BM561 Research Report: Analysis of Thinking into Character Program

This research report, prepared for the BM561 Business Consulting module, analyzes the Thinking into Character (TiC) program implemented by Regent College London. The report begins by clarifying the client and the challenges they face in promoting the TiC program, a digital initiative designed to enhance students' habits, discipline, and mindset. The main body delves into a critical analysis of key areas, including the target customer market (students aged 18-35), competitors (e.g., Tyndale University), and external influencing factors. It also identifies the top three issues faced by the client: difficulties in promoting awareness, adopting appropriate technology, and management challenges. The report concludes by summarizing the findings and emphasizing the importance of addressing these issues for the successful implementation of the TiC program. The report uses secondary research to support its findings.

RESEARCH REPORT FOR
TIC

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1. Clarifying the clients and the problems faced by them............................................................3
2. Critically analysing and showing the areas of importance to the client such as target
customer market, influencing factors from external environment and competitors....................4
3. Identifying top three issues that is faced by the client.............................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................1

INTRODUCTION
Thinking into Character is a transformational programme that is helpful for the students
to develop to discipline, habits and growth mindset. The current report will be based on Regent
College London which is a popular institution in the UK providing education to students from
the average age range of 18-35. The organization aims at providing supportive learning
environment for the students by providing them with better resources and learning. This report
will explain problems faced by the client, presenting of importance to the client target customer,
competitors and influencing factors from external and top three issues which are faced by the
client.
MAIN BODY
1. Clarifying the clients and the problems faced by them
Regent College London is the client that is a leading education provider in the UK higher
eduction industry. It is one of the most preferred institution by the students for gaining higher
education and improving their growth opportunities. It aims at providing high quality education
to the students and developing their crucial skills with the help of their curriculum and various
additional courses (Desai, 2019). The organization recruits highly qualified professors and
teachers who have a significant experience in the industry in order to provide the best learning
experience to the students. The college has a good image among the students as it consistently
provides them with the best education and development opportunities. The college aims at
improving the personal skills of the students by providing them with high quality education and
guidance.
The college has launched a new program, Thinking into Character (TiC) for the students
in order to improve their personal skills and develop a positive character. It is a free digital
programme which is aimed at developing better mindset, discipline and habits of the students
which will be useful for them to increase their growth opportunities. There are certain problems
that have been faced by the organization for successfully promoting their programme to the
students. The planning for an appropriate promotional campaign for attracting more students to
gain advantage from this programme has been difficult due to different factors. The client is
unable to find appropriate consultants which will help the project to succeed and increase its
popularity among students. These problems may arise for the organization which needs proper

consideration by the management in order to reduce the negative impact of these issues on the
productivity of the business.
2. Critically analysing and showing the areas of importance to the client such as target customer
market, influencing factors from external environment and competitors
There are different issues which are faced by the management in order to successfully
promote their new digital campaign which will organized in order to generate awareness about
the TiC among the students effectively. The use of appropriate technology is a crucial aspect
which is considered by the institution as a problem. The availability and knowledge of different
technological tools which are beneficial for the business is crucial in order to gain prepare better
campaign for the students (Martín, Jiménez-Martín and Mateos, 2019). The required changes
that are to be made by the management in their infrastructure is an issue which may be managed
properly in order to amplify the quality of output. These changes may be crucial for the
organization to improve their productivity and provide a better learning experience to the
students. The areas of importance for the client to successfully launch their new programme for
the benefit of the students are:
Competitors
The education industry in UK is huge and there are several organizations which are
operating at a wider level. The institutions such as Tyndale Univerisity, Gordon-Conwell
Theological Seminary, Western Seminary are major competitors for the business which have a
significant market share in the industry. These competitors may create several issues for the
business to consistently perform better in the industry and gain better recognition. They are
popular among the students and have a good image in the market which may not be effective for
Regent College London to increase their productivity appropriately. This area is important for
the organization to evaluate properly and prepare effective strategies in order to gain better
competitive advantage in the industry (Hidayatullah and Pasaribu, 2021). Competitors have a
major influence over the decision-making process of the organization by reducing their growth
opportunities in the market. The different programmes that are introduced by these institutions
may attract students towards them and have an impact on the performance of the business.
Target customers

The digital campaign for the Thinking into Character (TiC) programme will target the
students of age group 18-35 which are target by the organization which will be able to gain the
advantage of the programme that is launched by the college. The students from different genders,
nationalities and regions are invited by the organization to gain benefit of this programme and
improve their self development. These students are targeted by the customers as the programme
is digital transformational programme may target the customers who have an interest to develop
better habits and transform their services to experience enhanced results. This digital campaign
will provide students with the crucial information about the programme and increase their
knowledge. These customers are effectively managed by the organization in order to increase
quality of the campaign and achieve better results.
Technology
Regent College London will use advanced technology for preparation and promotion of
the new digital campaign of the college about the Thinking into Character (TiC) programme
which is effective in order to improve the personality of the students. With the help of adequate
technology, the organization will improve their infrastructure and increase chances of growth for
the business (Irawanto, 2019). It has a major influence on the policy formation of the business as
the programme highly depends on availability of appropriate source of technology. There are
different promotional tools which may increase the engagement of this digital campaign in the
industry and improve the overall advantage of the business.
3. Identifying top three issues that is faced by the client
The major issues that are faced by the organization is spreading awareness about the new
digital campaign among the students. The Regent College London may face certain issues in
finding appropriate methods to advertise their campaign appropriately among the students. The
organization might face difficulties in attracting the customers towards the business and increase
its market share in the industry (Ohme, 2019). The client is facing the issue due to less
knowledge of the consultants about increasing the demands for the products in the industry.
There are different aspects of the promotion such as effective strategy, appropriate management
of advertisements etc. which is beneficial in order to improve the overall success of the business.
The Regent College London may face issues in adopting the appropriate technology for
properly executing the business practices. This issue may have a major impact on the college and
may reduce its effectiveness in properly executing the various practices of the business. These

technological requirements are beneficial for the business to improve their overall business
practices and gain better recognition in the industry. Technology may have a deep impact on the
success of the new campaign of the business which is crucial in order to develop better practices.
It is beneficial in gaining better advantage in the industry and improving the engagement of
students towards the campaign of TiC.
The Regent College London is facing management issues which has a negative impact on
their ability to appropriately operate in the business environment. These issues may create
various problems for the organization in order to improve the overall development of the
business. The management of the crucial aspects of the digital campaigns may be inefficient
which may lead to several inappropriate activities for the business. These issues may reduce the
productivity of the business in properly managing the digital campaign and gain competitive
advantage in the industry (Ryabchenko, Malysheva and Gnedash, 2019). This is an area of
consideration by the business which may reduce its ability to deliver better results and achieving
improved performance. The organization may use different strategies and approaches in order to
increase their productivity and gain better advantage in the industry. These practices may provide
better overview to the organization about the current situation and the steps that may be effective
for the business.
CONCLUSION
According to the above report it has been concluded that the college has launched their
TiC programme in order to provide the students with an opportunity to improve their personality
and develop better habits and discipline. The new programme has been effective in order to
engagement more students towards the college and increase their advantage. The digital
campaign of this new programme has been useful in order to improve their development process.
Several issues have arisen for the college in order to manage their new programme which had a
negative influence over its success among the students. The organization have used different
approaches in order to solve these problems.

REFERENCES
Books and journals
Desai, V., 2019. Digital marketing: A review. International Journal of Trend in Scientific
Research and Development. 5(5). pp.196-200.
Martín, M., Jiménez-Martín, A. and Mateos, A., 2019. A numerical analysis of allocation
strategies for the multi-armed bandit problem under delayed rewards conditions in
digital campaign management. Neurocomputing. 363. pp.99-113.
Hidayatullah, M.A. and Pasaribu, L.H., 2021. The Effect of Effectiveness of Digital Campaign
Budget, Selection of Digital Campaign Platform, and Increasing Brand Awareness on
Purchase Intention of Optik Melawai Products. Enrichment: Journal of
Management. 12(1). pp.792-800.
Ohme, J., 2019. When digital natives enter the electorate: Political social media use among first-
time voters and its effects on campaign participation. Journal of information technology
& politics. 16(2). pp.119-136.
Ryabchenko, N.A., Malysheva, O.P. and Gnedash, A.A., 2019. Presidential campaign in post-
truth era: Innovative digital technologies of political content management in social
networks politics. Polis. Political studies. 2(2). pp.92-106.
Irawanto, B., 2019. Making it personal: The campaign battle on social media in Indonesia’s 2019
Presidential election. ISEAS Yusof Ishak Institute. 28. pp.1-11.