E-LEARNING

Ngi tiu dng & Hot ng qung co trc tuyn

-

Tng quan v E-Learning

Ngi hc trc tuyn

Hot ng Online marketing

Kt lun v d bo

Danh sch mt s Website E-Learning

Digital Activities Report 2014

I.

TNG QUAN V E-LEARNING

Theo thi gian, vi s pht trin ca khoa hc cng ngh, nhiu hnh thc o to mi ra i vi
s h tr ngy cng cao ca cng ngh hin i. Trong s pht trin mnh m ca thng tin
truyn thng v ang mang li nhiu li th cho dy hc. Cc hnh thc o to tin tin ra i,
nh o to da trn my tnh (Computer Based Training), o to da trn dch v World Wide
Web (Web Based Training) m nh cao l hnh thc hc in t - o to trc tuyn, c tn gi l ELearning.
C nhiu cch nh ngha khc nhau v E-Learning, mt cch khi qut, c th hiu E-Learning nh
sau: E-Learning l mt loi hnh o to chnh qui hay khng chnh qui hng ti thc hin tt mc
tiu hc tp, trong c s tng tc trc tip gia ngi dy vi ngi hc cng nh gia cng
ng hc tp mt cch thun li thng qua cng ngh thng tin v truyn thng.
Trong m hnh ny, ngi gio vin s c gng xy dng cc bi ging in t (hay cn gi l hc
liu - Courseware) mt cch chi tit nht sao cho cc courseware ny c th thay th c gio vin
tng tc vi ngi hc thng qua mng Internet v mn hnh my tnh. Cc hc liu c th c
gio vin xy dng nn theo m hnh dy hc chng trnh ho, cc m un c thit k n mc
nh nht c th, c nhiu hnh nh, v d minh ho, c cc tng tc gip cho ngi hc cm thy
hng th v c th t mnh hc tp thng qua h thng qun l hc tp trc tuyn (Learning
Management System LMS).
Cc Courseware c xy dng thng qua h thng xy dng ni dung bi ging (Content
Authoring System CAS). Sau khi xy dng xong course, ngi gio vin phi ng gi sn phm
ca mnh theo mt chun nh trc (SCORM). Tip , gi courseware ny s c ti ln h thng
LMS v c phn pht ti ngi hc thng qua h LMS.
Trong trng hp tt nht, cc gi hc liu c cha cc kch bn tng tc tt c th thay th
hon ton gio vin trn h thng LMS. Tuy nhin, him c trng hp ngi gio vin phn on
c y nhng yu cu cng nh trnh , kinh nghim, hng tip cn... ca ngi hc. V vy,
ngi gio vin vn phi xut hin trn LMS h tr ngi hc trong qu trnh hc tp. Trong
trng hp ny, ngi gio vin s h tr ngi hc hc tp thng qua mt s hnh thc nh chat,

E-Learning Tng quan th trng

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trao i trn din n, thit k cc bi tp nhm tng cng kh nng tip thu, lnh hi ca ngi
hc.
So snh E-Learning v Lp hc truyn thng
Yu t
Lp hc

Lp truyn thng
Phng hc kch thc gii hn
Hc ng b
Powerpoint, bn trong
Sch gio khoa, th vin
Video
Hp tc

E-Learning
Khng gii hn
Mi lc mi ni
Ni dung
a phng tin, m phng
Th vin s
Theo yu cu
Truyn thng ng b hay khng
ng b
Thch ng c Mt con ng hc tp chung cho tt c Con ng v nhp hc tp c xc
nhn
mi ngi
nh bi ngi hc
Theo thng k ca i hc Unisys (M) trong nm 2001 th li ch ca ng dng E-Learning c th
hin qua cc con s sau:
-

Tit kim chi ph o to 25% - 45 %.

Rt ngn thi gian o to 35% - 45 %.

Tng hiu qu vic hc 15% - 25 %.

i vi doanh nghip, s dng E-Learning thay cho hnh thc o to truyn thng c cho l s
gip doanh nghip tit kim 50% chi ph o to v tit kim 60% thi gian.
Xu hng Self-Paced E-Learning trn th gii
Self-Paced E-Learning l hnh thc E-Learning m ngi hc hc theo nhp ca ring h, khng
c ngy bt u hc v mt lch trnh hc c th p dng chung cho tt c ngi hc tham gia vo
cng mt chng trnh. y l hnh thc E-Learning ph bin nht hin nay. Th trng Self-Paced ELearning c tnh t 35.6 t USD trong nm 2011 (Ambient Insight 2012). Tc tng trng trung
bnh hng nm trong 5 nm ti khong 7.6%, tng ng t 51.5 t USD vo nm 2016. Chu l
khu vc c tc tng trng Self-Paced E-Learning cao nht (17.3% nm). Tip theo l ng u
(16.9%), Chu Phi (15.2%) v Chu M Latin (14.6%).

E-Learning Tng quan th trng

Copyright by Moore 2014

Hnh. Th trng E-Learning ton cu 2016 v tc pht trin hng nm 2011 2016 theo khu vc (Ambient Insight 2012).

Nhng doanh nghip ln nht th gii l nhng doanh nghip i u v s dng E-Learning. Nm
2016, doanh thu n t nhm 5,000 doanh nghip ln nht th gii s chim 31% tng doanh thu ELearning, tng ng 17 t USD.
Trong thi gian ti, mng x hi Facebook c th tham gia vo lnh vc E-Learning, c th Facebook
s hp tc vi mt s nh cung cp Kha hc trc tuyn m (MOOC) nhm nng cao cht lng ni
dung v em nhng kha hc ny ti cc vng su, vng xa mt s nc ang pht trin, theo
Matt Perault gim c pht trin chin lc ton cu ca Facebook pht biu ti hi ngh Thay
i Chu Phi 2013.
E-Learning Vit Nam
Trong nm 2013, 5 th trng Self-paced E-Learning ln
nht Chu l Trung Quc, Hn Quc, Nht, n , v
c (Ambient Insight 2014). V tc tng trng,
Myanmar l quc gia c tc tng trng cao nht, t
50.2%/nm giai on 2013 2018. Vit Nam ng th 4
v tc tng trng, khong 40%/nm giai on 2013
2018.
Ti Vit Nam, gio dc l mt trong nhng ngnh c u tin cao nht v c hng cc ngun
u t cao nht nhm nng cao cht lng gio dc trong nhng nm ti. Vi nh hng , Vit
Nam quyt nh a cng ngh thng tin vo tt c mi cp gio dc nhm i mi phng
php dy hc, nng cao cht lng hc tp trong tt c cc mn hc v trang b cho lp tr y

E-Learning Tng quan th trng

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cc cng c v k nng cho k nguyn thng tin. C th, B Gio dc v o to phi hp vi cc

doanh nghip trin khai e-learning v thi trc tuyn. Chng hn nh Cuc thi "Thit k h s bi
ging in t e-learning" nm hc 2009 2010; hay Cuc thi gii ton qua mng ti Website
Violympic.vn; hay Cuc thi Olympic ting Anh (IOE) trn mng x hi Go - ioe.go.vn.
Nhng nm trc y, s lng website E-Learning Vit Nam rt t v cha thc s phi l nhng
gii php E-Learning tng th cng nh cha tun theo cc chun cho E-Learning trn th gii. T
nm 2006, vic trin khai ng dng E-Learning c nhiu khi sc, mt phn l c s quan tm
ca chnh ph, mt phn l s n lc ca cc doanh nghip CNTT nghin cu, trin khai E-Learning.
Mt s website E-Learning Vit Nam:
-

2007, Trung tm Hc Mi ra mt website luyn thi i hc, bi dng vn ha trc tuyn

Hocmai.vn

8/2012: Website E-Learning dnh cho tiu hc u tin ra mt: Chamhoc.vn

Cui nm 2012, VNG ra mt website E-Learning Zuni.vn, cung cp bi hc v luyn thi cc

cp, ngoi ng, kin thc chuyn mn v k nng mm.

5/2013: Viettel ra mt trang E-Learning viettelstudy.vn, cung cp cc bi hc ngoi ng, luyn

thi cc cp v k nng mm.

6/2014: Bo tui tr cng IIG ra mt website E-Learning.tuoitre.vn, cung cp cc bi hc ngoi

ng.

6/2014: Mobifone ra mt website mStudy.vn, cung cp cc bi hc Luyn thi cc cp v ngoi

ng.

E-Learning Tng quan th trng

Copyright by Moore 2014

II.

NGI HC TRC TUYN

c im ngi hc trc tuyn

Hnh. Mt s hc vin trn Viettelstudy.vn

Kho st hn 30 website E-Learning tiu biu cho thy, 4 nhm dch v gio dc trc tuyn ph bin
hin nay l cung cp kha hc ngoi ng, cc chng trnh n thi/bi ging kin thc ph thng
(cp 2, cp 3) v kha hc k nng. Tng ng vi 4 nhm dch v l cc nhm ngi dng:
-

Kin thc ph thng: ngi ang hc ti cc trng cp 2 hoc cp 3 khp mi min, c nhu
cu hc bi dng song song vi chng trnh ti trng nng cao kt qu hc tp hoc
chun b cho k thi. H tm kim cc video bi ging, luyn thi, tham gia thi th v c hc
ngoi ng. H c tinh thn hc tp tt v kh nng, thc t hc cao. Tuy nhin, hn ch
ca nhm ny kh nng chi tr cho cc kha hc thp v iu kin truy cp Internet hn ch.

Ngoi ng & k nng: i tng hc ph bin l sinh vin v ngi i lm. H tham gia
hc ngoi ng, ch yu l ting anh, v cc k nng vi mong mun pht trin bn thn v
t mc tiu ngh nghip. So vi i tng hc sinh, nhm sinh vin-ngi i lm c iu
kin truy cp Internet d dng hn, kh nng chi tr cho cc kha hc cao hn, v t ch hn
khi quyt nh tham gia kha hc.

Trong nhm cc k nng, k nng pht trin bn thn (giao tip, t duy, qun l cm xc,)
v k nng khoa hc ngh thut (photoshop, trang im,) nhn c nhiu s quan tm

E-Learning Ngi hc trc tuyn

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nht. K n l cc k nng chuyn mn/kinh doanh (xin vic, xy dng thng hiu, qung
co facebook,).
-

Bn cnh kha hc ngoi ng hay k nng, nhm ngi trung nin, c gia nh, cn quan
tm n cc kha hc i sng gia nh nh k nng nui con, hc vi con.

Nhng vn ngi hc quan tm

Theo kt qu kho st ca Qu t thin Cng ng ngi s dng nternet Vit Nam (VN ) v Cty
c phn VNG vi 839 ngi tham gia tr li, th 3 ro cn i vi nhng ngi n thi/hc trc tuyn
l: Vic thu ph (35%); phi kt ni internet thng xuyn (24%) v kh tm kim thi/bi ging cn
thit (16%).
Cn theo kho st ca DeltaViet (2014), ni dung bi ging hp dn v c hc vi ging vin uy
tn l yu t rt quan trng thu ht ngi hc trc tuyn.
Hnh vi s dng Internet
Ti Vit Nam c khong 36 triu ngi truy cp nternet. a s l nhng ngi tr, c tui t 15
34 tui (khong 80%, Cimigo 2013). T l ngi truy cp Internet thnh ph cao hn cc vng nng
thn. Thi gian truy cp Internet trung bnh mi ngy ca ngi dn thnh th cng cao hn, trung
bnh khong 2 gi mi ngy. Ti thnh th, nhm c mc sng cao (LSM 10+ - Living Srandards
Measure) s dng Internet hng ngy nhiu hn nhm c mc sng thp hn (LSM 1-9) v thi gian
s dng nternet vt qua thi gian xem tivi (xem hnh di).

Hnh. Thi gian s dng cc phng tin truyn thng (Mindshare, 2013)

E-Learning Ngi hc trc tuyn

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Hot ng ph bin nht khi truy cp Internet qua my tnh: l tm kim thng tin (53%), xem video
online (48%), nghe nhc (47%), truy cp mng x hi (46%), xem email (32%), tm kim thng tin sn
phm (29%) v chi game (27%), theo kho ngi dng Internet Vit Nam ca Google, 2014.

Hnh. Thi im din ra cc hot ng trn Internet (Nielsen 2014).

Hnh vi s dng smartphone

C khong 32 triu ngi Vit Nam s hu smartphone.Trong , 24 triu ngi, khong 76%, truy
cp Internet mi ngy (Google/TNS 2014), so vi tablet l 61% v my tnh l 59%. a s ngi dng
Internet qua smartphone l nam gii (khong 60%, Google 2013) v trong tui di 35 (khong
80%, VSERV 2013). Ngi dng truy cp Internet qua smartphone ch yu tm kim thng tin, truy
cp mng x hi, xem video online v xem email.

Hnh. Smartphone l cng c tm kim thng tin, kt ni v xem video (TNS/Google, 2014)

Cng theo kho st ca TNS/Google 2014, ngi dng smartphone internet cho bit h n
qung co khi trn website (64%), khi dng cng c tm kim (36%), khi ang s dng ng dng
(36%) v khi ang xem video (19%)

E-Learning Ngi hc trc tuyn

Copyright by Moore 2014

III.

HOT NG ONLINE MARKETING

nternet ngy cng ng vai tr quan trng, c tc ng mnh m n hnh vi mua sm ca ngi
tiu dng. Trong sut qu trnh hc trc tuyn, t lc c ny sinh nh hc n sau khi kt thc
kha hc, ngi tiu dng s dng nternet tm kim tng, tm kim thng tin dch v thng
hiu, so snh gi, tham kho kin nh gi, tm kim thng tin nh cung cp, s dng dch v v
chia s tri nghim hc tp vi ngi xung quanh thng qua mng x hi.
Owned Media
Hocmai.vn, website n thi trc tuyn, l website E-Learning c lng truy cp hng thng cao nht
trong hn 30 website E-Learning ni bt hin nay, vi 1.8 triu lt truy cp mi thng. Mt cch
tng i, website c lng truy cp cao chng t c s lng ngi dng ln. ng th 2 l
website hc ting anh dnh cho mi la tui Tienganh123.com vi 1.6 triu lt truy cp mi thng.
Website hc ting anh Hellochao.vn ng th 3 v lng truy cp, vi 800 ngn lt mi thng, v l
website c thi gian ngi hc lu li trang cao nht vi trung bnh 10 pht/ngi. Zuni.vn, website
E-learning min ph ca VNG, hin ng th 10 v lng truy cp.
Top 10 website E-Learning v lng truy cp***
E-Learning site

Visit/month
(Ngn)

C cu traffic
Direct

Referral

Search

Social

Time on site
(Pht)

hocmai.vn

1,800

11.0%

11.4%

75.8%

1.8%

4.70

tienganh123.com

1,600

26.2%

25.3%

46.7%

0.8%

9.22

hellochao.vn

799

42.4%

28.3%

27.6%

1.2%

10.02

cadasa.vn

410

5.2%

9.6%

84.5%

0.6%

2.47

moon.vn

350

33.5%

21.2%

42.5%

2.7%

8.05

viettelstudy.vn

320

11.5%

10.4%

75.0%

2.9%

5.85

kyna.vn

230

37.4%

15.2%

27.0%

18.8%

7.93

ucan.vn

220

29.3%

7.7%

10.4%

52.6%

5.47

globaledu.com.vn

150

5.5%

3.3%

91.0%

0.2%

1.13

zuni.vn

120

19.2%

12.5%

65.3%

3.0%

4.83

Mean

600

22%

14.5%

54.6%

8.5%

5.97

***

: Top 10 trong hn 30 website E-Learning a vo phn tch

Ngun: Desktop traffic - Similarweb.com, 12/2014

E-Learning Online marketing

Copyright by Moore 2014

Paid Media
1.

Qung co hin th

So vi cc lnh vc khc, cc doanh nghip cung cp dch v E-Learning rt t khi qung co trn
nhng website tin tc-gii tr ln. Theo quan st, Topica v TingAnh123.com l hai website ELearning c tun sut hin th qung co thng xuyn nht. Hnh thc qung co ch yu l banner
flash, trn cc website gii tr-gii tr (Zing.vn, Kenh14.vn, Yeucahat.com,..) v tin tc tng hp
(Dantri.com.vn, Vnexpress.net, Vietnamnnet.vn,..). Hnh thc ny c th trin khai ng thi trn mt
lot website qua cc adnetwork (tiu biu nh Google Display Network, Adbrand Network, Admicro
Network,) hoc mua v tr theo tng site c th. Thng ip truyn thng hng n i tng l
ngi i lm, nu bt ln s cn thit v li ch khi tham gia hc trc tuyn.

Hnh. Banner qung co kha hc trc tuyn

Ngoi hnh thc banner flash, qung co dng box thng tin (thng c gi l qung co CPC)
cng c s dng kh ph bin. Hnh thc ny tuy khng gy n tng mnh cho c gi nhng
c u im l trin khai nhanh, ph rng, ch tnh ph khi ngi xem tht s quan tm n thng
tin qung co (click vo qung co), c th la chn hin th qung co theo a l, thay i thng tin
trn qung co d dng, iu chnh tng/gim tn sut hin th hay thi gian chy/dng qung co
linh hot.

Hnh. Hnh thc qung co thng c website E-Learning s dng

10

E-Learning Online marketing

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Mt dng qung co cng thng c s dng l Email marketing. Cng c ny c th gip cho
website E-Learning tip cn i tng khch hng rt tim nng l nhng ngi i lm v c bit l
nhng ngi nhn email t cc website E-Learning khc. Thng qua email, ngi nhn c th xem
thng tin, nu quan tm hoc c nhu cu tham gia hc h c th ng k ngay trn email (nu email
c thit k mu ng k) m khng cn truy cp vi website.
2. Qung co tm kim
Trung bnh, lng truy cp n t trang tm kim chim 54.6% tng lng truy cp n website.
Hocmai.vn c t l truy cp t trang tm kim gn 76%, trong , 0.5% lng truy cp thng qua
qung co.
Search Marketing
E-Learning site

T l traffic n t Search

T l Paid search

hocmai.vn

75.8%

0.5%

tienganh123.com

46.7%

8.8%

hellochao.vn

27.6%

0.3%

cadasa.vn

84.5%

0.0%

moon.vn

42.5%

0.0%

viettelstudy.vn

75.0%

32.6%

kyna.vn

27.0%

20.5%

ucan.vn

10.4%

0.0%

globaledu.com.vn

91.0%

0.0%

zuni.vn

65.3%

0.7%

***

: Top 10 trong hn 30 website E-Learning a vo phn tch

Ngun: Desktop traffic - Similarweb.com, 12/2014

Viettelstudy.vn, Kyna.vn v Tienganh123.com l 3 website u t nhiu nht cho qung co trn trang
tm kim, th hin qua t l truy cp n t qung co chim t l cao trong tng lng truy cp t
trang tm kim. Tuy nhin, cn lu rng thi im xem xt l thng 12/2014, thng thng cc
doanh nghip khc nhau s c chin lc qung co Google Adwords khc nhau, dn n c doanh
nghip tp trung qung co vo thi im qu 1 nhng doanh nghip khc li tp trung vo qu 3.

Hnh. Qung co trn Google.com.vn

11

E-Learning Online marketing

Copyright by Moore 2014

Ngoi hnh thc qung co trn, cc website E-Learning truyn thng n i tng mc tiu qua
cc hnh thc khc nh: forum seeding, mobile marketing, email marketing, online PR,Trong ,
mobile marketing, c th l xy dng cc ng dng cho php ngi hc tham gia hc trc tuyn trn
cc thit b di ng ang c nhiu website E-Learning quan tm.
Earned Media
Hai trang mng x hi c cc website E-Learning s dng ph bin hin nay l Facebook v
Youtube.
Social Media
E-Learning site

T l traffic n t Social

T trng t acebook

T trng t Yotube

hocmai.vn

1.8%

95.3%

4.7%

tienganh123.com

0.8%

77.5%

22.5%

hellochao.vn

1.2%

81.6%

18.4%

cadasa.vn

0.6%

81.0%

19.0%

moon.vn

2.7%

95.2%

4.8%

viettelstudy.vn

2.9%

97.8%

2.2%

kyna.vn

18.8%

99.2%

0.9%

ucan.vn

52.6%

99.9%

0.1%

globaledu.com.vn

0.2%

98.8%

1.2%

zuni.vn

3.0%

99.9%

0.1%

***

: Top 10 trong hn 30 website E-Learning a vo phn tch

Ngun: Desktop traffic - Similarweb.com, 12/2014

1.

Facebook

Kho st Facebook Fanpage ca 30 website E-Learning ni bt hin nay (xem ph lc), c 10 fanpage
c s lng fan trn 20 ngn (xem th bn di). Trong , fanpage Ting Anh l chuyn nh
(Ucan.vn) c s lng fan vt tri vi gn 1.3 triu fan. K tip l fanpage V Tng Lai
(Viettelstudy.vn) vi 564 ngn fan, fanpage Tieng-Anh-123 (Tienganh123.com) vi 385 ngn fan.

12

E-Learning Online marketing

Copyright by Moore 2014

S lng an mt s anpage
1,400,000

1,259,000

1,200,000
1,000,000
800,000

564,000

600,000

385,000

400,000

308,000
123,000

200,000
-

Ting Anh l
chuyn nh

V Tng Lai Tieng-Anh-123

Hocmai.vn
Online

HC
THNH CNG

79,900

79,200

Zuni.vn

HelloChao

36,100

22,200

20,500

Ting Anh Hoc360.vn

Global
Education

Kyna.vn

Ngun: Fanpagekarma.com, 12/2014

Hiu qu hot ng
Fanpage V Tng Lai c hiu qu hot ng chung (da trn tc tng trng fan v mc
tng tc) tt nht, cng l fanpage c mc tng tc vi fan (like, share, comment) tt nht.
Fanpage Zuni.vn, Kyna.vn v Ting Anh Hoc360.vn ang tng trng nhanh nht, vi s lng fan
tng ln trung bnh mi tun l 5.4%, 3.2% v 1.5%.
Fanpage Perfomance Index
5.4%

6.0%
5.0%
4.0%

3.2%

3.0%
2.0%

0.8%

0.6%

1.0%
0.0%

V Tng Lai

Zuni.vn

Ting Anh l
chuyn nh

1.5%
0.5%
Hocmai.vn
Online

0.1%
Kyna.vn

Average Weekly Growth

HelloChao

0.4%
Tieng-Anh-123

0.0%
HC
THNH CNG

0.0%
Ting Anh Hoc360.vn

Global
Education

Engagement

Hnh. 10 fanpage c hiu qu hot ng tt nht, gim dn t tri sang phi. Ngun: Fanpagekarma.com, 12/2014

13

E-Learning Online marketing

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Qung co Facebook

Hnh. Qung co website E-Learning trn Facebook.com

2. Youtube
Trong top 10 website E-Learning, c 3 website c t traffic n t Youtube kh ln (trong tng traffic
n t social) TiengAnh123 (23%), Cadasa (19%) v Hellochao (18%). Tuy nhin, cch thc hot ng
ca 3 nh cung cp ny hon ton khc nhau.
TiengAnh123: c nhiu video nhc n website Tienganh123.com c ng t channel Hc Ting
Anh nhng khng c bt c thng tin no khng nh y l channel chnh thc ca Tienganh123.
Cc video ng ti c ni dung hng dn/thc hnh hc ting anh, tuy nhin khng phi do
Tienganh123 sn xut.

14

E-Learning Online marketing

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Cadasa.vn: Channel Hng Nghip CADASA c hn 10.5 ngn subscribe. Channel ng ti rt nhiu
video ging dy/luyn thi cc mn hc ph th nh Ton, Vt L v Ha hc ti Cadasa.vn. a s
cc video t di 10 ngn lt xem.

Hnh. Video trn Youtube channel Hng Nghip CADASA

Hellochao.vn: channel Hc ting Anh trc tuyn HelloChao.vn c 8 ngn subscribe, cung cp video
hng dn pht m v cch hc ting anh hiu qua, do ngi sng lp Hellochao thc hin. a s
video c trn 10 ngn lt xem.

Hnh. Hellochao.vn youtube channel

15

E-Learning Online marketing

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CASE STUDY: TOPICA CHNG TRNH O TO C NHN TRC TUYN

Chng trnh: Topica hp tc vi cc trng i hc nh H Kinh T Quc Dn, VH M H
Ni,cung cp chng trnh o to c nhn trc tuyn cht lng cao.
i tng tuyn sinh: Nhng ngi tt nghip TPHT, Trung cp-Cao ng, i hc
Mt s knh truyn thng: Website tin tc tng hp (dantri.com.vn, vnexpress.net), Website hc tpti liu, Email, Google Search v Mng x hi.
Hnh thc truyn thng: Banner Ads, Email marketing, Online PR, Facebook Fanpage

Hnh. Banner Ads v Email marketing gii thiu Chng trnh o to c nhn trc tuyn

Hnh. Bo ch in t ni v Topica

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E-Learning Online marketing

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Hnh. Facebook fanpage Topica.

Hnh. TopicaVietNam channel trn Youtube

17

E-Learning Online marketing

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IV.

KT LUN V D BO

Theo thng k ca i hc Unisys (M) trong nm 2001 th li ch ca ng dng E-Learning c th

hin qua cc con s sau: Tit kim chi ph o to, Rt ngn thi gian o to v Tng hiu qu vic
hc. i vi doanh nghip, s dng E-Learning thay cho hnh thc o to truyn thng c cho l
s gip doanh nghip tit kim 50% chi ph o to v tit kim 60% thi gian.
Self-Paced E-Learning l hnh thc E-Learning m ngi hc hc theo nhp ca ring h, khng
c ngy bt u hc v mt lch trnh hc c th p dng chung cho tt c ngi hc tham gia vo
cng mt chng trnh. y l hnh thc E-Learning ph bin nht hin nay. Th trng Self-Paced ELearning c tnh t 35.6 t USD trong nm 2011 (Ambient nsight 2012). Tc tng trng trung
bnh hng nm trong 5 nm ti khong 7.6%, tng ng t 51.5 t USD vo nm 2016. Chu l
khu vc c tc tng trng Self-Paced E-Learning cao nht (17.3% nm).
Ti Vit Nam, gio dc l mt trong nhng ngnh c u tin cao nht v c hng cc ngun
u t cao nht nhm nng cao cht lng gio dc trong nhng nm ti. Vi nh hng , Vit
Nam quyt nh a cng ngh thng tin vo tt c mi cp gio dc nhm i mi phng
php dy hc, nng cao cht lng hc tp trong tt c cc mn hc v trang b cho lp tr y
cc cng c v k nng cho k nguyn thng tin.
Ngi hc trc tuyn
i tng hc tp trc tuyn chia thnh 3 nhm ln vi nhu cu hc tp khc nhau: hc sinh cp 23, sinh vin v ngi i lm. Nhm hc sinh c nhu cu cao i vi kha hc kin thc ph thng, n
thi cui cp, n thi i hc. Sinh vin quan tm nhiu n kha hc ngoi ng, k nng mm. Ngi
i lm, ch yu l ngi lm trong vn phng, ngoi hc k nng, ngoi ng, h cn c nhu cu
tham gia kha k nng chuyn mn. Nhm ngi i lm c kh nng chi tr cao nht, tuy nhin b
gii hn v thi gian nn quyt nh tham gia hc trc tuyn thng c chn la cn thn, yu
cu cht lng o to cao. Hc sinh c s lng ngi hc tp ln nhng kh nng chi tr thp nn
c xu hng tm kim ti liu/kha hc min ph v hc nhm vi bn b. i tng sinh vin c
iu kin tip cn Internet tt, c nhiu thi gian hc tp trc tuyn, c xu hng tm kim kha
hc a dng.

18

E-Learning Kt lun & D bo

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Hot ng Online marketing

Owened Media: Hocmai.vn, website n thi trc tuyn, l website E-Learning c lng truy cp hng
thng cao nht trong hn 30 website E-Learning ni bt hin nay, vi 1.8 triu lt truy cp mi
thng. Mt cch tng i, websit c lng truy cp cao chng t c s lng ngi dng ln. ng
th 2 l website hc ting anh ginh cho mi la tui Tienganh123.com vi 1.6 triu lt truy cp mi
thng. Website hc ting anh Hellochao.vn ng th 3 v lng truy cp, vi 800 ngn lt mi
thng, v l website c thi gian ngi hc lu li trang cao nht vi trung bnh 10 pht/ngi.
Zuni.vn, website E-learning min ph ca VNG, hin ng th 10 v lng truy cp.
Earned Media: Kho st Facebook Fanpage ca 30 website E-Learning ni bt hin nay, c 10
fanpage c s lng fan trn 20 ngn. Trong , fanpage Ting Anh l chuyn nh (Ucan.vn) c s
lng fan vt tri vi gn 1.3 triu fan. K tip l fanpage V Tng Lai (Viettelstudy.vn) vi 564 ngn
fan, fanpage Tieng-Anh-123 (Tienganh123.com) vi 385 ngn fan.
Paid Media: So vi cc lnh vc khc, cc doanh nghip cung cp dch v E-Learning rt t khi qung
co trn nhng website tin tc-gii tr ln. Theo quan st, Topica v TingAnh123.com l hai website
E-Learning c tun sut hin th qung co thng xuyn nht. Hnh thc qung co ch yu l
banner flash truyn thng, trn cc website gii tr-gii tr (Zing.vn, Kenh14.vn, Yeucahat.com) v tin
tc tng hp (Dantri.com.vn, Vnexpress.net, Vietnamnnet.vn). Ngoi hnh thc banner falsh, qung
co dng box thng tin (thng c gi l qung co CPC) cng c s dng kh ph bin.
V qung co tm kim: Viettelstudy.vn, Kyna.vn v Tienganh123.com l 3 website u t nhiu nht
cho qung co trn trang tm kim, th hin qua t l truy cp n t qung co chim t l cao
trong tng lng truy cp t trang tm kim.
Ngoi hnh thc qung co trn, cc website E-Learning truyn thng n i tng mc tiu qua
cc hnh thc khc nh: forum seeding, mobile ads, email marketing, online PR,

19

E-Learning Kt lun & D bo

Copyright by Moore 2014

Ph lc. Mt s Website E-Learning

STT
Cng ty
1
Viettel Telecom
2
HTTP Vit Nam
3
Mekong
4
ULIS & Net2E
5
ISS
6
Global Edu
7
Studynet
8
FGame & PayVN
9
Aladanh
10
HelloChao
11
VNG
12
DC Communications
13
Bees Group
14
CPS Vit Nam
15
Cadasa
16
VietEduTech
17
DeltaViet Edu
18
Knh Cng
19
K Nng 247
20
Proview
21
Dolphin & KimyMedia
22
HSSV, Gio Vin H Ni
23
Mobifone
24
Kaya
25
Gio dc sng to
o to online & offline
27
Trung tm Hc Mi
28
Topica
29
Smarcom Vit Nam
30
Tri thc Cng ng Vit
31
24h
32
E Study
33
BeOnline
Mt s trng i Hc
STT
Trng hc
34
H M H Ni
35
H Khoa hc T Nhin
36
H Duy Tn
37
H Ngoi Thng

20

Website
http://viettelstudy.vn/
http://daihoctructuyen.edu.vn/
http://otvietnam.com/
http://www.onedu.vn/
https://thpt.iss.edu.vn/
http://www.globaledu.com.vn/
http://studynet.vn/
http://chamhoc.vn/
http://www.moon.vn/
www.hellochao.vn
http://zuni.vn/
http://hoc360.vn/
http://elearn.edu.vn/
http://onthi.net.vn/
http://www.cadasa.vn/
http://eduplay.vn/
http://kyna.vn/
http://academy.vn/
http://www.kynang247.vn/
http://www.click2learn.vn/
http://www.ucan.vn/
http://baigiangtructuyen.vn/
http://mstudy.vn/
http://vietnamjapan.vn/
http://rockit.vn/

Dch v
Kin thc ph thng, Ngoi ng
K nng, Ngoi ng
Chuyn mn, nghip v
Ngoi ng
Kin thc ph thng
Ngoi ng
Ngoi ng
n tp kin thc (tr em)
Kin thc ph thng
Ngoi ng
Kin thc ph thng
Kin thc ph thng, Ngoi ng
Ngoi ng
Kin thc ph thng
Kin thc ph thng, Ngoi ng
Ngoi ng (cho tr)
K nng
K nng
K nng
K nng, Chuyn mn
Ngoi Ng
Kin thc ph thng
Kin thc ph thng, K nng
Ngoi ng
Kin thc ph thng, Ngoi ng

Tnh ph theo
Thi gian
Kha hc
Kha hc
Kha hc
Mn hc (trong 1 hc k)
Thi gian
Phn hc
Dch v gia tng
Kha hc
Thi gian
Min ph
Kha hc
Thi gian
Mn hc (trong 1 ngy)
Phn hc

http://hocmai.vn/
http://topica.edu.vn/
http://www.smartcom.vn/
http://hocduong.vn/
http://hoctructuyen.ngoaingu
24h.vn/
http://e-study.vn/
http://www.tienganh123.com/

Kin thc ph thng

C nhn trc tuyn
Ngoi ng
K nng mm, ngoi ng
Ngoi ng

Mn hc
Chng trnh o to
Phn hc
Phn hc

Ngoi ng
Ngoi ng

Thi gian
Thi gian

C nhn trc tuyn

C nhn trc tuyn
C nhn trc tuyn
Chuyn mn, nghip v

Chng trnh o to
Chng trnh o to
Chng trnh o to
Kha hc

Website
http://elc.ehou.edu.vn/
http://E-Learning.vn/
http://e-university.edu.vn/
http://htt.ftu.edu.vn/

E-Learning Danh sch mt s website E-Learning

Kha hc
Kha hc
Kha hc
Kha hc
Thi gian
Min ph
Thi gian

Copyright by Moore 2014

TI LIU THAM KHO

News:
Vnexpress.net (2014), N r kinh doanh gio dc trc tuyn, http://kinhdoanh.vnexpress.net/tin-tuc/doanh-nghiep/no-rokinh-doanh-giao-duc-truc-tuyen-3038088.html
E-Learningindustry.com (2013), Top 10 E-Learning Statistics for 2014 Infographic, http://E-Learningindustry.com/top-10-ELearning-statistics-for-2014-you-need-to-know
Vietnamnet.vn (2014), ts time for e-learning to boom in Vietnam, http://english.vietnamnet.vn/fms/education/97517/it-stime-for-e-learning-to-boom-in-vietnam.html
Tbvtsg.com.vn (2009), Trin vng E-Learning, http://www.tbvtsg.com.vn/show_article.php?id=16041&ln_id=101
E-university.edu.vn/ (2011), E-learning- tim nng v thc trng, http://e-university.edu.vn/baiviet/detail/119
Report:
i hc Nng (2012), Xy dng v trin khai o to trc tuyn,
http://www.ued.edu.vn/phonggiaotrinh/file.php/1/Giao_trinh_E-Learning/tai_lieu_du_an.pdf
Docebo (2014), E-Learning Market Trends & Forecast 2014 - 2016 Report, https://www.docebo.com/landing/contactform/ELearning-market-trends-and-forecast-2014-2016-docebo-report.pdf

21

Copyright by Moore 2014

LI NG
Cc thng tin v nhn nh trong bo co c thu thp v phn tch da vo cc ngun thng tin
c sn, hp php v tin cy m nhm thc hin c c trong qu trnh nghin cu. Tuy nhin, s
liu nghin cu c th sai khc vi s liu m qu v c. iu ny xut pht t ngun d liu hoc
phng php thng k ca chng ti vi nhng bo co ca qu v.
Nu qu v c nhng thng tin tin cy, hp php v ph hp vi cu trc ni dung ca bi bo co
vui lng gp vi chng ti bng cch gi thng tin n a ch digitalreport2014@gmail.com
chng ti c th hon thin hn trong nhng bo co tip theo.
cp nht thng xuyn nhng bo co v nhn nh v cc ngnh khc, vui lng truy cp website
moore.vn v ng k nhn Bn tin, chng ti s gi cho qu v ngay khi cc bo co c hon
thin.
Nhm thc hin

22

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