(Tiểu luận) analysis on the digital marketing process at project marketing department of bit group investment joint stock company

Trang 1 FOREIGN TRADE UNIVERSITY HO CHI MINH CITY CAMPUS ---***--- MID-COURSE INTERNSHIP REPORT 03/07/2023 - 06/08/2023 Major: International Business Economics TOPIC: ANALYSIS ON THE DIG

FOREIGN TRADE UNIVERSITY

HO CHI MINH CITY CAMPUS

-*** -

MID-COURSE INTERNSHIP REPORT

03/07/2023 - 06/08/2023

Major: International Business Economics

TOPIC: ANALYSIS ON THE DIGITAL MARKETING PROCESS AT PROJECT MARKETING DEPARTMENT OF BIT GROUP INVESTMENT JOINT STOCK COMPANY

Internee: Ha Quang Thanh Long Student ID: 2112153089 Class code: K60CLC6 Supervisor : Ph D Nguyen Ngoc Thuy Vy

Ho Chi Minh City, August

STATEMENT OF AUTHORSHIP

I hereby certify that this thesis has been composed by me and is based on my own work, unless stated otherwise No other person’s work has been used without due acknowledgement in this report

I, Ha Quang Thanh Long, declare that this report entitled: “Analysis on the Digital marketing process at Project Marketing Department of BIT Group Investment Joint Stock Company,” and the work presented in it is my own I confirm that this work is carried out under the auspices of different sources of BIT Group Investment Joint Stock Company illustrated in the references part of the report The data, results included in the report is presented with the highest accuracy and have not been announced in any form before except where reference is made in the text of the report This thesis has not been submitted for the award of any degree or diploma in any other tertiary institution

Ho Chi Minh City, August 15th, 2023

Student author

Ha Quang Thanh Long

ACKNOWLEDGEMENTThis report would not have been completed without the support of some other individuals First and foremost, the author wants to express his greatest gratitude and biggest appreciation to Ph.D Nguyen Ngoc Thuy Vy, his supervisor, for assisting and instructing him to better his internship report Furthermore, the author would like to show his gratitude towards the staffs of BIT Group Investment Joint Stock Company, especially to the Project Marketing Department Leader, Mr Nguyen Pham Thanh Sang, for providing necessary data and documents for the business analysis.Due to the limited time and insufficient knowledge, this report cannot fully satisfy all the expected requirements, and shortcomings are unavoidable Hence, the author is really looking forward to straightforward and contributive feedback from the supervisor for better performance.

Ho Chi Minh City, August 15 , 2023.th

Student author

Ha Quang Thanh Long

PROCESS AT PROJECT MARKETING DEPARTMENT OF BIT GROUP

INVESTMENT JOINT STOCK COMPANY 123.1 Analysis on the Digital marketing process at Project Marketing Department

of BIT Group Investment Joint Stock Company 123.1.1 Overview of the Digital marketing process at Project Marketing Department of BIT Group Investment Joint Stock Company 123.1.2 Diagram of Digital Marketing process 133.1.3 Description and analysis of the Digital marketing process in BIT Group

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3.2 Comments on the Digital marketing process at Project Marketing Department of BIT Group Investment Joint Stock Company 20

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LIST OF ABBREVIATIONS

3 FTU Foreign Trade University

5 SMEs Small and Medium Enterprises

6 MTP Management Trainee Program

7 R&D Research and Development

8 SEO Search Engine Optimization

9 KPIs Key performance indicators

Specific, Measurable, Achievable, Relevant, Time-

LIST OF FIGURES

Figure 3.1 Digital marketing process of BIT Group Joint Stock Company 13Figure 3.2 Customer Targeting and Project Planning process at BIT Group 14Figure 3.3 Customer Penetration and Customer Achieving 17

LIST OF TABLES

Table 3.1 Differences between the theory and the practice at BIT Group 23

PREFACEBrief overview of the current situation of Vietnamese enterprises applying Digital Marketing

Overview of the chosen topic - “Analysis on the Digital marketing process at Project Marketing Department of BIT Group Investment Joint Stock Company.”The chosen topic, "Analysis on the Digital marketing process at Project Marketing Department of BIT Group Investment Joint Stock Company", aims to provide an overview of the author’s formal working environment experience as well

as analyze the Digital marketing procedures at Project Marketing Department BIT ofGroup Investment Joint Stock Company

Analysis on the Digital marketing process at Project Marketing Department of BIT Group Investment Joint Stock Company

This report is based on my personal experience and observations during the internship at BIT Group Investment Joint Stock Company Therefore, it may not reflect the full and accurate picture of the company’s performance as well as the Project Marketing Department’s activities and procedures Moreover, the report may have some limitations in terms of data collection, analysis, and presentation I acknowledge these shortcomings and welcome any constructive feedback and suggestions for improvement from the readers I hope this report will provide some useful insights and recommendations for FTU’s Faculty of Training Management and other interested parties

CHAPTER 1: INTRODUCTION TO BIT GROUP INVESTMENT JOINT

of the Southeast region) online with more than three million views

In 2008, the company aimed to become the “Typical Young Entrepreneur” in the next three years

In 2009, BIT company expanded IT outsourcing to Singapore, Japan, and Australia The company itself became the representatives of young Vietnamese entrepreneurs speak at forums: SeaChange (Malaysia), Ysummit (NUS-Singapore), Jenesys (Japan), ITO (Australia)

In 2010, BIT company won the Vietnam IT Golden Globe Award awarded by the government The company established an office in Ho Chi Minh City in 2011 and continued to implement the field of Consulting, Training, and Application of Digital Technology for SMEs

The following year witnessed the establishment of BIT member companies In

2015, BIT company focused on cooperation and implementation of Japanese market projects

During the 2016-2018 period, BIT company’s operations comprised of investing in Vietnamese enterprises, developing ecosystem for startups and involving

in trade promotion and seeking business opportunities in the US market

In 2019 marked the most important transformation for the company: establishing BIT Group, which consists of BIT Academy, BIT Strategy, BIT Technology, BIT Agency and BIT MTP

From 2020 until present day, BIT Group Investment Joint Stock Company has maintained its specialization by implementing a series of programs "Supporting

SMEs in Digital Transformation and Effective Digital Business" in sixty-three provinces and cities in Vietnam.

’s organizational structure

Directors general’s orientations.

(Source: BIT Group Administration Department’s Statistics)Directors general are the stakeholders of the company, who play an advisory role in the company’s activities, giving directions to optimize the overall performance

of the organization Each department has distinguished responsibilities in maintaining BIT Group’s business status

The Project Marketing Department manages professional activities of the company, directly manages, and takes responsibility for projects, technical research, R&D, training, and professional development, and carr out advertising activities iesThe personnel are also responsible for implementing promotional activities and strategies; advertising and marketing the organization's products or services to customers and markets; planning and creating Marketing channels on social networking platforms

The Customer relation Department is responsible for managing and developing relationships with clients, collecting information, and building relationships with customers, involving in service management and sales marketing enhancement, managing, and assigning tasks to Sales, whose duties are to develop

Project Marketing Department

business strategies to increase sales and profits as well as promote the company's services, propose business strategies and solutions to improve operational efficiency The Consulting Department is accounted for providing information, consultation and support to clients, handling inquiries and complaints, giving instructions for implementation for the Communication Department and Design Department

The Administration Department handles employees' information management, planning and implementing personnel recruitment and is responsible for maintaining and overseeing human resource development activities, policies, and procedures The Accounting Department manages accounting and financial reporting, internal control, and risk identification, ensur compliance with financial regulations esand policies, handl internal transactions and checks compliance, budget planning esand budget tracking and analyz and evaluat financial performance as well as es essupports internal audit

strategies and campaigns on digital platforms to simplify the customers’ businesses

Department’s Statistics)

CHAPTER 2 SUMMARY OF INTERNSHIP EXPERIENCE

grow my social skills in a work environment I had the chance to deliver my team’s

CHAPTER 3 ANALYSIS ON THE DIGITAL CONTENT MARKETING PROCESS AT PROJECT MARKETING DEPARTMENT OF BIT GROUP

INVESTMENT JOINT STOCK COMPANY

3.1.1 Overview of the Digital marketing process at Project Marketing Department of BIT Group Investment Joint Stock Company

As mentioned above, BIT Group Investment Joint Stock Company’s main objective at the present is "Supporting SMEs in Digital Transformation and Effective Digital Business" in sixty-three provinces and cities in Vietnam In fact, the company aims to achieve a 50 percent digital transformation rate for all contracted customers

To accomplish this very objective, the Project Marketing department has been tasked with three major operations: increases the brand awareness and reputation of the company, generates qualified leads and potential customers for the Sales department and optimizes the ROI of the Digital marketing campaigns The Digital marketing process plays a vital role in the success of BIT Group as well as its projects The process aligns the digital marketing strategy with the business goals and vision of BIT Group, streamlines the workflow and communication among the Project Marketing department and other departments, measures and evaluates the performance and effectiveness of the marketing activities and channels and identifies

as well as resolve any issues that arise during the implementation of the operation The Digital marketing process of the Project Marketing department of BIT Group, however, lacks a methodical approach While there is a process in place, it is not well-structured, leading to inefficiency and potential risks in service delivery Because of that specific reason, the author will construct a temporary BIT Group Digital Marketing process based on his personal experience to convey the tasks and activities of the Project Marketing department

The Implementation process of Digital marketing in BIT Group Investment Joint Stock Company can be divided into four main steps: Customer Targeting and Project Planning, Customer Penetration and Customer Achieving Customer , Communicating and Contracting, Evaluating and Optimizing These steps require the smooth and synchronous coordination of most of BIT Group departments The process, in fact, exists many inadequacy issues leading to inefficiencies and potential gaps, such as potential shortage of dedicated personnel specialized in customer contact during the service implementation, or customer’s slow response resulting in hindering the progress of work, delaying and disrupting project timelines, or sometimes incorrect project deployments if the signed contract between the parties lacked clarity in the agreed terms If the case occurs, in fact it occurred once during the author’s internship, the consequence will put additional pressure on the individuals responsible for the project implementation, which impacts the overall operations These individuals are mainly from Project and Design departments, as they have to correct the delivered services in accordance with the feedbacks from clients, their professional concentration will be badly affected, leading to potential working quality compromises.

3.1.2 Diagram of Digital Marketing process

BIT Group’s Digital Marketing process can be described in four main steps, which can be visualized as below:

Figure 3.1 Digital marketing process of BIT Group Joint Stock Company

3.1.3 Description and analysis of the Digital marketing process in BIT Group

a Customer Targeting and Project Planning

All departments of BIT Group get involved in this very first step The main purpose of these procedures is to identify the customer personas, and based on the

data the department can come to an appropriate approach to the target customer segmentation.

Figure 3.2 Customer Targeting and Project Planning process at BIT Group

Firstly, a database illustrating the target customer profile developed during is

a meeting at the beginning of each month In this meeting, the Project Marketing department reports the KPIs (Key performance indicators) and metrics using specialized ‘analytic’ tools as well as the feedback of the clients to evaluate the last period’s marketing effectiveness After that, all members of the company join in a series of brainstorming activities: defining the target audience based on the reportre , setting the SMART (Specific, Measurable, Achievable, Relevant, Time-Bound) objectives Lacking the unbiased and impartial data in market research as well as the absence of key opinions from specialists in the same industry or market surveys, the procedure is primarily based on a set of subjective ideas from all members of the BIT Group company This can be explained by the lack of resources, mainly by budget constraints and human capital insufficiency

Secondly, the Project Marketing Manager has the responsibility of briefing, filtering, and sorting all the data from the meeting The personnel has to come up with the most effective customer approach and complete a marketing plan which will be proposed to the directors general The Project Marketing department has to make lots

of research to complete this assignment: analyzes the target customer persona, including their demographics, income, form of business, degrees of digital transformation; searches for digital marketing platforms; regulates the content format, posting frequency and seedings; and estimates the overall effectiveness for each platform The Accounting department will also get involved in the process as they