By

SHARATH KUMAR - 131202020

KRUTIKA KULKARNI - 131202021
NAVEEN CHITTARGI - 131202023
PREM SAGAR B - 131202029

SCHOOL OF
MANAGEMENT- Digital
Marketing

SCHOOL OF MANAGEMENT
School of Management, formerly known as Manipal Institute of Management, is an
educational institution under the top ranking private university, Manipal University.
School of Management caters a full time post graduate program like MBA and MBA in
Healthcare. The institution is different from its competitors by giving a dual specialization
in Masters of Business Administration. There are variety of specializations like Marketing,
Human Resource Management, Finance and Operations, from which they give a variety of
combinations in a dual specialization way.
School of management was established in 1999, and it constantly excels in delivering a
premium quality education using a wide range of innovative teaching technologies. It
comes under the Top 50 B-Schools of India and also Top 25 South Indian B-Schools of
India. The institution offers a wide range of subjects of which the students can select
according to their specialization and they will be trained by world class faculties with
great achievements and experience in the management field. The institution holds the
same brand value of its parent, Manipal University, which is ranking in the top level and
known internationally as well.
Students from various countries and various parts of the nation are joining School of
Management every year and they are pursuing the post graduate program with utmost
detail. The institution holds a great history of high level placements every year and also it
has a tie-up with a Scottish University, Edinburgh Napier University where students can
do their further courses and projects with the Edinburgh Napier. The School of
Management has its core values and its vision of creating a world class platform for the
students to gain the tools and techniques in the field of management at the fullest.
The School of Management consists of a great infrastructure with hi-tech, air-conditioned
classrooms which provides a wonderful environment and also it features a well-equipped
IT laboratory as well as a library with many digital books, articles, journals and many
more. The campus is situated in an eco-friendly place and also it is maintained in the same
manner where the students can get a healthy education in the institute.
The institute is headed by Dr. K.V.M. Varambally who is highly experienced, knowledge
bearing personality who strives hard to bring out the best of the institution every year and
also to keep up the core values and the vision of the institution in the exact way as it is.

SITUATION ANALYSIS
School of Management is a part of Manipal University and we took this organization for
the digital marketing because the Manipal University will market themselves and also its
institutions together in the name of Manipal University. Thus the exposure for the
institutions under the Manipal University will be in the name of the same only and
individually no institution has an exposure in the outside world. That too an institution like
School of Management, which will be almost covered up and become invisible in front of
the Manipal Universitys brand name. Currently, the School of Management is not
equipped with any individual tool like exclusive website, social media or any other to
promote themselves. Thus to promote the School of Management as an individual
organization and also to create more awareness for the same, we are using some of the
digital marketing tools and strategies to build up the brand image of the School of
Management through this initiative.

TARGET AUDIENCE
The target audience for the School of Management will include the prospective students,
parents ,current students and faculties, who seeks for the factual information, who would
like to know about the institution in a closer and more interactive way. Facebook page is
established with a core objective of setting up a platform on social media network which
enables alumni, current students and prospective students to interact and share on goings
of School of Management and industry.

OBJECTIVES

To create an exclusive website for the School of Management

To create awareness of the website through E-mail marketing campaign.
To create brand awareness, improve brand image, indulge prospect students on
what is actually School of Management and provide a real-time experience in the
institution through social Media.

DIGITAL CHANNEL STRATEGY

As per our objectives, we are taking an initiative to create an exclusive website, promote it
through E-mailer marketing campaign and creating awareness through social media .

WEBSITE
The primary strategy for our initiative is to create an exclusive website which gives an indepth knowledge on the School of Management by showcasing the live pictures of the
current students in the institution as the wallpapers, the infrastructure and the library
facilities, the vision, mission and the core values of the institution, the recent activities
happened in the institution, the courses being offered, the institute Directors message and
other key features which shows exactly what is School of Management. This acts as a
platform for prospective students as well as their parents will get a clear picture of what
School of Management is offering for them and how it molds a manager out of the
students.

WEB MAILERS
The next strategy is to spread the word of the launch of the new exclusive website of
School of Management, Manipal University to the prospect students, existing students,
alumnus and the faculties of the institution to create an awareness on the website and its
features especially the dynamic view of the day to day activities of School of
Management.

SOCIAL MEDIA FACEBOOK

The strategy is to promote the School of Management in the social media. Through
Facebook we can connect many prospect students with our current pursuing students as
well as the alumnus, to create contests and other interactive posts to attract more and more
target audience to the Facebook page which in turn will promote the School of
Management and gain attention in the social media and also will get a positive word of
mouth in the social networks.

RESOURCES
There are various tools used to implement these digital channel strategies to achieve our
objectives.

1. WIX.com
WIX.com is an online tool to create websites and used this to create a full-fledged
prototype of our website for School of Management.
2. MailChimp
This tool was used to conduct email marketing campaign and it also has inbuilt analytics
tool which was useful to know the responses.
3. Google Docs.
This was used to collect the feedback from website visitors

IMPLEMENTATION
At first, we looked over the common website of Manipal University, where we found the
page of School of Management doesnt have the continuous updates over the changes
made by the institution throughout the year and also it was very complicated for the user
to find out the key features of the institution at their fingertips. Thus we started to create
an exclusive website for School of Management with all the simplicity and live up to date
information which is dynamic giving more frequent updates on the website.

SCHOOL OF MANAGEMENT WEBSITE

The website is totally exclusive for the School of Management where we can find the
events happened in the recent period as a slideshow in the homepage. While entering the
website we created a brief introduction on the School of Management vision and mission
and how it is achieving throughout its functions. Here also there is a slideshow of the
recent activities by School of Management and below there is a scroll of companies which
came for placements and where students of batch 2015 got placed. Then there are links for
the history of the institution, academics, alumni, placements and the sports section. There
is a news board also which indicates the day to day events happening in the School of
Management. The website is made in such a manner where the prospective students and

their parents can access to all the pages easily and also they will get the exclusive
information about the School of Management up to date.

Screen Shots of the Website:

E-MAILERS
The E-Mailer is created to notify the launch of the new website of School of Management
and it showcases a part of the website which attracts the user to visit and check out the
website. Also the E-Mailer has a click button for the prospective students to apply directly
for the admission process for the post graduate program. This E-Mailer is also sent to all
the current students, alumni and the faculties of School of Management to ensure whether
they get to know about the new website of the institution.

SOCIAL MEDIA FACEBOOK PAGE

The Facebook page is created in the name SCHOOL OF MANAGEMENT MBA
MANIPAL UNIVERSITY, which comes under the educational page of Facebook. This
page has been shared throughout the pursuing students of School of Management and the
page has been made active by adding more posts regarding the activities like Sports Day
2014 where we showcased our passed out seniors and the current 2 nd year students which
in turn gained their attention to actively participate in the conversations and scored more
likes for their favorite moments. Thus we used the approach marketing technique to
involve the students and alumni of the institution to create a buzz in the Facebook page.
Many of the alumni of the School of Management started liking the page due to the
intense sharing and word of mouth of the page all over the Facebook. Most of these
alumni are highly attracted to see the recent updates of their institution and they are
actively participating on the posts and the conversations made by the current students of
School of Management. As a next step, we are planning to conduct contests for the
prospective students to attract them towards the Facebook page and to make them visit the
website for further information which is been shown in the Facebook page also.

Twitter:
We also have put efforts to reach target audience through twitter
Screen shot of twitter page:

Google Plus Page:

Mobile App:
We also have built an android app for school of management, SOMMANIPAL. Which
can be downloaded using below (QR Code):

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Measurement:
www.mailchimp .com enabled us to analyze the click through rates, open rates, Bounce
rates, un-subscriptions etc. The screen shots of the same as shown below.

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Estimated Budget:
Particulars
Website Domain
Hosting Charges
AMC
Emailer

Amount
Rs. 599
Rs. 2500/year
Rs.500
Rs.1200/month (Post
email per month)
Facebook Promotions(Boosters) Rs. 632
Miscellaneous
Rs.5000
Total
Rs.6331

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2000