SOLUTIONS TO IMPROVE THE MARKETING ACTIVITIES AT
THANG LONG UNIVERSITY
Major: Business Administration Code: 60 34 05
Master of business administration thesis
ACKNOWLEDGEMENTS – The marketing activities
It is a pleasure to convey my gratitude to those whom without their help my thesis is far from its completion in my humble acknowledgment. Nguyen Thi Phi Nga for her supervision, advice, and guidance from the very early stage of this research as well as giving me extraordinary experiences through out the work. I am indebted to her more than she knows.
I gratefully acknowledge the teaching staff at Hanoi School of Business for their precious lectures which had given me the basic foundation of theory for my research.
ABSTRACT – SOLUTIONS TO IMPROVE THE MARKETING ACTIVITIES AT THANG LONG UNIVERSITY
Therefore, it is essential for private education sector to improve their advantages in order to provide education services of all levels, especially tertiary and higher education. Obviously, that means education now should be considered as a market. With a view to meeting higher and higher demands on education and training, the first private university of Vietnam – Thang Long University is managing to provide learners with professional education services with modern training courses in various fields; high quality training programs; modern and professional education environment. And Thang Long Private University officially operates in private sector under the name of Thang Long University.
TÓM TẮT
Trong sự phát triển kinh tế không ngừng hiện nay, nhu cầu về nguồn nhân sự chất lương cao đang được đặt ra như một trong những nhu cầu hàng đầu của xã hội. Bởi vậy, đây cũng là thời điểm khu vực giáo dục tư nhân buộc phải phát triển lợi thể của bản thân để cung cấp dịch vụ giáo dục chuyên nghiệp cho thị trường giáo dục Việt Nam. Với mục tiêu đáp ứng nhu cầu ngày càng cao về giáo dục đào tạo của xã hội, trường đại học tư thục đầu tiên tại Việt Nam. Trường Đại học Thăng Long được thành lập theo Quyết định số 1687/KH-TV ngày 15 tháng 12 năm 1988 của bộ Giáo dục và Đào tạo. Sau này, theo quyết định số 1888/QD-TTG của thủ tướng chính phủ ngày 31 tháng 12 năm 2007, Đại học dân lập Thăng Long được chính thức đổi tên thành Đại học Thăng Long.
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
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
2.2. 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
CHAPTER 3: SUGGESTED SOLUTIONS TO IMPROVE THE MARKETING ACTIVITIES IN EDUCATION 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
3.2.4. Solutions to promotion mix 89
3.3. Supported solutions 93
3.3.1. Establishing of a system to study students‟ needs 93
3.3.3. Establishing Marketing Department at Thang Long University 95
CONCLUSION 96
REFERENCES 99
LIST OF TABLES
Table 2.3: Quantity of Undergraduates at Thang Long University2010 (Report on 29th Nov 2011 on http://www.thanglong.edu.vn/tin-tuc/832-cong-khai- thong-tin-co-so-giao-duc-dai-hoc-dai-hoc-thang-long-.html)
Table 2.4: Quality of higher education at Thang Long University from 2006 to 2010 (Report on 29th Nov 2011
Table 2.5: Report on Total budget at Thang Long University in 2009 (Report on 29th Nov 2011
Table 2.6: The Tuition fee quotation of Thang Long University (Report on 29th Nov 2011
INTRODUCTION
1. Reason for thesis selection
Especially tertiary and higher education. It is undeniable that education plays a vital role in the development of any nation and economy and it is not an exception in Vietnam scenario. Understandably, in order for Vietnam to integrate into the world market and such big organizations as ASEAN, WTO, AFTA…we need to have qualified human resources who are the direct product of education system. Joining the world market and becoming the full member of these organizations brings Vietnam both opportunities and challenges. One of the challeges that not only the goverment but the society as a whole concern the most is to educate a skillful workforce. This is also duty and responsibility that educationists should take into account. Statiscally, the unqualified Vietnam‟s labor force accounts for 74,7 % .
2. Objectives of the research
The main objectives of the research are to have further study on the field of Marketing in general and Marketing in Education in particular as well as propose suggested solutions to attract the good students‟ enrollment. Additionally, the research also propose solutions to improve the quality of education to help provide students with qualified and practical knowledge so that they can have good access to the employment market and be selected by recruiters. Accordingly, the image and reputation of Thang Long University will be on a new height. The research also places an emphasis on the study of theories related to Marketing Service, especially Marketing in Education. Aslo in this research the author would like to analyze the current marketing activites at Thang Long University and make suggestions to improve these activities.
3. Scope of the research
Investigates the needs and wants of the undergraduates and graduates so as to find the ways for appropriate Marketing solutions for Thang Long University.
Scope of the research: Due to the limitation of time, the research only focuses on the study of Marketing theory, external and internal factors influencing the operation of Thang Long University as well as proposes suggested solutions for Thang Long University.
4. Research Methodology
To solve the above issues, the research mostly uses method of qualitative analysis (analyzing facts of Thang Long University) to collect data and information for the research‟s completion
5. Expected results
After completing this thesis, the author hope to propose solutions and the feasibility of applying marketing in education, especially in the case of Thang Long University. The second contribution of the current thesis is it is one of the only few study applying Marketing theories into education. It also points out the distinguished characteristics of Marketing in education and the necessity of applying marketing in education into universities in Vietnam, especially Thang long University.
6. The structure of the thesis
Apart from the Introduction and Conclusion, the thesis is divided into 3 chapters as follows:
Chapter 1: General theoretical background of marketing service and marketing education.
Chapter 2: The analysis of the application of marketing in education at Thang Long University
Chapter 3: Suggested the marketing activities in education at Thang Long University.
CHAPTER 1: GENERAL THEORETICAL BACKGROUND OF MARKETING SERVICE AND MARKETING IN EDUCATION
1.1. Overview of Marketing Service
1.1.1. Definition of Marketing Service
1.1.1.1. Definition of Service
At the present economic situation, especially when Vietnam economy flourishes thanks to its accession into WTO, service has proved its significant role. Apparently, service now brings a lot of profit and accounts for a large percentage of GDP in almost every developed economies and industrial countries like USA, Japan, India, Singapore and South Korea…. Service society is known as post- industrial-society. And service business has been developed than ever before. The situation is the same as in Vietnam when we witness the development of service business in the recent years. By the year 2015, Vietnam expects to become an industrial country with agriculture accounts for 16-17% of GDP. In order to understand the concept of marketing service, it is important to have an insight into what service really is.
TRUNG TÂM LUẬN VĂN MBA-VIP VIẾT THUÊ LUẬN VĂN THẠC SĨ & TIẾN SĨ CHẤT LƯỢNG CAO.
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