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 number for admitting graduate students:Decision No. 3732/QD-XHNV, dated December 9, 2022, of the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.
6. Changes in the training process:
7. Thesis Title"Application of E-marketing in the activities of the Library of Hanoi University of Civil Engineering"
8. Major:Applied Library and Information Science. Code: 8320201.01 (UD)
9. Scientific supervisor:Dr. Bui Thanh Thuy, Department of Information and Library Science, Faculty of Science and Humanities, Vietnam National University, Hanoi.
10. Summary of the thesis results:
The thesis is divided into three 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 that helps libraries reach users more effectively through online channels, such as email, social media, and websites. Factors affecting the effectiveness of library e-marketing include the awareness of management agencies, budget resources, information technology infrastructure, human resources, and information resources. In addition, this chapter introduces criteria for evaluating e-marketing effectiveness, including usage levels, interaction efficiency, costs and benefits, and the quality of user-oriented content.
Chapter 2 focuses on analyzing the current state of e-marketing at the Hanoi University of Civil Engineering Library through three main channels: email, website, and social media. Survey results from 310 users show that the library has implemented some e-marketing activities, but the effectiveness is not high due to unappealing and uncreative communication content that fails to attract the attention of users, especially students. These limitations partly stem from factors such as a lack of a strong marketing strategy, limited budget, and a shortage of dedicated e-marketing personnel.
Chapter 3: Based on the assessments from Chapter 2, Chapter 3 proposes solutions to improve the effectiveness of e-marketing at the library. These solutions include: optimizing content and developing more creative e-marketing formats, expanding social media strategies, establishing a regular email and promotional schedule, adding dedicated personnel, and enhancing the promotion of high-quality 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 landscape.
11. Practical applications:
The thesis topic has high practical applicability. The research results were obtained from practical activities at the Library of the University of Civil Engineering, therefore the unit can apply these research results in its marketing activities in the future.
The research findings could also serve as a useful reference for those interested in evaluating the quality of e-marketing activities at the Library.
12. Future research directions:
13. Published works related to the thesis:
Article: “E-marketing in Library Activities” – Authors Hoang Thuy Huyen and Bui Thanh Thuy, published in the Journal of Information and Documentation - No. 5, 2024
INFORMATION ON MASTER'S THESIS
1. Full name:HOANG THUY HUYEN
2. Sex:Female
3. Date of birth:July 4, 1976
4. Place of birth:Hanoi
5. Admission decision number:Decision No. 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.E: 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 supporting 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 stems 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
