Trends in Social Media of US in Marketing to young customers and its effect pot

Professional Project ID: 12028088 Title Page 1|Page Professional Project ID: 12028088 Declaration I declare the followings: (1) That the material contained in this Project is the result of my own work and that due acknowledgement has been given in the bibliography and references to ALL resources be they printed, electronic or personal (2) The Word Count of this Project is: Part A: 4356 words Part B: Reflective Statement: Total Word Count: (3) that unless this Project has been confirmed as confidential, I agree to an entire electronic copy or sections of the Project to being placed on Blackboard, if deemed appropriate, to allow future students the opportunity to see examples of past Projects I understand that if displayed on Blackboard it would be made available for no longer, than five years and those students would be able to print off copies or download The authorship would remain anonymous (4) I agree to my Project being submitted to a plagiarism detection service, where it will be stored in a database and compared against work submitted from this or any other School or from other institutions using the service In the event of the service detecting a high degree of similarity between content within the service this will be reported back to my supervisor and second marker, who may decide to undertake further investigation which may ultimately lead to disciplinary actions, should instances of plagiarism be detected (5) I have read the University Policy Statement on Ethics in Research and Consultancy and the Policy for Informed Consent in Research and Consultancy an I declare that ethical issues have been considered and taken into account in this research SIGNED: ………………………………………………… 2|Page Professional Project ID: 12028088 DATE: ………………………………………………… Abstract Part A of this project mainly discuss about “Who am I as a learner?” and “Implication for career choice” By taking some tests such as VARK questionnaires, Myer-Briggs type indicator, Honey and Mumford’s learning style questionnaires and Belbin team role inventory, the author will discover more about herself including the learning styles, personalities and team roles However, after that the author should be able to reflect on how he is as a learner and learn to apply her personal attributes to the suitable career choice in the future In the second section of this part, it will describe the career choice in future and the skills needed for the job and lifelong learning processes Section B academically concentrates on marketing issue, which relates to the writer’s study area Purpose of the research is to analyze what is marketing through social media, especially social network sites Moreover, the reporter will evaluate the effectiveness of social network sites on marketing toward young customers Finally, reflective statement aims at concluding essential points over part A and B This links the ideas of two parts to see how they are related to each other In this part, the concepts of whole project are pointed out clearly 3|Page Professional Project ID: 12028088 Acknowledgement Firstly, I would love to say thanks to my family, who support and give me a chance to study abroad in Northumbria University Secondly, I would like to say thanks to my project supervisor, Elmira Dzhafarova who has helped me and gave a lot suggestion in order for me to finish this project I also would like to thank to th module tutor, Mr Simon Lillystone, who provided many directions and announcements through whole process of doing my project Besides, I want to thanks all the teachers, staffs and members of Northumbria University because they gave me a chance to study in the best environment and with the full help whenever I needed in order to finish my project Finally yet importantly, I would like to thank all of you, my friends, for your encouragement and giving me many comments and ideas in the process of making this project 4|Page Professional Project ID: 12028088 Table of Content 5|Page Professional Project ID: 12028088 List of Figures 6|Page Professional Project ID: 12028088 Part A: Section 1: Who am I as a learner? Section 2: Implications for career choice 7|Page Professional Project ID: 12028088 Introduction Part A of this report will include two sections, which understand who I as a learner am; and implication for my future career choice Firstly, definitions of ‘learning’ will be mentioned through understanding of learner Besides, this going to find out on my own personal analyses about learning styles through four psychological tests, which are VARK, the Myers Briggs Type Indicators (MBTI), the Honey and Mumford Learning styles Questionnaire, and the Belbin Test In addition, the comments and advices from my family and friends will help me to complete and improve my learning style by the best effective way, the past learning experiences will also be reviewed as supportive evidences for the questionnaire results Secondly, through the test results, I found out that my most suitable career choice is related to marketing field By analysing my strengths and weaknesses, I also mention about lifelong learning and other reflections, which help me to find out how I improve by time and how I can struggle with challenges I also talk about the transferable skills, how it impact on my career choice in the future 1 Section 1: Who I am as a learner? 1.1 What is learning? There are many definitions about ‘learning’, from very long time ago; Klein came out with the definition of learning which was a relatively durable change in the ability to exhibit a behavior; and this change occurs as a result of successful or failure (Klein, 1987) People are born to learned and gaining knowledge for their whole life This definition is similar with affirmation “Learning involves changes” by Askew and Carnell (2011) (Susan Askew and Eileen Camell, 2011) On the other hand, learning can also be clarified as the process whereby knowledge is gained through the transformation of experiences (Kolb, 2008) That means learning can be useful for your lifelong if you know how to gained knowledge and apply it effectively in practical circumstances Somehow, the definition of learning can be easily showed in the learning cycle which helps learner to understand why increasing knowledge is continuous 8|Page Professional Project ID: 12028088 FIGURE : K OLB’ S EXPERIENTIAL LEARNING CYCLE (KOLB , SAGE, 2008) In short, learning is a lifelong process for gaining knowledge, as a result, we know that learning happens when people take newfound information and integrate it into their life 1.2 VARK questionnaire VARK was pioneered in 1987 by Neil Fleming based on four main preferences of the learners: visual, aural, read/write and kinesthetic which provides user with a profile of their learning preferences – how they want to transfer information in and out (VARK, 2012) In other words, VARK can be considered as a guide tool helping people to identify the effective, suitable and preferred style of learning In Roopnarine’s study (2008), four learning styles are simply viewed as colors, tutorials, words and doing During the first semester of my final year, I had under taken VARK test and found out my result through this figure below Visual Aural Read/Write Kinaesthetic 8 10 3 8 FIGURE : VARK TEST RESULTS 9|Page Professional Project ID: 12028088 According to VARK’s result, I am person who tend to study by visual, aural and kinaesthetic Therefore, I am a multimodal learning preference learner (Fleming, 2001) In addition, with 10 points for Aural, the most effective ways of learning is listening, which means the learner learn best from lectures, discuss, and talking things through The aural preference includes talking aloud than debating and arguing to other people They get information through saying their idea and sharing it to someone else (VARK, 2012) In fact, I normally I use to take a record form lectures, listen carefully to have the main points Moreover, I also try to understand some issues through communicating, asking others Besides, I also have high mark at Visual that means I usually gain new information and knowledge better by using graphs, charts or pictures (Fleming, 2001) In fact, highlight is one of the most effective visual learning methods I use to underline main ideas or keywords in whole paragraph (Beattie, 2011) Reflected with my experiences, I feel easily when study through pictures, diagrams, flow charts or any other visual methods For example, with same issue of problem, I use model mapping, symbols to make clear everything and easy find out the solution for problem through those maps In addition, the most effective way for me is combing seeing, listening and practicing Kinaesthetic is the last suitable style for my learning It is better for me when I try to discover things out, try to transfer theories to real situation The original theories give me the brief idea and practices help me to understand the topics as a whole deeply and more reliable On the other hand, my lowest score is Reading/Writing, which is also my weaknesses in learning style Therefore, to broaden and remember knowledge better, I should read more books, journals or articles on newspaper and then take information by noting down As writer Shella Cameron mentioned, reading is one of the most sophisticated skill that need for career, therefore, I should keep improving this skill as well as other skills (Cameron, 2008) 10 | P a g e Professional Project ID: 12028088 Appendix B B.1 Personal Development Plan 74 | P a g e Professional Project ID: 12028088 B.2 Curriculum Vitae Personal Information Full name: Phan Thi Cam Duong Date of birth: Nov, 4th, 1991 Gender: Female Nationality: Vietnamese Address: 118 Bewick Court, Princess Square, NE1 8EZ, Newcastle Upon Tyne, UK Contact No: 07784622146 Email: kye.phan.neu@gmail.com Passport: B2275653 • Education & Qualifications 2012 – 2013: Newcastle Business School – Northumbria University – Business • Administration 09/2009 – 07/2012: International Bachelor Degree program at National Economic • University – Corporation with Sunderland University (Merit) • 08/2010: IELTS recorded at 6.0 • 2006 - 2009: Marie Curie High School - Hoan Kiem District - Hanoi - Vietnam • 2002 - 2006: Giang Vo Secondary School - Ba Dinh Distric - Hanoi - Vietnam • 1997 - 2002: Le Ngoc Han Primary School - Hai Ba Trung District - Hanoi Vietnam Experience Record During period time studying at IBD@NEU, I have had some jobs to do and have changes to join some activities inside and outside IBD: • Internship at Marketing team in IBM Vietnam Co: From July to October in 2010 (full time worker) • Manager and Owner of Panacea Cafe: at 25 Quang Trung Street - Hoan Kiem District - Hanoi - Vietnam from October 2009 till now • Marketing Manager of Panacea Entertainment - Sound n Stage Light System in Hanoi from February, 2011 till August, 2012 • Active in Movie Warm Club of IBD at National Economic University Skills 75 | P a g e Professional Project ID: 12028088 • Characteristic skills: o o Being well-organized o Being easily to communicate with other, be able to lead other people o Having high responsibility for all works o • Being self-confident, active and creative Be able to work in group Other skills: o Be able to use English and Vietnamese fluency o Computer skills: Use fluency Microsoft Office, Photoshop, and be able to use some design program in computer Declaration I hereby confirm that the statements made on this form are true Signed: Name: Thi Cam Duong Phan Date:25-10-2012 76 | P a g e Professional Project ID: 12028088 B.3 Job Description JOB DESCRIPTION POST TITLE: Social Media and Marketing Executive DEPARTMENT: Unitemps (WUEL)* POST RESPONSIBLE TO: Franchise Relationship Manager SALARY: £23,811 pa REFERENCE NUMBER: 72506-122 CLOSING DATE: 7 January 2013 INTERVIEW DATE: First interview: Thursday 17/Friday 18 January 2013 Second interview: Friday 25 January 2013 JOB PURPOSE: To market Unitemps services – franchise and recruitment– through social, digital and printed media, and exhibitions To develop and maintain the Unitemps brand globally DUTIES AND RESPONSIBILITIES: Social Media • • • • Responsible for the Unitemps Facebook, Twitter and LinkedIn pages and presence, and their on-going development Increase our social media presence through marketing initiatives, news items, blogs etc Engage with students and HE contacts through social media Keep abreast of developments within media, industry and sector to ensure theme and content of marketing is relevant Marketing and Communications 77 | P a g e Professional Project ID: 12028088 • • • • • • • • • • • • Developing Unitemps website and digital media as marketing tools Produce marketing materials for all Unitemps services including the control of all printed Unitemps marketing material and brochures Work with the Sales, Branch and Franchise Relationship Managers to design and produce relevant material to support and take their business forward This could include designing leaflets, brochures, exhibition stands, web pages and presentations Planning, writing copy and organising email and direct mail campaigns for Unitemps services ensuring that style, content, and messages are consistent with our brand Control and proof new content to be added to www.unitemps.com, ensuring that style, content, and messages are consistent with our brand Work with new Franchises to ensure they are represented correctly on www.unitemps.com, ensuring that style, content, and messages are consistent with our brand Control and develop our branding guidelines for the use of all Unitemps staff and franchises Construct Unitemps newsletter for customers and franchises to including relevant articles on temporary recruitment, student services and HE issues Writing and sending press releases Developing and maintaining contacts with key media to maximize opportunities for exposure Producing adverts for printed press Measuring and reporting on the success of campaigns and providing recommendations for future campaigns Planning these to tie in with other activities such as PR and thinking longer term e.g series of adverts for maximum impact or adverts to support Events or news Communicate activities and successes internally Our internal markets include Unitemps staff, the Commercial Group and the wider University This can include liaison with the University of Warwick’ Communications Department to encourage promotion of our latest press release, updating the intranet and advertising in the office Keeping up to date with new technology with a view to utilising relevant methods/activities/tools for our customer groups Becoming an expert in Unitemps unique selling points and how they relate to the issues within the HE Sector and communicate to the marketplace and Unitemps staff Incorporate relevant comment on industry developments in Unitemps marketing communications and engage with stakeholders, customers and prospects in the sector Events • • • • Assist the franchise team in booking, planning, organising and, where appropriate, attending HE specific conferences globally to exhibit and market the Unitemps franchise model Attending other industry/discipline specific events, sometimes outside of the UK, to include: o Identifying relevant events suitable for Unitemps to attend/sponsor o Exhibiting (organising stand, relevant material, sponsorship, transport, staff) o Delivering presentations/leading workshop sessions wherever relevant and necessary o Networking and identifying key contacts to introduce to Franchise Relationship Managers or Recruitment staff The measurement and analysis of the results of events and measuring success where possible Selecting and ordering appropriate promotional products for use in exhibitions, conferences and customer visits etc Monitor and maintain stock levels 78 | P a g e Professional Project ID: 12028088 79 | P a g e Professional Project ID: 12028088 Any other duties commensurate with the grade of the role This list is not exhaustive and will be reviewed periodically when adjustments may be made PERSON SPECIFICATION POST TITLE: Social Media and Marketing Executive DEPARTMENT: Unitemps (WUEL) The Person Specification focuses on the knowledge, skills, experience and qualifications required to undertake the role effectively REQUIREMENTS ESSENTIAL (E) or MEASURED BY: The post holder must be able to demonstrate: DESIRABLE (D) a) Application Form REQUIREMENTS b)Test/Exercise c) Interview d) Presentation Degree qualified or equivalent E a) Previous experience of working in a commercial environment with marketing responsibilities E a), c) Experience of utilising social and digital media for marketing E a), c) Experience of writing marketing materials such as letters, articles, copy for adverts, web content E a), c) Knowledge and understanding of the HE Sector and/or recruitment industry and/or franchise industry D a), c), d) Ability to network and develop relationships with potential stakeholders, customers or prospects E a), c), d) Excellent presentation skills and ability to lead/host events E a), c), d) Understanding of marketing techniques and practices E a), c), d) Ability to plan and organise events E a), c) 80 | P a g e Professional Project ID: 12028088 A “can do” attitude E a), c) Excellent level of written and spoken English E a), b), c) Attention to detail E a), b) Ability to prioritise workload and meet deadlines E a), c), d) Excellent time management skills and the ability to multi-task E a), c) Ability to travel within the UK E a), c) Please note: Due to its nature, this role will involve travel throughout the UK on an occasional basis and sometimes internationally (it is anticipated that there may be 2-3 international trips within the first year, with the possibility of more thereafter) *Please note: on commencement of employment the post holder will be seconded to Warwick University Enterprises Limited (WUEL) 81 | P a g e Professional Project ID: 12028088 FURTHER PARTICULARS For further information about the University of Warwick, please visit our website at http://www2.warwick.ac.uk/services/humanresources/jobsintro/furtherparticulars For further information about the Department of Unitemps, please see our website at www.unitemps.com For an informal discussion about the role please contact Andy Walker on 07824 540731 Recruitment of Ex-Offenders Policy As an organisation using the Criminal Records Bureau (CRB) Disclosure service to assess applicants’ suitability for positions of trust, the University of Warwick complies with the CRB Code of Practice and undertakes not to discriminate unfairly against any subject of a Disclosure on the basis of a conviction or other information revealed More information is available on the University’s Vacancy pages and applicants may request a copy of the CRB Code of Practice 82 | P a g e Professional Project ID: 12028088 B.4 Standard application form Candidate ref: Standard Application Form (SAF) Employer applied to: Preferred functions: 1 2 Personal Details (please print this section) Title Surname First Name(s) (indicate (*) the one you are known by MS PHAN THI CAM DUONG Home Address Term Address No 3, Group AT579, An Trach Street, Dong Da District, Hanoi 118 Bewick Court, Princess Square John Dobson Street Newcastle Upon Tyne Postcode Postcode NE1 8EZ Telephone: +84903232229 Telephone: +447784622146 E-mail: kye.phan.neu@gmail.com E-mail: kye.phan.neu@gmail.com Dates at above: Dates at above: Nationality: Vietnamese Date of Birth: November, 4th, 1991 Do you need a work permit for permanent employment in the UK? YES  NO  Do you have one? YES  NO  Do you hold a full UK driving licence? YES  NO  Education - Professional, Postgraduate, First Degree/Diploma Please list all degrees/diplomas/professional qualifications etc held at or currently studied for, whether at first degree or postgraduate level List most recent first and give all results known whatever the outcome From To Month/year Higher Education Institution Award and Title of Award (HND/Degree/Dipl/Msc/ PhD etc) List main subjects below title Results (expected/awarded) BA (Hons) Business Administration BTEC Higher Diploma in 2.1 (upper second class) 09/12 06/13 Northumbria University 09/09 06/12 National Economics Merit 83 | P a g e Professional Project ID: 12028088 University Business Education - Prior to Higher Education Please list date (year)/qualification/subjects (grade) of all of the highest level examinations that qualified you for your Higher Education course(s) (A/AS Levels/Scottish Higher/Irish Leaving/Access/GNVQ/Baccalaureate etc) Include all examinations taken at this level whatever the outcome Number of GCSE/Standard Grade passes (Grade C & above) Date(s) gained Grade for Maths Grade for English Language Number of A/A* grades 8 06/09 A A 7A Employment and Work Experience Please describe briefly any work (whether paid or unpaid) which you have undertaken Highlight(*) the two most relevant and note what you achieved From Month/year To Employer Job Title/Responsibilities Achievements Improving communication skills with customer, learning real experiences about Business and Marketing Improving experiences in event manager and some special technical for sound and stage light systems Improving experiences in real big organization about marketing field 10/09 Now Opening Coffee shop in Vietnam Manager/Owner 09/11 08/12 Manager 07/10 10/10 Marketing Manager of Panacea Entertainment – Sound & Stage Light System in Hanoi, Vietnam Marketing team in IBM Vietnam Co Internship Geographical Location Do you have a strong preference for a particular location? If so, give details 84 | P a g e Professional Project ID: 12028088 None Personal Interests/Achievements Use the space below to describe with dates (year) any part-time activities Include organising, leading or group activities Those requiring initiative, creativity or giving intellectual development are also of interest Specific Evidence The following questions are designed to encourage you to provide specific abilities Your examples can be taken from your education, work experience, placements or spare-time or other voluntary activities but do not write solely about course-work Planning, implementation and achieving results: Describe a challenging project, activity or event which you have planned and taken through to a conclusion Include your objective, what you did, any changes you made to your plan and state how you measured your success Influencing, communication and teamwork: Describe how you achieved a goal through influencing the actions or opinions of others (perhaps in a team context) What were the circumstances? What did you do to make a difference? How do you know the result was satisfactory? 85 | P a g e Professional Project ID: 12028088 Analysis, problem solving and creative thinking: Describe a difficult problem that you have solved State how you decided which were the critical issues, say what you did and what your solution was What other approaches could you have taken? Additional Information Please write here any additional information, not covered elsewhere which will strengthen your application Where did you hear of us/see an advertisement? Specific Skills 1 List any languages that you know indicating level of proficiency (basic/working knowledge/fluent/mother tongue) 2 Specify your experience with any generic computer packages/programming languages (limited/working knowledge/extensive) 3 Indicate any other specific relevant skills (laboratory techniques, graphics skills etc) Career Choice Explain why you have applied for the job function(s) that you noted on the first page Offer evidence of your suitability (e.g courses 86 | P a g e Professional Project ID: 12028088 undertaken, work shadowing, skills, strengths and experiences) Emphasise why you consider yourself to be a strong candidate Health Declaration Please give details of any health matters of relevance to the work applied for (see note within Guidance Notes and Monitoring Data) Referees Academic Referee Other Referee Name: Name: Position: Position: Address: Address: Telephone: Telephone: Availability Please give any dates when you are not available for interview Please give the date from which you are available for employment Declaration The statements made on this form are true I understand any false statements may jeopardise my application and may lead to an offer being withdrawn I have attached the Equal Opportunities Monitoring Data Signed ………………………………… Name (please print)…………………………………….… Date…………………… 87 | P a g e Professional Project ID: 12028088 Equal Opportunities Monitoring Data The following monitoring information is used to ensure that recruitment procedures do not lead to discrimination and that legal and other requirements are met It is separated from your completed form, so you cannot be identified, and will play no part in the selection process Please put this form in a sealed envelope market 'Equal Opportunities Data' and attach this to your completed form Date today? D Male/Female? M Single/Married/Divorced/Widowed? S Date of Birth D D M M Y Y Y Y F M D M D M Y W Y Y Y Ethnic Origin Which of the following best describes your ethnic origin? Please tick one The categories used are those recommended by the Commission for Racial Equality      Arabic Black African Black Caribbean Black - other (please specify) Chinese       Indian Bangladeshi Pakistani White Irish Other (please specify) Disability Status Do you have a disability? (The Disability Discrimination Act 1995 defines disability as ' a physical or mental impairment which has a substantial and long-term adverse effect on ability to carry out normal day-to-day activities.') YES  NO  If yes, please specify 88 | P a g e ... – Trends in Social Media us in Marketing with young customers and its effectiveness 2.1 Definition of Social Media Social Media is a term composed by two words that look familiar and, as such,... related to Marketing section 22 | P a g e Professional Project ID: 12028088 Part B Topic title: The effectiveness of using social network sites on marketing on young customers when doing business... organizations and their consumers In part B of this report will indicates a literature reviewed of the effectiveness of social media in marketing nowadays in young customers with further research and evidences