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 h

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

8 http://www.thanglong.edu.vn/tln-tuc/832-cong-khal-thong-tln-co-so- glao-duc-dal-hoc-dal-hoc-thang-long-.html