UNIVERSITY OF FINANCE - MARKETING

FACULTY OF FOREIGN LANGUAGES

----------

PRACTICUM REPORT

A Practicum Experience in Prospecting and Nurturing Potential

Customers at ARES ENGLISH CENTER

Reporter: Truong Thi Truc Mai

Code: 2221000091
Class: 22DTA02
Course: Practicum
Supervising lecturer: Tran Dang Khoa, M.A.

Ho Chi Minh City, June 2025

 ACKNOWLEDGMENTS
To complete the topic: “A Practicum Experience in Prospecting and Nurturing
Potential Customers at ARES English Center”, I would like to express deepest
gratitude to my supervising lecturer, Mr. Tran Dang Khoa, for his academic
guidance and insightful feedback throughout my practicum. Mr. Khoa’s
constructive critiques of my practicum reports enabled me to reflect critically on my
experiences, bridging the gap between academic theories and practical applications
during my practicum experience at ARES English Center.

Additionally, I extend special thanks to my supervisor, Mr. Huynh Thanh Hao,

whose mentorship was a cornerstone of my professional development during this
internship. As a Recruitment Specialist at ARES English Center, Mr. Hao brought a
wealth of knowledge in sales and customer engagement strategies. His guidance in
developing effective lead generation techniques, such as identifying target
demographics and utilizing digital marketing tools, was pivotal in my ability to
engage with prospective students.

I also express my gratitude to the ARES English Center team, particularly the sales
department, for their support and collaborative spirit. They appreciate the hands-on
learning environment and skills development, and the opportunity to collaborate on
events. The team’s positive feedback and encouragement fostered a sense of
community, enabling me to contribute effectively to the center’s goal of delivering
high-quality English education.

Last but not least, I also thank my family members for their unwavering support and
encouragement, providing a strong emotional foundation and motivation to tackle
internship challenges. This practicum experience has been a transformative
milestone in my academic and professional development, equipping me with
practical skills in sales, marketing, and customer relationship management within
the educational sector.

i
 SUPERVISING LECTURER’S REMARKS

1. Progress score:
2. The report’s score and comments:

--------------------------------------------------------------------------------------------------

--------------------------------------------------------------------------------------------------

INTERNSHIP ASSESSMENT

Number CRITERIA SCORE

• Form
• Accuracy
1 …. / 1
• Images, graphics
• References, sources

2 • Academic style …. / 1
3 • Introduction …. / 2
4 • Practicum content …. / 3

• Reflection
5 …. / 2
• Evaluation

• Conclusion
6 …. / 1
• Recommendations
Total …. / 10
Supervising lecturer’s signature

iii
 REVIEWER’S REMARKS

The report’s score and comments:

--------------------------------------------------------------------------------------------------

--------------------------------------------------------------------------------------------------

INTERNSHIP ASSESSMENT

Number CRITERIA SCORE

• Form
• Accuracy
1 …. / 1
• Images, graphics
• References, sources

2 • Academic style …. / 1
3 • Introduction …. / 2
4 • Practicum content …. / 3

• Reflection
5 …. / 2
• Evaluation

• Conclusion
6 …. / 1
• Recommendations
Total …. / 10
Reviewer’s signature

iv
 TABLE OF CONTENTS

CHAPTER 1. INTRODUCTION .................................................................... 1

1.1. General introduction to the Practicum course ..............................................1
1.1.1. Course objectives ......................................................................................1
1.1.2. The importance of professional practicum in the academic program ......1
1.2. Introduction of the Practicum site ................................................................2
1.2.1. Introduction to the ARES English Center ................................................2
1.2.2. Internship duration and specific position or responsibilities ....................2
1.3. Personal goals at the start of the practicum ..................................................3
1.3.1. Reason for choosing the topic ..................................................................3
1.3.2. Learning expectations and skill development objectives .........................3
CHAPTER 2. PRACTICUM CONTENT ...................................................... 3
2.1. Job description and assigned tasks ...............................................................3
2.1.1. Job description ..........................................................................................3
2.1.2. Supporting and assisting tasks ..................................................................4
2.1.3. Practical activities involved ......................................................................4
2.2. Work implementation process ......................................................................5
2.3. Difficulties, challenges, and solutions..........................................................6
2.3.1. In terms of professional expertise .............................................................6
2.3.2. In terms of soft skills ................................................................................6
2.3.3. In terms of the working environment .......................................................7
2.4. Achievements ...............................................................................................7
CHAPTER 3. REFLECTION AND EVALUATION .................................... 8
3.1. Assessment of the alignment between academic knowledge and practical
work 8
3.2. Skills developed during the practicum .........................................................8
3.3. Personal lessons learned ...............................................................................9
3.3.1. Professional attitude .................................................................................9
3.3.2. Future career orientation .........................................................................10
3.3.3. Plans for continued learning and skill improvement ..............................10

v
CHAPTER 4. CONCLUSION AND RECOMMENDATIONS ................. 10
4.1. Conclusion ..................................................................................................10
4.2. Recommendations ......................................................................................11
4.2.1. For the University/Faculty ......................................................................11
4.2.2. Personal development proposals for the future ......................................11

vi
 CHAPTER 1. INTRODUCTION

1.1. General introduction to the Practicum course

1.1.1. Course objectives

The professional practicum represents a critical component of contemporary

higher education, serving as a bridge between theoretical academic knowledge
and practical professional application. I recognize that this experiential learning
opportunity provides students with essential hands-on experience in their chosen
field, enabling them to understand the practical implementation of theoretical
concepts and principles they have studied in university coursework. Through
this practicum, I gained direct exposure to industry standards, professional
expectations, and the complexities of modern business environments. The
experience allowed me to develop professional competencies, build confidence,
and prepare for the workforce in ways that traditional classroom learning cannot
replicate. I understand that these competencies are crucial for career success and
are best developed through practical application rather than theoretical study
alone.

1.1.2. The importance of professional practicum in the academic program

I approached this professional practicum as both a process to learn more about

my specialized field of Business English and a time to orient and develop my
future career. This experience addressed the growing demand from employers
for graduates who possess both theoretical knowledge and practical experience.
The practicum experience contributed significantly to my personal and
professional development, preparing me to navigate workplace relationships,
understand organizational culture, and develop professional communication
skills while applying my English language knowledge in real-world scenarios.
Furthermore, I discovered that practicums offer valuable networking
opportunities that often lead to future employment prospects. By immersing
myself in a professional environment, I ensured that I was well-equipped to meet

1
industry standards and ethical practices, making this experience invaluable for
my career readiness.

1.2. Introduction of the Practicum site

1.2.1. Introduction to the ARES English Center

ARES English Center stands as a distinguished educational institution in the

English language training sector, having established itself as a trusted provider
of comprehensive English language education since its founding in 2019. The
center has successfully built a reputation for delivering high-quality English
language instruction, evidenced by its impressive track record of serving over
10,000 students who have chosen to pursue their English language learning
journey with the institution. The organization’s mission centers on becoming the
largest English language center chain in Vietnam by 2030, with ambitious
expansion plans including the establishment of additional branches and
sustainable revenue growth.

1.2.2. Internship duration and specific position or responsibilities

During my practicum of training at ARES English Center, which lasted for six
weeks (May 22 - July 3, 2025) with a part-time schedule from 9:30 AM to 7:00
PM, Monday to Saturday, I worked as a sales intern, and completed a variety of
duties to help the center reach its enrollment targets. The main tasks include
reaching out to potential students by phone, email, or social media to introduce
ARES courses; helping to organize workshops and promotional events, like free
trial classes or informational seminars, to draw in new students; helping the sales
team handle customer inquiries and follow-ups to guarantee a seamless
enrollment process; working with the marketing team to create strategies for
promoting courses on platforms; and conducting consultations to determine the
needs of potential students and suggesting appropriate programs, like TOEIC,
IELTS, or conversational English courses. In this training program, I interacted
with prospective students to provide detailed information about ARES
programs, including course structure, duration, fees, and outcomes. I followed

2
ARES customer service guidelines, offering free trial classes before enrollment
and avoiding aggressive persuasion tactics.

1.3. Personal goals at the start of the practicum

1.3.1. Reason for choosing the topic

After evaluating various English language training institutions, I decided to

choose ARES English Center because it was driven by reputation as a leading
provider of high-quality education in Ho Chi Minh City, Vietnam. The center’s
fundamental purpose is to help one million Vietnamese people achieve
proficiency in English communication, reflecting its commitment to large-scale
educational impact. ARES English operates on core values of dedication,
quality, and commitment, supported by a team of experienced and passionate
instructors who are fully committed to student success. Due to the increasing
demand for English proficiency in Vietnam, I was particularly attracted to work
in a practical environment to explore sales strategies and customer engagement
in a professional setting through my Business English major.

1.3.2. Learning expectations and skill development objectives

In this internship practicum experience, I hoped to gain practical experience in

sales and marketing techniques tailored to the education industry, understand
customer acquisition and retention processes, and develop proficiency in
communication, negotiation, and customer service skills. I aimed to develop
effective communication and professional relationship-building skills when
using English in real scenarios, and that internship will be a valuable experience
for my future goal of working as a sales manager after graduation.

CHAPTER 2. PRACTICUM CONTENT

2.1. Job description and assigned tasks

2.1.1. Job description

During my practicum at ARES English Center, I assumed mainly the role of a

sales intern with comprehensive responsibilities in customer prospecting and

3
nurturing. My primary duties centered on identifying and engaging potential
students through multiple communication channels. I conducted systematic
outreach campaigns via telephone, email, and social media platforms to
introduce prospective students to ARES course offerings. This involved
developing and maintaining detailed prospect databases, tracking interaction
histories, and ensuring consistent follow-up communications to maximize
conversion rates.

2.1.2. Supporting and assisting tasks

I assumed responsibility for conducting comprehensive consultations with

potential students to assess their English learning needs and recommend
appropriate programs. Additionally, I developed deep knowledge of all ARES
course offerings, including the Conversational English Application Course,
TOEIC 4-Skills Course, IELTS 6.0 - 6.5+ Course, and specialized programs
with native speakers. I learned to match student goals with appropriate program
features, explaining course structures, duration, fees, and expected outcomes
while maintaining ARES's commitment to quality and ethical sales practices.

2.1.3. Practical activities involved

Throughout my practicum, I actively participated in various center activities that

enhanced my understanding of the education industry and customer service
excellence. I attended regular team meetings where I contributed to discussions
about sales strategies, market trends, and customer feedback analysis. I
participated in training sessions conducted by senior staff members, which
enhanced my knowledge of effective sales techniques and customer relationship
management.

Moreover, I also engaged in cross-functional collaboration with instructors and

academic staff to gain a deeper understanding of course content and student
outcomes. This collaboration enabled me to provide more accurate and
compelling information to prospective students about program benefits and

4
career opportunities. I observed and occasionally assisted in trial classes, which
provided valuable insights into the teaching methodology and student experience
that I could then communicate to prospects.

2.2. Work implementation process

I developed a systematic approach to prospect identification and nurturing that

aligned with ARES’s customer-centric philosophy. My process began with
comprehensive market research to identify target demographics and understand
their specific English learning needs. Next, I utilized multiple data sources,
including social media analytics, educational forums, and referral networks, to
build prospect lists. Then, I implemented a structured outreach strategy that
prioritized relationship building over aggressive sales tactics, consistent with
ARES’s ethical guidelines.

In addition, my consultation process involved conducting thorough needs

assessments to understand each prospect’s English proficiency level, learning
objectives, and scheduling constraints. I developed standardized evaluation
criteria while maintaining flexibility to address individual circumstances. I
created detailed prospect profiles that included learning goals, budget
considerations, and timeline requirements, which enabled me to provide
personalized recommendations and maintain follow-up communications.

I established productive working relationships with team members across

different departments and recognized that successful customer acquisition
required a collaborative effort. I maintained regular communication with my
direct supervisor, Mr. Hao, to seek guidance on complex customer situations and
to receive feedback on my performance. Besides, I participated actively in team
meetings, sharing insights from customer interactions and contributing to
strategy discussions.

Furthermore, I applied my Business English knowledge in conducting

consultations in English and creating promotional content, ensuring clarity and

5
cultural appropriateness in all communications. I also used my experiences in
real-world sales and marketing situations that I have learned in my major subject
case studies at university. To enhance the effectiveness, I applied marketing
concepts such as market segmentation, customer journey mapping, and value
proposition development. I used data analysis skills to track conversion rates,
identify successful strategies, and optimize my approach based on performance
metrics. Then, I utilized principles of persuasive communication, active
listening, and relationship building during prospecting and nurturing potential
customers at ARES English Center.

2.3. Difficulties, challenges, and solutions

2.3.1. In terms of professional expertise

One of the primary professional challenges I encountered in the first week was
developing sufficient depth of knowledge about all ARES programs to provide
comprehensive guidance to prospective students. The center offers multiple
specialized courses with different methodologies, target outcomes, and pricing
structures. From then on, I addressed this challenge by dedicating significant
time to studying course materials, attending classes as an observer, and
conducting detailed interviews with instructors. By the end, I have gained a
deeper understanding programs of ARES’s courses to quickly and effectively
access during customer consultations.

2.3.2. In terms of soft skills

Three weeks later, I had a challenge in communication skills, especially in

telephone consultations. Developing effective telephone communication skills
presented a considerable challenge, particularly when dealing with prospects
who were hesitant or skeptical about English language training programs. To
resolve this issue, I addressed it by practicing active listening techniques,
developing empathy for common concerns, and learning to ask probing
questions that revealed underlying motivations and obstacles. In addition, I also
learned to maintain professional composure and persistence while respecting

6
prospects’ decisions and timelines. As a result, I have learned to recognize and
respond to different communication preferences, adjust my approach based on
individual personalities, and maintain authentic connections with customers.

2.3.3. In terms of the working environment

On the other hand, I also had a challenge in adapting to the fast-paced, target-
driven environment of a sales-focused organization. I had to learn to balance the
center’s enrollment targets with the ethical requirement to recommend programs
that genuinely met student needs. However, I focused on long-term relationship
building rather than short-term sales pressure, recognizing that satisfied students
would provide referrals and enhance the center's reputation. Since then, I have
found myself much more dynamic and easier to adapt in the stressful workplace
environment. I developed resilience and learned to view unsuccessful
interactions as learning opportunities rather than failures.

2.4. Achievements

During my six-week practicum, I successfully contacted over forty-five

prospective students through various channels, resulting in sixteen scheduled
consultations and ten enrolled students in TOEIC programs. I also contributed to
the successful advertisement of ARES English Center, which generated twenty-
five additional followers on Facebook and TikTok.

My colleagues provided positive feedback on my performance, particularly in

building rapport with prospects and my commitment to ethical sales practices.
They also recognized my ability to handle complex customer situations
independently and my contribution to achieving enrollment targets.
Additionally, they noted that I have become more confident when working with
customers. They emphasized my growth in confidence and professional
communication skills throughout the practicum period.

7
 CHAPTER 3. REFLECTION AND EVALUATION

3.1. Assessment of the alignment between academic knowledge and practical

work

The practicum experience revealed a strong alignment between my Business

English academic coursework and the practical requirements of my role at
ARES English Center. I found that my theoretical knowledge of marketing
principles, customer relationship management, and business communication
provided a solid foundation for understanding and executing my responsibilities
effectively.

My academic training in persuasive communication techniques proved directly

applicable when conducting customer consultations and presenting course
options to prospective students. The market analysis skills I developed through
case studies in my coursework enabled me to identify target demographics and
understand customer needs more effectively. Additionally, my English language
proficiency, developed through my major coursework, was essential for
conducting consultations with international prospects and creating marketing
materials.

However, I also identified areas where practical experience provided insights

that complemented my academic knowledge. The real-world application of sales
techniques required adaptability and emotional intelligence that extended
beyond theoretical frameworks. I learned that successful customer relationship
management requires a combination of systematic processes and an intuitive
understanding of individual customer needs.

3.2. Skills developed during the practicum

I developed comprehensive sales and marketing skills specifically tailored to the

education industry. I also learned to identify and qualify prospects effectively,
conduct needs assessments, and match customer requirements with appropriate
program offerings. Besides that, I gained proficiency in customer relationship

8
management systems and learned to track and analyze performance metrics to
optimize my approach. Furthermore, I developed industry-specific knowledge
about English language training programs, certification requirements, and career
outcomes that enabled me to provide valuable guidance to prospective students.
I learned to navigate the competitive landscape of English language training and
understand the factors that influence customer decision-making in educational
investments.

My communication skills improved significantly through regular interaction

with diverse prospects and team members. I learned to adapt my communication
style to different audiences, from university students to working professionals,
and to communicate effectively across cultural and linguistic barriers. I
developed active listening skills that enabled me to understand underlying
customer needs and concerns. Working as part of the ARES sales team enhanced
my collaborative skills and taught me the importance of cooperation in
achieving organizational objectives. I learned to share information effectively,
seek assistance when needed, and contribute to team discussions and strategy
development. I also developed problem-solving skills through handling complex
customer situations and overcoming objections. I learned to think creatively
about solutions and to maintain professional composure under pressure. These
experiences taught me to view challenges as opportunities for growth and
learning.

3.3. Personal lessons learned

3.3.1. Professional attitude

This practicum experience taught me the importance of maintaining ethical

standards while pursuing sales objectives. I learned that building long-term
relationships and maintaining integrity are more valuable than achieving short-
term sales targets through questionable means. Additionally, I developed a
professional approach that prioritizes customer satisfaction and genuine value
creation. I also learned the importance of persistence and resilience in sales

9
roles. I discovered that rejection is a natural part of the sales process and that
maintaining a positive attitude and learning from unsuccessful interactions is
crucial for long-term success.

3.3.2. Future career orientation

About the future direction, the practicum experience confirmed my interest in

pursuing a career in sales management and provided valuable insights into the
education services industry. I gained clarity about the skills and experiences I
need to develop to achieve my career objectives and identified specific areas for
continued learning and development. I also developed a deeper appreciation for
the role of education in personal and professional development, which has
motivated me to consider opportunities in the education sector as part of my
future career path.

3.3.3. Plans for continued learning and skill improvement

In learning and enhancement, I recognized the importance of continuous

learning and professional development in maintaining effectiveness in sales
roles. I learned that staying current with industry trends, customer preferences,
and competitive developments is essential for long-term success. I also
identified specific areas where I need to continue developing my skills,
including advanced sales techniques, digital marketing strategies, and leadership
capabilities that will be important for my future career advancement.

CHAPTER 4. CONCLUSION AND RECOMMENDATIONS

4.1. Conclusion

My practicum experience at ARES English Center provided invaluable insights

into the practical application of Business English knowledge in a professional
sales environment. The six-week program successfully bridged the gap between
academic theory and real-world practice, enabling me to develop essential
professional skills while contributing meaningfully to the organization’s
objectives. The experience demonstrated the relevance and value of my

10
academic preparation while highlighting areas for continued development. I
successfully applied theoretical concepts in marketing, communication, and
customer relationship management while developing practical skills in sales
techniques, industry knowledge, and professional relationship building. The
practicum confirmed my career interests and provided clear direction for my
future professional development. I gained confidence in my ability to succeed in
sales and customer-facing roles while developing a deeper understanding of the
education services industry.

4.2. Recommendations
4.2.1. For the University/Faculty

From my perspective, I would like to express my strong interest that the

university consider expanding the duration of practicum programs to allow
students more time to develop advanced skills and make more substantial
contributions to host organizations. A longer practicum would provide deeper
learning experiences and better preparation for professional careers. In addition,
I also suggest that the faculty consider developing stronger partnerships with
industry organizations to provide students with diverse practicum opportunities
across different sectors and company sizes. This would enable students to gain
broader exposure to various business environments and career paths.
4.2.2. Personal development proposals for the future

In my future career, I plan to pursue additional training in advanced sales

techniques and customer relationship management to build upon the foundation
established during this practicum. I will seek opportunities to develop my
leadership skills through volunteer work and additional professional experiences.
I intend to continue developing my industry knowledge by staying current with
trends in education services and English language training. I will also work to
expand my professional network within the education sector to create
opportunities for career advancement.

11
Furthermore, I plan to pursue additional certifications in sales and marketing that
will enhance my professional credentials and prepare me for management roles in
the future. I will also consider pursuing advanced education in business
administration to complement my Business English background and expand my
career opportunities. This practicum experience has provided me with a solid
foundation for my professional career and clear direction for continued growth and
development. I am confident that the skills and knowledge gained through this
experience will serve me well in achieving my career objectives and contributing
meaningfully to future organizations.

12