Luận văn enrolment plan for bac thang long college

a INTERNATIONAL đco Bernt ấy RANs-IAC SCHOOL ETM RATONAL NERY NO UNIVERSITE DE NANTES Master's student: Nguyen Ba Truong Class: MKT6 - ISVNU FINAL PROJECT REPORT Enrolment Plan for

(a INTERNATIONAL đco

Bernt ấy RANs-IAC SCHOOL ETM RATONAL NERY NO UNIVERSITE DE NANTES

Master's student: Nguyen Ba Truong

Class: MKT6 - ISVNU

FINAL PROJECT REPORT

Enrolment Plan for Bac Thang Long College

Academic instructor: Nguyen Thi Hong Hanh (Phd)

Deadline: 30th May, 2018

Submit: 8th May, 2018

Supervisor's comment:

Mark:

ACKNOWLEDGEMENT

In order to complete the comprehensive final project of the marketing master program, beside personal effort, that is the enthusiastic instruction from delighted lecturers and family members’ support during the internship and thesis research to make the success

First of all, I would like to express my endless thanks and gratefulness to my supervisor

Dr Nguyen Thi Hong Hanh Her kindly support and continuous advices went through the process of completion of my thesis Her encouragement and comments had significantly enriched and improved my work Without his motivation and instructions, the thesis would

have been impossible to be done effectively

1 would like to thank to Prof Fabrice Clerfeuille, with his knowledge and expertise in marketing field did help me to have a comprehensive and deep understanding about a marketing research Thank to all lecturers, administrative officers from academic training department of ISVNU, Nantes University for helping me with a clear guidance and instruction

to my practical internship and thesis research process

During my internship, it was a good chance for me to work with Bac Thang Long College, where I have learned valuable experiences education marketing I would like to thank to BTL board of director and Mr Vu Van Hiep (the vice rector) who help me to indicate the real

problem and also to discuss about key possible solutions for the enrolment plan

Finally, I want to give many thanks to my family who give me sympathy, encouragement

and support to join and finish the master program.

1.3 Training scale and study programs

CHAPTER 2 RESEARCH MODEL & METHOD DESCRIPTIONS

2.5 Analyzing data plan

CHAPTER 3 SURVEY RESULTS,

3.1 Student demographic information

3.2 Student Enrolment behavior

3.3 Student information searching behavior

4.3.2 Marketing & financial goal

3 Target students & Training product positioning

APPENDIX 3 The transcribe of qualilalive research 79 APPENDIX 4 Survey stalistic analysis result 3

LIST OF FIGURES

1 Figure 0.1: Enrolment statistic from BTL annual report 5<

Figure 0.2: Model of consumer behavior (Phillip Kotler)-[4]

Figure 0.3: Model of consumer decision making process (Phillip Kotler)-[4]

°

Figure 0.4: Research model for BTL Students' Enrolment Behavior process isaac Uae

Figure 0.5: Number of Student in intermediate program at BTL College (source: BTL)

LIST OF TABLES

Table 27.1: Accepted distance from house to other studying loealion - 5-5528

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4 Table 1.1: Reasons to study College

5 Table 2.2: College competitors

6 Table 4.2: Reffered Information Sources

Table 8.5: Test of Homogeneity of Variences (Satisfaction variables) 3#

10 Table 8.6: Anova table of Satisfaction variables 8

11 Table 9 2: Correlations among Studem! satisfaction variabÌes . .85/46

12, Table 9.3: Model Summary (Student satisfaction Correlations) » seinen 86

13 Table 10.3:Student Evaluation about things needed to be improved

14 Table 11.2: Number of Students know about BTL through these sourses

15, Table 16.2: Information students concern about when searching for a College 8

16 Table 19.2: Number of student having Social accounts Hg0s0otgisionggposroecnolẾ

17 Table 21.2: Correlations among the frequent of students using Ínteruet

18, Table 21.3; Model Summary table (Correlations among the internet using frequency)

19 Table 2

1: Correlations among the students’ care as using internet

20 Table 22.2: Model Summary (Correlations among the students’ care on internet)

INTRODUCTION

Bac Thang Long Economic — Technical College (BTL) is a fully self-finance public College and a well-known College in Dong Anh district People know about BTL as a good

College in the sense of practical training & job after graduation

Following the vice rector, in the past few years, the College has gotten into difficult situations, especially in 2015, the number of current students felt down to only 341 students

The targeted students have also changed dramatically, in which, there was no secondary

school graduated student enrolling before 2012 but in 2017, the rate was 99% [1] This circumstance challenges BTL, to recruit about 1600 students in 2017, BTL relied on more

than 20 Enrolment partners and paid a lot of money for them Since then, the BOD wants to

make a survey to understand the Enrolment behaviors of the student to have a picture of overview before making a new "Enrolment plan for school year 2019-2020" As I have my internship at BTL in marketing sector, the BOD assigns me for this plan

1 Research purpose:

Figure out the students’ Enrolment behaviors when choosing a College such as: the

process of the Enrolment decision, how do they choose the institution, who mostly affect to

their decisions, which sources that they refer to, which industry they like most Finally,

findings will help to understand the students’ insights and therefore will be used for making

the Enrolment plan 2019 — 2020 for BTL College

2 Research objectives

Student characteristics: motivation, perception, learning, memory, cultural, social,

personal (OB1)

¢ Behavior of searching information: problem recognition, information searching-

chanel, keywords, (OB2)

¢ Enrolment decision & post-enrolled sastisfaction: evaluation of alternatives, Enrolment

decision, post-enrolled sastisfaction (OB3)

3 Research scope, objects and methods

Objects: the study’s objects focus on the current students of BTL

Research scope: the research focus on the current students of BTL in Hanoi, about 450 -

500 students will participate into the survey

Research methods

- Secondary data: figures will be collected from admission data bases, previous researches, annual roporis, the result of quick survey on sovial networking such as forum, Favebook, fan

page etc

- Primary data collection and analysis: the data will be selected by both qualitative and quantitative methods ‘The questionnaire and questions of in-depth interviews will be designed and piloicd before conduct @ survey Thz collcolzd data will be processed by sofware SPSS

version 20.0

4 Document structure:

CHAPTER 1 BAC THANG LONG COLLEGE

Chapter 1 provides general information about Bac Thang Long College, in which readers could ave am overview of the College such as: their history, study fields, capacity,

departments,

CHAPTER 2 RESEARCH MODEL & METHOD DESCRIPTIONS

Chapter 2 provides the research literature reviews and suggested research modal as well as methodology descriptions used in this document!

CHAPTER 3 SURVEY RESULTS

On this chapter, the detailed results are presented clearly with analyzed figures from the survey documncnts, Explanations and analysis mcthods arc uscd to clarify the statistics and findings

CHAPTER 4, ENROLMENT PLAN

Afier having students’ insights from the findings in chapler 3, the research doer suggests

an Enrolment plan for BTL with detailed steps to guide the College in the next coming school

year

CHAPTER 1 BAC THANG LONG COLLEGE

1.1 General information [2]

Bac Thang Long Economic — Technical College (BTL) established on 8th March 2002 is a

fully self-finance public College following the establishment decision no, 1527/QD-UB of Hanoi’s People Committee BTL being under and governed according to Hanoi Department Education and Training was upgraded from BTL Vocational Training Center, prior funded by

Thang Long Industrial Zone Park Management Company based in Kim Chung Commune,

Dong Anh District, Ha Noi

In 11/2008, BTL was switched into fully self-sufficient state-owned College named “Bac

Thang Long Economic — technical College” by the decision no 2311/QD-UBND in

28/11/2008 of Hanoi’s People Committee, which was compatible regarding to new regulations

of the Education law

Location: Kim Chung village, Dong Anh District, Hanoi

Site area: 5.783m2

Management structure: 7 Departments & Centre, 8 Faculties

+ Department of Training

+ Department of General administration

+ Department of Inspection and quality assurance

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+ Department of Business relationship

+ Centre of Admission

+ Centre of Recruitment & soft skill training

+ Centre for curriculum development

+ Faculty of Engineering & Information Technology

+ Faculty of Tourism - Commerce

+ Faculty of Finance - Accounting

+ Faculty of Mechanical engineering

+ Faculty of Foreign languages

+ Faculty of Beauty care

+ Faculty of Garment technology & Fashion design

+ Faculty of International study

Facility & Equipment: 32 classrooms of 80m2 /room, 4 practice laboratories of

80m2/room, 7 computer labs with total 500 desktops, | library: 150 m2, 7 function rooms for timely and fully serving our annual training plan

Total enrollment: average 1000 students for intermediate level/ year, over 2000 students for elementary level and about 500 students for co-operated programs

‘Teacher resources: BTL gathers well-qualified full-time lecturers and visiting lecturers,

Current total number of full-time lecturers is 112 people, number of short-term contract

teacher is over 239

1.2 Philosophy

Value of Bac Thang Long College:

+ Respect and maintain the harmonious relationships among BTL, students, enterprises,

and the community; BTL, departments and staffs

+ Offering diversified training services in aspects of fields, levels, flexible performances,

which matches learners and employer's criteria is a strategic principle of BTL

+ Training’s quality and learners’ satisfaction are the prioritized and vital factors for BTL

existence & development

+ Developing a closed bondage between training and practicing is the key in improving

the quality and competitiveness of BTL

Vision of Bac Thang Long College: to become a multi-disciplinary, multi-level and high

quality education and training complex that satisfies the demands for learning, training and

fostering of the population community, enterprises, and companies using the trained labor in

north of Hanoi capital

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Mission of Bac Thang Long College:

+ Provides the opportunities for learning and work with the aspirations and abilities of

everyone, especially those in difficult circumstances

+ Collaborate closely, effectively with business and employer base on harmony between

parties

Strategic goal up to 2025:

+ Developing an employment — ready work force

+ A supportive and welcoming environment

+ Active leadership striving for continuous improvement

+ Excellence in teaching and curriculum design

+ Leveraging partnership for impact

1.3 Training scale and study programs

Training scale:

Until the end of December 2017, BTL has successfully operated through 14 academic

years with total alumni number of 32.500 professional elementary students and 15.500

intermediate College students, continuing university students and in-service students Over 30.000 students now work in businesses in and outside industrial parks and production zones

Starting | Number of | Number of

Prograi dame year | Granted Granted

6 | Industrial and civil electronics 2006 864 150

7 | Computer assembling & repairing | 0, ng 1

techniqnes

8 | Accounting for state administrated units | 2012 18 S00

9 | Banking & Finance 2012 Wot yet 150

10 | Telecommunication stations installation | 2012 Not yet 90

11 | Industrial and civil electricity 2012 785 350

12 | Applicd Information Technology 2012 880 25000

20 | Nwsing spa teclmques 2014 enrollment 350

Under

21 | Moder trade sales and administration 2014 enrollment 85

Under

i r 2

22 | Welding technology O14 | ion 345

2a | ThemnÏ ngäpmMnI mwớmGmamee mấ| 2u, Under 2

26 | Beauty Care 2016 | mmethbmem xe

27 | Supennarket management 2014 35 5

28 | Industcial sewing and fashion design 2017 Under 0

Program name Starting | Number of | Number of

Degrees | Certificates enrollment

Total 15.585 34H

Figure 0.1: Enrolment statistic fram BTL annual repart

CHAPTER 2 RESEARCH MODEL & METHOD DESCRIPTIONS

2.1 Literature review

Introduction to consumer behavior

Following Martin Khan [3], all of us are consumers We consume things of daily use, we

also consume and buy these products according to our needs, preferences and buying power These can be consumable goods, durable goods, specialty goods or, industrial goods

What we buy, how we buy, where and when we buy, in how much quantity we buy

depends on our perception, self concept, social and cultural background and our age and

family cycle, our attitudes, beliefs, values, motivation, personality, social class and many

other factors that are both internal and external to us While buying, we also consider whether

to buy or not to buy and, from which source or seller to buy In some societies, there is a lot of

affluence and, these societies can afford to buy in greater quantities and at shorter intervals In

poor societies, the consumer can barely meet his barest needs

Consumer behavior can be defined as the decision-making process and physical activity involved in acquiring, evaluating, using and disposing of goods and services

This definition clearly brings out that it is not just the buying of goods/services that

receives attention in consumer behavior but, the process starts much before the goods have been acquired or bought A process of buying starts in the minds of the consumer, which leads

to the finding of alternatives between products that can be acquired with their relative advantages and disadvantages This leads to internal and external research Then follows a process of decision-making for purchase and using the goods, and then the post-purchase

behavior which is also very important, because it gives a clue to the marketers whether his

product has been a success or not

The marketers, therefore tries to understand the needs of different consumers and having

understood his different behaviors which require an in-depth study of their internal and

external environment, they formulate their plans for marketing

Consumer generally refers to any one engaging in any one or all of the activities stated in

our definition, The traditional viewpoint was to define consumers strictly in terms of

economic goods and services and purchasers of products offered for sale The view now has

been broadened It now also holds that monitory change is not essential for the definition of

consumers Few potential adopters of free services or even philosophic ideas can be

encompassed by this definition

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2.1.1 Model of consumer behavior

Buyer

Characteristic | Buyer's Decision Process

Cultural Problem recognition

Personal Evaluation of alternatives

Psychological | Purchase decision

Post purchase behavior

“Figure 0.2: Model of consumer behavior (Phillip Kotler)-[4}

Consumers make many buying decisions every day, and the buying decision is the focal point of the marketer's effort Most of large companies, they research consumer buying

decisions in great detail to answer questions about what consumers buy, where they buy, how and how much they buy, when they buy, and why they buy Marketers can study actual consumer purchases to find out what they buy, where and how much But learning about the whys of consumer buying behavior is not so easy — the answers are often locked deep within

the consumer's mind Often, consumers themselves don't know exactly what influences their

purchases

The stimulus

The central question for marketers is as follow: How do consumers respond to various marketing efforts the company might use? The starting point is the stimulus-response model

of buyer behavior Marketing and other stimuli enter the consumer's "black box" and produce

certain responses Marketers must figure out what is in the buyer's black box Marketing

stimuli consist of the four Ps: product, price, place and promotion Other stimuli include major

forces and events in the buyer's environment: economic, technological, political, and cultural

All these inputs enter the buyer's black box, where they are tumed into a set of buyer responses: the buyer's brand and company relationship behavior and what he or she buys,

when, where, and how often

The black box

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‘The black box has two parts: the iuyer's characteristics which influence how customers

perceive and roseL lo the slimuli, the buyer's decision process which affects customers

+ Psychological factors: people are driven by particular needs at particular times, human needs are arranged in a hierarchy fom most pressing to least pressing

+ Evaluation of alternatives is how the consumer processes information to arrive at brand choices

+ The purchase decision is the act by the consumer to buy the most preferred brand, The purchase decision can be affected by attitudes of others or unexpected situational factors

+ Posl-puchasz decision is the satisfaction or dissatisfhetion the consumer feels about the purchase The larger the gap between expectation and performance is, the greater the consumer's dissatisfaction,

The huyer's decision

The buyer decision will cover these aspects: product choice, brand choice, dealer choice, purchase timing and purchase amount

2.1.2 Model of consumer decision making process

Figure 0.3: Model of consumer decision making process (Phillip Kotler)-[4]

Kotler's buyer decision process is the main model in assessing the stages that customers

must pass through before they make their purchase

The process begins with the need of recognition For example a man realising that he is hungry and he needs to eat This is then followed through to the information research stage Now the man knows he is hungry he needs to decide where to eat, this could include searching for local restaurants/fast food places or supermarkets As he goes to a super market he will

evaluate what he wants buy choosing different products and basing a decision on factors such

as price or value for money - this is the third stage which is the evaluation of alternatives

Once he has made his decision then he would purchase the product After buying, customer also has their evaluation of purchasing, then they will comment or have some other ways of post-purchase behaviors

Customers will also take into account whether the purchase will be of a high or

low involvement to the customer A high involvement purchase is when more time and effort

needs to go into evaluating the product due to its high purchase price (for example buying a

laptop or a car) Whereas; a low involvement purchase is when the customer doesn't have to

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make a detailed evaluation on the product (for example buying simple things such as a pen or

Figure 0.4: Research model for BTL Students! Enrolment Behavior process

2.2.1 Reason to apply the model

Currently, educational market has become increasingly marketing oriented and students

are more considering as consumers Colleges need to recognize the need of the market and do

all marketing effort as a business organization to attract the students, In Vietnam, students now review the colleges in aspects of tuition fees, location, employability, quality before

they engage to any college

In an obvious regconition of this commercial perspective, many colleges conduct survey

of student satisfaction to get more informed decision making by potential applicant or adjust their cirricullum, program that fit students’ needs,

Sharing this perspective, Ivy (2001, 2002) asserts that students should not be seen to be buying degrees; instead they should be seen as buying the benefits that a degree confers in terms of employment, status and enhanced lifestyles

Begining with this aspect, this research apply the model of consumer decision making

process by Phillip Kotler

Furthermore, in Vietnam educational market, there is no research about student enrolment behavior process, so that this study apply fully this model

2.2.2 Scales of the model factors

Following the BOD requirement and some in-depth talks with BTL's professional staffs in

enrollment department & managers, the purpose of this research is mainly for the preparation

of the Enrolment plan The research is not going to prove a hypothesis but to recruit the

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descriptive statistics to find out the key elements that affect much on the each process step of

students’ Enrolment decision

After careful works with the experts group, only several core factors that they found really

important and suitable with Vietnam educational market context were chosen for conducting

reseach as follow:

1 Problem recognition: Impression Image (Question 3 — quantitative research — Q3),

Reason to study College (Q1), Reason to choose the field of study (Q7)

2 Information search: Information source (Online & offline - Q11, Q12), Reliable

sources (online & offline — Q 4, Q8)

3 Evaluation of alternatives: Rivals (Q2)

4 Enrolment decision: Location, Tuition fee, Curriculum, Quality of teacher,

Teaching equipment, Outdoor activities, Job opportunities (Q5, Q28)

5 Post Purchase behavior: Loyalty level (Q9), Aspects need to be improved (Q10)

2.3 Methodology & questionnaires

The research was divided into 2 parts, using 2 research methods: qualitative and

quantitative Therefore, there were two questionnaires in used: qualitative questionnaire and

quantitative questionnaire Both questionnaires were designed in Vietnamese

Qualitative method

“The qualitative research method is non-statistical; its methodological approach is primarily guided by the concrete material at hand Data collection in qualitative research is seldom

based on unstructured or semi-structured, but methodologically flexible techniques, eg

individual depth interviews or group discussions that are suited to elicit great detail and a comprehensive view Qualitative research typically is exploratory and/or investigative in

nature Its findings are often not conclusive and cannot automatically be used to make

generalizations However, it is indispensable in developing a deep understanding of a given thematic complex and sound rationale for further decision making

© Qualitative questionnaire: To collect exploratory information and student insight to better understand the drive of their behavior, a qualitative questionnaire was designed The

chosen method for qualitative research was semi-structure interviews at BTL learning location There were 30 questions, divided into the following main parts (see Appendix 1):

© Student Characteristics: (OB1)

1 Why do you want to study College?

2 How many Colleges do you know? can you name some?

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Which major are you studying? why do you choose this major?

Which is the latest erads/ education stage that you have finished?

Low far from your house to 3'TL learning location?

How old are you?

Your gender?

Could you estimate your parents’ income?

Behavior of searching information: (OB2) — buyer decision process

How tany hour de yan walch TV? which program do you like most?

How many hour do you hsten to radio? which program do you like most?

Llow many hour do you use internet? which website/ category! field do you like most?

‘When do you usually go online?

Do you use social network? which one? what purposc?

How do the Colleges approach you? the frequency? inefliciency?

Which method do you use fo search information aboul the field of study? education

information?

Which main keywords do you use as searching education’ College information?

‘Your frequency of searching? reading aboul education’ College information?

Enrolment decision & post-enrolled behavior (B3) — buyer decision process

What is (he acceptable watien fe’

Which is acceptable distance from your house to leaming destination?

How do you usually find school information? friends, teacher? intemet (any website)? through the College activities at your previous school? word of mouth?

‘Who is the person that mostly affect to your final decision of choosing BTL?

Which criteria do you compare between BTL and others Colleges? Which College do

you lake in consideration?

Why do you choose BTL?

By which way did you register which way do yon prefer for paying tuition fee?

Do you satisly with BTT's lraining curriendun! Ieachers! favilities/ sorviec? whieh

level /rate?

Which problem do you think BTL should improve?

Which is the best way that you like to receive information ftom BTL?

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30 Will you recommend BI'L to your friends?

Quantitative method

Quantitative method: Quantitative research is used to quantify the problem by way of generating numncrical data or data that can be transforined ino usable statisties I is uscd 1o quantify attitudes, opinions, behaviors, and other defined variables and generalize results from a larger sample population Quantitative Research uses measurable data to formulate facts and uncover patterns in research, Quanlilative data collection methods are much mare structured than Qualitative data collection methods Quantitative data collection methods include various forms of surveys —online surveys, paper surveys, mobile surveys and kiosk

surveys, ficc-to-fice inferviows, telophone interviows, longiludinat studios, website interceptors, online polls, and systematic observations

On typically this research, quantitative research is to figure out the students’ Enrolment

Iehaviors when choosing a College such as, the process of the Enratment, decision, how do they choose the institution, who mostly affect to their decisions, which sources that they refer

to, which industry they like most At the end of the day, suggest an Enrolment plan for the College

The quantitative questionnaire: it was designed in Victnamesc and divided into three main parts (see Appendix 2) with the respectively 3 objectives:

© Student characteristics: motivation, parception, learning, memory, cultural, social,

personal (OBI)

© Behavior of searching information: problem recognition, information searching

channel, keywords, (OB2)

* Enrolment decision & post-enrolled satisfaction: evaluation of altematives, Enrolment

decision, post-cnralled satisfaction (OB3)

Part 1 is designed to determine students’ enrolling behavior with 36 variables to measure key components such as their reason of choosing their majors, reliable source for considering

a College, students! satisfaction on BTI College, factors influcnt on their choosing a College This measure base on scales that suitable with cach question

1 Why do you want to study College?

2 Which College as below do you know ?

3, When mentioning a College, what is your impression?

= Sources of information that you consider before deciding to enrll?

” Level of consideration before deciding to crroll?

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6

8

9,

10

What major are you studying?

Why did you choose this inajor?

How satisfied are you with BTL according te the following criteria?

Your willing of introducing BTL College to other students

What things would you like to see BTL to improve?

Part TI was designed to determine students’ Enrolment behavior with SI variables to Measure the main components including their habit lo search information and their concer an

intemet, frequency of intemet using ete

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12

13

14

How do you know abont Bac Thang Long Economie - ‘Technical College?

If you know about RTL Coltoge from an online source, from which souree did you know?

Llow do you preferred to have interacting with BI'L College?

On which device do you usually use to find the information about institution or studying ficld?

How tong did you search for an institution or studying field before making enrollment? Which information do yeu concern aboul when searching for a College

When do you often read news online?

Your evaluating on the reliability of the following channels

On which of these social network do you have a personal accounl?

On average, how much time do you spend accessing the internet per day?

How frequent do you usually do for online

Llow do you care about these information when reading news on the internet?

Part Il included 7 questions about students’ demographic information to classify participants such as gender age, parents’ working field, education, distance from louse to study location, acceptable distance trom house to any study location, parents’ monthly income

Parent working area (nmultiple answers)

Liducation before enrolling to College:

How far from your house 1o studying location?

If you didn't enroll in BTL College, what is the acceptable distance fom your house to the other College?

What is your parent total monthly income?

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Finally, the quantitative questionnaire consists of 94 variables in total The questions in the

questionnaire are mixed between multiple choice questions and rating scale to evaluate the

frequency of a certain habit or behavior, and the importance of different service aspects to

students

2.4 Sampling and collecting data

According to statistic from admission department of BTL College, there are more than

2000 students studying currently Most of students are secondary graduated and they are from

16-18 years old The survey is carried out among the current students of BTL College The

qualitative research was conducted with 6 students include 3 male and 3 female students from

16 to 18 years old On this typical research, qualitative questionnaires are design to understand the thoughts of students around Enrolment behaviors and to gathering ideas in order to create

a specific quantitative questionnaire So that the detail steps and final findings are not focus to

be showed on this document, the actual output of the qualitative research is the quantitative

questionnaire

‘The quantitative questionnaire of study has got 94 variables in totals According to Hair et

al, (1998) the sample size should be at least 5 respondents per 1 observed variable [5] In order

to collect at least 5 respondents per 1 observed variable, the study need to collect at the minimum sample size of 470 respondents To get this sample size, 500 questionnaires were given to students in all districts that BTL College has their student studying The questionnaire

was tested among a small number of people of 15 to ensure the quality of the questionnaire

and that there are no mistake or vague wordings Then the questionnaire is distributed to students with help from BTL's teachers It took each about 10 to 15 minutes to answer the questionnaire Survey process was carried out from April 15th 2018 to April 25th 2018

2.5 Analyzing data plan

At first, collected data will be input and screened to identify missing Cases, After rejecting

all invalid Cases, data will be encoded as the following table:

NO | Label Explanation

STUDENT ENROLMENT BEHAVIORS AND STUDENT SATISFACTION

Q1 | Rs-st Why do you want to study College

ˆ IM-Int, IM-Odr, IM- ay 4 " =:

Q% [E1 Nam BEST | When menttoning a College, what is vow inpression

ee Ser ee Sources of information that you consider before

TREND, TSO TS: | deciding to enroll

CF-Tf, CF-Cr, CF-Fe

as | cr-Te, CF-Le, CF-04 | Lovel of consideration before deciding to orroll

CF-Jb

Q6 |Pền What major are you studying

a7 [Rech Why did you choose this major

| SET, Sir, sue, si | How satisfied are you wath BTL according to the

8 | tes Od following criterias

Your willing of introducing BTY, College ta other

Q3 Rit

siudenls

ato | impr What things would you like to see BIL to improve

STUDENT INFORMATION SEARCTIING BEITAVIOR

RỊ, KnSeWb, Kn§- | How do you know about Rae Thang Long Economic

GHI | sinv, Kus-oWb, Kn8- | - Technical Colloge

Bn, Kn$-Ofln

ø mee one Mz | 1f you know about BIL College from an online

Re ae aSat | source, fron which source did you know

¡s | RmeSnw, RueDE Rm | How do you preferred to have interacting with BIL

{13 | tm, Rm-Wb College

4 | sa On which device do you usually usc to find the

Q k information about institution or studying ficld

as | ros Low long did you search for an institution or

$ studying field before making enrollment gig |S*Ch SPR See, | Which information do you concem about when

Sc-Cls, Sc-Jb, Sc-Ecv | searching for a College

17 | OnT When do you oflen read news onhne

Trl-Smv, Trst-CWb, | Your evaluating on the reliability of the following

QI8 | Trst-Fr, teat Trst-NWb, channels

AcTc, AccLi, Ac-Ms, | On which of these social network do you have a

19 | Ac-Zl, Ac Anh AC No Ac-Vb, personal account

TOIn On average, how mech time do you spend accessing

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aes | Pay Parent working field

Q34 | Olr Education before cnrolling to College

a2? | HDs Low far from your honse to studying location

If you didn't enroll in BTL College, what is the

AcDst acceptable distance from your house to the other

College?

Q29 | Pile Whal is your parent lolal monthly income?

The data collected would be cleaned and processed by software SPSS 20 Some methods

of processing data used in this study were as following

The independent-Cases Liest: the independenl-Cases 1 lest evaluates the difference

between the means of two mdependent or unrelated groups This method is commonly

referred to as a between-groups design, and oan also be used fo analyze a control and experimental group With an independeni-Cases | tesl, cach case must have scares on lwo

variables, the grouping (independent) variable and the test (dependent) variable The

assumption of homogeneity of variance was used to test whether the null hypothesis assumes

no difference bzlween the lwo group’s variances

One-way ANOVA: the one-way analysis of variance (ANOVA) is used to determine

whether there are any statistically significant differences between the means of three or mare independent (unrelated) groups such as age groups factor and stndent satisfaction which

includes: curriculum, teaching cquipment, quality of teachers, outdoor activitics, tuition fec

Pearson's correlation coefficient: Pearson's correlation coefficient is a measure of the

Tinear correlation between hwo variables X and Y TL has a value between :T and 1, where }

is total positive linear correlation, 0 is no linear correlation, and —1 is total negative linear

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correlation (developed by Karl Pearson ftom a related idea introduced by Francis Galton in

the 1880 s}

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CHAPTER 3 SURVEY RESULTS

Among 500 questionnaires provided to customers, 455 were collected and after imputing data and screening questionnaires, there were 404 valid samples and 41 missing cases Data

analysis excluded 51 missing Cases because students did not provide sufficient information or

their answers were the same choice for all questions (see Appendix 2) The purpose of

statistical descriptive analysis was to focus on summarizing and describing data collected

from surveys [6] (Weiers, 2008)

3.1, Student demographic information

‘This part provided demographic characteristics related to survey's participants to generalize the observed variables on the data, for example the age, gender, parent's working

field, and parent's income of participants as well as the distance from their house to the BTL

College

As on the Cases, the numbers of male and female students are quite the same, which constitute for 51.5% and 48.5% respectively Students took on the survey are mostly on the age of 16 years old with 61.4% while the students at the age of 17 accounted for 31.5% It can

be also seen that nearly 70% of them were just graduated from secondary school and 25%

It is clearly that the majority of the student's parents are working on private owned

business, which make up 60% and state owned organization with 20% In contrast, only 8% of

them are witnessed to be working on NGO & FDI sector

Table 25.1: Student Parents' Occupations

Mentioning the income aspect, there are 244 students claimed that their parents’ income

range from vnd 20-40 million / month that constitute for 60% of the total participants On the other hand, 32% of students' parents have their income below 20 million’ month

Following the survey result, most of the students live near the College study location in which, 1% of them having their house located over 10 km from the College study location

Furthermore, only 15% of the students will accept go to a College that the distance from their

house to the College is over 10 km It means that location is important to their Enrolment

decision making and marketing should focus on local student or develop many other study

locations that are near targeted students

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1 Accepted distance fromhouse to other studying location

<2im

1 Accepted distance fomhouse to other studying location >2- skim

1 Accepted distance fombouse to other

studying location §-

10km

1 Accepted distance fromhouse to other studying location

>10km

Table 27.1: Accepted distance from house to other studying location

3.2 Student Enrolment behavior

It can be seen from the table below that the majority of students study College for their

future job This reason accounted for the largest proportion of students’ study purpose (34,2%)

while the number of participant study College for their intensive & practical skill intention

constituted 33,7% (see table 1.1) In addition, as using Independent T-test to check the difference between genders and reason to study, the result showed that there is no difference between male and female students on this hypothesis (the Sig value is 0.899 > 0.05 — see

table 1.2)

Reason to study College

Cumulative

Poor performance

at school

‘Quick graduation Want to learn intensive &

practical skills Easy to geta

When being asked about "Which Colleges do you know?" participants’ answer result

showed that Dong Do CTM College, Polytechnic College and Hanoi Economy & Finance

knew Dong Do CTM College, 39% knew Polytechnic and 26% for Hanoi Economy & finance College This result makes no surprise with the secondary statistics from BTL documents

Table 2.2: College competitors

In the sense of impression image about College, practical training at enterprise is the most impressive things to the students which the mean of this variable is 3,68 (see table 3.1) The Likert scale with 5 points was used encompassed scales from 1 = not very impressive, 2 =

little impressive, 3 = impressive, 4 = very impressive, 5 = strongly impressive The students also care more about outdoor & sport activities rather than equipment & teacher — student

image This result would help to design the poster & communication content for the detailed

Enrolment plan

Beside, the correlation between student impression and their genders was also checked, but no evidence of correlative link was found with Sig values of all these vanable are higher

than 0.05 (table 3.2)

With the question "Sources of information that you consider before deciding to enroll" the

below graph shows that relative and teacher are the most reliable information referrers than

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others sources Following this information, offline Enrolment activities such as teacher &

parents meetings are very important (table 4.1 shows the means of these variables)

Reffered Information Sources

Consult the teacher

Read comments from

Consult friends social networks

Check out others

Table 4.2; Reffered Information Sources

Mentioning about the important factors that affect to students of which College they will

choose, available job network of the College is on the top list Even outdoor activities are

impressive images but the quality of training and equipment are important considered aspects

(table 5.1 with detail descriptive statistics) This result indicates that finally whatever

Enrolment activities are, the job caring for student is the key point to recruit new bees

About profession selection, 21% students choose to study industrial and civil electronics,

20% follow business administration in commerce & services Culinary & hospitality account

for 26% mean while beauty care and applied technology attracted 17% and 16% of the total students respectively (table 6.1) The difference between professions in number of student is

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not significant In addition, as the table below, it can be clearly seen that job opportunity after graduation once makes strong effect to student decision when they choose profession to study with 32% of the students had their ticks on job opportunity option of question 6 Mean while,

92 students affected by other people orientation which account for 23% of the total and one quarter followed their preferences (see table 7.1)

Personal preferences

Matching social trends

Family business related|

Table 7.4: Factors affect to profession selection

In order to evaluate participants’ satisfaction on specific aspects such: curriculum, teaching equipment, quality of teachers, outdoor activities, tuition fee and location, Likert scale is used with 5 points range from 1= not very satisfied to 5= strongly satisfied After running SPSS program to analyze the statistic, it is clear that most of students are very satisfied with all mentioned aspect with these variable means >3.5 except out door activities criteria This below graph will illustrate clearer this point of view

On the question 3 "When mentioning a College, what is your impression?", outdoor

activity are impressive to students, but on this question, students’ answers show their little

disappointment In order to increase the impression of targeted students, the College should

improve this aspect

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Satisfaction on specific aspects

Tuition fee

Onildoar activities Program update, practice

Distance from house lo siuly

Table 8 7: Satisfaction an specific aspects

On this question, Independent Sample T-Test method was used to test the relation between genders and satisfaction aspects The T-test valuc of "Distance from housc to study location"

aspect with Sig = 0.009 < 0.05 (fable 8.3), that mean there is difference of student's

satisfaction on the distance of student's house to the study location between genders Going in Tore detail, cross labulalion is use to itlustrate [he percontage of genders in cach satis(action level In "very satistied” level there are 143 male and 113 female students, and in the highest level "strongly satisfied" the figures are 16 and 42 respectively (lable 8.3) Even figures of

cach genders in sack level are differont, the comprchensive circumstamee is nol much significantly different with 99,5% of male and female students are satistied with their distance from home to school

One-way ANOVA analysis method is also usad lo test the age groups facior impact an student satisfaction which mcludes: curriculum, teaching equipment, quality of teachers,

outdoor activities, tuition fee and location Satisfaction was evaluate by Likert scale with 5

point from 1= nal very satisfied to S= strongly satisfied, age group variables included 1 =t5 years old; 2 16 years old; 3 17 years old: 4 18 years old, 5 over 18 years old, The

result of Test of Homogeneity of Variances with all Levene Statistic Sig values >= 0.05

indicates that Ihore is no significant, difference amorys variances of value groups (lable 8.5)

On the ANOVA table, it is clear that Sig values of f-test are all >0.05 (table 8.6), this means there is no difference of stadents' satisfaction on each age group

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Table 8.5 Test of Homogeneity of Variences (Satisfaction variables)

Test of Homogeneity of Variances

Levene Statistic att dựa Sig

Table 8.6: Anova table of Satisfaction variables

Total 121.446 403 Program | Betwean | — 1.473 4 388 | 1.127 343, update, | Groups

practice | within 130.339 399 327

Groups Total T31812 as Teaching | Batwean 744 4 185 295 a2 squipment | Groups

Within [ 187880 309) 41 Groups

Total 188.634 403 Teacher | Between} - 1.302 4 325 i6 518 quality | Groups

Within | 159.183 39 309 Graups

Total 160.485 a0 Distance | Betwean | T033 + 258 8 eat from Groups

house fo | within | 159.759 389 400

study locafion Total Groups 160.792 41

Omudoar | Between | 4873 a, 1.168 s22 450 activities | Groups

Within | 504.238 3890| 1.268 Groups

Total 508.911 403,

Question number 9 is designed to understand the loyalty of students The results of

statistical analyzing determined that the percentage of student that is very willing to introduce

BTL College to other people constitute the largest proportion at 46,5% Number of students

who are strongly willing to introduce is also high level with 32,2% of the total Meanwhile,

there are still 46 students of 404 don't really want to introduce the College to friends, this

figure account for 10,4% (table 9.1) To understand whether there is a link between the loyalty

& satisfaction aspects, bivariate correlation method is used to analyze this correlation After

running Pearson correlation in SPSS, the result shows that Student satisfaction on tuition fee,

up-to-date program and teacher quality has the correlative link with their loyalty (within this

research, willing to introduce the College to others is only one aspect of loyalty), in which,

Sig values of these variable are all smaller than 0.05 (Table 9.2) This means that independent

variables (student satisfaction on tuition fee, up-to-date program and teacher quality) affect

2,6% to dependent variable (student's willing to introduce their College to others), but this

figure is not very significant

Table 9.2; Correlations among Student satisfaction variables

Wiling to | Pearson

introduce | Correlation

Sig 2 tailed)

tailed)

*_ Gorrefation is significant at the 0.05 level (2-1ailed),

** Correlation is significant at the 0.01 level (2-tafied)

Tabla 9.3 Model Summary? (Shiclant satiefaction Correlations)

Model Summary”

Sid Emer af the Estimate

@ Predictors: (Constant), Ste, StIf Stor

b, Dependent Variable: Rir

The final question on the objective of researching sudent Exrolmnent behaviors & satisfaction is “What things would you like to see BTL to improve?" About this question, 122 students (30%) said that Teaching equipment of the College need to be upgrade the most, Ouldoor activiliss for stuđenl is the runner up issue thal needs more care fram the College

with 24% votes fram the total (see more detail on table 10.1).

Table 10,3: Student Evaluation about things needed to be improved

3.3 Student information searching behavior r

For the first question of this survey topic: "How do you know about Bac Thang Long Economic - Technical College?", the result showed that the majority of students know about

Number of Students know about

BTL through these sources

B Via teacher

@ From fiends

Introduced by relatives

Table 11.2: Number of Students know about BTL through these sourses

the College through

their secondary teacher,

this number accounts

for 78% of total The

present Enrolment activities are focus on direct-sales through secondary teacher and they will

introduce the BTL website to the students When focus on online sources that students know

about BTL College, 70% of the students said that they know through website and 16% know

via Facebook On the other hand, social network and messenger are two favorable channels that the students want to interact with the College as the time they are studying (mean values

of these variables are highest with 3,78 & 3,15 respectively - table 13.1)

Base on the table 14.1, apparently mobile phone is the best device for students, in which

more than 65% said that they use this mobile to search information about Colleges This result

is helpful for choosing effective Enrolment communication channel Follow up is the desktop

with over 13% choose this device, whilst tablet and laptop are the two devices that they used

least

About the time range that students used to search information about College study before

making enrollment, there are 150 people told that they use from 2-4 weeks, this number makes

up 37,1% of the comprehensive students Around 32% using less than 2 weeks searching for information, in contrast, there are few people using more than 8 weeks for this purpose

(statistics detail on table 15.1),

Table 16.2: Information students concern about when searching for a College

Once again, job opportunities and enterprise related references are highly important to

students when they study about any vocational institutions This can be easy proved by the

above graph and statistics on table 16.1 with mean values of "Employment rate after

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graduation" and "Employer's evaluation of the College" = 4,46 and 4,35 respectively On this

question, Likert scale is also used with 5 point to evaluate which from 1= not very concem, to 5= especially concern These figures show the way for the College to build up the content for

Enrolment communication activities

With the question "When do you often read news online", there are 160 students (39,6%) have the habit of going online at the time range from 8:00 to 12:00 pm and 118 people (29,2%) usually access the internet from 11:00 to 16:00 Meanwhile, at the time from 16:00

to 20:00, there are nearly 18% students online and from 6:00 to 11:00 am, 52 students (12,9%)

claimed that they often access internet this time These statistics contribute to choosing time

zone for updating news or running ads on the digital plan (statistics from table 17.1)

Mentioning about online reliable source, the results on table 18.1 indicates that forums and Colleges websites are the two most reliable online sources for students to count on

Table 19.2 Number of student having Social accounts

From the graph above, it is apparently that almost 100% of students having Facebook account (400 people), 95% using messenger and with Zalo, the percentage is 51% Viber is also popular with 170 students are using, this number make up 42% of the total Nearly no one

using Linkdle and only 15% of them use Instagram

There are 282 students (merely 70%) spending up to 6 hours a day for internet and about 30% spending over 6 hours online They use most of the time for entertainment and reading

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