INFORMATION ABOUT THE MASTER'S THESIS
1. Student's full name: Le Thao Phuong 2. Gender: Female
3. Date of birth: October 15, 2000
4. Place of birth: Hanoi
5. Decision on student admission No. 5626/QD-XHNV dated December 29, 2023, by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.
6. Changes in the training process: None
7. Project Title: Effective Communication Plan Management for Enlightening E-learning Education Joint Stock Company
8. Major: Journalism and Media Management (Applied Orientation); Code: 8320109
9. Scientific supervisor:
Assoc. Prof. Dr. Nguyen Van Dung: Former Head of the Journalism Department, Academy of Journalism and Communication
Dr. Phan Van Kien, Director of the Institute of Journalism and Communication Training, University of Social Sciences and Humanities, Vietnam National University, Hanoi.
10. Summary of project results:
The project successfully achieved all research objectives by developing an effective communication plan management project for Enlightening E-learning Education Joint Stock Company. In-depth qualitative analysis from key personnel demonstrated a very high feasibility (85% - 90%) of the solutions, with absolute strategic consensus on the need for transformation. The project identified the execution gap as the biggest challenge, focusing on three systemic bottlenecks: lack of centralized management tools, uneven digital capabilities among the team, and manual data discipline/coordination. The proposed solutions focus on implementing a mandatory CRM system to ensure data transparency, while investing in in-depth training in data analysis and viral content production to strengthen core competencies. The final result is the establishment of a data-driven communication management model, promising to reduce CPL and increase ROI in the long term, building a sustainable expert position for the brand..
11. Practical applications:
The project's applicability is considered very high, demonstrating the feasibility and urgency of the solutions within the company's current communications management context.
The project has the potential to directly address the execution gap and lack of integration through the mandatory implementation of a centralized data management system (CRM). This helps establish data discipline and standardize two-way coordination processes between departments, thereby ending the situation of scattered data and manual operations. Strategically, shifting the evaluation mechanism to financial indicators (CPL/ROI) can be immediately applied to optimize budget allocation, ensure accountability, and achieve sustainable financial results for all communication campaigns.
In the long term, the project provides a clear roadmap for building core competencies. Investments in in-depth training in data analytics and viral content production can be applied to enhance the team's digital competencies, directly strengthening content quality and addressing the issue of "unspecific messaging." This not only helps the company achieve a higher ROI but also builds a strong academic reputation, creating a unique and hard-to-replicate competitive advantage in the EdTech field.
12. Future research directions:
To optimize implementation efficiency and enhance research value, further studies focusing on quantifying impact and building core competencies are needed. Specifically, potential research directions include: quantitative analysis of the improvement in CPL/ROI after system implementation to test hypothesis (H3) regarding financial effectiveness; and development of a specialized Digital Competency Framework for the team to improve viral content quality and optimize key conversion channels such as the website (UX/SEO).
13. Published works related to the project: None
INFORMATION ON PROJECT
1. Full name: Le Thao Phuong 2. Sex: Female
3. Date of birth: October 15th, 2000 4. Place of birth: Hanoi
5. Admission decision number: No. 5626/QD-XHNV Dated December 29, 2023 of Principal of University of Social Sciences and Humanities, Hanoi National University
6. Changes in academic process: None
7. Official project title: Effective Administration of Communication Planning for Enlightening E-learning Education Joint Stock Company
8. Major: Media Management 9. Code: 8320109
10. Supervisors:
Assoc. Prof. Dr. Nguyen Van Dung: Former Head of the Faculty of Journalism, Academy of Journalism and Communication
Dr. Phan Van Kien, Director of the Institute of Journalism and Communication Training, University of Social Sciences and Humanities, Vietnam National University, Hanoi.
11. Summary of the findings of the project: The thesis successfully achieved all research objectives by developing an effective communication plan management project for Enlightening E-learning Education Joint Stock Company. In-depth qualitative analysis derived from key personnel demonstrates a very high considerations (85% - 90%) of the solutions, coupled with absolute strategic consensus on the need for organizational transformation. The thesis identifies the execution gap as the most significant challenge, stemming from three systemic bottlenecks: the lack of centralized management tools, the uneven digital competency of the staff, and manual data discipline/coordination. Proposed solutions center on the mandatory implementation of a CRM system to enhance data transparency, while concurrently investing in specialized training in data analytics and viral content production to strengthen core competencies. The ultimate outcome is the establishment of a data-driven communication management model, which promises to reduce CPL and increase ROI in the long term, thereby building a sustainable expert position for the brand.
12. Practical applicability:
The practical applicability of the thesis is determined to be exceptionally high, reflecting the considerations and urgency of the proposed solutions within the company's current communication management landscape.
The project possesses direct applicability in mitigating the execution gap and addressing the lack of integration, primarily through the mandatory implementation of an entralized Data Management System (CRM). This initiative is instrumental in establishing data discipline and standardizing two-way coordination processes across departments, thereby eliminating data fragmentation and manual operation. Strategically, the critical shift in the evaluation mechanism toward financial metrics (CPL/ROI) is immediately applicable for optimizing budget allocation, ensuring accountability and sustainable financial effectiveness for all communication campaigns.
In the long term, the project provides a clear roadmap for developing core competencies. Solutions focusing on specialized training in data analytics and viral content production are applicable to enhancing the team's digital competency, directly reinforcing content quality and rectifying the issue of "vague messaging." Ultimately, this is expected not only to yield higher ROI for the company but also to build solid academic credibility, establishing a difficult-to-replicate competitive advantage in the EdTech sector.
13. Further research directions:
To optimize implementation effectiveness and enhance the research value, subsequent research is necessary, focusing on quantifying the impact and building core competencies. specific, potential research directions include: quantitatively analyzing the improvement in CPL/ROI following system deployment to validate hypothesis (H3) regarding financial efficiency; and developing a specialized digital competency framework for the team to enhance the quality of viral content and optimize crucial conversion channels such as the website (UX/SEO).
14. Thesis-related publications: None.
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