1. Student's full name: Nguyen Thi Trang. 2. Gender: Female
3. Date of birth: June 22, 1997
4. Place of birth: Thanh Hoa
5. Decision on recognition of students No. 4058/2022/QD-XHNV dated December 28, 2022 of the President of the University of Social Sciences and Humanities, Vietnam National University, Hanoi
6. Changes in the training process:
(record the forms of change and the corresponding time)
7. Thesis/project topic: Applying the inbound PR model to communication activities at EduGo International Education Joint Stock Company.
8. Major: Journalism and Media Management; Code: 8320109
9. Scientific instructor: Associate Professor, Dr. Nguyen Thi Thanh Huyen - Deputy Director of the Institute of Journalism and Communication - University of Social Sciences and Humanities - Vietnam National University, Hanoi
10. Summary of thesis/project results:
In the digital age, communication or marketing is an important field in the development of business agencies. With the strong development of social networks, businesses, especially private enterprises, have known how to seize the opportunity and take advantage of social networks to get closer to customers. Meanwhile, traditional PR methods seem to have difficulty with tasks such as calculating ROI or other indicators to conclude the effectiveness of PR campaigns, and this has clearly caused PR to lose a huge advantage when digital marketing activities are increasingly developing. That is also one of the reasons that promote the development of PR index measurement and lead to the birth of the inbound PR model. The application of the inbound PR model to communication activities at EduGo International Education Joint Stock Company has contributed to bringing positive results in the development of communication activities at the company. After 6 months of application, the inbound PR model has helped EduGo expand its loyal customer base by creating a lot of content that is suitable for customers, answering their pain points, accompanying customers, thereby increasing the rate of customers liking and maintaining viewing EduGo's articles. That is the premise of creating loyal customer bases on social networking platforms or online platforms when applying the inbound PR model. In addition, after 6 months of applying the inbound PR model, EduGo has improved its conversion rate compared to the same period in 2023. PR does not stop at press relations, organizing events to inform customers, PR is present even in daily fanpage management content, while in the past, the PR element would often appear in large campaigns in newspapers, television or large-scale events. As customer consumption trends have changed, they prefer to read information online before deciding to visit or learn directly with brands. For an educational business like EduGo, content management must be more closely monitored and quickly impress customers. Daily content on platforms is the beginning of the customer journey at EduGo. Thus, with a content marketing strategy on digital platforms and clear measurement results, the inbound PR model has achieved certain results for EduGo and can become a widespread communication trend for businesses in the digital age today.
11. Practical applicability: Can be applied to businesses in the education sector such as EduGo in particular and other businesses in general.
12. Further research directions: None
13. Published works related to the thesis/project: None
INFORMATION ON MASTER'S THESIS
1. Full name: Nguyen Thi Trang.......................... 2. Sex: female..........................................
3. Date of birth: June 22, 1997...................................
4. Place of birth: Thanh Hoa................................
5. Admission decision number: 4058/2022/QD-XHNV Dated: December 28, 2022
6. Changes in academic process: (List the forms of change and corresponding times)
7. Official thesis title: Applying the inbound PR model to communication activities at EduGo International Education Joint Stock Company...................................................................
8. Major: Media Management 9. Code: 8320109
10. Supervisors: Associate Professors Doctor Nguyen Thi Thanh Huyen - Deputy Director at School of Journalism and Communication – USSH - VNU
11. Summary of the findings of the thesis:
In the digital age, communication or marketing is an important field in the development of business agencies. With the strong development of social networks, businesses have known how to take advantage of social networks to get closer to customers. Meanwhile, traditional PR methods seem to have difficulty with tasks such as calculating ROI or other indicators to include the effectiveness of PR campaigns. This has caused PR to lose a huge advantage when digital marketing activities are increasingly developing. That is also one of the reasons promoting the development of PR index measurement and leading to the birth of the inbound PR model. The application of the inbound PR model to communication activities at EduGo International Education Joint Stock Company has contributed to bringing positive results in the development of communication activities at the company. After 6 months of application, the inbound PR model has helped EduGo expand its loyal customer base by creating a lot of content that is suitable for customers, answering customers' pain points, accompanying customers, thereby increasing the rate of customers who love EduGo. That is the premise for creating loyal customer bases on social networking platforms or online platforms when applying the inbound PR model. In addition, after 6 months of applying the inbound PR model, EduGo has improved its conversion rate compared to the same period in 2023. PR does not stop at press relations, organizing events to inform customers. PR is present even in daily fanpage management content, while in the past, PR elements would often appear in large campaigns in newspapers, television or large-scale events. As customer consumption trends have changed, they prefer to read information online before deciding to visit or learn directly with brands. For an educational business like EduGo, content management must be closely monitored and quickly impress customers. Daily content on platforms is the beginning of the customer journey at EduGo. Thus, the content marketing strategy on digital platforms and the clear measurement results of the inbound PR model have brought certain results to EduGo. This model can be widely applied to businesses.
12. Practical applicability, if any: It's can be applied to any company.
13. Further research directions, if any: No
14. Thesis-related publications: No
