1. Student's full name: NGUYEN THUY LINH 2. Gender: Female
3. Date of birth: October 20, 1998.
4. Place of birth: Hanoi
5. Decision to recognize student number: 4058/2022/QD-XHNV dated December 28, 2022 of the President of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.
6. Changes in the training process: Are not
(record the forms of change and the corresponding time)
7. Thesis/project topic name:Brand promotion solution for Foreign Affairs Department (VOV5) - Voice of Vietnam
8. Industry: Press;Specializedh: Journalism and Communication Management (applied orientation); Code: 8320109
9. Scientific instructor:
Associate Professor, Dr., Meritorious Artist Dinh Van Huong, lecturer of Journalism Department, Institute of Journalism and Communication, University of Social Sciences and Humanities - Vietnam National University, Hanoi.
(Clearly state scientific title, academic degree, full name and working organization)
10. Summary of thesis/project results:
This project has studied and evaluated the quality of brand promotion activities of the Foreign Affairs Department (VOV5) - Voice of Vietnam. Based on theoretical, practical and legal grounds, the project has assessed the current status of brand promotion of VOV5, thereby drawing experience and piloting a number of feasible brand promotion solutions, with high applicability and effectively utilizing available resources at the unit. The project has also identified directions and proposed a number of recommendations to improve the quality of brand promotion activities of the Foreign Affairs Department (VOV5). Specifically,
In theory, the project has clarified the objectivity, necessity and important role of brand promotion activities for the development of press units, the requirements for consistency, continuity, diversity, efficiency and professionalism as well as the specific goals of brand promotion activities.
In practice, the project has assessed the current status of brand promotion of the Foreign Affairs Department (VOV5) - Voice of Vietnam, thereby analyzing the successes as well as the limitations that the unit must improve, such as diversity leading to lack of uniformity and consistency in promotion work or lack of resources.
On that basis, the project proposed a group of 5 solutions to improve the quality of brand promotion of the Foreign Affairs Department (VOV5) - Voice of Vietnam Radio Station in accordance with the unit's conditions, including:
(1) Training activities;
(2) Promote the development of social networks;
(3) Audience and listener exchange activities;
(4) Collaborate with influencers; and
(5) Promotional activities through personal brands of reporters and editors.
These solutions are systematically developed, can be applied, observed and evaluated in a short time, and do not cost resources but take advantage of the existing advantages of the unit. The application of the proposed solutions has initially brought about positive and measurable results, contributing to public development, enhancing the position and prestige of the Foreign Affairs Department (VOV5) - Voice of Vietnam in the press market, deserving to be the foreign radio channel with the most foreign languages in Vietnam today, the leading foreign media agency of the Party and Government, an effective bridge connecting Vietnam with international friends.
(summarize the results of the thesis, emphasizing new results if any)
11. Practical application:(if any) Through the process of researching public files as well as observing, piloting, and evaluating the effectiveness of some short-term solutions to promote the brand of the Foreign Affairs Department (VOV5), the Project has proposed a number of specific directions, tasks, and recommendations for the unit's brand promotion activities in the coming time.
12. Further research directions: The project suggests a general study of solutions to promote the brand of the Foreign Affairs Department (VOV5), including long-term and paid solutions, and further solutions to promote the brand of Voice of Vietnam in the future.
13. Published works related to the thesis/project: Do not have
(list projects in chronological order if available)
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INFORMATION ON MASTER'S THESIS
1. Full name: NGUYEN Thuy Linh2. Sex:Female
3. Date of birth: 20/10/1998 4. Place of birth:Hanoi
5. Admission decision number:4058/2022/QD-XHNV Dated December 28, 2022
6. Changes in academic process:No
(List the forms of change and corresponding times)
7. Official thesis title: Brand promotion solution for VOV5 broadcast - Voice of Vietnam
8. Major: Media Management 9. Code: 8320109
10. Supervisors:Associate Professor, Dr. DINH Van Huong, tutor of Journalism Department, USSH- School of Journalism and Communication (SJC)
(Full name, academic title and degree)
11. Summary of thesis findings: (Summarize with emphasis on the new findings, if any)
This thesis focuses on researching and evaluating the quality of brand promotion activities of VOVWORLD (VOV5) of the Voice of Vietnam. Based on theoretical, practical and legal grounds, the thesis has assessed the current status of VOV5 brand promotion and issues that require attention, then amassed experiences and tested a number of feasible brand promotion solutions with high applicability and effectively utilized available resources at the station. The thesis has also identified directions and proposed a number of recommendations to improve the quality of brand promotion activities of VOV5 in the future.
In terms of theory, the thesis has clarified the objectivity, the importance and the role of brand promotion activities for the development of press units, the requirements for consistency, continuity, diversity, efficiency and professionalism as well as the specific goals of brand promotion activities.
With regard to practice, the thesis has comprehensively evaluated the present status of brand promotion of VOV5, thus analyzing the successes as well as the limitations which the unit must improve such as the problem where diversity leads to lack of uniformity and consistency in promotion work or lack of resources.
For which reason, the thesis put forward a group of 5 solutions to improve the quality of brand promotion of VOV5 in accordance with the conditions of the unit, including:
(1) Training activities;
(2) Promoting the development of social networks;
(3) Audience and listener exchange activities;
(4) Collaboration with influential people; and
(5) Promotion activities through personal brands of reporters and editors.
These solutions are scientifically built, can be applied, observed and evaluated in a short time, and do not cost resources yet make use of the existing advantages within the unit. The application of the proposed solutions has initially brought about positive and measurable results, contributing to public development, enhancing the position and prestige of VOV5 in the press market – consolidating its image as the foreign radio channel with most foreign languages in Vietnam today, the leading foreign media agency of the Party and Government, an effective bridge linking Vietnam with the world.
12. Practical applicability, if any: Through the process of studying public groups as well as observing, testing, and estimaing the effectiveness of some short-term solutions for brand promotion of VOV5, the thesis has proposed a number of specific directions, tasks, and recommendations for the VOV5's brand promotion activities hereafter.
13. Further research directions: The project suggests an overview of solutions for promoting the brand of VOV5, including long-term and paid solutions, and additional brand marketing solutions for Voice of Vietnam.
14. Thesis-related publications: No
(List them in chronological order)
