UNIVERSITY OF ECONOMY - FINANCE HCMC

FACULTY OF INFORMATION TECHNOLOGY

FINAL REPORT
Tìm hiểu về kỹ thuật tấn công và phòng thủ của kỹ thuật
tấn công Ddos

Subject code : ITE1459

Class : B07
Lecturers : TS. Huỳnh Đệ Thủ
Member : Trần Huyền Trân - 205051891

Ho Chi Minh City - 2023

TABLE OF CONTENTS

TABLE OF CONTENTS............................................................................................................2
LIST OF DRESSES....................................................................................................................4
LIST OF TABLE.........................................................................................................................6
COMMENT – EVALUATION...................................................................................................7
INTRODUCTION.......................................................................................................................8
CHAPTER 1: INTRODUCTION................................................................................................9
1. Importance of mobile commerce.........................................................................................9
2. The benefits that mobile commerce brings to consumers..................................................10
3. Objectives of the research report.......................................................................................10
4. Justification of the chosen company..................................................................................11
5. Description of the chosen company...................................................................................11
5.1. Overview of the company...........................................................................................11
5.2. Logo............................................................................................................................13
5.3. Charter capital.............................................................................................................13
5.4. History development...................................................................................................13
5.5. Product - Service.........................................................................................................14
6. Comment:...........................................................................................................................15
CHAPTER 2: EVALUATION..................................................................................................16
1. Business Model of Edumall...............................................................................................16
1.1. General Model.............................................................................................................16
1.2. SWOT Model..............................................................................................................17
1.3. The rival?....................................................................................................................18
1.4. Markets........................................................................................................................21
2. 4P Marketing Mix..............................................................................................................22
2.1. Product........................................................................................................................22
2.2. Price.............................................................................................................................23
2.3. Place............................................................................................................................24
2.4. Promotion....................................................................................................................25
3. Market segmentation..........................................................................................................27
3.1. Geographic segmentation............................................................................................27
3.2. Demographic Segmentation........................................................................................27
3.3. Psychographic Segmentation......................................................................................27
3.4. Segmentation by consumer behavior..........................................................................28
4. Customer Experience.........................................................................................................28
5. Payment System.................................................................................................................34

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 5.1.Transaction Process......................................................................................................34
5.2. Payment Process..........................................................................................................37
6. Interface.............................................................................................................................37
6.1. Smart, clear navigation................................................................................................37
6.2. Clean and minimalist layout........................................................................................39
6.3. CTA button is clear and prominent.............................................................................43
7. CRM...................................................................................................................................44
8. Security System.................................................................................................................45
9. Comment............................................................................................................................46
CHAPTER 3: CONCLUSION..................................................................................................47
1. Summary of the evaluation................................................................................................47
2. Advantages and disadvantages..........................................................................................47
3. Suggestions to improve the App........................................................................................48
REFERENCE............................................................................................................................49
WORK EVALUATING............................................................................................................50

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 LIST OF DRESSES
Figure 1. Edumall logo (Resource: Edumall)............................................................................13
Figure 2. Product of Edumall (Resource: developed by student)..............................................14
Figure 3. Customer service and online course consulting (Resource: Developed by student). 15
Figure 4. Discount program (Resource: Developed by student)...............................................16
Figure 5. Course reimbursement program (Resource: Developed by student).........................17
Figure 6. Competitive Market Overview (Resource: OCD Management Consuilting)............19
Figure 7. Traffic and engagement of Edumall and other platforms (Resource: Similarweb)...19
Figure 8. Traffic over time by Edumall and other platforms (Resource: Similarweb).............20
Figure 9. Revenue of e-learning platforms in Vietnam continuously grows and leads the e-
learning group (2023) (Resource: Statista)................................................................................21
Figure 10. Vietnam leads in the number of downloads of foreign language teaching apps in
Southeast Asia (Source: Statista)...............................................................................................22
Figure 11. Product price website (Resource: developed by student)........................................23
Figure 12. Free courses (Resource: developed by student).......................................................24
Figure 13. Students are studying Edumall's lessons through laptops and phones (Resource:
Edumall)....................................................................................................................................25
Figure 14. Edumall discount code packages (Resource: Edumall)...........................................26
Figure 15. Survey of student access to Edumall (Resource: Developed by student)................28
Figure 16. Survey on the age of students using Edumall web/app (Resource: Developed by
student)......................................................................................................................................29
Figure 17. Edumall web/app user segment survey (Resource: Developed by student)............30
Figure 18. Survey on why students choose to study online through Edumall (Resource:
Developed by student)...............................................................................................................30
Figure 19. E-learning student experience survey through Edumall (Resource: Developed by
student)......................................................................................................................................31
Figure 20. Survey of factors highly appreciated by students when using web/app (Resource:
Developed by student)...............................................................................................................32
Figure 21. Survey of students using Edumall web/app (Resource: Developed by student)......33
Figure 22. Edumall website interface (Resource: Developed by student)................................34
Figure 23. Selection of courses (Resource: Developed by student)..........................................35
Figure 24. Login with gmail account (Resource: Developed by student).................................35
Figure 25. Payment method selection(Resource: Developed by student).................................36
Figure 26. Successful payment (Resource: Developed by student)..........................................36
Figure 27. Search bar on the Edumall online training website (Resource: Developed by
student)......................................................................................................................................38
Figure 28. Menu bar menu on the online training website Edumall (Resource: Developed by
student)......................................................................................................................................38

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Figure 29. Featured courses (Resource: Developed by student)...............................................40
Figure 30. High quality course (Resource: Developed by student)...........................................40
Figure 31. Catalog of courses on entrepreneurship - entrepreneurship (Resource: Developed
by student).................................................................................................................................41
Figure 32. Course catalog block on Edumall homepage (Resource: Developed by student). . .41
Figure 33. Page showing purchased course (Resource: Developed by student).......................42
Figure 34. Graphic design course (Resource: Developed by student)......................................42
Figure 35. Edumall course details page (Resource: Developed by student).............................44

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 LIST OF TABLE
Table 1. SWOT analysis............................................................................................................18

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 COMMENT – EVALUATION

1. Form of presentation

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2. Content

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August , 2023

Lecturer

Đặng Thị Thu Hằng

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 INTRODUCTION

Nowadays, learning and honing skills using just a smartphone or an iPad is no longer as
unfamiliar as it used to be. This method not only saves us money but also saves us time
because we can learn anywhere, anytime without worrying about being affected by the
environment or surrounding factors.

With the emergence of Edumall, users can now study at home, at the office, in the cafe, or
anywhere as long as there is an internet connection. Furthermore, you can quickly and
conveniently ask questions and exchange information with instructors and other students
participating in the course.

Edumall.vn is one of the leading online training websites in Vietnam, with diverse courses
from soft skills to professional expertise. The website has a simple, intuitive, and user-friendly
design, making it easy for learners to search for and register for courses. Students can easily
choose the course that suits their learning needs at a cost of only 1/5 of the cost of traditional
classes.

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 CHAPTER 1: INTRODUCTION

1. Importance of mobile commerce

Mobile commerce plays a very important role and is increasingly becoming an integral part of
modern economy and society:
- Growth potential: Mobile commerce creates an opportunity for economic growth. With
the growing popularity of mobile phones and internet connectivity, the number of
people using mobile devices and the evolution of mobile applications is increasing.
This opens the door for businesses to reach a large customer base and expand the
scope of their business.
- Convenience and flexibility: Mobile commerce offers convenience and flexibility for
both consumers and businesses. Consumers can shop and transact anytime, anywhere
with just a mobile phone. For businesses, they can reach consumers quickly and
efficiently through mobile applications, enhancing their ability to reach and interact
with customers.
- Expanding markets: Mobile commerce allows businesses to access global markets. No
longer limited by geography, businesses can reach customers anywhere in the world
through mobile apps and websites. This broadens the scope of marketing and enhances
business opportunities for businesses.
- Create a better user experience: Mobile commerce provides a better shopping
experience for users. The mobile apps and websites are designed to optimize the user
experience, including a user-friendly interface, easy checkout, product reviews and
comments, fast shipping, and great customer service. better goods. This creates
customer satisfaction and loyalty.
- Drive innovation: Mobile commerce drives innovation and technology development.
Businesses must continue to improve goodwill and develop mobile applications and
technologies to meet the increasing needs of users. This creates competition and ends
the development of the information technology and telecommunications industry.

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2. The benefits that mobile commerce brings to consumers
Mobile commerce has brought many benefits to consumers:
- Advantages: Mobile commerce allows consumers to shop and transact anytime and
anywhere. No need to go to a physical store, users can access and make purchases
from their mobile phones or tablets. This is very convenient for those who have a busy
schedule and do not have time to go to a brick-and-mortar store.
- Diversified product selection: Mobile commerce expands the shopping space of
consumers. Consumers can easily search and compare prices, evaluate products and
read reviews from different customers before making a purchase. This gives
consumers more choices and at the same time helps to find products that fit their needs
and budget.
- Save time and effort: Mobile commerce saves time and effort for users. No need to go
to the store, wait in line and search for products in the store. Just a few taps on a
mobile phone, users can search and purchase easily.
- Promotions and offers: Mobile commerce often has special promotions and offers for
users. Thanks to mobile apps and shopping websites, users can access exclusive offers,
discount codes and rewards programs. This helps consumers save money and enjoy the
benefits of shopping online.
- Favorable customer service: Mobile commerce provides favorable customer services.
Consumers can easily contact suppliers, ask questions, request support or track orders
through mobile apps or shopping websites. This helps to resolve issues quickly and
enhances user satisfaction.

3. Objectives of the research report

- Edumall Overview: Gives an overview of Edumall, including its development history,
goals, and core values.
- Features and Functions: Analysis of the main features and functions of Edumall. This
may include course search and registration, user interface, quality of learning content,
and student-faculty interaction and connection.

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 - Learning Content: Assess the quality and variety of learning content available on
Edumall. Includes all courses, lectures, reference materials and other resources that
users can access information through the application.
- User Experience: Evaluate the user experience when using Edumall, including user
interface, ease of use, page load speed, and interactivity.
- Feedback and Reviews: Review feedback and reviews from existing Edumall users to
gauge the app's satisfaction and effectiveness.
- Pros and cons: outlines the advantages and limitations of Edumall, providing a
comprehensive overview of the application. This may include the significant value
added by Edumall, as well as limitations or weaknesses that may be encountered by
users.
- Reviews and Conclusions: Summarize the information and reviews provided, to give
an overview of Edumall and determine whether the app is worth using academically.

4. Justification of the chosen company

Topica is a reputable and experienced educational technology company in the field of online
education in Vietnam. The company has been in this field for a long time and has built a solid
reputation for providing quality educational products and services.
Topica and Edumall may represent a segment of the online education sector in Vietnam. The
study and analysis of Edumall will provide an overview of the market and trends of online
education in Vietnam.

5. Description of the chosen company

5.1. Overview of the company

The electronic trading floor www.Edumall.vn is operated and operated by Topica Vietnam
Education Technology Co., Ltd.

Registrant Name: Topica Vietnam Education Technology Co., Ltd

Trading name: Topica Vietnam Education Technology

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Type of operation: One Member Limited Liability Company

Tax code: 0109475876

Address: 6th Floor, Thang Long Metal Building, No. 1 Luong Yen, Bach Dang Ward, Hai Ba
Trung District, Hanoi City

Legal representative: Duong Huu Quang

License date: December 28, 2020

Topica Vietnam Education Technology Co., Ltd is the leading educational technology
company in Vietnam. The company was established on December 28, 2020 with the goal of
providing advanced technology solutions to improve the quality of education in Vietnam and
other countries in the region.

Topica Vietnam focuses on the development and exploitation of educational technology

platforms and applications. The company provides diverse services such as e-learning, online
training, and curriculum development, providing online educational content, and building
online learning communities.

One of the outstanding products of Topica Vietnam is Topica Native - a high-quality online
English learning platform. In addition, the company has other projects and products such as
Edumall - a multidisciplinary e-learning platform, and Topica Uni - an online learning
management system for universities and training institutions.

Edumall is a famous online education system in Vietnam. This system is proud to be the
largest "supermarket" of short-term online courses in Southeast Asia with thousands of
courses in all fields, a team of professional and experienced instructors, and a wide network of
students all over the world. water.

5.2. Logo

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 Figure 1. Edumall logo (Resource: Edumall)

Edumall designed the logo with the letter E to represent “Education” and to create the image
of a gate or entrance, symbolizing access and convenience. This can underline that Edumall
provides an easy-to-use and intuitive platform for users to access and explore course and
learning materials.

Online training website Edumall has used yellow on its brand logo as the main color
throughout the web/app. Yellow is a warm color symbolizing positive energy, stimulating
students' passions, needs to learn, and awareness, and at the same time increasing students'
focus and attention on the lesson. improve students' reading comprehension and
comprehension skills. This color choice adds value to the brand, creating consistency in brand
identity.

5.3. Charter capital

Topica Vietnam Education Technology Co., Ltd has a charter capital of 1 billion VND.

5.4. History development

Edumall is an e-learning website for working people. This website was established in 2015 by
Topica Vietnam Education Technology Co., Ltd. Currently, Edumall has more than 2000
courses with many different topics such as programming, English, business, marketing, and
many more.

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Since its establishment, Edumall has taken many steps to develop and expand its scale.

In 2017, Edumall received a $3 million investment from CyberAgent Ventures and ESP
Capital. In 2019, Edumall received an additional investment of USD 7 million from SoftBank
Ventures Asia and Daiwa PI Partners

5.5. Product - Service

Edumall offers more than 2000 short online courses in 14 different disciplines in all fields
such as Marketing, Business, Information Technology, Foreign Languages, Graphic Design
and many more. Students can learn on the website or the app on mobile devices.

Figure 2. Product of Edumall (Resource: developed by student)

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In addition, Edumall has an online course consultation and customer care service

Figure 3. Customer service and online course consulting (Resource: Developed by student)

6. Comment:
Edumall is one of the leading online learning applications in Vietnam, providing users with
diverse and high-quality courses on a variety of topics, from soft skills to professional skills
and foreign languages. qualified teaching staff and many years of experience in teaching. With
its friendly interface and useful features, Edumall has attracted a lot of users and received
positive feedback from them. Edumall also offers many different pricing policies to attract
customers from different target groups and regularly has promotions and discounts. This helps
customers save costs and have more motivation to learn.

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 CHAPTER 2: EVALUATION

1. Business Model of Edumall

1.1. General Model

Edumall mostly focuses its business model on selling online courses such as English,
programming, art and music, design, and marketing, ... Each course will be divided into
content. different content so that customers can easily choose exactly what they need to learn.
In addition, to increase the quality as well as attract more, they have associated with many
influential lecturers, among them Dr. Le Tham Duong. In order for the courses to be known to
more people, Edumall has run ads on many social platforms such as Facebook, Instagram,
TikTok,...Edumall also continuously creates discount programs to attract people. registration:
same price course 199k, discount code G50,...

Figure 4. Discount program (Resource: Developed by student)

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 Figure 5. Course reimbursement program (Resource: Developed by student)

1.2. SWOT Model

Strength: Weaknesses:
- Diversity of Courses: Edumall offers a wide - Market competition: The online education
range of courses in different fields, catering to market is highly competitive with many
a wide range of interests and learning needs. established and new players. Edumall needs to
- User-friendly platform: Edumall offers a differentiate itself to stand out among
user-friendly interface and intuitive competitors.
navigation, making it easy for learners to - Limited brand recognition: Edumall may
access and navigate through the courses. face challenges in building brand awareness
- Quality Content: Edumall focuses on and asserting itself as a reliable and preferred
providing high-quality courses created by platform for online learning.
reputable instructors, ensuring a valuable - Language limitations: Edumall's courses
learning experience for users. may be limited to certain languages,
- Instructor Network: Edumall has a network potentially excluding learners who prefer
of faculty who contribute their expertise and courses in other languages.
create engaging and informative courses.
- Data-driven insights: Edumall collects and

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 analyzes user data to better understand
learners' behaviors, interests, and trends,
allowing for personalized and improved
recommendations continuously.

Opportunities: Threats:
- Increasing demand for online education: The - Technological advancements: Rapid
growing popularity of online learning creates technological advancements may require
opportunities for Edumall to penetrate a Edumall to constantly adjust and upgrade its
developing market and attract more learners. platform to maintain competitiveness.
- Global reach: Edumall can expand its reach - Changing customer preferences: Learners'
beyond the local market and target interests and expectations may change
international learners, leveraging the power of over time, requiring Edumall to stay up-to-
online platforms to access a global audience. date with the latest trends and meet
- Partnerships and collaborations: Edumall evolving needs.
can explore partnerships with educational - Regulatory challenges: Edumall may face
institutions, businesses, or influential challenges related to regulation policies
individuals to expand its course offerings and concerning online education and compliance
reach new customer segments. in different regions or countries.

Table 1. SWOT analysis

1.3. The rival?

Competitive Overview Online education in Vietnam is still a very fragmented market, with
many competitors in different segments. Edumall is in the competitive B2C user segment with
many competitors such as KYNA, unica, azabook, brands VN, wiki lady, alada, EBUDA,
TOPICAL, Tesse, ROCKIT…

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 Figure 6. Competitive Market Overview (Resource: OCD Management Consuilting)

Figure 7. Traffic and engagement of Edumall and other platforms (Resource: Similarweb)

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 Figure 8. Traffic over time by Edumall and other platforms (Resource: Similarweb)

Data on website traffic by SimilarWeb shows that Edumall's strongest competitor is Unica.
Unica is an online course supermarket with nearly 500 highly applicable courses taught by
more than 400 lecturers. members, and leading experts in the country. Although released a
year after Edumall, unica has a huge amount of traffic and interaction, and Unica has received
a lot of good feedback from students.

Unica and Edumall are both online education platforms in Vietnam. However, they have the
following differences:

- Training objectives: Unica focuses on vocational and soft skills training, while
Edumall mainly focuses on academic and professional skills training.
- Scope of training: Unica offers short courses and vocational training programs, while
Edumall offers long-term courses, including undergraduate and postgraduate courses.
- Language of instruction: Unica offers courses in Vietnamese, while Edumall offers
courses in multiple languages, including English.
- Price: Course prices on Unica and Edumall vary widely and depend on many factors,
but in general Edumall courses will be more expensive than Unica's.

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1.4. Markets

Vietnam's online education market is predicted to reach a revenue of about $3 billion by 2023,
according to a report from Ken Research. After two years of Covid-19, online education has
become an inevitable trend, and at the same time, contributes to the rapid completion of digital
education infrastructure, helping Vietnam to move quickly and be relatively ready for digital
transformation in education. .

In addition, more than 73.2% of Vietnamese people use the Internet and freely access various
forms of digital media. Additionally, 95.8% of Internet consumers log in from a mobile
device. This has facilitated the development of online learning platforms.

Figure 9. Revenue of e-learning platforms in Vietnam continuously grows and leads the e-
learning group (2023) (Resource: Statista)

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Particularly for online foreign language learning, 35% of Vietnamese people learn through
language learning apps with an average of 8-25 minutes per day. This creates an opportunity
for EdTech companies, especially in the field of language education, to reach a large number
of potential users and design interesting, dynamic lessons that capture the attention of learners
in the classroom. long time. According to Ms. Haina Xiang, the number of monthly active
users on Duolingo in Vietnam increased by 67% from January 2021 to January 2022, and the
number of active users has increased 5 times in the past 3 years.

Figure 10. Vietnam leads in the number of downloads of foreign language teaching apps in
Southeast Asia (Source: Statista)

2. 4P Marketing Mix

2.1. Product

- Edumall provides online courses on various topics, including science, soft skills, and foreign
languages. To attract customers, Edumall needs to provide quality, diverse courses that meet
the needs of users.

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- Edumall is an online learning app suitable for all audiences, providing courses on soft skills,
professional skills, foreign language skills, creative skills, and management skills.

- The Edumall app has a user-friendly interface, is easy to use, has a video download function
for offline viewing, has a study reminder function, and has a course evaluation and review
function.

2.2. Price

- Edumall may employ a variety of pricing strategies to attract customers, including offering
discounts on new courses, discounts on popular courses, or offering special packages to
member customers.

Figure 11. Product price website (Resource: developed by student)

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 Figure 12. Free courses (Resource: developed by student)

- Edumall has a variety of prices for courses, from free to paid, and prices range from 99,000
to 1,999,000 VND.

- The price of the courses depends on the quality, length, difficulty, and instructors of the
course.

- Edumall also regularly has promotions and discounts for new or loyal users.

2.3. Place

- Edumall is a mobile commerce app, so users can access and study anytime, anywhere, just
need an internet connection or have downloaded videos.

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 Figure 13. Students are studying Edumall's lessons through laptops and phones (Resource:
Edumall)

- Direct channel: App Edumall can sell its products directly to customers through its website,
app, or social networking channels. This is a way for the Edumall app to control product
quality, brand image, and user experience.

- Indirect channel: App Edumall can cooperate with other partners such as content providers,
application developers, and e-retailers to expand the market and reach more customers. This is
how the Edumall app takes advantage of its partners in terms of resources, experience, and
reputation.

2.4. Promotion

- Edumall may use a variety of advertising and promotion strategies to introduce its products
to potential customers.

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 Figure 14. Edumall discount code packages (Resource: Edumall)

- Advertising: Using communication channels such as Facebook, Google, Youtube, and

Zalo ... to create attractive and user-friendly advertising content, and introduce high-quality
courses, reputable instructors, and valid certificates.

- Public relations: Build good relationships with stakeholders such as the press, government
agencies, and educational institutions to enhance the trust and reputation of the Edumall app in
the public eye. Can organize events, seminars, and contests to attract the attention and
engagement of potential customers.

- Personal selling: Using a sales team to directly advise customers by phone, email, and
chatbot to answer questions, and recommend courses suitable to customers' needs and desires.

- Promotion: Create attractive promotions such as discounts, gifts, and free time to stimulate
customers to purchase and increase engagement with the Edumall app.

- Word of mouth: Encourage existing customers to share their learning experiences with the
Edumall app to generate positive reviews and spread the brand to more people.

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3. Market segmentation

3.1. Geographic segmentation

- Edumall offers nationwide and geographically unlimited online courses. Anyone with an
internet connection can access Edumall's platform. To customize content and marketing
strategies to suit the needs and preferences of users in each region.

=> For example, Edumall can focus on courses in agriculture, tourism, and folk art in
mountainous areas or courses in technology, business, and English in big cities.

3.2. Demographic Segmentation

- Edumall can segment the market by factors such as age, gender, education level, income, etc.
to orient products and prices to suit each audience.

- They offer courses from primary to university level, from soft skills to professional skills,
from business to art, and more.

=> So, Edumall can be suitable for many different audiences, including students, students,
office workers, professionals, and those who want to learn more knowledge.

=> For example, Edumall can create courses for students, working people, retirees, ... or for
men, women, LGBT, ... or for people with high, middle, and low income, etc.

3.3. Psychographic Segmentation

- Edumall can segment the market according to factors related to the user's psychology, such
as personality, opinion, life values, etc. to create connection and attachment with customers.

- By offering online courses, Edumall is able to appeal to people who want to learn and
develop themselves, both personally and professionally.

=> For example, Edumall can create courses for people who love creativity, innovation,
adventure, etc., or for conservatives, traditional, safe,… or for those who value freedom,
individuality...

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3.4. Segmentation by consumer behavior

- Edumall can segment the market according to factors related to the user's purchasing
behavior or product use, such as usage level, loyalty level, and purchase intent, ... to optimize
the strategy. sales and customer care.

- Edumall offers online courses with a variety of subscription forms to suit the needs and
consumption behavior of individuals.

=> For example, sign up for an individual course, sign up for course packages, or sign up for a
membership to access the entire science library. Edumall also has a refund policy within the
first 7 days if a user is not satisfied with their course, to assist users in making smart shopping
decisions.

=> For example, Edumall can create incentives for people who use a lot of its products, or for
people who keep coming back to buy, or for those who buy with the purpose of improving
their skills. work or play…

4. Customer Experience

Figure 15. Survey of student access to Edumall (Resource: Developed by student)

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The majority of survey respondents know the Edumall online learning application/platform
through the website, Facebook, Google, and Youtube. Among them, Facebook accounts for
the highest percentage of 61%. The reason they know Edumall is because of Edumall's
program of running ads on social platforms to reach customers. Thereby showing that
Edumall has focused most of its advertising strategy on the social platform Facebook.

Figure 16. Survey on the age of students using Edumall web/app (Resource: Developed by
student)

Through the survey, we can see that many age groups have participated in the courses of the
online learning platform Edumall. There are age groups: 18-23, 24-30 and over 30 years old.
Among them, the Gen Z age group (ie 18-23) accounted for the highest proportion of 82%.
Thereby, the Genz age group of Vietnam is also very interested in learning, especially online
learning. In addition, the age group that has been and is working also accounted for a large
proportion in the survey chart.

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 Figure 17. Edumall web/app user segment survey (Resource: Developed by student)

70% of respondents to the survey form are still studying, they are students, students of the
leaders of Vietnam. In addition, working people are also very interested in online learning,
perhaps they are also attracted by interesting content from Edumall or from creative
advertising programs.

Figure 18. Survey on why students choose to study online through Edumall (Resource:
Developed by student)

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There are many reasons for choosing to take Edumall's online courses and their opinions are
different, which contributes to the development of Edumall better and better. The majority of
people cite the convenience of online learning "study anywhere and anytime" as the main
reason for choosing Edumall, accounting for 69% of the answer chart. In addition, cheap
tuition fees, time saving and attractive/creative lecture content are also the reasons why people
choose to learn the Edumall app.

Figure 19. E-learning student experience survey through Edumall (Resource: Developed by
student)

After experiencing Edumall courses, 46% is a 5-star rating for the app which is also the
highest percentage in the rating chart. 40% is a 4-star rating for the application. Thereby, I can
see that you use the Edumall learning app quite well. Get more than 80% good review score
for a learning app. Just over 2% for Edumall's bad reviews of user experience. Edumall hopes
to find the reason and quickly fix it better to improve the user experience.

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 Figure 20. Survey of factors highly appreciated by students when using web/app (Resource:
Developed by student)

Users after taking Edumall's course appreciate the features, interface, content and tuition fees.
Among them, the content received the most votes. The reason is because the teaching staff has
many years of experience in teaching online or in lectures. In particular, in the "Soft skills"
training sessions, which attracted a lot of attention from young people, the most interested
lecturer was Mr. Le Tham Duong, who was always willing to put witty and witty sayings into
the lesson. his preaching

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 Figure 21. Survey of students using Edumall web/app (Resource: Developed by student)

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Users also give comments that they want Edumall to improve to improve the user experience
better and better. They want Edumall to integrate more languages into lectures to make
lectures more diverse, increase network speed or upgrade bandwidth in sessions where many
people visit the website to participate in the course or improve the interface. according to each
season to make the interface lively as well as attract users by catching more,... Those are the
wishes of users who want the Edumall online learning application to improve.

5. Payment System

5.1.Transaction Process
Step 1: Access the website Edumall.vn and select courses.

Figure 22. Edumall website interface (Resource: Developed by student)

Step 2: Select the Course according to your needs. The screen displays information about the
Course. Click the “Buy” button on the screen.

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 Figure 23. Selection of courses (Resource: Developed by student)

Step 3: Log in with your email account

Figure 24. Login with gmail account (Resource: Developed by student)

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Step 4: Select payment method: COD payment, Online payment via ATM card, Transfer
payment, Credit/debit card and Momo e-wallet Click “Proceed to payment” to complete the
payment .

Figure 25. Payment method selection(Resource: Developed by student)

Step 5: Complete the purchase when there is a successful payment notification

Figure 26. Successful payment (Resource: Developed by student)

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5.2. Payment Process

1. Payment between Customer and Floor Management Board

Customers who purchase the course can pay through the following methods:

- Deliver the course and collect money on the spot (cod)

You need to provide Edumall with your exact name, address, and phone number. The courier
will contact you to deliver the Activation Code. You can manually activate your account and
join the class right away.

- COD receipt fee: free.

- Payment via online payment gateway: OnePay gateway by ATM card, VISA, Mastercard.

- Payment via Momo e-wallet payment gateway

- Payment by bank transfer

2. Payment between partners (Partners, suppliers…) and Edumall floor management board

As stipulated in the Cooperation Agreement between the Two Parties. Payment is made
monthly after revenue reconciliation

6. Interface

6.1. Smart, clear navigation

What is most important in the customer experience on online training websites? It is the
search bar & menu bar displayed at the top of the page. This convenient location makes search
bars & navigation menus always attract the attention of visitors.

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 Figure 27. Search bar on the Edumall online training website (Resource: Developed by
student)

The search bar is simple and neat, with suggestions for popular suggested keywords on the
Edumall system, helping to navigate customers to featured courses.

Top menu bar: minimalistic design but extremely scientific and clean, helping customers
quickly find useful information: Activate the course, check orders, take care of customers,
become a lecturer member, my course

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 Figure 28. Menu bar menu on the online training website Edumall (Resource: Developed by
student)

Course category menu bar: hierarchical structure, clear category title, standard destination
link. Get creative in displaying detailed courses that stand out at level 2 of a category. This
creativity in design contributes to a special user experience that helps them satisfy their search
needs and then they will naturally click on the menu bars to find out more information.

All navigation designs of the Edumall online training website have always focused on the user
experience so that there are few operations while still finding the most useful information.

6.2. Clean and minimalist layout

- In education and training there is a concept of "less is more" and the online training
website Edumall is a successful proof of that philosophy. The website simplifies the
design, focuses on ideas, layout structure to attract students to pay attention to the most
important content on the website, which is online courses.
- With a completely "minimalist" interface, the website display space feels larger and
still retains its sophistication.
- Website Slide Block: The first moment you access the web, you will be extremely
impressed with the display of special images about Edumall's attractive promotions
and offers.
- Every 1 mouse click on the website, you will experience exciting feelings with
attractive courses in all fields and professions that Edumall offers. The course
information block is presented attractively, attractively and completely, clearly with a
variety of different design styles.
- Starting with a featured Top Course block, the slide show runs to display multiple
courses on the same web space. The courses all have attractive descriptions, both
creating prestige, increasing trust, and stimulating student registration.
- The number of star rating votes and the number of students who have participated in
the course
- Training instructor of the course, accompanied by a self-portrait
- List price and preferential price of the course

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 - Attractive description image
- The % discount button is featured at the beginning of each detailed course block

Figure 29. Featured courses (Resource: Developed by student)

Continue with highly rated courses, latest courses, and promotions

Figure 30. High quality course (Resource: Developed by student)

In addition to the outstanding courses that Edumall wants to navigate, the website also
categorizes courses by industry and field categories, so that students can quickly search for the
right study program that best suits their needs. demand.

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Figure 31. Catalog of courses on entrepreneurship - entrepreneurship (Resource: Developed
by student)

Instead of before, the content is presented a lot on 1 page and close together, now, the content
is presented less, the text and images are larger to make it easier to see and manipulate. The
buttons and icons are also designed to be softer, providing a more pleasant experience for
users. This is also a remarkable plus point of Edumall when it focuses on investing in the
interface and customer experience.

Figure 32. Course catalog block on Edumall homepage (Resource: Developed by student)

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 Figure 33. Page showing purchased course (Resource: Developed by student)

When you enter my course the website will show the courses you have purchased and you can
see the percentage of you completing that course.

Figure 34. Graphic design course (Resource: Developed by student)

To the right of the lecture, the video will display the corresponding chapters and lecture
numbers. And below the lecture, there is an upload of necessary documents for the course and
a discussion window to help students interact with the lecturer.

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6.3. CTA button is clear and prominent

Among the online training website design elements, CTA buttons play a major role in
capturing the visitor's attention, clarifying what you want them to do, and encouraging them to
take action.

The CTA buttons on the Edumall online training website are designed to be simple, prominent
and placed in the right positions, prompting customer interaction on the web.

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 Figure 35. Edumall course details page (Resource: Developed by student)

When clicking on each course, it will display information about course benefits, lecturers,
learning routes, reviews from students, and frequently asked questions to help students make a
decision to choose a good course.

7. CRM

Edumall may use a customer relationship management (CRM) system to manage information
and interact with users. Here are some features and benefits that CRM can bring to Edumall:

- Customer Information Management:

CRM allows Edumall to store personal information, purchase history, registered courses, and
related activities of each customer. This helps Edumall better understand the needs and
preferences of its customers to provide better service.

- Customer interaction and care:

CRM allows Edumall to record customer interactions, including calls, emails, messages, and
other activities. This helps Edumall track the progress of the interaction and ensure that all
customer requests and questions are resolved quickly and efficiently.

- Marketing campaign management:

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CRM can help Edumall track and manage marketing campaigns, including email marketing,
online advertising, and other activities. Edumall can monitor the performance of these
campaigns and optimize them to increase customer reach and conversions.

- Analysis and reporting:

CRM provides analytics and reporting tools so Edumall can track key metrics like revenue,
conversion rates, and customer engagement. This helps Edumall evaluate business
performance and make data-driven strategic decisions.

- System integration:

CRM can integrate with other systems Edumall uses, such as payment systems, e-learning
systems, and other marketing tools. This helps to create a seamless workflow and optimize the
user experience.

8. Security System

Edumall is committed to strictly implementing the necessary security measures for all
payment activities carried out on the Edumall e-commerce exchange.

* The policy of payment transactions by international and domestic cards (internet banking)
ensures compliance with the security standards of Payment Gateway Partners (Onepay)
including:

- The customer's financial information will be protected during the transaction by SSL (Secure
Sockets Layer) protocol.

- Payment Information Security Standard (PCI DSS) certification provided by Trustwave.

- A one-time password (OTP) is sent via SMS to ensure authenticated account access.

- 128-bit MD5 encryption standard.

- Principles and regulations on information security in the banking and finance industry
according to regulations of the State Bank of Vietnam.

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* Edumall's payment transaction security policy applies to Customers:

- Edumall only stores the encrypted string provided by the Payment Gateway Partner to
Edumall. Edumall does not store customer card information directly. The security of
Customer payment card information is performed by a licensed Payment Gateway Partner.

- For international cards: Customer's payment card information that can be used to establish
transactions is not stored on Edumall's system. Payment Gateway Partner will store and
secure.

- For domestic cards (internet banking), Edumall only stores order codes, transaction codes,
and bank names

9. Comment
Edumall also integrates convenient features such as downloading videos for offline viewing,
learning reminders, and course evaluation feedback. These features make it easy for users to
access and learn anytime, anywhere, and help Edumall improve service quality. Customers
will also easily download the application via iOS or Android mobile devices.

With the growth of mobile commerce, Edumall has effectively exploited the potential of this
platform to develop and meet the learning needs of users wherever they are. Edumall has
created a convenient and effective online learning environment, helping users save time and
travel costs to traditional learning centers. Edumall hopes to increasingly improve the features
as well as the quality of the content of the courses to enhance the user experience.

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 CHAPTER 3: CONCLUSION

1. Summary of the evaluation

In today's digital age, mobile commerce has become a popular trend and is essential
for online learning applications.
Edumall is a reliable and effective online learning app that meets the learning needs of
users anywhere and anytime. Edumall will continue to develop and improve its service
quality, becoming one of the leading online learning apps in Vietnam and the world.

2. Advantages and disadvantages

Advantages:
- Many courses are offered in different fields like languages, IT, business, design, etc
- User-friendly interface and easy navigation.
- Option to download course material for offline learning.
- Experienced and qualified instructors.
- Good reputation in the market.
- Affordable prices as well as a large and loyal customer base.
-Edumall also has a refund policy within the first 7 days if a user is not satisfied with their
course, to assist users in making smart shopping decisions.
Disadvantages:
- Some strong competitors from other online learning platforms such as Kyna, Unica, Hocmai.
- Limit interactions and engagement with instructors and peers.
- Lack of personalized learning paths.
- Limited free courses.
- Limited range of courses, customer service, technical support, and marketing Strategies.
- Compete from similar e-learning platforms.
- The economic downturn affects consumer spending on education.
- Rapid changes in technology and learning options can make apps obsolete.

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3. Suggestions to improve the App
- Expanding course services, the target audience includes more topics suitable for diverse
customers.
=> For example Edumall can create courses for students, working people, men, women,
LGBT,... or for people with high, middle, and low income, etc. More courses from soft skills
to specialized knowledge.
- Implement Gamification features to enhance user experience.
=> For example, Edumall can create incentives for people who use a lot of its products, or for
people who keep coming back to buy, or for those who buy with the purpose of improving
their skills, work or play…
- Edumall can take advantage of the growing demand for online education in Vietnam,
especially during the COVID-19 pandemic and digital transformation era.
-Sign up for an individual course, sign up for course packages, or sign up for a membership to
access the entire science library.
- Edumall can also leverage partnerships with reputable faculty, institutions, and institutions to
enhance its credibility and value proposition.
-Focus on brand advertising, create reputation priority, and link with students to advertise for
Edumall or educational influencers
- Edumall can also explore new markets and channels, such as mobile apps, social
networks, and more.

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 REFERENCE

Học Trực tuyến cho người đi Làm. Edumall. (n.d.). https://edumall.vn/ Truy cập 13/08/2023

MÃ Giảm Giá Edumall, coupon Khuyến mại Edumall Mới Nhất. Adam Loc. (2018, May 3).
https://adamloc.com/ma-giam-gia-edumall-coupon/ Truy cập 13/08/2023

Phân tích website đào tạo Trực Tuyến Hàng đầu Việt Nam - Edumall.vn. (n.d.).
https://tatthanh.com.vn/phan-tich-website-dao-tao-truc-tuyen-edumall Truy cập 13/08/2023

Kieu, H. (2023, February 23). 4P Trong Marketing mix LÀ GÌ? Như Thế nào là chiến lược
marketing 4p thành công?. Glints Vietnam Blog. https://glints.com/vn/blog/4p-trong-
marketing/ Truy cập 13/08/2023

Thị Trường Giáo Dục trực Tuyến Việt Nam sẽ đạt 3 tỷ USD vào 2023. Thế giới bản tin. (2022,
March 27). https://thegioibantin.com/kinh-doanh/xay-dung-thuong-hieu/thi-truong-giao-duc-
truc-tuyen-viet-nam-se-dat-3-ty-usd-vao-2023.html Truy cập 13/08/2023

cafef. (2023, June 28). Việt Nam Có Nhiều Tiềm Năng Phát triển Giáo Dục Trực tuyến. Kênh
thông tin kinh tế - tài chính Việt Nam. https://cafef.vn/viet-nam-co-nhieu-tiem-nang-phat-
trien-giao-duc-truc-tuyen-188230628171100705.chn Truy cập 13/08/2023

Báo Cáo Ngành Giáo Dục trực Tuyến Việt Nam. Công ty Tư vấn Quản lý OCD. (2023, May
16). https://ocd.vn/bao-cao-nganh-giao-duc-truc-tuyen-viet-nam/ Truy cập 13/08/2023

Nqn. (2023, April 28). Review khóa học online tại edumall: Cách Chọn khóa học chất lượng.
KNTT - Kết nối tri thức. https://ketnoitrithuc.vn/review-khoa-hoc-edumall/ Truy cập
13/08/2023

Similarweb identity. SimilarWeb Identity. (n.d.).

https://pro.similarweb.com/#/digitalsuite/websiteanalysis/overview/website-performance/*/
999/3m?webSource=Total&key=edumall.vn,unica.vn,kyna.vn,alada.vn,rockit.vn Truy cập
13/08/2023

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 WORK EVALUATING

STT NAME LEVELS OF COMPLETION

1 Nguyen Le Thi Thao 100%
2 Nguyen Thi Tuong Vy 100%
3 Dinh Trong Thuc 100%

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