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18/05/2020 07:40:59 AM

Factors Affecting The Decision To Choose The Digital Marketing Course At Conando Company- P1

1. What is digital marketing

"Digital Marketing is the use of Internet as a medium for marketing and communication activities" - digitalmarketing.info.vn

"Digital Marketing is a strategy to use the Internet as a medium for marketing and information exchange activities" – Asia Digital Marketing Association.

“Digital Marketing is the implementation of product and service promotion activities by using online, database-driven distribution channels to reach customers at the right time, right need, right objects with reasonable cost ” – Jared Reitzin, CEO – mobileStorm Inc.

“Digital Marketing is the management and implementation of marketing activities by using electronic media such as website, email, iTV, wireless means combined with digital data on characteristics and behavior of customer." – Dave Chaffey, Insights Director at ClickThrough Marketing.

"Digital Marketing refers to a wider range than traditional marketing, which reaches users in digital style." – Wikipedia.

In short, the concept of Digital Marketing relates to all relationships between marketing activities with Digital. This includes Internet Marketing or Online Marketing.

2 Training services

2.1 What is Services

There are many different definitions of services. Most definitions emphasize the key characteristics of the service: intangible, inseparable (simultaneous production and consumption), heterogeneity, and non-storage. It is these characteristics that make measurement and evaluation of service quality difficult.

According to Zeithaml and Bitner (2000), services are jobs, processes and practices.

Gronroos (1990) considers that service is an activity or a series of activities that are more or less intangible in which interactions between customers and customers interact with customers, material resources, goods or service delivery system - where customers' problems are solved.

According to Quinn et al. (1987), most studies view the service sector to include all economic activities that create non-material products, which are simultaneously produced and consumed and yielded value added in forms (such as convenience, enjoyment, timeliness, comfort and well-being) that these intangible benefits are essentially for the first customer.

In short, service is a process that involves the activities behind and the front activities where customers and service providers interact with each other to satisfy customer needs in the way that customers expect. want as well as create value for customers.

2.2 Training service

In Vietnam and many countries around the world now see education as a special type of service. The fact shows that schools, with the motto of being learner-centric, have considered students as service subjects and schools as service providers for students - training services.

As for the learners, many students have considered training services as goods, in the sense that they are the ones who need to be cared and served. And with the view of viewing education as a type of service, each school tries to improve the service quality to better meet customer needs in the context of fierce competition today.

Training is considered a service industry because training has all the attributes of a service: it is intangible, cannot be inventory, service provision process (knowledge, applicability) The training facility (lecturers, staff) and the use of the customer (student) services take place simultaneously, and the service is also heterogeneous depending on the specific conditions of the service delivery process. (Cuthbert, 1996 from Costa & Vasiliki, 2007).

Similar to medical services that provide medical examination and treatment services or postal services providing mail and goods transport services, training services are teaching and training activities aimed at provide students with the necessary knowledge and skills.

In order for the training service to be effective, not only must the teaching and training activities be good, but the facilities, service attitude of the employees ... must make the customer happy. We can create quality training, but if an element such as an employee behave disrespectfully to the customer can make the training worse.

Nguyen Thi My My