| Author | Nguyen Chau Ngoc Thao |
| Note | A project submitted in partial fulfilment of the requirements for the
degree of Master of Business Administration (Executive) in
International Business – Management of Technology (VN), School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | Integration has opened up many opportunities and challenges for all business operations including education. In the modern world with globally cooperative and competitive working environment, knowledge and skills of employees are required more and more skillful, diversified and updated. Consequently, in the recent years, both master and doctor programs have been rapidly growing with diversified training fields to meet the increasing needs of learners. The more training centers are established, the more competition there is to attract candidates. This is a frequently real conundrum that they are struggling to find out the way how to lure candidates with effective marketing activities.
Over 50 years of operation, Asian Institute of Technology (AIT) is known as one of the qualitative educational institute. Training programs of AIT in general and IEMBA – VN program in particular have also been facing big challenges in dynamic and competitive Vietnam market. A study of assessing the marketing activities for IEMBA-VN program in HCMC is necessary to enhance the competitiveness as well as also achieve goals of the Program.
This research will utilize questionnaire survey as primary data to evaluate IEMBA-AIT in HCMC through responses of alumni, potential candidates and HR Managers. They help to evaluate the marketing activities of IEMBA program during the last 10 years as well as design the curriculum to meet their demands. In addition, analyzing EMBA programs in HCMC is considered secondary data to understand competitors. Then, the study will analyze the opportunities, strengths, how to overcome weaknesses and challenges in the competitive markets. Finally, some recommendations will be suggested to improve its performance, attract much more candidates and maintain position of the Program in HCMC market |
| Year | 2014 |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (Executive) in International Business - Management of Technology (VN/BKK)) |
| Chairperson(s) | Bechter, Clemens;Donyaprueth Krairit; |
| Examination Committee(s) | Tocquer, Gerard ;Kritsadarat Wattanasuwan; |
| Scholarship Donor(s) | IEMBA/SOM; |