(Luận văn) too late of online advertising campaign for isb mba program (isb mba) at international school of business (isb)

ISB.MBA -THESIS-PSO UNIVERSITY OF ECONOMICS HO CHI MINH CITY t to International School of Business ng hi ep w n lo ad ju y th yi pl n ua al LÊ THỊ TÂM LINH n va ll fu oi m nh at Too late of online advertising campaign for ISB.MBA program (ISB.MBA) at International school of business (ISB) z z k jm ht vb om l.c gm an Lu n va ey t re MASTER OF BUSINESS ADMINISTRATION Ho Chi Minh City – Year 2018 ISB.MBA -THESIS-PSO UNIVERSITY OF ECONOMICS HO CHI MINH CITY t to International School of Business ng hi ep w n lo ad ju y th yi pl LÊ THỊ TÂM LINH n ua al va n Too late of online advertising campaign for ISB.MBA program (ISB.MBA) at International school of business (ISB) ll fu oi m at nh z z ht vb k jm MASTER OF BUSINESS ADMINISTRATION om l.c gm SUPERVISOR: TRẦN HÀ MINH QUÂN an Lu n va ey t re Ho Chi Minh City – Year 2018 ISB.MBA -THESIS-PSO Thesis Instructor: Professor Tran Ha Minh Quan t to ng Student: Le Thi Tam Linh _ Code 22160026_ ISB.MBA hi ep Topic: Too late of online advertising campaign for ISB.MBA program (ISB.MBA) at International school of business (ISB) w n lo Date: 10st December, 2018 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 ISB.MBA -THESIS-PSO Contents of the thesis: Page t to ng Executive summary Part 1: Background hi ep w n I Symptoms II Initial cause - effect map III Updated cause – effect map IV Central problem of interest 10 lo ad Part 2: Problem justification 11 II Problem existence 13 III Problem importance 17 yi 11 ju y th I Problem definition pl n ua al 20 24 m 28 oi III Change plan design ll II The set of solutions 20 fu I Causes validation n va Part 3: Causes validation and solutions nh 30 at References z 32 z Appendices  Analysis of delayed potential profile Others an Lu Summary of interview transcripts om ISB.MBA online advertising reports in 2017 & 2018 l.c  gm Classification of sale volume 2017&2018 k  jm Secondary data ht vb Company background n va ey t re ISB.MBA -THESIS-PSO EXECUTIVE SUMMARY In the recent years, the rapid growth of Internet has been changing the way to t to marketing Through using applications such as Facebook, YouTube or online public ng relation (PR) articles become useful communication channels to introduce and sell hi ep products or services to potential customers w However, to achieve the highest effectiveness from online advertising, each company n lo should take a lot of time to make marketing strategies as well as advertising plan in ad detail In addition, it should be noted that other internal factors in company will also y th ju affect the results of the advertising campaign yi pl ua al From prominent symptom of low sale volume of online advertising campaign, we conduct collecting and analyzing the internal databases as well as interviewing with n n va managers at ISB, and find the central problems lead to low effective of digital ll fu activities are: too late of online advertising campaign m oi As mentioned above, aside from the causes of marketing techniques, we have been z central problems: at nh exploring main internal factors in the company that is overall real causes of above z k jm ht vb  Lack of cross function cooperation, and om l.c gm  Unclear role of management in organization Searching from the literatures and reality at ISB, I found some solutions and would an Lu propose action plans: Board of Director and manages should jointly finish ISB n accompanying specific KPIs Develop standard and professional work processes… va business strategies for next five years, develop appropriate salary policies, and ey t re ISB will meet some difficulties in implementing above solutions ISB managers will have to increase the time spent working together and they will be pressured on this ISB.MBA -THESIS-PSO volume of work So need great efforts from the management positions as well as the role of the HR manager are very necessary t to ng We not need increase financial budget for this change The budget for hi teambuilding activities will be the same as in previous years but it needs to be more ep effective The budget for salaries and bonuses will not change much, but it will be w divided more appropriately and clearly based on individual performance n lo ad SYMPTOMS: ju I y th PART 1: BACKGROUND yi pl Online adverting is a form of promotion that using the internet and World Wide Web al ua marketing message to attract target customers Along with the rapid increase in the n number of Internet users around the world, the World Wide Web has become one of va n the most effective advertising medium in this decade (Louisa Ha Ph.D.,2012) A fu ll major advantage of online advertising is the quick promotion of product information oi m without geographical boundary limits nh at At ISB, Ads is run on media tools such as Google Ad words, Facebook, Ad network, z z and PR articles on some online business magazines with a medium budget and with 2017 sales report provided by sales department shown that there are no k  jm ht vb the arm of growth recruited students from this source gm ISB.MBA student recruit from 2017 online advertising campaign source (total l.c recruited student in this year is 60 om  And in 2018 sales report, numbers of ISB.MBA student getting from 2018 an Lu online advertising are students (total recruited student in year is 73, equivalent to 11%) ( summary at table 1) n va ey t re ISB.MBA -THESIS-PSO Table 2017 2018 Sources of sale volume: t to Numbers ng UEH/ISB brand % Numbers % hi 44 73% 47 64% 0% 11% Others 16 27% 18 25% Total 60 100% 73 100% Online advertising campaign ep w n lo ad y th  In addition, in 2018 online advertising campaign report, this campaign had 118 ju potential profiles to convert to real students; however this rate of convert is too yi pl low (8 students of 118 potential profiles, lead to close ratio is 6.7%) ua al  However, basing on business need of ISB as well as key performance indicators n (KPI) assigned to sale and marketing departments, every year ISB need recruit va n 100 ISB.MBA students By sales data analyzing, numbers of student from ll fu UEH/ISB brand or Website UEH/ISB source is 44 students in 2017 and 47 oi m students in 2018( see at table 1) (getting about 50% of KPI 100 students) So, at nh other activities from ISB such as telesales, Alumni events as well as online advertising campaign need great effort to approach more target customers, to z z increase sale volume and to meet KPI ht vb k that ISB should pay more attention jm Therefore, low sale volume from online advertising campaign is prominent symptom om l.c gm an Lu n va ey t re ISB.MBA -THESIS-PSO II INITIAL CAUSE - EFFECT MAP t to ng hi ep w n lo ad ju y th yi pl n ua al n va ll fu oi m nh Beginning the research, I have a depth interview with ISB marketing expertise, Ms at z Thao Lam, and I ask her ―which medium are effective and not effective in 2017 z vb campaign?‖ She said that: Google are still an effective channel Other media tools k jm ht bring to the customer database but these data are not quality l.c gm And from this opinion, I review 2017 online advertising report and see that:  Facebook_ Lead ads get 11 potential profiles but taken note that ―although om Facebook _ Lead ads has conversion and get customer database but almost data n  Ms Thao Lam notes ―the campaign need find more useful channel to get more va  This campaign has only total 11 potential profiles an Lu is not quality‖ t re ey customer database‖ Continuing I interview ISB sales manager, Ms Linh Le, and ask her ―why having fluctuation of sale volume in 2017 and 2018‖ She said that: ISB.MBA -THESIS-PSO  In 2017, customer database getting advertising campaign is poor quality and low quantity So sales department not approach many target customers  In 2018, many potential customers from online adverting source postpone their MBA studying t to and move to plan 2019 ng hi ep Continuing, I also review 2018 online advertising report and see that: w  Banners on Ad network, PR articles or Facebook only get potential profiles n  Ads on package of Vietnamworks and Google get 112 profiles lo ad y th Come back analyzing secondary data of sales, I recognize that having 51 of 112 ju profiles from ADR package of Vietnamworks and Google source following in yi pl potential profile database 2019 (equivalent to 46%) al n ua From investigating, I find out three potential causes of the symptom - low sale n va volume from online advertising campaign as follows: ll fu Poor quality of potential profile oi m Low quantity of potential profile at nh High percent of delayed potential profiles z For potential cause No.1 &2, poor quality and low quantity of potential profile, Ms z ht vb Thao Lam said that: k jm  The campaign is approved run near the examination of ISB.MBA So marketing gm department has no enough time for preparation and run the campaign om promote‖ l.c Furthermore, advertising just run in short time, ―has only about month to an Lu  ―Difficulties when doing communication for ISB MBA are time The time when UEH approves admissions and ends enrollment is about months, from n va May to August‖ ey t re  The PR articles run in May and July And Ms Linh Le also said that: ISB.MBA -THESIS-PSO  Online PR articles run at wrong time and need expand Ads on more many business editors t to  Both campaigns in 2017 and 2018 run too late Potential customers know about ng ISB.MBA lately hi ep Coming back to online advertising reports, we see that: w  Facebook _ Lead ad, editors such as Vnexpress.net; News.zing.vn and Cafef.vn n lo or banners run on Ad network get low outcome ad y th  Need search more useful medium and need an effort run adverting as soon as ju possible yi pl For potential cause No.3, high percent of delayed potential profiles, Ms Linh Le said n ua al that: n va  In 2018, potential profiles getting from Ads on ADR package of Vietnamworks ll fu and Google is too late , so many potential audiences have no enough time to oi m prepare for ISB.MBA exam ( about 20th Aug) nh  Delayed about 40 potential profiles need finish a certificate of economics at at short courses (such as Pre MBA course at ISB) before attend ISB.MBA exam z z  Pre MBA course at ISB need reform of teaching method to create more flexible jm ht vb and convenient for target customers k Come back analyzing secondary data of sales, I find that having 19 Pre MBA profiles gm of 51 profiles (equivalent to 37%) from package of Vienamworks and Google source om l.c waiting attend Pre MBA course 2019 influenced low sales volume of online advertising campaign: an Lu From analyzing, I find that there are three prominent potential central problems n va The campaign run too late ( Too late of online advertising campaign) t re ey Some current medium is inappropriate, the campaign need search more useful media tools ( Inappropriate of some medium) Short course at ISB (Pre MBA) is low efficiency ( Low efficiency of short course Pre MBA) ISB.MBA -THESIS-PSO 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 34 ISB.MBA -THESIS-PSO 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 35 ISB.MBA -THESIS-PSO 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 36 ISB.MBA -THESIS-PSO 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 37 ISB.MBA -THESIS-PSO 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 38 ISB.MBA -THESIS-PSO 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 39 ISB.MBA -THESIS-PSO 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 40 ISB.MBA -THESIS-PSO 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 41 ISB.MBA -THESIS-PSO 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 42 ISB.MBA -THESIS-PSO t to ng hi ep w n lo ad ju y th yi pl n ua al Analysis of delayed potential profile n va  12 Total 64 jm ht vb Web/email/hotline z z Referal at nh Google oi 42 m Vietnam work ll Year 2018 fu Delayed cases k Delayed cases in 2018 Pre MBA 32 Non Pre MBA 32 Total 64 n va Notes: 19 of 32 cases Pre MBA is from Package of Vietnamwork and Google an Lu Year 2018 om course l.c gm involve Pre MBA ey t re Summary of interview transcripts  Interviews involve 2017 ISB.MBA advertising activities 43 ISB.MBA -THESIS-PSO Interviewee: Linh Le Sale manager Interviewee: Thao Lam t to - Marketing specialist ng Interviewer: Le Thi hi ep Tam Linh Initial w n coding Questions lo Inverviewees ad framwork Please introduce yourself My name is Linh, I am working as a Sale Sale and your work at ISB? manager at ISB manager Quote ju y th Linh Lê Answers yi "digital in pl n ua al In your opinion, is the 2017 is not advertising However, online advertising in 2017 really effective is not really effective because of the low quality because of the of data sources, while the budget for this activity low quality of va The marketing team's activities included online marketing of ISB MBA PR does not come to the right audience and fu communication is too late We have PR on some m & "PR does channels However, most students not know right audience about this program, and so they chose to study in and other programs communication oi at nh Linh Lê data sources" not come to the ll not? Not effective n effective in 2017? Or why is not small is too late" z z vb "In 2017, we ht hire partners to you outsource any advertising, and as mentioned above, the data marketing activities in from the Digital run is not quality and PR runs at 2017? If so, how you the wrong time For example, when the sales evaluate the quality of the department reaches potential profiles from data work done by the partners? provided by advertising campaign, this object is In 2018, how you plan? often high school students or older people.We run k Do jm In 2017, we hire partners to run PR and Digital PR and Digital, and as gm Outsoursing l.c and mentioned not om effective above, the data from the Digital run is an Lu not quality and have new plans for PR and Digital in 2018 PR runs at the Linh Lê n va wrong time" Please introduce Thảo Lâm ISB? My name is Lam Ngoc Thao, I am working as a Marketing marketing specialist at ISB speclist ey yourself and your work at t re 44 ISB.MBA -THESIS-PSO Are you currently in charge of communications for the ISB MBA program? What other programs you have t to Thảo Lâm in charge? I am in charge of Marketing for the ISB MBA program 2017 and 2018 In addition, I am in charge of some other media plans such as WSU.BBUS, ISB.BBUS ISB MBA, WSU Bbus, ISB.Bbus ng hi "we run ep primarily w In the year 2017, ISB n has implemented marketing lo activities for the ISB MBA ad program? digital In 2017, we run primarily digital marketing such as Facebook ads, Google ads, Email marketing and PR online marketing such Digital and as PR y th ads, Email "Google search pl is ua al your Google PR online" yi In ads, marketing and ju Thảo Lâm Facebook opinion, which After running the digital channels find that n Google search is still an effective channel Other which activities are not digital tools bring the database but these data are not quality ll fu effective? And Why not? n va activities are effective and Google search an effective - channel Other other digital digital tools - not bring the quality database but m tools these data are oi Thảo Lâm still not quality" at nh Difficulties when doing communication for ISB "Difficulties z when the admissions and ends enrollment is about communication communication for the ISB months, from May to August The marketing has for ISB MBA MBA program in 2017, only about month to promote In addition, non- which one you find most economic students who want to study ISB MBA difficult? run must study knowledge transfer classes Students advertising on schedule? If in economics must also take the entrance not on schedule, why is examination These classes are usually held by that? ISB in April (prior to admission letter) This is z MBA are time The time when UEH approves When k jm Late time inapproriate- gm you ht Do doing vb l.c unreasonable and so difficult for work." May - July ey t re in May and July inappropriate n PR for ISB MBA in 2017? is va Thảo Lâm The PR article promoting ISB MBA in 2017 falls &This communication communication work What time did you run time" an Lu Thảo Lâm are unreasonable, om inappropriate and unreasonable, so difficult for doing 45 ISB.MBA -THESIS-PSO t to Do you think the time is ng right or too slow or too hi soon? is a bit late, should push up sooner Due to the behavior of the students, after the Lunar New ep Year they will usually start looking for July session with the The July session with the aim of boosting the sale should be appropriate, while the remaining time "The aim boosting of the Feb or sale should be March is appropriate, suitable while the remaining time information on MBA classes is a bit late, w should push up n Thảo Lâm lo sooner" ad y th "The message ju is not strong yi and not reach pl the al the sources for the whole year, so when implementing, the obtained efficiency of communication is not good The from the online advertising message is not strong and not reach the target n va data of n enrollment ua Are In 2017, we have not yet made long-term plans audience so the data is obtained from digital is quality? poor quality ( audience is high school student or ll fu you evaluated are good m audience so the Not good- not strong- obtained from not reach- digital is poor poor quality- quality" &" not not many clear- loss data is people information nh through at z z the form of web, causing the data loss." k jm ht vb Thảo Lâm data register oi new students at university) target gm  Interview with sale manager for 2018 ISB.MBA advertising activities om an Lu Interviewer: Le Thi Tam Linh l.c Interviewee: Linh Le - Sale manager t re &2018? ey Linh Lê trả lời: - n va  Câu hỏi Theo bạn, có xu hướng dao động lượng tuyển sinh ISB.MBA 2017 Năm 2017, công tác truyền thông bị chậm trễ Sales nhiều liệu khách hàng để tiếp cận 46 ISB.MBA -THESIS-PSO Truyền thông năm 2018 bị trễ, khách hàng chủ yếu quan tâm đến kế hoạch cho năm - sau, số tìm hiểu cho biết, số khác phải đợi đến lớp Pre MBA năm 2019 năm tham gia khơng kịp Năm quảng cáo trễ Vietnam work, liệu có trễ, nên phần lớn khách hàng t to - ng tìm hiểu phần có kế hoạch cho năm sau hi Năm nay, xu hướng bạn làm từ năm trở lên học từ trường Đại học Bách Khoa ep - , Y dược tìm hiểu chương trình, khơng thể tham gia kịp lớp Pre MBA năm w để tham dự kỳ thi tuyển sinh năm n lo - Mất khoảng 40 trường hợp liên quan đến PreMBA phải di chuyển sang năm sau Nếu ad không trường hợp Pre MBa, số lượng hồ sơ lên đến 110 hồ sơ, học ju y th viên biết thông tin trễ yi  Câu hỏi Theo bạn, để tăng lượng tuyển sinh ISB.MBA? pl Cần tăng ý đến Website, công tác truyền thơng PR cần thời điểm, giúp va - n ua al Linh Lê trả lời: n học viên tiềm nắm thời gian tham gia khoá học Pre MBA cần thiết fu Lớp Pre MBA cần thực tiễn , triển khai Pre MBA online rút ngắn thời ll - oi m gian đào tạo thuận tiện cho đối tượng học viên làm Nhân sale ổn Sales cần liệu khách hàng nhiều - Nếu công tác truyền thông làm hiệu hơn, việc tổ chức lớp Pre MBA thực tiễn at nh - z hơn, sales mong đợi số lượng 2019 từ 120 đến 150 hồ sơ z Truyền thông nên chạy từ tháng 01, tháng kênh, thực tế lớp Pre phải học jm - Thị trường cho phân khúc Pre MBA chiếm 30% định vị sản phẩm năm kinh k gm nghiệm học viên đến từ nhiều lĩnh vực khác Cần thêm kênh truyền thông báo doanh nhân sài gòn, VN.express om l.c - ht từ tháng 04, tháng 05 vb - Others Chỉ số CTR tốt? an Lu  ey t re có trả tiền AdWords, CTR 2% trở lên coi tốt Tuy nhiên, quảng cáo Facebook (ctr n va Những yếu tố để đánh giá CTR tốt khác nhau, phụ thuộc vào tảng Đối với tìm kiếm facebook ads), CTR trung bình 0,9% Và khác phụ thuộc loại ngành bạn phục vụ Hình ảnh biểu thị số CTR trung bình Adwords (CTR adwords) với 47 ISB.MBA -THESIS-PSO ngành nghề Marketer tham khảo lĩnh vực có CTR cao nhất: Hẹn hị & Cá nhân; Tài & Bảo hiểm B2B 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 48