WORD COUNTNumber of Pages: 18

Number of Words: 3805

Word count is exclusive of the followings:

Cover Page

Content Page

Citation and Referencing

Conclusion

Tables

Titles/Headings

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TABLE OF CONTENTS

1.0 INTRODUCTION........................................................................................................3

1.1 Elements of marketing process.................................................................................3

1.1.1 Five marketing philosophies :.................................................................................4

1.1.2 Element of marketing process:...............................................................................5

1.1.3 Apply in CIE:..........................................................................................................6

1.2 Benefits and costs of a marketing orientation...........................................................7

1.2.1 Benefits...................................................................................................................7

1.2.2 Costs.......................................................................................................................8

2.1 PESTEL....................................................................................................................9

2.1.1 Political...................................................................................................................9

2.1.2 Economic..............................................................................................................10

2.1.3 Social....................................................................................................................10

2.1.4 Technological.......................................................................................................10

2.1.5 Environment.........................................................................................................11

2.1.6 Legal.....................................................................................................................11

2.4 Buyer behaviour affects marketing activities.........................................................12

2.4.1 Need regcognition & problem awareness.............................................................12

2.4.2 Information search................................................................................................13

2.4.3 Evaluation of alternatives.....................................................................................13

2.4.4 Purchase................................................................................................................14

2.4.5 Post- purchase evaluation.....................................................................................14

2.5 Positioning for international education in Viet Nam..............................................15

CONCLUSION.................................................................................................................17

REFERENCES................................................................................................................18

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1.0 INTRODUCTION

Marketing is very important in operation of the company. Operation of marketing base on

many factors, but the main factor is customer. Marketing can help customer satisfaction,

total company effort and profit.

In this report that will show that Centre for International Education (CIE) using best

technique of marketing concept and achieve what customer want and needs.

1.1 Elements of marketing process

Marketing is the process that help the organisation about identifying, anticipating and

supplying customer requirement efficiently and profitably (Marketing principles, 2010).

Moreover, marketing also the process of planning and executing that will help them

reduce some costs that not necessary and providing customer satisfactions. Marketing

concept that business decision and that based on what the consumer want.

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1.1.1 Five marketing philosophies :

Production concept that business create their own demand to achieve high production

efficiency and low price, thin concept always make sure that their product are available

and highly affordable . This philosophy just successful when demand exceeds supply that

because they have higher demand so that will make the price of the product increasing

and they will have more profit when the level of production increase. The disadvantage

for this concept is that they not focus on what customer wants and needs they just focus

on the demand and production.

Product concept that the seller is concentrate on the product they focus on the quality of

the product, how it is performing and featuring of the products. The advantage for this

philosophy is they can get attraction from customers by packaging, design, quality,

performance. In this philosophies they just focus on what feature and quality for the

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products and they spend lots of time on it instead of thinking about what their customers

actual wants and needs for the products. For example: Thien Long usually change their

pen packaging and design that to make customer attracting and they achieved that.

Selling concept is focusing on promotion activity that to have more customers to

increase the profit. This concept that usually use when the products that customer do not

thinking about this when they buy or new products. The seller must have good

knowledge and high skills about speech that they must make customer attract and buy

their products by giving heavy advertising about their products. For example : In Viet

nam insurance company usually using this concept to attract customers, some company

like Bao Viet, prudential they had attracted lots of customers to buy their insurance.

Marketing concept is focusing on customer needs and wants, this concept is concentrate

on the customer satisfy. The product will follow the needs and wants of the customer and

the company will provide the desired satisfaction more effectively than their competitors.

The advantage in this concept that they can create good relationship with customers

because they are satisfy about the products and the company can have long term profit by

following customer needs and wants. For example : When coca- cola go to Viet Nam

they changed the design, flavour and price that achieve what Vietnamese people want to

get more customers in Viet Nam.

Societal marketing concept that also focus on customer needs and wants, This concept

focus more on needs and wants of target market and delivering superior value. This

concept is concentrate on health and safety of the customers they need to make sure that

what customers want when they using the products and the products must be friendly

with environment, not damage for person who use it.

1.1.2 Element of marketing process:

Marketing process that have three main element that customer satisfaction, total company

effort and profit.

Customer satisfaction that can help company have long term profit . Customer

satisfaction will become loyalty customer and that all business wanted to make that they

must improve their quality of products, suitable price for customer, performance, best

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service that to make customer satisfy. Company must have good KPI, knowledge and

skill to understand what customer needs and wants. When they know what customer

needs and wants they can make good products and that will make customer satisfy, they

also do good advertising and promotion to their customers, the service must be improve

and make it better and better. They must apply feedback and FAQ that to know exactly

what their business do and what customer really want them to change to improve their

business.

Total company effort that company should improve their business by using some tool

that help them to improve the quality of products after they know clearly about customer

needs and wants. They must have good research and development (R&D) department that

to help them know about the target, market that to apply customer relationship

management (CRM) to help them have more customers and profit.

Profit is the most important for company that make them survive. To make profit they

must have lots of customers, they must have good price and quality which is better than

their competitors. Moreover, customer satisfaction is really important that is the most

important thing they can get profit and they will have more loyalty customers.

1.1.3 Apply in CIE:

Centre for international education apply for marketing concept that they can focus on

what their customer really wants and needs. They follow the demand of people by

providing some free English class that the customers can see the quality of university

through that event. Sunderland and Keuka can see that Da Nang city is a good condition

for them to have their university at central of Viet Nam. CIE apply marketing concept for

example Keuka reduce 50% of the school fee that can help them introduce their new

program in Danang. CIE have reduce the school fee that different with USA and UK

school fee to suitable for the economics of Vietnamese that they can feel good and the

school fee is good for them when they pay.

To make customer satisfaction centre for international education (CIE) developed good

faculties that students can feel good when they study at CIE, they improved customer

care and providing feedback after students finish their subject. They also provide some

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CRM that to help them closer with students and to know what they really wants to make

long term profit. When students is satisfy they will introduce CIE to everyone and they

will have more and more customers if they can achieve customer satisfaction.

1.2 Benefits and costs of a marketing orientation

1.2.1 Benefits

Company imaged and reputation there are important for the business to get their

customers believe and choose their products. CIE have good university image that they in

the top university in the world with high qualification of teaching and high reputation.

Customers will trust CIE when they choose school because of the good image and

reputation.

Long term profitability that can show that the business can show that they can achieve

customer needs and wants to make them satisfaction that customers can become loyalty

customers. This is the advantage for business when they have lots of loyalty customers

they will buy large amount of products and they only choose their company not

competitors and they are the person who less sensitive with the price change.

Words of mouth is really important for business to make profit when they make

customer satisfaction. CIE will make more profit if they can make customer satisfaction

and words of mouth is most important thing nowadays. Customers can tell anything about

the quality of products to anyone, they also can tell to all their friends, family and then

their friends and family will tell to other people. In this case business must concentrate on

the quality of products to achieve customer needs and wants , CIE also need to improve

for customers care that to make them feel good.

Customer satisfaction that is the most important for business that to make profit.CIE is

concentrate on the quality of products by providing best study environment with best

faculty and best lecturer that can make students satisfy and become their loyalty

customers. CIE provide some program for example English class, some real activities that

to achieve customer needs and wants to achieve customer satisfaction.

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1.2.2 Costs

Marketing research that to make business know and update what their target market,

what their customers is really wants, what their customers is really need. This marketing

research will cost money but it will help for the long term for business run to understand

clearly about their customers and that will help CIE for the plan and some of their

project. CIE will easy to know where they can invest to make profit and what they really

need for having more customers.

Long term relationship is really important for business to keep their customers.CIE

should create some program that related together that to make their customers going

back. For example: after finishing BTEC they can still study bachelor and master at CIE

without going aboard. This is the advance to make customers coming back and they can

make long term profit through long term relationship.

Technological that really important for business in long term run. Nowadays, they need

to apply technology for their business that for competitors, attract more customers,

improve products activity, and improve quality of products. CIE have apply technology

for their program for example they pay for advertising in first page of Google, using

social network like Facebook for advertising new events or introduce their company, they

apply newest technique for teaching for example : projector, micro, speaker that help

them easy to transfer the best of technique of teaching for their customers to understand.

Moreover, they apply internet banking for their customers to pay school fee when they

not free to go to the bank.

Advertising is the most important thing to make customers know about their company

and their products. CIE apply advertising on the newspaper, TV, internet. After the exam

to go to university they advertising in the newspaper that have result of pass university

that customers can see and they can know that they have more choice for their university.

They spent lots of cost for advertising it around 50 million per year and that help them

have more customers go to school every year.

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2.1 PESTEL

2.1.1 Political

There is only one party in VN that can show that Viet Nam government is control

everything and if they want to do something they need to have accept from government.

In the case of CIE, in order to get permit from Vietnam Ministry of Education and

Training, CIE must ensure that they have enough material facilities for teaching, all of

teachers in CIE must have bachelor or master degrees. As about foreign teachers, in order

to work in Vietnam it is necessary for them to have work permit from Viet Nam Labour

and Social Welfare Service and they must have 5 years experiences in work with a

certificate of health testing. 2013, Global peace index score 1.77 and rank 41 that can

show that Viet Nam is stable country and no war.CIE need to pay 10% education tax for

the government per year. Viet Nam corruption is increasing from 32.5 in 2003to 36.7 in

2009 that made Vietnamese people they can't believe anymore in government

organization and they change to believe on international organization, it's a big advantage

for CIE.

2.1.2 Economic

In central of Viet Nam have become better that really good condition for investment to

invest in central of Viet Nam. Da Nang unemployment rate in 2010 is 4.9, the number of

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international business invest in Da Nang is increasing they have lots of resort and in Viet

Nam government they have law that international business must hire Vietnamese to work

for them that why they can reduce the number of employees. From 2006 to 2010 Da

Nang government provided job that make 161.486 people have job and it's reduce

unemployment rate. CIE will easy get employees with high experiences of working in

international environment. GDP of Da nang is increasing to 8.1% in 2010, that show the

economics of Da Nang is growing and they will have more money that they will change

to spend money to international organisation. The big disadvantage for CIE that is the

exchange rate is increase in 2013 nearly 23.000 for 1 USD that make parents don't spend

money for CIE because they need to pay school for their children in USD.

2.1.3 Social

The population in Da Nang is about 951,700 and when Viet Nam join WTO that make

Da Nang became best city in central of Viet Nam and that help for their economic. Da

Nang university can see that people is change to study international and they want to

have new training model that is more real practical than theory. In Viet Nam they have

more than 2.000 students that study at Sunderland University. The number of students in

Da Nang graduation year 12 in 2013 is about 98.68% and from 2012 to 2013 they have

16.098 students go abroad to USA. In Da Nang they just have 5 universities and 19 high

schools, this is the advantage for CIE to have international university. 75,794 students in

Da Nang is attending at universities and colleges.

2.1.4 Technological

CIE apply newest technology that can make them make customer satisfy. They provide

new technology of teaching that they use projector, micro, speaker for teaching that can

help students easy to study and they can satisfy. They also apply marketing through

social network, newspaper, and internet. The government is provide free Wi-Fi in Da

Nang that people can connect to the internet everywhere in Da Nang that why CIE

concentrate on marketing through internet. Lots of people they use social network and it's

free when they do marketing that will not cost any money.

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2.1.5 Environment

They have 14 typhoons in 2013 and it's big effect for CIE. Typhoon will damage the

faculty and students they can not go to school when the typhoon is happen. To improve

that CIE have improve the quality of faculty they do the best material that to help

building is more strength that can't damage by the natural disaster. CIE also apply switch

of the power when they not use that can help them save more money and also save more

power that help Da Nang environment.

2.1.6 Legal

CIE is follow labour law their employees not working more than 8 hours per day and they

make sure for the health and safety of their employees and customers. Foreign lecturer in

CIE must be get permit from government before they working at CIE, to have working

visa they must show that they have 5 years experiences, certificate of bachelor or master

degree and they do not have any thing about health that can effect to people at central of

Viet Nam' health. CIE also follow competitor law that they can't change the price to

attract customers from competitor they provide fair competition by the quality of

university, lecturer.

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2.4 Buyer behaviour affects marketing activities

2.4.1 Need recognition & problem awareness

This is the first process for buyer decision, customers they must to identify what they

needs and this process is helping for decision- making because if they don't know what

they needs so what they will buy their products for. Customers will begin to recognise a

problem and desire they need to know what their problem than they will more easily to

know what they need. In this process usually it is effect by internal and external. For

example: Customers can easy change the decision, need because of external from other

people, environment.

For students when they decide to study they will looking for what they need . For CIE

they always attract the need of the students who want to have English environment, real

practical business training, go abroad. Students they always need a good job in the future

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that why they usually choose international qualification, this decision can be affect from

their parents, from the university advertising.

2.4.2 Information search

When the need of customer is strong that they will find out information for what they

need. This is the challenge for marketer that they need to know what customer needs and

wants to give them the best and correct information about what they looking for.

Information will help them to solve their problem about the products. This process have 4

group that personnel sources, commercial sources, public sources and experiential

sources .They can looking information through the internet, TV , radio, magazine,

newspaper or through words of mouth from their friends, family.

Students that they want to go to the university in Viet Nam they can find out lots of

international university like RMIT, Duy Tan, FPT, La trobe, CIE, etc. If they want to

study CIE they will find out where the university will come from, faculty, lecturer, fee,

certificate this information they can find from the internet, magazine, TV, newspaper or

from their family, friends.

2.4.3 Evaluation of alternatives

In the evaluation process the customers choose alternative brands, products and services.

They will evaluation and think about the feature what they really wants and needs or

what they don't need. When they find out it not what they want they will go back to the

information search process they will see what differences than they will go to evaluation

process again.

After done the collection of information students will thinking about what they need in

this school and is it what they really needs about these features. Students will see what

features in CIE that they really need and not, they will evaluation and think about the

university that they choose is good image or not. In this process it's personal choice they

will choice not affected from anyone.

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2.4.4 Purchase

After review and find information about products and services customers will make

purchase decision they will choose the products that achieve what they needs and wants.

In this process the support of the information is really important for them to decide for

purchase decision. In this process they can affect by the marketer to sell the products they

must give their best skills because in this purchase process they need to reduce the risk of

the products and show the best feature of the products to customers.

Customers after decide for going with CIE they will see that the feature that they found is

useful for them and they will looking for the price when they going to purchase decision.

In CIE if they want to study at Da Nang - Viet Nam they need to pay for 334.530.000

VND(4 years) and if they want to go to UK they need to pay for 731.560.000 VND or

they can have 50% school fee when they choose keuka, they need to choose what they

are really want. Also, the marketer in CIE is really important he will need to introduce

about this program and the advance when they go with CIE.

2.4.5 Post- purchase evaluation

After purchased the products customers will have experience and they can show that they

are satisfaction or dissatisfaction. In this process the marketing department must give

some good feedback that to make their customers think they are purchase correct

products that can make them satisfy about the products and they will repurchase the

products if they think it well and they will become their loyalty customer.

When students and parents pay the school fee and study in CIE, they should know how

the CIE working and how they permit about the quality is correct or not. Customers can

help them to give feedback about CIE that to make them know and improvement their

business. CIE will show that they are professional and their information that they give to

the customers about faculty, certificate, lecturer, etc are correct that to have good

relationship with them and they can use words of mouth to introduce more for CIE.

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2.5 Positioning for international education in Viet Nam

High price

CIE

FPT University

Duy Tan University

Low quality Highquality

Low price

High price

CIE

FPT University

Duy Tan University

Low service High service

Low price

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In marking the positioning is the designing the company's offer and image that to offer

the distinct and valued place in the target customer's mind. Company should make their

good image by doing lots of research and improvement the quality and price of their

products. Perceptual map that show the quality and the price and it really important

elements in marketing mix. Moreover , usually high price will including high quality and

low quality will go with low price that will depend on the company's products and

customer needs to decide for the price.

In Da Nang, they have 3 international universities that Duy Tan university (DTU), FPT

university and CIE. Customers will looking for the quality of the university about faculty,

lecturer, certificate first than they will see for the price. In Da Nang, the highest price and

quality university is CIE that they should that they have best english environment,

students after study in CIE they can go abroad with international certificate that more

advance to get job with high salary. Other program for example Duy Tan and FPT they

lower price than CIE because they just study inside VN and the image of the university is

not better than Sunderland and Keuka , both of this university are in the top of university

in the world. About the quality, FPT and Duy Tan have foreign lecturer but the

knowledge and experience is not professional more than CIE. CIE is concentrate on price

and quality to make the other program and customers know they are the best in Da Nang

and they know customer wants and needs better than other programs.

International Universities

in Viet NamPrice Characteristic

Duy Tan

70,000,000 VND ( 4 years)

Program 2+2 or 1+1+2 or

3+1. Bachelor’s degree

by CMU or PSU or CSU.

Vietnamese and foreign

lecturer

DTU's certificate

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FPT university135,000,000 VND (4

years)

TOPUP + 2 programs.

Students will be received

a bachelor's degree of

the UK University of

Greenwich.

CIE

334.530.000 (4 years in

Vietnam)

731.560.000 (3 years in VN

+ last year in UK)

Programs 3+1 (3 years in

Vietnam and a year in the

UK or Singapore,

Australia,etc). 4+0 ( 4

years in Viet Nam)

Foreign lecturer

University of Sunderland'

certificate

Bachelor and master

degree University of

Sunderland (UK).

CONCLUSION

CIE have show they have good knowledge and how to apply marketing principle to the

modern world of Vietnamese students. This report can show elements of marketing

process, benefits and costs, macro and micro environment, segmentation criteria,

targeting strategy, buyer behavior and new positioning for Centre for International

Education in Viet Nam.

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REFERENCES

BPP, learning media, 2010. Marketing principles. 2nd ed. UK

boundless (no date) consumer decision process[online] available from

<https://www.boundless.com/marketing/consumer-marketing/consumer-decision-

process/need-recognition/>

relivingmbadays (2013) consumer buying behavior process [online] available from

<http://relivingmbadays.wordpress.com/2013/03/16/consumer-buying-

behavior-process/> [16 march 2013]

tutor2u (2012) buying decision process [online] available from

< http://www.tutor2u.net/business/marketing/buying_decision_process.asp

> [23 november 2012]

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