MASTER'S THESIS INFORMATION
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 on recognition of students No: 2797/2012/QD-XHNV-SDH dated: December 28, 2012
of the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi
6. Changes in the training process:
7. Thesis topic: Developing and promoting the Vietnamese higher education brand in electronic newspapers today
8. Major: Journalism; Code: 60320101
9. Scientific advisor: Dr. Do Chi Nghia - Head of Public Relations and Advertising Department - Academy of Journalism and Communication, Hanoi
10. Summary of thesis results:
The topic "Developing and promoting the brand of Vietnamese higher education on online newspapers today" has affirmed that developing and promoting the brand of Vietnamese higher education is a development orientation in line with world trends.
The thesis has demonstrated the superiority and mutual relationship of online newspapers with Vietnamese higher education. The thesis surveyed 4 prestigious online newspapers, showing their advantages and disadvantages. At the same time, it affirmed that if Vietnamese higher education can make the most of the strengths of online newspapers, it will enhance its reputation and brand position.
Through assessing the current situation, the thesis provides a comprehensive practical view and proposes solutions to improve the quality of development and promotion of Vietnamese higher education brands in online newspapers today.
11. Practical application:
- Apply the marketing mix model, also known as the 4P model, to communication work to develop and promote the Vietnamese higher education brand, specifically:
Products (Products) with the most important product being the learner - an effective advertising tool for higher education.
Promotion (Advertising) is the main factor that people learn through word of mouth. In addition, promote PR on mass media, especially electronic newspapers.
Physical Evidence: universities need to show: quality and learning conditions, preferential treatment compared to other educational institutions, future development potential for learners, etc.
People: high-quality leadership and faculty with valuable research to develop and promote the university education brand.
- Establish working groups, departments, offices, and media centers under the university to manage and promote image PR work. Make brand development and promotion a regular, specific, long-term activity of universities.
- Build online newspaper versions specializing in higher education in many different languages and popular in many countries around the world.
- Build and develop a university website that is rich in information, creative, and unique in presentation.
- Make the most of communication channels and social networks on the Internet such as You Tube, Facebook, Twitter, Blog... to develop and promote the university brand.
12. Further research directions:
From the research results that the thesis summarizes, the following research directions are suggested:
- Develop and promote the Vietnamese higher education brand in mass media.
- Develop and promote the Vietnamese higher education brand in print media.
- Develop and promote the Vietnamese higher education brand on television and newspapers.
- Develop and promote the Vietnamese higher education brand of a specific university in the mass media.
- Evaluate the brand image of a specific university in the eyes of students through various types of press.
13. Published works related to the thesis:
(list projects in chronological order if available)
INFORMATION ON MASTER'S THESIS
1. Full name: Le Ha Phuong : 2. Sex: Female
3. Date of birth: 27thDecember 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 results of thesis
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
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