FOREIGN TRADE UNIVERSITY

BUSINESS ENGLISH FACULTY

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MARKETING PLAN OF
HERTFORDSHIRE UNIVERSITY

Student group: Group 5

Class: TAN408.3
Instructor: MS. Vu Thi Phuong Dung

Hanoi, 2023
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 SECTION I: COMPANY PROFILE
Located in beautiful and peaceful Hatfield, the school is 29km from London,
equivalent to 25 minutes by train straight from the school to King's Cross Station - Central
London, every student can stay at the campus, go to work, and go sightseeing in London or
live in London and go to school.
Hertfordshire is mainly based at two campuses – College Lane and de Havilland. The
university has 9 schools: Hertfordshire Business School, Computer Science, Creative Arts,
Education, Health and Social Work, Humanities (which oversees its CATS programme),
Hertfordshire Law School, Life and Medical Sciences, Physics, Engineering and Computer
Science and Hertfordshire Higher Education Consortium.
For over 70 years, the University of Hertfordshire has been a modern, career-first
educational force, typified by its spirit of creativity, diversity and enterprise. Since the
inception as a preeminent trainer in the British aviation sector to the current broad portfolio,
we have consistently focused on delivering the conditions and know-how required to fuel
every conceivable possibility.
For years, Hertfordshire University’s students are active and vibrant, comprising
about 38,000 individuals from more than 140 nations, benefits from top-notch instruction
from professionals working on ground-breaking projects with practical applications, get
access to more than 550 degree programmes geared towards careers and the opportunity to
study at more than 170 universities across the globe in exceptional, real-world settings.
Additionally, industrial ties from Hertfordshire University provide chances for professional
networking that further develop talents.
Our vision is to transform lives. It reflects the ambitions and inspiration that is central
to Herts and it is built on the belief that whatever your background, wherever you are from,
we will power your potential, driving you to succeed. We also provide opportunities to
attract, retain and develop individuals. We are a diverse and inclusive community and
respond with flexibility to the challenges of the changing world.
As one of the famous majors with high quality of teaching, the MSc Computer
Science program is gaining recognition recently and promises a potential development in the
near future. It intensively covers a broad range of the key principles and techniques of
Computer Science. There is an emphasis on software development, in particular when applied
to solving problems in other disciplines. Depending on the modules chosen, it can lead to a
career in areas such as systems development, IT management, or the deployment of advanced
applications in specific disciplines.

SECTION II: EXECUTIVE SUMMARY

This plan is presented for the MSc Computer Science program of University of
Hertfordshire (Herts) - a public, 71-year-old university located in Hatfield, 29km away from
London, England. To achieve the vision of transforming lives, there are 4 key areas in which
we operate: Education & student experience, Research, Global engagement, and Enterprise.
Through our Computer Science department in general and the MSc Computer Science

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 program in particular, we guarantee to bring every student practical knowledge in a modern,
well-equipped environment with an affordable cost.
Computer Science is now considered one of the most popular degrees in the UK, or as
IT.pro calls it “the UK's fastest growing degree subject”. Due to the demand, the size of the
market for Computer Science degrees among universities in the UK is growing to take the
lead. The focus of Computer Science at the University of Hertfordshire is on software
development and technology and how they may be utilized to benefit individuals and
businesses. Fundamental subjects include foundations of computation, programming,
multimedia, networks, databases, operating systems, software engineering and professional
issues. With the tuition fee of £16450 and accommodation cost from £125.44/week for
international students studying MSc Computer Science program with all-inclusive amenities
in campus, our students don’t have to go out for food, entertainment, health care, sports,
parking,... Additionally, being a student of Herts, especially a science-related major, you will
have chances to study and practice in the new Physics, Engineering and Computer Science
building with the latest technology as well as several spaces on campus for self-studying.
Our MSc Computer Science program targets students who intend to study further
in the field. They may be either senior at university or graduated but still unemployed living
in Vietnam’s urban cities with a good financial capacity or still being financially dependent
on their parents. With the intention to gain the knowledge for a future career; an active,
adaptable lifestyle; as well as having a strong passion for machinery and technology, we
believe our core target students will be well-fitted to our vision and values and lead our
future.
During 71 years of operating, University of Hertfordshire has been trying to follow
our mission: Offering opportunities, building community, embracing flexibility to create a
diverse and inclusive community with no discrimination and respond with flexibility to the
challenges of the changing world.

SECTION III: MISSION STATEMENT

Offering opportunities, building community, embracing flexibility

Offering Provide every student with a clear path through their studies and a variety of
opportunities well-marked entry points into universities to ensure they have every chance to
succeed.
Encourage children to reach their maximum potential, and help them stay one step
ahead in the job market, and also provide the businesses with the highly skilled
graduates that they are looking for.
Transform lives by utilizing connections in business, research knowledge, and global
perspective.

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 Building Having a worldwide reach, being a friendly and varied community, and working
community together to change lives as their shared goal.
We promote variety and share our passions via communities of learning, discovery,
and knowledge. We want this place to be a community for all of the staff and kids.
As a Civic University in the area, we help educational institutions, employers, and
students by sharing resources, information, and cultural practices with them.

Embracing Adjust rapidly to the opportunities and threats that lie ahead.
flexibility Students that have flexible study options will be better able to achieve and take
advantage of more chances for extracurricular activities, employment, and education.
Motivate students to pursue their hobbies and areas of interest in order to change their
lives and to feel empowered by having options that will advance them and open doors
to the future.

SECTION IV: SWOT ANALYSIS

Strengths Weaknesses

Strong brand: social facilities, course

facilities(to complement the academic
teaching such as: science building, Spectra, A small number of innovative research,
laboratories, mock law court, engineering intangible assets such as innovations,
workshops), green campuses experimental designs
(11th for facilities spend according to the
2023 complete university guide)

Research funding: face challenges in

Tuition fees: competitive: £16450 in
securing research funding compared to more
2024-2025 academic year
established institutions

Location: 25 minutes to London by train: A Limited number of scholarships to

good transport links international students

Low entry requirements for international

Over 70 partnerships across 5 continents students, so decrease the proportion of high
quality students

Employability: Over 96% of University of International recognition: While the

Hertfordshire graduates are in employment university has a good reputation in the UK,
of further study within six months of it may not be as widely recognized globally
graduation - which puts them highest in the compared to some other universities in the
east of England region. country.

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Human resources: Talented and innovative
staff awarded the GOLD title in TEF
(Teaching Excellent Framework)

Assessing funding for students: Some

financial support opportunities are
sponsored directly by the University. Others
are sponsored by our commercial and
professional partners, funded by
philanthropic donations or are part of a
Government scheme (e.g. the NHS Learning
Support Fund).

Accreditation:
- Computer Science saw 90% of its
research ranked as world-leading
(Research Excellence Framework,
2022).
- Accredited by the British Computer
Society (BCS) enabling graduates to
register at The Chartered Institute
for IT as a Chartered IT
Professional.
- The only university in the UK
awarded the title HR Excellent in
Research
- Student’s satisfaction: 83% - in the
top of the UK (National Student
Survey 2019)
- Ranked 2nd in the UK for
Postgraduate Taught Experience
Survey (PTES, Advance, HE, 2023)

Opportunities Threats

Many strong competitors with

long-standing reputation specializing in
Shift in market requirements for Computer Sciences courses and a better
technology (Computer Sciences) training program, better services and
facilities eg: University of Cambridge,
University of Oxford..

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 The development of technology leading to
the high popularity of distance learning -> Digital transformation: rapid growth of AI
Herts offers online courses -> reach larger -> The need to frequently upgrade education
audience who can't commit to attending a facilities
university or study full time

High living costs (The average cost of

Collaboration research: attract funding, living in Hertford is £1516, which is in the
foster innovations, etc. top 19% of the most expensive cities in the
world

Competitors with better training programs,

better services and facilities eg: University
of Cambridge, University of Oxford..

SECTION V: MARKETING GOALS AND OBJECTIVES

1. Marketing Goal 1: Increase brand awareness and reputation of the University of
Hertfordshire MSc Computer Science program among prospective postgraduate
students.
Objectives:
- Increase website traffic to the Computer Science department website by 20%
year-over-year.
- Increase social media engagement (likes, shares, comments) by 15% year-over-year.
- Generate 100 media placements in relevant publications and websites each year.
- Increase the number of inquiries from prospective students by 10% year-over-year.
2. Marketing Goal 2: Attract more high-quality students to the University of
Hertfordshire Computer Science department.
Objectives:
- Increase the average GPA of incoming students by 0.1 grade point year-over-year.
- Increase the percentage of international students in the postgraduate Computer
Science program by 5% year-over-year.
- Increase the number of students from underrepresented groups in the Computer
Science program by 10% year-over-year.
3. Marketing Goal 3: Increase the employability of University of Hertfordshire
Computer Science graduates.
Objectives:
- Increase the percentage of graduates who are employed within 6 months of graduation
to 95%.
- Increase the average starting salary of graduates by 5% year-over-year.
- Increase the number of graduates who are employed by top tech companies by 10%
year-over-year.
Here are some specific marketing tactics that could be used to achieve these goals and
objectives:

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- Search engine optimization (SEO): Optimize the Computer Science department
website and content for relevant keywords so that prospective students and employers
can easily find it.
- Pay-per-click (PPC) advertising: Run targeted PPC ads on search engines and social
media platforms to reach prospective students and employers who are already
interested in Computer Science education.
- Social media marketing: Use social media platforms to connect with prospective
students, and employers. Share content, answer questions, and run social media
contests.
- Email marketing: Collect email addresses from prospective students, and employers
and send them regular email newsletters with updates about the Computer Science
department, its programs, and its students.
- Public relations: Build relationships with journalists and bloggers and pitch them
stories about the Computer Science department and its students.
- Event marketing: Attend and host events for prospective students, and employers.
This can include college fairs, information sessions, and career fairs.

SECTION VI: MARKET SEGMENTATION

Market segments
1. Demographic:
- Age: 20-30 years old

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 - Vietnamese senior/graduated students in Computer Science major or equivalent
major
- Living in urban cities in Vietnam
- Income: financially independent, 10-20M VND per month
2. Psychographic:
- Want to get a MSc degree in Computer Science to master the knowledge and
ensure/diversify future’s career path
- Want to be able to carry out practical research and studies in a well-equipped lab
with the cutting edge equipment
- Look for a safe and all-inclusive accommodation with reasonable fee
- Ready for new experience and willing to live independently from family in a foreign
country
3. Behavioral: Students who are on their way to find the answer for the question of
where to study further to acquire the specialized knowledge, skills, and experiences
to succeed in the Computer Science field.
4. Pain point: Students who lost faith in the Vietnamese education system due to the
experience of a traditional educational method of Western culture: studied in a
theoretical way without any chance of practical work.
5. Reason of choice (Why this target?)
- Core TAs can be willing to follow their path that they had spent 4 years getting a
Bachelor's degree to study further to get a Master's degree
- Their personality and characteristics described in psychographic segmentation is
well-fitted with Hertfordshire’s vision and values
- Potential TAs may come to the final decision of choosing to study at Hertfordshire
because of the decrease in costs thanks to the fundings and scholarship they are
eligible to

SECTION VII: TARGET MARKET

1. Age: aged group from 20-30 years old
2. Gender: both male and female
3. Income level: good financial resources (~10-20M VND per month)
4. Geography Location: Vietnam's urban cities
5. Lifestyle: adaptability, acute, active, strong analytical and logical thinking
6. Preferences: having a strong passion for machinery and technology, wanting to learn
more about it, and pursuing a career in technology.
The target customers of this program are the group of people from 20-30 years old
(both males and females) in Vietnam's urban cities. The amount of tuition for this degree in
2023 will be £14750, while it is estimated that the tuition rate in 2024 will be £15500. And
the average cost of living in Hertford is £1516, which is in the top 19% of the most
expensive cities in the world, meanwhile, at Herts, there are few scholarship opportunities for
students to further their education, and the school's worth is not very high. So, Herts targets
consumers with solid and reliable financial capacity. Herts's target market consists of students
who possess creative and exploratory skills, enjoy technology, and aspire to work with firms
such as Microsoft, IBM, BT, etc.

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 - IELTS: 6.0
- Good bachelor's degree (e.g. honors degree from the UK) or equivalent in
Computer Science or a closely-related subject
Additionally, in order to narrow the number of target students who are suitable most
for this field of study, Herts offers a few: an IELTS certificate for all students from
non-English speaking nations. If you do not possess an IELTS certificate, attendance at the
"Pre-sessional English and International Foundation" courses is required. Additionally,
participants need to achieve a good bachelor's degree (e.g. honors degree from the UK) or
equivalent in Computer Science or a closely related subject.

SECTION VIII: BUYER PERSONAS

1. Technical Enthusiast - Dang Mai Anh:
Anh is a driven and passionate 25-year-old pursuing a postgraduate degree in
Computer Science at Herts University. Having completed a bachelor's degree in the
field and gained practical experience as a software developer, she possesses a deep
understanding of technology and a desire to stay at the forefront of advancements in
the field. With a particular interest in artificial intelligence and machine learning, she
aspires to specialize in these areas and contribute to cutting-edge research and
development. She is highly motivated to expand her knowledge through hands-on
projects and practical applications, seeking out opportunities to collaborate with
faculty members and fellow students. With a strong foundation and a thirst for
knowledge, she is poised to make significant contributions to the field of Computer
Science.
2. Mid-Career Professional - Nguyen Hai Hoang:
Hoang is a 30-year-old professional who has been working in a non-technical
field for several years. He is looking to make a career change and transition into the
technology industry. Hoang sees Computer Science as a valuable skill set that will
enhance his job prospects and provide growth opportunities. He is specifically
interested in a Computer Science course at the University of Hertfordshire that offers
a flexible schedule. Hoang also wants a comprehensive curriculum that covers
fundamental concepts in Computer Science, including programming languages,
databases, software engineering, and data analysis. He values practical experience and
looks for opportunities to gain real-world exposure, such as internships or industry
projects. Additionally, Hoang appreciates career support services that can assist him
in job placement and networking within the technology industry.

SECTION IX: POSITIONING

1. Positioning map: the positioning map below showed students’ perceptions among
MSc program in Computer Science of different universities in the UK on its facilities
and tuition fee.

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 Positioning map of Amenities versus Tuition fee
2. Competitive advantage:
- All in one campus with all-inclusive amenities for living, studying, entertainment,
sports, medical issues, transportation, religious purposes, parking,...with an average
postgraduate tuition fee for international students.
- A new special Physics, Engineering and Computer Science building called
Spectra situated within the College Lane will be used for Computer Science major.
Spectra comprises high value, highly serviced laboratories space which increases
utilization and the provision of flexible and future focused teaching and work spaces.
- Students will be taught by a highly-regarded and long-established Computer Science
department with strong links to business.
- Up-to-date facilities for self-study purposes like Learning Resource Centres, open
24x7, with 1,500 computer workstations and wifi access, Studynet - versatile online
study environment usable on and off campus, and open access to the labs.
- Computer Science saw 90% of its research ranked as world-leading (Research
Excellence Framework, 2022).
- Ranked 2nd in the UK for Postgraduate Taught Experience Survey (PTES,
Advance, HE, 2023)
3. Positioning statement:
For any senior students looking for a MSc program in Computer Science with a
cutting edge labs for practicing and a all-inclusive accommodation with a reasonable fee;
University of Hertfordshire offers every international student all in one campus including all
the amenities for living, studying, entertainment, sports, medical center, transportation,

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dedicated area...so that our students don’t need to go far away of the campus for buying
things like other universities’ campus.

SECTION X: CURRENT MARKET SITUATION

1. Market description
- Computer Science is now considered one of the most popular degrees in the UK, or as
IT.pro calls it “the UK's fastest growing degree subject”. The latest deadline data
from June 30, UCAS’ final date to apply for up to five courses at the same time,
shows there have been 94,870 applications to computing – up from 86,630 last year
(+9.5%) and 71,150 in 2021 (+33.3%). This has been driven by interest in Computer
Science (+11% compared to 2022 and +35% in 2021).
- As for postgraduate programs, Computer Science (whose data is usually recorded in
Computing) is also gradually getting more attention from both UK and
international students. According to the data of HESA, by the academic year of
2019/2020, 25.225 students enrolled in computing postgraduate programs in the UK.
This number increased by 47,8% in 2020/2021 and 87,94% in 2021/2022.

- Due to the demand, the size of the market for Computer Science degrees among
universities in the UK is growing to take the lead. Up to now, there are 115
universities in the UK offering Computer Science majors, which makes the market
size for Computer Science ranks 2nd among the other 5 most popular majors.

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- There can be a few reasons for this growth:
+ The UK is considered the best place in the world to pursue a Computer
Science major.
+ The influence of COVID 19 and Industry 4.0
+ Computer Science is an important and essential field in the job market that
provides plenty of high-paid jobs and secure careers.
2. Product review
- General description:
+ Computer Science at the University of Hertfordshire focuses on technology
and software development and how they can be applied to benefit individuals
and organizations. Core topics include foundations of computation,
programming, multimedia, networks, databases, operating systems, software
engineering and professional issues.
+ The course is offered to students who meet the following entry requirements:
UCAS point 120 - 128
A Level BBB - ABB
BTEC DDM
Access Course Tarif Overall merit profile in 45 credits at
Level 3

IB requirement 120-128 points from a minimum of

two HL subjects at grade 4 or above
<*For international students applying Computer
Science MSc>

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 Foreign language certificate IELTS 6.0 (minimum of 5.5/each
band) for all students from
non-majority English-speaking
countries
Bachelor degree A recent, good bachelors degree
(e.g. honors degree from the UK) or
equivalent in Computer Science or
closely-related subject
However, flexible approaches to admissions are available and each application will be
considered on an individual basis.
- Sales: In the school year 2020/2021, the University of Hertfordshire reported 4,850
students signed up for Computer Science, which accounted for 15,3% of the total
number of students in the same academic year.

- Price:
+ Tuition fees are charged annually. Fees may be higher in future years, for both
new and continuing students
*The following fee applies for full-time students.
Subject\Academic year 2023/2024 2024/2025

UK students £9900 £11655

EU students £15450 £16450

International students £15450 £16450

+ Changes in fees throughout years:

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 3. Competitors analysis
University of University of University of St Mary’s
Hertfordshire East London Exeter University
Twickenham
London

Main feature Emphasis on Expertise in Business-linked Aim on tackling

software artificial , research-led real world
development intelligence, programme problems (AI,
computer vision focusing on cyber security..)
and data artificial
analysis intelligence,
machine
learning, data
science, high
performance
computing and
networks, and
cyber-security

Reputation #83 #78 #20 #45

Tuition fee £16450 £15240 £27500 £16980

Additional Yes Yes Yes Yes

expenses (beside
living cost)

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 Entry Bachelor 2:2 degree 2:1 degree 2:2 degree
requirements for degree Overall IELTS 6.5 overall with 6.5 IELTS
students from IELTS 6.0 6.0 with no less than 6.0 overall with no
non-English minimum 6.0 in in writing and less than 6.0 in
speaking nations writing and no less than 5.5 any section.
speaking, and in any other
5.5 in listening section
and reading

Distance learning Available Available Not available Not available

Scholarship Up to Up to £5000 for £7500/year Up to

£4000/year 1st year £2000/year

Campus Yes Yes Yes Yes

available

SECTION XI: MARKETING STRATEGY: PRODUCT

The Computer Science department at the University of Hertfordshire is one of the
leading providers of Computer Science education and research. The department offers a range
of undergraduate and postgraduate programs in Computer Science, including:
- BSc (Hons) Computer Science
- BSc (Hons) Computer Science (with Artificial Intelligence)
- BSc (Hons) Computer Science (with Data Science)
- MSc Advanced Computer Science
- MSc Computer Science
- MSc Artificial Intelligence
- MSc Data Science
The department's programs are accredited by the British Computer Society (BCS),
which is the Chartered Institute for IT. This accreditation ensures that the department's
programs meet the highest standards of quality and relevance to the IT industry.
The University of Hertfordshire's Computer Science has attracted numerous students by:
- New programs: The department has recently launched a number of new programs,
including the BSc (Hons) Computer Science (with Artificial Intelligence) and the BSc
(Hons) Computer Science (with Data Science). These programs are designed to meet
the growing demand for computer scientists with skills in artificial intelligence and
data science.
- New research areas: The department is also expanding its research activities in a
number of new areas, including cybersecurity, quantum computing, and natural
language processing. The department is committed to conducting research that has a
real impact on the IT industry and on society as a whole.
- New partnerships: The department has also established a number of new partnerships
with leading IT companies, such as Google, Microsoft, and Amazon. These

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 partnerships give students the opportunity to learn from the best in the industry and to
gain valuable work experience.
- New teaching methods: The department is also using new teaching methods to engage
and inspire students. For example, the department uses flipped classrooms,
project-based learning, and hackathons. These teaching methods help students to
develop the skills and knowledge that they need to succeed in the IT industry.
- Distance Learning: The university provides distance learning for master degree
program, which is convenient, easy to approach and suitable for more types of
customers.
Computer Science has benefited the University of Hertfordshire in a number of ways,
including:
- Attracting students and funding: The university's Computer Science department is a
leading provider of Computer Science education and research. This has helped the
university to attract high-quality.
- Raising the university's profile: The university's Computer Science department is
well-respected within the academic community and the IT industry. This has helped to
raise the university's profile and to attract students and staff from all over the world.
- Creating new partnerships: The university's Computer Science department has strong
links with the IT industry. This has helped the university to create new partnerships
with IT companies, which has benefited students and staff alike.
- Supporting economic growth: The university's Computer Science department helps to
support economic growth by providing graduates who are highly skilled and
knowledgeable in Computer Science. The department's graduates are employed by a
wide range of companies, including IT companies, finance companies, engineering
companies, and healthcare companies.
In 2021, the university's Computer Science department secured a £1 million research
grant from the UK government to develop new AI-powered learning technologies.
In 2022, the university's Computer Science department partnered with a leading IT
company to develop a new data science software package. The software package is being
used by students and researchers at the university, as well as by companies around the world.
The university's Computer Science department has also helped to attract new students
to the university. In recent years, the number of students enrolling in the university's
Computer Science programs has increased by 20%.

SECTION XII: MARKETING STRATEGY: PRICING

The pricing for Computer Science programs at the University of Hertfordshire varies
depending on the program level, nationality, and funding arrangements.
The details are presented in the table below:

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 The University of Hertfordshire's pricing strategy for Computer Science programs is
designed to generate revenue, maintain financial stability, and attract high-quality students.
The university considers a number of factors when setting its pricing, including:
- The cost of providing the program: The university factors in the costs of staffing,
facilities, and other resources required to deliver the Computer Science programs.
- The demand for the program: The university considers the number of students
interested in the Computer Science programs and the expected future demand for
graduates in the field.
- Competitive pricing: The university aims to price its Computer Science programs
competitively compared to other universities in the UK and internationally.
- Revenue generation: The university needs to generate enough revenue from tuition
fees to cover its costs and fund other activities, such as research and student support.
- Student affordability: The university aims to make its Computer Science programs
affordable for students, while still generating enough revenue to maintain its quality.
The University of Hertfordshire offers a variety of pricing strategies to attract
students:
- Early Bird Payment Discount: Students who pay their full tuition fee deposit by the
specified deadline are eligible for a £1,000 tuition fee discount. This discount is
available on all postgraduate taught courses apart from those in the School of Health
& Social Work and nonstandard courses.
- Tuition Fee Full Payment Discount (International Students Only): International
students may be eligible for a £500 full payment discount if their full tuition fees are
paid in full and cleared in the University's bank account by the specified deadline.
- Graduate Scholarship (Alumni): Graduates of the University of Hertfordshire may
be eligible for a 20% tuition fee discount on selected postgraduate taught
programmes. This scholarship is to the value of a 20% tuition fee reduction.
- Exchange Program Discount: Students who have completed an exchange
programme at the University of Hertfordshire may be entitled to a 20% tuition fee
discount on selected postgraduate taught programmes.
- Discounts for specific groups: The university may also offer discounts for specific
groups of students, such as those from certain countries or those with certain
qualifications.

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 In addition to these tuition fee discounts, the University of Hertfordshire also offers a
number of scholarships and bursaries to help students with the cost of their studies:
- In 2021, the university's Early Bird Payment Discount attracted over 100 additional
students to enroll in postgraduate taught courses.
- In 2022, the university's Tuition Fee Full Payment Discount (International Students
Only) attracted over 50 additional international students to enroll in postgraduate
taught courses.
- The university's Graduate Scholarship (Alumni) has helped to attract over 200
graduates back to the university to pursue postgraduate studies.

SECTION XIII: MARKETING STRATEGY: PROMOTION

We choose the promotional mix to attract and increase demand for the MSc program
from our target students as below. The strategy is in the order of descending priority.
1. Digital marketing
1.1 University's Website Optimization
Description:
Our recent website has included:
- General information about Herts.
- Study programs at different levels with its purposes, target students, tuition fees,
entrance requirements, and application guides.
- Students’ life and activities like sports, clubs and events.
- Student’s projects like research activities.
- Information about our facilities and accommodation with a virtual video game of the
campus tour.
- Enterprise zone for start-ups, business incubation, consultancy.
- Guidance for international students to study and live in the UK.
Since the website (https://www.herts.ac.uk/) is already visually appealing and informative, we
would like to maintain and develop it at a deeper level of information.
- Ensure easy navigation, clear admission criteria and its deadlines, and a
straightforward application process.
- Add information about teachers of faculties and their expertise, excellent
students/teachers of the semester at the first page.
- Create automatic message box chat for instant questions with prepared replies for
those questions.
For the Computer Science MSc program part on the website:
- Add the list of subjects/educational framework, the number of credits.
- Add the information of the teachers of each subject and their expertise.
- List the activities of teachers and students of the major.
- Add a section for international students to show their activities and how they adapt
with a new environment.
Advantages:
- Cost-effectiveness: Compared to traditional methods, online strategies are often more
cost-effective.
- Direct and official source of information.
- Easy to reach and interact with.
- Global Reach: Leverage the university's awareness to showcase program details,
faculty expertise, and success stories.
Disadvantages: Limited reach without additional marketing efforts.
Cost: Minimal

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1.2 Online presence
Description:
- Search Engine Optimization (SEO):
+ Implement SEO strategies to improve the program's visibility on search
engines, making it easily discoverable by the target students.
+ Using related keywords to the Computer Science MSc program: computer
science, master’s degree, technology, IT, software development, cybersecurity,
UX, UI, programming,...and equivalent words in Vietnamese.
- Social Media Marketing:
+ Use different social media platforms that are popular in Vietnam (Facebook,
Instagram, Tiktok) to connect with potential students.
+ Share content targeting international students in general and Vietnamese
students in particular (students’ life/activities/works, their accommodation,
their classes in Computer Science major).
+ Found an administration team for the social media accounts of Herts to answer
questions, interact with users, and update daily life in Herts on
Facebook/Instagram/Tiktok story.
- Content Marketing:
+ Develop engaging content, including blog posts, articles, and videos,
Vietnamese tech forum, showcasing the program's strengths and impact on
career development.
+ Tailor social media content to resonate with Vietnamese culture and
preferences.
Advantages:
- Cost-Effectiveness: Compared to traditional methods, online strategies are often
more cost-effective.
- Global reach to Vietnamese students by using popular online tools.
Disadvantages:
- Information Overload: Online competition is fierce, making it essential to stand out
amidst a plethora of information.
- Limited Personal Interaction: Lacks the personal touch of face-to-face
communication.
- Requires active management to maintain engagement.
Cost: Estimated cost for online campaigns: £4,000 - £8,000
2. Promotions and scholarships
Description:
- Emphasize scholarship opportunities and financial aid options relevant to the
financial capabilities of the target audience.
- Create specific scholarships for Vietnamese students.
Advantages:
- Attraction: these types of financial aid can attract students from developing countries
like Vietnam.
- Make education more accessible and reduce the financial burden on individuals and
their families.
- Alumni Relations: Scholarship recipients may become engaged and loyal alumni,
contributing to positive relations between the university and its alumni community.
Disadvantages:
- Response: still questionable
- Administrative Burden: process of evaluating and deciding on promotions and
scholarships can be time-consuming and resource-intensive. It also requires careful

18
 administration, and the process of selecting recipients and distributing funds can be
demanding.
- Competition: scholarships may lead to intense competition among students,
potentially creating a stressful and high-pressure learning environment.
Budget: £1,000,000 (estimated)
3. Advertising
Description:
- Leverage platforms like Facebook, Instagram, and LinkedIn to run visually appealing
online ads with compelling messages highlighting the program's benefits, alumni
success stories.
- Utilize the university’s website as a channel to advertise the course.
- Targeted Advertising on Vietnamese Platforms:
+ Collab with famous press like Zing, Kenh14, and other popular Vietnamese
websites for program advertisements.
+ Utilize popular social media in Vietnam like Facebook, Instagram, Tiktok to
advertise the course.
+ Implement targeted Google Ads with specific keywords in Vietnamese.
Advantages:
- Mass Reach: Reaches a broader audience, including those who might not actively
search for educational programs online -> increase the visibility and public awareness
of Herts in Vietnam.
- Credibility: Association with traditional media can enhance program credibility.
Disadvantages:
- Higher Costs: Traditional media advertising can be expensive.
- Limited Targeting: Less precise targeting compared to online strategies.
- Response: still questionable.
Cost: Estimated cost for advertising: £10,000 - £15,000
4. Public relation
4.1 On buzz marketing channel
- Collaborate with Vietnamese influencers who have been studying abroad (Quỳnh tít,
Thạch Trang, Giang ơi) or industry experts for endorsements and testimonials.
- Write and distribute press releases about the program's achievements, faculty
expertise, and student success stories.
- Events: Host virtual events such as webinars or panel discussions with program
faculty and successful alumni (online).
4.2 Local Events and Sponsorships
- Sponsor or participate in local tech events in Vietnam.
- Host online events specifically for Vietnamese prospective students such as webinars
or panel discussions with program faculty and successful alumni.
4.3 Business Relation
- Partnerships and collaboration with Vietnamese Tech Companies (FPT Software,
VNG, Bkav, Intel Corporation,...) to showcase career opportunities post-graduation.
- Collaborate with tech companies in Vietnam Highlight industry connections and
potential job placements.
4.4 Open representative office in Vietnam
Open counseling and representative branches in Vietnamese’s universities that have
majors related to Computer Science (Hanoi University of Science and Technology, FPT,
University of Science and Technology of Hanoi, RMIT, Ho Chi Minh City University of
Technology,...) to increase direct interaction between Herts and potential students.
Advantages:

19
 - Market Positioning: Public relations activities help Herts position ourselves in the
market of studying abroad, differentiating us from competitors and emphasizing our
strengths.
- Image enhancing: Effective public relations efforts can enhance our image by
highlighting our values, achievements and our contributions.
Disadvantages:
- Time-Consuming: Building and maintaining relationships with companies, schools,..
can be time-consuming. But the results may not be immediate, requiring long-term
commitment.
- Difficulty in Measurement: Unlike advertising, where metrics like reach and
engagement are more easily measured, PR outcomes can be challenging to quantify,
making it difficult to assess the return on investment or the effectiveness of a
campaign.
Cost: £4000 - £5000 (estimated)
5. Personal selling
5.1 Participation in Trade Fairs
- Prepare creative and interactive booths at the study abroad fairs, especially fairs
organized in Vietnam.
- The booth will have some representatives from Herts to come and answer questions
from the students participating.
5.2 Email Campaigns with Personalization
- Implement personalized email campaigns addressing concerns specific to Vietnamese
students.
- Include testimonials from Vietnamese students who have previously enrolled.
Advantages:
- Customized Sales Approach: Personal selling allows for a customized and tailored
sales approach to the target students. Sales representatives can adapt their pitch based
on the individual needs and preferences of each student.
- Detailed Information Exchange: Personal selling allows for in-depth discussions
and the exchange of detailed information between the university representatives and
our potential students. This can be particularly beneficial for students who don’t have
much information about us and the program.
- Direct Interaction: Allows direct engagement with potential students, answering
queries in real-time.
Disadvantages:
- Limited Reach: Personal selling has a limited reach compared to mass marketing
methods. It may not be the most efficient strategy for reaching a large audience
quickly. Attendance is limited to those physically present, missing potential
candidates outside the event location.
- Time-Consuming: Personal selling is time-consuming, as each interaction with a
potential student requires a significant investment of time to tailor the approaches for
each individual.
- Resistance and unpleasantness from students: Some students may be resistant to
personal selling, preferring to research and make their decisions independently.
- Limited Availability: Students may not always be available or willing to engage in
face-to-face interactions with us, particularly in today's fast-paced and digital-centric
environment.
- Response: still be questionable.
Cost: Estimated cost for participation in trade fairs: £2,500 - £4,000.

20
 To implement the promotional mix strategy above, we do need to take the costs into
careful consideration and assess the marketing outcomes so that the investment will be
allocated efficiently.
Cost Considerations:
- Allocate the highest budget to online advertising due to its cost-effectiveness and
wide reach.
- Invest in trade fairs for direct interaction, but manage costs through careful planning.
- Balance traditional advertising methods with the higher cost by focusing on
high-impact placements.
Monitoring and Adjustments:
- Regularly monitor the performance of each method through using metrics such as
website traffic, application rates, and feedback from participants in events and
campaigns.
- Adjust the strategy based on the real results to ensure ultimate reach and impact
within the target students.
- Optimize the budget allocation based on the channels that yield the highest return on
investment (ROI).

SECTION XIV: MARKETING STRATEGY: DISTRIBUTION

1. Type
- The University of Hertfordshire focuses on selective distribution through
international partnerships.
- Across the world the University of Hertfordshire has education partnerships hosting
franchise courses, supported distance learning and articulation agreements, enabling
those who cannot get to the UK a chance to study a Hertfordshire course. Moreover,
there is also a series of overseas offices and in-country student recruitment specialists
who support our applicants, agents and partners.
- Available types of partnerships:
● Supported Distance Learning or Academic Support Agreement (ASA)
These agreements are made with partners who support the delivery of UH
programmes where this support is a necessary academic component of the
programme, for example; online distance learning delivery.
● Franchised and externally validated provision
A Memoranda of Agreement (MoA) is made with partners who deliver and
assess a programme leading to a UH award.
● Dual Award
Students receive a separate award from the University of Hertfordshire and the
partner institution for programmes of study which have common elements.
● Branch Campus
An extension of franchised and externally validated provision.
- Up to now, there are 16 in-country offices at 15 countries in 4 different continents

21
2. Cost
- Involved cost:
+ In country offices: offices, facilities, staff…
+ Promotion: events, fairs, funding for partners events…
+ Distance-learning support
+ Representatives (for countries that don’t have offices)
+ Discounts and scholarships for international students from partners
- Financial report of current spending for distribution targeting international students
has not been available yet. However, it can be said that this cost is relatively low
considering the fact that students can choose between studying directly at UH or
online learning through UH’s partners.
+ In the case of students studying directly at UH: There are costs for the
advertising activities provided by partners. Since the distributions here are
based on building and engaging partnerships, these costs tend to be low and
negotiable
+ In case of students studying online: There will be additional costs for facilities
provided by partners alongside advertising and promotion activities.
- In general, the cost for distribution is not a big concern. Because while the cost only
accounts for a small amount of annual spending, the income from the international
students is gradually increasing its percentage in the total. In the academic year of
2021-2022, the total tuition fee income was 235.3M, an increase of 30M (15%) from
the previous year. This was in line with increased student numbers, notable further
diversification through having extra international post-graduates fee increases.
3. The vision
- The University of Hertfordshire has a longstanding, successful history of engagement
with international partners, and has been praised for its approach towards the
extensive and complex range of collaborative partner institutions by the most recent
QAA Review. Building on the proud tradition, UH remains at the forefront of
international engagement by investing in modern, innovative and constantly evolving
partnership models around the globe.

22
 - Staying true to the vision to be internationally renowned as the UK's leading business
facing university, UH has an integrated approach towards international engagement.
This enables UH to holistically inform the current and future strategic approaches and
operationalise them effectively in a dynamic and competitive environment.

SECTION XV: BUDGETING

At the University of Hertfordshire, we're always making investments to give our
students the finest possible education. By making improvements to our campus's personnel,
structures, and amenities, we are raising student employment prospects and enhancing
educational results.
We've made investments in significant facilities over the last few years, like our
cutting-edge Learning Resources Centres (LRCs), which are available to our students
around-the-clock. We have also made investments in our world-class Institute of Sport, which
gives students the chance to gain practical experience with industry-standard equipment, and
in a state-of-the-art Enterprise Hub, where local businesses, staff, and students can
collaborate on exciting enterprise ideas and projects.
In 2024, we will launch the new School of Physics, Engineering, and Computer
Science building. It will be adaptable, multifunctional, and flexible, offering the workspace
and state-of-the-art equipment that firms, employees, and students need to operate efficiently.
Even if the cost calculation is only a relative estimate, it can still be useful in helping
us determine how much money we will need to spend. We aim to provide £675,500 towards
the enhancement of university facilities and the provision of higher-quality services, with
utilization and planning rationalized in line with the chart below.
The University’s money sources:
Target to achieve reasonable funding Cost estimated
Items
from various sources: (%)

Income Apart from raising the tuition for newly 60.8%

registered courses by 10% annually, our
Tuition fees and
goal is to draw attention by broadening the 7.7%
education contracts
school's collaboration network with
Investment income government agencies, education industry 4.3%
organizations, and significant enterprises.
Funding body grants Scholarships, student-created competitions, 4.2%
and instructional facilities will thereafter be
Donations and
used to fund the institution. Large 3%
endowments
corporations can also choose talent from
Other income courses. 20%

23
 Money usages:
Cost
Items Purposes estimated
(%)
To guarantee that information is kept up to speed with emerging
market trends on a regular basis. We will replenish the school
Academic library with new volumes covering a variety of subjects, 23.5%
primarily sociology and economics. Purchase copyrights for
students' use on soft books and online courses at the same time.
The teaching staff also needs to improve their quality regularly
by organizing short-term training courses and professional
Professional training. At the same time, the school also needs to pay attention
18%
and business to new generations of lecturers to recruit, this contributes to
diversifying teaching methods and dynamism in the working
environment.

School Improved facilities to bring comfort and modernity 16.2%

The accommodation of students and staff must also be given

Housing and
more attention. Rooms need to be monitored more frequently 9%
maintenance
and rigorously to ensure safety and convenience
Finally, the school needs to have a surplus budget in order to
Depreciation reserve and make up for any depreciation that may occur from 7.5%
frequent use of the facilities.
It would be wise for the school to enlarge its campus in order to
accommodate a larger canteen, an entertainment complex, a
Estates 5.2%
teaching building, a more fully equipped sports area and other
uses.
Websites containing assignments, internal news, and student
concerns must be refreshed and updated on a regular basis. The
IT supplies 5.1%
IT staff must receive training and address any system errors
right away.
Visual teaching aids need to be included to make lessons more
interesting and creative. In addition to being flexibly used by
School
teachers for lectures, student presentations also need support 4.9%
support
from new and modern equipment to achieve the best results.
Equipment also needs to be repaired and replenished regularly.
In order to guarantee high-quality output and grab the interest of
Library the scientific community, we must allocate more funds to 2.8%
scientific research programmes.

24
 In order to guarantee high-quality output and grab the interest of
Research the scientific community, we must allocate more funds to 2.1%
scientific research programmes.

For the convenience of students, more bus routes inside and

UNO Bus 2.1%
outside the school grounds must be added.
The library needs to update more documents over the years to
Support serve classroom exercises because the demand for practicality is 2%
increasing.

Other and
1.5%
interest

SECTION XVI: ACTION PROGRAMS

As mentioned in section V, we have 3 marketing goals, including:
● Marketing Goal 1: Increase brand awareness and reputation of the University of
Hertfordshire MSc Computer Science program among prospective postgraduate
students.
● Marketing Goal 2: Attract more high-quality students to the University of
Hertfordshire Computer Science department.
● Marketing Goal 3: Increase the employability of the University of Hertfordshire
Computer Science graduates.
However, in this action plan, we will spend the main time focusing on the key goal of
Marketing Goal 1 with the following objectives:
- Increase website traffic to the Computer Science department website by 20%
year-over-year.
- Increase social media engagement (likes, shares, comments) by 15% year-over-year.
- Generate 100 media placements in relevant publications and websites each year.
- Increase the number of inquiries from prospective students by 10% year-over-year.
- Increase the awareness of our university by 20% year-over-year.
And below is a detailed table of the tasks that need to be done, the purpose of each task, as
well as the expected timeframe:

Action items Purpose Timeframe

Understand the target audience, their

Conduct market research 1 month
preferences, and competitors' positioning

Knowing what the potential customers

Analyze market research
want and need to have an appropriate 1 month
findings
approach and promotion plan.

25
 Create a unique and recognizable brand
Develop a distinctive
image for the MSc Computer Science 2 months
brand identity
program

Define key messages that effectively

Develop a brand communicate the program's value
2 months
messaging strategy proposition (like vision, mission, core
value)

Create attractive marketing

materials
(E.g. Design visually Showcase the program's key features,
appealing brochures or benefits, strong points, career 2-3 months
program guides, produce opportunities, and success stories
high-quality introduction
videos,...)

Optimize the program's

Improve user experience, search engine
website
visibility, and information accessibility
(E.g. Implement search 3 months
→ Promote website traffic to the
engine optimization (SEO)
Computer Science Department website
strategies,...)

Leverage social media

Engage with the target audience, share
platforms
program highlights, and take advantage 3-4 months
(Facebook, Youtube,
of the powerful spread of social networks
Twitter, Tiktok,...)

Collaborate with Partner with relevant personalities to

influencers and industry promote the program and enhance its 3-6 months
experts credibility

SECTION XVII: CONTROLS TO MONITOR PROGRESS

The marketing metrics we chose is brand awareness to match with our goals
1. Objective: Increase brand awareness and reputation of the University of
Hertfordshire MSc Computer Science program among prospective postgraduate
students.
2. Key performance indicators (KPIs):

26
- Reach: students interested in Computer Science programs exposed to our brand
message.
- Impressions: the total number of times the brand message is displayed.
- Social media mentions: the number of times our brand is mentioned or tagged on
social media platforms.
- Website traffic: The number of visitors to the Computer Science department website.
- Brand Recognition: The percentage of people who can recall or identify our brand
correctly.
3. Baseline metrics:
- Reach: 10,000 individuals
- Impressions: 100,000 impressions
- Social media mentions: 100 mentions per month
- Website traffic: 20% (5000 visitors)
- Brand Recognition: 20% of target audience
4. Monitoring methods:
- Reach and impressions: Track through promotions and advertising platforms,
analytics tools.
- Social media mentions: monitor social media platforms using social listening tools.
- Website traffic: use website analytics tools such as Google Analytics to keep track of
visitors.
- Brand Recognition: Conduct surveys and brand awareness studies.
5. Regular monitoring: Regular review reach, impressions, social media mention,
website traffic and brand recognition to identify trends and progress.
6. Data analysis:
- Analysis data every month to understand the effectiveness of brand awareness efforts.
- Identify most reach, impression, mention channels or campaigns.
- Look for correlation between brand awareness and marketing activities.
7. Corrective actions:
- Allocate resources to high performing channels.
- Refining messaging to increase brand recognition.
- Optimize website content to drive more traffic.
- Invest in brand building activities such as partnerships and influencer collaborations.

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 CONTRIBUTION ASSESSMENT
The factors to evaluate the contribution of our members
- Complete all the assigned tasks efficiently within time allotted..
- Participate in the group discussions in classes.
- Join hands to improve the quality of the project as a whole.
According to these factors, here’s the final evaluation of our members’ contribution.
THÀNH VIÊN MSV CONTRIBUTION
Trần Bích Phương 2114710060 100%
Trần Thị Mai Loan 2114710044 100%
Trần Thu Giang 2111710018 100%
Đào Hà Linh 2114710037 100%
Nguyễn Hoài Thu 2014710095 50%
Vũ Phương Linh 2111710030 100%

31
32