CENTRE OF EXCELLENCE

FOR DIGITAL MARKETING,

STRATEGY AND
ANALYTICS
Centre of Excellence for
Digital Marketing, Strategy and
Analytics

Vision
To be prominently recognized as
the Centre of Excellence for Digital
Marketing, Strategy and Analytics
at a global level that thrives to
achieve organizational mission of
fostering research, innovation,
entrepreneurship and skilful
society, at large, by partnering with
industry, research centres and
renowned academic institutions.

Mission

To empower the diverse community of learners by enthusing inquisitiveness,

fostering confidence and nurturing resilience towards new-age tools and
technologies which assist them in their professional journey.

To engage and encourage research and innovation in the potential areas of

digital marketing, strategy and analytics, individually and in collaboration with
other institutions.

To reinforce an ecosystem that promotes consultancy, capacity building, skill

development and entrepreneurship in the area of digital marketing, strategy, and
analytics.

02 Digital Marketing Annual Report

Centre of Excellence for
Digital Marketing, Strategy and
Analytics

Thrust Areas

Marketing Technology

Data economy

Content strategy

Social media marketing &

analytics

Objectives

To develop capabilities among students, and faculty members on recent

advancements in digital marketing tools and techniques.

To explore and identify the novel market ideas and business opportunities that
provide experiential learning to the students.

To carry out action research by the faculties through live projects, case study
development, consultancy services related directly / indirectly to digital
marketing.

To help society and other stakeholders leverage IT and Digital technology for
better profitability and sustainability.

03 Digital Marketing Annual Report

Chief Patrons
Dr. Ashok Chitkara
Dr. Madhu Chitkara
Mr. Mohit Chitkara

Patrons
Dr. Sandhir Sharma,
Pro Vice Chancellor, CBS, Chitkara University, Punjab Campus

Dr. Archana Mantri,

Vice Chancellor, Chitkara University, Punjab Campus

Digital Marketing Team

Dr. Prachi Gupta
Director, Centre for Digital Marketing and Strategy

Dr. Nitish Arora

Assistant Professor

Dr. Rajni Bala

Assistant Professor

Dr. Mohit Jamwal

Assistant Professor

04 Digital Marketing Annual Report

 Table of Content

01 Capability building among Students 06 - 12

02 Enhancing Employability, Skilling and Entrepreneurship

Expert talk
Prof. Mriganko Chatterjee 13
Mr. Tariq Chandnani 14
IndeedSEO 15

03 Leadership talks delivered

Mr. Mandar Thosar 16
Mr. Raghu Radhakrishnan 17
Mr. Indranil Mukhopadhyay 18

04 Knowledge Building & Sharing

Branding Nook 19
Dr Nitish Arora 20
Dr. Rajni Bala 21
Dr. Mohit Jamwal 22
Dr. Prachi Gupta and Dr. Rashmi Aggarwal 23
Mr. Manish Aggarwal 24

05 MOU 25

06 Experiential learning 26 - 29

05 Digital Marketing Annual Report

CENTRE ANNUAL
REPORT
Oct 2022 to June 2023

Capability building among students

International Services Marketing

10th Oct. to 14th Oct. 2022 by Prof. Casper Vogel, senior lecturer at
The Hague University of Applied Sciences, The Randstad, Netherlands.

Prof. Vogel highlighted the importance of quality services for

both consumers and service providers. The course covered
the distinctive aspects of Services Marketing. It aimed at
equipping students with concepts and techniques that help in
taking decisions relating to various services marketing
situations. It gave students a better understanding of the
principles, methods, and processes involved in the art of
service marketing. It helped students in recognizing crucial
problems in service design, developing the service model,
as well as knowing the crucial problems in service delivery,
such as recognizing and controlling customer service
experiences, expectations, perceptions, and results.

06 Digital Marketing Annual Report

 Data Visualization Using Tableau
14th Nov to 18th Nov. 2022 by Dr. Anuj Gupta, Founder,
Mocko Pedia.

Dr. Anuj Gupta taught students to use Tableau public Software,

to explore and manage data, and to help share insights that
can change businesses and the world. They learnt
representing of data into graphical form, how to duplicate the
measures and dimensions on Microsoft excel, how to analyze
and summarize huge data set. On worksheet students learnt to
merge two or more sheets into a dashboard and two or more
dashboards into a story and also how to add two data sources
in one sheet. At the end, students were assigned hands on
project of calendar making with the help of tableau software
under Wireframing, which is a two dimensional illustration of a
page’s interface that focuses on space allocation and
prioritization of content, functionalities available and intended
behavior. Students were very happy with the course and able
to generate powerful reports and dashboards that will help
them to make better decisions and take action based on
business data.

07 Digital Marketing Annual Report

 A Practical Approach to Implement Digital
Marketing Strategies for Business Owners
21st Nov. to 20th Dec. 2022 by Mr. Ajay Aggarwal, Founder,
Accosoft India.

Students learnt to design website by using different apps like

Elementor Pro and Woo Commerce and adding product types,
Price, Regular, Sale, Name servers etc. Students also learnt to
use Elementor & its Pro version as well as plugins, themes
enclosed in them after logging in with the help of C-Panel to
wordpress.org website. Students were trained on the creation
of product page on website, on how to add product images,
title, prices & description on the page. Students got hand-on
training on SEO analysis which is done for ranking, the
keyword research to know what content is being searched by
users and blogging which is the most important part of content
marketing.

08 Digital Marketing Annual Report

 Introduction to Techno - Functional Analysis
22nd Nov. to 2nd Dec. 2022 by Mr. Manish Aggarwal, Corporate Trainer
from Data Wealth

Students learnt to analyze market trends, share prices

fluctuations in market, also as to how on the basis of
information decide which shares to buy or sell. Students got
knowledge on types of market, law of demand and supply,
stock market basics, difference between trading and investing,
share market chart analysis, Candlestick and its types, Japanese
Doji concept. Students also got an opportunity to learn about
Wyckon Logic Theory, phases of Stock Market, accumulation,
markup, distribution, markdown, their cause & effect. Stock
Market trend on a hourly and daily basis was watched of
Finolex Cables & HDFC life. They also learnt about Swing
Strategy, holding time, support & resistance, volume, price
action, trend, breakout, buying, demand & supply functions of
share market.

09 Digital Marketing Annual Report

 Catalyst to Wellbeing and Success
6th – 13th Feb., 2023 by Mr. Manav Bansal, Chief Happiness Officer,
Chitkara University

Students got an insight into what is happiness and why it is

needed in life, different ways of being happy. By answering few
questions, students could find out their happiness score. The
course covered wide range of topics including, emotional
Intelligence, healthy habits, importance of exercise, meditation,
positive thinking. Students were taught that a complaining mind
is never peaceful and a grateful heart is always peaceful. The
proof of right living is in the happiness it manifests.

10 Digital Marketing Annual Report

 1. International Services Marketing

2. Data Visualization Using 3. A Practical Approach to

Tableau Implement Digital Marketing
Strategies for Business Owners

11 Digital Marketing Annual Report

 4. Introduction to Techno - Functional Analysis

5. Catalyst to Wellbeing and Success

12 Digital Marketing Annual Report

Enhancing Employability, Skilling and Entrepreneurship

Expert talk on Critical Skills for a Career in Digital Field by

Prof. Mriganko Chatterjee Trainer, IIDE, Mumbai on 2nd December,
2022 for BBA- Digital Marketing (2021-2024 and 2022-2025).

13 Digital Marketing Annual Report

Tariq Chandnani’s discourse on “key Emerging Trends & Technologies
in Advancement” enabled students to know the opportunities that exist
currently in advertising sector in India. It helped students to understand
the effective integration of new-age technology in advertising for rural
and urban India.
Students got insights on emerging technologies like smart bot, voice
advertising, gaming and metaverse. Live exchange of knowledge
between industry expert and students made it a great learning
experience.

14 Digital Marketing Annual Report

Workshop on Skilling for Future: Optimisation Strategies for Improving
Search Rankings by 6 experts from Digital Marketing agency, IndeedSEO
held between 20th - 24th March, 2023 for BBA Digital Marketing (2021-
2024).

15 Digital Marketing Annual Report

Leadership talks delivered
Design Thinking for Aspiring Marketers by Mr. Mandar Thosar, Founder- 1 point 01,
held on 07th October 2022.

The talk enabled students to understand the importance of design

thinking and its effective integration in product designing and marketing
strategies. Students came to know how companies are using design
thinking concept in various spheres of businesses. The resource person
shared his personal experience on working with various SMBs and how
design thinking strategies were implemented in various marketing
campaigns.

16 Digital Marketing Annual Report

Profitability & Sustainability: Leveraging IT & Digital Technology by
Mr. Raghu Radhakrishnan, CEO & MD - TmaxSoft Technologies Pvt. Ltd.
held on 19th November 2022.
The resource person shared his personal experience on working with
various multinational companies and highlighted how various companies
are utilizing digitalization for their sustainable growth. Expert also threw
light on the future of Indian startups and market size for the aspiring
entrepreneurs. The talk helped students to understand the effective
integration of IT and marketing strategies to make businesses more
sustainable.

17 Digital Marketing Annual Report

 Trends & Innovations in Digital Business: Past, Present &
Beyond Relating to impact on GMT strategies” by
Mr. Indranil Mukhopadhyay” was held on 20th January 2023.

18 Digital Marketing Annual Report

Knowledge Building & Sharing

Dr. Prachi Gupta, Director, Centre for Digital Marketing and Strategy,
Chitkara Business School got a special mention and award for her start
up, The Branding Nook, as Founder. The article got published in
Business Connect Magazine.

19 Digital Marketing Annual Report

Dr Nitish Arora was the key speaker in the national seminar titled,
Promoting Sustainable Livelihoods in the North-Western Himalayas:
Fostering Convergence among Research, Practice, and Policy organised
on May 27-28, 2023, Sponsored by ICSSR at Shahpur Degree College,
Kangra, Himachal Pradesh.

20 Digital Marketing Annual Report

Dr. Rajni Bala delivered five-day workshop on “Writing a Literature
Review: From Source to Synthesis” under Summer Research Program
from 12th – 19th May, 2023 for BBA-Digital marketing students
organized by Department of BBA-Digital Marketing, Chitkara Business
School, Chitkara University.

21 Digital Marketing Annual Report

Dr. Mohit Jamwal published a paper on “Modelling the adoption of
agro-advisory mobile applications: a theoretical extension and
analysis using result demonstrability, trust, self-efficacy and mobile
usage proficiency” in the journal Journal of Agribusiness in Developing
and Emerging Economies with an H index of 15.

22 Digital Marketing Annual Report

Dr. Prachi Gupta along with Dr. Rashmi Aggarwal (Dean Commerce)
faculty members from Chitkara Business School, attended the CII Annual
Session in New Delhi. The theme of the session was 'Future Frontiers:
Competitiveness, Technology, Sustainability, and Internationalization'.

23 Digital Marketing Annual Report

FDP on Wealth Creation through Stock market investing was conducted
by Mr. Manish Aggarwal, Corporate Trainer from Data Wealth on 29th
November, 2022 for Chitkara Business School faculty members.

24 Digital Marketing Annual Report

MOU
Centre for Digital Marketing, Strategy and Analytics, Chitkara Business
School (CBS), Chitkara University signed a Memorandum of
Understanding (MOU) with IndeedSEO, a Digital Marketing firm on 13th
December, 2022. This academia-industry collaboration aims at
promoting excellence in common areas of interest, imparting knowledge
and skills required in the area of academic programmes, resource
sharing, collaborative research, training, consultancy, student
internships, placements, experiential learning.

The MOU will broadly facilitate the aspiring students with hands-on
practical training, career opportunities in diverse areas of Digital
Marketing, also opening up mutual areas of training & consultancies.
This collaboration will thus provide a platform for students, faculty
members of Chitkara University and employees of IndeedSEO to
engage in knowledge exchange, upskill themselves and pave their way
towards skilled growth.

25 Digital Marketing Annual Report

Experiential Learning

‘Dil se Digital’, a month-long event, was held between 20th Feb to 31st
March 2023. This was a unique initiative, students’ competition on
promoting different Government initiated campaigns through various
digital platforms. Students specialising in Digital Marketing were divided
into 5 groups, each responsible to promote one campaign assigned to
them, through the dedicated websites created by them, social media
pages and certain offline activities.

The 5 Government initiated campaigns set to get promoted over next

one month are:

1. Stay safe online

2. Make in India
3. Sahi Poshan, Desh Roshan
4. Life style for environment
5. Fit India

The event aimed to bring youth participation in spreading awareness on

the campaigns and make them contribute towards bringing about a
vibrant change, in the year of India’s G20 presidency, under the theme of
“one earth, one world, one family”.

Aim of the Event

The event covered three broad aims:
To promote government campaigns through digital marketing
campaigns. Through this way, we aspire to spread more awareness
to the masses related to the campaigns.
The competition is also designed to encourage creativity, innovation,
and critical thinking among students.
To apply the student’s knowledge related to digital marketing field
into practical mode.

26 Digital Marketing Annual Report

The students leveraged various digital marketing tools, such as social
media platforms and search engine optimization to promote the
government campaigns. Students were judged on some of the key
metrics like creativity of the campaign, reach, engagement rates,
likes/comments/shares, watch time to name a few. The finale of the
event was held on 4th May, 2023, was judged by Ms. Prachi Bali, EVP &
Business Head, Saatchi & Saatchi Propagate, and Prof. Seema Gupta,
Director at Great Learning, Former Professor at IIM Bangalore. On the
finale day, students showcased their entire journey of promotions done,
outcomes achieved in front of panel of corporate judges.

The event brought forward the power of digital technology which

was used widely to promote government campaigns, through social
media, online forums, mobile applications, to reach out to people
and engage them in meaningful conversations about these issues.

Teams also organised various offline activities, integrated with different

schools of Chitkara University, collaborated with multiple stakeholders in
society, converted each interaction and learning into posts, reels, videos
to spread awareness through various digital platforms.
The event was a big success in promoting social good and empowering
young people to bring change in society. The total reach of the event was
406K. All teams were applauded for putting their digital skills &
knowledge effectively in real time.

27 Digital Marketing Annual Report

 Stay safe online

Make in India

28 Digital Marketing Annual Report

 Sahi Poshan, Desh Roshan

Life style for environment

Fit India

29 Digital Marketing Annual Report