Too late of online advertising campaign for ISB MBA program (ISB MBA) at international school of business (ISB)

ISB.MBA -THESIS-PSO UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business LÊ THỊ TÂM LINH Too late of online advertising campaign for ISB.MBA program (ISB.MBA) at International school of business (ISB) MASTER OF BUSINESS ADMINISTRATION Ho Chi Minh City – Year 2018 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business LÊ THỊ TÂM LINH Too late of online advertising campaign for ISB.MBA program (ISB.MBA) at International school of business (ISB) MASTER OF BUSINESS ADMINISTRATION SUPERVISOR: TRẦN HÀ MINH QUÂN Ho Chi Minh City – Year 2018 Thesis Instructor: Professor Tran Ha Minh Quan Student: Le Thi Tam Linh _ Code 22160026_ ISB.MBA Topic: Too late of online advertising campaign for ISB.MBA program (ISB.MBA) at International school of business (ISB) st Date: 10 December, 2018 Contents of the thesis: Page Executive summary Part 1: Background I Symptoms II Initial cause - effect map III Updated cause – effect map IV Central problem of interest 10 Part 2: Problem justification 11 Problem definition 11 II Problem existence 13 III Problem importance 17 I Part 3: Causes validation and solutions 20 I Causes validation 20 II The set of solutions 24 III Change plan design 28 References 30 Appendices 32 Company background Secondary data • Classification of sale volume 2017&2018 • ISB.MBA online advertising reports in 2017 & 2018 • Analysis of delayed potential profile Summary of interview transcripts Others EXECUTIVE SUMMARY In the recent years, the rapid growth of Internet has been changing the way to marketing Through using applications such as Facebook, YouTube or online public relation (PR) articles become useful communication channels to introduce and sell products or services to potential customers However, to achieve the highest effectiveness from online advertising, each company should take a lot of time to make marketing strategies as well as advertising plan in detail In addition, it should be noted that other internal factors in company will also affect the results of the advertising campaign From prominent symptom of low sale volume of online advertising campaign, we conduct collecting and analyzing the internal databases as well as interviewing with managers at ISB, and find the central problems lead to low effective of digital activities are: too late of online advertising campaign As mentioned above, aside from the causes of marketing techniques, we have been exploring main internal factors in the company that is overall real causes of above central problems: • Lack of cross function cooperation, and • Unclear role of management in organization Searching from the literatures and reality at ISB, I found some solutions and would propose action plans: Board of Director and manages should jointly finish ISB business strategies for next five years, develop appropriate salary policies, and accompanying specific KPIs Develop standard and professional work processes… ISB will meet some difficulties in implementing above solutions ISB managers will have to increase the time spent working together and they will be pressured on this volume of work So need great efforts from the management positions as well as the role of the HR manager are very necessary We not need increase financial budget for this change The budget for teambuilding activities will be the same as in previous years but it needs to be more effective The budget for salaries and bonuses will not change much, but it will be divided more appropriately and clearly based on individual performance PART 1: BACKGROUND I SYMPTOMS: Online adverting is a form of promotion that using the internet and World Wide Web marketing message to attract target customers Along with the rapid increase in the number of Internet users around the world, the World Wide Web has become one of the most effective advertising medium in this decade (Louisa Ha Ph.D.,2012) A major advantage of online advertising is the quick promotion of product information without geographical boundary limits At ISB, Ads is run on media tools such as Google Ad words, Facebook, Ad network, and PR articles on some online business magazines with a medium budget and with the arm of growth recruited students from this source • 2017 sales report provided by sales department shown that there are no ISB.MBA student recruit from 2017 online advertising campaign source (total recruited student in this year is 60 • And in 2018 sales report, numbers of ISB.MBA student getting from 2018 online advertising are students (total recruited student in year is 73, equivalent to 11%) ( summary at table 1) Table Sources of sale volume: 2017 2018 Numbers UEH/ISB brand % Numbers % 44 73% 47 64% 0% 11% Others 16 27% 18 25% Total 60 100% 73 100% Online advertising campaign • In addition, in 2018 online advertising campaign report, this campaign had 118 potential profiles to convert to real students; however this rate of convert is too low (8 students of 118 potential profiles, lead to close ratio is 6.7%) • However, basing on business need of ISB as well as key performance indicators (KPI) assigned to sale and marketing departments, every year ISB need recruit 100 ISB.MBA students By sales data analyzing, numbers of student from UEH/ISB brand or Website UEH/ISB source is 44 students in 2017 and 47 students in 2018( see at table 1) (getting about 50% of KPI 100 students) So, other activities from ISB such as telesales, Alumni events as well as online advertising campaign need great effort to approach more target customers, to increase sale volume and to meet KPI Therefore, low sale volume from online advertising campaign is prominent symptom that ISB should pay more attention II INITIAL CAUSE - EFFECT MAP Beginning the research, I have a depth interview with ISB marketing expertise, Ms T hao Lam, and I ask her ―which medium are effective and not effective in 2017 campaign?‖ She said that: Google are still an effective channel Other media tools bring to the customer database but these data are not quality And from this opinion, I review 2017 online advertising report and see that: • Facebook_ Lead ads get 11 potential profiles but taken note that ―although Facebook _ Lead ads has conversion and get customer database but almost data is not quality‖ • This campaign has only total 11 potential profiles • Ms Thao Lam notes ―the campaign need find more useful channel to get more customer database‖ Continuing I interview ISB sales manager, Ms Linh Le, and ask her ―why having fluctuation of sale volume in 2017 and 2018‖ She said that: • In 2017, customer database getting advertising campaign is poor quality and low quantity So sales department not approach many target customers • In 2018, many potential customers from online adverting source postpone their MBA studying and move to plan 2019 Continuing, I also review 2018 online advertising report and see that: • Banners on Ad network, PR articles or Facebook only get potential profiles • Ads on package of Vietnamworks and Google get 112 profiles Come back analyzing secondary data of sales, I recognize that having 51 of 112 profiles from ADR package of Vietnamworks and Google source following in potential profile database 2019 (equivalent to 46%) From investigating, I find out three potential causes of the symptom - low sale volume from online advertising campaign as follows: Poor quality of potential profile Low quantity of potential profile High percent of delayed potential profiles For potential cause No.1 &2, poor quality and low quantity of potential profile, Ms Thao Lam said that: • The campaign is approved run near the examination of ISB.MBA So marketing department has no enough time for preparation and run the campaign Furthermore, advertising just run in short time, ―has only about month to promote‖ • ―Difficulties when doing communication for ISB MBA are time The time when UEH approves admissions and ends enrollment is about months, from May to August‖ • The PR articles run in May and July And Ms Linh Le also said that: • Online PR articles run at wrong time and need expand Ads on more many business editors • Both campaigns in 2017 and 2018 run too late Potential customers know about ISB.MBA lately Coming back to online advertising reports, we see that: • Facebook _ Lead ad, editors such as Vnexpress.net; News.zing.vn and Cafef.vn or banners run on Ad network get low outcome • Need search more useful medium and need an effort run adverting as soon as possible For potential cause No.3, high percent of delayed potential profiles, Ms Linh Le said that: • In 2018, potential profiles getting from Ads on ADR package of Vietnamworks and Google is too late , so many potential audiences have no enough time to th prepare for ISB.MBA exam ( about 20 Aug) • Delayed about 40 potential profiles need finish a certificate of economics at short courses (such as Pre MBA course at ISB) before attend ISB.MBA exam • Pre MBA course at ISB need reform of teaching method to create more flexible and convenient for target customers Come back analyzing secondary data of sales, I find that having 19 Pre MBA profiles of 51 profiles (equivalent to 37%) from package of Vienamworks and Google source waiting attend Pre MBA course 2019 From analyzing, I find that there are three prominent potential central problems influenced low sales volume of online advertising campaign: The campaign run too late ( Too late of online advertising campaign) Some current medium is inappropriate, the campaign need search more useful media tools ( Inappropriate of some medium) Short course at ISB (Pre MBA) is low efficiency ( Low efficiency of short • Analysis of delayed potential profile Delayed cases Year 2018 Vietnam work 42 Google Referal Web/email/hotline 12 Total 64 Delayed cases in 2018 involve Pre MBA course Year 2018 Pre MBA 32 Non Pre MBA 32 Total 64 Notes: 19 of 32 cases Pre MBA is from Package of Vietnamwork and Google Summary of interview transcripts • Interviews involve 2017 ISB.MBA advertising activities Interviewee: Linh Le Sale manager Interviewee: Thao Lam - Marketing specialist Interviewer: Le Thi Tam Linh Initial coding Inverviewees Linh Lê Questions Answers framwork Please introduce yourself My name is Linh, I am working as a Sale Sale and your work at ISB? manager at ISB manager Quote "digital in The marketing team's activities included online 2017 is not advertising However, online advertising in 2017 really effective is not really effective because of the low quality because of the In your opinion, is the of data sources, while the budget for this activity low quality of marketing of ISB MBA is not small effective in 2017? Or why PR does not come to the right audience and & "PR does not? communication is too late We have PR on some not come to the channels However, most students not know right audience about this program, and so they chose to study in and other programs communication Not effective data sources" is too late" Linh Lê "In 2017, we hire partners to In 2017, we hire partners to run PR and Digital any advertising, and as mentioned above, the data in from the Digital run is not quality and PR runs at 2017? If so, how you the wrong time For example, when the sales evaluate the quality of the department reaches potential profiles from data work done by the partners? provided by advertising campaign, this object is In 2018, how you plan? often high school students or older people.We Do you marketing outsource activities run and Digital, and as Outsoursing mentioned and above, the data not effective from not quality and PR runs at the Linh Lê wrong time" Please introduce yourself and your work at ISB? the Digital run is have new plans for PR and Digital in 2018 Thảo Lâm PR My name is Lam Ngoc Thao, I am working as a Marketing marketing specialist at ISB speclist Are you currently in charge of communications for the ISB MBA program? What other programs you have Thảo Lâm in charge? I am in charge of Marketing for the ISB MBA program 2017 and 2018 In addition, I am in charge of some other media plans such as WSU.BBUS, ISB.BBUS ISB MBA, WSU Bbus, ISB.Bbus "we run primarily In the year 2017, ISB has implemented marketing activities for the ISB MBA program? digital In 2017, we run primarily digital marketing such as Facebook ads, Google ads, Email marketing and PR online marketing such Digital and as PR Facebook ads, Google ads, Email marketing and PR online" Thảo Lâm "Google search is In your opinion, which After running the digital channels find that activities are effective and Google search is still an effective channel Other which digital tools bring the database but these data are activities are not effective? And Why not? not quality Google search still an effective - channel Other other digital digital tools tools - not bring the quality database but these data are not quality" Thảo Lâm When doing "Difficulties MBA are time The time when UEH approves when doing the admissions and ends enrollment is about communication communication for the ISB months, from May to August The marketing has for ISB MBA MBA program in 2017, only about month to promote In addition, non- which one you find most economic students who want to study ISB MBA difficult? run must study knowledge transfer classes Students advertising on schedule? If in economics must also take the entrance not on schedule, why examination These classes are usually held by unreasonable, ISB in April (prior to admission letter) This is so difficult for inappropriate and unreasonable, so difficult for communication communication work work." Do you that? Thảo Lâm Thảo Lâm Difficulties when doing communication for ISB is What time did you run The PR article promoting ISB MBA in 2017 falls PR for ISB MBA in 2017? in May and July Late time inapproriateunreasonable May - July are time" &This is inappropriate and Do you think the time is right or too slow or too soon? is a bit late, should push up sooner Due to the behavior of the students, after the Lunar New Year they will usually start looking for July session with the The July session with the aim of boosting the sale should be appropriate, while the remaining time "The aim boosting of the Feb or sale should be March is appropriate, suitable while the remaining time information on MBA classes is a bit late, should push up sooner" Thảo Lâm "The message is not strong and not reach the In 2017, we have not yet made long-term plans Are the of for the whole year, so when implementing, the obtained efficiency of communication is not good The from the online advertising message is not strong and not reach the target you audience so the data is obtained from digital is enrollment sources data evaluated quality? are good poor quality ( audience is high school student or new students at university) target audience so the data is Not good- not strong- obtained from not reach- digital is poor poor quality- quality" &" not not many people clear- loss data register information through the form of the web, causing data loss." Thảo Lâm • Interview with sale manager for 2018 ISB.MBA advertising activities Interviewee: Linh Le - Sale manager Interviewer: Le Thi Tam Linh  Câu hỏi Theo bạn, có xu hướng dao động lượng tuyển sinh ISB.MBA 2017 &2018? Linh Lê trả lời: - Năm 2017, công tác truyền thông bị chậm trễ Sales nhiều liệu khách hàng để tiếp cận - Truyền thông năm 2018 bị trễ, khách hàng chủ yếu quan tâm đến kế hoạch cho năm sau, số tìm hiểu cho biết, số khác phải đợi đến lớp Pre MBA năm 2019 năm tham gia không kịp - Năm quảng cáo trễ Vietnam work, liệu có trễ, nên phần lớn khách hàng tìm hiểu phần có kế hoạch cho năm sau - Năm nay, xu hướng bạn làm từ năm trở lên học từ trường Đại học Bách Khoa , Y dược tìm hiểu chương trình, khơng thể tham gia kịp lớp Pre MBA năm để tham dự kỳ thi tuyển sinh năm - Mất khoảng 40 trường hợp liên quan đến PreMBA phải di chuyển sang năm sau Nếu không trường hợp Pre MBa, số lượng hồ sơ lên đến 110 hồ sơ, học viên biết thông tin trễ  Câu hỏi Theo bạn, để tăng lượng tuyển sinh ISB.MBA? Linh Lê trả lời: - Cần tăng ý đến Website, công tác truyền thông PR cần thời điểm, giúp học viên tiềm nắm thời gian tham gia khoá học Pre MBA cần thiết - Lớp Pre MBA cần thực tiễn , triển khai Pre MBA online rút ngắn thời gian đào tạo thuận tiện cho đối tượng học viên làm - Nhân sale ổn Sales cần liệu khách hàng nhiều - Nếu công tác truyền thông làm hiệu hơn, việc tổ chức lớp Pre MBA thực tiễn hơn, sales mong đợi số lượng 2019 từ 120 đến 150 hồ sơ - Truyền thông nên chạy từ tháng 01, tháng kênh, thực tế lớp Pre phải học từ tháng 04, tháng 05 - Thị trường cho phân khúc Pre MBA chiếm 30% định vị sản phẩm năm kinh nghiệm học viên đến từ nhiều lĩnh vực khác - Cần thêm kênh truyền thông báo doanh nhân sài gịn, VN.express Others • Chỉ số CTR tốt? Những yếu tố để đánh giá CTR tốt khác nhau, phụ thuộc vào tảng Đối với tìm kiếm có trả tiền AdWords, CTR 2% trở lên coi tốt Tuy nhiên, quảng cáo Facebook (ctr facebook ads), CTR trung bình 0,9% Và khác phụ thuộc loại ngành bạn phục vụ Hình ảnh biểu thị số CTR trung bình Adwords (CTR adwords) với ngành nghề Marketer tham khảo lĩnh vực có CTR cao nhất: Hẹn hị & Cá nhân; Tài & Bảo hiểm B2B ... Code 22160026_ ISB. MBA Topic: Too late of online advertising campaign for ISB. MBA program (ISB. MBA) at International school of business (ISB) st Date: 10 December, 2018 Contents of the thesis:...UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business LÊ THỊ TÂM LINH Too late of online advertising campaign for ISB. MBA program (ISB. MBA) at International school of. .. certificate of economics at short courses (such as Pre MBA course at ISB) before attend ISB. MBA exam • Pre MBA course at ISB need reform of teaching method to create more flexible and convenient for