Digital marketing ở một số quốc gia phát triển và việc áp dụng vào các cơ sở giáo dục của việt nam tt tiếng anh

MINISTRY OF EDUCATION AND TRAINING
FOREIGN TRADE UNIVERSITY
---------***--------

SUMMARY OF DOCTORAL THESIS

DIGITAL MARKETING FOR STUDENT RECRUITMENT
IN SOME DEVELOPED NATIONS AND ADOPTION TO
VIETNAMESE EDUCATION INSTITUTIONS

Major: Business Administration
Code: 9340101

NGUYEN THI MINH HA

June 2019
Hanoi, April


THIS THESIS HAS BEEN COMPLETED AT
FOREIGN TRADE UNIVERSITY

Supervisor: Prof., Dr. Hoang Van Chau

Examiner 1:
Examiner 2:
Examiner 3:

The thesis was orally defended at the Examining Committee
Time: date/month/2019
Venue: Foreign Trade University, Hanoi

This thesis is available for reference at:

-

- National Library of Vietnam
- Library of Foreign Trade University


1
INTRODUCTION
1. Rationale
2.8 trillion US dollar is estimated the total revenue of global ecommerce transactions, reported by Statista in 2018, and expected to
nearly double by 2021 (Hatch, 2018). 4.388 billion Internet users by
January 30, 2019 which accounts for 57% of the world population is
online (We are social & Hootsuite, 2019). 85% of consumers search
online before making purchasing decision, even if they buy offline.
The global e-commerce picture has increasingly become vidid and
diverse since 1995, with the debut of such giants as Google, Facebook,
Amazon and other names in education like Udemy, Coursera. It can
be seen that IT has been positively influencing most industries,
including education. Information technology (IT) not only strongly
promotes education innovation with great achievements but also
improves educational institution management as well as facilitates
marketing and brad development.
The education market in developed countries in particular and all over
the world in general in recent years is constantly under pressure by
enrollment and retention of learners. 58% of the leaders of educational
institutions are really concerned about not reaching student
recruitment target (Jaschik & Lederman, 2015), the number of

successful admission and enrollment applications has been leveled off
and signaled a decline in recent years (Keypath, 2017). University
administrators and managers are suffering from headache to compete
with domestic and foreign rivals to attract potential learners, ensure
enrollment targets and promote school brand in the context of
educational autonomy.


2
The emergence of many new training programs and the trend of
globlization in the field have put much pressure on managers in all
levels of institutions. Moreover, highly intensive competition have
pressured institutions to go online and integrate digital platforms into
marketing strategy to actively approach prospective learners rather
than wait for inquiries or applications. Possible students may seek for
information about institutional characteristics from various sources
and to evaluate before choosing a university over another. These
potential learners and their parents who may influence university
choice, no longer wait for leaflets or viewbooks but actively search the
Internet for information for better decision-making.
Digital marketing has quickly replaced traditional marketing to
become a pillar in the strategy of attracting potential learners
(Hanover, 2016) in this fierce competition. There are some developed
nations including the United States, Britain, Australia, France,
Germany, New Zealand, Singapore which are best known for their
achievements and experience in IT adoption to student recruitment
marketing. 84.5% of educational institutions surveyed in those
countries in a report of 2018 digital marketing trends in educational
institutions apply digital marketing for student attraction and
recruitment (Terminalfour, 2018).

In practice, studying digital marketing for student recruitment of
educational institutions in some developed countries is essential for
Vietnamese universities. In theory, even less is known about the
influence of this digital platform on the marketing strategies of
universities and colleges to attract potential learners.
From both pratical and sienctific perspectives, the study aims to
analyze "Digital marketing for student recruitment in some


3
developed countries and adoption to Vietnamese educational
institutions".
2. Literature review
Academic databases such as Elesevier, SpringerLink, Sciencedirect
and Google Scholar have been used by to synthesize papers related to
the topic, but far less attention was paid to the influence of digital
marketing for student recruitment as well as international experience.
2.1. Studies on educational marketing
There is a lot of research worldwide about education marketing,
typically the "Marketing strategy for educational institutions" by
Kotler and Fox (1995, 2002). Le Quang Truc and Tran Van Hoa
(2017) have investigated and confirmed the importance of marketing
mix for learners' enrollment decisions. Later studies mostly focused
on marketing mix applications to improve the efficiency of attracting
students in universities (Hoang Thi Phuong Thao & Nguyen Dinh
Binh, 2016). Those authors suggested that educational institutions
need to consider learners as customers and apply marketing theory into
management activities to better their education service.
Some other studies integrated IT into communivations strategy such
as "Application of mixed marketing in information - library activities

in Vietnamese universities" (Bui Thanh Thuy, 2012) or "Higher
education marketing tools of local universities in Vietnam" (Le Quang
Hieu, 2015), and "Application of educational marketing in Vietnamese
universities" (Le Quang, 2015).
In general, communications activities for learner attraction was just
considered one of the components, but has not been fully exploited in
these studies.


4
2.2. Studies on marketing for student recruitment
There is a lot of research around the world about education marketing,
in which potential learners are seen as consumers (Obermeit, 2012).
Studies on determinants of student enrollment decisions based on the
theory of consumer behavior and consumer behavior stimulus.
Learners are influenced by institutions’ communication marketing
strategies (Perna, 2006) and school features (Nguyen Thi Kim Chi,
2018). Some researches exploited communication channels to attract
and interact with potential learners, for example, advertising
publications, posters, billboards, websites, television advertisements,
newspaper advertisements (Yamamoto, 2006). In general, theoretical
and empirical studies pointed out the communication channels affects
learners' decisions most notably.
While students constitute the majority of Internet users, not many
studies have discussed the impacts of Internet-based marketing
activities to attract potential learners (We are social & Hootsuite,
2018). Besides, educational institutions have not taken advantage of
to interact with potential learners.
2.3. Digital marketing for student recruitment
Much attention has been paid to find out the impact of a specific digital

marketing tool such as a website or social network. The study of
Hayes, Ruschman and Walker (2009) observed and measured the
impact of social networks as a tool in university admissions, and this
idea was further developed by Barnes and Mattson (2009), Augustsson
(2010), Constantinides and Stagno (2011, 2012), Alexa, Alexa and
Stoica (2012). Another popular online channel that universities use to
attract and reach potential learners is website, which is evaluated as an
official and reliable source of information provided to customers.


5
Several studies the important role of websites and social networks in
the process of choosing and deciding enrollment (Hoyt & Brown,
2003; Kim & Gasman, 2011; Yamamoto, 2006). Social networks are
used as an online channel for interaction and enrollment counseling,
and if combined effectively with the website, it will create positive
effects on applicants for admission. This view has been reinforced by
Phillips (2015), education providers need to be aware of the
importance of building an online relationship with learners.
From the perspective of information assessment and acceptance,
LeFauve (2001) studied the application of websites in college
admissions and analyzed the impact of website content on learners’
school choice. The author compares and concludes that the website
and other publications have similar characteristics in providing
information and persuading potential learners to find information. The
persuasiveness of messages from institutions has apply to many social
media channels such as online forums and online messages (Tower,
2006). There are many ways for schools to convey information to
potential learners and encourage them to enroll. Universities can
personalize the school's admissions website towards targeted

customers (Foster, 2003).
Interaction with potential learners also plays an important role in
attracting and recruiting them. Previous studies have revealed that
information sharing and exchanging have significant effects on learner
satisfaction regarding educational services related to their study choice
(Bush, et al., 2005) as well as their attitudes toward buying in general.
During the admission process, the school needs to maintain direct
contact with potential learners, as direct communication will help
learners to distinguish options (Donehower, 2003). Now, social


6
networks are becoming an effective and interactive channel between
schools and learners. Digital marketing is the best way for educational
institutions to approach and attract potential learners, thereby
expanding the market and improving competitiveness. Studies to
measure the effects of digital marketing in the education sector so far
have not evaluated comprehensively and followed the customer
journey online.
2.4. General assessment
Firstly, recent researches on digital marketing for student recruitment
have only observed one or some typical digital marketing tools such
as website or social network. However, the strong development of
science and technology will promise many new media. Therefore, this
study focus on the unsolved question of the attributes that attract
potential learners of digital marketing.
Secondly, the research question on impacts of digital marketing in
student recruitment from an organizational perspective is still covered.
Some papers on digital marketing from an organizational point of view
are mainly implemented in the field of e-commerce such as

"Researching customer satisfaction in the digital marketing C2C in
Vietnam" (Nguyen Hung Cuong , 2013) or have just approached a
single digital marketing tool such as "Factors affecting consumer
behavior for mobile marketing activities in Hanoi urban areas"
(Nguyen Hai Ninh, 2012).
Thirdly, previous studies were mostly based on technology acceptance
model, but have not analyzed internal resources of organization or
viewpoint of leaders or external environment such as innovation
effects and competition pressure.


7
Fourth, in terms of research methods, most of prior researches use
first-generation data analysis methods such as correlation, regression,
so there are certain limitations on reliability, due to unrealistic
statistical assumptions. The thesis uses the second-generation data
analysis with linear structure model to bring more reliable results.
In summary, although education marketing is increasingly concerned,
literature and empirical studies about the adoption of digital marketing
to attract prospective learners from the perspective of educational
institutions is still limited. This is the first research about digital
marketing

adoption

for

student

recruitment

which

has

comprehensively approached from both viewpoints of consumers and
education service providers.
3. Aims and Research questions
3.1. Aims and objectives
This study aims to focus on digital marketing for student recruitment,
learning from international experience of attracting and encouraging
interactive functions with these prospective consumers then boost
their decision-making process. In order to achieve the above
objectives, 4 specific objectives were identified:

- Systematizing theoretical background on adopting digital
marketing in education to attract potential learners.

- Analyzing experience of digital marketing activities for student
recruitmnet of educational institutions in some developed
countries, then drawing some typical lessons.

- Analyzing and verifying the status of applying digital marketing in
educational institutions in Vietnam to attract potential learners.


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- Proposing some recommendations to enhance the adoption of
digital marketing to attract potential learners at Vietnamese

educational institutions.
3.2. Research questions

- What is digital marketing education? The significance of digital
marketing for learner recruitment at educational institutions?

- Digital marketing activities to attract learners of educational
institutions in some developed countries and lessons learned for
Vietnamese institutions?

- How have Vietnamese educational institutions adopt digital
marketing to attract potential learners?

- What can Vietnamese educational institutions do to boost digital
marketing for student recruitment?
4. Scope of the study
Under the pressure of increasingly fierce competition and the context
of higher education 4.0 in Vietnam today, the research only focuses on
digital marketing for student recruitment at higher education
institutions (HEI), so the following topics are put outside the scope of
research: digital marketing to improve e-learning efficiency, e-library,
brand development, fundraising and attracting alumni, developing
scientific research, internal marketing, community connection ...
The scenario of rivalry is expected to be most intensified for tertiary
education because increasing autonomy of higher educational
institutions while universalization of primary and secondary education
was implemented years ago or even exempted from tuition fees in
many countries all over the world. Therefore, the study aims to higher
education service sector, especially universities.

9
The research analyzes experience of digital marketing for student
recruitment at educational institutions in developed nations such as the
United States, Britain, France, Germany, Australia, etc., with
outstanding achievements in adopting digital marketing to attract and
recruit prospective learners. The secondary data was collected in the
period 2015-2018 and first quarter of 2019. To establish the research
framework, the research context is carried out in Vietnam, with data
collected in the period of 2017-2018.
5. Theoretical and practical contributions of the work
First, the concept of digital education marketing was built up and
introduced.
Information
Input

Perceived
ease of use
Digital MKT

Innovation
effect

Perceived
usefulness
Digital MKT

Relevance

Website

Timeliness

Social
media

Accuracy

Trade partner
support

Email

Ease of use

Information
Quality

Perceived
Usefulness

Comprehen
siveness
Interactivity

eWOM
livechat

Information
Assessment

Information Search

Search
engine

Digital
marketing
adoption

Organizational
competency

Competition
pressure

Need
to
study

Acceptance
Source
credibility

Enrolment

Attitude

Expertise
Reliability

Irritation

UCG
Loyalty

Satisfaction

TOEIF

TIAMC

Figure 1.0. Digital marketing framework for student recruitment
at HEI
Secondly, the research has theoretically contributed when building a
model to measure the impact of digital marketing to attract prospective
learners (TIAMC).


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Thirdly, marketing technology has developed increasingly, so the
research does not analyze digital marketing tools, but exploits typical
features these modern marketing methods.
Fourthly, the study has also brought new theoretical contributions by
setting up a technology - organization - environment - innovation
framework (TOEIF) to identify determinant of adopting digital
marketing in educational institutions to attract potential learners and
support enrollment.
Finally, two models of TOEIF and TIAMC were logically and
scientifically integrated into a framework of digital marketing

adoption for student recruitment at educational institutions (DMA).
6. Structure of the study
The remainder of this thesis is structured as followed.
First, an overview of digital marketing of education service and an
analysis of digital marketing for student recruitment at education
institutions of specific developed nations.
Second, the theoretical background for this study is presented and
hypotheses development is discussed.
Third, the research methodology of the study is described.
Then, the results of data analysis are presented.
Finally, some recommendations for enhancement of digital marketing
for student recruitment at education institutions. I also address the
limitations and future research directions


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Chapter 1. OVERVIEW OF DIGITAL EDUCATION MARKETING
AND AN ANALYSIS OF DIGITAL MARKETING ADOPTION
FOR

STUDENT

RECRUITMENT

AT

EDUCATIONAL

INSTITUTIONS IN SOME DEVELOPED NATIONS.
1.1. Overview of digital education marketing

1.1.1. Education service
According to the marketing perspective of Kotler and Fox (1995,
2002), educational institutions are the providers of this type of special
service. The curriculum of the school is the educational service, and
these training programs are full of characteristics of the service
industry (Ivy, 2008), both marketable, non-market, financial balanced.
and must be profitable and non-profit.
1.1.2. Educational institutions and learners
Educational institutions are providers of educational services in the
form of training programs. Learners are one of the main customers .
1.1.3. Digital marketing
Kannan and Li (2017) defined digital marketing as a coordinated
process between businesses, customers and partners, integrated with
online, measurable and highly flexible platforms, to form, exchange,
transmit and maintain value for all stakeholders.
1.1.4. Digital education marketing
The research proposed: "Digital education marketing is the use of
digital platforms by educational institutions to establish integrated,
targeted, measurable and interactive channels to attract and retain
customers through which to build & develop sustainable customer
relationships”.


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In addition to major characteristics of traditional marketing, digital
education marketing has distinct characteristics: cost-effective,
unlimited time and space, interactivity, data analysis. Some typical
digital education marketing tools include website, search engines,
social media, display advertising, email, online advertising, mobile
advertising ...

Key performance indicators of digital education marketing for student
recruitment are click indicators, leads indicators, conversion rates of
learners.
1.1.5. Digital marketing evironment of education institutions
Including internal and external environment affecting organizations.
Internal environment consists of human resources, finance, technical
resources, top management support. External environment refers to
suppliers, customers, partners, competitors and the public. The macro
environment impacts the whole industry as demographic, economic,
technological, political and socio-cultural factors.
1.1.6. Enrolment process
Enrolment or admission is only a part of the learner's decision-making
process of school choice, including several stages starting at a desire
to continue to a decision-making to go to a specific school. Learners
always conduct searches and gather information, thereby considering
the choice among options before making a final decision. When
learners find messages from digital marketing channels useful, reliable
and the process of online interaction really valuable to help them
screen and choose, they will accept to use online IT for enrolment or
admission.


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1.2. Benefits of digital marketing adoption for student recruitment
at educational institutions in the era 4.0
Digital marketing has become a vital element for many educational
institutions

under

increasingly

competitive

pressure

among

educational institutions in the era 4.0. Digital marketing is very cost
effective in attracting potential learners and consulting online
enrollment due to its interactivity - respond quickly, get high
conversion rates and simple measurement.
1.3. An analysis of digital marketing adoption for student
recruitment at educational institutions
Digital marketing is always based on understanding and closely
connecting with the needs of prospective learners. The indicator to
measure the effectiveness of digital marketing activities to attract
potential learners is mainly used by the number of applications for
enrollment consultancy and school visits.
Optimization of digital marketing attributes: relevance, accuracy,
comprehensiveness, interactivity, timeliness reflecting digital-based
IT quality. Expertise and reliability reflect the source credibility.
Educational institutions in developed nations have also exploited
effectively digital marketing environment: internal resources, trade
partner support and innovation effects in fierce competition.


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Chapter 2. THEORETICAL BACKGROUND AND HYPOTHESES
OF DIGITAL MARKETING ADOPTION FOR STUDENT

RECRUITMENT AT EDUCATIONAL INSTITUTIONS
Learning and applying the experience of educational institutions in
developed countries, the research proposed the model of TIAMC and
scientific hypotheses to study the impact of digital marketing in
attracting potential students, combining 3 models of technology
acceptance TAM 1989, elaboration likelihood model - ELM and
information acceptance model IAM.
To assess the digital marketing environment at educational
institutions, the thesis establishes the model of Technology Organization - Environment - Innovation TOEIF, identifying
determinants of digital marketing adoption for learner recruitment,
based on the theory of diffuse innovation DOI 2003, unified theory of
acceptance and usage of technology UTAUT and the framework of
technology - organizational – environment TOE.
Then, an intergrated framework combining TIAMC and TOEIF model
(Figure 1.0) was born to evaluate digital marketing adoption for
student recruitment at educational institutions.

Chapter 3. RESEARCH METHODS
Quantitative research method, combined with additional qualitative
research were used. First, the scale was developed and preliminary
research was carried out to adjust accordingly to the survey
informants. Preliminary qualitative research is done through focus
group with TIAMC model and in-depth interview with TOEIF model.


15
The study performs quantitative research and data collection through
questionnaires, processed by SPSS 23 and AMOS software 22.
Primary data of TIAMC model is collected through direct and online
survey with 500 high school pupils, students, alumni, parents to assess

the impact digital marketing in attracting prospective customers.
In order to assess the digital marketing environment at educational
institutions, data collected through survey with 380 education
managers, managers of marketing, media and admissions of
Vietnamese educational institutions. Then questionnaires have been
designed in advance.
Statistical and ecometric tests were fully carried out, including testing
reliability of scales, exploratory factor analysis, affirmative factor
analysis and running linear structure model. For robust check, the
author used bootstrap test with a returned sample size of 1000
(TIAMC) and 500 (TOEIF).
Through multi-group regression using the channel of communication,
the impact of students recruitment between website and social media
were compared. The type of educational institutions was selected to
compare the difference in digital marketing environment between
public and non-public schools. Then equivalent model testing method
was applied to confirm the proposed multiple linear structure.
Additional qualitative research was conducted by in-depth interviews,
phone calls, text messages or emails in about 30 minutes to 1 hour with
pre-designed questions. Specialists included middle-to-top managers,
leaders, and decision makers of educational institutions in Hanoi and
Ho Chi Minh City. The results of additional in-depth interviews
enabled to explain the results of the surveyed sample with
questionnaires, and explain the abnormal results of the sample.


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Chapter

4.

ADOPTION

AN

ANALYSIS

FOR

OF

STUDENT

DIGITAL

MARKETING

RECRUITMENT

AT

EDUCATIONAL INSTITUTIONS OF VIETNAM
4.1. Overview of Vietnam education sector in the era 4.0
4.1.1. Competition in Vietnam education market
Although in the last few years the total enrolment quota for
educational institutions had a tendency to increase and expected to
reach 455,174 for the 2018-2019 school year, an increase of 1.2%
compared to the 2017 national entrance exam, but there was still
redundant of about 233,467 candidates (Thanh Xuan, 2018). After
announcing the first benchmark, along with inadequate enrollment,

many educational institutions continue to recruit additional candidates
of about 500-600 learners.
Many new majors and new training programs have been developed,
despite internal resource shortage and financial dispersal. The main
reason is lack of investment in market forecast, so the training
programs and majors are overlapped and internally competed.
4.1.2. IT adoption at educational institutions of Vietnam
Educational institutions are interested in exploiting and improving the
quality of digital marketing channels to attract and interact with
customers: optimizing electronic portals and social sites to promote
marketing activities, brand development and school administration.
4.1.3. Learner usage of digital channels
In interactive channels that learners often use to find information about
school activities, events or course registration, the website is a popular
source (with over 76% of potential students choosing), next is the
fanpage (with over 40%). In addition, most students use electronic


17
devices such as smartphones, laptops or both and use them to log in
and manipulate.
4.2. Tests of digital marketing adoption for student recruitment at
educational institutions of Vietnam – TIAMC & TOEIF
All official scales in TIAMC model and 32/35 scales of TOEIF model
are highly reliable through Cronbach’s Alpha testing. 47 observed
variables TIAMC rotated and splited into 8 factors and 32 observed
variables in the TOEIF model into 7 concepts as proposed. The
second-tier CFA test for TIAMC model better explains the
relationship between factors in the first-order model.
After performing a series of tests, the final model of TIAMC3 (after

two modifications) with the path is statistically significant and logical
in the direction that shows the TIAMC3 model fits well with the
collected data. The TOEIF model does not need modifying.
The result of bootstrap analysis shows that the two models are still
meaningful for large sample sizes, so the results ensure reliability.
Compared to the official research model with equivalent models, the
findings confirms the multiple linear structure proposed and the formal
research model.
Enrolment = 0.292*Easy - 0.095*Irritation +
0.229*SourceCredibility + 0.114*Quality + 0.446*Usefulness +
0.086*Attitude + 0.164*Acceptance
DigitalmarketingAdoption = 0.146*Competition + 0.169*Easy +
0.137*Innovation + 0.311*OrganizationalCompetency +
0.156*TradeparterSupport + 0.133*Usefulness
In summary, the results of multiple regression analysis show that the
factors in TIAMC and TOEIF models can explain the degree of


18
variance of digital marketing adoption for student recruitment at
educational institutions. The direct and indirect impacts in the two
models and the regression equations are very important for education
managers of all levels to optimize resources.

Chapter 5. RECOMMENDATIONS FOR ENHANCEMENT OF
DIGITAL

MARKETING

ADOPTION

FOR

STUDENT

RECRUITMENT AT VIETNAM EDUCATIONAL INSTITUTIONS
5.1. Prospects of enhancing digital marketing adoption for student
recruitment at Vietnam educational institutions
5.1.1. Global trend of education market
The world education system has changed with the trend of digitization,
marketization, and privatization. Some countries adopt a policy of
restricting immigration for international learners studying abroad, or a
policy of reducing education budget or call for students to return to
start-up scholarships. The trend of socialization, increasing autonomy
for universities, reducing the role of governments and governmentfunded schools has gradually shifted to market competition.
5.1.2. Vietnam education market
Forecasting the growth of Vietnam education market by 2020, the total
training scope of university and college will be about 2.2 million
students (up 1.8% compared to the school-year 2010-2011) and the
number of full-time students is estimated to reach about 560,000 (an
increase of about 8.2% compared to 2010).
5.1.3. Learners 4.0
The two most recent generations, who are becoming major customers,
are generation Y (also known as the millennium, born from 1980-


19
1994) and generation Z (1995-2012). They both depend heavily on
technology and rapidly adapt to technology, so they will mainly use
the digital platform to serve their information needs.

5.2. Some recommendation to enhance digital marketing adoption
for student recruitment at Vietnam educational institutions
5.2.1. Market research and online customer journey
Education providers should consider learners as customers and
understand their information needs and searching trend: e-learning
program, scholarship or financial support, university ranking,
communication through third parties with high reputation such as
ranking websites / scholarships, mobile search, school-app download.
Besides, university marketers should also optimize touch points in
customer journeys.
5.2.2.

Optimizing

digital

marketing

attributes

for

student

recruitment
5.2.2.1. Improving digital-based information quality
Relevance: the message should be clear, easy-to-understand and
personalized content fitting the individual learner needs.
Accuracy: accurate, correct and consistent information on all online
communication channels, reflecting truthfully and unbiased.

Timeliness: informative, update the latest, regular and timely content.
Comprehensiveness: full, detailed, rich in content and format, highly
convincing, reflecting both advantages and disadvantages.
Interactivity: Quick and easy interaction, optimize the channels of
students, alumni, fanpage community, and employers. Useful
channels: chatbot, online chat, email or brand message


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5.2.2.2. Improving source credibility of digital-based information
Invest and censor article content with true and reliable information,
make sure that messages are attractive, professional, useful for
prospective learners.
5.2.2.3. Reducing irritation
Online communication messages need to be concise with professional
design, sound, video in mute mode and allow customization. Focus on
quality instead of quantity: timely information, authentic content,
personalization and uniqueness.
5.2.2.4. Improving the perceived ease of use
Create a feeling of ease and comfort for users on all platforms of
computers, tablets and mobile devices. The overall structure of the
channels should be easy to understand and not confusing. Sign up for
enrolment advice or easy admission; Connect easily with other online
channels. Improve the user experience: exciting, reliable, quality,
professional, engaging and engaging users.
5.2.2.5. Improving the perceived usefulness
Provide more information learners need than traditional channels.
Additional features to compare enrollment information between
educational institutions.
5.2.2.6. Integrating digital and traditional marketing

5 most effectively interactive channels: website on mobile, brand
messages, email, online calls and publications. School marketers
should depend on training programs and target segments to select
appropriate channels. Middle or end-of-course surveys are very
necceary for better service.


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5.2.2.7. Customer relationship management
Educational institutions need to build up customer database to well
manage the relationship. Ties with current learners should also be
invested more via online channels, for example SMS messages for
searching the opening schedule and exam schedule.
5.2.3. Improving digital marketing environment for student
recruitment
Educational institutions need to decide which department in charged
of digital marketing strategies. In addition, internal marketing
resources and outsourcing can be combined. Outsourcing a digital
marketing agency is suitable for interacting with prospective students
through phone calls, enrolling international students, and market
research for instant contacting students who register but do not enroll,
or survey for brand identity, brand health and policies tuition, etc.
The internal marketing team is appropriate for managing and
implementing data-related activities, monitoring communication and
recruitment advice, solutions to manage customer relationship.
Admissions and online interaction with learners such as approaching
students to collect information for the first time or coding learners’
needs of enrollment, evaluation of enrollment or matriculation.
Educational institutions should focus on improving their professional
skills for internal digital marketing teams and balancing internal

capabilities with outsourced agencies, thereby save marketing costs
and reduce the role of outsourced agencies.
5.2.3. Changing KPI of digital marketing for student recruitment
Digital marketing activities for student recruitment should not be
measured by virtual indicators but the number of enrolments, potential


22
customers (Leads), conversion rate of learners. Besides, "click
indicator" should be changed by "thumbstopping" or "Dwell - stop
time" to measure article content performance. These indicators should
be reviewed regularly and adjusted.
5.3. Limitation of the study
Scope of research; Subjects of the survey can be expanded: training
programs, different segments; the customer segments of the
educational institutions can be expanded; the sudy still opens up the
post-enrolling behaviour that can be addressed by the future research.

CONCLUSION
In theory, the study has proposed the concept of digital education
marketing as "the use of digital platforms by educational institutions
to establish an integrated, targeted, measurable interactive channels,
aiming to attract and retain customers through which build and
develop sustainable customer relationships”.
The research has successfully built and tested TIAMC model to
measure the impact of digital marketing for learner recruitment and
TOEIF model to identify determinants of digital marketing adoption
in educational institutions. Thereby, a comprehensive framework
(DMA) has been integrated and set up from both perspective of
learners and institutions.

In practice, digital marketing activities for student recruitment of
educational institutions in the world were analyzed, then some lessons
for Vietnamese educational institutions were drawn.
The thesis has measured the impact of digital marketing attributes
including 05 factors, of which perceived usefulness, digital-based


23
information quality, source credibility have the strongest influence on
student recruitment.
Furthermore, the findings points out that potential learners tend to
register for admission when they find more useful information and
interesting experiences on social media than on the website.
06 determinants of digital marketing adoption for student recruitment
at educational institutions were identified and successfully verified, of
which the most important is internal resources.
The difference between educational institutions in outsourcing digital
marketing activities as well as trade partner support was also
recognized. Qualitative research explored the views of certain risks
such as business licenses and database .
It can be said that this study provides many useful information for
stakeholders, especially proposals to all level management of
educational institutions to improve the effectiveness of digital
marketing to attract learners and enhance education marketing
adoption for student recruitment in the context of education 4.0 and
the pressure of higher education autonomy.
Finally, the above theoretical and practical contributions are entirely
relevant to education sector in general and higher education in
particular, as well as a number of other research areas about consumer
behavior, buying behaviour and e-commerce./.