INFORMATION ABOUTGRADUATION PROJECTMASTER'S DEGREE
1. Student's full name: Vu Thi Binh 2. Gender: Female
3. Date of birth: January 20, 2000
4. Place of birth: Phu Tho
5. Decision No. 3057/QD-XHNV dated June 18, 2024, of the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi, recognizing the student.
6. Changes in the training process: None
7. Title of the topicproject: Market research on the media audience of B2B businesses at MP Transformation Joint Stock Company
8.NMajor: Journalism (University of Applied Sciences); Code:8230101
9. Scientific supervisor: Dr. Nguyen Thanh Mai
10. Summarize the results ofproject:
The project clarified the specific characteristics of the B2B audience, with many individuals involved in the decision-making process. This identified the need for audience research not only on fundamental characteristics but also on the context in which needs arise, decision-making roles, problems, risks, and criteria for selecting solutions. Through surveys at MPT, the project revealed that current customer data is fragmented, lacks a unified structure, and audience selection and communication content are still influenced by subjective perceptions.
Based on this, the project developed a research framework comprising seven information groups and a six-step process to standardize the methods of collecting, analyzing, and applying data to communication. The process was tested with the BFSI group, helping MPT narrow its target audience, focus more on technological solutions, and build content based on practical issues such as operational efficiency, cost, integration, security, deployment risks, and return on investment.
The results of the LinkedIn trial from December 2025 to May 2026 showed that metrics such as impressions, engagement, page views, individual visitors, and organic followers all increased compared to the previous period. However, due to the long B2B decision-making cycle, the project has only initially demonstrated effectiveness at the communication level and there is insufficient basis to conclude on its direct impact on revenue or contracts.
11. Practical applications:
The process can continue to be applied at MP Transformation Joint Stock Company to research and update public profile data and serve as a basis for selecting priority customer groups, content, and communication solutions. The 7-group information structure can also be retained when expanding the research to other industry sectors.
12. Future research directions:
Continue to supplement data directly from customers and the Sales department [16]; extend the time and communication channels to be monitored to assess the impact on business opportunities and contracts. At the same time, test the process with other industry groups to assess its broader applicability.
13. Published works related to the project: None
INFORMATION ON PROJECT
1. Full name: Vu Thi Binh 2. Sex: Female
3. Date of birth: January 20, 2000 4. Place of birth: Phu Tho
5. Admission decision number: 3057/QD-XHNV
Dated: June 18th, 2026
Issued by: Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi
6. Changes in academic process: None
7. Official project title: Research on the Media Market Audiences of B2B Enterprise: Focus on MP Transformation JSC
8. Major: Journalism (Applied Orientation) Code: 8230101
9. Supervisors: Ph.D. Nguyen Thanh Mai
10. Summary of the findings of the project:
The project clarifies the characteristics of B2B audiences, in which decisions often involve multiple individuals with different roles in the decision-making process. Therefore, audience research should go beyond basic characteristics and examine the context in which needs arise, decision-making roles, problems, perceived risks, and solution-selection criteria. The survey conducted at MPT also shows that existing customer data remains fragmented and lacks a unified structure, while audience selection and communication content are still influenced partly by subjective judgments.
Based on these findings, the project develops an audience research framework including seven information groups and a six-step process to standardize data collection, analysis, and application in communication activities. The process was piloted with the BFSI audience, enabling MPT to narrow its audience focus, prioritize technology solutions, and develop content around practical issues such as operational efficiency, cost, system integration, security, implementation risks, and return on investment.
The LinkedIn pilot conducted from December 2025 to May 2026 showed increases in impressions, engagement, page views, unique visitors, and organic followers compared with the previous period. However, given the long B2B decision-making cycle, the project currently provides mainly evidence of communication effectiveness and does not yet provide sufficient grounds to conclude that the process has had a direct impact on revenue or contracts.
11. Practical applicability, if any
The proposed process can continue to be applied at MP Transformation Joint Stock Company to research and update audience profiles and to support the selection of customer groups, communication content, and priority solutions. The seven-group information framework can also be retained when the research is expanded to other industry groups.
12. Further research directions, if any
Future research should incorporate more direct data from customers and the Sales Department, extend the observation period and the number of communication channels monitored in order to assess impacts on business opportunities and contracts, and test the process with other industry groups to evaluate its wider applicability.
13. Thesis-related publications: None
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