MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY -------------- NGUYEN THI NHU Y THE IMPACT OF SOCIAL NETWORK TO STUDENT’S CHOICE AN EDUCATION CONSULTANT AGENCY: SOLUTION OF MARKETING ON SOCIAL NETWORK FOR OSI VIETNAM MASTER THESIS OF BUSINESS Ho Chi Minh City, 2019 TIEU LUAN MOI download : skknchat@gmail.com TIEU LUAN MOI download : skknchat@gmail.com MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY -------------- NGUYEN THI NHU Y THE IMPACT OF SOCIAL NETWORK TO STUDENT’S CHOICE AN EDUCATION CONSULTANT AGENCY: SOLUTION OF MARKETING ON SOCIAL NETWORK FOR OSI VIETNAM Major: Commercial Business Major Code: 8340121 MASTER THESIS OF BUSINESS Supervisor: PhD. Tran Mai Dong Ho Chi Minh City, 2019 TIEU LUAN MOI download : skknchat@gmail.com TIEU LUAN MOI download : skknchat@gmail.com DECLARATION I hereby certify that my thesis, which topic “The impact of social network to student’s choice an Education consultant agency: Solution of marketing on social network for OSI Vietnam” is my research under guiding of Doctor Tran Mai Dong. The data and documents cited in this thesis are honest and have not been published in any previous research. All inherited references are cited and fully referenced.
Ho Chi Minh City, October 10th, 2019 Author Nguyen Thi Nhu Y TIEU LUAN MOI download : skknchat@gmail.com TIEU LUAN MOI download : skknchat@gmail.com ACKNOWLEDGMENT Firstly, I would like to thank my Supervisor, Dr. Tran Mai Dong for his strong support and highly valued contribution, guidance throughout this research and for making time whenever I needed it throughout the year. Secondly, I would also like to thank to the interview participants, interviewees for your time and contribution. Finally, thank you my family, my husband and my friends for your enormous support, encouragement and patience throughout my studying course.
TIEU LUAN MOI download : skknchat@gmail.com TIEU LUAN MOI download : skknchat@gmail.com TABLE OF CONTENT THE SECOND COVER PAGE DECLARATION TABLE OF CONTENT LIST OF ACRONYMS AND SYMBOLS LIST OF TABLES LIST OF FIRGURES ABSTRACT CHAPTER 1. Research objectives and research questions. Scope of research. Methodology of research.
Methodology of research. Significance of research. Outline of research. Overview of the trend of studying abroad.
Introduction about OSI Vietnam .21 TIEU LUAN MOI download : skknchat@gmail. The usage Social network in the world and Vietnam. Online marketing for Education Consultant agencies. Social networking sites was used by other international students.
Online communication and Virtual platforms. Benefits of social networking for Education. Social networking engagement. What is Vietnamese student mobility?.
Student’s decision making. Institution choice and student’s decision making. Proposed conceptual model of research. Social media effected to student choice.
Research design and sampling. 53 TIEU LUAN MOI download : skknchat@gmail. Analysis the response. Student point of view.
Parents point of view. Current situation of OSI Vietnam. Experience from other Agents. Confirmed final modified research model.
Action plan for OSI .90 TIEU LUAN MOI download : skknchat@gmail. 95 REFERENCE APPENDIX TIEU LUAN MOI download : skknchat@gmail.com LIST OF ACRONYMS AND SYMBOLS 1. OSI Vietnam : One Step International Education Consulting Co. IIE : Institute of International Education 3.
ISS : International Student Survey 4. SDS : Student Direct Stream TIEU LUAN MOI download : skknchat@gmail.com TIEU LUAN MOI download : skknchat@gmail.com LIST OF TABLES Table 2. Parents consider overseas study. Destinations preferred by parents.
Studying abroad cases. Research question design. Distribution of participants. Background of Participants.
Person that student discuss. Social networking channels for student searching. Information students want to know. Recommendation social networking sites.
Recommendation from Parents. Suggested social networking sites .88 TIEU LUAN MOI download : skknchat@gmail.com TABLE OF FIGURES Figure 2. Social media as part of the research process. Students believe and trust Agents.
Vietnamese Education Agent. Studying abroad cases. Frequency of internet use. Most active social media platforms.
Number of unemployed. Decision making process model. Type of content looking for. Student interact on social media.
Proposed conceptual model of research. Confirmed Final modified reseach model. 83 TIEU LUAN MOI download : skknchat@gmail. Introduction Nowadays, social network has developed very widely and strongly.
It allows people to connect with family, friends, to share all information with all users. The innovation of technology has playing a key role and a powerful tool in influencing and changing behaviour of consumer. Social network has become more and more popular as the daily life, so these tools has been perceived as sources for customer to search information about products or service during their buying decision process. They use social network to share information, experiences, advice, reviews … that are interesting to their connected users (Friends, followers…).
It can be helpful sources and may influence consumer’s purchasing process (Seaman, 2013). More over, it also is one of the most effective marketing and business development tools in recent century. And because customer use information on social networks as the instruction/ guideline for their decision process and this tool is also used as advertising channel for enterprise to market which in turn can help them gain more business opportunities and potential customers (Seaman, 2013). On another hand, the number of population all around the world are using internet and social network have increased by 21% since 2015 and it was 2.8 billion users reported globally in 2017 (Kemp, 2017).
Social network has been changing the way people communicate, gather information and inform their decisions. For young students and even modern parents in particular, social network is principle means of gathering information and communication with peer to peer (Kemp, 2017). In this report, there are 83% of prospective students have been using social networks as channels to research information about study abroad procedure. Along with the trend of globalization and the development of science, technology internet, especially social network, study abroad has become an indispensable need for many young generations to realize the “Global Citizen” dream and it will expand their TIEU LUAN MOI download : skknchat@gmail.com 2 knowledge beyond their traditional educational style and their current world.
This is an opportunity to raise students' awareness of the many cultures of the world that can contribute to create many individuals with a broader understanding of today's society rather than limiting within the traditional education system at their home country (Johnson and Stewart, 1991). Kinginger (2007) considered that students who have studied abroad often demonstrate the development of cognitive and creative thinking that surpasses the ability of students with only have educational experiences in their home country. One of the reasons why studying abroad is becoming increasingly important is that globalization has opened up international employment opportunities. Qiang (2003) observed that there is a noticeable increase in the number of international labor recruitment due to globalization.
This creates a need for competition in the international labor market which affects many students in seeking opportunities to enhance their career prospects by achieving high quality education with qualifications which are recognized around the world (Mpinganjira, 2009). Up to now, the concept of overseas study has been developed and it seem to be potential service business. Overseas study has been becoming the educational activities. The innovation of social networks has influenced enterprises to discover effective ways to communicate with their potential consumers.
This marketing has been extending to education consultancy that attempt to influence parents and students’ choices. Morris (2012) demonstrated that social networks were used by students to assist in the university choices. Social networks are proving an influential way of providing a platform for potential students to gather information and inform their choice about study abroad and destination (We are social report, 2017). Students can use a variety of information sources to do decision-making.
These include the internet, social networks, newspapers, word of mouth, education consultancies and government sources. Despite this wide diversity information sources, overseas students had limited knowledge to TIEU LUAN MOI download : skknchat@gmail.com 3 choose the courses to study and job prospects on completing a specific program (James et al, 2013). Therefore, they really need a professional advice and guidance to make final decision. As Morris (2012), he said that social network is used by students to assist in the university decision making process.
So social network has potential for education agency to grow visibility and attract more prospective students (Zinck and Constantinides, 2011). Therefore, social network has appeared to have much potential and promise, it will be determined what role social network plays in student’s decision of education consultant agency. And from the increasing demand of studying abroad in Vietnam leads to strong development of education consultant agents to help student on preparing full study abroad procedure. And because of big opportunity of study abroad business now so many Agents are opening in Vietnam, it creates the dynamic market and stressful of competition.
OSI Vietnam (One Step International Education Consulting Co., Ltd) is one of the companies that their service is oversea study service are facing with their own challenge to adapt to the booming of technology nowadays to keep growing and replace another proactive approach strategy to prospective students through social networks. Problem Statement: Although OSI Vietnam has been established in the market for a long time (over 20 years), but company has not been prominent and successful, as well as not well known. OSI Vietnam is a small enterprise, there have only 12 employees’ unreasonable job allocation, and each employee must occupy multiple positions (as consultant, customer service, marketing, cashier, international relationship .) resulting in low marketing effectiveness. Employees are primarily trained in professional counseling, customer care by telephone but lack of marketing training.
The lack of a specialized marketing department has led to ineffective publicity of the company image; the staffs disregard the marketing function that only focuses on the processing of the visa application. Because it is a small company, marketing TIEU LUAN MOI download : skknchat@gmail.com 4 budget is very low, so it is not suitable for communication activities, organization of seminars, events. Accordingly; the company now needed a marketing plan both less costly but still effective. Even though the company has website: www.com and fan page on Facebook but does not regularly update, refresh the content as well as do not have specialists in charge so it does not bring effective marketing for the company.
They only had ineffective marketing policies like annually; the company coordinates with the Thanh Nien Newspaper to participate in the graduating season consultancy program. Although effective immediately at that time but does not bring long-term and stable effects. Furthermore, the competitors are using social networking and marketing online very strong so there is fewer customers know and willing to choose OSI Vietnam and traditional approachment strategy has become passive and outdated so the company need to think about changing and replacing the marketing plan as soon as possible or they will decrease day by day. Because of many trouble with the business of OSI Vietnam currently when they cannot get new customers by world of month based on relationship and traditional ways as Director of OSI Vietnam recognized that it is the passive approachment, and they must change to adapt to the modern human world changing day by day, if they are not smart they will be left behind and disappear amidst a very dynamic competitive environment.
Author, who used to work in OSI Vietnam, grew with them and OSI as her second family, she wants to do something that as the strongest action to make them pass through their difficult period time. As discussion with board director, the company really needs a marketing department but as the beginning their budget is still not too much, so author will consider and found that social networking marketing now is very effective tool for them to spread OSI Vietnam image to the new horizon of social community.