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

This report analyzes the impact of digital marketing on online learning in higher education, with a case study of LSST. It identifies the most effective digital marketing segment to improve the effectiveness of the college and take competitive advantages. The report includes a SWOT and PEST analysis, research methodology, and primary data analysis. The study aims to improve the level of online qualification and involvement of the students.

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

questionnaires, online surveys, interviews, and observations. To complete the purpose of
this study, the researcher uses the questionnaire and online survey methods. To
accomplish this current study, the researcher used a questionnaire to collect primary
information from the target and chosen audience. Primary data is valuable in providing
authentic replies from the intended community that can serve to enhance the study's
quality (Basole, 2016).
 Secondary data - This is also regarded the most acceptable approach of data collecting
because the researcher can use information and data that has previously been acquired
and used by another person. Secondary data can be collected from a variety of sources,
including books, journals, websites, articles, and more (Benitez, Llorens and Braojos,
2018).
Sampling method
Sampling methods are a more particular statistical method and framework that are
combined with various kinds of sampling techniques to aid inside the selection of the target
population and sample size distribution. (Burke, 2016). The researchers use two different types of
sampling approaches, probability sampling techniques and non-probability sampling methods.
Both sampling strategies are more effective for selecting data from a population and are also
beneficial (Fotiadis, Mombeuil and Valek, 2018). The researcher is mostly using probability
sampling approaches to finish the existing resource. Random sampling, stratified sampling,
systematic sampling, and cluster sampling are all examples of probability sampling. The
researcher is considering stratified sampling strategy for this present study so that they may
conveniently choose the intended group at random. This study's sample size is estimated to be 30
people.

Primary data analysis
In this study, researcher considered primary data with the help of questionnaire method.
Researcher distributed well structured questionnaire to most of the people and got 30 responses
successfully. Researcher utilized frequency distribution tool to gather the responses. The
explanation about the data analysis is as follows -
1Q) According to you, does digital marketing is helpful to improve the
online educational level ?
Frequency
A. Yes 27
B. No 3
2Q) Accounting to you, are digital marketing techniques are useful to
attract the students and other professionals to take admission in the
University
Frequency
A. Positive Way 28
B. Negative Way 2
3Q) According to you, which market segment, is most appropriate that
provide fewer barriers and improve more profitability?
Frequency
A. Behavioural Segmentation, 7
B. Demographic Segmentation 8
C. Geographic Segmentation 5
D. Psychographic Segmentation 10
4Q) According to you, which digital marketing techniques is more
specific for the LSST to take competitive advantages?
Frequency
A. Affiliate Marketing 4
B. Content Marketing 5
C. Email Marketing 7
D. Mobile Marketing 5
E. Search Engine Optimization (SEO) Marketing 5

F. Social Media Marketing Platforms 4
5Q) According to you, does online learning is the good way to take
higher education and improve the educational level of the students ?
Frequency
A. Yes 23
B. No 7
6Q) According to you, which segment is most appropriate for the LSST
University in order to enhance the level of online qualification as
compared to their competitors ?
Frequency
A. Content Marketing Specialist. 8
B. Marketing Automation 9
C. Paid Media Specialist. 7
D. Video Production and Marketing 6
7Q) According to you , what is the most specific benefit of online
learning and qualification that can influence the students in order to
take online education?
Frequency
A. Added Flexibility & Self-Paced Learning 5
B. Better Time Management 4
C. Demonstrated Self-Motivation 3
D. Improved Virtual Communication & Collaboration 6
E. New effective Technical Skills 7
F. Refined Critical-thinking Skills 5

Data analysis and interpretation
1Q) According to you, does digital marketing is helpful to improve the
online educational level ?
Frequency
A. Yes 27
B. No 3
Interpretation
From this table , it can be determined that out of 30 respondents , overall 27 people
responded that digital marketing is helpful to improve the online educational level and only 3
people are dissatisfied with that
2Q) Accounting to you, are digital marketing techniques are useful to
attract the students and other professionals to take admission in the
college ?
Frequency
A. Positive Way 28
B. Negative Way 2
Interpretation

On the basis of this research, it can be analyzed that out of 30 people, overall 28 people
successfully responded that digital marketing techniques are useful to attract the students and
other professionals to take admission in the college.
3Q) According to you, which market segment, is most appropriate that
provide fewer barriers and improve more profitability?
Frequency
A. Behavioural Segmentation, 7
B. Demographic Segmentation 8
C. Geographic Segmentation 5
D. Psychographic Segmentation 10
Interpretation
As per this research , it is measured that out of 30 respondents 10 people responded that
psychological segmentation responded that market segment, is most appropriate that provide
fewer barriers and improve more profitability. 8 people responded that demographic
segmentation, 7 people responded that behavior segmentation and only 5 people answered that
geographical segmentation is the most appropriate segmentation.
4Q) According to you, which digital marketing techniques is more
specific for the LSST to take competitive advantages?
Frequency

A. Affiliate Marketing 4
B. Content Marketing 5
C. Email Marketing 7
D. Mobile Marketing 5
E. Search Engine Optimization (SEO) Marketing 5
F. Social Media Marketing Platforms 4
Interpretation
On the basis of this table, it is analyzed that out of 30 people, overall 4 people responded that
affiliate marketing is the most appropriate digital marketing technique for the LSST to take more
competitive advantages. 5 people responded that content marketing, 7 people responded that
email marketing are the most appropriate strategy. 5 people responded that mobile marketing and
search engine optimization and only 4 people responded that social media marketing program is
the main technique for the college.
5Q) According to you, does online learning is the good way to take
higher education and improve the educational level of the students ?
Frequency
A. Yes 23
B. No 7
Interpretation
From the above table, it can be analyzed that 23 people responded that online learning is the
good way to take higher education and improve the educational level of the students. Only 7
people answered negatively.

6Q) According to you, which segment is most appropriate for the LSST
University in order to enhance the level of online qualification as
compared to their competitors ?
Frequency
A. Content Marketing Specialist. 8
B. Marketing Automation 9
C. Paid Media Specialist. 7
D. Video Production and Marketing 6
Interpretation
From this table, it can be analyzed that overall 9 people responded that marketing
automation is most appropriate for the LSST University in order to enhance the level of online
qualification as compared to their competitors. 8 people responded that content marketing
specialist, 7 people answered that paid media specialist and 6 people responded that video
production & marketing are the most appropriate segment which enhance the level of online
qualification as compared to the competitors.
7Q) According to you , what is the most specific benefit of online
learning and qualification that can influence the students in order to
take online education?
Frequency
A. Added Flexibility & Self-Paced Learning 5

B. Better Time Management 4
C. Demonstrated Self-Motivation 3
D. Improved Virtual Communication & Collaboration 6
E. New effective Technical Skills 7
F. Refined Critical-thinking Skills 5
Interpretation
On the basis of this research, it can be analyzed that out of 30 respondents overall 5
people responded that the added flexibility & self paced most learning and refined critical
thinking skills are the most specific benefit of online learning and qualification that can
influence the students in order to take online education. 4 people responded that better time
management 6 people answered that improved virtual communication & collaboration is the
main benefit, 7 people responded that new effective technical skills and only 3 people responded
that demonstrated the self motivation are the main benefit of the online learning.
Analysis of Current Online Marketing Plan
In order to address the problem, there are various things are considered by the college senior
staff members. As per the problem statement, college is experiencing high competitive situations
and also want to improve their performance digitally as compared to their rivals so that most of
the students can attract towards their college can take admission online (Kreutzer, 2019). As an
outcome, LSST's top leadership has chosen to investigate the possibility of entering into new
markets instead of continuing to compete in a crowded sector. As an outcome, the objective of
this project is to obtain a strategy to advise the college's top management on the benefits of using
online/distance learning to enter new segments in the UK, based on investigation and appropriate
data collecting, In order to improve their online effectiveness (Lloyd, 2020).

 Set a goal - It is necessary for the college to set a goal first and the main goal of the
college is to improve their digital marketing segment process to take more competitive
advantages.
 Evaluate existing digital marketing presence - This is considered as the second stage
of the online marketing plan in which it is necessary to evaluate the existing digital
marketing presence and keep update them in order to improve the digital techniques.
 Build buyer personas - After that it is necessary to determine the customers demand and
need and do some modification according to the small scale investigation.
 Create a content plan - It is necessary for the college to create the content plan so that
all the participative members can effectively influence the mindset of the customers and
students (Nagra, 2017).
 Analyze results - after successfully followed all these steps, it is necessary for the
college to analyze the results and adopt the most appropriate method.
Recommendation
On the basis of this study, there are some basic recommendations are recommended by
the research which are as follows -
In order to take more competitive advantages, it is necessary for the LSST to utilise specific
growth model like "Ansoff Growth Matrix". There are various strategies are involved and the
best one strategy as per the requirement of the LSST are as follows -
Ansoff Growth Matrix
The Ansoff matrix is a business methodology for identifying revenue-generating
opportunities. It's also known as the product/market matrix, and it's used to assist businesses
create new growth plans. There are four growth strategies are involved in this model like market
penetration, product development, market development, diversification. All four growth
strategies are helpful and effectiveness (National Academies of Sciences, Engineering, and Medicine,
2017). But in case of LSST college, market development is considered as the most convenient

growth strategy which can helpful to develop and evolve the market and improve the online
marketing so that college can easily target the people to take admission and get education via
online learning (Santos, Veiga and Águas, 2016).
Figure 1, What is the Ansoff Matrix?, 2018
Forecast
It is compulsory to forecast the situation and then implement the appropriate solutions. In
order to improve the effectiveness of this study, it is necessary for the researcher to focus on the
recommendation and also implement it is an appropriate manner. In recommendations, Ansoff
Growth Matrix is recommended by the researcher and in market development is considered the

main growth strategy for the college (Dodson, 2016). In order to forecast the situation, senior
manager of the college need to consider the 4 Ps of digital marketing which are as follows -
 Product - In this element, college need to focus on the quality of the courses related with
management, science, health and design the course in an appropriate manner (Singh and
Teng, 2016).
 Price - College need to set the online courses price as per the convenient level of the
people and adopt price penetration strategy (Weng and Huang, 2020).
Figure 2, he 4 Ps of Marketing: What You Need to Know, 2021
 Place - College is focusing on the online classes so that everyone can attend the class
anytime and anywhere (Chaffey and Ellis-Chadwick, 2019).

 Promotion - For promotional purpose, college need to focus on digital marketing,
content marketing, social media marketing like Facebook, Twitter , YouTube , Instagram
and LinkedIn (Goldfarb and Tucker, 2019).
Conclusion
According to this report, it can be concluded that digital marketing is helpful to attract the
people and also helpful to enhance the effectiveness of the organization As a result of the inquiry
and suitable data collection, the goal of this project is to develop a strategy to advise the college's
senior management on the benefits of adopting online/distance learning to enter new segments In
order to boost their web visibility of the organization.

References
Books and Journals
Akankuda, S., 2019. A social media marketing plan for the National Library of
Uganda (Doctoral dissertation, Makerere University).
Almeida-Santana, A. and Moreno-Gil, S., 2017. New trends in information search and their
influence on destination loyalty: Digital destinations and relationship marketing. Journal
of destination marketing & management, 6(2), pp.150-161.
Avgerou, C. and Walsham, G. eds., 2017. Information technology in context: Studies from the
perspective of developing countries. Routledge.
Bala, H. and Venkatesh, V., 2016. Adaptation to information technology: A holistic nomological
network from implementation to job outcomes. Management Science, 62(1), pp.156-179.
Basole, R.C., 2016. Accelerating digital transformation: Visual insights from the API
ecosystem. IT Professional, 18(6), pp.20-25.
Benitez, J., Llorens, J. and Braojos, J., 2018. How information technology influences opportunity
exploration and exploitation firm’s capabilities. Information & Management, 55(4),
pp.508-523.
Burke, F., 2016. Online Marketing for Busy Authors: A Step-by-step Guide. Berrett-Koehler
Publishers.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson uk.
Dodson, I., 2016. The art of digital marketing: the definitive guide to creating strategic, targeted,
and measurable online campaigns. John Wiley & Sons.
Fotiadis, A., Mombeuil, C. and Valek, N.S., 2018. Designing and implementing a marketing
plan. In The Emerald Handbook of Entrepreneurship in Tourism, Travel and Hospitality.
Emerald Publishing Limited.
Goldfarb, A. and Tucker, C., 2019. Digital marketing.In Handbook of the Economics of
Marketing (Vol. 1, pp. 259-290).North-Holland.
Kreutzer, R.T., 2019.Strategic and Operational Marketing Plan.In Toolbox for Marketing and
Management (pp. 225-229).Springer, Cham.
Lloyd, I., 2020. Information technology law.Oxford University Press.

Nagra, K.A., 2017. Developing a strategic marketing plan for academic library e-resources to
optimize return on investment. Community & Junior College Libraries, 23(3-4), pp.115-
128.
National Academies of Sciences, Engineering, and Medicine, 2017. Information technology and
the US Workforce: Where are we and where do we go from here?. National Academies
Press.
Santos, M.C., Veiga, C. and Águas, P., 2016. Tourism services: facing the challenge of new
tourist profiles. Worldwide Hospitality and Tourism Themes.
Singh, A. and Teng, J.T., 2016. Enhancing supply chain outcomes through Information
Technology and Trust. Computers in human behavior, 54, pp.290-300.
Weng, C.H. and Huang, C.K., 2020. Discovering Specific Sales Patterns Among Different
Market Segments. International Journal of Data Warehousing and Mining
(IJDWM), 16(3), pp.37-59.

Appendices
Questionnaire
Name -
Age -
Gender -
1Q) According to you, does digital marketing is helpful to improve the onlineeducational
level ?
A. Yes
B. No
2Q) Accounting to you, Are digital marketing techniques are useful to attract the students
and other professionals to take admission in the University.
A. Yes
B. No
3Q) According to you, which market segment, is most appropriate that provide fewer
barriers and improve more profitability?
A. Behavioural Segmentation
B. Demographic Segmentation
C. Geographic Segmentation
D. Psychographic Segmentation
4Q) According to you, which digital marketing techniques is more specific for the LSST to
take competitive advantages?

A. Affiliate Marketing
B. Content Marketing
C. Email Marketing
D. Mobile Marketing
E. Search Engine Optimization (SEO) Marketing
F. Social Media Marketing Platforms
5Q) According to you, does online learning is the good way to take higher education and
improve the educational level of the students ?
A. Yes
B. No
6Q) According to you, which segment is most appropriate for the LSST University in
order to enhance the level of online qualification as compared to their competitors ?
A. Content Marketing Specialist.
B. Marketing Automation
C. Paid Media Specialist.
D. Video Production and Marketing
7Q) According to you , what is the most specific benefit of online learning and qualification
that can influence the students in order to take online education?
A. Added Flexibility & Self-Paced Learning
B. Better Time Management
C. Demonstrated Self-Motivation
D. Improved Virtual Communication & Collaboration
E. New effective Technical Skills
F. Refined Critical-thinking Skills