SYNOPSIS

ON

“A STUDY OF E-LEARNING MARKETING

STRATAGIES ADOPTED BY EXTRAMARKS”.

Dissertation submitted
in
partial fulfillment of requirement for the award of
degree of

Master of Business Administration (M.B.A)

By

Diksha Sontake

Supervisor (In House)

Dr. K.S Mukherjee

Supervisor (Company)
Ms. Kshama Singh

Department of Management Studies

G.H. Raisoni College of Engineering, Nagpur
(An Autonomous Institute Affiliated to Rashtrasant Tukadoji Maharaj Nagpur
University)

2018
 TITLE 1
INTRODUCATION TO TOPIC

The corporate e-learning market can be segregated by size to include

SMBs and large institutions. This software allows the organization to
train their employee base in a variety of areas, ranging from sensitivity
to technical skill training. SMBs having limited financial resources are
anticipated to increasingly adopt the technology as they allow the
training of many employees at affordable rates. Owing to their
increasing rates of globalization and rapid industrialization, MNCs
having a large and dispersed employee base are resorting to diversity
and sensitivity training and technical and management training for the
various tiers in the company. In May 2016, Infosys Ltd. announced that
it had entered an agreement with Udacity Inc., Coursera Inc., and EdX
Inc, to training their personnel on AI powered technologies.

Availability of online tools by subscription basis can aid in the design

and development of the software applications, allowing SMBs having
limited resources to access premium content at very low rates. Vendors
operating globally are increasingly providing software and apps that
can work effectively on a range of mobile platforms such as Android
and iOS. The rising trend of gamification of the learning process
allows the user to be highly engaged in the learning process and allows
quicker recollection of earlier learned concepts.
E-Learning Market
Online solutions continuously collect the user information and gives a
customized feedback of the user’s performance. Furthermore, the
students can immediately connect to a tutor or service provider in case
of any issues. However, it requires constant connection with the
internet to function effectively. Online solutions are increasingly
gaining a foothold in the global e-learning marketplace.

Mobile e-learning market segment is anticipated to witness growth

owing to the increase flexibility and the ability to access from multiple
devices. For employees that have limited time to train in a particular
field, mobile learning allows the user to access their account from
multiple devices and at any location. Furthermore, phone-based
reminders and organizers are increasingly integrated into e-learning
platforms to improve the learning process.

The content providers in the e-learning market is projected to grow

owing to the rising demand for the online learning content as it is
readily available for usage on a variety of platforms. Furthermore,
content packages are set as per the requirements of the curriculum and
can be conformed to suit the needs of the end-users. These are accessed
by a large number of students via subscription basis. Owing to their
high scalability and customization to suit the varying demands of the
end-users, these are widely adopted by educational institutions and
corporate bodies.
The increased penetration of mobile devices and the internet across the
world is transforming the e-learning market. Technological
advancements such as the introduction of online tools, cloud
technology, and mobile learning are further anticipated to propel
growth.
2. Company Profile

Mr. Atul Kulshrestha is the founder, Chairman and

 Managing Director of “Extramarks”. He has conceived 

and   initiated   “Extramarks”   to   provide   new   age   digital   education

solutions to schools and students to make teaching – learning process

easy and effective. Extramarks has attained global success and extreme

popularity under his leadership. He leads a team of more than 1600

professionals who have years of experience in the respective field.

He   is   an   honours   graduate   and   a   Chartered   Accountant   with   a

meritorious   academic   record.   He   developed   a   special   interest   and

knack   for   technology   and   launched   two   internet   portals   and   one

international BPO company prior to the launch of “Extramarks”. His

efforts   in   improving   the   teaching   –   learning   methodology   by

implementing  new  technologies  has   won  him  accolades   and  he  has

been hailed as a global business leader who is transforming the family

business in a survey published by Price Waterhouse Coopers.

He has spoken on digital and personalized learning on many platforms

and regularly writes on the subject. He is a voracious reader and a

music and movie lover. He is greatly involved in philanthropic and

social   engagements.   He   is   Patron   of   “Rajasthan   Netra   Heen   Seva

Sangh”   (Rajasthan   Blind   Association)   an   organization   serving   the

blind students to make them independent and self reliant. He has also

founded “Extramarks Education Foundation” to initiate research and

social development programs in the field of education.

Digital   education   is   fast   catching   up   as   the   conventional   coaching

centres may often not cater to the needs of students.

Bengaluru: Making   learning   easy   with   the   help   of   animators,

designers and visualizers­and avoiding the ‘pressure cooker’ situation

for students­has been the guiding philosophy at Extramarks, a digital

education firm.

Digital   education   is   fast   catching   up   as   the   conventional   coaching

centres may often not cater to the needs of students. Ask Joseph K, a

freelance school counsellor in the city about this and he says, “Students

at a young age (in some instances even from Class 4), are forced to

pick training courses to crack various admission tests till they complete

their PU course. This has indeed affected their interest in studies and

instigated an  acute fear of academics which has become their constant

companion.”   Corroborating   his   view,   Atul   Kulshrestha,   Founder   &

CMD   of   Extramarks,   claims   that   his   initiative   to   train   students   at

Class­12 level for Engineering and Medical entrance exams avoids all

that   happens   in   the   pressure   cooker   scenario.   “At   Extramarks,   all

concepts are explained through different media, making it easy for a
student to learn visually and understand each concept in detail in a fun­

filled and engaging way as opposed to rote learning,” he says.

 Elaborating on how the modules are designed at the company, he adds

that an outline is developed by Subject Matter Experts (SMEs) from

which   story   boards   and   base   learning   frameworks   are   created,

discussed   and   reviewed.   The   desired   learning   outcomes   and   the

complexity of concepts determine the base design of the module to be

created. “With the help of animators, designers and visualizers along

with   SMEs,   rich   media   modules   and   practice   modules   including

Higher   Order   Thinking   Skills   are   also   developed.   Finally,   various

levels of assessment questions and exercises are created for teachers

and for self­assessment,” he explains.

Bridging the gap between online methods and real classroom­based

training,   the   firm   will   soon   begin   coaching   centres   in   the   city   and

across   South   India.   “Named   Extramarks   Smart   Coaching   Centres,

students will be exposed to the benefits of the ‘Total Learning’ concept

which   ensures   the   delivery   of   most   effective   education   to   students.

Also,   the   learning   content   created   by   teachers   will   be   available   to

fellow teachers and students,” adds Mr Kulshrestha.

Prime Minister Narendra Modi’s vision and efforts for Digital India are

being well­received by the Silicon Valley in the US. While it means a

lot for Indians the way they live and work, it would also give a new

meaning to the country’s education sector. A recent UK­India business
Council report titled Meeting India’s Educational Challenges Through

E­Learning states that India is the second biggest e­learning market

globally after the US.

What’s in store?

The country’s education sector is undergoing a revolution, thanks to

rapid internet penetration and the availability of low­cost mobile and

hand­held   devices.   With   technology   playing   a   major   role   in

multiplying reach and providing access to learning tools and material,

this opportunity is being seen as a huge potential for many foreign and

domestic training providers offering online education opportunities in

the country. “Yet efforts are still fragmented and many of the more

advanced innovations in online education technology remain the remit

of private enterprises. In an effort to bring rural India in to the digital

age, the Centre has launched the Digital India campaign. Some of this

campaign’s   targets   include   providing   broadband   connectivity   to   a

quarter   of   a   million   rural   villages   by   2019   and   making   Wi­Fi

connections available in schools,” says the report.
CHAPTER – 3
RATIONAL
 The main purpose of this project is to study the “A STUDY OF E-LEARNING
MARKETING STRATAGIES ADOPTED BY EXTRAMARKS”. The main
purpose of the study is to understand the consumer requirement and need which
directly lead to the marketing among Extramarks. Company currently may not
focus on all the marketing strategies & may not cover all the geographical areas .
Proper marketing strategies are most important in order to achieve best result.
Marketing strategies implemented by the company may not be satisfactory. The
study will explore the factors responsible for consumer satisfaction.

CHAPTER – 4
 IMPORTANCE OF THE PROPOSAL TOPIC

Marketing and promotional strategies are closely tied together. Marketing

includes all aspects of developing, promoting and selling E-learning products or
services to customers. Promoting is a key element in communicating the benefits
of products once they are researched and developed. Effective marketing and
promotion strategies drive the long-term success, customer development and
profitability for companies.
Promotions is essentially the alarm that you sound to let customers know you
exist and why they should care. Without the use of promotions, your fabulous
products and services can't garner the interest of preoccupied and on-the-move
customers. Initially, advertising, public relations, social media, personal selling and
other forms of communication are used to create awareness about brands and
products. Subsequent goals include gaining marketing share, getting customers to
buy and growing revenue. The media you select and the messages you formulate
are keys in building effective promotional strategies that achieve these
communication goals.
 Marketing strategy provides an organization an edge over it’s competitors.
 Strategy helps in developing and services with best profit making potential.
 Marketing strategy helps in discovering the areas affected by organizational
growth and thereby helps in creating an organizational plan to cater to the
customer needs.
 It helps in fixing the right price for organization’s goods and services based
on information collected by market research.
 Strategy ensures effective departmental co-ordination.
 It helps an organization to make optimum utilization of its resources so as
to provide a sales message to it’s target market.

 A marketing strategy helps to fix the advertising budget in advance, and it

also develops a method which determines the scope of the plan, i.e., it
determines the revenue generated by the advertising plan.
 CHAPTER – 5
RESEARCH METHODOLOGY

Research in common parlance refers to the search for knowledge. It can be

also defined as a scientific and systematic search for pertinent information on
specific topic. Infact, search is an art of scientific investigation. In simple terms,
research means, ‘a careful investigation or enquiry especially through search for
new facts in any branch of knowledge.’

MEANING :-

“The procedures by which researcher goes about their work of describing,

explaining and predicting phenomenon are called methodology. Methods comprise
the procedures used for generating, collecting and evaluating data. All this means
that it is necessary for the researcher to design his methodology for his problem as
the same may differ from problem to problem”.

OBJECTIVES

 To Determine the Market share of Extramarks.

 To find out the preference level of respondents regarding Extramarks.
 To know about the marketing method adopted by Extramarks.
 To know about impact of method on productivity level of company.
 To know about various marketing and advertising techniques of company.
 To find out the reasons for fall in demand and users.
 To analyze the perception of the respondents towards the product Extramarks

DATA COLLECTION
The task of data collection begins after the research problem has been
defined and research design chalked out. While deciding the method of data
collection to be used for the study, the researcher should keep in mind two types of
data viz. Primary and Secondary data.
1) PRIMARY DATA
Primary data consisted of original information gathered for the specific
purpose. Data was collected from the primary sources i.e. questionnaire was
developed with the help of which personal interview were carried out. Also along
with this I earned out personal interviews.
 Personal Visits
 Through Questionnaire
 Interview

2) SECONDARY DATA
The secondary data are those, which have already been collected by
someone else and passed through statistical process. The secondary required of the
research was collected through various newspaper and Internet etc.

LIMITATIONS OF STUDY

 The period selected for the study is year 2018 – 19.

  The Sample Size is 30 Respondent
 The Limited only Extramarks.

CHAPTER – 6
DATA ANALYSIS & INTERPRETATION

 The Data Interpretation can be done after analysed.

CHAPTER – 7
CONCLUSION

 Based on the Interpretation

CHAPTER – 6
SUGGESTION/RECOMMENDATIONS

 Based on Results Obtained.

REFERENCES

BOOKS :

 Research Methodology : Suja Nair

  Marketing Management : Philip kotler

Websites:

 www. extramarks.com
 www.google.co.in,