The impact of VIDEOCONFERENCING IN ENHANCING

COMMUNICATION with external entities IN BANKS

DIH’S MARKETING DEPARTMENT.

Name of candidate: Tyrece Rawlins

Name of school: Canadian School of Arts & Science

Territory: Guyana

Candidate#:
Centre#:
Teacher: Ms. Persaud

Year: 2019
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Contents

CRITERION 1 - PREPARATION ................................................................................................................... 3

Title of Project ..................................................................................................................................... 3
Aims .................................................................................................................................................... 3
Functions of the Department ............................................................................................................... 3
Correspondence .................................................................................................................................. 4
CRITERION 2 – GATHERING DATA ............................................................................................................ 5
Questionnaire...................................................................................................................................... 5
Methodology ....................................................................................................................................... 7
Interview Questions ............................................................................................................................ 7
Schedule of Activities........................................................................................................................... 8
Regulations and Policies ...................................................................................................................... 9
Legislation ....................................................................................................................................... 9
Health and safety practice ............................................................................................................... 9
Rules for staff .................................................................................................................................. 9
CRITERION 3 – PRESENTATION .............................................................................................................. 10
Report ............................................................................................................................................... 13
Limitations..................................................................................................................................... 14
Recommendations ......................................................................................................................... 14
Impact of Office Equipment ............................................................................................................... 15
Bibliography ...................................................................................................................................... 16

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CRITERION 1 - PREPARATION
Title of Project

The impact of videoconferencing in enhancing communication with external entities in Banks

DIH’s Marketing Department.

Aims

1. To investigate the frequency with which videoconferencing is used in the Marketing

Department of Banks DIH.
2. To investigate the benefits of employing videoconferencing in Banks DIH’s Marketing
Department.

Functions of the Department

1. Designing marketing strategies.

2. To liaise with external advertising entities.

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Correspondence

410 Diamond Housing Scheme

Section ‘B’ Block ‘X’
East Bank Demerara
2018-10-17

The Manager
The marketing department
Banks DIH LTD
Mandela Ave, Georgetown

Dear Sir/Madam,
My name is Tyrece Rawlins and I am a Grade eleven (11) student of the Canadian school of Arts
& Science. I am writing to seek permission to use your Organization for a research topic for my
School Based Assessment (SBA) in Office Administration.

The topic of my research is “The impact of videoconferencing in enhancing communication among

employees in Banks DIH’s Marketing Department”.

I am formally requesting to conduct an interview and distribute questionnaires within your

Organization’s Marketing Department on the 2nd Decomber, 2018, to learn more about this topic
and its scope and benefits.

Thanking you in advance for your accommodation.

Yours respectfully,

__________________________
Tyrece Rawlins

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CRITERION 2 – GATHERING DATA

Questionnaire

1. What are some of the responsibilities of the Marketing Department?

 Liaising with external entities
 Advertising
 Budgeting
 Branding

2. How often does your department conduct meetings with external entities?
 Less than once a month
 Once a month
 More than once a month

3. Do you employ videoconferencing as a form of meeting among external entities

 Yes
 No

4. If no to question (3), do you think that video conferencing would enhance the effectiveness
of meetings with external entities?
 Yes
 No

5. If yes to question (3), what percentage of meetings is video conferencing employed?

 Less than 10%
 10% – 50%
 Greater than 50%

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6. If video conferencing is used less than 50% of the time during meetings, what is the main
reason?
 Lack of equipment
 Poor internet service
 Lack of resources

7. If yes to question (3), what are some of the benefits that video conferencing offer?
 Instant meetings
 Saves time
 Reduction of traveling costs
 Increase individual’s exposure
 Other, explain, _______________________________

8. If yes to question (3), how has video conferencing improved marketing strategy?
 Faster advertising
 Faster sharing of ideas
 Acquiring external marketing faster

9. Do you view videoconferencing as important in marketing your product to external

entities?
 Yes
 No

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Methodology

Twenty (20) questionnaires, comprising of nine (9) questions, were distributed to various staff in
the marketing department of BANKS DIH LTD. Respondents were given (30) minutes to complete
each questionnaire. This method was used because it is easy to manage data and easy to analyze.
A face to face interview was also conducted with the manager of the marketing department.

Interview Questions

To get information on the marketing department, the manager of the department was interviewed.
The interview was conducted for 10 – 15 minutes and it consist of 5 questions.

1. Do you view videoconference as an impotent in marketing your product to external

entities?

2. How often does your department conduct meetings with external entities?

3. What are some benefits that video conferencing offer?

4. Do you employ video conferencing as a form of meeting among external entities?

5. Do you think video conferencing would enhance the effectiveness of meetings with
external entities?

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Schedule of Activities

Dates Activities Comments

2018 – 11 - 20 Choose the title of the project and wrote It was found to be a good choice.
two aims
2018 – 11- 22 A letter of correspondence was written to It was printed and inspected
Banks DIH.
2018 – 11 - 23 Made questionnaires and methodology. It was a little challenging
2018 – 11- 24 Visited Banks DIH, talked to the Informed me that it was okay to conduct
manager of the marketing department the survey.
2018 – 11 - 25 Met with the staffs of the department They were nice people
2018 – 12 -02 Went to distribute questionnaires. They all accepted and went back to doing
their work
2018 – 12 -04 Went to uplift questionnaires from the 19 questionnaires were answered and had
staffs to wait for the individual to fill out the
questionnaire.
2018- 12- 06 Went to interview the manager of the Interview was conducted successfully.
department.
2018- 12- 08 Data was analyzed It was easy to do
2018 – 12- 11 Wrote the report It was a little difficult

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Regulations and Policies

Legislation

This Secretary was asked about legislations that govern the workplace and the researcher was told
that the Company is registered with the Deeds Registry and is licensed to operate.

Health and safety practice

 No smoking on premises due to risk of fire and explosions.

Rules for staff

 Only laboratory personnel allowed in the Quality Control Lab.

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CRITERION 3 – PRESENTATION
The series of tables and graphs below visually and graphically shows and compares the responses
given to questions 5, 6 and 7 on the questionnaire.

Table 1: Responses to the question 5 on how often videoconferencing is employed

Option Number of Percentage of

responses responses
< 10% 2 10
10 – 50% 13 65
> 50% 5 25

FREQUENCY OF VIDEOCONFERENCING
< 10%
> 50%

10 - 50%

< 10% 10 - 50% > 50%

Figure 1: Pie chart representing answers from question 5.

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Table 2: Responses to the question 6 on the main reasons for not having videoconferences

Option Number of responses Percentage of

responses
Lack of equipment 3 15
Poor Internet Service 16 80
Lack of Resources 1 5

Main Reasons for not having videoconferences

16

14

12

10
Frequency

0
Lack of Equipment Poor Internet Lack of Resources
Service

Figure 2: Bar chart representing answers from question 6.

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Table 3: Responses to the question 7 on the benefits of videoconferencing.

Option Number of Percentage of

responses responses
Instant meetings 4 20
Saves time 2 10
Reduction of travel costs 3 15
Increase of individual’s exposure 1 5
More effective sharing of ideas 8 40
Other 2 10

Benefits of videoconferencing

0% 20% 40% 60% 80% 100%

Instant meetings Saves time Reduction of travel costs

Increase of individual's exposure More effective idea sharing Other

Figure 3: Column chart representing answers from question 7.

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Report

Videoconferencing is a modern form of communication which can be useful in conducting

meetings. At Banks DIH, it was found that in the Marketing Department, the use of
videoconferencing is employed when conducting meetings with external entities. From the face-
to-face interview conducted, it was determined that the department conducts meetings with
external entities more than once a month in order to share and receive marketing ideas, strategies
and new developments.

Some other findings of this research include:

 Seventy-five percent of the times videoconferencing was used in less than half of the
meetings with external entities, as found out from question 5 of the questionnaire. It also
was found that the main reason for not having videoconferences was due to poor internet
services. The feedback which was gotten indicated that when too many devise are
connected to the internet, there is significant lagging during the video calls and many of
the key ideas and concepts which are being shared are not fully transmitted or understood.

 From data gathered, forty (40) percent of the respondents indicated that the most beneficial
aspect of videoconferencing is that it is an effective means of sharing ideas. The second
most favorable response was that meetings can be done instantly and not require any office
settings which can also be time saving. Other benefits of videoconferencing which were
less common were that it engages in face-to-face interaction which can be helpful in
developing and establishing bonds and also that examples and/or demonstrations can be
shown to the other participants, which makes understanding easier.

 Finally, it was of the general view that videoconferencing plays an important role in
modern marketing strategies since it gives the participating companies an edge in the
market over their competitors.

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Limitations
Some limitations encountered include:
 Given that the Marketing Department has a small staff population, only twenty (20)
questionnaires could have been distributed. This small number may not be a statistically
representative sample number in these circumstances. I was informed that a large number
of the marketing staff were either overseas or currently unavailable at the time the research
was conducted.
 During the interview, some of the questions that I had planned to ask concerning the
contents that are usually shared during videoconferencing were not answered. This was
due to the fact that the questions were too confidential and the interviewer could not have
divulged those particular data.

Recommendations
Some recommendations on how the efficiency of the department can be improved using
technology are:

 The department can improve its efficiency by providing many alternate internet connections
simultaneously so that videoconference calls would not lag and that all users would gain and
get full productivity from the technology.
 The company can provide the upper management of the department with cellular devices which
are equipped with cellular data technology so that they are always connected to the internet
and able to partake in videoconferences when the need arises.

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Impact of Office Equipment

Date Equipment Used Purpose of equipment Suitability for tasks

6th DEC, 2018 Computers Used for record keeping Reduces the need for
of business activities. hardcopies and large storage
areas for physical
documentation.
6th DEC, 2018 Printer (3 in one) Used for printing, Providing hard copies of
scanning and copying of marketing supplies.
business documents.
6th DEC, 2018 Projectors To view presentations The marketing department
on a large screen can use projectors when
conducting video
conferencing calls to ensure
all participants see what is
being presented
6th DEC, 2018 Webcam Used to stream images Used to conduct face to face
and videos in real time meeting digitally

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Bibliography

Literature

Finisterre, S et al. Longman Office Administration for CSEC, 2nd Edition, Pearson Education
Limited, 2013.

Neild, C Office Administration for CSEC – A Caribbean Examinations Council

Study Guide, Caribbean Examinations Council, 2012.

Personnel

Robinson, K Marketing Assistant, Banks DIH Ltd.

Websites

Unuth, N 7 Benefits of Video Conferencing, November 2018. URL:

https://www.lifewire.com/benefits-of-video-conferencing-4108480

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