(Luận văn) the impact of social network to student’s choice an education consultant agency solution of marketing on social network for osi vietnam

MINISTRY OF EDUCATION AND TRAINING t to UNIVERSITY OF ECONOMICS HO CHI MINH CITY ng hi ep w n lo ad NGUYEN THI NHU Y ju y th yi pl n ua al THE IMPACT OF SOCIAL NETWORK TO STUDENT’S CHOICE AN EDUCATION CONSULTANT AGENCY: SOLUTION OF MARKETING ON SOCIAL NETWORK FOR OSI VIETNAM n va ll fu oi m at nh z z jm ht vb k MASTER THESIS OF BUSINESS om l.c gm an Lu n va ey t re Ho Chi Minh City, 2019 t to ng hi ep w n lo ad ju y th yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re MINISTRY OF EDUCATION AND TRAINING t to ng UNIVERSITY OF ECONOMICS HO CHI MINH CITY hi ep w n lo NGUYEN THI NHU Y ad ju y th yi THE IMPACT OF SOCIAL NETWORK TO STUDENT’S CHOICE AN EDUCATION CONSULTANT AGENCY: SOLUTION OF MARKETING ON SOCIAL NETWORK FOR OSI VIETNAM pl n ua al n va ll fu oi m Major: Commercial Business nh at Major Code: 8340121 z z ht vb k jm MASTER THESIS OF BUSINESS l.c gm Supervisor: PhD Tran Mai Dong om an Lu n va ey t re Ho Chi Minh City, 2019 t to ng hi ep w n lo ad ju y th yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re DECLARATION t to I hereby certify that my thesis, which topic “The impact of social network to ng hi student’s choice an Education consultant agency: Solution of marketing on social ep network for OSI Vietnam” is my research under guiding of Doctor Tran Mai Dong w The data and documents cited in this thesis are honest and have not been published n lo in any previous research All inherited references are cited and fully referenced ad ju y th Ho Chi Minh City, October 10th, 2019 yi Author pl n ua al n va ll fu Nguyen Thi Nhu Y oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re t to ng hi ep w n lo ad ju y th yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re ACKNOWLEDGMENT t to Firstly, I would like to thank my Supervisor, Dr Tran Mai Dong for his ng hi strong support and highly valued contribution, guidance throughout this research ep and for making time whenever I needed it throughout the year w n Secondly, I would also like to thank to the interview participants, lo ad interviewees for your time and contribution y th Finally, thank you my family, my husband and my friends for your enormous ju yi support, encouragement and patience throughout my studying course pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re t to ng hi ep w n lo ad ju y th yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re TABLE OF CONTENT t to THE SECOND COVER PAGE ng hi ep DECLARATION w TABLE OF CONTENT n lo ad LIST OF ACRONYMS AND SYMBOLS y th LIST OF TABLES ju yi LIST OF FIRGURES pl n ua al ABSTRACT n va CHAPTER GENERAL INFORMATION fu ll 1.1 Introduction .1 m oi 1.2 Research objectives and research questions .5 nh at 1.3 Scope of research z z 1.4 Methodology of research vb jm ht 1.4.1 Research data k 1.4.2 Methodology of research gm om l.c 1.5 Significance of research 1.6 Outline of research an Lu CHAPTER LITERATURE REVIEW 11 va 2.1 Overview of the trend of studying abroad 11 n 2.3.1 Introduction 21 ey 2.3 Social network 21 t re 2.2 Introduction about OSI Vietnam 16 2.3.2 Definition 23 t to 2.3.3 Constitution 23 ng hi ep 2.3.4 The usage Social network in the world and Vietnam 23 2.4 Online marketing for Education Consultant agencies 25 w n lo 2.5 Social networking sites was used by other international students 26 ad y th 2.6 Online communication and Virtual platforms 26 ju 2.7 Benefits of social networking for Education 29 yi pl 2.8 Social networking engagement 30 al n ua 2.9 Student mobility 31 n va 2.9.1 What is Vietnamese student mobility? 31 ll fu 2.9.2 Student’s decision making 33 oi m 2.10 Choice 34 nh at 2.10.1 Institution choice and student’s decision making 35 z z ht vb 2.10.2 Proposed conceptual model of research 35 k jm 2.10.3 Social media effected to student choice 44 gm 2.11 Conclusion 46 l.c CHAPTER RESEARCH DESIGN 47 om 3.2 Research design and sampling 48 ey t re 3.2.3 Sampling 53 n 3.2.2 Research questionaries 49 va 3.2.1 Data collection 48 an Lu 3.1 Research approach 47 Section III: 11 Where you look for information about study abroad? t to Information search Please explain detail? ng 12 What kind of information did you find for the first time? hi ep 13 What are difficulties of finding information? 14 What is important information that you look for study w n oversea? (Country, university, tuition fee, program, visa lo ad applicant, financial, scholarship, …) ju y th 15 How did you discover your current University / OSI Vietnam? yi pl 16 What kind of information that you think is important to al ua know about OSI Vietnam? Please explain it in detail n 17 During your searching information, have you contacted va n or communicated with the School / Education Agency before fu ll you applied / chose? m oi 18 What communication did you use? nh 19 Did university/ Education agency reply you? at z 20 How long did the university / Education agency take to z vb reply your enquiry? l.c gm 22 Do you have a social network profile? k influenced you most in your choice? jm ht 21 Which of these above traditional information sources 23 Which social networking sites you have Profile? om 24 Which social networking sites are you active on now? an Lu 25 How much time you spend each day on these social decision to choose University / education agency? ey 27 How does the social network response influence your t re working? n 26 What kind of activities you take part in social va networking sites? 28 What are the most important factors for your higher t to education choice? ng 29 What is the key factor for your decision of studying hi ep abroad? If it is a person then who would that be? 30 Which social networking sites did you use to see w n University / Education agency information? lo ad 31 What kind of information did you find on social y th networking sites? ju 32 During your searching, have you communicated or yi pl contacted with University / Education agency by the following ua al ways? n  Facebook n va  Follow University / Education agency Twitter ll fu  Follow University / Education agency Instagram oi m  Follow University / Education agency LikedIn at nh  Other z 33 Did you contact previous students who had chosen z University or Education counsellor to get their opinion by using jm ht vb social networks? k 34 Did these comments impact on your choice? gm l.c 35 Which information sources did you depend on most an Lu information sources? om when making decision? Traditional or Social network  YouTube ey  Facebook t re your making decision? n va 36 Which social networking sites influenced you most in  Instagram t to  Twitter ng  LikedIn hi ep  Zalo  Google+ w  Skype n lo ad  Viber ju y th  Other Social networking sites:…………… 37 How did social network help you in University / yi pl Education agency choice and decision? va favour School and Education agency? n alternative 38 What feature is the most important point in choosing the n of ua Evalutation IV: al Section fu ll 39 Related to the questions above, what are the other m oi universities or agency would you consider, beside current at nh school / OSI Vietnam? Please explain? z 40 What factors you think are the best motivate that z ht vb students choose an Education consultant agency? k consultant agency? jm 41 What issues are you interested in choosing Education gm 42 What kind of information that you will consider and om l.c evaluate between many Education agencies? 43 Why you choose OSI Vietnam? decision 44 What additional value dose OSI Vietnam have compared ey 46 What are difficulties of searching OSI Vietnam? t re Vietnam? n 45 What you looking for after deciding to choose OSI va to other Agencies? an Lu Section V: Purchase 47 How are your choice impacted by people around you? t to 48 How are your choice impacted by social network? ng Section VI: Post 49 What types of information you think are important to hi ep be available on the Education agency’s website for potential purchase evaluation students? w n 50 What is your recommendation for education agency to lo ad improve their interaction on social network with potential y th students? ju 51 Can you suggest how education counsellor use social yi pl network to spread their information to prospective students? ua al 52 Which social networking sites would you suggest n education agency to use? va n 53 Would you introduce or recommend your Institution / fu ll Education agency to your family member, friends or all your oi m connectors? at nh 54 What method of communication would you use? z 55 Will you recommend your friends to use social network z vb to choose education agency? k jm ht 56 Why did you want to use social networking to advice? om l.c gm an Lu n va ey t re APPENDIX B: RESEARCH QUESTIONAIRE t to INTERVIEW WITH OSI VIETNAM ng hi General ep Information Can you define your role in OSI Vietnam? - How long have you been working at OSI Vietnam? - What are the current maketing campaigns / strategies w - n that your company are working to attract potential students? ad campaign lo Marketing ju y th - What are the problems that OSI Vietnam facing to yi attract potential student? pl al Do you use social network for maketing strategy? n ua - What channels your enterprise are using? - Please give me an example of recent social network n va - ll fu m oi marketing to attract students? nh How you communicate with students? - Which factor you think that it is the most at - z z vb jm ht important factor to attract students to choose OSI Vietnam? k What kind of information you think is important to om l.c gm approach students? an Lu n va ey t re APPENDIX C: RESEARCH QUESTIONAIRE t to INTERVIEW WITH PARENT ng hi General ep Information What your name? - What are you doing now? - Why you want your children study abroad? Please w - n lo Marketing explain detail? ad campaign ju y th How can you find information? - How can you know about OSI Vietnam? yi - pl ua al - Beside OSI Vietnam did you consider another n n va Education consultant agency? fu Why you choose OSI Vietnam? - Do you use social network to find information? ll - oi m nh at Which site you use? z z Does social network influence on your decision? - Do you have any difficulty when finding information k about OSI Vietnam? jm ht vb - l.c gm - Could you please to suggest for OSI Vietnam to om improve their marketing plan? an Lu n va ey t re APPENDIX D: RESEARCH QUESTIONAIRE t to INTERVIEW WITH COUNSELLOR FROM OTHER AGENTS ng hi General Please introduce about yourself? - What company are you working for? And How long? - What is your position? - How many office and staffs are there in the ep - Information w n lo company? ju y th campaign ad Marketing yi pl - What is the marketing type? ua al How long has the company had marketing on social n - n va network? fu How is effective of social networks marketing? - Which social networking site are running? - What topic you for online marketing on social ll - oi m at nh z z - jm ht vb networks? How can the company approach students and parents k l.c gm on social networks? How about the budget for social marketing? - What information students usually want to know? - Do you think social network marketing can help the om - n ey t re Which sites will you choose to now and in future? va - an Lu agent to promote? APPENDIX E: DIRECT INTERVIEW WITH STUDETNT (S6) t to Hello, can you introduce about yourself? ng hi Hello, I am Nguyen Anh Tin, I am student at Van Lang University and my major is ep commerce w n When did you plan to study abroad? lo ad When was in high school, I wanted to study abroad after finishing high school y th Because I want to explore a modern country and want to study in an advanced ju yi educational environment, and I also want to be more independent and become more pl ua al active n Do your parent or family influence your decision? n va My parents also respect my decision, because my parents want me to make fu ll decisions on my own so that I can grow up, and my parents also discuss with me to m oi finalize which is more appropriate But I am still the one who makes the decision at nh Do you have any friends study abroad? z z k l.c gm So, were they factor influence you? jm contact with each other ht vb Yes, I have some close friends who are studying abroad and we still keep in regular Partly true, because we are close friends, I know my friends both in character, and om everything When we were still in Vietnam, my friends were so quite a shy and an Lu passive person, but since going to study abroad, my friend has become more active, better, which also gives me a great motivation because I want to change myself so ey How did you find information? t re well n va doing everything in a modern and passionate way Well, my friend really gets a lot Well, at first I was based on my friends' experiences and suggestions about the t to school that they are attending, because it is the most realistic, the truest and reliable ng And besides, I also go online, on Facebook or YouTube and then study abroad hi ep forums w What kind of information did you look for? n lo ad Yes, I also want to know if the school has a special program, and they have y th sports activities for students to join or not? Tuition? Then I also wanted to find out ju what difficulties my friends had when they came over and were facing to see if I yi pl could adapt or not Then I also researched and compared the environmental ua al conditions and student support policies In addition, I also want to find scholarships n to create myself a stronger motivation because my family is not too redundant to be va able to support me so I want to find a scholarship to myself it will help to catch my n ll fu dream of studying abroad m oi Well, I also asked some friends about the policy of part-time job because I also nh at want to have extra income to help my family about my living expenses and also an z opportunity to help me be more active and adaptable to all harsh conditions of life z jm ht vb Why did you want to choose Agents? k Because I think that the self-reference is to prepare myself better and the issues gm related to the professional or the visa application process, I am not confident to it l.c myself, because if I not have skill fully will not only lose money, take time and om adversely affect my future records ey How many Agent did you refer? t re progress and education there n practice at school I also really want to go to European countries to learn the va I want to study in Sweden because it specializes in hospitality and I can study and an Lu Where you want to study? I found a lot, around 5-6 agents t to How can you know OSI Vietnam? ng hi ep Well, actually my friends used to work with OSI so they introduced me that company w n Why did you choose OSI? lo ad y th Actually a part of the influence from the faith because my friends have been ju successful there, it accounts for almost 60-70% already, other Agents I also refer yi but I don't know how to say, it's like mind logical, I also want to choose any plan pl ua al that I find it safer Besides, I also went directly to the OSI company for advice, n received enthusiasm so that I could know the strengths and weaknesses of my va profile, and also discovered with my case, which country would I choose will be n ll fu suitable, and at the same time, they also set out a clear roadmap for me to so I oi m feel very confident at nh Do you usually use social networking? z z Yes, I have Facebook, YouTube, Zalo, Viber, Instagram, LinkedIn, … What you on social networking? om l.c gm Whenever on my free time k jm ht vb How long you spend to online? I read news, find information, talk with friends, watch Videos, Class group, an Lu Did social network influence you to choose Education agent? my decision ey them However, frankly speaking, the information on social networks also affects t re assessment and select the agents with good feedback then I face to face discuss with n va Well, in fact, I only went to social network to learn about many agents, then saw the Do you think social marketing will help OSI reach their prospective students? t to Yes, if they make some videos about students who get visa reviews or sharing ng hi experience, or information of scholarship or the recommendation of the school will ep surely attract more interested people, then they will increase their chances w Do you willing to share OSI Vietnam to your personal page? n lo ad Yes, I totally agree y th ju Thank you very much for taking the time to discuss with me, your ideas are very yi valuable for my thesis and I wish you will be successful pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re APPENDIX F: DIRECT INTERVIEW WITH PARENT t to Hello, thank you very much for accepting to participate in the interview for my ng hi thesis ep Can you introduce about yourself? w n I am Thy, I am customer service manager of a global company lo ad ju y th Why you want your children to study abroad? Because I work for a global company for a long time, I also work with foreigner yi pl colleagues, they were just the same as me but when they were invited, their roles al ua and positions quite well, at the same time, their knowledge and experience, the way n of working and handling their jobs is quite different from the Vietnamese staff in a va n positive way, which I have also learned is due to the learning environment and fu ll Working culture in Western countries is very modern and civilized Just as we are m oi now in the stage of globalization, sending our children to study abroad is very nh necessary for my children to access modern education, valuable life experiences at z (real life) On the contrary, I want to create the best conditions for my children in k jm ht vb Did you discuss with anyone? z the future gm Sure! First of all, my husband is a director of an import-export company, he often l.c goes to work overseas, he also learns about the country and the learning om environment for our children then we discussed to make an appropriate choice for n va Did you look information in other sources? an Lu our son student will have to meet I have only one child, so it is difficult to live far away ey environment, culture, visa policy and what the difficulties that an international t re Yes, I discussed with my friends or went to internet to look more about the from him but because I love my children, I need to sacrifice my feelings and the t to best for my son (Smile) ng hi How can you find information on the internet? ep I have consulted on Facebook, international student forums and I also find w information on the school's websites, about tuition fees, and how to apply for a n lo ad school? See reviews from schools if the quality of teaching is good? Is it suitable y th for my child? Find out whether the visa procedures are difficult or not, what should ju be prepared? I also go to YouTube to watch the introduction videos … yi pl Do you usually use social network? ua al n Yes, because I am a modern mother I also use Facebook, Zalo, I also watch n va YouTube and LinkedIn, … fu ll Will your decisions be influenced by social network? oi m at the decision is still myself nh I only refer information on social networks, to see how the feedback of others, but z z ht vb Why did you want to choose agent for visa application? k jm No matter what you say, you can find out information by yourself to know and gm prepare faster, better, limit errors, but about the profession, I still cannot equal than l.c Education agent, and I also don't have much time to focus on doing those things If I om it myself, it will be fine, but it will take time and even if I miss something that will affect the child's future records So, both I and my husband agreed to choose an ey t re Did you visit another Agents? n My friends introduced me va How can you know OSI Vietnam? an Lu agent to help our children Yes, I visited Tan Dai Duong, New world,… because I saw their marketing post a t to lot on social network so I wanted to learn more about them ng hi Why did you still choose OSI? ep Honestly, I didn't trust OSI at first time because I heard it from my friends but I w went online to see it, I didn't see anything, the website and Facebook were nothing n lo ad special, so I am quite suspicious However, due to my colleagues who worked here, y th both studying abroad for their children and traveling to visit their children, then I ju come there for checking service yi pl When we went to the company, it was small, but I found that all the staffs and al n ua manner were quite professional, I met Mr Thang director directly to advise that he va was very enthusiastic and affectionately, he did not rush to make decision but n carefully reviewed the file, analyzed the strengths and weaknesses and presented fu ll himself with many options Since then, I have quite sympathized with that oi m company nh at My husband also found out and selected the school for my child before and told Mr z z Thang this school Immediately within days the company representative worked vb jm ht with the school about all procedures and provide us great details, they also set up an interview for my children with the principal, it makes me quite surprised about their k om l.c Honestly it is also a charm gm quickness and determination From there my husband decided to choose OSI According to you with the current marketing policy of OSI, is it easy to reach an Lu parents like you? va Frankly speaking, I think OSI should have special marketing activities, because ey many people, they will come to you t re doubts like me at first If in the first stage, he makes an impression and attracts n even though you are good, but no one know who you are And they will have Which social networking site can be effective to marketing? t to As my own opinion, it will be Facebook, Zalo, YouTube ng hi ep Do you happy with OSI service? Yes, I am totally satisfied with their service And I very confident and trust them w n lo Do you willing to share OSI Vietnam information to your friends? ad ju y th Of course, yes, they are a good, reputable company, helps a lot for our children future so needs to be introduced to many people I also introduce and post reviews yi pl on my personal page so that anyone who care about it have more information for n ua al reference n va Thank you very much for sharing and for having more ideas to help improve OSI's ll fu marketing activities I wish you will be more successful in everything, and oi m especially your son will have a bright future as what the family expectation at nh z z k jm ht vb om l.c gm an Lu n va ey t re