INTRODUCTION
Introduce
VUS is one of the oldest and most prestigious foreign language training systems in Vietnam Established more than 20 years (in 1997), VUS now has 43 campuses across major cities VUS has the most professional teaching team in Vietnam, high and strict recruitment requirements, periodic professional improvement training, and monitoring of the quality of teaching regularly
VUS is proud to be a global standard English language training unit recognized by NEAS, an independent organization that manages the quality of international English teaching centers
The Virtual University of New York (VUS), one of VUS's key partners, is a new educational institution in the United States that aspires to increase education quality CUNY, the third-largest public university in the United States in terms of training quality and curriculum development VUS' development has relied heavily on training collaboration with international education partners including Oxford University Press, the British Council, and Oxford University
Figure 1 1: VUS 's international education partners
Core value
- Solid confidence: Each VUS member believes in the value and foundation of the business, in their competence and skills, thereby striving to succeed in work and life
- Shared concern: Each VUS member maintains a relationship of respect, understanding, action, and dedication to service to bring the best value to customers, partners, the community, and themselves
- Consensus cooperation: Each VUS member nurtures and promotes the strengths of diversity and teamwork to achieve common goals and sustainable benefits for all parties
- Desire to conquer: Each VUS member is constantly learning and developing themselves, determined to overcome all challenges, thereby steadily conquering new challenges.
Mission and vision
- Mission: VUS's mission is to empower the young generation of Vietnam on the path of integration with an effective and sharp tool, which is English VUS provides quality training programs for children, adolescents, and adults at a reasonable cost, through lively teaching methods and a highly interactive learning environment certified by international organizations
- Vision: VUS’s vision is to be the leading English language training system in Vietnam On the journey of more than 20 years of establishment and rise to become the leading English language training unit in Vietnam, VUS always remembers that people are the decisive factor in the success and development of businesses
SITUATION, MARKET AND COMPETITOR ANALYSIS
Market analysis
English is the most used common language in international trade transactions, not only for relations and business cooperation but also for the exchange of knowledge In Vietnam there are many foreigners living and working here so being fluent in English is a necessity in life Parents are thinking about investing in foreign language knowledge for their children from a young age, so they have sent their children to study English or invite tutors to teach at home
Today English has become an essential tool for many people Therefore, in order to meet the needs of everyone, many English language centers have appeared and expanded the teaching everywhere
Foreign enterprises are also rapidly investing and developing, including well-known English language centers such as ILA, APAX, and VUS English language centers have appeared constantly, but when the market and economy are struggling there has been a certain purification As a result, quite a few English language centers have to close Only a few centers with in-depth investment and long-term commitment to good quality can survive
Figure 2 1: Top 10 most discussed centers on social media in Q3/2019
English language centers in Vietnam have an expanding rate in number second only to convenience stores, retail, and mobile phone stores Of the top 10 centers in Ho Chi Minh City, 50 branches belong to Apax center, followed by Prodigy (32 branches), ILA (31 branches), Apollo (28 branches), VUS (31 branches), etc These centers are located in all districts in Ho Chi Minh City
Figure 2 2: 10 chains of English centers with many branches in Ho Chi Minh City
Due to the trend of global integration along with the widespread demand for English, people are willing to spend a lot of money to take extra classes in the language center The factors that have facilitated the English language education market have developed strongly in recent years Self-study seems to be very difficult for everyone and learning English in centers becomes the current trend.
Competitor analysis
Currently, in Vietnam, there are more and more English teaching centers of international quality Among them are competitors such as ILA English center, Yola, Apollo, etc
Figure 2 3 : VUS and VUS’s competitors
TARGET CUSTOMER ANALYSIS AND POSITIONING STRATEGY
Target customer analysis
Positioning strategy
VUS's logo has a simple color that is mainly red and white Because VUS's target customers are young children, VUS uses red to symbolize the enthusiasm and dynamism of
7 the children To highlight the brand name, VUS uses white to create harmony Compared to other competitors, the majority use blue to symbolize loyalty and relaxation, VUS stands out in the minds of customers with barn red
VUS has a special strength in understanding the needs of Vietnamese people and knowing how to help Vietnamese people learn English most effectively With the program designed throughout, VUS, students will be trained to have a solid English foundation from the beginning VUS annually organizes a free VUS TESOL Conference, aiming to improve the skills of all English teachers nationwide In addition, VUS also organizes exams after each level to check the amount of knowledge of students to rise to the rank At the same time, the center also awards entrance and end-of-course scholarships to attract and encourage students, creating a learning environment like a real school, not just an English language center
VUS will continue to uphold the slogan "Your English, Your Future" with the meaning: English can help change the future of each young person, help them have the opportunity to improve their knowledge, expand their horizons, confidently integrate into the world education
Positioning map
ANALYZING THE MARKETING MIX (7PS) STRATEGIES
Services Product strategy
VUS Center provides English teaching services and training courses to help students improve their foreign language proficiency, communication ability, obtain international certificates, etc
VUS courses: SMARTKIDS,SUPERKIDS,YOUNG LEADERS,IELTS,TOFEL IBT,Interactive English,ITALK,Accelerated Class for "RootLess",Business-Specific Program
4.1.2 Supplementary service: Facilitating and enhancing
VUS has provided full information to customers about its services VUS establishes systems that provide detailed information about referrals, visions, core values, center courses, news, and events about the center The center also provides contact information such as an address, schedule/hours of service, contact phone number, email of the center, etc through all media from the website to handing out flyers Transparent staff and service information will help answer and satisfy customers, making the decision to buy and pay for products and services faster
Customers or students can apply for courses directly at the center Before that, they need to provide their information at the website, app, or contact directly via VUS's direct phone number, so that employees can quickly confirm the customer's needs information and arrange an appointment for customers to go smoothly
VUS courses are provided with clear information and full of detailed information so that clients can check the tuition fees of the courses before applying According to the
10 traditional method, VUS will print paper invoices directly to customers or tell the customer about the amount of money to be paid
When customers register for the course, to be able to pay tuition fees, there will be many options In addition to the direct payment plan, customers can pay online via platforms such as bank cards, transfers via VUS' official account number, via e-wallets such as momo or Payoo
At VUS, the staff is trained in highly specialized skills as well as the ability to understand and grasp the psychology of customers Therefore, the consultation process at the center is based on the need to learn English, the course objectives that students want to learn, and the current level of English of the student that the staff gives appropriate advice
In addition, if the client does not have time to go to the consulting center, they can visit VUS's website for advice, and appropriate course recommendations, and VUS will give information and a roadmap of the course
At the center there are lounges for students, parents with comfortable reclining seats, and air conditioning at the center with the appropriate temperature in each season to avoid students and parents suffering from heatstroke In the process of waiting, VUS has bookshelves, and newspapers for them to read These will help VUS's service create a thoughtful, enthusiastic, caring, and satisfying image of customer satisfaction
VUS provides free parking to customers, and staff arrangements to keep cars and personal belongings for customers In addition, VUS also invested in integrating the lounge space with an additional mini play area for children to wait for a class or wait for parents to pick them up
The center will contact students and parents to conduct surveys if the quality of service provided by the center has satisfied customers The special comments of the central customer
11 will be noted and considered for settlement In the event of a service quality problem, internal staff will support the customer and will try to solve it as much as possible.
Pricing strategy
With the model of teaching English to everyone, VUS focus on helping learners to master and gain skills and benefits for them Therefore, VUS use Value-Based pricing to price its services
VUS focuses on pricing strategies mainly based on product value and customer perception At the same time, VUS's tuition fees are also quite high ranging from 4 to 15 million VND so VUS's target customers are mainly middle to high-income groups For customers to be satisfied with the money they have spent, VUS must not only meet the requirements of teaching quality, staff but also meet the accompanying services of certain value in the customer's mind From there, customers will be willing to pay more for the service of the center, because of the efficiency the service has brought to them
As we can see, VUS's price campaign focuses on the perceived value of customers, based on:
Net Value = Perceived Benefit - All Perceived Cost
The value that VUS brings to customers:
- Outstanding teaching quality: Vietnamese teachers are rigorously selected through many rounds and professionally trained by CUNY - the third-largest public university system in the USA At VUS, foreign teachers, as well as Vietnamese teachers, have international standard pedagogical certificates: TESOL, CELTA, or TEFL The facilities are modern and spacious and each room is limited to 10-20 students to ensure quality training
- Effective training program: The teaching method at VUS is very professional, attracting interest in learning English In addition, VUS's syllabus is the original according to foreign books, so the content sticks to the curriculum This helps students feel close and receptive VUS also supports the provision of iTools, Oxford Online Practice software for maximum support in class and home training of students
- Provide many other accompanying services: At VUS, students will experience external extracurricular learning sessions to create a closer and more realistic feeling for students learning a foreign language Not only that, but VUS also provides scholarships and gifts for students with high scores on each periodic test to encourage students' morale
4.2.2 Key categories of rate fences
- Product-Related Fences: At VUS, there are different courses and study packages
The tuition fee of the course will depend on the package the student chooses Students can choose VUS premiere class (1 teacher and 1 to 4 students) so that teachers have more time to interact and monitor each student's skills For students who choose the basic class, teachers will not be able to have enough time to monitor the competence of each student This barrier will help students see the difference between the two tuition rates
- Transaction Characteristic: VUS will require payment of tuition fees before the date of admission For some students who are not eligible to pay tuition fees, VUS also supports installments at a 0% interest rate VUS flexibly helps students switch study time for students if students with unexpected problems cannot participate in the registered class
- Buyer Characteristic: At VUS, students who have signed up for the class in advance, when raising their level, will receive a small reduction in tuition fees compared to students who have never signed up for a class Because there is a clear distribution of the price of the service, students feel and distinguish very clearly the core values that the center brings to them.
Distribution strategy
VUS is using a distribution channel by combining in-person classrooms and online teaching Choosing a convenient location for students in terms of housing, workplace, school study, transportation routes, travel time, etc are always challenges for VUS centers to overcome
Currently VUS has 44 centers in major cities across the country where there are a – large population, income, relatively high financial resources, and many needs to learn
English (including 32 centers in Ho Chi Minh city, 5 centers in Hanoi, 1 center in Vung Tau,
2 centers in Bien Hoa, 3 centers in Binh Duong, 1 center in Da Nang) At the branches, there are always supporting consultants, so customers can come to the place to study, exchange course issues such as registration, tuition payment, space experience, etc
The average opening time of the central branches is from 7:30 to 21:30 on weekdays
VUS has its own website and fanpage to provide information about the course, tuition fees, training programs, and reviews of previous students so that customers can refer to, and conveniently search for the information they need Besides, customers can call or text the center through the hotline
In 2021, VUS has launched E-Center online classes for students to study at home during the recent Covid-19 outbreak All the content of study at the center is serialized when switching to a direct form to help students safely fight the epidemic at home The company has integrated learning support technologies such as AR/AI, and Learning Portal to enhance customer experience.
Promotion strategy
- Prospects: Towards the target audience are gen Z who are facing barriers in English
- User: VUS thrives on courses for the age of children from 6 to 11 mainly The group of subjects from 12 to 25 years old is mainly students, who come to the VUS to get international certificates, and to participate in specialized English courses for businesses
- Employees: The staff and teachers at the center also target audiences that need to be taken care of in order to change how they feel and behave towards the center, and retain them
VUS always strives to satisfy the needs of customers in many different ways Therefore, VUS's communication campaigns always highlight the most important tasks to complete
- Create memorable images of companies and VUS brands
- Build preference by communicating the strengths and benefits of studying English
- Recognize and reward valued customers and employees
The VUS main hall is designed with transparent glass doors to help outsiders see the inside and vice versa creating a comfortable, spacious space Every detail of the ceiling, wall, floor is carefully calculated to ensure the ideal living and learning space is friendly for each age VUS has also built a special technology experience classroom where modern technologies of the 21st century such as VR, AI, and AR are used to design a variety of different learning topics
VUS's front team is mainly consultants Therefore, they are all trained in professional skills They are also equipped with their own uniforms to create professionalism and formality In addition, they bring a spirit of enthusiasm, and thoughtfulness to advise courses for students They also have a keen mind to handle unexpected customer situations
VUS encourages customers to use self-service services through VUS's social networking platforms The website of the center provides detailed information according to the needs of customers Customers who can easily manipulate themselves on VUS' website, fan page, YouTube channel, or have special needs can call directly to the center through the hotline of each area shown on the website
Figure 4 1: The hotline of each area shown on the website of VUS
VUS has trained customers on how to use the center's application This app provides all the detailed information about courses, time, and tuition fees Besides, it is also constantly updating homework for students after each session At the same time, the staff will also guide students to use the app to bring convenience This app will help customers familiarize themselves with the center's online combined in-person teaching and help them use it most beneficially
Handing out leaflets: in schools, areas with a large number of students, students, etc
Billboard: at major highways, roads, roundabouts in Ho Chi Minh City and
"The Aliens - Don't Let English Stop You From Moving Forward": VUS released viral clips on Youtube to promote the English Hub curriculum
Figure 4 5: Campaign "The Aliens - Don't Let English Stop You From Moving Forward"
VUS sponsors campaigns, community projects for students or UNICEF organizations, AIESEC, etc, related to English to promote its brand
Participated in the "Ho Chi Minh City Education and Development Festival" organized by the Ho Chi Minh City Department of Education and Training for many years
The partnership with Bitis Hunter, a brand that has greatly influenced Gen Z, will help boost the media promotion campaign across various channels and reach the right target customers
Figure 4 6 VUS collaborates with Biti's Hunter to promote English Hub course
VUS also promotes the campaigns "Language Differences: They are aliens or friends" and "Decoding Gen Z from the perspective of linguistics" through famous KOLs/Influencers
VUS uses Zalo Form advertising to attract customers who need to register to learn, thereby communicating directly with customers by phone to identify customer needs, financial potential, level of interest, learning needs and help customers get full information in a short time
Figure 4 7: VUS uses ads on Zalo
VUS often cooperates with high schools and universities to promote its brand, while collecting customer information After having the data, VUS will reach customers by calling directly, interacting, and building trust with customers From there, learn the needs of customers and motivate them to use the service
In addition, VUS also advertises via phone message to promote promotions, incentives, and scholarships for students when registering for courses
Figure 4 8: VUS uses SMS advertising
Sale promotion: On the major holidays of the year and each month VUS often has discounts on courses, and tuition fee incentives up to 30%, VUS also offers a scholarship of 5 million VND to students who complete their enrollment within 3 days For summer promotions, students will receive lucky scratch cards and sweepstakes upon completion of enrolling in a course
Figure 4 9: VUS offers tuition discount up to 30%
Online advertising: VUS reaches customers through social networking sites such as
Facebook, and Instagram These social networking sites provide information about courses, promotions, ceremonies, etc Help customers capture the information every year In addition, posts on Facebook, and Instagram also help attract more customers and increase profits
Figure 4 10: VUS approaches customers through the social networking site Facebook
Company website: VUS uses its own website for a variety of purposes including providing information about courses, tuition fees as well as achievements, awards that VUS has achieved over the years, and much other outstanding information The website also has its own section for customers to ask questions and provides branch addresses, emails, and phone numbers to support customers more easily
Search engine Advertising: VUS also uses SEO to advertise centers and courses through keywords searched by customers on the toolbar
Figure 4 12: VUS uses SEO to advertise centers and courses
In order to attract more students, VUS has organized new student referral programs for students studying at VUS with a variety of scholarships, gifts and bonus levels corresponding to the number of successful referrals
Figure 4 13: Bonus levels for successfully referring others to study at VUS
VUS's website also has its own section on the experiences and opinions of parents and students at VUS for new customers to refer to
Figure 4 14: Customer reviews about VUS
Service processes management
Figure 4 15: Flowcharting customer service processes of VUS
Figure 4 16: Act 1: Go to the parking lot, go to the registration area
Figure 4 18: Act 3: Start the course
Mental stimulus processing is the characteristic service of VUS
Act 1: Parking, go to the office center, the consultation office: time, script
Act 2: Consult courses, do the test - confirm result of exam, choose the suitable course, bill presentation, return vehicles: time, scripts
Act 3: Receive learning materials, study English, do homework: time, scripts
Act 4: Do the test, receive the result, study at a higher level or get a certificate: time, scripts
Course consultation: Consultation, the introduction of the center within 15 minutes
Do the test - Receive the result: Take a 3-skill test Listening (30m), Reading (60m) Speaking (15m), get the result within 30 minutes after completing the test
Get test results after the course: Within 7 days after completing the final exam
Gain 90% of the clients who come to consult, register to study at VUS, and find the right course, satisfied with VUS services.
Physical evidence management
- Color: Red is the dominant color in all of VUS' spaces, as red is the color that symbolizes enthusiasm, and victory VUS always stands out among other buildings and red becomes the brand identity for this center
- Space: Vus's lobby is very spacious, there are many glass doors to create a more spacious feeling for the main compartment VUS also uses ceiling lights with a gentle warm yellow color, not too bright to rebalance the space However, for classes, VUS will prioritize the use of white for the entire classroom Long with that, VUS will line the gray carpet to harmoniously balance the color of the classroom space
- Layout: For the main lobby of the center, VUS has air conditioning, bookcases, newspapers, and couches so that customers can rest and wait At the same time, the
27 center also places a few ornamental plants to create a cool feeling for the space Not only that, but VUS also has a small play area for some young students to entertain and have fun Meanwhile, for the classroom, VUS arranges students' tables and chairs according to each table individually, with projectors and using quills
Figure 4 22: Lounge, the common living space of students is designed spacious, airy
- Signs: VUS classes all have nameplates in front of the class so that students can find the right place in their class In addition, VUS also places a regulatory table inside the classroom for students to note, and avoid violations At the same time, for children's classes, VUS arranges a lot of cartoon drawings to increase creativity and fun for children
Figure 4 23: A children's classroom at VUS
- Symbols: At VUS, students receive a red polo shirt with the VUS logo for customers to identify At the same time, VUS also gives backpacks, pencils, gums, etc with the center's logo printed on them This shows that VUS is very attentive, they try to provide the necessary items to customers but also affirm their brand through each small item
People management
VUS has created a specific recruitment process as well as answered general questions, providing basic requirements when candidates participate in interviews Employees in other departments will be selected according to the criteria that are suitable for the company In particular, employees who are in direct contact with customers will have the following requirement:
Good attitude, honesty, high discipline, kindness, willingness to serve
Good communication skills, agile, professional working style
Number of years of experience: if any, it will be an advantage
Qualities: Hardworking, honest, careful, organized
Attitude: Kindness, generosity, willingness to serve
Shift work, mandatory evening shifts and weekends
Friendly appearance and easy to create sympathy
Priority is given to candidates who are majoring in English at universities, or are studying other majors in English or have an international English language certificate (IELTS, TOEFL, TOEIC, etc)
Passion, enthusiasm, and love of the profession
Priority is given to women, under the age of 24, with appearance
Education level: Intermediate or higher
Communicate well, and have a sense of responsibility, agility, and eagerness to learn
- VUS regularly organizes many activities and training programs, especially EQ training for personnel In particular, the highlights are 2 training courses "EQ for Leadership" and "EQ at Workplace" with the participation of ASA managers and
30 personnel, helping to build a psychologically safe working environment, create proper motivation, and connect workers
- After each program and course, VUS employees will be developed in terms of management, how to plan and arrange work, necessary skills such as cooperation, communication, presentation to chair meetings, motivation to work, listen to employees
4.7.3 Motivate and energize your people
- Enterprises strive to ensure a stable source of income, in line with the size of work for current workers, maintain welfare policies, and timely support employees directly affected by the epidemic
- In addition, the activities are within the framework of the program "VUS Caring - Open happiness" to improve the mental and physical life of employees in the system Some of the main activities on this occasion include healthy running challenge, psychological webinars series: "Yoga - Quiet Mind", "Nutrition and movement of Covid-19 season", "Solutions for overloaded eyes", etc
CONCLUSION
Conclusion
In general, the VUS center has always been one of the leading English language centers in Vietnam thanks to the quality of training and modern facilities At the same time, VUS also satisfies the needs of students to learn English through a very effective 7P strategy However, the center also has certain limitations Therefore our team proposes a number of solutions for VUS's 7P strategy.
Recommendation
- Core product: In addition to basic courses, VUS should create additional courses for working people Nowadays, the development of the market and the economy makes the demand for improving the foreign language skills of port commuters increase Therefore, more courses are needed that can provide lessons and lectures that students study at home, study in their free time, and have enough quality tests to assess students' ability to understand and acquire knowledge This will attract more students of other ages
- Information: VUS should provide more contact information of the teacher teaching the children to parents when there is a timetable Because of young students, many parents want to talk to the teacher to understand the learning situation of their children
- Order-taking: Increase online consultants and responders to provide the fastest advice on customer needs information and arrange an appointment for customers to go smoothly
- Payment: The center should send emails, and messages informing about the successful client's course payment, and thank you
- Hospitality: VUS should add English-language storybooks to the bookshelf, or some confectionery for the children
VUS should add its own tutoring team, add 1-2 sessions for weak students, or arrange compensation sessions
For VUS's contact book, the center should provide additional parental signatures after each session to know if parents are monitoring their child's learning situation, as the majority of students are young children This will help the children to be monitored more closely
VUS can add online consulting services through google meet, zoom, etc So that the client can directly answer questions with the consultant
VUS should set the standard of picking up the phone immediately, do not let guests wait beyond the third bell because it will cause trouble for guests
Increase online consultants and responders to quickly respond to information when customers have questions
During the recent Covid outbreak, most families' economies have decreased, so VUS should have a policy to reduce tuition fees for students who have studied, are studying, and plan to enroll here
- Expanding branches in other provinces are growing because the demand for English is increasing and especially for students at the middle and high school levels who need to learn English for an IELTS degree to have more opportunities to apply to the universities they want
- Link with some secondary and high schools so that students can easily register for any course at VUS and will be awarded a discount voucher In addition, the center can cooperate with schools to support sessions with VUS foreign teachers
VUS needs to invest more in promotion activities to attract more new customers because VUS marketing activities of VUS are only stopping or repeating
- Advertising on the Tik Tok platform: young people are occupying a large number on the Tiktok social network and this is a potential place for VUS to promote its brand image VUS can create videos of homework tips, English conversations that intertwine humor elements, shoot introductions to courses, classrooms, facilities, or
33 videos during class hours for students and faculty, etc, but always pay attention to the central image, video quality, catch the trend at the right time
- Public relations: VUS should be involved in many humanitarian activities for the community Specifically, charitable programs, volunteer activities, workshops on learning English or providing scholarship funds The center can also link with secondary and high schools to organize English language competitions with prizes and award scholarships to the winning candidates to promote and attract students
- Offer: VUS usually gives scholarships when paying for the course early Therefore, the center should have more gift combos such as giving 3 sessions/week courses to communicate with foreigners, providing VIP accounts for students to learn English, etc to attract customers
VUS needs to take a closer look at the student's learning process At the same time, the center also needs to pay attention to students who are not well absorbed, interacting with them more
- According to the student's assessment, VUS should expand the library area more to be able to meet the needs of reference, search for learning materials of students
- Some vus branches show signs of deterioration that need to be upgraded equipment (air conditioning, projector, etc)
- VUS needs to add signage at the entrance so that students can easily find the classroom location
- VUS needs to expand the classroom space more by building more transparent glass windows instead of decorated white walls
- Toilets need to be designed, equipped with modern equipment and always ensure cleanliness and airiness
- VUS needs stricter regulations in the classroom for teachers to teach because according to feedback there are still some teachers who still answer the phone during class hours, talk outside the subject a lot, which takes time out of the class
- Additional supervisors should be arranged for the final exam to ensure fairness for students
- It is necessary to recruit more teaching assistants to help some students who have difficulty communicating with foreign teachers and timely support other difficult issues
- VUS regularly offers free courses for training to improve the professional skills of its employees
- VUS should have policies that encourage employees based on the level of job completion This helps motivate employees to hone their skills and increase the performance of the center
- Between VUS departments should coordinate closely, build a most general information system to provide customers
1 (n.d.) Retrieved from vus.edu.vn: https://vus.edu.vn/
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7 EDUTab (2021, 7 30) Case study: M khóa h c m i, VUS giao ti p v i khách hàng ở ọ ớ ế ớ mục tiêu - Gen Z như thế nào? Retrieved from edutab.vn: https://edutab.vn/blogs/tieu-dung-thong-minh/case-study-mo-khoa-hoc-moi-vus- giao-tiep-voi-khach-hang-muc-tieu-g