TTDA: Applying marketing communication in promoting the Indochina Book Collection at the National Library of Vietnam

INFORMATION ABOUT 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 to recognize student number: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: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. Project title:Application of marketing communication in promoting the Indochina Book Collection at the National Library of Vietnam

8. Major:Information Science - Library (Application)

Code: 8320201.01

9. Scientific instructor:Dr. Bui Thanh Thuy, works at the Faculty of Information and Library, University of Social Sciences and Humanities, VNU Hanoi.

10. Summary of project results:

The project systematically analyzed integrated marketing communication (IMC) activities in promoting the Indochina Book Collection at the National Library of Vietnam. Based on the combination of the IMC model and the Hierarchy of Effects (HOE) model, the study assessed the impact of communication on users' perception - emotions - behavior towards the collection. The research results showed that current communication activities have created a certain level of awareness in the user community. However, communication still lacks synchronization, messages are not clearly positioned, the content is limited and not suitable for each target group. Exploiting digital channels, especially social networks and online platforms, is still ineffective. In addition, limitations in human resources, budget and lack of long-term communication strategy also affect the extent of dissemination of the collection's value. The project proposes a system of communication solutions, including improving messages, innovating content, expanding communication channels and enhancing cooperation with cultural and academic organizations. These results contribute to improving the effectiveness of promoting and developing the value of the Indochina Book Collection in the modern library environment.

11. Practical application:

The project results can be directly applied to the communication activities of the National Library of Vietnam, especially in promoting specialized collections such as the Indochina Book Collection. Recommendations on improving messages, designing content, selecting communication channels and enhancing digital communication help the library implement a more effective and consistent communication strategy. At the same time, solutions on cooperation with cultural and academic organizations and developing multimedia content can help improve accessibility, attract users and increase the value of the collection. Other libraries can also apply the research results to improve the effectiveness of promoting resources and images in the context of digital transformation.

12. Further 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