The impact of social network to student’s choice an education consultant agency: solution of marketing on social network for OSI Vietnam

Abstract

From the increasing demand of higher education in oversea countries, there is big opportunity for this business now so many Agents are opening in Vietnam, it creates the dynamic market and stressful of competition. OSI Vietnam is one of the companies that their service is oversea study service are facing with their own challenge to adapt to the booming of technology nowadays to keep growing and replace another proactive approach strategy to prospective students through social networks. Due to OSI Vietnam and their problem that need to have solution for marketing campaign as the reason why author do this research to help them issue their current problem. Whether social network has a great impact on customer’s making process and there have many researches about this issue but until now there are no specific studies for this field in Vietnam. So, in this study, author choose the topic “The impact of social network to student’s choice an Education consultant agency: Solution of marketing on social network for OSI Vietnam”. The research method is Qualitative research and it was conducted by interviewing 13 participants. They are Students, Parents, OSI Vietnam director, OSI Vietnam Office manager and other marketer and counsellors from other Agents. The first propose conceptual model was based on the study of Engle, 1995 and after taking the interview and finding, final research model show that there are five steps of student’s choice an education agency: “Need”; “Information Search”; “Evaluation of Alternative”; “Purchase decision”; “Post purchase evaluation”. Each step has many factors and the impact of social network is strong on stage “Information Search”; “Evaluation of Alternative”; “Post purchase evaluation”. Especially the last stage of this person will become the reference source and beginning stage of other people. The meaning of research is not only support marketing strategy for OSI Vietnam but also can be used for University, Institution, other Education agents, English centres, … when they promote and recruit new students.