) Oil and Natural Gas Corporation (ONGC) Steel Authority of India (SAIL) Coal India United Telecoms Limited (UTL) Indian Ordnance Factories (ODF)3.2.3 Departments: Academic Quality Department Cell Centre of Climate Change Civil & Transport Engineering Consultancy Corporate Relations cell Design & Prototyping Centre Environment Management Information Technology Management & Technology Media Relations Power & Energy Project Development Cell Quality & Productivity School of PG Studies Skill Development Cell Water Resource Development3.2.3 Vertical Business Structures: Professional Training (Core) School of Post Graduation Studies Additive Forum Active Farm School Small Scale Retail Outlet

ESCI School of PG StudiesPost Graduate Diploma in Infrastructure Management: (PGDM-IM)ESCI SPGS conducts AICTE approved two year full time Post Graduate Diploma programme in Infrastructure Management, covering the areas of Power & Energy, Transport, Telecommunications, Civil Constructions, Water Resources and Urban Development. Objectives of this programme is to develop a cadre of Techno Managers by enhancing the managerial skills among engineers to meet the requirements of fast growing infrastructure sector in the country.Post Graduate Diploma in Management (PGDM):Based upon its track record, AICTE has approved commencement of another management programme. Two years full time PGDM with specialization in Finance, HRM, Marketing or Operation is open to graduates all streams provided they meet minimum admission criteria. This course aims at students acquiring appropriate skills in latest concepts of management, industry requirement and international standards to enter the global market to meet the 21st century challenges.Active Farm School:Active Farm School is Indias First Farm School for Non-Farmers educating in hands-on method to School Children, Farming Enthusiastic, Kitchen Garden & Incubation support to new entrepreneurs in Agriculture, Farm Technology, Food Processing & Rural Exhibits.It is engaging in in-depth investigations with objects, materials, phenomena, and ideas and drawing meaning and understanding from those experiences like practicals, projects & Industry Internships."Hands-on activities mean students have objects (both living and inanimate) directly available for investigation"A hands-on approach requires students to become active participants instead of passive learners who listen to lectures or watch films.

4.Data collection and analysisThe word data means any raw information, which is either quantitative or qualitative innature, which is of practical or theoretical use. The task of data collection begins after aresearch problem has been defined and research design chalked out. While decidingabout the method of data collection, the researcher should keep in mind that there are twotypes of data primary and secondary.

iii. Primary Data: - -This is those, which are collected afresh and for the first Time,and thus happen to be original in character. There are many ways of data collection of primary data like observation method, interview method, through schedules, pantry Reports, distributors audit, consumer panel etc. The Team Managers and employees of both the Department were consulted to get information about procedure of bot the online and off line share trading. But the method used by us or the primary data collection was through questionnaires..

ii.Secondary Data: - Secondary data means data that are already available i.e.: they refer to the data which have already been collected and analyzed by someone else. Usually published data are available in: Various publications of the central, state/local governments or foreign governments, technical and trade journals etc. The secondary data involved in this project has been gathered from the medical journals, literatures and internet. Here I followed secondary data method to collect the data. Which means I search for so many websites for organization details and by using so many printed materials and various reports and previous database which already collect by the esci I created a new data which help full for me to create a new leads to organization

Steps we taken to collect the data: Main target for us to promote the campaigns of esci in all colleges,universities ,iims ,iits, teqip colleges ,engineering colleges and also some companies like coal mine ,power, mnc ,government orginizations like ntpc etc public and private companies . So we divide the data in to some divisions likea. Bank and finance compinesb. Defence (DRDO,ISRO,POLICE DEPARTMENTS)c. Education fieldsd. Infrastructuree. Public and private companies

We already have the previous database of this divisions we send a mails to all this divisions through chimp mail and gmail We find out that most of them are bounce back mails so now we have to collect a new data base For that purpose we team of 5 members taken each division to collect the data I took education division to collect new database Here I used cluster sampling method which means first I divided the given in to states wise then states to districts then villages and their I find out famous educational institutes like that I prepared a list of data base. We also prefer secondary and primary method of data collection. With the help of some websites and previous it became easy for me to collect the data After dividing the city into zones, the target famous educational institutes in each zone can east to find through website portals.The other part of data collection is to, identify the professionals and to join them in expert domain panel of ESCI. We have to analyze the profiles of professionals and to send invitation to join in ESCI domain expert panel; therefore we have the collection of their data according to their interest domain. The sample of faculty data base is shown in below figure 4.2.

Fig 4.1 Sample Format of how the data is collected

Fig 4.2 Sample Format of Domain Experts data base We have to report daily to our Head, which includes what the work had done so far in a day. This helps in achieving our long term goals as the daily work is considered as short term goals. We have a specific format of making report, which is shown in figure 4.3.

Fig 4.3 Format of making Daily report

Fig 4.4 Sample preparation of Brochure Preparation of brochures/pamphlets for posting in social media sites is also a post of digital marketing. A sample post is shown in above figure 4.4. This type of pamphlets should be JPEG format such that it can easily reach to a large set of people, rather than having a huge set of booklet needs time consuming and no one had a time to read journals.

Design of Calendar, which includes scheduling the programs of IT Division, ESCI. The format of Calendar is shown in figure 4.5.

Fig 4.5 Calendar report for Schedule of IT Division

The page, I created for marketing of the requirement we have at ESCI is Expert Panel of ESCI. The insights of the page are tracked periodically and work according to that. The below Figure clearly shows the raise of insights, this insights was taken at the last days of my internship. This is a comparison between two weeks. Comparatively from the last week Likes for our page has increased to 111.8%. The below figure 4.6 shows the Insights of the facebook page.

Fig 4.6 Insights of Expert Panel of ESCI facebook page

Fig 4.7 Expert Panel of ESCI facebook page We have another page to build the brand image of ESCI. The insights of this page are listed below. This page basically focuses on the brand image of ESCI and to connect people socially. We use paid marketing tool for increasing the reach of post and our page. Such that it reaches to a maximum extend that can also be determined while starting a paid marketing campaign.

Fig 4.8 Insights of Engineering Staff College of India facebook page Observe the difference in organic marketing and paid marketing in our facebook business page. Paid marketing gives a same response as if an organic marketing produces. Depends on the amount we assign thee reach gets increased.

Fig 4.9 Insights of Paid Marketing Developing the Professional LinkedIn Account of ESCI - IT Division. As discussed earlier we are into the development of our professional image through LinkedIn accounts where we get connect with HR team of Companies / organizations. Observe the Profile strength of our LinkedIn Account.

Fig 4.10 Beginning level of LinkedIn Account

Fig 4.11 Expert level of LinkedIn Account

Findings & Conclusions

Social Media Marketing has been thriving throughout the world. Innovating to gain leads through social media marketing has become a latest trend in society. Digital marketing differs from traditional marketing in that it involves the use of channels and methods that enable an organization to analyze marketing campaigns and understand what is working and what isnt. How a LinkedIn accounts helps in targeting customers. Usage of bloggers to get an effective page rank to our Site. Effectiveness of Paid Marketing. Now I was able to figure out the marketing strategy depending on the marketing conditions a company faces. Building of customer data base, There are several tools on online which helps us to develop database of the customers. I am successful in learning the process of collecting the database. Communication plays an important role in marketing. Either it may be an Email Conversation or else a face - face conversation or else it may be Telephonic conversation that should be in proper flow. Violation of communication could create a customer loss for the company. Although my study was not in a broad perspective, it created awareness among several business practices in day in - day out of an organization. This study created an enthusiasm to work among the challenges of an organization and to move further in my career. These experiences taught me how to handle the complex situations of an organization.

Bibliography & References

LinkedIn ESCI - Official Website IEI - Official Website Facebook About Commercial ESCI Journals Additive forum Webopedia.com Wikipedia.com Experian Data Qualitynetworks. Social Media Marketing is a component of digital marketing.References websites: www.escihyd.org http://www.escihyd.org/trainings/information-technology/

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