Measures to improve sales at topica corporation,graduation thesis

STATE BANK OF VIETNAM BANKING ACADEMY Foreign Language Faculty - - GRADUATION THESIS MEASURES TO IMPROVE SALES AT TOPICA CORPORATION Lecturer Student Class Student Code :Nguyen Thi Hong Mai(M.A) :Tran Thi Xuyen : K15ATCB : 15A7510256 20th May 2016 STATE BANK OF VIETNAM BANKING ACADEMY Foreign Language Faculty - - GRADUATION THESIS MEASURES TO IMPROVE SALES AT TOPICA CORPORATION Lecturer Student Class Student Code :Nguyen Thi Hong Mai(M.A) :Tran Thi Xuyen : K15ATCB : 15A7510256 20th May 2016 ACKNOWLEDGEMENT I would like to express my deep gratitude to my master thesis advisor, Mrs Nguyen Thi Hong Mai, for her great interest and assistance in the preparation of this thesis Special thanks are given to all lecturers in Faculty of Foreign Languages Most of my theoretical foundations are built in the Faculty of Foreign Languages During the period of four years, many friends are honest and helpful to color my student life Especially, I am deeply indebted to my best friend, Mr Van Tran motivating me to start the work, persevere with it, and to complete it Finally, I owe more than thanks to my beloved family members – my Father, Mother and Younger Brother for their motivation throughout my life They all support me and this thesis would not have been possible without them Tran Thi Xuyen – K15ATCB DEDICATION This thesis is dedicated to my parents for their endless love, moral support and motivation I also dedicate this humble work to my great Brother, Tran Van, who has supported me throughout the process Tran Thi Xuyen – K15ATCB DECLARATION I declare that I have developed and written the enclosed Graduation Thesis completely by myself, and have not used sources or means without declaration in the text Any thoughts from others or literal quotations are clearly marked The Thesis was not used in the same or in a similar version to achieve an academic grading or is being published elsewhere Tran Thi Xuyen – K15ATCB ABSTRACT In spite of the substantial amount of critical work that has been produced on measures to increase sales performance and e-learning, the problems of how to improve sales results of the e-learning providers remain to be around Based on knowledge and actual information related to sales in general and sales performance in online education sector in particular, this thesis conducts a study of the measure to increase sales at TOPICA Corporation with a view to examine the past results and current trend of the company’s sales volume Especially, it concentrates on analyzing the factors affecting the company’s sales performance Having analyzed figures and summarized opinions from different points of view, the research brings out recommendations which hopefully might be useful in increasing the company’s sales results and strategies for TOPICAin short-term future There are four chapters in the research: Chapter 1: Introduction Chapter 2: Literature review Chapter 3: Research methodology and data analysis Chapter 4: Recommendations and conclusions Tran Thi Xuyen – K15ATCB TABLE OF CONTENT ACKNOWLEDGEMENT DEDICATION DECLARATION ABSTRACT LIST OF TABLES AND FIGURES LIST OF ABBREVIATIONS CHAPTER 1: INTRODUCTION 1.1 Current problem statement 1.2 Objectives and research questions 1.2.1 Objectives 1.2.2 Research questions 1.3 1.4 Significance of the thesis Scope and limitations CHAPTER 2: LITERATURE REVIEW 2.1 Definitions of services and relevant terms 2.1.1 Definition of services 2.1.2 Modern services 2.1.3 Online education 2.2 Definition of sales and relevant terms 2.2.1 Definition of selling 2.2.2 Definition of Sales Volume 2.2.3 Traditional Sales Process 2.4 Factors affecting sales 2.4.1 External factors Tran Thi Xuyen – K15ATCB 2.4.2 Internal factors 11 2.5 The importance of sales to a company 15 2.5.1 Sales Conversions 15 2.5.2 Growth 15 2.5.3 Customer retention 15 2.6 Summary for literature review 15 CHAPTER 3: RESEARCH METHODOLOGY AND DATA ANALYSIS 17 3.1 Profile of TOPICA Edtech Corporation 17 3.1.1 Background of TOPICA Edtech Group 17 3.1.2 Vision, Mission, Values, and Sources of Competitive Advantage for Topica 17 3.1.3 Programs of TOPICA Education Technology Group 19 3.1.5 Organizational Structure .21 3.1.6 Milestones of TOPICA Edtech Corporation .23 3.2 Research Methodology 25 3.2.1 Research Design and Area Description 25 3.2.2 Data Sources and Data Gathering Techniques 25 3.3 Sales Results 26 3.3.1 Trend of Sales Volume of TOPICA from 2014 to 03/2016 26 3.3.2 Sales by number of students enrolled 28 3.4 Factors affecting Sales Performance 31 3.4.1 External factors 31 3.4.2 Internal factors 35 CHAPTER 4: RECOMMENDATIONS AND CONCLUSIONS 47 4.1 Conclusions 47 Tran Thi Xuyen – K15ATCB 4.2 Recommendations for TOPICA Corporation .49 4.2.1 Improve the quality of Human Resource 49 4.2.2 Improve the quality of products and services .50 4.2.3 Creating the tactics to find customers by marketing 51 4.2.4 Pricing the fees for the e-learning packages competitively 52 REFERENCES 53 APPENDIX 54 Tran Thi Xuyen – K15ATCB LIST OF TABLES AND FIGURES List of tables Table 3.1: Total Sales Revenue of TOPICA (2013 – 2016) 26 Table 3.2:Levels of schooling fees of TOPICA Uni programs (2016) 36 Table 3.3:Normal tutoring fees (Learning with Native English teacher from Europe, Australia and America) (2015 – 2016) 37 Table 3.4: Tenup fees (Applied for Topicans only) (2015- 2016) 37 List of figures Figure 3.1: Comparison of Actual sales and Planned Sales (2013 – 2016) 28 Figure 3.2:Online enrollments in Degree-Granting postsecondary institutions (2008 – 2015) 29 Figure 3.3:Total enrollments in TOPICA’s e-learning courses 30 Figure 3.4:Customer’s rating to quality of TOPICA’s courses 39 Tran Thi Xuyen – K15ATCB 40 intangible products These products containing its typical features, which are listed below can have effect on their sales performance i Quality The majority of the recent growth in online enrollments has come due to the firmly engagement in online education as TOPICAhas added many new courses and programs and grown their existing offering The quality of the courses is measured by the qualification of the lecturers as well as the quality of course materials’ theory Firstly, looking at TOPICAUni, there are over 1000 managers and professionals mobilized to teach online Those who are voted by students in 2016 for their professional teaching skills including Mr Ta Van Thanh, the Head of Training Department; Mrs Con Thanh Huyen, researchers of Strategic Development Institute; Mrs Ta Phuong Tra, Deputy Director of Branding and public relations , Bank for investment and development of VietNam (BIDV); Mr.Nguyen Duc Thang, Head of Legal Department, Viet Nam Oil and Gas Group…it can be seen that TOPICAconsiders the practical experience and the social position as some of the most crucial factors to recruit the lecturers for their programs On the other hand, the lecturers must have Master’s degree or above in the fields they are able to teach, excellent interpersonal skills, familiar with some modern software and a clean police record Therefore, students are provided not only many practical skills but also employment and networking opportunities by those who are the professionals and the successful businessman as well Furthermore, the materials and textbooks are available online which designed and developed in accordance with the textbooks of the universities that Topica partnered with It is flexible and updated regularly to adapt to the current situations Secondly, looking at TOPICA Native, almost native teachers are from Australia, England, America and some European countries There are 70 percent of them graduated from colleges and have TESOL CELTA or TEFL certificate Besides, Vietnamese teachers and Philippines teachers are recruited must graduate from Tran Thi Xuyen – K15ATCB 41 faculty of languages or get at least 6.5 mark in IELTS tests In English speaking sessions at TOPICANative, students are always supported by Vietnamese teachers who are in charge of explaining, translating Vietnamese- English and vice versa Therefore, students and native teacher in the class will seldom misunderstand together However, over 30 percent of Vietnamese teachers and Philippines teachers are lack of teaching experience; As a result, almost students are not in favor of them On the other hand, circumstances and online materials are changed day bay day The materials associate with a variety of topics in every field is a key factors making TOPICANative favorable ii Innovation and technology From 2008 up till now, TOPICAusing Bigbluebutton – an open source web conferencing system for their on-line learning programs This is the one of the most qualified one used by thousands of e-learning institutions and companies all over the world To be more specific, BigBlueButton enables real-time sharing of audio, video, presentation (with whiteboard markup), chat, and the presenter’s desktop In this system, a user joins a BigBlueButton session either as a viewer or moderator On the other hand, a viewer (typically the student) can chat, raise hand, and send or receive audio and video A moderator (typically the instructor) can also mute/unmute other viewers, lock down viewers, or make anyone (including themselves) the presenter Especially, the presenter can upload slides, annotate them (using the whiteboard controls), and share his or her desktop for all to see However, it is estimated that 25% students are kicked out of the class because of some technical problems in each session Meanwhile, given the fact that Topica Native only uses one online class system – 3B, once this system is broken down, all classes will be stopped because there is no any back-up system The bigger the scale and the goal of “Go Global” to the foreign markets are, the more our system is overloaded This creates the negative reactions from the students Tran Thi Xuyen – K15ATCB 42 Therefore, project VC100 which was launched on 15 March, 2016 is expected to be the savior of the solution to Native Global’s online classes This project has been proved that it is possible to run two online class systems at the same time with the current one There have been impressive numbers:  The pilot phase: 168 classes per week, equivalent to 640 sessions  Finance effect: reduced 30% compared to the past  The in-and-out ratio of students decreases 8% in comparison with 25%  Being able to rate the technical quality (connection, sound) by teacher area  Technical errors are fixed at the fast speed, up to 95% Till now, VC100 spreads in a larger scale and operate the new system in the long term with the ultimate goal of using Adobe online class in all Native systems The technical quality is improved day by day Topica are on the path of innovating and inventing their own technology to attract more and more customers iii Flexibility Students can learn 16 hours every day from am to 12 pm As a result, time flexibility is one of the key factor make these courses be favorable iv The value of degrees and certifications There are many people those who believe that there is a lack of acceptance of online degrees by potential employers However, students graduated from TOPICA Uni can get the Certificates, Bachelor’s Degrees with high quality According to the data in Topica.Innews, after graduating from HOU-TOPICA, TVU-TOPICA, TNU-TOPICA, VINH-UNI TOPICA, 97% of students are employed, in which 34% of them found better jobs Besides, the salaries increased by 16.1% which are 1.5 times national average Especially, hundreds of students became Founders, CEOs, Managers these impressive figures proved that Certificates and Degrees TOPICAissued are valued 3.4.1.3 Place Tran Thi Xuyen – K15ATCB 43 The target customers of TOPICA is in all the provinces in Vietnam, Thailand and Indonesia However, the company has just have offices in Ha Noi, Da Nang, Ho Chi Minh city, Philippines, Thailand and Indonesia According to Mrs Nguyen Thanh Thuy, the admissions counselor vice- manager, the company provides its elearning services directly to final customers and there are no intermediaries between the company and the final customer However, many customers who not believe in the courses provided tend to meet the admissions counselor at Topica Office In this case, they are unable to visit the office if they live in an other province out of Ha Noi, Da Nang or Ho Chi Minh city However, the method for delivering the services functions somewhat differently Toll-free telephone numbers are perhaps the oldest and most often used form of service delivery Websites also provide a very important mechanism for delivery of services, and this option provides 24/7 access – a key selling point that major corporations like TOPICAhave used successfully Despite the pervasiveness of these two particular service delivery options, there are certainly other supply chains to consider Firstly, Employment Sites create strong working relationships with employers since they provide direct access to TOPICA’s target demographic Secondly, Partnerships with other agencies that broaden access to and appeal of TOPICA’s products and services is very important TOPICAhas currently cooperated with 11famous universities Especially, TOPICAhas announced it has signed a landmark deal: a partnership with leading US-based online learning platform Coursera.Through this pact, Vinh University in Vietnam will become one of the first educational institutes to recognize credits from some of Coursera’s 1,800 online courses provided by top universities across the globe, including Stanford, John Hopkins University, and University of Michigan Students will be able to access online video courses, have discussions with tutors via live video and discussion forums on the TOPICA-Vinh University online degree platform, and gain credits towards a Vinh University Bachelor’s degree programs On completion of the course, they will also receive Coursera Certificates Tran Thi Xuyen – K15ATCB 44 Thirdly, Social media applications like Facebook and Twitter are a natural complement to website operations, but they also increase visibility and use of TOPICA’s products and services In the end, the goal is to consider all the possible delivery options and implement accordingly Time is a precious commodity for customers In overall, TOPICAhas made access to their services as convenient and timely as possible 3.4.1.4 Promotion Mix The marketing communications or promotion mix is the specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing that a company uses to its marketing objectives i Advertising Advertising is often used for promoting commercial services, the complexity of most commercial services coupled with customers’ expectations and basic information needs requires personal contact On the other hand, commercial advertising is not only an effective means of reaching inaccessible potential customers but also creates the awareness, enhance the effectiveness of sales call and increases the efficiency of selling effort According to the reply of the sales and marketing division manager, Topica promotes its products and services via Advertising The reason for the selection of this media is that most of its customers are concentrated around major cities and the massage can reach them easily The company advertises for their newly introduced courses through TV to create an overall image about the courses and to reach in accessible places More specifically, some television reports about TOPICA had been showed in Updated News on VTV1 and VTV3, “Daily Activitities” programs, InForTV, and VTC Therefore, more and more people are aware of the development of e-learning in Viet Nam, specifically, the reputation of TOPICA According to the marketing department manager, TV advertising is rarely used by the company because of high cost In addition to TV advertising, the company uses online advertising or online media like Forbes Viet Nam, dantri.com, vnexpress.net, vietnamnet.vn, Thanh Nien News, 24h.com.vn to promote its services As a result, Tran Thi Xuyen – K15ATCB 45 the circulation of that kind of online newspaper can help TOPICA to reach all potential customers However, those who cannot believe in the TOPICA’s products and services through telesales staff always want to communicate directly with them at TOPICA’s office In this case, the role of personal selling as a promotion tool is also important ii Personal selling Personal selling reflects the process of presentations in order to convey the benefits of the company’s products and services It is apparent that using personal selling as promotional mix will have more benefits for the company Despite this fact, personal selling as a promotion tool is not commonly used by the company The educational level and background of the sales people are the key factor to have positive impact on sales performance in this case This is the fact that almost sales people who are known as the admissions counselors are graduated in management, economics, and finance All of them are degree graduates from the famous universities such as Ha Noi national economic university, the academy of Finance, Banking academy and Vietnam university of Commerce In general, the admissions counselors understand the e-learning courses and the products provided to show to customers they are trained carefully about both the features of the course and the company’s competitive tactics to be persuasive Especially, 60 percent of the admissions counselors of Topica Native got 6.0 Ielts at least When see the educational background of the admissions counselors, it seems that the management principle “the right person for the right position” has been given attention It is noted that, the company often provides periodic training to the admissions counselors to strengthen their sales skills iii Public Relation According to Kotler (2004), public relation is building good relation with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handing or heading off unfavorable rumors, stories and events Tran Thi Xuyen – K15ATCB 46 TOPICA promoted its image by sponsoring different events, making audio-visual presentations, seminars, magazines, newsletters that help to improve its image and reputation iv Sales Promotion The company uses the techniques of sales promotion which include price discounting, gift with purchase, money refunds and loyalty incentives from the various alternatives of sales promotion techniques For example, in the last April, the company reduced 20% of tutoring fees if customers registered to TOPICA Native via website To celebrating TOPICA’s 8th establishment anniversary, fees for registering will not be charged for TOPICA Uni’s students Moreover, some gifts will be sent to loyal customers who enrolled into TOPICA’s courses for over years such as travelling tickets, concert tickets or vouchers The main objective of the company was market assessment (Topica Innews) Tran Thi Xuyen – K15ATCB 47 CHAPTER 4: RECOMMENDATIONS AND CONCLUSIONS 4.1 Conclusions The main target of this thesis is to identify the internal and external environmental factors affecting sales volume of TOPICAEducational provider as well as to investigate the dynamics of TOPICASales department Also, the general objective of this study is to examine the potential improvements that TOPICA Edtech Corporation should implement to achieve superior sales performance, as well as to explore how there improvements should be implemented To achieve this objective, questionnaires and interviews were structured and the inside data was analyzed and discussed Based on the findings of the research, the conclusions made are demonstrated as follows The sales results of the company increase steadily in the last years due to the increase number of students enrolled into to e-learning system as well as the variety of services and products provided by the company Furthermore, many projects have been carried out to boost sales successfully The planned sales and actual sales are almost the same reflect the good prediction from TOPICA market investigators and professionals Especially, the financial year 2015 is a milestone of TOPICA when the actual sales figure was far more the number estimated and peaked at 700 million dong This is because many projects have been carried out to boost sales successfully Nowadays, TOPICAbecomes a reputed brand in online education industry These great figures are due to the good effects from external environment For example, the Vietnamese government has been doing its level best in creating conducive atmosphere for the development of e-learning providers and TOPICA is one of them The stability of politics and legal environment create the good conditions to help TOPICAraise funds from foreigners Besides, the continuous development of Internet and high-tech products eases TOPICAto provide the qualified courses to their students Vietnam is one of the countries where possess the most efficient Internet connection system in Asia However, the innovation in Tran Thi Xuyen – K15ATCB 48 technology and the competitiveness in the market is also the challenges for TOPICA in the race of achieving their long-term target However, according to the findings in the study, the price of the courses provided by TOPICAis still high and this is because of high salaries cost, monthly technical maintenance expenses, the tax levied on company’s profits as well as other costs Besides, because almost teachers in the system are from the foreign countries, the company may suffer from the fluctuation of foreign exchange rates However, the tutoring fees are adjusted months by months to adapt to the changes in the elearning market as well as the updated policies of TOPICA’s partners TOPICAhas started the initial steps to classify their customer sectors so that they can offer them some courses having the appropriate fees to meet customers’ need It is mentioned that TOPICA’s admissions counselors should be comprehensive about the pricing policies of the company to persuade and create the trust to their customers Regarding to the products and services, TOPICAprovides online education services which can be considered as the intangible products The findings of the research show that the quality of TOPICA’s services relatively meet the expectation of their customers To be specific, the high qualification of the lecturers and Native English teachers in the teaching system are undoubted through their education background as well as their practical experience in teaching and working On the other hand, TOPICAare on the path of innovating and inventing their own technology to attract more and more customers In addition, time flexibility is also one of the key factor make these courses be favorable As far as promotion is concerned, TOPICA promotes its products and services via Advertising The company advertises for their newly introduced courses through TV to create an overall image about the courses and to reach in accessible places However, TV advertising is rarely used by the company because of high cost In this situation, the company uses online advertising or famous online media like Forbes Viet Nam, dantri.com, vnexpress.net, vietnamnet.vn, Thanh Nien News, 24h.com.vn to promote its services Tran Thi Xuyen – K15ATCB 49 Looking at the admissions counselors staff, they not have deep knowledge about the market and competitor’s product so that the current staff cannot support the company to obtain information about the market as well as the nature of other competitors’ products In addition, majority of them are not marketers or sales professionals; therefore, these staff lack necessary skills and art of selling Besides, TOPICAhas not concentrated on training to its sales force efficiently 4.2 Recommendations for TOPICACorporation Based on the given conclusions, the following recommendations are forwarded 4.2.1 Improve the quality of Human Resource Firstly, TOPICAmust change their selection criteria TOPICAshould recruit admissions consultants who have good experience and enough knowledge of marketing and sales as well as marketing educational background to ensure a sustainable competitive advantage It is noted that the majority of current admissions consultants are from the universities of economics and management so that their majors are not really related to sales and marketing profession Moreover, commission consultants should be hired based on their past experience If a sales staff has some helpful experiences, he will be more ready to solve the complex problems and adaptable to the industry changes Especially, the adaptive characteristics are difficult to train Therefore, the interview process must concentrate on this point to employ the right people Secondly, selling-related knowledge is presented clearly in training process This includes technical and products, services and courses’ knowledge as well as the knowledge about their customers and their needs For example, commission consultants must give the clear overview of the courses and mention about the technical problems which customers may experience during the courses Especially, the features of 50 percent of courses provided by TOPICAchange month by month, sales staff must keep up with these changes and understand how these changes can be offered as the measures to meet client needs Thirdly, the company should build an engaged sales force Those who are enthusiastic and dedicated to their work should be awarded for their good Tran Thi Xuyen – K15ATCB 50 performance Incentive systems and compensation does not really impact engagement Company should create a professional working environment where the sales staff can develop themselves to get high salary and higher position For example, the most productive sales staff should gain the same level of her salary with that of the sales manager Besides, every months some of the most amazing staff should be voted to be get the highest rank in the sales department 4.2.2 Improve the quality of products and services It is obvious that the quality of online learning materials should be improved to boost online learner’s engagement and ease them to understand the contents The teachers and professionals designing online courses may concentrate more on simplifying the contents For example, they can remove excess image, text and graphics, choose the right fonts, right colors and select high quality and relevant images In addition the complex information should be supported with graphs and charts Headings, bullet points may be chosen for proper structuring On the other hand, consistency and cohesiveness are also the most important criteria to design the content On the other hand, TOPICAmust have a right policy to recruit, prepare and retain teachers and lecturers The quality of teaching can be enhanced if the lecturers and teachers are qualified Therefore, the high-quality graduate-level teachers who are qualified should be retained in the system There are specific fields, such as law, economic law, Information and Communication Technology and teaching of English as a second language which have real shortages and where strategic recruitment incentives are needed It must be realized that retaining the qualified teachers and lecturers is far larger problem than recruiting new ones Looking at the innovation and technology, especially in the case that TOPICA’s products and services are landed into Thailand, Indonesia and Philippines which have the unstable internet connection, the online class server’s interface must be upgrade frequently The technical staffs and developers should work together to explore improvements to Topica’s domestic websites and online system, incorporating feedbacks from users, discussing architectural choices The system Tran Thi Xuyen – K15ATCB 51 maintenance must be carried out monthly to check the systems’ operation By doing this, the rate of the students kicked out of the online classes will decrease 4.2.3 Creating the tactics to find customers by marketing Nowadays, traditional marketing approaches are weakening In the era of Internet booming, TOPICA has been aware of the importance of content marketing which brings a lot of benefits such as pre-qualified leads, lower marketing costs, higher conversion rates and higher customer satisfaction After content is completed, they must be posted online so that the Internet user can assess easily The following tools will be useful to make use of content marketing method Search: Turning up on page one of Google is not something that happens on day one So this needs attention from day one launch of TOPICA website But it has to be done It’s called an SEO process and it is driven in part by content and social discovery Social: Turning up a Twitter stream or a Facebook share and news feed is another way of being discovered It can be seen that will only happen if the content is good and TOPICA have a large number ò fans and followers sharing this content Paid: TOPICA must calculate the fees pay for some supplier In this case, these include Facebook ads and Google Ad Words Email: No one can discover TOPICA’s information on email unless their friend shares the content by forwarding the email Word of mouth: This is the powerful way to help TOPICA be discovered because someone appreciate TOPICA’s services and products will good enough to be recommended or mentioned In short, TOPICAshould outline specific objectives of each course, concentrate on their target customers, get the design and content right and highlight the benefits of e-learning with TOPICANative and TOPICAUni Tran Thi Xuyen – K15ATCB 52 4.2.4 Pricing the fees for the e-learning packages competitively Besides content development, target audience research, the quality of the courses and marketing, figuring out the reasonable price point of the course is the key factor to help TOPICAachieve their targets It is certainly worth doing the research to estimate the number of prospective customers and explore the price offered by TOPICA’s competitors for the similar types of online courses to determine cost To be specific, the price band guide for TOPICANative English courses with interactive and engaging content should be based on the courses approximate guided learning hours per user instead of charging a fixed amount of money Therefore, Online English learners may have more options to select which they can afford Furthermore, TOPICAUni courses that can be downloaded or be uploaded to the virtual learner management system should charge the fees The provider can charge the students by granting them a license for unlimited use The fees can be charged based on the value of each course Tran Thi Xuyen – K15ATCB 53 REFERENCES Jobber, D (2004) Principles and Practice of Marketing (4th ed.) Berkshire: McGraw-Hil Philip Kotler (2006) Marketing management (12th ed) New Delhi : Parentice- Hall of India Private Limited Philip Kotler (2004) Marketing management (9th ed) Parentice -Hall Bill Donaldson (2007) Sales management: Principles, Processes and Practice (3rd ed) UK Pal grave Macmillan Michael Allen (2009) E-learning Annual (1st ed) Pfeiffer Churchill (2003) Sales force management ( 7th ed) Boston McGraw- hill Higher Education Michael J Baker (1996) Marketing: An introductory text (6th ed) UK McMillan Press Limited Emoore (Undated) Economic factors that affect retail sales Retrieved May from (http://www.helium.com/items/1599988/a-look-at economic-factors- that-retail-and sales) Business Dictionary.com (2010) http://elearningindustry.com/ http://vtv.vn/ https://topica.edu.vn/ http://innews.topica.vn/ http://www.elearningmarketplace.co.uk Tran Thi Xuyen – K15ATCB 54 APPENDIX Questionnaires For a research “Measures to increase sales at Topica Corporation Prepared by: Xuyen Tran April, 2016 How long have you enrolled into TOPICA? A: more than months B: more than months C: more than year D: More than years Which courses you enrolled into? A Courses of TOPICAUni B: Courses of TOPICANative C: Both Do you satisfy with the quality of TOPICA’courses? A: Very satisfied B: Satisfied C: Unsatisfied If you’re unsatisfied, what are your reasons? In your opinion, what should TOPICAdo to improve the quality of each course? Tran Thi Xuyen – K15ATCB