1. Student's full name:HOANG THUY HUYEN:
2. Gender:Female
3. Date of birth: 4/7/1976
4. Place of birth:Hanoi
5. Decision to recognize graduate students No.:3732/QD-XHNV, dated December 9, 2022 of the President of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.
6. Changes in the training process:
7. Thesis topic name: "Application of E-marketing in Library activities of Hanoi University of Civil Engineering"
8. Major:Application-oriented Library Information Science. Code: 8320201.01 (UD)
9. Scientific instructor:Dr. Bui Thanh Thuy, Faculty of Information and Library Science - University of Sciences and Humanities - Vietnam National University, Hanoi.
10. Summary of thesis results:
The thesis is divided into 3 parts:
Chapter 1: This chapter establishes the theoretical foundation for e-marketing, from basic concepts to the role and benefits of e-marketing in library operations. E-marketing is identified as an important tool to help libraries reach users more effectively through online channels, such as email, social networks, and websites. Factors affecting the effectiveness of e-marketing activities of libraries include awareness of management agencies, budget resources, information technology infrastructure, human resources, and information resources. In addition, this chapter also introduces criteria for evaluating e-marketing effectiveness, including usage level, interaction efficiency, costs and benefits, as well as the quality of user-oriented content.
Chapter 2: Focuses on analyzing the current status of e-marketing at the Hanoi University of Civil Engineering Library through three main channels: email, website and social networks. The survey results from 310 users show that the library has implemented some e-marketing activities, but the effectiveness is not high because the communication content is not attractive and not creative enough to attract the attention of users, especially students. These limitations partly stem from factors such as lack of strong marketing strategy, limited budget, and shortage of specialized e-marketing human resources.
Chapter 3: Based on the evaluations from chapter two, chapter three proposes solutions to improve the effectiveness of e-marketing at the library. The solutions include: optimizing content and developing more creative forms of e-marketing, expanding social media strategies, setting up regular email and promotion schedules, adding specialized human resources, and enhancing the promotion of the quality of digital resources. These solutions not only help the library increase interaction and connection with users but also contribute to building a professional image in the modern digital context.
11. Practical application:
The thesis topic has high applicability in practice. The research results are obtained from practical activities at the Library of the University of Construction, so the unit can apply this research result in marketing activities in the future.
The research results can also become useful reference materials for those interested in evaluating the quality of e-marketing activities at the Library.
12. Further research directions:
13. Published works related to the thesis:
Article: “E-marketing in Library activities” – Authors Hoang Thuy Huyen – Bui Thanh Thuy, published in Information and Documentation Magazine – No. 5, 2024
INFORMATION ON MASTER'S THESIS
1. Full name:HOANG THUY HUYEN
2. Sex:Female
3. Date of birth:July 4th, 1976
4. Place of birth:Hanoi
5. Admission decision number:3732/QD-XHNV Dated 9/12/2022
6. Changes in academic process:N/A
7. Official thesis title: “Applying E-marketing in Library activities at Hanoi University of Civil Engineering”
8. Major: Information-Library Science.Code: 8320201.01 (UD)
9. Supervisors:PhD. Bui Thanh Thuy, VNU- University of Social Sciences and Humanities
10. Summary of the findings of the thesis:
The thesis is divided in 03 chapters:
Chapter 1: This chapter establishes the theoretical foundation for e-marketing, covering basic concepts, the role, and the benefits of e-marketing in library operations. E-marketing is identified as a crucial tool that enables libraries to effectively reach users through online channels such as email, social media, and websites. Factors influencing the effectiveness of e-marketing in libraries include managerial awareness, budget resources, information technology infrastructure, human resources, and information resources. Additionally, this chapter introduces criteria for evaluating e-marketing effectiveness, including usage levels, interaction efficiency, cost-benefit balance, and the quality of user-focused content.
Chapter 2: This chapter focuses on analyzing the current state of e-marketing at the Library of the Hanoi University of Civil Engineering, based on three primary channels: email, website, and social media. Survey results from 310 users indicate that, although the library has implemented some e-marketing activities, their effectiveness remains limited due to communication content that lacks appeal and creativity, failing to attract user interest, particularly among students. These partially limit stem from factors such as restricted budgets, and a shortage of dedicated e-marketing personnel.
Chapter 3: Based on the evaluations in chapter 2, this chapter proposes solutions to enhance e-marketing effectiveness in the library. These solutions include optimizing content, developing more creative e-marketing formats, expanding social media strategies, establishing scheduled email and regular promotional routines, increasing specialized personnel, and implementing digital resources advertisement. These solutions will not only help the library to strengthen engagement and connections with users but also contribute to building a professional image in the modern digital landscape.
11. Practical applicability, if any:
The thesis has real practical application. Research results were based on e-marketing activities at the Library of University of Civil Engineering Library, so the Library can apply this results in their marketing activities in the future.
12. Further research directions, if any:
13. Thesis-related publications:
The Article: "E-marketing in Library activities" – Author: Hoang Thuy Huyen - Bui Thanh Thuy, published in Information and Documentation
