BM562: Digital Marketing Strategies for LSST Online Education

This report examines the impact of digital marketing on enhancing online learning for students at the London School of Science & Technology (LSST). It identifies effective digital marketing segments to improve the college's competitive advantages. The report includes a SWOT and PEST analysis to assess the internal and external business environments, and employs primary research through questionnaires to gather data on the effectiveness of various digital marketing techniques. The findings suggest that psychological segmentation and email marketing are particularly effective for LSST. The research concludes that digital marketing significantly improves online educational levels and attracts students to the college, emphasizing the importance of online learning in higher education. This student-contributed assignment is available on Desklib, a platform offering a range of study tools and resources.

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.