COMPREHENSIVE DIGITAL MARKETING PLAN FOR AN ECONOMICS UNIVERSITY

Assumed University Name: International Economics & Business University (IEB University) Application Period: Academic Year 2025 – 2026

A. ANALYSIS & OBJECTIVES

1. SWOT Analysis

• Strengths:
  • Long-standing reputation in the field of economics education.
  • Faculty of leading academics and industry experts.
  • A broad and successful alumni network.
  • Modern facilities and international partnership programs.
• Weaknesses:
  • A somewhat “traditional” image that may not appeal to the youth.
  • High competition from newly emerging private and international universities.
  • Admissions information can sometimes be complex and difficult to access.
• Opportunities:
  • High demand for high-quality human resources in economic sectors (Marketing, Logistics, Business Administration, Digital Finance).
  • Generation Z (the primary target audience for admissions) is highly active on digital platforms.
  • Growing interest in study-abroad-at-home models and international joint programs.
• Threats:
  • The emergence of new and more attractive fields of study.
  • Misinformation and negative news can spread rapidly on social media.
  • Constant changes in platform algorithms (Facebook, Google, TikTok).

2. Digital Marketing Objectives (SMART)

1. Brand Awareness Objective: Increase brand awareness for “IEB University” across digital platforms by 30% within one year.
2. Admissions Lead Generation Objective:
   • Generate 30,000 leads (contact information of prospective students) during the admissions season (January – August).
   • Increase the number of online application submissions by 15% compared to the previous year.
3. Community Building Objective:
   • Grow the Facebook Fanpage to 300,000 followers and the TikTok channel to 100,000 followers.
   • Increase the average engagement rate on posts to 5%.
4. Reputation Enhancement Objective: Become the leading source of career orientation information for high school students in the economics sector.

B. TARGET AUDIENCE

1. Primary Group: High School Students (Grades 11, 12)
   • Behavior: Spend significant time on TikTok, Instagram, Facebook, and YouTube. They search for information about majors, admission scores, tuition fees, university life, and job opportunities. Easily influenced by peers, KOLs/Influencers.
   • Pain Points: Uncertainty about future career paths, pressure from exams, and anxiety about post-graduation employment.
2. Influencer Group: Parents
   • Behavior: Mainly active on Facebook, Zalo, and online news sites (VnExpress, Dan Tri). They are concerned with the university’s reputation, tuition fees, teaching quality, and their children’s safety.
   • Pain Points: Worried about costs and desire a secure future for their children.
3. Secondary Groups: Students from other universities (seeking a second degree or transfer), working professionals (seeking Master’s degrees, short courses), and businesses (seeking partnerships, human resources).

C. KEY MESSAGES

Core Message: “IEB – A solid launchpad for future economic leaders.”

Message Pillars:

• International-Standard Education: “Study in Vietnam, earn a globally recognized degree, with a faculty of leading experts.”
• Abundant Career Opportunities: “98% of students find employment within 6 months of graduation. Connect directly with over 500 corporate partners.”
• Dynamic & Creative Learning Environment: “IEB is more than just studying; it’s a place to experience, connect, and develop comprehensive soft skills.”

D. CHANNELS & IMPLEMENTATION STRATEGY

1. Website & SEO (The Core Foundation)

• Website Optimization:
  • Modern, mobile-first design.
  • Page load speed under 3 seconds.
  • Clear information architecture: Admissions, Majors, Student Life, Tuition, News.
  • Integrate prominent Calls-to-Action (CTAs): “Register for Consultation,” “Download Major Handbook,” “Take a 360° Campus Tour.”
• SEO (Search Engine Optimization):
  • Keyword Research: Focus on keyword sets like: “best economics university,” “logistics major admissions,” “IEB university tuition,” “economics university review,” “marketing job opportunities.”
  • On-page SEO: Optimize titles, descriptions, H1, H2 tags for all major pages and blog posts.
  • Off-page SEO (Backlink Building): Publish articles on reputable educational and youth-focused news sites.
  • Content Hub: Create an “A-Z Career Guidance” section with in-depth articles to answer all student questions about the economics field.

2. Content Marketing (Fuel for All Channels)

• Video Marketing (Top Priority):
  • TikTok/Instagram Reels: Short video series like “A Day in the Life of an IEB Student,” “Fun Facts about Major X,” “Quick Interviews with Faculty/Students,” “Exploring Instagrammable Spots on Campus.”
  • YouTube: In-depth series like “Talkshows with Experts,” “Detailed Reviews of Majors,” “Admissions Counseling Livestreams,” “Virtual Campus Tours.”
• Blog/Website Articles:
  • Guidance articles: “Should Women Study Logistics?”, “Comparing Marketing and Business Administration.”
  • Sharing articles: “Secrets to Winning an IEB Scholarship,” “Success Stories from Alumni.”
• Lead Magnets:
  • Ebook: “The 2026 Handbook for Choosing an Economics Major.”
  • Template: “Your University Starter Checklist.”
  • Infographic comparing hot majors.

3. Social Media Marketing (Community Building)

• Facebook:
  • Fanpage: The official communication channel for admissions news, achievements, and student activities. Run ads for engagement and lead generation.
  • Community Group: Create a group like “Team 2k8 Conquers IEB” to provide advice, answer questions, and create a community for interested students.
• TikTok & Instagram: The channels to reach Gen Z. Focus on short, fun, trendy video content that showcases the university’s dynamic atmosphere. Use trending hashtags related to admissions.
• YouTube: Develop it as the university’s online TV channel.
• Zalo OA: A channel for nurturing parents and students who have provided their contact information. Send important announcements, exam schedules, and consultation materials.

4. Performance Marketing (Paid Advertising)

• Google Ads:
  • Search Ads: Run campaigns targeting high-intent admission keywords during peak season.
  • Display Ads & YouTube Ads: Remarket to users who have visited the website but haven’t filled out a form.
• Facebook/Instagram Ads:
  • Objective: Run Lead Generation ads to collect prospective student information.
  • Targeting: Target by age (16-18), location, interests (business, marketing, study abroad, student community pages…).
• TikTok Ads: Run short video ads to increase brand awareness at a lower cost.

5. Email Marketing & Automation (Nurturing & Care)

• Build an automated email sequence for users who register for a consultation:
  • Email 1: Welcome & deliver the promised lead magnet (Ebook).
  • Email 2: Introduce the university and its core values.
  • Email 3: Provide details about the specific major the student is interested in.
  • Email 4: Share a success story from an alumnus.
  • Email 5: Invite them to an upcoming Webinar/Open Day.
  • …Send reminders for important admission deadlines.

6. Online PR & Influencer Marketing

• Online PR: Book articles on major online news sites popular among youth and parents (e.g., Kenh14, Vietnamnet, Tuoi Tre Online…).
• Influencers/KOLs:
  • Collaborate with YouTubers and TikTokers in the education and university review space.
  • Invite successful and influential alumni to become brand ambassadors.

E. IMPLEMENTATION ROADMAP (IN 4 PHASES)

• Phase 1: Foundation & Awareness (September – December)
  • Objective: Optimize website, set up SEO, and plan content for the entire year.
  • Activities: Produce a backlog of foundational videos and articles. Run light advertising campaigns for brand awareness.
• Phase 2: Acceleration & Lead Generation (January – April)
  • Objective: Maximize the collection of prospective student leads.
  • Activities: Intensify Google Ads and Facebook Ads. Host weekly webinars and livestreams. Launch lead magnets.
• Phase 3: Nurturing & Conversion (May – August)
  • Objective: Persuade students to submit their applications and confirm enrollment.
  • Activities: Rump up Email Marketing and Remarketing efforts. Host online/offline Open Days. Livestream sessions to clarify admission procedures.
• Phase 4: Retention & Community Building (Year-round)
  • Objective: Foster engagement among current students and alumni.
  • Activities: Share news about student clubs, competitions, and achievements. Create content that honors alumni.

F. MEASUREMENT (KPIs) & BUDGET

1. Key Performance Indicators (KPIs)

• Website: Traffic, Time on Page, Bounce Rate, Conversion Rate (form submissions).
• Social Media: Reach, Engagement Rate, New Follower Growth.
• Advertising: Cost Per Lead (CPL), Cost Per Acquisition (CPA), Click-through Rate (CTR).
• Email: Open Rate, Click-through Rate.
• SEO: Keyword Rankings, Organic Traffic.

2. Recommended Tools

• Analytics: Google Analytics, Google Search Console.
• Social Media Management: Hootsuite, Buffer.
• Email Marketing: Mailchimp, GetResponse.
• SEO: Ahrefs, SEMrush.

3. Suggested Budget Allocation

• Paid Advertising (Google, Facebook, TikTok): 40%
• Content Production (Video, visuals, articles): 25%
• Influencer/KOL Marketing & PR: 20%
• Personnel & Tools: 15%

Conclusion: The key to this plan’s success lies in synchronicity and consistency across all channels, the ability to create engaging content, and the continuous measurement and analysis of data to optimize campaigns. By adopting a multi-channel approach focused on delivering value to the target audience, the economics university can build a strong brand image and achieve its admission goals.