ASSIGNMENT COVER SHEET

STUDENT DETAILS

Student name: Phạm Hồng Nguyên Student ID number: 31201029157

UNIT AND TUTORIAL DETAILS

Tutorial/Lecture: Principle of Marketing Class day and time: 25/03/2021

Lecturer or Tutor name: Ho Phu Hai

ASSIGNMENT DETAILS

Title: Analysis Individual Report of Vin University

Length: 2487 Due date: 25/03/2021 Date submitted: 25/03/2021

DECLARATION

I hold a copy of this assignment if the original is lost or damaged.

I hereby certify that no part of this assignment or product has been copied from any other student’s work or from
any other source except where due acknowledgement is made in the assignment.
I hereby certify that no part of this assignment or product has been submitted by me in another (previous or
current) assessment, except where appropriately referenced, and with prior permission from the Lecturer /
Tutor / Unit Coordinator for this unit.
No part of the assignment/product has been written/ produced for me by any other person except where
collaboration has been authorised by the Lecturer / Tutor /Unit Coordinator concerned.
I am aware that this work may be reproduced and submitted to plagiarism detection software programs for the
purpose of detecting possible plagiarism (which may retain a copy on its database for future plagiarism
checking).

Student’s signature: Pham Hong Nguyen

Note: An examiner or lecturer / tutor has the right to not mark this assignment if the above declaration has not been
signed.
 25/03/2021
Principle of Marketing

ANALYSIS REPORT OF
VIN UNIVERSITY

Student’s name: Pham Hong Nguyen

Lecture: Ho Phu Hai PAGE 2
TABLE OF CONTENT
1. Background………………………………………………………………………………………………………………………………04

2. Internal analysis

o Company……………………………………………………………………………………………………………………………05

o Marketing Strategy…………………………………………………………………………………………………………….05

o Feature and Attribute…………………………………………………………………………………………………………06

o Benefit……………………………………………………………………………………………………………………………….07

o Target market……………………………………………………………………………………………………………………08

o Brand image………………………………………………………………………………………………………………………08

o Strength…………………………………………………………………………………………………………………………….08

o Weakness……………………………………………………………………………………………………………………….....10

3. External analysis

o Customer…………………………………………………………………………………………………………………………...11

o Competitors……………………………………………………………………………………………………………………….13

o PESTEL……………………………………………………………………………………………………………………………...14

o Issues………………………………………………………………………………………………………………………………...15

4. Recommend……………………………………………………………………………………………………………………………...16

5. Reference list…………………………………………………………………………………………………………………………….17

PAGE 3
1. Background:

a) Overview:

Vin University is a non-profit private university in Hanoi, Vietnam. Following the approval of the

Prime Minister of Vietnam in March 2018, VinUni was established by the private corporation

Vingroup. According to VinUni, the inaugural class for the 2020-2021 academic year will be around

300 students, with a complete capacity of around 3500 students.

b) Vision:

VinUniversity is the first private, non-profit university in Vietnam to be established according to

international standards. To make a breakthrough in Vietnamese higher education and to become a

world-class university, the university combines the models of great foreign universities with the

country's special cultural and economic features.

c) Mission:

VinUniversity's mission is to educate and train outstanding people, who are with great knowledge,

capable, and passionate about improving themselves and social circumstances, inspiring the current

and future generations, and making long-term positive contributions to global development.

d) Core values:

 Excellent

 University of excellence, advance future talents.

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2. Internal analysis:

a) Company: Vingroup

 Overview:

Vingroup Joint Stock Company is a Vietnamese conglomerate. Pham Nhat Vuong, a property

developer and entrepreneur, chaired the firm. It was established on August 8, 1993 in Ukraine

as Technocom.

 Vision:

Vingroup aspires to become the region's leading Technology-Industry-Services business. We

will continue to innovate and build sustainable ecosystems of high-quality goods and services

in order to better the lives of Vietnamese people, and raise the position of Vietnamese brands

all over the world.

b) Marketing Strategy:

 Product:

- The program and majors according to international standards.

- VinUni trains 3 groups of industry: Business, Technology and Health Science. For the

business sector, the programs of business administration, hotel-tourism management,

according to AACSB accreditation standards. With technology sector, program in computer

science, automation and automotive engineering technology according to ABET

accreditation standards. With the Health Science sector, program according to

accreditation standard on the characteristics of the medical industry.

- VinUni has strategic collaborations with the world’s leading universities, including Cornell

University and the University of Pennsylvania. These universities have become close

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 advisors and crucial enablers in establishing the three colleges at VinUni.

 Price:

Tuition for undergraduate system at VinUni is 35,000 USD, graduate system is 40,000 USD.

In the Vietnamese market, this fee is considered high. However, compared to the quality of

guaranteed output, this fee is adequate and still cheaper than the tuition of the top 20 Ivy

League schools. In addition, VinUni is deploying VND 3,000 billion to provide scholarships and

financial support to talented students. Therefore, for excellent students, it is completely

possible to conquer attractive scholarship packages to have a chance to study at the top school

in Vietnam today.

 Place:

VinUni is located in the urban complex of Vinhomes Ocean Park in Gia Lam, Hanoi city. The

school is built on an area of up to 23 hectares including the main building, library, sports

house, sports hall, student dormitory and technical and auxiliary area.

 Promotion:

Newspapers, websites, social media convey admission information to students.

Enrollment through high schools.

c) Feature and Attribute:

 Design:

- VinUni University is a Gothic-style university with 9 blocks of apartments that serve 3,500

students (when the school is in stable operation).

- The central location of the square is the fountain and the sun god Apollo. Along the path

leading from the plaza to the ministry building, twelve more deities were arranged.

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 - The VinUni University Hall has a seating capacity of 1,500 people and is equipped with 3

stages and 3 screens for holding conferences and lectures.

 Library:

- With two floors totaling 4,000 m2, the library is an invaluable place for students to study.

- The library is open 24/7, with a studio for lecturers to prepare lectures according to E-

learning model, students practice speaking skills.

- The lecture hall with a library garden that lets in natural light and simulates terraced fields

with green color. Students are encouraged to study in groups, working on startup projects.

 TBL Lecture Halls:

For all disciplines, TBL lecture halls are built for active group learning. Each student group or

the entire class will project on their own screens.

 Traditional lecture halls:

Traditional lecture halls are divided into levels to accommodate various sizes and

requirements. The room's equipment is controlled automatically by the information

technology system.

 Campus and service:

The blocks of VinUni take up 16% of the total area, with the rest being countryside and lakes. A

swimming pool, gym, yoga studio, flash mob, and multi-purpose sports building are also

available at the campus. VinUni's student service complex includes a dormitory, designed like a

dormitory of SMU University (Singapore). Singapore's "3-together" model will be followed by

both first-year students and some professors: study together-live together-and work together.

d) Benefit for students studying in Vinuni:

 Functional Benefits:

PAGE 7
 - All VinUni students have the chance to enroll in at least one exchange semester with one

of VinUni's school partners, and the credits are recognized by several universities around

the world. (Cornell University and the University of Pennsylvania).

- Students have access to instructional technologies, simulation facilities, and chains, as

well as professors and lecturers from major institutions, research institutes, and hospitals

around the world.

- Students will study with a team of international-standard lecturers and excellent teaching

methods at VinUni, which is also developing a highly realistic training curriculum.

- VinUni strives to provide our students with exclusive internship and job opportunities

that will help them improve their professionalism, behavior, and networking skills while

also increasing their employability.

 Emotional Benefits:

- Students will graduate with the necessary qualifications, practical skills, and experience

to work in an international environment.

e) Target Market:

Vinuni complies with the evaluation model 'comprehensive people'. Students who graduated from

high school are able to learn in English (IELTS 7.0), whose families have high income (because the

tuition fee of Vinuni is about 812 million per year) or who are talented to get scholarships.

f) Brand image:

 Vin University- World class university

 “Concentrated talents- Civilization Administration- Strong potential”

 Vin University aspires to be a world-class university focused on the highest international

research and teaching standards, with an intimate and intensive learning environment for

students, highly accomplished faculty, and a dedication to global citizenship.

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  VinUni's goal is to become one of the top 50 young universities in the world. Therefore,

since its inception, VinUni has worked closely with the two leading elite universities in the

world, Cornell University and the University of Pennsylvania.

g) Strength:

 The first university aims to be in the top 50 of the most reputable universities all over the

world.

 Students:

VinUni only hires talented people, adheres to the evaluation model 'comprehensive people'

and selective enrollment process. Students will learn how to improve themselves from their

own talentes friends.

 Programs:

Students at VinUni have the potential to graduate with the most specialized programs, which

are approved by Cornell and Penn Universities. The program, built with the help of Cornell

and Penn, is based on international best practices, adapted to the Vietnamese environment.

Currently, no Vietnamese university has such a close and systematic relationship with two of

the world's top 20 universities as VinUni.

 Lecturers:

VinUni students will learn with professors and lecturers who are recruited very selectively.

They are all academics who have graduated from or are currently employed at world-class

institutions, and they are dynamic, imaginative, experienced, and world-class accredited.

VinUni's Principal and Rectors come from many countries and are top professors, have

worked as managers at top schools in the world, have influential works in the scientific world

and have relationships closely with reputable enterprises, hospitals and international

organizations.

PAGE 9
 Teaching methods:

VinUni maintains a low number of students and believes in its student-centered philosophy.

Professors and lecturers play a key role in assisting students in improving their ability to read

and self-study for the rest of their lives. "Read - work - serve - research - explore - experience -

start a business - fail - redo" are personalized learning techniques to help students maximize

their growth.

 Research:

Thanks to Vinuni’s strong association with VinTech Research Institutes such as VinAI,

VinBigData, VinOptima, it is one of the very few universities that offers research opportunities

for students right from the bachelor level.

 Employment opportunity:

VinUni is an entrepreneurial university. A university embedded and incorporated into the

Vingroup ecosystem, providing unrestricted opportunities for internships, research,

experience, and employment in all main economic sectors including hotel tourism, real estate,

telecommunications, automobile manufacturing, electronics manufacturing, commerce, retail,

agriculture, healthcare, and education.

 International Opportunity:

VinUni is an international environment, taught in English. VinUni students have the

opportunity to have international semesters, summer semesters, exchange students at

prestigious universities around the world.

 Scholarship and Financial support:

Students at VinUni will receive generous scholarships and financial aid, up to 100% of

training costs and living expenses, for a total of 3.2 billion for the duration of their studies.

 Facilities:

All lecture halls, library, classrooms, are designed with high flexibility and interaction.

PAGE 10
 Students will also have access to the most advanced educational technologies, modeling

facilities, and laboratory chains. The learning environment of VinUni students can be

described in 3 words: Unique-Green-Intelligence. Meet the standards of a world-class

university.

h) Weakness:

 Expensive tuition:

Tuition fees are currently 800 million dong per year, which are too expensive relative to

Vietnamese's average income. Although Vinuni's scholarship are available to students who do

not qualify finance, however, annually, a lot of talented students cannot afford those course

fees.

 The quality of training is not guarantee:

VinUniversity cooperates with two universities, has a teaching curriculum in accordance with

international standards, and has a rigorous process of recruiting teachers and professors.

However, as a newly established university, teachers might not experience, which leads to

inability to interact and convey lessons to students in the best way.

3. External analysis:
a) Customers:

 Demographic:

- Age: 19+ (education: graduated talented students from top schools across the country).

- Gender: male and female

- Income: $40,000 - $50,000/year (as the average annual costs (including teaching, research,

internships, international exchanges, corporate semester and related investment costs ...) per

student at VinUni University is $ 35,000 for undergraduate and $ 40,000 for graduate).

 Geographic:
PAGE 11
 - Nation: Vietnam

- Region: every part of Vietnam

 Psychographic:

- Personality: Passionate, energetic, intelligent, hard-working, patient, kind.

- Lifestyles: Students have a positive and active lifestyle which include joining various

extracular activities; taking international standard tests, and gaining prizes in competitions;

disciplining with themselves.

- Interests: Reading books, studying, researching, social activities, …

 Behavioral:

- When students enter VinUni, their attitudes towards programs, method-teaching,

infrastructures are all POSITIVE. (as VinUni is considered one of the best universities in

VietNam so far who provide students with an international environment and effective

teaching programs).

 Benefit:

- All students studying here are recognized as talented, professional and have many practical

skills compared with other students.

- Esteem needs: self-esteem, recognition and status and self-actualization needs.

 Trend:

PAGE 12
 In 2020, people searched for the keyword "Vinuni" the most in the period of April, May and

August. These periods correspond to when Vinuni announced its university admission method,

study scholarship, ...

b) Competitors:

RMIT FULBRIGHT
Product -The programs and majors according to -The programs and majors according to

international standards. international standards.

-There are 7 majors: from economics, -The curriculum focuses on Liberal Education,

information technology to design, Science and Technology

communication -Curriculum will shape the framework for

the development of 6 key competencies to

help students adapt and succeed in all work

environments after graduation.

Price -Tuition fees range from -Tuition fee about $32200 for

$30000-$40000 for the entire program 3-year-program.

of study -The school awards full and partial

PAGE 13
 -The school awarded a total of 64 scholarships up to VND 550 million per

scholarships to students with a value up to student. In addition, financial assistance will be

29 billion VND. The scholarships are received under special circumstances.

available to students who meet the

requirements for IELTS, TOEFL, and

academic requirements
Place -Hanoi: Ba Dinh, District District 7, Ho Chi Minh City
-Ho Chi Minh City: District 7
Promotion Newspapers, websites, social media convey Newspapers, websites, social media convey

admission information to students. admission information to students.

Vinuni has good facilities, but tuition fees are much more expensive than Vietnam's public schools such as

foreign trade university. In addition, the curriculum is mainly academic, not ensuring the training of soft

skills for students. Since it was newly established, teaching experience is not as much as with schools that

PAGE 14
 have been in Vietnam for a long time. The school has only one campus, located far away from the center of

Hanoi, hindering students who want to study.

c) PESTEL:

 Politics and Legal Forces:

- Employment Law

- Health and Safety Law

 Economics:

Despite a slowdown in the world economy due to COVID 19, Vietnam’s economy gradually

turned rehabilitation into development. Income of families are faced with struggling resulting

in the inability to allow their children to study in high tuition fee universities.

 Social:

- Purchasing habit: Vietnamese parents have desire that their children will study in

reputable universities and international environments so VinUni exactly meets their

demand.

- Social classes: Vietnamese people believe that high education will lead to a successful

future and people who receive advanced education will be respected in society. VinUni

recruits talented students only.

 Technology:

- Vin University owns and operates new and modern technology and global teaching

methods.

- Universities invest in buying modern technologies to serve education.

 Environment:

- Weather: Vin University is established in Ha Noi, which has severe weather conditions

rather than Ho Chi Minh City.

PAGE 15
 - Terrain: It is located in the urban area of Vincom Ocean Park. Its architecture and landscape

designed aim to develop a creative studying environment.

d) Issues:

 Opportunity:

- Raise the status of education in Vietnam.

- Attract more talented students to Vin University by providing excellent teaching methods.

- Increase your global recognition and international awards. Bring honor to our country.

- Collaborate with international companies to provide students with the opportunity to

intern in a multinational environment.

 Threats:

- Difficult to compete with foreign universities. Students will earn Vietnamese certificates that

are not globally recognized, despite the fact that they have several exchange programs with

top foreign universities.

- Students from rural areas who do not speak English do not have a chance to pursue modern

education.

4. Recommendation:

 Because Vinuni's goal is to broadly and diversify industries, train students to become

human resources for the Vingroup system as well as for multinational companies, the

school should expand more disciplines such as design, communication...

 Vinuni is quite far from the center of Hanoi and has no base in Ho Chi Minh City. This is a

big obstacle for students who want to study at Vinuni. Vinuni should expand the scope of

activities to easily attract target customers.

 Tuition fees are too expensive compared to the average income of the Vietnamese people.

The school should award more scholarships, creating more opportunities for students.

PAGE 16
5.Reference list:
 Dương, Tâ m. "Khá nh thà nh trườ ng Đạ i họ c VinUni". VnExpress. Retrieved 29 April 2020.
 Vũ , Đứ c Đam (2 March 2018). "Cô ng vă n số 290/TTg-KGVX củ a Thủ tướ ng Chính phủ : V/v
chủ trương cho phép thà nh lậ p Trườ ng Đạ i họ c VinUni". chinhphu.vn. Government Office
(Vietnam). Retrieved 29 April 2020.
 Trang, Duy. “Đạ i họ c VinUni chính thứ c khá nh thà nh, đầ u tư 6500 tỷ đồ ng, tuyển 300 sinh
viên khó a 1 từ nă m 2020”. Kenh14. Retrieved 15/01/2020.
 Sương. “Đạ i họ c có họ c phí từ tră m triệu đến gầ n mộ t tỷ đồ ng mỗ i nă m”.Zingnews. Retrived
27/05/2020.
 Thoa. “Đạ i họ c RMIT có nhữ ng ngà nh nà o?”.Timviec365.vn. Retrived 22/09/2020.
 Anh. “Tà i trợ 6.500 tỷ để ĐH VinUni thự c hiện sứ mệnh đà o tạ o nguồ n nhâ n lự c tinh hoa”.
Tienphong.vn. Retrived 17/10/2020.

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