Development Orientation of Codegym Programming Training System, Hue Branch

Customers know the quality of the course through their own experience, while the website is the place to provide official information about the company and products. Some students also choose email as the appropriate source of information to send them information and advertisements, accounting for 14.2%, showing that this is also a channel where customers want to be exposed to advertisements because they often use email for work or study.

CHAPTER 3: ORIENTATIONS AND SOLUTIONS TO PROMOTE ACTIVITIES

CODEGYM HUE BRANCH'S ONLINE ADVERTISING ACTIVITY BASED ON AIDA MODEL

3.1. Basis for proposed solution

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3.1.1. Development orientation of CodeGym programming training system, Hue branch

CodeGym programming training system is a business operating in the education sector with a new training model, in line with market trends in the era of digital industry and digital economy. Up to now, the business has received many recognitions and awards for its products and services such as: Sao Khue Award 2021 - Information technology training field; ISO 9001:2015 certificate, certifying the unit with a quality management system that meets international standards; Top 50 Vietnamese golden brands in 2020.

As a relatively young enterprise and applying a new training method, CodeGym Vietnam Programming Training System in general and CodeGym Hue branch in particular always set out clear development directions to further develop and enhance its position in the training market. Some important directions of the enterprise in the coming period include:

- Continuously improve training quality and diversify the company's products, taking product quality as the brand's reputation, always caring and making efforts to help students progress.

- Striving to meet the market's demand for programmers while expanding the company's market share.

- Focus on building and protecting the brand, becoming a valuable brand and always leaving a beautiful, prestigious and strong mark.

- Maintain and improve OKRs, build a valuable working environment, always develop, train and effectively manage the company's human resources.

- Maintain and optimize marketing activities, enrollment consulting, build sustainable relationships with customers and partners.

3.1.2. Strengths and weaknesses in advertising activities of CodeGym Hue

3.1.2.1. Strengths

CodeGym Vietnam in general and CodeGym Hue in particular always attach importance to the implementation and evaluation of advertising effectiveness, because this is one of the key factors to attract and increase the number of potential customers who know, learn about and choose CodeGym. CodeGym's strengths can be listed as:

- Being a business with strengths in the field of information technology, always updating and leading technology trends and applying them to the business and marketing activities of the enterprise.

- Advantages from the company's own products: Training according to the coding bootcamp model - new and effective in a short time, ensuring training for students with full professional capacity, with a commitment to ensure employment and always caring for and closely following students; the educational environment respects the self-study ability, development ability and ethics of each individual. This brings sustainable core values to all business activities.

- Young human resources, progressive environment, open and supportive at work.

- Advertising activities have diverse content, target customers, and develop

Multi-channel deployment both online and offline and effective coordination.

- Recruitment, consulting, assurance, and customer care activities are always effective to support advertising activities.

3.1.2.2. Weaknesses

- CodeGym Hue's marketing team is still small, not ensuring that it can contribute to the overall orientation of the entire system and complete plans and tasks according to the set goals of the Hue branch. Communication programs lack consistency and do not have a clear brand building orientation.

- Marketing activities are implemented with educational products so sometimes they fall

into a state of following the beaten path, lacking creativity in approaching customers.

- Advertising activities are heavily invested but lack innovation and understanding of customer psychology to bring outstanding results.

3.2. Some solutions to promote advertising activities of CodeGym Hue

3.2.1. Attention stage solution

This is the first and very important stage in the awareness process according to the AIDA model. Customers must pay attention to CodeGym's message and feel impressed before they are interested, continue to learn and be convinced in the following stages, so CodeGym must always strive to increase customers' attention to QCTT.

According to the analysis results, at the attention stage, customers evaluate the attractive advertising content, beautiful design and outstanding website, attracting users to visit quite well but not really high, so CodeGym needs to pay attention to improving these criteria to attract more customer attention.

Regarding the content and form of advertising, CodeGym Hue should build a good message that impresses users so that during the process of contacting the advertisement, whether they have a need or not, they will still know and remember the message and image of CodeGym Hue. CodeGym Hue's advertisements are mostly in the form of articles, this form of advertising is easy to do but relatively boring and does not attract customers to read the entire advertisement content; while the behavior of current online users is very fond of watching animated images, videos, or storytelling advertising content... This is also a direction for building content and advertising form that CodeGym Hue can consider and change in the near future.

To increase attention to the website, CodeGym needs to create many articles containing keywords related to customer needs to increase visibility, attract their attention when searching for related information, thereby increasing traffic to the website and access to the fanpage from the website's links, creating customer awareness and stimulating them to move to the interest stage.

In this stage, CodeGym Hue students rated the email criteria the lowest to stimulate users to choose to read, along with the low customer recognition rate via email, showing that creating attention via email is not effective; the reason may be because the method of attracting attention and introducing products via email is not suitable for CodeGym Hue's customers and is not enough to stimulate them to learn more about the courses at the center, so CodeGym can consider not using email in the attention stage or

If you continue to use it, you need to monitor and optimize the content of the product introduction email to attract customers.

attract more customers.

Currently, CodeGym's advertisements are built towards each target customer group with quite diverse images and content. However, online advertising activities are still mainly focused on the Facebook platform, which is relatively reasonable, but with the development of new technology platforms and social networks, suitable for potential customers, increasingly used by many people, especially with CodeGym's target customers, the company should also gradually build and approach customers through new platforms such as Youtube or TikTok to more easily attract customers' attention.

3.2.2. Solution of concern stage

At this stage, users will search for more information, they need to have their questions related to their own problems answered, so users search and research information on many channels, both from construction businesses themselves or from individuals, community information channels that they are interested in.

In general, in the interest stage, CodeGym has built good information on its QCTT channels when customers appreciate that product information is fully provided; know information about the benefits and differences of the product; the website provides clear information about the company, the course and has a friendly, easy-to-use interface; emails also provide necessary information. In particular, customers are most interested in the benefits and differences of the product, this is also CodeGym's competitive advantage compared to other training units and is a factor that CodeGym needs to highlight in this stage. CodeGym needs to maintain the level of information about the product, differences as well as the information and interface of the website to satisfy customers in this stage, but it is necessary to ensure that the information embedded in the QCTT is just enough to not convey too much information, causing boredom for customers.

Customers rate emails as providing them with the information they need the least, so to increase email engagement at this stage, CodeGym needs to increase the completeness and attractiveness of the information in the email content to provide the information customers consider necessary.

3.2.3. Desired phase solution

In the desire stage, CodeGym is highly appreciated by customers for providing solutions that are suitable for the problems they encounter and creating trust in the quality of the courses. In order for customers to believe that CodeGym will help solve their problems and promote their desire to experience more, CodeGym needs to dig deeper into the customer's psychology, find out their hidden truths to create advertisements that make customers more sympathetic, more desirable, for example, sharing from successful individuals from CodeGym, solving obstacles when changing careers, pursuing a passion for programming, etc.

An important factor in the desire stage is the factor that brings immediate benefits, the psychological stimuli of customers to promote their desire to experience and act. Promotion is a very popular factor to do that, however, the promotional factor that motivates customers to receive advice or register for courses is rated the lowest by CodeGym Hue students in this stage, showing that the promotional programs offered in QCTT activities are not attractive enough to promote customers' desire. CodeGym should integrate attractive promotions into its advertising messages to stimulate customers who are almost convinced but still hesitant about barriers such as cost or learning environment... When putting promotional activities into advertising, CodeGym also needs to coordinate factors that create scarcity or increase the value of promotions such as limited promotion time, small quantity, high value incentives,... to create enough stimulation in the minds of customers.

In addition, brand image and personality also contribute to creating feelings as well as promoting customers' desires, so CodeGym should also include in advertising activities practical values from students' sharing or learning spirit, youthfulness of CodeGym, this will build customers' feelings for the brand, contributing to strong promotion in the desired stage.

3.2.4. Action phase solution

Once strongly convinced at the desire stage, the final stage is

learner action. This is the final stage of the cognitive process according to

AIDA is also the goal that businesses aim for.

In the action stage, customers appreciate easy and convenient course registration and a professional student competency testing process, so CodeGym needs to maintain these criteria to create a good impression during the customer experience. Customers highly appreciate the suitability of the time and method of paying course fees, CodeGym should maintain monthly tuition payment methods and be flexible in the way of paying tuition to suit the financial capacity of each student.

Students rated the lowest on the diversity of course options according to student needs, because classes are established when enough students register at each time, so some students may not have a suitable class at the time of consultation and have to wait a while until there are enough students to open a class that meets their needs.

In order for the action phase to be effective, CodeGym needs to optimize the customer experience in this phase by making efforts to attract more students and regularly monitor student needs to plan to open appropriate classes, avoiding the situation of not having classes according to student needs. CodeGym also needs to create a good experience in the enrollment consulting process to convince customers to choose its courses such as: Responding to quick consultation as soon as customers text or contact the consulting department; Friendly consultants, understanding the needs and status of customers to provide solutions suitable to the learning needs and characteristics of each subject; During the consulting process, it is necessary to provide clear information about tuition and admission costs as well as clearly explain the commitments between students and the company; properly implementing the process of testing capacity and registering for courses, ensuring the quality of enrollment but avoiding complexity, wasting time, leaving a bad impression on customers.

PART III: CONCLUSION

Based on the theory of online advertising activities combined with the reality of online advertising activities at the CodeGym Programming Training System, Hue branch, the author conducted a study to examine students' evaluation of online advertising activities at this company. The author chose the AIDA cognitive process model as the basis for the study, examining customers' evaluations according to 4 stages: Attention - Interest - Desire - Action.

CodeGym Hue's online advertising activities include: advertising via Facebook social network, advertising via the company's website and advertising via email. In which, advertising via Facebook plays an important role, is invested with a lot of costs to implement as well as is regularly monitored through effective indicators.

CodeGym Hue's QCTT activities are also evaluated through the AIDA model.

as follows:

At the attention stage, the content and aesthetics of the advertisement are factors that customers are interested in and highly appreciate. CodeGym Hue's website is considered quite prominent and attracts users to visit, while email is not a suitable tool to use to introduce products and attract customers' attention, so it is rated lower.

At the interest stage, students appreciate the completeness and clarity of the information provided by CodeGym. CodeGym Hue has made students interested and remember information about the benefits and differences of the product. The company's website plays an important role in this stage as it provides reliable information about the company and products along with a user-friendly interface. Although not evaluated by the above factors, email also contributes to providing necessary information to customers.

At the desire stage, customers agree that CodeGym Hue has created trust in them about the quality of the courses and provided solutions suitable to the problems they encounter. However, the level of promoting the desire to experience the course and the attractiveness

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