Impact of Technology on Higher Education: A Marketing Perspective

DISSERTATION IN
MARKETING TOPIC
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ABSTRACT
In the present report it has been discussed that technology has a huge impact on higher
education. It has been evaluated that there are various tools and equipment’s which has been
used by educational institutions to enhance learning process of students. It has been analysed that
now a day’s teachers make use of software and other toolkits to make students learn. During the
time of novel corona virus, it has become necessary to make use of technology, so that better
learning can be provided to students. Personal computers, mobile phones, and internet access
have made higher education drastically more accessible to a larger variety of students. It has
been evaluated that by making use of advance technology, now students do not have to travel
miles, in order to attend the classes. Making use of mobile technology has assisted students in
managing their course work in hand. It has also been analysed that online learning platforms has
made it easier to explore high quality courses. Online learning has also increased flexibility of
students because of which they are able to learn better and increased. It has also been analysed
that educational institutions can adopt different marketing plans so that more of the students
know about the techniques which is being used by them. This has assisted them in achieving the
set target as well as objectives. They have made use of marketing plans so that they can increase
their brand level and also attract more students towards them. If they make students aware about
the type of tools and resources used by them more students will take admission in their
institution. This has assisted them in increasing the admission in their University. It has also been
analysed that there are various gaps in services provided by educational institution.
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Table of Contents
ABSTRACT....................................................................................................................................................................2
CHAPTER ONE: INTRODUCTION.............................................................................................................................5
1.1 Background of the topic.......................................................................................................................................5
1.2 Problem Statement and significance of the Research..........................................................................................5
1.3 Research question................................................................................................................................................6
1.4 Aims & Objectives of the research......................................................................................................................6
1.5 Scope and limitation of the research....................................................................................................................7
1.6 Research Structure...............................................................................................................................................7
CHAPTER TWO: LITERATURE REVIEW.................................................................................................................8
THEME: 1.......................................................................................................................................................................8
The Essential components of successful marketing planning for Virtual Platforms: -..............................................8
THEME: 2.....................................................................................................................................................................10
The relationship between the educational institute and the students by the impact of educational technological
factors: -...................................................................................................................................................................10
THEME: 3.....................................................................................................................................................................11
The Gaps of the online marketing strategies used by different institution and the recommendations....................11
CHAPTER 3: RESEARCH METHODOLOGY..........................................................................................................15
3.1 Research type.....................................................................................................................................................15
3.2 Research Approaches.........................................................................................................................................15
3.3 Research Philosophies........................................................................................................................................16
3.4 Data collection...................................................................................................................................................17
3.5 Data analysis......................................................................................................................................................17
3.6 Sampling............................................................................................................................................................18
3.7 Limitations.........................................................................................................................................................18
3.8 Ethical considerations........................................................................................................................................18
CHAPTER 4: DATA ANALYSIS AND FINDINGS..................................................................................................20
CHAPTER FIVE CONCLUSION AND RECOMMENDATION..............................................................................31
CHAPTER SIX: PERSONAL REFLECTION.............................................................................................................34
REFERENCES.............................................................................................................................................................35
APPENDIX...................................................................................................................................................................37
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ACKNOWLEDGMENTS
I would like to express my gratitude towards my supervisor who supported and guided me
throughout this project. I wish to acknowledge the help provided by the technical and support
staff given by Arden University. Without the help and support of these people I would not able to
complete this research on time. I would also like to show my deep appreciation to my
supervisors who helped me finalize my project. Besides my supervisor I would also like to thank
the rest of my thesis committee. I also thank my fellow mates for stimulating the discussion.
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CHAPTER ONE: INTRODUCTION
The topic will explain all the necessary statements of the topic given in the dissertation. The
Research Background will include the problem statement and significance of the research. The
aim and objective, the limitation and the scope with the structure of the research would
highlighted.
1.1 Enquiry overview
The research project has been chosen to address to the impact of technological changes on higher
education. Technological advances have created a gap between students of different generations
due to their varying degrees of familiarity, competence and acceptance of innovation. The
research has made use of qualitative approach which is focused on understanding the in which
technology impacts working of higher educational institution. This enquiry overview provides
the detail about what is expected from the rest of the thesis for readers.
The first chapter of the study provides the overview and introduction of topic. In this the
background information will be provided and also details about aims, objectives and research
questions will be given. The second chapter will do review of literature. In this the gaps in
previous study and changes made in others study will be analysed and evaluated. The third
chapter provides details about research methods that has been used by researcher to collect data
and analyse the results. Additionally, discussion will be made related to research paradigm
selected and ethical code of conduct which has been followed in the study. In Chapter four, the
analysis and evaluation of data will be done. In this researcher has selected thematic analysis. In
this the details related to themes will be collected and provided. In this section the findings are
also been analysed and evaluated. The findings are taken out on basis of discussion made. In the
last chapter conclusion is made on basis of how technology has affected the higher educational
service.
1.2 Background of the topic
Technology is one of the most important factors in today market and it is crucial for the people to
know the importance of utilisation of the technologies into the market and the ways in which the
technologies can help in development of working and making things easier for the situation that
can make things important (Raja and Nagasubramani, 2018). The traditional way of learning and
the education is totally different from what the learning and education system are working in
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today market. It is all about the development into the process of working in the recent time
period with the innovation of technologies into the toddy market. It is crucial for the education
system to make different changes and adopt the ways in developing the education in the
education sector and utilise the best of the education technologies which are helping in
developing the ways of learning and teaching in today market. The technologies are helping the
education in today's market as the covid-19 pandemic is going in and it has affected all the
education system into the market and it is also making the shortage of education and the time is
running and no education is provided to the students. It can be said that young people in United
Kingdom are gifted by technology. In this the 9.7% of students from the age of 15-20 are
provided with digitalised skills. This success is being seen in technology industry and also 50%
of students have founded it really easy to adopt the technological changes. They were really
enthusiast to adopt new techniques. Personalised learning has become goal of higher educational
institution. There are 100% of the IT leaders who are really eager to balance out levels of access
and security. The use of technologies is helping the teachers and the student to connect and the
online source is helping the student to get the knowledge and teaching student and providing the
education with best quality to them so that they can utilise the time and learn new things.
Technologies are very important in the today market and the situation of covid-19 pandemic is
required the use and it also help the education system in development of the education system to
the best for the student.
1.3 significance of the Research
The report will signify the importance of the topic to a lot of people who want to know all about
the technologies and the importance of the technologies in the market and how technological
change in the education can provide the best impact and positive impact to the people and the
education sectors or industry. The research will be Important because it will explain the most
important factor about the technologies into the education sectors and it is important for the
people to know about the issues and the facts about the given topic in the market to have a better
knowledge about the topic (Ratheeswari, 2018). The research is signifying the impact to all those
who are reading the books and journals about the given topic and want to know the importance
of the technologies in the duration field to the best of the knowledge and how the education
industry got a good support from the technologies in the covid-19 pandemic in the year 2020 and
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help every student and people to get the best knowledge about the use of technologies and to
make education sector keep working in covid-19 pandemic.
Worthiness of Research topic: The present research topic which is selected by researcher is
worthy of study and it will make contribution to the body of already existing research. By this
research topic, researcher will be able to know about the impact of technology on higher
education and how technology has revolved the ways how institutes work. By this researcher
will be able to know about the factors that can affect the growth of higher educational
institutions. They will also be involved in accessing the gaps that is been faced by researcher
during the time of marketing planning.
1.4 Research question
Research Question:
 How technological changes affect the marketing processes in the education industry?
 How to recruit students from different cultures? What are the important aspects that need
to be considered?
 What are the impacts of using virtual environment to reach potential candidates and to
communicate with them online? Is it more effective or lack of personal communication
can backfire?
1.5 Aims & Objectives of the research
Aim of the research:
 To assess the main technological factors that affect educational institution in the United
Kingdom and what are the impact on the marketing strategy of the organisations.
 To evaluate all the aspects that need to be considered while using virtual environments in
the marketing strategy and to examine the most effective platforms to extend customer
base and to improve brand awareness.
 To analyse cross cultural factors that can increase the engagement with prospective
students and to build their loyalty.
Objectives of the research:
 To investigate what are the essential components of successful marketing planning in the
concept of virtual platforms in the education sector by end of November.
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 To explain the technological factors that have impact on the relationship between the
organisation and customers by end of November.
 To identify the gaps in the online marketing strategy used by different educational
institutions and to provide recommendations to improve their approach by end of
November.
1.6 Scope and limitation of the research
It is time-consuming process as it takes time and it is important for the researcher to face the
issues of the time as there are few time and resources in the management which they need to
manage while the researcher is doing the process of research in the given topic. The process of
research take time and the researcher need a proper time so that they can use the best of the
resources to provide the information. The research will help to those who want to know all the
information about the technologies impact in the education and how the education sector is
getting the benefit of the technologies into the market and utilising the base of the technologies
into the situation of covid-19 pandemic in the market (Shukurova, 2020). The UK is affected the
most by covid-19 pandemic and it is important for them to utilise the norms and factors of the
situation with social distancing and everything. The technologies and the online is the best ways
to control and provide the best of the resources to the education sector.
1.7 Research problem
The area of concern in the present research is to know about issues which is being faced by
educational institutions in making use of technology and also to analyse the other technological
factors affecting educational institutions. Researcher will address the concerns faced by
education institutions in implementing the new trends and technology. They will also be
involved in analysing the factors which affects quality of education as by this better and adequate
facilities can be provided to students. Educational institutions will try to develop better learning
opportunities for students who are studying with them.
1.8 Rationale of the research
The main reason of carrying out the research is to know about the technological factors that can
affect educational institutions. Technology has revolutionised ways in which educational
institutions work. But the adoption of technology isn’t a one size fits all affair. Universities has
to make sure that right of kind of technology is been adopted so that students gets most and
because of these better learning opportunities is been created for them. Every day higher
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