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<b>TOULON UNIVERSITY - THUONGMAI UNIVERSITY INTERNATIONAL COOPERATION INSTITUTE </b>

<b>INTERSHIP REPORT TOPIC: COMPLETE ONLINE MARKETING ACTIVITIES AT MINH </b>

<b>KIET LTT FURNITURE JSC </b>

Name of the University tutor: PhD Vu. Thi Thuy Hang Name: Tăng Minh Hoàng

Student ID: 20K610089 Class: CN17-ECO

HA NOI, 2023

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<b>ACKNOWLEDGEMENTS </b>

I would like to express my heartfelt gratitude to the professors at The University of Commerce, particularly the professors from Toulon University, who have been instrumental in my education and training during my three-year journey at the university. Their teachings and guidance have provided me with valuable knowledge that has shaped my understanding of the subject matter.

I would also like to extend my thanks to the Board of Directors and the collective leadership of Minh Kiet LTT Furniture JSC. Their unwavering support and guidance throughout my time at the company have been crucial in my professional development. Their provision of favorable working conditions and valuable insights have greatly contributed to my growth in this field.

Although my report may have limitations due to my limited knowledge and relatively short working time, I am aware of the areas that require improvement. I am grateful for the opportunity to receive constructive feedback from my professors, which will not only enhance my understanding but also provide me with the chance to address any shortcomings. I am committed to using this feedback to further refine my knowledge and elevate my abilities in the future.

Once again, I would like to express my deepest appreciation to the professors at The University of Commerce and the leadership of Minh Kiet LTT Furniture JSC for their continuous support and guidance. Their contributions have been invaluable in shaping my academic and professional journey.

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CHAPTER 1. THEORETICAL FOUNDATIONS OF DIGITAL MARKETING ...

<b> ... Error! Bookmark not defined.1.1. Concept of Digital Marketing ... Error! Bookmark not defined.1.2. The role of Digital Marketing ... Error! Bookmark not defined.1.3. Methods of conducting Digital Marketing .... Error! Bookmark not defined.</b> CHAPTER 2. ABOUT THE COMPANY ... 4

2.1. General introduction about Minh Kiet LTT Furniture JSC ... 4

2.1.1. General Introduction ... 4

2.1.2. Vision, Mission & Core values: ... 4

2.1.3. Organizational structure ... 6

2.1.4. The company's business products ... 8

2.1.5. Marketing tools in use ... 8

2.1.6. Model 3C ... 8

2.1.7. Customer Journey ... 10

2.2. The reason for choosing project topic ... 11

2.2.1. The reason for choosing project topic... 11

2.2.2. The goal of the project ... 12

2.2.3. Internship plan ... 13

2.3. Internship Minh Kiet LTT Furniture JSC ... 17at 2.3.1. Department structure and internship position ... 17

2.3.2. Working process and responsibility for arranging work ... 17

2.3.3. Daily tasks ... 20

CHAPTER 3. ANALYZING DIGITAL MARKETING ACTIVITIES AT MINH KIET LTT FURNITURE JSC ... 22

3.1. Analysis of Digital Marketing activities at Minh Kiet LTT Furniture JSC .. 22

3.1.1. Through the website ... 22

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CHAPTER 4. SOME SOLUTIONS TO IMPROVE THE EFFICIENCY OF DIGITAL MARKETING ACTIVITIES AT MINH KIET LTT FURNITURE JOINT STOCK COMPANY ... 36

4.1. Improve staff skills in Digital Marketing ... 36

4.2. Developing Sales Leads through Landing Page Articles ... 37

4.3. Enhancing the Effectiveness of Email Marketing ... 42

CHAPTER 5. EVALUATION OF THE INTERNSHIP PROCESS ... 45

5.1. Advantages in the internship process and difficulties in the internship process ... 45

5.1.1. Advantages ... 45

<b>5.1.2. Difficulties ... Error! Bookmark not defined.</b> 5.2. Results achieved and contributions to the company during the internship ... 46

5.2.1. General results of marketing for products ... 46

5.2.2. Personal results contributed to the marketing department and the company of the product ... 47

5.3. Internship gained ... 48

5.4. Future career plan ... 49

REFERENCES ... 51

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<b>LIST OF TABLES </b>

Table 1.1: 3 months internship plan (March 6, 2023 - May 26, 2023) ... 13 Table 1.2: Daily duties at the company ... 21 Table 3.1: The keywords that the company runs ads every month ... 27 Table 3.2: Results of Email Marketing tool January to April 2023 of Minh Kiet LTT Furniture JSC ... 33 Table 4.1: List of Objectives and Email Sending Schedule ... 43

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<b>LIST OF FIGURES </b>

Figure 1.1: Company structure of Minh Kiet LTT Furniture JSC ... 6 Figure 1.2: Marketing Department Structure ... 17 Figure 3.1: Website Minh Kiet LTT Furniture JSC ... 22 Figure 3.2: Evaluation of the website performance of the company website through Google Page Speed ... 23 Figure 3.3: Statistical results on Google Analytics ... 25 Figure 3.4: Traffic Channels ... 26 Figure 3.5: The advertising keyword "Apartment interior design" of minhkiet.com.vn ranks last in the search advertising position on Google.com.vn. ... 28 Figure 3.6: Minh Kiet LTT Furniture JSC’s Fanpage ... 29 Figure 3.7: Product posts, as well as advertisements on Minh Kiet Decor’s Fanpage . 31 Figure 4.1: Proposed layout for sales-oriented articles to be implemented by the company for its products/services ... 40

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<b>CHAPTER 1. THEORETICAL FOUNDATIONS OF DIGITAL MARKETING </b>

<b>1.1. Concept of Digital Marketing </b>

According to Kotler and Armstrong (2009), "Digital marketing is a form of direct marketing which links consumers with sellers electronically using interactive technologies like emails, websites, online forums and newsgroups, interactive television, mobile communications, etc."

The American Marketing Association (2023) defines Digital Marketing as follows: "Digital marketing refers to any marketing methods conducted through electronic devices which utilize some form of a computer, including online marketing efforts conducted on the internet. In the process of conducting digital marketing, a business might leverage websites, search engines, blogs, social media, video, email, and similar channels to reach customers."

These definitions highlight that Digital Marketing involves the use of interactive technologies and electronic devices to connect consumers with sellers, utilizing various online channels and tactics such as websites, search engines, social media, emails, and more to promote products and engage with target audiences.

<b>1.2. The role of Digital Marketing </b>

Digital Marketing plays a crucial role in today's business landscape, offering numerous benefits and opportunities for organizations to connect with their target audiences and achieve their marketing objectives. Here is a detailed description of the role of Digital Marketing, along with a cited source:

Digital Marketing serves as a powerful tool for businesses to effectively reach and engage their target customers in the digital realm. It allows companies to extend their brand presence, build brand awareness, and establish meaningful connections with their audience through various online channels and platforms.

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According to Chaffey and Ellis-Chadwick (2019), Digital Marketing enables businesses to leverage the reach and accessibility of the internet to deliver personalized and targeted marketing messages to their desired customer segments. It facilitates the delivery of tailored content, offers, and promotions to specific audiences, increasing the likelihood of capturing their attention and driving conversions.

Furthermore, Digital Marketing provides valuable insights and analytics that help organizations track and measure the effectiveness of their marketing campaigns. Through data analysis, businesses can gain a deeper understanding of customer behavior, preferences, and trends, allowing them to refine their marketing strategies and optimize their efforts for better results.

Moreover, Digital Marketing offers a cost-effective alternative to traditional marketing methods. Compared to traditional advertising channels, digital platforms often have lower entry barriers and offer flexible budgeting options, making it accessible to businesses of all sizes. This allows organizations to allocate their marketing budgets more efficiently and target their investments towards the channels and tactics that yield the best returns on investment.

In summary, Digital Marketing plays a vital role in modern business strategies by enabling organizations to reach their target customers effectively, personalize their marketing messages, track campaign performance, and optimize marketing spend.

<b>1.3. Methods of conducting Digital Marketing </b>

According to The American Marketing Association (2023), Digital Marketing is a broad term encompassing various channels and methods for promoting business interests to prospective customers. It is a flexible practice that can be tailored to suit the specific needs and goals of a business.

Some common methods of conducting Digital Marketing include:

Search Engine Optimization (SEO): SEO focuses on improving a website's ranking in search engine results to increase online visibility and attract organic traffic.

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Search Engine Marketing (SEM): SEM involves using paid online advertising to enhance a website's visibility within search engine results pages. It is often used in conjunction with SEO.

Pay-Per-Click (PPC): PPC advertising allows businesses to display ads online and pay only when a user clicks on the ad. This method can generate immediate visibility and targeted traffic.

Social Media Marketing (SMM): SMM utilizes social media platforms to promote products or services and engage with target audiences. Influencer marketing, which involves collaborating with social media influencers, is commonly employed in SMM.

Email Marketing: Email marketing involves sending promotional content and updates directly to prospective customers via email. Automated newsletters are frequently used in this form of marketing.

Affiliate Marketing: Affiliate marketing is a performance-based strategy that enables businesses to partner with affiliates who promote their products or services in exchange for a commission on sales.

Content Marketing: Content marketing revolves around creating and distributing valuable and relevant content, such as blogs, videos, and podcasts, to attract and engage customers online.

Native Advertising: Native advertising involves seamlessly integrating marketing materials into a medium, making the underlying message and marketing purpose equally important. Sponsored content on external websites is a common form of native advertising.

It's important to note that executing a successful digital marketing strategy often involves employing multiple methods that complement and reinforce each other. Businesses need to strategically select and combine these methods based on their target audience, industry, and objectives.

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<b>CHAPTER 2. ABOUT THE COMPANY </b>

<b>2.1. General introduction about Minh Kiet LTT Furniture JSC 2.1.1. General introduction </b>

Established on March 16, 2015, with a tax code of 0106792281 and located at 119/24 Kim Dong, Hoang Mai District, Hanoi, Minh Kiet LTT Furniture Joint Stock Company (Minh Kiet LTT Furniture JSC) specializes in designing and constructing high-end interior products. With an experienced and enthusiastic design team, the company is committed to providing customers with unique, luxurious, and practical interior products.

The company's website, minhkiet.com.vn, allows customers to search and refer to the company's design and construction products, from apartments to coffee shops and offices.

In addition, the company provides professional interior design and consultation services, from consultation and planning to installation. Intending to provide customers with high-quality interior products and perfect services, Minh Kiet LTT Furniture JSC is always the top choice for customers in the internal design field.

Established in 2015 in Ha Noi City, Vietnam, the company does not engage in interior product manufacturing activities but focuses on consulting, designing, and outsourcing high-end interior products. The company quickly built a reputation in interior design with relentless effort and good service quality.

To meet the increasing demand of customers, in 2018, the company decided to rebrand itself as Miki decor. Miki decor is a high-end interior brand with unique, luxurious, and practical products.

Minh Kiet LTT Furniture JSC and Miki decor brand have become one of Hanoi's leading interior design and construction companies.

<b>2.1.2. Vision, Mission & Core values: </b>

Vision:

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Minh Kiet LTT Furniture JSC aims to become one of the leading interior design and manufacturing companies in Hanoi and the northern region. The company continuously strives to innovate and improve the quality of its products and services to meet the needs and preferences of customers. Minh Kiet LTT Furniture JSC hopes to bring absolute satisfaction and the highest value to its products for customers.

Mission:

Minh Kiet LTT Furniture JSC's mission is to provide customers with beautiful, high-quality interior products that are suitable for the needs and styles of each customer. The company is committed to using high-quality materials and modern production techniques to create interior products that ensure quality, durability, and safety for users. The company desires to become a dependable partner for customers in building beautiful, convenient, and comfortable living and working spaces.

Core values:

Innovation and creativity: Minh Kiet LTT Furniture JSC continuously seeks new ideas to develop unique, beautiful, and practical interior products.

Product quality: Minh Kiet LTT Furniture JSC uses high-quality materials and advanced production methods to create interior products that ensure users' quality, durability, and safety.

Perfect service: Minh Kiet LTT Furniture JSC always provides the best possible services to customers, including consultation, design, production, installation, and product warranty. The company is always ready to support and advise customers.

Resolute staff: Minh Kiet LTT Furniture JSC has an experienced and dedicated team of employees who are prepared to support customers in all matters related to the products.

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<b>2.1.3. Organizational structure </b>

2.1.3.1. Organization chart in the company

<b>Figure 2.1: Company structure of Minh Kiet LTT Furniture JSC </b>

Source: Accounting Department, 2023 The company has six functional departments, each responsible for a specific work area, ranging from sales, marketing, design, production, and accounting to human resources. The departments are organized logically and have interactive relationships with each other to ensure the smooth and efficient operation of the company.

Specifically, the Sales and Marketing departments are responsible for finding new business opportunities and increasing the company's revenue. The Design department ensures the aesthetic and quality of the products. The Production department manages the production process and ensures the quality of the products. The Accounting department manages the finances and provides accurate financial reports, and the Human Resources department manages and develops the company's personnel.

With this organizational structure, the company focuses on its core activities, enhancing work efficiency, improving product quality, and meeting customer needs.

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The departments are logically organized and have an impact on each other, helping the company operate efficiently and develop sustainably in the long term.

2.1.3.2. Functions of each department

CEO: The CEO of Minh Kiet LTT is Mr. Nguyen Minh Kiet, who is an experienced and skilled businessperson in the furniture industry. With over 10 years of experience in the field, Mr. Nguyen Minh Kiet has led Minh Kiet LTT to become one of the top furniture companies in Ha Noi. His leadership has been instrumental in the company's success, as he emphasizes innovation, quality, and customer satisfaction in all aspects of the business. Under his guidance

Sales Department: This department sells the company's furniture products. The Sales department focuses on finding and retaining customers, building relationships with partners, finding new business opportunities, and ensuring revenue and profit.

Marketing Department: This department plays a vital role in developing the company's brand and marketing its products. The Marketing department is responsible for developing marketing strategies, advertising, PR, and managing the company's website, social media, and other promotional activities.

Design Department: This department is responsible for designing and ensuring the aesthetics and quality of the products. The Design department is where new ideas are created to meet the needs and styles of customers while ensuring feasibility and effectiveness in production.

Production Department: This department produces the company's furniture products. The Production department is responsible for managing the production process, from ordering raw materials and manufacturing to quality control and installation of products.

Accounting Department: This department manages the company's finances, including cost management, income and expense management, accounting, and financial reporting.

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- Implement strategies to enhance email campaign performance and engagement.

- Assist in social media monitoring and engagement activities.

- Interact with the audience, respond to inquiries, and build customer relationships.

Week 11 (May 15-19)

- Support in creating and optimizing website content.

- Enhance website content to improve user experience and drive conversions.

- Assist in analyzing website performance and user behavior data.

- Extract insights to identify areas for improvement and optimize website

- Summarize internship experience, achievements, and acquired knowledge.

- Present the internship outcomes to the team and stakeholders.

- Share insights, recommendations, and contributions made during the internship.

- Reflect on personal growth and lessons learned throughout the internship.

- Evaluate progress, identify areas of improvement, and set future goals.

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<b>2.3. Internship at Minh Kiet LTT Furniture JSC 2.3.1. Department structure and internship position </b>

<b>Figure 2.2: Marketing Department Structure </b>

Source: Marketing Department, 2023 The Marketing Department of Minh Kiet LTT Furniture JSC plays a crucial role in building and executing the company's marketing strategy. Despite being a small company, the Marketing Department contributes significantly to brand building, customer attraction, and sales growth.

The Marketing Department consists of 5 members, including 1 website technical specialist, 2 content staff, 1 advertising setup staff, and a department head responsible for content management.

Although the company's Marketing team is small, the members of the Marketing Department are dynamic, creative, and enthusiastic in their work. They work together to ensure that the company's messages and brand image are effectively conveyed and attract customers.

<b>2.3.2. Working process and responsibility for arranging work </b>

2.3.2.1. Work placement responsibilities

In the Marketing Department of Minh Kiet LTT Furniture JSC, the work placement responsibilities are as follows:

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<b>- Manage and oversee the overall marketing activities of the company. </b>

<b>- Develop marketing strategies and plans in collaboration with other team members. - Set goals and targets for the department and monitor their achievement. - Coordinate and delegate tasks to team members. </b>

<b>- Review and evaluate the performance of the Marketing Department. </b>

Website Technical Specialist:

<b>- Ensure the smooth operation and optimal performance of the company's website. - Handle technical issues, updates, and maintenance of the website. </b>

<b>- Optimize website content, structure, and functionality. - Conduct regular website audits and implement improvements. - Stay updated on the latest web development and optimization trends. </b>

Advertising Setup Staff:

<b>- Plan and set up online advertising campaigns on platforms like Google Ads and </b>

Facebook Ads.

<b>- Conduct keyword research and audience targeting to optimize ad performance. - Monitor and analyze campaign results, adjusting as necessary. </b>

<b>- Collaborate with the content team to create compelling ad copies and visuals. - Stay updated on digital advertising trends and best practices. </b>

Content Staff:

<b>- Create engaging and relevant content for various marketing channels, including </b>

the company's website, blog, social media platforms, and advertising materials.

<b>- Conduct research on industry trends, customer preferences, and competitors' </b>

activities.

<b>- Write and edit content, ensuring accuracy, clarity, and consistency. </b>

<b>- Collaborate with other team members to align content with marketing strategies. - Monitor content performance and make data-driven adjustments. </b>

The work placement responsibilities are assigned based on each team member's expertise and skills. The department head plays a crucial role in coordinating and assigning tasks to ensure efficient workflow and achieve marketing objectives. Regular

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communication and collaboration among team members are essential to ensure a cohesive and successful marketing operation.

2.3.2.2. Basic workflow

The Marketing Department at Minh Kiet LTT Furniture JSC follows a well-defined workflow to ensure smooth and effective marketing operations. The process begins with planning and strategy development, where the department head collaborates with the team members to establish marketing objectives and devise appropriate strategies. This phase involves determining the target audience, crafting compelling messaging, selecting marketing channels, and allocating the budget.

Once the strategies are in place, the department head assigns specific tasks and responsibilities to each team member based on their expertise and the requirements of the marketing plans. Clear instructions and objectives are communicated to the team members, ensuring that everyone understands their roles and deadlines.

The content staff plays a crucial role in conducting research on industry trends, customer preferences, and competitor activities. Based on their findings, they create engaging and relevant content for various marketing channels, including the company's website, blog, social media platforms, and advertising materials. This content aims to capture the attention of the target audience, convey the company's unique value proposition, and generate interest in its products and services.

The website technical specialist takes responsibility for optimizing the company's website. They ensure its smooth functioning, perform regular updates and maintenance, and optimize the website's content, structure, and functionality. This role requires strong technical skills and attention to detail to provide users with a seamless and engaging online experience.

Another crucial aspect of the workflow is the set-up and management of online advertising campaigns. This task is handled by the advertising setup staff who plan and execute campaigns on platforms like Google Ads and Facebook Ads. They conduct thorough keyword research, define target audiences, and create compelling ad copies to maximize the impact of the campaigns. Continuous monitoring and analysis of the

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campaign performance enable them to make data-driven decisions and optimize the campaigns for better results.

Collaboration and coordination among team members are essential throughout the workflow. Regular communication ensures alignment, sharing of progress, and addressing any challenges or issues that arise during the marketing activities. The department head oversees the workflow, providing guidance and support when needed to ensure effective coordination and a cohesive marketing strategy.

Performance evaluation and reporting form a crucial part of the workflow. The department head assesses the effectiveness of the marketing activities based on predefined metrics and goals. Reports and analyses are prepared to evaluate the performance of marketing strategies, identify areas for improvement, and make informed decisions for future campaigns and initiatives.

By following this well-structured workflow, the Marketing Department at Minh Kiet LTT Furniture JSC efficiently execute marketing plans, create compelling content, optimize the company's online presence, and drive successful advertising campaigns. The emphasis on collaboration, coordination, and evaluation ensures the department's efforts align with the company's goals and contribute to its growth and success in the competitive market.

<b>2.3.3. Daily tasks </b>

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<b>Table 2.2 Daily duties at the company : </b>

<b>Time Task </b>

8:30 AM Attend morning meeting and receive tasks 9:00 AM Conduct keyword research for SEO 10:00 AM Write engaging content for website and blog 11:00 AM Plan and create social media posts 12:00 PM Lunch break

1:30 PM Manage and optimize online advertising campaigns (Google Ads, Facebook Ads, etc.)

2:30 PM Interact with social networking groups and respond to customer inquiries

3:30 PM Research and gather information for content creation 4:00 PM Collaborate with design team for visual content creation 5:00 PM Review and analyze marketing performance metrics 5:15 PM Wrap up the day's tasks and prepare for the next day

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<b>MINH KIET LTT FURNITURE JOINT STOCK COMPANY </b>

<b>3.1. Analysis of Digital Marketing activities at Minh Kiet LTT </b> The website Minhkiet.com.vn is being used and developed by the company as an important communication tool. This website provides information about the company's introduction, projects, news, recruitment, and contact details. Due to regular information updates, readers can easily learn about the company and the products and services provided by Minhkiet.com.vn.

One point worth noting is that the website updates the projects that the company has implemented. This allows customers and interests parties to have an overview of the company's completed projects.

In addition, the site also shares news related to design experience. This provides additional value to clients and interested parties, helping them gain useful information and knowledge in the field of design.

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In general, the website minhkiet.com.vn has met the information needs of customers and interested people well. However, the company can continue to develop the website by adding new information and improving the user experience to attract and retain customers.

3.1.1.2. Website performance

Google Page Speed Insights is a group of tools provided by Google to help optimize the performance of websites. Page Speed Insights focuses on two main aspects: page load speed and user-friendliness.

<b>Figure 3.2: Evaluation of the website performance of the company website through Google Page Speed </b>

Source: , 2023 The Google Page speed score evaluates the performance of Minh Kiet LTT Furniture JSC's website and gives it a good score of 87 out of 100. This indicates that the website has been optimized to provide a good user experience and minimize page load time.

Here is the breakdown of the scores:

<b>- Performance: 87 </b>

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