DIGITAL MARKETING: SOCIAL MEDIA MARKETING (TIKTOK Vs

INSTAGRAM)

Training Report Submitted in partial fulfillment of the requirements for the award of
the Degree

MASTER OF BUSINESS ADMINISTRATION OF

BENGALURU CITY UNIVERSITY

BY

KAVYA. L

Reg. No. P18LL23M015042

Under the guidance of

Ms. APRITA SASTRI

Assistant Professor
PRIMUS SCHOOL OF MANAGEMENT STUDIES

Near Ramada hotel, Singanayakanahalli Yelahanka,

Bengaluru -560064

Name Of Trainer: NITHISH L

Training Institution : PRODGTRA TECH LLP

 DECLARATION BY THE STUDENT

I hereby declare that “DIGITAL MARKETING: SOCIAL MEDIA MARKETING (TIKTOK

Vs INSTAGRAM)” the result of the training undergone by me in partial fulfillment for the award of
Master’s Degree in Business Administration by Bangalore City University.

I also declare that this report is the outcome of my own efforts and that it has not been submitted to any
other University or Institute for the award of any other Degree or Diploma or certificate.

Place: Bengaluru Name: KAVYA. L

Date: Register: P18LL23M015042

 TRAINER CERTIFICATE

This is to certify that the KAVYA. L Reg-no: P18LL23M015042 has undergone training from me,
from 05-02-2025 to 06-03-2025 as a part of training program from Bengaluru City
University ,Bangalore for the award of Degree of Master of Administration .

Place: Bengaluru

Date: Signature:
 GUIDE CERTIFICATE

This is to certify that the training report “DIGITAL MARKETING: SOCIAL MEDIA
MARKETING (TIKTOK Vs INSTAGRAM)” Submitted by KAVYA. L Reg
NoP18LL23M015042 to Bengaluru City University, Bangalore for the award of Degree of Master of
Business Administration is a record of Work carried out by him under my guidance.

Place: Bengaluru

Date: Signature:
 ACKNOWLEDGEMENT
I am profoundly grateful to all those who have supported and contributed to the completion of my Training,
"DIGITAL MARKETING: SOCIAL MEDIA MARKETING (TIKTOK Vs INSTAGRAM)". This
would not have been possible without the invaluable assistance, guidance, and encouragement I received.
First and foremost, I would like to express my heartfelt gratitude to my Mentor and Guide Prof. Aprita
Sastri , Primus School of Management Studies, Bengaluru, for his/ her unwavering support, expert guidance,
and insightful feedback throughout the Training.
I am also grateful to Dr. Moona Mohammed, Founder Trustee, Primus School of Management Studies,
Bengaluru, Dr. Lakshminarayana N, Principal and Director, Primus School of Management Studies,
Bengaluru, for providing me with the opportunity to undertake this training and for their constant
encouragement.
I am also thankful to my peers and colleagues for their cooperation and constructive suggestions, which
contributed greatly to the quality of my work.
Finally, I am deeply grateful to my family and friends for their unwavering support, patience, and
encouragement throughout this journey. I also would like to thank the almighty. I apologize, as I am not
been able to name every individual who contributed to this Training work directly or indirectly.
Thank you all for your invaluable contributions and support.

- Kavya. L
 CERTIFICATE OF ORIGINALITY
(To be given by the Institution on its letterhead)

This is to certify that the Training report entitled “DIGITAL MARKETING: SOCIAL MEDIA
MARKETING (TIKTOK Vs INSTAGRAM)” is an original work of KAVYA. L bearing
University Register Number P18LL23M015042 and is being submitted in partial fulfillment for the
award of the Master’s Degree in Business administration of Bangalore city university .the report has
not been submitted earlier either to this university /institution for the fulfillment of the requirement of
any course of study KAVYA L is guided by Prof. Aprita Sastri who is the faculty guide as per the
regulation of Bengaluru City University.

SIGNATURE AND SEAL OF DIRECTOR/PRINCIPAL/HOD

 INDEX

PAGE NO:
CHAPTER
CONTENTS
NO:

INTRODUCTION 8 - 20

1.1. Introduction to the Training Undergone 8 - 10

1
1.2. Importance of the Training Undergone 10 - 11

1.3. Need of the Training Undergone 12 - 20

DESCRIPTION OF THE TRAINING 21 - 26

2
2.1 About the Training Institute 20 - 22
2.2. The Usefulness of the Training Undergone 23 - 26

TRAINING OUTCOME 27 - 32
3
3.1. Knowledge Acquired 27 - 28
3.2. Skills Mastered 27 - 30
3.3. Proof for Operation using Skills 31 - 32

PLACEMENT OPPORTUNITIES 33 - 38
4
4.1. Placement Opportunities in India 33 - 35

4.2. Global Placement Opportunities 36 - 38

5 LEARNING EXPERIENCE 39 - 43

5.1 New Skills Learned 39- 4 1

5.2 Challenges faced during Training 42 - 43
References
 CHAPTER - 01

DIGITAL MARKETING: SOCIAL MEDIA MARKETING (TIKTOK Vs

INSTAGRAM)

1.1 Introduction

Digital marketing is the use of online platforms and tools to promote products, services, and brands. One key
part of digital marketing is Social Media Marketing (SMM), which uses social networks to reach and engage
with audiences. Social media has changed the way businesses interact with customers, helping them build
relationships, increase brand visibility, and drive sales.

Among the many platforms available, TikTok and Instagram have become two of the most popular for
marketing. Both allow users to create and share visual content, but they each have different styles, features,
and user demographics. Instagram is known for its polished images, Stories, and Reels, and is widely used
by brands for influencer partnerships and visual storytelling. TikTok, in contrast, is built around short,
creative videos and viral trends, offering a more casual and entertaining experience.

This project compares TikTok and Instagram as tools for social media marketing. It looks at how each
platform works, who uses them, and how businesses can benefit from them. The aim is to understand which
platform may be more effective for certain types of marketing strategies, and how brands can use each one to
grow their presence online.

1.1.1 Meaning of Digital Marketing

Digital marketing is the use of online platforms such as websites, social media, search engines, and
emails to promote products and services.It helps businesses reach a wider audience, engage with
customers, and drive sales more effectively than traditional marketing.Key types of digital marketing
include Search Engine Optimization (SEO), Pay-Per-Click (PPC) advertising, Social Media Marketing
(SMM), Email Marketing, and Content Marketing.Digital marketing is essential for businesses today as it
offers cost-effective, measurable, and targeted marketing solutions.

a. Digital Marketing Strategies:

1. Social Media Marketing (SMM)

2. Pay-Per-Click (PPC) Advertising

 3. Search Engine Optimization (SEO)

4. Email Marketing

5. Content Marketing.

1.1.2 Meaning of Social Media Marketing

Social media marketing refers to using social platforms like TikTok and Instagram to promote products or
services. The primary goal is to build brand awareness, drive engagement, and convert followers into
customers. It includes crafting content, running ad campaigns, analyzing metrics, and optimizing strategies
to align with business goals.

1.1.3 Role of Social Media Marketing

Social Media Marketing (SMM) plays a crucial role in digital marketing by allowing brands to engage with
their audience in real time. Platforms like TikTok and Instagram help businesses build brand awareness,
showcase products creatively, and foster customer loyalty. Through targeted content, hashtags, and
influencer collaborations, companies can reach specific demographics effectively. Social media also
encourages user-generated content, driving organic growth and enhancing credibility. Overall, SMM
strengthens digital presence, boosts conversions, and supports customer relationship management.

1.1.4 Major Reasons for Social Media Marketing

1. Increased Website Traffic: Social media marketing can drive more visitors to your website through
organic and paid reach, enhancing search engine rankings and boosting visibility.
2. Better User Experience: Consistent engagement and content sharing across social platforms improve
website functionality and accessibility, making it easier for users to navigate and interact with your brand.
3. Higher Credibility and Trust: Building a strong presence on social media platforms increases brand
visibility, leading to higher credibility and trust among potential customers.
4. Cost-Effective Marketing: Social media marketing is often more affordable than traditional advertising
methods, offering scalable strategies that produce long-term results at a lower cost.
5. Competitive Advantage: By leveraging social media, brands can outperform competitors in terms of
engagement and visibility, often becoming more recognized and preferred within their industry.
 Increased Website Better User
Traffic Experience

REASON

Competitive
Higher Trust
Advantage

Cost-Effective
Marketing

(Figure 1.1 Reasons for Social Media Marketing)

1.1.4 Company Social Media Marketing Approach

(Figure 1.2 Company Social Media Marketing Approach)

1.2 Steps Involved in Social Media Marketing

Purpose of
Building
SEO

Presentation Collecting
Of Analysis Information

Steps
Involved
Construct Determining
Analysis the key
Variables

Competitor
Information

(Figure 1.3 Steps involved in Social Media Marketing in Digital Marketing)

Define Social Media Strategy in Digital Marketing

Social media marketing involves creating content tailored to each platform to drive engagement, build brand
awareness, and achieve marketing goals. It starts with defining clear objectives such as increasing followers,
boosting engagement, driving website traffic, or generating leads. This strategy aligns with the overall digital
marketing plan and focuses on the platforms where the target audience is most active.

Collecting Information
Gather data about your audience, market trends, and content performance using tools like Meta Insights,
LinkedIn Analytics, and Twitter/X Analytics. Understanding audience demographics, preferences, and
behaviors helps in crafting personalized content. Also, gather historical data from past campaigns to evaluate
what worked and what didn’t.

Determining the Key Variables

Key variables in social media marketing include engagement rate, reach, impressions, click-through rate
(CTR), follower growth, and conversion rate. These metrics help assess the effectiveness of posts, ads, and
overall strategy. Other important elements include posting time, content format (video, carousel, reel), and
hashtag performance.

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Competitor Information
Analyze your competitors’ social media presence to understand their content strategy, engagement level, and
audience response. Tools like Sprout Social, Hootsuite, and BuzzSumo can help track their top-performing
content, posting frequency, ad campaigns, and audience interaction. This benchmarking provides insights to
improve your own strategy.

Constructing and Presenting the Analysis

Compile the gathered data into actionable insights through reports and dashboards. Visualize key metrics
using graphs and charts for easy understanding. Present findings with a focus on what’s performing well,
areas for improvement, and future opportunities. Use this analysis to continuously refine and update the
social media strategy to stay relevant and competitive.

1.2.1 Elements of SEO Model:

 Content Strategy

 Platform Selection

 Audience Targeting

 Engagement

 Consistency and Scheduling

 Analytics and Performance Tracking

 Paid Advertising

1.3 Technology Adopted and Tools in Digital Marketing

1. Social Media Management Tools

Hootsuite: Schedule posts, monitor social media, and track performance across multiple platforms.

Buffer: Manage multiple accounts, measure engagement, and plan content in advance.

Sprout Social: Social media management, scheduling, analytics, and team collaboration.

SocialBee: Automate content posting, categorize content, and analyze performance.

2. Analytics & Monitoring Tools

Google Analytics: Track website traffic from social media platforms and analyze conversion rates
and user behavior.

Facebook Insights: Provides data on post performance, audience demographics, reach, and
engagement.

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 Twitter Analytics: Analyze engagement metrics, follower growth, impressions, and link clicks on
Twitter.

Instagram Insights: Offers data on reach, impressions, audience demographics, and content
engagement.

Brandwatch:Social listening tool to track brand mentions, sentiment analysis, and trends.

3. Content Creation and Curation Tools

Canva: Design visually appealing social media posts, banners, and infographics without advanced
design skills.

Adobe Spark: Create engaging graphics, web pages, and videos tailored for social media.

Piktochart: Create infographics and presentations for better communication and visual appeal.

BuzzSumo: Research popular content and trends to curate relevant content for your audience.

4. Paid Advertising Tools

Facebook Ads Manager: Create, manage, and optimize paid ads across Facebook, Instagram, and
Messenger.

Google Ads: Run paid campaigns across Google Search and Display Network to drive traffic to your
social media.

LinkedIn Campaign Manager: Manage LinkedIn ads, target professionals, and drive engagement
with B2B audiences.

Twitter Ads: Create and manage Twitter ads to enhance engagement and reach on the platform.

5. Social Media Listening and Engagement Tools

Mention: Track brand mentions across social media, blogs, and websites for real-time monitoring.

Talkwalker: Social listening tool for monitoring brand sentiment, conversations, and performance.

Hootsuite Insights: Powered by Brandwatch for in-depth sentiment analysis and social listening.

Zendesk: Manage customer service and interactions across social media platforms to enhance
engagement.

6. Influencer Marketing Tools

Upfluence:Discover, manage, and track influencer relationships for effective marketing campaigns.

BuzzSumo Influencer Search: Identify influencers in your niche by analyzing their content and
social media presence.

HypeAuditor: Assess influencer quality by analyzing followers' demographics and engagement rates.

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 7. Scheduling and Automation Tools

Later: Automate Instagram post scheduling, manage content calendar, and track post performance.

CoSchedule: Plan and schedule social media, blog content, and campaigns with a unified calendar.

Sendible: Automate content posting across various platforms like Facebook, LinkedIn, Instagram,
and Twitter.

1.3.1 Benefits of Social Media Marketing in Digital Marketing

1. Increased Brand Awareness

Expands reach to a global audience.

Improves visibility through frequent interactions.

Drives organic traffic through shares and user-generated content.

2. Cost-Effective Marketing

Low-cost advertising compared to traditional media.

Organic growth through regular content posting and engagement.

High ROI on targeted campaigns.

3. Enhanced Customer Engagement

Direct interaction with customers via comments, messages, and posts.

Builds stronger relationships through personalized communication.

Instant feedback on products, services, and campaigns.

4. Improved SEO and Website Traffic

Social media signals impact search engine rankings.

Increases referral traffic from social networks to your website.

Content shared on social platforms drives SEO efforts.

5. Targeted Advertising Opportunities

z15
 Advanced targeting features for demographics, interests, and behaviors.

Better precision in reaching the right audience.

A/B testing for optimizing ad campaigns.

6. Increased Sales and Conversions

Effective in promoting products/services to a targeted audience.

Use of influencer collaborations to drive product sales.

Conversion-focused content and ads can lead to higher sales figures.

1.4 Components of Social Media Marketing in Digital Marketing

1. Content Creation

Engaging posts, images, videos, and blogs tailored for platforms.

Content that resonates with the target audience’s interests.

Creative visuals and messaging for brand identity

2. Social Media Strategy

Clear objectives (brand awareness, lead generation, sales).

Platform selection based on audience demographics.

Content calendar for consistent posting and engagement.

3. Social Media Advertising

Paid campaigns to boost visibility and engagement.

Targeted ads based on user behavior and interests.

Retargeting ads for remarketing purposes.

4. Community Engagement

Active participation in conversations and discussions.

z16
 Responding to customer inquiries and feedback.

Building a loyal community through regular interaction.

5. Analytics and Reporting

Monitoring engagement, reach, and conversion metrics.

Analyzing performance to refine strategies.

Using insights to adjust campaigns for better outcomes.

6. Influencer Marketing

Collaborating with influencers to promote products/services.

Leveraging influencer reach to expand brand awareness.

Building credibility and trust through influencer partnerships.

1.5 Features of Social Media Marketing in Digital Marketing

1. Cross-Platform Marketing

Ability to run campaigns on multiple platforms simultaneously (Facebook, Instagram, Twitter, etc.).

Tailoring content to each platform’s format and audience.

2. Real-Time Communication

Instant messaging and live chat with customers.

Quick responses to queries and feedback.

Real-time interaction during live streaming and events.

3. Data-Driven Insights

Access to detailed analytics to measure campaign performance.

Tracking key performance indicators (KPIs) such as reach, engagement, and conversions.

z17
 Adjusting strategies based on real-time data.

4. Paid & Organic Campaigns

Combining organic strategies (posting, engagement) with paid campaigns (ads).

Ability to boost organic content through paid promotions.

Continuous optimization of ad spend and strategy.

5. Viral Marketing Potential

Content that has the potential to go viral through shares, likes, and comments.

Increased organic reach through audience-generated content.

Leveraging trending topics and hashtags to boost visibility.

6. Enhanced Customer Support

Quick responses to customer inquiries via social media platforms.

Resolving issues publicly to build brand credibility.

Using chatbots for automated customer support.

Different between Tiktok Vs Instagram

TOPIC TIKTOK INSTAGRAM

Audience & Demographics Skews younger (Gen Z and Broader age range, strong
younger Millennials) Millennial and Gen Z
presence.
Content Format Short-form vertical videos More variety: Stories,
(15s to 10 mins). Posts, Reels, Lives, and
Carousels.
Engagement & Virality High organic reach Engagement more
potential. consistent with loyal
followers.
Advertising & Business TikTok Ads Manager: In- Meta Ads: detailed

z18
Tools Feed Ads, Spark Ads, Top targeting, robust analytics.
View.

Brand Positioning & Use Best for brand awareness, Stronger for brand
Cases culture-building, credibility,
storytelling. aesthetic positioning

1.3 Need of the Training Undergone

1. Understanding Modern Marketing Trends

Social media has become a dominant force in digital marketing.

Training helps understand current trends, tools, and platform algorithms.

2. Skill Development for Career Growth

Builds essential skills in content creation, ad management, and analytics.

Opens up career opportunities in social media management and digital marketing.

3. Hands-On Platform Knowledge

Practical training on platforms like Instagram, Facebook, LinkedIn, and YouTube.

Learning how to create campaigns, manage pages, and analyze performance.

4. Improving Business Visibility

Learn how to boost brand visibility and customer engagement through social channels.

Techniques to reach wider audiences organically and through paid promotions.

5. Data-Driven Decision Making

Training includes interpreting analytics and insights.

Helps in making informed marketing decisions based on performance metrics.

6. Building Brand Identity

Understand the importance of maintaining consistent branding across platforms.

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 Learn how to craft a voice and style that resonates with the target audience.

7. Effective Communication with Audience

Training emphasizes community engagement and customer relationship building.

Learn how to handle feedback, respond to queries, and build trust.

z20
 CHAPTER- 2

DESCRIPTION OF THE TRAINING INSTITUTE

2.1 About the Training Institute

Prodgtra Tech LLP is a combination of the words “Professional” and “Digital Transformation.” It is a
training institute that offers specialized courses in digital marketing, technology, and business
development.

Prodgtra Tech LLP is a dynamic learning platform where students, professionals, and entrepreneurs can
enhance their skills through expert-led training programs. The institute provides hands-on learning
experiences in various fields, including Seo, Social Media Marketing, Web Development, Data Analytics,
and more. With a focus on practical application, Prodgtra Tech LLP bridges the gap between theoretical
knowledge and industry requirements. Unlike traditional education systems with rigid curriculums, the
institute offers flexible training programs designed to meet the evolving demands of the digital industry.
Prodgtra Tech LLP was founded in 2024 by Devi Lokesh and Jaya Prakash Narayanan Kalaivani.
The founders established the company in Bengaluru, India, with the vision of providing high-quality
training in digital marketing, technology, and business development. They aimed to bridge the gap
between academic learning and industry requirements by offering hands-on training programs.
Despite facing initial challenges in gaining market recognition, they remained committed to
building a platform that equips learners with industry-relevant skills and career opportunities.
Through continuous innovation and industry collaboration, Prodgtra Tech LLP has grown into a
trusted training institute for aspiring professionals.

z21
Prodgtra Tech LLP offers training programs in various fields, including digital marketing, technology,
and business development. Learners can enroll in courses to gain industry-relevant skills and earn
certifications that enhance their career prospects. The institute provides a platform for professionals to
upskill, and trainers can conduct workshops and mentorship sessions to share their expertise. Students can
engage with instructors through interactive sessions, hands-on projects, and live Q&A discussions.

Prodgtra Tech LLP Presence – Prodgtra Tech LLP is headquartered in Bengaluru, India. The institute has
expanded its reach through online training programs, allowing learners from different locations to access
its courses. With a growing network of industry collaborations, Prodgtra Tech LLP is committed to
delivering high-quality education to students and professionals worldwide.

2.2 Training Programs

Programming Business Management Core Engineering

 Web Development  Digital Marketing  Auto CAD
 Python  Advanced Excel  VLSI Design
 C and C++  Business Analytics  CATIA
 Core Java  Tally  STAAD Pro
 Software Testing  HR Management  3D Printing

Data Science Design Creative Arts

 Machine Learning  Video Editing  Photography
 Advanced Excel  Animation  Guitar
 Deep Learning  Digital art  Calligraphy

 Business Analytics  Graphic Design  Acting

 Tableau  Adobe Illustrator  Creative Writing

(Table 2.1 Prodgtra Tech LLP Training Programs)

z22
2.2 USEFULNESS OF THE TRAINING UNDERGROUND

Social Media Marketing (SMM) is essential for individuals, brands, and organizations aiming to build strong
digital presence. This training helps in the strategic planning, creation, execution, and analysis of social
media efforts on TikTok and Instagram, enabling better performance and measurable growth.

1. Informed Decision Making

SMM training provides real-time insights and analytics that empower marketers to make data-driven
decisions:

a) Identify underperforming content and optimize accordingly.

b) Allocate ad spend effectively across platforms
c) Evaluate which campaigns yield the highest ROI
d) Align marketing strategies with audience preferences and behaviors

2. Risk Management

Social media is fast-paced and public—this training teaches how to manage digital reputation and mitigate
risks:

a. Identify potential brand reputation risks (negative comments, trends)

b. Assess impact of viral content (positive or negative)
c. Develop social media crisis management strategies
d. Monitor sentiment analysis and user feedback continuously

3. Improved Campaign Performance

Training ensures better planning and execution of campaigns, leading to improved reach, engagement, and
conversions:

a) Optimize content calendar based on performance data

b) Maintain consistent posting and audience engagement
c) Use analytics to refine targeting and creatives
d) Balance content variety (Reels, Stories, Lives, etc.) for sustained impact

4. Increased Operational Efficiency

With training in tools and automation:

a) Automate post scheduling using tools like Later or Buffer

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b) Use templates and preset formats to speed up content creation
c) Reduce manual errors in reporting and tracking
d) Improve consistency in branding and messaging across platforms

5. Efficient Resource Allocation

Training helps in allocating digital marketing resources wisely:

 Budgeting ad spend between TikTok and Instagram

 Choosing the right influencers and collaborations
 Focusing efforts on high-engagement content types
 Prioritizing audience segments based on campaign goals

6. Improved Return on Investment (ROI)

By mastering targeting, A/B testing, and analytics:

 Understand what content works best

 Maximize performance from each dollar spent
 Align objectives with performance metrics
 Improve click-through and conversion rates

7. Revenue & Brand Growth

With optimized social media marketing strategies:

 Increase traffic to website or sales pages

 Improve lead generation and conversions
 Expand brand awareness and loyalty
 Build a strong and authentic brand presence

8. Digital Risk & Reputation Management

Mitigate PR risks and respond to audience concerns promptly:

 Monitor brand mentions and comments regularly

 Train in proactive response strategies
 Use social listening tools to understand audience sentiment
 Maintain a professional and positive brand image

9. Strategic Campaign Planning

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Plan future campaigns for sustained growth:

 Align content themes with seasonal trends

 Integrate TikTok and Instagram with broader digital marketing funnels
 Launch promotional campaigns with clear CTAs and tracking
 Set SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals

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 CHAPTER - 3
TRAINING OUTCOMES

3.1 KNOWLEDGE ACQUIRED

BEGINNER KNOWLEDGE ACQUIRED

1. Understanding Platform Algorithms: Learned how TikTok’s For You Page and Instagram’s
Explore/Feed algorithms function.
2. Content Creation Basics: Gained skills in using video editing apps like CapCut for TikTok and Canva
for Instagram posts/stories.
3. Hashtag Strategy: Developed strategies to use trending and niche hashtags effectively for discoverability.
4. Posting Schedules: Understood best times to post on each platform based on audience behavior insights.

INTERMEDIATE KNOWLEDGE ACQUIRED

1. Audience Engagement Techniques: Learned how to increase comments, likes, and shares through
interactive content like polls, Q&As, and live sessions.
2. Influencer Collaboration: Understood how to identify and approach influencers, negotiate deals, and
measure ROI.
3. Ad Management: Gained experience in creating, launching, and optimizing paid campaigns using
TikTok Ads Manager and Instagram Ads.
4. A/B Testing: Learned to test creatives, captions, and posting times to optimize engagement and
conversions.

ADVANCED KNOWLEDGE ACQUIRED

1. Analytics & Reporting: Mastered the use of TikTok Analytics and Instagram Insights to track
performance metrics.
2. Conversion Tracking: Learned how to use pixels and UTM tracking to measure campaign ROI.
3. Campaign Optimization: Gained skills in retargeting, lookalike audience creation, and funnel
optimization.
4. Social Media Trends: Learned to identify and capitalize on emerging trends, memes, and viral content
opportunities.

TECHNICAL KNOWLEDGE

1. Video Editing: Mastery of tools like CapCut, Adobe Premiere Rush for TikTok content.
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2. Graphic Design: Proficiency in Canva and Adobe Spark for designing Instagram posts and reels covers.
3. Scheduling Tools: Used platforms like Buffer, Later, and Hootsuite to schedule and manage content.
4. Hashtag & Trend Tools: Familiarity with tools like Hashtagify, TikTok Creative Center, and TrendTok
Analytics.

By acquiring this knowledge:

 Built platform-specific marketing strategies

 Increased audience engagement and retention.
 Improved campaign performance using analytics.
 Created high-performing content formats.
 Managed brand reputation and community engagement.
 Drove measurable business outcomes via TikTok and Instagram.

Syllabus

SL No Modules No of Hours

1 Section -1 Course Overview 1:41 Mins

2 Section -2 Intro to Digital Marketing 40 mins

 Understanding Digital Marketing

 Traditional Marketing vs Digital Marketing
 Key Digital Marketing Channels
 Consumer Behavior in the Digital Age.

3 Section – 3 Graphic Designing in Digital Marketing 49 mins

 Importance of Visual Content in Marketing

 Basics of Graphic Design
 Designing Social Media Posts and Ads
 Introduction to Canva and Adobe Tools.

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 4 Section – 4 Email Marketing 47 mins

 Importance of Email Marketing

 Building an Email List
 Email Automation & Drip Campaigns
 A/B Testing for Email Campaigns

5 Section – 5 LinkedIn Marketing 29 mins

 Optimizing LinkedIn Profiles for Personal and Business

Branding
 LinkedIn Content Strategy

 LinkedIn Ads and Lead Generation

 Networking and Engagement Strategies

6 Section – 6 SEO Basics and Optimization 32 min

 What is SEO and Why is it Important?

 On-Page SEO (Keywords, Meta Tags, Content
Optimization)
 Off-Page SEO (Backlinks, Social Signals)
 Technical SEO (Site Speed, Mobile
Optimization)

7 Section – 7 Google Ads Fundamentals 43 mins

 Introduction to Google Ads

 Creating a Google Ads Campaign
 Understanding Bidding Strategies
 Keyword Research and Ad Targeting

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 8 Section – 8 Advanced Google Ads Strategies 46 mins

 A/B Testing for Ads

 Conversion Tracking and ROI Optimization
 Remarketing and Retargeting Campaigns
 Using AI and Automation in Google Ads

9 Section-9 Management System in Digital Marketing 22 min

 Project and Campaign Management Tools

 Scheduling and Automation in Digital Marketing
 Analyzing Digital Marketing Performance
 Budget Allocation and Resource Planning

10 Section -10 Online Advertising Strategies 55mins

 PPC vs Organic Marketing

 Display and Video Advertising
 Affiliate and Influencer Marketing
 Cross-Channel Advertising Strategies

Total 30 hrs

(Table 3.1 Digital Marketing Syllabus)

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3.2 SKILLS MASTERED

Mastering social media marketing means achieving proficiency in planning, executing, and analyzing
campaigns across platforms like TikTok and Instagram. This includes creativity, strategic thinking, data
analysis, and communication.

1. Content Strategy Development: Ability to plan monthly content tailored to each platform's strengths.
2. Audience Analysis: Identifying demographics, behavior patterns, and content preferences of TikTok and
Instagram users.
3. Campaign Planning & Execution: Designing end-to-end campaigns, from ideation to launch and
performance tracking.
4. Influencer Outreach & Management: Building relationships with influencers and managing sponsored
content campaigns.
5. Engagement Strategy: Managing comments, DMs, and community-building activities effectively.
6. Trend Analysis: Recognizing and leveraging viral trends and sounds.
7. Ad Campaign Management: Proficiency in ad creation, targeting, budgeting, and optimization for each
platform.
8. Platform Tools Mastery: Navigating Creator Studio, Meta Business Suite, TikTok Ads Manager.
9. Aesthetic Branding: Maintaining consistent brand identity across visuals, captions, and tone.
10. Crisis Management: Handling negative comments or public backlash promptly and professionally.

3.3 PROOF FOR OPERATIONS USING SKILLS

Example 1 – TikTok Campaign Strategy:

Created a successful TikTok campaign for a fashion brand, using trending sounds and challenges. Used
CapCut for video editing and TikTok Creative Center to identify trending hashtags, resulting in 45%
increase in engagement.
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Example 2 – Instagram Ad Campaign:
Launched an Instagram story ad campaign using Meta Ads Manager. A/B tested visuals and CTA buttons,
leading to a 20% decrease in CPC and 30% increase in conversions.

Example 3 – Influencer Marketing:

Managed collaboration between a skincare brand and micro-influencers on both platforms. Tracked
performance using custom UTM links and story swipe-up metrics.

Example 4 – Engagement Optimization:

Built a 30-day content calendar featuring Reels, carousels, and polls. Used insights to identify top-
performing formats, improving overall engagement rate by 60%.

Example 5 – Analytics Reporting:

Created weekly performance reports using platform insights and third-party tools. Recommended actionable
changes like adjusting posting times and video length based on engagement drops.

3.3.1 SKILLS DEMONSTRATED

 Social Media Campaign Strategy

 Influencer Collaboration and Negotiation
 Paid Ads Optimization
 Trend Spotting & Content Creation
 Data Analysis & Reporting

3.3.2 TOOLS AND TECHNIQUES

1. CapCut / InShot / Adobe Rush – for TikTok video editing.

2. Canva / Adobe Spark – for Instagram content.
3. Meta Ads Manager / TikTok Ads Manager – for running campaigns.
4. Hootsuite / Buffer / Later – for scheduling posts.
5. Google Analytics / TikTok Pixel / Facebook Pixel – for tracking conversions.
6. TrendTok / Hashtagify / TikTok Creative Center – for trend and hashtag research.

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 CHAPTER 4
PLACEMENT OPPORTUNITIES

4.1 PLACEMENT OPPORTUNITIES IN INDIA

1. India offers a wide range of placement opportunities in social media marketing across various industries
including e-commerce, digital agencies, entertainment, education, and tech startups.

2. Placement opportunities refer to openings provided by companies, brands, or digital marketing firms to
students and freshers, often through campus recruitment or digital job fairs. These placements help bridge
academic learning with real-world digital marketing experience.

3. Social media marketing roles allow students to transition into the digital world smoothly, offering jobs in
areas such as content creation, influencer marketing, brand strategy, community management, and
performance marketing.

4. The digital boom in India has led to rising demand for skilled professionals in social media marketing.
Opportunities arise through campus placements, virtual job drives, walk-in interviews, online job portals,
and internships.

5. Campus recruitment is common among leading digital marketing firms and startups that seek fresh talent
to handle platforms like Instagram, TikTok, LinkedIn, and YouTube.

6. Government-driven digital initiatives also create opportunities through campaigns and projects requiring
skilled social media marketers.

4.1.1 AGENCY AND BRAND SECTOR

1. Digital Marketing Agencies: Agencies like WATConsult, Social Beat, and Schbang recruit professionals
for social media planning, analytics, campaign execution, and influencer outreach. (2 - 4 LPA)

2. In-house Brand Teams: Companies like Zomato, Nykaa, and Swiggy offer opportunities in content
marketing, social engagement, and performance tracking for social channels. (3 - 5 LPA)

4.1.2 CONTENT AND CREATOR ECONOMY

a) Content Studios: Firms such as FilterCopy and TVF hire talent for content ideation, scriptwriting, and
social publishing. (3 - 6 LPA)

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b) Influencer Marketing Platforms: Companies like Monk Entertainment and PulpKey seek professionals
to manage influencer campaigns, analyze ROI, and strategize partnerships. (5 - 30 LPA)

4.1.3 CORPORATE SOCIAL MEDIA STRATEGY

a) MNCs & Enterprises: Global Capability Centers (GCCs) of firms like Accenture and Deloitte in India
now hire for roles in digital brand presence and internal communications via social media. (30LPA - 1CR)
b) Government Campaigns: Digital India and MyGov initiatives offer social media roles that focus on
citizen engagement and public messaging. (2 - 4 LPA)

4.1.4 SOCIAL MEDIA TECH AND ANALYTICS

a) Startups and Tech Platforms: Roles in content automation, campaign optimization, and social analytics
are available with tools like Zoho Social, Hootsuite, and SocialPilot. (2 - 4 LPA)
b) Digital Hubs: Cities like Bangalore, Mumbai, and Gurgaon are social media innovation centers offering
frequent job openings. (2 - 4.5 LPA)

4.1.5 EDUCATIONAL INSTITUTIONS AND TRAINING PROGRAMS

a) UpGrad and Great Learning: Offer certifications in social media marketing and support students with
placement assistance. (3 - 6 LPA)
b) NIIT and Digital Vidya: Provide professional training programs with strong industry ties for placements.
(3 - 6LPA)

4.1.6 JOB PORTALS AND AGENCIES

a) LinkedIn Jobs, Internshala, and AngelList: Popular platforms listing social media marketing roles in
startups and big brands. (2.2 - 6 LPA)
b) Recruitment Trends: Rising demand for specialists in reels strategy, meme marketing, TikTok analytics,
and social commerce. (3- 7 LPA)

4.2 GLOBAL PLACEMENT OPPORTUNITIES

1.Global placement opportunities involve roles with multinational brands and digital marketing agencies
operating across countries.

2. "Global placement" refers to social media marketing jobs that include cross-border campaigns,
international client management, and global influencer partnerships.

33
3. Tools like Hootsuite and Google Data Studio are used for global campaign tracking and reporting, making
skilled professionals valuable worldwide.

4. Countries like the USA, UK, Canada, and Australia offer growing opportunities in social media marketing,
especially for those with strong content, analytics, and storytelling skills.

5. These placements help professionals build international portfolios, boost earnings, and gain multicultural
exposure in digital branding.

6. Key skills include platform-specific expertise (Meta, TikTok, LinkedIn), video editing, content calendar
planning, and knowledge of global digital trends.

7. Professionals must understand international audience behavior, platform algorithms, and advertising
regulations across borders.

8. Exposure to global social strategies, cross-cultural branding, and international campaign execution
enhances career growth in this field.

4.2.1 ENTREPRENEURIAL OPPORTUNITIES

Social media marketing is a powerful space for entrepreneurs, freelancers, and consultants. Tools like Canva,
Notion, and Meta Ads Manager allow individuals to build and sell services.

1. Content Planning Services: Creating monthly content calendars and templates for small businesses and
creators.
2. Social Media Management: Offering services to schedule posts, track engagement, and build community
across platforms.
3. Brand Kits and Templates: Selling editable social templates and reels presets on Gumroad or Etsy.
4. Campaign Management: Helping startups run ad campaigns, monitor KPIs, and generate reports.
5. Consulting and Training: Conducting workshops or courses for influencers, business owners, or students.
6. Analytics Dashboards: Designing real-time dashboards using tools like Google Data Studio or Meta
Business Suite.
7. Advanced Skills: Running social ads, using automation tools like Zapier, creating viral content strategies,
and managing influencer budgets.

34
 CHAPTER 5

LEARNING EXPERIENCE

The Social Media Marketing course, with a focus on TikTok and Instagram, was a transformative learning
experience for me. It provided a solid foundation in digital marketing strategy, audience engagement, content
creation, performance analytics, and campaign management. Throughout the program, Trainee developed a
diverse set of technical, creative, and analytical skills that are essential for a career in digital marketing.
However, the learning journey was not without its challenges, as trainee initially struggled with mastering
content planning, interpreting analytics, and staying consistent with platform updates. Despite these
obstacles, the course taught me a disciplined and data-driven approach to social media marketing, helping
me to gain confidence in my digital capabilities.

5.1 NEW SKILLS LEARNED

1. Content Strategy and Campaign Planning

One of the most valuable skills Trainee acquired was designing platform-specific content strategies. Trainee
learned how to develop and execute campaigns for both TikTok and Instagram, understanding the unique
features, algorithms, and user behavior associated with each platform. Trainee became adept at crafting
engaging short-form videos, using trends and hashtags strategically, and aligning content with brand
messaging. Learning how to plan a content calendar and maintain posting consistency was also a key
highlight.
2. Social Media Analytics and Performance Tracking
Another crucial skill was understanding how to interpret analytics to improve marketing performance.
Trainee learned to use tools such as Instagram Insights and TikTok Analytics to measure key metrics like
engagement rate, reach, impressions, and follower growth. These insights enabled me to evaluate the
effectiveness of content, identify high-performing formats, and make data-backed decisions to optimize
future campaigns.
3. Influencer Marketing and Audience Engagement
The course also provided deep insights into influencer marketing and community management. Trainee
learned how to identify the right influencers, evaluate engagement authenticity, and negotiate brand
collaborations. Additionally, trainee gained experience in fostering meaningful interactions with audiences
through comments, DMs, polls, and live sessions—essential for building brand loyalty and trust.
4. Platform-Specific Content Creation Tools
The trainee developed proficiency in using editing tools like CapCut, Canva, and built-in platform features
such as Instagram Reels, Stories, and TikTok effects. This helped me create visually appealing and trend-
aligned content. Understanding how to use transitions, soundtracks, text overlays, and captions strategically
improved my ability to capture attention and drive interaction.
5. Market Research and Trend Analysis
Another important area was trend analysis. The trainee learned how to identify emerging trends, hashtags,
and viral content strategies to stay relevant and competitive. By monitoring competitors and studying
audience behavior patterns, Trainee developed the ability to forecast content performance and adapt
strategies accordingly.
6. Creative Problem-Solving and Decision-Making
The course enhanced my critical thinking and decision-making skills through real-world case studies and
campaign simulations. Applying theory to practice, Trainee was able to develop solutions to common
marketing challenges, such as improving engagement rates or repositioning a brand’s tone for a younger
audience on TikTok.
7. Use of Social Media Management Tools
Lastly, trainee gained hands-on experience with tools like Buffer, Hootsuite, and Meta Business Suite, which
helped me schedule posts, track performance, and manage multiple accounts efficiently. These tools greatly
improved my productivity and helped streamline my workflow.

5.2 CHALLENGES FACED DURING TRAINING

1. Despite acquiring various skills, Trainee encountered several challenges throughout the course.
Understanding platform-specific algorithms and engagement tactics was one of the most difficult aspects.
TikTok and Instagram each operate with unique content prioritization models, and grasping how to tailor
content to boost reach and engagement required deep research and experimentation. Concepts such as
optimizing post timing, using hashtags effectively, and decoding audience insights demanded critical
thinking and continual adjustments to strategy. However, by revisiting course material, watching tutorials,
and analyzing successful campaigns, Trainee gradually developed a stronger understanding of these key
areas.
2. Mastering content creation and editing tools was also a significant challenge. While the course provided
guidance on using software like Canva, CapCut, and Instagram's in-app features, producing polished and
compelling content involved attention to detail, creativity, and consistency. Initially, Trainee struggled with
designing visually appealing posts, creating smooth transitions in short-form videos, and selecting
appropriate music and text overlays. Even minor errors could negatively impact viewer retention and
engagement. Through consistent practice and by studying top-performing content, Trainee eventually
improved my editing workflow and gained confidence in my creative execution.
3. Staying updated with ever-changing platform trends, features, and best practices was another demanding
aspect. Social media is a fast-paced industry, and strategies that work today may be outdated tomorrow.
Keeping up with algorithm changes, emerging content formats (like Instagram’s Collab posts or TikTok's
interactive stickers), and evolving user behavior required more effort than the standard curriculum. Moreover,
applying theoretical knowledge to real-world marketing situations was initially tough. Understanding how to
craft content for brand awareness, conversion, or engagement, and knowing how to pivot strategy based on
analytics, was a skill that only improved through hands-on experience. Participating in case studies, running
mock campaigns, and engaging in peer discussions helped bridge the gap between theory and real-world
application.

CONCLUSION
Social media marketing has become a vital component of modern business growth and brand visibility. By
mastering the use of platforms like TikTok and Instagram, marketers can drive engagement, build
communities, and convert followers into loyal customers. A well-rounded strategy—based on content
planning, performance analysis, trend adaptation, and audience targeting—can help businesses achieve their
digital marketing goals. Through this course, Trainee gained not only the technical and creative skills
required for social media success but also the adaptability and strategic mindset needed to thrive in the ever-
evolving digital landscape
 Training Project Work
PROGRESS REPORT (Week 1)

Sl. No. Particulars

1 Name of the Student KAVYA.L

2 Registration Number P18LL23M015042

3 Name of College Guide PROF. APRITA SASTRI

4 Name and contact no of the Co- NITHISH L

Guide/External Guide
(Corporate)
5 Name and Address of the PRODGTRA TECH LLP
Company/Organization where Brindhavan layout near decathlon
Training Project undertaken anubhava,5J7+2WM,vidyanagar cross bengaluru
with start date north 562157

6 Progress report: A brief note Progress Report

reflecting, Number of meetings Laid out the project scope, including defining key

with Guide, places visited, digital marketing channels (SEO, social media, email
marketing) and target metrics.
libraries visited, books referred,
meeting with persons, activities
taken up, etc.,)

Date:

Signature of the Candidate Signature of the College Guide

 Training Project Work
PROGRESS REPORT (Week 2)
Sl. No. Particulars

1 Name of the Student KAVYA.L

2 Registration Number P18LL23M015023

3 Name of College Guide PROF. APRITA SASTRI

4 Name and contact no of the Co- NITHISH L

Guide/External Guide
(Corporate)
5 Name and Address of the PRODGTRA TECH LLP
Company/Organization where Brindhavan layout near decathlon
Training Project undertaken anubhava,5J7+2WM,vidyanagar cross bengaluru
with start date north 562157

6 Progress report: A brief note Progress Report

reflecting, Number of meetings  Attended 2 meetings with guide and

with Guide, places visited, professionals on Digital marketing

 Reviewed initial digital marketing strategies
libraries visited, books referred,
and analyzed preliminary campaign
meeting with persons, activities
performance data.
taken up, etc.,)

Date:

Signature of the Candidate Signature of the College Guide

 Training Project Work
PROGRESS REPORT (Week 3)

Sl. No. Particulars

1 Name of the Student KAVYA.L

2 Registration Number P18LL23M015023

3 Name of College Guide PROF. APRITA SASTRI

4 Name and contact no of the Co- NITHISH L

Guide/External Guide
(Corporate)
5 Name and Address of the PRODGTRA TECH LLP
Company/Organization where Brindhavan layout near decathlon
Training Project undertaken anubhava,5J7+2WM,vidyanagar cross bengaluru
with start date north 562157

6 Progress report: A brief note Progress Report

reflecting, Number of meetings  Attended 2 meetings with guide and

with Guide, places visited, professionals on Digital marketing

 Discussed challenges in audience segmentation
libraries visited, books referred,
and conversion optimization, leading to the
meeting with persons, activities
adoption of new A/B testing methodologies.
taken up, etc.,)

Date:

Signature of the Candidate Signature of the College Guide

 Training Project Work
PROGRESS REPORT (Week 4)

Sl. No. Particulars

1 Name of the Student KAVYA.L

2 Registration Number P18LL23M015023

3 Name of College Guide PROF. APRITA SASTRI

4 Name and contact no of the Co- NITHISH L

Guide/External Guide
(Corporate)
5 Name and Address of the PRODGTRA TECH LLP
Company/Organization where Brindhavan layout near decathlon
Training Project undertaken anubhava,5J7+2WM,vidyanagar cross bengaluru
with start date north 562157

6 Progress report: A brief note Progress Report

reflecting, Number of meetings  Attended 2 meetings with guide and Digital

marketing trainer
with Guide, places visited,
 Strategized on integrating content marketing and
libraries visited, books referred,
influencer out reach for enhanced
meeting with persons, activities campaign effectiveness.
taken up, etc.,)

Date:

Signature of the Candidate Signature of the College Guide

 Training Project Work
Day-wise Training Report
Day Date Work done

Day 1 Feb-05 What is Digital Marketing? Scope and Importance

Day 2 Feb-06 Traditional Marketing vs Digital Marketing

Day 3 Feb-07 Understanding the Digital Customer Journey

Day 4 Feb-08 Key Channels in Digital Marketing (SEO, SEM, SMM, Email, Content,
etc.)

Day 5 Feb-09 Setting SMART Goals for Digital Campaigns

Day 6 Feb-10 Overview of Digital Marketing Funnel (AIDA model)

Day 7 Feb-11 Tools and Technologies Used in Digital Marketing

Day 8 Feb-12 Introduction to SEO – Importance and Types (On-page, Off-page,

Technical)

Day 9 Feb-13 Keyword Research and Optimization Techniques

Day 10 Feb-14 On-Page SEO: Meta Tags, Headers, Image Optimization

Day 11 Feb-15 Off-Page SEO: Link Building and Backlinks

Day 12 Feb-16 Technical SEO: Site Speed, Mobile-Friendliness, Indexing

Day 13 Feb-17 Tools for SEO – Google Search Console, SEMrush, Ubersuggest

Day 14 Feb-18 Website Planning and Optimization for User Experience (UX)

Day 15 Feb-19 Content Marketing Strategy – Types of Content

Day 16 Feb-20 Blogging & Copywriting for Digital Marketing

Day 17 Feb-21 Social Media Marketing Overview (Facebook, Instagram, LinkedIn,

Twitter, etc.)

Day 18 Feb-22 Content Creation and Calendar Planning for Social Media

Day 19 Feb-23 Paid vs Organic Social Media Strategy

Day 20 Feb-24 Influencer Marketing – Trends and Campaigns

Day 21 Feb-25 Analytics for Social Media Engagement (Likes, Shares, Reach)
Day 22 Feb-26 Introduction to Google Ads – Types and Structure

Day 23 Feb-27 Facebook/Instagram Ads – Setup and Targeting

Day 24 Feb-28 Email Marketing Essentials – Campaign Types and Tools

Day 25 Mar-01 Email Marketing Automation & Funnels

Day 26 Mar-02 Basics of Web Analytics – Google Analytics Overview

Day 27 Mar-03 Key Performance Indicators (KPIs) in Digital Marketing

Day 28 Mar-04 Return on Investment (ROI) and Conversion Tracking

Day 29 Mar-05 Drafting Final Report – Findings, Learnings, Recommendations

Day 30 Mar-06 Feedback session & certification completion

Signature of the Student Signature of the Guide

z40
15