| dc.description.abstract | This study was conducted with an effort to formulate Internet marketing strategy
for International University. In order to achieve its purpose, the study adapts an Internet marketing development process model invented by Chaffey, Chadwick, Mayer and Johnson (2009). The model is a framework providing necessary tasks and information for strategy development. Based on that model, the research purpose is achieved through three main steps: situation analysis, SWOT analysis and strategy formulation.
This study is an exploratory research, which relied on secondary research and qualitative approach. The secondary research methods include reviewing available Internet marketing literature, marketing documents and competitor benchmark, online tools for exploring the website effectiveness like Alexa ranking, Alexa analysis. The qualitative method deployed in the study is individual depth interviews with top manager
of the Internet marketing of IU, current IU students and high school students in Ho Chi
Minh City. Students are selected via stratified sampling to guarantee their variety.
The research results are five strategic options for IU’s Internet marketing: promotion of bridging program, adaptation of social marketing and search engine optimization, utilization of technology to improve student service, online branding and differentiation in conjunction with implications for strategic planning, marketing component mix and targeting.
As a conclusion, the study proposed a model for IU’s Internet marketing which all
the components proved to be important throughout the discussion of results. Besides, an action plan is develop to guide the implementation of each suggested strategies. | en_US |
