Chương 1: Cơ sở lý thuyết về marketing dịch vụ, marketing trong giáo dục và marketing trong dịch vụ du học Chương 2: Đánh giá hoạt động xúc tiến marketing của các công ty tư vấn du học ở Hà Nội Chương 3: Giải pháp nâng cao hiệu quả cho hoạt động xúc tiến marketing của các công ty tư vấn du học ở Hà Nội iii LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com TABLE OF CONTENT ACKNOWLEDGEMENTS. iii TABLE OF CONTENT. iv LIST OF FIGURES. vii LIST OF ABBREVIATIONS.
Objectives of the study. Scopes of the study. Methodology of the study. Structure of the study .3 CHAPTER 1: A THEORETICAL BACKGROUND OF SERVICE MARKETING, MARKETING IN EDUCATION, AND MARKETING IN OVERSEAS EDUCATION SERVICE.
OVERVIEW OF OVERSEAS STUDY OF VIETAM. An overview of service marketing. Concept of service marketing. Fundamentals of service marketing.
An overview of marketing in overseas education services. International Education services. Marketing in international education. The role of agents.
Marketing communication: Channels and promotion tools. Typical marketing tools used by OSC……………………………… …….47 iv LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com CHAPTER 2: EVALUATION OF MARKETING ACTIVITIES OF OVERSEAS STUDY CONSULTANTS IN HANOI. Analysis of marketing activities of overseas education consultants in Hanoi. Evaluation of the frequency use of each marketing tool employed by overseas study consultants.
Evaluation of marketing tools from the perspective of overseas study consultants. Evaluation of marketing tools used by overseas education consultants from students' perspective. Evaluation of the most popular marketing tools. Evaluation of most expected/ chosen marketing tools.
Comparison between the level of actual use and selection / expectation of students of oversea study marketing tools. Comparison of perceptions of the effectiveness of marketing promotion tools hold by students and overseas study consultants. Evaluation of marketing activities by each marketing tool. Evaluation of each marketing tool.
Evaluation of OSC by tools. 65 CHAPTER 3: SOLUTIONS TO IMPROVING MARKETING ACTIVITIES OF OVERSEAS STUDY CONSULTANTS. General solution for Groups of marketing tools for overseas education consultancy service. Solution for Group 1.
Solutions for Group 2. Solutions for Group 4. Specific solutions for each marketing tool. A solution to Tool 1- Direct mail.
80 v LUAN VAN CHAT LUONG download : add luanvanchat@agmail. Solution for Tool 2 - Advertising. Solutions for Tool 3 – Education fairs. Solution for Tool 4 - Direct consultancy and recruitment .Solution for Tool 5 – Websites.
Solution for Tool 6 - Banner advertising .Solution for Tool 7 – Listings. Solution for Tool 8 – Email marketing. Solution for Tool 9 - Seminars. Solution for Tool 10 - Pr.
Solution for Tool 11 – Tele marketing. Expansion and renovation of other types of marketing tools. Street banner advertising. Introduction to friends, relatives, acquaintances (words of mouth advertising).
Old customer care. Overseas study links .110 vi LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com LIST OF FIGURES Figure 1 .2: Direct distribution channel .3: Indirect distribution channels .1: The popularity of marketing tools to OSC .2: The frequency use of each narketing tool empoyed by overseas study consultants .3: The effeetiveness of marketing tools from the view of OSC .4: A summary of the use of marketing tools by OSC .5: The use of marketing tools by students .6: Evaluation of students‘ expectation of marketing tools for overses study .7: Comparison between the actual use and expectation of students of marketing tools foroverseas study.8: Comparison of perceptions of the effectiveness of marketing tools hold by students and OSC .9: Boston Matrix based model .10: Evaluation of each marketing tool .11: Evaluation of OSC by tool 1 .12: Evaluation of OSC by tools 2, 6, 7, 8, 11 .13: Evaluation of OSC by Tool 3 .14: Evaluation of OSC by Tool 4 .15: Evaluation of OSC by Tool 5 .16: Evaluation of OSC by Tool 9 .17: Evaluation of OSC by Tool 10 .1: General solution for Groups of marketing tools for overseas education consultancy service .74 vii LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com LIST OF ABBREVIATIONS D R&C: Direct recruitment and consultants FTU: Foreign Trade University IIE: International Education Institution MOET: Ministry of Education and Training OECD: Organization for Economic Cooperation and Development OSC: Overseas Study Consultants PPC: Pay per click PR: Public Relations SEO Search Engine Optimization VEF: Vietnam Education Foundation VIED: Vietnam International Education Development WOM: Word of mouth viii LUAN VAN CHAT LUONG download : add luanvanchat@agmail. Rationale Overseas education has become increasingly popular in recent years as it is viewed as offering the student likelihood of better future employment. It is the undeniable benefits of the abroad study and the much improved living standards of Vietnamese people that make overseas study on the rise.
In the context of international economic integrations, overseas study has gone beyond the traditional limit in the educational sector and become a lucrative business for overseas education consultants (OSC). The overseas study consulting market in Vietnam is highly competitive. Hundreds of education consulting centers and non-profit organizations are operating in big cities. Regrettably, the increasing number of students studying overseas has not received a much needed concern from authorities.
In Hanoi alone, not least to say in Vietnam, there has not been official statistics of the number of students studying overseas, education markets for Vietnamese students as well as the number and effectiveness of OSC. From the educational aspect, the Ministry of Education and Training (MOET) has not taken full responsibility in managing the study of Vietnamese overseas students, the quality of OSC and the prestige of the educational institutions which are the destinations of Vietnamese students. From the business aspect, the Ministry of Planning and Investment is only in charge of calculating the number of OSC. Information of OSC can only be found in newspapers, forums or data bases of international education institutions.
For all the reasons mentioned above, it is necessary to have a study on the performance of OSC. Indeed, there has not been any study on this field in general and on marketing activities of overseas education consultants in particular. Therefore it can be said that “An evaluation of marketing tools for overseas study consulting services in Hanoi‖ is of theoretical and practical significance. 1 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.
Objectives of the study This study will be conducted to get insight into the marketing activities of OSC in Hanoi and examine the needs of students for overseas study service. On the one hand, the study evaluates the promotional activities of OSC in Hanoi to find out the answer to such questions as‖ Which marketing tools does each OSC use and focus? ―How is each tool conducted and evaluated in relation to others?‖ etc On the other hand, the thesis also studies the consumer behavior through surveys of targeted students who have the need to study abroad in order to evaluate the effectiveness of promotional activities of OSC from the students' perspective. From the two aspects of the research, the thesis will give the answer to the question whether these marketing and promotional activities can meet the requirements of the consumers or not and the ultimate aim of the study is to point out solutions to improving the marketing activities of OSC. Hopefully, after a model to evaluate the effectiveness of OSC is made, the study can propose solutions to improving marketing and promotional activities in overseas education consultancy, contributing to the improvement of quality and prestige of OSC in Vietnam‘s educational market.
Scopes of the study Because of time constraint and limited ability of the author, a survey of 9 typical OSC in Hanoi is conducted. With regard to students answering the questionnaire, they are 100 senior students from Departments of External Economics, Business Administration and Finance and Banking of FTU where the author is working and 200 senior students from FPT and Thang Long University. It should be taken into account that FTU is a well established university which is dubbed as Vietnam Harvard while Thang Long is the first private university which has won recognition for the quality of teaching and studying and FPT is an emerging private university which is backed up by the famous FPT group. These 2 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com universities, in the author's observation, have a high rate of students wishing to study abroad.
It should also be noted that the object of the study are university students rather than high school students. Furthermore, the concept of customers here refers to students who want to study overseas. It is hoped that in the near future, with a larger budget of time, a larger-scaled study which covers a wide variety of objects will be conducted to find more comprehensive solutions to improving the effectiveness of OSC. Methodology of the study The method of analysis, synthesis, comparison, interpretation, induction and socio investigation are employed in the study.
Based on the theoretical background that has been mentioned in the study, 11 marketing tools will be included in the survey questionnaires for students and marketing staff and leaders of 9 OSC. Questions will be from general to specific to find out the popularity of marketing tools, the effectiveness of each tool in the eyes of both OSC and students. Survey and interview results are given in the form of figures to compare the popularity and effectiveness of different marketing tools. The figures vary as each focuses on each aspect of the research issues.
However, promotional tools will be deeply analyzed with a more detailed figure. Based on the results of this analysis and on the basis of the mentioned theory, solutions to improving the effectiveness of marketing and promotional activities of OSC will be given. Structure of the study Apart from the Introduction and Conclusion, the thesis is divided into 3 chapters as follows: 3 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com CHAPTER 1: A THEORETICAL BACKGROUND OF SERVICE MARKETING, MARKETING IN EDUCATION, AND MARKETING IN OVERSEAS EDUCATION SERVICE CHAPTER 2: AN EVALUATION OF MARKETING AND PROMOTION ACTIVITIES OF OVERSEAS EDUCATION CONSULTANTS IN HANOI CHAPTER 3: SOLUTIONS TO IMPROVING THE EFFECTIVENESS OF MARKETING AND PROMOTION ACTIVITIES OF OVERSEAS EDUCATION CONSULTANTS IN HANOI 4 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com CHAPTER 1: A THEORETICAL BACKGROUND OF SERVICE MARKETING, MARKETING IN EDUCATION, AND MARKETING IN OVERSEAS EDUCATION SERVICE AN OVERVIEW OF OVERSEAS STUDY OF VIETNAM There are an increasing number of types of scholarship available to study overseas. Each year there are approximately 25 U.
Government Fulbright Fellowships and around 40-50 U. Government Vietnam Education Foundation (VEF) Fellowships available for masters degree students only. Additionally there are approximately 10 Canadian government scholarships, 70 scholarships to study in the UK, 200 scholarships for study in France, 150 for study in Australia, 70 short-term and 10 long-term scholarships in Thailand. A large number of additional students receive scholarships directly from universities, nongovernmental organizations, foundations and other bodies.
The Vietnamese Government through MOET also has a program to approve approximately 400 scholarships for state workers to study abroad to improve their skills. In 2009, the Vietnam International Education Development (VIED - replaced the Management Committee of Project 322), on behalf of Ministry of Education and Training (MOET), select and award many scholarships for studies overseas. These scholarships comprise the following: 500 scholarships for full time doctoral study overseas, 200 scholarships for full time masters study overseas, 30 scholarships for short term training courses overseas, 100 scholarships for doctoral and master study at joint programs, About 150 scholarships for undergraduate study overseas. Another estimated 20,000 students are studying abroad each year on institutional scholarships or on their own finances.