THE IMPACT OF SOCIAL NETWORK TO STUDENT’S CHOICE AN EDUCATION CONSULTANT AGENCY: SOLUTION OF MARKETING ON SOCIAL NETWORK FOR OSI VIETNAM

MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY NGUYEN THI NHU Y THE IMPACT OF SOCIAL NETWORK TO STUDENT’S CHOICE AN EDUCATION CONSULTANT AGENCY: SOLUTION OF MARKETING ON SOCIAL NETWORK FOR OSI VIETNAM MASTER THESIS OF BUSINESS Ho Chi Minh City, 2019 MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY NGUYEN THI NHU Y THE IMPACT OF SOCIAL NETWORK TO STUDENT’S CHOICE AN EDUCATION CONSULTANT AGENCY: SOLUTION OF MARKETING ON SOCIAL NETWORK FOR OSI VIETNAM Major: Commercial Business Major Code: 8340121 MASTER THESIS OF BUSINESS Supervisor: PhD Tran Mai Dong Ho Chi Minh City, 2019 DECLARATION I hereby certify that my thesis, which topic “The impact of social network to student’s choice an Education consultant agency: Solution of marketing on social network for OSI Vietnam” is my research under guiding of Doctor Tran Mai Dong The data and documents cited in this thesis are honest and have not been published in any previous research All inherited references are cited and fully referenced Ho Chi Minh City, October 10th, 2019 Author Nguyen Thi Nhu Y ACKNOWLEDGMENT Firstly, I would like to thank my Supervisor, Dr Tran Mai Dong for his strong support and highly valued contribution, guidance throughout this research and for making time whenever I needed it throughout the year Secondly, I would also like to thank to the interview participants, interviewees for your time and contribution Finally, thank you my family, my husband and my friends for your enormous support, encouragement and patience throughout my studying course TABLE OF CONTENT THE SECOND COVER PAGE DECLARATION TABLE OF CONTENT LIST OF ACRONYMS AND SYMBOLS LIST OF TABLES LIST OF FIRGURES ABSTRACT CHAPTER GENERAL INFORMATION 1.1 Introduction .1 1.2 Research objectives and research questions .5 1.3 Scope of research 1.4 Methodology of research 1.4.1 Research data 1.4.2 Methodology of research 1.5 Significance of research 1.6 Outline of research CHAPTER LITERATURE REVIEW 11 2.1 Overview of the trend of studying abroad 11 2.2 Introduction about OSI Vietnam 16 2.3 Social network 21 2.3.1 Introduction 21 2.3.2 Definition 23 2.3.3 Constitution 23 2.3.4 The usage Social network in the world and Vietnam 23 2.4 Online marketing for Education Consultant agencies 25 2.5 Social networking sites was used by other international students 26 2.6 Online communication and Virtual platforms 26 2.7 Benefits of social networking for Education 29 2.8 Social networking engagement 30 2.9 Student mobility 31 2.9.1 What is Vietnamese student mobility? 31 2.9.2 Student’s decision making 33 2.10 Choice 34 2.10.1 Institution choice and student’s decision making 35 2.10.2 Proposed conceptual model of research 35 2.10.3 Social media effected to student choice 44 2.11 Conclusion 46 CHAPTER RESEARCH DESIGN 47 3.1 Research approach 47 3.2 Research design and sampling 48 3.2.1 Data collection 48 3.2.2 Research questionaries 49 3.2.3 Sampling 53 Section III: Information search 11 Where you look for information about study abroad? Please explain detail? 12 What kind of information did you find for the first time? 13 What are difficulties of finding information? 14 What is important information that you look for study oversea? (Country, university, tuition fee, program, visa applicant, financial, scholarship, …) 15 How did you discover your current University / OSI Vietnam? 16 What kind of information that you think is important to know about OSI Vietnam? Please explain it in detail 17 During your searching information, have you contacted or communicated with the School / Education Agency before you applied / chose? 18 What communication did you use? 19 Did university/ Education agency reply you? 20 How long did the university / Education agency take to reply your enquiry? 21 Which of these above traditional information sources influenced you most in your choice? 22 Do you have a social network profile? 23 Which social networking sites you have Profile? 24 Which social networking sites are you active on now? 25 How much time you spend each day on these social networking sites? 26 What kind of activities you take part in social working? 27 How does the social network response influence your decision to choose University / education agency? 28 What are the most important factors for your higher education choice? 29 What is the key factor for your decision of studying abroad? If it is a person then who would that be? 30 Which social networking sites did you use to see University / Education agency information? 31 What kind of information did you find on social networking sites? 32 During your searching, have you communicated or contacted with University / Education agency by the following ways?  Facebook  Follow University / Education agency Twitter  Follow University / Education agency Instagram  Follow University / Education agency LikedIn  Other 33 Did you contact previous students who had chosen University or Education counsellor to get their opinion by using social networks? 34 Did these comments impact on your choice? 35 Which information sources did you depend on most when making decision? Traditional or Social network information sources? 36 Which social networking sites influenced you most in your making decision?  Facebook  YouTube  Instagram  Twitter  LikedIn  Zalo  Google+  Skype  Viber  Other Social networking sites:…………… 37 How did social network help you in University / Education agency choice and decision? Section Evalutation IV: of alternative 38 What feature is the most important point in choosing the favour School and Education agency? 39 Related to the questions above, what are the other universities or agency would you consider, beside current school / OSI Vietnam? Please explain? 40 What factors you think are the best motivate that students choose an Education consultant agency? 41 What issues are you interested in choosing Education consultant agency? 42 What kind of information that you will consider and evaluate between many Education agencies? Section V: Purchase 43 Why you choose OSI Vietnam? decision 44 What additional value dose OSI Vietnam have compared to other Agencies? 45 What you looking for after deciding to choose OSI Vietnam? 46 What are difficulties of searching OSI Vietnam? 47 How are your choice impacted by people around you? 48 How are your choice impacted by social network? Section VI: Post purchase evaluation 49 What types of information you think are important to be available on the Education agency’s website for potential students? 50 What is your recommendation for education agency to improve their interaction on social network with potential students? 51 Can you suggest how education counsellor use social network to spread their information to prospective students? 52 Which social networking sites would you suggest education agency to use? 53 Would you introduce or recommend your Institution / Education agency to your family member, friends or all your connectors? 54 What method of communication would you use? 55 Will you recommend your friends to use social network to choose education agency? 56 Why did you want to use social networking to advice? APPENDIX B: RESEARCH QUESTIONAIRE INTERVIEW WITH OSI VIETNAM General Information Marketing campaign - Can you define your role in OSI Vietnam? - How long have you been working at OSI Vietnam? - What are the current maketing campaigns / strategies that your company are working to attract potential students? - What are the problems that OSI Vietnam facing to attract potential student? - Do you use social network for maketing strategy? - What channels your enterprise are using? - Please give me an example of recent social network marketing to attract students? - How you communicate with students? - Which factor you think that it is the most important factor to attract students to choose OSI Vietnam? What kind of information you think is important to approach students? APPENDIX C: RESEARCH QUESTIONAIRE INTERVIEW WITH PARENT General Information Marketing campaign - What your name? - What are you doing now? - Why you want your children study abroad? Please explain detail? - How can you find information? - How can you know about OSI Vietnam? - Beside OSI Vietnam did you consider another Education consultant agency? - Why you choose OSI Vietnam? - Do you use social network to find information? Which site you use? - Does social network influence on your decision? - Do you have any difficulty when finding information about OSI Vietnam? - Could you please to suggest for OSI Vietnam to improve their marketing plan? APPENDIX D: RESEARCH QUESTIONAIRE INTERVIEW WITH COUNSELLOR FROM OTHER AGENTS General Information Marketing campaign - Please introduce about yourself? - What company are you working for? And How long? - What is your position? - How many office and staffs are there in the company? - What is the marketing type? - How long has the company had marketing on social network? - How is effective of social networks marketing? - Which social networking site are running? - What topic you for online marketing on social networks? - How can the company approach students and parents on social networks? - How about the budget for social marketing? - What information students usually want to know? - Do you think social network marketing can help the agent to promote? - Which sites will you choose to now and in future? APPENDIX E: DIRECT INTERVIEW WITH STUDETNT (S6) Hello, can you introduce about yourself? Hello, I am Nguyen Anh Tin, I am student at Van Lang University and my major is commerce When did you plan to study abroad? When was in high school, I wanted to study abroad after finishing high school Because I want to explore a modern country and want to study in an advanced educational environment, and I also want to be more independent and become more active Do your parent or family influence your decision? My parents also respect my decision, because my parents want me to make decisions on my own so that I can grow up, and my parents also discuss with me to finalize which is more appropriate But I am still the one who makes the decision Do you have any friends study abroad? Yes, I have some close friends who are studying abroad and we still keep in regular contact with each other So, were they factor influence you? Partly true, because we are close friends, I know my friends both in character, and everything When we were still in Vietnam, my friends were so quite a shy and passive person, but since going to study abroad, my friend has become more active, doing everything in a modern and passionate way Well, my friend really gets a lot better, which also gives me a great motivation because I want to change myself so well How did you find information? Well, at first I was based on my friends' experiences and suggestions about the school that they are attending, because it is the most realistic, the truest and reliable And besides, I also go online, on Facebook or YouTube and then study abroad forums What kind of information did you look for? Yes, I also want to know if the school has a special program, and they have sports activities for students to join or not? Tuition? Then I also wanted to find out what difficulties my friends had when they came over and were facing to see if I could adapt or not Then I also researched and compared the environmental conditions and student support policies In addition, I also want to find scholarships to create myself a stronger motivation because my family is not too redundant to be able to support me so I want to find a scholarship to myself it will help to catch my dream of studying abroad Well, I also asked some friends about the policy of part-time job because I also want to have extra income to help my family about my living expenses and also an opportunity to help me be more active and adaptable to all harsh conditions of life Why did you want to choose Agents? Because I think that the self-reference is to prepare myself better and the issues related to the professional or the visa application process, I am not confident to it myself, because if I not have skill fully will not only lose money, take time and adversely affect my future records Where you want to study? I want to study in Sweden because it specializes in hospitality and I can study and practice at school I also really want to go to European countries to learn the progress and education there How many Agent did you refer? I found a lot, around 5-6 agents How can you know OSI Vietnam? Well, actually my friends used to work with OSI so they introduced me that company Why did you choose OSI? Actually a part of the influence from the faith because my friends have been successful there, it accounts for almost 60-70% already, other Agents I also refer but I don't know how to say, it's like mind logical, I also want to choose any plan that I find it safer Besides, I also went directly to the OSI company for advice, received enthusiasm so that I could know the strengths and weaknesses of my profile, and also discovered with my case, which country would I choose will be suitable, and at the same time, they also set out a clear roadmap for me to so I feel very confident Do you usually use social networking? Yes, I have Facebook, YouTube, Zalo, Viber, Instagram, LinkedIn, … How long you spend to online? Whenever on my free time What you on social networking? I read news, find information, talk with friends, watch Videos, Class group, Did social network influence you to choose Education agent? Well, in fact, I only went to social network to learn about many agents, then saw the assessment and select the agents with good feedback then I face to face discuss with them However, frankly speaking, the information on social networks also affects my decision Do you think social marketing will help OSI reach their prospective students? Yes, if they make some videos about students who get visa reviews or sharing experience, or information of scholarship or the recommendation of the school will surely attract more interested people, then they will increase their chances Do you willing to share OSI Vietnam to your personal page? Yes, I totally agree Thank you very much for taking the time to discuss with me, your ideas are very valuable for my thesis and I wish you will be successful APPENDIX F: DIRECT INTERVIEW WITH PARENT Hello, thank you very much for accepting to participate in the interview for my thesis Can you introduce about yourself? I am Thy, I am customer service manager of a global company Why you want your children to study abroad? Because I work for a global company for a long time, I also work with foreigner colleagues, they were just the same as me but when they were invited, their roles and positions quite well, at the same time, their knowledge and experience, the way of working and handling their jobs is quite different from the Vietnamese staff in a positive way, which I have also learned is due to the learning environment and Working culture in Western countries is very modern and civilized Just as we are now in the stage of globalization, sending our children to study abroad is very necessary for my children to access modern education, valuable life experiences (real life) On the contrary, I want to create the best conditions for my children in the future Did you discuss with anyone? Sure! First of all, my husband is a director of an import-export company, he often goes to work overseas, he also learns about the country and the learning environment for our children then we discussed to make an appropriate choice for our son Did you look information in other sources? Yes, I discussed with my friends or went to internet to look more about the environment, culture, visa policy and what the difficulties that an international student will have to meet I have only one child, so it is difficult to live far away from him but because I love my children, I need to sacrifice my feelings and the best for my son (Smile) How can you find information on the internet? I have consulted on Facebook, international student forums and I also find information on the school's websites, about tuition fees, and how to apply for a school? See reviews from schools if the quality of teaching is good? Is it suitable for my child? Find out whether the visa procedures are difficult or not, what should be prepared? I also go to YouTube to watch the introduction videos … Do you usually use social network? Yes, because I am a modern mother I also use Facebook, Zalo, I also watch YouTube and LinkedIn, … Will your decisions be influenced by social network? I only refer information on social networks, to see how the feedback of others, but the decision is still myself Why did you want to choose agent for visa application? No matter what you say, you can find out information by yourself to know and prepare faster, better, limit errors, but about the profession, I still cannot equal than Education agent, and I also don't have much time to focus on doing those things If I it myself, it will be fine, but it will take time and even if I miss something that will affect the child's future records So, both I and my husband agreed to choose an agent to help our children How can you know OSI Vietnam? My friends introduced me Did you visit another Agents? Yes, I visited Tan Dai Duong, New world,… because I saw their marketing post a lot on social network so I wanted to learn more about them Why did you still choose OSI? Honestly, I didn't trust OSI at first time because I heard it from my friends but I went online to see it, I didn't see anything, the website and Facebook were nothing special, so I am quite suspicious However, due to my colleagues who worked here, both studying abroad for their children and traveling to visit their children, then I come there for checking service When we went to the company, it was small, but I found that all the staffs and manner were quite professional, I met Mr Thang director directly to advise that he was very enthusiastic and affectionately, he did not rush to make decision but carefully reviewed the file, analyzed the strengths and weaknesses and presented himself with many options Since then, I have quite sympathized with that company My husband also found out and selected the school for my child before and told Mr Thang this school Immediately within days the company representative worked with the school about all procedures and provide us great details, they also set up an interview for my children with the principal, it makes me quite surprised about their quickness and determination From there my husband decided to choose OSI Honestly it is also a charm According to you with the current marketing policy of OSI, is it easy to reach parents like you? Frankly speaking, I think OSI should have special marketing activities, because even though you are good, but no one know who you are And they will have doubts like me at first If in the first stage, he makes an impression and attracts many people, they will come to you Which social networking site can be effective to marketing? As my own opinion, it will be Facebook, Zalo, YouTube Do you happy with OSI service? Yes, I am totally satisfied with their service And I very confident and trust them Do you willing to share OSI Vietnam information to your friends? Of course, yes, they are a good, reputable company, helps a lot for our children future so needs to be introduced to many people I also introduce and post reviews on my personal page so that anyone who care about it have more information for reference Thank you very much for sharing and for having more ideas to help improve OSI's marketing activities I wish you will be more successful in everything, and especially your son will have a bright future as what the family expectation