Marketing strategy for IFAM Business School in Vietnam | |
| Author | Do Anh Thu |
| Call Number | AIT RSPR no.SM-03-98 |
| Subject(s) | Strategic planning Education--Vietnam |
| Note | A research study submitted in pa1tial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-03-98 |
| Abstract | Vietnam is a growing market for international education with growth dependent on the pace of the economic development of the country. Education is highly valued in Vietnam but the state system is under considerable strain. The government is encouraging those who can afford to study overseas to do so. Families who invest in an overseas education will select courses that are likely to lead to lucrative careers on return to Vietnam, especially with multinational companies or personal business development. There has been an increasing number of self-funded students studying abroad in recent years. Vietnamese students often choose Australia, UK, the United States, Canada and France, etc. as their destinations for study. IF AM Business School is a private and independent institution in Paris, France. The school has operated effectively on the international scene for twenty-one years. The BBA and MBA programs of IF AM Business School ath·act students all over the world. The research study provide brief info1mation on the Vietnamese education industry to help IF AM have an overview of the cmTent situation of the market, based on that the School can evaluate its internal strengths, weaknesses, external opportunities and threats as well as its competitive advantages in France and in Vietnam. Fmther more, through conducting the survey, the research examines the current demand for education of prospective Vietnamese students, what their interested fields of study are, what countries they prefer to go, what considerations the most important to make their final decision about study abroad, their language competency and financial capability, etc. All of this information makes it possible to define market segment, and sh·ategies are suggested using market enhy modes as well as marketing mix model. Finally, recommendations towards improving the school's perfo1mance in both its services and quality h·aining have also been developed based on the concept of management of servuction in service marketing, with the aims of meeting the goals of strengthening image of IF AM Business School internationally, developing multicultural approach and assuring on-going financial stability. |
| Year | 2003 |
| Corresponding Series Added Entry | SERIES 810 2 Asian Institute of Technology. Research studies project report ;no. SM-03-98 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Swierzeck, Frederic William |
| Examination Committee(s) | Dimmitt, Nicholas J.; Nguyen Cong Thanh |
| Scholarship Donor(s) | Government of France;AIT Fellowship |
| Degree | Research report (M.Sc.) - Asian Institute of Technology, 2003 |