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 student admission No. 4058/2022/QD-XHNV dated December 28, 2022, 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. Thesis/Project Title: Application of the Inbound PR Model to Communication Activities at EduGo International Education Joint Stock Company.
8. Major: Journalism and Media Management; Code: 8320109
9. Scientific supervisor: Assoc. Prof. Dr. Nguyen Thi Thanh Huyen - Deputy Director of the Institute of Journalism and Communication Training - University of Social Sciences and Humanities - Vietnam National University, Hanoi
10. Summarize the results of the thesis/project:
In the digital age, communication and marketing play a crucial role in the development of businesses and organizations. With the rapid growth of social media, businesses, especially private ones, have seized the opportunity, leveraging social media to connect more closely with customers. Meanwhile, traditional PR methods struggle with tasks such as calculating ROI and other metrics to determine the effectiveness of PR campaigns. This has clearly resulted in PR losing a significant advantage as digital marketing activities continue to develop. This is one of the reasons driving the development of PR metrics and leading to the emergence of the inbound PR model. Applying the inbound PR model to communication activities at EduGo International Education Joint Stock Company has contributed to positive results in the company's communication development. After six months of implementation, the inbound PR model has helped EduGo expand its loyal customer base by creating more relevant content, addressing customer pain points, and supporting customers, thereby increasing customer engagement and retention rates. This is the foundation for building loyal customer bases on social media and online platforms when applying the inbound PR model. Furthermore, after six months of implementing the inbound PR model, EduGo has improved its conversion rate compared to the same period in 2023. PR is no longer limited to press relations and events to inform customers; it is now present in daily fanpage management content, whereas previously, PR was typically only seen in large-scale campaigns in the press, on television, or at major events. As consumer trends have changed, customers prefer to read information online before deciding to visit or inquire directly with brands. For an education business like EduGo, content management needs to be even more meticulous and impactful to quickly impress customers. Daily content on various platforms is the starting point of the customer journey at EduGo. Thus, with a digital content marketing strategy and clearly measurable results, the inbound PR model has yielded significant results for EduGo and could become a widespread communication trend for businesses in the digital age.
11. Practical applicability: This can be applied to businesses in the education sector, such as EduGo in particular, and other businesses in general.
12. Future 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
