Đánh giá công cụ marketing cho dịch vụ tư vấn du học ở hà nội

Đánh giá công cu ̣ marketing cho dich
̣ vu ̣ tư vấ n
du ho ̣c ở Hà Nô ̣i

Đậu Thu Hương

Đại học Quốc gia Hà Nội
Chuyên ngành: Quản trị kinh doanh; Mã số: 60 34 05
Người hướng dẫn: TS. Nguyễn Thi Phi Nga; ThS. Hà Nguyên
Năm bảo vệ: 2012
Abstract: Chapter 1: A theoretical background of service marketing, marketing in
education and marketing in overseas education service. Chapter 2: An evaluation of
marketing and promotion activities of overseas education consultants in Hanoi. Chapter
3: Solutions to improving the effectiveness of marketing and promotion activities of
overseas education consultants in Hanoi
Keywords: Quản trị kinh doanh; Marketing; Dịch vụ; Tư vấn du học; Quản lý tiếp thị

Content


TABLE OF CONTENT
ACKNOWLEDGEMENTS ...................................................................................... i
ABSTRACT .............................................................................................................. ii
TÓM TẮT ................................................................................................................ iii
TABLE OF CONTENT .......................................................................................... iv
LIST OF FIGURES ............................................................................................... vii
LIST OF ABBREVIATIONS............................................................................... viii
INTRODUCTION .....................................................................................................1
1. Rationale .................................................................................................................1
2. Objectives of the study ............................................................................................2
3. Scopes of the study..................................................................................................2

4. Methodology of the study .......................................................................................3
5. Structure of the study ..............................................................................................3
CHAPTER

1:

A

THEORETICAL

BACKGROUND

OF

SERVICE

MARKETING, MARKETING IN EDUCATION, AND MARKETING IN
OVERSEAS EDUCATION SERVICE ...................................................................5
A . OVERVIEW OF OVERSEAS STUDY OF VIETAM ...................................5
B. THEORETICAL BACKGROUND ....................................................................7
1.1. An overview of service marketing ....................................................................7
1.1.1. Concept of service marketing............................................................................8
1.1.2. Fundamentals of service marketing ................................................................11
1.2. An overview of marketing in overseas education services ...........................25
1.2.1. International Education services .....................................................................25
1.2.2. Marketing in international education ..............................................................26
1.2.3. Education agents .............................................................................................27
1.2.4. The role of agents ...........................................................................................29
1.3. Marketing communication: Channels and promotion tools ........................31
1.4. Typical marketing tools used by OSC……………………………… ……... 36

1.5. Proposed model ..................................................................................................47

iv


CHAPTER 2: EVALUATION OF

MARKETING ACTIVITIES OF

OVERSEAS STUDY CONSULTANTS IN HANOI............................................49
2.1. Analysis of marketing activities of overseas education consultants in Hanoi
........................................................................................................................50
2.1.2. Evaluation of the frequency use of each marketing tool employed by
overseas study consultants ........................................................................................51
2.1.3. Evaluation of marketing tools from the perspective of overseas study
consultants .................................................................................................................54
2.2. Evaluation of marketing tools used by overseas education consultants from
students' perspective ...............................................................................................56
2.2.1. Evaluation of the most popular marketing tools .............................................56
2.2.2. Evaluation of most expected/ chosen marketing tools ....................................58
2.2.3. Comparison between the level of actual use and selection / expectation of
students of oversea study marketing tools ................................................................59
2.3. Comparison of perceptions of the effectiveness of marketing promotion
tools hold by students and overseas study consultants ......................................61
2.4. Evaluation of marketing activities by each marketing tool .........................63
2.4.1. Evaluation of each marketing tool ..................................................................64
2.4.2. Evaluation of OSC by tools.................................................................................
65
CHAPTER 3: SOLUTIONS TO IMPROVING MARKETING ACTIVITIES
OF OVERSEAS STUDY CONSULTANTS .........................................................71

3.1. General solution for Groups of marketing tools for overseas education
consultancy service ..................................................................................................76
3.1.1. Solution for Group 1 .......................................................................................71
3.1.2. Solutions for Group 2 .....................................................................................72
3.1.3. Solutions for Group 4 .....................................................................................73
3.2. Specific solutions for each marketing tool .....................................................75
3.2.1. A solution to Tool 1- Direct mail ................................................................... 80

v


3.2.2. Solution for Tool 2 - Advertising ..................................................................75
3.2.3. Solutions for Tool 3 – Education fairs ...........................................................77
3.2.4. Solution for Tool 4 - Direct consultancy and recruitment .............................80
3.2.5.Solution for Tool 5 – Websites ........................................................................80
3.2.6. Solution for Tool 6 - Banner advertising .......................................................82
3.2.7.Solution for Tool 7 – Listings ..........................................................................84
3.2.8. Solution for Tool 8 – Email marketing ..........................................................84
3.2.9. Solution for Tool 9 - Seminars .......................................................................85
3.2.10. Solution for Tool 10 - Pr ...............................................................................86
3.2.11. Solution for Tool 11 – Tele marketing..........................................................87
3.3. Expansion and renovation of other types of marketing tools ......................90
3.3.1. Street banner advertising ............................................................................... 96
3.3.2. Introduction to friends, relatives, acquaintances (words of mouth advertising).....90
3.3.3. Old customer care ...........................................................................................91
3.3.4. Overseas study links ........................................................................................92
3.3.6. English center ..................................................................................................92
CONCLUSIONS .....................................................................................................94
REFERENCES ........................................................................................................96
APPENDIX ............................................................................................................110

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