MINISTRY OF INDUSTRY AND TRADE

HO CHI MINH CITY INDUSTRY AND TRADE

COLLEGE

FOREIGN LANGUAGES FACULTY

INTERNSHIP REPORT

IMPLEMENT MARKETING TECHNIQUES IN

COMMERCIAL ACTIVITIES AT GLOBAL
AMERICAN ACADEMY - GAA

Student: Nguyễn Tiến Hoàn Nguyên

Code: 2120240180

Class: CCQ2024LA

Instructor: Tô Ngọc Bảo Uyên

Ho Chi Minh city, 2023

1
 MINISTRY OF INDUSTRY AND TRADE

HO CHI MINH CITY INDUSTRY AND TRADE COLLEGE

FOREIGN LANGUAGES FACULTY

INTERNSHIP REPORT

IMPLEMENT MARKETING TECHNIQUES IN

COMMERCIAL ACTIVITIES AT GLOBAL
AMERICAN ACADEMY - GAA

Student: Nguyễn Tiến Hoàn Nguyên

Code: 2120240180

Class: CCQ2024LA

Instructor: Tô Ngọc Bảo Uyên

Ho Chi Minh city, 2023

2
 Acknowledgement
First of all, I want to start by thanking the College of Industry and Trade for making it
possible for me to study here and for providing me with support.

Ms. Tô Ngọc Bảo Uyên's direction and diligent assistance during the internship
allowed me successfully complete the report. In addition, I want to thank Ms. Nguyễn
Thị Tuyết Hòa, who guided us during our three years of education at the College of
Industry and Trade and always shared with us.

It would be hard to acknowledge Ms. Tô Ngọc Bảo Uyên without mentioning how she
supported, mentored, and stood by me throughout my internship at the Global
American Academy GAA. Even though two months is not a very long time, Ms. Uyên
has taught me a lot about the business world within that time. She consistently
provides a fun and energetic work environment to help us be more productive. In
addition, I want to thank my coworkers over the past two months at GAA. I'd like to
thank everyone who spent time with me, helped me become a better team player, and
helped me make amazing memories.

In closing, I want to express my gratitude to American Academy Global and its CEO,
Dr. Tran Thi Hong Duyen, for allowing me to study and work here, for continually
encouraging me and sharing ideas, and for helping me gain more life and professional
lessons.
 CỘNG HÒA XÃ HỘI CHỦ NGHĨA VIỆT NAM

Độc lập - Tự do - Hạnh phúc

PHIẾU NHẬN XÉT CỦA GIẢNG VIÊN HƯỚNG DẪN

Họ và tên sinh viên: Nguyễn Tiến Hoàn Nguyên
Lớp: CCQ2024LA Khoa: Ngoại Ngữ Khóa: K44
Trong thời gian từ ngày 22 tháng 11 năm 2022 đến ngày 06 tháng 02 năm 2023
Thực tập tại: Học viện Hoa Kỳ Toàn Cầu
Địa chỉ: Số 10, đường số 3, Phường Trường Thọ, Tp.Thủ Đức, Tp.HCM.
Sau quá trình thực tập của sinh viên, giáo viên hướng dẫn nhận xét, đánh giá như
sau:
1. Chuyên cần:
.............................................................................................................................
Điểm đánh giá: .........../1đ
2. Quá trình thực tập tại đơn vị: ...........................................................................
.............................................................................................................................
Điểm đánh giá: .............../3đ
3. Thực hiện báo cáo thực tập (Về hình thức, nội dung):
Hình thức: ...........................................................................................................
Chương 1: ............................................................................................................
Chương 2: ............................................................................................................
Chương 3: ............................................................................................................
Chương 4: ............................................................................................................
Điểm đánh giá: ................./5đ
4. Tính chính xác về ngôn ngữ (Ngữ pháp, cấu trúc câu, lỗi chính tả)
.............................................................................................................................
..............................................................................................................................
.
Điểm đánh giá: ................./1đ
Điểm đánh giá về thực hiện báo cáo thực tập: ....../10 điểm
Bằng chữ:................

Ngày....tháng....năm...........
Giáo viên hướng dẫn
(Ký, ghi rõ họ tên)
 TABLE OF CONTENT

CHAPTER I: INTRODUCTION OF GLOBAL AMERICAN

ACADEMY:

.........................................................................................................................
Page 9

1.1.General information of the Global American Academy: .............................. Page 9

1.2. History of establishment and development of Global American

Academy:

...................................................................................................................................
Page 9

1.2.1 History of establishment: ............................................................................... Page 9

1.2.2 History of development: ................................................................................ Page 10

1.3. Organizational structure and operation of GAA’s Departments: .............. Page 11

1.3.1 Organizational structure of Departments: .................................................. Page 11

1.3.2 Operation of Departments: ........................................................................... Page 12

1.4 .Mission, vision and strategies of Global American Academy: ................... Page 15

1.4.1 Mission: ........................................................................................................... Page 15

1.4.2 Vision: .............................................................................................................. Page 15

1.4.3 Strategies: ........................................................................................................ Page 16

CHAPTER II: INTERNSHIP PROCEDURE: .................................................. Page 17

2.1. The position of internship: ............................................................................ Page 17

2.2. Working schedules: ........................................................................................ Page 17

2.3. Specific tasks: ................................................................................................. Page 18

2.4. The level of work completion: ....................................................................... Page 18

2.5. Self-evaluation and experiences: ................................................................... Page 19

CHAPTER III: APPLYING MARKETING STRATEGIES IN BUSINESS

ACTIVITIES OF THE GLOBAL AMERICAN ACADEMY- GAA: ............. Page 20
3.1. Marketing activity at GAA: .......................................................................... Page 20

3.1.1. Marketing online: ........................................................................................ Page 20

3.1.2. Strengths: ..................................................................................................... Page 21

3.1.3. Weaknesses: ................................................................................................. Page 21

3.2. Traditional marketing: .................................................................................. Page 21

3.2.1 Strengths: ...................................................................................................... Page 21

3.2.2 Weaknesses: .................................................................................................. Page 21

3.3. Solutions to develop the marketing activity at GAA: ................................. Page 22

3.4. The situation of GAA when applying Marketing: ...................................... Page 22

CHAPTER IV: CONCLUSION AND RECOMMENDATIONS: ................... Page 25

4.1. Conclusion: ..................................................................................................... Page 25

4.2. Recommendations: ......................................................................................... Page 25

REFERENCE ......................................................................................................... Page 26

 INTRODUCTION

Marketing has been used in education field, especially English teaching field, for eons.
As you may aware, English has gained worldwide recognition as one of the most
widely spoken languages and is the second most commonly used language in
Vietnam. Children, unlike adults, are more likely to remember sound when they
absorb it and mimic it in a natural way. Thus, using marketing to encourage children
to study English from an early age will have several advantages, enabling kids to
express themselves more bravely and with greater self-assurance.

The effort to encourage integration and worldwide exchange is rapidly evolving into a
general development trend as English becomes a planetary language. Additionally, it
affects not just Vietnam but the entire world. A superior English language
environment is required. The Global American Academy is one of several English
centers that are emerging, followed by competition among very high English centers.

We cannot dispute the advantages marketing has provided for firms as it gradually
gains in popularity in the corporate world. I chose the topic of his paper, "Applying
marketing strategies in business activities of the Global American Academy-GAA," in
order to better understand the application and function of marketing.

Due to my limited expertise, my report will undoubtedly contain errors. I eagerly

await the professors' and Global American Academy's contributions. Thank you very
much for your contributions; they are excellent lessons for me to learn in the future.
 CHAPTER I: INTRODUCTION OF GLOBAL AMERICAN
ACADEMY

1.1. General information of the Global American Academy:

 Name: Global American Academy (abbreviated as GAA).
 Headquarter: 6709 Canis Drive, Arlington, Dallas, Texas 76001, USA.
 Date of operation: September 13, 2018 in Texas.
 Founders:
 Dr. Kevin Nguyen (Co-founder and President).
 Dr. Duyen Tran (Co-founder and Chief Executive Officer (CEO)).
 Website: https://gaa.edu.vn/
 Email: gaacademy.edu@gmail.com
 GAA has managed a campus in Ho Chi Minh City at building 10 Street 3, Truong Tho
Ward, Thu Duc District;

1.2. History of establishment and development of Global American

Academy:
1.2.1. History of establishment:
As a pioneer in the application of teaching methods intended to produce
"Effortless English" by Dr. A.J. HOGE, one of the best English teachers in the
world. Because it enables students to speak English effectively and confidently,
this effective method is highly renowned for training both business and
government leaders.
With programs like English for Everyone, Professional English for Students,
English for Business, and others, GAA is an American English Global System
that focuses on providing courses and training for global English programs for
students of all ages and subjects. Also, GAA also has a program for studying
abroad in America. Global American Academy was officially established on
September 13th, 2018, with the headquarter at 6709 Canis Drive, Arlington,
Dallas, Texas 76001, USA.

9
 1.2.2. History of development:
On September 13, 2018, Dr. Kevin Nguyen, Co-founder and President, established
Global American Academy in Arlington, Dallas, Texas, USA. (The headquarters of
the Global American Academy)
On November 27, 2018, Dr. Tran Thi Hong Duyen, Co-founder and CEO of GAA,
established GAA’s first campus in Vietnam. This is:
Branch 1: Building 10, Street 3, Truong Tho ward, Thu Duc district, Ho Chi Minh City,
Vietnam. (Main place of activity) Hotline: 0369191817
 1.3. Organizational structure and operation of GAA’s Departments:

1.3.1 Organizational structure of Departments:

The Global American Academy is run by the two co-founders, who also oversee all
business operations, from strategy development to checking, analyzing, and amending,
selecting solutions, and mobilizing resources for integration. They are followed by a
number of significant departments, including those for business, academia,
accounting, and marketing, each of which has a distinct goal and vision.

1.3.2 Operation of Departments:

  President – Dr. Kevin Nguyen
- Exercise leadership: Dr. Kevin Nguyen gives the rest of the staff guidance. His role
begins with the basic duties of a manager, such as holding weekly online meetings of
three branches with team leaders, managers, and departments.
- Develop, convey, and carry out the organization's mission: He ensures that the
direction is presented at a level that enables all staff members to comprehend their
responsibilities.
- Organize, direct, supervise, and assess the activities of other executive leaders: He
keeps in regular contact with the CEO of GAA Vietnam.
- Create and put into action the strategic strategy that directs the course of the
company: He creates the strategy plan with feedback from workers at all organization.
- Analyze the organization's performance: He consistently assesses the organization's
ongoing success or lack thereof.
 Chief Executive Officer – CEO: Dr. Duyen Tran:
- Interacting with stockholders, governmental bodies, and the general public on the
company's behalf
- Directing the creation of the organization's short- and long-term strategies
- Developing and carrying out the organization's or company's vision and mission.
Making sure that the business practices high social responsibility everywhere it
operates
- Evaluating the company's risks and making sure they are controlled and minimized
Establishing strategic goals and ensuring that these goals are quantifiable and measure
Be in charge of the brand's business operations and travel.
- Keeping up with changes in the sector, chances for expansion, and the competitive
market environment.
- Working with the sales and marketing divisions of the three locations to attract students and
increase sales through partners and other contacts.
- Providing information on studying abroad and conducting communication and specialized
English sessions for adults.
  Academic Department - Academic Manager

- Provides a timetable for teachers and one for each student in order to manage
attendance for each class, to track student performance, and to allow each teacher at
GAA to provide insightful feedback on instruction.
- Recognizes the necessity of planning workshops and providing teacher training at
GAA in order to improve teaching standards. She evaluates every goal—achieved or
missed—and offers advice. She is in charge of scheduling classes and hiring
professors.
- Boosts the value of the GAA in relation to the commonality and searches for
development opportunities. All domestic and international teaching staff, support staff,
and teaching assistants are under the supervision of supervisors, who are accountable
for their development and success.
- Promotes the marketing strategies planned to attract new clients to the GAA and
keep the existing clientele.

 Accounting Department – Junior Accountant

- Although an accountant's daily tasks and responsibilities vary greatly depending on

the demands of each function, the below are some of the most frequent tasks
performed at GAA:
- Calculating taxes due, putting together tax returns, and ensuring timely payments.
- Verifying financial statements and bookkeeping to audit accounting records.
- Maintaining orderly and up-to-date financial statements.
- Recommending capital, cash flow, and expenditure choice.
  Sales and Marketing Department – Sales and Marketing Staff
- One of the English Language Centers in Vietnam, the GAA brand, relies heavily on
the marketing department to establish its marketing tactics.
- In order to successfully accomplish marketing objectives and increase brand
recognition as specified for the quarter, they plan, implement, & oversee marketing
strategies to bring items closer to clients throughout all courses.
- The marketing staff is also in charge of managing the marketing strategy, digital
marketing, monthly or quarterly budgets, and common seasonal events like Tết,
summer holidays, Xmas, Halloween, and so forth.
- In order to ensure the communication advantages of our brand in Vietnam, the
marketing department is also accountable for working with partners and suppliers.
They are responsible for overseeing all internal and external communication efforts
for the company, including hiring foreign instructors and students, distributing latest
updates to GAA customers and workers, etc.
- The marketing team updates the GAA website, creates promotional plans, and
produces media content for online sites (Facebook, website, YouTube, etc.). In order
to identify market prospects, the marketing teams are in responsible of designing
creative promotional content, working with prominent mainstream media, developing
campaigns, and tracking, analyzing, and assessing trends, parent and behavior
management, and competitor action.
 1.4 .Mission, vision and strategies of Global American Academy
1.4.1 Mission
- Trusted IELTS test preparation
- Specialized English education increases revenue from everyone's areas of
competence.
- Practice Cambridge Test such as Starters, Movers, Flyers, KET, PET, TOEIC, IELTS.
- International English classes
- Tutoring in mathematics and chemistry classes 1-12
- Advanced English teachers teach ways to communicate with foreigners
- Practice 4 skills IELTS
- Business courses in English, including finance, accounting, human resources, and
marketing.

1.4.2 Vision
GAA always strives to become an academy where English-language training is of
international standard. It will be the first choice for parents and students, a reliable
address in Ho Chi Minh City. The academy always acquires and creates new things,
applies attractive teaching methods to attract students. GAA pioneers in applying
special English teaching method "Effortless English" by Dr. A.J. HOGE, who is world
No.1 English teacher. This method helps students learn to speak English like a native.
The teachers here are highly qualified, dedicated, experienced and professional. The
academy always enhances professionalism in the management and care of students
every day. The academy always creates a playground for students, fostering teachers
and awarded scholarships for poor students who overcome difficulties. GAA works
with universities, colleges in the region cooperate with foreign businesses to ensure
output after studying in GAA, along with Global American Academy in Texas.
 1.4.3 Strategies
- With the international integration plan, which guarantees quality while giving
students access to a global and sociable learning environment.
- Enhance English instruction for all.
- The choice of schools, neighborhoods, and housing is aided by studying abroad.
- Specialized English classes are being trained to suit the needs of businesses
contributing to the socioeconomic development of the nation and global
integration.
- Using cutting-edge technology in the classroom to inspire creativity and
competition among students to draw them in.
- International certificate training to assist clients applying to foreign firms,
working overseas, or studying abroad
 CHAPTER II: INTERNSHIP PROCEDURE
2.1. The position of internship

I think the Global American Academy (GAA) is the ideal foundation for me to
improve my Business English skills after completing some research. I applied for the
post of marketing intern and gave Ms. Uyen, the marketing manager, my resume.
Then, we had the chance to work on-site at the center and engage with Ms. Duyen
(CEO of GAA). Ms. Duyen shared with us some inspiring tales and inspired us with
her passion.
2.2. Working schedules

In the period from November 22, 2022, to February 6, 2023, I finished a two-month
internship. A workweek has 24 hours in it. My responsibility is to help the marketing
division with course promotion, student recruitment, and publicizing center events.
 2.3. Specific tasks
Find customers at the local schools. The GAA Center usually hosts games and gives
out balloons in advance in order to entice customers.
Advertise the GAA center by publishing articles, introducing courses, and promoting
activities on Facebook, Zalo, etc. After that, get in touch with the person that provided
the contact information to present the course and set up a students

2.4. The level of work completion

I have a responsibility to do my best to perform the tasks allocated to me when I arrive
at the Center. I must work tirelessly, actively assist the Marketing department with
presenting and publicizing the GAA center to potential students, and advise them
about the course. As this is a chance that allows me to improve my skills and
knowledge specifically, I educated myself always to listen and benefit from many
other people's experiences, to always have an active mentality, and to practice
assiduously.
 2.5. Self-evaluation and experiences
Because this was my first job in a setting with such high standards for quality,
distinction, and professionalism, I was a little nervous. But because everyone here is
so really happy to be there and eager to support me throughout my internship, I
gradually acclimated and fell in love with this place.

I gave my obligations throughout the internship my best effort, since it was my first
opportunity to work, I frequently made mistakes. But because to Ms. Uyên's rigorous
analysis and assistance, I was able to learn from my errors and gain a ton of personal
experience.
CHAPTER III: APPLYING MARKETING STRATEGIES IN BUSINESS ACTIVITIES
OF THE GLOBAL AMERICAN ACADEMY-GAA

3.1. Marketing activity at GAA:

Marketing initiatives aid GAA in strengthening the relationship between family and
the center. This exercise aids in the center's introduction of the courses and the caliber
of instruction provided. bring a great deal of value and assist students in learning
English while they attend GAA, as well as assist students in gaining experience and
learning about advertising while functioning in a classroom. For an English center,
marketing activities are built on two aspects: Marketing online and traditional
marketing.

3.1.1. Marketing online

One of the GAA's potent "weapons" for PR and advertising is the Internet. The target
audience for this Centre is modern, educated consumers, and given how frequently
they use the Internet, they will have very easy access to practices and technology. The
most popular types of advertising include those on Facebook, Zalo, and creating
websites. Although there is a large amount of competition inside the marketing
market, there is also a lot of promise. Programs such as these can easily produce direct
interactions, as in addition to advertising and presenting businesses, and swiftly gauge
effectiveness.
 Promoting by posting GAA articles on Facebook groups.
 Request that your friends like & follow GAA on Facebook.
 Use Facebook comments to advertise GAA Academy.

Facebook GAA
 3.1.2. Strengths
- Interact with a variety of possible clients.
- Online marketing is far less expensive than conventional marketing and promotion
methods.
- Enables the GAA Academy to operate whenever there is an internet service.
- Typically large-scale scalable.
3.1.3. Weaknesses
- Often misled by virtual objects.
- Information is not completely private.
- Increasingly reliant on technology devices and the internet.

3.2.1. Traditional marketing

Interns will take on traditional marketing tasks. To make it more realistic, the work
will be divided into areas and then, if necessary, by number of learners. Leaflets are
distributed at parks, elementary schools, kindergartens, amusement parks, or in the
complexes and residential areas close to the English Center to accomplish this. This
interaction between the interns is also seen as an extracurricular activity, and it serves
as a successful marketing effort.
3.2.2. Strengths
- Determine your target audience.
- It will be simpler because this activity is done in groups.
- The material in the pamphlet is accurate and more trustworthy.
- Your knowledge is not necessary for this position; only your enthusiasm,
accountability, and originality are.
3.2.2 Weaknesses
- Visits to the leaflet distribution locations are a waste of time and money.
- Visits to the flyer distribution locations are a waste of money and time. printing costs for
leaflets.
- Give erroneous information.
 1.2. Solutions to develop the marketing activity at GAA
GAA ought to have a thorough understanding of its customers' demographics,
including their age, preferences, gender, place of residence, needs, buying habits, line
of work, and even how much time they use on Facebook.
Because Facebook consumers like to read lengthy articles, GAA's Facebook ad
content should attempt to have authors summarize as succinctly as possible.
Customers are only drawn in by the appealing design, fantastic video, and useful
information that is clear and concise.
To effortlessly engage clients in the trend in the 4.0 digital era, GAA should have
YouTube and Tiktok accounts.
To quickly communicate and stay in touch with clients through email marketing
automation, GAA Academy should use email chimp.

3.4. The situation of GAA when applying Marketing:

 Services and products:
Once students come at the center, GAA guarantees that they will be able to choose the
best course for them. The GAA's programs can be advantageous for preschoolers,
kids, teenagers, and adults alike. A few of the skills that students will master are
collaboration, creativity, communication, and critical thinking.

GAA offers children's English classes:

The "Effortless English" method combines education and fun to spark children's
curiosity about studying even while making studying a foreign language simple, easy,
and useful. The following is a list of the courses that the GAA offers:
 Pre-STARTERS are for children aged 5 to 6.
 STARTERS are for youngsters aged 6 to 7.
 MOVERS is a game for kids aged 8 to 9.
 FLYERS aimed at children aged 9 to 10.
 PET for children aged 12 to 13 years; KET for youngsters aged 10 to 11.
Furthermore, as part of the program, students are urged to take the Cambridge
Examinations.
Providing assistance to students who wish to study in
the United States:
The provision of information about their courses,
entrance requirements, and appropriate orientation will
be aided on behalf of the students (choosing universities,
preparing documents, improving English proficiency,
consulting VISA, finding scholarships). GAA will
establish a connection when students are studying
abroad among family and the institution in addition to
between parents and children.

English for students and

professionals:
Students can enroll in GAA courses like
English for Communication & TOEIC if
they wish to finish their graduate degrees
or enhance their English to fulfill
business requirements. Students will be
instructed by GAA in line with their
desired results.
 CHAPTER IV

CONCLUSION AND RECOMMENDATIONS

4.1. Conclusion:
Following my internship at GAA, I believe this to be a professional and exciting
workplace. GAA- Happy School, this place has taught me a lot. When you graduate,
develop your communication abilities and learn the important lessons. Ms. Uyen
mentored me on how to work correctly and diligently and taught me competence and
responsibility at work. I learnt things from every instructor at the Center that I never
would have learned in school. I've learned how to act around supervisors and other
people in this place. Additionally, you will receive dedicated assistance at GAA, and
everyone here is really amiable. I've been able to realize my full potential because to
the welcoming workplace atmosphere. Additionally, you won't experience too much
pressure while working at GAA. At work, people help each other out, and you can
provide fresh ideas.
I want to thank everybody at GAA once more, especially Ms. MS. Uyen, who has
always supported me during my internship. I also want to hope the GAA more
success and growth in the future.
4.2. Recommendations:
The center is currently using marketing to advertise its courses, and it has had great
success. I simply wish to offer some recommendations for the center's online
marketing campaigns:
- The center needs to create a website and add more content. Because E-learning is so popular,
affordable, quick, and ideal for many busy individuals, the center needs to develop additional
courses and online classes to meet the requirements of clients.
- Establish a group and manage it so that members can learn English for free in order
to draw in more students and advance the main brand.
- To gather further practical expertise that can be put to use, the center must learn
about just the marketing initiatives of major English-language centers.
In conclusion, the center continues to make significant investments in teaching quality
even though the use of promotion is still sparse, since a good advertising plan must
always be combined with the caliber of the course. That is crucial for GAA Center
must keep and grow in order to build complete client trust and have a base of devoted
patrons.

25
 REFERENCES

1. https://gaa.edu.vn/ve-chung-toi/

2. https://seongon.com/blog/digital-marketing/lap-ke-hoach-
digital-marketing.html

3. https://ocd.vn/marketing-la-gi-vai-tro-cua-marketing/

26