Đánh giá công cụ marketing cho dịch vụ tư vấn du học ở hà nội

Chapter 2: An evaluation of marketing and promotion activities of overseas education consultants in Hanoi.. Chapter 3: Solutions to improving the effectiveness of marketing and promotion

Đánh giá công cu ̣ marketing cho di ̣ch vu ̣ tư vấn

du ho ̣c ở Hà Nô ̣i

Đậu Thu Hương

Đại học Quốc gia Hà Nội Chuyên ngành: Quản trị kinh doanh; Mã số: 60 34 05

Người hướng dẫn: TS Nguyễn Thi Phi Nga; ThS Hà Nguyên

Năm bảo vệ: 2012

Abstract: Chapter 1: A theoretical background of service marketing, marketing in

education and marketing in overseas education service Chapter 2: An evaluation of marketing and promotion activities of overseas education consultants in Hanoi Chapter 3: Solutions to improving the effectiveness of marketing and promotion activities of overseas education consultants in Hanoi

Keywords: Quản trị kinh doanh; Marketing; Dịch vụ; Tư vấn du học; Quản lý tiếp thị

Content

TABLE OF CONTENT

ACKNOWLEDGEMENTS i

ABSTRACT ii

TÓM TẮT iii

TABLE OF CONTENT iv

LIST OF FIGURES vii

LIST OF ABBREVIATIONS viii

INTRODUCTION 1

1 Rationale 1

2 Objectives of the study 2

3 Scopes of the study 2

4 Methodology of the study 3

5 Structure of the study 3

CHAPTER 1: A THEORETICAL BACKGROUND OF SERVICE MARKETING, MARKETING IN EDUCATION, AND MARKETING IN OVERSEAS EDUCATION SERVICE 5

A OVERVIEW OF OVERSEAS STUDY OF VIETAM 5

B THEORETICAL BACKGROUND 7

1.1 An overview of service marketing 7

1.1.1 Concept of service marketing 8

1.1.2 Fundamentals of service marketing 11

1.2 An overview of marketing in overseas education services 25

1.2.1 International Education services 25

1.2.2 Marketing in international education 26

1.2.3 Education agents 27

1.2.4 The role of agents 29

1.3 Marketing communication: Channels and promotion tools 31

1.4 Typical marketing tools used by OSC……… …… 36

1.5 Proposed model 47

CHAPTER 2: EVALUATION OF MARKETING ACTIVITIES OF

OVERSEAS STUDY CONSULTANTS IN HANOI 49

2.1 Analysis of marketing activities of overseas education consultants in Hanoi 50

2.1.2 Evaluation of the frequency use of each marketing tool employed by overseas study consultants 51

2.1.3 Evaluation of marketing tools from the perspective of overseas study consultants 54

2.2 Evaluation of marketing tools used by overseas education consultants from students' perspective 56

2.2.1 Evaluation of the most popular marketing tools 56

2.2.2 Evaluation of most expected/ chosen marketing tools 58

2.2.3 Comparison between the level of actual use and selection / expectation of students of oversea study marketing tools 59

2.3 Comparison of perceptions of the effectiveness of marketing promotion tools hold by students and overseas study consultants 61

2.4 Evaluation of marketing activities by each marketing tool 63

2.4.1 Evaluation of each marketing tool 64

2.4.2 Evaluation of OSC by tools

65 CHAPTER 3: SOLUTIONS TO IMPROVING MARKETING ACTIVITIES OF OVERSEAS STUDY CONSULTANTS 71

3.1 General solution for Groups of marketing tools for overseas education consultancy service 76

3.1.1 Solution for Group 1 71

3.1.2 Solutions for Group 2 72

3.1.3 Solutions for Group 4 73

3.2 Specific solutions for each marketing tool 75

3.2.1 A solution to Tool 1- Direct mail 80

3.2.2 Solution for Tool 2 - Advertising 75

3.2.3 Solutions for Tool 3 – Education fairs 77

3.2.4 Solution for Tool 4 - Direct consultancy and recruitment 80

3.2.5.Solution for Tool 5 – Websites 80

3.2.6 Solution for Tool 6 - Banner advertising 82

3.2.7.Solution for Tool 7 – Listings 84

3.2.8 Solution for Tool 8 – Email marketing 84

3.2.9 Solution for Tool 9 - Seminars 85

3.2.10 Solution for Tool 10 - Pr 86

3.2.11 Solution for Tool 11 – Tele marketing 87

3.3 Expansion and renovation of other types of marketing tools 90

3.3.1 Street banner advertising 96

3.3.2 Introduction to friends, relatives, acquaintances (words of mouth advertising) 90

3.3.3 Old customer care 91

3.3.4 Overseas study links 92

3.3.6 English center 92

CONCLUSIONS 94

REFERENCES 96

APPENDIX 110

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