Quảng bá thương hiệu Trường Đại học Lạc Hồng

Doan Pham Ngu Chau - 23 - having a look on chart 1.b – the comparison of students’ grasp of LHU in the Central with ones’ in Southern Vietnam.. Doan Pham Ngu Chau - 24 - The statistics o

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LAC HONG UNIVERSITY FACULTY OF FOREIGN LANGUAGE

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POPULARIZING LAC HONG UNIVESITY’S

TRADEMARK

DECEMBER 2009

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LAC HONG UNIVERSITY FACULTY OF FOREIGN LANGUAGE

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POPULARIZING LAC HONG UNIVESITY’S

TRADEMARK

Instructor : TRAN DINH HAN, M.A

DECEMBER 2009

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Doan Pham Ngu Chau - 1 -

EXAMINER’S COMMENTS

………

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Secondly, I deeply express my very special thanks to Tran Đinh Han - M.A who has delivered very hard care, kindly instructions and best materials to

my research It is an honor for me to have him as study’s instructor

Thirdly, I am, at the bottom of my heart, grateful for all the teachers in the Faculty of English and all those who had taught me in the last 9 terms

I respectfully reserve my thanks to all participants who enthusiastically had contributed their collaborations to the success of my research They are Headmasters and 60 students of Phan Boi Chau (Gia Lai), Nguyen Van Troi (Nha Trang - Khanh Hoa), Phan Boi Chau (Phan Thiet - Binh Thuan), Nam

Ha (Bien Hoa – Dong Nai), Ngo Quyen (Bien Hoa – Dong Nai) and Vinh Cuu (Vinh Cuu – Dong Nai) high schools as well as 60 parents in the same areas

Finally, I faithfully say thank to my family and all of my friends who have supported and encouraged me during the time of performing this study

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ABBREVIATIONS AND SYMBOLS

EMPLOYED IN THE PAPER

- TOEIC : Test of English International Communication

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to conduct for the enquiry Through the result obtained, the problems from which the researcher found out that the expansion of LHU’s trademark is still insignificant Most of the participants (both students and parents) taking part in the investigation ambiguously knew LHU Moreover, there were not many advertising programs, which touched their mind Besides, through the enquiry, the research had summed up that all the marketing plans which LHU have applied were effective to leave everyone impression; however, there were still many people who had no idea of LHU and it has brought an insignificant effect

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INDEXES

EXAMINER’S COMMENTS 1

ACKNOWLEDGEMENT 2

ABBREVIATIONS USED IN THE RESEARCH 3

ABSTRACT 4

INDEXES 5

CHAPTER 1: INTRODUCTION 7

1.1 BACKGROUND 8

1.2 AIMS OF THE RESEARCH 9

1.3 STATEMENT OF PROBLEMS 9

1.4 RESEARCH QUESTION 9

1.5 HYPOTHESIS 9

1.6 ORGANIZATION 9

CHAPTER 2: LHU OVERVIEW AND MARKETING ARGUMENTATIVENESS 11

2.1 OVERVIEW OF LHU 12

2.2 MAKRETING ARGUMENTATIVENESS 14

2.2.1 Definitions on Marketing 14

2.2.2 Functions of Marketingg 14

2.3 THE STATUS OF LHU’S MARKETING STRATEGIES COUNTED FROM 2003 TO 2009 16

2.3.1 Market and customer situation of LHU 16

2.3.2 Current markets of LHU 17

2.4 CURRENT DIFFICULTIES IN MARKETING STRATEGIES OF LHU 17

CHAPTER 3: METHODOLOGY 18

3.1 INSTRUMENTS 19

3.1.1 Questionnaire 19

3.1.2 Interview 19

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3.2 PARTICIPANTS 19

3.3 PILOT STUDY 19

3.4 PROCEDURE 20

CHAPTER 4: FINDINGS AND DISCUSSION 21

4.1 DATA ANALYSES AND DISCUSSION 22

4.2 FINDINGS 63

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS 65

5.1 SUMMARY 66

5.2 LIMITATION AND RECOMMENDATION 66

5.3 CONCLUSION 66

5.4 RECOMMENDATIONS 67

5.4.1 Available marketing plans 67

5.4.2 Suggested extra recommendations 67

REFERENCE 68

APPENDIX 1 69

APPENDIX 2 71

APPENDIX 3 72

APPENDIX 4 73

APPENDIX 5 76

APPENDIX 6 79

APPENDIX 7 82

APPENDIX 8 85

APPENDIX 9 92

APPENDIX 10 99

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CHAPTER 1

INTRODUCTION

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1.1 BACKGROUND

“Marketing is a significant aspect of any business in today’s highly competitive IT milieu.”

(Kamioner, 2003:1) From the old days, people have applied marketing strategies into their business to advertise and to sell their products Nowadays, marketing plays a very important role in not only business but also in education because education is also a business Currently, private schools and universities are developing thanks to the development of the society; therefore, how to stretch a university’s trademark successfully is still a big problem of most investors LHU’s circumstance is one of them

Lac Hong University where the research had been carrying out totally has 4 campuses with around 20 thousands of students of all ologies The registered numbers

of students yearly is gradually increasing in comparing with other previous years It is evident that LHU’s marketing strategies are virtually reaching its success

Below is the comparison of the registered numbers of students of Lac Hong University counted from 2003 to 2009

Source: From Information and Materials Center (LHU)

Number of

Registered numbers of students yearly of LHU

However, the problem is that there are still many people (parents and students) who have no knowledge of LHU from the investigated result The question was made to make clear if LHU’s current marketing policies are developing thoroughly enough to touch everyone’s mind From those points, the researcher has aimed these problems to be the main topic of this research paper Due to this study, the researcher hopes to seek for other problems, which still exist in the marketing plans of

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LHU Moreover, this is also a project with many extra potential suggestions to upgrade the popularization strategies of LHU

1.2 AIMS OF THE RESEARCH

The research paper aims:

Ø to survey and specify how well parents and students have known LHU

Ø to analyze and to identify the ineffective problems in defining the yearly marketing of LHU from 2003 to 2009

Ø to recommend useful suggestions in order to upgrade the marketing strategies

of LHU

1.3 STATEMENT OF PROBLEMS

The researcher first wants to emphasize the importance of marketing to all businesses in the developing society Then, weaknesses in Lac Hong University’s marketing strategies will be pointed out and certain valuable suggestions are going to

be stated to solve those weak points in this study The researcher processes this research paper with the hope of somewhat improving the marketing status of Lac Hong University

Firstly, all of the introduction and aims of the research are found in Chapter

1 Reasons of processing this research paper, the scope of the study as well as the assumption of the research are included in Chapter 1 either Secondly, in Chapter 2 it

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can easily get both marketing argumentative and all information of the overview of LHU In addition, the discussion of the status of LHU’s marketing strategies counted from 2003 to 2009 is also one of the main point in this chapter

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CHAPTER 2

LHU OVERVIEW

AND MARKETING ARGUMENTATIVENESS

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2.1 OVERVIEW OF LHU

Situated in the fundamental economic triangle of Binh Duong, Ho Chi Minh and Ba Ria – Vung Tau, Dong Nai has been a potential labor market in the South of Viet Nam This therefore accounts for the establishment of LHU so as to meet the need of domestic human resource supply and to contribute to the modernization and industrialization task of Viet Nam

Lac Hong University had been established for over ten years and kept always upgrading the operating motto so that it can serve students as thoughful as possible Lac Hong university (LHU) was established on November, 13th 1997 following Prime Minister’s Decision No 790/TTG (Sep 24th 1997), and it is operating according to the decision of Minister of MOET No 3678/GD- ĐT(Nov 13th 1997) From the day it was established, LHU has always placed the mission of training human and financial resources for the country as the leading position LHU is operating with the motto “Truly training, truly learning, truly exam taking”, and it aims students to be the main subjects of their target service

LHU has regularly maintained all of its facilities in order to create better condition to students’ study It is very convenient for students to go to LHU because its 4 buildings are all located in Bien Hoa city In each building, there are about 20 classrooms supplying the facilities for all students’ learning Moreover, a standard library with full kinds of books supplies students with good and trustful sources of reference As well, labs for languages, computers and experiments are modern and ready for use for major subjects such as listening periods of the Faculty of English and Oriental, computing practices of IT or computing classes and chemist tests of the Chemistry Department In addition, a clean dorm is closely lodged right in the university, conveniently creates good living conditions for students

In term of training programs, LHU has had totally 10 faculties including 21 major training programs so far LHU creates more and more study branches as well as options for students to choose The chart below is showing the diversified training

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programs in LHU All information of the diversified training programs was stated in Appendix 1

Out of these training programs, LHU has many multiform training levels so that students can choose a suitable level for themselves; for example, they are regular university hierarchy, junior college, intermediate hierarchy, successive study from intermediate hierarchy to junior college and university, regular university hierarchy – second degree, university hierarchy of learning while working

To supply many more standard human resources for labor market, LHU requires every student to have a 400 TOEIC score for their legal graduation so that they can easily meet the recruiters’ demands and get good jobs That can help upgrade the standard of training in LHU

Besides creating good training programs as well as standard facilities, LHU incessantly improve and update new information to renew itself by connecting with the international universities to serve students LHU has associated with many foreign universities to look for the new chances of studying abroad or working abroad for students through “Student exchange” programs Those foreign partners are all well-known and best ranking in Taiwan, Korea and Germany All information of the International Associations was stated in Appendix 2

To encourage students to try and to get good result in study, LHU every year has organized to give many scholarships to distinguished students or needy students Moreover, LHU not only delivers these scholarships to university students but also to high school ones in some provinces such as Dong Nai, Phan Thiet (Binh Thuan), Vung Tau (Ba Ria-Vung Tau) and so on This practical and meaningful action has built students’ dream of continuing their universities

LHU constantly associates with many domestic as well as foreign companies in order to seek for the potential labor market for students after their graduation The International Relationship Department connects graduated students to companies for jobs

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With the available convenient location and popular reputation combined with good facilities, LHU promises to bring positive contribution of new and well-qualified human resources to the future success and prosperity of Dong Nai province and of Vietnam as well

2.2 MAKRETING ARGUMENTATIVENESS

2.2.1 Definitions on Marketing

Marketing is an English term which means “to market” as in literal sense (Vu, 1996:5) It includes five elements, which closely combine - people, production, promotion, price and place Marketing really had its beginning in the years of 1900s, and it has gradually been in used and developed until now During the time of formation and development, marketing was defined in various ways relying on people’s thoughts and social economic circumstances As Kotler (2000) holds, marketing is the process of surveying and finding which helps analyze or identify the consumers’ need in order to meet their inquiries; or marketing, in the point of Westwood (1996:8), is “a strategy of learning about customers’ requirements or expectations, then offering them suitable products and later obtaining profit” In addition, Groroos (1990) has noted, marketing is a strategy that satisfies the customers’ need and upgrade the relationship between sellers and buyers so that both can get benefits Or in the point of Christ (2009: 2), “Marketing consists of the strategies and tactics used to identify, create and maintain satisfying relationships with customers that result in value for both the customer and the marketer” Actually, whatever marketing was defined, that absolutely is “meeting human’s demands”

2.2.2 Functions of Marketing

In the marketing book of Nguyen (2007:10), he also states, “Marketing is an intermediate bridge which combines the company’s activities with market’s activities” Indeed, the more our society is developed, the more marketing’s role is important The reason is that marketing plays an important and indispensable part in transferring products to consumers and that marketing holds a decisive role in a company’s success or failure Marketing is also a valuable modality for a company to

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“rival” with their competitors, to satisfy “customers’ need” and to get “long-lasting profit” (Quach, Dinh, Nguyen, Dao and Nguyen, 2007: 20)

In addition, in companies or businesses, marketing often unites with other functions such as Financial – Accounting Administration, Personnel Administration, Production Administration, Marketing Management or Research and Development Administration to create a general power These five functions are the steps to decide the success of marketing Simultaneously, Nguyen (2007: 11) found that marketing has not only its own independent function but also its combination with the other functions to execute and to achieve the proposed objects

In the findings of marketing’s function, (Group, 2007) obviously pointed out eight definite functions to assert more the necessary of marketing

Ø Environment Analyses and Marketing Research: examining and to identifying the environmental influences to the possibility of the company’s success, then coming to the final decision for the marketing plan

Ø Operating Scale Enlargement: investigating and looking for new chances in a new potential market

Ø Consumer Analyses: specifying consumers’ need to define the marketing’s goals

Ø Product Determination: maintaining and developing products, image, brand, and inventing or producing new product

Ø Distributing Determination: conserving good relationship with the dealers, and creating and expanding the cooperation with new dealers

Ø Promoting Determination: making the acquaintance of customers and easily leaving a strong impression of the products or brand in consumers’ mind though multimedia such as TV, radio, magazines or through promotion programs

Ø Price Determination: exposing and stabilizing price, adjusting price to suit the current market economy

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Ø Controlling and Evaluating Marketing Execution: concentrating on managing and deciding the success or failure possibility due to each decision of the marketing plan

2.3 THE STATUS OF LHU’S MARKETING STRATEGIES COUNTED FROM

2003 TO 2009

Lac Hong University which has 4 buildings located in Bien Hoa city is the only university in Dong Nai province It is a potential university with good conditions created to meet students’ need of study

2.3.1 Market and customer situation of LHU

The main markets of LHU are local areas in Dong Nai as well as its neighboring provinces These are the first aimed markets of LHU since it was established LHU has been advertising its trademark through advertisings on multimedia such as TV, radio, newspaper and banners, etc Additionally, direct enrolling and consulting campaigns has been held yearly from February to September

to approach high school students’ informative requirements Besides, the form of delivering leaflets in high school has been using With the long-term reputation, LHU has gradually established its prestige in the general market and in students’ hearts This point is specifically manifested through the chart below

Source: From the Information and Material Center

Year 2003 2004 2005 2006 2007 2008 2009 Numbers of

students 3040 4100 4030 5200 7300 9100 9200

Numbers of input students of LHU from 2003 to 2009

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3040

4100 4030

5200 7300

9100 9200

0 1000 2000 3000 4000 5000 6000 7000 8000 9000 10000

2003 2004 2005 2006 2007 2008 2009

Registered numbers of students yearly of LHU

Numbers of registered students of LHU from 2003 to 2009

Through the chart, it is obvious to recognize that the amount of registered students of LHU has been increasing significantly In 2003, the total quantity of students registering in LHU is 3040 This number has increased year by year until

2009 is 9200 This makes a big breakthrough in the marketing policies of LHU

2.3.2 Current markets of LHU

Thanks to the information from which the researcher has got from LHU’s Training Bureau, it is interpreted that 60% of students are local residents in Dong Nai province; and the rest – 40% of them is from other provinces in either the neighboring provinces with Dong Nai or mostly in Central area such as Binh Duong, Ba Ria – Vung Tau, Binh Dinh, Phu Yen, Gia Lai, Binh Thuan, etc

2.4 CURRENT DIFFICULTIES IN MARKETING STRATEGIES OF LHU

The most difficult problem of LHU now is that there is not any marketing team who mainly work for those marketing projects Almost marketing plans has been handling

by the Bureau of Administrative This point leads to many troubles then There was no one majoring in defining the marketing plans Moreover, there were less flexible projects

to apply in the different markets On the other hand, seminars and direct consulting campaigns for parents have not popularly applied yet All in all, the marketing strategies

of LHU still need to be improved in order to get full strength to popularize its trademark

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CHAPTER 3

METHODOLOGY

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3.1 INSTRUMENTS

3.1.1 Questionnaire

In order to collect full of necessary and in-depth information and exact figures, one of the main instruments used in this paper is questionnaire Questionnaire is a tool, which is defined by Kumar (1996: 110) that this is a well-prepared and ordered series of questions with available answers on it Based on the obtained figures, the research was easy to be analyzed all with the data and to infer accurate arguments

Altogether, both questionnaire and interview are considered to be the cheapest and most trustful methods in a paper process There were two questionnaires used in this paper that served for the investigation of parents and students

3.2 PARTICIPANTS

At random, the research survey would be processed on 120 students at grade twelfth in high schools and 120 parents in Central and Southern Vietnam including Phan Thiet city (Binh Thuan province), Nha Trang city (Khanh Hoa province), Pleiku city (Gia Lai province), Bien Hoa city (Dong Nai province) and Vinh Cuu district (Dong Nai province) After gaining the survey result from the questionnaires, interviews would have been applying to get clearer information

3.3 PILOT STUDY

Before delivery, two students and two parents chosen at random in Bien Hoa (Dong Nai) had piloted the questionnaires all on August 24, 2009 to examine if

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there were no difficulties or ambiguous points in those questionnaires which were officially applied in the survey on August 31 2009

3.4 PROCEDURE

On August 31, 2009, the researcher conducted the questionnaires to 10 graders in Phan Boi Chau high school and 10 parents in in Pleiku city (Gia Lai province) Then the researcher chose 1 student and 1 parent to be the candidates for the interview Thence, these conductions had been repeated over and over again for the same numbers

twelfth-of candidates for the next destinations in Nguyen Van Troi high school in Nha Trang city (Khanh Hoa province) (from September 1, 2009 to September 3, 2009), Phan Boi Chau high school in Phan Thiet city (Binh Thuan province) (September 4, 2009) After finishing all the surveys in the Central of Vietnam, the writer moved back to Southern Vietnam and continued to make the investigation in Nam Ha high school (September 10, 2009) and Vinh Cuu high school in Vinh Cuu (September 16, 2009), Chu Van An high school (September 30, 2009) in Bien Hoa city (Dong Nai province) Finally, the researcher had obtained all the needed figures and information on September 30, 2009

The Appendix 3 would provide an insight view of the researcher’s journey in processing the research paper

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CHAPTER 4

FINDINGS

AND DISCUSSION

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Question 1: Do you know Lac Hong University?

Candidates: Students

Stude nts' grasp of LHU in both Ce ntral and

Southe rn Vie t Nam

64%

36%

Yes No

Chart 1.b

Chart 1.a shows the numbers of students in both Central and Southern Viet Nam knowing LHU As the chart displays, the numbers of students in both Central and Southern Viet Nam who know about LHU occupies up to 64% This number can prove that LHU’s trademark has been expanding significantly However, the numbers of students who have no knowledge of LHU are still high, 36% It is more evident as

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having a look on chart 1.b – the comparison of students’ grasp of LHU in the Central with ones’ in Southern Vietnam Up to 100% of students in the South know LHU while only 28.33% of those who are in the Central have ideas of LHU At the level of knowing nothing about LHU, numbers of students in the Central mostly occupies on the chart Also, being asked in the interview, one in the Central said that she did not know about LHU, even for its name and that it was the first time she heard of it The problem here is that LHU’s trademark has been popular in the South area; and LHU’s marketing strategies are not powerful enough to cover all the Central area This affects on the spread capacity of LHU’s trademark

Chart 1.d

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The statistics on chart 1.c shows that with the whole numbers of parents in both Central and Southern Viet Nam, the disparity is not very obvious The numbers of all who know LHU are 53% and it is fairly higher than the numbers of ones who have

no knowledge of LHU This fact defines an issue that the current marketing plans of LHU are somewhat effective Nevertheless, there are still many parents who do not know about the university may urge LHU to have a look back on their marketing status

As chart 1.d showing, it is easy to recognize the serious influence of the remote areas to LHU’s popularizing plans in which Central Vietnam is a typical instance Due to the distance from LHU, this leads to the fact that many parents in the Central do not have many chances to approach the university which they want to choose for their offspring There is evidence that up to 80% of them do not know LHU Even for those who are in the South – in the area near where LHU is located, a certain number of them still do not know LHU The main fact got from the interview that there is not very much advertising campaigns, which aim parents to be the main target

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Question 2: Whom and where do you mainly get the information of Lac Hong

University from if you have known Lac Hong University?

Diagram shows how Students in both Central and Southern Viet Nam

know the information of LHU

Students in both Central and Southern Viet Nam

Chart 2.a Comparison:

Students in Southern Viet Nam

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Doan Pham Ngu Chau page 26

Everyone knows that it is now a society of science and technology and that multimedia is the fastest tool, which brings necessary information to people; however, the display is in contrast to these ideas on chart 2.a Students who know LHU through multimedia are still limited It stops at the rate of 18.33% On chart 2.a, the numbers of students choosing seminars, enrolling campaigns and leaflets as their effective means of knowing LHU hold 1.66% (seminars), 8.33% (enrolling campaigns) and 13.33% (leaflets) in turn Among them, seminars keep the lowest rate (1.66%) Also according

to the display on chart 2.a, 71.66% of the students in both Central and South Viet Nam know LHU through their relatives and friends It indicates that “word of mouth” is the most effective way, which makes students know LHU’s reputation In the interview, students all said they had their siblings or friends studying in LHU; therefore, they knew

it Besides, there was 1.66% (tantamount to 1 person) of students having his own idea that LHU is a university in Bien Hoa where he is living Generally, “relatives and friends” is the most effective way, which connects students and LHU

The comparison on chart 2.b shows us the clearer result of students’ ways of knowing LHU in Central with ones’ in Southern Viet Nam As seeing on the diagram, the quantities of students knowing LHU’s information are mainly from their relatives and friends as well (53.33% in the Central and up to 90% in the South) Multimedia, enrolling campaigns and leaflets keep an average rate from 6.66% to 30% while seminars are the lowest (0% in Central and 3.33% in South) Unlike other universities, LHU do not aim seminars as the main operation in their marketing plan That is the reason why we can see the obvious difference on the diagram In general, knowing LHU

is still the most convenient mean

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Diagram shows how Parents in both Central and Southern Viet

Nam know the information of LHU

Parents in both Central and Southern Viet Nam

Comparison of Parents' ways of approaching LHU's information in Central

Viet Nam with Parents in Southern Viet Nam

Parents in Central Viet Nam Parents in Southern Viet Nam

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their own ideas that they have known LHU because their children and nephews have been studying there and that they used to pass by LHU The quotable interview in Appendix 10 is the proof of this idea

Let’s compare parents’ choice in Central with those who are in Southern Viet Nam In the Central of Viet Nam, parents know LHU through the listed means in the questionnaire (Appendix 4, question 2) are inferior in number with parents in South Viet Nam No one in Central knows LHU through seminars (0%) This is indicative that LHU has not attached special importance to seminars as their one of the popular campaigns in the marketing plans yet Since the quality of each area’s living condition, people have their own ways of approaching with information differently As the chart shows, those parents in Central Viet Nam only communicate or exchange information with the outside world through multimedia (TV, website) Back to the result of parents

in Southern Vietnam, they have got better living condition than those in Central; therefore, it is easier for them to keep up with the age and to update new information It

is understood that the information of LHU they got is much and faster than those in

Central

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Question 3: Which ways of marketing bring you much more information about the

university that you want to register?

Diagram displays choices of Students in both Central and South Viet Nam for

the effective means of information supply

Students in both Central and South Viet Nam

Comparison of choices of Students in Central Viet Nam with Ones in South Viet

Nam for the effective means of information supply

Students in Central Viet Nam Students in South Viet Nam

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In this question, it is easy to see the obvious figures, which are showing the various choices of students in both Central and South Viet Nam Being asked of which form of the marketing strategies can be their most effective ways of achieving LHU’s information, 76.66% of students choosing Internet as the most effective tool that brings them necessary data they need (see chart 3.a, answer b) In addition, direct enrolling campaigns are also their favorite choices, and there is evidence that this occupies 55% on the diagram Moreover, students just consider TV-radio, newspapers, leaflets and talk shows as minor means that help them know LHU However, among the listed answers of question 6, e-mail and seminars are the two ways in which students are not interested (10% and 13.33%) Because LHU does not use seminars as the main strategy to advertise its trademark; and e-mail seems to be very unpopular in their marketing Nevertheless, e-mail and seminars now are two of the most effective ways for universities or companies to develop themselves There are many evidences but the typical ones are Webster University (England) and VUS English Center (Vietnamese USA Society)

Looking on chart 3.b, it can help to have a close-up of the students’ ideas in Central Viet Nam and South Viet Nam about the effective means in getting the university’s information Still, Internet is also the tool, which students trust to get the essential information of the university that they want to register 70% of students in South Viet Nam chose answer b (Internet), and 83.33% of students in Central chose Internet as the most effective mean Then, the advertisings on TV or radio occupy 53.33% with the choices of students in Central while just 26.66% of the students in the South have the same answer With the answer (g) (Direct enrolling campaigns), those choices of students in both Central and South is not so unequal It just fluctuates between 53.33% and 56.66%, and the disparity is approximately 3.33% of them Besides, talk shows are the ones that students in Southern Viet Nam concern

as well 43.33% of them chose talk shows to be one of their good ways in approaching the information while the ones in the Central care less about these (23.33%) Moreover, there is 3.33% of students (only 1 student) in South Viet Nam

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had his own opinion that he wanted the teachers or students of LHU to come and give direct consultancies This idea also coincides with the direct enrolling campaigns that the researcher has suggested on answer (g) Anyhow, “all forms of communications can bring students necessary information much or less”, one said

Diagram displays choices of Parents in both Central and South Viet Nam for the

effectiv e means of information supply

Parents in both Cental and South Viet Nam

Chart 3.c Comparison :

Comparison of choices of Parents in Central Viet Nam with Ones in South Viet

Nam for the effective means of information supply

Parents in Central Viet Nam

Parents in South Viet Nam

Chart 3.d

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i.Others:………

All parents in both Central and Southern Viet Nam have shared their ideas that because they spent much time on watching TV rather than other kinds of multimedia, they chose TV or radio advertisings (48.33%) to be their most effective and trustful means to get the information of the outside world In addition, direct enrolling campaigns are also the one they really concern (36.66%); they, however, showed that there were not any direct enrolling campaigns that they were attended because most of those campaigns focused on students only To those who regularly use Internet as their easy way to approach the information world, answer b (Internet)

is the choice of 31.66% of parents Most parents who usually use Internet have agreed that this is the real tool, which brings lively images and real information to them, and that it can be easy for them to get essential information by only a key word On the other hand, some thought talk shows on TV or radio were the means to provide much clearer about a university, and this keep 30% of choices on the chart (chart 3.c) In the interview one said, “Through talk shows on TV or radio, I can make questions by a phone call; then I can mange all the information that I need to know for my offspring’s university to-be” At current life, people usually spend much time on their performance in work so that they can get higher position in the society or at least they can earn much money to support their family Therefore, only 21.66% of parents chose newspaper advertisings as their fastest way of approaching the needed information because the limitation of time Besides, leaflets (18.33%) and seminars (18.33%) just occupy the same low rate on the diagram because of its unpopular expansion Nowadays, many universities or even a very small center, they keep using leaflets delivery as their most effective way to touch the customers’

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interests and if there are seminars, which they can hold, is so much the better At last, due to the fact that e-mail did not appear in the marketing strategies of LHU; therefore, it is not popular as expecting Most parents do not know about advertisings through e-mail This influences to the gained results as seeing on the diagram (6.66%)

As comparing parents’ choices in the Central with ones’ in the South of Viet Nam, it is obvious to see the disparity among their opinions Parents in Central seem

to concern much about the available means including TV or radio advertisings (53.33%), Internet (36.66%) and direct enrolling campaigns (36.66%) These statistics of parents in the Central are compared to ones’ in Southern Viet Nam orderly 43.33% for TV or radio ads, 26.66% for Internet and 36.66% for direct enrolling campaigns Furthermore, newspaper, leaflets and seminars keep the same rate with the choices of parents in Central (26.66%) while parents in South less notice them as their effective means of approaching information (orderly 16.66%, 10% and 10%) Additionally, e-mail still gets the lowest rate to their trust of useful tool for getting useful information To parents in the Central, the rate of this choice

is just 10%; even for those who are in Southern Viet Nam only occupy 3.33% (equivalent to 1 person only) As discussed above, there are not many parents can use Internet; therefore, they were not interested in e-mail Based on this analyze, it goes without saying that multimedia keep the most definite position in the marketing policies

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Question 4: Do your ever sign up in the website of Lac Hong University?

Comparison of students' interests LHU's web in the Central

with ones' in the South

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ever signed up in LHU’s web while up to 89% of them have never visited to the university’s web address The reason is not that they do not know how to use Internet but they do not know LHU’s website This may be a problem need to be solved as soon

as possible As seeing on chart 4.d - the comparison among students’ interest of visiting LHU’s website in the Central with ones’ in the South, it is much more obvious that the quantity of students sign up in LHU’s web is extremely low, 6.66% in the Central and 15% in the South This indicates that the university has not focused on issuing their web

address thoroughly to other people

Candidates: Parents

Chart display of parents' interests of LHU's website in both

Central and Southern Vietnam

4%

96%

Yes No

Chart 4.c Comparison:

Comaprison of parents' visit at LHU's web in the Central

with ones' in the South

Central

South

Chart 4.d

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According to the result on chart 4.c, the numbers of parents signing up in LHU’s website is even lower than the numbers of students Only 4% of all parents in both Central and Southern Viet Nam know LHU’s web and sign on it Other remained figures show the numbers of parents have never visited the web even once at least On chart 4.d, only 1.66% (1 person only) used to pay a visit to LHU’s website; even for those who are in the South where they can get most information of the university, the highest rate occupies only 6.66% on the chart (equivalent to 4 people) The season that explains for this status is also that they all do not know LHU’s web address

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Question 5: What difficulties do you usually find in looking for the information of LHU

Students' difficulties of looking for LHU's information on its

we b in both Centra l and Southe rn Viet Nam

Students in both Central and Southern Viet Nam

Central South

Chart 5.b Note:

a Too many words without illustration

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website organization There are too many words on it without illustrations (100%) which make them confused whenever signing on LHU’s web Besides, they mostly focus on other problems such as the web is untidy (76%) and the information is displayed disorderly (69%) On another hand, 30% of them showed their own idea that they usually got in trouble with the access of the website that they do not know the reasons and that they could not get the necessary information they need

Chart 5.c Comparison:

Central South

Chart 5.d

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