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Research Abstract

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STUDENT RESEARCH ABSTRACT

“I. EXECUTIVE SUMMARY
This paper is commissioned to provide an analysis of the current promotion mix that the Center for Advanced Educational Program is implementing, its effectiveness from the students’ and parents’ point of view over the last three years, and some recommendations on how to improve the shortcomings.
The methodology for the study was random sampling with three groups of respondents, including students of Advanced Educational Programs - Intakes 54, 55, 56, senior year students from high schools in Hanoi, and parents of students from the class Advanced Financed 54A. In the process of data collection, this study used both quantitative and qualitative approaches. Several sources of secondary data, such as the information about Center for Advanced Educational Program on its website, Facebook page and magazine, online articles related to the program, and records, documents and personal contacts from the office building, were employed. Meanwhile, the primary data were gathered through online and offline questionnaires. In data analysis, the numbers and figures are calculated by Excel and ranked to draw the overall comparisons between channels and marketing communications of promotion mix.
Results of data analyzed draw attention to the fact that among the five tools of promotion mix, Public Relations and Personal Selling are the two most effective in terms of both popularity and quality for a larger base of audience they can reach relative to the others. Meanwhile, the least effective marketing communication is Direct Marketing, which includes newspapers, online magazines, website, and social network channels, notwithstanding the explosion of Internet of the last decade. This finding can be justified by the fact that there remains a lack of attention and appropriate approaches from the executives in making use of the

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