East End Computing and Business College: Digital Marketing Project

This project assignment focuses on integrating digital marketing techniques with the traditional marketing function of East End Computing and Business College (ECBC) to reduce its reliance on a single recruitment channel. The report begins with an introduction to the benefits of digital marketing and its impact on business growth. Task 1 outlines the research aims, objectives, and success criteria, including increasing student enrollment and reducing traditional marketing costs. A project management plan is then developed, detailing costs, scope, and integration strategies. Task 2 involves small-scale research, while Task 3 uses appropriate tools and techniques for research and data analysis, culminating in recommendations. Finally, Task 4 includes reflection on the project. The report aims to provide ECBC with a comprehensive strategy for leveraging digital marketing to enhance its recruitment efforts and overall business performance. The project highlights the advantages of digital tools in improving HR, marketing, operational, and accounting processes within the college.

MANAGING A
SUCCEFUL BUSINESS
PROJECT
(A project to integrate digital marketing with ECBC’s traditional marketing function to
reduce reliance on single recruitment channel)

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Research aim and objectives.............................................................................................1
P2 Project management plan..................................................................................................4
P3 Work break down structure and Gantt chart..................................................................12
TASK 2..........................................................................................................................................15
P4 Small scale research........................................................................................................15
TASK 3..........................................................................................................................................19
P5 Research and data using appropriate tools and techniques.............................................19
P6.Recommendation.............................................................................................................25
TASK 4..........................................................................................................................................25
P7 Reflection........................................................................................................................25
CONCLUSION..............................................................................................................................26
REFERENCES .............................................................................................................................27

INTRODUCTION
Implementing digital marketing techniques can be acknowledged as highly profitable for
all businesses; digital marketing provides assistance to the growth of the company and facilitates
sound revenue. Hence, through the use of digital marketing techniques and technology, firms
will be able to expand their business and achieve higher profitability. This concept appears to
have major impact in the current economy, and is seen to effect every sectors (Zott, Amit and
Massa, 2011). This assignment is based on East End Computing and Business College (referred
to as ECBC throughout this report) in London; a private college providing higher education. The
college was founded in 2001, with a purpose of offering services related to education to domestic
or international students. Hence, the college will need to use both traditional marketing along
with digital marketing techniques in order to effectively market and position the college. For the
purpose of this report, the focus will be on how the integration of digital and traditional
marketing will reduce the reliance on a single recruitment channel. This report will provide clear
aims and objectives for the college and the current project, work breakdown frame along with
Gantt chart, and a project management plan. In the latter phase the report will explain small scale
research, data uses and research along with recommendations and self reflection.
TASK 1
P1 Research aim and objectives
Digitization has expand their structure accordingly to the environment of business with
the helps of it company can easily garb effective business growth and their wished objective
objective in sufficient manner. Therefore, East End Computing and Business College adopts
advanced tool for their collage they will be helpful to have their desires targets and objectives in
pre determine time in order to provide quality services to their students. With the help of this
process they are able to capture more eyes of workers to understand advantages of digital tool in
their working approaches in easy manner (Teece, 2010). Hence for East End Computing and
Business College advance technology will help them to have effective services of their divisions
of HR, marketing, operational and accounting. Digital technology facilitates quality process ,to
an organisation in order to apply it on their activities of business form entire planning to steps of
execution activity. Through it, firm can easily boot up their values and arrange data, computing
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process and collaboration in effective and efficiency manner. There are some of the term that are
undertakes and all of them are related to the project report like as:
Topic – Project on effective use of digital technology in east end collage.
Background of project – This report project is generally grounded in the use of digital tool for a
operating firm in order to have wished target in efficient manner. After using this process the
collage will have enough capability to attain their business success and benefits through
performing by this process. Digital technology also facilitates help to then in purpose to opts
modern techniques of studies for their students to launched a very new and advanced world top
them. With the helps of this process management employees of collage can understand the use of
new tool and technology along it will makes impact on their future related growth, and objective
as well (Stokes and Wilson, 2010). Digital technology in an organisation used to frame values of
the business and expand their roots or structure in effective manner at wanted place because it
minimise the costing and extra time of working easily.
Research Aim – To effectively analyse the integration of digital marketing with the traditional
marketing function to reduce the reliance on a single recruitment channel.
Research Objectives – there are different several goals of East End Computing and Business
College which are undertakes for using advance technology in their activities like as:
The main objectives of the project is to:
 Increase the student enrolment by 10% in 2018.
 Reduce the cost of Traditional marketing by 5% in 2019.
 enhance the brand awareness by reaching more audience by 2019.
Digital technology along with digital marketing can aid in expanding the structure of a
company accordingly with the environment of business, in addition, a company can obtain
effective business growth. Thus, should East End Computing and Business College adopt such as
advanced tool for their college, the organisation will be able to achieve a potential goal of having
providing quality services to their students. Furthermore, this process will be able to capture the
attention of current employees and allows them to understand the advantages of using digital
marketing tools (Teece, 2010). In addition, employees of the college can understand the use of
the new tool, along with making an impact on their future related growth, and objectives (Stokes
and Wilson, 2010). Therefore, ECBC will advance, and the use of digital technology will help
them to obtain effective services for their divisions such HR, marketing, operations and
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accounting. In order to apply digital marketing techniques their needs to be set out plan, in order
to reach the desired outcome of the company. Through this the company can effectively and
efficiently track their process whilst aligning this with their goal.
As mentioned, this project will mainly focus on the integration of digital marketing tools
in order to reduce the reliance of using one single recruitment channel. After applying this tool
the college’s HR and Marketing process, the organisation should have enough capability to attain
further business success and benefits from applying a marketing message to a wide audience.
This is a highly important benefit of digital marketing, as it allows for even a small company to
reach a wide audience, without having a large budget. Due to availability of social media, a
company can advertise a job without spending a dime in doing so. Thus, the use of digital
marketing will aid to expand the roots and structure of a company in an effective manner, while
also minimising cost and extra working time.
Success criteria- The success criteria are pre determine standards with the help of it a
project or research task will be judged. In the a evaluation happen whether the project task is
successful in the mind of all partners or stakeholders also success criteria is a important element
as other business requirement. Basically, this phase of research project has major motive and
prominent value cause through it research will be able to investigate the criteria in order to
measuring the success of a particular project success. It is essential for a project success criteria
that its all practitioners are experts in determining and setting success criteria and also it helps in
reducing the failures and helps in increasing project success. Generally, project success criteria
is a definition in measurable context that depicts what needs to be complete for a certain task or
research which to be acceptable to the Client, and end user who gets affected by the project. A
research success criteria is based on the success factors which can be consider as some of the
prominent activities that is required for ensuring the success criteria of a certain research project.
Hence it is true, that research task's success criteria and factor are confusingly interconnected to
the description and implementation of the project quality.
A project success criteria are known as certain standards by which task and research will
be judged at the end to determine whether or not it will be successful. Inn this report, researcher
will defines a target through they tries to make more admission in their collage which will be 10
percent higher then last year but the measurement will be come in the end of 2018. they also
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wished to take in the digital marketing and minimise the cost of traditional marketing that will
reduces by 5 percent but the judgement will be shown in 2019.
P2 Project management plan
Project management is generally a framing process that is used to have efficient and
required information of objective that firm should attain in their working approach. These types
of process generally use to examine this report project. The term project management plan is a
basic but essential planning which involves various kinds of information and data which all are
required for completion of this report. It helps in drawing a layout which denotes all the result of
data through which collage will be able to frame their strategy for expanding their business. All
the draws or outline involves the design, arrangement, execution, monitor and control process in
sufficient manner (Porter and Kramer, 2011). After all this inclusion this frame is ready for
reference for the procedure for collage in order to grab wished outcome in effective manner.
There are different several elements are undertakes below like as-
Cost – Digital marketing is a fairly cheap way to effectively reach a wider audience.
However it is important to consider some of the potential costs, although most digital tools are
free there are some which are sold at a price, such as photoshop, which is needed should the
company want to create marketing campaigns. In addition, displaying a job role online can also
have certain costs, as some websites charge for their service. Thus, although the cost of digital
marketing may appear as minimum, a budget for implementing such a change should applied as
the company should be aware of the potential cost.
Digital technology is having a wider scope in each and every firm. Hence before opting
advance techniques management and manager of the collage required to determine some the
costing which occurs at time of applying this advance technology in operational activities. For
East end collage it is signifying to examine the final total costing of this report project that can be
make impact on other working activity of collage.
Break down of the potential cost- cost break down is an continuous and systematic
procedure in order determining the each and every factor that contains the entire cost of a good,
services and package. It provides a certain dollar worth to each factors and alternately, the value
of each and every single elements are showing as a percentage of the total cost.
Here is a cost break down for research project:
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Breakdown the cost of digital marketing
Scope – In new conditions each and every firm opts advance technology because it
provide help to frame values for them. Scope of digital technologies is very wide and if it is uses
in suitable manner then this will surly facilitates wished out come. Therefore, this tools is helpful
for east end computing and business collage in order to make values of their each one of
department as operations, marketing, HR and accounting as well.
Scope is generally a set of boundaries which helps in defining the extent of a research
project. The scope provide detailed about what is to be delivered to their customers. Hence the
report is based on digital technology which the collage wishes to accept or implement in their
collage so that they can be able to take move form traditional technology to advance technology
and this will be a effective opportunity for east end collage. It is also provide integration of
digital marketing in the east end collage. Integration is about merging the advance technology in
to the collage that will be helpful for their working process and it will build reliability of the firm
in the market.
The sited project report is not going to provide any kind of facility to their students
through it they will get class and lectures at their place or any types of web based platform hence
college is opting digital technology in their educational institute. It is about virtual learning
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education which a web based stage that offers learning to the learner at their comfort level or
zone also it does not need any kind of class room. Hence the associated project is excluding it
cause college opts digital advancement for their students and for it they required to come up to
the collage.
The project is based on adoption of digital technology in the east end collage hence the
management of collage is having motive that is states as- “to effectively analysis the integration
of digital marketing with the traditional market functions to reduce the reliance on a single
recruitment channel ”. basically the aim or objective of the firm is about merging of advance
marketing with traditional marketing that facilitates help for minimise the function of recruitment
which is still relaying on single channel. East end collage required it cause they have think that if
they merge their both of marketing function then for the recruitment they will no longer relaying
on one an only recruitment channel. Therefore it helps in reducing the dependency on a single
recruitment system and east end collage will be able to get more of options form other media and
channel.
For the integration of digital marketing and traditional marketing. East end collage will
do certain things such as if they are merging both of the marketing techniques then collage
required to build up the website for their collage if they are not having the same and effectively
active on social media pages. So that management of the firm will be able to get efficient and
talented pool of recruitment and also found able to make more of promotional activities for their
east end college.
In order to attain pre determine objective east end collage will needs to change their
traditional marketing techniques, tools or methods in accordance to the new and advanced
techniques cause the collage named as east end is going to merge their marketing function form
traditional to digital which leads them to have more and effective options for recruitment for
their college. For achieving the business objective they set up SMART objective which is rolling
as the goals completion strategy cause it helps in sorting down the priorities and allows
management to work according to it. SMART is basically a acronym for defining the firm goals;
 Specific- east end college required to keep their concentration on what they actually need
in their firm and work on that only so that they will grab their objective in effective
manner cause their their concentration will not be disturbed.
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 Measurable- this point is about differentiation of success or failure cause if the objective
are enough measurable then only it will be achieved and get success but if not then it will
be a cause of project failure. Hence firm needs to look after the core worth of their
objective and also do not relays on possibilities cause if main thing is not conforms then
how they can proceed to further.
 Achievable- All the determine needs to be very realistic cause imaginary things are not at
all attainable.
 Realistic- all the objective needs to be real and do not make any doubt cause asking more
about it made it impossible hence once the goals has been determine then quick working
on the same is required.
 Time frame- for the successful attainment of determine objective it is essential to set a
time scale which provide guidance to the project manager for completing the objective in
effective manner.
As if some of change happens in their objective attainment strategy will be improved
with more of effective elements through the help goals of east end college will be achieved along
with it their workers will be more efficient for their working cause all things are determine and
they are having clear strategy for attaining objective. Other side objectives and procedure will
stays the same. When the east end college are merging their traditional and digital marketing
function then, individuals are their major stakeholders cause they get highly effected through this
merging cause firstly college is using traditional marketing function for recruitment and now
they are merging with digital marketing this will provide wider scope for candidates.
Time – whenever a company or organisation supposed to opts digital technology in their
firm then they needs it determine some particular time in order to adopt it in effective manner
cause, digitalisation will take more time duration to implement on each and every activity of
business. Hence, management and manager required to examine time factors which will be
consumed for application of this process in operational approach (Peppard and Ward, 2016).
After having digital technology a firm can be able to reduce extra time and costing form the
project that makes effects on working activity of the workers.
When a company commences the implantation of digital marketing tools, the
organisation will need to consider the time needed in order to effectively implement this new
technique into their overall marketing plans, as this stage will most likely take some time. Hence,
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management are required to examine and consider the time factors which will take place for
application of this process in the operational approach (Peppard and Ward, 2016). Once the
implementation stage has passed, an organisation is able to reduce the overall time needed, and
thus the cost of project as less labour hours and resources are needed.
Quality – it is considered that, project management plan build value for a certain
objective which is used by manager in order to having their advantages in business. Quality of
the plan is essential cause this the only thing which ensure the manager of the project that the
working is going in right way and all the information are appropriate. It is used to creates
effectiveness in the procedure and working techniques. For this procedure East End Computing
and Business College needs to make values for quality results.
A project management plan is considered to add to the overall value of certain objectives
created, as a clear plan will enable the best possible results. The quality of the plan is of great
importance; through providing all the correct information, research objectives and goals, the
company will be best be able to assess if the project is heading in the right direction and if the
required results are being achieved. Thus, ECBC will benefit from making a quality project plan
as it will aid in the overall success through the implementation process and in the future.
When the result comes for the entire research; it will help the end use or management of
east end collage for implementing this outcome in to their organisation and get effective benefits.
Communication – it is a prominent element that is essential for project. It is generally
used to creates effective and sound skills of the workers by utilizing suitable communication.
These types of skills are creates positive environment in firm for all employees. In order to use
digital technology East End Computing and Business College required to creates some quality
skills for their workers who can easily reduces the differences and makes values for pre setting
skills among them.
This is evidently a prominent element that is essential for any work environment and
project. Successful and efficient communication can help to create a positive environment for all
employees, and thus allowing for a higher work level and commitment. Furthermore, within
digital marketing communication is a key factor, as being able to advertise something correctly
and appropriately has never been so important, as once something is on the Internet, it is very
hard to ‘delete’ it. Thus, this is a very important factor to be considered by ECBC.
Communication strategy- CREATE HEIRACHY OR FLOWCHART
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It can be said that communication is considered as backbone of every organisation. It is
that which needs to be there in company which help to understand the each and every scenario in
better manner. In most of organisation, some task and activities are there which result into failed
execution just because the interaction among the people involved in such criteria was not proper
and sometimes lead to chances of disputes in firm.
Communication and interaction is such which needs to be done in perfect way so that effective
working can be seen in entity too. There are various importance of communication in industry
and some of those are as:
 Communication is such which help company to earn higher profit and manipulate firm to
attain their goals and objectives.
 Communication is thus help in completing the work on time too.
 Proper interaction among every department in enterprise can convert the whole working
scenario in having best work even though it can lead to minimisation of conflict situation.
 Effective interaction is such which help in execution of plan in better manner too.
Moreover, there are various levels in industry which are considered as main criteria
which help company to attain their goals and objectives in great way. Those levels are as:
Upper level: In this level various people are there who are busy in making policy and
procedure for whole organisation and even thus several strategy and decision are also prepared
so that compete with competitors outside organisation. The people in such level are (Directors,
top executives, senior managers etc.) who work hard and bring many policy related to human
resource and motivate one and all in great manner so that they can attain their goals and
objectives.
Middle level: They are those who act as pool in between the both levels and has
responsibility to provide information related to lower level to them in proper manner and even in
detail as well. In this level various thing are being considered and those are as (managers of
every department, superiors and supervisor too etc.), they also set standard for lower levela nd
provide proper direction to them as well.
Lower level: This is such level where the whole working take place and thus human
resources work as one. Even though they have to work in right context so that every task can be
completed on time and even in right context too and thus this is such which manipulate the
whole organisation to attain their goals and objectives in better manner.
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Different line of reporting are as follows:
 In organisation, every level report to each other as (lower level report to middle level,
middle level to upper level etc.) this help in having better communication scenario in
organisation and two- way interaction can also be there too.
 The reporting is such thing which take place after completion of every task done in
company. Reporting should be done on regular intervals.
 Various things will be reported to their upper level as, completion of work is being done
and if any conflict is there etc. these things are there which is being reported to their
upper level in better manner.
 Even though it is required to have proper meeting and group discussion which can help
lower level to keep their views as well to the upper level in great way. This is something
which can help them to ignore the chances of dispute and human resource can work in
effective manner too.
Risk – it is true that, digitalisation is sound and effective resource that is provide helps to
have proper result to it's users (Laudon and Laudon, 2016). But other side this techniques is
having wider risk therefore it is signifying that their users will understand the values sand certain
knowledge which is needed before applying all advance techniques in the firm. If an organisation
or a company is not understands the sufficient use of digitalisation than it will make negative
impact on their working skills and practises.
The use of digital marketing is a highly effective tool which provides marketeers with the
ability to reach a wide audience very quickly (Laudon and Laudon, 2016). However, this
technique does have certain risks and weaknesses. Firstly, as mentioned in the point above, once
something has been uploaded online it is very difficult to make it completely disappear.
Secondly, reaching a wide audience is not always good, and more specifically for this project,
although ECBC may very well receive applications from a bright pool of candidates, it may also
receive application from the wrong individuals, making the screening process more lengthy.
Thirdly, if a company is unable to successfully implement digital marketing within their current
marketing plan, it may backfire and have an overall negative effect on the business.
Risk
Resistance to change by office staff
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