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

THUONG MAI UNIVERSITYENGLISH FACULTY GROUP 7 TOPIC: WHICH MARKETING TECHNIQU TOPIC: WHICH MARKETING TECHNIQUES CAN BE ES CAN BE USED TO USED TO RECRUIT STUDENTS TO A UNIVERSITY?. Marketi

THUONG MAI UNIVERSITY

ENGLISH FACULTY

GROUP 7 TOPIC: WHICH MARKETING TECHNIQU TOPIC: WHICH MARKETING TECHNIQUES CAN BE ES CAN BE USED TO 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

N

No o F Fu ulll l n na am mee S Sttu ud deen nt t C Co od dee D Du uttiieess

Evaluate the level of 

work  completion

3300 N Nggo o T Thhi i T Thhooaa 1199D D117700118822

Thuong Mai University and the application of

marketing techniques

A

31  Nguyen Thi Thoa

32  Nguyen Thi Hong

- TV- advertising

- Mailshot

- Powerpoint

A

3333 H Hooaanng g T Thhi i T Thhuu 1199D D117700225533 - General definitions

34

 Nguyen Thi Thuy

- Sponsorship

- Introduction, Conclusion

- Complete word

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OUTLINE OF THE PRESENTATION

A

A Introduction Introduction 33

B Content of

B Content of the presentation the presentation 3 3

I

I General General definition definition 3 3

II Marketing techniques used to recruit students

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

1

1 Telemarketing Telemarketing 4 4

2

2 TV- TV- advertising advertising 5 5

3

3 Mailshot Mailshot 7 7

4 Sponsorship

4 Sponsorship 88

5

5 Social Social networking networking 10 10 III Thuong Mai University and the application of marketing techniques 11 1.

1 Traveling Traveling shows shows 11 11 2.

2 Social Social media media 12 12 3.

3 Sponsorship Sponsorship 13 13 4.

4 Achievements Achievements acquired acquired 14 14

C

C Conclusion Conclusion 15 15

A Introduction

In recent times, the admission of universities has always received the attention of  many people, especially parents and students Instead

many people, especially parents and students Instead of passively waiting for of passively waiting for students tostudents to

come to schools like many years ago, schools have gradually turned to use marketing strategies to attract students Along with the strong

strategies to attract students Along with the strong development of the Internet, the development of the Internet, the trendtrend

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

development of the Internet, the trend of applying digital marketing trend of applying digital marketing tools at universities istools at universities is  becoming

 becoming popular, popular, in in order order to to create create a a competitive competitive advantage advantage for for universities universities andand improve their position in comparison with other schools, and at the same time better  attract the number of

attract the number of students enrolled at the school.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  st

strerengngthths s anand d memeththodods s fofor r seselelectctining g ththe e totop p pupupipilsls So So whwhat at arare e ththosose e mamarkrketetiningg techniques and what do they mean in terms of

techniques and what do they mean in terms of student recruitment, as well as what are thestudent recruitment, as well as what are the disadvantages of each

disadvantages of each strategies?strategies?

B Content of the presentation

I General definition St

Stududenent t rerecrcruiuitmtmenent t is is ththe e prprococesess s of of seseararchchining g fofor r prprosospepectctivive e ststududenents ts anandd 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

 prestige of an an institution institution Each Each year, year, thousands thousands of of universities compete universities compete to to recruit recruit highlyhighly 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 b  But how can they appeal to the best students? est 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 str

strengengthsths, , and and devdeveloelopinping g a a proprogragram-sm-specpecifiific c tartargetget, , uniuniverversitsities ies cacan n reareach ch out out toto  prospective

 prospective students students more more effectively, effectively, and and make make them them enroll enroll Almost Almost every every higher higher  education institution now uses some marketing techniques to

education institution now uses some marketing techniques to recruit prospective students.recruit prospective students The techniques are possible to promote the

The techniques are possible to promote the school's brand to potential students within notschool's brand to potential students within not only a country but also reach out to

only a country but also reach out to the world.the world

There are many marketing techniques such as telemarketing, TV- advertising, social networking, traveling shows, free holiday or weekends at the

networking, traveling shows, free holiday or weekends at the university, etc However, inuniversity, etc However, in this presentation, our group only focuses on some main techniques: telemarketing, TV advertising, mailshots

advertising, mailshots, sponsorship, and social networking which universities often use , sponsorship, and social networking which universities often use asas well as give some benefits and

well as give some benefits and drawbacks of each marketing technique.drawbacks of each marketing technique

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

1 Telemarketing  Normally,  Normally, the the enrollment enrollment of of students students needs needs a a good good marketing marketing plan plan to to attract attract thethe 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

 product and service to customers and potto customers and potential customersential customers

With telemarketing, universities can easily connect with prospective students It allows university representatives to answer any questions or

allows university representatives to answer any questions or concerns that students mightconcerns 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 reac

 potentially reach people on a nationah people on a national and global scale il and global scale instead of just lnstead of just locally.ocally

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

friendly, as bad experiences with telemarketers contribute to the negative stereotype Theexperiences with telemarketers contribute to the negative stereotype The ne

negagatitive ve imimagage e of of ththis is foform rm mamay y tatarnrnisish h ththe e rerepuputatatition on of of ththe e scschohoolol MoMorereovoverer,, 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

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

in

in finfindinding g potpotententiaial l stustudendents ts for for uniuniverversitsitiesies ThaThanks nks to to teltelemaemarkerketinting, g, schschoolools s cancan 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 Television advertising is a short-time television commercial produced and paid for byfor by

an organization In the education sector, TV advertising has a long-standing This adv

advertertiseisemenment t useuses s insinspirpiratiationaonal l and and propromotmotionional al concontentent t It It typtypicaically lly empemphashasizeizess 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

when they wanted to increase brand awareness to attract the brightest students.increase brand awareness to attract the brightest students

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

It was created by Havas Helia, told the story of

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

 by studying at The Open University It was shot in

 by studying at The Open University It was shot in reverse and opened with a man takingreverse 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

Usin Using g TV-aTV-advertdvertisinising g bringbrings s many benefitsmany benefits FirsFirstly, it tly, it easieasily ly reachreaches es all potentiaall potentiall students on a large scale and in a short time.  In the growing digital age, every family has

at least one

at least one television Therefore, television advertising is an effective way According totelevision 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, si

siblbliningsgs, , etetc c ThThey ey arare e ththe e onones es whwho o ininflflueuencnce e ththe e ststududenent't's s dedecicisision on to to chchoooose se aa 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

need to spend time sifting through the information and save a lot of time for them.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

than other mediums Moreover, with such a wide market, it will help universities improveuniversities improve  brand

 brand awareness awareness effectively effectively This This is is almost almost ensured ensured that that it it will will increase increase after after a a TV TV adad campaign It helps to build a better brand for the university and improve the prestige,  position, and image

 position, and image of the university in tof the university in the hearts of parenthe hearts of parents or students.s or students

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

a quality commercial, you have to

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

 pay the cost for the airtime on televe airtime on television The more adision The more ads appear, the more you ps appear, the more you pay.ay

Addi Additionationally, it lly, it is is diffidifficult to cult to answanswer er questquestions on ions on time.time.  It can be seen that TV advertising only provides information in one direction from the school side Students and

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

cannot directly approach and answer all questions for students and parents.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

is still an effective and quite popular marketing method of universities with low cost Theuniversities 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

want more information to decide to attend these universities.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

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

reached, mailshot will help them determine the number of mailshots sent They can makemailshots 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

 phone number Therefore, number Therefore, if if students are students are interested in interested in the the school or school or want to want to know know moremore information about the school, students can directly contact or send feedback They will certainly be answered directly in a

certainly be answered directly in a short time.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 se

sendndining g mamaililshshotots s to to ththem em rereququirires es ththe e ununiviverersisity ty to to cocollllecect, t, or or eveven en pupurcrchahasese,, information related to them They feel their personal information is leaked so they  become

 become frustrated frustrated Furthermore, Furthermore, using using mailshot mailshot is is unfriendly unfriendly to to the the environment.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 stra

strategy to tegy to recrrecruit studentsuit students As we As we knowknow, , sponsponsorshsorship is ip is the act the act of of suppsupportinorting g a a persperson,on, organization, or activity by giving money, encouragement, or other help Sponsorship is defined in the realm of education as the act of

defined in the realm of education as the act of providing money or other financial supportproviding money or other financial support  policies

 policies and and equipment equipment to to students students Sponsorship Sponsorship in in enrollment enrollment is is currently currently one one of of thethe 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 universi

universities Several universities have attracted a lot of ties have attracted a lot of good students thanks to tuition feegood students thanks to tuition fee waivers and scholarships For instance, Thuongmai University spends more than 20  billion

 billion VND VND each each year year to to award award scholarships scholarships to to encourage encourage learning learning for for its its students.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

 position Moreover, Moreover, it it also also helps helps to to create create higher higher competitiveness competitiveness compared compared to to other other  schools

Cur Currenrentlytly, , uniuniverversitsity y tuituitiotion n feefees s are are incincreareasinsing g raprapidlidly, y, yet yet oppopportortuniunitieties s for for  disadvantaged students with strong academic achievement to attend quality colleges are dwindling The implementation of these policies has

dwindling The implementation of these policies has made it possible for made it possible for underprivilegedunderprivileged 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

 promotes, supports, encourages studen, encourages students to develop theits to develop their talents.r 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

In shoshortrt, , altalthouhough gh I I admadmit it thathat t ththere ere arare e somsome e minminor or dradrawbawbackcks s thithis s metmethod canhod 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

establishment of these funds is a tribute to individuals sharing.to individuals sharing