WHICH MARKETING TECHNIQUES CAN BE USED TO RECRUIT STUDENTS TO A UNIVERSITY? WHAT ARE THE BENEFITS AND DRAWBACKS OF EACH TECHNIQUE

THUONG MAI UNIVERSITY ENGLISH FACULTY GROUP 7 TOPIC: WHICH MARKETING TECHNIQUES CAN BE USED TO RECRUIT STUDENTS TO A UNIVERSITY?. MEMBERS AND DUTIES OF GROUP 7Evaluate the level of work

THUONG MAI UNIVERSITY ENGLISH FACULTY

GROUP 7 TOPIC: WHICH MARKETING TECHNIQUES CAN BE USED TO RECRUIT STUDENTS TO A UNIVERSITY? WHAT ARE THE BENEFITS AND DRAWBACKS OF EACH TECHNIQUE?

Class: Business English 2.1 Code: 2185ENPR5211 Lecturer: Nguyen Thi Bich Ngoc

Ha Noi, October 2021

MEMBERS AND DUTIES OF GROUP 7

Evaluate the level of work completion

30 Ngo Thi Thoa 19D170182

Thuong Mai University and the application of

marketing techniques

A

31 Nguyen Thi Thoa

(Leader) 19D170252 Social networking A

32 Nguyen Thi Hong

Thom 19D170113

- TV- advertising

- Mailshot

- Powerpoint

A

33 Hoang Thi Thu 19D170253 - General definitions

- Telemarketing A

34 Nguyen Thi Thuy

(Secretary) 19D170255

- Sponsorship

- Introduction, Conclusion

- Complete word

A

OUTLINE OF THE PRESENTATION

A Introduction 3

B Content of the presentation 3

I General definition 3

II Marketing techniques used to recruit students and their benefits and drawbacks 4

1 Telemarketing 4

2 TV- advertising 5

3 Mailshot 7

4 Sponsorship 8

5 Social networking 10

III Thuong Mai University and the application of marketing techniques 11

1 Traveling shows 11

2 Social media 12

3 Sponsorship 13

4 Achievements acquired 14

C Conclusion 15

A Introduction

In recent times, the admission of universities has always received the attention of many people, especially parents and students Instead of passively waiting for students to come to schools like many years ago, schools have gradually turned to use marketing strategies to attract students Along with the strong development of the Internet, the trend

of applying digital marketing tools at universities is becoming popular, to create a competitive advantage for universities, improve their position Along with the strong development of the Internet, the trend of applying digital marketing tools at universities is becoming popular, in order to create a competitive advantage for universities and improve their position in comparison with other schools, and at the same time better attract the number of students enrolled at the school

The use of marketing methods to attact students to enroll in colleges has increasingly gained popularity among institutions today Each school will have its unique set of strengths and methods for selecting the top pupils So what are those marketing techniques and what do they mean in terms of student recruitment, as well as what are the disadvantages of each strategies?

B Content of the presentation

I General definition

Student recruitment is the process of searching for prospective students and encouraging them to apply for the educational programs of the university It requires most of the attention in schools as it will determine the quality of the applicants who will study there Furthermore, it also plays a very important role in helping to achieve the prestige of an institution Each year, thousands of universities compete to recruit highly motivated students, who can add value to their institutions and who have the required qualifications to succeed further

But how can they appeal to the best students?

Student recruitment has never been easy but with outstanding and clear strategies, it has become easier By singling out some marketing techniques, focusing on its key strengths, and developing a program-specific target, universities can reach out to prospective students more effectively, and make them enroll Almost every higher education institution now uses some marketing techniques to recruit prospective students The techniques are possible to promote the school's brand to potential students within not only a country but also reach out to the world

There are many marketing techniques such as telemarketing, TV- advertising, social networking, traveling shows, free holiday or weekends at the university, etc However, in this presentation, our group only focuses on some main techniques: telemarketing, TV advertising, mailshots, sponsorship, and social networking which universities often use as well as give some benefits and drawbacks of each marketing technique

II Marketing techniques used to recruit students and their benefits and drawbacks

1 Telemarketing

Normally, the enrollment of students needs a good marketing plan to attract the students to enroll at their college Firstly, we shall cover one of the college's techniques used to attact students, which is telemarketing Telemarketing can be defined as an activity that uses the telephone or other tool to connect to a telecommunications network

to reach a consumer for marketing, selling goods, advertising, and services to expose the product and service to customers and potential customers

With telemarketing, universities can easily connect with prospective students It allows university representatives to answer any questions or concerns that students might have about the school, teacher, major or extracurricular activities This helps students have an overview of the school and creates priority when enrolling Therefore, an effective telemarketing campaign can enhance recruitment and enrollment goals while addressing the informational needs of potential students through personal one-on-one

contact Besides, telemarketing can allow connection from a distance Institutions could potentially reach people on a national and global scale instead of just locally

Another advantage of telemarketing is that it is easy to implement Universities can connect more students in less time because lists of students’ phone numbers and other contact information can be purchased

On the other hand, telemarketing has some disadvantages A main disadvantage of telemarketing is that it is considered a nuisance Customer reactions are not always friendly, as bad experiences with telemarketers contribute to the negative stereotype The negative image of this form may tarnish the reputation of the school Moreover, nowadays, more people are using technology to screen out telemarketers and other unwanted callers This limits the total number of students that universities can reach through telemarketing

To sum up, despite having some disadvantages, telemarketing plays an important role

in finding potential students for universities Thanks to telemarketing, schools can understand the needs and points of students based on their advice It is one of the important stages to attract students

2 TV - advertising

Television advertising is a short-time television commercial produced and paid for by

an organization In the education sector, TV advertising has a long-standing This advertisement uses inspirational and promotional content It typically emphasizes university brands, career and job prospects, playing a critical lead generation role in their institution’s marketing efforts

This advertisement was popular in the last decade (2010-2019 period) when devices such as smartphones, computers or social networks had not yet developed strongly At that time, this was an extremely effective communication method of famous universities when they wanted to increase brand awareness to attract the brightest students

For example, The Open University in the UK has launched its first TV ad since 2016

It was created by Havas Helia, told the story of three people who have changed their lives

by studying at The Open University It was shot in reverse and opened with a man taking his first class as a teacher and ends with the moment that all three protagonists were inspired to apply to The Open University At that time this ad reached 75% of the UK adult population This inspirational video boosted the university's brand when it was shared widely

Using TV-advertising brings many benefits Firstly, it easily reaches all potential

students on a large scale and in a short time In the growing digital age, every family has

at least one television Therefore, television advertising is an effective way According to results from research by Barnes & Noble College Marketing (BNCM) study released in August 2012: "42% of American college students say that TV advertisings are the most effective type of advertising" It can be certain that a video or a short broadcast on television gives a much more vivid look than static information It also helps to transmit information about the school to a wider variety of classes in the family such as parents, siblings, etc They are the ones who influence the student's decision to choose a university Moreover, these promotional videos or broadcasts are usually short in length

of about 40-60 seconds for an advertisement or about 2-3 minutes for a broadcast It also has most of the useful and official information Therefore, these potential objects do not need to spend time sifting through the information and save a lot of time for them

In addition, it can create high brand trust Viewers often tend to trust television more than other mediums Moreover, with such a wide market, it will help universities improve brand awareness effectively This is almost ensured that it will increase after a TV ad campaign It helps to build a better brand for the university and improve the prestige, position, and image of the university in the hearts of parents or students

Besides the benefits, telemarketing also has its disadvantages If you want to produce

a quality commercial, you have to spend money on related stages like production includes hiring scriptwriters, editors, or advertising agencies… It's certain that you also have to pay the cost for the airtime on television The more ads appear, the more you pay

Additionally, it is difficult to answer questions on time It can be seen that TV

advertising only provides information in one direction from the school side Students and

parents receive input information without being active in the output information This advertising makes information exchange and interaction difficult Because the school cannot directly approach and answer all questions for students and parents

3 Mailshot

A mailshot is an e-mailshot or a paper mailshot that is sent to many people at once time by post or email It has been used as a direct marketing medium for many years as

an effective way of easily reaching customers at an affordable price Until now, mailshot

is still an effective and quite popular marketing method of universities with low cost The only difference is in form For example, in the past, mailshots that universities sent to students were usually in the form of postcards containing photos of the school, related information and they were sent by post Today, due to the development of technology, mailshots are designed to be more diverse and creative and they can be sent by email This advertising is used when universities have information about potential students who want more information to decide to attend these universities

One of the most noticeable benefits of mailshot is cost-effective and does not require

a large investment, especially when compared to digital advertising Not only it can be made transparently at an affordable price, but also it is very economical to send and distribute them especially if you choose to send them in bulk Besides, it also can easily

be designed online for free on supporting apps like Canvas, etc

Another advantage of using mailshot is that it is easily track, measure, and answer

questions Unlike TV ads, when universities do not know the exact number of people

reached, mailshot will help them determine the number of mailshots sent They can make statistics on how many people have received this information, so it is easy and quick to evaluate the effectiveness of this marketing method after the end through measuring the response rate In addition, on mailshots, most of them leave their email address and phone number Therefore, if students are interested in the school or want to know more information about the school, students can directly contact or send feedback They will certainly be answered directly in a short time

On the other hand, mailshot has its drawbacks Firstly, it makes people feel invaded

about privacy Mailshot recipients may consider this is an invasion of privacy because

sending mailshots to them requires the university to collect, or even purchase, information related to them They feel their personal information is leaked so they become frustrated Furthermore, using mailshot is unfriendly to the environment Because recipients may not care about them and consider them "junk" mails Sending hundreds or even thousands of letters to the target objects causes waste and harms the environment

4 Sponsorship

Besides using telemarketing or mailshot, sponsorship is also considered an effective strategy to recruit students As we know, sponsorship is the act of supporting a person, organization, or activity by giving money, encouragement, or other help Sponsorship is defined in the realm of education as the act of providing money or other financial support policies and equipment to students Sponsorship in enrollment is currently one of the most popular ways for attracting students to apply to the institution It could be the creation of appealing scholarship funds or programs that provide financial assistance to students to aid with living costs and other expenses while they are in higher education It also refers to acts such as tuition fee reductions, scholarships for low-income students, and loan policies for poor students

Using sponsorship as a marketing strategy has brought success in the recruitment of universities Several universities have attracted a lot of good students thanks to tuition fee waivers and scholarships For instance, Thuongmai University spends more than 20 billion VND each year to award scholarships to encourage learning for its students During the Covid 19 pandemic, many schools have also supported students by lowering tuition costs while students study online For example, Thuong Mai university has reduced tuition fees by 5-7%, the Post and Telecommunications Institute of Technology deducts more than 6 billion VND from the Student Support Fund with a support level of 500,000 VND/student for about 12,000 students Hanoi University of Civil Engineering

has also supported students by giving food to those who have been stranded in Hanoi during the social distancing period

These support policies not only show the university's humanity, the sharing and support of the schools for students but also help enhances the school's reputation and position Moreover, it also helps to create higher competitiveness compared to other schools

Currently, university tuition fees are increasing rapidly, yet opportunities for disadvantaged students with strong academic achievement to attend quality colleges are dwindling The implementation of these policies has made it possible for underprivileged students or students in challenging situations to have the opportunity to study This policy also helps reduce pressure on study and living costs for them At the same time, it also promotes, supports, encourages students to develop their talents

Sponsorship offers several advantages, but it also has some drawbacks Supporting students is still tough due to a lack of financial resources This income source may not be sufficient to cover students' educational and lifestyle demands Moreover, in some cases, many students enroll in a school solely because of an attractive scholarship or support funds, but they do not truly love the school, do not truly have passion To pursue to dream of education, they have no other better choice because their family situation is too difficult For example, a small number of pedagogical students, when asked, said that they do not really like the teaching profession But because of the support of more than 3 million dong/month, they signed up for this industry to reduce the financial burden for their family

In short, although I admit that there are some minor drawbacks this method can create, I firmly believe the benefits are more remarkable The proof is that most institutions have scholarship funds for students and other monies to assist poor students Because, as you know, Vietnamese people have a tradition of mutual affection, so the establishment of these funds is a tribute to individuals sharing