HOW THE CHANGES OF MARKETING MIX IN DISEASE CRISIS TIME INFLUENCE BRAND HEALTH OF UNIVERSITY THE CASE OF FOREIGN TRADE UNIVERSITY

FOREIGN TRADE UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION -*** - GRADUATION THESIS Major: International Business Administration HOW THE CHANGES OF MARKETING MIX IN DISEASE CRISIS TIME INFLUENCE BRAND HEALTH OF UNIVERSITY: THE CASE OF FOREIGN TRADE UNIVERSITY Student full name: Le Duc Bao Trung Student ID : 1612250040 Class : English - High Quality Intake : 55 Supervisor : Assoc Prof Dr Le Thai Phong Hanoi, Jun 2020 TABLE OF CONTENTS ACKNOWLEDGEMENT i ABSTRACT ii LIST OF TABLE iii LIST OF FIGURE v LIST OF ABBREVIATIONS v CHAPTER 1: INTRODUCTION 1.1 The rationale of the research 1.2 Research objectives 1.3 Scope of research 1.4 Structure of the research CHAPTER 2: 2.1 LITERATURE REVIEW Theoretical foundation on brand health 2.1.1 The concept of brand health 2.1.2 Components of brand health and how to measure them 2.1.2.1 Brand awareness and usage 14 2.1.2.2 Brand position 18 2.1.2.3 Brand delivery 20 2.2 University marketing 21 2.3 Disease crisis and how it affects university marketing mix 26 CHAPTER 3: 3.1 RESEARCH METHODOLOGY 29 Research approach 29 3.1.1 Deductive approach and inductive approach 29 3.1.2 Concluding the research approach 32 3.2 Research hypothesis 32 3.2.1 FTU’s marketing mix 32 3.2.1.1 Product 32 3.2.1.2 People 33 3.2.1.3 Price 33 3.2.1.4 Programming 34 3.2.1.5 Promotion 35 3.2.1.6 Positioning 37 3.2.1.7 Place 38 3.2.1.8 Partnership 39 3.2.1.9 Packaging 40 3.2.2 The impact of COVID-19 on FTU’s marketing mix 41 3.2.2.1 The change in Price 42 3.2.2.2 The change in Programming 43 3.2.2.3 The change in Promotion 44 3.2.2.4 The change in Place 44 3.2.3 The impacts of these changes on FTU’s brand health and the research hypothesis 45 3.2.3.1 In the perspective of potential customers 45 3.2.3.2 In the perspective of current customers 46 3.3 Research design 46 3.4 Questionnaire development 47 3.5 Data collection 51 3.6 Research model 51 CHAPTER 4: 4.1 RESEARCH FINDINGS AND DISCUSSION 52 Research findings 52 4.1.1 Scale Test on each variable 52 4.1.1.1 Scale Test on PMPC 52 4.1.1.2 Scale Test on PL 53 4.1.1.3 Scale Test on PMCC 54 4.1.1.4 Scale Test on PR 55 4.1.1.5 Scale Test on PG 56 4.1.1.6 Scale Test on BAU 57 4.1.1.7 Scale Test on BD 58 4.1.2 Exploratory Factor Analysis for BAU model 59 4.1.2.1 Exploratory Factor Analysis: BAU - Independent variables 59 4.1.2.2 Exploratory Factor Analysis: BAU - Dependent variable 63 4.1.3 Exploratory Factor Analysis for BD model 65 4.1.3.1 Exploratory Factor Analysis: BD - Independent variables 65 4.1.3.2 Exploratory Factor Analysis: BD - Dependent variable 69 4.1.4 Correlation Test for BAU model 71 4.1.5 Correlation Test for BD model 72 4.1.6 Test on Regression Model (BAU model) 73 4.1.6.1 Regression Model: BAU model 73 4.1.6.2 ANNOVA Test: BAU model 74 4.1.6.3 Regression weights: BAU model 74 4.1.7 Test on Regression Model (BD model) 76 4.1.7.1 Regression Model: BD model 76 4.1.7.2 ANNOVA Test: BD model 77 4.1.7.3 Regression weights: BD model 77 4.1.8 Descriptive analysis 78 4.1.9 Hypotheses testing on each variable 80 4.2 4.1.9.1 First hypothesis 80 4.1.9.2 Second hypothesis 80 4.1.9.3 Third hypothesis 80 4.1.9.4 Fourth hypothesis 81 4.1.9.5 Fifth hypothesis 81 Discussion 81 4.2.1 The change of Promotion for Potential Customers 81 4.2.2 The change of Place 82 4.2.3 The change of Promotion for Current Customers 83 4.2.4 The change of Programming 84 4.2.5 The change of Price 86 CHAPTER 5: RECOMMENDATIONS FOR FOREIGN TRADE UNIVERSITY 88 5.1 Extend Support 88 5.2 Communicate as per the context – Messaging and Tone 88 5.3 Anticipate and Adapt 89 5.4 Stay Connected 90 5.5 Increase the digital content efforts 91 5.6 Adjust the Marketing Strategy 92 CONCLUSION 94 REFERENCE 95 ACKNOWLEDGEMENT At the very outset, I am much thankful to Faculty of Business Administration for supporting me to accomplish my four years at Foreign Trade University It gives me immense pleasure to thank a great number of lecturers for their dedicated efforts which have contributed directly or indirectly in educating and changing me to a better version Besides, I would like to express my sincere gratitude to my advisor Mr Le Thai Phong for the continuous support of my graduation thesis, for his patience, encouragement, enthusiasm, and knowledge His guidance and feedback helped me a lot in solidifying my point of view to construct the blueprint of this research I could not have imagined having a better mentor for my graduation research paper Moreover, I must manifest my thankfulness to all members of Faculty of Business Administration including Mrs Tran Minh Thu, Mr Cao Dinh Kien, Mrs Nguyen Thuy Anh, Mrs Bach Mai and Ms Hanh Linh who also have helped me a lot during my university life as well as during thesis implementation process Last but not least, I thank all of my colleagues at Metric Analytics for their cooperation and encouragement during the research Sincerely, Le Duc Bao Trung Hanoi, May 2020 i ABSTRACT This study aspires to have an overall understanding over the impact of COVID-19 on the brand health of universities in Vietnam, followed by a case study of Foreign Trade University The paper also attempts to clarify the factors related to marketingcommunication strategy of universities and its changes brought by COVID-19 Only then the relationships between these changes and universities’ brand health could be justify and interpret thoroughly To achieve the objectives, primary data was collected with the help of structured questionnaires 350 responses were gathered from the distribution of the google forms survey Further, primary research also was conducted with utilization of the journal articles from the previous researchers Moreover, the data for this research was analyzed through IBM SPSS statistics software Results of the study revealed that FTU have done a fantastic job to respond to the fight against COVID-19 However, the outcomes of these actions are still just above the average To handle the next crisis like COVID-19, FTU and other universities have to prepare for the uncertainty, to make the changes happen every day Moreover, higher education institution should fully take advantage of the digital space, with advanced technology knowledge and systems set up that is ready for just being used if needed Keywords: impact, COVID-19, university brand health ii LIST OF TABLE Table 1: David Aaker’s brand equity 10 (1996) 12 Table 2: Official questionnaire 48 Table 3: Reliability statistics from PMPC’ dimensions 52 Table 4: Promotion for PMPC’ Item-Total Statistics 52 Table 5: Reliability statistics from PL’s dimensions 53 Table 6: PL’s Item-Total Statistics .53 Table 7: Reliability statistics from PMCC’s dimensions 54 Table 8: PMCC’s Item-Total Statistics 54 Table 9: Reliability statistics from PR’s dimensions 55 Table 10: PR’s Item-Total Statistics .55 Table 11: Reliability statistics from PG’s dimensions 56 Table 12: PG’s Item-Total Statistics .56 Table 13: Reliability statistics from BAU’s dimensions 57 Table 14: BAU’s Item-Total Statistics 57 Table 15: Reliability statistics from BD’s dimensions 58 Table 16: BD’s Item-Total Statistics 58 Table 17: KMO and Bartlett’s Test (BAU – Independent variables) 59 Table 18: Communalities (BAU – Independent variables) 59 Table 19: Total variance explained (BAU – Independent variables) 60 Table 20: Factor loading based on the size of a sample 61 Table 21: Rotated Component Matrix (BAU – Independent variables) .61 Table 22: KMO and Bartlett’s Test (BAU – Dependent variables) 63 Table 23: Communalities (BAU – Dependent variables) .63 Table 24: Total variance explained (BAU – Dependent variables) 64 Table 25: KMO and Bartlett’s Test (BD – Independent variables) 65 Table 26: Communalities (BD – Independent variables) 65 Table 27: Total variance explained (BD – Independent variables) 66 Table 28: Rotated Component Matrix (BD – Independent variables) 67 Table 29: KMO and Bartlett’s Test (BD - Dependent variable) 69 Table 30: Communalities (BD - Dependent variable) 69 iii Table 31: Total variance explained (BD - Dependent variable) 70 Table 32: Correlations Coefficients between variables (BAU model) 71 Table 33: Correlations Coefficients between variables (BD model) 72 Table 34: Regression Model Summary values: BAU model 73 Table 35: ANNOVA for coefficient values in regression: BAU model .74 Table 36: Coefficients: BAU model .74 Table 37: Regression Model Summary values: BD model 76 Table 38: ANNOVA for coefficient values in regression: BD model 77 Table 39: Coefficients: BD model 77 Table 40: Descriptive statistics: BAU model 78 Table 41: Descriptive statistics: BD model 79 iv LIST OF FIGURE Figure 1: Interbrand’s brand value chain (2014) Figure 2: Interbrand’s brand valuation methodology (2014) Figure 3: Brand Finance’s brand valuation approaches (2010) 11 Figure 4: The Brand Health Wheel (1988) 14 Figure 5: The Awareness Pyramid (1989) 15 Figure 6: The seven Ps of services marketing (1981) 24 Figure 7: The nine Ps of higher educational marketing (2008) 25 Figure 8: Deductive research approach 30 Figure 9: Inductive research approach 31 Figure 10: The University Recruitment Cycle (2002) 36 Figure 11: Official research model .51 LIST OF ABBREVIATIONS COVID-19 Coronavirus disease of 2019 FTU Foreign Trade University FSSC FTU Student Service Centre FIIS FTU Innovation and Incubation Space PMPC Promotion for Potential Customers PL Place PMCC Promotion for Current Customers PR Price PG Programming BAU Brand Awareness and Usage BD Brand Delivery v Universities should adapt their tone of voice as per the context and avoid being sarcastic or cynical at these times Instead a more empathetic, assuring, positive tone and even a slight bit of humor can work better A great way would be to listen to the customers diligently and reflect their emotions in the messaging and tone Moreover, it is a fine line brands must tread, with the risk of being misinterpreted by customers While intentions may be good, the execution has to be thoughtful as well A brand has to be seen as genuinely concerned about its customers and not taking advantage of a situation or force fitting something Undoubtedly, as governments and health organizations around the world preach about coronavirus etiquette, it makes sense for brands to echo or amplify their messages A good example is Nike, which put out a campaign encouraging people to 'play inside' as governments enforce social-distancing measures As per Nike's usual standards was standup: "If you ever dreamed of playing for millions around the world, now is your chance." Another example, Indian dairy brand Amul put out a series of messages encouraging people to wash their hands, greet others using the no-contact namaste method, and to work from home The work featured the famed Amul girl Similarly, a university should also amplify these kinds of messages Communicating right messages during a pandemic can be difficult to do, so the suggestion is to focus on the mission and how university can help students make an impact Try to highlight how faculty, students or alumni are making a positive impact during the pandemic Furthermore, COVID-19 has impacted every industry and the majority of the population in some way Its wide reach means that every faulty member has an expert voice they can lend to the conversation Faculty members possess key knowledge to reduce panic and combat misinformation around COVID-19, so use their expertise to add to the conversation 5.3 Anticipate and Adapt As more and more people are asked to self-isolate and stay home, universities would have to anticipate changes in customers behavior that might impact how customers interact with their brands Their needs and expectations might change drastically 89 We have already seen airlines offering flexible ticketing or lower/zero cancelation rates looking at the realities of travel currently Conferences and events have been shifted online instead of canceling them completely Movie releases have been postponed respecting the concept of social distancing Therefore, the better FTU have anticipated the possible scenarios, the more prepared they are and the more confident they will be in implementing the changes 5.4 Stay Connected That sounds so wrong at a time when everyone is practicing social distancing But the point is that universities need to stay invested in customer relationships throughout the crisis It might be tempting to go on cost cutting mode and conveniently adopting media silence But this is the time where brands need to stand by their customers, add value to their lives and earn their trust In addition, if the university is going to cut down lectures, or is currently facing an extremely high demand for information system or plan deployment delay, it is critical to keep the customers informed By keeping them updated about the actual situation and steps FTU is taking to serve them better, it can help reduce their annoyance and prevent them from bad reaction and reduction of satisfaction Exhibiting that the university is doing their best in these troubled times, can go a long way for the FTU brand Use multichannel communication to engage with the customers Use email, SMS, website, social media, or even mobile app This will ensure FTU is able to better respond to their concerns, queries, and complaints Make the customers feel that they are being heard That way will bring FTU brand closer to the customers Certainly, an unthinking reaction to stop all paid media can be tempting in a time of uncertainty, but it is the last thing that should happen right now In fact, some digital media is seeing an increased engagement for colleges and universities (Katrina Hill, 2020) Again, students are at home They now have time to dream, research, apply for scholarships and finally send in those transcripts universities have been requesting for months 90 However, FTU should carefully audit all of their messages to ensure there is nothing that appears opportunistic or insensitive when put in the context of a nationwide health and economic crisis An audit is also a good time to ensure ads are targeted appropriately using custom audiences, geo-targeting, retargeting and behavioral targeting Finally, take a moment to check the landing pages to make sure they have accurate information, functioning forms and are set up appropriately to guide students to their next step 5.5 Increase the digital content efforts With several people locked down in their homes, digital content has seen a surge in downloads Think of ideas of tapping into this opportunity to engage the customers – branded apps FTU could create digital content specific to their industry Besides, the higher education industry is showing evidence of increased social media engagement Universities need to be more strategic about push marketing efforts as people are more sensitive during this crisis, so we need to be more empathetic to our audiences Improve brand awareness and messaging to serve people now by thinking about users and their current situation and how a university can help Some universities are seeing success with free courses during this time With the abrupt shift to distance learning with students and remote operations with faculty and staff, the need for effective, efficient community engagement is paramount As we look to our mobile devices for connection and communication, perhaps now more than we ever have, take advantage of social media tools to keep your community engaged Through platforms such as Facebook, Instagram, Twitter, and LinkedIn, institutions have the opportunity to inform, help, connect, and entertain Moreover, prospective students are, overall, more engaged on social media now In fact, they visit the actual school’s profile instead of just liking new posts in their feeds (Katrina Hill, 2020) This is not a big surprise Teens are on their devices all day long while they are quarantined at home This means they have seen everything in their feed and are ready to dig deeper Universities need to be poised to continue to provide 91 them with new content and to respond to engagements with all posts, including older posts they would find as they explore more deeply than before Furthermore, current students are engaged, too Many are tagging their schools, complementing their response to moving online or sharing photos of them in their school gear as a way to connect with their college community from home FTU can leverage this content to give prospective students a view of the great relationships, community spirit and school pride that exist within the student body 5.6 Adjust the Marketing Strategy In such times of uncertainty, it is best to keep FTU strategy open to evolution – constant improvement based on new opportunities, problems, and information As the course of events have been so unpredictable, there is no right answer and predetermined answers are more likely to be wrong or obsolete over time As a result, the university need to adjust their media investments based on the moods and expectations of consumers Building brand credibility should be prioritized over sales objectives What we are witnessing currently is unprecedented It is truly global and could affect every brand, business and individual In the times of crisis, we look up to leaders and institutions for direction, information, and assurance Increasingly people are looking unto brands for the same as well It is time, FTU rise to the occasion In addition, campus visits and yield events are anchors of any great enrollment marketing strategy In fact, this crisis has happened right as yield season is in full swing across all the universities These events being canceled due to current restrictions does not mean these strategies should be scrapped entirely In fact, they are still critical factors in FTU recruitment equation All different types of visits, from individual daily visits to large yield events, can be reimagined to provide the same experience online There are many tools available to FTU team, from Zoom or Skype for individual visits, to social live videos for campus tours, to more sophisticated online events utilizing an online events platform 92 Furthermore, seniors are grieving as their high school career has ended abruptly During the time of year that they would normally be hyper-focused on their senioryear experience, they are bored and looking for something to be excited about This creates an opportunity to redirect their attention They are primed to take the next step Enrollment teams should partner with academic teams to open registration early Now is the time to anchor the students who are engaged into your university Then, FTU enrollment team will be freed up to work the phones and move on to filling the second half of the class This crisis came into full swing right at the peak of high school students’ senior year Proms, sports championships, and graduations have been canceled, and students are left at home staring at one (or all) of their multiple devices, trying to find something to look forward to Now is the time to call directly to the students, encourage them to submit their deposit or take the next step needed to make an admissions decision Also, texting is a great option that allows FTU to connect with students in an informal way while giving them the opportunity to provide instant feedback However, FTU should still respect the type of content students want to receive from schools Text communications should be limited to personalized, short, and clear messages Effective messages include encouraging them to set up a time to talk to their admissions officer by replying to a text, to announce that registration is open or to prompt them to send in missing documents Many customer relationship management or texting tools also allow your admissions counselors to have one-on-one conversations with those students who are not willing to pick up the phone for a conversation Additionally, now is a great time to really ramp up the email marketing efforts Email from higher education institutions’ open rate averages have increased from 35% to 41%, click-through rates are holding steady and unsubscribe rates are down by more than 2% (Katrina Hill, 2020) All of this tells us that people like relevant content and want to keep receiving it - especially now that they have time to read it 93 CONCLUSION Survey statistics shows that the changes of marketing mix in disease crisis time have positive impact on university brand health We use three type of methods including Descriptive analysis, Correlation test and Coefficients test which has clearly shows that the changes of promotion for potential customers and place have positive relationship with brand awareness and usage; the changes of promotion for current customers and programming have positive relationship with brand delivery As the COVID-19 crisis peaks in many countries, many brands are suffering Lockdowns are keeping customers away from stores, logistical issues are affecting e-commerce sales and factory closures are resulting in businesses out of stock The key to ride this public health crisis wave is by being nimble Rethink the marketing strategy to make them more relevant is what FTU and higher education institution should in this time of crisis No one living today has ever faced a pandemic like COVID-19 As the global health emergency continues to unfold, higher educations are scrambling to digitize their teachings and tap into their students' needs Despite uncertain timelines around social distancing, higher education institutions have done a commendable job leveraging digital tools such as social media to keep students informed, empathize with their frustrations, and provide guidance and timely information With the rapidly developing Covid-19 pandemic, many colleges, universities, and their partners are quickly working to shift their marketing focus to both address the crisis while continuing to support current and potential students Even in the midst of this crisis, enrollment leaders know one thing all too well - we can’t lose sight of the fact that we have a new class to recruit The survey data shows that FTU have done a fantastic job to respond to the fight against COVID-19 However, the outcomes of these actions are still just above the average To handle the next crisis like COVID-19, FTU and other universities have to prepare for the uncertainty, to make the changes happen every day Moreover, higher education institution should fully take advantage of the 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?? for the purpose of illustrating the connections of COVID-19 with the university. .. indication of the value of their brands to see if their investment in these intangible assets is paying off The value of the brand here, is its brand health? They are somewhat different from each other... clarifications indicate responses to developments in the business environment and the changes of further observations of the nature and influence of the firms as intangible marketing mix elements