Impact of Digital Media on Organizational Performance: A Case Study on Marks and Spencer

Managing
Innovation and
Information
technology
(Research Proposal)

Table of Contents
Topic of Research........................................................................................................................................3
INTRODUCTION.......................................................................................................................................3
Aims of Research....................................................................................................................................3
Research Objectives................................................................................................................................3
Research Questions.................................................................................................................................4
Rational for the Study..............................................................................................................................4
Key Literature.............................................................................................................................................4
Methodological Consideration.....................................................................................................................6
Data Collection activity...............................................................................................................................8
Plan including a timeline.............................................................................................................................9
Risk and Actions to mitigate......................................................................................................................11
REFERENCE............................................................................................................................................12

Topic of Research - “To analyze the impact of digital media on the performance of an
organization. A case study on Marks and Spencer.
INTRODUCTION
Information technology is talking a wider place at the entire market which can useful to
improve the work efficiency of the organization so that they can effectively get long term
sustainability in market. In this modern generation, every individual is connected with bi
technologies and also taking appropriate advantages of information technologies and
digitalization in their daily working operations (Abollado, Shehab and Bamforth, 2017). This
Research report is based on the Marks and Spencer organization which is well established British
multinational retailer corporation that founded by Michael Marks and Thomas Spencer in the
year 1884 and it's headquarter situated in Leed, United Kingdom. The prime purpose of this
research report is to determine and analyze the impact of the digital media company so that
company can identify the significance of digital media for the success of the organization.
Aims of Research
“ To study the significance of information technologies and digital media platforms to enhance
the performance and development of the organization ".
Research Objectives
 To understand the concept of Information Technology and Innovation for the
development of the organization.
 To identify the importance and impact of digital media on the performance of the Marks
and Spencer.
 To analyze the key benefits of digital media that provides positive impact on the
productivity and effectiveness of the organization.
 To evaluate the challenges those are experienced by the company because of less
practicing and utilization of digital media platforms.
 To determine the most appropriate digital media platforms that are utilizing by the Marks
and Spencer in order to improve the marketing activities of the company.

Research Questions
 What is the concept of Information Technology and Innovation for the development of
the organization?
 What is the importance and impact of digital media on the performance of the Marks and
Spencer?
 Which are the key benefits of digital media that provide positive impact on the
productivity and effectiveness of the organization?
 What are the challenges that are experienced by the company because less practicing and
utilization of digital media platforms?
 What are the most appropriate digital media platforms that are utilizing by the Marks and
Spencer in order to improve the marketing activities of the company.
Rational for the Study
The main motive for this research is to identify the impact of digital media on the
performance level of the organization. This research is helpful to analyze the importance of
digital media platforms and also determine the aspects of Information Technology and
innovation for the development of the organization. The main reason to conduct this is small
scale research is to analyze the significance of digital media so that company can maintain all the
consideration in order to get more profitability.
Key Literature
Concept of Information Technology and Innovation for the development of the
organization.
According to Niya John ,( 2018), revealed that information technology refer as a new field
which nearly combine with specific aspects that are related to the information science,
telecommunication, electronics and computing. This modern bird is all about information
technology and there are various types of applications of Information Technology are utilizing
why the most of the people and organizations all around the world. IT is playing a integral part in
the day to day operations of the people and also helpful in designing, development,
implementation, communication & management of computer based detail and information