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Low customer based brand equity of school of medicine liang state university

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UNIVERSITY OF ECONOMIC HO CHI MINH CITY International School of Business Duong Hoai An LOW CUSTOMER – BASED BRAND EQUITY OF SCHOOL OF MEDICINE – LIANG STATE UNIVERSITY MASTER OF BUSINESS ADMINISTRATION Ho Chi Minh City – Year 2021 UNIVERSITY OF ECONOMIC HO CHI MINH CITY International School of Business Duong Hoai An LOW CUSTOMER – BASED BRAND EQUITY OF SCHOOL OF MEDICINE – LIANG STATE UNIVERSITY MASTER OF BUSINESS ADMINISTRATION SUPERVISOR: ASSOC PROF DR NGUYEN THI MAI TRANG Ho Chi Minh City – Year 2021 TABLE OF CONTENTS LIST OF FIGURES LIST OF TABLES INTERVIEW INFORMATION EXECUTIVE SUMMARY ACKNOWLEDGEMENTS INTRODUCTION 1.1 Organization History 1.2 LSU’s Vision and Mission 1.3 Organization Chart 1.4 Academic program 1.5 Schools 1.5.1 School of Medicine (SOM) 1.5.2 School of Engineering (SOE) 1.5.3 School of Humanities and Languages (SHL) 1.5.4 School of Biotechnology (SB) 1.5.5 School of Business Administration and Economics (SBE) 1.6 Competitor Analysis of LSU – SOM 1.7 Target Customer of LSU – SOM 10 1.8 Scope of Thesis 11 PROBLEM CONTEXT 12 SYMPTOM 14 Symptom Identification 14 PROBLEM 17 4.1 Problem identification 17 4.1.1 Intake Meetings and Orientation 17 4.1.2 Problem mess 20 4.2 Potential problems: 21 4.2.1 Potential Problem Lack of Inter-departmental Collaboration between LSU SOM and other functional departments 22 4.2.2 Potential Problem Low LSU - SOM’s Customer-Based Brand Equity (CBBE) 4.3 24 Problem validation 28 4.3.1 Potential Problem Lack of Inter-departmental Collaboration between LSU SOM and other functional departments 28 4.3.2 Potential Problem Low LSU – SOM’s Customer-Based Brand Equity (CBBE) 29 4.3.3 Main problem 31 CAUSE VALIDATION 35 5.1 Potential causes 35 5.1.1 Potential Cause Lack of Effective Integrated Marketing Communication (IMC) Plan 35 5.1.2 Potential Cause Negative Word of Mouth (WOM) and e-Word of Mouth (eWOM) 5.2 41 Cause validation 44 5.2.1 Potential Cause Lack of Effective Integrated Marketing Communication (IMC) Plan 44 5.2.2 Potential Cause Negative Word of Mouth (WOM) and e-Word of Mouth (eWOM) 46 5.2.3 Cause – effect tree 47 ALTERNATIVE SOLUTION 49 6.1 LSU – SOM’s Brand Identity 50 Vision and aim 50 The signs, which make the brand recognizable 50 Core values 51 Field of competence 52 Training Program 53 Key Area of Knowledge 53 6.2 Step to Build Effective Integrated Marketing Communication (IMC) Plan 53 6.3 Admission Stage 57 6.4 Nature of each Promotion Tool 60 6.5 Alternative Solution Creating an Integrated Marketing Communication (IMC) Plan with Personal Selling, Advertising, Sale Promotion and Public Relation 62 6.6 Alternative Solution Creating an Integrated Marketing Communication (IMC) Plan with Social Media Marketing, Online Advertising and Public Relations 68 6.7 Justification of alternative solutions 72 ACTION PLAN 80 SUPPORTING INFORMATION 84 Secondary data 84 8.2 Primary data 84 8.1 10 REFERENCES 87 APPENDIX 89 10.1 APPENDIX A: Transcript of in-depth interview (Phase Initial Understanding) 89 10.2 APPENDIX B: Transcript of in-depth interview (Phase – Problem Deep Dive) 94 10.3 APPENDIX C: Transcript of in-depth interview (Phase – Causes Deep Dive) 99 10.4 APPENDIX D: Transcript of in-depth interview (Phase – Solution Selection) 104 10.5 APPENDIX E: Key findings of qualitative research 106 10.6 APPENDIX F LIST OF ONLINE ARTICLE WRITTEN ABOUT THE CRISIS 2016 OF LSU – SOM 110 10.7 APPENDIX G STUDENT INFORMATION SHEET – ADMISSION 2021 FOR THE SURVEY AT HIGH SCHOOL 113 LIST OF FIGURES Figure LSU’s Organization Chart (LSU Internal Report, 2020) Figure Student Admission and Enrolment Result from 2013 to 2020 (LSU Internal Report) 15 Figure LSU – SOM’s Problem Mess (Summarized and designed by the Author, 2021) 20 Figure Preliminary Cause and Effect Tree (Summarized and designed by the Author, 2021) 21 Figure Customer-Based Brand Equity pyramid (Keller 2008) 30 Figure Marketing Communication for Admission surveyed by first-year LSU - SOM medical students (Enrolled in 2020) *TTS is Liang State School, which belongs to Liang State University 33 Figure Final Cause and Effect tree (Source: Proposed by the Author, 2021) 47 Figure Buyer-Readiness Stages (Source: Kotler, 2017) 54 Figure Integrated Marketing Communication (IMC) Plan of Alternative Solution (Proposed by the Author, 2021) 63 Figure 10 Integrated Marketing Communication (IMC) Plan of Alternative Solution 68 LIST OF TABLES Table List of Medical Schools training Doctor of General Medicine in Vietnam (Summarized by the Author, 2021) Table Competitors of LSU – SOM (Summarized by the Author, 2021) Table Target Customers of LSU – SOM (Summarized by the Author, 2021) 10 Table Number of student enrolment to LSU from 2015 to 2020 (LSU Internal Report, 2021) 11 Table Current Financial Condition of LSU in 2018, 2019 and 2020 (Source: LSU Internal Report, 2021) 13 Table Survey on LSU – SOM’s Brand Awareness of prospective medical students in Long An (Computed by the Author, 2021) 26 Table Survey on LSU – SOM’s Brand Awareness of prospective medical students in Ho Chi Minh City (Computed by the Author, 2021) 27 Table Promotion Tools and Forms (Kotler 2017) 36 Table 10 Evaluation of Influential Level for each Potential Cause (Prepared by the Author, 2021) 48 Table 11 LSU – SOM’s Medicine program (LSU Internal Report, 2020) 53 Table 12 LSU – SOM’s Admission Stages, Key Message and Key Activities (Proposed by the Author, 2021) 59 Table 13 Nature of each Promotion Tool (Kotler, 2017) 61 Table 14 Alternative Solution 1: Integrated Marketing Communication (IMC) Plan with Personal Selling, Advertising, Sale Promotion and Public Relation (Proposed by the Author, 2021) 67 Table 15 Alternative Solution Integrated Marketing Communication (IMC) Plan with Social Media Marketing, Online Advertising and Public Relations (Proposed by the Author, 2021) 71 Table 16 Analysis of two Alternative Solutions (Prepared by the Author, 2021) 72 Table 17 Comparison and Assessment Score for each Alternative Solution (Prepared by the Author, 2021) 75 Table 18 Action Plan for Alternative Solution (Proposed by the Author, 2021) 83 Table 19 Qualitative Phase – Initial Understanding 85 Table 20 Qualitative Phase – Problem Identification 85 Table 21 Qualitative Phase – Cause Validation 86 Table 22 Qualitative Phase – Solution Development and Selection 86 INTERVIEW INFORMATION Interview date Organization Interviewee Position March 10th, 2021 School of Mr William Huynh – Vice Provost of and April 28th, 2021 Administrators Admission and Administrative March 13th, 2021 Public Relation and and April 28th, 2021 Admission Department March 30th, 2021 and April 28th, 2021 Mr Ha Thanh Tan School of Prof Dr Madison Nguyen – Vice Administrators Provost of Academic and Dean of School of Medicine School of Medicine Hoang Thao Vy, first-year medical May 7th, 2021 School of Medicine student Dang Truong Tien Phat, second – year medical student Topics discussed:  Discuss about Liang State University – School of Medicine’s problem context  Discuss about potential problem and main problems of the School  Discuss about potentials causes and validate causes  Discuss about alternative solutions 99 10.3 APPENDIX C: Transcript of in-depth interview (Phase – Causes Deep Dive) Q&A (Full Q&A) Greeting Question 1: Since the marketing communication and the bad reputation affect the admission result and the urgency of the School right now to find the solution, you think what the causes for these problems are? Mr William Huynh: The PR and Admission Department went to more than 200 high schools every year just to deliver brochure The high school students receive a lot of information from other universities and colleges So it is difficult for students to remember LSU – SOM The School cannot be successful in recruitment if they always are the second or the third choice of students when there is no door but LSU – SOM is the last one of choice This will create a very negative perception of LSU – SOM’s brand image to the community, that is, if there is nowhere to study medicine, your score is low, and you cannot passes to any medical schools, LSU – SOM is the last of choice Question 2: Who is in charge of the overall marketing communication of the School? Mr William Huynh: Because LSU – SOM has some unique characteristics in their training program and activities so they should be in charge of controlling the content posted on the website and fanpage The IT Department is in charge in the technical issues to design or post the articles and information on the website The PR and Admission Department beside their admission in high school tours and open houses event should have a marketing communication plan to monitor the information conveyed to the students and parents Although my background is not in marketing and PR, I thinks that in higher education, the most important thing is the teaching quality If the School has a good teaching quality, it has not pay too much attention on marketing communication activities Question You mentioned about the communication crisis in 2016? Is it the cause of creating bad reputation of LSU – SOM? Mr William Huynh: Not 100% because of that leading to the poor admission result But its negative effects still last and affect the prospective students and parents from the decision to study at LSU – SOM People still talk about it in a negative manner Although the School Administrators has Category (Concept in Theory) Quote (Description of Coding from Answer) 100 improved the situation The tuition fee has become stable; the student’s graduates from medical School currently the residency in many hospitals in Ho Chi Minh City or keep preparing for the USLME to the clerkship and residency in the U.S.; the 04 excellent students granted the full scholarship for doctor residency in VinUniversity, Hanoi Regarding to the tuition fee for a bilingual medicine program, with the opportunities to study with famous U.S and Vietnamese professors, the medical rotation programs in both hospital in Ho Chi Minh City and the in the U.S., the tuition fee is reasonable even more stable than the public medical schools Despite all of that, the public gives negative comments on this event, which severely affects the School’s reputation The local people and community say bad things about LSU such as LSU – SOM is forced to closed by the Government, the tuition is high for only rich students to study, the bachelor degree is unless, and the students graduated without employment They also say that the private medical schools could not train good doctors because the students enrolled in with a lower score and are not qualified to study medicine C2 Interview with Mr Ha Thanh Tan, Director of PR and Admission Department Category Q&A (Full Q&A) (Concept in Theory) Greeting Integrated Question 1: Mr William Huynh mentioned about the bad reputation and ineffective in Marketing marketing to high school students causing the disappointed admission result for the School Communication What you think? Mr Ha Thanh Tan: The marketing communication tools that LSU – SOM has been using includes website, Facebook fanpage, press releases and organizing admission events such as high school tours and open houses The website is under management of IT Department whereas the Administrative Office of SOM is in charge of posting and updating the LSU – SOM’s Facebook fanpage The PR and Admission Department works on press releases and admission events From 2018 to 2020, the School has not been exploiting and combining other communication tools to communicate with current students and prospective parents for the recruitment because the Board of Directors consider the other marketing communication tools, especially the online platforms are ineffective so they not approve the budget to use other marketing communication tools Quote (Description of Coding from Answer) 101 Question 2: Who is in charge of managing the content of the marketing communication? There is no department is responsible for collecting the news and information for the posting so the IT and administrative staff of LSU - SOM simply post what they have However, the content posted on the current platforms are poor and outdated The content is not updated regularly on the Facebook and Website platforms because the IT Department and Administrative Office of SOM consider posting and updating the website and Facebook fanpage is not their priority but the extra work they have to Consequently, the website is updated only in every months and the fanpage is updated every two weeks in average I often receive the complaints from the prospective students and parents regarding to the news on the websites and the fanpage is outdated Additionally, the content of the fanpage and website is only about the internal operation of the School such as the academic programs and examination, which is not attractive to the target students and parents The content posted on these platforms is not only for the current students, but for the prospective students and parents who want to learn about the School for their studying decision also Question 3: What about the newspaper? Mr Ha Thanh Tan: LSU – SOM work with press agencies such as Tuoitre.vn, VnExpress.net, etc to publish the articles about the teaching quality, faculty and studying environment of the School The press agencies write and publish the articles on the e-newspaper platforms with the information and content provided by LSU – SOM’s administrative staff However, the content of the published articles is very general and failed to impress the target students and parents with the competitive advantages of the School compared with other medical schools in Vietnam because the newspaper agency cannot fully acknowledge all the competitive advantages of LSU – SOM Question The uncontrolled marketing communication content might lead to the inconsistency of the information Have you ever deal with this situation? Mr Ha Thanh Tan: Because there is no department is official charge of the whole communication of the School, the inconsistency occurs between the different communication tools and platforms, which as a result make the audiences confused The consequences is that the students and their parents not trust the brand and consider it unprofessional and unreliable Question What about internal marketing inside the School? The admission is also affected in the negative way by the current and ex-staff of LSU – SOM The ex-staffs who already left the School, they advise their friends and relatives not to study 102 at the School because they know the inside problems Even the current staff working at the School, if their sons and daughters are at the age of going to university, they will send their children to study in other medical schools because they are still worry about the unstable tuition and scholarship policy Although not all staff the same, there are many cases In fact, when the outsider from the community know about this situation, they will have the judgement that even the staff not trust the School and how dare the other C3 Interview with Dang Truong Tien Phat (second-year medical student major in General Medicine) and Hoang Thao Vy (first-year medical student major in General Medicine) Category Quote (Description of Coding Q&A (Full Q&A) (Concept in from Answer) Theory) Greeting Question 1: What make you choose LSU – SOM to study medicine among many other medical schools? Hoang Thao Vy: To be honest, I did not heard and have no impression about the School until I acknowledged my score was not high enough to pass into the public medical school in Ho Chi Minh City after the national examination Then, my classmate introduced me about LSU – SOM Her sister is the current medical students at LSU – SOM and then I started to search on it I was interested in the bilingual medicine program and luckily, my score was high enough to get the full scholarship for the first year at LSU – SOM Therefore, I decided to study Up to now, I feels everything is fine and I becomes favorable in studying at LSU – SOM Dang Truong Tien Phat: My parents are both medical doctors and they have friends whose son is studying at LSU – SOM When my high school score was not enough to pass to public medical schools, my parents recommend me to study medicine at LSU – SOM I did not know the School before until my parents told me Question Both of you decide to study at LSU – SOM based on the introduction and recommendation from friends and parents The PR and Admission Department every year go to high schools in Ho Chi Minh City and other provinces to introduce about LSU – SOM and the School has the website and fanpage also, you usually search on these platforms? Hoang Thao Vy: During the time of deciding the medical school to study, I search on the internet and read the articles posted about LSU – SOM and then I call the hotline of the School for the consulting and more information I found very few information about LSU – SOM on 103 the fanpage and the website so I directly contact the School by phone and then I went to visit the School before making decision Dang Truong Tien Phat: My parents took me to the School and applied for me I’m not interested in the neither website nor fanpage of the School because the website is too slow and the fanpage content is boring Rather than looking for the information on the School’s website, I get the information via email and my friends because it is more convenient 104 10.4 APPENDIX D: Transcript of in-depth interview (Phase – Solution Selection) D1 Interview with Mr William Huynh, Vice Provost of Admission and Administrative Prof Dr Madison Nguyen, Vice Provost of Academic Mr Ha Thanh Tan, Director of PR and Admission Department Q&A (Full Q&A) Greeting Question 1: As the result of interview and theory-applied methodology, the two alterative solutions are developed, which one you think it is more appropriate for LSU – SOM to improve the admission result? Mr William Huynh: Alternative solution is more competitive because face-to-face meeting and interpersonal interaction between the School representatives and the prospective students and parents would have more impact on the trust and persuasiveness for them to choose LSU – SOM to study Prof Dr Madison Nguyen: The plan should be taken step by step to increase the interaction with students both online and offline platforms The more interaction with students and parents, the more interest and curiosity they have with LSU – SOM Then they are will look for the information about our medicine program and learning environment at LSU – SOM and the possibility that they choose LSU – SOM is higher Mr Ha Thanh Tan: Alternative Solution need high requirement with technical issues, which takes long-time to prepare, i.e upgrading the website Furthermore, when current admission staff’s backgrounds are not digital marketing and website designer, the School needs to outsource to the marketing agency This might lead to the information leaking privacy and inconsistency when the School’s Admission and PR department is unable to control To implement the Alternative Solution 2, the School need to replace all the current admission staff with the new ones, this might cause to different problems Question The budget for the Alternative Solution is higher than Alternative Solution 2, what you think? Mr William Huynh: Category (Concept in Theory) Quote (Description of Coding from Answer) 105 If the plan is effective, we might think of the combination between the two alternative solutions to have a stronger impact, which trigger the admission result However, although we accept the trade-off, but the admission budget of the 2019, 2020 are about 2.2 – 2.3 billion We cannot double right away the budget now because the School’s admission target is 300 which is a small number Prof Dr Madison Nguyen: After 10-year operation, the School has been struggling with the recruitment Without students, everything will collapse The point here is not how much money we spend but how much effective money we spend to the highest outcome When I come to talk with students in Long An, they not know about Liang State although the School is in the same province That is a serious question Why they not know us? Are you willing to talk with a stranger or buy a thing you not know where it comes from? That answer must be a big No Same case with this School We have to get students and parents know us, as many as we can They will find the beauty and unique of this School and be persuaded 106 10.5 APPENDIX E: Key findings of qualitative research About Liang State University (LSU):   Phase Initial Understanding Phase Problem Identification LSU’s History: Established in 2010 LSU’s Vision and Mission Vision: Liang State University aspires to become a globally distinguished educational institution, providing excellence in education while participating in the advancement of knowledge through research and serving the people of Vietnam, Southeast Asia, and the world.” Mission: “With an educational philosophy, standards, and practices based on the American liberal arts model of higher education, Liang State University encourages freedom of thought and expression and seeks to foster tolerance and respect for diversity and dialogue.”  LSU has 05 Schools: SOM, SOE, SHL, SBE, SB About Liang State University – School of Medicine (LSU – SOM):  LSU – SOM is the first private medical school in Vietnam, established in 2013  LSU – SOM offers bilingual medical teaching program with the combination between Vietnam and American curriculum  LSU – SOM’s competitors: LSU – SOM are competing with 11 medical schools in 06 provinces and 04 regions including Central Highlands (Đắk Lắk), Southeastern (Ho Chi Minh City) and Southwestern and Mekong River Delta (Cần Thơ, Hậu Giang, Long An, Trà Vinh)  The total number of medical students of SOM is 382, accounts for 75.3% of the total number of LSU’s students  The communication crisis in 2016 regarding the change in tuition and scholarship policy of LSU – SOM has the remained consequences leading the student admission number has dramatically dropped down and kept declining from 2018 up to 2020  The tuition for medicine program is 150,000,000 dong/year which is second highest among medical schools in Vietnam (Hong Bang International University has the highest tuition for bilingual medicine program);  LSU has been suffering the loss since 2018 up to 2020 from 23 up to 37 billion VND every year and Liang State Group has been sponsoring for the operation activities of LSU – SOM due to the low number of students enrolled to the School; Concern Issues of LSU – SOM:  The urgent and concerned issue since 2013 up to 2020 is the low number of students enrolled to LSU – SOM The School has never achieved the admission target with the highest result was in 2014 (88%) and the lowest was in 2017 (12%)  With the small number of students enrolled is small and has no sign of increasing, the revenue of the School from the tuition will become insufficient to cover for the larger amount of loss year by year and the operating costs Potential Problem 1: Lack of Inter-departmental Collaboration between LSU - SOM and other functional departments Accreditation of the Medicine program 107   MoET has not accredited the medicine program of LSU – SOM due to the incapacity of the staff LSU – SOM’s administrative staff had to learn the MoET regulation from the beginning to work on the accreditation and it took them a lot of time Accreditation needs the information and documents from other functional departments but they not have the required documents as instructed by MoET The situation was that they had to make up the documents in the past in order to fulfill the requirements Low satisfaction of students on student services, facilities, IT, etc  When there are problems with the facilities, equipment and information systems or students need support from student services, functional departments not know how to collaborate with each other find solution In these situations, they begin blaming that is the other departments’ responsibilities rather than collaborating with each other to solve the problems Potential Problem 2: Low LSU - SOM’s Customer-Based Brand Equity (CBBE) Low Brand Awareness - Based on the survey for the admission conducted in April 2021 of the PR and Admission Department with the high school students in grade 12 in Long An and Ho Chi Minh City, the statistics indicates the low brand awareness of LSU – SOM in these areas: 42% awareness in Long An and 19% of awareness in Ho Chi Minh City Ineffective in marketing communication - According to the survey conducted by PR and Student Admission with the medical students enrolled in 2020, 61% of students know LSU - SOM via their friends, families or acquaintance, not by the efforts of the PR and Admission Department in the marketing communication - The School’s competitive advantages of LSU – SOM have not been informed to the prospective students and their parents As a result, when LSU - SOM are not aware of by the community, especially the high school students and their parents, the consideration for choosing LSU - SOM as the choice to study medicine is low Negative brand image - The crisis in 2016 of the tuition and scholarship policy change of the School leading to the disagreement, the lawsuit with students demolish the brand reputation of LSU – SOM Therefore, prospective parents and students are worry about the tuition and scholarship policy of the School They might doubt the teaching quality, the validity of the doctor degree and the employment possibility after graduation Urgent Problem to be solved - The low enrolment result severely affect the whole operation of the School due to lacking of revenue to cover the operating expense and salary for faculty If the School is not able to recruit more students, it will suffer increasing loss year by year and finally go bankrupt Due to its emergency, Low LSU – SOM’s customer-based brand equity is the main problem and the priority of the School to be resolved as soon as possible Potential Cause 1: Lack of Effective Integrated Marketing Communication (IMC) Plan Phase Causes Validation the inconsistency of information, few promotional tools with poor and outdated contents on the communication platforms - The marketing communication tools that LSU – SOM has been using includes 108 website (medicine.LSU.edu.vn), Facebook fanpage (www.facebook.com/KHOAYDAIHOCTANTAO), press releases and organizing admission events such as high school tours and open houses - The website is under management of IT Department whereas the Administrative Office of SOM is in charge of posting and updating the LSU – SOM’s Facebook fanpage The PR and Admission Department works on press releases and admission events - Board of Directors consider the other marketing communication tools, especially the online platforms are ineffective so they not approve the budget to use other marketing communication tools - In the medical fields, the doctors together have a very close relationship and the doctors want their children to pursue their career If their children cannot get enough score to pass to the top rank medical schools, they will pick LSU - SOM with a lower score to pass though the tuition fee is higher - 95% of current medical students at LSU – SOM having their parents as medical doctors or from doctors families - Content marketing of the School posted on the current platforms are poor and outdated - There is no department is responsible for collecting the news and information for the posting so they simply post what they have - The press agencies write and publish the articles on the e-newspaper platforms with the information and content provided by LSU – SOM’s administrative staff As a result, the content of the published articles is very general and failed to impress the target students and parents with the competitive advantages of the School compared with other medical schools in Vietnam because the newspaper agency cannot fully acknowledge all the competitive advantages of LSU – SOM - No one person or department is responsible for the marketing communication of the various communication tools and coordinating them together This situation causes the inconsistency of the information of the School Potential Cause 2: Negative Word of Mouth (WOM) and e-Word of Mouth (e-WOM) - Communication crisis in 2016 cause negative WOM - Many newspapers agencies wrote about this crisis in the negative manner However, the School had no plan to solve the communication crisis and worked with the newspapers Up to now, when deciding to study at LSU - SOM or searching about it, prospective students and their parents always mention and ask about this crisis - The negative effects of the communication crisis in 2016 still last and affect the prospective students and parents from the decision to study at LSU – SOM - Negative WOM from the public originates from the social prejudice between the private and national medical schools The public still thinks that the private medical schools could not train good doctors because the students enrolled in with a lower score and are not qualified to study medicine - The ex-staffs who already left the School, they advise their friends and relatives not to study at the School because they know the inside problems Even the current staff working at the School, if their sons and daughters are at the age of going to university, they will send their children to study in other medical schools because they are still worry about the unstable tuition and scholarship policy 109 Phase Solution Development ad Selection - LSU – SOM should follow the four stages for admission marketing communication, as follows: Stage October – January: Medical career orientation for high school students Stage February – April: Decision for medical career Stage May – June: How about an excellent medical school in Vietnam? Stage July – September: LSU – SOM is your choice to study medicine - Each alternative solution requires different level of technical capabilities and financial capacities - The face-to-face meeting and interpersonal interaction between the School representatives and the prospective students and parents would have more impact on the trust and persuasiveness for them to choose LSU – SOM to study - Alternative Solution is chosen as the most suitable and practical for the company to solve its problem 110 10.6 APPENDIX F LIST OF ONLINE ARTICLE WRITTEN ABOUT THE CRISIS 2016 OF LSU – SOM No Published Date Newspaper 23/09/2020 Đại đoàn kết 22/09/2020 Đại đoàn kết 21/09/2020 Tuổi trẻ 21/09/2020 Doanh nhân 19/08/2020 Tuổi trẻ 18/12/2019 Phụ nữ online 09/03/2017 Đại đồn kết 08/03/2017 Dân Trí Title of the Newspaper Scandals just because of abusing tuition collection Liang State University loses the student lawsuit Liang State University loses the lawsuit again, has to pay overcharged tuition fees for students Liang State University loses the lawsuit again, has to pay overcharged tuition fees for students 29 students sued Liang State University for the return of original documents 28 alumni sued Liang State University in court Students of Liang State University: Debt and… transferring schools Parents of Liang State University burst into tears and begged the Ministry of Education and Training to help withdraw their children's records Link http://daidoanket.vn/be-boi-chi-vi-lamthu-508209.html http://daidoanket.vn/dai-hoc-tan-taothua-kien-sinh-vien-508116.html https://tuoitre.vn/dai-hoc-tan-tao-laithua-kien-phai-tra-hoc-phi-thu-vuot-chosinh-vien-20200921160726641.htm https://doanhnhan.vn/dai-hoc-tan-tao-laithua-kien-phai-tra-hoc-phi-thu-vuot-chosinh-vien-33450.html https://tuoitre.vn/29-sinh-vien-kien-daihoc-tan-tao-doi-tra-ho-so-goc20200819113429674.htm https://www.phunuonline.com.vn/28cuu-sinh-vien-kien-truong-dai-hoc-tantao-ra-toa-a1398468.html http://daidoanket.vn/xa-hoi/sinh-vientruong-dai-hoc-tan-tao-do-no-vi-chuyentruong-tintuc360053 https://dantri.com.vn/giao-duc-huongnghiep/phu-huynh-truong-dh-tan-tao-batkhoc-cau-cuu-bo-gddt-giup-rut-ho-socho-con-20170307225025011.htm 111 Parents cry because Liang State University demands money from students Serious mistakes at Liang State University Liang State University was caught in a series of mistakes Liang State University has been suspended from enrolling in majors Detecting many mistakes at Liang State University All medical students in the first cohort are allowed to be transferred Liang State University students 'call for help' 07/03/2017 Vnexpress 10 08/02/2017 Tuổi trẻ 11 08/02/2017 Vnexpress 12 08/02/2017 Phụ nữ online 13 07/02/2017 Đại đoàn kết 14 30/11/2016 Đại đoàn kết 15 09/11/2016 Đại đoàn kết 16 09/11/2016 Tuổi trẻ Students apply to transfer schools, lecturers quit 17 07/11/2016 Thanh niên Parents submit a petition to dissolve Liang State University! Vnexpress More than 70 students of the Medical Faculty of Liang State University applied for a transfer Phụ nữ online Ministry of Education and Training: Liang State University must grant degrees and 18 19 07/11/2016 27/09/2016 https://vnexpress.net/phu-huynh-khoc-vidai-hoc-tan-tao-doi-tien-sinh-vien3551640.html https://tuoitre.vn/sai-pham-nghiemtrong-tai-dai-hoc-tan-tao-1261624.htm https://vnexpress.net/dai-hoc-tan-taovuong-hang-loat-sai-pham-3537733.html https://www.phunuonline.com.vn/truongda-i-ho-c-tan-tao-tuyen-sinh-nganh-dabi-dinh-chi-a104169.html http://daidoanket.vn/phat-hien-nhieu-saipham-tai-dai-hoc-tan-tao-357519.html https://tuoitre.vn/toan-bo-sinh-vien-khoay-khoa-1-duoc-chuyen-truong1227784.htm http://daidoanket.vn/xa-hoi/sinh-viendai-hoc-tan-tao-keu-cuu-tintuc133215 https://tuoitre.vn/sinh-vien-xin-chuyentruong-giang-vien-nghi-viec1216069.htm https://thanhnien.vn/giao-duc/phuhuynh-gui-don-doi-giai-the-truong-dhtan-tao-762988.html https://vnexpress.net/hon-70-sinh-vienkhoa-y-dai-hoc-tan-tao-xin-chuyentruong-3495470.html https://www.phunuonline.com.vn/bogiao-duc-dao-tao-truong-dai-hoc-tan-taophai-cap-bang-cong-bo-hoc-phi-dungquy-dinh-a107339.html 112 announce tuition fees in accordance with regulations 20 17/09/2016 Tuổi trẻ 21 14/09/2016 Phụ nữ online 22 12/09/2016 Tuổi trẻ 23 09/09/2016 Phụ nữ online Liang State University continues to grant American-style degrees! Requesting Liang State University to handle student petitions Liang State University: Tuition fees skyrocketed, degrees were granted wrongly Liang State University: Increasing tuition fees, stunned students https://tuoitre.vn/dh-tan-tao-tiep-tuc-capbang-kieu-my-1172832.htm https://www.phunuonline.com.vn/yeucau-truong-dai-hoc-tan-tao-giai-quyetkien-nghi-cua-sinh-vien-a107134.html https://tuoitre.vn/dh-tan-tao-hoc-phitang-vot-cap-bang-sai-quy-dinh1169997.htm https://www.phunuonline.com.vn/truongdai-hoc-tan-tao-tang-gop-hoc-phi-sinhvien-choang-vang-a107049.html 113 10.7 APPENDIX G STUDENT INFORMATION SHEET – ADMISSION 2021 FOR THE SURVEY AT HIGH SCHOOL .. .UNIVERSITY OF ECONOMIC HO CHI MINH CITY International School of Business Duong Hoai An LOW CUSTOMER – BASED BRAND EQUITY OF SCHOOL OF MEDICINE – LIANG STATE UNIVERSITY MASTER OF BUSINESS... Tan School of Prof Dr Madison Nguyen – Vice Administrators Provost of Academic and Dean of School of Medicine School of Medicine Hoang Thao Vy, first-year medical May 7th, 2021 School of Medicine. .. (2013), brand equity is the value that consumers associate with a brand There are two different approaches to the concept of brand equity: firm -based brand equity (FBBE) and customer- based brand equity
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