MINISTRY OF EDUCATION AND TRAINING LAC HONG UNIVERSITY FACULTY OF FOREIGN LANGUAGE ––µ—— 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 Popularizing Lac Hong University’s Trademark December 2009 EXAMINER’S COMMENTS ……………………………………… …………………………………………… …………………………………………… …………………………………………… …………………………………………… …………………………………………… …………………………………………… …………………………………………… …………………………………………… …………………………………………… …………………………………………… …………………………………………… …………………………………………… …………………………………………… ……………………………… Doan Pham Ngu Chau -1- Popularizing Lac Hong University’s Trademark December 2009 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 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 Doan Pham Ngu Chau -2- Popularizing Lac Hong University’s Trademark December 2009 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 Doan Pham Ngu Chau -3- Popularizing Lac Hong University’s Trademark December 2009 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 ––µ—— Doan Pham Ngu Chau -4- Popularizing Lac Hong University’s Trademark December 2009 INDEXES EXAMINER’S COMMENTS ACKNOWLEDGEMENT ABBREVIATIONS USED IN THE RESEARCH ABSTRACT INDEXES CHAPTER 1: INTRODUCTION 1.1 BACKGROUND 1.2 AIMS OF THE RESEARCH 1.3 STATEMENT OF PROBLEMS 1.4 RESEARCH QUESTION 1.5 HYPOTHESIS 1.6 ORGANIZATION 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 Doan Pham Ngu Chau -5- Popularizing Lac Hong University’s Trademark December 2009 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 69 APPENDIX 71 APPENDIX 72 APPENDIX 73 APPENDIX 76 APPENDIX 79 APPENDIX 82 APPENDIX 85 APPENDIX 92 APPENDIX 10 99 Doan Pham Ngu Chau -6- Popularizing Lac Hong University’s Trademark December 2009 CHAPTER INTRODUCTION Doan Pham Ngu Chau -7- Popularizing Lac Hong University’s Trademark December 2009 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 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 students 2005 2006 2007 2008 2009 3040 Number of 2004 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 Doan Pham Ngu Chau -8- Popularizing Lac Hong University’s Trademark December 2009 Comparison: CENTRAL SOUTH a 18 30 % 6.66 % b 3.33 % 0% c 13.33 % 13.33 % d 32 53.33 % 54 90 % e 6.66 % 10 % f 0% 3.33 % Question 3: Which ways of marketing below you think will bring you necessary information of the university which you want to register? £ £ £ £ £ £ £ £ £ TV advertisings, radio The Internet Newspaper advertisings Leaflets E-mail Seminars Direct enrolling campaigns Talk show Others: …………………………………………………………………………………… Comparison: Both Central & South CENTRAL SOUTH a 48 40% a 32 53.33 % 16 26.66 % b 92 76.66% b 50 83.33 % 42 70 % c 38 31.66% c 18 30 % 20 33.33 % d 26 21.66% d 12 20 % 14 23.33 % e 12 10% e 6.66 % 13.33 % f 16 13.33% f 13.33 % 13.33 % g 66 55% g 32 53.33 % 34 56.66 % h 14 23.33% h 14 23.33 % 26 43.33 % i 1.66% i 0% 3.33 % Doan Pham Ngu Chau page 86 Popularizing Lac Hong University’s Trademark December 2009 Question 4: Do your ever sign up in the website of Lac Hong University? £ Yes £ No Yes No Both Central & 13 107 South 10.83% 89.16% Comparison: CENTRAL SOUTH Yes 6.66% 15% No 56 93.33% 51 85% Question 5: What difficulties you usually find in looking for the information of LHU on its Website? i Too many words without illustration j Untidy website k Overloaded information l Others: ………… a Both Central 13 100% and South b c d 10 76% 69% 30% Comparison: CENTRAL SOUTH a 100% 100% b 75% 55% c 100% 88% d 50% 44 % Doan Pham Ngu Chau page 87 Popularizing Lac Hong University’s Trademark December 2009 Question 6: What information you expect to see once signing up in Lac Hong University's website? (Over choice is possible) u Real picture or video clips of students’ activities v Main information about the university: The name of the university, the establishment, the development, the variety of departments w Information organized with a logical order with different tabs for Visitors – Students - Staffs x Providing sufficient information: Information about students’ inquiry, training schedule of each Department y The outcome of the training or program z Support policies for provincial students: Good accommodation aa The training staffs: The human resources bb The variety of program: University programs, training programs of languages and training program for postgraduates cc Requirements of recruiters dd Others: ………………… Comparison: Both Central & South CENTRAL SOUTH a 68 56.66% a 32 53.33 % 36 60 % b 56 46.66% b 30 50 % 26 43.33 % c 22 18.33% c 13.33 % 14 23.33 % d 58 48.33% d 28 46.66 % 30 50 % e 56 46.66% e 28 46.66 % 28 46.66 % f 46 38.33% f 36 60 % 10 16.66 % g 20 16.66% g 13.33 % 12 20 % h 58 48.33% h 32 53.33 % 26 43.33 % i 50 41.66% i 26 43.33 % 24 40 % j 1.66% j 0% 3.33 % Doan Pham Ngu Chau page 88 Popularizing Lac Hong University’s Trademark December 2009 Question 7: As choosing a university, what criterions are you interested in? (Over choice is possible) j The university’s reputation k Location l Tuition m Training staffs n Number of students in each class o Living condition p Facilities q Profession training r Others: …………… Comparison: Both Central & South a 54 45% b 52 43.33% c 74 61.66% d 56 46.66% e 12 f CENTRAL SOUTH a 30 50 % 24 40 % b 20 33.33 % 32 53.33 % c 42 70 % 32 53.33 % d 28 46.66 % 28 46.66 % 10% e 10 % 10 % 36 30% f 26 43.33 % 10 16.66 % g 70 58.33% g 34 56.66 % 36 60 % h 90 75% h 46 76.66 % 44 73.33 % i 0% i 0% 0% Doan Pham Ngu Chau page 89 Popularizing Lac Hong University’s Trademark December 2009 Question 8: As the information got of LHU, you think Lac Hong University’s tuition is higher, lower than or as equal as other non-state universities’? £ Higher £ Lower £ Equal Higher Lower Equal Both Central & 78 15 27 South 65% 12.5% 22.5% Comparison: CENTRAL SOUTH Higher 38 63.33% 40 66.66% Lower 10 16.66% 8.33% Equal 12 20% 15 25% Question 9: How many percentages you think that students of LHU can get jobs after the graduation? £ Over 90% £ 50% - 80% £ Under 50% Over 90% 50% - 80% Under 50% Both Central & 49 49 22 South 40.83% 40.83% 18.33% Comparison: CENTRAL SOUTH Over 90% 10% 43 71.66% 50% - 80% 39 65% 10 16.66% Under 50% 15 25% 11.66% Doan Pham Ngu Chau page 90 Popularizing Lac Hong University’s Trademark December 2009 Question 10: Do you know all information of the total numbers of major training programs of Lac Hong University? £ Yes £ No Yes 113 5.83% Both Central & South No 94.16% Comparison: CENTRAL SOUTH Yes 3.33% 8.33% No 58 96.66% 55 91.66% Question 11: Do you think it is important to take a visit tour at Lac Hong University before applying for your study? And Why? a Strongly agree b Agree c Disagree d Strongly disagree a b c d Both Central & 58 62 0 South 48.33% 51.66% 0% 0% Comparison: CENTRAL SOUTH a 34 56.66 % 24 40 % b 26 43.33 % 36 60 % c 0% 0% d 0% 0% Doan Pham Ngu Chau page 91 Popularizing Lac Hong University’s Trademark December 2009 APPENDIX RESULT OF PARENTS’ QUESTIONNAIRE Question 1: Do you know Lac Hong University? £ Yes £ No Yes 64 56 53.33% Both Central & South No 46.66% Comparison: CENTRAL SOUTH Yes 12 20% 52 86.66% No 48 80% 13.33% Question 2: Whom and where you mainly get the information of Lac Hong University from if you have known Lac Hong University? g Multimedia: TV, website j Relatives and friends a b c D e f Both Central & 32 22 28 South 26.66% 1.66% 6.66% 5% 18.33% 23.33% h Seminars k Leaflets i Enrolling campaigns l Others: ………… Doan Pham Ngu Chau page 92 Popularizing Lac Hong University’s Trademark December 2009 Comparison: CENTRAL SOUTH a 14 23.33 % 18 30 % b 0% 3.33 % c 10 % 16 26.66 % d 10 16.66 % 18 30 % e 3.33 % 10 % f 3.33 % 6.66 % Question 3: Which ways below you think will bring you necessary information of the university which you want to register? £ £ £ £ £ £ £ £ £ TV advertisings, radio The Internet Newspaper advertisings Leaflets E-mail Seminars Direct enrolling campaigns Talk show Others: …………………………………………………………………………………… Both Central & South Comparison: SOUTH CENTRAL a 58 48.33% a 32 53.33 % 26 43.33 % b 38 31.66% b 22 36.66 % 16 26.66 % c 26 21.66% c 16 26.66 % 10 16.66 % d 22 18.33% d 16 26.66 % 10 % e 6.66% e 10 % 3.33 % f 22 18.33% f 16 26.66 % 10 % g 44 36.66% g 22 36.66 % 22 36.66 % h 36 30% h 16 26.66 % 20 33.33 % i 0% i 0% 0% Doan Pham Ngu Chau page 93 Popularizing Lac Hong University’s Trademark December 2009 Question 4: Do your ever sign up in the website of Lac Hong University? £ Yes £ No Yes No Both Central & 115 South 4.16% 95.83% Comparison: CENTRAL SOUTH Yes 1.66% 6.66% No 59 98.33% 56 93.33% Question 5: What difficulties you usually find in looking for the information of LHU on its Website? m Too many words without illustration n Untidy website o Overloaded information p Others: ………… a Both b c d Central 40% 100% 20% and South 60% Comparison: CENTRAL SOUTH a 100% 75% b 100% 100% c 100% 75% d 0% 25% Doan Pham Ngu Chau page 94 Popularizing Lac Hong University’s Trademark December 2009 Question 6: What information you expect to see once signing up in Lac Hong University's website? (Over choice is possible) a Real picture or video clips of students’ activities b Main information about the university: The name of the university, the establishment, the development, the variety of departments c Information organized with a logical order with different tabs for Visitors – Students - Staffs d Providing sufficient information: Information about students’ inquiry, training schedule of each Department e The outcome of the training or program f Support policies for provincial students: Good accommodation g The training staffs: The human resources h The variety of program: University programs, training programs of languages and training program for postgraduates i Requirements of recruiters j Others: ………………… Comparison: Both Central & South CENTRAL SOUTH a 38 31.66% a 20 33.33 % 18 30 % b 50 41.66% b 38 63.33 % 12 20 % c 22 18.33% c 16 26.66 % 10 % d 56 46.66% d 36 60 % 20 33.33 % e 62 51.66% e 38 63.33 % 24 40 % f 54 45% f 42 70 % 12 20 % g 48 40% g 34 56.66 % 14 23.33 % h 44 36.66% h 32 53.33 % 12 20 % i 28 23.33% i 22 36.66 % 10 % j 0% j 0% 0% Doan Pham Ngu Chau page 95 Popularizing Lac Hong University’s Trademark December 2009 Question 7: As choosing a university, what criterions are you interested in? (Over choice is possible) s The university’s reputation t Location u Tuition v Training staffs w Number of students in each class x Living condition y Facilities z Profession training aa Others: …………… Comparison: Both Central & South a 48 40% b 28 23.33% c 66 55% d 64 53.33% e 24 f CENTRAL SOUTH a 36 60 % 12 20 % b 20 33.33 % 13.33 % c 32 53.33 % 34 56.66 % d 38 63.33 % 26 43.33 % 20% e 18 30 % 10 % 38 31.66% f 32 53.33 % 10 % g 60 50% g 42 70 % 18 30 % h 52 43.33% h 38 63.33 % 23.33 % i 1.66% i 0% 3.33 % Doan Pham Ngu Chau page 96 Popularizing Lac Hong University’s Trademark December 2009 Question 8: As the information got of LHU, you think Lac Hong University’s tuition is higher, lower than or as equal as other non-state universities’? £ Higher £ Lower £ Equal Higher Lower Equal Both Central & 63 12 45 South 52.5% 10% 37.5% Comparison: CENTRAL SOUTH Higher 30 50% 33 55% Lower 8.33% 11.66% Equal 25 41.66% 20 33.33% Question 9: How many percent you think that students of LHU can get jobs after the graduation? £ Over 90% £ 50% - 80% £ Under 50% Over 90% 50% - 80% Under 50% Both Central & 26 57 37 South 21.66% 47.5% 30.83% Comparison: CENTRAL SOUTH Over 90% 11.66% 19 31.66% 50% - 80% 32 53.33% 25 41.66% Under 50% 21 35% 16 26.66% Doan Pham Ngu Chau page 97 Popularizing Lac Hong University’s Trademark December 2009 Question 10: Do you know all information of the total numbers of major training programs of Lac Hong University? £ Yes £ No Yes 118 1.66% Both Central & South No 98.33% Comparison: CENTRAL SOUTH Yes 0% 3,33% No 60 100% 58 96.66% Question 11: Do you think it is important to take a visit tour at Lac Hong University before applying for your study? And Why? a Strongly agree b Agree c Disagree d Strongly disagree a b c d Both Central & 56 56 South 46.66% 46.66% 5% 1.66% Comparison: CENTRAL SOUTH a 38 63.33 % 18 30 % b 20 33.33 % 36 60 % c 0% 10 % d 3.33 % 0% Doan Pham Ngu Chau [ page 98 Popularizing Lac Hong University’s Trademark December 2009 APPENDIX 10 INTERVIEWS OF PARENTS AND STUDENTS Interview 1: Researcher: “How well youknow LHU?” Student 1: “I not know I have never heard of Lac Hong University even for its name.” Interview 2: Researcher: “Do you know any information of Lac Hong University?” Parent 1: “I not know and I not care much about that because it is my children’s choices However, I have not seen or heard of LHU through TV, newspaper or magazines, etc” Interview 3: Researcher: “Do you know any information of Lac Hong University?” Parent 1: “I not know and I not care much about that because it is my children’s choices However, I have not seen or heard of LHU through TV, newspaper or magazines, etc” Interview 4: The interviewer: “Do you think it is important to have a tour to the university before making a decision of registering for your offspring?” The interviewee: “I strongly agree with this idea because I myself can examine how standard this university is and if all facilities in this university are well enough to serve for all students’ study in general and for my children’s in specific Then I can make sure if all information I have known of LHU is true or false From that point, it is much easier for me to make my decision” Doan Pham Ngu Chau page 99 Popularizing Lac Hong University’s Trademark December 2009 Interview 5: The researcher: “Why you strongly agree on taking a visit to LHU before choosing it to be your offspring’s university to-be” The interviewee 1: “I strongly agree on this activity because I can easily observe the real status of LHU All what I care is my offspring’s future” The researcher: “Why you choose to agree instead of strongly agree on this question?” The interviewee 2: “Well, because I have no much time to take part in this visit, I not care much of this” Doan Pham Ngu Chau page 100