UNIVERSITY SCHOOL OF MANAGEMENT STUDIES
UNIVERSITY SCHOOL OF MANAGEMENT STUDIES (USMS) IN COLLABORATION WITH CATALYST CAREER CLUB
"Marketing is no longer about the stuff that you make, but about the stories you tell." — Seth Godin
The Department of Management, University School of Management Studies (USMS), in collaboration with the Catalyst Career Club, organized a workshop on "Performance Marketing" on 7th May, 2026 at the USMS Building.
The workshop aimed to provide students with practical insights into the rapidly evolving field of digital and performance marketing and to familiarize them with industry trends, tools, and strategies used in modern marketing practices. The guest speaker for the workshop was Ms. Jyoti Malhotra, CEO and Founder of Kingsland Digital.
Prof. (Dr.) Sunayna Khurana, Dean, USMS, formally welcomed Ms. Jyoti Malhotra and introduced her to the audience, highlighting her expertise and achievements in digital marketing and entrepreneurship. She also emphasized the relevance of performance marketing in the current digital era, where businesses increasingly rely on measurable results and data-driven campaigns to achieve their marketing objectives.
During the workshop, Ms. Malhotra provided valuable insights into the concept of performance marketing and explained how businesses utilize digital platforms to generate measurable outcomes such as leads, sales, website traffic, and customer engagement. She discussed various components including social media advertising, search engine marketing, content marketing, influencer collaborations, and analytics-based decision-making, along with the importance of understanding consumer behavior, targeting the right audience, and optimizing ROI.
The workshop included an interactive session where students raised queries related to career opportunities in digital marketing, campaign management, social media strategies, and the latest industry tools. The event concluded with a Vote of Thanks proposed jointly by Dr. Kavita Aggarwal, HoD, Department of Commerce, and Dr. Anshu Gauba, HoD, Department of Management, who expressed gratitude to the speaker, administration, faculty, and students.
Key Highlights
Performance Marketing
Practical insights into data-driven campaigns generating measurable business outcomes.
Kingsland Digital
Ms. Jyoti Malhotra, CEO & Founder, shared real-world digital marketing expertise and experiences.
Digital Channels
Social media advertising, SEM, content marketing, and influencer collaborations discussed in depth.
Consumer Behavior
Importance of audience targeting, campaign optimization, and analyzing performance metrics for ROI.
Analytics & Decision-Making
How brands use analytics-based strategies to expand reach and enhance customer engagement.
Career in Digital Marketing
Guidance on building careers in campaign management, social media, and digital marketing tools.
Conclusion
The workshop on Performance Marketing was a highly engaging and practically enriching session that equipped students with a comprehensive understanding of modern digital marketing strategies and tools. Ms. Jyoti Malhotra's industry expertise and practical examples inspired students to think creatively and analytically about marketing in the digital age.
Overall, the workshop was a resounding success and a significant step in preparing students for careers in the digital economy. The session significantly contributed to the marketing acumen, analytical thinking, and professional development of the participating students.