Communication planning to support the startup ecosystem of The Project 844 Office, National Startup Support Center (NSSC) in the 2019-2021 period

NATIONAL ECONOMICS UNIVERSITY FACULTY OF MANAGEMENT SCIENCE BACHELOR THESIS Major: Economics Specialization: Public Management and Policy in English Topic Communication planning to support the startup ecosystem of The Project 844 Office, National Startup Support Center (NSSC) in the 2019-2021 period VU TRUNG HIEU HANOI – 2022 NATIONAL ECONOMICS UNIVERSITY FACULTY OF MANAGEMENT SCIENCE BACHELOR THESIS Topic Communication planning to support the startup ecosystem of The Project 844 Office, National Startup Support Center (NSSC) in the 2019-2021 period Student Class Student’s ID Supervisor : Vu Trung Hieu : EPMP : 11181802 : Ms Mac Thi Hai Yen HANOI, 2022 STATUTORY DECLARATION I herewith formally declare that I have written the submitted Bachelor Thesis independently I did not use any outside support except for the quoted literature and other sources mentioned at the end of this paper I marked and separately listed all the literature and all other sources which I employed in producing this academic work, either literally or in content Hanoi, April 07, 2022 Students perform Vu Trung Hieu ACKNOWLEDGEMENT First and foremost, I want to express my gratitude to the National Economics University for providing a wonderful environment in which to learn and gain experience I would also like to express my gratitude to the Faculty of Management Science and the EPMP class for providing me with a desirable internship and valuable job experience I would like to thank MS Mac Thi Hai Yen in particular for her mentoring and insightful remarks on the thesis I would also like to express my gratitude to the Office of project 844 – Ministry of Science and Technology for offering a fantastic internship opportunity and providing useful knowledge that helped me finish the thesis Hanoi, 07/04/2022 Hieu Vu Trung Hieu TABLE OF CONTENT CHAPTER 1: THEORETICAL FRAMEWORK OF COMMUNICATION PLANNING TO SUPPORT THE STARTUP ECOSYSTEM 1.1 Communication to support the startup ecosystem .7 1.1.1 Concepts of Communication to support the startup ecosystem 1.1.2 Roles of communication to support the startup ecosystem .8 1.2 Communication planning to support the startup ecosystem 1.2.1 Goals of communication planning to support the startup ecosystem .9 1.2.2 Process of communication planning to support the startup ecosystem 10 1.2.2.1 Analysing the environment 10 1.2.2.2 Determining the objectives 11 1.2.2.3 Developing strategic options 14 1.2.2.4 Evaluating and selecting the optimal strategic option 14 1.3 Factors impacting communication planning to support the startup ecosystem 16 1.3.1 External factors .16 1.3.2 Internal factors 19 CHAPTER II SITUATION OF COMMUNICATION PLANNING TO SUPPORT THE START-UP ECOSYSTEM OF THE PROJECT 844 OFFICE, NATIONAL STARTUP SUPPORT CENTER 21 2.1 Overview of The Project Office 844, National Startup Support Center 21 2.1.1 History of formation and development 21 2.1.2 Field of activities 21 2.1.3 Organizational structure 23 2.1.4 Operational results of the period 2019 – 2021 23 2.2 Current situation of communication planning to support the startup ecosystem of The Project 844 Office, National Startup Support Center period 2019-2021 26 2.2.1 Analyzing the environment 26 2.2.2 Determining the objectives 30 2.2.3 Developing strategic options 34 2.2.4 Selecting the optimal strategic option 36 2.2.5 Deciding communication plan .38 2.3 Evaluating communication planning to support the startup ecosystem of the Project 844 Office, National Startup Support Center period 2019-2021 40 2.3.1 Strengths 40 2.3.2 Weaknesses 42 2.3.3 Cause of weakness 44 CHAPTER III: RECOMMENDATIONS TO IMPROVE THE EFFICIENCY OF COMMUNICATION PLANNING TO SUPPORT THE STARTUP ECOSYSTEM OF THE PROJECT 844 OFFICE, NATIONAL START-UP SUPPORT CENTER 46 3.1 Objectives and directions to improve the efficiency of communication planning to support the startup ecosystem of Project 844 Office, National Startup Support Center to 2025 46 3.1.1 Objectives 46 3.1.2 Direction 48 3.2 Recommendations to improve the efficiency of communication planning to support the startup ecosystem of the Project 844 Office, NSSC Startup Support Center until 2025 49 REFERENCES 54 LIST OF TABLES Table 2.1 - Mechanisms and policies that have been in effect and implemented from 2019 to 2021 25 Table 2.2 - Objectives of communication plan for innovative startups 31 Table 2.3 - Media options for specific missions 35 Figure 2.1 - The organizational structure of Project 844 office (Source: The project 844 office) .23 Figure 2.2 - Investment capital for the innovative startup ecosystem in 2019-2021 26 ABBREVIATIONS ISEV Support Innovative Startup Ecosystem in Vietnam Until 2025 MOST Ministry of Science and Technology IP Intellectual Property IoT Internet of things CHAPTER THEORETICAL FRAMEWORK OF COMMUNICATION PLANNING TO SUPPORT THE STARTUP ECOSYSTEM 1.1 Communication to support the startup ecosystem 1.1.1 Concepts of Communication to support the startup ecosystem Communication comes from the Latin word “communicare”, which means to convey, to communicate [ CITATION ĐỗP18 \l 1066 ] … Communication is generally understood as the transmission of information, thoughts, ideas, and knowledge from one or more people to others through spoken language, drawings, writing, or a certain act of communication Communication is a popular social phenomenon, born and developed with the development of human society, affecting and relating to all people in society Therefore, this phenomenon has many different conceptions and definitions, depending on the perspective of the media Some communication theorists consider communication to be the exchange of thoughts or ideas through language Some others argue that communication is a continuous process by which we understand others and make others understand us It is a process that is always changing, changing, and responding to situations According to Barnlund (1962) - a British media researcher, communication is a continuous process to reduce uncertainty so that there can be more effective behavior Frank Dance (1967) - an American professor of communication studies, communication is the process of making what was formerly the monopoly of one or a few people into the common of two or more people According to this concept, the process of communication can either increase exclusivity, or break exclusivity Thus, communication can be understood as the process of exchanging and sharing information and thoughts between communities of people, and individuals to develop understanding, knowledge, and experiences in daily life, in activities aimed at changing the consciousness and awareness of individuals, communities, and organizations to meet the development needs of society From the above concepts, the most general definition of communication is: “Communication is the process of continuously exchanging information, knowledge, ideas, feelings , sharing skills and experiences between two or more people to enhance mutual understanding, change perceptions, and move towards adjusting behaviors and attitudes by the development needs of individuals/groups/social communities" Communication to support the startup ecosystem Start-up support communication is a tool to propagate and connect the subjects of the startup ecosystem; thereby forming forums and programs to create an environment and space for experts, mentors, and start-up support organizations to come closer to individuals and start-up businesses to discuss and solve problems solve existing problems in the ecosystem The government has always defined the task of communication to support innovative startups is the annual task of the Project, contributing to connecting the actors of the ecosystem, and spreading the spirit and culture of entrepreneurship domestically and internationally Communication plays a very important role in supporting product promotion and attracting investors for start-ups 1.1.2 Roles of communication to support the startup ecosystem Communicating about the innovation startup ecosystem to promote startup examples and support startups The task group Communication about the innovative startup ecosystem aims to form a close link between the components of the startup ecosystem, thereby promoting the formation and sustainable development of the startup ecosystem From the extensive and complete propaganda about the contents related to the innovative startup ecosystem, it will help the management levels, the business community, investors as well as the whole society to distinguish between startups with conventional entrepreneurship; understand the current difficulties of start-ups ... Communication planning to support the startup ecosystem 1.2.1 Goals of communication planning to support the startup ecosystem .9 1.2.2 Process of communication planning to support the startup. .. COMMUNICATION PLANNING TO SUPPORT THE START-UP ECOSYSTEM OF THE PROJECT 844 OFFICE, NATIONAL STARTUP SUPPORT CENTER 21 2.1 Overview of The Project Office 844, National Startup Support Center. .. Current situation of communication planning to support the startup ecosystem of The Project 844 Office, National Startup Support Center period 2019-2021 26 2.2.1 Analyzing the environment