La Trobe University

Marketing research
Research proposal
Prepare for: Ms Ngo Phuong Dung. Ms Pham Le Dieu Linh. Group: Ha Hoang Nam. Nguyen Thi Hoa Hong. Dinh Thi Van Anh. Nguyen Thi Thu Trang (88). Do Thanh Thuy.

I. Introduction:
1. Background:
La Trobe was established in 1967 in Australia. Until 2010, it had nearly 30,000 students, including over 2,700 international students from 60 countries in the world. The University majors are medical and social sciences - humanities, law and management, science and technology, sports, travel, hotels, etc. La Trobe University is one of the leading teaching and research with an international reputation for outstanding academic achievements and innovations. In international, La Trobe University was ranked as one of the best 100 universities world in Supplement Times Higher Education (UK,2005). According to Journal of Systems and Software, La Trobe was also ranked as one of the 10 best universities in Australia in 2006 and is one of the three best in the state of Victoria in 2007. In Vietnam, joint training program between Latrobe University and Hanoi University which has nearly 10 years of experience operating is a prestigious program and in Vietnam. Allowed by the Prime Minister and Minister of Education and Training, affiliate programs were established in 2003 and came into operation early in 2004 with the major of Business Administration. So far, the program has nearly 300 undergraduates and nearly 600 master's degree holders graduating college. As Mr. Rosenberg the Vice Chancellor of Latrobe University ( dantri, 2011 )said, the strength of the affiliate program between La Trobe University and the Hanoi University lies not only in knowledge but also equipped with the skills of thinking, reasoning, debate, negotiation and communication and team work, that enable students to confidently enter the professional environment. In general, Graduated students from corporated universities are rated in terms of expertise and knowledge of foreign languages. The rate of graduates can have expected jobs from the majors reach from 98 to 100 percentage. Therefore, Latrobe now becomes one of the best choices for students who have graduated from high school.

1. Market review:
In Viet Nams education system, cooperate with foreign training is an advanced form which more Universities have applied today. This form of education is not only for the higher education system but also for post-graduate education systems. According to the Department of Education and Training in Hanoi, there are over 90% of students graduated from high school but not all of them join in university or college programs because of many reasons, such as: lack of mark conditions, low-standardized of university facilities. The appearance of corporate-universities can bring candidates easier ways to approach with university environment when they link with many famous universities in countries, for example: Hanoi University, Foreign Trade University, Hanoi National University, etc. An addition, the more developed of living-standard, the higher requirements for education systems to adapt to upgrade Vietnamese education system with international ones. Therefore, it is one of potential choices for candidates in term of their considerations.

1.2 Internal review:

As stated before, Latrobe is one of the most famous universities with high ranked in Australian education system as well as in the world. Due to its reputation, the opportunities for growing in Vietnam are reliable. Along with the Australian education standard, students are learning entirely in English with highly respected professors brings one of the best way to students in accessing to modern education network in the world. Moreover, it can better for students to approach with international education by a cost much lower compared with study abroad. At the end of each program, graduated students can receive international certificate. It will bring

them competitive advantage compare with others in regular universities because of foreign- language -using and practical abilities. In order to keep up with substantial education development, Latrobe Universities has cooperated with Foreign Trade University in major of Master of International Business in January 2007, with University of Technology in information technology and with Hanoi National University in Master of Applied Linguistics, Doctor of Education. As stated above, Latrobe provides international learning conditions with acceptable fees, it will no longer lead to a potential number of students join in this network. In promotion campaign, Latrobe is mainly advertised through popular websites in Vietnam such as: dantri and vnexpress, charity supporting children in March 2008 at HANU campaign. Latrobe University also created Latrobe Vietnamese Students Association which was established on March 2006 helps students connect together and share life and studying experiences. In short, with high reputation was contributed, students will be absolutely convinced to apply in Latrobe University in Vietnam.

2. Problem statement:
a) Symptoms: As can be seen, corporate educational program is also rapidly developing in Vietnam. Beginning in 2009, international universities will be permitted to open branches in Vietnam. Along with expanded economic opportunities, more and more middle and upper class Vietnamese wish to offer their children the best education possible. Branches of international universities as well as joint degree programs with Vietnam including Latrobe University will no doubt become prime choices. However a major problem faced with these programs is how to ensure their sustainability and maintain the quality and effectiveness of the education service that is being provided.

It is not surprising that key issues emerging in delivering offshore education are that of quality assurance and program sustainability. (Anonymous, Economics/ http://www.freepatentsonline.com/article/Journal-International-Business 190616948.html, 31st Aug 2011) Beside these programs require the teaching staffs with high qualification and advanced teaching methodology, technical- material facilities to meet the requirements of the training of human resources at international standards. Furthermore it need the overall facilities to ensure research quality and capacity, for example: the system of laboratories, research stations, classrooms and the accompanying equipment, learning materials, academic environment, etc, satisfy the international standards. In order to ensure the programs success, Latrobe University in Hanu should corporate with other company or bank to support or introduce their graduated students for these companies. In other words it will help their students not only secure a good job but also has a bright future. b) Problem statement: Research aims to identify reasons why students choose to study at the corporate universities, from this improving the existing program. c) Decision alternatives: After finding out student desire as well as their expectation, some improvement will be made in terms of: tuition fee, studying program, promotion activities with the aim of offering better education services to Vietnamese students.

II. Research objective

Research objective Target respondents: High school students, age from 17-25. Research aims to identify reasons why student choose or not choose corporate universities to get their bachelor certification.

Objective: The research attempt to indicate: The important reasons that influence high school students who aged from 17 25 on choosing corporate studying program. Figure out awareness level of students of corporate universities and Latrobe University in particular. The high school students have many choices for university: go abroad, study in international university, private university, etc. Evaluating perceived educational qualification of Latrobe University. Find out which information channels effectively provide information to students the most and what factors affecting the choice of channel.

III/ The proposed research method.

1. Research design:
To understand the reasons why people want to attend for an international training and cooperating descriptive research will be employed to answer questions related to how, what, when, and why. The sample survey is used to collect information about behavior of how people choose an international program from a sample population. This sample population will be group of young people aged 17 to 25 whom living in Hanoi, Vietnam.

2. Data types and resources:

In this research, both primary data and secondary data are advised to use. Firstly, primary data is data that researchers collect by using methods such as direct observation; survey questionnaires; interviews etc. Because of primary data is collected directly and followed purpose of researcher so it will provide more useful information

and data but, it also requires more resources such as financial; human resources and time etc. Survey questionnaires Secondly, secondary data as mention above it is data that collected from external sources such as public; research articles; TV; radio; internet; magazines; newspapers; La Trobe office etc. Secondary data is much cheaper and requires less resources and time rather than primary data, however, it can be out of date and may not exactly meet researchers needs., In short, two types of data that available for research are used together; however, secondary data may be preferred due to limited time and resources.

3.1 Data collection method:

As mention above, primary data and secondary data will be used together. First, in order to collect data, survey questionnaires will be designed and interviews will be conducted. Research will focus on Vietnamese people aged from 18 to 25, people who want to attend an international degree such as bachelor or master courses. Due to lack of time and financial resources, the survey is practice to get data from a random sample population of 50 people aged from 18 to 25 years old. Contact information of these people will be borrowed from La Trobe office and Hanoi University. Contact will be made through internet (e.g. e-mail, yahoo chat etc); telephone and face-to-face interviews. Questions that used in survey will be and easy to understand; short and focus on objective.

3.2 Questionnaire:
The questionnaires will be short and an explanation and instruction also be added to help people easy to understand. There are around 10 questions that cover only one side of an A4 paper. Content of questionnaires is about main reason and objective of survey and general information of respondents and some suggest/ comment from them.

3.3 Selection of Sample:

In order to ensure objectivity, sample of population will be chosen randomly.

4. Data analysis:
After collecting all information from those respondents, information will be classified and transfer into data. SPSS program would be used to analyze before final report being produced.

Reference:
1. 2. 3. La Trobe university [online] available at http://vi.wikipedia.org/wiki/ %C4%90%E1%BA%A1i_h%E1%BB%8Dc_La_Trobe. Supplement Times Higher Education, UK, 2005
http://www.timeshighereducation.co.uk/hybrid.asp?typeCode=175

A.H, 2011, [online], Avaiable at : http://dantri.com.vn/c25/s25-464135/dai-hoc-uc-day-manh-giao-duc-tai-vietnam.htm [ Accessed on 29th, August,2011]