Professional Project
ID: 12028088
Title Page
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Professional Project
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Declaration
I declare the followings:
(1) That the material contained in this Project is the result of my own work and that due
acknowledgement has been given in the bibliography and references to ALL resources
be they printed, electronic or personal.
(2) The Word Count of this Project is: Part A: 4356 words
Part B:
Reflective Statement:
Total Word Count:
(3) that unless this Project has been confirmed as confidential, I agree to an entire
electronic copy or sections of the Project to being placed on Blackboard, if deemed
appropriate, to allow future students the opportunity to see examples of past Projects. I
understand that if displayed on Blackboard it would be made available for no longer,
than five years and those students would be able to print off copies or download. The
authorship would remain anonymous.
(4) I agree to my Project being submitted to a plagiarism detection service, where it will
be stored in a database and compared against work submitted from this or any other
School or from other institutions using the service.
In the event of the service detecting a high degree of similarity between content within
the service this will be reported back to my supervisor and second marker, who may
decide to undertake further investigation which may ultimately lead to disciplinary
actions, should instances of plagiarism be detected.
(5) I have read the University Policy Statement on Ethics in Research and Consultancy
and the Policy for Informed Consent in Research and Consultancy an I declare that
ethical issues have been considered and taken into account in this research.

many directions and announcements through whole process of doing my project.
Besides, I want to thanks all the teachers, staffs and members of Northumbria
University because they gave me a chance to study in the best environment and with
the full help whenever I needed in order to finish my project.
Finally yet importantly, I would like to thank all of you, my friends, for your
encouragement and giving me many comments and ideas in the process of making this
project.
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Professional Project
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Table of Content
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Professional Project
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List of Figures
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Professional Project
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Part A:
Section 1: Who am I as a learner?
Section 2: Implications for career choice
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Professional Project
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Introduction
Part A of this report will include two sections, which understand who I as a
learner am; and implication for my future career choice.
Firstly, definitions of ‘learning’ will be mentioned through understanding of
learner. Besides, this going to find out on my own personal analyses about learning
styles through four psychological tests, which are VARK, the Myers Briggs Type

1.2. VARK questionnaire
VARK was pioneered in 1987 by Neil Fleming based on four main preferences of
the learners: visual, aural, read/write and kinesthetic which provides user with a profile
of their learning preferences – how they want to transfer information in and out (VARK,
2012). In other words, VARK can be considered as a guide tool helping people to
identify the effective, suitable and preferred style of learning. In Roopnarine’s study
(2008), four learning styles are simply viewed as colors, tutorials, words and doing.
During the first semester of my final year, I had under taken VARK test and found
out my result through this figure below.
Visual Aural Read/Write Kinaesthetic
8 10 3 8
FIGURE : VARK TEST RESULTS
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Professional Project
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According to VARK’s result, I am person who tend to study by visual, aural and
kinaesthetic. Therefore, I am a multimodal learning preference learner (Fleming, 2001).
In addition, with 10 points for Aural, the most effective ways of learning is listening,
which means the learner learn best from lectures, discuss, and talking things through.
The aural preference includes talking aloud than debating and arguing to other people.
They get information through saying their idea and sharing it to someone else (VARK,
2012). In fact, I normally I use to take a record form lectures, listen carefully to have the
main points. Moreover, I also try to understand some issues through communicating,
asking others.
Besides, I also have high mark at Visual that means I usually gain new
information and knowledge better by using graphs, charts or pictures (Fleming, 2001).
In fact, highlight is one of the most effective visual learning methods I use to underline
main ideas or keywords in whole paragraph (Beattie, 2011). Reflected with my
experiences, I feel easily when study through pictures, diagrams, flow charts or any
other visual methods. For example, with same issue of problem, I use model mapping,

basing on former theory of Carl Jung. (Petersen, 2006). Different from VARK, MBTI is
another way to identify my characteristics and how I perceive information and make
decision (Briggs M., I. & Briggs, P. B., 1995). Also according to Dr. Jung, there are 16
types of personality combined from each component of four pairs: Extraversion (E) –
Introversion (I), Sensation (S) – Intuition (N), Thinking (T) – Feeling (F), and Judgment
(J) – Perception (P).
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FIGURE : 16 PERSONALITY TYPES FROM MBTI RESULT
(Source: />According to McCaulley (1996), the purpose of this test is to make the theory of
psychological types describe by Dr. Jung understandable and useful in people’s lives.
My result for MBTI test is shown through this figure below:
E I
S N
T F
J P
FIGURE : MBTI TEST RESULT
According to test result, my closest personality styles belong to ISTP and INTP. I
have full marks at Introvert, Thinking and Perception and the equal range between
Sensation and Intuition. From that result, I am a person who prefers to focus on inner
world of ideas and impression with the full score of Introvert (I) (Martin, 2011). It means
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Professional Project
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that I am “a person predominantly concerned with their own thoughts and feelings rather
than with external things” (Oxford Dictionaries, 2012). I strongly agree with this point,
because in fact, I always prefer to work alone or keep my thought inside and do not
share to anyone. At second preference result shows that I am a Sensation person (S), it
means I always look at fact, takes a practical approach and tends to be interested in

FIGURE : HONEY MUMFORD’S LEARNING STYLE QUESTIONNAIRE RESULT
According to my result, I have strong preference in reflector, theories and
pragmatist. My highest score is pragmatist, which means I usually come up with new
ideas and trying to find out theories and techniques applying in practice (Peter Honey,
Alan Mumford, 2006). Moreover, I always want to challenge myself by solving new
problems or face with new opportunities.
As a reflector, Honey and Mumford mentioned that learner likes to think about
things in detail before taking action (Peter Honey, Alan Mumford, 2006). In fact, I prefer
to view the site from different perspectives to get knowledge and information about it;
and then review, think carefully before coming to any conclusions by my own reflective.
Moreover, I enjoy observing and listen to their others’ views before sharing my own.
While the reflector prefers spending, much time on reviewing, pragmatist tends to get
involved in new ideas and challenges (P. Honey and A. Mumford, 2000). I totally agree
with this conclusion as I find out that I am very interested in new challenges and have
positive attitude to solve the problems or take any exception with new opportunities (P.
Honey and A. Mumford, 2000).
Besides, my result also shows I am theories learner. Honey and Mumford’s idea
about theorists was described that they prefer to see how things fit into an overall
pattern and also use logical and sequential begin to deal with problems (Peter Honey,
Alan Mumford, 2006). For example, I would like study through reading books and try to
understand the theories through my own way. After reading or listening new information,
I use to reflect it through my own thought, which help me remember the knowledge
better.
Furthermore, it fits with me in Myers Briggs Type indicator too. As an INTP type, I
live in the world of the hypothetical potential, I always try to think about every theory and
cases then apply them through my own reflections.
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To understand more about how the Honey and Mumford questionnaire is applied

improving (Belbin Associates, 2010). I totally agree with this part because I often want to
try new challenging, solve difficult problems; and I also work very painstaking,
conscientious and always work on time. In addition, those roles are very suitable with
my characteristic in MBTI test and my learning style. In fact, my parents and friends
always tell that I am a person who always tries to understand about everything I care in
very deeply way and keeps trying to find out solution for difficult troubles or challenges.
Therefore, for working effective in team, I should improve my teamwork score, which is
very low preference. I should opened-mind, share ideas to other members and increase
listening ability when working in team.
In addition, as the creator of the idea with high score in plant type, I know the
most effective and creative way to get thing done. In order to achieve that, I need to
evaluate all of the alternatives for all decisions, methods and approaches so that the
team is positioned as competitively as possible. Rather than thought oriented roles, I
also play an action role too. I have very strong preference in implementer and completer
finishers, which can be explained by my VARK questionnaire and MBTI results.
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Because I have a strong preference in kinaesthetic and INTP type so I always try to
work things out to see how it is in real life.
This test really helps me make out my weaknesses as well as defects that I
should change. I have very weak teamwork ability. Sometimes, I found myself difficulty
in communicating with other members of the team about my idea and it is often hard to
accept any criticism of my innovative ideas (West, M. A. and Markiewicz Lynn, 2004). In
fact, as I mentioned above, I prefer working individual rather than in team because I am
not only a perfectionist, but also a conservative person. As being aware of importance of
teamwork, I have outlined disadvantages that I need to minimize and practice to
improve by experiences.
1.6. Family and friends’ comments
Besides my own reflection about learning styles through those tests above, my

were needed to change to have better job in future.
2. Section 2: Implication for career choices
2.1. Lifelong learning
Apart from being a legal requirement, studying is subconsciously an essentially
lifelong task for me as I was born in intellectual family. My parents always support for
and give priorities to our educations. Those things are considered as great chances for
me because this is what most other people of their generation did not have.
At that time, I studied under duress without showing interests and putting
adequate efforts. One of main external reasons is because of Vietnamese educational
approach did not encourage most students to build self-awareness and confidence; and
to develop creativity, own way of thinking and personal study. Students study like a
machine, when teacher taught one is one, students cannot think that one is more than
that. However, to improve our learning and gain knowledge, I need to justify my lifelong
learning from many resources and experiences instead of what I have learned from
class. Knapper and Cropley defined lifelong learning as:
“The single crucial element in the notion of lifelong education is to be found in the
word ‘lifelong’: It embraces a set of guidelines for developing educational practice
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(‘education’) in order to foster learning throughout life (‘lifelong’). Lifelong education thus
defines a set of organizational, administrative, methodological and procedural measures
which accept the importance of promoting lifelong learning.” (Knapper, C. and Cropley,
A. J., 2000)
However, for me, I have created my own lifelong learning represented in a
Personal Development Plan (Appendix B2). Through that, I have planned my own
systematically what I have to learn and what I have to achieve in order to meet my final
goals for both sort term and long term. For instance, I always want to work in marketing
field, which is very creative and interesting job. In order to have suitable job and good
position in an organization in Vietnam, I need to improve my basic knowledge about

perform a good job. Transferable skills pertain to skills, which are developed in specific
situation however, it still also utilized in other situations (Smith J.; Spurling A., 1999). It is
very important when we need to know how to transfer knowledge to practice in real
situation. According to Atlay and Harris (2010), there are four broad areas about skills
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we need to transfer: information retrieval and handling, communication and
presentation, planning and problem solving, social development and interaction. In fact,
those skills are very importance and we need to analyze our strengths as well as
weaknesses of each skill and make a development plan for long term in order to
complete ourselves (Gameron, 2009).
Moreover, Greenan justified the quality of staffs need basic skills included “the
ability to communicate effectively, the ability to work with others, functional numeracy,
and familiarity with information technology” (Greenan, K.; Humphreys, P.; Mclveen, H.,
1997). Therefore, those skills are very importance when you turning from studying to
working. In other words, every student wants to have a good position in any
organization, he/she needs to have transferable skills.
In case of myself, I understand very clearly about the differences between
studying and working. Therefore, I am trying to practice and improve these skills both in
classes and outside classes. For example, I practice the teamwork skill when doing
many seminars in-group at classes, try to communicate and sharing ideas in order to
work more effective in teamwork. Moreover, working in classes also trains me many
other skills such as leading people, negotiation through debating/arguing sections, etc.
Besides, I also need to improve many skills outside class such as time management, or
change my weakness, which is easy to get stressful.
2.3. Chosen career
After doing previous questionnaires and looking through my lifelong learning and
transferable skills, I find out that it is suitable for me to do some jobs related to
researcher or lawyer. However, I will not choose this kind of jobs when I graduate.

marketer, you need to have creative and logic minded good in communication and
negotiation, and well understanding about market. Moreover, I am also very good at
designing, painting and good skills at music. Therefore, it is easier for me to do
marketing because of creative thinking.
In conclusion, Marketing is my first choice for future career, which meet all three
factors above. Hence, it is a reason for me to choose a topic in part B, which related to
Marketing section.
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Part B
Topic title: The effectiveness of using social network sites on marketing on
young customers when doing business
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Chapter 1: Introduction
1.1. Background information
Social media is significantly increasing communication phenomenon that digital
natives, especially between the young generation form 18 to 29 years old which have
embraced and revolutionized daily interactions. Social media technologies is specified
as “web-based and mobile applications that allow individuals and organizations to
create, engage, and share new user-generated or existing content, in digital
environment through multi-way communication” (Davis, Deil Amen, Rios Aguilar,
Gonzalez Canche, 2011). Many evidences form previous research showed that social
media is becoming a powerful addition to the marketing strategies for many industries.
Social media marketing is become one of the most effective tools for any organization to
promote themselves and getting back feedback from customers.
Social media has been the discipline of public’s treatments and forums in recent
years. Its power to spread information and prosecute consumers have been recognized