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

UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of Business ---LÊ THỊ TÂM LINH Too late of online advertising campaign for ISB.MBA program ISB.MBA at International school o

UNIVERSITY OF ECONOMICS HO CHI MINH CITY

International School of Business

-LÊ THỊ TÂM LINH

Too late of online advertising campaign for

ISB.MBA program (ISB.MBA) at

International school of business (ISB)

MASTER OF BUSINESS ADMINISTRATION

Ho Chi Minh City – Year 2018

ISB.MBA -THESIS-PSO

UNIVERSITY OF ECONOMICS HO CHI MINH CITY

International School of Business

-LÊ THỊ TÂM LINH

Too late of online advertising campaign for

ISB.MBA program (ISB.MBA) at

International school of business (ISB)

MASTER OF BUSINESS ADMINISTRATION

SUPERVISOR: TRẦN HÀ MINH QUÂN

Instructor: Professor Tran Ha Minh Quan

Student: Le Thi Tam Linh _ Code 22160026_ ISB.MBA 7

Topic: Too late of online advertising campaign for ISB.MBA program (ISB.MBA) atInternational school of business (ISB)

Date: 10st December, 2018

1

 Classification of sale volume 2017&2018

 ISB.MBA online advertising reports in 2017 & 2018

 Analysis of delayed potential profile

EXECUTIVE SUMMARY

In the recent years, the rapid growth of Internet has been changing the way to do marketing Through using applications such as Facebook, YouTube or online publicrelation (PR) articles become useful communication channels to introduce and sell products or services to potential customers

However, to achieve the highest effectiveness from online advertising, each companyshould take a lot of time to make marketing strategies as well as advertising plan in detail In addition, it should be noted that other internal factors in company will also affect the results of the advertising campaign

From prominent symptom of low sale volume of online advertising campaign, we

conduct collecting and analyzing the internal databases as well as interviewing withmanagers at ISB, and find the central problems lead to low effective of digital

activities are: too late of online advertising campaign.

As mentioned above, aside from the causes of marketing techniques, we have beenexploring main internal factors in the company that is overall real causes of abovecentral problems:

 Unclear role of management in organization

Searching from the literatures and reality at ISB, I found some solutions and would

propose action plans: Board of Director and manages should jointly finish ISB

business strategies for next five years, develop appropriate salary policies, and

accompanying specific KPIs Develop standard and professional work processes…

ISB will meet some difficulties in implementing above solutions ISB managers will have to increase the time spent working together and they will be pressured on this

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ISB.MBA -THESIS-PSO

volume of work So need great efforts from the management positions as well as therole of the HR manager are very necessary

We do not need increase financial budget for this change The budget for

teambuilding activities will be the same as in previous years but it needs to be moreeffective The budget for salaries and bonuses will not change much, but it will be divided more appropriately and clearly based on individual performance

PART 1: BACKGROUND

Online adverting is a form of promotion that using the internet and World Wide

Web marketing message to attract target customers Along with the rapid increase inthe number of Internet users around the world, the World Wide Web has become one of the most effective advertising medium in this decade (Louisa Ha Ph.D.,2012)

A major advantage of online advertising is the quick promotion of product

information without geographical boundary limits

At ISB, Ads is run on media tools such as Google Ad words, Facebook, Ad

network, and PR articles on some online business magazines with a medium budget and with the arm of growth recruited students from this source

 2017 sales report provided by sales department shown that there are no

ISB.MBA student recruit from 2017 online advertising campaign source

(total recruited student in this year is 60

 And in 2018 sales report, numbers of ISB.MBA student getting from 2018

online advertising are 8 students (total recruited student in year is 73, equivalent to 11%)

( summary at table 1)

 In addition, in 2018 online advertising campaign report, this campaign had 118

potential profiles to convert to real students; however this rate of convert is too low (8

students of 118 potential profiles, lead to close ratio is 6.7%)

 However, basing on business need of ISB as well as key performance indicators

(KPI) assigned to sale and marketing departments, every year ISB need recruit 100

ISB.MBA students By sales data analyzing, numbers of student from UEH/ISB brand or Website UEH/ISB source is 44 students in 2017 and 47 students in 2018( see at table 1)

(getting about 50% of KPI 100 students) So, other activities from ISB such as telesales, Alumni events as well as online advertising campaign need great effort to approach more target customers, to increase sale volume and to meet KPI

Therefore, low sale volume from online advertising campaign is prominent symptom

that ISB should pay more attention

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II INITIAL CAUSE - EFFECT MAP

Beginning the research, I have a depth interview with ISB marketing expertise, Ms.Thao Lam, and I ask her ―which medium are effective and not effective in 2017 campaign?‖ She said that: Google are still an effective channel Other media tools bring to the customer database but these data are not quality

And from this opinion, I review 2017 online advertising report and see that:

 Facebook_ Lead ads get 11 potential profiles but taken note that ―although Facebook _ Lead ads has conversion and get customer database but almost data is not quality‖

 This campaign has only total 11 potential profiles

 Ms Thao Lam notes ―the campaign need find more useful channel to get morecustomer database‖

Continuing I interview ISB sales manager, Ms Linh Le, and ask her ―why do

having fluctuation of sale volume in 2017 and 2018‖ She said that:

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ISB.MBA -THESIS-PSO

 In 2017, customer database getting advertising campaign is poor quality and low quantity So sales department do not approach many target customers

 In 2018, many potential customers from online adverting source postpone their MBA studying

and move to plan 2019.

Continuing, I also review 2018 online advertising report and see that:

 Banners on Ad network, PR articles or Facebook only get 6 potential profiles

 Ads on package of Vietnamworks and Google get 112 profiles

Come back analyzing secondary data of sales, I recognize that having 51 of

112 profiles from ADR package of Vietnamworks and Google source

following in potential profile database 2019 (equivalent to 46%)

From investigating, I find out three potential causes of the symptom - low

sale volume from online advertising campaign as follows:

1 Poor quality of potential profile

2 Low quantity of potential profile

3 High percent of delayed potential profiles

For potential cause No.1 &2, poor quality and low quantity of potential profile, Ms.

Thao Lam said that:

 The campaign is approved run near the examination of ISB.MBA So marketingdepartment has no enough time for preparation and run the campaign Furthermore,

advertising just run in short time, ―has only about 1 month to promote‖

 ―Difficulties when doing communication for ISB MBA are time The time when UEH approves admissions and ends enrollment is about 4 months, from May to August‖

 The PR articles run in May and July.

And Ms Linh Le also said that:

 Online PR articles run at wrong time and need expand Ads on more many business editors

 Both campaigns in 2017 and 2018 run too late Potential customers know about ISB.MBA lately

Coming back to online advertising reports, we see that:

 Facebook _ Lead ad, editors such as Vnexpress.net; News.zing.vn and Cafef.vn

or banners run on Ad network get low outcome

 Need search more useful medium and need an effort run adverting as soon as possible

For potential cause No.3, high percent of delayed potential profiles, Ms Linh Le said

that:

 In 2018, potential profiles getting from Ads on ADR package of Vietnamworks and Google is too late , so many potential audiences have no enough time to prepare for

ISB.MBA exam ( about 20 th Aug)

 Delayed about 40 potential profiles need finish a certificate of economics at short courses (such as Pre MBA course at ISB) before attend ISB.MBA exam

 Pre MBA course at ISB need reform of teaching method to create more flexible and convenient for target customers

Come back analyzing secondary data of sales, I find that having 19 Pre MBA

profiles of 51 profiles (equivalent to 37%) from package of Vienamworks andGoogle source waiting attend Pre MBA course 2019

From analyzing, I find that there are three prominent potential central problems

influenced low sales volume of online advertising campaign:

1 The campaign run too late ( Too late of online advertising campaign)

2 Some current medium is inappropriate, the campaign need search more useful

media tools ( Inappropriate of some medium)

3 Short course at ISB (Pre MBA) is low efficiency ( Low efficiency of short

course Pre MBA)

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ISB.MBA -THESIS-PSO

According to E.W.T Ngai (2001) in an article ―Selection of website for online

advertising using AHP‖ he identified ―impression rate is measure by counting each

time that a page displaying the banner is viewed: it gives advertisers a sense of the traffic at the site A page view differs from a hit: a view involves the number of times

a page has been accessed, whereas, a hit counts the number of times that all elements

in a page, including graphics, have been accessed This implies that the higher the number of impressions, the higher the chance that a banner advertisement will be viewed by potential customer‖

In an article ―Marketing industry in digital era‖ by Liliana Dugulaena (2008), she says

that ―the ―click-through‖ is means the process of clicking through an online

advertisement, being the most immediate response to it The number of click-throughs

can be a good indicator of the interest involved by the advertising The ―click-through rate” (CTR) is the average number of click-throughs per hundred ad impressions,

does not assure a good conversion rate, sometimes it can be oriented

towards curiosity clicks‖

E.W.T Ngai also said that ―audience fit” as how well the visitors compare

to business‘s target customers profile in terms of age and education level

Base on www Vinalink media, in an article ―10 indices “vital‖ in internet marketing‖ shows that: ―total conversions” are one of the most important metrics for measuring

profitability in overall marketing efforts This conversion rate can be statistically

measured in several ways for example, order form, message form, etc And ―Lead” is

the focal point of business, business can collect this information in a variety of ways, including online and offline marketing: fill in the form, conferences, trade shows…The

purpose storage Lead is to find chance converts to real customers.― Lead to close

ratio” is lead conversion rate into customers purchase or service use.

In an interview with Ms Linh Le, she also said that ―2017 online PR articles do

not come to audience fit and communication is too late We have the articles on

some channels However, most students do not know about this information, and

so they chose other programs to study‖

Analyzing 2018 advertising campaign report, we see that real KPI of impression and

click on Facebook are higher estimated KPI However, real conversion (contact)

number is too lower than estimated KPI one

In the interview, Thao Lam also said that we have conversions on Facebook in 2017 campaign but this conversion (Lead) is poor quality so lead to close ration is 0%.

In 2017 advertising campaign report mention click-through rate (CTR) of Google

display network is average 0.23% and do not have any conversion (contact)

IV CENTRAL PROBLEM OF INTEREST

As we discuss in symptom part ―why should we focus on the symptom of low sales volume from advertising campaign?‖, because if advertising effectiveness significantlyenhance, they will be one of vital tools to reach ISB volume goal

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ISB.MBA -THESIS-PSO

Choosing right time and right medium are one of important steps in advertising

plan In limit time, I will prioritize research on central problem ―too late of online

advertising campaign” to discover real causes and proposal for solutions.

With this problem of interest, the online advertising campaign runs too late, I think that boards of director (BOD) and marketing department at ISB have enough control

on solving problem

My marketing knowledge is limit, so the research do not focus too much on problem

―inappropriate of some medium‖, but I will still present the existence and

important of this problem

Readjust the time of the campaign and choose more useful medium will help ISB to determine level of real utility of advertising influenced on sales, BOD will have a more suitable budget for advertising activities to maximize the profit as well as finishvolume objective and increase ISB brand awareness

Reforming of teaching method of Pre MBA class also is an important element to expand volume, however, they involve in many other departments (such as production,testing, faculty) as well as academic quality To solve this problem, BOD and ISB departments need take much time for the research My work scope is outside this field,

so low efficiency of Pre MBA course will be stop research here

PART 2: PROBLEM JUSTIFICATION

In Journal of Current Issues & Research in Advertising has an article: ―Online

Advertising Research in Advertising Journals‖ by Louisa Ha Ph.D (2012) The article

show that ―author proposes the definition of online advertising as deliberate messages

placed on third party web sites including search engines and directories available

through Internet access Deliberate messages mean that the advertiser intends to

place the message on the online medium They are not unsolicited list ing on party sites‖

third-Other definition as follow: “Internet advertising(online advertising) whose goal it is

to drive customers to your website or location (s) or to make a call regarding your products or services” While traditional offline advertising is used by many

companies to drive customers to their websites, many businesses are trying online ads

on the online medium: e-newsletters (such as banners, click ads, call ads and pop-ups), compatible websites, search engines and online versions of

pay-per-newspapers and magazines as a way of reaching people who use the internet for

shopping or to gather information (www Entrepreneur Asia Pacific )

According to E.W.T Ngai (2001), he identified five evaluation criteria that can were used in selecting the most effective website for online advertising as follows:

1 Impression

3 Audience fit ( education level/ age)

4 Content quality

5 Look and feel ( design/ user_ friendliness)

In an article ―10 indices “vital‖ in internet marketing‖ (www Vinalink media)

show how to measure efficiency of online medium as follows:

6 Lead to close ration

7 Customer retention rate

9 Cost per lead ( CPL or cost per sales_ CPS; cost per action_ CPA)

10 Return on investment ( ROI)

In next part, we will base some critical figures (such as impression, conversions, cost

per sales ( CPL) and ROI) to evaluate effective of Google, Facebook, ADR package of

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ISB.MBA -THESIS-PSO

Vietnamworks, Ad network and online versions of newspapers and magazines using

at ISB

Entrance examination of ISB.MBA is often organized at the mid of Aug (about 20 th

Aug) by UEH/ISB and deadline of application form is about 31 st Jul Students

need take from 2 weeks to 7 weeks to prepare of attending for this exam (2 weeks

for review knowledge of 2 subject English and Gmat and 5 weeks for attending

short course Pre MBA at ISB)

Students also can attend other short courses Pre MBA at UEH by Vietnamese

language in about April every year.

I ask Ms Thao Lam: ―Do you think when is suitable for running ISB.MBA

advertising? And she said that ―Due to the behavior of the students, after the Lunar New Year they will usually start looking for information on MBA classes‖ And

Ms.Linh Le said that: customers converting economics certificate, should know

ISB.MBA information before April to make plan for attending short course Pre MBA

at UEH or ISB She also said more: potential customers in 2018 know about ISB.MBAlately, they cannot attend ISB.MBA entrance exam on time

Basing on sales database, information of some potential profiles form the advertisingcampaign is shown as follows:

Table 2:

Date Sources Level Notes for following Names Universities Pre MBA

12th July send email, 13th July call,

Cửu long

-L3 02nd Aug have to learn PRE, move YES

plan to 2019.

Food Công 11th, July Vietnam

20th, July Vietnam 26th July send email, 01nd Aug have

20th, July Vietnam 26th July send email, 01nd Aug have Le Dinh

Thang

2018 work to learn PRE, move plan to 2019 Nhu Ngoc

Foreign Faculity.

24th, July ABBOTT Have to learn PRE, Nguyễn

Y Dươc TP

2018 potential 2019, update information Ngọc Châu

university

Table 2 show that, data of potential profile from Ads have from 11th July but almost

among them to be failed because of too late for Pre MBA course at ISB or UEH

According to online advertising campaign reports 2017 and 2018, I see that timing

of campaign 2017 run from 11 th Jul to 10 th Aug and campaign 2018 begin from

first days of Jul.

From above reality situation at ISB, we find that the campaign start in July is

too late Advertising should run sooner and in many periods of time.

Next, I will analyze efficiency of communication channels run in the campaigns:

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Table 3: Online advertising

campaign 2017

Đvt: Vnd

Total 118 8 108,000,000

Note: Vulue of a ISB.MBA student about 20% of revenue (

source from ISB Finance & Accounting department

information )

Impression: called a view or an ad view, is a term that refers to the point in which an

ad is viewed once by a visitor, or displayed once on a web page

Click: once a user sees our ad (logs an impression), they can click on it to take them

to our landing page

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Conversion: a conversion must happen after a click, and is always more valuable than

a click A conversion can be any sort of action we want the user to take such as fillingout a form to give customer information

Sales: making an purchase action (a conversion become a real customer)

ROI: is the most important factor for any marketing campaign, it will give us an

idea of how profitable rate it is to invest

If ROI>1, campaign has been effective

If ROI<1, campaign need to be adjusted

ROI = (value of a customer – cost per an action)/cost per an action)

 From table 4, we see that, ROI of Google media is the highest and cost per

conversion is lower other some channels So, Google should be continuing invested in the

next year

 ADR package of Vietnamworks with cost per conversion is the lowest but ROI is

loss, due to lead to close ration is 0% However, we should consider late of advertising

influenced this ROI Thao Lam also note in 2018 campaign report that

―data from ADR package of Vietnamworks are quite useful‖

 ROI of all Vnexpress.net, News.zing.vn and Cafef.vn is rather low and cost per conversion is highest We should seek some other useful channels to replace for some

current ones

In the last two year, effective of Facebook and Ad network is low with cost per

conversion is high as well as ROI is loss.

From the analyzing, we see that combining above indexes with searching other

activities influenced on low outcome of sales, we will have reasonable decisions

in choosing right medium

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ISB.MBA -THESIS-PSO

Finally, I also have an interview with Le An Binh, a fourth year student of University

of Economics Ho Chi Minh City (UEH), to understand how a target audience know

about ISB.MBA and the result is as follows:

Initial

coding

Question 5: Do you know ISB.MBA programe?

And how do you know?

Yes I heard about the program for the first time due to

sharing information from a my relative who intend to

Question 8: What do you think about online

advertising activities of ISB.MBA?

At the present, I think ISB.MBA’s online advertising

activities are quite few In my experience, I used to

attend ISB‘s workshop and contact with some lecturer

at there, so I know ISB.MBA information more than

Le An Binh is a target audience of ISB.MBA, he knows about the program because

he is student of UEH He has a lot of chance to get ISB.MBA information from

UEH‘s lecturer and his friends than others Almost, he does not see any online

advertising about the program

establish smaller goals as part of a larger marketing strategy An good advertising

plan lays out exactly how and when a business will reach out to potential

customers through various types of media This includes setting advertising goals,

identifying a target audience, defining a message to that audience, and clarifying a plan

of action to achieve those goals ( Michael R Lewis, 2017, www.wikihow.com)

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ISB.MBA -THESIS-PSO

According to Michael R Lewis, consider which types of media to use and think

about timing are important items in identifying a target audience part Determining

which types of media to use can be difficult We need advertise in medium that target audiences interact with them frequently Consider both target audience and their

habits when determining what forms of advertising to purchase Think about timing, Michael R Lewis also states that “even if you get everything else perfect, you still

need to advertise to consumers at a time when they are thinking about buying‖

Develop a schedule that hits target audience base at just the right time of year

―The impact of digital marketing on the business‖ article by Zaid Noaimi (2015)

shows that: ―the impact of digital marketing on business in general will minimize

the marketing costs by transforming from traditional/offline marketing to a mix of

offline and online marketing with a focus on the online marketing, and the cost per

unique users will decrease For example, the 10,000 USD investments on an offline advertisement will attract less than 6,000 users, but with the same amount of money online, at least 100,000 users will be attracted and consequently may be interested in your product.‖

According to Jeninfer (1998), the difference in traditional media and online media asfollows:

In an online article ―Seven reasons why your business needs online marketing‖ by Myra Bari (2017) shows few reasons why business should consider online

marketing as follows:

 More people are online

 Your competitors do it, so you need to do it too and do it better

 Targeting the right audience is easier online

 Online marketing is cost-effective

 Interact with your customers and learn

 Build brand reputation

Myra Bari said more a brand is a perception of a business which exists in the minds of customers It can take several years to build a positive brand image However, online marketing is helping new and small business quickly position themselves in the market

and move towards strong brand building Through online channels, business can

advertise and create memorable user-experiences which add to brand building

According to Shivendra Tiwari (2018, www.digitalvidya) ―the most important

advantage of using online channels for marketing a business or a product is different

metrics that it offers You can use those metrics to measure the performance of any

online marketing channels You can also know how visitors come to your site throughdifferent channels, how they interact with a website or landing page and how you can target them in a manner that they will be bound to make a purchase with you‖

Shivendra Tiwari said more that: online marketing is also quite effective in

maintaining great online reputation for business or brand, which is very important

nowadays In today‘s time, when a potential customer wants to make a purpose, they first searches online Therefore having positive and impressive reputation on the web would help us gain new customer

From above theory, we see that problems ―too late of online advertising campaign‖

and ―inappropriate of some online medium‖ are important mistakes made when build

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ISB.MBA -THESIS-PSO

and run advertising campaign at ISB This leads to low sales volume from the

campaign as well as low return on investment (ROI) in advertising, for example,

ROI of 2017 campaign is loss and ROI of 2018 campaign with Facebook, Ad networkand package of Vietnamwork is too loss

Because of a lack of good advertising plan, we are not inherited many benefits from

online marketing bring such as not minimize advertising cost and not target the

right audience as well as not build brand reputation We do not really interact with customers to learn and enough understand our target audience‘s

behavior of purchase.

In addition, sale volume of ISB.MBA is not meet KPI, so we have to organize small classes This leads to operation cost increased and will be influence profit as well as

capacity of each class.

PART 3: CAUSES VALIDATION AND SOLUTIONS

As I present in the part of the central problem of interest, I will mainly focus on to findout the real cause of problem ―late of online advertising campaign‖ as well as

proposal some internal causes in marketing management influenced ―inappropriate

of some online medium‖ As limitation of my knowledge in marketing field, I will not deeply analyze in technical of digital marketing

In the subsequent rounds of interview with Ms.Thao Lam, I ask her ―your department does not have marketing manager in 2018, how do you feel?‖ She said that ―marketing manager is very necessary, who interprets ISB marketing strategy into detailed marketing plan‖ In 2018, Mr Quan, director of ISB, become the direct marketing manager, and he informs Thao Lam about ISB marketing strategic, however he has not enough time to go with her in detailed marketing actions And she also said more that, at the end of 2017, her department has a well preparation for 2018 marketing plan;

however, these action plans have been changed in 2018 when the marketing

manager quite her job

In the literature, I find two terms define for above issues:

Internal structure change refers to the frequency of change within a company in

terms of structure, rules, and procedures (Korhonen & Sande, 2014)

Top management support, it is apparent that prior research has adopted either an

attitudinal or a behavioral interpretation of TMS (Jarvenpaa and Ives, 1991)

Attitudinal interpretations cast TMS as a set of favorable attitudes that are manifested

in such ways as ‗active and enthusiastic approval‘(Linying Dong, Derrick Neufeld, Chris Higgins,2009)

Besides inappropriate of medium 2017, Thao Lam also mentioned about the content ofmarketing is not attractive to the target customers She said that ―I do not have

deeply understand in subjects of this program, so PR articles written is not deeply impressed on the target audience‘s memory‖

Continuously, I have a talk with Mr Quan, he says that ―some actions in 2018 is approved late such as brochure printing or admission notification issue and other things Marketing plan is changed and some other plans happen at last minutes‖ He isnot satisfied with contents in marketing messages Pre MBA short course is not well

prepared He thinks that the lack of cross function cooperation and unclear role of

management in organization are causes of these problems Mr Quan also shares

more ―when sale volume does not meet the KPI, I do not know who is the most responsible for this issue?‖

In theory, cross-functional cooperation refers to the extent to which there is a state

of collaboration between sales and marketing and the other function that is

characterized by unity of effort (Korhonen & Sande, 2014) The role of management

is to move an organization towards its purposes or goals by assigning activities

organization members perform (https://managementinnovations)

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ISB.MBA -THESIS-PSO

Return the talk with Thao Lam, she said that ―I really do not know who or which department is responsible for issuing admission notice‖ and ―I do not see yet the final result of the recruitment this year from the sales department‖ She thinks that

ISB should reorganize cross functional information system as well as enhance

knowledge of cross functional.

In the literature, cross-functional knowledge refers to an individual's level of

knowledge about other functions It means that the information sender has insight into

the specialized knowledge of other functions (Homburg & Jensen, 2007) A

cross-functional information system is the third era of information systems, after

calculations systems and functional systems Cross-functional systems were designed

to integrate the activities of the entire business process, and it involves the

coordination of activities across multiple departments

System)

(https://vi.scribd.com/doc/61749331/Definition-of-Cross-Functional-Information-Moreover, I also find two terms in the literature as follows:

Physical barrier: the probability of interaction between people drops off rapidly

with the physical distance between their work locations (Allen, 1977) Long

distances make informal and face-to-face communication inconvenient The location

of various functions between and within buildings plays an important role in

interface management

Many researchers have noted personality differences between functions (cf Abita,

1985; Gupta et al., 1985, 1986; Lucas and Bush, 1988) Moreover, even if the

existence of stereotypes is not based on facts, if one or the other group believes in them, this belief alone may become a barrier to mutual understanding (Griffin and Hauser, 1996) To overcome similar barriers, researchers seek mechanisms to

enhance understanding, build trust and improve the quality of the relationship (Gupta

et al., 1986, 1987)

Review talks with Ms Thao Lam (marketing expert) as well as with Ms Linh Le (salesmanager) I recognize that these two departments have a physical barrier happen Theirwork location is not the same room and they are lack of informal or face to face

communication Ms Thao Lam and Ms.Linh Le also have personality differences; for example, Ms Thao Lam with experience in marketing field, she thinks that PR

articles only need advertising on some channels (3 channels in 2018) Ms Linh Le takethe opposite view, she suggest that PR articles should be run on more many channels

From the above theory and practical, I see the real internal causes leaded to late

actions and inappropriate digital campaign, as follows:

Among causes listed above, I recognize that lack and unclear of management role in

marketing activities is the overall cause of action plan change at last minutes or lack ofmanagement support

Lack of cross functional cooperation also is the main cause to lead to cross

functional knowledge or cross functional information system When functional

departments cooperation well, personality differences will decrease or physical

barriers will not become an important problem to solve When all staffs or departments

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