TTDA: Application of marketing communications in promoting the Indochina Book Collection at the National Library of Vietnam

INFORMATION ABOUT THE MASTER'S PROJECT

1. Student's full name:Duong Thi Huong Giang2. Gender:Female

3. Date of birth: 19/9/1980                                                         4. Place of birth:Peace

5. Decision number for student admission:Decision No. 4058/2022/QD-XHNV dated December 28, 2022, of the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.

6. Changes in the training process:Decision to extend:

- Decision No. 6934/QD-XHNV, effective from December 29, 2024 to June 28, 2025

- Decision No. 4670/QD-XHNV from June 29, 2025 to December 28, 2025

7. Project title:Application of marketing communications in promoting the Indochina Book Collection at the National Library of Vietnam.

8. Major:Information and Library Science (Applied)

Code: 8320201.01

9. Scientific supervisor:Dr. Bui Thanh Thuy works at the Department of Information and Library Science, Faculty of Social Sciences and Humanities, Vietnam National University, Hanoi.

10. Summary of project results:

This project systematically analyzed integrated marketing communications (IMC) activities in promoting the Indochina Book Collection at the National Library of Vietnam. Combining the IMC model with the Hierarchy of Effects (HOE) model, the study assessed the impact of communication on users' perceptions, emotions, and behavior regarding the collection. The research results showed that current communication activities have created a certain level of awareness within the user community. However, communication still lacks synchronization, the message is not clearly defined, the content conveyed is limited and not suitable for each target group. The exploitation of digital channels, especially social media and online platforms, remains ineffective. Furthermore, limitations in human resources, budget, and a lack of a long-term communication strategy also affect the dissemination of the collection's value. The project proposes a system of communication solutions, including refining messaging, innovating content, expanding communication channels, and strengthening cooperation with cultural and academic organizations. These results contribute to enhancing the effectiveness of promoting and maximizing the value of the Indochina Book Collection in a modern library environment.

11. Practical applications:

The project's findings can be directly applied to the communication activities of the National Library of Vietnam, particularly in promoting specialized collections such as the Indochina Book Collection. Recommendations on improving messaging, content design, channel selection, and enhancing digital communication will help the library implement a more effective and consistent communication strategy. Simultaneously, solutions regarding collaboration with cultural and academic organizations and the development of multimedia content can help increase accessibility, attract users, and enhance the value of the collection. Other libraries can also utilize the research findings to improve the effectiveness of resource and image promotion in the context of digital transformation.

12. Future research directions:Do not have

13. Published works related to the project:Do not have

INFORMATION ON PROJECT

1. Full name:Duong Thi Huong Giang2. Sex:Female

3. Date of birth:September 19, 19804. Place of birth:Thai Binh

5. Decide to recognize student number:Decision No. 4058/2022/QD-XHNV December 28, 2022 of the Rector of the University of Social Sciences and Humanities – VNU, Hanoi

6. Changes in academic process:

Decision to extend: - 6934/QD-XHNV from December 29, 2024 to June 28, 2025

- 4670/QD-XHNV from June 29, 2025 to December 28, 2025

7. Official project title:Application of Marketing Communication in Promoting the Indochina Book Collection at the National Library of Vietnam.

8. Major:Library and Information Science (Applied Orientation)Code:8320201.01

9. Supervisor:Dr. Bui Thanh Thuy, Faculty of Library and Information Science, University of Social Sciences and Humanities – VNU, Hanoi.

10. Summary of the findings of the project:

The project scientifically analyzed the integrated marketing communication (IMC) activities used to promote the Indochinese Book Collection at the National Library of Vietnam. By combining the IMC framework with the Hierarchy of Effects (HOE) model, the study evaluates the extent to which communication activities influence users' awareness, emotions, and behaviors toward the collection. The findings indicate that current communication efforts have generated a certain level of public awareness. However, these activities remain unsynchronized; the messages lack clear positioning, and the content is still limited and not tailored to specific user groups. The use of digital platforms – particularly social media and online channels – has not been fully effective. Additionally, constraints related to human resources, budget, and the absence of a long-term communication strategy further restrict the dissemination of the collection's value. The project proposes a comprehensive system of communication solutions, including refining messaging, innovating content, expanding communication channels, and strengthening collaboration with cultural and academic institutions. These recommendations contribute to enhancing promotional effectiveness and maximizing the value of the Indochinese Book Collection within the modern library environment.

11. Practical applicability:

The outcomes of the project can be applied directly to the communication activities of the National Library of Vietnam, particularly in promoting specialized collections such as the Indochinese Book Collection. The recommendations on refining messaging, designing content, selecting appropriate communication channels, and strengthening digital communication enable the library to implement a more effective and consistent communication strategy. In addition, the proposed solutions for collaborating with cultural–academic institutions and developing multimedia content can help increase user reach, enhance engagement, and improve the utilization value of the collection. Other libraries may also apply these findings to improve the effectiveness of resource promotion and institutional visibility in the context of digital transformation.

12. Further research directions:None

13. Project -related publications:None