Leicester College: E-Commerce System for Distance Learning Expansion

This report provides a comprehensive analysis of an e-commerce system designed to support Leicester College's plan to increase international student enrollment through distance learning. The report begins with an executive summary and an introduction outlining the college's goals and context. It then presents a SWOT analysis of the distance learning program, including strengths, weaknesses, opportunities, and threats, followed by specific recommendations. The report also incorporates Porter's Competitive Forces Model to analyze the external e-commerce environment, defining key objectives, critical factors, and key performance indicators (KPIs). Furthermore, the report suggests changes to the college website to address trust and cultural issues and recommends communication tools for reaching the target audience. The conclusion summarizes the findings and recommendations, offering insights into how Leicester College can leverage e-commerce to achieve its international student recruitment objectives. The document also includes references to support the analysis and recommendations.

Running head: E-COMMERCE SYSTEM
E- Commerce System
Name of the Student:
Name of the University:
Author Note:

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Executive Summary:
The report gives an overview of the e-commerce that acts as a platform for implementing a plan
of Leicester College for increasing the number of international students. The report commences
with a SWOT analysis of the distance-learning course along with a tabular representation. The
report also puts forward recommendations on overcoming the weakness and threats. The report
also puts forward an external situation analysis of e-commerce along with an analysis. The
analysis helped in defining the objectives, critical factors and the key performance indicators in
achieving the objectives. The report also discusses about the changes implemented in the college
website and ways of using the communication tools for reaching the potential target.

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Table of Contents
Introduction:....................................................................................................................................4
Part 1................................................................................................................................................4
SWOT Analysis of Distance Learning............................................................................................4
Recommendations:..........................................................................................................................9
Part 2..............................................................................................................................................10
Porter’s Competitive Forces Model for E-Commerce:..................................................................10
Analysis:........................................................................................................................................11
Key Objectives:..........................................................................................................................11
Critical Factors...........................................................................................................................11
i. Competencies Required:.....................................................................................................11
ii. Resources Required............................................................................................................12
iii. Demand:............................................................................................................................12
iii. Competition Faced:...........................................................................................................13
KPI.............................................................................................................................................13
Part 3..............................................................................................................................................14
Changes in the Website for Addressing Issues Related to Trust and Culture...............................14
Means of Using the Communication Tools for Reaching the Potential Target.............................15
Conclusion:....................................................................................................................................16

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References:....................................................................................................................................17

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Introduction:
The report aims at providing an insight into e-commerce that acts as a means for
materializing a plan for increasing the number of international students to Leicester College,
England through distance learning (leicestercollege.ac.uk 2018). The college comprises of three
campuses and is an associate of the De Montfort University located at Leicester. Leicester
College offers various certificate courses that attract students from countries like Saudi Arabia,
China and India. The college however aims at growing and extending the total number of
international recruitments by offering increasing number of courses through modes of distance
learning. This in the long-run will not will not only result in higher revenue but also result in
enhanced awareness about the Leicester College in global market. The report commences with a
SWOT analysis based on the proposal of offering more courses to the overseas students through
the distance learning. Based on the analysis, the reports also put forward recommendations for
overcoming threats and weakness. The report also presents an external situation analysis of e-
commerce through Porters Competitive Forces Model. Based on the analysis the report also puts
forward sets of objectives, critical success factors and the key performance indicators used for
measuring the objectives. The report also puts forward suggestions to the Leicester College in
bringing about a change on website for addressing issues on trust and cultures and the manner in
which it could use the communication tools for reaching out to the target audience.
Part 1
SWOT Analysis of Distance Learning
Strength

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1. The distance learning facilities of Leicester College will help the students in
overcoming the barriers of family responsibilities and geographical distance (Arkorful and
Abaidoo 2015). The electronic technology used for offering the distance learning courses not
only motivates the students but also the teachers in learning more. Besides, courses offered
online have immense popularity since they allow students to log in at any time to either send
messages via email, be a part of the discussions, read the lecture notes of the professor and take
quizzes. Such courses are delivered to the student who prefers learning from either office, home
or hotel room. Thus, students are able to access the online courses anywhere, anytime and at any
place.
2. The students can get an overview of the topics covered from any location. These
include Business Administration, Health and Social Care, Customer Service, Team Management
and Leading, Information and Communications Technology (ICT), Information, Advice and
Guidance and Equality and Diversity (leicestercollege.ac.uk 2018). Thus, students can get an
overview of the course before even going for it.
3. This type of asynchronous learning is self-paced and interactive (Croxton 2014). This
is because students not only are able to e-mail the questions to the instructors but also check the
answers as per their convenience before taking any test or assignments.
4. Online courses are increasingly satisfying for the teachers as well as the students. It is
been found that the students taking online course express more satisfaction than the classroom
students are.

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5. From the organizational point of view, distance learning and reduce education cost by
replacing classroom learning (Simonson, Smaldino and Zvacek 2014). Distance learning can
save substantial amount of money through the reduction of the travelling expenses.
Weakness
1. There is a compulsion for the students to become computer savvy in order to take up
the course. Convergence of social and powerful psychological forces makes some of the students
passive for taking up the learning activities online (Keegan 2013).
2. There is a continuous development of new technology for distance learning. Therefore,
newer skills need to be learned at each semester.
3. Sophisticated systems are necessary for receiving and distributing the learning
materials (Mason 2013). The processes however do not work if the student or the instructor has
an old system since it is not being able to reproduce or develop the materials.
4. The courses offered by the Leicester College needs a higher degree of the computer
literacy. This is because instructor needs to possess a higher level of expertise for creating the
courses while the students need to have expertise in achieving the most from the learning
materials.
5. The distance education lacks the social interaction of a traditional classroom. Most of
the times the students complained about the lack of having a personal connect with the professor.
Opportunities
1. The distance learning courses not only appeals to the single mothers, students
interested in taking additional courses besides school and the full time workers.

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2. The development of distance learning courses are time consuming so the reuse of the
existing resources serves as an option of cost savings(Salmon 2013). Therefore, the educators
develop materials based on the templates can be used multiple times.
3. The newer electronic technology has higher theoretical appeal in addressing the
educational issues of teaching students more at the lower cost.
4. Leicester College looks forward in offering electronic distance courses that would not
only attract students across the world. Thus, it is possible for attracting the international students
for the distance learning courses that will undergo completion within the campus.
5. Distance learning also causes favorable movement in the demographics in terms of the
growth of the population, changes taking place in the employment structure, lifestyle and cultural
change and the impacts of the technological development (Ryan et al. 2013). In fact, distance
learning courses offers immense growth potential.
Threats
1. Glitches in technology can prevent enrollment in the distance learning courses offered
by the college.
2. The method of distance learning calls for a complete transformation of the mindset
both on the part of the instructor and on the part of the student compared to the teaching taking
place in the traditional classroom
3. The threat of the competition from the various virtual colleges offering distance-
learning courses has forced Leicester College in rethinking the ways for providing instruction.

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4. The presence of the distance learning courses acts as danger to the on-campus
instruction. The universities that offer the distance learning courses for making profit might put
the traditional universities completely out of the business.
5. There have been instances when the faculties do not respond enthusiastically or
quickly to the distance education. The factor that influences the faculty participation negatively
often includes lack of release time and technical support, workload and the lack of the grants in
the expenses and the material.
Strength
1. Allows access to the courses anywhere,
anytime and at anyplace
2. Provides an electronic overview of the entire
course before adopting it
3. Allows interactive and self paced learning
4. Ensures a satisfying experience for both the
faculty and the students
5. It lowers the cost of the education
Weakness
1. Reluctance in using the technology
2. Ensures constant change of technology
3. Necessity of sophisticated computers
4. Requires an enhanced degree of computer
literacy
5. Lack of social interaction or personal contact
Opportunities
1. Results in increased opportunities for
enrolment
2. Allows the reuse of the existing resources
3. Ensures teaching more students at a lower
cost
Threats
1. Questions the credibility and reputation
2. Leads to alteration in the teaching styles
3. Results in competition
4. Results in threat for the non-campus
institutions

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4. Ensures exposure to the international
markets
5. Acts as a growth potential
5. Have a negative influence on the
participation of the faculty.
Figure 1: SWOT Diagram of Distance Learning Course
Source: (Evans and Nation 2013)
Recommendations:
The computer based distance learning is a complete different experience for the students.
The resistance to the change does not allow them in adapting to the newer learning environment.
In fact, the students having traditional mindset find difficulty in adapting. Therefore, it is
recommended for them to accept the newer learning experience with open heart and mind. A
clear understanding of the benefits of distance learning courses can bring about a change in the
mindset.
There are instances when the students taking up electronic distance learning courses have
a feeling of isolation and social interaction with the instructors. To overcome this, the instructors
can schedule conversations over phone, make video announcements and use the online
conferencing software on a regular basis. This would make the students comfortable and guide
them through a learning process.
Students also face difficulty in getting attuned with technical requirements of a particular
course. This is because there are some who does even own computers necessary for the technical
assistance. To overcome this problem it is necessary for exactly knowing the kind of the

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technological support needed for the course before enrollment and thereby getting equipped with
the required technological skills for the successful completion of the course.
Various students lack computer literacy and hence face difficulty in operating basic programs
like Power Point and Microsoft Word and faces difficulty in handling the files offered by the
distance learning courses. This is overcome by enrolling in basic computer literacy courses that
will help the student to effectively handle the assignments without any struggle. Besides, a basic
knowledge of the hardware would ensure participation in the online distance learning courses
without any hindrance and interruptions.
Part 2
Porter’s Competitive Forces Model for E-Commerce:
Bargaining Power of Suppliers: In ecommerce industry, the suppliers’ bargaining
power varies from low to moderate (Laudon and Traver 2013). This because here brand and the
suppliers put the rules forward has to comply with the code of the conduct.
Bargaining Power of Buyers: This is moderately higher in the ecommerce industry
(Wang, Wang and Liu 2016). This happens because there is presence of several big and small
brands that hardly offers the customers with any switching cost.
Threat of Substitute: E-commerce industry faces threats not only from the e-retail
business but also from the physical retailers(Marcelo, Veríssimo and Yasin 2014). Therefore,
brands focuses on earning the competitive advantage through better products, lower prices and
the overall experience of the customers.

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Threat of New Entrant: The threat from the newer entrants ranges from lower to
moderate in ecommerce industry (Kauffman and Chircu 2013). This is due to the huge
investment in the technology, marketing and the human resource. Thus, there are moderately
higher barriers to entry. Firms with enough capita can only make an entry.
Rivalry in Industry: There is higher level of rivalry within the industry due to the
presence of a larger number of players. The higher competition has been due to the presence and
growth of a number of global and local brands within the market.
Analysis:
Key Objectives:
1. To increase the number of international students via the distance-learning mode the
Leicester College should increase the access of the learning opportunities and enhance the
flexibility of the students.
2. The College should enhance the quality of learning and teaching
3. It should also aid in the development of the competencies and skills necessary for the
21st century and ensure the learners to have digital skills necessary for the course
4. The College should also take into account the learning needs and styles of the
millennial students.
5. They should aim at staying ahead in technology development to not only digitalize the
modes of learning but also at the same time respond to technological imperative.

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Critical Factors
i. Competencies Required:
1. This includes the usage of different learning activities for motivating students
2. This includes involving the students more in the learning and the teaching process
thereby enabling greater participation of the student
3. This should include collaborative learning
4. Involves fostering in community building and dialogue.
ii. Resources Required
1. Inclusion of the learning resources that the learners can use for their professional
context
2. Resources involving frequent up gradation of course packages
3. Customization of a course through inclusion of the sample texts from the field of study
of the student
4. Making use of web tools for implementing process oriented and the synchronous
discussion based on the course model
5. Specifying the assessment criteria for guiding the students in a better manner
iii. Demand:
In most cases, students demand for electronic distance learning courses that have a
dynamic and specific content supported by tools and software (Keegan 2013). In other words, in
recent times students prefer distance-learning courses that incorporate digital learning material

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and recorded sessions of the lecture for electronic viewing or listening as per student’s
convenience. They also prefer taking up courses of universities and colleges that enables being
part of the discussion forum allows and ensures emailing facilities.
iii. Competition Faced:
The Leicester College faces competition from all the other colleges UK offering the
distance learning courses for attracting more number of international students.
KPI
The Organizational changes necessary for achieving the objectives includes:
1. Assessment of Need: Firstly, in order to create an electronic distance-learning course
it is very important for the college to train the assistants, teachers and the coordinators. Secondly,
there should be a proper choice of the Content Management System (CMS) and the other
programs (Laudon and Laudon 2015). Thirdly, determination of the project duration and
fourthly, using a secured access system for ensuring copyright, privacy and security.
2. Planning: It was necessary for determining the requirements necessary for
implementing the plan (Lockwood 2013). This included the choice of a content management
system, application of a virtual classroom and the application that leads to the dynamic creation
of the web page. The planning phase also involves the choice of the software, servers and the
network connections.
3. User Adaption and Training: To implement an electronic distance-learning course,
assistants and teachers should receive primary training about the using Moodle, principles of
content design, preliminary web designing and open meetings.

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4. Ensuring Maintenance and Providing Solutions to Problems: The College
authorities should ensure proper access to the portal by providing password, account and
certification utility to every student.
Part 3
Changes in the Website for Addressing Issues Related to Trust and Culture
1. By Avoiding Use of Static HTML pages: The website should be simple by using a
Content Management System (CMS). Therefore, the choice of the CMS holds vital importance.
The CMS should allow cleaner separation of the content from the layout and styling (Choudhury
2014). It should posses the ability of editing content in place simply by looking at website. It
should also possess the ability of supporting and relating the content to one another.
2. Making the Content More Structured: The website should have a structured content
that allows every piece of information to be distributed in different fields of the database. In
other words, structuring of content not only simplifies the life of the people responsible for
adding the content but also ensures consistent styling of the site pages. It also allows the
information to be reused easily in apps and feeds.
3. Avoid over Using of WYSIWYG Editor: Website should not overuse it and it should
find application for the sections of the text and not the page layout (Connolly 2015). Besides,
multiple contents on the page should have their structured set with the help of the page template
instead of WYSIWYG editor since it places the content in single area.

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4. Avoid Pasting Formatted Content from Word: Changes made to the website should
follow the reliable approach of pasting the plain text and then applying all kinds of formatting
using editor tool (Laudon and Laudon 2015). A writer-oriented language such as Textile or
Markdown should be used for automatically converting markup into the HTML.
5. Automated Image Sizing: The website should be able to handle the resizing of the
image with a content management system. Thus, the choice of the content management system
should not only allow easier workflow but proper resizing of image.
6. Building of Customized Control Panel: This will enable the website to put
everything in a synchronized manner but also ensures easier navigation for the students.
Means of Using the Communication Tools for Reaching the Potential Target
1. Reaching Potential Target through Social Media: Leicester College can reach the
potential target by adding the social media buttons to the website or sending invitation via emails
for connecting with them(Tuten and Solomon 2017). The college authorities might undertake
advertising through social media for attracting the followers. The authorities can start
conversations with the potential target by not only posting interesting content, asking questions
followed by providing a reply to the contents.
2. By Featuring in Different Publications: The College authorities can make use of the
PR tactics for getting the information published in websites, blogs, magazines, trade publications
and newspapers(Moriarty et al. 2014). This increases the visibility of the offerings made to the
target audience.

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3. By Improving the Search Engine Optimization (SEO): Most people use the online
search engine while searching for the distance learning courses offered by different Universities
and Colleges(Shih, Chen and Chen 2013). Therefore, to ensure the visibility of the distance-
learning course, the college authorities should ensure improving the search engine optimization
of the website by regularly adding newer content and the right keywords, creation of back links
to the website and sharing of the content on the social media.
4. By Speaking at Conferences and Events: The College authorities should undertake
research of the events and the conferences attended by the potential target. The authorities can
pitch itself to one of the conference organizers to speak for a particular topic that also holds
relevance to the event (Rogers and Davidson 2015). A better way of building awareness and
talking to the potential target would be immediately after a presentation.
Conclusion:
On a concluding note, one can say that in the rapidly changing world, implementation of
any plan requires a purpose, clear vision and strategic direction. However, effective teaching
through technology requires integration of the pedagogy, content and the technology for the
process of learning. Selection of the web resources with the learning outcomes in the mind
necessitates the need of a course designer for integrating the knowledge of a specific course and
the learning outcome of a study program to subject matter and their usefulness in helping the
learners achieve target outcomes in learning. Besides, it also involves knowledge on how a
particular course is taught best and the best ways of achieving the learning outcome. Therefore,
to ensure a successful implementation of an electronic distance learning program there is need
for planning, assessment, realization, adaptation, training and constant maintenance.

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