Enrolment plan for bac thang long college

Master's student: Nguyen Ba Truong Class: MKT6 - ISVNU FINAL PROJECT REPORT Enrolment Plan for Bac Thang Long College Academic instructor: Nguyen Thi Hong Hanh (Phd) May, 2018 Deadline: 30th May, 2018 Submit: 8th May, 2018 Supervisor’s comment: Mark: ………………………………………… ACKNOWLEDGEMENT In order to complete the comprehensive final project of the marketing master program, beside personal effort, that is the enthusiastic instruction from delighted lecturers and family members' support during the internship and thesis research to make the success First of all, I would like to express my endless thanks and gratefulness to my supervisor Dr Nguyen Thi Hong Hanh Her kindly support and continuous advices went through the process of completion of my thesis Her encouragement and comments had significantly enriched and improved my work Without his motivation and instructions, the thesis would have been impossible to be done effectively I would like to thank to Prof Fabrice Clerfeuille, with his knowledge and expertise in marketing field did help me to have a comprehensive and deep understanding about a marketing research Thank to all lecturers, administrative officers from academic training department of ISVNU, Nantes University for helping me with a clear guidance and instruction to my practical internship and thesis research process During my internship, it was a good chance for me to work with Bac Thang Long College, where I have learned valuable experiences education marketing I would like to thank to BTL board of director and Mr Vu Van Hiep (the vice rector) who help me to indicate the real problem and also to discuss about key possible solutions for the enrolment plan Finally, I want to give many thanks to my family who give me sympathy, encouragement and support to join and finish the master program CONTENT ACKNOWLEDGEMENT LIST OF FIGURES LIST OF TABLES INTRODUCTION CHAPTER BAC THANG LONG COLLEGE 10 1.1 General information [2] 10 1.2 Philosophy 11 1.3 Training scale and study programs 12 CHAPTER RESEARCH MODEL & METHOD DESCRIPTIONS 15 2.1 Literature review 15 2.2 Research model 19 2.3 Methodology & questionnaires 20 2.4 Sampling and collecting data 24 2.5 Analyzing data plan 24 CHAPTER SURVEY RESULTS 28 3.1 Student demographic information 28 3.2 Student Enrolment behavior 30 3.3 Student information searching behavior 38 3.4 Main findings 43 CHAPTER ENROLMENT PLAN 45 4.1 Executive summary 45 4.2 Situation analysis 45 4.2.1 Macro environment – PESTEL analysis 45 4.2.2 Micro environment 48 4.2.3 SWOT analysis 52 4.3 Marketing objectives 54 4.3.1 Definition of mission 54 4.3.2 Marketing & financial goal 54 4.3.3 Target students & Training product positioning 54 4.4 Marketing strategy 54 4.4.1 Big idea 54 4.4.2 Strategy 55 4.4.3 Action Plan 58 4.4.4 Budgeting table 60 4.5 Control plan 62 4.5.1 Measurement strategy 62 4.5.2 Failure signs 63 4.5.3 Contingency plan 63 CONCLUSION 64 REFERENCES 65 REFERENCES 65 APPENDIX Qualitative questions Guideline 66 APPENDIX Quantitative Questionnaire 69 APPENDIX The transcribe of qualitative research 79 APPENDIX Survey statistic analysis result 92 LIST OF FIGURES Figure 0.1: Enrolment statistic from BTL annual report 14 Figure 0.2: Model of consumer behavior (Phillip Kotler)-[4] 16 Figure 0.3: Model of consumer decision making process (Phillip Kotler)-[4] 18 Figure 0.4: Research model for BTL Students' Enrolment Behavior process 19 Figure 0.5: Number of Student in intermediate program at BTL College (source: BTL) 49 Figure 0.6: Number of Student in cooperated program at BTL College (source: BTL) 50 LIST OF TABLES Table 24.1: Student propotion by ages .27 Table 25.1: Student Parents' Occupations 28 Table 27.1: Accepted distance from house to other studying location .29 Table 1.1: Reasons to study College 29 Table 2.2: College competitors 30 Table 4.2: Reffered Information Sources 31 Table 7.4: Factors affect to profession selection .32 Table 8.7: Satisfaction on specific aspects 33 Table 8.5: Test of Homogeneity of Variences (Satisfaction variables) 34 10 Table 8.6: Anova table of Satisfaction variables 34 11 Table 9.2: Correlations among Student satisfaction variables 35/36 12 Table 9.3: Model Summary (Student satisfaction Correlations) .36 13 Table 10.3:Student Evaluation about things needed to be improved .37 14 Table 11.2: Number of Students know about BTL through these sourses .37 15 Table 16.2: Information students concern about when searching for a College .38 16 Table 19.2: Number of student having Social accounts 39 17 Table 21.2: Correlations among the frequent of students using internet 40 18 Table 21.3: Model Summary table (Correlations among the internet using frequency) 41 19 Table 22.1: Correlations among the students' care as using internet 41 20 Table 22.2: Model Summary (Correlations among the students' care on internet) 42 INTRODUCTION Bac Thang Long Economic – Technical College (BTL) is a fully self-finance public College and a well-known College in Dong Anh district People know about BTL as a good College in the sense of practical training & job after graduation Following the vice rector, in the past few years, the College has gotten into difficult situations, especially in 2015, the number of current students felt down to only 341 students The targeted students have also changed dramatically, in which, there was no secondary school graduated student enrolling before 2012 but in 2017, the rate was 99% [1] This circumstance challenges BTL, to recruit about 1600 students in 2017, BTL relied on more than 20 Enrolment partners and paid a lot of money for them Since then, the BOD wants to make a survey to understand the Enrolment behaviors of the student to have a picture of overview before making a new "Enrolment plan for school year 2019-2020" As I have my internship at BTL in marketing sector, the BOD assigns me for this plan Research purpose: Figure out the students' Enrolment behaviors when choosing a College such as: the process of the Enrolment decision, how they choose the institution, who mostly affect to their decisions, which sources that they refer to, which industry they like most Finally, findings will help to understand the students’ insights and therefore will be used for making the Enrolment plan 2019 – 2020 for BTL College Research objectives Student characteristics: motivation, perception, learning, memory, cultural, social, personal (OB1) • Behavior of searching information: problem recognition, information searchingchanel, keywords, (OB2) • Enrolment decision & post-enrolled sastisfaction: evaluation of alternatives, Enrolment decision, post-enrolled sastisfaction (OB3) Research scope, objects and methods Objects: the study’s objects focus on the current students of BTL Research scope: the research focus on the current students of BTL in Hanoi, about 450 500 students will participate into the survey Research methods - Secondary data: figures will be collected from admission data bases, previous researches, annual reports, the result of quick survey on social networking such as forum, Facebook, fan page etc - Primary data collection and analysis: the data will be selected by both qualitative and quantitative methods The questionnaire and questions of in-depth interviews will be designed and piloted before conduct a survey The collected data will be processed by software SPSS version 20.0 Document structure: CHAPTER BAC THANG LONG COLLEGE Chapter provides general information about Bac Thang Long College, in which readers could have an overview of the College such as: their history, study fields, capacity, departments CHAPTER RESEARCH MODEL & METHOD DESCRIPTIONS Chapter provides the research literature reviews and suggested research model as well as methodology descriptions used in this document CHAPTER SURVEY RESULTS On this chapter, the detailed results are presented clearly with analyzed figures from the survey documents Explanations and analysis methods are used to clarify the statistics and findings CHAPTER ENROLMENT PLAN After having students’ insights from the findings in chapter 3, the research doer suggests an Enrolment plan for BTL with detailed steps to guide the College in the next coming school year CHAPTER BAC THANG LONG COLLEGE 1.1 General information [2] Bac Thang Long Economic – Technical College (BTL) established on 8th March 2002 is a fully self-finance public College following the establishment decision no 1527/QĐ-UB of Hanoi’s People Committee BTL being under and governed according to Hanoi Department Education and Training was upgraded from BTL Vocational Training Center, prior funded by Thang Long Industrial Zone Park Management Company based in Kim Chung Commune, Dong Anh District, Ha Noi In 11/2008, BTL was switched into fully self-sufficient state-owned College named “Bac Thang Long Economic – technical College” by the decision no 2311/QĐ-UBND in 28/11/2008 of Hanoi’s People Committee, which was compatible regarding to new regulations of the Education law Location: Kim Chung village, Dong Anh District, Hanoi Site area: 5.783m2 Management structure: Departments & Centre, Faculties + Department of Training + Department of General administration + Department of Inspection and quality assurance 10 Teacher quality Distance from house to study location Outdoor activities Pearson Correlatio n 120 * -.005 126 * 072 Sig (2tailed) 016 926 011 151 N 404 404 404 404 -.046 019 100 * Sig (2tailed) 352 710 N 404 404 Pearson Correlatio n 094 -.072 Sig (2tailed) 059 N 404 Pearson Correlatio n * 059 098 237 048 404 404 404 056 059 045 262 237 404 404 404 ** 054 098 149 006 282 048 000 404 404 404 404 404 136 * 229 ** 000 404 404 ** 229 404 * Correlation is significant at the 0.05 level (2-tailed) ** Correlation is significant at the 0.01 level (2-tailed) Table 9.3 Model Summary Model R a 190 R Square 036 b Adjusted R Square 029 Std Error of the Estimate 947 DurbinWatson 2.158 a Predictors: (Constant), St-Tc, St-Tf, St-Cr b Dependent Variable: Rfr Table 9.4 108 Level of will 200 180 160 140 120 100 80 60 40 20 Not Willing Not very willing Willing Very Willing Strongly Willing Q 10 What things would you like to see BTL to improve? Table 10.1 Aspect need to be Improved Valid Tuition fee Program update, practice Teaching equipment Teacher quality Outdoor activities Total Frequency 42 Percent 10.4 Valid Percent 10.4 Cumulative Percent 10.4 84 20.8 20.8 31.2 122 30.2 30.2 61.4 60 14.9 14.9 76.2 96 23.8 23.8 100.0 404 100.0 100.0 Table 10.2 109 140 120 Tuition fee 100 Program update, practice 80 Teaching equipment 60 Teacher quality 40 20 Outdoor activities Number of student want to see the improvement Table 10.3 Student's evaluation about things needed to be improved Tuition fee 10% 24% 21% Program update, practice Teaching equipment Teacher quality 15% Outdoor activities 30% Q 11 How you know about Bac Thang Long Economic - Technical College? Table 11.1 Statistics Read on BTL website 404 Read news on social networks 404 Read news on other websites 404 Banners, leaflets 404 From offline Enrolment activities 404 Via teacher 404 From friends 404 Introduced by relatives 404 0 0 0 0 Variance 171 153 159 244 165 168 112 147 Percentage 78% 19% 20% 58% 21% 21% 13% 18% Number of Students 316 76 80 234 84 86 52 72 N Valid Missing 110 Table 11.2 Via teacher 350 300 From friends 250 Introduced by relatives 200 Read on BTL website 150 100 Read news on social networks 50 Read news on other websites Banners, leaflets Number of Students know about BTL through these sources From offline enrollment activities Q 12 If you know about BTL College from an online source, from which source did you know? Table 12.1 Statistics N Valid Missing Variance Sum Facebook 404 Messenger 404 Website 404 viber 403 Blog 404 zalo 404 0 0 137 015 209 0.000 0.000 0.000 66 284 0 Table 12.2 111 Kno wing thro ug h o nline so urces 300 50 200 150 10 50 Faceb o o k Messeng er Web site Q 13 How you preferred to have interacting with BTL College? Table 13.1 Statistics Social network 404 Telephone 404 Messenger 404 website 404 0 0 3.78 3.10 3.15 2.48 Std Deviation 1.041 1.403 1.340 1.022 Variance 1.084 1.969 1.794 1.044 Sum 1528 1254 1272 1000 N Valid Missing Mean Table 13.2 Channel that students want to interact with BTL college Social network 4.00 2.00 website 0.00 Telephone Messenger 112 Q 14 On which device you usually use to find the information about institution or studying field? Table 14.1 Sdv Frequency Percent Valid Percent Cumulative Percent Valid Desktop 54 13.4 13.4 13.4 Laptop 48 11.9 11.9 25.2 Tablet 38 9.4 9.4 34.7 Mobile phone 264 65.3 65.3 100.0 Total 404 100.0 100.0 Table 14.2 Internet Device Desktop Laptop Tablet Mobile phone Q 15 How long did you search for an institution or studying field before making enrollment? Table 15.1 FoS Frequency Percent Valid Percent Cumulative Percent Valid to weeks 150 37.1 37.1 68.8 > to weeks 118 29.2 29.2 98.0 2.0 2.0 100.0 404 100.0 100.0 more than weeks Total 113 Q 16 Which information you concern about when searching for a College? Table 16.1 Statistics 404 Sc-Pf 404 Sc-Lc 404 Sc-Cls 404 Sc-Jb 404 ScEev 404 0 0 0 Mean 3.89 4.24 3.73 3.64 4.46 4.35 Std Deviation 713 782 796 656 631 646 Variance 508 611 633 431 398 417 Sum 1570 1714 1508 1469 1802 1758 Sc-Cl N Valid Missing Table 16.2 Employer's evaluation of the college College Information 5.00 4.00 3.00 2.00 1.00 0.00 Employment rate after graduation Studying field Location Colleges comparing Q 17 When you often read news online? Table 17.1 Online time Frequency Percent Valid Percent Cumulative Percent 114 6h-11h Valid 52 12.9 12.9 12.9 >11h-16h 118 29.2 29.2 42.1 >16h-20h 72 17.8 17.8 59.9 >20h-24h 160 39.6 39.6 99.5 5 100.0 404 100.0 100.0 >0h-6h Total Q 18 Your evaluating on the reliability of the following channels? Table 18.1 Statistics N Valid Missing TrstSnw 404 TrstCWb 404 Trst-Fr 403 Trst-NWb 404 Trst-Yt 404 0 0 Mean 3.46 3.50 3.53 3.32 3.06 Std Deviation 582 792 624 646 884 Variance 338 628 389 417 781 Sum 1398 1416 1421 1342 1236 Table 18.2 Social media 3.40 3.20 youtube College's Website 3.00 2.80 News website Forums Q 19 On which of these social network do you have a personal account? Table 19.1 Statistics N Valid Missing Mean Ac-Fc 404 Ac-Li 404 Ac-Ms 404 Ac-Zl 404 Ac-Yt 404 Ac-Vb 404 Ac-Is 404 AcNo 404 0 0 0 0 99 01 95 51 20 42 15 0.00 115 Std Deviation 099 121 217 500 403 494 361 0.000 Variance 010 015 047 250 162 244 130 0.000 Sum 400 384 208 82 170 62 Table 19.2 Sum 400 300 200 100 Face Link Mes Zalo Yout Vibe Insta Non Sum 400 384 208 82 170 62 Q 20 On average, how much time you spend access the internet per day? Table 20.1 Time using for going online Frequency Valid Valid Percent 25.2 Cumulative Percent 25.2 to hours 102 Percent 25.2 130 32.2 32.2 65.3 > to hours 50 12.4 12.4 97.5 > to hours 32 7.9 7.9 33.2 > to 10 hours 80 19.8 19.8 85.1 Over 10 hours 10 2.5 2.5 100.0 404 100.0 100.0 Total Q 21 How frequent you usually for online? Table 21.1 Statistics Searching N Valid Missing 404 News 404 0 Work 404 Communication 404 Entertainment 404 0 116 Mean 3.01 3.89 2.00 3.37 4.30 Std Deviation Variance 854 773 1.073 1.052 719 729 597 1.151 1.106 517 Sum 1218 1570 808 1360 1736 Table 21.2 Correlations Gender Pearson Correlation Gender Sig (2tailed) N Searching News Work Communication Entertainment 404 News -.004 Work -.018 Communication 067 Entertainment ** 254 046 930 711 179 000 404 404 404 404 404 -.005 ** ** -.003 * Pearson Correlation 099 Sig (2tailed) 046 N 404 Pearson Correlation Searching * 099 404 000 000 950 404 404 404 404 ** * -.019 006 020 698 404 404 404 ** -.071 000 156 -.005 Sig (2tailed) 930 921 N 404 404 404 -.018 ** ** 217 273 921 -.004 Pearson Correlation 217 138 138 116 363 Sig (2tailed) 711 000 006 N 404 404 404 404 404 404 Pearson Correlation 067 ** * ** -.075 Sig (2tailed) 179 000 020 000 N 404 404 404 404 404 404 ** -.003 -.019 -.071 -.075 Sig (2tailed) 000 950 698 156 131 N 404 404 404 404 404 Pearson Correlation 254 273 116 363 131 404 * Correlation is significant at the 0.05 level (2-tailed) ** Correlation is significant at the 0.01 level (2-tailed) 117 Table 21.3 Model Summary Model R 283 R Square a b Adjusted R Std Error of the Square Estimate 080 069 Durbin-Watson 483 2.402 a Predictors: (Constant), OP-En, OP-Sc, OP-Nw, OP-Wk, OP-CC b Dependent Variable: GDs Table 21.4 Search for information 6.00 4.00 Entertainment 2.00 Read news 0.00 Communication Work Q 22 How you care about these information when reading news on the internet? Table 22.1 Correlations GDs Pearson Correlation GDs OP-Nw Sig (2-tailed) N OP-Sc OP-Sc 404 * Pearson Correlation 099 Sig (2-tailed) 046 N 404 Pearson Correlation Sig (2-tailed) OP-Nw OP-Wk OP-CC OP-En * -.004 -.018 067 046 930 711 179 000 404 404 404 404 404 -.005 ** ** -.003 099 404 -.004 -.005 930 921 217 273 254 921 000 000 950 404 404 404 404 ** * -.019 020 698 138 006 116 118 ** N 404 Pearson Correlation OP-Wk OP-CC -.018 217 ** 404 404 ** 138 404 404 ** -.071 000 156 363 Sig (2-tailed) 711 000 006 N 404 404 404 404 404 404 Pearson Correlation 067 ** * ** -.075 Sig (2-tailed) 179 000 020 000 N 404 404 404 404 404 404 ** -.003 -.019 -.071 -.075 Sig (2-tailed) 000 950 698 156 131 N 404 404 404 404 404 Pearson Correlation OP-En 404 254 273 116 363 131 404 * Correlation is significant at the 0.05 level (2-tailed) ** Correlation is significant at the 0.01 level (2-tailed) Table 22.2 Model Summary Model R a 426 R Square 182 Adjusted R Square 173 b Std Error of the Estimate 455 DurbinWatson 2.340 a Predictors: (Constant), IC-Pm, IC-En, IC-Sp, IC-Ct b Dependent Variable: GDs Q 23-29 Demographic Information Table 23.1 Variables Gender Age Frequency Cumulative Percent 51.5 100.0 Male 208 Female 196 48.5 48.5 Total 404 100.0 100.0 15 Yrs 1.5 1.5 1.5 16 Yrs 248 61.4 61.4 62.9 17 Yrs 126 31.2 31.2 94.1 18 Yrs 16 4.0 4.0 98.0 2.0 2.0 100.0 404 100.0 100.0 State own company 84 20.8 20.8 20.8 Private business 244 60.4 60.4 81.2 Showbiz 42 10.4 10.4 91.6 > 18 Yrs Total Parent working area Valid Percent 51.5 Percent 51.5 119 FDI company Education before enrolling to College Distance from house to studying location Accepted distance from house to other studying location 26 6.4 6.4 98.0 NGO 2.0 2.0 100.0 Total 404 100.0 100.0 secondary school under graduate 2.0 2.0 2.0 Grade 9th 274 67.8 67.8 69.8 Grade 10th 102 25.2 25.2 95.0 Grade 11th 12 3.0 3.0 98.0 Grade 12th 1.0 1.0 99.0 High school graduate 1.0 1.0 100.0 Total 404 100.0 100.0 5-10km 172 42.6 42.6 85.1 >2-5km 56 13.9 13.9 99.0 >10km 1.0 1.0 100.0 Total 404 100.0 100.0 5-10km 74 18.3 18.3 18.8 >2-5km 268 66.3 66.3 85.1 >10km 60 14.9 14.9 100.0 404 100.0 100.0 20 to 40 millionVNĐ 244 60.4 60.4 74.3 > 10 to 20 millionVNĐ 72 17.8 17.8 92.1 >40 million VND 32 7.9 7.9 100.0 404 100.0 100.0 Total Parent Income Total Table 24.1 120 4% 2%1% 15 Yrs 31% 16 Yrs 17 Yrs 18 Yrs 62% > 18 Yrs Table 25.1 10% 6% 2% 61% 21% State own company Private business Showbiz FDI company NGO Table 27.1 121 Accepted distance from house to other studying location 25km Accepted distance from house to other studying location >510km Accepted distance from house to other studying location >10km 122 ... doer suggests an Enrolment plan for BTL with detailed steps to guide the College in the next coming school year CHAPTER BAC THANG LONG COLLEGE 1.1 General information [2] Bac Thang Long Economic... before conduct a survey The collected data will be processed by software SPSS version 20.0 Document structure: CHAPTER BAC THANG LONG COLLEGE Chapter provides general information about Bac Thang. .. the College need to be upgrade the most 44 CHAPTER ENROLMENT PLAN 4.1 Executive summary The Enrolment plan for BTL College is not only focus on recruitment but also a strategic marketing plan