Đánh giá công cu ̣ marketing cho dich ̣ vu ̣ tư vấ n du ho ̣c ở Hà Nô ̣i Đậu Thu Hương Đại học Quốc gia Hà Nội Chuyên ngành: Quản trị kinh doanh; Mã số: 60 34 05 Người hướng dẫn: TS Nguyễn Thi Phi Nga; ThS Hà Nguyên Năm bảo vệ: 2012 Abstract: Chapter 1: A theoretical background of service marketing, marketing in education and marketing in overseas education service Chapter 2: An evaluation of marketing and promotion activities of overseas education consultants in Hanoi Chapter 3: Solutions to improving the effectiveness of marketing and promotion activities of overseas education consultants in Hanoi Keywords: Quản trị kinh doanh; Marketing; Dịch vụ; Tư vấn du học; Quản lý tiếp thị Content TABLE OF CONTENT ACKNOWLEDGEMENTS i ABSTRACT ii TÓM TẮT iii TABLE OF CONTENT iv LIST OF FIGURES vii LIST OF ABBREVIATIONS viii INTRODUCTION .1 Rationale Objectives of the study Scopes of the study Methodology of the study .3 Structure of the study CHAPTER 1: A THEORETICAL BACKGROUND OF SERVICE MARKETING, MARKETING IN EDUCATION, AND MARKETING IN OVERSEAS EDUCATION SERVICE A OVERVIEW OF OVERSEAS STUDY OF VIETAM B THEORETICAL BACKGROUND 1.1 An overview of service marketing 1.1.1 Concept of service marketing 1.1.2 Fundamentals of service marketing 11 1.2 An overview of marketing in overseas education services 25 1.2.1 International Education services .25 1.2.2 Marketing in international education 26 1.2.3 Education agents .27 1.2.4 The role of agents 29 1.3 Marketing communication: Channels and promotion tools 31 1.4 Typical marketing tools used by OSC……………………………… …… 36 1.5 Proposed model 47 iv CHAPTER 2: EVALUATION OF MARKETING ACTIVITIES OF OVERSEAS STUDY CONSULTANTS IN HANOI 49 2.1 Analysis of marketing activities of overseas education consultants in Hanoi 50 2.1.2 Evaluation of the frequency use of each marketing tool employed by overseas study consultants 51 2.1.3 Evaluation of marketing tools from the perspective of overseas study consultants 54 2.2 Evaluation of marketing tools used by overseas education consultants from students' perspective .56 2.2.1 Evaluation of the most popular marketing tools .56 2.2.2 Evaluation of most expected/ chosen marketing tools 58 2.2.3 Comparison between the level of actual use and selection / expectation of students of oversea study marketing tools 59 2.3 Comparison of perceptions of the effectiveness of marketing promotion tools hold by students and overseas study consultants 61 2.4 Evaluation of marketing activities by each marketing tool 63 2.4.1 Evaluation of each marketing tool 64 2.4.2 Evaluation of OSC by tools 65 CHAPTER 3: SOLUTIONS TO IMPROVING MARKETING ACTIVITIES OF OVERSEAS STUDY CONSULTANTS 71 3.1 General solution for Groups of marketing tools for overseas education consultancy service 76 3.1.1 Solution for Group .71 3.1.2 Solutions for Group .72 3.1.3 Solutions for Group .73 3.2 Specific solutions for each marketing tool .75 3.2.1 A solution to Tool 1- Direct mail 80 v 3.2.2 Solution for Tool - Advertising 75 3.2.3 Solutions for Tool – Education fairs 77 3.2.4 Solution for Tool - Direct consultancy and recruitment .80 3.2.5.Solution for Tool – Websites 80 3.2.6 Solution for Tool - Banner advertising .82 3.2.7.Solution for Tool – Listings 84 3.2.8 Solution for Tool – Email marketing 84 3.2.9 Solution for Tool - Seminars .85 3.2.10 Solution for Tool 10 - Pr .86 3.2.11 Solution for Tool 11 – Tele marketing 87 3.3 Expansion and renovation of other types of marketing tools 90 3.3.1 Street banner advertising 96 3.3.2 Introduction to friends, relatives, acquaintances (words of mouth advertising) 90 3.3.3 Old customer care 91 3.3.4 Overseas study links 92 3.3.6 English center 92 CONCLUSIONS .94 REFERENCES 96 APPENDIX 110 vi REFERENCES [1] ACIIC (1993), Innovation In Australia’s Service Industries, Australian Centre for Innovation and International Competitiveness, University of Sydney, Department of Industry, Technology and Commerce, AGPS, Canberra [2] AGB (1992), International Competitiveness Study, Education Information and Publication IDP Ltd, Canberra [3] Akchin, D (2001), Non-profit Marketing: Just How Far Has It Come? 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