1. Student's full name: Do Huong Lan
2. Gender: Female
3. Date of birth: April 26, 1995
4. Place of birth: Hanoi
5. Decision No. 2705/QD-XHNV dated December 24, 2020, of the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi, recognizing the student.
6. Changes in the training process:
- We request a 12-month extension from December 25, 2022 to December 24, 2023.
- Please change the scientific advisor (from Dr. Nguyen Thi Quy Phuong to Dr. Hoang Ngoc Vinh Hanh)
7. Thesis Title: Risk Management in Brand Promotion Activities Through Audiovisual Products on Mass Media
8. Major: Journalism and Media Management; Code: Pilot Program
9. Scientific supervisor: Dr. Hoang Ngoc Vinh Hanh
10. Summary of the thesis results:
Poor risk management can lead to direct consequences and media crises for businesses. Currently, although early risk identification is always a top priority for businesses, understanding and building an effective risk management plan remains a challenge for leaders.
The research topic "Risk Management in Brand Promotion through Audiovisual Products on Mass Media" studied and analyzed the risk factors that create media crises from audiovisual products, from the brand building and promotion process to facing media crises, and how VinFast responded to these crises. From this, valuable lessons in media risk management were drawn for this company, and an effective risk management process was proposed for domestic businesses in brand promotion activities through mass audiovisual products.
11. Practical applications:
From this thesis, Vietnamese businesses can refer to a highly feasible risk management process in brand promotion activities, learn successful lessons from large corporations to build more effective risk management and crisis communication handling plans. At the same time, it helps businesses improve their brand promotion strategies, successfully develop high-quality audiovisual products, and elevate Vietnamese brands to the level of regional brands and expand internationally.
12. Future 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: 26/04/1995
4. Place of birth: Hanoi
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)
