(Đồ án HCMUTE) planning digital maketing strategies at ILP vietnam IELTS intensive academy

MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY AND EDUCATION FACULTY FOR HIGH QUALITY TRAINING INDUSTRIAL MANAGEMENT PLANNING DIGITAL MARKETING STRATEGIES AT ILP VIETNAM IELTS INTENSIVE ACADEMY SUPERVISOR: MBA TRAN KHANH HOANG STUDENT: HUYNH QUANG TRUNG SKL 0 2 Ho Chi Minh City, June, 2022 i MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY AND EDUCATION FACULTY FOR HIGH QUALITY TRAINING GRADUATION THESIS TOPIC: PLANNING DIGITAL MARKETING STRATEGIES AT ILP VIETNAM IELTS INTENSIVE ACADEMY Student : Huynh Quang Trung ID : 16124083 Course : 2016 Major : Industrial Management Instructor : MBA Tran Khanh Hoang Ho Chi Minh City, June 2022 i INSTRUCTOR’S COMMENTS Ho Chi Minh City, day …month…year…… Instructor Trang i i FEEDBACK FROM MEMBERS OF THE COMMITTEE Ho Chi Minh City, day …month…year…… Member of the thesis committee Trang ii i ACKNOWLEDGEMENS First of all, I would love to express my great gratitude to all lecturers at Ho Chi Minh University of Technology and Education, especially the lecturers in the high-quality training faculty who have generously guided and imparted not only vital knowledge in lessons, but also social experiences in enterprises environment and your own life stories These will be solid luggage, allowing me to confidently pursue my own future and profession Exclusively, I would love to send my deepest thanks to Mr Tran Khanh Hoang – the one who opened up my initial inspirations about Marketing for me, and also, for being so much patient to accept to be my instructor, not only once, but three times Thank you for all of your kindness, as well as on-time guidance and advice throughout my intern program On the company side, I would love to send my biggest thanks to Mr Pham Tan Dat – The General Director and Ms Vo Ngoc Tuyen – The Marketing Manager, as well as the entire ILP Vietnam team, who have always trusted and dedicatedly guided me from the beginning, not only at work but also the way to behave in the office environment during my time here The time and experiences working process with the company is not long and it is difficult to avoid mistakes due to my lack of knowledge, experience and skills, I would love to thanks all for your kind and forgiveness I am looking forward to receiving timely corrections from all of you to complete the work well in the future Once again, thank you Ho Chi Minh City, June 30th, 2022 Student Huynh Quang Trung Trang iii i LIST OF ABBREVIATIONS ABBREVIATIONS EXPLANATION ACET Australian Centre for Education and Training AMA American Marketing Association BC British Council CPC Cost Per Click GSO General Statistic Office IELTS International English Language Testing System ILP, ILP Vietnam ILP Vietnam IELTS Intensive Academy Inc Incorporation TOEFL Test Of English as a Foreign Language TOEIC Test of English for International Communication UK United Kingdom USA United State of America UTS University of Technology Sydney VND Vietnam Dong Trang iv i LIST OF TABLES Table 1-1 Business operation results at ILP within 2018-2021 (Billion VND) 10 Table 3-1 ILP’s page contents ideas 32 Table 3-2 Assessment of results of digital marketing activities at ILP Vietnam 43 Table 4-1 ILP Vietnam SWOT analysis 46 Table 4-2 PESTEL Analytic 48 Table 4-3 Facebook Ads campaign implementation plan 52 Table 4-4 Recruitment plan for Marketing department 53 Trang v i LIST OF FIGURES Figure 1-1: ILP Vietnam’s Logo Figure 1-2: Organizational Structure Chart of ILP Vietnam Figure 1-3: Organizational Structure Chart of Marketing team at ILP Vietnam Figure 1-4 Business operation results at ILP within 2018-2021 (Billion VND) 10 Figure 1-5 The official partner accreditation Certificate from BC 12 Figure 2-1 Research model proposing 23 Figure 3-1 ILP’s Facebook Page (Updated 29th June, 2022) 27 Figure 3-2 Vietnam’s Facebook user amount and age range 28 Figure 3-3 ILP’s Facebook total page likes 29 Figure 3-4 ILP’s Facebook customers’ age rang 29 Figure 3-5 Old posts with no react and low reached 31 Figure 3-6 Post with more than square images form 33 Figure 3-7 Post with square image form 34 Figure 3-8 Short status post form with website article shared in comment section 35 Figure 3-9 Videos 36 Figure 3-10 ILP’s Facebook page reach 37 Figure 3-11 ILP’s total page likes in May 2022 37 Figure 3-12 ILP Page fans’ Online time 38 Figure 3-13 ILP Website interface 39 Figure 3-14 Old interface of ILP’s website since June 2021 41 Figure 3-15 New banners for ILP’s website 42 Figure 4-1 Marketing plan Gantt chart 54 Trang vi i TABLE OF CONTENTS INSTRUCTOR’S COMMENTS i FEEDBACK FROM MEMBERS OF THE COMMITTEE ii ACKNOWLEDGEMENS iii LIST OF ABBREVIATIONS iv LIST OF TABLES v LIST OF FIGURES vi TABLE OF CONTENTS vii FOREWORD 1 Reason of choosing this topic Research objectives Objects and scope of research Research method Structure of the report CHAPTER 1: 1.1 INTRODUCING ABOUT ILP VIETNAM Introduction of ILP Vietnam 1.1.1 Core values of ILP Vietnam 1.1.2 Organizational Structure of ILP Vietnam 1.2 Products and services 1.2.1 IELTS Premier program 1.2.2 IELTS Premier Advanced program 1.2.3 IELTS Mindset Mastery crash course 1.2.4 IELTS Writing Mindset Mastery course 1.2.5 IELTS General Training 1.2.6 TOEIC Mastery course 1.3 Business operation results at ILP Vietnam 10 1.3.1 Business operation result at ILP Vietnam within 2018 - 2021 10 1.3.2 An evaluation of Business operation results at ILP Vietnam with 2018 2020 11 CHAPTER 2: LITERATURE REVIEW 13 2.1 The concept of Marketing 13 2.2 The concept of Digital Marketing 14 2.2.1 Definition of Digital Marketing 14 Trang vii i 2.2.2 Digital Marketing’s Strength 14 2.2.3 The role of Digital in Marketing 16 2.3 The concept of Marketing Communication through Social Media 17 2.3.1 Social Media and Social Media Marketing 17 2.3.2 Facebook Social Media 18 2.4 Factors that influence students' decision to choose a particular place for studying English 20 2.4.1 Overview of previous studies related to the topic 20 2.4.2 Research model proposing 23 CHAPTER 3: IMPLEMENTATION OF DIGITAL MARKETING ACTIVITIES AT ILP VIETNAM 24 3.1 Overview about English teaching service in Vietnam 24 3.2 ILP Vietnam’s digital marketing plan 25 3.2.1 Target customer 25 3.2.2 Customer Research 25 3.2.3 Goals of digital marketing implementation 26 3.3 ILP digital marketing channels 27 3.3.1 Facebook social media 27 3.3.2 Website 39 CHAPTER 4: PROPOSING DIGITAL MARKETING PLAN TO ENHANCING BRAND AWARENESS FOR ILP VIETNAM 45 4.1 ILP Vietnam's Digital Marketing activities assessment 45 4.1.1 Achievements 45 4.1.2 Limitations and Reasons 45 4.2 SWOT analysis and strategies 46 4.3 PESTEL Analytic 48 4.4 Orientation and solutions to improve the effectiveness of Digital Marketing activities at ILP Vietnam 49 4.4.1 Orientation of ILP’s development goals 49 4.4.2 Solutions 50 4.4 Gantt chart 54 CONCLUSION 55 LIST OF REFERENCES 56 APPENDIX 57 Trang viii i process, especially the connection between the Marketing Department and the Academic Office Currently, the content on the fan page and website is made mainly by the marketing department, so the content is not really rich in article and lack of academic accuracy Therefore, with the participation of the Academic Office in content development and moderation, the content posted on social networking platforms and websites will have a marked improvement in both quantity and quality Regarding human resource work, ILP is planning to build a second facility, so the addition of additional workforce is necessary to meet the demand for volume and quality of work ILP will constantly improve the remuneration policies for the company's employees Thereby, stabilizing the psychology of employees, and at the same time attracting more quality human resources 4.4.2 Solutions As for Limitation 1: Have deeper knowledge of the market through research Therefore, invest wisely into Marketing, not only on running ads, but also on other human resources and other activities As for Limitation 2: Invest more time and efforts on contents for Facebook as well as on other Digital Marketing platforms too At the moment, Tiktok is being considered to be the strongest social media with a magnificent number of users daily Tiktok can be the most potential social media for ILP to get customers attention as well as brand awareness Secondly, rebuild ILP website interface is a must in order to build trust in customers As for Limitation 3: Doing researches to have deeper understanding on customers and study and measure the effectiveness of the changes made, especially on Facebook fan page These study can be conducted through survey method – suggested survey is showed in Appendix section 4.4.2.1 Facebook Ads campaign implementation plan Since Facebook is now the most popular social network in Vietnam, it offers plenty of chances for ILP to promote its brand and improve the effectiveness of its operations Boost brand exposure on Facebook by sending messages, and creating content for the Trang 50 i sizable Fanpage community fostering deep connections with fans and clients, fostering a culture of sharing and positive feedback, and expanding the company's commercial chances Increase access time by directing traffic to the website in general and to links about the company's services and goods in particular The majority of Fan page likes are virtual accounts, so ILP needs to promote natural likes by sharing information or useful and attractive videos to followers Although the quality of Fan page does not lie in the number of likes, the more natural likes, the more customer interaction increases when accessing ILP's articles The biggest limitation of ILP Fan page now is that academic images and videos are too rigid, uncreative content is still boring academic knowledge There are not many trending articles to run viral, etc Therefore, more attention should be paid to the quality of the content of articles and news posted on Fan page every day and taken from many reliable sources with content that goes closely with the news the company's business area Each article provides more vivid images, in line with the trend of the audience At the same time, ILP should invest in a team specialized in social networking, especially on Fan page, to easily reach potential customers Update more trends that the community is aiming for outside of Facebook be it Instagram, Tiktok, etc At the same time, give ideas for applying strengths, tools, interface changes and regular updates to create effects for ILP Repost the content that is considered the most unique, but absolutely not spam, when reposting such content, it is necessary to change the wording so that people who have read it not recognize it and appear on the page who has not seen it that information Currently, on Facebook, there is a mode to set up a hard fan for those who regularly follow and interact on Fan page, it is necessary to have gratitude programs for those who accompany ILP to increase customers' trust in ILP Finally, make regular policies and plans for Fan page to maintain interaction or reach Besides, it is necessary to implement an advertising plan on Facebook to increase more orders from this channel Below is a table that proposes a plan to implement Facebook ads for Fan page ILP: Trang 51 i Suggestion Purpose Time KPIs Unit Budget Estimate Changing original the Improve reach and way of interaction from months 10.000/ Reach post sharing academic user to the pages contents to more viral and adaptive to trends on Facebook Changing the Improve reach and original style of brand awareness to months Ads post from the first 200.000/ Reach post 50.000.000 VND/ post target academic style to customers group in more viral and which include many adaptive to trends youngsters from the and funny on age of 14-22 Facebook Sharing and Introducing linking the website website 60.000 CPC interface, months articles to ads on articles Facebook new 60.000.000 VND and improve access rate to the Website Summarize 110.000.000 VND Table 4-3 Facebook Ads campaign implementation plan Trang 52 i 4.4.2.2 Human resources Due to the expansion in the number of tasks as well as the content to manage, especially those related to the production of content videos and expansion of activities on other social networking platforms, ILP needs more employees to the marketing department as follows: Job position Job description Budget Estimate Content creator - Monitor and research viral and trending 8.000.000 - content on other social networking platforms 10.000.000 VND/ - Brainstorm ideas, link trending content to month English-related content in general and IELTS in particular - Make content, support video recording and video editing Cameraman and video editor - Make video recording according to the content creator's idea 8.000.000 10.000.000 VND/ month - Edit video Table 4-4 Recruitment plan for Marketing department Trang 53 i 4.4 Gantt chart After analyzing all the proposals, the author suggested the tasks to be completed in the marketing strategy shown by the Gantt chart below: Figure 4-1 Marketing plan Gantt chart Sources: Made by the author on Microsoft Project software There will be a total of tasks including: - Conduct surveys, collect data - Data analysis - Planning content idea - Design - Post, set-up ads - Recruiting - Welcome procedure - Filming - Editing In which, there are main tasks, which are decisive factors affecting the progress of the project, they are: Conduct surveys, collect data; Planning Content Idea; Recruiting These three main tasks will be prioritized to complete first, and will start at the same time on Sep 5th in order to ensure the progress of the work Trang 54 i CONCLUSION This Graduation Thesis completed the objective of researching the theoretical foundations of digital marketing and brand awareness in small and medium-sized businesses - ILP Vietnam This “PLANNING OF DIGITAL MARKETING STRATEGIES AT ILP VIETNAM IELTS INTENSIVE ACADEMY” graduation thesis addressed the following issues: - To have a deeper learning of Marketing, especially in Digital Marketing field, as well as the competitive position and the condition of digital marketing at ILP Vietnam, using logic, documents, and data analysis - To propose solutions to enhance the effectiveness of digital marketing and brand awareness at ILP Vietnam Due to a lack of skills and some limiting restrictions, there are some flaws in this graduation thesis With the motto of learning by doing and learning from experience to complete the picture, the author would love to obtain more feedbacks and additions from lecturers, coworkers and friends to complete the graduation thesis well Last but not least, once again, I would like to send my biggest thanks to Mr Tran Khanh Hoang again, for all of your time and kindness And to the company side, my deepest gratitude to Mrs Vo Ngoc Tuyen, for your guidance and patience Trang 55 i LIST OF REFERENCES AMA (2022) What is Digital Marketing? Link: https://www.ama.org/pages/what-is-digitalmarketing/ British Council (2022) Giới thiệu Hội đồng Anh Link: https://www.britishcouncil.vn/gioithieu Don Sexton (2010) Trump University Marketing 101: How to use the most powerful ideas in Marketing to get mor customers The United State of America: John Wiley & Sons, Inc Đoàn Thị Huế (2016) Các nhân tố ảnh hưởng đến định chọn trung tâm ngoại ngữ sinh viên trường Đại học Nha Trang Luận văn Thạc sỹ, Đại học Nha Trang General Statistics Office (2019) Kết Tổng điều tra Dân số Nhà ở, 61 Link: https://www.gso.gov.vn/wp-content/uploads/2019/12/TDT-Dan-so-2019-1.pdf Judy Strauss and Raymond Frost (2016) E-Marketing Routledge - Publisher of Professional & Academic Books - Taylor & Francis Group MediaZ (2018) Facebook Marketing 4.0 Ho Chi Minh City: NXB Thế Giới Ngơ Cao Hồi Linh (2018) Các yếu tố ảnh hưởng đến hài lòng học viên trung tâm anh ngữ vừa nhỏ Tp.HCM Tạp chí Kinh tế - Kỹ thuật, Vol 05, Số 21, 24-30 IDP (2022) Những điều cần biết IELTS Link: https://www.idp.com/vietnam/ielts/what-is-ielts/ IDP (2022) Những điều làm Link: https://www.idp.com/vietnam/whyidp/what-we-do/ ILP Vietnam (2022) Về thầy La Thành Triết Link: https://ilp.edu.vn/ve-thay-la-thanhtriet/ Quy mô thị trường Anh ngữ 2020 (04/05/2020) Quy mô thị trường Anh ngữ 2020 Link: https://t5r.vn/thi-truong-anh-ngu/ Ryan Robinson (2022) The Top Social Media Sites You Need to Care About in 2022 Link: https://www.adobe.com/express/learn/blog/top-social-mediasites#:~:text=With%20nearly%202.5%20billion%20monthly,media%20site%20in%20the%20world Vinalink (2017) Digital Marketing Từ chiến lược đến thực thi Ho Chi Minh City: NXB Lao Động Zukhri C., Ujang S., and Mukhamad N (2020) The Influence of Marketing Mix on Brand Image, Motivation and Students Decision to Choose Graduate Studies of IPB University Journal of Consumer Sciences, Vol 05, No 02, 139-156 Trang 56 i APPENDIX PHIẾU KHẢO SÁT Xin chào Quý Anh/Chị, Tôi Huỳnh Quang Trung, sinh viên trường Đại học Sư phạm Kỹ thuật Thành phố Hồ Chí Minh Hiện tại, tơi thực Khóa luận Tốt nghiệp với đề tài “Nghiên cứu đánh giá chiến lược Digital Marketing Học viện Đào tạo IELTS Chuyên sâu ILP Vietnam” Rất mong Anh/ Chị có th6ẽ dành chút thời gian giúp hoàn thành phiếu khảo sát Những ý kiến đóng góp Anh/ Chị khơng giúp tơi hồn thành Khóa luận Tốt nghiệp, mà cịn để hồn thiện chất lượng dịch vụ ILP Vietnam Tôi xin đảm bảo thông tin Anh/ Chị cung cấp dùng cho mục đích nghiên cứu bảo mật tuyệt đối ILP Vietnam Xin chân thành cảm ơn đóng góp quý Anh/ Chị I PHẦN THÔNG TIN CHUNG Câu 1: Anh/chị xin vui lịng cho biết giới tính mình: Nam Nữ Câu 2: Vui lòng cho biết Anh/ Chị thuộc nhóm tuổi nào? 14-24 25-35 36-45 45+ Câu 3: Vui lịng cho biết nhóm nghề nghiệp Anh/ Chị: Hoc sinh – Sinh viên (Ghi rõ tên trường theo học) Nhân viên văn phòng Nội trợ Khác (Ghi rõ): Câu 4: Vui lịng cho biết tổng thu nhập bình qn gia đình Anh/ Chị thuộc nhóm sau đây: Trang 57 i Dưới 15 triệu Từ 15-30 triệu Từ 30-50 triệu 50 triệu + II PHẦN KHẢO SÁT Câu 5: Anh/ chị biết đến ILP Vietnam thông qua: Bảng hiệu đường phố Bạn bè giới thiệu Mạng xã hội Website ILP Vietnam Khác (Ghi rõ): Câu 6: Anh/ chị biết đến trang Facebook ILP Vietnam thông qua: Quảng cáo Facebook Bài share, tương tác bạn bè Cơng cụ tìm kiếm (Google, Facebook,…) Khác (Ghi rõ): Câu 7: Tần suất Anh/chị ghé thăm trang Facebook ILP Vietnam: 1 lần/ ngày 2 lần/ ngày Nhiều lần/ ngày Chưa Câu 8: Đánh giá Anh/chị mức độ phổ biến ILP Vietnam mạng xã hội Facebook: Rất phổ biến Phổ biến Bình thường Khơng phổ biến Rất khơng phổ biến Trang 58 i Câu 9: Đánh giá Anh/ chị giao diện, hình ảnh trang ILP Vietnam: Rất đẹp ấn tượng Ấn tượng Bình thường Khơng ấn tượng Rất khơng ấn tượng Câu 10: Anh/ chị có thấy hài lịng dịch vụ hỗ trợ, tư vấn ILP Vietnam thơng qua Facebook khơng? Rất hài lịng Hài lịng Bình thường Khơng hài lịng Rất khơng hài lịng Câu 11: Anh/ chị có thấy hài lịng nội dung, thơng tin cập nhật trang Facebook ILP Vietnam không? Rất hài lịng Hài lịng Bình thường Khơng hài lịng Rất khơng hài lịng Câu 12: Đánh giá Anh/ chị độ hiệu hoạt động Facebook ILP Vietnam: Rất hiệu Hiệu Bình thường Khơng hiệu Rất không hiệu Trang 59 i III CÁC NHÂN TỐ ẢNH HƯỞNG ĐẾN QUYẾT ĐỊNH LỰA CHỌN ĐĂNG KÝ HỌC TRỰC TUYẾN TẠI ILP VIETNAM Câu 13: Anh/ Chị vui lòng cho biết mức độ đồng ý với phát biểu nhân tố ảnh hưởng đến định đăng ký học trực tuyến ILP Vietnam Hồn tồn Khơng đồng ý Bình thường Đồng ý Hồn tồn Khơng đồng ý đồng ý Các yếu tố ảnh hưởng Các mức độ đánh giá A1 Các nhận thức hữu ích Tơi dễ dàng tìm kiếm cập nhật thơng tin khóa học Đăng ký học Online tiết kiệm nhiều thời gian so với việc đến tận trung tâm Đăng ký học Online giúp tiết kiệm chi phí so với thông thường ILP Vietnam cung cấp đầy đủ thơng tin khóa học Việc đăng ký thuận tiện Có thể làm đâu, thời điểm A2 Tính dễ sử dụng Mọi thơng tin tơi cần tìm dễ dàng tìm thấy Facebook ILP Vietnam Giao diện trang ILP trực quan Trang 60 i Tôi dễ dàng liên lạc tư vấn trang Tôi dễ dàng thực tốn cho khóa học A3 Các rủi ro tiềm ẩn 10 Tôi lo lắng thông tin cá nhân mà cung cấp cho ILP Vietnam 11 Tơi lo lắng chất lượng khóa học trung tâm 12 Tơi lo lắng trình độ thân 13 Tôi lo lắng khó khăn xảy q trình học tập A4 Nội dung trang 14 Tơi thích truy cập vào trang ILP Vietnam 15 Tơi thích nội dung, viết trang 16 Tơi thích cách thiết kế trang 17 Các thông tin trang mang lại hữu ích hút A5 Thang đo chuẩn mực xã hội 18 Gia đình tơi khuyến khích liên lạc ILP Vietnam qua Fanpage 19 Tơi học viên cũ trung tâm giới thiệu 20 ILP nhiều người xung quanh nhắc đến A6 Nhận thức kiểm sốt hành vi 21 Tơi có đầy đủ thiết bị để kết nối Online với ILP Vietnam 22 Tơi có thời gian tài để học ILP Trang 61 i 23 Tơi có đủ kiến thức khả để đăng ký học trực tuyến B Ý định đăng ký học Online ILP Vietnam 23 Tôi đăng ký học ILP Vietnam thời gian tới 24 Tơi có ý định đăng ký học ILP Vietnam Trang 62 i i S i K L 0