Consultancy Project Portfolio on Human Resource Department / Information Technology / Marketing

The report aims to establish the new product line into the new market segment by LSST. New product line is to provide online/distance learning specially to the busy professionals. Research philosophy used is the positivism, research approach used is the deductive. Research choice used is the mono method that is quantitative form of data collection.

2022
BM562 Consultancy in Practice
Name:
Student ID:
Lecturer:

A
Consultancy Project Portfolio
On
Human Resource Department /
Information Technology /
Marketing
Executive Summary
The aim of the report is to establishing the new product line into the new
market segment by LSST. New product line is to provide online/distance learning

specially to the busy professionals. This is done using social media marketing
using digital marketing technique. Research philosophy used is the positivism,
research approach used is the deductive. Research choice used is the mono
method that is quantitative form of data collection. Research strategy used is
the survey in the form of questionnaire. Research time horizon used is the cross
sectional studies. Research technique and procedure used is the primary and
secondary form of data collection. Results drawn out are the college can target
their market of busy professional. College can adopt the digital marketing strategies and
can focus on the social media marketing type of digital marketing. Moreover, college can
opt for the content marketing and can also prefer the business and management course
and also information technology and computing course as well. Conclusion made is such
that college will be benefitted more due to the large number of students and improved brand
awareness in the market place.
Table of Contents

Page No

1. Executive Summary
2. Introduction
3. Problem Statement
4. Research Methodology
5. Analysis
5.1 … ( Your chosen analysis)
5.2 Analysis of Current Business Plan
Analysis of Current Online Marketing Plan
Analysis of Current Marketing Plan
6. Recommendation
7. Forecast
8. Conclusion
9. References
10. Appendices
10.1
10.2
10.3
2. Introduction
The current research report is based on the London School of Science and
Technology (LSST). It is a college which comes under the academic sector and has total
four campuses that are in Aston and Luton along with the Wembley and Elephant & Castle.

Currently, the college is having 4000 students studying different types of courses offered by
the college such as business and management along with the health and social care and
also the information technology and computing. There are several options through which
the student’s fees are paid such as using the public purse and also with the help of student
loan company in which the students are required to apply for the eligibility. The vision
statement of the university is to assist the students of all backgrounds and different abilities
along with the aspirations so that accordingly their potential of learning and achievement
along with the progression can be fulfilled. Its mission statement is such that the university
aspire to be recognised as a leading provider of higher education which must be inclusive
and inspiring along with the barrier free from any type of learning rendered by the college.
Its values include the transparency and accountability along with the integrity and
professionalism and also the excellence as well. Students and client both seeks some sort
of the expectations from each other which is required to get fulfilled. Such as to be familiar
with LSST brand and business, to have the roper market place within the industry of
education, to have an appropriate communication, to deliver the content in a timely and
professional manner and proper team management. There are expectations also regarding
the original brief and proper information access to clarification to the emerging questions
and answers and also to provide the constructive feedbacks so that enhancement and
improvements can be made accordingly. The following discussion is based on the problem
statement, research methodology, analysis, solutions, forecast and outcomes, conclusion
and handover.
3. Problem Statement
LSST is considered as one of the biggest college operations in UK. But in the last
recent years, there are many new entrants in this particular industry which has resulted in
the high competition in market place in terms of new courses and good placements along
with the advanced marketing strategies and also the facilitation of online or distance
learning. This has resulted the decision made by the senior management of the college to
explore the new markets in which the college can enter instead of just continuing within the
same market which is now highly saturated in nature (Alghizzawi, 2019). Therefore, there
has been decided by the senior management to start up with the online or distance learning
using the digital marketing strategies so that they can reach wider students and deliver the
lectures in an online manner. in order to accomplish this strategy of growth and expansion
of college, it is highly essential to collect the relevant data and conducting research about it
so that proper analysis can be made in order to get the accurate solutions and results of
implementing new business strategy. It is suggested that the online or distance learning
must be adopted to enter the new market segment in the UK. This can be done by simply

attracting the busy professionals who wishes and aspires to undertake the qualifications as
per their wishes without any commitment to the full time education. The current project has
the objectives such as to enter new digital market segments and also to identify which
market segments have the least barriers to entry and the potential for higher profitability.
This can be done by simply conducting and undertaking the environmental and competitor
analysis with the emphasis on the digital markets to identify which competitors in the UK
offer online qualifications and advise LSST which segments can potentially enter in the
digital markets (Kumar and Nanda, 2019). Taking about deliverables, it includes the
relevant market research and competitor analysis, clear strategies on how to enter selected
digital market segments and proposals, in the light of relevant research on how to increase
differentiation. Contact time and resources planned to commit to this project are the 3x
Written Communication and 3x Face to Face or Webinar Meetings.
4. Research Methodology
Research philosophy are basically of three types that are positivism and realism and
also the interpretivism. The current project report uses the positivism philosophy. This is
because the analysis is based on the facts and figures which have the numeric values and
accurate numbers of interpretation in which the knowledge is gained through observations.
Research approach are basically of three types that are deductive and inductive and also
the abduction. The current project report uses the deductive approach (Pandey, Nayal and
Rathore, 2020). This is because the analysis is based on the scientific investigation and
testing the hypothesis that emerges from the theories which helps in gaining the numerical
values of data. Research choice are basically of three types that are mono method and
mixed method and also the multi method. The current project report uses the mono method
choice in the form of quantitative type of data collection. This is because the analysis is
based on the single type of data collection method that is the quantitative which is in the
form of numeric and figures and also it is interpreted for accurate results. Research strategy
are basically of three types that are experiment and survey and also the case study. The
current project report uses the survey strategy in the form of questionnaire containing the
closed ended questions. This is because the analysis is based on the gathering of the first
hand information directly through the respondents which uses the random sampling type.
Research time horizon are basically of two types that are cross sectional and longitudinal
(Chaffey and Ellis-Chadwick, 2019). The current project report uses the cross sectional time
horizon. This is because the analysis is based on the short durations of research of
approximately it will be accomplished within week. Research techniques and procedures
are basically of two types that are primary and secondary. The current project report uses
both the technique and procedure. This is because the analysis is based on the data which

is collected in the manner of first handed and second handed which means direct and
indirect form of data collection using the internet and books along with the questionnaires
and surveys (Ibrahim, Aljarah and Ababneh, 2020).
5. Analysis

Data interpretation
Interpretation: It is interpreted that there are 60% of respondents who says that students with age
group of 20 – 25 are the major market segment who are more interested in online/distance
learning. There are 40% of respondents who says busy professionals are more interested in
online/distance learning. There are 0% of respondents of students with age group of 12 – 19.
Interpretation: It is interpreted that there are 80% of respondents who says that digital marketing
is effective in online/distance learning. There are 20% of respondents who are confused about it.
There are 0% of respondents of no option.

Interpretation: It is interpreted that there are 80% of respondents who says that social media
marketing is the type of digital marketing which is more effective in online distance learning. There
are 20% of respondents who says that search engine optimization is the type of digital marketing
which is more effective in online distance learning. There are 0% of respondents of google ads.
Interpretation: It is interpreted that there are 40% of respondents who says that influencer
marketing is used as the digital marketing tool in promoting online/distance learning. There are
other 40% of respondents who says that content marketing is used as the digital marketing tool in
promoting online/distance learning. There are 20% of respondents who says that microblogging is
used as the digital marketing tool in promoting online/distance learning.

Interpretation: It is interpreted that there are 60% of respondents who says that business and
management is the type of course which is most demanded by students in online/distance learning.
There are other 40% of respondents who says that information technology and computing is the
type of course which is most demanded by students in online/distance learning. There are 0% of
respondents of social and health care.
Interpretation: It is interpreted that there are 80% of respondents who says that large number of
students and improved brand awareness in the market place are the benefits gained after adopting
and implementing the online/distance learning with the specific digital marketing strategy. There
are other 20% of respondents who says that large number of students is the benefit gained after
adopting and implementing the online/distance learning with the specific digital marketing strategy.
There are 0% of respondents of all of the above.
6. Solutions
The solutions are based on the above analysis made with the help of questionnaire
and also according to the answers received on the business problems of LSST. Therefore,
as per the first question, it is recommended that the college must target their market of

mainly focusing on the students of age group of 20 to 25 and also the busy professionals as
well. As per the second question, it is recommended that the college must adopt the digital
marketing strategies and techniques in order to get the wider reach to the targeted
audiences (Shen, Luong, Ho and Djailani, 2020). As per the third question, it is
recommended that the college must majorly focus on the social media marketing type of
digital marketing and also the search engine optimization as well. As per the fourth
question, it is recommended that the college must opt for the content marketing and also
the influencer marketing as well as the digital marketing tool and strategy. As per the fifth
question, it is recommended that the college must mainly prefer the business and
management course and also information technology and computing course as well
(Dwivedi, Ismagilova, Hughes and Kumar, 2021). As per the sixth question, it has been
analysed that college will be benefitted more due to the large number of students and
improved brand awareness in the market place.
Ansoff growth matrix mainly has four quadrants. First is of the market penetration in
which existing products are promoted in the existing market. Second is of the product
development in which new products are promoted in the existing market. Third is of the
market development in which existing products are promoted in the new market (Saura,
Palos-Sanchez and Correia, 2019). Fourth is of the diversification in which new products
are promoted in the new market. According to the above analysis, it is recommended that
the college must prefer the fourth quadrant of diversification in which new product is
promoted in the new market. The reason behind this is that college has to enter the new
market of busy professional with new product line that is the online/distance learning using
the new and advanced strategies of digital marketing in order to be more competitive in the
market place.
7. Forecast & Outcomes
There are various stages through which the strategies can be formulated and
challenges can be overcome of adopting the new product line into the new market segment
of the LSST. The below stages are for the implementation of the content marketing
strategies in the form of social media marketing under digital marketing. Setting up the
mission and goal is the first step. It is important to set up the objective of the social media
post so that content can be formulated accordingly. Establishing the key performance
indicator is the second step. Knowing the audience is the third step (Majid, Lopez, Megicks
and Lim, 2019). It is essential to analyse about the various key performance indicators so
that the measurements can be performed accurately. Assessing the current position is the
fourth step. It is necessary to determine the existing stability and reputation of the of college
over the internet. Figuring out the best content channels is the fifth step. It is crucial to

examine the different types of content channels so that most used can be preferred by the
college. Deciding on the content types is the sixth step. Identifying and allocating the
resources is the seventh step. It is vital assess the several types of contents and make
decision that what must be preferred by the college. Creating the content calendar is the
eight step. It is imperative to set the scheduling of the timings of the post and set the
content calendar accordingly so that maximum number of people can view it. Creating
content is the ninth step (Camilleri, 2020). Distributing and marketing is the tenth step. It is
required to evaluate that what channels are to be used for content posting which are mostly
used by the target market. Measuring the results is the eleventh step. It is needed to
measure the results so that modifications and improvement can be done accordingly.
8. Conclusion & Handover
It is concluded that now a day, digital marketing is an important concept to learn and
study so that its application can be applied in the real world organizations. This is because it
helps in broader reach to the customers with time and cost efficiency that renders high
return on investment. Therefore, it is important to analyse the strategies of digital marketing
and its analysis on the basis of applying the Ansoff growth matrix. It is essential to examine
the forecasts and outcomes along with the solutions and recommendations so that an
appropriate and suitable strategies can be drawn out while implementing the digital
marketing technique. Hence, the above report covers all such areas in order to better
understand the conception of digital marketing.
9. References
Alghizzawi, M., 2019. The role of digital marketing in consumer behavior: A survey. Int. J.
Inf. Technol. Lang. Stud, 3(1), pp.24-31.
Camilleri, M., 2020. Higher education marketing communications in the digital era.
In Strategic marketing of Higher education in Africa (pp. 77-95). Routledge.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing: strategy, implementation &
practice. Pearson uk.
Dwivedi, Y.K., Ismagilova, E., Hughes, D.L. and Kumar, V., 2021. Setting the future of
digital and social media marketing research: Perspectives and research
propositions. International Journal of Information Management, 59, p.102168.
Ibrahim, B., Aljarah, A. and Ababneh, B., 2020. Do social media marketing activities
enhance consumer perception of brands? A meta-analytic examination. Journal of
Promotion Management, 26(4), pp.544-568.
Kumar, V. and Nanda, P., 2019. Social media in higher education: A framework for
continuous engagement. International Journal of Information and Communication
Technology Education (IJICTE), 15(1), pp.97-108.
Majid, S., Lopez, C., Megicks, P. and Lim, W.M., 2019. Developing effective social media
messages: Insights from an exploratory study of industry experts. Psychology &
Marketing, 36(6), pp.551-564.
Pandey, N., Nayal, P. and Rathore, A.S., 2020. Digital marketing for B2B organizations:
structured literature review and future research directions. Journal of Business &
Industrial Marketing.

Saura, J.R., Palos-Sanchez, P.R. and Correia, M.B., 2019. Digital marketing strategies
based on the e-business model: Literature review and future
directions. Organizational transformation and managing innovation in the fourth
industrial revolution, pp.86-103.
Shen, C.W., Luong, T.H., Ho, J.T. and Djailani, I., 2020. Social media marketing of IT
service companies: Analysis using a concept-linking mining approach. Industrial
Marketing Management, 90, pp.593-604.
10. Appendices
BM562 CW1 Project Portfolio 2021-22
Client Project Brief

The brief taken from Blackboard may be used for this element of the portfolio.
Submitted in part fulfilment of BM562 module projects

BM562 CW1 Project Portfolio 2021-22
Exploration and agreement of the brief from first meeting with client
Date: 24/04/2022
Present: Managers and leaders
Absent: Mentors and executives
What is the problem(s) or issue that the client needs to address?
Problem is to establish the new product line into the new market segment by LSST. New
product line is to provide online/distance learning specially to the busy professionals. This has
to be done using social media marketing using digital marketing technique.
Why is s/he focusing on this problem?
Due to tough competition in the market place
Further background information about the company/competitors/customers etc, relevant to the
problem
London School of Science and Technology (LSST). It is a college which comes under
the academic sector and has total four campuses that are in Aston and Luton along
with the Wembley and Elephant & Castle. Currently, the college is having 4000
students studying different types of courses offered by the college such as business
and management along with the health and social care and also the information
technology and computing.
Key deliverables/What would be a ‘successful’ outcome for the client, by the end of the
project?
It includes the relevant market research and competitor analysis, clear strategies on
how to enter selected digital market segments and proposals, in the light of relevant
research on how to increase differentiation.
Concerns/limitations raised by the client (e.g. costs, client availability)
Limitations of the research is in the form of high cost because primary research is not cost
efficient.
Concerns raised by the consulting team
Concerns are related with the lack of cost and time which are to be invested in the
implementation of the digital marketing strategies to promote new product line in the new
market segment.
What actions were agreed and what are the deadlines for these?

Actions were agreed are such that the college should target their market of busy
professional. College should adopt the digital marketing strategies and should focus
on the social media marketing type of digital marketing. Moreover, college should opt
for the content marketing and can also prefer the business and management course
and also information technology and computing course as well
Next client meeting date (or schedule of dates).
25/04/2022
Submitted in part fulfilment of BM562 module projects

BM562 CW1 Project Portfolio 2021-22
Project plan
Note: Although you do not need to create a full Gantt chart, you still need to show
clearly which tasks are to be undertaken, by when and by whom.
Two updates on the original project plan should be inserted in your portfolio too.

Submitted in part fulfilment of BM562 module projects

BM562 CW1 Project Portfolio 2021-22
Partnership agreement
This should contain the detailed ground rules and performance management
process which your team will follow, to ensure all consultants in the team are
performing. Guidance for developing this will have been given in lectures. You
may use the agreement that you developed in Semester One, or add to this with
the agreement of all members of the team.
Submitted in part fulfilment of BM562 module projects

BM562 CW1 Project Portfolio 2021-22
Minutes of team, client and supervisor meetings
It is fine to develop your own templates, but the minimum information required is;
Minutes of (Team/Client/Supervisor) Meeting (state which it is)
Date : 25/04/2022
Present: Managers and leaders, mentors and executives
Absent: No one
Minutes of last meeting
Are these accepted as a correct record?
Yes
Brief summary of any points arising
Problem is to establish the new product line into the new market segment by LSST.
New product line is to provide online/distance learning specially to the busy
professionals. This has to be done using social media marketing using digital
marketing technique. Deliverables includes the relevant market research and
competitor analysis, clear strategies on how to enter selected digital market
segments and proposals, in the light of relevant research on how to increase
differentiation. Limitations of the research is in the form of high cost because primary
research is not cost efficient. Actions were agreed are such that the college should
target their market of busy professional. College should adopt the digital marketing
strategies and should focus on the social media marketing type of digital marketing.
Moreover, college should opt for the content marketing and can also prefer the
business and management course and also information technology and computing
course as well
Agenda and actions which were agreed Deadlines
1 To target the busy professionals Within one week
2 To start implementing the digital marketing
strategies
Within four days
3 To focus on the social media marketing Within two weeks
4 To target the content marketing Within five days

5 To highly make the availability of the
business and management and information
technology and computing
Within three days
Submitted in part fulfilment of BM562 module projects

BM562 CW1 Project Portfolio 2021-22
Showcase evidence
If this takes place ‘virtually’ we will need the slides which you presented, and any other
supporting materials.
If this takes place ‘physically’ ,include photos of your stand and any other supporting
materials.

Submitted in part fulfilment of BM562 module projects

BM562 CW2 Project Portfolio 2021-22
Client Reference
What feedback would you like to give the whole group on what they did well for you?
What feedback would you like to give the whole group on what they could have
done better for you?
Please can you give each member of the team a mark out of 10 for their contribution
to your project. (4 out of 10 is our pass mark)
What advice would you give this group on improving their employability?
Are you willing to offer another project next year?
Submitted in part fulfilment of BM562 module projects
Client name
Company Name
Name of consultancy group
Student name Mark out of 10

BM562 CW1 Project Portfolio 2021-22
Group log
For this, you just need to make clear, who did which sections of the portfolio. You can
complete or adapt the table below to show this. Please all sign the Group Log, to show that
you consider it an accurate record.
TASK Completed by ID numbers
1 Copy of original brief provided by the client
2 Exploration and agreement of brief, expectations and
outcomes of the project following first meeting with
client
3 Detailed Project Plan with monthly updates
4 Signed Partnership Agreement
5 Minutes of all team meetings
6 Minutes of all supervisor meetings
7 Minutes of all client meetings
8 Showcase evidence
9 Final report suitable for sending to the client
10 CLIENT REFERENCE and assessment
(This is worth 10% of the final mark of this submission)
11 Group log of portfolio contributions
12 Any further Appendices which add value to the portfolio
Please print name and sign
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………………………………………….. …………………………………………..
Additional Appendices are optional:
Consultancy team - Please add as final Appendices any relevant

additional information you think adds value to your submission and make
sure that you cross reference these in your report.
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