INFORMATION ABOUTGRADUATION PROJECTMASTER'S DEGREE
1. Student's full name:Trieu Kim Truong:2Gender: Male
3. Date of birth: 12/01/2000
4. Place of birth:Hoa Binh
5. Decision number for student admission: 7353 Day31 month 12 year2024 by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi
6. Changes in the training process:
(Note the types of changes and the corresponding times)
7. Title of the topicproject:"COMMUNICATION SOLUTIONS FOR ADMISSIONS TO CULTURAL INDUSTRY-BASED PROGRAMS AT THE INTERDISCIPLINARY SCHOOL OF SCIENCE AND ARTS
8.Ncliff:Media and press managementCode:8320109
9. Scientific supervisor:Assoc. Prof. Dr. Nguyen Thi Thanh Huyen, Intracom University
(Please specify your scientific title, academic degree, full name, and workplace.)
10. Summarize the results ofproject:
ButRegarding the Theoretical Basis: The project has successfully systematized and applied the SOSTAC communication planning model, combining the Theory of Use and Satisfaction and the Theory of Brand Storytelling toanalysisMedia consumption behavior of Gen Z high school students (born in 2008).
ButRegarding the results of practical implementation:The project has implemented and is operating a distribution channel system based on a multi-touch, non-linear journey model comprising three functional layers.and the application of entertainment-oriented content streaming.Tier 1 (Coverage and Curiosity): The short-form entertainment content trend is booming. As of July 14, 2026, the TikTok recruitment channel reached 7.7 million views (a five-fold increase compared to the same period in 2025).;Level 2 (Deep Interaction): Pioneered the launch and operation of the university's official Threads channel as a peer-to-peer dialogue space, generating 658,000 views and over 13,000 interactions. Simultaneously, the University's Union of Community Ambassadors (UGC) network shared real-world experiences, averaging over 30,000 reach per post.;Level 3 (Conversion): Brings interested candidates together into Zalo groups for in-depth advice by industry (e.g., Entertainment Management: 800 members; Graphic Design: 604 members)..
- Propose practical solutions to improve the effectiveness of student recruitment communication for the arts and culture sector at the School of Interdisciplinary Sciences and Arts, Vietnam National University, Hanoi.
11. Practical applications:
The project provides specific and highly practical solutions and action frameworks for student recruitment communication activities., especially the arts and crafts sector:
ButSystematizing the content creation process: Shaping the production framework through a Content Handbook with clearly defined themes, helping to both encourage student creativity and ensure brand safety.Applying the trend of making education more entertaining allows us to reach the right insights for Generation Z.
ButReference framework for educational institutions: The project's three-tiered non-linear communication model can serve as a reference for other public higher education institutions in innovating their admissions thinking and approaching the new generation of high school students..
12. Future research directions:
- Research on the application of Artificial Intelligence (AI) in student recruitment communication: Communication management; content creation; social listening...
ButResearch on communication in a multi-unit ecosystem: This research examines models for coordinating communication, sharing common market research data, and synchronizing joint recruitment campaigns among member units within a multi-disciplinary, multi-field university system to optimize resources..
13. Published works related toproject: Are notHave
INFORMATION ON PROJECT
1. Full name: TrieuKim Truong........................2. Sex: Male...................................................
3. Date of birth:12/01/2000.............................. 4. Place of birth: FlowerBinh....................
5. Admission decision number: 7353/QD-XHNV.............................................................. DatedDecember 31, 2024 of the Rector of the University of Social Sciences and Humanities, Vietnam National University Hanoi..................................
6. Changes in academic process: .........................................................................................
(List the forms of change and corresponding times)
7. Official project title:ENROLLMENT COMMUNICATION SOLUTIONS FOR CULTURAL INDUSTRIES MAJORS AT THE SCHOOL OF INTERDISCIPLINARY SCIENCES AND ARTS.................................................................................
8. Major:Journalism and Media Management (Applied Orientation) 9. Code:8320109
10. Supervisors:Assoc. Prof. Dr. Nguyen Thi Thanh Huyen...............................................
(Full name, academic title and degree)
11. Summary of the findings of the project:
ButRegarding the Theoretical framework: The project has successfully systematized and applied the SOSTAC communication planning model, combining the Uses and Gratifications Theory and Brand Storytelling Theory to analyze the media consumption behavior of Generation Z high school students (born in 2008).
ButRegarding practical implementation results: The project has deployed and operated a distribution channel system based on a multi-touchpoint non-linear journey model consisting of 3 functional tiers, applying an edutainment content approach:
+Tier 1 (Reach and Curiosity):The short-video edutainment content series experienced strong explosive growth. As of July 14, 2026, the admission TikTok channel reached 7.7 million views (a 5-fold increase compared to the same period in 2025).
+Tier 2 (Deep Interaction):Pioneered the launch and operation of the school's official Threads channel as a peer-to-peer dialogue space, generating 658,000 views and over 13,000 interactions. Simultaneously, the Student Ambassador network (UGC) sharing real-life experiences achieved an average reach of over 30,000 per post.
+Tier 3 (Conversion):Gathered interested candidates into in-depth advisory Zalo groups categorized by major (eg, Entertainment Management: 800 members; Graphic Design: 604 members).
ButProposed practical solutions to enhance the effectiveness of enrollment communication for Cultural Industries majors at the School of Interdisciplinary Sciences and Arts, VNU.
12. Practical applicability, if any:
ButThe project provides practical solutions and an actionable framework that are highly applicable to enrollment communication activities, particularly for Cultural Industries (CI) majors:
ButSystematizing the content creation process: Formulates a production framework via a Content Playbook with clearly defined themes, which concurrently encourages students' creativity and ensures brand safety. Applies the education trend to precisely target the insights of the Generation Z audience.
ButA reference framework for educational institutions: The project's 3-tier non-linear communication model can serve as a reference document for other public higher education institutions in innovating enrollment mindsets and approaching the new generation of high school students.
13. Further research directions, if any:
ButResearching the application of Artificial Intelligence (AI) in enrollment communication: Communication management; content creation; social listening.
ButResearching multi-unit ecosystem joint communication: Exploring models of communication coordination, shared market research data, and synchronized joint enrollment campaigns among member institutions within a multi-disciplinary, multi-field university system to optimize resources.
14. Thesis-related publications: None
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