Too late of online advertising campaign for ISB MBA program (ISB MBA) at international school of business (ISB)

MASTEROFBUSINESS ADMINISTRATION HoChiMinhCity–Year2018... MASTEROFBUSINESS ADMINISTRATION SUPERVISOR:TRẦNHÀMINHQUÂN HoChiMinhCity–Year2018... Inthelasttwoyear,effectiveofFacebookandAdnet

MASTEROFBUSINESS ADMINISTRATION

HoChiMinhCity–Year2018

MASTEROFBUSINESS ADMINISTRATION

SUPERVISOR:TRẦNHÀMINHQUÂN

HoChiMinhCity–Year2018

Intherecentyears,therapidgrowthofInternethasbeenchangingthewaytodomarketing.ThroughusingapplicationssuchasFacebook,YouTubeoronlinepublicr e l a t i o n (PR)articlesbecomeusefulcommunicationchannelstointroduceandsellp r o d u c t s orservicestopotentialcustomers

However,toachievethehighesteffectivenessfromonlineadvertising,eachcompanyshouldtakealotoftimetomakemarketingstrategiesaswellasadvertisingplanindetail.Inaddition,itshouldbenotedthatotherinternalfactorsincompanywillalsoa f f e c t theresultsoftheadvertisingcampaign

 Lackofcrossfunctioncooperation,and

 Unclearroleofmanagementinorganization

SearchingfromtheliteraturesandrealityatISB,Ifoundsomesolutionsandwouldp r o p o s e

actionplans:BoardofDirectorandmanagesshouldjointlyfinishISBb u s i n e s s strategiesf ornextfiveyears,developappropriatesalarypolicies,anda c co m p an y i n g specificKPIs.

Developstandardandprofessionalworkprocesses…

ISBwillmeetsomedifficultiesinimplementingabovesolutions.ISBmanagerswillh a v e toincreasethetimespentworkingtogetherandtheywillbepressuredonthis

volumeofwork.Soneedgreateffortsfromthemanagementpositionsaswellasther o l e oftheHRmanagerareverynecessary.

Wedonotneedi n c r e a s e financialbudgetforthischange.Thebudgetfort e a m b u i l d i

n g activitieswillbethesameasinpreviousyearsbutitneedstobemoreeffective.Thebudgetforsalariesandbonuseswillnotchangemuch,butitwillbed iv i d ed moreappropriatelyandclearlybasedonindividualperformance

PART1:BACKGROUND

OnlineadvertingisaformofpromotionthatusingtheinternetandWorldWideWebmarketingmessagetoattracttargetcustomers.AlongwiththerapidincreaseinthenumberofInternetusersaroundtheworld,theWorldWideWebhasbecome

oneofthemosteffectiveadvertisingmediuminthisdecade(LouisaHaPh.D.,2012).Amajoradvantageofonlineadvertisingisthequickpromotionofproductinformationw i t h o u t geographicalboundarylimits

AtISB,AdsisrunonmediatoolssuchasGoogleAdwords,Facebook,Adnetwork,an dPRarticlesonsomeonlinebusinessmagazineswithamediumbudgetandwitht h e armofgrowthrecruitedstudentsfromthissource

 2017salesreportprovidedbysalesdepartmentshownthattherearenoI S B M B A stud

entrecruitfrom2017onlineadvertisingcampaignsource(totalr e c r u i t e d studentinthisyearis60

 Andin2018salesreport,numbersofISB.MBAstudentgettingfrom2018onlineadverti

singare8students(totalrecruitedstudentinyearis73,equivalentto11%)

(summaryattable1)

uldpaymoreattention

 Facebook_Leadadsget11potentialprofilesbuttakennotethat―althoughFacebook_Leadadshasconversionandgetcustomerdatabasebutalmostdataisnotquality‖

 Thiscampaignhasonlytotal11potentialprofiles

 MsThaoLamnotes―thecampaignneedfindmoreusefulchanneltogetmorecustomerdatabase‖

ContinuingIinterviewISBsalesmanager,Ms.LinhLe,andaskher―whydohavingf l u c t u a t i o

n ofsalevolumein2017 and2018‖Shesaidthat:

 In2017,customerdatabasegettingadvertisingcampaignispoorqualityandlowquantity.Sosalesdepartmentdonotapproachmanytargetcustomers

gjustruninshorttime,―hasonlyabout1monthtopromote‖

 ―DifficultieswhendoingcommunicationforISBMBAaretime.Thetimew h en UEHapprovesadmissionsandendsenrollmentisabout4months,fromMaytoAugust‖

 ThePRarticlesr u n inMayandJuly.An

dMs.LinhLealsosaidthat:

 OnlinePRarticlesrunatw r o n g timeandneedexpandA d s onmoremanybusinesseditors

 Bothcampaignsin2017and2018runtoolate.PotentialcustomersknowaboutI S B M B

A lately

Comingbacktoonlineadvertisingreports,weseethat:

 Facebook_Leadad,editorssuchasVnexpress.net;News.zing.vnandCafef.vno r bannersrunonAdnetworkgetlowoutcome

 Needsearchmoreusefulmediumandneedaneffortr u n advertingassoonaspossible

ForpotentialcauseNo.3,highpercentofdelayedpotentialprofiles,Ms.LinhLesaidthat:

 In2018,p o t e n t i a l profilesgettingfromAdsonADRpackageofVietnamworksa n dGoogleistoolate,somanypotentialaudienceshavenoenoughtimetop r e p a r e forISB

MBAexam(about20 thAug)

 Delayedabout40potentialprofilesneedfinishacertificateofeconomicsatshortcourses(suchasPreMBAcourseatISB)beforeattendISB.MBAexam

 PreMBAcourseatISBneedreformofteachingmethodtocreatemoreflexiblea n d convenientfortargetcustomers

III UPDATEDCAUSE–EFFECTMAP

AccordingtoE.W.T.Ngai(2001)inanarticle―SelectionofwebsiteforonlineadvertisingusingAHP‖

heidentified―impressionrateismeasurebycountingeachtimethatapagedisplayingthebanne

risviewed:itgivesadvertisersasenseofthet r a f f i c atthesite.Apageviewdiffersfromahit:aviewinvolvesthenumberoftimesa pagehasbeenaccessed,whereas,ahitcountsthenumberoftimesthatallelementsinapage,includinggraphics,havebeenaccessed.Thisimpliesthatthehigherthenumberofimpressions,thehigherthechancethatabanneradvertisementwillbev i e w edbypotentialcustomer‖

(CTR)istheaveragenumberofclick-throughsperhundredadimpressions,e x p r e s s e d asapercentage,toarriveatthedestinationsi te.A highclick-throughrate

e,orderform,messageform,etc.And―Lead”ist h e focalpointofbusiness,businesscancollectt

hisinformationinavarietyofways,includingonlineandofflinemarketing:fillintheform,conferences,trades h o w s …

nestimatedKPIone

Intheinterview,ThaoLamalsosaidthatwehaveconversionsonFacebookin2017c amp a ig n butthisconversion(Lead)ispoorqualitysoleadtocloserationis0%.

‖,becauseifadvertisingeffectivenesssignificantlyenhance,theywillbeoneofvitaltoolstoreachISBvolumegoal

Choosingrighttimeandrightmediumareoneofimportantstepsinadvertisingplan.I n limitti

me,Iwillprioritizeresearchoncentralproblem―toolateofonlinea d v e r t i s i n g campaign”to

discoverrealcausesandproposalforsolutions

Withthisproblemofinterest,theonlineadvertisingcampaignrunstoolate,Ithinkthatboardsofdirector(BOD)andmarketingdepartmentatISBhaveenoughcontrolo n solvingproblem

ReformingofteachingmethodofPreMBAclassalsoisanimportantelementtoe x p a n d volume,however,theyinvolveinmanyotherdepartments(suchasproduction,testing,faculty)aswellasacademicquality.Tosolvethisproblem,BODandISBdepartmentsneedtakemuchtimefortheresearch.Myworkscopeisoutsidethisfield,solowefficiencyofPreMBAcoursewillbestopresearchhere

PART2:PROBLEMJUSTIFICATION

I POBLEMDEFINITION

InJournalofCurrentIssues&ResearchinAdvertisinghasanarticle:―OnlineA d v e r t i s i n g ResearchinAdvertisingJournals‖byLouisaHaPh.D(2012).Thearticleshowthat―authorpropose

sthedefinitionofonlineadvertisinga s deliberatem e s s a g e s

placedonthird-partywebsitesincludingsearchenginesanddirectoriesavailablet h r o u g h Internetaccess.Deliberate

messagesmeanthatthead ve rt ise r intendstoplacethemessageontheo n l i n e medium Theya r e n o t u n s o l i c i t e d listingonthird-party sites‖

AccordingtoE.W.T.Ngai(2001),heidentifiedfiveevaluationcriteriathatcanwereusedinsele ctingthemosteffectivewebsiteforonlineadvertisingasfollows:

Innextpart,wewillbasesomecriticalfigures(suchasimpression,conversions,costp e r sales(C

PL)andROI)toevaluateeffectiveofGoogle,Facebook,ADRpackageof

II PROBLEMEXISTENCE

EntranceexaminationofISB.MBAisoftenorganizedatthemidofAug(about20 thAug)byUEH/

ISBanddeadlineofapplicationformisabout31 stJul Studentsneedt a k e from2weeksto7week

Basingonsalesdatabase,informationofsomepotentialprofilesformtheadvertisingcampaignisshownasfollows:

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Channel Impression Click Conversion

Facebook 1,239,922 22,165 11 0 36,164,800 29 1,632 3,287,709 Loss Google

Channel Impression Click Conversion

Conversion:a conversionmusthappenafteraclick,andisalwaysmorevaluablethana click.Aconversioncanbeanysortofactionwewanttheusertotakesuchasfillingo u t aformtogivecustomerinformation

Sales:makinganpurchaseaction(aconversionbecomearealcustomer)

ROI:isthemostimportantfactorforanymarketingcampaign,itwillgiveusanideao f howprofitablerateitistoinvest

Inthelasttwoyear,effectiveofFacebookandAdnetworkislowwithcostperconversion ish

ighaswellasROIisloss.

Fromtheanalyzing,weseethatcombiningaboveindexeswithsearchingotheractivitiesinfluen

cedonlowoutcomeofsales,wewillhavereasonabledecisionsinchoosingrightmedium

Finally,IalsohaveaninterviewwithLeAnBinh,afourthyearstudentofUniversityo f Economi

csHoChiMinhCity(UEH),tounderstandhowatargetaudienceknowa b o u t ISB.MBAandtheresultisasfollows:

ding Question5: DoyouknowISB.MBAprograme?

t h e program‘sinformationandmakingd e c i s i o n studying Choosingarightuniversityandas u i t a b l e

Afewo nl i n

e advertisin gactivities

LeAnBinhisatargetaudienceofISB.MBA,heknowsabouttheprogrambecauseheisstudentofUEH.HehasalotofchancetogetISB.MBAinformationfromUEH‘slecturerandhisfriendsthanothers.Almost,hedoesnotseeanyonlineadvertisinga b o u t theprogram

AccordingtoMichaelR.Lewis,considerwhichtypesofmediatouseandthinka b o u t timing

areimportantitemsinidentifyingatargetaudiencepart.Determiningw h i c h typesofmediatous

ecanbedifficult.Weneedadvertiseinmediumthattargeta u d i e n c e s interactwiththemfrequently.Considerbothtargetaudienceandtheirhabitsw h e n determiningwhatformsofadvertisingt

opurchase.Thinkabouttiming,MichaelR.Lewisalsostatesthat“evenifyougeteverything

elseperfect,youstillneedtoadvertisetoconsumersatatimewhentheyarethinkingabout buying‖.

ea d v e r t i s e m e n t willattractlessthan6,000users,butwiththesameamountofmoneyo n l i n e, atleast100,000userswillbeattractedandconsequentlymaybeinterestedinyourproduct ‖

AccordingtoJeninfer(1998),thedifferenceintraditionalmediaandonlinemediaasfo llows:

Inanonlinearticle―Sevenreasonswhyyourbusinessneedsonlinemarketing‖byMyraBari(2017)showsfewreasonswhybusinessshouldconsideronlinemarketinga s follows:

ShivendraTiwarisaidmorethat:onlinemarketingisalsoquiteeffectiveinmaintaining great

onlinereputationforbusinessorbrand,whichisveryimportantnowadays.Intoday‘stime,whe

napotentialcustomerwantstomakeapurpose,theyf i r s t searchesonline.Thereforehavingpositiveandimpressivereputationonthewebw o u l d helpusgainnewcustomer

Fromabovetheory,weseethatproblems―toolateofonlineadvertisingcampaign‖a n d ―inap

propriateofsomeonlinemedium‖areimportantmistakesmadewhenbuild

andrunadvertisingcampaignatISB.Thisleadstolowsalesvolumefromthecampaign aswell aslowreturnoninvestment(ROI)inadvertising,forexample,ROIof2017campaignislossan

PART3:CAUSESVALIDATIONANDSOLUTIONS

I CAUSESVALIDATION

AsIpresentinthepartofthecentralproblemofinterest,Iwillmainlyfocusontofindouttherealcauseofproblem―lateofonlineadvertisingcampaign‖aswellasproposalsomeinternalcausesinmarketingmanagementinfluenced―inappropriateofsomeo n l i n e medium‖.A s limitationofmyknowledgeinmarketingfield,Iwillnotdeeplyanalyzeintechnicalofdigitalmarketing

InthesubsequentroundsofinterviewwithMs.ThaoLam,Iaskher―yourdepartmentdo esnothavemarketingmanagerin2018,howdoyoufeel?

‖Shesaidthat―marketingmanagerisverynecessary,whointerpretsISBmarketingstrategyintodetailedmarketingplan‖.In2018,MrQuan,directorofISB,becomethe

directmarketingmanager,andheinformsThaoLamaboutISBmarketingstrategic,howeverhehasnote n o u g h timetogowithherindetailedmarketingactions.Andshealsosaidmorethat,attheendof2017,herdepartmenthasawellpreparationfor2018marketingplan;

Continuously,IhaveatalkwithMrQuan,hesaysthat―someactionsin2018isapprovedlatesuchasbrochureprintingoradmissionnotificationissueandotherthings.Marketingplanischangedandsomeotherplanshappenatlastminutes‖.Heisn o t satisfiedwithcontentsinmarketingmess

ages.PreMBAshortcourseisnotwellp r e p a r e d Hethinksthatthelackofcrossfunctioncoop

erationandunclearroleofmanagementinorganizationarecausesoftheseproblems.MrQ

uanalsosharesmore―whensalevolumedoesnotmeettheKPI,Idonotknowwhoisthemostresponsibleforthisissue?‖

Int h e o r y

,cross-functionalcooperationreferstotheextentt o whicht h e r e isa s t a t e o f c o l l a b o r

a t i o n betweens a l e s andm a r k e t i n g a n d theo t h e r functiont h a t ischaract

erizedbyunityofeffort(Korhonen&Sande,2014).Theroleofm a n a g e m e n t isto

moveanorganizationtowardsitspurposesorgoalsbyassigningactivitiesorganizationmembersperform(https://managementinnovations)

ReturnthetalkwithThaoLam,shesaidthat―Ireallydonotknowwhoorwhichdepartmentisresponsibleforissuingadmissionnotice‖and―Idonotseeyetthefinalr e s u l t oftherecruitmentthisye

Manyresearchershavenotedpersonalitydifferencesbetweenfunctions(cf.Abita,1 9 8 5 ; Gupt

aetal.,1985,1986;LucasandBush,1988).Moreover,eveniftheexistenceofstereotypesisnotbasedonfacts,ifoneortheothergroupbelievesinthem,thisbeliefalonemaybecomeabarriertomutualunderstanding(GriffinandH a u s e r , 1996).Toovercomesimilarbarriers,researchersseekmechanismstoenhanceu n d e r s t a n d i n g , buildtrustandimprovethequalityoftherelationship(Guptaetal.,1 9 8 6 , 1987)

ReviewtalkswithMsThaoLam(marketingexpert)aswellaswithMsLinhLe(salesmanager)Irecognizethatthesetwodepartmentshaveaphysicalbarrierhappen.Theirw o r k locationisnotthesameroomandtheyarelackofinformalorfacetofacec o m m u n i c a t i o n Ms.ThaoLamandMs.LinhLealsohavepersonalitydifferences;forexample,Ms.ThaoLamwithexperienceinmarketingfield,shethinksthatPRarticlesonlyneedadvertisingonsomechannels(3channelsin2018).MsLinhLetaketheo p p o si t e view,shesuggestthatPRarticlesshouldberunonmoremanychannels.

Fromtheabovetheoryandpractical,Iseetherealinternalcausesleadedtolatea c t i o n s andina

ppropriatedigitalcampaign,asfollows:

Amongcauseslistedabove,Irecognizethatlackandunclearofmanagementroleinmarketing

activitiesistheoverallcauseofactionplanchangeatlastminutesorlackofm a n a g e m e n t support

Lackofcrossfunctionalcooperationalsoisthemaincausetoleadtocrossf un ct io n a l knowle

dgeorcrossfunctionalinformationsystem.Whenfunctionaldepartmentscooperationwell,personalitydifferenceswilldecreaseorphysicalbarriersw i l l notbecomeanimportantproblemtosolve.Whenallstaffsordepartments

teams, departments, and functions—along with solutions for each:

enhancecommunicateeachother,theywillgetbetterunderstandtheworkofotherdepartments

functionalcollaborationshouldbeeasierthanever.WecaninstantlycontactcoworkerswithSlack.WecansharedocumentsacrosstheglobewithG o o g l e Drive.WecanassigntasksandcollaborateonprojectsinAsana.However,introducingnewsoftwaretoyourteamisn‘talwaysenough.Youlikelyhaveother,moreinterpersonal,barrierstoovercomeaswell‖

―Forexample,collaborationtoolsplayakeyroleincoordinatingworkbetweenthep r o d u c t andmarketingteams.However,theyalsoemphasizetheimportanceofc o n s t a n t communication,cleardelegationofresponsibilities,andcompany-

wideknowledgeofupcomingproductlaunches.Alloftheseingredientsfeedintotheirab i li tytosuccessfullycollaborateacrossmultipleteams—andtheirmarketingc a m p a i g n s are

strongerforit‖ (Jessie,2017)

AccordingtoJessie,cross-functionalcooperationcanunlockopportunitiesforcompaniestodotheirbestpossiblework.5commonbarrierstocollaborationacross

FromsourcebyJason,https://www.projectmanager.com/blog/6-tips-developing-cross-functional-teams

AndaccordingtoJason:communicationsshouldbealsohelpedbythesoftwares,asitfostersconversationsingroupsorinone-on-

onesituations.Inthedialogues,teammemberscansharedocuments,linksandotherrelatedmaterialtohelpthemcollaborate