A workshop on Digital Marketing and various related topics from promotion to advertising techniques of top companies was organised in the college from 28th August’17 by the career connect initiative of the BESC. Pramod Maloo an expert who is stretching the horizons of digital marketing and helping corporate entities integrate themselves in the digital space was the main speaker. The popularity of the subject and the reverence with which students approach it could be gauged by the spirited participation of more than a hundred BE-ites who attended the event, a curtain-raiser for the Four-day seminar that is set to follow from the 28th to the 31st of August 2017. The event Organisers Vedant Daruka and Tripti Jhawar had done an excellent job in ensuring the smooth and seamless flow for which the speaker commended them in the same breath that he appreciated the interest of the students and expressed his happiness noting the number of students willing to pursue digital marketing as a profession, a career option. Day 2 Aditi Agarwal, founder of the Stickypinsinc.com took the lead on the second day of the four-day workshop and explained in lucid details how campaigns can make or break a brand with reference to specific case studies. She also took the students through unique situations and elucidated how companies create the right audience for their message and target the actual customers through social media apart from clarifying ways to promote a business through an appropriate platform. Detailed introductions to social media was given. Promotion of some top companies through different platforms were shown as examples for students to grasp the basic concepts and relate to the stories that the respective brands were trying to tell. The consensus among the 110 students who are attending the Workshop is that it is becoming more and more interesting by the day as the visiting experts delve deeper into their domains to expose the students to the intricacies that are involved. Day3 On the third day, the major issues relating to Search Engine Optimisation were taken up, stripped to their bare components and their finer nuances explained to the participants so that the students may ride the tidal wave to success. Not only is it essential to create and curate content that is killer, but such content must be aligned to address the needs of the Search Engines so that the marketing messages that are being sought to be conveyed are effective enough to attract the eyeballs and convert the engagements into effective sales, being the crux of the deliberations. A hundred and ten awestruck students participated whose motherboards were loaded with the latest version of digi-tec, by an actual practitioner of the craft. A part of the deliberations also revolved around online reputation – the positive and negative aspects and the ways and means of establishing and managing entity reputations online. Day 4 On the Final day of the Four-day Workshop on Digital Marketing, held as a part of the Career Connect Initiative of the BESC by Pramod K Maloo, Founder of Kreative Machinez, students were exposed to Google adverts. Digital Marketing is an umbrella term that refers to the entire gamut of advertising delivered through digital channels such as Search engines, Websites, Social Media, E-Mails and Mobile Apps. Having exposed the 110 participants to all the other platforms, the speaker unveiled the exciting world of google Ad-words, of how companies can reach out to specific audiences and target their customised messages to maximise the bang for the client’s buck. Specific issues like key features of engagement for google advertising, how to pay and create an advertisement in the Google platform, and how to target prospective customers were taken up and discussed in the minutest of details. Prof Dilip Shah, The Dean of Students Affairs of BESC felicitated the speaker and congratulated the students for successfully completing the course, wishing all a good Google rank. He event was organised by student coordinators Vedant Daruka and Tripti Jhawar. The report has been filed by Shivam Sinha with camera person Sirazuddin of the Expressions collective of the BESC.