 Nguyễn Tuấn Anh

 Ngô Ngọc Linh  Đỗ Văn Quốc

 Trịnh Khánh Minh  Phạm Hương Trà
 Lê Hương Nhung  Lê Nhật Uyển

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 CONTENT
I. Situation analysis
II. Objectives
III. Marketing strategy
IV. CRM
V. Action plans
VI. Control
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I. Situation analysis
1.Macro-environment (PESTLE)
 Political: Political stability will be long-term
cooperation between VNU-IS and Keuka College,
Help University,…

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I. Situation analysis
1. Macro-environment (PESTLE)
 Political: ‘’Principles of Marxism – Leninism’’ is added
in program by VNU.

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I. Situation analysis
1. Macro-environment (PESTLE)
 Economic: Economic growth leads to high living
standard, so education is developed.
 Social:
 Family cultural values.
 Cooperation program between IS-VNU and domestic
enterprises, abroad companies.
 Education is increasingly valued

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I. Situation analysis
1. Macro-environment (PESTLE)
 Social:
 Family cultural values.
 Cooperation program between IS-VNU and domestic
enterprises, abroad companies.
 Education is increasingly valued

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I. Situation analysis
1. Macro-environment (PESTLE)
 Technology:
 Impact on Internet, easily to advertise, PR via social media.
 To develop research activities in coordination with foreign
countries;
 To receive and transfer technology from foreign
universities
 Using internet to evaluate lecturer.
 Online course ( soft skill )

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I. Situation analysis
1. Macro-environment (PESTLE)
 Legal:
 The policy of linking training with foreign countries.
 Regulate the autonomy mechanism.

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I. Situation analysis
2. Micro-environment
2.1. Customer
 From 18-24 (frequent internet, mobile users)
 Parents that are looking for a foreign educational
environment

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I. Situation analysis
2. Micro-environment
2.2. Competitors
 Other universities, especially Foreign affiliated
universities

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I. Situation analysis
2. Micro-environment
2.3. SWOT
 Strength:
 VNU is a famous university in Viet Nam
 Unique education system, Diplomas are valid for many
countries
 Financial resources for marketing is plentiful, has good
relationship with many other famous universities all
over the world

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I. Situation analysis
2. Micro-environment
2.3. SWOT
 Weakness:
 Lack of digital marketing skills
 High training fees

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I. Situation analysis
2. Micro-environment
2.3. SWOT
 Opportunities:
 Facility conditions, teaching patterns and
extracurricular activities could be easily promoted via
video marketing platforms
 Acting as a focal point for cooperation in training and
scientific research between VNU with universities in
the world

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I. Situation analysis
2. Micro-environment
2.3. SWOT
 Threats:
 Schools may lose value as schools need new students
have to conduct digital marketing
 Competitors' digital marketing is active
 The increased enrollment of students leads to reduced
student management

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 Strength - S
SO strategies
- Highlight the school unique-
ness via marketing( website,
blog, social media...)
- Partnerships with famous
Opportunities - O universities all over the world
ST strategies
- Create competitive pricing
strategy with other associated
universities
Threats - T
- Upgrade student data
management system, facilities and
teaching quality of the teacher also
need to be improved.
Weakness - W
SW strategies
- Search potential
students/partners online
- Contact potential and existing
customers/partners via emails
and calls
- Connect and network with
people offline
- High quality facility marketing,
qualified teachers and full
scholarship programs
WT strategies
- Focus on key channels
- Engage customers via social
media
- Build reputation via digital PR
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II. Objectives
 Increasing view on:
 Social media: Official fanpage, Youth Union fanpage

19k
2.4klike
likeup
uptoto30k
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II. Objectives
 Increasing view on:
 Official web:

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II. Objectives
 Main objective:

Potential Customer
Viewer customer

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III. Marketing Strategy
1. 7Ps
1.1. Product
 Programming curriculum taught in English
 Cooperate with reputable foreign universities in
training
 Many professors abroad will participate in teaching
and scientific research
 Student own knowledge, basic and depth skills
 Student can study and work in a dynamic, creative,
modern and highly integrated environment

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III. Marketing Strategy
1. 7Ps
1.2. Price
 Tuition fee is approximately $8000
 The degree is accredited by the competent authority

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III. Marketing Strategy
1. 7Ps
1.3. Place
 In the VNU’s campus which has a lot of students and
reasonable service for student around there
 Hacinco is in Thanh Xuan district which is easily for
student to stay around there

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III. Marketing Strategy
1. 7Ps
1.4. Promotion
 Sponsor scholarship
 Hold seminars, conferences, and events with
participation of abroad faculty
 Advertise

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III. Marketing Strategy
1. 7Ps
1.5. People
 Staff actively advise students in the choice of study and
employment after graduation
 Faculty support students in scientific research
 Teacher who work in office have much experience

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III. Marketing Strategy
1. 7Ps
1.6. Process
 Equip students with language knowledge to attend
training programs
 Training programs is under the credit system and
international scores ladder
 Training programs usually last 4 years for bachelor and
2 years for master degree
 Cooperation between IS-VNU and companies

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III. Marketing Strategy
1. 7Ps
1.7. Physical evidence
 Equipped classroom
 Fact-finding trip

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III. Marketing Strategy
2. Segmentation: Demographic
• Age: 18-22 for bachelor student, 25 and up for master
student
• Gender: both Male and Female
• Welcome students belonging all religion, race and
nationality
• Occupation: student in high school
• Income level: The high income family

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III. Marketing Strategy
3. Positioning:
• Make a promise: High quality, creativity, pioneering,
responsibility and international integration
• Present evidence or support: Programming curriculum
taught in foreign languages and scientific research
• VNU is ranked #1 most worthy school
• Graduates will be awarded by VNU

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III. Marketing Strategy
4. Comparing
VNU-IS RMIT IBD-NEU

Fees per semester $900-$1000 $3000 $1500

Equipment Medium High Medium

standard

Programs 4 programs 6 programs 3 programs

Degree VNU degree, International International

International degrees degrees
degrees.

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IV. CRM
1. Customer extension
• Building a new marketing competency
• respond with the appropriate advice
• Facilitate students to continue their study abroad
• Develop and launch branding on right channels

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IV. CRM
2. Customer selection
• Who do we target: student in age of 18-22
• What is their value: moral and intellectual qualities
and skills
• What is their life cycle: Student’s
need

• Where do we reach them: : Search engines

Track
Delivery to
student
them
outcomes

Maintain
relationship
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IV. CRM
3. Customer acquisition
• Target the right segments: contains few competitors
• Minimize acquisition cost: scholarship
• Optimize service quality: national and international
lecturers, with highly experienced, well-qualified
• Use the right channels: website, social media
(Facebook, Youtube)

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IV. CRM
4. Customer retention
• Understand individual needs
• Relevant offers for continued usage of online services
• Maximize service quality

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• IV. CRM
 Target customer:
• Students who are looking for studying in English
• Coming from high income family
using the right channels such as facebook and
youtube.

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V. Action plans
 SNS:
 Famous people
 Facebook: All students at school and teachers also
share posts about admissions
 Page: Making and posting videos, pictures about
school to show benefit of IS environment for students

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V. Action plans
 E-mail marketing : Getting information from students
list from many high schools so that we can send them
the notification about admissions of IS through email,
even to their parents.

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V. Action plans
 Web:
 Showing notifications about promotions, majors, fee…
 In rush hours, preparing direct operator to care
customers if they call or chat online ( through chat box
on website) to know more detail about IS.
 Having a reasonable and attractive design for website.

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V. Action plans
 Affiliate marketing:
 Paying fee to setup the banner of IS in some popular
website like: kenh14.vn ( which is interacted by almost
students), dantri,….
 Through mobile: also setup the banner in some app on
mobile like zalo, kakaotalk, games ( plantzombie,
hayday,..)…

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V. Action plans
 Search marketing:
 Paying fee for Google to advertise. We will give some
keywords like” university, economy,English” so that
when people go to Google to search information which
include those keywords, IS school will show up as the
first result.

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V. Action plans
 Buzz marketing:
 Giving the suggestion, good comments in some
website like “ lamchame, webtretho, yahoo ask”.
People usually come to those website to see the review
or recommend about good quality schools.

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V. Action plans
Base on the CRM in the strategy, we plan a campaign
to support with some detail action plans:
• SEO Google
• Boost Facebook post
• SMS spam
• Banner in website
• Affliated post on web

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VI. Control
1. Budget
Total budget: 100.000.000 VNĐ

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VI. Control
2. Timeline

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 VI. Control
2. Timeline
Period (month) External online media Target KPI

1-6 SEO Google -Get to #3 on top searching Growth rate of web up to

- View per day from 958 to 18%
10000
3-6 Boost facebook post Reach 500.000 faceboook 532% growth rate of people
users reach post on official page
7-8 SMS Spam Send information to 10.000 Contribute to increase
people/day viewer for web and page
8-10 Boost facebook post Reach 300.000 facebook 161% growth rate of people
users reach post on official page
10-12 Post affiliate on newspaper Attract potential customer Grow 150% of new students
(dantri, kenh14...) for next year in next year

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