Project Report: Developing a content and interaction strategy for the Podcast (P-cast) channel of the Posts and Telecommunications Institute of Technology.

INFORMATION ABOUT THE MASTER'S THESIS

1. Student's full name: Nguyen Thu Trang; 2. Gender: Female

3. Date of birth: July 9, 1995

4. Place of birth: Bac Ninh

5. Decision to recognize student number: 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: None

7. Project Title: Developing a Content and Interaction Strategy for the Podcast (P-cast) Channel of the Posts and Telecommunications Institute of Technology

8. Major: Journalism and Media Management; Code: 8320109

9. Scientific supervisor:

Instructor 1: Dr. Tran Duy, Posts and Telecommunications Institute of Technology

Instructor 2: Dr. Vu Thi Kim Hoa, Faculty of Social Sciences and Humanities, Vietnam National University, Hanoi.

10. Summary of project results:

The project "Developing a Content and Interaction Strategy for Podcast (P-cast) Channels of the Posts and Telecommunications Institute of Technology (PTIT)" aims to develop and implement a content and interaction strategy for the Institute's podcast channel, improving the quality of content and the effectiveness of interaction in the digital environment, demonstrating the necessity and feasibility of a well-structured strategy.

A theoretical innovation is the development and implementation of the P-cast (PSM) content and interaction strategy model, which helps measure, optimize, and maintain the designed strategic topic group; thereby forming a continuous improvement cycle to boost communication and interaction effectiveness. The model is designed based on theoretical foundations including the Use and Satisfaction (U&G) theory and Mayer's Multimedia Learning theory, while analyzing data collected through qualitative and quantitative research methods.

In practical terms: the initial strategic trials yielded positive indicators regarding content and interaction. These results confirm the high applicability of the project, serving as a model for educational institutions pursuing experiential learning, linking theory with practice; and also as a strategic digital communication channel for the Faculty in the current digital media landscape.

11. Practical applications:

This project aims to fill a research gap by developing and testing an integrated strategic framework that aligns with the specific balance between brand communication and experiential learning within the Multimedia Department in particular, and the Posts and Telecommunications Institute of Technology in general. The project proposes several specific solutions and recommendations for the future development of P-cast as a model official communication channel for the Institute, serving as a reference for other universities in the future.

12. Future research directions: Using podcasts to improve student learning quality.

13. Published works related to the project: None.

INFORMATION ON PROJECT

1. Full name: Nguyen Thu Trang 2. Sex: Female

3. Date of birth: July 9, 1995 4. Place of birth: Bac Ninh

5. Admission decision number: 5626/QD-XHNVDated: 29/12/2023

6. Changes in academic process:

(List the forms of change and corresponding times)

7. Official project title: Developing a content and engagement strategy for the podcast (P-cast) channel of the Posts and Telecommunications Institute of Technology

8. Major: Media Management 9. Code: 8320109

10. Supervisors:

1. Tran Duy, PhD, Faculty of Multimedia, Posts and Telecommunications Institute of Technology

2. Vu Thi Kim Hoa, PhD, School of Journalism and Communication, University of Social Sciences and Humanities, Vietnam National University

11. Summary of the findings of the project:

The project "Developing a content and engagement strategy for the podcast (P-cast) channel of the Posts and Telecommunications Institute of Technology" develops and implements a content and interaction strategy for the Institute's P-cast channel. This aims to enhance the quality of content and the effectiveness of the channel's engagement in the digital environment, thus demonstrating the necessity and considerations of a well-structured strategy.

The theoretical novelty lies in the construction and deployment of the P-cast Strategic Content and Interaction Model (PSM). This model helps measure, optimize, and maintain the designated strategic content themes, thereby establishing a continuous improvement cycle to boost communication and engagement effectiveness. The model's design is grounded in theoretical frameworks, including the Uses and Gratifications theory (U&G) and Mayer's Multimedia Learning Theory. Furthermore, it integrates the analysis of data collected through both qualitative and quantitative research methods.

In terms of practical application (practical significance), the initial test strategy yields positive indicators in both content and interaction metrics. These results affirm the project's high applicability, positioning it as both a reference model for educational institutions embracing an experiential learning approach—linking theory with practice—and simultaneously serving as a strategic digital communication channel for the Faculty in the current digital communication landscape.

12. Practical applicability:

The proposal addresses a research gap by constructing and validating an integrated strategic framework, which is designed to meet the specific requirements of balancing brand communication (or institutional promotion) and experiential learning—a crucial duality for the Faculty of Multimedia in particular, and the Post and Telecommunications Institute of Technology (PTIT) overall.

The project has further delineated specific solutions and recommendations for the future development of the P-cast channel, aiming to position it as a model official communication platform for the Institute and a vital reference basis for other higher education institutions

13. Further research directions:

The utilization of podcasting to enhance the quality of student learning.

14. Thesis-related publications: None.