SOLUTIONS TO IMPROVE THE MARKETING ACTIVITIES AT THANG LONG UNIVERSITY

IMPROVE THE MARKETING ACTIVITIES

vietnam national university, HANOI school of business

 

SOLUTIONS TO IMPROVE THE MARKETING ACTIVITIES AT
THANG LONG UNIVERSITY

 

 

Master of business administration thesis

 

ABSTRACT

Thang Long University, the first private university in Vietnam, was formally established in 1988 under the Decision No 1687/KH-TV dated 15th December 1988 of the Ministry of Education and Training. And Thang Long Private University officially operates in private sector under the name of Thang Long University under the Decision No 1888/QD-TTG of the Prime Minister dated 31st December 2007. Thanks for that, learners and audiences have many choices for training courses in their concerned fields. Thang Long University is providing many social high-demand
That is the reason why an effective and productive marketing strategy should be regarded as the first priority of the university. In this thesis, the basic theories of Strategic Marketing Management was used, combined with studying to evaluate customers‟ satisfaction in order to analyze the effect of internal and external factors to give out the strengths, weaknesses, opportunities and threats of Thang Long University. 

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 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
2.1.1. 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 analysis 44
2.2.2. The necessity Thang Long University 55
2.2.3. Market positioning 61

CHAPTER 3: SUGGESTED SOLUTIONS TO IMPROVE THE MARKETING ACTIVITIES IN EDUCATION 
AT THANG LONG UNIVERSITY 82

3.1 Thang Long University‟strategies from 2010 -2020 82
3.1.1. Development point of  2010 – 2020 82
3.2. Suggested 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
3.3. 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

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 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 2.5: Report on Total budget at Thang Long University in 2009 (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 2.6: The Tuition fee quotation of Thang Long University (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 2.7: The quantity of Teaching staffs at Thang Long University(Report on 29th Nov 2010 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 2.8: The quantity of Officers and Teaching staffs at ThangLong University (Report on 29th Nov 2010 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 2.9: Physical Evidence of Thang Long University (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)

IMPROVE THE MARKETING ACTIVITIES
INTRODUCTION

1. Reason for thesis selection

This controversial question comes from the fact that there is a very strong development in the establishment of private-education sectors which provide education services at all levels, especially tertiary and higher education. It is undeniable that education plays a vital role in the development of any nation and economy. 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.
So what should be done to improve the quality of Vietnam‟s human resources. The answer depends too much on the quality of education, especially on the quality of tertiary and higher education for the reason that this is the most important turning-point and good base for the labors to join the job market.

Marketing is a requirement for every enterprise to attract customers.

So if education is regarded as a market, Marketing activities in EDUCATION are indispensible. Like enterprises, universities should carry out marketing activities to attract students‟ enrollment as well as understand students‟ needs and wants and also investigate students‟ ability to survive in the job market. Universities should always strive for the better quality of education to provide society with qualified students. Solutions to all these concerns will be addressed and found through Marekting activities.
Thang Long University, the first private school in Vietnam which has been in operation for over 20 years always places much emphasis on the training quality. However, as mentioned above education now is regarded. 

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. 
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. This reseach will be for the period from 2010 to 2020.

3. Scope of the research

Subject of the research: The research will study the application of marketing activities at Thang Long University, 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 solutions to improve 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

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.

IMPROVE THE MARKETING ACTIVITIES
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