| Title: | Marketing Strategy and Operations in a Southeast Asian Study Abroad Agency |
| Author: | Mr. Lu Wangyi |
| Advisor: | ดร.หญิง ซานี่ – Dr. Yhing Sawheny |
| Degree: | Bachelor of Business Administration Program in Hotel and Tourism Management (International Program) |
| Major: | B.B.A. (Hotel and Tourism Management) |
| Faculty: | International College |
| Semester/Academic year: | 2/2567 (2024) |
Abstract
This report summarizes my internship experience at a Southeast Asian study abroad agency affiliated with YISHENGLIUXUE. The agency leverages a distinctive market positioning strategy, targeting students and working professionals from lower-tier Chinese cities.
Throughout the internship, I participated in marketing content creation, CRM operations, and post-enrollment service, gaining practical insights into the commercial side of international education.
Key learnings include: (1) execution of digital campaigns to drive enrollment; (2) firsthand understanding of cross-cultural service delivery; and (3) strategic observation of evolving partnerships between universities and agencies.
This cooperative education program provided me with critical exposure to ethical considerations, operational models, and student support systems in transnational education.
Keywords: Study abroad marketing, digital CRM, Southeast Asia, educational service, internship experience
ดร.หญิง ซานี่ – Dr. Yhing Sawheny, บธ.บ. (การบริหารการโรงแรมและการท่องเที่ยว) – B.B.A. (Hotel and Tourism Management), วิทยาลัยนานาชาติ (International College), บริหารธุรกิจบัณฑิต สาขาวิชาการบริหารการโรงแรมและการท่องเที่ยว (หลักสูตรนานาชาติ) – Bachelor of Business Administration Program in Hotel and Tourism Management (International Program), 2/2567 (2024)
