TRIBHUVAN UNIVERSITY

INSTITUTE OF SCIENCE AND TECHNOLOGY

A FINAL-YEAR INTERNSHIP REPORT

on
Digital Marketing
at
Labiz and Bryan Fashion Pvt. Ltd.

An Internship report submitted to partially fulfill requirements for the

Bachelor of Science in Computer Science and Information Technology
degree.

Project By:

Saswot Shrestha [21746]

Submitted To:

Chitwan College of Technology

Bharatpur- 11, Chitwan

MENTOR’S RECOMMANDATION
 DECLARATION
I hereby declare that the Report of the internship in “Labiz and Bryan Fashion Pvt.
Ltd..” which is being submitted to the CHITWAN COLLEGE OF TECHNOLOGY,
Tribhuvan University, in partial fulfillment of the requirements for the award of the
Degree of Bachelor of COMPUTER SCIENCE AND INFORMATION TECHNOLOGY
in the Department of Computer Science and Information Technology, is a bona fide
report of the work carried out by us.

_______________
Saswot Shrestha
T.U. Exam No.: 21746/075
 SUPERVISOR RECOMMENDATION

The internship report in “Labiz and Bryan Fashion Pvt. Ltd.” Submitted by Mr. Saswot
Shrestha of Chitwan College of Technology, Bharatpur-11, Chitwan is prepared under
my supervision as a partial fulfillment of the requirements for the Bachelor’s Degree in
Computer Science and Information Technology awarded by Tribhuvan University. I,
therefore recommend the project work report for evaluation.

_________________
Ram Gupta
Supervisor
Lecturer
Chitwan College of Technology
Bharatpur-11, Chitwan
Date: 2080-06-17
 ACKNOWLEDGEMENT

Firstly, I would like to take this opportunity to express my sincere gratitude to the
CHITWAN COLLEGE OF TECHNOLOGY administration for providing me with
this opportunity to explore my interest and ideas in the field of Computer Science through
this Internship.

I would like to thank my supervisor in this internship program Mr. Ram Gupta for his
valuable support and the entire faculties of the Department of Computer Science and
Information Technology for their help and guidance in the completion of the report.

Likewise, I am gravely thankful to Labiz and Bryan Fashion Pvt. Ltd. for providing the
opportunity of an internship at this organization with full support and coordination. I
would also like to express my gratitude to Mr. Bishnu Puri, my mentor for assisting and
inspiring me to do the internship in Digital Marketing and entire all members of the Labiz
and Bryan Pvt. Ltd. for allowing me to complete my internship program and for providing
me their valuable time during my internship period. Without their support and
encouragement, working on would have been difficult.

Finally, I would like to express my sincere gratitude to all my family, friends, and others
who helped me directly or indirectly during this internship pseriod.

Saswot Shrestha
T.U. Exam No.: 21746/075

iv
 ABSTRACT

This report documents the final year internship experience of Mr. Saswot Shrestha at
Labiz & Bryan Fashion Pvt. Ltd, a leading fashion brand in Nepal. The internship was
conducted from January to July 2022, and I was placed in the digital marketing
department.

The main objective of the internship was to gain hands-on experience in digital
marketing. He was involved in a variety of tasks, like creating and managing social media
accounts, running paid advertising campaigns, optimizing the website for search engines,
generating leads and sales, and many other small tasks.

He also had the opportunity to attend training sessions and workshops on digital
marketing. These sessions helped him learn about the latest trends in digital marketing
and how to apply them to the real world.

Overall, the internship at Labiz & Bryan Fashion Pvt. Ltd was a valuable learning
experience. He gained a strong understanding of digital marketing and how it can be used
to grow a business. He is confident that the skills and knowledge gained during the
internship will be beneficial in their future career.

v
 Table of Contents
MENTOR’S RECOMMENDATION.............................................................................................................

DECLARATION............................................................................................................................................

SUPERVISOR RECOMMENDATION........................................................................................................

ACKNOWLEDGEMENT..............................................................................................................................

ABSTRACT....................................................................................................................................................

LIST OF FIGURES........................................................................................................................................

LIST OF TABLES..........................................................................................................................................

LIST OF ABBREVIATIONS.........................................................................................................................

CHAPTER 1: INTRODUCTION...................................................................................................................

1.1. Introduction to Internship...................................................................................1

1.2. Problem Statement..............................................................................................1
1.3. Objectives...........................................................................................................2
1.4. Scope and Limitation............................................................................................2
1.5. Report Organization.............................................................................................. 3
CHAPTER 2: ORGANIZATION DETAILS AND LITERATURE REVIEW.............................................

2.1. Introduction to Organization...................................................................................5

2.2. Organization Hierarchy........................................................................................... 5
2.3. Working Domains of Organization.........................................................................6
2.4. Description of Intern Department / Unit..................................................................7
2.5. Literature Review...............................................................................................8
CHAPTER 3: INTERNSHIP ACTIVITIES...................................................................................................

3.1. Roles and Responsibilities.......................................................................................9

3.2. Weekly Log.............................................................................................................9
3.3. Description of the Project(s) Involved During Internship......................................10
3.4. Tasks / Activities Performed................................................................................10
CHAPTER 4: CONCLUSION AND LEARNING OUTCOMES.................................................................

4.1. Conclusion.............................................................................................................13

vi
 4.2. Learning Outcomes............................................................................................... 13
REFERENCES................................................................................................................................................

APPENDIX.....................................................................................................................................................

vii
 LIST OF FIGURES
Figure 1 : 2.2.1 Organizational Hierarchy of L&B..............................................................6

viii
 LIST OF TABLES

Table 1 : 3.2.1 List of activities performed..........................................................................9

ix
 LIST OF ABBREVIATIONS

B2C Business to Consumer

BSC.CSIT Bachelor of Computer Science and Information Technology
CEO Chief Executive Officer
CM Content Marketing
DM Digital Marketing
EM Email Marketing
INGO International Government Organizations
L&B Labiz and Bryan Fashion Pvt Ltd
MSN Microsoft Network
NGO National Government Organizations
NTA Nepal Telecommunication Authority
PC Personal Computer
PM Project Manager
ROI Return on Investment
SEO Search Engine Optimization
SMM Social Media Marketing

x
 CHAPTER 1: INTRODUCTION

1.1. Introduction to Internship

Internships offer a fantastic opportunity to bridge the gap between academic learning and
the professional realm, allowing students to gain valuable exposure to real-world work
environments. By participating in internships, students can enhance their skills, gain
practical experience, and gain a competitive advantage when searching for employment.
With the global demand for IT professionals on the rise, Nepal is also witnessing this
trend. Consequently, the Faculty of Management (FOM) at Tribhuvan University has
introduced the BSC.CSIT program to meet this growing need. The primary objective of
the Bachelor in Computer Science Information Technology (BSC.CSIT) program is to
cultivate socially responsible and outcome-oriented IT professionals. This program is
specifically designed to equip graduates with the necessary skills and qualities to excel as
efficient and effective IT professionals in today's fast-paced world.

The internship provided students with a practical glimpse into the professional world,
enabling them to explore diverse career opportunities in the field of Information
Communication Technology (ICT) and management. Through this internship project, he
gained invaluable insights into web application design and became acquainted with
various Search Engine Optimization (SEO) tools and digital media marketing techniques.
The project allowed me to understand the essential standards for improving website and
social media page visibility, and he successfully completed tasks involving multiple
websites and social media pages. Moreover, he learned the significance of keywords in
influencing customer engagement and discovered the ideal tools for effective digital
marketing. This internship experience expanded my knowledge of the field of digital
marketing as a whole.

1.2. Problem Statement

We are living in the 21st Century also known as a digital world and people are still
following traditional marketing techniques for promoting a brand and selling a product
which is very time-consuming and expensive. Traditional marketing refers to any type of

1
promotion, advertising, or campaign that has been in use by companies for years which
includes print advertisements, such as billboards, newsletters, flyers, and newspaper ads.
Traditional Marketing has a huge cost, low coverage, and less audience than Digital
Marketing. Even Businesses that are following Digital Marketing trends are not properly
optimizing their content and their website.

1.3. Objectives

1.3.1. Objectives of Intern

 To learn about digital marketing in practice.

 To gain practical experience in online marketing.
 To comprehend professional ideals, ethics, and convictions.
 To enhance the ability to work as a team.
 To strengthen research and analytical abilities.
 To develop effective interpersonal communication abilities.

1.3.2. Objectives of the Organization

 Product expertise and accessibility in various parts of the country

 create employment possibilities, both directly and indirectly,
 support both domestic and foreign trade
 Work together and partner with national and international organizations to
understand their work cultures and support the expansion of their brands.

1.4. Scope and Limitation

1.4.1. Scope

 Time management
 Users can get higher product placement with limited money spending
 Qualified business branding
 Lower maintenance requirements
 Technology is becoming cheaper day by day and good rise in internet users.

2
1.4.2. Limitation

 Many internet users use ad blockers to prevent advertisements from being

displayed.
 Increasing concerns about data privacy have led to stricter regulations (e.g.,
GDPR in Europe).
 While digital marketing allows for precise targeting, it's not always perfect.
 If the content is not engaging, relevant, or of high quality, it may not resonate with
the audience, leading to poor results.
 Overexposure to digital ads can lead to ad fatigue, where users become
desensitized to advertising messages.

1.5. Report Organization

The final year Internship report on “Digital Marketing” is structured as:

Chapter 1: Introduction

In this Chapter, I have given a brief introduction to the Internship, a brief introduction to
the organization, its mission, vision, and the objective of the project I have also written
about the scope of Digital Marketing.

Chapter 2: Organization Details & Literature Review

This chapter includes a review of the area being researched, current information
surrounding the issue, previous studies on the issue, and relevant history on the issue.
This chapter provides an overview of the organization, their hierarchy, working domains,
and literature review or related study.

Chapter 3: Internship Activities

This Chapter contains internship activities like Rules and Responsibilities, Weekly logs,
Tasks and Activities performed.

3
Chapter 4: Conclusion and Learning Outcomes

This section covers my experience working with L&B. Also, I have mentioned the tools
and technologies I got familiar with and the lessons learned during the internship period
at L&B.

4
 CHAPTER 2: ORGANIZATION DETAILS AND
LITERATURE REVIEW

2.1. Introduction to Organization

Labiz and Bryan Fashion Pvt Ltd is a Garment Factory at Ratnanagar- 02, Chitwan. It has
been manufacturing garments for a long time and is really active in the digital world
covering most of Nepal with its digital reach. Labiz and Bryan Fashion Pvt Ltd have a
really good Digital Marketing team that helps them to grow their business all over the
country. The use of the latest and high-tech technology has enabled this organization to
provide productive and quality products. L&B is a Garment Factory established in March
2018 with the vision of providing quality products at local prices all over Nepal with the
help of its Digital Experts. They have been doing great work on digital platforms in order
to increase their sales and provide quality products.

They are constantly growing their team to generate innovative packages and deliver new
affordable products and services to their customers. L&B's main strategy is to have the
best people, and the best quality and to follow global standards to establish their business
in a global market to understand customer needs and provide the best solutions and
services as per customer requirements.

2.2. Organization Hierarchy

Below is the organizational hierarchy of L&B and some of the scope of tasks they
performed in the company. All the internees were assigned tasks by the Head DM officer
and he was the first person of Contact regarding every issue that internees had to report.

5
 Figure 1 : 2.2.1 Organizational Hierarchy of L&B

2.3. Working Domains of Organization

2.3.1. Digital Marketing

The history of digital marketing can be traced back to the early days of the Internet. In the
early 1990s, businesses began to use email marketing and banner ads to reach their target
audiences. As the internet grew in popularity, so did digital marketing. In the 2000s,
social media platforms like Facebook and Twitter emerged, and businesses began to use
these platforms to connect with their customers. In the 2010s, mobile devices became
more popular, and businesses began to focus on mobile marketing. Today, digital
marketing is a multi-billion dollar industry, and it is constantly evolving. L&B’s digital
marketing is top-of-the-line and also affordable. L&B being a fashion company aims to
provide quality products at local prices all around the country with the help of their top-
class Digital Marketing strategy.

6
2.3.2. Pay-Per-Click (PPC) Advertising

Managing and optimizing paid advertising campaigns on platforms like Google Ads, Bing
Ads, and social media platforms to drive targeted traffic and conversions. It's a highly
effective and measurable way to drive targeted traffic to websites, generate leads, and
increase sales. L&B uses pay-per-click to boost its product placement.

2.3.3. Local SEO Marketing

Local SEO (Search Engine Optimization) is a crucial subset of digital marketing that
focuses on optimizing a business's online presence to improve its visibility in local search
results. The primary goal of local SEO is to attract more local customers to a physical
location, such as a brick-and-mortar store, service area, or restaurant. L&B uses local
SEO marketing to optimize its business’s online presence to improve its visibility in local
search.

2.4. Description of Intern Department / Unit

In Labiz and Bryan, we have two main departments:

1. Marketing Department / Internees

Sales and marketing teams in the marketing division are in charge of connecting with
potential clients, clients, investors, and/or the community while constructing an overall
narrative that favorably portrays the business. The marketing department monitors market
trends and identifies consumer needs and wants. The team developed a marketing strategy
to create more awareness about the organization awareness while educating target
audiences on the organization’s products or services. The internees do the digital
marketing content creation and boost the ads with the help of the marketing head in order
to develop the workflow of internees.

2. Production Department

The production department's team creates and manages the products for distribution all
around the country. L&B is a garment company that uses digital marketing as the major
aspect of its sales and design. The production team creates the product as per the
customer's requirements and distributes it within the time period.

7
2.5. Literature Review

A thorough analysis of the research on digital marketing exposes a rich tapestry of

findings and insights on the tactics, difficulties, and results of using digital media for
marketing. Digital marketing's many elements have been thoroughly studied by
academics and practitioners, from its role in boosting brand awareness and customer
engagement to its effect on organizational performance and profitability.
The evaluation emphasizes the wide range of available digital marketing techniques and
platforms, including social media, search engine marketing, email marketing, content
marketing, and mobile apps. The efficiency of these methods in attracting website traffic,
attracting target audiences, and ultimately converting leads into consumers has been
studied by researchers. Studies also explore the subtleties of content optimization for
search engines, understanding algorithms, and the complexity of online user behavior.
Research on how organizations may establish and maintain a strong presence, cultivate
online communities, and overcome the difficulties of managing customer feedback and
online reputation is centered on the ever-evolving social media platform landscape.
Digital marketing has been transformed by data-driven insights, frequently made possible
by artificial intelligence and machine learning. Researchers have looked into the use of
data analytics to tailor marketing messages, anticipate customer preferences, and improve
advertising campaigns for a higher return on investment. However, arguments about
consumer consent, data privacy, and ethical data use are as common, highlighting the
need for responsible digital marketing practices.
Researchers are looking into novel approaches to draw in and hold the attention of
consumers as a result of problems with ad-blocking, information overload, and the
reliability of online content. In this digital environment, content quality, relevance, and
authenticity stand out as critical success elements.
The literature review on digital marketing concludes by presenting a dynamic sector that
is intricately entwined with technological advancement, consumer behavior, and strategic
considerations. It emphasizes the significance of flexibility, innovation, and moral issues
for marketers looking to effectively utilize the power of digital platforms. The findings
from this corpus of research serve as an invaluable resource for marketers and
organizations looking to succeed in this dynamic environment as the digital world
continues to develop.

8
9
 CHAPTER 3: INTERNSHIP ACTIVITIES

3.1. Roles and Responsibilities

During the internship period at Labiz and Bryan, the main goal of the author was to
obtain knowledge on advanced Internet Technologies and to develop the skills and
capacity on it. As digital marketing has been an important aspect of every company for
the business to grow, obtaining knowledge on Digital Marketing Strategy is the main goal
of the author. Throughout the period, I was assigned as a Digital Marketer (Social Media
Specialist) to handle the queries, messages, and comments of the client and troubleshoot
the issues as well as create content for various social media platforms. The task was very
fruitful and more knowledge gained.
The major jobs related to the author are as follows:
 Checking Mails
 Creating Social Media content and posting it on a daily basis
 Troubleshooting any customer queries
 Managing and monitoring the growth and views of post
 Searching the perfect keywords using Google Trends, Semrush, and so on
 Managing the Google Analytics of a website
 Update new trends and content on social media platforms

3.2. Weekly Log

Table 1: 3.2.1 List of activities performed

Week List of activities performed

2nd October 2021 Introduction with staff and software as well as hardware aspects of
an organization like switches, routers, Digital Marketing Software
and apps, etc.
9th October 2021 Introduction to working demonstration of Labiz and Bryan portals
16th October Learn to work with Canva, Meta Business Suite and Keyword
2021 research apps
23rd October Create Social Media Marketing plans

10
 2021
30th October Start to create social media content and posting according to the
2021 marketing plan
7th November Analyze the engagement of users on social media posts in order to
2021 plan for future posts
14th November Learn how email marketing works
2021
21st November Learn website SEO and analytics
2021
28th November We continue with the above listed activities
2021 – 19th
December 2021

3.3. Description of the Project(s) Involved During Internship

I had a great time at the company during my internship, and I found the atmosphere to be
extremely friendly. Every member of the Labiz and Bryan staff was friendly and
extremely helpful. I gained experience with Canva, Photoshop, and other designing
software during this time to produce content for social media networks. Additionally, I
learned about email marketing and how to use keyword research to increase organic
traffic to websites. As customers left comments on the page and sent us direct messages, I
had the chance to address their questions and difficulties. I had the chance to learn in a
setting that was supportive of my career. This enhanced my abilities to operate in a team
and helped me gain new knowledge and skills. By working with the professional, it
helped me gain confidence and build my personality.

3.4. Tasks / Activities Performed

I. Social Media Marketing

 Content creation
Create aesthetically appealing and captivating content, including text, photographs,
and videos, to highlight the factory's goods, manufacturing techniques, and corporate
culture.
 Social Media Strategy

11
 Create a thorough social media plan that supports the factory's marketing and
financial objectives. Setting goals, identifying target markets, and picking the
appropriate social media channels may be necessary for this.
 Platform Management
Frequently update and maintain social media profiles on sites like LinkedIn,
Facebook, Twitter, and Instagram. Make sure that all details, such as contact
information and business hours, are correct.
 Analytics and Reporting
Analytical techniques can be used to monitor the success of social media campaigns.
Keep an eye on important metrics like conversions, reach, and engagement rates.
Adapt the approach in light of the data's insights.

II. Email Marketing

 Email Campaign Planning
Create a thorough email marketing strategy that is in line with the goals and
objectives of the manufacturer. Establish the email distribution schedule, audience
segments, and marketing themes.
 Email List Management
Uphold and expand the email subscriber list for the factory. Adding new subscribers,
segmenting the list based on demographics or past purchases, and cleaning the list to
eliminate inactive or unsubscribed users are all part of this process.
 Design and Layout
Create email templates that are consistent with the factory's brand. Be mindful of the
appearance, readability, and where you place your calls to action (CTAs), links, and
images.
 Email Automation
Create and manage email automation workflows, such as welcome emails, post-
purchase reminders, abandoned cart emails, and birthday or anniversary wishes.

III. Search Engine Optimization (SEO)

 Keyword Research
Determine the most appropriate keywords and search terms for the clothing sector, the
products of the factory, and the online search habits of the intended market.
 On-Page Optimization

12
 Improve the factory's website's search engine optimization. This entails aligning
material with desired keywords in headers, meta titles, and meta descriptions.
 Technical SEO
Deal with website technical concerns, such as enhancing site speed, making it more
mobile-friendly, correcting broken links, and making sure the site architecture is
sound.
 Monitoring and Reporting
Monitoring website traffic, keyword rankings, and user activity can be done using
programs like Google Analytics and Google Search Console. Produce reports to
communicate insights and advancement to stakeholders.

13
 CHAPTER 4: CONCLUSION AND LEARNING
OUTCOMES

4.1. Conclusion

The opportunity to complete an internship has given the students a breakthrough in their
ability to make wise decisions and advance their problem-solving abilities. This important
plan was implemented by Tribhuvan University to help students grow their careers.
Lastly, the six-month internship program was successful and productive. It has added
management and technical elements for the student's career development.
L&B gave me a lot of help and excellent advice for this internship program. Because of
the organization's consistent support, I was continually inspired to take on more
responsibility throughout my internship and learn more.
I had the chance to learn about new technologies and methods when I was an intern. I
used a variety of digital marketing tools, among others. Sharing ideas was quite
beneficial. I spent the majority of my time learning about and resolving issues in Internet
marketing, which led to both self-motivation and self-education. The internship program
has been successfully finished, which is a great conclusion. All requirements have been
met, and the work has been done successfully.
Overall, I thought my internship program was excellent and really useful for learning
real-world skills. It goes without saying that the technical components of the work I've
done might be enhanced given enough time.

4.2. Learning Outcomes

Doing something for a long time period always gives good lessons. I came to the
conclusion that not all of the theories could be used in a practical working setting. Theory
is fundamental, but in order to achieve results that are as close to ideal as possible, we
must be able to adapt and adjust specific aspects when dealing with the real world. Other
than that, one of the most crucial components of a company is teamwork. Despite being
an intern, I had the opportunity to work in a team and felt integrated into the business. My
internship also taught me how to remain composed when working under pressure. I
gained important knowledge throughout my internship, including the following:
 Working in groups and real-time projects

14
  Learn Digital Marketing Techniques
 Learning is a never-ending process
 Time is to be respected
 Being confident in oneself is very important
 Learned different tools used in Digital Marketing
 Assess your plan
 Enjoy your work

15
 REFERENCES

“Introduction to Digital Marketing | Find out how to get started -

FutureLearn.”https://www.futurelearn.com/info/blog/introduction-to- digital-marketing
(accessed Nov. 29, 2021).

“The History and Evolution of Digital Marketing [Updated].”

https://www.simplilearn.com/history-and-evolution-of-digital-marketing- article
(accessed Nov. 29, 2021).

M. Stansfield, “Internet marketing: strategy, implementation and practice,” Int. J. Inf.

Manage., vol. 24, no. 1, pp. 108–110, Feb. 2004, doi:
10.1016/J.IJINFOMGT.2003.09.009.

“(PDF) A Critical Review of Digital Marketing.”

https://www.researchgate.net/publication/328253026_A_Critical_Review_
of_Digital_Marketing (accessed Nov. 29, 2021).

“Research on the Importance of Digital Marketing on the Branding and Marketing

Strategy of the Local Business - Free Essay Example | EduZaurus.”
https://eduzaurus.com/free-essay-samples/mphil-phd-research- proposal/ (accessed Nov.
29, 2021).

I. Cetină, M.-C. Munthiu, and V. Rădulescu, “Psychological and Social Factors that
Influence Online Consumer Behavior,” Procedia - Soc. Behav. Sci., vol. 62, pp. 184–188,
Oct. 2012, doi: 10.1016/J.SBSPRO.2012.09.029.

P. Yannopoulos, “Impact of the Internet on Marketing Strategy Formulation,” undefined,

2011.

“Digital Marketing Trends in Nepal for 2021 - Sharda IT Service.”

https://shardait.com/blog/digital-marketing-trends-in-nepal-for-2021 (accessed Nov. 29,
2021).
 APPENDIX

Appendix A: Snapshots

Project Management Tools:

Clockify

ClickUp
Copywriting

MailChimp SignUp Form

Email Marketing Campaign Using MailChimp