Integrated Professional Skills in the Digital Age Assignment

INTEGRATED
PROFESSIONAL SKILLS
IN THE DIGITAL AGE

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1 Positive as well as negative application of internet on business as well as society..................3
2 Threats encountered by society together with organizations by using internet........................7
3 Two different communication providers and their applications and features.........................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Internet is basically the connected network which operates on global platform and uses
TCP in order to transfer the data through the use of different kinds of media. With the advent of
modern technology, the business as well the people living within the society are required to have
intensive skills which will be helpful for succeeding in future like communication skills, ethics
along with responsibilities etc. TESCO is a renowned multinational groceries as well as retailer
which was established by Jack Cohen in the year 1919 and is situated in London, UK. It
primarily covers different superstores, banks, metros, telecoms etc.
This report gives a brief about the Positive as well as negative application of internet on
business as well as society, Threats encountered by society together with organizations by using
internet, Measures for security and privacy required while using internet and two different
communication providers and their applications and features.
MAIN BODY
1 Positive as well as negative application of internet on business as well as society
Business Society
Positive utilization of internet to businesses
Since the emergence of globalization,
Internet has become the most powerful tool
that has shaped the future of entire world. In
the world of high competition, it has now
become almost impossible to conduct any type
of business without the use of internet
(Bridgstock, 2016). From production to
marketing, internet has dominated the
traditional methods of operations and has
become an inseparable part of business. Being
the primary source of innovation, technology
has flourishes every aspect of business and has
connected them with wide geographies and
Positive utilization of internet to society
Apart from the business, Internet has
revolutionized the life of entire society and has
overshadowed them with its wide range of
positive effects.

consumers. There are numerous use of internet
to business which has helped it in attaining
competitive advantage.
Marketing
A large number of businesses generally
uses internet for the sole purpose of marketing.
Advanced technology has provided them with
a wide range of marketing tools through which
they are now able to communicate with the
consumers. Search engines, e-mails, websites,
blogs are some of the highly used channels
with the use of which businesses are able to
advertise their products and services which is
now called as digital marketing.
Increased knowledge base
Due to the availability of large volume
of beneficial and useful information on the
internet, individual and the community as a
whole are now able to access the information
related to their daily life (Raju, 2017). The
advanced technology has overridden the
traditional libraries and thus provides with the
large amount of data and knowledge instantly
thus saving their valuable time. Besides this, It
has become much easier for the people to
research on any topic by approaching the data
on internet and world wide web.
Business automation
It is basically the procedure through
which the day to day business tasks, and
management is being programmed within apps
and softwares to operate the functions of
business automatically (Donohue, 2016).
Artificial intelligence as well as programmes
are basically the essential keys in the process
of business automation which has eventually
assisted them in reducing the human
communication with excessive risk tasks and
replaced it with robotic interface. The internet
in this context has enabled the organizations to
reduce manual work and perform their task
Communication
Internet has left a remarkable
impression on the personal life of the entire
community (Tammaro, 2016). People are now
able to interact with each other on real time
basis with the help of emailing as well as
messaging, no matter whether they are present
across the any part of entire world. Besides
this, people now are not require to depend on
the traditional methods of meeting as through
the application of internet, they can easily
contact other individual via video calling and
interact with them on real time platform.

with greater accuracy rather than depending on
the traditional means of managing the work.
Employee online training programmes
The productivity of business depends
on different teams as well as leader skills
therefore each and every organization requires
skilled employees in order to meet the market
demands. To solve this issue, internet has
become a great solution where the employees
are being provided with online courses and
skill development programmes. Apart from
this, the companies can develop their own
learning material through internet.
Convenience
Internet has makes it easier for the
people to process various transaction online as
well as organize their information in a most
imperative way. People can now send or
receive any kind of payment via money
applications that allows them to exchange even
a large amount within a single click. Besides
this, people now have a wide access to pay
numerous utility bills besides paying the bills
of online and offline shopping.
Negative utilization of internet in business
However, the technology has benefited
businesses in a great way but meanwhile it
also has bought some negative effect with it
which has somehow hindered the success of
many organizations.
Negative utilization of internet to society
Addiction
Although the use of technology has
saved the vital time of society and made their
life easier but on the other hand, its addiction
has somehow made them isolated from rest of
the society. People have become addicted to
wide range of internet tools like online gaming
which has projected a negative impact on their
health (Huda, 2019). People are engage in
online activities for a prolonged period of time
which leads to eye strains and back problems.
Thus, its addiction has compromised the health
of adults as well as children.
Restricted face to face communication
The primary drawback of using internet
at workplace is that it has limited the face to
Privacy
The major limitation which the internet
has posed on the society is the lack of privacy.

face interaction of employees with each other.
(Farisi, 2016). The growing use of internet has
alleviated the personal contact with the
customer due to which it becomes difficult to
build rapport with them. Through marketing
on online platform using internet,
organizations ahas become less aware of the
perception of customers regarding the product.
People normally encounter the issue that the
information which they share on online
platform is no longer private and thus there is
the threat of their leakage (Ranieri, Pezzati and
Raffaghelli, 2017). Various sites on online
platform regularly monitor the behaviour of
people as well as steals the personal data which
the individual think is private. Thus, people
normally come across the challenge of keeping
their information safe and secure as internet is
considered as the most powerful tool through
which any information can escape.
Unhealthy competition
Because of the extreme competition
from online and large shops, Local as well as
small business and shops have been crushed
out of the businesses because they do not have
the resources to deal with the competition
(Goldie, 2016). Businesses whose operations
are mainly dependent on internet incurs low
operational costs hence they sell the goods at
much decreased price contrary to the
traditional ones which are exposed to high
expenses. This has ultimately compelled all the
customers to purchase the products online thus
leaving the local businesses with little market.
Malware along with various security threats
Various threats generally infect the
system of individual with a sole purpose of
hacking the data or causing malfunctioning.
Thus, society generally becomes the prey of
numerous threats which eventually lead to
imbalance in their personal life as well as
professional life. All these malware have
somewhere disturbed their social life and thus
have impacted them in a great way.
Security
The most influential challenge and
limitation of utilizing internet in business is
that the companies are usually encountered

with the problem of leaking confidential
information and hacking. Businesses relying
on the internet are generally finds it difficult to
track the leakage of data. Besides this, with the
help of internet, hackers usually finds it quiet
easy to approach and access the customer's
bank account and details of credit card which
eventually lead to a great damage to goodwill
of the business.
Internet's positive use common to organization and society
The positive use of internet which is similar in both organizations and society is the
gathering of knowledge. Internet assists the organizations to collect information about their
consumers, their needs as well as market trends which helps them in effectively use the
marketing mix for promoting their products and services. On the another side of spectrum,
individuals and society as whole can grab a bulk of information about various trends in country,
new product launch as well as on many topics.
Internet's negative use common to organization and society
The negative use of internet which has dominated society as well as organizations is the
lack of security. Hackers and criminals tend to steal the confidential information about the
organization through various softwares ad applications as well as sneak the personal information
of customers which eventually leads to their bad rapport. On the other hand, people using various
social media websites like Facebook, instagram tend to become prey of hackers who usually
access their private information by introducing a virus into their computers.
2 Threats encountered by society together with organizations by using internet
Threats faced by organization
An organization usually comes across the various threats while using the internet as well
as online platform for various operations whether production or advertising their products in
marketplace. These includes the following:
Malicious software

Malware software is highly effective method for breaching the security. Attackers usually
makes use of various software like Trojans, spyware etc. to develop weakness within security
measures. Each and every malware constitute its own way for breaching the security and hence
there are numerous ways through which these software enter the business network. This
especially becomes dangerous for wide e-commerce websites like TESCO which handle the
sensitive data of users like credit card. For example TESCO, dealing with large customer base
worldwide can encounter the threat of malicious software which can eventually destroy its
software's reliability and thus can hinder the personal information of users.
Phishing
A phishing or spear scam is the method of violating the security where the user's internal
information like passwords are destroyed and becomes the prey of hackers. This vital
information is implored from the employees of company via email and then disguised as the
legalized requests. Once the employee or concerned recipient provides the sensitive data, then
the hacker obtain the access which they need for stealing thus compromising the organization's
crucial data. For example uneducated employees and staff members can become the biggest
threat for TESCO where they might provide the sensitive information to hackers as they find this
to be legitimate without having proper information about it.
Session Hijacking
Nowadays, online transactions along with communication occurs every minute wherein
the online consumers interact with businesses via numerous servers spread across the world. In
view of this, Hackers can instantly hear the conversation and thus can steal reliable and sensitive
data through the use of SQL injections and many more. TESCO can face this threat in future as
the consumers purchase large amount of their products and are engaged in plethora of
transactions which can become a source for hackers to sneak their information.
Spyware
This is the programme which is installed within the computer without the prior awareness
of users. Once it is installed in computer, the criminal and hackers becomes capable enough to to
monitor the different activities like the consumer's behaviour, their purchases, their sensitive
information etc. These spyware generally alter the settings of computer and install different
dangerous programs (Gretter and Yadav, 2016). TESCO needs to take care of this application

extensively as it can record the personal information of their consumers and will directly impact
their goodwill.
Threats faced by society
Apart from the businesses, Internet and technology has also influenced the life of entire
community and has resulted in their exposure to harmful and dangerous threats.
Attacks on social media
The social media attackers are dominating the lives of society and leveraging the social
and online platform to hinder the privacy of different users (Huda and et.al., 2017). The attackers
normally infect the large cluster of different websites and thus steal the personal information of
individuals. They monitor the daily activity of users and eventually gains the access to their
confidential information through variety of pop ups and software. The attackers normally targets
the small kids and teenager as well as the uneducated people who remain unaware of the proper
use of internet and hence reveal their personal information without proper knowledge of different
application and software.
Weak security technology
With the advent of new technology, new gadgets and software are being released within
the market. However, very few gadgets and systems are believed to be fully secured as well as
follow the security principles (Huda and et.al., 2017). Thus, via these gadgets, people becomes
more exposed to leakage of their information as these gadgets does not have any security app or
internal software installed inside it. This makes the people more prone to theft of their data,
pictures, files etc. and thus leads them towards mental disturbance.
Mobile malware
The security of people has also been compromised by the different viruses and malware
that resides within their mobile phones. Many gaming applications lure the customers including
children to download game which ultimately will lead to the installation of viruses along with
malware. This connectivity between the internet and consumer somehow imbalances their
security and thus their personal life gets compromised between all these. Children are the main
prey of this threat as they are becoming addicted to internet and technology and remain unaware
of its harmful effects.
Social engineering

It is basically the trick of manipulating the individuals in order to gain their private data
like details of bank account, password etc. These criminals generally manoeuvre the users and
thus gain the trust to get the access of their computer in order to install malicious software. Like
the email sent by people to their friend can be a threat to them as the criminal can easily access
the friend's device and finally their contact list. Through this, the criminal can send some
infected email to all other contacts.
Measures for security and privacy required while using internet
Encryption
Data encryption primarily translates the data into some other form or even a code so that
the authorized people having the password can see it (McKnight and et.al., 2016). Data
encryption is basically designed to protect the digital information which is being stored in the
computers. Thus, the organizations whether small or big as well as the society should take the
help of data encryption as it can be used to each and every type of data protection. As emails and
messages passes from sender to recipient through various servers, it becomes necessary to
encrypt every mail to protect the confidential information.
Firewalls
Firewall is basically a software application which prevents the unauthorized access from
numerous private networks. These can be used to boost up the computer's security which are
connected to various networks like LAN. Businesses should apply firewall in each and every
computer where the private information about their company and users are stored. Besides this,
the firewall when properly formulated will scan different viruses and will prevent the access
which is unauthorized to their network. Apart from this, the software will protect the mobile
phones of people from the unknown and known viruses besides protecting their personal data.
There are wide range of firewalls which will eventually protect the user's computers from
cookies, pop ups and other malware.
Search engine
All the search engines generally tracks and monitors the data of users and thus protect
them from the serious threats. Search engines collects the information about user's habits and
then develops their profile which assist these engines to decide that which link have to show to
users when they search for queries. Thus, they will prevent the leakage of confidential
information about an organization or an entity. Organizations as well as the society can both use

this application which will enable them to search for the queries effectively without the fear of
disclosure of sensitive information.
3 Two different communication providers and their applications and features
There are various providers of communication, which are use for sharing and accepting
new messages and informations (Huda and et.al., 2017). Here, Skype and BT Groups are
describes because they both are popular devices of today's era. Everyone uses these technologies
for share their messages. Because it will consume very few times and money of person. With the
help of Skype and BT Groups, person can get necessary information at anywhere.
Skype BT Groups
Skype is communication provider, which
provides its services by the video chats,
voice calls through the computer, tablets,
mobiles, laptops, smart-watch etc. For
Skype internet services is must, without
internet Skype is not working. Skype has
low cost calling function, anyone can
make call through Skype at very low cost.
In this also have featured of calls
forwarding, caller ID and Skype numbers
(Jaeger and Bertot, 2016). Skype allow
communication process over the internet
by voice, by using a microphone, by
webcam etc. Skype's system is also
available in 108 languages. With the help
of Skype person can enjoy calls free
through the Skype to Skype calling.
It is provides their services by
exchanging massages and informations
between peoples with the help of
electronic devices. For BT Groups
internet is also required. BT Groups is
supported all the devices like multimedia
phones, computers, tablets, laptops etc.
Email is the info that erstwhile happen in
altered, published American and British
English writing. BT Groups was the form
utilized in primary protocol standards.
Today's emails are based on a store and
forward model. BT Groups can be sent,
access, accept, forward and store.
Features Features
With the help of Skype person can make
call computer to computer. Also,
individual can make call through
With the help of BT Groups person can
compose beautiful and well running
message. BT Groups is compatible with

computer to phone. With the help of
Skype individual also gets messages on
their cellphones at anywhere in world
(Place, Smith and Lee, 2016). It is low
price and few time-consuming method. It
is provided high quality of calls to their
customers to satisfy their calling
experience.
all devices such as phones, computers,
laptops, tablets. BT Groups also contain
various features that makes person
massage or information stand out. It is
clear, straight forward to the subject
lines. These links are functioning and
also takes person directly to customer
support.
CONCLUSION
From the above study, it has been concluded that internet services are important for
business and individual. This study also shows the positive and negative impact of internet on
business and society. With the help of this services company can store huge amount of data.
Internet also have negative impact on business, it creates competitors for small and large
business face new competitors. From above study has been concluded various threats which are
face by organization and society. It will also explain, communication providers such as Skype
and BT Groups and their benefits for person and business.

REFERENCES
Books & Journals
Bridgstock, R., 2016. Educating for digital futures: what the learning strategies of digital media
professionals can teach higher education. Innovations in education and teaching
international. 53(3). pp.306-315.
Donohue, C. ed., 2016. Family engagement in the digital age: Early childhood educators as
media mentors. Taylor & Francis.
Farisi, M. I., 2016. Developing the 21st-Century Social Studies Skills through Technology
Integration. Turkish Online Journal of Distance Education. 17(1). pp.16-30.
Goldie, J. G. S., 2016. Connectivism: A knowledge learning theory for the digital age?. Medical
teacher. 38(10). pp.1064-1069.
Gretter, S. and Yadav, A., 2016. Computational thinking and media & information literacy: An
integrated approach to teaching twenty-first century skills. TechTrends. 60(5). pp.510-
516.
Huda, M and et.al., 2017. Empowering children with adaptive technology skills: Careful
engagement in the digital ınformation age. International Electronic Journal of
Elementary Education. 9(3). pp.693-708.
Huda, M and et.al., 2017. Strengthening interaction from direct to virtual basis: insights from
ethical and professional empowerment. International Journal of Applied Engineering
Research. 12(17). pp.6901-6909.
Huda, M., 2019. Empowering application strategy in the technology adoption: insights from
professional and ethical engagement. Journal of Science and Technology Policy
Management. 10(1). pp.172-192.
Huda, M.I.F.T.A.C.H.U.L and et.al., 2017. From live interaction to virtual interaction: addressing
moral engagement in the digital era. Journal of Theoretical and Applied Information
Technology. 95(19). pp.4964-4972.
Jaeger, P. T. and Bertot, J. C., 2016. Government information librarians: New skills and training
for the digital age. In Government Information Management in the 21st Century (pp. 21-
34). Routledge.
McKnight, K and et.al., 2016. Teaching in a digital age: How educators use technology to
improve student learning. Journal of research on technology in education. 48(3). pp.194-
211.
Place, K. R., Smith, B. G. and Lee, H., 2016. Integrated Influence? Exploring public relations
power in integrated marketing communication. Public Relations Journal. 10(1). pp.1-35.
Raju, J., 2017. Information professional or IT professional?: The knowledge and skills required
by academic librarians in the digital library environment. portal: Libraries and the
Academy. 17(4). pp.739-757.
Ranieri, M., Pezzati, F. and Raffaghelli, J. E., 2017. Towards a model of faculty development in
the digital age. The DIDE-L program’s case. In Proceedings of 11th International
Technology, Education and Development Conference (Vol. 50945102).
Tammaro, A. M., 2016. Heritage curation in the digital age: Professional challenges and
opportunities. International Information & Library Review. 48(2). pp.122-128.