Impact of Digital Marketing on Online Learning in Higher Education: A Case Study of LSST

LSST IT Digital
Marketing

Executive Summary
On the basis of this study, it is determined that the significance of information technology
and digital marketing are more both are providing the best contribution in the development of the
education sector. The main concern of this research is to identify the most effective digital
marketing segment to improve the effectiveness of the selected organization which can helpful to
take more competitive advantages.

Table of Contents
LSST IT Digital Marketing.............................................................................................................................1
Executive Summary.....................................................................................................................................2
Introduction.................................................................................................................................................4
Aims ........................................................................................................................................................4
Objectives ...............................................................................................................................................4
Problem Statement.....................................................................................................................................5
SWOT analysis.........................................................................................................................................5
PEST analysis............................................................................................................................................5
Research Methodology................................................................................................................................6
Analysis of Current Online Marketing Plan................................................................................................14
Recommendation......................................................................................................................................15
Forecast.....................................................................................................................................................16
Conclusion ................................................................................................................................................18
References.................................................................................................................................................19
Books and Journals ...................................................................................................................................19
Appendices................................................................................................................................................21

Title
To study the impact of digital marketing in order to enhance the online learning of students of
the higher education in the University.
Introduction
Digital marketing is a type of marketing that promotes goods and services through the use
of internet and online-based digital technology such as desktop computers, smart phones, and
many other digital media & platforms. In this time, online learning is taking a wider place and
also become the most effective and convenient source of learning (Akankuda, 2019). With the
help of information technology and digital marketing, most of the professional institutions and
universities are taking an initiative for online learning to those students who are not able to
attend classes. For this report, London School of Science & Technology (LSST) is considered
which is most famous private college founded in 2003 in United Kingdom and providing high
quality education from their four campuses like Wembley, Elephant & Castle and Aston
(Birmingham) , Luton (London). This university is facilitating various courses related with
Business & Management, IT & Computing and also Health & social care. The main focus of this
report is to analyze the competitive environmental situations and adopt most specific digital
market segment which can help to improve the effectiveness of the LSST College. In this report,
primary research will be considered in order to farm the better outcomes.
Aims
“To indentify the importance of the digital marketing segments to improve the level of online
qualification and involvement of the students” A case study of London School of Science &
Technology (LSST).
Objectives
 To understand the significance of new digital market segments
 To determine most appropriate market segment that provide least barriers to entry and
higher profitability purpose.

Problem Statement
In the segments it is analyzed that London School of Science & Technology (LSST) , is
indeed one of the largest colleges in the UK. Meanwhile, in recent times, the educational sector
has been flooded with new entries, making the market extremely competitive. It is determined
that high level of competition in the educational sector is the main problem for the LSST and
College is experiencing the competitive environment situation and want to adopt most specific
digital marketing segment so that college can effectively resolve this problem (Almeida-Santana
and Moreno-Gil, 2017).
SWOT analysis
The SWOT analysis is an important technique used by business to analyze internal and
external business environment. This technique helps a business to grow at the marketplace with
different advantages:
 Strengths- It is important for a business to develop strengths and capabilities to develop
operations in the international market. The main strength of digital business are advanced
computer systems and software which helps in performing quick and fast operations.
 Weaknesses- In the business environment, there are several weaknesses of a company
that makes it incompetent at the marketplace. The privacy and Cyber attacks are two
major weakness of a digital business.
 Opportunities- A business which is performing digital operations in the global and
national market should look at the different opportunities. The main opportunities
available to a digital business is use of advance software to develop operations in the
business market.
 Threats- The major threats in the marketplace affect on different business operations of a
digital business. Malware and spyware are two major threats for a digital business which
impact on major functions.
PEST analysis
 Political factors- The political factors are generally associated with the rules and
regulations formulated by UK government for business. Corporate and cyber laws

designed by UK government are followed by a business in order to survive at the
marketplace.
 Economic factors- The economic factors are related to monetary policy which is
designed by finance ministry of UK. Also the GDP and national income are two major
economic factors which impact on functioning of a digital business.
 Social factors- Social factors are related to the traditions, beliefs and living standard of
the society. These factors impact on the internal environment of the business in a precise
manner.
 Technology factors- In the functioning of a business at the marketplace , it is important
to deploy latest technology for better stability of the functions. Technological factors like
artificial intelligence and big data management impact on major business functions of
the company.
Research Methodology
Research methodology serves as a strategic framework that combines numerous forms of
research methods that must be taken into account in order to accomplish the research study
properly. Research technique is a statistical strategy that can be used to properly carry out
research assignments. There are various steps are involved in research process which are
discussed below -
Data collection
The most appropriate method in the research process for gathering useful information that
adds more value to the research study is data collection. There are two types of data collection
methods, primary data collection and secondary data collection. This gives a detailed analysis of
both data gathering methods in the context of the present study (Avgerou and Walsham, 2017).
 Primary data - This data gathering is also known as original information since it allows
researchers to use firsthand data that is completely pure and genuine, and has never been
used by anyone else (Bala and Venkatesh, 2016). The researcher considers a variety of
sources that can assist in gathering primary data in an appropriate manner, including