Digital Marketing Workshop

The college held a 4 day workshop on Digital Marketing (from 22nd Sept to 25th Sept 2015) for students of all departments. Mr. Pramod Maloo, a distinguished name in the world of Digital Marketing was invited as the faculty.



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Day 1
Mr. Maloo explained the term Digital Marketing and how is it different from traditional marketing. He gave an overview of different aspects of Digital Marketing, which included e-commerce , search engine optimization, marketplace. social media marketing etc.

About 130 students including 90 students from commerce plus diploma program attended the workshop on day 1.

Day 2
Mr. Maloo gave an overview of ‘Search Engine Optimization’ and explained the meaning and importance of  ‘Links’ and ‘Back Links’.

He then explained ‘Ad Words’ and its three part viz. ‘Ad Copy’ , ‘Key Word’ and ‘ Bid Management’. He explained in detail the relevance of these in the context of an Ad Campaign. We also learnt about ‘Pay per click’, Paid Ads and Organic Sites.

All these important terms and features were explained with examples and were made easy to understand.



DAY 3
The topic for third day for the workshop was ‘Importance of search engine marketing’. Mr. Maloo explained how we can advertise our website on Google through Adwords and only pay when potential customers click to visit our website i.e., pay per click.

He explained the objectives of using Adwords.


1. Gathering more traffic on the website
2. Promotion and branding of the business
3. Informing people about availability of the products or services they are looking for
4. Reach to people at right place, at right time, and
5. Secure top potion of the Google search.

The students learnt about the terms impression, conversion, average conversion rate, per conversion cost and return on investment. He informed that with the tracking tools, we can see the actual sales our website is generating as a direct result of our ads i.e., conversion rate. He even pointed out that impression rate should be high and per conversion cost should be low. He also created an advertisement live for The BESC Dhamal, the Dandiya Mohotsav. The students took part and provided catchy ad title, creative descriptions within the character limit and error less display and destination URL for the advertisement.

He also took questions from students and cleared their doubts.

DAY 4
The topic for fourth day of the workshop was ‘Platforms and benefits of social media marketing’. Mr. Maloo explained in simple terms the impact of political and economic changes on businesses and marketing strategies.

The importance of social media marketing was discussed, viz.

1. Popular with mass
2. Higher rate of interaction
3. Two way communication
4. Easy management, and
5. Cost effective.

Mr. Maloo taught how to create a Facebook page by creating one live for a 3rd year student. He showed how a website domain is registered. The newly created page started its advertising campaign, after discussing its main objective i.e, to increase page likes. Filtering was done so that the ad reaches to the right people.

The workshop was concluded after interesting Q&A session and presentation of college momento to Mr. Maloo by Dean of the college, Mr. Dilip Shah and the professor coordinator Prof. Vijay Kothari.