Digital marketing and AI integration for driving school in Nepal : a case study
Shrestha, Sabin (2025)
2025
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https://urn.fi/URN:NBN:fi:amk-2025112830619
https://urn.fi/URN:NBN:fi:amk-2025112830619
Tiivistelmä
This thesis examines how digital marketing and artificial intelligence can strengthen the visibility and customer engagement of a small driving school in Nepal. The study focuses on Shree Gauranga Easy Way Trial Center Pvt. Ltd., which provides motorcycle, scooter, and car training to a high daily volume of learners but has limited structured digital marketing practices.
A simple mixed methods case study was used. Quantitative data were collected from a student survey of 40 respondents, and qualitative data were gathered through interviews with management, staff, and instructors. The results from both datasets were combined during interpretation to understand customer behaviour, digital preferences, and the organisation’s readiness to adopt digital tools.
The findings indicate that structured digital marketing activities, together with accessible AI tools, can improve communication, increase online visibility, and support customer engagement. Students showed clear interest in training videos, regular updates, and automated reminders, while staff expressed openness toward digital and AI-assisted tools. The study concludes that consistent communication can contribute to the long-term growth of the company and offer guidance for other small driving schools in Nepal.
A simple mixed methods case study was used. Quantitative data were collected from a student survey of 40 respondents, and qualitative data were gathered through interviews with management, staff, and instructors. The results from both datasets were combined during interpretation to understand customer behaviour, digital preferences, and the organisation’s readiness to adopt digital tools.
The findings indicate that structured digital marketing activities, together with accessible AI tools, can improve communication, increase online visibility, and support customer engagement. Students showed clear interest in training videos, regular updates, and automated reminders, while staff expressed openness toward digital and AI-assisted tools. The study concludes that consistent communication can contribute to the long-term growth of the company and offer guidance for other small driving schools in Nepal.