Quảng bá thương hiệu Trường Đại học Lạc Hồng

MINISTRY OF EDUCATION AND TRAINING
LAC HONG UNIVERSITY
FACULTY OF FOREIGN LANGUAGE
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POPULARIZING
LAC HONG UNIVESITY’S
TRADEMARK




Researcher : DOAN PHAM NGU CHAU
Class : 05AV3





DECEMBER 2009
MINISTRY OF EDUCATION AND TRAINING
LAC HONG UNIVERSITY
FACULTY OF FOREIGN LANGUAGE
––µ——

POPULARIZING
LAC HONG UNIVESITY’S
TRADEMARK



Instructor : TRAN DINH HAN, M.A
Researcher : DOAN PHAM NGU CHAU
Class : 05AV3





DECEMBER 2009
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EXAMINER’S COMMENTS

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ACKNOWLEDGEMENT

In processing this study, I have owed many people a debt of gratitude.
Firstly, I’d like to thank Tran Hanh - Ph.D – Rector of Lac Hong University
as well as Lam Thanh Hien - M.A, Vice – Chancellor of Lac Hong University
for supporting good conditions as well as full information so that I can fulfill this
research.
Secondly, I deeply express my very special thanks to Tran Đinh Han -
M.A who has delivered very hard care, kindly instructions and best materials to
my research. It is an honor for me to have him as study’s instructor.
Thirdly, I am, at the bottom of my heart, grateful for all the teachers in
the Faculty of English and all those who had taught me in the last 9 terms.
I respectfully reserve my thanks to all participants who enthusiastically
had contributed their collaborations to the success of my research. They are
Headmasters and 60 students of Phan Boi Chau (Gia Lai), Nguyen Van Troi
(Nha Trang - Khanh Hoa), Phan Boi Chau (Phan Thiet - Binh Thuan), Nam
Ha (Bien Hoa – Dong Nai), Ngo Quyen (Bien Hoa – Dong Nai) and Vinh
Cuu (Vinh Cuu – Dong Nai) high schools as well as 60 parents in the same
areas.
Finally, I faithfully say thank to my family and all of my friends who

have supported and encouraged me during the time of performing this study.



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ABBREVIATIONS AND SYMBOLS
EMPLOYED IN THE PAPER


- LHU : Lac Hong University
- WTO : World Trade Organization
- MOET : Ministry of Education and Training
- TOEIC : Test of English International Communication
- Ph.d : Doctor of Philosophy
- M.A : Master-of-Arts

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ABSTRACT

This research has been carried out at Lac Hong University (LHU) in 12 months.
The study aims to search for some problems in the marketing strategy of LHU from 2003
to 2009 and how much effectiveness the current marketing strategies have brought to
LHU. In addition, certain valuable findings or suggestions of improving LHU’s marketing
strategy were stated in this research as well. For the survey of the research, there were 120
students and 120 parents in provinces in the Middle and South of Viet Nam including Gia
Lai city (Gia Lai province), Nha Trang city (Khanh Hoa province), Phan Thiet city (Binh
Thuan province), Bien Hoa city (Đong Nai province), Vinh Cuu suburban district (Dong
Nai province) who would assist by marking in the questionnaire. In addition, interview
was also one of the decisive parts of this research. To process the investigation of the
research paper, the researcher continuously had to move from this province to the others
to conduct for the enquiry. Through the result obtained, the problems from which the
researcher found out that the expansion of LHU’s trademark is still insignificant. Most of
the participants (both students and parents) taking part in the investigation ambiguously
knew LHU. Moreover, there were not many advertising programs, which touched their
mind. Besides, through the enquiry, the research had summed up that all the marketing
plans which LHU have applied were effective to leave everyone impression; however,
there were still many people who had no idea of LHU and it has brought an insignificant
effect.

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INDEXES
EXAMINER’S COMMENTS 1
ACKNOWLEDGEMENT 2
ABBREVIATIONS USED IN THE RESEARCH 3
ABSTRACT 4
INDEXES 5
CHAPTER 1: INTRODUCTION 7
1.1 BACKGROUND 8
1.2. AIMS OF THE RESEARCH 9
1.3. STATEMENT OF PROBLEMS 9
1.4. RESEARCH QUESTION 9
1.5. HYPOTHESIS 9
1.6. ORGANIZATION 9
CHAPTER 2: LHU OVERVIEW AND
MARKETING ARGUMENTATIVENESS 11
2.1. OVERVIEW OF LHU 12
2.2. MAKRETING ARGUMENTATIVENESS 14
2.2.1 Definitions on Marketing 14
2.2.2 Functions of Marketingg 14
2.3. THE STATUS OF LHU’S MARKETING STRATEGIES
COUNTED FROM 2003 TO 2009 16
2.3.1. Market and customer situation of LHU 16
2.3.2. Current markets of LHU 17
2.4. CURRENT DIFFICULTIES IN
MARKETING STRATEGIES OF LHU 17

CHAPTER 3: METHODOLOGY 18
3.1 INSTRUMENTS 19
3.1.1. Questionnaire 19
3.1.2. Interview 19
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3.2. PARTICIPANTS 19
3.3. PILOT STUDY 19
3.4. PROCEDURE 20
CHAPTER 4: FINDINGS AND DISCUSSION 21
4.1. DATA ANALYSES AND DISCUSSION 22
4.2. FINDINGS 63
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS 65
5.1. SUMMARY 66
5.2. LIMITATION AND RECOMMENDATION 66
5.3. CONCLUSION 66
5.4. RECOMMENDATIONS 67
5.4.1. Available marketing plans 67
5.4.2. Suggested extra recommendations 67
REFERENCE 68
APPENDIX 1 69
APPENDIX 2 71
APPENDIX 3 72
APPENDIX 4 73
APPENDIX 5 76
APPENDIX 6 79
APPENDIX 7 82
APPENDIX 8 85
APPENDIX 9 92
APPENDIX 10 99

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CHAPTER 1



INTRODUCTION








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1.1 BACKGROUND
“Marketing is a significant aspect of any business in today’s highly competitive IT
milieu.”
(Kamioner, 2003:1)
From the old days, people have applied marketing strategies into their
business to advertise and to sell their products. Nowadays, marketing plays a very
important role in not only business but also in education because education is also a
business. Currently, private schools and universities are developing thanks to the
development of the society; therefore, how to stretch a university’s trademark
successfully is still a big problem of most investors. LHU’s circumstance is one of

them.
Lac Hong University where the research had been carrying out totally has 4
campuses with around 20 thousands of students of all ologies. The registered numbers
of students yearly is gradually increasing in comparing with other previous years. It is
evident that LHU’s marketing strategies are virtually reaching its success.
Below is the comparison of the registered numbers of students of Lac Hong University
counted from 2003 to 2009.
Source: From Information and Materials Center (LHU)
Year

2003

2004

2005

2006

2007

2008

2009

Number of
students
3040

4100

4030

5200

7300

9100

9200

Registered numbers of students yearly of LHU

However, the problem is that there are still many people (parents and
students) who have no knowledge of LHU from the investigated result. The question
was made to make clear if LHU’s current marketing policies are developing
thoroughly enough to touch everyone’s mind. From those points, the researcher has
aimed these problems to be the main topic of this research paper. Due to this study, the
researcher hopes to seek for other problems, which still exist in the marketing plans of
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LHU. Moreover, this is also a project with many extra potential suggestions to
upgrade the popularization strategies of LHU.

1.2. AIMS OF THE RESEARCH
The research paper aims:
Ø to survey and specify how well parents and students have known LHU
Ø to analyze and to identify the ineffective problems in defining the yearly
marketing of LHU from 2003 to 2009
Ø to recommend useful suggestions in order to upgrade the marketing strategies
of LHU

1.3. STATEMENT OF PROBLEMS
The researcher first wants to emphasize the importance of marketing to all
businesses in the developing society. Then, weaknesses in Lac Hong University’s
marketing strategies will be pointed out and certain valuable suggestions are going to
be stated to solve those weak points in this study. The researcher processes this
research paper with the hope of somewhat improving the marketing status of Lac
Hong University.

1.4. RESEARCH QUESTION
To what extent have parents and high school students known LHU’s
trademark?
1.5. HYPOTHESIS
As processing the research paper, it may be expected that all the sought
problems as well as the recommended potential suggestions will be able to contribute
to the marketing improvements of LHU.
1.6. ORGANIZATION
Firstly, all of the introduction and aims of the research are found in Chapter
1. Reasons of processing this research paper, the scope of the study as well as the
assumption of the research are included in Chapter 1 either. Secondly, in Chapter 2 it
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can easily get both marketing argumentative and all information of the overview of
LHU. In addition, the discussion of the status of LHU’s marketing strategies counted
from 2003 to 2009 is also one of the main point in this chapter.

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CHAPTER 2

LHU OVERVIEW
AND
MARKETING
ARGUMENTATIVENESS

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2.1. OVERVIEW OF LHU
Situated in the fundamental economic triangle of Binh Duong, Ho Chi Minh
and Ba Ria – Vung Tau, Dong Nai has been a potential labor market in the South of
Viet Nam. This therefore accounts for the establishment of LHU so as to meet the
need of domestic human resource supply and to contribute to the modernization and
industrialization task of Viet Nam.
Lac Hong University had been established for over ten years and kept
always upgrading the operating motto so that it can serve students as thoughful as
possible. Lac Hong university (LHU) was established on November, 13
th
1997
following Prime Minister’s Decision No. 790/TTG (Sep 24
th
1997), and it is operating
according to the decision of Minister of MOET No. 3678/GD-ĐT(Nov 13
th
1997).
From the day it was established, LHU has always placed the mission of training
human and financial resources for the country as the leading position. LHU is
operating with the motto “Truly training, truly learning, truly exam taking”, and it
aims students to be the main subjects of their target service.
LHU has regularly maintained all of its facilities in order to create better
condition to students’ study. It is very convenient for students to go to LHU because
its 4 buildings are all located in Bien Hoa city. In each building, there are about 20

classrooms supplying the facilities for all students’ learning. Moreover, a standard
library with full kinds of books supplies students with good and trustful sources of
reference. As well, labs for languages, computers and experiments are modern and
ready for use for major subjects such as listening periods of the Faculty of English and
Oriental, computing practices of IT or computing classes and chemist tests of the
Chemistry Department. In addition, a clean dorm is closely lodged right in the
university, conveniently creates good living conditions for students.
In term of training programs, LHU has had totally 10 faculties including 21
major training programs so far. LHU creates more and more study branches as well as
options for students to choose. The chart below is showing the diversified training
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programs in LHU. All information of the diversified training programs was stated in
Appendix 1.
Out of these training programs, LHU has many multiform training levels so
that students can choose a suitable level for themselves; for example, they are regular
university hierarchy, junior college, intermediate hierarchy, successive study from
intermediate hierarchy to junior college and university, regular university hierarchy –
second degree, university hierarchy of learning while working.
To supply many more standard human resources for labor market, LHU
requires every student to have a 400 TOEIC score for their legal graduation so that
they can easily meet the recruiters’ demands and get good jobs. That can help upgrade
the standard of training in LHU.
Besides creating good training programs as well as standard facilities, LHU
incessantly improve and update new information to renew itself by connecting with
the international universities to serve students. LHU has associated with many foreign
universities to look for the new chances of studying abroad or working abroad for
students through “Student exchange” programs. Those foreign partners are all well-
known and best ranking in Taiwan, Korea and Germany. All information of the
International Associations was stated in Appendix 2.

To encourage students to try and to get good result in study, LHU every
year has organized to give many scholarships to distinguished students or needy
students. Moreover, LHU not only delivers these scholarships to university students
but also to high school ones in some provinces such as Dong Nai, Phan Thiet (Binh
Thuan), Vung Tau (Ba Ria-Vung Tau) and so on. This practical and meaningful action
has built students’ dream of continuing their universities.
LHU constantly associates with many domestic as well as foreign
companies in order to seek for the potential labor market for students after their
graduation. The International Relationship Department connects graduated students to
companies for jobs.
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With the available convenient location and popular reputation combined
with good facilities, LHU promises to bring positive contribution of new and well-
qualified human resources to the future success and prosperity of Dong Nai province
and of Vietnam as well.
2.2. MAKRETING ARGUMENTATIVENESS
2.2.1 Definitions on Marketing
Marketing is an English term which means “to market” as in literal sense
(Vu, 1996:5). It includes five elements, which closely combine - people, production,
promotion, price and place. Marketing really had its beginning in the years of 1900s,
and it has gradually been in used and developed until now. During the time of
formation and development, marketing was defined in various ways relying on
people’s thoughts and social economic circumstances. As Kotler (2000) holds,
marketing is the process of surveying and finding which helps analyze or identify the
consumers’ need in order to meet their inquiries; or marketing, in the point of
Westwood (1996:8), is “a strategy of learning about customers’ requirements or
expectations, then offering them suitable products and later obtaining profit”. In
addition, Groroos (1990) has noted, marketing is a strategy that satisfies the
customers’ need and upgrade the relationship between sellers and buyers so that both

can get benefits. Or in the point of Christ (2009: 2), “Marketing consists of the
strategies and tactics used to identify, create and maintain satisfying relationships with
customers that result in value for both the customer and the marketer”. Actually,
whatever marketing was defined, that absolutely is “meeting human’s demands”.
2.2.2 Functions of Marketing
In the marketing book of Nguyen (2007:10), he also states, “Marketing is an
intermediate bridge which combines the company’s activities with market’s
activities”. Indeed, the more our society is developed, the more marketing’s role is
important. The reason is that marketing plays an important and indispensable part in
transferring products to consumers and that marketing holds a decisive role in a
company’s success or failure. Marketing is also a valuable modality for a company to
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“rival” with their competitors, to satisfy “customers’ need” and to get “long-lasting
profit” (Quach, Dinh, Nguyen, Dao and Nguyen, 2007: 20).
In addition, in companies or businesses, marketing often unites with other
functions such as Financial – Accounting Administration, Personnel Administration,
Production Administration, Marketing Management or Research and Development
Administration to create a general power. These five functions are the steps to decide
the success of marketing. Simultaneously, Nguyen (2007: 11) found that marketing
has not only its own independent function but also its combination with the other
functions to execute and to achieve the proposed objects.
In the findings of marketing’s function, (Group, 2007) obviously pointed
out eight definite functions to assert more the necessary of marketing.

Ø Environment Analyses and Marketing Research: examining and to
identifying the environmental influences to the possibility of the company’s
success, then coming to the final decision for the marketing plan
Ø Operating Scale Enlargement: investigating and looking for new chances in a
new potential market

Ø Consumer Analyses: specifying consumers’ need to define the marketing’s
goals
Ø Product Determination: maintaining and developing products, image, brand,
and inventing or producing new product
Ø Distributing Determination: conserving good relationship with the
dealers, and creating and expanding the cooperation with new dealers
Ø Promoting Determination: making the acquaintance of customers and easily
leaving a strong impression of the products or brand in consumers’ mind
though multimedia such as TV, radio, magazines or through promotion
programs
Ø Price Determination: exposing and stabilizing price, adjusting price to suit the
current market economy
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Ø Controlling and Evaluating Marketing Execution: concentrating on managing
and deciding the success or failure possibility due to each decision of the
marketing plan
2.3. THE STATUS OF LHU’S MARKETING STRATEGIES COUNTED FROM
2003 TO 2009
Lac Hong University which has 4 buildings located in Bien Hoa city is the
only university in Dong Nai province. It is a potential university with good conditions
created to meet students’ need of study.
2.3.1. Market and customer situation of LHU
The main markets of LHU are local areas in Dong Nai as well as its
neighboring provinces. These are the first aimed markets of LHU since it was
established. LHU has been advertising its trademark through advertisings on
multimedia such as TV, radio, newspaper and banners, etc. Additionally, direct
enrolling and consulting campaigns has been held yearly from February to September
to approach high school students’ informative requirements. Besides, the form of
delivering leaflets in high school has been using. With the long-term reputation, LHU

has gradually established its prestige in the general market and in students’ hearts.
This point is specifically manifested through the chart below.
Source: From the Information and Material Center

Year 2003 2004

2005

2006

2007

2008

2009

Numbers of
students
3040 4100

4030

5200

7300

9100

9200

Numbers of input students of LHU from 2003 to 2009
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3040
4100
4030
5200
7300
9100
9200
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
2003200420052006 200720082009
Registered
numbers of
students
yearly of LHU


Numbers of registered students of LHU from 2003 to 2009

Through the chart, it is obvious to recognize that the amount of registered
students of LHU has been increasing significantly. In 2003, the total quantity of
students registering in LHU is 3040. This number has increased year by year until
2009 is 9200. This makes a big breakthrough in the marketing policies of LHU.
2.3.2. Current markets of LHU
Thanks to the information from which the researcher has got from LHU’s Training
Bureau, it is interpreted that 60% of students are local residents in Dong Nai province;
and the rest – 40% of them is from other provinces in either the neighboring provinces
with Dong Nai or mostly in Central area such as Binh Duong, Ba Ria – Vung Tau,
Binh Dinh, Phu Yen, Gia Lai, Binh Thuan, etc.
2.4. CURRENT DIFFICULTIES IN MARKETING STRATEGIES OF LHU
The most difficult problem of LHU now is that there is not any marketing team
who mainly work for those marketing projects. Almost marketing plans has been handling
by the Bureau of Administrative. This point leads to many troubles then. There was no
one majoring in defining the marketing plans. Moreover, there were less flexible projects
to apply in the different markets. On the other hand, seminars and direct consulting
campaigns for parents have not popularly applied yet. All in all, the marketing strategies
of LHU still need to be improved in order to get full strength to popularize its trademark.

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CHAPTER 3



METHODOLOGY

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3.1 INSTRUMENTS
3.1.1. Questionnaire
In order to collect full of necessary and in-depth information and exact
figures, one of the main instruments used in this paper is questionnaire.
Questionnaire is a tool, which is defined by Kumar (1996: 110) that this is a well-
prepared and ordered series of questions with available answers on it. Based on the
obtained figures, the research was easy to be analyzed all with the data and to infer
accurate arguments.
3.1.2. Interview
Interview, in the point of Kumar, is “a commonly used method of collecting

information from people” (1996: 109).
On the other hand, to examine if all the figures got from the investigation
were accurate; hence, interview was used to make the researcher’s arguments more
obvious.
Altogether, both questionnaire and interview are considered to be the
cheapest and most trustful methods in a paper process. There were two
questionnaires used in this paper that served for the investigation of parents and
students.
3.2. PARTICIPANTS
At random, the research survey would be processed on 120 students at grade
twelfth in high schools and 120 parents in Central and Southern Vietnam including
Phan Thiet city (Binh Thuan province), Nha Trang city (Khanh Hoa province), Pleiku
city (Gia Lai province), Bien Hoa city (Dong Nai province) and Vinh Cuu district
(Dong Nai province). After gaining the survey result from the questionnaires,
interviews would have been applying to get clearer information.
3.3. PILOT STUDY
Before delivery, two students and two parents chosen at random in Bien
Hoa (Dong Nai) had piloted the questionnaires all on August 24, 2009 to examine if
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there were no difficulties or ambiguous points in those questionnaires which were
officially applied in the survey on August 31 2009.
3.4. PROCEDURE
On August 31, 2009, the researcher conducted the questionnaires to 10 twelfth-
graders in Phan Boi Chau high school and 10 parents in in Pleiku city (Gia Lai province).
Then the researcher chose 1 student and 1 parent to be the candidates for the interview.
Thence, these conductions had been repeated over and over again for the same numbers
of candidates for the next destinations in Nguyen Van Troi high school in Nha Trang city
(Khanh Hoa province) (from September 1, 2009 to September 3, 2009), Phan Boi Chau
high school in Phan Thiet city (Binh Thuan province) (September 4, 2009). After

finishing all the surveys in the Central of Vietnam, the writer moved back to Southern
Vietnam and continued to make the investigation in Nam Ha high school (September 10,
2009) and Vinh Cuu high school in Vinh Cuu (September 16, 2009), Chu Van An high
school (September 30, 2009) in Bien Hoa city (Dong Nai province). Finally, the
researcher had obtained all the needed figures and information on September 30, 2009.
The Appendix 3 would provide an insight view of the researcher’s journey in
processing the research paper.












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CHAPTER 4

FINDINGS
AND
DISCUSSION

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Question 1: Do you know Lac Hong University?
Candidates: Students
Students' grasp of LHU in both Central and
Southern Viet Nam
64%
36%
Yes
No

Chart 1.a
Comparison:
28.33%
100%
71.66%
0%
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
Yes No
Comparison of Students' grasp of LHU in Central with ones' in Southern
Viet Nam
Central

Vietnam
Southern
Vietnam

Chart 1.b
Chart 1.a shows the numbers of students in both Central and Southern Viet Nam
knowing LHU. As the chart displays, the numbers of students in both Central and
Southern Viet Nam who know about LHU occupies up to 64%. This number can prove
that LHU’s trademark has been expanding significantly. However, the numbers of
students who have no knowledge of LHU are still high, 36%. It is more evident as
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having a look on chart 1.b – the comparison of students’ grasp of LHU in the Central
with ones’ in Southern Vietnam. Up to 100% of students in the South know LHU while
only 28.33% of those who are in the Central have ideas of LHU. At the level of
knowing nothing about LHU, numbers of students in the Central mostly occupies on the
chart. Also, being asked in the interview, one in the Central said that she did not know
about LHU, even for its name and that it was the first time she heard of it. The problem
here is that LHU’s trademark has been popular in the South area; and LHU’s marketing
strategies are not powerful enough to cover all the Central area. This affects on the
spread capacity of LHU’s trademark.
Candidates: Parents
Parents' grasp of LHU in both Central and Southern
Vietnam
53%
47%
Yes
No

Chart 1.c

20%
86.66%
80%
13.33%
0%
20%
40%
60%
80%
100%
Yes No
Comparison of Parents' grasp of LHU in the Central with ones'
in the South
Central
Vietnam
Southern
Vietnam

Chart 1.d