INFORMATION ABOUTGRADUATION PROJECTMASTER'S DEGREE
1. Student's full name:PHAM HUE CHI
2. Gender:Female
3. Date of birth: 02/06/1982
4. Place of birth:Hanoi
5. Decision number for student admission: 5626/QD-XHNV December 29, 2023, by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi
6. Changes in the training process:Decision No. 9028/QD-XHNV dated December 23, 2025, of the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi, to extend the study period.
7. Title of the topicproject: Application of Artificial Intelligence (AI) in Product Promotion Communication by Star Academy Soft Skills Training Joint Stock Company
8.Ncliff: Media and Communications ManagementCode: 8320109
9. Scientific supervisor: Dr. Do Anh Duc- Institute of Journalism and Communication Training, Faculty of Social Sciences and Humanities, Vietnam National University, Hanoi.
10. Summarize the results ofproject:
The project systematized the theoretical and practical basis for applying artificial intelligence (AI) in product promotion and communication, especially in the field of soft skills education for children. The project clearly defined the research scope as AI supporting Star Academy's product promotion and communication activities, not applying AI to teaching content or transforming AI into an independent training product. Based on a survey of Star Academy's current communication practices, the project highlighted prominent challenges such as the need for large-scale multi-platform content production, limited communication personnel, rising communication costs, inconsistent measurement data, and the need to protect children's images in the digital environment.
The main outcome of the project is the development of an AI-integrated communication process model for Star Academy, encompassing the following stages: audience research, content planning, content production, image/video design, distribution and interaction, measurement, and optimization. The project proposed a set of criteria for evaluating effectiveness before and after AI application, including production efficiency, cost, communication channel effectiveness, conversion effectiveness, and brand management effectiveness. Through testing, AI demonstrated the ability to shorten content production time, create multiple message versions, and optimize titles, trailers, captions, video descriptions, hashtags, consultation scripts, and data reporting.
The innovative aspect of the project is placing AI within a controlled media management process, tailored to the specific characteristics of children's education brands. The project does not view AI as a replacement for humans, but rather establishes the principle of "AI support - Human decision-making." From this, the project proposes a set of solutions including standardizing the AI-powered content production process, developing a code of ethics for children's media communication, assigning responsibilities for content moderation, establishing KPIs, integrating CRM/customer care management, and implementing a roadmap for AI application over the next 6 months to 3 years.
11. Practical applications:
The project's results can be directly applied to Star Academy's daily communication activities, especially in promoting soft skills training courses, workshops/seminars, events/summer camps, YouTube programs (Talking Star, Star Whisper), and video content on digital platforms. The proposed model helps businesses standardize the process from idea to publication, reuse real material in multiple communication formats, save time, reduce outsourcing costs, increase brand consistency, and improve the ability to measure effectiveness. Besides Star Academy, the model can also be used as a reference for small and medium-sized enterprises in the fields of education, soft skills training, and children's media, provided they have mechanisms for moderation and principles for protecting children's data/images.
12. Future research directions:
You can focus on:
- Test the model over a longer period with comprehensive quantitative data on costs, reach, engagement, leads, and conversion rates.
- Develop a separate set of indicators for AI-assisted children's educational media.
- Further research into parents' attitudes toward AI-powered media content.
- Develop a process for managing children's data and images using AI tools.
- Expand the model to other soft skills education centers to assess its scalability.
13. Published works related toproject:Do not have
INFORMATION ON PROJECT
1. Full name: PHAM HUE CHI
2. Sex: Female
3. Date of birth: June 2, 1982
4. Place of birth: Hanoi
5. Admission decision number: 5626/QD-XHNV Dated: 29 December 2023, issued by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi
6. Changes in academic process: Decision on study period extension No. 9028/QD-XHNV dated December 23, 2025, issued by the Rector of VNU University of Social Sciences and Humanities.
7. Official project title: The Application of Artificial Intelligence (AI) in Product Communication and Promotion at Star Academy Soft Skills Training Joint Stock Company
8. Major: Journalism and Communication ManagementCode: 8320109
9. Supervisors:Dr. By Anh Duc - Institute of Journalism and Communication, University of Social Sciences and Humanities, Vietnam National University, Hanoi.
10. Summary of the findings of the project:
The project systematizes the theoretical and practical foundations of applying artificial intelligence (AI) to product communication and promotion, especially in the field of soft-skills education for children. It clearly defines the research scope as the use of AI to support Star Academy's product communication and promotion, rather than the application of AI in teaching content or the development of AI as an independent training product. Based on an assessment of Star Academy's current communication practices, the project identifies key challenges, including the high demand for multi-platform content production, limited communication personnel, increasing communication costs, fragmented measurement data, and the need to protect children's images in the digital environment.
The main result of the project is the development of an AI-integrated communication process for Star Academy, covering audience research, content planning, content production, image/video design, distribution and interaction, measurement, and optimization. The project proposes a set of criteria to evaluate effectiveness before and after AI application, including production efficiency, cost, communication-channel performance, conversion effectiveness, and brand-management effectiveness. Through the pilot implementation, AI demonstrates its ability to shorten content production time, generate multiple message versions, and support the optimization of titles, trailers, captions, video descriptions, hashtags, consultation scripts, and data reports.
The new contribution of the project is that AI is placed within a controlled communication-management process adapted to the characteristics of a children's education brand. The project does not consider AI a replacement for human work, but establishes the principle of “AI supports - humans decide”. On this basis, it proposes solutions including standardizing AI-supported content production, developing ethical rules for communication involving children, assigning content-review responsibilities, building KPI dashboards, integrating CRM/customer-care management, and implementing an AI application roadmap from 6 months to 3 years.
11. Practical applicability, if any:
The project results can be directly applied to Star Academy's daily communication activities, especially in promoting soft-skills courses, workshops/seminars, events/summer camps, YouTube programs such as Talking Star and Star Whisper, and digital video content. The proposed model helps standardize the process from idea generation to publication, repurpose authentic materials into multiple communication formats, save time, reduce outsourcing costs, strengthen brand consistency, and improve the ability to measure communication effectiveness. Beyond Star Academy, the model can also serve as a reference for small and medium-sized enterprises in education, soft-skills training, and children's communication, providing that content-review mechanisms and principles for protecting children's data and images are in place.
12. Further research directions, if any:
- Test the model over a longer period with more complete quantitative data on costs, reach, engagement, leads, and conversion rates.
- Developing a dedicated indicator system for AI-supported communication in children's education.
- Further studying parents' attitudes toward AI-supported communication content.
- Developing a data- and image-governance process for children when AI tools are used.
- Expanding the model to other soft-skills education centers to evaluate its scalability.
13. Thesis-related publications:None
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