CHAPTER 1

INDUSTRY PROFILE

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1. Introduction to Education Consulting Industry:
1.1 History
Educational Consultants India Limited was incorporated as a public-sector enterprise by the Government
of India in 1981. From 2009, the company has adopted new logo and is known as Ed. CIL (India) Limited.
The Government of India has designated Education Consultants of India (Ed. CIL) as the Single Window
agency to facilitate the admission of children of Indian Diaspora and foreign students.

1.2 Introduction
India holds an important place in the global education industry. The country has more than 1.5 million
schools with over 260 million students enrolled and about 751 universities and 35,539 colleges. India has
one of the largest higher education systems in the world. Around 35.7 million students were enrolled in
higher education in India during 2016-17. However, there is still a lot of potential for further development
in the education system.
India has become the second largest market for e-learning after the US. The sector is currently pegged at
US$ 2 billion and is expected to reach US$ 5.7 billion by 2020. The distance education market in India is
expected to grow at a Compound Annual Growth Rate (CAGR) of around 11 per cent during 2016-2020.
Moreover, the aim of the government to raise its current gross enrolment ratio to 30 per cent by 2020 will
also boost the growth of the distance education in India.

1.3 Market Size

The education sector in India is poised to witness major growth in the years to come as India will have
world’s largest tertiary-age population and second largest graduate talent pipeline globally by the end of
2020. The education market in India is currently valued at US$ 100 billion and is expected to nearly double
to US$ 180 billion by 2020. Currently, the school segment is valued at

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US$ 52 billion and contributes 52 per cent to the education market in India, higher education contributes
15 per cent of the market size, text-book, e-learning and allied services contribute 28 per cent and vocational
education in manufacturing and services contributes 5 per cent. Higher education system in India has
undergone rapid expansion. Currently, India’s higher education system is the largest in the world enrolling
over 70 million students while in less than two decades, India has managed to create additional capacity for
over 40 million students. It witnesses spending of over Rs 46,200 crore (US$ 6.93 billion).

1.4 Investment/Recent Developments

The total amount of Foreign Direct Investments (FDI) inflow into the education sector in India stood at
US$ 1.67 billion from April 2000 to December 2017, according to data released by Department of Industrial
Policy and Promotion (DIPP). The education and training sector in India has witnessed some major
investments and developments in the recent past.

Some of them are:

 The Indian Institute of Technology, Delhi has been ranked 145 in the Global University
Employability Ranking 2017, based on hiring by top companies.
 India has signed a loan agreement with World Bank under 'Skills Acquisition and Knowledge
Awareness for Livelihood Promotion' (SANKALP) Project to enhance institutional mechanisms
for skills development.
 Singapore is going to open its first skill development centre in Assam, which will provide
vocational training to youth in the region.
 Dabur India Ltd has opened a skill development centre for women in Dhekidol village in the state
of Assam that will provide rural women with improved employment and self-employment
opportunities

1.5 Government Initiatives

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

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 The allocation for school education under the Union Budget 2018-19 is expected to increase by 14
per cent, to focus on accelerating existing schemes and quality improvement.
 The state of Uttar Pradesh is set to have about 5,000 state government-run English medium primary
schools which are expected to start functioning from the next academic year, stated Ms Anupama
Jaiswal, Minister of State for Basic Education, Government of Uttar Pradesh.
 In order to boost the Skill India Mission, two new schemes, Skills Acquisition and Knowledge
Awareness for Livelihood Promotion (SANKALP) and Skill Strengthening for Industrial Value
Enhancement (STRIVE), have been approved by the Cabinet Committee on Economic Affairs
(CCEA), Government of India, with an outlay of Rs 6,655 crore (US$ 1.02 billion) and will be
supported by the World Bank.
 India's first Pradhan Mantri Kaushal Kendra (PMKK) for Skilling in Smart Cities has been
inaugurated by the Ministry of Skill Development and Entrepreneurship, Government of India in
partnership with New Delhi Municipal Council (NDMC) with the purpose of increasing the pace
of skilling through collaboration.
 The Government of India is working towards improving the doctor population ratio and has added
over 5,800 PG seats in government medical colleges this year, according to Mr Ashwini Kumar
Choubey, Minister of State (Health and Family Welfare), Government of India.
 The Government of India has signed a Financing Agreement with the World Bank for IDA credit
of US$ 125 million for the “Skills Strengthening for Industrial Value Enhancement Operation
(STRIVE) Project”.

 NITI Aayog is launching the Mentor India Campaign which will bring leaders and students together
at more than 900 Atal Tinkering Labs in India, as part of the Atal Innovation Mission. Moreover,
it has selected 1,500 additional schools across India for establishing Atal Tinkering Labs (ATLs)
under the Government of India's flagship programme, Atal Innovation Mission (AIM).
 The Government of India will spend around Rs 20,000 crore (US$ 3.10 billion) to build six new
Indian Institutes of Technology (IITs) by March 2024, of which Rs 7,000 crore (US$ 1.08 billion)
will be spent by March 2020.

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 The Government of India has approved an all-time record of over 4,000 post-graduation (PG)
medical seats to be added in various medical colleges and hospitals for the academic session 2017-
18, said Mr J P Nadda, Union Minister of Health and Family Welfare.
 The Union Cabinet chaired by the Prime Minister Shri Narendra Modi has approved 'Pradhan
Mantri Gramin Digital Saksharta Abhiyan' (PMGDISHA) to make 60 million rural households
digitally literate. The outlay for this project is Rs 2,351.38 crore (US$ 353.70 million) to usher in
digital literacy in rural India by March, 2019.
 The Ek Bharat Shreshtha Bharat (EBSB) campaign is undertaken by Ministry of Human Resource
Development to increase engagement between states, union territories, central ministries,
educational institutions and general public.
 Prime Minister Mr Narendra Modi launched the Skill India initiative – ‘Kaushal Bharat, Kushal
Bharat’. Under this initiative, the government has set itself a target of training 400 million citizens
by 2022 that would enable them to find jobs. The initiatives launched include various programmes
like: Pradhan Mantri Kaushal Vikas Yojana (PMKVY), National Policy for Skill Development and
Entrepreneurship 2015, Skill Loan scheme, and the National Skill Development Mission.

o PMKVY is the flagship program under the Skill India Initiative. The Union Government
plans to set up skill development centres across India with an investment of Rs 12,000
crore (US$ 1.8 billion) to create job opportunities for 10 million individuals by 2020 under
PMKVY, as per Mr Bandaru Dattatreya, Minister of Labour and Employment.
o National Policy for Skill Development and Entrepreneurship 2015 is India’s first integrated
program to develop skill and promote entrepreneurship simultaneously. The Union
Government plans to provide Rs 7,000 crore (US$ 1.05 billion) to states to spend on skill
development, and thereby accelerate the ambitious task of skilling 500 million Indians by
2022 and encourage creation of an ecosystem of entrepreneurs.

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 o The National Skill Development Mission has created an elaborate skilling eco-system and
imparted training to 7.6 million youth since its launch in 2015 and the government now
plans to set up 1,500 Multi Skill Training Institutes across the country.

1.6 Road Ahead

In 2030, it is estimated that India’s higher education will:

 Adopt transformative and innovative approaches in Higher education.

 Have an augmented Gross Enrolment Ratio (GER) of 50 per cent
 Reduce state-wise, gender based and social disparity in GER to 5 per cent.
 Emerge as a single largest provider of global talent, with one in four graduates in the world being
a product of the Indian higher education system.

 Be among the top 5 countries in the world in terms of research output with an annual R&D spent
of US$ 140 billion.
 Have more than 20 universities among the global top 200.

Various government initiatives are being adopted to boost the growth of distance education market, besides
focusing on new education techniques, such as E-learning and M-learning. Education sector has seen a host
of reforms and improved financial outlays in recent years that could possibly transform the country into a
knowledge haven. With human resource increasingly gaining significance in the overall development of
the country, development of education infrastructure is expected to remain the key focus in the current
decade. In this scenario, infrastructure investment in the education sector is likely to see a considerable
increase in the current decade.
Moreover, availability of English speaking tech-educated talent, democratic governance and a strong legal
and intellectual property protection framework are enablers for world class product development, as per Mr
Amit Phadnis, President-Engineering and Site Leader for Cisco (India).

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The Government of India has taken several steps including opening of IIT’s and IIM’s in new locations as
well as allocating educational grants for research scholars in most government institutions. Furthermore,
with online modes of education being used by several educational organizations, the higher education sector
in India is set for some major changes and developments in the years to come.
Exchange Rate Used: INR 1 = US$ 0.015 as of January 4, 2018.

1.7 PORTER’S FIVE FORCES OF MODEL ON EDUCATION INDUSTRY:

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Although probably one of the most widely taught frameworks for industry analysis, Porter’s Five Forces
still rarely leaves the business school domain and thus the need for the rather lengthy discussion. Each of
the five forces will be applied to the specifics of the higher education industry.

1.8 The Threat of the Entry of New Competitors:

Public universities and colleges are usually very large organizations with extensive administrative
operations, pervasive facilities and grounds, invaluable brands and a alumni base that can have a legacy
well over a hundred years old. These characteristics, the capital and endowments required to support these
long-term assets, including land grant entitlements, almost per se define large

economies of scale, which certainly represent formidable barriers to entry. Federal and state governments
also regulate the establishment of publicly supported schools based on policy needs and budget constraint.
While public sources of student loans continue to decline, one unintended consequence is mounting barriers
to entry as related to the for-profit sector. Approximately 93 percent of for profit institutions’ cash flow
consists of tuition and fees. The crucial point is 64 percent of the tuition and fees consist of federally backed
student loans. Please review Exhibit 1 in the appendix for details. As the federal backed student loan
industry continues to spiral towards crisis, for-profit higher education firms have noticed weaker earnings,
sporadic enrolment drops, and falling stock prices, all of which signal extreme caution to any potential new
entrant (Value Line, 2008). An additional barrier to entry, although tangential, is the existence of intellectual
property and technology transfer offices within most university systems. These offices protect and monetize
university research, which represents addition cash flow, and benefit from existing economies of scale and
departmental synergies. Probably one of the most controversial barriers to entry into specific areas of higher
education is the requirements and restrictions imposed by accrediting associations. These organizations,
while promoting curriculum standards, affinity group branding and visible education outcome metrics, also
cleverly protect the incumbent members with an “accredited by” license. The success and reputations of
business schools, medical colleges and law schools are critically interwoven with certification and

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accreditation (see www.aacsb.edu for example). Surprisingly, incumbent universities control most
accreditation boards. An example of the control that an industry managed accreditation board has is where
the Association to Advance Collegiate Schools of Business, the most influential business school
accreditation board, will not accredit the business school of the University of Phoenix.

1.9 The Intensity of Competitive Rivalry

The Indian higher education industry includes approximately 4000 degree granting colleges and
universities. The adjacent pie chart illustrates the industry breakdown by sector. Although, higher education
may appear fragmented with over 4000 competing entities, the industry is actually quite concentrated due
to over 50 percent of the approximately 17.7 million students being enrolled in only 400 of these colleges
or universities. The resulting consequence of this enrolment pattern is that 10 percent of the industry has
over 50 percent of the market share (Hoovers, 2008). In 2007, the industry’s combined revenue was
approximately $200 billion (Hoovers, 2008). Although the for-profit sector only earned $13 billion, this
sector represents the fastest growing segment of higher education and revenues for the top 10 for-profit
universities are predicted to double over the next five years (Gallagher, 2004). This growth trend appears
to be long term and predictable, with 17.7 million students currently enrolled in U.S. universities, and
projected to grow to 19.5 million by 2014 (Gilde, 2007). As demand for Indian higher education escalates,
state supported universities and community colleges will most likely cap enrollments with the for profit
sector quickly responding to the increased demand with a corresponding increase in supply. The for-profit
segment is much more flexible, agile to market conditions, and eager to accept change than the traditional
state supported universities, essentially due to its governance structure (Ruch, 2001). Generally,
organizations within the higher education industry have an exceedingly high fixed cost to total cost ratio.
This financial structure requires these organizations to operate at full or near capacity, as measured by
enrolment, to have a chance of realizing competitive economies of scale. The for-profit segment is an
exception here. Most of these organizations lease classroom space, do not provide residential

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accommodations, have limited resources, and do not provide tenure tracks for faculty employees, so
consequently, have substantially lower fixed costs.

1.10 The Bargaining Power of Customers (Buyers)

With roughly 17.5 million currently enrolled students in higher education institutions in the India, without
any specific target groups representing a majority market share, buyers are fragmented and diffused across
the market. This buyer characteristic limits the effective power any one specific student may have in terms
of negotiating tuition rates, admission requirements and other amenities. There is one acceptation to this
observation. Public and private universities are targeting and aggressively recruiting the standout 15-25
percent of high school classes with the predictable, but unintended consequence of giving this market
segment generous power to choose their options and to negotiate. In today’s information age, the contents
of an undergraduate record of course descriptions is only a mouse click away. School search and evaluation
data is a frictionless, symmetrical and essentially free process. Of course, this not was always the case.
Twenty years ago, a high school student had to patiently wait weeks to receive a university record by mail
to assist with college evaluations. It is axiomatic that the more information a buyer has, the more balanced
the transaction or exchange will be. Two additional components that influence the degree of buyer power
are the rate of growth for the specific industry and the strategic value of the buyer to the industry as a whole.
A growing market diminishes buyer power relative to a market with an average growth rate and along that
same argument, the more distributed buyers are over a given geographic location, the less power they accrue
(Walker, 2004).

1.11 The Bargaining Power of Suppliers

The degrees of supplier concentration and supplier importance, in respect to the higher education industry
are essentially the same side of the economic coin. If there are few suppliers to an industry and these
suppliers sell an essential component or service to the industry, then supplier power will be high relative to
other industries. A classic example of this principle is the Industry
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Rivalry Barriers to Entry Suppliers Buyers Substitutes clout and influence Intel has over the personal
computer manufacturing industry. There are effectively only two CPU manufacturers supplying the most
important component to the industry. Within the higher education industry, there are numerous suppliers
of a variety of products and services, fragmented across the industry. Even highly regarded textbook
publishers, clamor for faculty time and compete for each text approval and unit sold. Universities and
colleges frequently represent large stable contracts to vendors, so the ensuing competition for bids among
these vendors is typically frenzied. Based on the observation of numerous vendors selling essentially
generic products and services, and low motivation by these suppliers to vertically integrate into higher
education “delivery,” suppliers’ ability to influence the industry is low.

1.12 Threat of Product or Service Substitution

At first, one may think that the options or alternatives related to earning a college degree or obtaining
additional higher education would be constrained by location, level of income or possibly cultural
influences. Although possibly true 20 years ago, these limitations to higher education are significantly less
relevant today. At present, the variety of educational “products” is extensive and continues to increase as
influenced by the exponential advances in information technology. Classic economic theory classifies
information technology as product compliment, because the existence of the product or service augments
the features and benefits of an incumbent’s product offering. An additional economic process that measures
the threat of substitution is the availability of price-performing product alternatives. As an example, most
state supported universities within a specific state have similar tuition rates and largely, the state tuition
structure is equivalent for potential students. Thus, it essentially costs the same to attend Management
Institute and State University as to attend the University of Delhi. Potential students or even transfer
students could

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view these two universities as proxies (Heaven forbid!). Switching costs between products and services are
a concrete aspect of the abstract concept of product substitution. As an example, the process of transferring
between universities or colleges is relatively fluid within the India. More specifically, moving between one
business school and another is an example where the tangible and intangible switching costs are low because
of the availability of compatible curriculums. Obviously, one could get caught in the details of transfer
credits, course descriptions, and degree requirements, but as compared to the cumbersome tasks of
transferring to a new school in the India (the positive benefits of the Bologna Process aside), India students
probably only have a slight emotional cost involved. Not to over generalizing but, younger adults are more
disposed to change than older adults. Youth brings out the attitude of “what do I have to lose” as contrasted
to the “anchors of age” associated with older adults. It is not a stretch to conclude that younger adults have
a higher propensity to substitute than older adults do, within the same population of higher education
students. Of course, these examples are hypothetical and best measured by transfer rates and graduation
rates. Price points widely differ between the public, private and for-profit higher education segments. For-
profit universities deliberately price their degree programs between the public and private tuition schedules.
In economic terms, the for-profit sector overall, prices at the price elastic point of the higher education
demand curve. However, this strategy does have some weaknesses, including the unintended consequence
of effectively minimizing switching cost between a public university and a for-profit institution. In addition,
since for-profit tuitions are high relative to public universities, the student is already price conditioned
which makes transferring to a more expensive private school a realistic option. The overall assessment of
the threat to substitute is high and not beneficial to the industry incumbent.

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CHAPTER II
COMPANY
PROFILE

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2.1 HISTORY:
When you look back 5 years ago, there wasn’t any portal for the youngsters to find their dream colleges.
All they relied on was the word of mouth. Today, with establishments such as GetMyUni.com, the
students have the ease of comparing and deciding which college is best suitable for them. GetMyUni is an
ed-tech startup giving a platform for students searching for college information, ratings by students,
review, forums and data points. They also provide a student connect platforms. With a high-end study and
research by a personal connection with peers and fellow mates about the pros and cons of various
colleges, the founders of GetMyUni, Hardik Thakkar and Upneet Grover decided to start this new venture
in June 2014. Their primary agenda was to provide a social connection and one stop solutions for all
aspirants looking for higher education in India, in their respective domains. Their foremost challenges
included sourcing user-generated content and getting a maximum review from the students without
spending much money on them. Eventually, things worked out well and the company sources many leads
from colleges by providing them with high-quality student leads and cost-optimal marketing and
communication solutions.

With the funding by Times Group of $50,000 in 2015, the company picked up its pace. The traffic on the
website has gradually increased over the time from 20k in March 2016 to 100k in April 2016 to 600k in
May 2016.

The company has strived in the business for more than three years now, and currently, they have more
than 11,000 colleges listed in their microsites. They have built a student body connection with

over 40,000 student-written reviews. The company has a month-on-month growth rate of 60% with a 4
million traffic generated.

2.2 VISION:
GetMyUni aims to bridge the gap between Universities and students.
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2.3 MISSION:
GetMyUni ambitiously aims to remove hurdles and aspires to be a catalyst in providing an online boutique
for students who just don’t want to settle for a mediocre career by helping them find the right course and
the University.

For Universities and Colleges: Work hand in hand with the best players in the Education Industry to offer
them highly screened student leads by mapping the generated leads with universities through data
dissociation by skilled team of data scientists.

For Parents: The necessary tools to choose a university has been specifically tailored to the site to cater to
students enabling them to get on to the track of getting into their dream University.

For Students: GetMyUni acts as a highly interactive platform giving students the best assortment of
colleges and universities with multiple reviews and comparing options.

2.4 SERVICES OFFERED:

GetMyUni is an education hub which helps aspirants make the right education choice via student reviews
and data insights. The startup enables them to get valuable industry experience via student challenges on a
skill-based hiring platform. It helps students during their complete

lifecycle i.e. from finding a college till graduation and beyond. The company also helps colleges to recruit
the right students via its analytics driven recruitment and marketing solutions.

2.5 ENVIRONMENT:
PESTEL Analysis of Education Industry
PESTLE analysis is an important tool in the educational sector has it makes it possible to improve the
process of decision making. This is especially true if you take into consideration world demands are

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changing and there is a need to ensure education matches up to these changing needs. It also helps focus on
the bigger picture of future education.

In the education sector, this analysis also makes it possible to determine environment changes that might
impact the planning, management and future financing of the industry. The following is an outline of the
political, economic, social, technology and environment factors that affect and influence the education
industry.

Political factors

 Privatization of schools
 Changes in skills needed for one to become a tutor or teacher
 The expectations to become self financing
 Government initiatives that create risk of the industry failing
 Curriculum changes that come with shorter lead times

Economic factors
 Cost of resources such as books or papers, teaching and support staff and technology solutions
such as laptops etc.
 Material shortage on international and national markets

 Risk of high valued staff members moving from the low performing schools/institutions to high
performing ones
 Parents ability to raise funds needed for optional activities
 Local industry closure can affect the industry’s fund raising plans
 Local or central government funding decisions can affect the genera performance of the industry

Social factors

 Birth rate decline which reflects national trends

 Changes in the local population. This can either be an increase or decrease in the numbers.
 Inability for the industry to attract qualified staff

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  Parental preference has increased the tendency of parents to choose which schools their children
are going to attend.
 Demographic changes can affect pupil rolls or nature of the needs of students

Technological factors

 Shift from paper based to e-book readers.

 Out of date computer hardware
 New computer viruses that affect the operations of the industry
 Risk of choosing the inappropriate technology
 Change to equipment or standards required
 Disturbing/illegal images on the internet that affect security measures

Legislative factors

 New legislation that creates non-compliance with law and also creates administrative burdens
 Child protection changes
 Raise in the age of those leaving school

 Lowering or raise of age starting age

 Change in the opening hours of schools
 Safety and health legislation

Environmental factors

 Reduction in green space that is availed for activities

 Use of huge amounts of photocopier toner and paper to deliver printed information
 New developments that pose a threat to students in the industry
 Disposal of waste
 Changes in the local bus routes.

2.6 SALES FORCE:

The company has now reached its heights with 1.6M views per month and a revenue generation of 4 crores
per year from that of 2.5 crores last year. Many colleges like Sharda University, LPU, Jain University and

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various other prestigious college have joined hands with GetmyUni and are now listed under the client
college.

There has definitely been a change in the attitude of the students as looking for colleges no more feel like
finding a needle in the haystack. With GetmyUni providing a peer to peer informative platform with
legitimate and reliable reviews, the process has only become easier. There is definitely a rising competition
in the market, but GetmyUni has proved triumph in the combat with its hardworking team thriving to raise
the company where it is today and the future lies totally on Google because who knows how SEO works.

2.7 MARKET SHARE:

Getmyuni claims to have over 11,000 colleges listed and over 40,000 student-written reviews on its
platform. Since its inception the team claims to have over one million sessions, growing at 60

percent month-on-month. Their revenue run rate is at Rs 10 lakh. The revenue model of the platform
includes generating and selling high quality, verified student leads to colleges that are the right fit, and also
ads and student enrollment. The team is looking for its next round of funding. The aim is to fortify its
position as the best college search destination and kickstart sales for domestic colleges.

Getmyuni is also looking to tap into the market for students wishing to study abroad. “We aim to build the
strongest college recommendation tool. We believe that currently a lot of students are being misguided by
offline consultants to suit themselves, and if there is a fair portal, which bases a student's background, marks
and abilities, using advanced algorithms, to present them with the right set of college recommendations,
that product will be a super success,” says Upneet Grover, the founder.

2.8 COMPETITORS:
1.JAGRANJOSH.COM

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JagranJosh is the leading educational website in India, which is owned by Jagran Prakashan Limited.
JagranJosh is a multidimensional website that offers information related to different sectors like Banking,
Civil Services, MBA Entrance, SSC, etc. The website also provides study material to prepare for exams
like CBSE, JEE, IAS/PCS, SSC etc. Students can access JagranJosh.com even on the move through its
FREE Android mobile apps & can also get real time alerts on various topics through FREE SMS service.
Josh Apps are best rated (4.38 out of 5) by the app users & are among Top-10 apps on Google Play Store

2. INDIABIX.COM

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IndiaBix is another popular educational site that provides a complete preparation solution for Quantitative
Aptitude, Verbal Ability, Reasoning and General Knowledge. This site offers a large number of questions
for practice on any subject, which helps you in gaining the command over that section.

3. SHIKSHA.COM

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Shiksha.com is ranked 3rd in the list of top 10 best educational websites in India 2016. Started in the year
2008, Shiksha.com is a popular educational website that provides complete guidance regarding different
courses and streams available in various colleges of India. It is a repository of reliable and authentic
information for over 14,000 institutions, 40,000 plus courses and has a registered data base of more than
3.5 million students. They offer specific information for students interested in UG/PG courses in India
(shiksha.com) and Abroad (studyabroad.shiksha.com) across the most popular educational streams –
Management; Science & Engineering; Banking & Finance; Information Technology; Animation, VFX,
Gaming & Comics; Hospitality, Aviation & Tourism; Media, Films & Mass Communication; Design;
Medicine, Beauty & Health Care; Retail; Arts, Law, Languages & Teaching; and Test Preparation.

Education seekers get a personalized experience on our site, based on educational background and career
interest, enabling them to make well informed course and college decisions. The decision making is
empowered with easy access to detailed information on career choices, courses, exams, colleges,
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admission criteria, eligibility, fees, placement statistics, rankings, reviews, scholarships, latest updates etc
as well as by interacting with other Shiksha.com users, experts, current students in colleges and alumni
groups. We have introduced several student-oriented products and tools like Career Central, Common
Application Form, Top Colleges, College Compare, Alumni Employment Stats, Campus Connect,
College Reviews, College Predictors, MyShortlist and Shiksha Café.

4. AGLASEM.COM

Next on this list is aglasem.com, an educational website that offers guidance and study material for students
of CBSE and ICSE board. The website also offers guidance for the entrance exams of various fields like
Engineering, Management, Medical, etc.

5. PAGALGUY.COM

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pagalguy.com provides guidance on Competitive Exams, Courses and Entrance Exams with major focus
in the field of MBA. Banking, UPSC, Engineering and SSC are some of the exams, whose information
gets frequently updated on the website. The website was founded in 2002 by an Indian MBA student
Allwin Agnel. Initially, the website was an easy to use education discussion forum.

In 2009, PaGaLGuY launched India's largest B-school rankings initiative. The project was a response to a
growing need of both MBA aspirants and recruiters for a credible rating of B-schools.

On December 12, 2009, community members announced a protest against the government for a scam
involving medical exams held in India. The students called the test unfair, inconsistent and chaotic, and
alleged that the questions were leaked even as the examination was underway.

In 2010, PaGaLGuY created and launched an MBA affiliate program, allowing students to register on the
website and apply to multiple colleges thorough a single platform. An applicant's status can be tracked,
and he or she can correspond with institutes and pay application fees via the portal.

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In July 2012, the website was relaunched incorporating social networking features to its platform,
changing from a forum website to a social network.

In January 2016, the company launched a interactive test preparation learning application called
Prepathon. The application raised undisclosed Series A funding in May, and in July received media
coverage for its use of automated bots.

6. HTCAMPUS.COM

htcampus.com is ranked number eighth in the list of top 10 best educational websites in India 2016.

The website is an encyclopedia providing immensely informative stuffs about Indian colleges, exams,
courses, career, discussions & articles etc. The website holds reliability of colossal of readers and thus, has
been acting as a guiding light to students of the nation.

7. CACLUBINDIA.COM

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caclubindia.com is a leading educational website which is specialized in the subject of commerce, accounts
and finance. The website was launched in the year 1999 and offers guidance for professional courses
including CA, CS and ICWA.

The website also provides useful articles on various subjects like Income Tax, Corporate Law, Accounts,
etc. Along with that, it also encompasses a forum where users can ask questions directly from the experts.

8. COLLEGEDUNIA.COM

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Collegedunia.com makes finding the suitable Colleges to enroll in and the ways to get in through easier
for an Aspirant, One just need to check what stream he/she wants to enroll in and Collegedunia provides
all the required information such as Minimum cutoffs, Competitive Exams to prepare for, Infrastructure
report, Placement Records, Alumni Records, Fees and much more.

At Business Collegedunia is a Classifieds for Educational Institutions where colleges can list themselves
for free and by meeting our Criteria of required and relevant Information.

It make every possible effort to Verify, Curate and showcase the best possible information to our visitors.
The team is highly obsessed to Data, thus provides the best available and fresh information of around
20000 colleges which is growing at a pace of 100 colleges a day.

A team of highly motivated 60 members dedicated to making collegedunia first choice for a researcher to
visit when it comes to Higher Education.

2.9 CUSTOMERS:
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GetMyUni is a social college search platform and is currently helping students choose the right college via
exhaustive student given ratings and reviews, engaging forums and alumni connect.

The company has covered more than 11K colleges and has more than 40K students written reviews.

The company is considered as the India’s largest student review portal and also generates 1000 student
leads on daily basis.

Some of the clients i.e. colleges with which the company works currently- Mitcon Institute of Management
(MITB), Techno Institute of Management Sciences, Techno India (Salt Lake),Asia Pacific Institute of
Management, Centurion University of Technology and Management, Adamas University, KCC Institute of
Technology and Management, New Horizon College of Engineering (Bangalore), Adarsh Institute of
Management and Information Technology (Bangalore), Garden City University (Bangalore),GITAM
University (Vishakhapatnam), Amity University (Lucknow),KR Mangalam University (Gurgaon), Pearl
Academy, Hindustan Institute of Technology and Science ( HITS), ITM University (Gwalior), Avantika
University (Ujjain)

Some of the courses on which the company works – Bachelor of Technology (B.Tech), Bachelor of Social
Work (BSW),Master of Arts (MA),MBA, Distance MBA,BBA PGDM, Bachelor of Journalism and

Mass Communication (BJMC), Master of Philosophy (M.Phil.), Bachelor of Homeopathic Medicine &
Surgery (BHMS), Bachelor of Fine Arts ( BFA), Bachelor of Mass Media (BMM), Bachelor of Engineering
(BE), Bachelor of Arts (BA), Design courses, Fashion courses, Animation courses.

2.10 Organization Hierarchy

CEO

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Operations B.D Content HR
Business

Client Account
Manager

Digital
Voice
Acquisition

2.11 SWOT ANALYSIS:

1. Strength: The strength of the company is the working hours that the employees spend in the office that
is 10 AM to 7:30 PM. The employees follow a strict timing and are very much dedicated to their
workplace. The management of the company take a good care for its

employees as it makes arrangements for some games and other fun activities every week. The
management also makes arrangement for rewarding the employees according to the performance of each
employees which keeps them motivated and push the limit to achieve their target.

2. Weakness: The weakness of this company is that it is too much depended on the number of interns that
it recruits every month. Not only does this increase the work of the permanent employees as it increases
their burden of teaching the new interns their nature of work. The resources provided by the company is

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also very much minimal which leads demotivating of the employees. The organization doesn’t have a
satisfactory work environment which is neither for the interns nor for the employees.

3. Opportunities: The company has a lot of opportunities in its field of industry as in education
consultancy is anew profile with less numbers of competitors. It can easily dominate over other
organizations with little improvement on their online servers and more content and information.

4. Threats: The main threat which the company may face is the lack of any permanent financial supply.
Although, the company started with the extension of Times Of India and with the financial supports from
the TLABS in the initial days of the company, the company still strives for a financial supply which may
lead to the consequences of completely dependent on revenue which the company generate. This also has
affected the salary of the employees and the stipend of the

interns which has been very minimal and may lead to increase in employee’s turnover. Human Resource
is the greatest asset for any organization and increase employees turnover may prove fatal for the long
term benefits of the organization as many of the employees change the company for better salary for the
numbers of hours they invest in the company.

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 CHAPTER III
TASKS
ACCOMPLISHED
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 DURING
INTERNSHIP

I worked in Getmyuni at Bangalore location as a Summer Intern in Digital Market Division and was
designated to Content Writing team. The tenure of my internship lasted for a period of 9 weeks starting
from 2nd April 2018 to 31st May 2018. The major role of the Content Team is to design the content and
provide relevant information for the viewers visiting our site. 80% of my internship was dedicated to
improvise the design and content of various colleges and universities who have been the dedicated client
of Getmyuni and 20% towards the projects assigned to me as a part of the internship program.

3.1 Roles and Responsibilities:

 To study the process undertaken in the content team.
 To get acquainted with the software like slack and plagiarism checker which was used in the
organization.

 To analyze the current process and give suggestions for smooth flow.

 To understand the SEO tool wherein the whole process on the futures side takes place.

 To help the team members on the futures side of the business by better customization of the
content.

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  Training the new intern with the basics.

 Documenting the tasks completed and reporting to the CEO and HR.

3.2 Description of the Task Handled:

 Week 1: The task assigned in the content as to customize the content in the organizations site
which should be

 specific and attractive. The information for the content was collected from the official website of
the University or the Institute.
 Week 2: The responsibility given was to check the reviews that used to be uploaded on our
official website and check for plagiarism and if found any then reject the review.
 Week 3: The Organization has various relations with number of other sites where articles related
to technology and education were published. Job entitled was to write articles for such
anonymous sites in English as well as Hindi.
 Week 4: Questions related to the fees, affiliation and other information related to the institutes or
the university were asked which I have to write the answer using the profile created by the
organization on Quora App.
 Week 5: The task assigned was the use of specific keywords which would increase the traffic on
our official website as well as various other pages regarding information about the specific
Institute or the University.
 Week 6 & 7: Project was assigned for the customization of the content for the client colleges and
its effect on digital marketing with maximum number of keywords being used for the client to
increase its views on Google search.
 Week 8: Work assigned to write blogs with the use of specific keywords regarding the fees,
placement and other information related to various colleges and universities.
 Week 9: Work assigned was to create hashtags, hyperlinks, search for keywords. This was the last
working week, so we collected the certificate on 31st May, 2018 and signed off.

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3.3 Contribution and Learning Outcomes:
 The target set for us to update and customize the content in a day was 7 and we need to
accomplish our target as well as increase the number of views.

 The number of feedbacks given by the students was checked and, in a day, more than 10 reviews
were corrected.
 The number of views was increased from 40 views on a question to 180 views on each question
asked on Qoura.
 Completion of the articles and submitting it to the client sites.
Learning Outcomes:

 Attended number of trainings on overview of various teams and divisions.

 Attended trainings on processes within the division.

 Attended Excel, Powerpoint and Google Spreadhseet trainings.

 Attended various networking events conducted.

 Participated in a Community Teamworks assignment.

 Could understand how to thrive in an environment that gives importance to Teamwork. Obtained
knowledge and skill in intensive Problem Solving.

 Learned how to go about Analyzing critical situations.

 Had the opportunity for self-analysis and improvement.

 Gained insight on how to maintain work life balance.

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3.4 TAKEAWAYS FROM GETMYUNI:

3.4.1 Networking:

At Getmyuni, we were encouraged to interact and make contacts within and outside the teams as
they believed networking was a key contributor to success in career. Networking events like
meeting the organization heads, top level management and fellow interns were arranged frequently
to facilitate this. We met many wonderful people whose journey to success was inspiring within
the office and also through networking tools of Getmyuni.

3.4.2 Teamwork:

At Getmyuni, the whole team was motivated to work as one. There were people with different
expertise working together towards a common goal. To complete a task was not just the
responsibility of one person but that of everyone who needed to contribute. It helped us to
understand that efforts of individuals working as a team was bringing it better results in shorter
period of time which was beneficial for the organization.

3.4.3 Probing:

Getmyuni believes in the philosophy that no doubt is silly. From day one we were encouraged to
ask questions. Being a flat organization, we had the liberty to approach any one for any clarification
we required to proceed with the tasks assigned and every doubt was considered and appreciated.

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We were trained to probe situations to understand the cause and arrive at better decisions. It helped
us see a broader picture of every situation.

3.4.4 Time management:

The first lesson taught at Getmyuni was that in business time is money. Every task assigned was
time bound. Any delay in completion will delay the next step in the process

and will cost the organization time and money. It brought in a sense of commitment and motivated
us to complete the task before dead line.

3.4.5 Prioritization:

There were tasks assigned to us which had different purpose and different deadline. We had to
coordinate with the team to prioritize to make sure enough time and concentration is given to all
tasks assigned.

3.4.6 Professionalism:

Being the first corporate experience, it gave me an insight to the corporate life, the way to conduct
myself in such an atmosphere.

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 CHAPTER IV
ANALYSIS OF THE
RESEACH
UNDERTAKEN

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4.1 INTRODUCTION:
4.1.1 Digital Marketing:

Digital marketing is the marketing of products or services using digital technologies, mainly on
the Internet, but also including mobile phones, display advertising, and any other digital medium.

Digital marketing's development since the 1990s and 2000s has changed the way brands and businesses
use technology for marketing. As digital platforms are increasingly incorporated into marketing plans and
everyday life, and as people use digital devices instead of visiting physical shops, digital marketing
campaigns are becoming more prevalent and efficient.

Digital marketing methods such as search engine optimization (SEO), search engine marketing (SEM),
content marketing, influencer marketing, content automation, campaign marketing, data-driven
marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct
marketing, display advertising, e–books, and optical disks and games are becoming more common in our
advancing technology. In fact, digital marketing now extends to non-Internet channels that provide digital
media, such as mobile phones (SMS and MMS), callback, and on-hold mobile ring tones. In essence, this
extension to non-Internet channels helps to differentiate digital marketing from online marketing, another
catch-all term for the marketing methods mentioned above, which strictly occur online.

4.1.2 Content Writing:

In publishing, art, and communication, content is the information and experiences that are directed
towards an end-user or audience. Content is "something that is to be expressed through some medium, as
speech, writing or any of various arts". Content can be delivered via many

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different media including the Internet, cinema, television, smartphones, audio CDs, books, e-books,
magazines, and live events, such as speech, conferences and stage performances.

Traditionally, content was edited and tailored for the public through news editors, authors, and other kinds
of content creators. However, not all information content requires creative authoring or editing. Through
recent technological developments, truth is found in philosopher Marshall McLuhan's idea of a global
village; new technologies allow for instantaneous movement of information from every corner to every
point at the same time has caused the globe to be contracted into a village by electric technology, such as
smartphones and automated sensors. These new technologies can record events anywhere for publishing
and converting in order to potentially reach a global audience through various internet channels such
as YouTube. Such recorded or transmitted information and visuals can be referred to as content. Content
is no longer a product of only reputable sources; new technology has made primary sources of content
more readily available to all. For example, a video of a politician giving a speech compared to an article
written by a reporter who witnessed the speech.

Media production and delivery technology may potentially enhance the value of content by formatting,
filtering, and combining original sources of content for new audiences with new contexts. The greatest
value for a given source of content for a specific audience is often found through such electronic
reworking of content as dynamic and real-time as the trends that fuel its interest. Less emphasis on value
from content stored for possible use in its original form, and more emphasis on rapid re-purposing, reuse,
and redeployment has led many publishers and media producers to view their primary function less as
originators and more as transformers of content. Thus, one finds out that institutions, that used to focus on
publishing printed materials, are now publishing both databases and software to combine content from
various sources for a wider variety of audiences.

4.1.3 Some Important Tools:

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 SEO Tools:
It is the process of affecting the online visibility of a website or a web page in a web search
engine's unpaid results—often referred to as "natural", "organic", or "earned" results. In general,
the earlier (or higher ranked on the search results page), and more frequently a website appears in
the search results list, the more visitors it will receive from the search engine's users; these
visitors can then be converted into customers. SEO may target different kinds of search,
including image search, video search, academic search, news search, and industry-
specific vertical search engines. SEO differs from local search engine optimization in that the
latter is focused on optimizing a business' online presence so that its web pages will be displayed
by search engines when a user enters a local search for its products or services. The former
instead is more focused on national or international searches. As an Internet marketing strategy,
SEO considers how search engines work, the computer programmed algorithms which dictate
search engine behavior, what people search for, the actual search terms or keywords typed into
search engines, and which search engines are preferred by their targeted audience. Optimizing a
website may involve editing its content, adding content, doing HTML, and associated coding to
both increase its relevance to specific keywords and to remove barriers to the indexing
activities of search engines. Promoting a site to increase the number of backlinks, or inbound
links, is another SEO tactic. By May 2015, mobile search had surpassed desktop search. In 2015,
it was reported that Google is developing and promoting mobile search as a key feature within
future products. In response, many brands are beginning to take a different approach to their
Internet marketing strategies.

 Keywords Everywhere Tools:

The Keywords Everywhere extension is your free keyword tool. It can be easily installed on
either Chrome or Firefox. It’s free extension is going to save a lot of time. Time that would have
otherwise been spent on copying data from one website while finding search volume from
another. Keywords Everywhere lets us find long-tail phrases with their accurate search volume,

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 CPC and competition data. By using this extension you will no longer need to switch between
your keyword tool and Google Keyword Planner. It help ease the process of finding the exact
keywords your audience is looking for. Simply click on either 'Install for Chrome' or 'Install for
Firefox' in accordance to your current browser preference and see our tool in action. Bid farewell
to the countless hours spent on researching and comparing keywords on multiple platforms. Its
tool seamlessly appends search volume data, CPC and competition data onto the interface of your
favorite keyword research tool. It has now avail a feature to see all the relevant search volume
data in real time while you are on Google Search, Soolve, Ubersuggest, Google Analytics and
more. Keywords Everywhere also allows access to keyword metrics for any list of keywords and
lets you download the list in Excel, CSV or PDF file formats.

 Plagiarism Checker Tool:

Plagiarism Checker is the process of locating instances of plagiarism within a work or document.
The widespread use of computers and the advent of the Internet has made it easier to plagiarize
the work of others. Most cases of plagiarism are found in academia, where documents are
typically essays or reports. However, plagiarism can be found in virtually any field, including
novels, scientific papers, art designs, and source code.

Detection of plagiarism can be either manual or software-assisted. Manual detection requires

substantial effort and excellent memory and is impractical in cases where too

many documents must be compared, or original documents are not available for comparison.
Software-assisted detection allows vast collections of documents to be compared to each other,
making successful detection much more likely.

 Qoura:

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 Quora is a question-and-answer site where questions are asked, answered, edited, and organized
by its community of users. Its publisher, Quora Inc., is based in Mountain View, California. The
company was founded in June 2009, and the website was made available to the public on June 21,
2010. Users can collaborate by editing questions and suggesting edits to answers that have been
submitted by other users. Quora was co-founded by former Facebook employees Adam
D'Angelo and Charlie Cheever in June 2009. When asked why they chose the name, Cheever
stated, "I associate it with 'quorum' or public congregation. We spent a few hours brainstorming
and writing down all the ideas that we could think of. The closest competition that Quora had was
'Quiver' but we eventually settled on Quora". Quora's user base has been growing quickly since
2010. As of April 2017, Quora has claimed to have 190 million monthly unique visitors, up from
100 million a year earlier. Quora supports various features to moderate content posted by users.
The majority of content moderation is done by the users, though staff can also intervene.

 Upvote/Downvote – Users can rank answers based on how relevant or helpful they found the
answers to be. This feature helps maintain the quality of content posted online. The more
upvotes an answer receives, the higher it is ranked, and it

 shows up on top of the searches related to the question. If an answer is ranked poorly, it is
“collapsed” and will not show up in people’s feeds.
 Report Answer – Users can report plagiarism, harassment, spam, factually incorrect articles,
etc. This keeps sub-standard content under check.
 Suggest Edits – Users make suggestions to improve an article by proposing changes to it. The
proposed changes are also made visible to the original author of the question or answer and
can be either approved and published or rejected.

 Google Webmaster Tool:

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 Google Webmaster Tools is a free service that helps you evaluate and maintain the website's
performance in search results. Offered as a free service to anyone who owns a website, Google
Webmaster Tools (GWT) is a conduit of information from the largest search engine in the world
to people, offering insights into how it sees the website and helping to uncover issues that need
fixing.

GWT can help monitor the website's performance in the following ways:

 It verifies that Google can access the content on the website.

 GWT makes it possible to submit new pages and posts for Google to crawl and remove
content which shouldn’t be discoverable to other search engine users.
 It helps to deliver and evaluate content that offers users a more visual experience.
 The user can maintain the website without disrupting its presence in search results.
 It allows the user to discover and eliminate malware or spam problems that may not be easily
found through other means.

GWT helps you understand how Google search views your website in the following ways:

 It tells about the most popular queries causing the website to appear in search results.
 It gives all the information about the queries which are driving the most traffic.
 The user can see which websites are being linked to their website.
 The user can evaluate how well the mobile website is performing for people
searching on tablets and phones.

 Google Analytics Tools:

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 Google Analytics is a freemium web analytics service offered by Google that tracks and
reports website traffic, currently as a platform inside the Google Marketing Platform brand.
Google launched the service in November 2005 after acquiring Urchin. Google Analytics is
now the most widely used web analytics service on the Internet. Integrated with
Google AdWords, users can now review online campaigns by tracking landing page quality
and conversions (goals). Goals might include sales, lead generation, viewing a specific page,
or downloading a particular file. Google Analytics' approach is to show high-
level, dashboard-type data for the casual user, and more in-depth data further into the report
set. Google Analytics analysis can identify poorly performing pages with techniques such as
funnel visualization, where visitors came from, how long they stayed on the website and their
geographical position. It also provides more advanced features, including custom visitor
segmentation. Google Analytics e-commerce reporting can track sales activity and
performance. The e-commerce reports shows a site's transactions,

revenue, and many other commerce-related metrics. On September 29, 2011, Google
Analytics launched Real Time analytics, enabling a user to have insight about visitors
currently on the site. A user can have 100 site profiles. Each profile generally corresponds to
one website. It is limited to sites which have traffic of fewer than 5 million pageviews per
month (roughly 2 pageviews per second) unless the site is linked to an AdWords campaign.
Google Analytics includes Google Website Optimizer, rebranded as Google Analytics
Content Experiments. Google Analytics' Cohort analysis feature helps understand the
behavior of component groups of users apart from your user population. It is beneficial to
marketers and analysts for successful implementation of a marketing strategy.

4.2 TITLE:
A Study on Content Customization and its effect on Digital Marketing.

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4.3 STATEMENT OF THE PROBLEM:
Advancement in technology has brought some revolutionary changes in getting information about various
universities and colleges where the parents and the aspirants can choose their college according to their
requirements. The problem arises when there is competition for the display of the information due to the
various competitors in the market. Clients, parents and students wants content to be specific and brief.
The study is undertaken to analyze how the content customization plays a vital role in todays technically
advanced and competitive market.

4.4 OBJECTIVES OF THE STUDY:

 To analyze the growth of the company through the results in the Google Analytics in the
social media [Qoura].

 To analyze the potential growth on the view counts of the company website with the help of
SEO Tools.

4.5 SCOPE OF THE STUDY:

This study is undertaken to determine the use of proper content and use of specific keywords with the use
of specific tools. The research here focuses on the increase in view counts of the answers being answered
on the social media namely Qoura and increase in the data traffic of the company website through tools
like Google Analytics, Google Webmaster.

4.6 LIMITATIONS OF THE STUDY:

 The analysis is completely based on primary data.

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  The research focuses on the content writing customization which is an important aspect of
Digital Marketing.
 The research includes use of only specific tools like plagiarism checker, keywords
everywhere, etc.

4.7 RESEARCH METHODOLOGY:

Methodology: Descriptive Study

Type of Data:

The analysis of the view counts is done based on the primary data. The primary data that is used for this
research purpose was collected from

 Google Analytics
 Ranking in the Google Search Engine
 Views Counts or Upvotes/ Downvotes on Qoura.

Data Representation:

Stage 1: Graphical representation

Stage 2: Interpretation

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4.8 STATISTICAL TOOLS USED:
Data collected from diverse sources has been put through analysis using the bar graph, line graph
and pie chart.

4.9 ANALYSIS OF DATA:

4.9.1 View Counts on Questions asked on Quora

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INTERPRETATION:

The above graph depicts the view counts of the questions which were answered on Quora. As the graph
depicts initially in the month of April, the view counts were very less but there has been an impressive

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increase in the number of views and has been increased continuously for the next two months. As shown
in the graph the views has crossed the limit of 69000 and the upvotes or the likes.

INFERENCE:

The above graph shows that the number of views increased and the maximum view count was in the
months of May, 2018 and June, 2018 as it is the main season for getting admissions in the institutes or
universities. The maximum number of view counts were on the questions related to the basic fee structure
of Institutes like Vellore Institute of Technology, SRM University, etc, basically institutes providing
technical education.

4.9.2 Data Traffic Acquisition on Google Search Engine:

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INTERPRETATION:

The above pie chart depicts the maximum data traffic was attend through organic search which was
basically through the Google Search Engine as the promotional techniques and the time spend on the site
through other options is comparatively less. The Organic Search covers most of the area in the pie chart
followed by direct and referral search. Paid promotions covers less area in the pie chart resulting in
disappointment for the organization. The views has crossed the limit of 70000 which can be a good news
for the organization and may be ring bells for its competitors.

INFERENCE:

The above pie chart depicts that the search for information is basically more from the Google Search
Engine as parents or the students prefer to search on a common platform with the specific use of
keywords leading to moving to the official website of the company.

4.9.3 View Counts on the Content of the Company Website:

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INTERPRETATION:

The above line graph depicts that there has been a gradual increase in the view counts and data traffic of
the company website. In the beginning of the month of April the view counts were less but gradually
increased in the month of May. The average time spent on each page of the

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company website is 2 minutes 14 seconds. The Bounce rate has decreased gradually from 40 percent on
an average to 32.11 percent. The page view count has crossed the limit of 1,00,000. The number of
entrants that is parents or students who visit our college website has increased and has crossed the limit of
5,00,000.

INFERENCE:

The above line graph depicts that the view counts of the company website also increases in the month of
May as it is season of admission and the company website contains a lot of information regarding the
college profile, affiliation and other information which leads to increase in data traffic.

4.10 Findings:
 The view count and the data traffic that is being generated has increased due to the use of
more number of keywords.

 The important links which is displayed in the Quora pages has also resulted in the increase in
the new entrants for the company website.

 In spite of making investment in other websites for the promotion of the company website, it
has led to a great failure as awareness about these websites are very less and generally
preferred common search platform is Google.

 The view count for both the content page which contains the information about the colleges/
institutes or universities and Qoura pages increases in the evening hours during the weekdays
and gradually decreases during the weekends.

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  The data traffic, view counts and the revenue of the company which is being generated is
completely depended time spent by the users on its official website or the amount of time
that’s being generated by the Quora pages where the answers to the questions that is being
answered giving a link of the company website.

4.11 Conclusion:
After a thorough study and analysis of the data from various sources like Google Webmaster, Google
Analytics, etc it is concluded that the view counts, data traffic and upvotes in the Qoura pages is due to
the use of specific keywords. The content was made short and specific which let the user to stay on the
page and get more information through the other links which has been displayed on the official website.
These factors are also depended on the session as in the months of April and May is the only time in
which the admission process begins and more number of viewers ask questions related to fee structure,
affiliations, hostel details, etc .

4.12 Suggestions:
 Getmyuni can do well and will give a strong competition to all its competitors. The technique
of using the keywords which basically will increase the data traffic and will flash the name on
the top if searched in the Google Search Engine.

 The company needs to work on its office environment as it will motivate the permanent
employees as well as the interns to work with full enthusiasm.

 The budget for paid promotion can be reduced as it is not necessary to advertise on such
websites.

 The organization needs to work on its back end as the data handling for the website is much
more which makes the website slow to process.

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 The format of the content needs to be changed as the format is outdated and customization of
the format will be more attractive.

 The answers of the questions asked on Qoura should be made more specific.

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RAMAIAH INSTITUTE OF MANAGEMENT, BANGALORE 53
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