1. Student's name: Do Huong Lan
2. Gender: Female
3. Date of birth: April 26, 1995
4. Place of birth: Hanoi
5. Student recognition decision No. 2705/QD-XHNV dated December 24, 2020 of the President of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.
6. Changes in the training process:
- Request for 12-month extension from December 25, 2022 to December 24, 2023
- Request to change scientific advisor (from Dr. Nguyen Thi Quy Phuong to Dr. Hoang Ngoc Vinh Hanh)
7. Thesis topic: Risk management in brand promotion activities through audiovisual products on mass media
8. Major: Journalism and Media Management; Code: Pilot
9. Scientific advisor: Dr. Hoang Ngoc Vinh Hanh
10. Summary of thesis results:
Poor risk management can lead to direct consequences and communication crises for businesses. Currently, although early risk identification is always a top priority for businesses, understanding and building an effective risk management plan is still a concern for leaders.
The topic “Risk management in brand promotion activities through audiovisual products on mass media” has researched and analyzed the risk factors that create a media crisis from audiovisual products right from the process of building and promoting the brand, until facing the media crisis and how VinFast company responded to the crisis. From there, valuable media risk management lessons were drawn for this enterprise itself and an effective risk management process was proposed for domestic enterprises in brand promotion activities through mass audiovisual products.
11. Practical application:
From this thesis, Vietnamese enterprises can refer to the risk management process in brand promotion activities with a high level of feasibility, learn successful lessons from large corporations to build risk management plans and handle media crises more effectively. At the same time, help enterprises to perfect the process of building brand promotion strategies, successfully develop quality audiovisual products to bring Vietnamese brands on par with brands in the region and reach out internationally.
12. Further research directions: (none)
13. Published works related to the thesis: (none)
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INFORMATION ON MASTER'S THESIS
1. Full name: Do Huong Lan
2. Sex: Female
3. Date of birth: April 26, 1995
4. Place of birth: Ha Noi
5. Admission decision number: 2705/QD-XHNV Dated December 24, 2020
6. Changes in academic process:
- Extend for 12 months, from December 25, 2022 to December 24, 2023
- Change supervisor (from Dr. Nguyen Thi Quy Phuong to Dr. Hoang Ngoc Vinh Hanh)
7. Official thesis title: Risk management in branding through audio-visual products on mass media
8. Major: Jounalism Code: Pilot
9. Supervisors: Dr. Hoang Ngoc Vinh Hanh
10. Summary of the findings of the thesis: Poor risk management can lead to direct consequences and communication crises for businesses. Currently, although early risk identification is always a top priority for businesses, developing an effective risk management plan is still a big concern for leaders today.
The thesis “Risk management in branding through audio-visual products on mass media” has helped in researching and analyzing risk factors that create communication crises from audio-visual products right in the process of building and promoting the brand, until facing a media crisis and how to respond to the crisis of VinFast Company. From there, we can draw valuable lessons in communication risk management for these businesses and propose an effective risk management procedure for domestic businesses in branding activities through audio-visual products on mass media.
11. Practical applicability, if any: From this thesis, football clubs in Vietnam can refer to and find solutions to continue maintaining effective communication, while promptly adjusting inadequacies.
12. Further research directions, if any: (none)
13. Thesis-related publications: (none)
