AN INTERNSHIP REPORT ON SOCIAL MEDIA MARKETING AT KFIRE EDUCATION (April 2023 July 2023)

This internship report provides a comprehensive overview of my experience working as a social media marketing at KFIRE Education from April 2023 to July 2023. Throughout my internship, I had the opportunity to work closely with the social media marketing team, gaining valuable handson experience in various aspects of social media marketing.The report begins by introducing KFIRE Education, a leading online education platform focused on providing quality education to students worldwide. It then discusses the objectives and scope of my internship, which aimed to develop and implement effective social media marketing strategies to increase brand awareness and engagement on various social media platforms.Next, the report details the various tasks and responsibilities I undertook during my internship, including content creation, social media management, analytics tracking, and influencer marketing. I also discuss the challenges I faced and the skills I developed throughout the internship, including creative thinking, problemsolving, and communication.In addition, the report highlights the key achievements and outcomes of my internship, such as increased social media engagement, improved content quality, and enhanced brand awareness. Finally, I conclude the report by reflecting on my overall experience at KFIRE Education and the valuable skills and knowledge I gained during my internship.Overall, this report provides a comprehensive overview of my internship experience at KFIRE Education and showcases the importance of social media marketing in promoting and growing a business in todays digital age.

UNIVERSITY OF FINANCE - MARKETING

FACULTY OF FOREIGN LANGUAGES

- -INTERNSHIP REPORT

AN INTERNSHIP REPORT ON SOCIAL MEDIA MARKETING AT KFIRE EDUCATION

(April 2023 - July 2023)

STUDENT: Tran Dinh Chinh

STUDENT ID: 2163010198

CLASS: DH2K6TALTT1

LECTURER: Le Xuan Quynh Anh, M.A.

Ho Chi Minh city, 04 2023

During the reporter's internship, he received invaluable assistance that helped himovercome challenges and successfully complete his internship

First and foremost, the reporter would like to express his gratitude to the University

of Finance and Marketing, especially the Foreign Language Faculty, for providinghim with the essential knowledge and foundation for his future career

The reporter is particularly thankful to his instructor, Ms Le Xuan Quynh Anh, whoguided and advised him throughout the internship She diligently reviewed eachstage of his report, highlighting areas for improvement and offering valuablesuggestions Following her guidance, the reporter was able to complete his report ontime and with success

The reporter extends sincere thanks to Mr Nguyen Phu Quy, the individual whohired him as an intern and provided him with invaluable guidance Under Mr Quy'ssupervision, the reporter witnessed significant personal growth and development.Lastly, the reporter is grateful to all his colleagues and friends who supported him,offered valuable advice, and helped him overcome various challenges during hisinternship

However, the reporter acknowledges that his family played an instrumental role inhis successful completion of the internship Their unwavering support,encouragement, and financial assistance were crucial during this period Thereporter cannot express enough gratitude to his family members

In summary, the reporter wishes to express profound appreciation to all those whosupported and assisted him during his internship

Social media marketing is crucial for organizations, as it provides a powerfulplatform to connect with the target audience, promote services, and engage withstudents and parents It enhances brand visibility, attracts prospective students, andenables direct communication and support Social media also fosters community,collaboration, and resource sharing among students Through this internship, thereporter gained valuable insights into social media marketing at KFire Educationand offered suggestions for improving marketing activities In this report, thereporter has clearly stated the reasons for choosing the topic as well as the goals tolearn about the recruitment process at the company The report consists of sixchapters To conduct the internship well, the reporter researched the history,development process, working environment, organizational structure, mission, andvision of the company, which are presented in Chapter 1 Chapter 2 is about theinformation and functions of the Marketing Department because this is the placewhere the reporter conducted the internship To implement the social mediamarketing campaign well, the reporter has provided definitions related to socialmedia, social media marketing, and social media marketing platforms, as well asKFire Education's social media marketing status, which are introduced in Chapter 3.Chapter 4 describes what the reporter did during the 10-week internship at thecompany In Chapter 5, the reporter pointed out his strengths and weaknesses, aswell as the experiences and skills he has accumulated from the internship Apartfrom the conclusion, in chapter 6, the reporter has highlighted some lessons forhimself, including improving his knowledge, learning more about digital marketingand social media marketing, and practicing English communication skills, as well asproposing some recommendations for the company

TÓM TẮT

Tiếp thị truyền thông xã hội rất quan trọng đối với các tổ chức, cung cấp một nềntảng mạnh mẽ để kết nối với đối tượng mục tiêu, quảng bá dịch vụ và thu hút họcsinh cũng như phụ huynh Nó tăng cường khả năng hiển thị thương hiệu, thu hútsinh viên tương lai và cho phép giao tiếp và hỗ trợ trực tiếp Phương tiện truyềnthông xã hội cũng thúc đẩy cộng đồng, cộng tác và chia sẻ tài nguyên giữa các sinhviên Thông qua đợt thực tập này, báo cáo viên đã có được những hiểu biết quý giá

về tiếp thị truyền thông xã hội tại KFire Education, đưa ra những đề xuất để cảithiện hoạt động tiếp thị Trong báo cáo này, tác giả đã nêu rõ lý do chọn đề tài cũngnhư mục tiêu tìm hiểu về quy trình tuyển dụng nhân sự tại công ty Báo cáo baogồm sáu chương Để thực hiện tốt chuyên đề thực tập, tác giả đã tìm hiểu lịch sửhình thành, quá trình phát triển, môi trường làm việc, cơ cấu tổ chức, sứ mệnh vàtầm nhìn của công ty được trình bày trong chương 1 Chương 2 trình bày về thôngtin và chức năng của phòng Marketing vì đây là nơi phóng viên tiến hành thực tập

Để thực hiện tốt chiến dịch social media marketing, phóng viên đã đưa ra các địnhnghĩa liên quan đến truyền thông mạng xã hội, tiếp thị truyền thông mạng xã hội,các nền tảng tiếp thị truyền thông mạng xã hội và hiện trạng tiếp thị truyền thôngmạng xã hội của KFire Education được giới thiệu trong chương 3 Chương 4 mô tảnhững gì tác giả đã làm được trong 10 tuần thực tập tại công ty Ở chương 5, tác giả

đã chỉ ra những điểm mạnh, điểm yếu cũng như những kinh nghiệm, kỹ năng đãtích lũy được trong quá trình thực tập Ngoài phần kết luận, trong chương 6, tác giả

đã nêu ra một số bài học cho bản thân như trau dồi kiến thức, tìm hiểu thêm về tiếpthị kỹ thuật số, tiếp thị truyền thị truyền thông mạng xã hội và rèn luyện kỹ nănggiao tiếp tiếng Anh cũng như đề xuất một số khuyến nghị cho công ty

COMPANY’S COMMENT

Intern: Tran Dinh Chinh

Time of internship: 04/2023 – 06/2023

Supervisor: Nguyen Phu Quy

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SUPERVISING LECTURER’S REMARKS

1 Progress score:

2 The report’s score and comments:

-

REVIEWER’S REMARKS

The report’s score and comments:

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TABLE OF CONTENTS

ACKNOWLEDGMENTS i

ABSTRACT ii

TÓMTẮT iii

COMPANY’S COMMENT iv

SUPERVISING LECTURER’S REMARKS  v

REVIEWER’S REMARKS vi

TABLE OF CONTENTS vii

LIST OF FIGURES ix

INTRODUCTION 1

1 Reasons for choosing the topic 1

2 Purposes of the internship report 1

CHAPTER 1: COMPANY BACKGROUND 3

1.1 History 3

1.2 Development 4

1.3 Mission and Vision 5

1.3.1 Mission 5

1.3.2 Vision 5

1.4 The organization's structure 6

CHAPTER 2: MARKETING DEPARTMENT AT KFIRE EDUCATION 9

2.1 Information 9

2.2 Department Function in the Company 9

2.2.1 Brand Management 10

2.2.2 Advertising and Promotions 10

2.2.3 Digital Marketing Management 10

2.2.4 Social Media Management 10

3.2 Status of Social Media Platforms at KFire Education 14

3.2.1 Social Networks 15

3.3 Email marketing 20

CHAPTER 4: JOB DESCRIPTION 21

CHAPTER 5: FINDINGS AND EXPERIENCES 29

5.1 Findings 29

5.1.1 Strengths 29

5.1.2 Weaknesses 29

5.2 Experiences 29

5.2.1 Knowledge 29

5.2.2 Skills 30

5.2.3 Attitude 30

CHAPTER 6: CONCLUSION AND RECOMMENDATIONS 31

6.1 Conclusion 31

6.2 Recommendations 31

6.2.1 Recommendations for the reporter 31

6.2.2 Recommendations for KFire Education 31

6.2.3 Recommendations for the University of Finance – Marketing 33

REFFERENCES 35

LIST OF FIGURES

Figure 1.1: Logo KFire Education 4

Figure 1.2: The organizational structure of KFire Education 6

Figure 3.1 Fanpage KFire Education 16

Figure 3.2 Zalo links on every Facebook post 17

Figure 3.3 Zalo post 18

Figure 3.4 Tiktok KFire Education 19

Figure 3.5 Youtube KFire Education 20

Figure 3.6 Email domain KFire Education 21

Figure 6.1 Digital Marketing Funnel 33

1 Reasons for choosing the topic

Digital marketing plays a pivotal role in today's highly connected and driven world It has become essential for businesses of all sizes and industries toembrace digital marketing strategies to effectively reach and engage with theirtarget audience The importance of digital marketing lies in its ability to expandbrand awareness, generate leads, drive website traffic, and ultimately increaseconversions and revenue Unlike traditional marketing methods, digital marketingoffers a wide range of channels and tools such as search engine optimization (SEO),social media marketing, content marketing, email marketing, and paid advertising,providing businesses with various avenues to connect with their customers in apersonalized and targeted manner Moreover, digital marketing allows for preciseaudience targeting, enabling businesses to reach the right people at the right timewith the right message It also provides the ability to track and measure the success

technology-of marketing campaigns in real-time, allowing for data-driven decision-making andoptimization In today's digital age, embracing digital marketing is no longeroptional but necessary for businesses to stay competitive, build brand authority, andfoster long-term customer relationships

Moreover, social media marketing has become increasingly crucial in today's digitallandscape It offers immense opportunities for businesses to connect, engage, andbuild relationships with their target audience on popular social media platforms.The importance of social media marketing lies in its ability to enhance brandvisibility, increase brand awareness, and establish a strong online presence Byleveraging social media channels effectively, businesses can showcase theirproducts or services, share valuable content, and interact directly with theircustomers Social media marketing allows for targeted advertising and preciseaudience segmentation, ensuring that messages reach the right people at the righttime It also facilitates customer feedback, reviews, and recommendations,providing valuable insights for businesses to improve their offerings Moreover,

social media platforms serve as a hub for user-generated content, which can amplifybrand reach and credibility With the widespread usage and influence of socialmedia, businesses that embrace social media marketing can tap into a vast pool ofpotential customers, foster brand loyalty, and ultimately drive business growth.With the model of Kfire Education based on a Learning Management System(LMS) and social media platforms, social media marketing becomes more importantand considered as one of the key strategies to develop aggressive business growthand especially Furthermore, the reporter is also very interested in social mediamarketing and desires to develop his career in that direction For the reasonsmentioned above, the reporter chooses the topic “An internship report on socialmedia marketing at Kfire Education”.

2 Purposes of the internship report

There are three key goals that should be achieved throughout the 10-weekinternship at the organization First and foremost, in terms of knowledge, thereporter aims to use what he has learned about Social Media marketing to increasebrand awareness of KFire Education and learn more about brand architecture andsocial media algorithms Next, in terms of skills, the reporter wishes to develop hardskills in data analysis while gathering on social media platforms as well as softskills in communication, dealing with practical challenges, and problem-solving inorder to contribute to the company's success Finally, the reporter anticipatesworking in a friendly, flexible, and professional atmosphere with numerous currentmarketing technologies, as well as having the opportunity to work with experienced,inspirational, pleasant, open-minded, and active managers who constantly care for,trust, and assist their employees while also insuring their long-term commitment tothe firm

CHAPTER 1: COMPANY BACKGROUND 1.1 History

In 2014, Mr Nguyen Phu Quy initiated a website focused on sharing TOEICknowledge The following year, in November 2015, the company established anOnline center that attracted over 1000 students In the same year, KFire developed aspecialized piece for business consulting and training Moving forward to 2016,KFire ventured into the Marketing Automation segment, introducing the TriggerMbrand with the Mautic system By 2017, TriggerM had experienced significant salesand provided the Mautic platform to numerous businesses, both large and small.Meanwhile, the company's revenue and the number of trainees from TOEIC onlineactivities continued to grow Finally, in 2021, Mr Nguyen Phu Quy rebranded thecompany, changing its logo and domain name from firetoeic.com totienganhthayquy.com

Knowledge Fire Education And Training Company Limited, also known asKnowledge Fire Ltd Co (KFire), is a company operating in the field of educationand training The company's tax code is 0314067372, and their official website ishttps://tienganhthayquy.com/ For inquiries, they can be reached via email atquynguyen@tienganhthayquy.com The company's head office is located at 144National Road 1K, Linh Xuan Ward, Thu Duc District, Ho Chi Minh City,Vietnam Contact can also be made through phone or fax at 0921898271 KFirecommenced its operations on October 18th, 2016, with the necessary licensesobtained on the same date Mr Nguyen Phu Quy serves as the director of thecompany, and its main location is in Ho Chi Minh City

Knowledge Fire Education And Training Company Limited (KFire) specializes inthree main business lines Firstly, they offer English education services, focusing onproviding high-quality language learning programs Through their website,tienganhthayquy.com, they offer comprehensive English courses and materials tohelp individuals improve their language skills, particularly in the context of the

TOEIC exam Secondly, KFire provides enterprise training services They offerspecialized training programs tailored to meet the needs of businesses Theseprograms cover a range of topics, including business consulting, professionaldevelopment, and skills enhancement By offering targeted training solutions, KFireaims to help companies optimize their performance and equip employees with thenecessary knowledge and skills for success in the corporate world Thirdly, KFireengages in selling marketing solutions Leveraging their expertise in the field ofmarketing automation, they offer businesses innovative marketing solutions underthe brand name TriggerM This includes utilizing the Mautic system, which is acomprehensive marketing automation platform Through TriggerM solutions, KFireassists businesses in automating their marketing processes, enhancing customerengagement, and driving effective marketing campaigns With their diversebusiness lines, including English education, enterprise training, and marketingsolutions, KFire aims to provide holistic and comprehensive services to individualsand businesses alike.

Figure 1.1: Logo KFire Education

(Source: Marketing Department at KFire Education)

1.2 Development

Formerly a website to share information about TOEIC taught by Mr Nguyen PhuQuy, with his devotion in just one year, more than 1000 students bought TOEICcourses from basic to advanced teachers, from people who lost corners to those

who wanted to practice to get higher scores Very suitable for self-study students,employees who need to pay TOEIC periodically.

In addition to operating the company and teaching TOEIC, Nguyen Phu Quy is also

an expert in the field of business consulting, so in 2015 he decided to develop moreconsulting for small and medium enterprises

In the process of developing this new segment, he sees the importance oftechnology application in the development, generating sales for businesses, withtinkering and creativity In 2017, he brought in a new company a very newMarketing Automation solution in the Vietnam market, a platform called Mautic.Currently, the main source of income is still the TOEIC Fire Training Center withmore than 1000 students enrolling each year, and selling the Mautic solution,consulting and training business is in the process of market development and thereare quite a few contracts being deployed in Hanoi and Ho Chi Minh City

1.3 Mission and Vision

1.3.1 Mission

The mission of Knowledge Fire Education and Training Co., Ltd (KFire) is centeredaround its commitment to strengthening the competitive edge of the Vietnameseknowledge workforce within the context of globalization and internationalintegration KFire's overarching objective is to facilitate effective communicationand foster proficiency in foreign languages, thereby empowering individuals tonavigate and excel in a globally connected world By embarking on this mission,KFire strives to be a steadfast partner in supporting individuals in their journey toexplore the beauty and nuances of languages, while equipping them with thenecessary skills and knowledge to establish a solid foundation for their futurecareers With a resolute dedication to excellence, KFire aims to contribute to thedevelopment of a knowledgeable and skilled workforce that can readily embraceand thrive in the challenges and opportunities presented by the contemporary globallandscape

1.3.2 Vision

The Vision of Knowledge Fire Education and Training Co., Ltd (KFire)encompasses a forward-thinking perspective aimed at establishing itself as a highlyesteemed and distinguished Foreign Language Training Center With a resolutefocus on excellence, KFire aspires to be the premier and preferred choice forstudents seeking language training in Vietnam By consistently delivering trainingcourses of unparalleled quality and utmost effectiveness, KFire aims to set a newstandard of excellence in language education Through innovative and cutting-edgeinstructional approaches, state-of-the-art facilities, and a team of highly skilled anddedicated educators, KFire envisions a future where it stands as an unrivaledinstitution in the field of language training By continuously adapting and staying atthe forefront of educational advancements, KFire strives to provide students with animmersive and transformative learning experience that equips them with thelinguistic proficiency, cultural understanding, and communicative competencerequired to thrive in an increasingly interconnected and multicultural world Withunwavering commitment, KFire endeavors to shape a generation of languagelearners who possess the knowledge, skills, and confidence to confidently engagewith global communities and achieve remarkable success in their personal andprofessional endeavors

1.4 The organization’s structure

Figure 1.2: The organizational structure of KFire Education

(Source: Human Resources Department at KFire Education)

In total, the company has 6 divisions Each department has its own function

The Director: Mr Nguyen Phu Quy is the owner of both businesses (KFire &

TriggerM) He motivates the companies' employees and boosts the growth andincome of the organization by making plans for what to do and what to accomplish.KFire is increasingly well-known and profitable Additionally, he manages allactivities related to the construction and development of products and services inthe company

Department of Marketing: This department is responsible for collecting market

information to identify needs, target markets, and new markets They also build,orient, and develop the "KFire Education" brand on technology platforms.Moreover, this department advises the director and head of sales of KFire Education

on monthly and annual marketing programs

Department of Recruitment: This department selects and recruits new personnel

for the organization They collaborate with other divisions to assess eachdepartment's human resource needs, develop an employment program and strategy,and begin recruiting personnel

Department of Educational Affairs: This department has an academic

management team that develops and implements all academic policies andprocedures They manage the curriculum, approve the curriculum, supervise courseselection and admissions, prepare all academic materials including coursetranscripts and graduation certificates, administer exams, and administer exams forstudents at the end of a course

Department of Accounting: This department is highly valued by the company.

They advise company leaders and organize the implementation of the following

tasks: timely and complete accounting of all assets, equity, liabilities, collectionactivities, financial expenditure, and financial plan of the unit They also adviseleadership and inspect and supervise the accounting management.

Department of Sales: This department consults with the director on market

distribution for marketing automation tools They are in charge of research andproduct development, as well as building and developing potential customers tobring sales to the company

Department of Customer Care: This department is in charge of customer care

issues and checks the information of students and customers to ensure highsatisfaction by responding to their requests as quickly as possible

CHAPTER 2: MARKETING DEPARTMENT AT KFIRE EDUCATION

2.1 Information:

The marketing department at KFire Education plays a vital and dynamic role in theoverall operations of the company Comprised of a team of dedicated professionals,the department is responsible for devising, executing, and monitoring marketingstrategies to promote the company's products and services Led by Mr Nguyen PhuQuy, who serves as both the CEO and the marketing manager, the departmentconsists of 12 employees, including content creators, social media specialists, andgraphic designers Besides, operating within a collaborative and innovative workenvironment, the marketing department values teamwork, creativity, andadaptability Regular brainstorming sessions, knowledge sharing initiatives, andcontinuous learning opportunities foster a culture of growth and developmentamong team members This environment encourages the exploration of new ideas,the implementation of innovative marketing approaches, and the pursuit ofexcellence in marketing campaigns Open communication channels and asupportive atmosphere are key aspects of the department's operations Effectivecollaboration and problem-solving are facilitated through transparent andconstructive communication, ensuring that team members are able to contributetheir insights, expertise, and perspectives to drive successful marketing outcomes.The marketing department at KFire Education is an integral part of the organization,working diligently to establish a strong brand presence, attract target audiences, andcontribute to the overall growth and success of the company Through theircollective efforts, the team strives to deliver impactful marketing strategies thateffectively communicate the value and benefits of KFire's products and services tothe intended audience

2.2 Department Function in the Company:

The functions of the marketing department encompass various activities that areessential for promoting products, services, or brands and ultimately driving businessgrowth Here are some common functions of marketing:

2.2.1 Brand Management

Brand Management is a key function within the Marketing Department at KFireEducation The Branding team plays a critical role in managing and enhancing thebrand image of KFire Education Their responsibilities include defining andmaintaining brand guidelines for all English campaigns and Toeic books, ensuringconsistent branding across various marketing platforms The Branding team'sobjective is to build trust, credibility, and recognition among parents and students

by carefully managing the brand identity Through their efforts, they aim toestablish a strong and positive brand image for KFire Education in the minds oftheir target audience

2.2.2 Advertising and Promotions

Another important function of the marketing department is to develop and executeadvertising and promotional activities The promotion team focuses on identifyingstrategic partnerships and sponsorship prospects with partners and local educationalinstitutions to enhance brand visibility and expand the reach of KFire Education to awider student base

2.2.3 Digital Marketing Management

The Digital Marketing team is responsible for overseeing and executing digitalmarketing campaigns across various platforms, including Facebook Ads, GoogleAds, GDN, Native Ads, and SEO On-page They meticulously monitor, analyze,and interpret data to optimize advertising strategies and make informed adjustments,with a particular focus on enhancing the effectiveness of direct advertising, such asincreasing leads or reducing the cost per lead Additionally, the team manages thecompany's CRM system and chatbot, working closely with the content and design

departments to ensure the highest efficiency and effectiveness in campaignexecution.

2.2.4 Social Media Management

The social media team is responsible for engaging with students through variouschannels, including the company's Fanpage, Facebook group, Zalo, TikTok, andYouTube They oversee content management and communication performanceacross all digital platforms utilized by the company, such as the website, FanpageFacebook, TikTok, YouTube, and Zalo, ensuring consistent messaging and effectivetranslation for projects and campaign materials Additionally, the team implementscommunication activities on online channels, utilizing social networks, SEO/SEMstrategies, customer experience initiatives, activation campaigns, and collaborationwith Key Opinion Leaders (KOL) and Key Opinion Consumers (KOC) to boostbrand awareness, expand the member base, and enhance brand development Theyalso collaborate with the Design and Content teams to create media publications,including menus, flyers, brochures, press releases, and point-of-sale materials(POSM)

CHAPTER 3: SOCIAL MEDIA MARKETING AT KFIRE EDUCATION 3.1 Social Media Marketing

3.1.1 Definition

Social Media

Social media encompasses online platforms and websites that enable users to create,share, and engage with content, as well as connect with others in a socialnetworking environment It serves as a means for users to express themselves,exchange information, and participate in virtual communities These platforms offer

a range of features, such as posting text, images, videos, and links, and facilitatinginteractions through comments, likes, and shares (Kaplan, A M., & Haenlein, M.,2010)

According to Kaplan and Haenlein's book "Users of the world, unite! Thechallenges and opportunities of Social Media" (2010), social media comprisesinternet-based tools that have evolved from the concepts and technologies of Web2.0 It empowers users to generate and exchange content among themselves

In essence, social media represents a modern form of communication that hasemerged within the web landscape, specifically Web 2.0, which offers numerousadvantages compared to its predecessor, Web 1.0 By leveraging internet tools,social media facilitates the flow of information It should be noted that social mediadiverges significantly from traditional Mass Media, which has long been established

as a conventional communication channel

Social Media Marketing

For business audiences, social media is often used in marketing activities to helpbusinesses reach their target customers The fact that marketers are looking to socialmedia is becoming more and more common, and many experts even think that this

is the new direction of marketing in the future Since then, a new concept hasemerged besides the concept of social media That is social media marketing

Because of the newness of this sort of marketing, there are currently several