The Department of Management, University School of Management Studies of Rayat Bahra University, in collaboration with Catalyst Career Club, organised a workshop on "Performance Marketing" to provide students with practical exposure to the rapidly evolving field of digital marketing.

The workshop featured Jyoti Malhotra, CEO and Founder of Kingsland Digital, as the guest speaker. Prof. (Dr.) Sunayna Khurana Dean USMS welcomed the speaker and highlighted the growing relevance of performance marketing in today's digital-driven business environment.

During the session, Malhotra shared valuable insights into digital marketing strategies and explained how businesses use performance marketing to achieve measurable outcomes such as lead generation, sales, website traffic, and customer engagement. She elaborated on key areas including social media advertising, search engine marketing, content creation, influencer collaborations, and analytics-based decision-making.

The interactive session saw enthusiastic participation from students, who raised queries related to career opportunities and emerging tools in digital marketing. The workshop concluded with a vote of thanks by Dr. Kavita Aggarwal and Dr. Anshu Gauba, who thanked the guest speaker for her insightful address.