University awareness, the case of vietnam national universityinternational school vnu is

Year 2016-2018 Master of MARKETING AND PROSPECTIVE INTERNSHIP REPORT UNIVERSITY AWARENESS, THE CASE OF VIETNAM NATIONAL UNIVERSITYINTERNATIONAL SCHOOL (VNU-IS) By: VU LUU LY Supervisor: Ass.Prof PHAM THI LIEN TABLE OF CONTENTS INTRODUCTION Problem Discussion: Research Purpose: Object and scope of the study: Research methods Research contribution: Research structure: CHAPTER I: LITERATURE REVIEW 1.1 Brand, brand identity and brand equity 1.1.1 Brand 1.1.2 Brand Identity: 1.1.3 Brand equity and the role of the brand 1.1.3.1 The role of the brand 1.1.3.2 Brand equity 10 1.2 Brand awareness 11 1.2.1 Definition 11 1.2.2 The benefits of brand awareness 11 1.2.3 Measuring brand awareness: 12 1.2.4 Level of brand awareness 13 1.3 University branding 14 1.3.1 Brand equity in university education 15 1.3.2 Factors affect the university brand 15 CHAPTER II: ANALYSIS OF LEVELS FOR AWARENESS THE BRAND OF VIETNAM NATIONAL UNIVERSITY-INTERNATIONAL SCHOOL FOR HIGH SCHOOL STUDENTS IN HANOI 17 2.1 Overview of International school, VNU 17 2.1.1 General Objectives: 17 2.1.2 Organizational Structure: 18 2.2.1 VNU-IS Brand Identity 19 2.2.2 Marketing to promote VNU-IS’s brand 21 2.2.2.1 Marketing activities from the Department of Science, Technology and Development Cooperation: 21 2.2.2.2 Marketing activities of the Office off Student Affairs : 22 2.2.2.3 Other activities to enhance the strength of VNU-IS’s brand: 23 2.3 Evaluate the level of customer perception of the VNU-IS brand 25 2.3.1 Qualitative study 25 2.3.1.1 Characteristics of research samples 25 2.3.1.2 Findings: 25 2.3.1.3 Conclusion: 26 2.3.2 Quantitative study: 27 2.3.2.1 Objectives of the study: 27 2.3.2.2 Actual deployment: 29 A- Hanoi high school students’ brand awareness of VNU-IS 29 B- Customer's assessment of factors related to brand awareness of VNU-IS 31 C- The level of customer appreciation for groups of factors related to brand awareness of VNU-IS 37 D- General assessment of VNU-IS’s brand awareness 42 CHAPTER III: ORIENTATION AND SOLUTIONS TO RAISE THE LEVEL OF VNU’S BRAND AWARENESS 44 3.1 Orientation to raise the level of brand awareness of VNU-IS 44 3.2 Solutions to improve the level of awareness of Hanoi’s high school students with VNU-IS 44 3.2.1 Communication through marketing activities, admission counseling 44 3.2.2 Communication through mass media 47 3.2.3 Solutions to complete VNU-IS brand identity system 51 3.2.4 Solution to increase VNU-IS’s brand awareness with Inbound marketing 54 CONCLUSION 57 BIBLIOGRAPHY 58 APPENDIX 60 LIST OF TABLES AND PICTURES Table 1.1.The functions of the brand to the customer Table 1.2.Measuring brand awareness, building relationships with customers through brand equity 13 Picture I.1 Logo of Amazon 11 Picture I.2 Level of brand awareness (Keller) 13 Picture I.3 Factors affect the university brand 16 Picture II.1 Logo of VNU-IS 17 Picture II.2 VNU-IS’s organizational structure 18 Picture II.3 VNU-IS’s brand color 19 Picture II.4 VNU-IS’s PR products 21 Picture II.5 VNU-IS’s PR products 28 Picture III.1 VNU-IS’s orientation day 47 Picture III.2-3 VNU-IS online newspaper 48 Picture III.4 The PR articles about VNU-IS 48 Picture III.5 VNUIS's Facebook fanpage 49 Picture III.6 VNU-IS B’s banner advertising 50 Picture III.7 Enrollment information of VNUIS (Source: Internet) 50 Picture III.8 Daily ITR chart, from 4/2017 to 25/10/2017 (2017 VNU-IS’s Admission report) 53 Picture III.9 Four steps of Inbound marketing 54 Picture III.10 Enrollment information 55 Picture III.11 Specific courses of interest 55 LISTE OF FIGURES Figure 1.The percentage of questionnaires collected in districts in Hanoi…………………… 29 Figure The Registration block students want to enroll……………………………………….30 Figure The registration specialization respondents want to enroll………………………… 30 Figure Evaluate the importance of intangible and tangible elements for the brand of Vietnam National University-International School……………………………………………………… 31 Figure The percentage of respondents recognize VNUIS's Logo…………………………….32 Figure The percentage of respondents recognize VNUIS's Educating Majors……………….32 Figure The percentage of respondents recognize VNUIS's Abbreviations………………… 33 Figure The percentage of respondents recognize VNUIS's Color of Logo……………… .34 Figure The percentage of respondents recognize VNUIS's Website………………………….35 Figure 10 The percentage of respondents recognize VNUIS's Image………………………… 36 Figure 11 The percentage of respondents recognize VNUIS's Slogan………………………….36 Figure 12 Types of communication…………………………………………………………… 39 Figure 13 The information channel to update news regular…………………………………….40 Figure 14 The percentage of respondents first hear about VNU-IS……………………………41 Figure 15 The percentage of respondents first know about VNU-IS………………………… 41 INTRODUCTION Background: Currently, universities around the world have gradually adopted a "marketing-oriented" approach and students are gradually becoming "customers." In Vietnam, with the continuous expansion of the training sector of prestigious schools, the advent successive private schools has been creating a fierce competitive education environment Each university is trying to collect as more as possible and quality in the number of entering students Therefore, building a good brand awareness increases competitiveness and affirms its position According to statistics of the Ministry of Education and Training, by the end of the 2016-2017 school year, there are 235 universities and institutes (including 170 public schools, 60 private and civilian schools, schools with 100% foreign invested) Thus, the silent competition between universities and colleges becomes more drastic and sensitive Through this study, ít’s possible to see the branding issue in higher education in Vietnam as an important issue that needs to be researched and developed Vietnam National University-International School (VNU-IS) is no longer in an increasingly competitive environment - where universities want to survive, it must attract more students and parents VNU-IS has been developing for 16 years, in the trend of new non-public universities, and international programs with the concept of "University teaching in foreign languages" is quite new and few people know about it Undergoing the process from Vietnam-Russia International School (teaching the university programs in Russian), after the development of teaching in the English-French-Russian-Chinese and up to now we have focused on the development of training programs in English, VNU-IS has confirmed the dynamic, creative and incessantly In order to make people known about the “name" of a university, besides the quality of training, teaching staff, scientific research, quality training services it needs to building and developing a school brand In the environment of competitive economy, international economic integration as the present, education has new steps, schools have started to develop strategies to attract students improve the market share of graduates providing high quality human resources for the knowledge economy, affirm the "value" of the school's brand with the school and the whole society Not out of this trend, VNU-IS is step by step building and developing its brand The research and measurement is the basis for the solutions to increase the brand awareness of VNU-IS which help VNU-IS have more effective direction and PR methods in the branding development Research Purpose: The general objective of the dissertation is to propose solutions to increase brand awareness of VNU-IS for high school students in Hanoi Specific objectives include:  Systematize theories of branding and brand awareness  VNU-IS brand awareness for high school students in Hanoi  Suggest some solutions to increase brand awareness of VNU-IS for high school students in Hanoi Object and scope of the study: Research subjects are the basic theoretical issues of branding, strategy and brand development Research scope: Students in grades 10, 11, 12 are studying blocks A (Math, Physical, Chemistry), A1 (Math, Physical, English), D1-6 (Math, Literature, Foreign Languages) during the exam period, selecting exam schools and parents of 10th, 11th and 12th graders to make decisions about the choice of their child's school Research methods In order to achieve the objective of this research, the topic uses logic and comparative method, synthesis method, qualitative and quantitative questionnaire survey method, using SPSS software for data analysis with a friendly interface and analytical data processing code built on the SPSS platform Research contributions: Study about brand awareness of VNU-IS, suggest some solutions to support VNU-IS in building and developing the brand to meet the competitive requirements and ensure the sustainability of the brand In this research, I measured VNU-IS’s brand awareness for students, parents and their assessment of the importance of the branding factors of the university Based on the results of the research, we can assess the level of awareness of the college brand, identify key influencing factors, and proposes some communication solutions to make the brand development Research structure: The report is structured in chapters as follows:  Introduction: An overview of the research that presents the need for the topic, research objectives, research subjects, research methods, and the structure of the thesis  Chapter 1: Theory of Branding and Brand awareness  Chapter 2: Analysis of brand awareness of the VNU-IS for high school students in Hanoi  Chapter 3: Proposed solutions to increase the level of brand awareness of the VNU-ISfor high school students in Hanoi CHAPTER I: LITERATURE REVIEW 1.1 Brand, brand identity and brand equity 1.1.1 Brand That brand appeared centuries ago with the meaning of distinguishing the producer's goods from the goods of other manufacturers The word brand comes from the ancient Icelandic brand, meaning: burn (to burn) In fact, from ancient times to the present day, that brand and still carry the meaning of pet owners mark their animals to recognize them According to the American Marketing Association: A brand is a name, a term, a word, a symbol, a symbol, a design, or a combination of those elements to confirm a seller's goods or services or a Seller groups and distinguishes them from competitors1 On the other hand, there is no clear definition of what a brand is, but there are several ideas that are similar and build on each other According to the American Marketing Association (AMA) a brand is a "name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers” (AMA, 2015) and there is a majority of researchers that adhere to this definition, such as Kotler (1991, p.442), Keller (2013, p.30) and Aaker (1991, p.25) Aaker (1991, p.25) also stresses the fact that a brand is not simply a logo or a name, but that the relationship to the consumer creates and adds to the understanding of what a brand is2 We agree with the definition mentioned above, and with Aaker’s addition, and will therefore define brands in a similar manner Within this research this definition of a brand is most suitable, as it is a definition covering many different aspects of a brand, not solely focusing on name, or symbol etc 1.1.2 Brand Identity: All the components related to a product, service, company, or person is “brand identity” Some of these items are the name, logo, tone, tagline, typeface, and shape that create an appeal Brand identity also can be known as the visible elements of a brand (such as colors, design, logotype, name, and symbol) that together identify and distinguish the brand in the consumers' mind Brand identity is a separate category from brand image Brand identity is the message the http://shodhganga.inflibnet.ac.in/bitstream/10603/7212/7/07_chapter%202.pdf http://www.diva-portal.se/smash/get/diva2:819023/FULLTEXT01.pdf consumer receives from the product, person, or thing The brand identity will connect product recognition 1.1.3 Brand equity and the role of the brand 1.1.3.1 The role of the brand In terms of brand value, at present, there are quite a number of different views and opinions on this issue David Aaker (1991) presents four components of brand value: brand loyalty, brand awareness, perceived quality, attributes associated with a brand such as a place name, a celebrity associated with that brand, patents, certified trademarks, relationships with distribution channels Lassar & the authors (1995) put forward five components of brand value, including: perceived quality, perceived value, branding impression, brand trust, customer perception of trademark3 In Vietnam, Nguyen Dinh Tho and authors (2002) outlined three components of brand value, namely: brand awareness, perceived quality and brand interest (interest, tendency consumer and brand loyalty) Table 1.1.The functions of the brand to the customer4 No Functions Awareness Customer benefits Be seen clearly, make sense for the offer, quickly identify the product after being found Simplification Allowing to save time and effort through acquisitions and loyalty Guaranty Certainly finding the same quality is no problem when you buy a product or service Optimization Make sure you buy the best product of that type, which works best for your own purposes Characterization Affirm your own image or image that you want to present to others Continuity Satisfaction through the familiar, familiar with the brand you have been using for many years Satisfaction Satisfaction is linked to the appeal of the brand, with its symbol, with its http://www.diva-portal.se/smash/get/diva2:819023/FULLTEXT01.pdf Kapferer (2008) information Morality Satisfaction is linked to the responsible behavior of the brand in its relationship to the society Source: Kapferer (2008) Kapferer (2008) summarizes and presents eight brand functions as shown in Table Thus, the brand performs important functions that improve the lives of customers and add value In summary, the most common way to understand brand is the positive image, the positive image and the prestige of the product and the organization that remains in the minds of the customers and is the important premise for buying and selling of consumers 1.1.3.2 Brand equity Brand equity is the additional value a product receives from having a well-known brand, or high level of brand awareness It is the difference in price that a consumer pays when they purchase a recognized brand’s product over a lesser known, generic version of the same product Brand equity is a competitive advantage that results in higher sales, higher revenues, and lower costs Kotler and Armstrong (2004) define the meaning of brand equity as the positive outcome and the customer show to product or service The similar definition by Aeker (1991) is that brand equity can be seen as the outcome of putting together of brand’s value, responsibilities and resources with the symbol or name Aeker (2002, pp 7-8) talks about brand equity and describes it as “… a set of asset (and liabilities) linked to a brand’s name and symbol and adds to (or subtracts from) the value provided by a product or service to a firm and/or that firms customers The major asset categories are: Brand name awareness: a known brand has more chance to be selected and bought before an unknown brand, just because of reliability and familiarity to the recognized brand Brand loyalty: people are bound to a brand which decreased the weakness to other brand’s movement Perceived quality: How a brand’s quality is seen by customer Good quality can also mean a higher price and a better gross margin How to measure quality in different industries vary Brand association: a symbol or character that symbolizes or specific brand, for example Amazon: Our first thought when looking at the Amazon logo is that the arrow looks like a wide5 https://mpra.ub.uni-muenchen.de/21367/1/MPRA_paper_21367.pdf 10 BIBLIOGRAPHY Aaker, D A (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, Free Press, New York, NY Aaker, D A 1996 Measuring brand equity across products and markets.California Management Rev 38(Spring) 102-120 Aaker, D A., R Jacobson 2001 The value relevance of brand attitude in hightechnology markets J Marketing Res 38(November) 485-493 McNally and Speak (2002) “Be Your Own Brand”, Berrett-Koehler Publishers Bennett and Ali-Choudhury (2007), Journal of Customer Behaviour, Volume 6, Number 2, pp 155-178(24) Bulotaite , N (2003) “University Heritage – An Institutional Tool for Branding and Marketing”, Higher Education in Europe, Vol XXVIII, No.4, December 2003, pp 449454 Quote page 451 Dr Richard Gilbert (Medical University of America) Deputy Prime Minister and Minister of Education and Training Nguyen Thien Nhan Kapferer JN 2004 The new strategic brand management: Creating and sustaining brand equity long term (3rd ed.) Kogan Page, London 10 Ponnam, A (2007), 'Comprehending the Strategic Brand Building Framework of Kingfisher in the Context of Brand Identity Prism', ICFAI Journal of Brand Management, (4): 63-71 11 Keller, K L 2003 Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 2d ed Prentice Hall, Upper Saddle River, NJ 12 Keller, K L., D A Aaker 1998 Corporate-level marketing: The impact of credibility on a company’s brand extensions Corp Reputation Rev 1(August) 356-378 13 Keller, K L 2002 Branding and brand equity Bart Weitz and Robin Wensley, eds Handbook of Marketing, Sage Publications, London, 151-178 14 Kotler, P., K L Keller 2006 Marketing Management, 12th ed., Prentice-Hall, Upper Saddle River, NJ 15 Papasolomou, I., & Vrontis, D (2006) Using internal marketing to ignite the corporate brand: The case of the UK retail bank industry The Journal of Brand Management, 14(12), 177-195 58 16 http://dantri.com.vn/giao-duc-khuyen-hoc/xay-dung-thuong-hieu-cho-mot-truong-daihoc-phai-bat-dau-tu-dau-20170311161442526.htm 59 APPENDIX APPENDIX 1: Marketing activities from the Department of Science, Technology and Development Cooperation 2016 Communication 2017 - Post averages 35 times, VNU-IS image posters Make plans to post PR, write and and job openings in newspapers post on the mass media, - Conducted talk shows with HTV1 and participate in the program on the People's Television field of education on television - Connect with reporters and reporters, invite to attend and report on important events of VNU-IS Organize events - Opening Ceremony of the 2016 - 2017 school - Focal point for organizing big year events of VNU-IS such as the - Graduation Ceremony in 2016 15th Anniversary of VNU-IS - Meet alumni - students in 2016 establishment; - Program for new students "Join Plus" Ceremony - Opening Ceremony of Master Programs Opening Ceremony - Banquet for foreign lecturers Master's Degree of Opening 2017 Ceremony students "2016 Music Station" of Management, 2018, of the Program, - English Grammar Contest for high school Graduation Bachelor - of Science June the in 2018, Graduation Ceremony of 2017, - Coordinate with other organizations inside and outside VNU-IS to organize events for recruitment, communication and image promotion Internal - Implementing a plan to build a team of - Make plans to build a team of 60 communication collaborators and media production plans for collaborators VNU-IS staff, lecturers and students production and plans media for staff, - Updated and renamed function rooms, the lecturers and students in VNU-IS subjects of House C, House E and 21 floors and - Strengthen the organization of signs in the area of HACINCO, a sign at G7, programs and contests aimed at Xuan Thuy promoting internal - Update photo gallery, from January to communication in VNU-IS to December; external image board; photo gallery promote the communication summed up in 2016; Photo Gallery introducing activities VNU-IS - Design and print the names of - Decorate the lecture hall area C from floor to function rooms, subjects floor signboards - Decorate the lobby area C - - Produce two Vlog numbers monthly image bulletin board Design and print, and update - Make the number of news images on VNU-IS - Design and print drapes posters Channel of Youtube, average quarter / number lift by content - Decorate the lobby area C on the occasion of Lunar New Year and Lunar New Year - In banner according to the events of the month; - Manufacture of greeting cards for foreign birthdays - Manage and put video clips on the VNU-IS Channel - Production of electronic news "VNU-IS - NEWS" by month; - Weekly submission of postings on the VNU-IS website, Facebook VNU-IS and the VNU website for all staff members in VNU-IS; - To send VNU-IS - NEWS monthly newsletter to all staff of 61 VNU-IS; - Send a photo album of VNU-IS general events to all staff members of VNU-IS Communication - Produce products to meet the needs of VNU- - products: IS staff, lecturers and students Continuing to produce publications and products for - Complete and print 500 books introducing recruitment and promotion of VNU-IS in 2016 VNU-IS general images and - Complete and print 15,000 leaflets introducing internal communication products, VNU-IS in 2016 including introductory books on - Design and production of training leaflets (as VNU-IS (Vietnamese), sets of proposed by the Training & Student Affairs products for Tet holiday 2018, Department) pen gifts, bronze, bronze, gold, - Design and production of 15.00 plastic ball letter head, name card, standee, pen, 20,000 materials plastic of publications bags, Keuka of communication test bag, paper bag , the title plate University, International Media for the children, the card for the VNU-IS (as students (students, guests and proposed by Training & Student Affairs teachers), Department) the communication products to celebrate the 15th - Design and manufacture of USB and external anniversary of VNU-IS (Report, pens (as required by external activities) T-shirts, logos, bags cloths, - Production of Lunar New Year products in badges, bestsellers, student and 2017 Website student donations), etc Update regularly, regularly activities of the - Updating regularly and regularly VNU-IS, students and alumni, students on the the activities of VNU-IS, students website, an average of week / news and alumni, students, articles about VNU-IS staff, lecturers, students and students on the website - Updating information on the 62 website sent by units; - Update Gallery and Video APPENDIX 2: Top 20 Provinces/cities have students enroll VNU-IS in 2016-2017 (2017 VNU-IS’s Admission report) Year 2016 Student Year 2017 Rate Change Direct Direct enrollment enrollment consultancy Student Rate Number consultancy (2017- Rate NO Provinces Number % activities Number % activities 2016) % Ha Noi 115 35.6 Yes 213 43.8 Yes 98 85.2 12 3.7 Yes 33 6.8 Yes 21 175 2.5 No 29 Yes 21 262.5 16 Yes 22 4.5 Yes 37.5 14 4.3 Yes 19 3.9 Yes 35.7 2.2 Yes 19 3.9 Yes 12 171.4 Thanh Hoa Hung Yen Hai Duong Nam Dinh Quang Ninh Vinh Phuc 13 Yes 18 3.7 Yes 38.5 Bac Ninh 17 5.3 Yes 17 3.5 Yes 0 Hai Phong 21 6.5 Yes 16 3.3 Yes -5 -23.8 10 Nghe An 17 5.3 Yes 14 2.9 Yes -3 -17.6 11 Thai Binh 15 4.6 Yes 14 2.9 Yes -1 -6.7 Bac 12 Giang 2.5 Yes 11 2.3 Yes 37.5 13 Phu Tho 1.9 No 11 2.3 Yes 83.3 63 Note 14 Ha Tinh 0.6 No 1.9 No 350 15 Ha Nam 2.5 No 1.4 Yes -1 -12.5 Thai 16 Nguyen 0.6 No 1.2 No 200 17 Yen Bai 1.9 No No -1 -16.7 2.2 No 0.8 Yes -3 -42.9 Ninh 18 Binh Tuyen 19 Quang 1.9 No 0.8 Yes -2 -33.3 20 Son La 1.9 No 0.2 No -5 -83.3 (The local highlight of the red is the focal spot for direct enrollment consultancy in 2018) Appendix 3: Map of enrollment rate by province and city in 2016 and 2017 (2017 VNU-IS’s Admission report) 64 Appendix 4: TOP University has an join-training program in Hanoi in 2017 No School Majors Education Time Model years 2+2 years The first years in Vietnam level National Economics Management University (with BA many majors such as Economics, Business Administration, Finance, Accounting, Marketing, Human Resource Management etc.) Business BA Administration Foreign Last year or VN or UK Event Management BA International Business BA Financial banking BA Trade International business MA University year- subjects in Vietnam subjects 12 in Australia subjects Business MA 1.5 years Total in Vietnam Administration Business BA Administration Total in Vietnam - Finance Business BA years 2+2 12 months Total in Vietnam Administration Financial management MA (Capital management) Multidisciplinary (Economics, BA Media, 1st year in VN and the rest is transition Marketing, ) 65 Business 1st year in VN and the rest is BA Administration International transition financial BA years services The first years in Vietnam Last year or VN or UK High Business MA 21 months Total in Vietnam Administration Business BA Total in Vietnam Business BA Total in Vietnam BA Total in Vietnam Administration - Finance Hotel Management Hanoi University of Mechatronics Science Technology MSc years Students are reinforced in German Stage (1 - years): and Informatics and BA years Total in Vietnam 20-24 Students take 14 - 18 months at months Hanoi University of Technology Computational Techniques Small and Medium MA Business Administration and last months at Leipzig University, Germany Or students study full-time at Hanoi University of Technology Professional English BA internationally Business MA 18 months Administration Full educating University of at Hanoi Technology Students may choose to transfer to a UN university in the United Kingdom, but they must pay the transfer fee at the UN level Information College Technology 66 years Automatic Control BSc System, Materials and Technology, Machine and Equipment Chemical engineering Engineer license Informatics and BSc Computational Techniques International Business BA Business BA Administration Vietnam University Economic-Finance National of Foreign Universi Languages Economic- ty Management University International economy BA years Total in Vietnam of Business BA years Total in Vietnam Economics Administration BA years Total in Vietnam Finance - Banking Bachelor of Business Administration Total in Vietnam BBA Troy Academy of Finance Finance and Investment MA 12 months Total in Vietnam Insurance - Banking - BA years Total in Vietnam Finance Corporate Finance and MA Management Control Accounting, Financial College or Management, Business BA Administration and 67 Total in Vietnam Strategy Business MA Total in Vietnam Administration Governance and Trade Finance BA and MA Total in Vietnam International Trade Banking Academy Business Finance BA years Year 1: English, Informatics, Banking Management Learning methods Year + 3: Finance Accounting BTEC-HND in Business (Business) Year 4: Sunderland Bachelor's degree in Banking and Finance or Financial Management and other banking courses in Vietnam Financial accounting MA 22 months Total in Vietnam years Total in Vietnam and administration Business BA Administration Or the first years in Vietnam, majoring in Finance last year in US Hanoi University of English Foreign Studies teaching MA methods Business BA 3.5 years Administration 1.5 years in Vietnam next years is transition Business MA 18 months Total in Vietnam MA years Total in Vietnam Administration French language French Language and PhD Literature Information System MA Total in Vietnam Design Economic Business BA Statistics and Insurance years First years in Vietnam The last year in Italia 68 Economics and MA Management Total in Vietnam of Statistical Science and Insurance Business Tourism majors and in BA years Travel Management British University Viet International Business BA Nam Management Marketing Management Finance Accounting BA and Business Accounting Finance and Banking RMIT Business BA (Economics BA years and Finance) RMIT Saigon RMIT Hanoi Business (International BA Business) Business (Supply BA Chain Management and Logistics) Business BA (Management) Tourism and BA Hospitality Management Digital Marketing BA Application design and BA creativity Digital communication Fashion BA management BA 69 years RMIT Saigon and business Professional BA RMIT Saigon communication RMIT Hanoi Bachelor of Arts BA years RMIT Saigon Information BA years RMIT Saigon and BA years Technology Electrical Electronics Engineers Robotics and BA mechatronics Software engineer RMIT BA Melbourne, BA, MBA RMIT Saigon Australia RMIT Hanoi California University State BA System 1.5 year at RMIT Saigon RMIT (CSU), USA RMIT Hanoi Vietnam and years at CSU 10 Vietnam University of Business Commerce BA years Total in Vietnam Finance MA 1-2 years Total in Vietnam Business MA 12 months Total in Vietnam Administration Administration Business BA Administration Business strategy MA Business MA Administration Finance, Health Care BA Management, Marketing Accounting, 70 Business, Management, Management Information Systems Business MA Administration Business MA Administration Business MA Administration Economics – BA Economics Administration Knowledge and MA Territory Economy 71 18 months Total in Vietnam APPENDIX 5: MODEL OF QUESTIONAIRE 72 ... VNU- IS * The purpose of solutions: - Raise awareness of the visual identity of VNU- IS into the mind VNU- IS? ??s students, parents, thereby enhancing the brand value of VNU- IS - Revise the misconceptions... of the VNU- IS This is also the way to increase the brand awareness of VNU- IS effectively and cost savings C2 Evaluate the level of agreement of the intangible elements affect the brand of VNU- IS. .. Evaluate the level of agreement of the tangible and intangible elements affect the brand of VNU- IS When using the SPSS software to calculate the mean of the scale of the degree of agreement of the