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TITLE PAGE
Title: Engaging Stakeholders through Digital Technology
Author: Shafinaz Sherifdeen

Organization: BCAS Kandy Campus
F. Shafinaz Sherifdeen
HND in Business management
ACKNOWLEDGEMENT
I‘d like to express my special thanks of gratitude to my professor Ms. Samoo and who gave
me the golden opportunity to do this wonderful assignment which helped me in doing a lot of
research and I come to know about so many things. Without his guidance this assignment
would not have been possible. Really am thanking her.
Secondly I would also like to thank my parents, and friends who helped me a lot in finishing
this assignment within limited time.
I am making this assignment not only for marks but also increase my knowledge. Thanks
again to all who helped me.
.……………………….
Shafinaz Sherifdeen
2
Executive Summery
The purpose of this undertaking was to identify the upsides and downsides of E-Commerce
and how it drives organizations to make progress. To accomplish this objective, I chose on a
medium scale organization, Royal English School, which utilizes Digital Technology to
engage with Stakeholders.
In the first chapter, a presentation on the chose organization alongside the vision and
mission articulations has been described. Likewise a concise diagram of the chose research
theme has been examined. Furthermore, the points, objectives and the significance of this
study have been quickly clarified. The methodologies that were utilized as a part of guiding
this venture and the research ethics that was taken after amid the procedure are additionally
said in this chapter.
To influence this research to extend exceptionally reasonable, a literature review on the

subject was regarded fundamental. In doing that, various books, journals, online articles and
other researchers done on this point were alluded and referred to in the second chapter.
Profound explanations and justifications on the chose methodologies that were utilized to
guide this research venture, for example, reasoning, approach, system, methodology, time
horizon, strategies, techniques and testing are given in the third chapter.
As an important piece of directing this research, both newly gathered essential information
and checked auxiliary information of Royal English School were figured to be fundamental.
To achieve that, a meeting was led with the manager of the school, surveys were
appropriated to chosen 25 representatives and organizational activities and source records
were observed. The analysis and translation of the gathered information has been
introduced in the fourth chapter.
In the fifth and last chapter, conclusions have been drawn on the discoveries and proposals
have been made to the identified downsides, which would enable Royal English School to
further enhance their Digital Engagement task in future. Likewise sectors for further
research considers later on has been talked about as a major aspect of this chapter.
Finally, a profound intelligent composition has been composed, dwelling on every one of the
things I learnt and encounters I increased through my inclusion in this exceptionally difficult
and propelling research. This incorporates my communications with the assessor, how the
research questions were answered and the lessons and encounters that bolstered my own
and professional improvement.
This general Research Project report is composed in a way which has successful headings
and sub-headings, appropriate organized passages, clear sentences utilizing
straightforward language and professional written work. Additionally, irrelevant substance
and redundant words and expressions have been maintained a strategic distance from.
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Contents
TITLE PAGE ....................................................................................................................................................... 1
Executive Summery............................................................................................................................................... 3
Figure of Tables ..................................................................................................................................................... 5
Chapter 1- Introduction ...................................................................................................................................... 6
Background to the topic.................................................................................................................................... 6
Aims and Objectives.......................................................................................................................................... 6
Objectives ......................................................................................................................................................... 6
Significance of the Study ................................................................................................................................... 7
Methodology..................................................................................................................................................... 7
Research Ethics ................................................................................................................................................. 8
Chapter ii - Literature Review ........................................................................................................................... 9
Reviews in Internet Researches ........................................................................................................................ 9
Reviews on Books ........................................................................................................................................... 12
Reviews on Journals ........................................................................................................................................ 13
Chapter iii- Methodology ................................................................................................................................. 14
Philosophy of Research ................................................................................................................................... 14
Approach ......................................................................................................................................................... 14
Methodology................................................................................................................................................... 14
Strategy ........................................................................................................................................................... 15
Time Horizon ................................................................................................................................................... 15
Techniques and Procedures ............................................................................................................................ 15
Research Sample ............................................................................................................................................. 16
Chapter iv- Data Analysis and Interpretation ............................................................................................... 17
Questionnaire ................................................................................................................................................. 17
Interview ......................................................................................................................................................... 27
Observation..................................................................................................................................................... 29
Drawbacks ................................................................................................................................................. 30
Chapter v - Conclusion and Recommendation ............................................................................................ 32
Findings and conclusions ................................................................................................................................ 32
Recommendations .......................................................................................................................................... 32
Justifications.................................................................................................................................................... 32
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Reflective Writing ............................................................................................................................................. 33

Knowledge gained by Interacting with Top Level Management .................................................................... 33
The extent to which research questions have been answered ...................................................................... 33
Advantages gained on conducting the Research on a personal level............................................................. 34
Conclusion and Improvements ....................................................................................................................... 35
Bibliography ........................................................................................................................................................ 36
Appendix 1 - Questionnaire ................................................................................................................................ 37
Appendix 2 - Interview Questions....................................................................................................................... 42
Figure of Tables
Figure 1 Question 1 ............................................................................................................................................. 17
Figure 2 Question 2 ............................................................................................................................................. 18
Figure 3 Question 3 ............................................................................................................................................. 18
Figure 4 Question 4 ............................................................................................................................................. 19
Figure 5 Question 5 ............................................................................................................................................. 20
Figure 6 Question 6 ............................................................................................................................................. 20
Figure 7 Question 7 ............................................................................................................................................. 21
Figure 8 Question 8 ............................................................................................................................................. 21
Figure 9 Question 9 ............................................................................................................................................. 22
Figure 10 Question 10 ......................................................................................................................................... 23
Figure 11 Question 11 ......................................................................................................................................... 23
Figure 12 Question 12 ......................................................................................................................................... 24
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Chapter 1- Introduction
Background to the topic
Unlike the tradition business, the current businesses have many stakeholders who takes
interest the company. Stakeholders play a major part in organizations. Positive
stakeholders indirectly help the business in growth (Investors, Customers, health
Department, and General Public). Specific information derived from the business should
also have to be communicated to the related stakeholders.
The research topic mainly focuses on Selected Business type- the type of business
selected to carry out research, and its products and services and the company history. The
Stakeholders of the selected business- the stakeholders of the business selected to carry
out the research and their importance. Information that has to be communicated – Some
information from the business process has to be reported to the specific stakeholder and the
ways of transformation. The impact of installing digital technology – the advantages and
disadvantages of using digital technology to communicate with stakeholders in the
organization.
Aims and Objectives

The aim is to identify how stakeholders engage through digital technology
Objectives
 To find out how stakeholders engage with modes of technology
 To identify the benefits of digital technology to the stakeholders
 To analyse the obstacles of using digital technology
 To recommend suggestions on which has to be improved
 To find what is the impact of digital technology on stakeholders of the organization
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Significance of the Study

Whilst businesses struggle with conducting businesses activities, the research topic helps to
find the measures to minimize the negative impacts. The findings of this research can ease
the struggles faced in businesses along with additional advantages.
Stakeholders are very important in any business and the stakeholders to be expected to be
informed with necessary information. The study explains the positive impacts after the
installation of digital technology to communicate with to stakeholders. The comparison of
before and after the installation of digital technology in the business operations, might help
the business to predict the future growth of the business.
By conducting this research, there are many personal gains that is achieved. Being a
management student, working with real business and engaging with the cooperate world,
has created a great confidence with in self. Unlike the theoretical lessons learned from the
course, the real life practice gained from this research is a great experience.
This finding of this study can be a major source for the future management students who
may take similar research topics to conduct researches. They can get an idea on how to
overcome the drawbacks and minimize the negative impacts.
Methodology
There are many different choices of methodologies available such as Mono Method
(Quantitative/Qualitative), Multi Method(Qualitative + Quantitative), Multi method and Mixed
method(Qualitative + Quantitative + Some other facts). The most suitable methodology for
the topic is mixed method. Mixed Methodology includes the information derived from
Qualitative and Quantitative data. The research includes majority of quantitative and
qualitative data collection and there aren‘t any other information derived from other sources
of facts.
7
Research Ethics
Ethics is a field that systematically analyzes the ethical and legal questions raised by
research involving human subjects. Its main focus is to ensure that the study participants
are protected and can be entrusted.
 The rights are completely given to the participant

 the full consent of the participants are obtained
 The privacy of the participants are safeguarded.
 Plagiarism is avoided.
 Biased information is being neglected
 The derived report from the information gathered from the participants are displayed
to them
 No harm is done to anyone or any public property though out the research.
8
Chapter ii - Literature Review

Reviews in Internet Researches
A literature review is a written work that:
 Compiles significant research published on a topic by accredited scholars and

researchers;
 —Surveys scholarly articles, books, dissertations, conference proceedings, and other
sources;
 —Examines contrasting perspectives, theoretical approaches, methodologies,
findings, results, conclusions.
 —Reviews critically, analyzes, and synthesizes existing research on a topic; and,
From these analyses, the writer then offers an overview of the current status of a particular
area of knowledge from both a practical and theoretical perspective. Literature reviews are
important because they are usually a required step in a thesis proposal . The proposal will
not be well-supported without a literature review.
Also, literature reviews are important because they help you learn important authors and
ideas in your field. This is useful for your coursework and your writing. Knowing key authors
also helps you become acquainted with other researchers in your field.
How to create a culture that supports digital stakeholder engagement
(http://cloud-collaboration.kahootz.com/how-to-create-a-culture-that-supports-digital-
stakeholder-engagement)
John Glover has specifically researched about – how to create a continuous practice that
supports digital stakeholders‘ engagement. Whilst John Glover values the traditional value
too, he explains the vast advantages of digital method. The research is also about the reach
of large audience, in a cheap and effective manner. New technology has transformed the
way the public sector can engage with stakeholders. When you need to inform, consult or
cooperate with individuals or organizations, you no longer have to depend on expensive or
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time-consuming techniques such as hard-copy surveys, face-to-face meetings, press

adverts and interviews
Key findings from the research
John Glover explains the importance of placing the needs of the stakeholders first rather
than the convenience of the teams in the organization. He also states, when digital means
and ways are available for the processing, Glover focus on ―Ease of Completion‖ – where
the stakeholders must be able to complete the survey/ task without any training or special
skills. Through this, Glover explains the need of easy assessing of software indirectly. The
researchers also focuses on the ―Analysis of outcomes‖ where the collected data should be
easy to assess without any obstacles.
An unmistakable strategy empowers you to coordinate the most proper digital channels to
your work of informing, consulting and engaging with stakeholders. Once you've done this,
you'll have a superior thought of the product arrangements you'll require, helping you to pick
the correct devices for your work. You'll likewise abstain from squandering cash on deficient
or excessively complex programming, which will thusly energize staff purchase in and win
their general help for digital engagement strategies.
When you engage with stakeholders, you every now and again accumulate private data —
and it's your obligation to guard it. It could spell catastrophe if a cloud programming supplier
didn't guard the data, harming trust in your association, discouraging people and
associations from drawing in with you, and harming the culture of digital stakeholder
engagement you are trying to build.
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Employee Engagement in the Digital Age
(https://www.forbes.com/sites/christopherskroupa/2016/04/19/employee-engagement-in-the-
digital-age/#430e6e743d45)
Employee engagement is a basic factor for organizations to consider when endeavoring to

build efficiency, execute business techniques, enhance company performance and create
parts inside the company.
So as to build company esteem and performance, business administrators must build up a

key arrangement that includes both partner engagement and the coordination of 21st
century technology. As clear parts and duties are established for employees, company
objectives can be accomplished in a smooth and productive way. This incorporates an
encouraging work environment and the utilization of technology, enabling employees to
succeed and keep up objectives adequately
"Companies require different sources of info and different viewpoints to settle on educated
business decisions whether that is originating from an examiner, a non-governmental
organization (NGO), an environmental group, controller, legislator, or their employees,"
Nessing expressed. "Something that happens when you engage employees is that people
get excited and passionate and progress toward becoming invested in success."
Nessing's way of life work centers on vital arrangement, representative engagement,

initiative, execution acknowledgment, and responsibility to accomplish business goals and
upgrade partner engagement.
"From a representative engagement point of view, we view it as a business basic. Without

worker engagement, you can't execute on your business technique or accomplish your
business objectives if everybody is swimming in inverse ways," she included.
"Representative engagement from that point of view is basic from a business perspective."
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Reviews on Books
Lifelong Participation through Digital Technology

Through digital technology individuals can generate revenue or income in new ways and
realize greater return from their assets. Digital technology has also reduced the cost of
goods and services. In particular, it has become less expensive to communicate,
collaborate, or even start a social or business enterprise.
By providing immediate access to a wide range of information, digital technology (and the
internet in particular) provides opportunities for a seemingly infinite number of rich and
interactive learning experiences across a range of topics and domains. (CLAIRE MASON,
2017)
Ideas and practical help to use digital and social media

Like ‗social business‘, digital engagement is a phrase often used quite loosely, sometimes to
mean any use of social media by a corporate organisation, right through to more specific
definitions around how public sector organisation promote participation in policymaking.
(Lloyd, 2017)
It certainly looks like lots of different things:
 blogging
 individuals using platforms like Twitter or Facebook as part of their professional work
 organisation establishing social media channels on Flickr, YouTube, Twitter or many
others to interact with stakeholders and customers
 making contact with third parties who run forums and sites, and establishing two-way
partnerships with them
 getting people to give feedback, leave comments or vote/rate things online using
simple digital tools
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Reviews on Journals
Stakeholder Engagement in the Digital Age
According to Vanessa Sanderson, advances in digital technology, such as social media,

have changed the way that stakeholders potentially affected by development projects
can communicate, and the effects can be seen globally. Increasing pressure from NGOs
and media has seen the industry trend towards greater transparency and accountability.
International lenders have updated their best practice guidelines accordingly with the
IFC PSs requiring private sector actors to develop effective consultation that is both a
two way process and documented (IFC, 2012). These changes have raised the
importance of public opinion in determining the viability of projects for many lenders
(Sanderson, 2016)
Digital Engagement, Social Media & Public Participation
Digital engagement is the ―use of information and communications technologies to support,

enhance, or extend public participation and civic engagement processes,‖ (Bonneman,
2013). Digital tools used for P2 include social media, websites, online tools, videos and
photos, SMS, and apps; they can be experienced through computers, smart
phones, tablets and other devices. Social media is a central tool for digital P2. Social media
websites and applications enable users to create and share content, and to interact with
other users with whom they share a connection. These tools make it easier for P2
participants to share their views with large groups of people, get information, give input into
decision-making, find like-minded people to work with on change, and raise attention about
important issues. Social media is a powerful tool for civic participation because
conversations are often initiated from the bottom up (Kirkpatrick, 2011), enabling the public
to help set the agenda and discuss issues that may not be a priority for government or
corporations. (Lyons, 2017)
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Chapter iii- Methodology

Philosophy of Research
Research philosophies are exploring theories to find out what an individual‘s perspective
exist which come across the organization.
The Selected research philosophy selected to do the selected research is Interpretivism.

The justification for the selection of Interpretivism is as follows:
According to the selected research title, the finding can be defined from the ideas of the
social world, where as Interpretivism research philosophy explains the ideas can only be
generated from the subjective interpretation, which is believed to give a complete
understanding.
To evaluate the selected the title and generate ideas, the opinions and facts from others
should be respected, which is unique from each and other. Another reason for selecting
Interpretivism Is that What some people think and do, what kind of problems they are
confronted with, and how they deal with them are examined.
Approach
The selected approach for the research is Inductive approach. Inductive approach is
more likely to work with qualitative information in order to establish different views
phenomena. Qualitative information is more likely to provide more socially constructed
ideas and it is very easy to evaluate.
Methodology
There are many different choices of methodologies available such as Mono
Method(Quantitative/Qualitative), Multi Method(Qualitative + Quantitative), Multi method and
Mixed method(Qualitative + Quantitative + Some other facts). The most Suitable
methodology for the topic is Mixed method. Mixed Methodology includes the information
derived from Qualitative and Quantitative data. The research includes majority of
quantitative and qualitative data collection and there aren‘t any other information derived
from other sources of facts.
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Strategy
To carry out the research the most appropriate research strategy is Surveys and case
study. Survey is defined as the method of collection of facts or information about the status
or view points at one point in time through questionnaire and interviews. The reason for
selecting survey as a research strategy is that the information gathered from it is not
interpreted. Actual data is evaluated and thus there are less eroded results gained. The
reason for selecting case study as a research strategy is that a case study paper usually
examines a single subject of analysis, but case study papers can also be designed as a
comparative investigation that shows relationships between two or among more than two
subjects. The methods used to study a case can rest within a quantitative, qualitative, or
mixed-method investigative paradigm
Time Horizon
The selected time horizon for the research is Cross sectional. The reason for the selection
is the different kinds of information can be gathered through different context and also at the
same time. Cross Sectional time horizon also benefits because it is conducted when there
are constrains of time and recourses.
The research consists of 03 months of time period, and Cross sectional is selected as it is a
research which can be done within a limited time period before it is analyzed and
interpreted.
Techniques and Procedures
Data Collection tools: Interviews, Questionnaire and observations have been selected as
tools to proceed with the research. Since the research philosophy is Interpretivism these
techniques and tools provides subjective information. Interviews can be used to gather
information from employees and low level staffs. Questionnaires can be selected to gather
information from superiors and high level managers, and observation is used to watch
activities and come up to conclusions.
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Research Sample
The selected research sample to the research is Simple Random sampling. Simple
random sampling is a probability sampling method. Which means a method selection of
individuals from the whole population intending to be chosen, in such a way that every set of
individuals has the same chance to be selected. The reason to select this research sample
is that the population of the selected enterprise is easy to be stratified and it is easy to
gather information from stratified samples which may represent the whole crowd.
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Chapter iv- Data Analysis and Interpretation

Questionnaire
The questionnaire was given to selected 25 staffs of Royal English School. And the data
obtained are analysed below
1. Who are the stakeholders of Royal English School

10
0
Staffs General public Neighbours Students Parents
No. of People 9 0 2 5 9
Figure 1 Question 1
 For this question, according the selected sampling crowd, the major stakeholders of
Royal English School are Staffs of the school and the parents. The Students too, take
part as stakeholders along with neighbours. Although, general public should be a part
of stakeholders, according to the sample, they don‘t take a part. So through this
analysis it‘s very clear, that accurate information should be given to Staffs and parents
on time.
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2. What kinds of methods were used to engage with

stakeholders before digital technology
12
10
0
letters Gatherings word of mouth Notice board Phone calls
No. of people 10 0 2 8 5
Figure 2 Question 2
 Although Digital technology is in use much, it is essential to know what drove the
organization to transform to digital technology. According to the Royal English School,
Letters has been a traditional method to engage with stakeholders mostly. It is
assumable the Letters are mostly used to engage with Parents and Neighbours, thus 8
of 25 people has answered as Notice Board to engage with Students and Staffs .
3. Are every stakeholders being engaged by digital technology
Yes No Mostly
0% 14%
86%
Figure 3 Question 3
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 As per the responses, the majority has responded, each and every stakeholder is
engaged through Digital technology (84%- 15/25 people) currently. A lesser number
has responded that, Most are engaged through DT, where it is easy to identify that
traditional methods are also available.
4. Has the responds been rapid after using Digital

technological method to engage with stakeholder?
Yes No Sometimes
20%
0%
80%
Figure 4 Question 4
 The responds and the satisfaction of the Stakeholders of Royal English School (RES)
after transforming to Digital technology is visibly high. Through this question, 80% of the
selected people, says that rapidness of response through Digital technology is
completely as YES. As 20% states that SOMETIMES, but neither says NO.
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5. What are the digital tools used to engage with

stakeholders in Royal English School?
12
10
8
6
4
2
0
Socila media
Email Internet calls Internet Messages
platform
Series 1 10 8 7 0
Figure 5 Question 5
 When using Digital technology to engage with SH (Stakeholder) there should be

some effective tool. Many responded that Email as a major tool engages, along with
internet calls and social calls. Internet messages have not been voted as an effective
tool, where the reason can be unprofessionalism.
6. Has every stakeholder responded when communicating

through Email?
18
16
14
12
10
8
6 No.of people
4
2
0
Yes No Many Few
Figure 6 Question 6
 Email can be said as a fast tool to communicate with people. The staffs of Royal English
School have stated that MANY (17/25) responded effectively when engaging through
email. Email can be a growing, productive technological tool.
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7. Has every stakeholder responded when

communicating through Internet calls?
20
18
16
14
12
10
8
6
4
2
0
Yes No Many Few
Figure 7 Question 7
Internet calls are usually much favourable for parents. A massive majority has stated that
internet calls as a major tool to engage with stakeholders. Considering Internet calls, such
as Viber Calls, Whatsapp Call are costly, it can be easy to assess Internet Calls as an
effective way to communicate with parents mostly.
8. Has every stakeholder responded when

communicating through Social media
platform?
16
14
12
10
8
6
4 The
2
0
Yes No Many Few
Figure 8 Question 8
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Selected sample has said that, Social Media is also a productive platform to engage with
Stakeholders. But as per the specific stakeholders of Royal English School, it is assessable
that, Students and Neighbours can be a greater follower of social media.
9. What the reasons for the decrease in responds when

engaging through email?
No much email follower Network errors Less knowledge in email syste
36% 40%
24%
Figure 9 Question 9
 As Email was stated as one of the best Digital Technological tool and although majority
said that Email as an effective tool, the rest of the selected sample had second thoughts,
with be reasonable factors. This question answers, why Email is an ineffective tool to a
few people. Nearly, equal votes are given to the reason: Lack of Knowledge in Email
System, Network Errors and no much Email followers.
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10. What are the difference between traditional communicational

method and Digital technological method?
12
10
0
Time consuming is less Spread of information Easy access in DT The cost un DT is high
in DT is vast in TC comparative
Figure 10 Question 10
The question, ―what is the main difference they experience traditionally and digitally‖ has
huge difference. 11/25 people states that the main difference is, Easy access and replies
are held in DT. Equal votes are given for time consumption and rapid spread of information.
These can be considered as some divers if the use of Digital technology in Royal English
School.
11. The obstacles in using Digital Technology

12
10
0
Network errors may not deliver Most of the parents are not A eroded message may reach a
the messages on time technologically advanced vast crowd with wrong
information
23
Although Royal English School is practicing digital technology currently, not all people are
completely happy with the digital system. This question allows analysing the obstacles in
digital technology basing their on dissatisfactions. The network errors had caused majority
to react untimely. Also it is practical that 100% of parents will not be educated in
technological system, so there are chances for them to miss any important information and
events. The third criteria, as in a single false message when shared digitally, can reach a
huge crowd. These obstacles can be a barrier to reach the stakeholders, when accurate
information is not reached.
12. Has engaging with staffs through digital technology been

effective in RES?
20
18
16
14
12
10
8
6
4
2
0
Yes No Sometimes
No of people 18 2 5
24
13. Has engaging with Neighbours through digital technology been

effective in RES?
16
14
12
10
0
Yes No Sometimes
No of people 15 3 5
14. Has engaging with parents through digital technology been

effective in RES?
12
10
0
Yes No Sometimes
No of people 10 6 9
25
15. Has engaging with Students through digital technology been

effective in RES?
12
10
0
Yes No Sometimes
No of people 3 11 11
Questions 12 -15 are analyzed individually, how stake holders are happy engaging through
digital technology. The staffs and Neighbours are happy with the digital method and through
their response, it is easy to identify that digital technology is successfully growing in
between those stakeholders. Equal votes are given for the parents and students on their
satisfaction level, on engaging through digital technology. The votes are proving majority of
parents and students has issues with the digital technological system and Royal English
School is liable to take necessary steps to overcome the barriers
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Interview
The interview was conducted to 10 selected top level staffs, to gain a better understand of
how the stakeholders feel about the engagement with Digital Technology. The answers
accumulated are summarized and given as follows.
1. What was the main reason for you to adapt to digital technology?
The main reason to adapt to digital technology is viral spread of digital use in other
schools. The competition is one of the key factors to adapt to digital technology in Royal
English School. Another major reason is that the customers expect more and they
knowledge with the current generation. For example they do request printed other than
written, for a better sustain and a standard.
2. How the organization was able to change from traditional digital engagement
methods?
Since all the competitors of Royal English School, it was an urge for this school to
transform to digital ways. It was not an easy task to change to digital technology, thus
every changes were taken baby steps. The change was initially started internally. The
engagement with staffs was letters and phone calls and currently it is social media and
email. Afterwards it was gradually spread to other stakeholders
3. How complicated was it when the stakeholders were engaged through digital
technology at the beginning?
Out of all the stakeholders of Royal English School the most complicated sector was the
parents. As Royal English Schools do not target high class customers, there are many
rural back grounded students in the school. Though students and staff were taught how
to engage digitally, the parents lack the knowledge of digital communication. At the
beginning They were sent a letter informing the change in the communicational methods.
Some parents were able to adapt to the change, but some are still struggling.
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4. Do you think every stakeholder were flexible with the new system?
As kids are eager to learn they were flexible enough to gather information through social
media. Holidays, examination changes, new events are published in Royal English
School Facebook page and the students were flexible enough to adapt to the system.
Young generation among the staffs were happy to get information via email and social
media, whereas the old generation among the staffs had to put extra effort to learn the
digital ways.
5. Apart from the options given in the questionnaire, what do you think the huge
obstacle in engaging stakeholders through digital technology?
In the school‘s point of view the huge obstacle is errors made by the staffs when sharing
information via email and social media. Emails and social media are used to share
information with a huge crowd therefore any mistakes made In the information sent will
mislead the purpose of the information.
6. Are there any instances that parents had to miss important information on time to
engage in with digital technology?
Luckily there are options to re-correct information or send the correct information again
in social media and email until the current time there are no any instances where the
parents had missed any important details
7. How do you specifically use digital technology to engage with neighbours?

Neighbours are considered as people who are least interested in the school activities.
Still, there is certain information that should be shared with them. For an example, if any
functions held at the school premises, the neighbours should be informed prior about the
sound hazards. Since there are many neighbours around the school premises, a
message through Whatsapp and Facebook page will be sent to them.
28
8. Has your organization being successfully developing when using digital

technology to engage with the stakeholders?
Although some stakeholders are feeling a little complicated with the use of digital
technology, it is essential for the school to adapt new ways and means. Most of the
stakeholders are happy with the digital ways of communication, thus their response and
reactions are also high and effective.
Observation
The observation was conducted on the 6th week of research initial date. The observation
was based on a parents meeting. Comparison of the traditional engagement method and
digital engagement is analysed here. The parents meeting were held to the Ordinarily Level
Students‘ parents with the total expected number of 60 parents. When a similar parents
meeting was held to the same crowd earlier, the information about the meeting was given
through a letter. The organization was not sure about the reach of the notice to the
appropriate parent. The management had to forecast as they were informed, and a meeting
was arranged. The records say that out of 60 parents, only 38 were present on the day.
Nearly half of the expected crowd missed the important session about their kids.
After the digital technological method was brought to practice, a similar meeting was held for
the Ordinary level students‘ parents, with an expected crowd of 60 members. Unlike the last
meeting, this time information was sent via an Email and also it was informed through Viber
calls by their respective class teachers. Not only it was informed, a reply from the parents
was also expected by the school on their attendance, which can be considered as an
advantage. Since this a crucial year for the students, the attendance of the parents was
important to management. To observe the response when engaging through digital
technology, I had to be presented at the occasion.
It was a productive meeting since, the presence of the parents were 55 to 60 members. The
response from the observed meeting, shows, it is also predictable that engagement through
digital technology is effective, in the long or short run of the organization. While marking the
number of parents walking in; they were also able give feedback about the new system. The
reach was comparatively high and the also the gains to the parents were also high.
29
Drawbacks
Parents are not much educated with digital technological Systems
The major drawbacks of Engaging stakeholder through Digital Technology in Royal English
School, are carrying some major obstacles in future, if these were not considered to be
sorted. One of the main obstacle is the parents are not much educated with digital
technological Systems. Parents are the important stakeholders of any School, for the reason
that they are the customers of this business. They should be special attention, and make
sure they are satisfies.
Royal English School does not only target the high level customer, also they target the low
level and mid-level customers. It is also assumable that most of the parents will not be
adaptable to the digital technology naturally. Moreover, the data analysis, stats that many
parents have been neglected to be informed on time due to this specific reason. When
Email, Social Media, Internet Calls has been considered as some tools of digital
engagement in Royal English School, not all the parents will be used to the systems. The
fact that Internet connection has to be switched on, to receive, digital messages are known
to very few. Therefore this barrier is practical and also very crucial to cure for the long run of
the school.
Disturbed Network Connection
Another obstacle that Royal English School face in Engaging stakeholders through Digital
technology is, Disturbed Network Connection. The school is situated in Matale; and the
network connection around that area is not promising. There are possibilities for disturbed
network when using internet. It is certain that the information uploaded towards internet will
be successfully sent, later or sooner, but reaching to the receiver on the exact time is
doubtful. Therefore, any important message can be notified lately to the parents, unlike in
this case, traditionally notices will physically be handed to parents, and the reach of
information in that case is certain.
Although this seems like a minor factor, this could mislead many stakeholders incorrectly. A
most important essence of Information is that it should be timely. So if messages reach
stakeholders lately, the purpose of the information can be unsuccessful.
30
Spread of incorrect information
As mentioned above, an important essence of information is delivering on time, and also

delivering accurate information. Being on the most important fact of information, royal
English School worries, any delivery of incorrect information, may carry a negative
consequence. News, alerts, future plans, Events, examinations, and many others of Royal
English School are shared in Facebook page and Emails mostly. IF a minor mistake with
date, time or procedures, added in the information, there is a huge chance for parents to
react to what they get informed with.
Staffs as human beings are tend to make mistakes although they are not allowed to. Huge
penalties or punishments cannot be given to them ethically. So as the management of Royal
English School, they have to take necessary actions to eliminate such barriers and provide
the accurate information to its stakeholders.
31
Chapter v - Conclusion and Recommendation
Findings and Recommendations Justifications

conclusions
Royal English School Since parents have By informing traditionally too, the
has been taking hard time adapting to organization can make sure that the
effective steps digital ways soon, the message has been successfully
throughout its growth. management can inform sent to parents, due to the current
The school also has to through notices along situation. The management can
make sure the issue of informing digitally, until gradually decrease the use of
engaging with parents they adapt. traditional ways when they are
digitally 100% flexible with Digital
Technology.
Since Royal English It is impossible for the By adapting to the recommended

School is adapting management to fix change, there will be minimal
digital technology to network barriers, but the possibilities in delivering untimed
engage with school can use the help information. When this system is
stakeholder, the tools of traditional ways when practiced, the stakeholders will also
are not completely the network seems to adapt to the system, and they will
productive because of be low. care to double check digitally along
the barriers. The with manually.
barrier of Network
issues can be one of
them
Another finding through To such barriers, Royal Although it can be more of a hard
this research, as English School can add task to recruited more staffs to such
mentioned above is extra supervisors to activities, the importance of this
that, there are chances make sure the issue is worth it. By adding more
for the staffs to make information is accurate staffs to recheck the message once
errors while sharing before sharing the again before posting, there are two
information. information digitally. For sureties for the task, and there will
an example, one typed be very less chance for mistakes to
message can be happen.
checked by and
confirmed by another
staff before posting it on
Facebook page.
32
Reflective Writing
Knowledge gained by Interacting with Top Level Management
I have learnt numerous things by doing this research. I learnt a considerable measure about
how Royal English School works inside. This information is exceptionally significant to me
since it is my arrangement to be my very own business one day. Likewise, this research
gave me a decent opportunity to test and evaluate my open connection aptitudes while
meeting with the educators and CEO of the Royal English School. I perceived what abilities
I'm great at and which abilities I should make improvements.
I additionally became more acquainted with that I am great at watching and gathering
information from that. I felt exceptionally certain while conversing with the instructors at
Royal English School, however I understood that I need to work all the more cleverly to
spare time, as accomplish the work all the more rapidly.
One more key taking in I got from this undertaking is the means by which to tackle and beat
issues and obstructions. I stood up to various issues like certain assignments getting
deferred and setting aside greater opportunity to finish, a portion of the educators were
hesitant to talk and give information and keeping in mind that inspiring authorization to visit
Royal International school. In any case, I discovered right answers for those issues and
completed the work. Presently I'm sure that I can take care of issues at the expert level.
General because of this undertaking, now I know how to apply the hypotheses I have been
adapting so far into down to business conditions and get the best consequently.
The extent to which research questions have been answered
Quality research method has been extremely beneficial as it has helped me achieve the
objectives of this project competently. It has been advantageous to the project as well as to
me personally, by utilizing quality method; I have learnt to store and break down data in a
more formed and all around sorted out way. This spares time and is anything but difficult to
get to when required.
33
During my visit to Royal International school, utilizing the perception method I learnt how a
business capacities, works and what they do to make progress and furthermore the lawful
and moral side of businesses, what is correct and what isn't right. I trust, this particular
experience will help me such a great amount of investigating my future when I work for a top
level association or even have my own association. Besides, I found that logical methods
can be extremely significant for any business or project. In like manner, I have learnt
keeping an eye on the procedures regularly and assessing them demonstrates productive in
making a project successful.
As a total rundown, this entire utilization of quality method was an unfathomable learning
and reasonable experience, as this gave me the likelihood to apply piles of things which I
have learnt into a handy situation, similar to the study methods, basic way methodology,
inspecting strategies, information gathering tools et cetera. In general, now I have adequate
learning to make proficient reports and last documents in a legitimate way.
Advantages gained on conducting the Research on a personal level
Thinking back to the beginning period of doing this project, I was shocked considering how
much function I expected to do, however with the help of my assessor, I felt all the more
beyond any doubt and maintained as I was at that point mindful my work would be twofold
checked and any vulnerabilities would be elucidated. By getting direction and tips from the
assessor, I made sense of how to improve.
An imperative lesson that I learned while doing this preparatory research is that in projects,
things can change quickly and fundamentally. Dangers and difficulties may come up and I
need to discover compelling approaches to rapidly resolve it and proceed with the project,
remembering the true objective and to complete on time.
Another essential lesson I learned was if there are significant measure of uncertainty in your
realities, insights, key discoveries or whatever other key element which would change the
last report of the project, it must be cross checked utilizing solid sources and should be
ensured its precise before the introduction of the last document. I learnt this through
experience and perception.
34
This entire project was a learning system, and additionally exceptionally gainful on an
individual note as it influenced me to use a lot of hypotheses and topics I have learnt up until
now, to be particular; project management methodologies, review methodology, information
gathering and dissecting tools and so on. Despite the fact that, it was a transient
experience, I'm extremely glad and fulfilled that I had the opportunity to use and interface
most of my hypothetical figuring out how to real‐life conditions.
Conclusion and Improvements
Reflecting as a whole on the 12 weeks of carrying out this project, the outcome is highly
positive. I wounded up learning significantly more than I figured I would within this short
span of time (3 months). This was almost similar to doing a professional project at the
organizational level, as so much seriousness and care was put into making this project and
also a lot of highly practiced tools and techniques were used.
However, there are a couple of things which I would like to make adjustments for
improvement or totally change for betterment while doing business projects in future. I would
be more organized in putting together the data I collected, give more importance for the
neatness and tidiness while creating documents and concentrate more on finishing
individual tasks within the specified timeline.
35
Bibliography
CLAIRE MASON, A. F. (2017). Lifelong Participation through Digital Technology. Lifelong
Participation through Digital Technology.
Lloyd, T. (2017). Ideas and practical help to use digital and social media.
Lyons, S. H. (2017). Digital Engagement, Social Media & Public Participation . Digital
Engagement, Social Media & Public Participation .
Sanderson, V. (2016). Stakeholder Engagement in the Digital Age. Stakeholder

Engagement in the Digital Age
.dictionary., 2007. .dictionary.. [Online]

Available at: http://www.dictionary.com/browse/survey
[Accessed 15 9 2017].
explore.easyprojects, 2007. explore.easyprojects. [Online]

Available at: https://explore.easyprojects.net/blog/project-management-methodologies
[Accessed 8 8 2017].
psc.dss.ucdavis.ed, 2016. psc.dss.ucdavis.ed. [Online]

Available at: http://psc.dss.ucdavis.edu/sommerb/sommerdemo/sampling/types.htm
[Accessed 20 9 2017].
up.ac.za, 2007. up.ac.za. [Online]

Available at: http://www.up.ac.za/media/shared/404/ZP_Files/Innovate%2009/Articles/the-
effect-of-digital-publishing.zp40045.pdf
[Accessed 8 9 2017].
wrike.com, 2017. wrike. [Online]

Available at: hhtp://www.wrike.com/blog/a-crash-course-in-project-managment-
methodologies-infographic/
[Accessed 10 9 2017].
http://dmresourcecenter.com/unit-1/transition-to-digital/
36
Appendix 1 - Questionnaire
1. Who are the stakeholders of Royal English School?
 Staffs
 General Public
 Neighbours
 Parents
 Students
2. What kinds of methods were used to engage with stakeholders before digital
technology
 letters
 Gatherings
 word of mouth
 Notice board
 Phone calls
3. Are every stakeholders being engaged by digital technology
 Yes
 No
 Mostly
37
4. Has the responds been rapid after using Digital technological method to engage with
stakeholder?
 Yes
 No
 Sometimes
5. What are the digital tools used to engage with stakeholders in Royal English School?
 Email
 Internet Calls
 Social Medial platform
 Internet Messages
6. Has every stakeholder responded when communicating through Email?
 Yes
 No
 Many
 Some
38
7. Has every stakeholder responded when communicating through Internet Calls (eg:
Whatsapp, Viber, Skype)?
 Yes
 No
 Many
 Some
8. Has every stakeholder responded when communicating through social media

platform? (eg: Facebook page, School Website, Instagram)?
 Yes
 No
 Many
 Some
9. What the reasons for the decrease in responds when engaging through email
 No Much Email users
 Network Issues
 Less knowledge in Email System
39
10. What are the difference between traditional communicational method and Digital
technological method?
 Time consuming is less in DT
 Spread of information is vast in TC
 The cost un DT is high comparative
 Easy access in DT
11. The obstacles in using Digital Technology
 Network errors may not deliver the messages on time
 Most of the parents are not technologically advanced
 A eroded message may reach a vast crowd with wrong information
12. Has engaging with teachers and staffs through digital technology been effective in
RES?
 Yes
 No
 Mostly
 Some
13. Has engaging with General Public through digital technology been effective in RES?
 Yes
 No
 Mostly
 Some
40
14. Has engaging with students through digital technology been effective in RES?
 Yes
 No
 Mostly
 Some
15. Has engaging with Parents through digital technology been effective in RES?
 Yes
 No
 Mostly
 Some
16. Rate your satisfaction level in changing to digital technology
 Unhappy
 Average
 Good
 Well Satisfied
41
Appendix 2 - Interview Questions

1. What was the main reason for you to adapt to digital technology?
2. How the organization was able to change from traditional digital engagement
methods?
3. How complicated was it when the stakeholders were engaged through digital
technology at the beginning?
4. Do you think every stakeholder were flexible with the new system?
5. Apart from the options given in the questionnaire, what do you think the huge
obstacle in engaging stakeholders through digital technology?
6. Are there any instances that parents had to miss important information on time to
engage in with digital technology?
7. How do you specifically use digital technology to engage with neighbours?
8. Has your organization being successfully developing when using digital technology to
engage with the stakeholders?
42

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TITLE PAGE

Title: Engaging Stakeholders through Digital Technology

Author: Shafinaz Sherifdeen

To influence this research to extend exceptionally reasonable, a literature review on the

Reflective Writing ............................................................................................................................................. 33

Aims and Objectives

Significance of the Study

 The rights are completely given to the participant

Chapter ii - Literature Review

A literature review is a written work that:

 Compiles significant research published on a topic by accredited scholars and

How to create a culture that supports digital stakeholder engagement

time-consuming techniques such as hard-copy surveys, face-to-face meetings, press

Key findings from the research

Employee Engagement in the Digital Age

Employee engagement is a basic factor for organizations to consider when endeavoring to

So as to build company esteem and performance, business administrators must build up a

Nessing's way of life work centers on vital arrangement, representative engagement,

"From a representative engagement point of view, we view it as a business basic. Without

Lifelong Participation through Digital Technology

Ideas and practical help to use digital and social media

It certainly looks like lots of different things:

Stakeholder Engagement in the Digital Age

According to Vanessa Sanderson, advances in digital technology, such as social media,

Digital Engagement, Social Media & Public Participation

Digital engagement is the ―use of information and communications technologies to support,

Chapter iii- Methodology

The Selected research philosophy selected to do the selected research is Interpretivism.

Techniques and Procedures

Chapter iv- Data Analysis and Interpretation

1. Who are the stakeholders of Royal English School

2. What kinds of methods were used to engage with

3. Are every stakeholders being engaged by digital technology

4. Has the responds been rapid after using Digital

5. What are the digital tools used to engage with

 When using Digital technology to engage with SH (Stakeholder) there should be

6. Has every stakeholder responded when communicating

7. Has every stakeholder responded when

8. Has every stakeholder responded when

9. What the reasons for the decrease in responds when

10. What are the difference between traditional communicational

11. The obstacles in using Digital Technology

12. Has engaging with staffs through digital technology been

13. Has engaging with Neighbours through digital technology been

14. Has engaging with parents through digital technology been

15. Has engaging with Students through digital technology been

7. How do you specifically use digital technology to engage with neighbours?

8. Has your organization being successfully developing when using digital

Disturbed Network Connection

Spread of incorrect information

As mentioned above, an important essence of information is delivering on time, and also

Chapter v - Conclusion and Recommendation

Findings and Recommendations Justifications

Since Royal English It is impossible for the By adapting to the recommended

Knowledge gained by Interacting with Top Level Management

The extent to which research questions have been answered

Advantages gained on conducting the Research on a personal level

Conclusion and Improvements

Sanderson, V. (2016). Stakeholder Engagement in the Digital Age. Stakeholder

.dictionary., 2007. .dictionary.. [Online]

explore.easyprojects, 2007. explore.easyprojects. [Online]

psc.dss.ucdavis.ed, 2016. psc.dss.ucdavis.ed. [Online]

up.ac.za, 2007. up.ac.za. [Online]