Internship Project Report Digital Marketing of "Pahuna Website" PDF

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TRIBHUVAN UNIVERSITY Faculty of Management Internship Project Report On Digital Marketing of “Pahuna Website” At Techroadians Offshore Base Pvt. Ltd. For the partial fulfillment of the requirements of the degree of Bachelor in Information Management awarded by Tribhuvan University Under the supervis...

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TRIBHUVAN UNIVERSITY Faculty of Management

Internship Project Report On Digital Marketing of “Pahuna Website” At Techroadians Offshore Base Pvt. Ltd. For the partial fulfillment of the requirements of the degree of Bachelor in Information Management awarded by Tribhuvan University

Under the supervision of Mr. Bishal Sunar Submitted by Harish Chand (T.U. 4619/12) TU Registration No.: (7-2-282-174-2012) Submitted to

ST. XAVIER’S COLLEGE Department of Computer Science Bachelor of Information Management Affiliated to Tribhuvan University Maitighar, Kathmandu, Nepal September 2016

CERTIFICATE OF APPROVAL

The undersigned certify that they have read and recommended to the Department of Computer Science for acceptance, a project proposal entitled “Digital Marketing of Pahuna Website” submitted by Harish Chand (4619/12) for the partial fulfillment of the requirement for the degree of Bachelor of Science in Computer Science and Information Technology awarded by Tribhuvan University.

……………………………..

…………………………….

Mr. Bishal Sunar

External Examiner

Chief Executive Officer

Tribhuvan University

TechRoadians Offshore Base

………………………….. Mr. Vishnu Kumar Rana Head Of Department Department of Computer Science

ACKNOWLEDGEMENT It gives me immense pleasure to express my deepest sense of gratitude and sincere thanks to our highly respected and esteemed guides Mr. Pramesh Karki, Chief Technology Officer and Mr. Milan BK, Head of Digital Marketing Department (TechRoadians Offshore Base) for their valuable guidance, encouragement and help for completing this work. Their useful suggestions for this whole project and cooperation are sincerely acknowledged. I owe my deep sense of gratitude to Mr. Bishal Sunar Chief Executive Officer at TechRoadians Offshore Base for providing me an opportunity to carry out the Internship work at the organization. Furthermore, I would like to thank Mr. Vishnu Kumar Rana Head of Department for whole hearted support. I am also grateful to our teachers Mr. Jeetendra Manandhar (Senior Lecturer) and Mr. Ganesh Yogi (Lecturer) for their constant support and guidance. At the end we would like to express our sincere thanks to all our friends, colleagues and others who helped us directly or indirectly during this project.

Harish Chand (012BIM015)

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ABSTRACT This report contains the details of the activities carried out during the internship conducted at Techroadians Offshore Base Pvt. Ltd, Chakupat, Lalitpur for three months (May 3, 2016 – August 3, 2016) duration in digital marketing of the online Hotel Management Software named Pahuna. The website of Pahuna Hotels was developed undergoing through different studies and research's. The theme of the Pahuna Hotels is to provide better and reliable support as well as functioning for the hotel managers. In today's world all the files and records can be managed through the user of software's and this stands out to be the most important part of manager's life. Nowadays technology is rapidly growing and hotel management services has quite become complex and difficult to adjust with the technology. In the meantime, hotels are following the trend to record their all data and information about the bookings and other accounting services using filling system. Filing system is not quite secure method to keep the information in the encapsulated form. So Pahuna Hotels, Hotel Automation software will help to make it better all the information and details about hotels will be automated through Pahuna Hotels. The changes that take places in the Hotels, they have to adopt and implement the technology to manage their information and services digitally. The world has grown of much importance and people want easy and time saving services. The radical changes in the field of technology need to be known and understood. For a proper and a smooth development in the society in the form of product and services. Digitization of information stands to be very crucial in the 21st century. Easy access to the daily ongoing changes needs to be known by the peoples in the reliable and accurate form. People should be able to access different information for different development and changes. This internship report describes different functionalities that the system includes. As a whole, the internship period at Techroadians Offshore Base Pvt. Ltd provided me the opportunity to use my theoretical knowledge into practice. The company supervisor guided and motivated me to enhance my logical use of different web development tools and use of digital marketing, which in turn helped me to gain job exposure. ii

TABLE OF CONTENTS ACKNOWLEDGEMENT ............................................................................................................. i ABSTRACT ................................................................................................................................... ii TABLE OF CONTENTS ............................................................................................................ iii LIST OF FIGURES ..................................................................................................................... vi LIST OF TABLES ...................................................................................................................... vii ABBREVIATIONS .................................................................................................................... viii CHAPTER 1: INTRODUCTION ................................................................................................ 1 1.1 Introduction to Internship ...................................................................................................... 1 1.2 Background ........................................................................................................................... 1 1.3 Objectives .............................................................................................................................. 2 1.4 Brief introduction to the industry .......................................................................................... 3 1.5 Brief Introduction of Organization ........................................................................................ 3 1.5.1 Organizational Hierarchy ............................................................................................... 5 1.5.2 Contact Details ............................................................................................................... 6 CHAPTER 2: ANALYSIS OF ACTIVITY DONE ................................................................... 7 2.1 Internship placement details .................................................................................................. 7 2.1.1 Organization Selection ................................................................................................... 7 2.1.2 Placement........................................................................................................................ 7 2.1.3 Duration .......................................................................................................................... 7 2.1.4 Roles and Responsibilities .............................................................................................. 8 2.2 Literature Review .................................................................................................................. 8 2.2.1 Overview of Traditional & Digital Marketing ............................................................. 10 2.2.2 Traditional Marketing versus Digital Marketing .......................................................... 10 2.2.3 Research on other Similar Current Websites ................................................................ 11 iii

2.3 Specific Problem Analysis .................................................................................................. 13 2.3.1 Understanding the Existing System .............................................................................. 13 2.3.2 Development of Project Goals ...................................................................................... 13 2.4 Management Strategy .......................................................................................................... 14 2.4.1 Time Management Strategy.......................................................................................... 14 2.4.1.1 Prioritize tasks........................................................................................................ 14 2.4.2 Cost Management Strategy ........................................................................................... 15 2.4.3 Data Collection Strategy............................................................................................... 15 2.4.3.1 Interview ................................................................................................................ 15 2.4.3.2 Questionnaire ......................................................................................................... 16 2.4.3.3 Secondary Sources ................................................................................................. 16 2.5 Project Schedule .................................................................................................................. 16 2.5.1 Time Schedule .............................................................................................................. 16 2.5.2 GANTT chart ................................................................................................................ 17 CHAPTER 3: SOLUTION DESIGN ........................................................................................ 19 3.1 Project Management Plan.................................................................................................... 19 3.1.1 System Analysis ........................................................................................................... 19 3.1.1.1 Feasibility Study .................................................................................................... 19 3.1.1.1.1 Technical Feasibility ........................................................................................... 19 3.1.2 System Design .............................................................................................................. 21 3.1.2.1 ER Diagram ........................................................................................................... 21 3.1.2.2 Use Case Diagram.................................................................................................. 22 3.1.2.3 Data Flow Diagram ................................................................................................ 24 3.1.2.4 System Sequence Diagram .................................................................................... 25 3.1.3 Work Breakdown Structure .......................................................................................... 26 iv

3.1.4 Alternative Solution ...................................................................................................... 26 3.2 Technical Requirements ...................................................................................................... 27 3.2.1 Hardware Requirements ............................................................................................... 27 3.2.2 Software Requirements................................................................................................. 28 CHAPTER 4: IMPLEMENTATION STRATEGIES ............................................................. 29 4.1 Testing ................................................................................................................................. 29 4.2 Testing Screenshots ............................................................................................................. 29 CHAPTER 5: RESULT ANALYSIS ........................................................................................ 32 5.1 Result................................................................................................................................... 32 5.2 Critical Analysis .................................................................................................................. 33 5.3 Limitation of the System ..................................................................................................... 35 5.4 Recommendation to the Organization ................................................................................. 36 5.5 Recommendation to Internship Program ............................................................................ 36 CHAPTER 6: CONCLUSION................................................................................................... 37 CHAPTER 7: REFERENCES/BIBLIOGRAPHY .................................................................. 38 CHAPTER 8: APPENDIX ......................................................................................................... 40

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LIST OF FIGURES Figure 1:Organizational Hierarchy ................................................................................................. 5 Figure 2: Contact Details of Techroadians ..................................................................................... 6 Figure 3: Gantt Chart .................................................................................................................... 18 Figure 4: Entity Relation Diagram ................................................................................................ 21 Figure 5: Use Case Diagram of Pahuna ........................................................................................ 22 Figure 6: Data Flow Diagram ....................................................................................................... 24 Figure 7: Sequence Diagram ......................................................................................................... 25 Figure 8: Work Break Down Structure ......................................................................................... 26 Figure 9: Organic Data Traffic ..................................................................................................... 27 Figure 10:SERP I .......................................................................................................................... 29 Figure 11: Traffic Sources ............................................................................................................ 30 Figure 12: Daily Traffic Details .................................................................................................... 30 Figure 13: Traffic Overview ......................................................................................................... 31 Figure 14: Dashboard of Pahuna................................................................................................... 40 Figure 15: Article Published in Pahuna ........................................................................................ 40 Figure 16: Heading and Title Analysis ......................................................................................... 41 Figure 17: Keyword Analysis ....................................................................................................... 41 Figure 18:Link Factor Analysis .................................................................................................... 42 Figure 19: Responsiveness Measures ........................................................................................... 42 Figure 20: Mobile View of Pahuna ............................................................................................... 43 Figure 21: Pahuna Web Application Dashboard .......................................................................... 44 Figure 22: Pahuna Room Lists Details ......................................................................................... 44 Figure 23: Monthly Reports .......................................................................................................... 45

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LIST OF TABLES Table 1: Time Duration .............................................................................................................................. 7 Table 2: Time Schedule ............................................................................................................................ 16

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ABBREVIATIONS SEO

- Search Engine Optimization

SEM

- Search Engine Marketing

CMS

- Content Management System

SMM

- Social Media Marketing

SERPs

- Search Engine

ERD

- Entity Relation Diagram

TU

- Trivhuwan Univiersity

BIM

- Bachelors in Information Management

UML

- Unified Modeling Language

DFD

- Data Flow Diagram

PHP

- Hypertext Preprocessor

HTML

- Hypertext Markup Lanauge

CSS

- Cascading Style Sheet

IT

- Information Technology

ICT

- Information Communication Technology

OTA

- Online Travel Agency

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CTO

- Chief Technology Officer

PC

- Personal Computer

ROI

- Return on Investment

KPI

- Key Performance Indicators

LTV

- Life Time Value

B2B

- Business Two Business

PPC

- Pay Per Click

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CHAPTER 1: INTRODUCTION 1.1 Introduction to Internship Internship is one of the on-the-job training for the under-graduate students that helps to enhance the practical and real world experience under the guidance of the supervisor or professional in certain field and help to identify the potential career opportunities. The internship report is prepared for the partial fulfillment of Bachelor in Information Management (BIM), an undergraduate degree awarded by Tribhuvan University, Kirtipur. This internship carries 6 credit hours out of 15 credit hours in the final 8th semester of BIM. The internship program is highly effective for the students in order to attain the real world experience, understanding the organization structure and their culture and to enhance their career opportunities. Taking about my personal information, this program has given me the opportunity to work in the real world scenario and help me to enhance my skill, knowledge and attitude. The internship in the field of information technology helps to increase the exposure and in-depth knowledge in the respective technical platform. The technical industry is growing rapidly and new technology is emerging with the speed of time so, the skill and knowledge gain in the college is not enough to compete in the market. We need some real world experience in the industry and the internship program helps the students to gain the professional experience. In the BIM course, we learn various subjects such as Web Technology, Database Management System, Java Programming, Data Communication and Networking, Accounting, Business Finance, Organizational Behavior, etc. and in the internship program we must try to implement those learning in order to produce the fruitful outcome.

1.2 Background An internship program is a special course that provides students with the opportunity to become familiar with the organizational setting. It is designed to develop the students personally and professionally. It allows the proper market and job exposure to the students and also enables them to meet and build network with professionals. It enables the students to understand organizational 1

behavior and sharpen their practical knowledge and skill which will grant them confidence and experience that can be used later in their career. For the internsh...