DSpace at VNU: Solutions to impove the marketing activities at Thang Long University

Solutions to impove the marketing activities at
Thang Long University
Nguyễn Thị Hải Oanh
Khoa Quản trị Kinh doanh
Luận văn Thạc sĩ ngành: Quản trị kinh doanh; Mã số: 60 34 05
Người hướng dẫn: TS. Nguyễn Thị Phi Nga
Năm bảo vệ: 2011

Keywords. Quản trị kinh doanh; Chiến lược marketing; Đại học Thăng Long; Tiếp
thị
Content
TABLE OF CONTENTS
ACKNOWLEDGEMENTS ................................................................................................... i
ABSTRACT ......................................................................................................................... iii
TABLE OF CONTENTS .................................................................................................... vii
LIST OF FIGURES ............................................................................................................... x
LIST OF TABLES................................................................................................................ xi
INTRODUCTION .................................................................................................................1

1.

Reason for thesis selection ......................................................................................... 1

2. Objectives of the research ................................................................................................. 2
3. Scope of the research......................................................................................................... 3
4. Research Methodology...................................................................................................... 3
5. Expected results................................................................................................................. 3
6. The structure of the thesis ................................................................................................. 4


CHAPTER 1: GENERAL THEORETICAL BACKGROUND OF MARKETING SERVICE

AND MARKETING IN EDUCATION ................................................................................ 5

1.1.

Overview of Marketing Service ................................................................................. 5

1.1.1. Definition of Marketing Service ................................................................................ 5
1.1.2. General characteristics of Marketing Service ............................................................ 7
1.1.3. Mar-Mix in Marketing Service ................................................................................ 13
1.2.1. General concepts of Marketing in Education ........................................................... 22
1.2.2. Mar-mix in Education .............................................................................................. 25
1.3.

The application of Marketing in Education in Vietnam ........................................... 34

1.3.1. Overview and experience of the application of Marketing in Education in some
countries .............................................................................................................................. 34
1.3.2. Analyzing the quality of tertiary education in Vietnam ............................................ 36

1.3.3. Marketing in Education and the necessity of Marketing in Education in
Vietnam ................................................................................................................................ 38
CHAPTER 2: THE ANALYSIS OF THE APPLICATION OF MARKETING IN
EDUCATION AT THANG LONG UNIVERSITY ........................................................... 40

2.1.

An overview of Thang Long University ................................................................... 40

2.1.1. The history of Thang Long University ..................................................................... 40
2.1.2. The human resource of Thang Long University ....................................................... 41

2.2.

The current situation of Marketing activities of Thang Long Universities .............. 44

2.2.1. The Thang Long’s activities environment analysis .................................................. 44
2.2.2. The necessity of the application of marketing activities to Thang Long
University............................................................................................................................. 55

2.2.3. Thang Long University market positioning .............................................................. 61
2.2.4. The current situation of the application of Mar-mix ................................................. 63
2.2.5. Assessing the effectiveness of marketing activities at Thang Long University 80
CHAPTER 3: SUGGESTED SOLUTIONS

TO IMPROVE THE MARKETING


ACTIVITIES IN EDUCATION .......................................................................................... 82
AT THANG LONG UNIVERSITY .................................................................................... 82
3.1 Thang Long University’s development strategies from 2010 -2020 ............................. 82

3.1.1. Development point of view and objectives from 2010 - 2020 .................................. 82
3.2.

Suggested solutions to improve the marketing activities at Thang Long University 85

3.2.1. Solutions to education products at Thang Long University ...................................... 85
3.2.2. Solutions to the pricing policies at Thang Long University .................................... 86
3.2.3. Developing the teaching staffs professional competencies and improving the
quality of Education .............................................................................................................88

3.2.4. Solutions to promotion mix .......................................................................................89
3.3. Supported solutions ...................................................................................................93
3.3.1. Establishing of a system to study students’ needs .....................................................93
3.3.2. Cooperating with universities at home and abroad for a better brand image
and position .........................................................................................................................93

3.3.3. Establishing Marketing Department at Thang Long University ...............................95
CONCLUSION ...................................................................................................................96
REFERENCES ....................................................................................................................99

References

1. Lan Châu (2009), “Marketing in Education and training: the art of overcoming
offensive”, Marketing Vietnam, (57), Page 58-60

2. Nguyen Quang Dong (2008), “Strategies on developing higher education in Vietnam achievements, opportunities and challenges”, Economic and Development Journal, (134),
Page 48-53.

3. Tran Minh Dao (2006), Basic Marketing, National Economic University Press, Hanoi
4. William James (2006), Simple Marketing, Labor and Society Publisher, Hà Nội.
5. Tran Kieu, Nguyen Viet Su (2003), “ Strategies on developing education and training and
issue on human resources in Vietnam”, Science Journal, (1), Page 5758


6. Philip Kotler (2005), Marketing Management, Analysis Publisher, Hanoi
7. Philip Kotler (1992), Basic Marketing, Analysis Publisher, Hanoi
8. James Morrison (2006), “Higher Education in USA”, Current America, (12), Page 59-64
9. Luu Van Nghiem (2008), Marketing Service, National Economic University Press
10. Don Sexton (2007), Marketing 101, Labor and Society Publisher, Hanoi
Website

1. www.marketlngchlenluoc.com
2. www.marketlngvletnam.com
3. www.openshare.com.vn
4. www.chungta.com
5. www.buslness.gov.vn
6. www.bralnmarkbletnam.com
7. www.thanglong.edu.vn
8. glao-duc-dal-hocdal-hoc-thang-long-.html

9. www.wlklpedla.org