MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY AND EDUCATION FACULTY FOR HIGH QUALITY TRAINING GRADUATION THESIS INDUSTRIAL MANAGEMENT PLANNING DIGITAL MARKETING STRATEGIES AT ILP VIETNAM IELTS INTENSIVE ACADEMY LECTURER: MBA. TRAN KHANH HOANG STUDENT: HUYNH QUANG TRUNG SKL 0 0 8 7 2 2 Ho Chi Minh City, June 2022 MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY AND EDUCATION FACULTY FOR HIGH QUALITY TRAINING GRADUATION THESIS TOPIC: PLANNING DIGITAL MARKETING STRATEGIES AT ILP VIETNAM IELTS INTENSIVE ACADEMY Student : Huynh Quang Trung ID : 16124083 Course : 2016 Major : Industrial Management Instructor : MBA. 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----------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------------------- Ho Chi Minh City, day …month…year…… Member of the thesis committee Trang ii ACKNOWLEDGEMENS First of all, I would love to express my great gratitude to all lecturers at Ho Chi Minh University of Technology and Education, especially the lecturers in the high-quality training faculty who have generously guided and imparted not only vital knowledge in lessons, but also social experiences in enterprises environment and your own life stories. These will be solid luggage, allowing me to confidently pursue my own future and profession.
Exclusively, I would love to send my deepest thanks to Mr. Tran Khanh Hoang – the one who opened up my initial inspirations about Marketing for me, and also, for being so much patient to accept to be my instructor, not only once, but three times. Thank you for all of your kindness, as well as on-time guidance and advice throughout my intern program. On the company side, I would love to send my biggest thanks to Mr.
Pham Tan Dat – The General Director and Ms. Vo Ngoc Tuyen – The Marketing Manager, as well as the entire ILP Vietnam team, who have always trusted and dedicatedly guided me from the beginning, not only at work but also the way to behave in the office environment during my time here. The time and experiences working process with the company is not long and it is difficult to avoid mistakes due to my lack of knowledge, experience and skills, I would love to thanks all for your kind and forgiveness. I am looking forward to receiving timely corrections from all of you to complete the work well in the future.
Once again, thank you. Ho Chi Minh City, June 30th, 2022 Student Huynh Quang Trung Trang iii LIST OF ABBREVIATIONS ABBREVIATIONS EXPLANATION ACET Australian Centre for Education and Training AMA American Marketing Association BC British Council CPC Cost Per Click GSO General Statistic Office IELTS International English Language Testing System ILP, ILP Vietnam ILP Vietnam IELTS Intensive Academy Inc Incorporation TOEFL Test Of English as a Foreign Language TOEIC Test of English for International Communication UK United Kingdom USA United State of America UTS University of Technology Sydney VND Vietnam Dong Trang iv LIST OF TABLES Table 1-1 Business operation results at ILP within 2018-2021 (Billion VND). 10 Table 3-1 ILP’s page contents ideas. 32 Table 3-2 Assessment of results of digital marketing activities at ILP Vietnam.
43 Table 4-1 ILP Vietnam SWOT analysis. 46 Table 4-2 PESTEL Analytic. 48 Table 4-3 Facebook Ads campaign implementation plan. 52 Table 4-4 Recruitment plan for Marketing department.
53 Trang v LIST OF FIGURES Figure 1-1: ILP Vietnam’s Logo. 3 Figure 1-2: Organizational Structure Chart of ILP Vietnam. 4 Figure 1-3: Organizational Structure Chart of Marketing team at ILP Vietnam. 5 Figure 1-4 Business operation results at ILP within 2018-2021 (Billion VND).
10 Figure 1-5 The official partner accreditation Certificate from BC. 12 Figure 2-1 Research model proposing. 23 Figure 3-1 ILP’s Facebook Page (Updated 29th June, 2022). 27 Figure 3-2 Vietnam’s Facebook user amount and age range.
28 Figure 3-3 ILP’s Facebook total page likes. 29 Figure 3-4 ILP’s Facebook customers’ age rang. 29 Figure 3-5 Old posts with no react and low reached. 31 Figure 3-6 Post with more than 4 square images form.
33 Figure 3-7 Post with 1 square image form. 34 Figure 3-8 Short status post form with website article shared in comment section. 36 Figure 3-10 ILP’s Facebook page reach. 37 Figure 3-11 ILP’s total page likes in May 2022.
37 Figure 3-12 ILP Page fans’ Online time. 38 Figure 3-13 ILP Website interface. 39 Figure 3-14 Old interface of ILP’s website since June 2021. 41 Figure 3-15 New banners for ILP’s website.
42 Figure 4-1 Marketing plan Gantt chart. 54 Trang vi TABLE OF CONTENTS INSTRUCTOR’S COMMENTS .i FEEDBACK FROM MEMBERS OF THE COMMITTEE. iii LIST OF ABBREVIATIONS .iv LIST OF TABLES. v LIST OF FIGURES .vi TABLE OF CONTENTS.
Reason of choosing this topic. Objects and scope of research. Structure of the report. 2 CHAPTER 1: INTRODUCING ABOUT ILP VIETNAM .1 Introduction of ILP Vietnam .1 Core values of ILP Vietnam .2 Organizational Structure of ILP Vietnam .2 Products and services .1 IELTS Premier program .2 IELTS Premier Advanced program .3 IELTS Mindset Mastery crash course .4 IELTS Writing Mindset Mastery course .5 IELTS General Training .6 TOEIC Mastery course .3 Business operation results at ILP Vietnam .1 Business operation result at ILP Vietnam within 2018 - 2021 .2 An evaluation of Business operation results at ILP Vietnam with 2018 - 2020.
11 CHAPTER 2: LITERATURE REVIEW .1 The concept of Marketing .2 The concept of Digital Marketing .1 Definition of Digital Marketing .2 Digital Marketing’s Strength .3 The role of Digital in Marketing .3 The concept of Marketing Communication through Social Media.1 Social Media and Social Media Marketing .2 Facebook Social Media .4 Factors that influence students' decision to choose a particular place for studying English .1 Overview of previous studies related to the topic .2 Research model proposing. 23 CHAPTER 3: IMPLEMENTATION OF DIGITAL MARKETING ACTIVITIES AT ILP VIETNAM .1 Overview about English teaching service in Vietnam .2 ILP Vietnam’s digital marketing plan .3 Goals of digital marketing implementation .3 ILP digital marketing channels .1 Facebook social media. 39 CHAPTER 4: PROPOSING DIGITAL MARKETING PLAN TO ENHANCING BRAND AWARENESS FOR ILP VIETNAM .1 ILP Vietnam's Digital Marketing activities assessment .2 Limitations and Reasons .2 SWOT analysis and strategies .4 Orientation and solutions to improve the effectiveness of Digital Marketing activities at ILP Vietnam .1 Orientation of ILP’s development goals. 55 LIST OF REFERENCES.
57 Trang viii Trang ix FOREWORD 1. Reason of choosing this topic For so many centuries, English had been chosen to be the international language of the world. It has become the language of international discourse and the lingua franca in many regions and professional contexts including science, business, law, diplomacy, medical, tourism, entertainment, etc. The ability to fluently speak English improves not only your quality of life, your communicating skills, but also your chances of landing a decent job in a multinational organization in your country or even overseas.
Because English plays such an important role in life, the society's requirements on English ability for young people are getting higher and higher day by day, but the current situation of ability to use English of students in Vietnam is rather too low, and does not meet the requirement. ILP Vietnam was incorporated and began operations on March 21, 2018, with the mission to change people’s perspectives on English, especially learners who have lost the basics of learning English. The business launched its first branch at 523 To Hien Thanh, Ward 14, District 10, Ho Chi Minh City. However, despite being in operation for more than three years, ILP Vietnam has not progressed or resonated with the English learners’ community.
After the time interning at ILP, I had a chance to have a deeper understanding the important role of marketing in general and digital marketing in specific; especially, for small – medium size businesses, with low experiences in branding and marketing. This is even more important for organizations operating in the field of Education - who hold the future of development not only in Vietnam but also on global scale. Therefore, I had decided to choose the topic: “Planning Digital Marketing strategies at ILP Vietnam IELTS Intensive Academy”. Research objectives Throughout the intern process, I have identified four goals for the report: - To introduce IELTS – one of the most common English certificates to clarify yourself to have the ability to work, study or migrate to a country where English is the native Trang 1 language around the world such as The USA, UK or Australia, Canada, New Zealand, etc.
- To learn about online marketing activities at ILP Vietnam on Facebook social media platform and its website. - To make a judgment, and evaluate the effectiveness of online marketing channels. - To make recommendations and plans to improve and enhance the effectiveness of Digital Marketing, helping to increase the brand awareness of ILP Vietnam. Objects and scope of research The research’s objects: To have deeper learning and analyze the Digital Marketing and Branding activities at ILP Vietnam.
The scope of the research: Marketing and Branding activities of ILP Vietnam on Facebook social media and its website channel. Research method To complete this report, the following research methods have been applied: - Researching documents - Statistical and analytical methods. - Quantitative analytical methods. Structure of the report Apart from the opening, conclusion, list of abbreviations, list of tables and figures, charts, references and appendix, the report is divided into 3 main parts structured by: Chapter 1: Introducing about ILP Vietnam.
Chapter 2: Theoretical Basis. Chapter 3: Implementation Of Digital Marketing Activities At ILP Vietnam Chapter 4: Proposing Digital Marketing Plan To Enhancing Brand Awareness For ILP Vietnam Trang 2 CHAPTER 1: INTRODUCING ABOUT ILP VIETNAM 1.1 Introduction of ILP Vietnam On March 21, 2018, Mr. La Thanh Triet, the first English Language Specialist in Ho Chi Minh City to get two Master's degrees in English Teaching and Education Development from the University of Technology Sydney, established ILP Vietnam, an intensive IELTS preparation facility. The current legal procedure is as follows: - Company name: ILP Vietnam Investment Education Company Limited - Address: 523 To Hien Thanh Street, Ward 14, District 10, Ho Chi Minh City, Viet Nam - Phone: (028) 3866 3520 - Website: https://ilp.vn/ - Tax code: 0314935981 Figure 1-1: ILP Vietnam’s Logo On March 21, 2018, the company was incorporated and began operations.
The company opened its first branch at 523 To Hien Thanh, Ward 14, District 10, Ho Chi Minh City 1.1 Core values of ILP Vietnam All of the company's efforts are guided by 3 core values: Trang 3 Honesty in thoughts, words, and actions: provide customers with accurate information about the quality of programs and courses; provide accurate work data to relevant departments to serve the job; provide accurate information to partners to create a win-win cooperation relationship; Arousing personal potential and capacity: supporting students to maximize their learning capacity and potential; support teachers to bring into full play their teaching capacity and potential; support colleagues to maximize their capacity and potential in each assigned position; Cooperation for the development of the company and the community: maximum cooperation with colleagues, partners, and customers to create the highest educational value, bring reputation to the company and make positive contributions to the development of the company.