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IH TR NG GIA TP CHÍ MINH I H C BÁCH KHOA POPODOO 8340405 LU N V TP S MINH, i HCM PGS.TS , ngày 21 tháng 01 m 2021 01: 02: KH & KTMT i - 04/08/1977 Mã - MSHV: 1870309 Tp.HCM : 83 40 405 TTAN Th c hi n gi ng d y mơn ngo i khố có làm hài lịng c a PHHS tr i nghi m khách hàng gi h c sinh trung thành Xây d ng chi c Marketing cho khoá h c ngo i khoá m i nh m mang n l i nhu n cho TTAN nh 24/02/2020 : 31/12/2020 : THANH BÌNH Tp HCM, ngày 27 tháng 12 ii 20 PGS.TS chân thành Tôi T xin chân thành g , cho chân thành u Q khóa MIS 2018 Bách Khoa P Tơi trình Sau tơi tơi t , q trình 20 tháng 11 iii 20 , trung (TTAN) TTAN (CLNKM) PHHS) i pháp nghiên CLNK Tron 44 iv xem xét CLNKM TTAN Popodoo v ABSTRACT In the context of global integration, English is the most widely used common language in international trade Besides, English has also been a bridge between countries, not only for business relations and cooperation but also a means of exchanging knowledge and cultural aspects With that situation, the need to learn English is increasing to meet the growing needs of the economy Therefore, Traning English is one of the leading business industries in Vietnam The greater the potential in the market is, the more competitive the industry is, which is inevitable In Vietnam, centers such as British Council, Vietnamese American Society, ILA, Apollo, Duong Minh have been dominating the market for a long time Popodoo is an English center, training children from to 15 years old With the goal of helping students increase their language practice and at the same time increasing the revenue of the center, the author has conducted this research topic In order to achieve success in market penetration for the new extracurricular classes and increase profitability for the center, along with conducting this research, it is necessary to plan a Marketing strategy In addition to the usual SWOT analysis, the author has carried out research to reduce the risk of the new extracurricular classe failure The research is built with the aim of examining whether extracurricular classes are how marketing factors (marketing mix) affect the parents' intention to register for the new extracurricular classes This study considers products/ services, price, location, promotion, people and facilities to be independent variables A survey is conducted to determine these relationships In the survey, 244 parents responded and the results showed that parents have demand for the new extracurricular classes for their children and the intention to register the new extracurricular classes is influenced by Marketing factors Qualitative research is carried out with the aim of looking at how competitors' marketing programs and strategies are, which will help the author plan new extracurricular classes The results of the topic will serve as a premise to consider the effectiveness of the center's business strategy Since then, there is a plan to improve business efficiency at Popodoo English Center Keywords: Solution to improve business efficiency at Popodoo English center vi ràng, 20 tháng 11 N TH Y vii xi xii xiii I 1 C a b Ph 10 II hàng 10 11 a Marketing 11 b 13 c 15 [1] 15 [2] Giá bán 15 [3] 16 [4] 16 [5] Con ng [6] C 16 17 d 17 viii 18 a 18 b 20 c 20 III PH 24 24 25 a b 25 Ph c d Suy Q 26 26 Ph 27 27 a 28 b 28 28 a 28 b 30 IV 33 33 38 a 38 b 42 c 47 d Phân tích Independent Sample T-Test 53 e Phân tích One- Way ANOVA 54 f 57 61 a 68 b tr CLNKM 69 V c 70 d 74 e 75 77 ix V K T LU XU T khoá Marketing TTAN Marketing cho trung tâm tác , ã Tác CSVC có ký CLNKM M PHHS Thu 289 có Cronbach's alpha 0.879, alpha 0.770, Marekting ng có Cronbach's 0.690 Marketing M ãi có Cronbach's alpha 0.803 có Cronbach's alpha 0.821 Cronbach's alpha 0.826 có nghiã VC bá / PHHS ing 74.5 bá / CSVC 0.067, 0.066, 0.053, 0.049, 0.067 0.066 ynh 77 bá / Independent Sample T-Test Marketing tin 95% One-Way ANOVA cho huynh Thông qua One- PHHS Onei Onei 5% OnePlace) One Các tin 78 95% gồi mơ hình 74.5 có liên bá/ khố TPHCM 44 PHHS 74.5 79 i - ông 80 DANH M C TÀI LI U THAM KH O [1] [2] https://giaoduc.net.vn/giao-duc-24h/tai-sao-day-tieng-anh-o-viet-namkhong-hieu-qua-post193491.gd T5Research https://t5r.vn/thi-truong-anh-ngu [3] [4] [5] [6] [7] [8] Internet usage in Viet Nam, https://www.statista.com/topics/6231/internet-usagein-vietnam/ 1/2020 https://www.younetmedia.com/socialheat-social-monitoring Parasuraman, V A Z a L L B., 1985, A Conceptual Model of Service Quality and Its Implications for Future Research American Marketing Association, Vol.49, No.4 Blackwell, R D., Miniard, R D., and Engel, P W (2001), Consumer behavior New York: Harcourt College Publishers Brown, S W., Fisk, R P., & Jo Bitner, M (1994), The Development and Emergence of Services Marketing Thought International Journal of Service Industry Management Brown, M (2003), Buying or browsing? 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IELTS v B1 g Eng 22 g áo Hình 7: Các l p ngo i khoá t i trung tâm anh ng Popodooo (a) Hình 8: Các l p ngo i khoá t i trung tâm anh ng Popodooo (b) 23 III U 24 Hình 9: Thi t k nghiên c u a Tri... chung trung tâm an em T tác a Thi t k b ng câu h i này, tác B : PHHS trình các huynh, trung huynh huynh tâm Sau huynh 28 huynh B ng 1: Các m c c a b ng câu h i Product (UCT) Anh giúp nói trơi g Anh: ... i thi u v Popodoo Vi t Nam 18 Hình 5: H th ng Popodoo Vi t Nam - Vì sau nên ch 19 b Gi i thi u v c Gi i thi u v nh c c a TTAN Popodoo - - online E- 20 Hình 6: Giáo trình PSE c a Popodoo -
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