http://dspace.dtu.ac.in:8080/jspui/handle/repository/16282 2026-07-22T22:35:35Z 2026-07-22T22:35:35Z BHASKAR, SHREYA Khera, Shikha N (SUPERVISOR) http://dspace.dtu.ac.in:8080/jspui/handle/repository/23039 2026-07-13T04:38:34Z 2026-06-01T00:00:00Z

Title: A STUDY ON MARKETING THROUGH MEMES Authors: BHASKAR, SHREYA; Khera, Shikha N (SUPERVISOR) Abstract: This study examines the dynamics of Marketing through Memes in the Indian marketplace, with a focus on the expanding role of meme culture as a brand outreach strategic tool. The research concentrates on the critical application of internet memes as informal yet potent means of communication that resonate among digital populations. Through analyzing meme-driven marketing strategies, the research investigates their contributions to the molding of consumer conduct and firm outreach within today's economic context.. Empowering a descriptive research approach and qualitative primary data, the research brings into light how memes increase relatability, emotional connection, and brand remembrance. Meme marketing is found to be comprehensively known by consumers, who are highly sensitive to its application by brands to drive purchasing decisions. Firms, on their part, are tapping humor, satire, and virality to forge deeper connections and engage with niche online communities.. But the study also indicates some limitations, including the possibility of misinterpretation or adverse reaction if memes are executed poorly or in a culturally insensitive manner. Relevance and tone of brand need to be preserved when utilizing this form. The research concludes with strategic recommendations for marketers seeking to tap into meme culture without undermining brand integrity or message clarity. This project provides insightful recommendations to advertisers, brand managers, and digital strategists looking to catch up with shifting consumer tastes and remain competitive in India's rapidly changing digital marketing landscape.

2026-06-01T00:00:00Z DAS, SAUMYA DEEP Gupta, Vikas (SUPERVISOR) http://dspace.dtu.ac.in:8080/jspui/handle/repository/23038 2026-07-10T05:02:47Z 2026-06-01T00:00:00Z

Title: IMPACT OF CRM SYSTEMS ON LEAD MANAGEMENT AND SALES PERFORMANCE:AN ANALYTICAL STUDY Authors: DAS, SAUMYA DEEP; Gupta, Vikas (SUPERVISOR) Abstract: Among the many technological solutions that are making a difference in today’s business environment, Customer Relationship Management (CRM) system has become one of the most important. In this age where businesses depend upon technology to help them with their sales process, leads management and customer engagement activities, CRM systems have become one of the main factors in deciding their commercial success or failure. This research project by the title “Impact of CRM Systems on Lead Management and Sales Performance: An Analytical Study” was carried out to understand the impact of CRM implementation in terms of lead management effectiveness and sales performance. This research relies on both primary and secondary sources for its findings. The primary data was collected using a questionnaire which was filled up by 51 participants. These included MBA students, professional managers, interns, undergraduates, freshers, and entrepreneurs, who belonged to different fields such as marketing, operations, finance, business analytics, HR and IT. This study shows that a substantial proportion of respondents, about 84.3%, considered CRM systems as important to very important for running their businesses. Approximately 78.4% of participants agreed or strongly agreed that CRM software contributed towards better lead generation and follow-ups. Also, around 76.5% of participants believed that CRM software contributed positively to reaching out their sales targets, and 78.4% were satisfied with the functioning of their CRM software. Regarding the features of CRM software, the features such as customers database, analytic/dashboard, and automated reminders were considered most valuable in improving lead generation and follow-ups. Among the issues associated with CRM, problems related to integration (29.4%) and high cost of implementation (23.5%) were cited as the major issues faced by organizations. Overall, it can be concluded that the use of CRM software has resulted in positive effects on lead generation, sales performance, and increased business efficiency. Recommendations based on the findings of the study will be provided to the organizations so that they can make better use of CRM software.

2026-06-01T00:00:00Z BANSAL, YASHIKA Agarwal, Saurabh (supervisor) http://dspace.dtu.ac.in:8080/jspui/handle/repository/23037 2026-07-10T04:59:57Z 2026-06-01T00:00:00Z

Title: THE IMPACT OF ARTIFICIAL INTELLIGENCE ON MODERN RECRUITMENT PRACTICES Authors: BANSAL, YASHIKA; Agarwal, Saurabh (supervisor) Abstract: Artificial Intelligence is getting more popular and it's really changing how companies hire. To keep up with fast-moving tech changes, businesses are using AI for managing people. This is both a new idea and a major tech advance. This paper will explore AI in hiring, discuss its downsides, and address some concerns people have. Companies often use Applicant Tracking Systems to hire employees. These systems scan through resumes sent by candidates to identify those best suited for the job. This way, companies don't need to manually review thousands of resumes. They can focus on candidates who match the job requirements. Artificial Intelligence, using tools like Natural Language Processing and Machine Learning, analyses applicant data efficiently. This tech helps companies make fair decisions and reduces bias, promoting a diverse workforce. AI evaluates skills and abilities effectively, ensuring a fair hiring process. AI-powered chatbots also play a role by engaging with candidates, answering questions, scheduling interviews, and performing initial evaluations. This improves the candidate's experience and reduces HR workload. Moreover, advanced video interviews assess facial expressions, voice tone, and language to analyse candidate fit more thoroughly. However, using AI in hiring comes with challenges. AI decisions, based on algorithms, might be biased or unfair, which raises concerns about fairness and accountability. There are issues like bias, lack of transparency, and data privacy to consider. Relying too much on AI might mean overlooking good candidates who don't fit a certain pattern. AI also lacks empathy and judgment, so human insight remains essential to ensure AI aids rather than replaces decision-making. This project explores how AI is transforming recruitment. It aims to demonstrate how to enhance recruitment with AI without losing the human element. The goal is to improve hiring processes with AI. The project examines existing literature, company practices, and evaluates the effectiveness of AI tools in recruitment. It seeks to find ways to integrate AI into HR in a fair and beneficial manner for everyone. The study shows that Artificial Intelligence can make the process of finding people to work for a company faster and it will not cost as much money. It can also be better at finding the people for the job. Companies have to understand what Artificial Intelligence is not good at. They need to keep learning things, about Artificial iv Intelligence so they can use it in the right way. They also need to make sure that the people working in HR are good with technology and with people. As the way we work keeps changing Artificial Intelligence will be very important for deciding how we recruit people. So, the people in charge of HR need to know what is going on and be ready to make changes. Artificial Intelligence is going to play a role in recruitment and HR leaders need to stay up to date.

2026-06-01T00:00:00Z WAGHEY, YOGITA Agarwal, Saurabh (supervisor) http://dspace.dtu.ac.in:8080/jspui/handle/repository/23036 2026-07-10T04:57:44Z 2026-06-01T00:00:00Z

Title: A STUDY ON EMPLOYEE ATTRITION ANALYSIS Authors: WAGHEY, YOGITA; Agarwal, Saurabh (supervisor) Abstract: Employee attrition refers to the decrease in the workforce when employees leave an organization due to resignation, retirement, or other personal and professional reasons. Staff turnover has become a major concern for organizations because it affects productivity, operational efficiency, and employee morale. Therefore, organizations are increasingly trying to identify the factors that influence employees to leave their jobs and searching for effective methods to improve retention. The Human Resource department is responsible for recruiting employees, providing training, and helping them understand the organizational culture and work environment. Despite these efforts, retaining employees continues to be a challenge for organizations of every size. Employees often switch jobs to achieve better career growth, improved compensation, favorable working conditions, and a balanced personal and professional life. To reduce employee turnover, organizations have introduced several employee welfare and retention practices. These include flexible work schedules, healthcare support, recognition and reward systems, learning opportunities, and employee engagement programs. Such initiatives help improve employee satisfaction and strengthen their commitment toward the organization. Modern organizations are also realizing that excessive work pressure can negatively impact employee performance and well-being. As a result, many organizations now emphasize maintaining a healthy work-life balance and creating a supportive workplace culture. Training sessions, motivational programs, and awareness activities related to stress management and personal development are also conducted to enhance employee satisfaction. Therefore, effective employee retention strategies are essential for organizational growth, stability, and long-term success.

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