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VGU RESEARCH REPOSITORY


Please use this identifier to cite or link to this item: https://epub.vgu.edu.vn/handle/dlibvgu/1038
Title: Marketing communications management in higher education a qualitative review of the activities of Vietnamese universities in the market
Authors: Nguyen Ngoc Lan Phuong 
Keywords: Higher education;Marketing communication management;Marketing communication tools;Vietnamese universities
Issue Date: 2019
Abstract: 
The dramatically increase in educational competition has facilitated the development of entire educational system in general and each educational institution in particular. This also leads to the fact that many universities find it harder to attract students and drive college enrollment. Consequently, marketing communication has become an extremely important and indispensable activity at schools. The purpose of this paper is to figure out how universities in Vietnam manage their marketing communication activities. The core importance is how they plan and control the process. The further interest is what obstacles could possibly occur to this matter and how they would like to work them out. The paper will also cover some marketing communication tools which they are currently using to allure prospective students. This paper is based on qualitative research method and the results of this study are obtained through analysis on relevant documents and interviews with marketing experts, who actually work in the marketing departments of some universities in Vietnam. The findings review the universities in Vietnam do not use professional tools for planning and controlling the marketing communications activities, unlike other business organizations. They depend mostly on years from years of experiences and the quality insurance system ISO 9001:2000 to manage the process. In terms of the problems happening to the marketing communications, most of them are external (e.g. communications crisis,… ) and some of them are internal such as the unrelated background of the marketing staffs,… There is a shifting of using traditional marketing communications tools to the use of digital marketing communications tools since the traditional ones are no longer effective
URI(1): http://epub.vgu.edu.vn/handle/dlibvgu/1038
Rights: Attribution-NonCommercial 4.0 International
Appears in Collections:Finance & Accounting (FA)

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