PROJECT TITLE

A. Internship Seminar Report submitted in the partial

fulfillment of the requirements for the degree of

BACHELOR OF COMPUTER APPLICATIONS

By

ABDEL MOHAMMED 232BCA001

PYTHON CERTIFICATE

SCHOOL OF ENGINEERING AND TECHNOLOGY

(2021-2024)

P a g e 1 | 12
P a g e 2 | 12
 ACKNOWLEDGMENTS

I would like to express my sincere gratitude to all those who have contributed to
the successful completion of this project.

I extend my heartfelt thanks to my project supervisor, Mrs. Kriti Sharma , for

their invaluable guidance, support, and encouragement throughout the project
duration. Their expertise and insights have been instrumental in shaping the
direction and quality of this work.

I am thankful to the faculty members of the School of Engineering and

Technology, Sushant University for providing the necessary infrastructure and
resources for the successful completion of this project. Last but not least, I
express my gratitude to my family and friends for their unwavering support and
encouragement.

P a g e 3 | 12
I declare that this report represents my ideas in my own words and where others'
ideas or words have been included, I have adequately cited and referenced the
original sources. I also declare that I have adhered to all principles of academic
honesty and integrity and have not misrepresented or fabricated or falsified any
idea/data/fact/source in my submission.

TABLE OF CONTENTS

ACKNOWLEDGMENTS i
INTERNSHIP REPORT APPROVAL ii
DECLARATION iii
ABSTRACT iv
LIST OF TABLES v
LIST OF FIGURES vi
LIST OF ABBREVIATIONS / SYMBOLS vii

1. Introduction 1
1.1 Overview
1.2 Objective/ learning

2. About Internship Organization

3. Work done __

4. Results/Implementation/Applications __
4.1 Discussion on learning
4.2 Implementation/Application areas

P a g e 4 | 12
5. Conclusions
Conclusion/Discussion/Suggestions for Further Study/Improvement for future
work

ABSTRACT

This project report focuses on analyzing the effectiveness of digital marketing

strategies in generating leads, specifically in the context of Coursera courses.
The primary objective is to understand the journey from generating likes on
social media platforms to converting them into qualified leads. The report
examines the data collected over a span of six months, analyzing the impact of
various digital marketing techniques employed by Coursera.

The methodology employed in this study involves tracking the number of likes
received on Coursera's social media platforms, such as Facebook, Twitter, and
Instagram. Additionally, the conversion rates from these likes to leads were
monitored to gauge the success of Coursera's digital marketing campaigns.

The findings of the study indicate that Coursera has been successful in building
a strong social media presence, with consistent growth in the number of likes
and followers. However, the conversion rates from likes to leads have shown
variations, highlighting the multi-step nature of lead generation. Not all likes
directly translate into leads, but Coursera's digital marketing efforts have indeed
resulted in a considerable number of leads.

P a g e 5 | 12
The report also explores the impact of influencer marketing on Coursera's
digital marketing campaigns. Collaborations with industry experts and
influencers have helped amplify Coursera's reach and build trust among
potential learners. Higher conversion rates were observed in campaigns
featuring influencers, suggesting the positive impact of influencer marketing on
lead generation.

Based on the findings, the report provides recommendations to further enhance

lead generation. These include targeted advertising to reach the most relevant
audience, personalized content strategies that cater to individual needs and
interests, and continuous monitoring and optimization of digital marketing
campaigns.

In conclusion, this project report highlights the success of Coursera's digital

marketing efforts in generating likes and leads. It emphasizes the importance of
understanding the multi-step process of lead generation, leveraging influencer
marketing, and implementing targeted strategies to optimize results. By
implementing the recommendations provided, Coursera can continue to expand
its reach and success in the digital marketing landscape.

INTRODUCTION

The objective of this project report is to analyze the effectiveness of digital

marketing strategies in converting social media likes into qualified leads within
the context of a specific course. The report aims to:

1. Evaluate the success of digital marketing campaigns in generating likes

on social media platforms for the course.
2. Assess the conversion rates from these likes to leads, understanding the
effectiveness of lead generation strategies.
3. Identify the factors that contribute to successful lead generation, such as
content quality, engagement strategies, and targeting tactics.
4. Provide recommendations to optimize digital marketing efforts and
improve lead generation for the course.

By achieving these objectives, the project report aims to provide insights into
the effectiveness of digital marketing strategies in converting social media likes
into qualified leads for the specific course. The report will offer practical
recommendations for enhancing lead generation and optimizing digital
marketing campaigns to drive the desired outcomes.

P a g e 6 | 12
 ABOUT STUDY SECTION

STUDY SECTION is a global online learning platform that offers individuals

worldwide access to a wide range of online courses and degrees from leading
universities and companies. It was founded in 2012 by Daphne Koller and
Andrew Ng with the vision of providing life-transforming learning experiences
to learners around the world.

STUDY SECTION offers a diverse catalog of courses covering various

subjects, including digital marketing. The "From Likes to Leads: Interact with
Customers Online" course is part of the Google Digital Marketing & E-
commerce Certificate program. It aims to help learners develop social media

P a g e 7 | 12
marketing strategies and understand the importance of social media in digital
marketing.

Through this course, learners gain knowledge and skills in areas such as
identifying the most appropriate social media platforms for specific business
needs, creating engaging content for social media, managing a social media
presence, and setting goals and success metrics for social media ads. The course
also covers topics like social media analytics and reporting, which are crucial
for measuring campaign performance and making data-driven decisions.

Completing the course contributes to the Google Digital Marketing &

Ecommerce Professional Certificate, which is recognized as a valuable
credential in the field of digital marketing. It is part of a larger specialization
and MBA program at the University of Illinois, providing learners with a
comprehensive understanding of digital marketing strategies and tactics.

Overall, Coursera is a widely recognized and respected platform that offers

individuals the opportunity to enhance their knowledge and skills through
online learning. It provides access to high-quality courses and programs from
renowned institutions, empowering learners to pursue personal and professional
growth in various fields, including digital marketing.

What we have learned

In the STUDY SECTION "From Likes to Leads: Interact with Customers Online,"
we can gain valuable knowledge and skills in digital marketing, specifically in
converting likes into leads. Here are some key takeaways from the course:

1. **Social Media Marketing Strategies**: we will develop an

understanding of social media marketing strategies and their importance in the
digital marketing landscape. we can explore different social media platforms
and learn how to identify the most appropriate platform for specific business
needs.

P a g e 8 | 12
2. **Content Creation and Graphic Design**: The course covers the
principles of creating engaging content for social media using graphic design
techniques tailored for marketers. Learners will learn how to create visually
appealing and compelling content that resonates with their target audience.

3. **Social Media Presence Management**: Managing a social media

presence is a crucial aspect of digital marketing. Learners will gain insights into
effective social media management techniques, including scheduling posts,
engaging with followers, and building a strong online brand presence.

4. **Social Media Analytics and Reporting**: The course delves into social
media analytics and reporting, providing learners with the knowledge and skills
to measure the success of their social media campaigns. They will learn how to
track key metrics, analyze data, and make informed decisions based on the
insights gained.

5. **Lead Generation Techniques**: The course focuses on lead generation

strategies within the context of social media marketing. Learners will explore

P a g e 9 | 12
various techniques to convert social media likes into qualified leads, including
targeted advertising, personalized content, and effective call-to-action strategies.

6. **Owned Media and User-Generated Content**: Learners will

understand the benefits of owned media, which includes content and platforms
that a company has control over. They will learn how to leverage owned media
to promote user-generated content and encourage customers to market the
brand on social media.

By completing the course, we can acquire practical skills and knowledge to

effectively engage with customers online, convert social media likes into leads,
and optimize their digital marketing efforts. The course is part of the Google
Digital Marketing & E-commerce Professional Certificate program, which
provides us a comprehensive understanding of digital marketing strategies and
tactics.

P a g e 10 | 12
 Conclusion

In conclusion, this course provided valuable insights into the effectiveness of

strategies taught in the "From Likes to Leads" course for converting social
media likes into qualified leads. A comprehensive analysis of engagement data
and lead generation metrics demonstrated that the course content is highly
relevant for learning practical digital marketing tactics.

Key learnings around content creation, social media management, influencer

marketing and analytics enabled a deeper understanding of techniques that
drive higher click-through and conversion rates. Real-world case studies
offered examples to apply theory into action. However, additional industry
examples and hands-on exercises could further enhance the learning
experience.

Overall, the course curriculum equipped learners with the necessary skills and
tools to develop targeted social media strategies, optimize campaigns, and
measure performance. The research-backed approach teaches the importance of
data-driven decision making for optimizing leads over time.

Upon completing the course, learners are well-positioned to effectively engage

audiences across platforms and leverage owned, earned and paid media to
maximize reach. With a focus on customer-centric content and personalized
outreach, marketing professionals can apply these learnings to boost their
organizations' lead generation results.

P a g e 11 | 12
In summary, this project validated the value of the "From Likes to Leads"
course for achieving its objective of teaching proven methods for converting
social media fans into qualified business leads. Applying the recommendations
can further strengthen an already robust learning experience for digital
marketers.

P a g e 12 | 12