VIETNAM NATIONAL UNIVERSITY, HANOI INTERNATIONAL SCHOOL PROGRAM GRADUATE INTERNSHIP REPORTINTERNSHIP COMPANY/INSTITUTION: TALENT CONNECTION JOINT STOCK COMPANY – ILS Vietnam Foreign Lang
Trang 1
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
Trang 2VIETNAM 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
Trang 3To 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
Trang 4STATUTORY 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
Trang 53 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
Trang 6LIST 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
Trang 7LIST OF ABBREVIATIONS
ILS VIETNAM ILS Vietnam Foreign Language Center
Trang 81 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
Trang 92 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
Trang 10EMAIL 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
Trang 11• 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
Trang 12• 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
Trang 13state 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
Trang 14➢ 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,
Trang 153 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
Trang 16Vietnamese 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
Trang 17The 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
Trang 18get 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
Trang 19ILS 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
Trang 20There 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
Trang 21Annual 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