AN INTERNSHIP REPORT ON SOCIAL MEDIA MARKETING AT KFIRE EDUCATION (April 2023 July 2023)

UNIVERSITY OF FINANCE - MARKETING
FACULTY OF FOREIGN LANGUAGES
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INTERNSHIP REPORT
AN INTERNSHIP REPORT ON
SOCIAL MEDIA MARKETING AT KFIRE EDUCATION
(April 2023 - July 2023)

STUDENT: Tran Dinh Chinh
STUDENT ID: 2163010198
CLASS: DH2K6TALTT1
LECTURER: Le Xuan Quynh Anh, M.A.

Ho Chi Minh city, 04 2023


ACKNOWLEDGMENTS
During the reporter's internship, he received invaluable assistance that helped him
overcome challenges and successfully complete his internship.
First and foremost, the reporter would like to express his gratitude to the University
of Finance and Marketing, especially the Foreign Language Faculty, for providing
him with the essential knowledge and foundation for his future career.
The reporter is particularly thankful to his instructor, Ms. Le Xuan Quynh Anh, who
guided and advised him throughout the internship. She diligently reviewed each
stage of his report, highlighting areas for improvement and offering valuable
suggestions. Following her guidance, the reporter was able to complete his report on
time and with success.
The reporter extends sincere thanks to Mr. Nguyen Phu Quy, the individual who
hired him as an intern and provided him with invaluable guidance. Under Mr. Quy's
supervision, the reporter witnessed significant personal growth and development.

Lastly, the reporter is grateful to all his colleagues and friends who supported him,
offered valuable advice, and helped him overcome various challenges during his
internship.
However, the reporter acknowledges that his family played an instrumental role in
his successful completion of the internship. Their unwavering support,
encouragement, and financial assistance were crucial during this period. The
reporter cannot express enough gratitude to his family members.
In summary, the reporter wishes to express profound appreciation to all those who
supported and assisted him during his internship.

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ABSTRACT
Social media marketing is crucial for organizations, as it provides a powerful
platform to connect with the target audience, promote services, and engage with
students and parents. It enhances brand visibility, attracts prospective students, and
enables direct communication and support. Social media also fosters community,
collaboration, and resource sharing among students. Through this internship, the
reporter gained valuable insights into social media marketing at KFire Education
and offered suggestions for improving marketing activities. In this report, the
reporter has clearly stated the reasons for choosing the topic as well as the goals to
learn about the recruitment process at the company. The report consists of six
chapters. To conduct the internship well, the reporter researched the history,
development process, working environment, organizational structure, mission, and
vision of the company, which are presented in Chapter 1. Chapter 2 is about the
information and functions of the Marketing Department because this is the place
where the reporter conducted the internship. To implement the social media
marketing campaign well, the reporter has provided definitions related to social
media, social media marketing, and social media marketing platforms, as well as

KFire Education's social media marketing status, which are introduced in Chapter 3.
Chapter 4 describes what the reporter did during the 10-week internship at the
company. In Chapter 5, the reporter pointed out his strengths and weaknesses, as
well as the experiences and skills he has accumulated from the internship. Apart
from the conclusion, in chapter 6, the reporter has highlighted some lessons for
himself, including improving his knowledge, learning more about digital marketing
and social media marketing, and practicing English communication skills, as well as
proposing some recommendations for the company.

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TĨM TẮT
Tiếp thị truyền thơng xã hội rất quan trọng đối với các tổ chức, cung cấp một nền
tảng mạnh mẽ để kết nối với đối tượng mục tiêu, quảng bá dịch vụ và thu hút học
sinh cũng như phụ huynh. Nó tăng cường khả năng hiển thị thương hiệu, thu hút
sinh viên tương lai và cho phép giao tiếp và hỗ trợ trực tiếp. Phương tiện truyền
thông xã hội cũng thúc đẩy cộng đồng, cộng tác và chia sẻ tài nguyên giữa các sinh
viên. Thông qua đợt thực tập này, báo cáo viên đã có được những hiểu biết quý giá
về tiếp thị truyền thông xã hội tại KFire Education, đưa ra những đề xuất để cải
thiện hoạt động tiếp thị. Trong báo cáo này, tác giả đã nêu rõ lý do chọn đề tài cũng
như mục tiêu tìm hiểu về quy trình tuyển dụng nhân sự tại cơng ty. Báo cáo bao
gồm sáu chương. Để thực hiện tốt chuyên đề thực tập, tác giả đã tìm hiểu lịch sử
hình thành, q trình phát triển, mơi trường làm việc, cơ cấu tổ chức, sứ mệnh và
tầm nhìn của cơng ty được trình bày trong chương 1. Chương 2 trình bày về thơng
tin và chức năng của phịng Marketing vì đây là nơi phóng viên tiến hành thực tập.
Để thực hiện tốt chiến dịch social media marketing, phóng viên đã đưa ra các định
nghĩa liên quan đến truyền thông mạng xã hội, tiếp thị truyền thông mạng xã hội,
các nền tảng tiếp thị truyền thông mạng xã hội và hiện trạng tiếp thị truyền thông
mạng xã hội của KFire Education được giới thiệu trong chương 3. Chương 4 mô tả

những gì tác giả đã làm được trong 10 tuần thực tập tại công ty. Ở chương 5, tác giả
đã chỉ ra những điểm mạnh, điểm yếu cũng như những kinh nghiệm, kỹ năng đã
tích lũy được trong q trình thực tập. Ngoài phần kết luận, trong chương 6, tác giả
đã nêu ra một số bài học cho bản thân như trau dồi kiến thức, tìm hiểu thêm về tiếp
thị kỹ thuật số, tiếp thị truyền thị truyền thông mạng xã hội và rèn luyện kỹ năng
giao tiếp tiếng Anh cũng như đề xuất một số khuyến nghị cho công ty.

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COMPANY’S COMMENT
Intern: Tran Dinh Chinh
Time of internship: 04/2023 – 06/2023
Supervisor: Nguyen Phu Quy
Comment:
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SUPERVISING LECTURER’S REMARKS
1. Progress score:
2. The report’s score and comments:
------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------INTERNSHIP ASSESSMENT
Number CRITERIA

SCORE



Form



Accuracy



Images, graphics



References, sources

2



Academic style

…. / 1

3



Introduction

…. / 1



Company

1

4
5
6
7

–

…. / 1

Workplace …. / 1

Information
…. / 3



Basic concepts



Job description



Findings



Experience



Conclusion



Recommendations

…. / 2
…. / 1
…. / 10

Total
Supervising lecturer’s signature

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REVIEWER’S REMARKS
The report’s score and comments:
------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------INTERNSHIP ASSESSMENT
Number CRITERIA

SCORE



Form



Accuracy



Images, graphics



References, sources

2



Academic style

…. / 1

3



Introduction

…. / 1



Company

1

4
5
6
7

–

…. / 1

Workplace …. / 1

Information
…. / 3



Basic concepts



Job description



Findings



Experience



Conclusion



Recommendations

…. / 2
…. / 1
…. / 10

Total
Reviewer’s signature

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TABLE OF CONTENTS
ACKNOWLEDGMENTS .........................................................................................i
ABSTRACT ...............................................................................................................ii
TÓMTẮT..................................................................................................................iii
COMPANY’S COMMENT .....................................................................................iv
SUPERVISING LECTURER’S REMARKS ............................................................v
REVIEWER’S REMARKS .....................................................................................vi
TABLE OF CONTENTS ........................................................................................vii
LIST OF FIGURES ..................................................................................................ix
INTRODUCTION .....................................................................................................1
1. Reasons for choosing the topic......................................................................1
2. Purposes of the internship report.................................................................1
CHAPTER 1: COMPANY BACKGROUND........................................................3
1.1.

History............................................................................................................3

1.2.

Development...................................................................................................4

1.3.

Mission and Vision.........................................................................................5

1.3.1. Mission.............................................................................................................5
1.3.2. Vision...............................................................................................................5
1.4.

The organization's structure.........................................................................6

CHAPTER 2: MARKETING DEPARTMENT AT KFIRE EDUCATION........9
2.1.

Information......................................................................................................9

2.2.

Department Function in the Company.........................................................9
2.2.1. Brand Management.................................................................................10
2.2.2. Advertising and Promotions....................................................................10
2.2.3. Digital Marketing Management..............................................................10
2.2.4. Social Media Management......................................................................10

3.2.

Status of Social Media Platforms at KFire Education..............................14

3.2.1. Social Networks.......................................................................................15
3.2.2. Media Sharing Networks.........................................................................18
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3.3.

Email marketing...........................................................................................20

CHAPTER 4: JOB DESCRIPTION....................................................................21
CHAPTER 5: FINDINGS AND EXPERIENCES..............................................29
5.1.

Findings.........................................................................................................29

5.1.1. Strengths..................................................................................................29
5.1.2. Weaknesses..............................................................................................29
5.2.

Experiences...................................................................................................29

5.2.1. Knowledge...............................................................................................29
5.2.2. Skills........................................................................................................30
5.2.3. Attitude....................................................................................................30
CHAPTER 6: CONCLUSION AND RECOMMENDATIONS........................31
6.1.

Conclusion.....................................................................................................31

6.2.

Recommendations........................................................................................31
6.2.1. Recommendations for the reporter.........................................................31
6.2.2. Recommendations for KFire Education.................................................31
6.2.3. Recommendations for the University of Finance – Marketing..............33

REFFERENCES....................................................................................................35

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LIST OF FIGURES
Figure 1.1: Logo KFire Education..............................................................................4
Figure 1.2: The organizational structure of KFire Education.....................................6
Figure 3.1. Fanpage KFire Education.......................................................................16
Figure 3.2. Zalo links on every Facebook post.........................................................17
Figure 3.3. Zalo post.................................................................................................18
Figure 3.4. Tiktok KFire Education..........................................................................19
Figure 3.5. Youtube KFire Education.......................................................................20
Figure 3.6. Email domain KFire Education..............................................................21
Figure 6.1 Digital Marketing Funnel........................................................................33

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INTRODUCTION
1.

Reasons for choosing the topic

Digital marketing plays a pivotal role in today's highly connected and technologydriven world. It has become essential for businesses of all sizes and industries to
embrace digital marketing strategies to effectively reach and engage with their
target audience. The importance of digital marketing lies in its ability to expand
brand awareness, generate leads, drive website traffic, and ultimately increase
conversions and revenue. Unlike traditional marketing methods, digital marketing

offers a wide range of channels and tools such as search engine optimization (SEO),
social media marketing, content marketing, email marketing, and paid advertising,
providing businesses with various avenues to connect with their customers in a
personalized and targeted manner. Moreover, digital marketing allows for precise
audience targeting, enabling businesses to reach the right people at the right time
with the right message. It also provides the ability to track and measure the success
of marketing campaigns in real-time, allowing for data-driven decision-making and
optimization. In today's digital age, embracing digital marketing is no longer
optional but necessary for businesses to stay competitive, build brand authority, and
foster long-term customer relationships.
Moreover, social media marketing has become increasingly crucial in today's digital
landscape. It offers immense opportunities for businesses to connect, engage, and
build relationships with their target audience on popular social media platforms.
The importance of social media marketing lies in its ability to enhance brand
visibility, increase brand awareness, and establish a strong online presence. By
leveraging social media channels effectively, businesses can showcase their
products or services, share valuable content, and interact directly with their
customers. Social media marketing allows for targeted advertising and precise
audience segmentation, ensuring that messages reach the right people at the right
time. It also facilitates customer feedback, reviews, and recommendations,
providing valuable insights for businesses to improve their offerings. Moreover,
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social media platforms serve as a hub for user-generated content, which can amplify
brand reach and credibility. With the widespread usage and influence of social
media, businesses that embrace social media marketing can tap into a vast pool of
potential customers, foster brand loyalty, and ultimately drive business growth.
With the model of Kfire Education based on a Learning Management System
(LMS) and social media platforms, social media marketing becomes more important

and considered as one of the key strategies to develop aggressive business growth
and especially. Furthermore, the reporter is also very interested in social media
marketing and desires to develop his career in that direction. For the reasons
mentioned above, the reporter chooses the topic “An internship report on social
media marketing at Kfire Education”.
2. Purposes of the internship report
There are three key goals that should be achieved throughout the 10-week
internship at the organization. First and foremost, in terms of knowledge, the
reporter aims to use what he has learned about Social Media marketing to increase
brand awareness of KFire Education and learn more about brand architecture and
social media algorithms. Next, in terms of skills, the reporter wishes to develop hard
skills in data analysis while gathering on social media platforms as well as soft
skills in communication, dealing with practical challenges, and problem-solving in
order to contribute to the company's success. Finally, the reporter anticipates
working in a friendly, flexible, and professional atmosphere with numerous current
marketing technologies, as well as having the opportunity to work with experienced,
inspirational, pleasant, open-minded, and active managers who constantly care for,
trust, and assist their employees while also insuring their long-term commitment to
the firm.

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CHAPTER 1: COMPANY BACKGROUND
1.1.

History

In 2014, Mr. Nguyen Phu Quy initiated a website focused on sharing TOEIC
knowledge. The following year, in November 2015, the company established an

Online center that attracted over 1000 students. In the same year, KFire developed a
specialized piece for business consulting and training. Moving forward to 2016,
KFire ventured into the Marketing Automation segment, introducing the TriggerM
brand with the Mautic system. By 2017, TriggerM had experienced significant sales
and provided the Mautic platform to numerous businesses, both large and small.
Meanwhile, the company's revenue and the number of trainees from TOEIC online
activities continued to grow. Finally, in 2021, Mr. Nguyen Phu Quy rebranded the
company, changing its logo and domain name from firetoeic.com to
tienganhthayquy.com.
Knowledge Fire Education And Training Company Limited, also known as
Knowledge Fire Ltd. Co. (KFire), is a company operating in the field of education
and training. The company's tax code is 0314067372, and their official website is
For inquiries, they can be reached via email at
The company's head office is located at 144
National Road 1K, Linh Xuan Ward, Thu Duc District, Ho Chi Minh City,
Vietnam. Contact can also be made through phone or fax at 0921898271. KFire
commenced its operations on October 18th, 2016, with the necessary licenses
obtained on the same date. Mr. Nguyen Phu Quy serves as the director of the
company, and its main location is in Ho Chi Minh City.
Knowledge Fire Education And Training Company Limited (KFire) specializes in
three main business lines. Firstly, they offer English education services, focusing on
providing high-quality language learning programs. Through their website,
tienganhthayquy.com, they offer comprehensive English courses and materials to
help individuals improve their language skills, particularly in the context of the
3


TOEIC exam. Secondly, KFire provides enterprise training services. They offer
specialized training programs tailored to meet the needs of businesses. These
programs cover a range of topics, including business consulting, professional

development, and skills enhancement. By offering targeted training solutions, KFire
aims to help companies optimize their performance and equip employees with the
necessary knowledge and skills for success in the corporate world. Thirdly, KFire
engages in selling marketing solutions. Leveraging their expertise in the field of
marketing automation, they offer businesses innovative marketing solutions under
the brand name TriggerM. This includes utilizing the Mautic system, which is a
comprehensive marketing automation platform. Through TriggerM solutions, KFire
assists businesses in automating their marketing processes, enhancing customer
engagement, and driving effective marketing campaigns. With their diverse
business lines, including English education, enterprise training, and marketing
solutions, KFire aims to provide holistic and comprehensive services to individuals
and businesses alike.

Figure 1.1: Logo KFire Education
(Source: Marketing Department at KFire Education)
1.2.

Development

Formerly a website to share information about TOEIC taught by Mr. Nguyen Phu
Quy, with his devotion in just one year, more than 1000 students bought TOEIC
courses from basic to advanced. teachers, from people who lost corners to those

4


who wanted to practice to get higher scores. Very suitable for self-study students,
employees who need to pay TOEIC periodically.
In addition to operating the company and teaching TOEIC, Nguyen Phu Quy is also
an expert in the field of business consulting, so in 2015 he decided to develop more

consulting for small and medium enterprises.
In the process of developing this new segment, he sees the importance of
technology application in the development, generating sales for businesses, with
tinkering and creativity. In 2017, he brought in a new company a very new
Marketing Automation solution in the Vietnam market, a platform called Mautic.
Currently, the main source of income is still the TOEIC Fire Training Center with
more than 1000 students enrolling each year, and selling the Mautic solution,
consulting and training business is in the process of market development and there
are quite a few contracts being deployed in Hanoi and Ho Chi Minh City.
1.3.

Mission and Vision

1.3.1. Mission
The mission of Knowledge Fire Education and Training Co., Ltd (KFire) is centered
around its commitment to strengthening the competitive edge of the Vietnamese
knowledge workforce within the context of globalization and international
integration. KFire's overarching objective is to facilitate effective communication
and foster proficiency in foreign languages, thereby empowering individuals to
navigate and excel in a globally connected world. By embarking on this mission,
KFire strives to be a steadfast partner in supporting individuals in their journey to
explore the beauty and nuances of languages, while equipping them with the
necessary skills and knowledge to establish a solid foundation for their future
careers. With a resolute dedication to excellence, KFire aims to contribute to the
development of a knowledgeable and skilled workforce that can readily embrace
and thrive in the challenges and opportunities presented by the contemporary global
landscape.
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1.3.2. Vision
The Vision of Knowledge Fire Education and Training Co., Ltd (KFire)
encompasses a forward-thinking perspective aimed at establishing itself as a highly
esteemed and distinguished Foreign Language Training Center. With a resolute
focus on excellence, KFire aspires to be the premier and preferred choice for
students seeking language training in Vietnam. By consistently delivering training
courses of unparalleled quality and utmost effectiveness, KFire aims to set a new
standard of excellence in language education. Through innovative and cutting-edge
instructional approaches, state-of-the-art facilities, and a team of highly skilled and
dedicated educators, KFire envisions a future where it stands as an unrivaled
institution in the field of language training. By continuously adapting and staying at
the forefront of educational advancements, KFire strives to provide students with an
immersive and transformative learning experience that equips them with the
linguistic proficiency, cultural understanding, and communicative competence
required to thrive in an increasingly interconnected and multicultural world. With
unwavering commitment, KFire endeavors to shape a generation of language
learners who possess the knowledge, skills, and confidence to confidently engage
with global communities and achieve remarkable success in their personal and
professional endeavors.
1.4.

The organization’s structure

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Figure 1.2: The organizational structure of KFire Education
(Source: Human Resources Department at KFire Education)
In total, the company has 6 divisions. Each department has its own function.
The Director: Mr. Nguyen Phu Quy is the owner of both businesses (KFire &

TriggerM). He motivates the companies' employees and boosts the growth and
income of the organization by making plans for what to do and what to accomplish.
KFire is increasingly well-known and profitable. Additionally, he manages all
activities related to the construction and development of products and services in
the company.
Department of Marketing: This department is responsible for collecting market
information to identify needs, target markets, and new markets. They also build,
orient, and develop the "KFire Education" brand on technology platforms.
Moreover, this department advises the director and head of sales of KFire Education
on monthly and annual marketing programs.
Department of Recruitment: This department selects and recruits new personnel
for the organization. They collaborate with other divisions to assess each
department's human resource needs, develop an employment program and strategy,
and begin recruiting personnel.
Department of Educational Affairs: This department has an academic
management team that develops and implements all academic policies and
procedures. They manage the curriculum, approve the curriculum, supervise course
selection and admissions, prepare all academic materials including course
transcripts and graduation certificates, administer exams, and administer exams for
students at the end of a course.
Department of Accounting: This department is highly valued by the company.
They advise company leaders and organize the implementation of the following
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tasks: timely and complete accounting of all assets, equity, liabilities, collection
activities, financial expenditure, and financial plan of the unit. They also advise
leadership and inspect and supervise the accounting management.
Department of Sales: This department consults with the director on market
distribution for marketing automation tools. They are in charge of research and

product development, as well as building and developing potential customers to
bring sales to the company.
Department of Customer Care: This department is in charge of customer care
issues and checks the information of students and customers to ensure high
satisfaction by responding to their requests as quickly as possible.

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CHAPTER

2:

MARKETING

DEPARTMENT

AT

KFIRE

EDUCATION
2.1. Information:
The marketing department at KFire Education plays a vital and dynamic role in the
overall operations of the company. Comprised of a team of dedicated professionals,
the department is responsible for devising, executing, and monitoring marketing
strategies to promote the company's products and services. Led by Mr. Nguyen Phu
Quy, who serves as both the CEO and the marketing manager, the department
consists of 12 employees, including content creators, social media specialists, and
graphic designers. Besides, operating within a collaborative and innovative work

environment, the marketing department values teamwork, creativity, and
adaptability. Regular brainstorming sessions, knowledge sharing initiatives, and
continuous learning opportunities foster a culture of growth and development
among team members. This environment encourages the exploration of new ideas,
the implementation of innovative marketing approaches, and the pursuit of
excellence in marketing campaigns. Open communication channels and a
supportive atmosphere are key aspects of the department's operations. Effective
collaboration and problem-solving are facilitated through transparent and
constructive communication, ensuring that team members are able to contribute
their insights, expertise, and perspectives to drive successful marketing outcomes.
The marketing department at KFire Education is an integral part of the organization,
working diligently to establish a strong brand presence, attract target audiences, and
contribute to the overall growth and success of the company. Through their
collective efforts, the team strives to deliver impactful marketing strategies that
effectively communicate the value and benefits of KFire's products and services to
the intended audience.
2.2 Department Function in the Company:

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The functions of the marketing department encompass various activities that are
essential for promoting products, services, or brands and ultimately driving business
growth. Here are some common functions of marketing:
2.2.1. Brand Management
Brand Management is a key function within the Marketing Department at KFire
Education. The Branding team plays a critical role in managing and enhancing the
brand image of KFire Education. Their responsibilities include defining and
maintaining brand guidelines for all English campaigns and Toeic books, ensuring
consistent branding across various marketing platforms. The Branding team's

objective is to build trust, credibility, and recognition among parents and students
by carefully managing the brand identity. Through their efforts, they aim to
establish a strong and positive brand image for KFire Education in the minds of
their target audience.
2.2.2. Advertising and Promotions
Another important function of the marketing department is to develop and execute
advertising and promotional activities. The promotion team focuses on identifying
strategic partnerships and sponsorship prospects with partners and local educational
institutions to enhance brand visibility and expand the reach of KFire Education to a
wider student base.
2.2.3. Digital Marketing Management
The Digital Marketing team is responsible for overseeing and executing digital
marketing campaigns across various platforms, including Facebook Ads, Google
Ads, GDN, Native Ads, and SEO On-page. They meticulously monitor, analyze,
and interpret data to optimize advertising strategies and make informed adjustments,
with a particular focus on enhancing the effectiveness of direct advertising, such as
increasing leads or reducing the cost per lead. Additionally, the team manages the
company's CRM system and chatbot, working closely with the content and design

10