LSST Consultancy Project: Digital Marketing for Online Education

This consultancy project report focuses on London School of Science and Technology (LSST) aiming to establish a new online/distance learning product line targeting busy professionals through digital marketing. The research employs a positivism philosophy with a deductive approach, utilizing a quantitative mono method through surveys. The analysis reveals that LSST can effectively target busy professionals and students aged 20-25 by adopting digital marketing strategies, particularly social media and content marketing. Business and management, along with IT courses, are identified as high-demand areas. The study concludes that implementing these strategies will result in a larger student base and improved brand awareness for LSST, benefiting the college significantly. Desklib provides access to similar solved assignments and resources for students.

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

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

Page No

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

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

attracting the busy professionals who wishes and aspires to undertake the qualifications as
per their wishes without any commitment to the full time education. The current project has
the objectives such as to get into fresh digital marketplace section and also to determine
which marketplace section have the to the lowest degree obstruction to entry and the
possibility for high earnings. This can be done by simply conducting and undertaking the
environmental and competition investigation with the importance on the digital marketplace
to determine which competition in the UK offering distance studies and suggest LSST which
section can possibly get into in the digital marketplace (Kumar and Nanda, 2019). Taking
about deliverables, it includes the applicable marketplace investigation and competition
investigation, broad plan of action on how to get into chosen digital marketplace section and
subject matter, in the reflection of applicable investigation on how to gain distinction.
Interaction instance and resources planned to dedicate to this undertaking are the triple
times writing communication and triple times physical or Webinar conferences.
4. Research Methodology
Research philosophy are basically of three types that are positivism and realism and
also the interpretivism. The current project report uses the positivism philosophy. This is
because the analysis is based on the facts and figures which have the numeric values and
accurate numbers of interpretation in which the knowledge is gained through observations.
Research approach are basically of three types that are deductive and inductive and also
the abduction. The current project report uses the deductive approach (Pandey, Nayal and
Rathore, 2020). This is because the analysis is based on the scientific investigation and
testing the hypothesis that emerges from the theories which helps in gaining the numerical
values of data. Research choice are basically of three types that are mono method and
mixed method and also the multi method. The current project report uses the mono method
choice in the form of quantitative type of data collection. This is because the analysis is
based on the single type of data collection method that is the quantitative which is in the
form of numeric and figures and also it is interpreted for accurate results. Research strategy
are basically of three types that are experiment and survey and also the case study. The
current project report uses the survey strategy in the form of questionnaire containing the
closed ended questions. This is because the analysis is based on the gathering of the first
hand information directly through the respondents which uses the random sampling type.
Research time horizon are basically of two types that are cross sectional and longitudinal
(Chaffey and Ellis-Chadwick, 2019). The current project report uses the cross sectional time
horizon. This is because the analysis is based on the short durations of research of
approximately it will be accomplished within week. Research techniques and procedures
are basically of two types that are primary and secondary. The current project report uses

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

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

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

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