More than half of Dutch non-international students are enrolled in a bachelor's degree program at the HBO campus.. Figure 2 Statistics on the number of students studying HBO and WO progr
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Independent private institutions have emerged over the decades to meet the growing demand for higher education, with 16% of university students in the Netherlands attending these schools Notably, independent private institutions typically charge higher annual tuition fees for master's degree programs compared to public universities.
There are now 56 higher education institutes in the Netherlands
Higher education in the Netherlands is characterized by a clear division between two types of institutions: WO (Research Universities) and HBO (Universities of Applied Sciences) While both types offer undergraduate and graduate degrees, they differ significantly in their focus and approach to education WO institutions emphasize academic research and theoretical knowledge, whereas HBO institutions prioritize practical skills and applied learning.
In the Netherlands, the term "university" refers to a specific type of institution: WO This designation, short for wetenschappelijk onderwijs (science education), is given to just
Renowned for its rigorous academic standards and challenging admission processes, each institution typically requires three years of full-time study to earn a bachelor's degree Additionally, students have the option to pursue a one-year master's degree or a long-term doctorate.
HBO, or higher professional education, encompasses 43 institutions across the Netherlands, also referred to as Universities of Applied Sciences These institutions offer career-focused programs that equip students with practical training tailored to their chosen industries.
Studying full-time at HBO typically requires four years to complete an undergraduate degree, which includes mandatory internships not offered by WO Additionally, HBO has lower admission standards and less competition for opportunities within its organizations.
After obtaining their undergraduate degree, students can transfer from HBO to WO for graduate studies Students who want to pursue this must first complete a pre-master's program
During the 2022-2023 academic year, over two-thirds of international students are pursuing their studies at universities, with 43% enrolled in bachelor's programs Approximately 25% of these international students are specifically studying for a bachelor's degree at HBO institutions Additionally, more than half of Dutch students are also enrolled in bachelor's degree programs at HBO campuses, while participation in the HBO Master program remains minimal.
The output of educational institutions and the impact of learning
Over the past two decades, educational attainment has significantly increased, especially among young adults in the Netherlands From 2000 to 2021, the percentage of individuals aged 25 to 34 with postsecondary education rose by an impressive 29 percentage points, reaching 56% in 2021, up from 27% in 2000 This positions the Netherlands among 14 OECD countries where at least half of the population in this age group holds a postsecondary degree.
Figure 3 Trends in the share of tertiary-educated 25-34 year-olds (2000 and 2021)
Access to education, participation, and progress
In the Netherlands, 68% of young adults aged 18 to 24 are engaged in full- or part-time education or training at the upper secondary or tertiary level, significantly surpassing the OECD average of 54% Additionally, 47% of these students balance their studies with employment, in stark contrast to the OECD average of just 17%.
=> The Netherlands is diverse in its university system The university system in the Netherlands is divided into two main categories: WO (scientific education) and HBO (higher professional education)
At the same time, there is internationalization in higher education because more than 2/3 of all international students are studying in the Netherlands
The HBO Bachelor program is the most popular among students, with a significant number enrolling in this program
From 2000 to 2021, the Netherlands has seen a significant rise in university-level educational attainment, positioning itself among 14 OECD countries where over half of individuals aged 25-34 hold a university degree Additionally, Dutch students often combine their academic learning with practical work experience, enhancing their educational journey.
The UEF campus at Ho Chi Minh City University of Economics and Finance has been established in Zwolle, a city located in the Overijssel province of the Netherlands Although Zwolle is one of the larger cities in the region, it has fewer universities compared to other cities Nonetheless, it boasts a moderate standard of living, making it an attractive location for students and residents alike.
The Netherlands hosts major global corporations like Unilever, Sony, and Microsoft, highlighting its significant role in the global economy Consequently, there is a strong demand for economics training among students in the Netherlands.
The Dutch education system is thriving, with a significant annual increase in university enrollment Research from the Statista Research Department indicates that in 2022, there were 341,900 students registered at universities throughout the Netherlands, highlighting the growing demand for higher education among both domestic and international students.
Figure 4 Number of university students in the Netherlands from 2016 to 2022
In the Netherlands, freedom of education is enshrined as a constitutional right, allowing international private universities to operate independently of Dutch government regulations While private schools can seek accreditation from the Netherlands and Flanders Accreditation Organization (NVAO), this approval is not a requirement for higher education institutions Nonetheless, the Dutch Education Inspectorate regularly monitors compliance with statutory requirements, ensuring educational standards are upheld.
- In Zwolle, many universities have not yet been developed
The average standard of living in Zwolle creates convenient conditions for students to live and study in this city
The establishment of a new university in Zwolle can significantly boost local economic development by generating job opportunities in education, research, and associated service sectors This influx of employment not only enhances the demand for skilled human resources but also stimulates economic growth in Zwolle and its neighboring regions.
In Zwolle, infrastructure is limited
Collaborating with businesses is essential for fostering robust strategic partnerships in both Dutch and international markets, ensuring that our training programs remain current and innovative Additionally, we establish internship programs and practical projects with partner companies, providing valuable job and experiential opportunities for UEF students.
O Partners: Collaborating with businesses creates a mutually beneficial relationship, enhancing access to specialized human resources for companies This partnership allows the university to broaden internship and employment opportunities for students UEF will actively seek out businesses in the Dutch market that require expertise in Economics, connecting them with qualified students.
Collaborating with the Dutch government can provide essential financial and policy support for establishing universities Engaging in programs like the Orange Knowledge Program, which offers scholarships for students and professionals along with funding for training and research projects, can be beneficial Additionally, the Erasmus+ program supports study scholarships, internships, and innovative collaborative projects, while other international collaborative initiatives may also offer funding opportunities.
Collaborating with high schools in the Netherlands allows for the establishment of specific admission criteria, enabling students from UEF-affiliated high schools to gain direct admission to UEF This partnership not only encourages students to consider UEF in their educational choices but also alleviates the pressure associated with university entrance exams.
Create a network of professional relationships (internships, gaining experience and jobs) for students
UEF will easily update market trends to offer teaching and training programs that are most closely aligned with reality
Collaborations can provide corporate sponsorship and financial support for research projects, events, or scholarship programs
Not only does it improve the quality of education, but it also helps businesses apply ideas and research into practice through student research projects
Leverage your network: Quickly reach a large number of potential students
- Enhance reputation: Associated with the brands of reputable partners e Disadvantages:
- Reduces school autonomy and decision-making ability
- Financial dependence on businesses: When businesses encounter financial problems or risks that can affect the business
Applying for funding and support from the Dutch government can be a complex and lengthy process, as it often involves meeting stringent requirements regarding the quality of education, facilities, and financial stability of universities.
The University of Economics and Finance (UEF) follows an international education model, continuously expanding its global partner network This institution serves as a bridge for over 60 Japanese students seeking work opportunities abroad With its practical approach, UEF aims to replicate its successful model across various national fields in the future In the past year, UEF has launched numerous international summer student exchange programs, fostering cultural exchanges with partners from countries such as Korea, China, Singapore, Thailand, Malaysia, and Spain Additionally, UEF has become a preferred destination for cultural exchange internships among international students and friends.
UEF boasts a highly qualified team of dedicated staff and lecturers, with over 85% holding a Master's degree or higher, including more than 20% who are associate professors and doctors The majority of our educators have received training abroad and are experts in their fields, ensuring a rich learning experience They are committed to supporting students in scientific research and providing access to real-world business environments, fostering a friendly and engaging atmosphere that enhances student success.
UEF is distinguished by its vibrant and skilled clubs, boasting over 50 groups across various fields, including academic entrepreneurship, cultural skills, arts, and sports The university actively promotes the 5 Good Student Movement, encouraging both students and faculty to participate in community initiatives Additionally, exceptional young teachers lead volunteer campaigns such as Green Summer, the Voluntary Blood Donation Program, and the Spring Volunteer Program, fostering a spirit of service and engagement within the UEF community.
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Macro environment ( PESTEL ) - 2-12 S22 Hy 17 1
To successfully expand into the Western market, UEF must conduct a thorough analysis using the PESTEL model and the Five Forces framework This analysis will help identify opportunities and challenges, as well as the organization's strengths and weaknesses, enabling the development of effective strategies and tactics By gaining a clear understanding of the market and anticipating future trends, UEF can position itself as a pioneer, achieving long-term growth while minimizing risks.
In July 2023, the coalition government led by Prime Minister Rutte in the Netherlands collapsed, leading to his resignation due to intense disagreements among coalition parties over immigration policies This crisis has plunged the Netherlands into a significant political turmoil, setting the stage for one of the most contentious election campaigns in recent history.
Dutch Army Commander Wijnen highlighted that the Netherlands has not had a compulsory military regime since 1997, leading to a significant personnel shortage in the armed forces This issue has become increasingly urgent as the Netherlands is a strong supporter of Ukraine in its conflict with Russia, raising concerns about potential Russian aggression To address this challenge, the Dutch government is actively encouraging young people to voluntarily enlist in the military to bolster the army's size and readiness.
The current Dutch political landscape is marked by instability, both domestically and internationally, which poses risks to businesses and hampers market growth Political stability is essential for fostering a reliable business environment and predictable market trends, crucial for new entrants like UEF Without this stability, businesses face unforeseen challenges that can hinder their growth potential.
The Netherlands offers a competitive corporate income tax rate that is relatively low compared to other EU countries, making it an attractive destination for international companies looking to establish headquarters or financial centers Key tax benefits include exemptions on dividends from subsidiaries, interest payments received by resident companies, and no withholding tax on dividends from abroad Additionally, various tax incentive programs, such as WBSO, KIA/MIA, and EIA, further enhance the country's appeal for businesses.
This creates an opportunity for UEF to reduce costs, thereby increasing profits
In the first half of 2023, the Netherlands is experiencing political instability, which is contributing to economic challenges, including a recession marked by three consecutive quarters of negative real GDP growth This downturn is attributed to weak exports, decreased household consumption, and high inflation, resulting in elevated food and energy prices However, research from Statista indicates that the real GDP growth rate in the Netherlands is expected to show steady improvement from 2023 to 2028, albeit at a slow pace.
Figure 5 Forecasting the economic growth rate of the Netherlands in the next 5 years e Inflation rates
According to an official EU website, inflation tends to gradually decrease, with a forecast of 3.7% in 2024 and 2.0% in 2025
The Netherlands has the 17th largest economy in the world and the 5th largest in the
The Netherlands, one of the wealthiest nations in the European Union, has seen a steady increase in its GDP per capita over the years By 2028, this figure is projected to rise to approximately US$71,496.78, reflecting the country's strong economic growth.
Figure 7 Dutch economic growth forecast for the next 5 years ô Unemployment rates
This country boasts the world's busiest international business sector, hosting numerous multinational corporations like Unilever, Philips, Heineken, and ING Group With a rapidly expanding job market, it maintains a low unemployment rate, which rose slightly to 3.5% in the second quarter of 2023 Although the economy is slowing and the unemployment rate is projected to increase to 3.9% in 2024 and 2025, it remains significantly lower than pre-Covid levels, highlighting its potential for career growth.
The Netherlands is projected to experience a steady increase in job opportunities, economic growth, and GDP per capita from 2023 to 2025, creating a favorable environment for UEF to expand its academic offerings to align with the preferences of Dutch students This growth will not only enhance the quality of education at UEF but also improve job prospects for graduates, thereby alleviating the institution's challenges in securing internship placements for students.
The Netherlands, with a population exceeding 17.81 million, has a significant demographic distribution where the largest age group is between 40 to 65 years, totaling over 5.8 million individuals Following closely is the 20 to 40 age group, which comprises more than 4.6 million people This demographic structure highlights that the Netherlands possesses a "golden population," as those aged 15 to 64 make up the majority of its residents.
Figure 9 Age distribution of the Netherlands e Population growth rate
According to CBS forecasts, in the coming decades, the Dutch population is expected to increase continuously to 20.7 million people by 2070
Figure 10 The Chart forecasting the Dutch population growth rate until 2070
The Netherlands is currently experiencing a "golden population" phase, which allows the country to leverage its highly skilled young workforce for further development Additionally, demographic trends in the coming decades will significantly impact the nation's growth potential.
The Netherlands is expected to experience continuous growth, leading to an expanding market size By entering the market early, UEF can establish a competitive advantage and build trust with local consumers before other competitors emerge.
The Netherlands ranks among the most livable countries globally, renowned for its high safety levels and a culture characterized by punctuality, friendliness, and egalitarian values Education in the Netherlands emphasizes self-study, where students take initiative in their learning process, with lecturers serving primarily as guides This approach encourages students to independently explore challenges and manage their time effectively to complete assignments.
The educational approach in the Netherlands aligns closely with the UEF training program, emphasizing self-study, research, and teamwork Dutch values of equality and freedom empower students to make their own life choices, facilitating UEF's ability to design tailored training programs and effectively identify target audiences.
Migration in Europe is on the rise, with the Netherlands experiencing a significant influx of immigrants, reaching nearly 223,000 in 2022, the highest in two decades, according to the OECD As of 2023, the immigration landscape in the Netherlands remains complex, marked by intense disagreements within the ruling coalition regarding the Prime Minister's immigration policy, ultimately leading to his resignation.
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Utilizing a market positioning map allows UEF to assess its strengths, weaknesses, and opportunities in relation to competitors, enabling the development of effective marketing strategies to attract the right customers UEF's campus in Vietnam is strategically positioned with high tuition fees that reflect its commitment to quality training, particularly in economic sectors Similarly, the UEF campus in the Netherlands will uphold this positioning, targeting "aspiring academics" who seek institutions with excellent facilities, a robust curriculum, and a vibrant learning environment.
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The scholarship policies we set out to attract more students help them reduce their financial burden Both entrance scholarships and corporate scholarships are very successful in attracting Vietnamese students:
- Entrance scholarships: depending on the final high school exam score, we will offer partial (25% - 50%) and full (100%) scholarships for students who choose to study at UEF
- Business scholarships: businesses wishing to find human resources in related fields will offer scholarships for that field of study
- Use social media and international events to reach potential students (Create social networking sites in Dutch to promote UEF)
- Sponsoring intellectual game shows of interest in the Netherlands
- Preferential policy for first-year students.
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The marketing campaign will take place from 01/01/2025-31/12/2025 preparing for the enrollment period in September 2025
The Gantt Chart for the UEF Netherlands marketing plan outlines Phase 1, titled "Curiosity (Identification)," scheduled from January 1 to March 31, 2025 The primary objective of this phase is to announce the launch of UEF Netherlands and generate widespread interest among the Dutch population Key activities include utilizing billboard advertising and bus sticker promotions to effectively reach and engage the target audience.
Rent a billboard for three months on Zwolle Street, featuring AO-sized prints that promote the slogan "Geef je toekomst een boost" alongside visuals representing the collaboration between UEF Vietnam and the Netherlands These strategically placed billboards will be located on high-traffic roads to maximize visibility and raise awareness among a large audience.
Figure 18 Billboard on Zwolle Street road
Figure 19 Billboard on Zwolle Street road
To create flexibility, reach more people, and widely popularize the brand, the group decided to choose the bus sticker rate advertising form, creating flexibility and diversity
Figure 20 Bus sticker demo e Budget
Amount of week Number of buses Budget
- Social media: ¢ The Dutch digital advertising market had total revenues of $3.4 billion in
In 2022, the digital advertising market experienced a compound annual growth rate (CAGR) of 12.1% from 2017 to 2022, with the mobile segment dominating the market by generating $2.2 billion, or 63.3% of the total market value The increase in internet users, which reached 16.4 million in the Netherlands in 2022, has significantly driven investments in digital advertising.
As of January 2023, the Netherlands has a total population of 17.59 million, with 16.80 million Internet users, resulting in an impressive Internet penetration rate of 95.5% Notably, 92.2% of these Internet users engage with at least one social media platform Among the most popular platforms, Facebook boasts 8.05 million users, YouTube has 15.5 million users, and LinkedIn counts 10 million members in the country.
UEF will establish new accounts in English and Dutch on social media platforms such as Facebook, YouTube, and LinkedIn These accounts will be used to share articles related to school information, training programs, and enrollment plans.
- Post articles introducing UEF Netherlands, with billboard-like images, to Facebook and LinkedIn pages
- Runarticle ads on Facebook and LinkedIn Because these are the two most used social networking platforms in the Netherlands, UEF will focus on these two platforms e Budget
Figure 21 Price for running ads on Facebook
Figure 22 Price for running ads on LinkedIn
To enhance brand awareness and make a lasting impression on viewers, UEF Netherlands has opted for Facebook advertising, utilizing a cost-per-1000-impressions model Additionally, to boost its reputation and drive customer conversions, the school will implement a cost-per-click strategy to direct targeted customers to its website.
Although LinkedIn advertising costs are relatively high, the platform offers significant conversion efficiency Therefore, the team opts to run ads on LinkedIn while setting lower KPI targets to manage expenses, specifically utilizing a cost-per-click (CPC) advertising model.
Phase 2 - Revealed e Timeline: 01/04/2025 - 30/09/2025 e Objective: Increase brand exposure and raise awareness of the quality of teaching and facilities of UEF Netherlands e Activities: “TVC”
- TVC introduces UEF Netherlands and the training program (the opening will be in Dutch to create an impression) Then we will post this video to YouTube and Facebook
Figure 23 Video posted on Youtube
- Cut short clips of about 10 seconds to run YouTube ads
- At this stage, information about UEF Netherlands and training programs will be posted e Budget
Figure 24 Price of running ads on Youtube
To reach their objectives, the team opted for non-skippable ads as their advertising strategy These YouTube in-stream ads, which appear before, during, and after videos, last for 15 seconds and cannot be skipped, ensuring the complete message is delivered to viewers Additionally, YouTube's non-skippable ads operate on a CPM (cost per 1000 impressions) model, making them an effective choice for maximizing visibility.
Ads 600.000 lần xuất hiện/6 month => 600 x $10 CPM = $6.000
Phase 3 - Experience e Timeline: 01/6/2025 - 30/9/2025 e Objective: This stage will continue to increase customer awareness of the brand and introduce products to target customers to heighten their emotions and aspirations and motivate them to make faster decisions e Activities: “OPEN DAY”
In June and July, UEF will promote the "Open-Day" festival in the Netherlands through advertisements on Facebook and LinkedIn, featuring a registration link for easy access This strategy aims to attract potential customers, streamline the registration process, and gather participant information Additionally, UEF will collaborate with nearby high schools, including CSG Eekeringe, Landstede MBO, Thomas Kempis College, CC Het Slatink, and Greijdanus College, to engage more students and enhance attendance at the event.
UEF Vietnam will host school tour activities during August and September, allowing prospective students to immerse themselves in campus life Participants can explore the university's facilities and classrooms, engage with current students and scholars, and discover various study options, internships, training programs, student clubs, and study trips Convenient shuttle buses will be available on main roads to facilitate access to the campus Attendees of the Open Day will receive UEF mock-up gifts and brochures detailing the training programs, along with the opportunity to gain direct advice from school representatives and submit their information for admission consideration.
Timeline: 01/9/2025 - 31/12/2025, this is the period of enrollment and recruitment of the first course
Objective: Promote enrollment, converting potential customers into school students
At the same time, strengthen the brand image and create trust with customers Activities: “Sales Promotion” and “Sponsorship”
Sales Promotion: The first 200 students to enroll will receive a 10% tuition discount for the first year It comes with gifts such as: study notebooks, backpacks
- Sponsorship: sponsoring famous shows and competitions that are of interest and love to young people in the Netherlands, such as "Holland's Got Talent."
Figure 27 "Holland's Got Talent." Sponsor e Budget
The University of Economics and Finance (UEF) has been a prominent private educational institution in Vietnam since its establishment on September 24, 2007, dedicating over 16 years to excellence in education Renowned for its strong programs in economic disciplines such as Marketing, Business Administration, Hotel Management, and Public Relations, UEF aims to cultivate talented students who embody enthusiasm, vitality, dynamism, confidence, and creativity.
After thorough exploration and analysis by the International Marketing department, our team has identified the Netherlands, specifically Zwolle, as a promising second location for UEF following Vietnam This region presents a unique opportunity due to the limited presence of internationally recognized universities in economic fields, allowing UEF to effectively penetrate and expand its market share With a long-term vision, UEF aspires to establish itself as a leading international institution in the Netherlands, particularly in economic education, aiming to capture approximately 10% of the country's education market share.
UEF aims to enhance its presence in the Netherlands by implementing effective communication strategies, establishing a strong brand image, and continuously improving training quality to meet student needs Once UEF solidifies its position in the Netherlands, it will explore opportunities for expansion into other Western markets, ultimately striving for global recognition and development beyond just a few countries.
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Khanh N (2023) đề cập đến làn sóng di cư đang gia tăng tại châu Âu, nhấn mạnh rằng phong trào này đang thúc đẩy các cuộc tranh luận về quyền lợi và chính sách di cư Bài viết chỉ ra rằng những người di cư tiếp tục tìm kiếm cơ hội sống tốt hơn, điều này đã tạo ra những thách thức và cơ hội mới cho các quốc gia châu Âu Sự gia tăng này không chỉ ảnh hưởng đến kinh tế mà còn tác động đến văn hóa và xã hội của khu vực.
Kosten busreclame - OV-reclame.nl (n.d.) Ov-Reclame.NI Retrieved January 8, 2024, from https://ov-reclame.nlAwat-kost-busreclame.html
Lecturer average salary in Netherlands 2024 (n.d.) Salaryexplorer.com Retrieved January
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Netherlands: number of university students 2022 (n.d.) Statista Retrieved January 8, 2024, from https:/www.statista.com/statistics/782018/number-of-university-students-in- the-netherlands/
Netherlands, S (n.d.) Population in the future Statistics Netherlands Retrieved January 8,
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Rt) Q C (theo (2023, December 12) Ha Lan: Chi phi rong cho người nhập cư lên tới hơn
400 ty Euro viv.vn https://vtv.vn/the-gioi/na-lan-chi-phi-rong-cho-nguoi-nhap-cu- len-toi-hon-400-ty-euro-20231212155654076.htm