Assessing Digital Technology's Impact: Continental Consulting Report

This report assesses the impact of digital technologies on Continental Consulting Limited, a business consultancy. It begins with an introduction outlining the aims and objectives, which include identifying the impact of social media on the firm's marketing department and maximizing marketing efficiency. The project management plan covers costs, scope, time frames, quality, communication, risk management, and resources. Time frames and stages are visualized through a work breakdown structure and Gantt charts. The research methods section details qualitative and quantitative approaches, a descriptive research design, an inductive research approach, and an interpretivism research philosophy. Data collection methods involve primary and secondary sources, including surveys and questionnaires. The report aims to provide solutions for improving the marketing of the company by analyzing research data and offering conclusions and recommendations.

Managing Successful Business
Projects

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
P1. Aims and objectives..............................................................................................................1
P2. Project management plan.....................................................................................................1
P3. Time frames and stages for completion.................................................................................4
P4. Research Methods.................................................................................................................7
P5. Analysis of research data.....................................................................................................10
P6. Conclusions and Recommendations....................................................................................16
P7. Reflection............................................................................................................................17
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................19

INTRODUCTION
Digital technologies has changed the scenario of corporate world and have provided huge
opportunities to companies to grow well., Email, social networking sites etc. are most popular
digital techniques that assist in making effective communication with consumers and raising
profitability of business units (Westerman, Bonnet and McAfee, 2014). Present study is based on
Continental Consulting Limited, it is working in consultancy industry. Current report will discuss
aim and objective of study and will prepare project plan. Furthermore, it will explain research
methods that are essential to apply for answering research questions.
P1. Aims and objectives
Background- Digital Technology has completely transformed business scenario. It has
revolutionised the way of performing every task involve in business (Matt, Hess and Benlian,
2015). There are new discoveries that has lead to increase efficiency as well as effectiveness of
company in accomplishing all activities for achieving aims and objectives of a firm. Apart from
this, it is observed that it has positively impacted small business. Adopting these technologies
has made enterprises capable to expand their business in market. Also, concept of innovation
has improved firms for producing quality services to customers (McCoy, 2016).
Continental Consulting Limited is a well-known research as well as business consultancy
whose CEO is Mario Bindas. They provide services related to Business process Re-engineering
and also, potential customers that includes small as well as medium manufacturing firms which
is located in or around London and also Greater London.
Aim- To assess the impact of Social Media Techniques in supporting growth and
innovation of marketing department of firm. A case study on Continental Consulting Limited.
Objectives-
 To identify the impact of social media technique on Continental Consulting Limited
 To maximise efficiency of marketing operations within 3 months
 To recommend solutions for improving marketing of company
P2. Project management plan
Cost- It plays significant role in research project, as scholar has to ensure that entire
project get completed within specified budget. It is very essential to determine complete budget
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for conducting whole investigation. With this one is able to allot effective amount to very
activity involved in facilitating the completion of project. There are several kinds of cost which
are involved such as variable, fixed and total cost. In order to accomplish this project
successfully researcher will require cost of 5000. In this budget entire plan will be accomplished
effectively.
Scope- Implementation of digital technology plays significant role in business unit, by
implementing these latest techniques company will be able to make effective communication
with consumers. This will increase growth opportunities for the firm and it will get chance to
expand operations across the world. This project has high scope and will support the organisation
in meeting with its goal (Martin and Tian, 2016).
Time- It is essential element, project manager has to ensure that entire task get completed
within specified period of time. Every project has certain deadline under which it has to be
finished in order to maintain its effectiveness as well as efficiency. Implementation of digital
technology project will be completed in 41 days. In the following investigation project, several
time frame has been made related to every activity involved through time scale and Gantt charts
(Sussan and Acs, 2017).
Quality- While proceeding further in a project, it is essential to maintain quality of
results which are desired to be achieved. There are predefined standards for measuring this
aspect of all activities which are involved in this research. As they help to guide researcher for
maintaining quality in projects. Some of the standards are ASTM, IEE or even ANSI. With
these, assurance can be provided effectively. Project manager will have to prepare quality control
and assurance plan so that implementation of digital technologies can be done effectively (Casey,
Goodyear and Armour, 2016).
Communication- It is very important to maintain communication between every
individuals who are involved in the project. Hence, one is able to synchronise all steps in an
effective manner. This aspect facilitates in effective coordination of activities involved in
accomplishing project of implementing digital technologies.
S No. Communication Format Duration Personnels Presentation
1 Updating Email weekly Team members progress would be
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managing
project
and stakeholders assessed
2 Action plan and
follow-up
Through
meeting
Weekly Action team Steps involved in
completing project
3 Issues in
research
Group
Presentation
Every 2nd
days
Team individuals Addressing issues
4 Budget
allotment
Discussing
with group
Monthly Group members
and stakeholders
Discussing
expenses incurred
5 Risk assessment Emails and
meetings
Weekly Project Manager Approval through
Project Manager
Risk- Management of risk is essential aspect of a project management plan. It provides
many approaches and formulation of plan related to handling every kind of threat or issue which
is associated with research project. Certain steps are needed to be approached in order to
overcome every risk which can adversely impact success of completing a research project. Risk
management deals with identification of key threats, conduction of analysis as well as
development of plan for their eradication and effective tackling. These can be related to
scheduling, cost and even performance. There are some kind of external risk which are
associated with operational, governance, strategical as well as legal aspects of a project. A risk
register is needed to be developed by researcher for efficacious management of all threats. In this
digital technology project, many risks are associated. One of the major risks is human resource
constrain (How digital technology could benefit your business, 2018). If employees fail to
perform well then it may impact on quality of entire task. Furthermore, financial risk is also
associated with this plan, here is chances that this project can go over budge because of use of
advance technologies such as new software and expensive machineries..
Resources- These are regarded to be inventories which are needed by a researcher for
conducting successful investigation of research project. All requirements must be assessed
according to activities involved. There are several kinds of resources which might be needed by
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a researcher. Manager will require human, technical, physical resources for accomplishing this
project. Manpower will be needed in human resource, computer, hardware, software will require
as technical resource and seminar hall, internet etc. will be necessary for accomplishing this task.
P3. Time frames and stages for completion
Work break down structure is known to be a key project deliverable which organises
team in numerous manageable sections. It visually defines scope into some manageable modules
that a project team will understand. Scholar creates this structure through identifying major
deliverables that are grouped together (McCoy, 2016). There are several benefits which are
associated with it which are defining as well as organising all the activities in research
effectively. Whereas Gantt Chart is considered as visual view of every task that are scheduled
over time. These are used for effective planning of projects of all sizes and considered to be
very useful for showing schedule of work done on a particular time span. Also, facilitates in
acknowledging the starting as well as ending dates of a project in one view.
Illustration 1: Work Break down Structure
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Illustration 2: Work Break Down Structure
Illustration 3: Gantt Chart
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Illustration 4: Gantt Chart
Illustration 5: Network Diagram
Figure 1WBS
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P4. Research Methods
Qualitative method
It is responsibility of project manager that to use correct techniques as per the suitability
of topic so that valid results can be generated. Qualitative methods are such tools in which
scholar has to use theories, models and conceptual frameworks. All these things assist in
developing understanding about subject matter and answering research questions.
Quantitative method
It is another essential research method that involves statistical facts, calculations for
answering research questions. In such type of techniques scholar has to apply SPSS, quadratics
software for answering problems.
Research Design- It is considered as the format which includes collection of several
methods and procedures which are used for procuring as well as analysing all measures of
associated variables provided in the given investigation problem. There are several kinds of
research design like descriptive, experimental and correlation (McConville, 2017). But, in this
investigation scholar will use descriptive design. It is very useful for describing all characteristics
of a selected population or phenomenon which would be studied. These features are used for
describing scenario or related population. As digital technology has several kinds of impact on
marketing department of the consultancy firm. Therefore, with this design investigation will be
able to describe scenario of firm successfully.
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Research Approach- It is regarded as a plan and related procedures that includes a
specific outline of all steps which can be related to every methods associated with collecting data
, its assessment as well as interpretation. There are generally based on assumptions. There are
two types of research approach such as deductive as well as inductive. Here, in this research
scholar will use inductive approach. In this type of approach he will formulate some kind of
questions which would be associated with problem of the scenario and related aims and
objectives that are needed to be accomplished with effective interpretation of collected data.
Furthermore, he will obtain a pattern of associated information which is obsessed through a
theory (McNely, Spinuzzi and Teston, 2015). Also, this can be known as inductive reasoning
which is initiated with observations and related theories which are proposed at ending phase of
research process. It also comprises of involving searching patterns from related observation,
followed by developing explanations for them. It is further known to be bottom up approach for
acknowledgement which will be used by researcher for his observations.
Research Philosophy- It is considered as a particular belief associated with the way that
determines collection, analysis and usage of data in a particular manner. It provides a guideline
that facilitate in determining how every activity must be conducted for accomplishing successful
research. There are several kinds of philosophies that are involved in projects related to
investigation on particular scenario such as interpretivism and positivism. Here, scholar will opt
for interpretivism approach (O'Brien and Saldanha, 2014). Through this, he will be able to
interpret the data collected by formulating many themes associated to key findings. With this,
associated pattern of information, scholar will obtain a concluded theory for his research. It is
related with philosophical position of the concept of Idealism and also used for grouping all
diverse approaches that comprises of social constructivism, hermeneutics and phenomenology.
Data Collection- It is defined as the process which comprises of gathering as well as
measuring several informations on interested variables. These are placed in a particular fashion
which enables the individual for answering questions related to research project. Collected data
can be of two types which can be primary and secondary (Quinlan and et.al., 2018). Data
collected from primary sources are considered to be very authentic and true. On the other side,
those procured from secondary sources such as journals, books and online sites have easily
accessibility to several kind of information. This does not lead to waste time of a scholar. Here,
for this research project scholar will use both types of data as for primary information he will
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conduct surveys from employees of the consultancy firm. A questionnaire will be formulated by
scholar which would be made to filled with respondents. With this, investigator will be able to
assess the impact of digital technology on the innovation as well as growth of marketing
department of firm.
Sampling- It is method of creating samples that is a group of people, items or objects
which are taken from a larger population for measuring. It is considered to be representatives of
population for ensuring generalisation of all such findings from a particular sample of
investigation (Sinkovics, Jean and Kim, 2016). Sampling can be done on the basis of
convenience, purpose, judgement or even random. Here, scholar will use convenient sampling
method. In which he will choose employees working in marketing department. Major advantages
which are associated with this type of sampling is ease in availability of respondents, time and
cost effective. Researcher has involved 20 respondents in this project.
Questionnaire
1. How marketing department has been impacted with adoption of Social Media Technique?
 Effective Promotions
 Accurate Market Research
 Automated marketing functions
2. Among these which of the technology is adopted by marketing department?
 Social Media Techniques
 Artificial Intelligence
 Big data Analytics
3. What are the major advantages of implementing Social Media Techniques in marketing?
 Innovative Services
 Improved customer Insight
 Effective service Development
4. Assess the estimation of growth of marketing department within 3 months after
implementing digital technology?
 Below 5%
 5%-10%
 or above 10%
5. How individuals of marketing department are trained for using such technologies?
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 Training sessions
 Expert Guidance
 Seminars
 All of the above
6. What were the major issues faced in initial phase while implementing Social Media
Techniques in marketing department?
 Employee Resistance
 Requirement of High Investment
 Lack of knowledge
 All of the above
P5. Analysis of research data
Theme 1: Marketing department is able to conduct effective promotions with the help
of Social Media Techniques.
How marketing department has been impacted with adoption of
digital technology?
Number of
respondents
Percentage
Share
Effective Promotions 10 50.00%
Accurate Market Research 5 25.00%
Automated marketing functions 5 25.00%
Total 20 100.00%
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Interpretation- It has been analysed that majority of the respondents states that digital
technology has facilitated the marketing department to conduct effective promotions. As
promotional strategies can be made and implemented instantly. Along with this one has a global
approach now. Apart form this, market research in now accurately conducted that provides
essential information which can be used for strategies formulation. Also, manual work has been
replaced with automation.
Theme 2: Social Media technique has been adopted by marketing department for
effective promotional strategies.
Among these which of the technology is adopted by marketing
department?
Number of
respondents
Percentage
Share
Social Media Techniques 13 65.00%
Artificial Intelligence 4 20.00%
Big data Analytics 3 15.00%
Total 20 100.00%
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Interpretation- It has been analysed that majority of the respondents states that social
media techniques is the major technology which is used by the department for effective
promotions across the world. As social media has the reach to grab international customers that
can be very beneficial for company. Also, it has reduced various efforts which were earlier done
through traditional methods of promotions.
Theme 3: Marketing department is able to produce innovative services to customers by
using social media techniques.
What are the major advantages of implementing digital technology
in marketing?
Number of
respondents
Percentage
Share
Innovative Services 12 60.00%
Improved customer Insight 4 20.00%
Effective service Development 4 20.00%
Total 20 100.00%
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Interpretation- It has been analysed that majority of the respondents states that major
advantage which marketing department has gained after the implementation of digital technology
is innovative services. Now, the unit is able to think upon various creative concept with use of
advance software which can help to develop services of consultancy firm. Apart from that, with
the use of big data analytics their customer insights have been improved which directly provides
benefits to the department. This information helps to formulate several new strategies.
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Theme 4: Marketing department has grown more than 10 percent within 3 months
after the installation of digital technology.
Assess the estimation of growth of marketing department within 3
months after implementing digital technology?
Number of
respondents
Percentage
Share
Below 5% 5 25.00%
5%- 10% 5 25.00%
or above 10% 10 50.00%
Total 20 100.00%
Interpretation- It has been analysed that majority of respondents states that marketing
department has experienced the growth of about more that 10 percent within three months. This
has lead to improve efficiency as well as effectiveness of marketing functions. Therefore, results
in improvement of every operations performed in this unit.
Theme 5: Individuals of marketing departments are trained through regular training
sessions, guidance of expert as well as conduction of seminars.
How individuals of marketing department are trained for using such
technologies?
Number of
respondents
Percentage
Share
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Training sessions 4 20.00%
Expert Guidance 3 15.00%
Seminars 6 30.00%
All of the above 11 55.00%
Total 20 100.00%
Interpretation- It has been interpreted that majority of respondents states that employees
of marketing department has been through many methods. Some of them includes regular
training. In which they are introduced to various new technologies which can be used for
enhancing the functions which are performed in their department. Apart form this, new software
are taught to be operated in order to remove manual work. Experts are hired for provided
practical knowledge related to these technologies and to assess their learnings at regular interval
of time. Several seminars are conducted in order to make employees aware regarding benefits of
using such technologies. Also, they are informed regarding latest discoveries that can be
beneficial for effective formulation of strategies.
Theme 6: Employee resistance, need of high investment cost and lack of knowledge
are some of the issues which are faced by marketing department of firm.
What were the major issues faced in initial phase while implementing
digital technology in marketing department?
Number of
respondents
Percentage
Share
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Employee Resistance 6 30.00%
Requirement of High Investment 3 15.00%
Lack of knowledge 4 20.00%
All of the above 7 35.00%
Total 20 100.00%
Interpretation- It has been interpreted that majority of respondents states that some of
the major issues faced by marketing department at initial phase are resistance from employees.
As they were completely unaware of all benefits which were associated with implementation of
such technologies. Therefore, change resistance became major problem that was needed to be
resolved. Apart from this, high investment cost was required for implementing such software and
advanced electronic devices. Also, management was having less knowledge which was also one
of the major drawback that created problem.
P6. Conclusions and Recommendations
Conclusion
From the above study it can be concluded that digital technologies play significant role in
the organisation. These tools support companies in improving communication with consumers
and increasing their attention towards brand. This supports in making them aware with needs of
clients and offering them products accordingly. Social media is the most essential and effective
technology. Consumers use social networking sites frequently. It works as efficient marketing
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tools that assist the firms in rising interaction with customer and increasing sales of business unit
to great extent.
Recommendation
 Induction sessions should be conducted in order to make employees aware regarding
benefits of using new technology in firm.
 Latest trends must be acknowledged in order to assess its impact and advantages for
enhancing services
 Feedback must be taken from employees regarding current technology used in the firm so
that one can identify whether there is requirement of changes or not.
P7. Reflection
I have analysed that with the adoption of qualitative approach there are certain
disadvantages which are associated with it. Quality of data which is gathered in this research
method can highly subjective. Rigidity in data makes more difficult for assessing and
demonstrating information. Findings of research are valuable but difficult to present. Apart from
this, researcher can negatively influence the data collected. Results which are derived cannot be
verified or duplicated to accept investigation in a factual manner. Some of the difficult decisions
might require some repetition which consumes lots of time. Also, these researches cannot be
represented statistically as it just follows theoretical approach. Therefore, use of quantitative
research can helps to provide better findings. It majorly focuses on the hypothesis which is
formulated for carrying out the whole investigation. Use of probabilistic inferences or
predictions leads to implement and rigorous evaluation. It facilitates in enabling evaluation of
multiple datasets that is faster and more accurate than any other type of methods to be adopted.
Apart from this, manual implementation that are time consuming can be performed in an
automated manner. Hence, it can be performed exponentially faster. Apart from this, inductive
reasoning has many disadvantages such as it is more time consuming and mostly have inaccurate
inferences. Sometimes observations can be incorrect that leads to development of wrong theory.
Instead of inductive reasoning, deductive approach should be followed. As there are many
advantages such as it provides possibility of explaining causal relationship between variables and
concepts. Concepts can be measured quantitatively. Apart from this, research findings can be
easily generalised to some extent. Also, there is an availability of abundance of sources for this
approach and risk can be avoided. Instead of thematic analysis one might should use statistical
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representation that would lead to provide accurate information related to findings. Apart from
this, primary sources are more reliable instead of secondary one. With the help of survey, I
succeeded in collecting authentic data from employees of marketing department. There were
many useful information that direct the research into certain conclusion which can be used for
formulating a particular theory related to the impact of digital technology on the growth and
innovation of market department. It has been observed that functions of this unit were more
effective and they were able to gather more efficacious customer insight which is useful for
formulating strategies at macro level. Also, I identified that with the use of social media
technique company was able to promote their organisation at global level. There are various
advantages which are associated with it as one can reach to large number of audiences from,
different part of the world. This provides a great recognition of company across globe that helps
to expand the business in future. Also, as compared to older techniques it is less time and effort
consuming approach that provides desired results.
CONCLUSION
From the above study it can be concluded that digital technologies have made enterprises
capable to expand their business in market. Social media has the reach to grab international
customers that can be very beneficial for company. Also, it has reduced various efforts which
were earlier done through traditional methods of promotions. Company has to give proper
training to staff members so that they can use these technologies effectively and can contribute
well in accomplishing goal of the organisation.
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REFERENCES
Books and Journals
Casey, A., Goodyear, V. A. and Armour, K. M., 2016. Digital technologies and learning in
physical education: Pedagogical cases. Taylor & Francis.
Martin, B. and Tian, X., 2016. Books, bytes and business: the promise of digital publishing.
Routledge.
Matt, C., Hess, T. and Benlian, A., 2015. Digital transformation strategies. Business &
Information Systems Engineering. 57(5). pp.339-343.
McConville, M. ed., 2017. Research methods for law. Edinburgh University Press.
McCoy, B. R., 2016. Digital distractions in the classroom phase II: Student classroom use of
digital devices for non-class related purposes.
McNely, B., Spinuzzi, C. and Teston, C., 2015. Contemporary research methodologies in
technical communication. Technical Communication Quarterly. 24(1). pp.1-13.
O'Brien, S. and Saldanha, G., 2014. Research methodologies in translation studies. Routledge.
Quinlan, C. and et.al., 2018. Business research methods. South Western Cengage.
Sinkovics, R. R., Jean, R. J. B. and Kim, D. eds., 2016. Advancing the International Marketing
Research Agenda with Innovative Methodologies. Emerald.
Sussan, F. and Acs, Z. J., 2017. The digital entrepreneurial ecosystem. Small Business
Economics. 49(1). pp.55-73.
Westerman, G., Bonnet, D. and McAfee, A., 2014. Leading digital: Turning technology into
business transformation. Harvard Business Press.
Online
How digital technology could benefit your business. 2018.[Online]. Available through
<https://www.telegraph.co.uk/business/digital-management/business-strategy/>
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