Academic and Research Skills

This page provides information on academic and research skills, including a SWOT analysis, short and long term goals, and SMART goals. It also includes notes on marketing and communication mix.

Academic and
Research Skills

Table of Contents

TASK 1............................................................................................................................................1
SWOT analysis...........................................................................................................................1
Short term goals..........................................................................................................................2
Long term goals..........................................................................................................................2
SMART goals.............................................................................................................................3
TASK 2: Notes.................................................................................................................................4
Article 1: Marketing Mix............................................................................................................4
Paraphrased information....................................................................................................4
Summarised information...................................................................................................5
Article 2: Communication Mix...................................................................................................6
Paraphrased information....................................................................................................6
Summarised information...................................................................................................6
TASK 3............................................................................................................................................7
Introduction.................................................................................................................................7
Research topic....................................................................................................................7
Research aim......................................................................................................................7
Research objectives...........................................................................................................7
Research background.........................................................................................................7
Research scope...................................................................................................................8
Research methodology................................................................................................................8
Data collection methods..............................................................................................................8
Literature review.........................................................................................................................8
Conception of digital marketing and its effect on firm’s performance.............................8
Tools of digital marketing and its effectiveness on company’s productivity....................9
Issues related to the digital marketing and its impact on organizational functioning.......9
Importance of digital marketing and its benefits to the organization................................9
Analysis and findings................................................................................................................10
Recommendations.....................................................................................................................10
TASK 4..........................................................................................................................................10
Findings on personal development plan....................................................................................10
Action plan................................................................................................................................11

REFERENCES..............................................................................................................................15

TASK 1
SWOT analysis
Strengths Weaknesses Opportunities Threats
My strengths include
as per my personal
skills are active
learning skills,
communication skills,
computer skills,
customer service
skills and
interpersonal skills.
As per my academic
skills, academic
integrity and
plagiarism, academic
writing, critical
thinking,
employability skills,
maths and note
making. As per my
academic English
language skills,
effective and critical
reading, habit of
developing notes in
lectures, participating
in academic seminars
and delivering
presentations.
My weaknesses
include as per the
personal skills are
lacking in leadership
skills and
management skills
along with the
problem solving skills
and time management
skills which is
followed by the
transferable skills as
well. As per the
academic skills,
lacking in online
learning and reading
along with the
referencing and
revision and exams
and also searching for
information. As per
the academic English
language skills,
lacking in researching
and planning along
with the writing
academic essays and
My opportunities
include as per the
personal and
academic along with
the academic English
language skills are
such that in the which
I am lacking has a
great opportunity to
develop and the skills
in which I have
strengths has a good
opportunity to
improve for personal
and professional
development.
Enhancement of all
these skills is
important as it
contains the career
opportunities in
professionalism and
for the development
of personality as well.
My threats include as
per the personal and
academic along with
the academic English
language skills are
such that I have low
catching and learning
power so the
improvement in my
strengths and
development of my
weaknesses skills
needs high time so
therefore, the whole
plan will take a lot of
time in enhancement
of my skills.
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developing the
accuracy which is
followed by the
expressing myself
with clarity and
confidence.
Short term goals
 Short term goals can be defined as the goals which can be attained in a short duration of
time such as from one month to six months of time duration.
 Some of the short term goals I am interested in to achieve are such that I have to build my
daily morning routine so that I can be fit with my health and wealth as well.
 I want to keep my daily journal in order to record the progressions and improvements
areas. I need to extend my productivity level which means to increase my capacity to
perform hard work.
 I want to follow the daily family ritual so that I can be well known with my family
background and culture.
 I need to explore something new every day so that I can have a lots of learning in my
daily routine like earning some certification courses and reading news on a daily basis
along with the learning about new articles for more knowledge and many more as per my
interest.
 The most important to attend the personality development seminar so that my short term
goals can be accomplished on time without any hindrances because it can improve my
communication skills and management skills along with the transferable skills and many
more.
 Basically short term goals are easy and comfortable to achieve and also gives the
direction to attain the long term goals in an effective and efficient manner.
Long term goals
 Long term goals can be defined as the goals which can be attained in a long duration of
time such as from one year to six years or more of time duration.
2

 Some of the long term goals I am interested in to achieve are such that I want to acquire a
certain degree in my field of interest so that I can gain skills in that particular domain and
practice in the real work organization for my career development.
 I also want to become a leader in my field so that I can follow the mentorship with the
people who will be under me and teach them the perfect skills of doing the particular job.
 I want to make investments in real estate or stock market so that future savings can be
available with me for my future planning in life.
 I want buy my own house with my earnings and make my parents happy and given them
the standard lifestyle.
 Moreover, I never want to stop my learning on different field as I want to increase and
improve my knowledge every day so that I don’t lack any wisdom in me.
 Basically long term goals are difficult and problematic to achieve but it gives meaning to
life till the whole journey of career and personal development and also gives the way to
attain the various other goals in life in an effective and efficient manner for self-
happiness.
SMART goals
SMART goals can be defined as the provision of ways in which the objectives are set in
order to attain the same such as it can be related to the project management and employee
performance along with the personal development plan and many more. It stands for specific,
measurable, attainable, realistic and time bound (Alresheed, Machalicek, Sanford and Bano,
2018).
Specific Measurable Attainable Realistic Time bound
Specific goals
are important
because the
targets must be
particular instead
of any rough idea
or confusion but
confidently set
objective.
Measurable goals
are essential
because until and
unless the
progression is
not measured
then it can be
difficult to find
out the
Attainable goals
are necessary
because if
objectives set is
something
impossible to
archive then
there will be no
sense of
Realistic goals
are significant
because the
objectives which
are set on a
hypothetical
basis creates the
problem to
accomplish and
Time bound
goals are crucial
because there
must be some
limited time of
each and every
objective set so
that it can be
achieved as per
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improvement
areas that is why
the objectives set
must be
measurable.
following the
path for
achievement and
that is why
objectives set
must be
attainable.
that is why the
goals must be
realistic.
the deadline and
if any limitations
are not available
then it will be
impossible for
the goals to
achieve on any of
the time duration
in life.
TASK 2: Notes
Article 1: Marketing Mix
Paraphrased information
A marketing mix can be defined as the different set of activities and strategies which the
organisation uses in order to advertise and market their products and services offered to the
customers. It is almost used by every organisation so that they can fight the competition in the
industry and can gain the competitive advantage in the marketplace (Guillén-Gámez, Ruiz-
Palmero, Sánchez-Rivas and Colomo-Magaña, 2020). Initially there were only four P's of
marketing mix such that product and price along with the place and promotion. But now it is
extended to 7 P's of marketing mix such that product and price along with the place and
promotion which is followed by the physical evidence and process and also the people. Product
can be defined as the goods or services or any item which is offered by the organisation in order
to gain profit by selling that in return of money. price can be defined as the value of the products
and services offered by the organisation so that they can earn the revenue. Place can be defined
as the location where the goods and services of the organisation are located so that customers can
visit the place to purchase the products (Ain, Sabir and Willison, 2019). Promotion can be
defined as the creation of awareness of the products and services of the company among the
customers so that they can get the knowledge about new featuring of the product and can visit
the company for the purchase. people can be defined as the employees who are working in the
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organisation which means the staff who are responsible to attend the customers along with the
various other departments in the business to manage the finance and other departments as well.
Process can be defined as the whole process of the customer experience from visiting the store to
the after sales services so that the company can enhance the customer experience and can gain
the loyalty from the (Dikilitaş and Bostancıoğlu, 2019). Physical evidence can be defined as the
place where the products and services are located must have the friendly environment and
attractive physical Outlook so that the customers can have the positive mind set while purchasing
the products of the organisation. All these are the components of marketing mix which
influences one another because they all combined make up the business plan for the organisation
and manage them right while giving the great success to the company. But if the combination of
all these components are managed in a wrong way then it can result in the slowing down of the
business and also it can take years to recover. Marketing mix of any organisation requires a lot of
efforts to understand and conduct the market research along with the consultation with the
number of people along with the stakeholders of the organisation so that the trade and
manufacturing along with the several other activities can be done in an effective and efficient
manner (Lander, Seeho and Foster, 2019).
Summarised information
 A marketing mix is different set of activities and strategies which the organisation uses in
order to advertise and market their products and services offered to the customers.
 There are 7 P's of marketing mix such that product and price along with the place and
promotion which is followed by the physical evidence and process and also the people.
 Product is goods or services or any item which is offered by the organisation in return of
money.
 Price is value of the products and services offered by the organisation.
 Place is location where the goods and services of the organisation are located.
 Promotion is creation of awareness of the products and services of the company among
the customers.
 People are employees who are working in the organisation to attend the customers along
with the various other domains to manage the finance and other departments as well.
5

 Process is whole process of the customer experience from visiting the store to the after
sales services.
 Physical evidence is place where the products and services are located must have the
friendly environment and attractive physical Outlook.
 All these are the components of marketing mix which influences one another because
they all combined to make up the business plan for the organisation and manage them
right while giving the great success to the company.
 Marketing mix needs market research along with the consultation with the number of
people and stakeholders of the organisation.
Article 2: Communication Mix
Paraphrased information
Communication mix can be defined as the different types of tools used to interact with
the customers and it is also known as the promotional mix used by the organisation. This is done
to get the target audiences and promote accordingly by using all such techniques of
communication mix (Rodríguez, Pérez, Núñez and Carrió, 2019). Marketing communication
tools involve advertising in order to communicate with the customers in the form of television
and radio along with the press. Direct marketing and digital marketing which includes email and
social media along with gamification and many more. By creating the public relations for better
understanding of the market and communications to the customers. Personal selling and direct
selling is also the tool of communication by directly interacting with the customers in order to
sell the products and services offered by the company. Moreover, sponsorship and product
packaging along with the new variables and innovations are also a part of the communication
mix. The basic difference between marketing mix and communication mix is that
communication mix is a part of marketing mix under the promotion component (Wray and
Montgomery, 2019).
Summarised information
 Communication mix is different types of tools used to interact with the customers and it
is also known as the promotional mix used by the organisation.
6

 Marketing communication tools involve advertising in order to communicate with the
customers in the form of television and radio along with the press.
 Direct marketing and digital marketing which includes email and social media along with
gamification and many more.
 By creating the public relations for better understanding of the market and
communications to the customers.
 Personal selling and direct selling is also the tool of communication by directly
interacting with the customers in order to sell the products and services offered by the
company.
TASK 3
Introduction
Research topic
Digital Marketing with its organizational performance
Research aim
To investigate the concept of digital marketing and its impact on the organizational performance.
Research objectives
 To study the conception of digital marketing and its effect on firm’s performance
 To assess the various tools of digital marketing and its effectiveness on company’s
productivity
 To examine the issues related to the digital marketing and its impact on organizational
functioning
 To determine the importance of digital marketing and its benefits to the organization
Research background
Research background is all about the investigation of the concept of digital marketing and
its impact on the organizational performance so that the better study can be conducted to
understand the digital marketing conception and its effect on firm's performance. Moreover,
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assessing the different tools of digital marketing and its effectiveness on company’s productivity
is also discussed along with the issues related to the digital marketing and its impact on
organizational functioning so that the importance of digital marketing and its benefits to the
organization can be determined (Saunders, 2020).
Research scope
Scope of the research on the topic of digital marketing is such that nowadays technology is
evolving day by day and it is important for the organizations to adopt the advanced technology
because the survival without technology of the organizations cannot be possible in today's era.
So that is why the research on digital marketing is important for better understanding the concept
and its process in the company (Ashcroft, Blatti and Jaramillo, 2020).
Research methodology
The research methodology used in the research conducted on digital marketing is
observational research. This is because to first have theoretical knowledge on digital marketing
by simply observing what it is and how it can be implemented in the organization, that is why
observational research is conducted in order to formulate the research report (Waree, 2018).
Data collection methods
Different Data collection methods are used while conducting this research especially the
secondary data collection method which involves the books and journals along with the articles
and magazines which is followed by the review paper and systematic review on the research
topic and also the most important one is the Internet browsing and different links to collect the
data and various practical examples of digital marketing to include in the research report with
proper justification and evidenced reliability and relevant nature of the information (Romanova,
Zakharova, Bortnik and Zakharova, 2018).
Literature review
Conception of digital marketing and its effect on firm’s performance
Digital marketing can be defined as the advertising and promotion of products and
services of the organization by using the internet and networks along with the various computer
systems and expertise involved in it. It has a positive effect on the firm's performance because it
8

helps the organization in increasing their revenues and number of sales because internet
marketing provides the wider reach the customers in the cost efficient method (Wisker, 2019).
Tools of digital marketing and its effectiveness on company’s
productivity
There are various tools of digital marketing which can be used to perform the activities of
internet marketing. They are also known as a strategies of digital marketing which every
organization must use in order to market their products and services in a more effective and
efficient manner. Such as some of the tools are the search engine optimization which helps the
organization in ranking their website on the top of the search engine list. Social media marketing
activities of creating the post and attractive content to that the customers can pay attention on the
brand and make purchases through it. Google ads helps in creating the different types of
advertisements on different websites in the form of blogging so that the customers can visit the
link for the purchase and other tools are used such as content marketing and email marketing
along with the pay per click and many more (Sokolova and Gilmutdinova, 2019).
Issues related to the digital marketing and its impact on
organizational functioning
There are various issues related to the digital marketing when applied in the organization
such as it has the initial high cost offering the expertise and installing in the computer system
moreover it also leads in the dependency on the internet which can prove harmful along with the
tough competition in the marketplace because of the usage of digital marketing my each and
every Organization in today's world (Rodríguez-Martín, Vergara and Rodríguez-Gonzálvez,
2020).
Importance of digital marketing and its benefits to the organization
Importance of digital marketing and its benefits to the organizations and such that help in
saving the cost and time along with the energy with better productivity and inclement of the
profit margin of the organization. It has a wider reach to the target audiences along with them
better interaction and communication with the customers so that the feedback systems can be
managed in a more enhanced manner (Ozan and Kincal, 2018).
9

Analysis and findings
It is analyzed and found out that digital marketing is a very important concept to learn and
study so that it can be applied in the real world organization. Therefore, the research report has
analyzed and find out the conception of digital marketing and its effect on organizational
performance along with the tools of digital marketing and its effectiveness on company’s
productivity which is followed by the issues related to the digital marketing and its impact on the
organizational function and also the importance of digital marketing and its benefit to the
organization (Permana, Hindun, Rofi'ah and Azizah, 2019).
Recommendations
It is recommended that although the digital marketing has various issues and problems
related to it while implementing in the organization but it is important to understand its benefits
so that issues can be overcome easily. The organization provides solutions for the same along
with the various security options such as computing security, password management,
authentication, encryption and biometric systems so that they can be saved from cybercrime
(Oflaz, 2019).
TASK 4
Findings on personal development plan
I have set my short term goals and long term goals as per my strength and weaknesses
along with the threats and opportunities I can grab and I can overcome so that my objective can
be meant in an effective and efficient manner in terms of personal skills and academic skills
along with the academic English language skills. Combination of all these things make a
personal development plan which specifies my targets and priorities along with the activities
which I should undertake to achieve the targets and the resources required in order to accomplish
the targets. Moreover, the target date and the actual date of achievement along with the progress
made and further action required for improvement. Summarising my targets set in the previous
sections are such that I have to improve and enhance my personal skills in terms of learning and
communication skills along with the interpersonal skills. My academic skills in terms of
academic integrity and mechanism along with the employability skills and note making skills.
My academic English language skills in terms of effective and critical reading along with the
10

habit of making notes and participating in various seminars and presentations. Moreover, I have
to develop my personal skills in terms of leadership and management along with problem solving
and time management skills. My academic skills in terms of transferable skills and referencing
styles along with the exams and learning skills. my academic English language skills in terms of
researching and planning skills along with the confidence and expressing clarity skills.
Therefore, it is analysed that there are some skills in my personal skills which are required to be
improved and which I needed to be developed and same in the case with academic and academic
English language skills. This is because some are my strengths and some are my weaknesses and
hence I need to create opportunities in all these skills so that I can overcome all my threats in an
enhanced manner. Thereby personal development plan requires a proper planning of targets and
priorities set so that I can properly at the mind that what activities are required to achieve these
skills and what resources are needed by me in order to accomplish these skills so that I can set
my target date along with the statement of actual date of achievement in order to measure my
progression and for the amendment required in my achieved skills in all my areas which I am
aspiring for (Kelly, 2019).
Action plan
Personal development
targets
Priority Activities undertaken
to achieve the
objectives
Target
date
Actual date
of
achievement
Progress
made
Personal Skills (active
learning skills,
communication skills,
computer skills,
customer service skills
and interpersonal skills,
leadership skills and
management skills along
with the problem solving
skills and time
management skills
which is followed by the
2 Activities undertaken to
achieve personal skills
are such that I need to
cultivate my positive
Outlook to make my
point of view on each
and every aspect in a
positive manner. I need
to control my emotions
along with the
acknowledgement of
others' expertise by
Within one
month
1.5 months 8 out of 10
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transferable skills as
well.)
showing real interest in
my own colleagues so
that I can find any one
good trait in every
worker. By practicing
active listening in an
assertive manner in
order to practice
empathy and
maintaining and
managing the
relationships.
Academic skills
(academic integrity and
plagiarism, academic
writing, critical thinking,
employability skills,
maths and note making,
online learning and
reading along with the
referencing and revision
and exams and also
searching for
information.)
3 Activities undertaken to
achieve academic skills
are such that by
scheduling a daily
routine and following it
strictly and by copying
the professor notes and
paraphrasing it by
checking on moodle. By
reading and
highlighting the
important points for
better revision in the
future. By preparing the
flash cards and not
cramming the content.
to write the matter in a
unique way in order to
maintain academic
Within one
year
1.8 years 9 out of 10
12

integrity and reduce
plagiarism.
Academic English
language skills
(language skills,
effective and critical
reading, habit of
developing notes in
lectures, participating in
academic seminars and
delivering presentations,
researching and
planning along with the
writing academic essays
and developing the
accuracy which is
followed by the
expressing myself with
clarity and confidence.)
4 activities undertaken to
achieve the academic
English language skills
are such that by picking
up the random topic and
practicing the listening
and speaking skills
along with the reading
and writing so that a
proper academic
English language skills
can be improved and
developed.
Within six
months
6.2 months 8.5 out of 10
Short term goals (Daily
morning routine and
delete journal in order to
record progressions and
improvements so that I
can extend my
productivity level in
order to perform hard
work. Every time
exploring something
new along with the
certification courses and
1 Activities undertaken to
achieve the short term
goals are such that by
making sure that to
follow the smart
objectives which are
specific and measurable
along with the
attainable and realistic
and also the time bound.
Within 3
months
3.7 months 9.5 out of 10
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reading the news on a
regular basis for better
communication and
knowledge. Attending
the seminars and gaining
the transferable skills.)
Long term goals
(Acquiring a studying
degree in my field of
interest and giving me
the experience for my
career development in
real time organisation.
Pursue the job of reader
and perform the
mentorship along with
the investments for
future planning and
making the standard
lifestyle.)
5 Activities undertaken to
achieve the long-term
goals are such that by
making the proper
objective rather than
making any wishes. By
breaking down the long-
term goals into the parts
or in a group for better
management. By re-
evaluating and adjusting
the goals so that the
negative thoughts of
giving up cannot appear
in mind.
Within 5
years
7 years 9.8 out of 10
REFERENCES
Books and Journals
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Ain, C.T., Sabir, F. and Willison, J., 2019. Research skills that men and women developed at
university and then used in workplaces. Studies in Higher Education. 44(12). pp.2346-
2358.
Alresheed, F., Machalicek, W., Sanford, A. and Bano, C., 2018. Academic and related skills
interventions for autism: A 20-year systematic review of single-case research. Review
Journal of Autism and Developmental Disorders. 5(4). pp.311-326.
Ashcroft, J., Blatti, J. and Jaramillo, V., 2020. Early Career Undergraduate Research as a
Meaningful Academic Experience in Which Students Develop Professional Workforce
Skills: A Community College Perspective. In Integrating Professional Skills into
Undergraduate Chemistry Curricula (pp. 281-299). American Chemical Society.
Dikilitaş, K. and Bostancıoğlu, A., 2019. Inquiry and research skills for language teachers.
Springer Nature.
Guillén-Gámez, F.D., Ruiz-Palmero, J., Sánchez-Rivas, E. and Colomo-Magaña, E., 2020. ICT
resources for research: An ANOVA analysis on the digital research skills of higher
education teachers comparing the areas of knowledge within each gender. Education and
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Kelly, S.L., 2019. Faculty perceptions of librarian value: The moderating relationship between
librarian contact, course goals, and students' research skills. The Journal of Academic
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Lander, J., Seeho, S. and Foster, K., 2019. Learning Practical Research Skills Using An
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Oflaz, A., 2019. The Effects of Anxiety, Shyness and Language Learning Strategies on Speaking
Skills and Academic Achievement. European Journal of Educational Research. 8(4).
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Ozan, C. and Kincal, R.Y., 2018. The effects of formative assessment on academic achievement,
attitudes toward the lesson, and self-regulation skills. Educational Sciences: Theory and
Practice. 18(1). pp.85-118.
Permana, T.I., Hindun, I., Rofi'ah, N.L. and Azizah, A.S.N., 2019. Critical thinking skills: The
academic ability, mastering concepts, and analytical skill of undergraduate students. JPBI
(Jurnal Pendidikan Biologi Indonesia). 5(1). pp.1-8.
Rodríguez, G., Pérez, N., Núñez, G. and Carrió, M., 2019. Developing creative and research
skills through an open and interprofessional inquiry-based learning course. BMC medical
education. 19(1). pp.1-13.
Rodríguez-Martín, M., Vergara, D. and Rodríguez-Gonzálvez, P., 2020. Simulation of a Real
Call for Research Projects as Activity to Acquire Research Skills: Perception Analysis of
Teacher Candidates. Sustainability. 12(18). p.7431.
Romanova, M.N., Zakharova, A.I., Bortnik, A. and Zakharova, A., 2018. The method for self-
analysis of the level of a technology teacher's research skills
development. Espacios. 39(23). pp.12-12.
Saunders, L., 2020. Core knowledge and specialized skills in academic libraries. College &
Research Libraries. 81(2). p.288.
Sokolova, I.I. and Gilmutdinova, I.V., 2019. Formation of the research skills of students during
studying the foreign language (English) at the university. Humanities & Social Sciences
Reviews. 7(6). pp.33-37.
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Waree, C., 2018. Application development on tablet to promote a classroom research skills for
SSRU’students. In Challenges and Solutions in Smart Learning (pp. 21-24). Springer,
Singapore.
Wisker, G., 2019. Developing scientific thinking and research skills through the research thesis
or dissertation. In Redefining Scientific Thinking for Higher Education (pp. 203-232).
Palgrave Macmillan, Cham.
Wray, C.C. and Montgomery, R.C., 2019. Bridging the Skill Gap: Helping Non-Traditional
Students Develop Research Skills When They Need It Most. Adult Higher Education
Alliance.
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