TTLV: Developing and promoting the brand of Vietnamese higher education on online newspapers today.

INFORMATION ABOUT THE MASTER'S THESIS

1. Student's full name: Le Ha Phuong 2. Gender: Female

3. Date of birth: December 27, 1988

4. Place of birth: Nghe An

5. Decision to recognize students No.: 2797/2012/QD-XHNV-SDH dated: December 28, 2012

by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi

6. Changes in the training process:

7. Thesis title: Developing and promoting the brand of Vietnamese higher education on current online newspapers.

8. Major: Journalism; Code: 60320101

9. Scientific supervisor: Dr. Do Chi Nghia - Head of the Department of Public Relations and Advertising - Academy of Journalism and Communication, Hanoi

10. Summary of the thesis results:

The topic "Developing and promoting the brand of Vietnamese higher education on current online newspapers" has affirmed that developing and promoting the brand of Vietnamese higher education is a development direction consistent with global trends.

This thesis demonstrates the superior advantages and reciprocal relationship between online newspapers and Vietnamese higher education. The study, which surveys four reputable online newspapers, reveals their strengths and weaknesses, and affirms that by fully utilizing the strengths of online newspapers, Vietnamese higher education will enhance its prestige and brand image.

Through an assessment of the current situation, this thesis provides a comprehensive and realistic perspective and proposes solutions to improve the quality of development and promotion of Vietnamese higher education brands on online news platforms today.

11. Practical applications:

- Applying the marketing mix model, also known as the 4P model, to the communication, development, and promotion of the brand of Vietnamese higher education institutions, specifically:

Products, with the most important product being the learners, are an effective advertising tool for higher education.

The main element of promotion (advertising) is learning through word-of-mouth. In addition, it involves boosting public relations (PR) through mass media, especially online newspapers.

Physical Evidence: Universities need to demonstrate the quality and conditions of their education, their advantages compared to other educational institutions, and their potential for future development for students, etc.

People: a high-quality leadership and faculty team with valuable research contributions to the development and promotion of the higher education brand.

- Establish working groups, departments, and communication centers directly under the university to manage and promote image PR. Make brand development and promotion a regular, clearly defined, and long-term activity of universities.

- Develop in-depth online versions of higher education journals in multiple languages, distributed in many countries around the world.

- To build and develop a university website that is rich in information, creative, and unique in its presentation.

- Make the most of online media channels and social networks such as YouTube, Facebook, Twitter, blogs, etc., to develop and promote the university's brand.

12. Future research directions:

The research findings summarized in this thesis suggest the following directions for further research:

- Develop and promote the brand of Vietnamese higher education through mass media.

- Develop and promote the brand of Vietnamese higher education in print media.

- Develop and promote the brand of Vietnamese higher education through television and print media.

- Develop and promote the brand of a specific Vietnamese higher education university through mass media channels.

- Assessing the brand image of a specific university in the eyes of students through various forms of media.

13. Published works related to the thesis:

(List the works in chronological order if available)

INFORMATION ON MASTER'S THESIS

1. Full name: Le Ha Phuong : 2. Sex: Female

3. Date of birth: 27^thDecember 1988

4. Place of birth: Nghe An Province

5. Decision of accelerated trainee No.2797/2012/QD-XHNV-SDH dated: December 28, 2012by Rector of University of Social Sciences and Humanities, Hanoi National University

6. Changes during training process:

(Write forms of changes and corresponding time)

7. Name of thesis: Development and advertisement of Vietnam higher education brand name on the current online newspapers

8. Major: The press/Journalism; Code number: 60320101

9. Scientific guide: Dr. Do Chi Nghia - Dean of Public Relations Faculty and Advertising– Hanoi Academy of Journalism and Communication

10. Summary of thesis results

Topic “Development and advertisement of Vietnam higher education brand name on the current online newspapers” has affirmed that development and advertisement of Vietnam higher education brand name is developing orientation suitable to the world tendency

The thesis proves outstanding advantages and reciprocal relation of electronic online newspaper with Vietnam higher education. Author of the thesis investigates 04 prestigious electronic online newspapers websites, showing strong points and weak points; concurrently affirmed that if we know the ways to take the full advantages of online newspapers, Vietnam higher education shall enhance his prestige and brand name.

Through evaluation of status quo, the thesis gives the comprehensive real view and proposes solutions to increase quality, develop and advertise brand name of Vietnam higher education on the electronic newspapers presently.

11. Ability of application in the reality:

- Application of mixed marketing model or usually called as 4P model to communication, development and advertisement of Vietnam higher education in specific as follows:

Products: the most important products are learners – effective and useful advertisement tool for higher education.

Promotion (advertisement): the main factor is learners via oral communication channel. Furthermore, promotion of public relations on mass media especially online newspapers are executed.

Physical Evidence (tangibility/visibility): universities need to show education quality and learning conditions, priorities better than other education units, ability of developing future of the learners, etc.

People: leaders and teachers with high quality and great valuable study works are basis for development and promotion of higher education.

- It needs to establish work groups, sections, units and communication center under management of university in order to manage and speed up promotion of the images. Development and advertisement of brand name are taken as regular activities in specific and long term orientation of universities.

- Construction of different versions of online newspapers which specializes in higher education in various languages ​​and popularized in many countries in the world.

- Construction and development of website of the university with plenty of information and unique creative showing ways.

- Taking the full advantages of communication channels, social networks on the internets such as You Tube, Facebook, Twitter, Blog, etc in order to develop brand name of universities

12. Direction of further studies/researches:

From study results generalized by thesis direction of next studies/researches is opened as follows:

- Development and advertisement of brand name of Vietnam higher education on mass media.

- Development and advertisement of brand name of Vietnam higher education on the press and newspapers.

- Development and advertisement of brand name of Vietnam higher education on television.

- Development and advertisement of brand name of Vietnam higher education in one specific university on mass media.

- Evaluating images of brand names of specific universities in opinion and view of students through types of newspapers.

13. Works pronounced in relation to the thesis