VIETNAM NATIONAL UNIVERSITY, HANOI
INTERNATIONAL SCHOOL
***
GRADUATE INTERNSHIP REPORT
INTERNSHIP COMPANY/INSTITUTION:
HANOI VIET-ANH EDUCATION COMPANY LIMITED
Address: 16 Tran Quy Kien Street, Dich Vong ward, CauGiay district, Hanoi
Supervisor: Ms. Nguyen Thi Minh Huyenh
Student’s full name: Do Hong Ngan
Student’s ID:11071450
Major: Bachelor in International Business
Class: IB2012C
Hanoi, 10th March 2016
Table of Contents
1
I. Content................................................................................................................................3
1. CHAPTER 1: GENERAL INFORMATION ABOUT HANOI VIET-ANH
EDUCATION COMPANY LIMITED...............................................................................3
1.1. Establishment and development of the company....................................................3
1.2. Main tasks of the company.....................................................................................3
1.3. Organizational management structure.....................................................................4
2. CHAPTER 2: BUSINESS ACTIVTIES IN HANOI VIET-ANH EDUCATION
LIMITED COMPANY.......................................................................................................8
2.1. Characteristic of business activities........................................................................8
2.2. Process of delivering service to customers.............................................................8
2.3. The activities of Marketing Department in Hanoi Viet-Anh Education Limited
Company.......................................................................................................................10
3. CHAPTER 3: MARKETING ACTIVITIES IN HANOI VIET-ANH EDUCATION
COMPANY LIMITED.....................................................................................................10
3.1. Operation Roles.....................................................................................................11
3.2. Voice Yourself Contest..........................................................................................11
3.3. Other tasks.............................................................................................................18
3.4. Operation Process..................................................................................................20
4. Chap 4: Task achievement............................................................................................23
4.1. Accumulated experiences (knowledge, skills gained)...........................................23
4.2. Matching between academic knowledge at school and real practice....................25
II. Conclusion.......................................................................................................................26
III. REFERENCES...............................................................................................................27
I. Content
1. CHAPTER 1: GENERAL INFORMATION ABOUT HANOI VIET-ANH
EDUCATION COMPANY LIMITED
1.1. Establishment and development of the company
Company name: Hanoi Viet-Anh Education Company Limited
Trading name: Hanoi Viet-Anh Education Company Limited
Address: 16 Tran Quy Kien Street, Dich Vong ward, CauGiay district, Hanoi.
Tax code: 0106881661
Tel: 0908931989
Website: www.englishcamp.edu.vn
Hanoi Viet-Anh Education Company Limited established in 2013 (usually known as
English Camp English Center), desires to support students who want to learn
English for study abroad, travelling or work. English Camp organized small group
of classes to complement the foundation in English for their students. With small
sized classes, experienced teachers and professional, enthusiastic staffs, English
Camp is gaining strong position in the market. Monthly, the company has about 45
new classes, meanwhile they are received 400-550 students
After more than 3 years of development, English Camp has 2 centers:
- 16 Tran Quy Kien Street, Dich Vong ward, Cau Giay district, Hanoi.
- 55E Thuong Mai University tower, Mai Dich ward, Cau Giay district, Hanoi.
1.2. Main tasks of the company
Hanoi Viet-Anh Education Company Limited is the perfect combination between
professional services and best teaching quality. They has about 30 teachers
including both of Vietnamese and foreign teachers. Vietnamese teachers are
graduated from top universities in Vietnam, for instance: Foreign Trade University,
Hanoi University, and RMIT University and have IELTS score at least 7.5. Foreign
teachers are native speakers who came from USA, Australia, and Canada; have
experience of teaching English more than 2 years in Vietnam and TESOL, CELTA
certificates – which is known as foreign teaching license around the world.
It provides many English programs such as: Communicative English, English for
children, and English for adult, IELTS and TOEIC learning. Each of program
targeted in different segment of the market, which is divided by age, purpose of
learning English, level of education. The programs are ensured to bring to students
academic quality and dynamic learning environment. When the student come to
English Camp, he/she will have an English test to know the level of their English
skills and has a conversation with staffs to get advices on how to improve their
skills better and to choose the suitable course.
Vision: “Develop English Camp English Centre to be one of the best
English language training in Vietnam, also bring to students the
service with international standards.”
Mission: “To build a professional study environment, help students
improve their knowledge, English skills, archive high score in IELTS,
TOEIC therefore get better opportunities in the future.”
Slogan:
- Take the further steps to knowledge with us.
- Your choices, we serve.
- Get ready for bright future with English Camp.
1.3. Organizational management structure.
Human Resources Department
- Responsible to implement and support administrative tasks which related to:
manage office products, company assets, necessary forms and papers.
- The procedures related to Human Resources: recruitment, training employees,
salary, wages and bonus
Accounting Department:
- Is considered “back office” activities, they have responsible for financing and
accounting actions of the company such as: Billings, Internal reporting, Taxes,
Financial statements. Those works are essential to the proper operation of a
business.
- Work with Human Resources Department to determine employee gross pay, pay
deductions and wages, bonus.
Customer Service Department:
- Directly communicate with customers to get feedback and complaints about the
service.
- Solve the problems with customers if any.
- Report to the Board of Directors to improve the quality of service
Sales Department:
- The function is to engage in multiple activities to promote customers purchase
English course, therefore archive profit through services.
- Responsible for the reception, implement the placement test for new students.
- Communicate with students who studied in English Camp at least one course,
pursues them to register in higher classes.
Communication/Marketing Department:
- Overall, they have responsible for growing the company revenue, increasing
market share. Marketing department make plans and implementation of
communication campaigns, promote the brand of English Camp and improve the
efficiency of attract new students.
- Communication: plan campaigns and develop communications material to
promote English Camp and services to customers. These can be implemented
through both of online and offline channels such as: email, company website,
brochures, customer newsletters and advertising.
- Sale support: By run advertisements and reply to customers through company’s
website, Facebook Fanpage; encourage customers to provide their own information
and details then transfer to Sales Departments.
- Events: Planning and implementing events to promote English Camp such as:
English workshops, sponsor for universities’ events, Facebook events. Therefore
promote the brand and attract new customers to English Camp.
Studies Department:
- Responsible for research, construct and offer appropriate learning/teaching
programs. Find needed or additional teaching materials for classes.
- Prepare books, documents for teachers and students.
- Outline teaching schedule weekly and monthly.
- Support both of Vietnamese and Foreign teachers in classes.
- Update IELTS, TOEIC exams for students.
- Perform the teaching process, ensure the quality of teaching objectives through
observe classes.
Board of Board of directors
directors
Figure 1.1. Management structure
Human Resources Department
Communication/
2. CHAPTER 2: BUSINESS ACTIVTIES IN Marketing
HANOI VIET-ANH EDUCATION LIMITED Department
COMPANY
Accounting department 2.1. Characteristic of business activities
Hanoi Viet-Anh Education Company Limited is an English center so the
core products of the company are English courses.
Sales Department
The
courses are divided into 20 classes, targeted in multiple different target
Customer Service Department markets. In order to ensure the quality of
services, the company need to be careful in making course book process,
recruitment staffs and teachers as well as the quality of
study environment.
Tran Quy Kien Branch
Thuong Mai Tower Branch
Studies
Department
Figure 2.1.1. Example for English Course for IELTS purpose (Engishcamp,2015)
2.2. Process of delivering service to customers
Boards of Directors: Manage and control all of the Department in the
company.
Marketing Department:
- Promote and advertise English Camp
- Get customers' information. Contact directly to customer, provide needed
information. Book a reservation for customers to register.
Sales Department:
- Receive customers' information from Marketing Department.
- Contact with customers, remind the date and location for customers to
come and test.
- Talk directly to customers to sell English course. Close the contract of
registering English course with customers.
- Transfer information to Accounting Department, Customer Service
Department.
Accounting Department:
- Receive contract from Sale Department.
- Receive payment for English course.
- Confirm and register the customers into English class.
- Transfer information to Studies Department and Customer Service
Department
Studies Department:
- Receive information from Accounting Department
- Arrange and prepare for English class such as need equipment, materials…
etc.
- Prepare course books for teachers.
- Print class schedule for students and teachers.
- Transfer information of classes to Customer Service Department
Customer Service Department:
- Receive information from other departments
- Communicate with customers and get feedback, complains or request and
solve it quickly.
- Report back to Boards of Directors.
2.3. The activities of Marketing Department in Hanoi Viet-Anh Education
Limited Company.
The general function of Marketing Department in Hanoi Viet-Anh Education
Limited Company is to marketing and promoting services as well as brand image
offered by the company. The department perform their duties of marketing and
operation as follows:
- Creating and implementing events to promote the brands of English Camp.
- Conducting marketing activities to increase the number of the company in search
engines such as Google, Yahoo, and Bing. Activities refer to SEO and marketing on
website 2.0
- Receiving customer’s information and request. Contact with customers to provide
need information about English course, persuade them to come to English center.
- Transfer information to Sales Department. Sales Department now has responsible
to take care of the customers.
Additionally, Marketing Department prepare necessary paper for working with
business partners, needed documents for sponsoring events in schools,
universities…etc.
3. CHAPTER 3: MARKETING ACTIVITIES IN HANOI VIET-ANH
EDUCATION COMPANY LIMITED.
In 6 weeks of internship in Hanoi Viet-Anh Education Company Limited, I had a
chance to work in Communication/Marketing Department, which is based in Tran
Quy Kien Branch. Beside general activities in the first week of internship such as:
learn about Hanoi Viet-Anh Education Company Limited and its general business
activities; get to know the marketing process in Marketing Department, I assigned
in some others real marketing activities such as:
-
Prepare and implement for “Voice Yourself Contest”
Assign in writing articles for website, Facebook Fanpage, SEO and Media.
3.1. Operation Roles.
Through the internship, besides assigning in “Voice Yourself Contest” and writing
articles, I spent most of my time to read documents which related to company’s
business, especially in marketing field. I also do normal office works such as
arranging, categorizing files and documents, some paper works as well as preparing
needed reports or documents for business activities. In the first week, I had some
training sessions about company’s general business activities, therefore I prepared
by asking the supervisor for soft copy of articles introduce Hanoi Viet-Anh
Education Company Limited’s establishment, development, vision and division.
Furthermore, I invested my leisure time to learn about English courses of English
Camp Center, and try to remember necessary information such as: what it can bring
to students, the level of the course and the price. By doing all of those activities, I
can understand how the company is establishing, producing and delivering service
to the customers. There was a big amount of information, at first I found it quite
difficult to understand and remember. However, through working process, training
sessions and by summarizing it every day, I briefly remember the main information
after 1 week.
I participated in “Voice Yourself Contest” in the first four-weeks, which required me
and all the staffs of the Marketing Department to work under high pressure because
it was the most important event of the January and February 2016. This was the first
time I assigned in a real business event, therefore I felt a little bit confused about
what and how to do things. However, based on the guidance of other staffs, trained
knowledge and personal skills, the result of my works was quite good.
3.2. Voice Yourself Contest
3.2.1. Introduction about “Voice Yourself Contest”.
“Voice Yourself Contest” is organized by two English Clubs of English Camp and
GLN English center for any Vietnamese who can speak English and does not limit
the age of candidates. It is a competition for candidates to challenge their English
skills and creativity; there for brings the opportunities for them to be more
confident. “Voice Yourself Contest” allows the applicants to express their own
creativity, speak out their views on multiple concerns in the community and society
(GLN, 2016).
Picture 3.1. Banner for “Voice Yourself Contest”. (GLN, 2015)
-
Participants:
Vietnamese people who are studying, living and working in Hanoi.
No age limit to attend
Contest rules:
The contest consists of three rounds:
First round: “Show your color”
Topic: “Introduce yourself through an object that reveals the most
about your characteristics”. Require candidates to record a video in 25 minutes long to introduce themselves and send to the email of the
contest.
Second round: “Make your own way”
Topic: “Pair up, create your own conversation and narrate a muted
clip”.
16 candidates who were selected from Round 1 will be divided into
pairs randomly and voice for one clip which was muted and selected
by the examiners.
Third round: “Voice Yourself”
Debate and Eloquence “Express your personal views in debate and
rhetoric”
6 candidates who were selected from Round 2 paired randomly and
debate on topics which were selected by 3 examiners. After the debate
round, 3 candidates will be selected to eloquence round: selected their
own topic randomly, prepare in 5 minutes and present it in 3 minutes.
3.2.2. The assigned tasks:
Because the contest went over the first round in 2015, my works in this contest start
in the second round of the contest.
3.2.2.1. Round 2 of “Voice Yourself Contest”
3.2.2.1.1. Before the contest:
I worked at the media company before, thus I had some experience in making plan
for work. The first mission I got was list necessary jobs for the competition. The
checklist for second round was divided into two main parts:
Decorate and prepare for the contest:
Participated in the preparation for printing items and set up the stage for the
program, in accordance with the progress of the checklist.
Participated in the preparation the sound and light system.
Work with candidates:
Informed each candidate about the time and place for second round of “Voice
Yourself Contest” through email. In addition, in the second round, candidates had to
prepare their clips; therefore, after received the clips, I sent it to the Digital Team
for presenting it according to the agenda.
3.2.2.1.2. During the second round of “Voice Yourself Contest”
Beside worked at the backstage of the contest, I supported for light and sound
systems to make sure the order of the repertoire. Moreover, reminded the candidates
about the order of their presentations. Observed the progress of the contest, note and
reported back to the host of the contest.
3.2.2.1.3. After the second round of “Voice Yourself Contest”
Wrote articles about the second round of the contest for English
Camp’s website. Using the notes and pictures took during the second
round, outline the main points and summed up into articles. Upload
the articles on the website in “News - event” category.
Facebook: Supported Facebook administrator team by recapitulate
photos of the event, upload on Facebook Fanpage. Also had
responsible to control the notifications, reply to Facebook user’s
comments.
Picture 3.2. Banner for the Second Round “Make your own way” of
“Voice Yourself Contest.” (English Camp,2016)
3.2.2.2. Final round of “Voice Yourself Contest”.
3.2.2.2.1. Before the contest:
Making the job checklist: Checklist for the Third Round included the
assigning tasks for all of the staffs to prepare before, work during and after
the contest. They have to follow the schedule in the checklist to facilitate the
work and avoid problem and trouble if any.
Decorate and prepare for the program:
Participated in the preparation of printing needed papers, items and set up the stage
for the contest. Prepared for the sound and light system of the show.
Looked for suitable place for the Third Round, contact to those place, got
information about price and location. Aggregated all of the information and report
back to the boss.
Work with candidates:
Informed each candidate about the time and location of the Final Round of “Voice
Yourself Contest”. In this round, candidates were allowed to use slide and short clip
for their presentation. Those necessary files shall be collected and sent to the Digital
Team.
3.2.2.2.2. During the Final Round of “Voice Yourself Contest”
Beside worked at the backstage of the contest, I supported for Digital Team to make
sure the order of the repertoire, necessary clips and slide were presented follow the
schedule. Reminded the candidates about the order of their presentations.
Collecting needed material for articles of the contest by took photos, note about
impressive events during the Final Round.
3.2.2.2.3. After the Final Round of “Voice Yourself Contest”.
Wrote articles about the Final Round of the contest for English
Camp’s website. Unlike the articles for Second Round, I had to upload
one article about the final results of the contest right after it finished.
That was a short article to announce the winner of “Voice Yourself
Contest” and some main point about the Final Round. In the next
morning, I prepared four different articles to sum up “Voice Yourself
Contest” through three rounds with photos and impressive events
happened during the contest. Each article was uploaded in different
website, Fanpage of both GLN and English Camp.
Facebook: Supported the Facebook Administrator team to upload
articles and controlled notifications of Facebook Fanpage and replied
to viewer’s comments.
Picture 3.3. Candidates of the contest in the Second Round.
3.2.3. Comments about the tasks assigned:
The “Voice Yourself Contest” was one of the most important events in 2016. It run
through 4 weeks of the internship and required staffs to work as hard as possible.
Cannot deny that I had to work under high pressure of the schedule and high
requirement, the contest brought me chances to learn many things that I did not
aware of when studying in the university.
How to work with people through online channels (Facebook, emails, google
drive)
- To inform candidates about the compulsory information of the contest and
solve the problems if any. We worked with others mostly through emails
which required to be formal and contains necessary details in shortest form.
Unlike working with classmates, I had to write email professionally, formally
on the behalf of the English Camp. I kept updating emails every 30 minutes
to make sure that there is nothing missed.
- To get necessary materials for the contest, I connected with colleague
3.3. Other tasks
3.3.1. Write articles.
3.3.1.1. Write articles to introduce English Camp Center
In the first week of the internship, I joined 4 training classes to learn about basic
information of Hanoi Viet-Anh Education Company Limited. Based on personal
knowledge and available data, my task was rewrite some articles to introduce about
English Camp Center in a new way. Requirements for the articles (Hang,2016):
-
The articles should be in 600 – 800 words long.
Must contains information such as: establishment and development of the
company, Vision, mission, achievements and briefly introduce about
-
Vietnamese and foreign teachers.
The articles must have both of English and Vietnamese version.
This was the first task I assigned in the internship, unlike writing an essay or
assignment in the university, I had to wrote articles which was not only formal, but
also contain enough needed information and had ability to attract readers. For the
first time, it was not as good as the requirement of Hanoi Viet-Anh Education
Company Limited, however, the leader of content team guided me to find the errors
and how to fix it. This task lasts for two weeks of the internship.
3.3.1.2. Write articles to introduce English teachers:
As mentioned in the first part of the report, Hanoi Viet-Anh Education Company
Limited has 30 teachers in both of Tran Quy Kien branch and Thuong Mai branch.
In this part, I wrote the introduction articles for 20 teachers - 5 Vietnamese teachers
and 15 foreign teachers. The articles for teachers were supposed to be a little bit
shorter than for English Camp Center; in about 3-400 words long. For the first two
weeks, I wrote about 20 teachers in Vietnamese. Then sent to the supervisor for
inspection guideline. In the 3rd and 4th week of internship, I had to translate 20
articles into English. My articles were supposed to post on the Facebook Fanpage,
therefore they did not require it to be as formal as the article introduce about
English Camp English Center. For me, this task is easier than the first task because
the vocabulary, grammar and style are in basic level. Based on my writing skill,
available information about teachers, it was not too difficult to complete 20 articles
which satisfied the requirements (Hang, 2016), such as:
-
In 3-400 words long.
The vocabulary must in basic level.
Should be a little bit funny to attract Facebook users.
3.3.1.3. SEO and media on the website 2.0
3.3.1.3.1. SEO
I did not learn anything about SEO article therefore I had to join 2 training sessions
for SEO. To be short, my task was wrote articles containing relevant “key phrases”
for IELTS, TOEIC which designed by the Marketing Department. The content
might be sharing experiences in learning IELTS, TOEIC or sharing materials for
learning English such as: books, reading files, listening files, tape scripts. Start form
3rd and 4th week of the internship, my main task was to write articles on SEO
website and keywords for PR which I had been assigned previously.
It took 2 days for each articles, thus the number of SEO and PR articles I wrote in 2
weeks was 6. The same as other writing tasks above, I completed and sent SEO and
PR articles to the supervisor to get feedback and edit.
3.3.1.3.2. Website 2.0
One of the most important target market of English Camp is English for children.
English Camp has a plan for summer camp called “English Summer Camp” on 10 th
July 2016, therefore from January, we have start a media campaign for it. We
focused on promotion on the website 2.0 for parents such as Webtretho.com,
lamchame.org, chavame.com, yeutre.com, eva,vn with content related for the
summer camp of English Camp English Center.
3.4. Operation Process
Beside of assigned in event, writing articles, in the last 2 weeks I also take
participated in operation process of the Marketing Department. The operation
process follow 3 main steps:
Step 1: Receiving customer’s personal information from company’s source.
Information refers to: name, telephone number, email, age, needs and wants.
(Figure 3.4.1).
In this step, based on received information, I spent some times to predict the
English level of the customer, their style of conversation (how to impress
them), and define the suitable English course.
Figure 3.4.1. Customers’ information (English Camp,2016)
Step 2: Making call directly to customers, provide needed detail about
English course (Figure 3.4.2), and recognize real wants and needs of
customers.
Figure 3.4.2. English Courses. (English Camp,2016)
For example, the student named Cam Anh had IELTS with band score 5.5 and want
to improve it to band score 6.5, she’s 23 years old, so she might be a student or has
just graduated from university. Therefore, I made a direct phone call to provide her
information of 2 English courses: Upper B (5.5-6.0) and Advance (6.5-7.0). Try to
be friendly and recognize her financial, need and wants.
Step 3: After recognizing customer’s needs and wants, I persuaded her to
register the courses and offer some bonus such as: free library, free grammar
class..etc. Lastly, made a reservation for her to come to English Camp and
register the course in nearest day.
Step 4: Write down the important information about the customer in the form
and send to Sales Department at the end of the day through email. (Figure
3.4.3.)
Step 5: Send emails to customers to inform time and location for their
reservation.
Comments about the tasks assigned:
I participated in this task from 3rd to 6th week of the internship. Contacting
with customers is considered as an important process in Marketing
Department because this bring the source of customer to Sale Department to
sell the service and develop the business. It required staffs to have a good
knowledge about the service, quality and negotiation skills. Moreover, by
contacting with customers, whether I can persuade them to register in the
course or not, there is one thing I should bear in mind that I was speaking to
customers on the behalf of the company; therefore, I can affect the brand
image in customer’s mind.
To compare between this task and running “Voice Yourself Contest”, I found
this task was much difficult than assigning in an event. I had to control the
volume of my voice, plan what to speak and response to customer’s request
immediately through the phone. There was only 2-4 minutes to talk with and
persuade them, information provided need to be clear and as effective as
possible. I had some experience in working for Sales Department previously
so my perform in this task was quite good, I got about 3 appointments with
customers every 2 days, 9 per week, about 36 in total after 1 month. As
reported from Sales Department, 70% of my appointments were successful. I
consider this was a good result for my performance in the internship.
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