VNU- UNIVERSITY OF ECONOMICS AND BUSINESS FACULTY OF BUSINESS AND ADMINISTRATION APPLICATION OF DIGITAL MARKETING IN ENROLLMENT: CASE STUDY OF FPT UNIVERSITY Supervisor’s name: TRAN DOAN KIM Student’s name: BUI THI HUYEN TRANG Student ID: 12050108 Intake: QH2012-E Program: International standard Hanoi — May, 2016 TABLE OF CONTENTS ,. ili Riel Be Ce pie sere ee iv LIS TOF TABLES gogtngnognctadidl4010S001041446353010119000303310804G82404G3635630945100000. l HUANG TOP THIS 5T ga at uddGaGoäiGittgiGoGGAgiGagtiygiWigibidsidiiba | Research SI{UAFIOT. c ng TH TH TH HH tr 2 Purptse:d (its LHGSÏS i csscsccsssssusccesssesnnsvassvnesnenwcenesesunseavcecarvanenevsesvuneneunsasneceunmesevacsusssevens 3 RcScnrchi duUGSDNS codonnniotongdix0016035514404664333553660134046964400004099109003600940303013.0090046001984 4 ExerfrD SE creer 4 Research Methods TT.
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The result OfSUTVCY.- ST TT HH ng ng 45 CHAPTER 4: FINDING/DISCUSSION. S1 122 HH Hà tre 56 4. Recommended for university with target is the parenI. Recommended for university with target is the prospective student.
Recommended for university with target is your studenI. --‹ 60 ẤN su NI CÀ bosuszesuituodutLigiL0000038466210600080046605G0068100664600186. 62 APPENDIX: QUESUODHHTTS tong Ha gQ Q0 QGNG3NADEGIEOOVRUOCGOGNHEEIGRNIiSARNRDStaEEBB 66 HH ACKNOWLEDGEMENT Apart from my efforts, the success of this study depended on mainly on the encouragement and guidelines of many others. | am grateful to many people who supported and assisted me with their enthusiasm.
Initially, | would like to express my deepest appreciation to my supervisor, Dr Tran Doan Kim, whose consistent guidance and encouragement. With his help, I could build up a good outline and find me the right way to complete the study as well as my internship reports as my best. Secondly, | wish to express my sincere thanks to Ms. Vu Thu Chính, who my instructor at company.
And I want thanks go to all people who work at here. All of them did help me a lot by providing the bank’s information, sharing their working experiences here. Moreover, | would like to send my special thanks to FPT University for their acceptance to let me be a trainee here. This gives an active and professional working environment.
It helps me have more experience and see overall company. Besides, I would like to express my deeply thank to all my alumnus and friend to for their sharing support and encouragement needed during my implementation of this study. I also place on record, my sense of gratitude to one and all who, directly or indirectly, have lent their helping hand in this study. IV LIST OF FIGURES Figure 1.1: The available in marketing mix for attracting customer Figure 1.2: Complementary factors for student attraction and enrollment Figure 2.1: Research model Figure 2.2: Research methods Figure 3.1: Organization of FPT education.2: Organizational structure of FPT University LIST OF TABLES Table 3.1: Statistics describing the study sample Table 3.2: The average value of “Effective digital marketing content” Table 3.3: The average value of “Effective tools in support enrollment information” Table 3.4: The average value of “Effective tools in making decision” Table 3.5: The average value of “Level of the students introduce the university” Table 3.6: The average value of “Effectiveness of the FPT University’s digital marketing in target is future students” INTRODUCTION Motivation for this thesis The emergence of the internet has become a information social revolution and applications on the Internet is increasingly going into the active service of human needs, from learning needs, entertainment shopping needs.
It becomes effective tool to the organizations create advantage competition. The development of the Internet has changed consumer habits. So, it requires the company need change to meet new customers’ demand. Typical and most powerful is the appearance of digital marketing.
Nowadays, all companies are applying digital marketing, especially companies that have shaped the form of B2C (business to customer) activities. However, its importance in each organization is different. The marketing in some of the organizations is all digital marketing while the others the others only apply at the most basic level. From past to present, the education service has always been considered to be less applicable marketing.
Long years ago, due to the lack of information search capabilities - marketing is mainly word of mouth, the universities have high core value is enough to attract the students. However, today everything are much different. The number of universities opens more and more. Education is no longer the industry less competitive, there is competition between public universities and private universities, the competition between private universities and private universities, the competition between public universities and private universities.
So, the application of marketing in the enrollment becomes especially necessary. The target customers of education is the students and their parents who are mainly forces using internet. Combined with the competition in the education industry becomes increasingly stronger. Does the education industry need to study other industrics focused on applying digital marketing in enrollment? And now it is being applied like in education? Research situation In recent years, digital marketing received a lot of attention of researchers, business and social community.
Therefore, research needs, learn about issues related to digital marketing more and more increase. Several featured scientific research at Vietnam and abroad such as: Phan Thi Thuy Duong (2010), digital marketing and ability application in Vietnam “digital marketing và kha năng ứng dung tại Việt Nam” — the study gives an overview, roles and conditions of use of digital marketing, then to analyze and assess the current status of digital marketing applications in the world and Vietnam to give advice to businesses; Banele Nkambule (2012) “How can colleges increase enrollment through marketing?”, this thesis comment that key to successfully enhance recruitment efforts and marketing strategies is knowing students’ preferences, evaluating the institution, and learning more about the competition, so this thesis creates a model that shows the effects of admitted students’ preferences on enrollment; Jessica Hooper (2013) "Internet marketing trends: An Analysis of website and social media use in New York state’s equine industry", this research examines the extent to which riding stables in the equine industry in New York State utilize websites, Facebook, and Twitter as online marketing resources. While the current practices of a specific service industry are being evaluated, this research may also provide online marketing insights to other service industry professionals, or businesses considering the use of websites or social media as a part of their own online marketing presence; Kristian Starck and Shahriyar Hossein Zadeh (2013) "Marketing within higher education institutions - A case study of two private Thai universities" this study is to describe and analyze what marketing approaches private Thai higher education institutions (HEIs) use to attract and enroll foreign students, is also to provide recommendations to Bangkok University International College (BUIC) and Webster University (WU) and investigate what factors foreign students value in terms of marketing at these universities and recommendations are based on marketing approaches that have been identified as effective in attracting and enrolling foreign students; Hanover (2014) “Trends in higher education marketing, recruitment, and technology”, in the following report, Hanover Research explores a variety of trends that have developed within higher education marketing, enrollment, branding, and recruitment, a close consideration of how technology is impacting higher education is also discussed, including emerging trends in the use of technology to both attract prospective students and boost overall student engagement. Based on the study and result of previous study about digital marketing, I decided to choose the topic: “Application of digital marketing in the enrollment: case FPT university”.
This thesis’s aims are help universities find effective methods of digital marketing. This is not a new topic in the world but it has not been studied in the context of Vietnam. Purpose of this thesis The purpose of this study is to describe and analyze the application of digital marketing in the enrollment, in particularly, what digital marketing approaches FPT university use to attract and enroll students. To build the effective digital marketing, we ensure that right technics with appropriate content.
So the purpose of this thesis mean the factors of university effect to decision attend in FPT university (build appropriate content) what is the digital tools FPT University uses, which tools is most effective in attraction of the students. Effectively it delivers over the cost? (find right technic). After that the recommendations are based on digital marketing approaches that have been identified as effective in attracting and enrolling students. Research questions The following research questions have guided this study.
This study has established these three questions: e What appropriate content digital marketing FPT university should use to attract and enroll students? This mean find the factors of university attract the students. e What tools the FPT university should use to maximum reach target customers. This mean find effective tools and appropriate budget allocation for each channel. e How can contents and tools strengthen their digital marketing approaches to attract and enroll students? Research scope Thesis to consider the application of the digital marketing in enrollment in FPT University and recommend right technics with appropriate content to improve effective.
The thesis was done in 2016 at the FPT University with the audiences are students who are learning at FPT University, students who attend entrance examination FPT university, their parents, the enrollment staff. Research Methods The case study collected qualitative and quantitative data through an interview, survey and observation from respective university in order to answer the research questions. The expected contribution of the thesis This thesis expects the following contribution: e Discover and verify the elements of the universities to attract students. e Identify effective digital channels in enrollment.
e Recommendations are based on digital marketing approaches that have been identified as effective in attracting and enrolling students for universities in general and FPT universities in particular. CHAPTER 1: LITERATURE REVIEW I. The theories of marketing and digital marketing 1. Definition of marketing and digital marketing Since the first lecture about marketing subject appeared in the United States in 1902 at the University of Michigan, the marketing has become more and more popular.
Various definitions of marketing can be found. The simplest definition is: “marketing is managing profitable customer relationship”. According to the American Marketing Association (AMA) (1985), Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of goods, ideas, and services to create exchanges that satisfy individual and organizational goals. And in 2013, to reflect the discipline’s broader role in society, The American Marketing Association has unveiled a new definition of marketing, Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Philip Kotler said that the marketing as the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. Marketing defines, measures and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services.