graduate internship report internship company institution talent connection joint stock company ils vietnam foreign language center

VIETNAM NATIONAL UNIVERSITY, HANOI INTERNATIONAL SCHOOL PROGRAM GRADUATE INTERNSHIP REPORTINTERNSHIP COMPANY/INSTITUTION: TALENT CONNECTION JOINT STOCK COMPANY – ILS Vietnam Foreign Lang

VIETNAM NATIONAL UNIVERSITY, HANOI

INTERNATIONAL SCHOOL

PROGRAM

GRADUATE INTERNSHIP REPORT

INTERNSHIP COMPANY/INSTITUTION:

TALENT CONNECTION JOINT STOCK COMPANY – ILS Vietnam Foreign Language Center

Address: No 5, Alley 42, Alley 106 Hoang Quoc Viet, Bac Tu Liem, Ha Noi

Student’s name: BUI THAO NHI

Hanoi – December 2022

VIETNAM NATIONAL UNIVERSITY, HANOI

INTERNATIONAL SCHOOL

PROGRAM

GRADUATE INTERNSHIP REPORT

INTERNSHIP COMPANY/INSTITUTION:

TALENT CONNECTION JOINT STOCK COMPANY – ILS Vietnam Foreign Language Center

Address: No 5, Alley 42, Alley 106 Hoang Quoc Viet, Bac Tu Liem, Ha Noi

SUPERVISOR: Associate professor PhD Pham Thi Lien STUDENT: Bui Thao Nhi

STUDENT ID: 19071450

MAJOR: International Business – Marketing CLASS: IB2019B

Hanoi – December 2022

To begin, I'd like to express my heartfelt gratitude to the International School of Vietnam National University and TALENT CONNECTION JOINT STOCK COMPANY - ILS Vietnam Foreign Language Center at No 5, Alley 42, Alley 106 Hoang Quoc Viet, Bac Tu Liem, Ha Noi for assisting me in completing my report on time

A second thank you goes to all the lecturers who taught me at the university They taught me many things and background knowledge so that I can improve myself and also complete this internship well In particular, I would like to thank my instructors - Assoc.Prof.Dr Pham Thi Lien, for her help in my internship report, her guidance and vast knowledge, has wholeheartedly supported me throughout the process of completing this report

Thirdly, I would like to thank TALENT CONNECTION JOINT STOCK COMPANY - ILS Foreign Language Center Vietnam for giving me the opportunity to work and apply the knowledge I have learned and apply in practice And I would like to thank Mrs Luong Hoang Anh, who was in charge and managed me during my internship, and all the managers/colleagues in ILS Vietnam Foreign Language Center for helping me in my internship all the time

Despite our best efforts, due to lack of time and hands-on experience, this report may contain unintended errors Therefore, I look forward to receiving suggestions and help from teachers to improve my report Since then, I have more opportunities to learn and improve knowledge

Sincerely, Bui Thao Nhi

STATUTORY DECLARATION

My name is Bui Thao Nhi, I hereby declare that this internship report is my own preparation after completing six weeks working at TALENT CONNECTION CORPORATION - ILS Foreign Language Center Vietnam as a intern

I also affirm that this report is for my own educational needs and not for any other purpose I take full responsibility for the truthfulness of my report

Hanoi, October 10th, 2022 Bui Thao Nhi

3 DIGITAL MARKETING ACTIVITIES AT ILS VIETNAM 8

3.1 Overview of digital marketing activities in Vietnam: 8

3.2 Overview of production and business activities at ILS Vietnam 11

3.2.1 Production and business activities 11

3.2.2 Strategy/business plan 12

3.2.3 Compare with competitors 12

3.3 Digital marketing activities of ILS Vietnam 14

5.1.2 Limits of the internship 31

5.2 Recommendation for self-improvement 31

6 CONCLUSION 33

LIST OF REFERENCES 34

LIST OF TABLES

Table 2-1.1 General information about ILS Vietnam Foreign Language Center 2

Table 3-1 Comparison between ILS Vietnam and 2 big competitors: MsHoa English/ Apollo English 12

Table 4-1 Tasks assigned through a 6-week internship 23

LIST OF FIGURESFigure 2-1 ILS Vietnam’s organizational structure 5

Figure 3-1 Digital marketing landscape in Vietnam 8

Figure 3-2 Daily time spent on media in Vietnam 9

Figure 3-3 Using the Internet on Mobile in Vietnam 9

Figure 3-4 The most used social networking platforms in Vietnam 10

Figure 3-5 Facebook page of ILS Vietnam 15

Figure 3-6 Video on Facebook page of ILS Vietnam 16

Figure 3-7 ILS Vietnam's Facebook post 17

Figure 3-8 Website ILS Vietnam 18

Figure 3-9 Youtube’s ILS VIETNAM 19

Figure 3-10 ILS VIETNAM's Facebook review 19

LIST OF ABBREVIATIONS

ILS VIETNAM ILS Vietnam Foreign Language Center

1 INTRODUCTION TO INTERNSHIP

The main goal of the internship is to introduce students to employee life Turn what you have learned into practice as an intern

The objectives of the internship program and the report are as follows: • Collect and organize accurate information related to job duties • Learn about employee life and work at the company

• Compare practical knowledge with lessons taught at Vietnam National University's International School (VNU-IS)

• Complete the requirements of the International Business - Marketing program

ILS Vietnam is a Center under the Talent Connection Joint Stock Company operating in the field of foreign language training, with its head office at No.5, Alley 42, Alley 106 Hoang Quoc Viet, Bac Tu Liem, Hanoi and branch offices in Dong Anh: No 68, Lot B2, Area 3Ha, Dong Anh Town Commercial Center, Hanoi

At the internship, I was assigned to do the following tasks

• Writing content and managing social networking sites

• Planning and implementing marketing events with the team

• Supporting the marketing activities of the business

• Supporting in the design of media publications

• Receive requests from marketing staff/marketing manager to check/collect data of marketing strategies and offline marketing events

2 BACKGROUND OF THE COMPANY:

ILS Vietnam is a Center under the Talent Connection Joint Stock Company operating in the field of foreign language training, established in 2011 (Formerly Talent Space English Center) by the board of directors with more than 10 years of experience in the field of education, training, study abroad consulting The Advisory Board are experts working at Hanoi Department of Education and Training, English teachers at some public schools in Hanoi such as Nguyen Du, Ngo Gia Tu, etc.ces With 2 branches Hoang Quoc Viet and Dong Anh

ILS Vietnam is proud to bring a high-quality English program to more than 1000 students at secondary schools in other districts such as Dan Phuong and Hoai Duc to help students have access to native teachers quantity and exciting classes Events with a large scale, unprecedented content, and the number of students and parents participating in up to 300 people demonstrate the attractiveness of extracurricular activities organized by ILS Vietnam

Table 2-1.1 General information about ILS Vietnam Foreign Language Center

COMPANY NAMES

TALENT CONNECTION JOINT STOCK COMPANY - ILS Vietnam Foreign Language Center

REGISTERED NAMES

ILS Vietnam - Trung tâm Anh ngữ và tư vấn du học các nước

ABBREVIATION NAMES

ILS Vietnam

EMAIL info@ilsvietnam.edu.vn

OPERATING STATUS

Active

OFFICIAL LOGO

ILS Vietnam diversified its product and service activities, strongly developed and expanded its operations in new market segments

ILS Vietnam products and services include:

• ENGLISH GENIUS - English for preschool children • SUMMER CAMP - Summer English course for kids

• TOEFL PRIMARY - Toefl exam preparation course for elementary children • EASY 10 - Online 10th grade exam preparation program

• SCHOOL LINK - Study program with foreign teachers in elementary and junior high schools

• In addition, ILS Vietnam also cooperates with schools in Dong Anh and Hanoi to create English playgrounds for children These include major events such as CampDay, English Contest, Raise your voice, English Ring the Golden Bell, Halloween Costume Festival, Four-way Spring Festival Nguyen Huy Tuong Spring Fair,…

ILS Vietnam has been working hard to become one of the leading units providing foreign language education products, skills and necessary knowledge for Vietnamese students to confidently go out into the world Become a global citizen with quality commitment and reasonable cost

For students: With the most sincere care, ILS Vietnam provides an exciting learning environment, encouraging students to nurture and promote their passion for foreign language learning, inspiring each student to discover your full potential, be ready to become a global citizen, and seek opportunities to study and work in many countries For parents of students: ILS Vietnam not only provides foreign language training products at a reasonable cost, but we also bring knowledge to help parents lead happy, confident and successful children

For society: ILS Vietnam is committed to doing its best to help Vietnamese students awaken their passion for English, towards developing English skills and the necessary knowledge base to enter the threshold future

• Student-centered

• Motivational encouragement

• Commitment and responsibility

Figure 2-1 ILS Vietnam’s organizational structure

of directors in ILS Vietnam is to oversee the overall operations The board would create governing documents, set policy and working rules, and be responsible for the corporation’s assets as well as its shareholders The BOD meeting is held every week to summarize and discuss things happening within a week The grand BOD meeting, is held annually to finalize a financial year, and to prepare a master plan for the next operating year

administration, and goal setting of the company's activities with the director Manage and organize the implementation of the proposed plans, assign the work to the departments Representing the director to perform external affairs with

state agencies, schools, establishing relationships, Coordinate with accountants to make financial plans, determine budget needs of projects related to current and future events, courses, Together with the director, establish, amend and supplement regulations, documents, etc related to the company's activities Perform duties as directed by senior management

of teachers in the center and teaching delivery They also develop curriculum, design center-specific lesson plans, mentor students/parents, and address all concerns related to the learning process Their ultimate goal is to improve the quality of education offered in ILS Vietnam

and collaborative cultures that contribute to the center's status Support the academic director in training teachers, designing lesson plans, lectures, teaching slides, correcting lessons for students,

and preparing financial papers such as profit and loss statements, balance sheets, and others They check the books, prepare tax returns and manage all the financial information related to the companies they are operating Besides, they also take care of issuing money to organize events, in the development of ILS Vietnam

installing new tools or solving software and hardware problems

customers to enroll is the business department's task Customers who are interested in the course or not yet interested in the course, under the guidance and skillful coordination of the consultants, customers will choose the courses that are most suitable for them as well as the level of each person Consult the right person, the right level and the right class

➢ HR Department: The selection of people for ILS Vietnam - HR department will

have to find personnel from sales, teachers to Marketers Recruiting good, experienced staff suitable to the environment as well as the orientation of ILS Vietnam, the center will grow stronger and stronger Besides, HR also has to arrange teachers and personnel according to teaching schedules, event schedules as well as support in all aspects for employees

going to class Grade students' tests, essays, reports, and other assignments Monitor student performance and progress in class Organize group activities and guide students to do homework Meet with human resources as well as academic departments to coordinate class plans and discuss specific subject areas and lesson plans In addition, teachers also need to meet with parents to discuss student learning when necessary

and society, as well as creating large and effective Marketing programs (online and offline) Support management to jointly plan Marketing campaigns for their centers, build quality content/images, attract customers and students Besides managing pages, organizing and firing events, designing media publications,

3 DIGITAL MARKETING ACTIVITIES AT ILS VIETNAM

Digital Marketing is digital marketing activities through the internet In other words, it is a form of promoting products/services through online communication channels The goal of Digital Marketing is to quickly increase brand awareness, build trust and increase order conversion rates But from the perspective of marketers, customer data is the most valuable asset If in the past, Digital Marketing activities were based on popular online channels: Social media, Email, etc to plan and execute, but today with the great advancement in technology, Digital Marketing is not only bringing in new customers also makes a difference from analyzing and tracking customer behavior and preferences to personalized marketing for your products/services As one of Southeast Asia's rapidly growing economies, Vietnam has plenty of business opportunities for brands, marketers and investors According to the Internet report, the total population of Vietnam is about 96.9 million people and the Internet usage rate is 70% - about 68.17 million Vietnamese people using the Internet Among them, 65 million people are active on social networks, equivalent to 67% of the total population of Vietnam

Figure 3-1 Digital marketing landscape in Vietnam

Vietnamese people spend an average of 6 hours 30 minutes online every day, including 2 hours 22 minutes on social media channels and 2 hours 09 minutes on video

Figure 3-2 Daily time spent on media in Vietnam

Watching videos is the most popular online content activity with 95% of users watching videos online every month

Figure 3-3 Using the Internet on Mobile in Vietnam

The 5 most used social media platforms in Vietnam are Facebook (90%), YouTube (89%), Zalo (74%), FB Messenger (74%), and Instagram (46%)

Figure 3-4 The most used social networking platforms in Vietnam

Digital marketing opportunities in Vietnam

➢ Video marketing in Vietnam: Watching videos is the most popular online content activity with 95% of users watching online videos every month and they often use YouTube to watch online videos in Vietnam In addition to video viewing rates, video engagement rates are much higher than other forms of advertising in Vietnam Marketers need to create interesting and easy-to-understand video content to attract potential customers to watch videos and increase view-through rates

there are about 65 million people actively using social networks in Vietnam, equivalent to 67% of the market And social network users in Vietnam tend to be increasing Vietnamese users show their love for Facebook, YouTube and Zalo, Tiktok Marketers should create interesting and valuable content to

get potential customers to engage with your social media accounts and increase engagement rates

and more Vietnamese people use social networks in their daily lives They share their opinions and experiences on social media Some people even gain a following and become influencers The rise of social media influencers opens up new business opportunities It provides a new platform for companies to promote their products and services to their target customers, while subtly enhancing their brand awareness and image

To sum up, if a brand wants to be at the forefront of digital marketing in Vietnam, video marketing, social media marketing and influencer marketing are the latest trends and opportunities for you to attract more customers in Vietnam

3.2.1 Production and business activities

In 2013, ILS Vietnam implemented an English supplementary program with foreign teachers at schools in Hanoi Following the success, in 2014, the Center expanded to implement the project in suburban districts, in which Dong Anh was the concentrated market

2016 marked an important turning point when Talent Space English Center was renamed ILS Vietnam In 2017, the English supplementary program with foreign teachers was implemented by ILS Vietnam at schools in Dong Anh, Me Linh and Soc Son districts

ILS Vietnam is proud to bring a high-quality English program to more than 1000 students at secondary schools in other districts such as Dan Phuong and Hoai Duc to help students have access to native teachers quantity and exciting classes Events with a large scale, unprecedented content, and the number of students and parents participating in up to 300 people demonstrate the attractiveness of extracurricular activities organized by ILS Vietnam

ILS Vietnam Foreign Language Center is proud to bring not only interesting classroom hours, but also extracurricular activities, companion events, to develop soft skills for students, creating many playgrounds for students play so that English is used in the most natural way

3.2.2 Strategy/business plan

ILS Vietnam has been making efforts to become one of the leading units providing foreign language education products, skills and necessary knowledge for Vietnamese students to confidently step out into the world, become global citizens with committed quality and affordable cost

With the motto of inspiring learning with passion, not coercion, ILS Vietnam always brings knowledge but also sows seeds of love for foreign language subjects Turn every lesson into an exciting knowledge journey

Table 3-1 Comparison between ILS Vietnam and 2 big competitors: MsHoa English/ Apollo English

Years of establishment

English for

preschool children, elementary

children, junior high schools and linking the English program with junior high schools, TOEFL

Ms Hoa TOEIC, Ms Hoa

Communication and English for children Ms Hoa Junior

English for kindergarten, English for teenagers, IELTS

There are 2

campuses in Dong Anh and Hoang Quoc Viet

The system stretches across 3 regions of

Vietnam, Hanoi: 6 campuses, Ho Chi Minh City 11 campuses, Da Nang has 3 campuses, Quang Ninh has 2

campuses, Hai Phong/ Bac Ninh/ Nghe An/ Thanh Hoa/ Ha Tinh/ Binh Duong/ Dong Nai/ Khanh Hoa/ Vung Tau all have 1 campuses

The system stretches across 3 regions of Vietnam Ha Noi has 26 campuses, Ho Chi Minh City has 24, Hai Phong has campuses, Bac Ninh/ Da Nang has 2 campuses, Bien Hoa/ Binh Duong/ Ha Long/ Hung Yen/ Khanh Hoa/ Vung Tau / Nghe An / Vinh Phuc has 1 campuses

The price also ranges from 5 – 27 million

VND/course depending on the number of hours registered for each different course, the tuition fee is also different

The price also ranges from 2 – 20 million

VND/course depending on the number of hours registered for each different course, the tuition fee is also different

The price also ranges from 8 – 22 million

VND/course depending on the number of hours registered for each different course, the tuition fee is also different

Annual revenue

1,8 billion Vietnam dong

Million USD 800 billion Vietnam dong

The number of students

120 - 850 students 500,000 students Training more than half a million students in Vietnam since 1995

Facebook,Youtube, Website, Instagram

Facebook, Tiktok, Youtube, Website

Facebook, Tiktok, Youtube, Website, Linkedin

Social media followers

Facebook: 10,975 followers

Youtube: 132 subscribers

Instagram: 50 followers

Facebook:

2,443,822 followers

Youtube: 226,1 thousand

subscribers

TikTok: 599,6 thousand followers

Facebook: 283,707 followers

Youtube: 7,66 thousand subscribers

TikTok: 2,957 followers

3.3.1 Paid media

ILS Vietnam uses advertising media to target customers who may be interested in their program/course This gives customers more access to ILS Vietnam, which can still affect the information provided to customers

Among social networking sites, ILS Vietnam chooses Facebook as the main platform because it is considered the most popular online site for Vietnamese users At the beginning of the event, posts will be promoted to attract as many people as