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
ACKNOWLEDGMENTS...............................................................................................................5
CHAPTER ONE: INTRODUCTION..............................................................................................6
1.1 Enquiry overview...................................................................................................................6
1.2 Background of the topic.........................................................................................................6
1.3 significance of the Research..................................................................................................7
1.4 Research question..................................................................................................................8
1.5 Aims & Objectives of the research........................................................................................8
1.6 Scope and limitation of the research......................................................................................9
1.7 Research problem..................................................................................................................9
1.8 Rationale of the research.......................................................................................................9
1.9 Research Structure...............................................................................................................10
CHAPTER TWO: LITERATURE REVIEW................................................................................11
THEME: 1.....................................................................................................................................11
The Essential components of successful marketing planning for Virtual Platforms: -.............11
THEME: 2.....................................................................................................................................13
To explain the technological factors that have impact on the relationship between the
organisation and customers by end of November......................................................................13
THEME: 3.....................................................................................................................................15
To analyse cross cultural factors that can increase the engagement with prospective students
and to build their loyalty............................................................................................................15
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................19
3.1 Research type.......................................................................................................................19
3.2 Research Approaches...........................................................................................................20
3.3 Research Philosophies.........................................................................................................20
3.4 Data collection.....................................................................................................................21
3.5 Data analysis........................................................................................................................22
3.6 Sampling..............................................................................................................................22
3.7 Limitations...........................................................................................................................23
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3.8 Ethical considerations..........................................................................................................23
3.9 Reliability, credibility and validity of research methods.....................................................24
3.10 Research design.................................................................................................................24
CHAPTER 4: DATA ANALYSIS AND FINDINGS...................................................................25
CHAPTER FIVE CONCLUSION AND RECOMMENDATION...............................................54
RECOMMENDATION.................................................................................................................55
CHAPTER SIX: PERSONAL REFLECTION.............................................................................58
REFERENCES..............................................................................................................................59
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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
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learning and the education is totally different from what the learning and education system are
working in 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
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knowledge and how the education industry got a good support from the technologies in the
covid-19 pandemic in the year 2020 and 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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