MARKETING COMMUNICATION PLAN FOR HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY (HCMUT) TO ATTRACT MORE INTERNATONAL STUDENTS
Nguyen, Huy (2018)
Nguyen, Huy
Satakunnan ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018052410140
https://urn.fi/URN:NBN:fi:amk-2018052410140
Tiivistelmä
The purpose of conducting this Thesis was to study about the education market in Vietnam. Additionally, the Research was to learn about the existing Marketing Mixes, and the Promotional Strategy of Ho Chi Minh city University of Technology before giving any recommendations for a better and more effective Promotion Plan.
The theoretical part of this Thesis included different Marketing concepts, and promotional strategies. Basic knowledge about Market Research (SWOT, 3Cs Model), together with Marketing Strategies (STP approaches, Marketing Mixes, Promotions strategies, Social medias…) were studied and explained in the most comprehensible way so that the reader could understand the ideas of the analysis coming after.
The empirical research was implemented at different stages of time, beginning from the observations obtained from the author’s real experiences at HCMUT to the survey sent to a group of exchange students who had experiences with studying and teaching activities at HCMU and ended with an unstructured interview with a HCMUT External Relations Staff.
Based on the results attained both from literature and qualitative research, the author has evaluated that the current Marketing Mix and Promotion Mix of HCMUT was designed pretty well and they generated results. Notwithstanding, to attain the goal set by Office of International Study Programs, the Promotion Mix needs to be more complete and creative. At the moment, HCMUT has launched 4 out of 5 Promotion Mix, excluding the Sales Promotion. As to improve the 4 existing Mixes, they need to use more type of social medias, as well as employ them effectively. It seems like they need to upgrade their websites, as well as Facebook, and Instagram page to multilingual pages where students in their target countries could understand deeply. They could also offer Early Bird Discount alongside with Early Free Application Period to stimulate potential students to apply and increase slightly the internationality. Additionally, they should also extend their corporation with international partners, including university partners and industry partners to benefit from free intermediaries Marketing.
The theoretical part of this Thesis included different Marketing concepts, and promotional strategies. Basic knowledge about Market Research (SWOT, 3Cs Model), together with Marketing Strategies (STP approaches, Marketing Mixes, Promotions strategies, Social medias…) were studied and explained in the most comprehensible way so that the reader could understand the ideas of the analysis coming after.
The empirical research was implemented at different stages of time, beginning from the observations obtained from the author’s real experiences at HCMUT to the survey sent to a group of exchange students who had experiences with studying and teaching activities at HCMU and ended with an unstructured interview with a HCMUT External Relations Staff.
Based on the results attained both from literature and qualitative research, the author has evaluated that the current Marketing Mix and Promotion Mix of HCMUT was designed pretty well and they generated results. Notwithstanding, to attain the goal set by Office of International Study Programs, the Promotion Mix needs to be more complete and creative. At the moment, HCMUT has launched 4 out of 5 Promotion Mix, excluding the Sales Promotion. As to improve the 4 existing Mixes, they need to use more type of social medias, as well as employ them effectively. It seems like they need to upgrade their websites, as well as Facebook, and Instagram page to multilingual pages where students in their target countries could understand deeply. They could also offer Early Bird Discount alongside with Early Free Application Period to stimulate potential students to apply and increase slightly the internationality. Additionally, they should also extend their corporation with international partners, including university partners and industry partners to benefit from free intermediaries Marketing.