H U C J I M G T d i 5 5 IMAM HOC V I $ N NCSAlM H A I M G cac tf Odng d î h9C cua Vî t Nam LE QUANG Hgc vien Ngan hang Hoi nhdp da ma ra nhimg ca hoi, dong thdi tao ra kha nhieu thach thuc doi vai m[.]
H U C J I M G T d i 5 IMAM H O C V I $ N NCSAlM H A I M G cac tf Odng d^i h9C cua Vi^t Nam LE QUANG Hgc vien Ngan hang Hoi nhdp da ma nhimg ca hoi, dong thdi tao kha nhieu thach thuc doi vai moi linh viec, cohogt dpng giao due Tgi Yi$t Nam, viec giao quyen tu chii tuyen sinh cho cac truang dai hoc, cao ddng bat ddu tit mua tuyen sinh ndm 2015, da gop phdn lam cho thi truang giao due nong len vd co site canh tranh mgnh me Theo do, cdc truang dgi hoc bdt ddu quan tdm den vdn de marketing giao di^ic (education marketing) Dieu giiip nhd truang tuyen sinh vd ddo tgo cdc nganh hoc gdn vai nhu cdu xd hoi, dong thai giup sinh vien vd nhd tuyen dung hieu ve muc tieu, chdt luong, moi truang hoc tap vd danh tieng cua nhd truang, tir giiip ho CO cdc quyet dinh dung ddn viec lua chon truang dgi hoc, nganh hoc phii hap vai nhu cdu Bdi viet nhdm phdn tich khdi niem marketing giao due vd cdch van dung marketing giao due he thong cdc truang dgi hoc tgi Viet Nam 70 AP CHI KHOA HQC & DAO TAO NGAN HAN i015»-IHttG82015 PHAT TRIEN NGUON NHAN L\JC ^ - ^ -'-^i^' Tic khoa: dgi hpc giao due dgi hoc, marketing giao due Makerting giao dye la g)? d nhilu djnh nghia v6 marketing, nhung C ' "makerting" dugc hidu la qua trinh phan tich, len ke hoach, ap dung, kiem soat can tb|hi theo chuong trinh dugc thiet ke san de mang sy trao ddi tu nguyen cac gia tri den thj trudng myc tieu, nham dat tdi cac muc tieu Makerting lien quan den viec thiet k l va tinh toan nhu cau thj trudng, djnh hudng va chi phi bieu qua, sy giao tiep va phan phdi de thdng tin, khuyen khich va phuc vu thj trudng (Kotler and Fox, 1985) Hien marketing giao due (education marketing) thudng dugc hieu don thuan la cac boat dgng quang ba thdng qua cac hinh thiic nhu print ads (quang cao tren cac an pham), events (td chitc cac su kien), telemarketing (truyen thdng qua dien thoai), direct mail (qua dudng thu hoac buu dien), leatlet (td roi), TVC (truyin hinh), e-marketing Thyc te, tai cac trudng dai bgc va cac trung tam dao tao Viet Nam, cac boat dgng marketing don thuan nhu vay da dugc thuc hien kha bai ban Vi du, Trung tam Anh ngii Apollo, Language Link, Dai hgc Rmit, Dai hgc FPT va mgt sl trudng dai hgc khac Cd quan diem coi marketing giao due la mgt qua trinh marketing nham giao due (consumer education)' xay Xem them Le Quang- Chia khoa tgo dyng chi^n lu-ffc marketing lai IHANG 8.2015-SO'159 dung y thiic, qua dd tao nhu cSu ve san pham muc tieu Cd the hieu so luge ve consumer education qua vi du nhu sau: Trudng Dai hgc A mudn quang ba va chieu sinh cho chuong trinh cu nhan qudc te lien kit vdi trudng Dai bgc B, trudng Dai hgc A to chiic chuong trinh "Trdi nghiem mot ngdy let sinh vien quoc te tgi dgi hoc A" Den vai chuong trinh hgc sinh dugc ITnh hgi them nhilu kiln thitc bd ich ve viec hgc d bac dai hgc va giao luu, trao ddi bang ngoai ngii vdi cac giang vien nude ngoai Vdi each dien dat de bieu, cudn hiit, hieu biet ve van hda phuang Ddng va kinh nghiem cua mgt chuyen gia da timg lam viec d rat nhieu nude tren khap cac chau luc, giang vien Trudng Dai hgc B da chimg minh cho cac ban hgc sinh thay giao tiep bang tieng Anb voi ngudi nude ngoai khdng phai la qua khd Ddng thdi, nhan manh mgt ngudi dugc trang bi kien thiic, kT nang tdt khdng chi xay dyng dugc tuong lai tdt dep cho ban than ma cdn giup dd dugc gia dinh, tao be phdng cho the be tuong lai va cdng hien cho cdng ddng, cho toan xa hgi Chuong trinh cdn cho thay theo hgc tai day se mang lai cho cac em rat nhilu lgi ich, day cho cac em nhiing kT nang vd ciing quan trgng ma sinh vien khdng dugc hgc tren giang dudng Tuy nhien, marketing tai cac trudng dai hgc khdng chi la tap trung cac ngan hang thuo'ng mai, Tap chi Khoa hoc & Dao tao Ngan hang thang 6/2014 xay dung chuong trinh dao tao chuan qudc te hay trang bi cho sinh vien hanh trang ve hgc thuat va ky nang de boa nhap cdng viec tuong lai, bay tap trung tao dung mdi quan be hgp tac, xay dyng hinh anh cua trudng vdi cac doanh nghiep ben ngoai, ma can ket hgp nhieu yeu to Tdm lai, marketing gido due can dugc hieu day du la qua trinh phan tich, djnh hudng, len ke hoach nham giiip cac trudng hgc tiep can cac khach hang muc tieu (ngudi hgc, lien quan den ngudi hgc hay nha tuyen dung, ) ciia hg thdng qua cac cdng cu marketing de cd the nhan biet dugc nhu cau, mong mudn cua khach hang thdi diem hien tai ciing nhu tuong lai va dap iing dugc cac nhu cau mong mudn dd Ddng thdi theo doi, xem xet, trau ddi, nit kinh nghiem de tir cd cac giai phap cu the bon, lien quan nhieu hon, gan ket va truyen thdng den cac sinh vien tiem nang tuong lai nham dat dugc ket qua la sy cdng cho ca trudng hgc va sinh vien theo hgc Sir c^n thiet ciia marketing giao due cac tru'dug dai hoc Thit nhat, xu hie&ng xa hgi hoa gido due dai hoc Cung vdi sy phat trien nhanh ve mgi mat cua xa hgi, giao due dai hgc da chuyen manh sang md hinh xa hdi hda theo xu hudng thi trudng Sy phat tnen manh quy md dao tao ciing vdi su gia tang nhanh chi phi dao tao dai hgc da trd AP CHI KHOA HOC & DAO iJEkO NGAN HAN 71 tUJ PHAT TRIEN NGUON NHAN LJC ganh nang tai chinh ddi vdi cac Chinh phii Neu truoc cac trudng dai hgc cong chu yeu tdn tai nhd vao ngudn tai chinh cdng (d mdt so nude, ca cac trudng tu cung dugc nha nude tai trg mgt phan), thi mgt sd nude nhu Thai Lan hay Nhat Ban cung dang thyc hien chinh sach giam dan miic trg cap cua nha nuoc cho cac trudng dai hgc cong va cho phep cac trudng ty chii ve tai chinh Vi vay, mgt mat yeu cau cac trudng dai bgc phai dugc van hanh mgt each cd hieu qua hon, mat khac, cac trudng cung phai tang thu tir cac ngudn khac ngoai ngan sach, dd cd hgc phi, md rdng loai hinh dao tao va cac chuong trinh dao tao ngan ban De dat dugc bieu qua mong mudn can phai chuyen viec cung cap tryc tiep cac djch vu xa hgi tir Chinh phu sang thi trudng Theo danh gia tai My, "khi tu nhan hda nhieu dich vu giao due thi tiet kiem dugc 15- 40% chi phi cho giao due" (Murphy, 1996) Do vay cd the thay, xu hudng xa hgi hda giao due dai hgc da lam cho cac trudng dai bgc phai dugc to chirc va van hanh mgt each hieu qua bon va dap ling tdt hon nhu cau cua phat trien kinh te- xa hdi, ddng thdi can timg budc giam bdt su can thiep tryc tilp tir Chinh phu Xu hudng se giup cac trudng dai hgc nd lyc giao tiep vdi cdng ddng va ngugc lai, dao tao theo don dat hang cua doanh nghiep, cd the hinh cac cdng ty dich vu hay cac cdng ty dau tu mao hiem tai 72 cac trudng dai hgc, ddng thoi cac giang vien cd thi kit hop lam ban thai gian tai cac doanh nghiep Va de ton tai va phat trien xu hudng xa hgi boa giao due, cac trudng dai hgc can cd boat dgng marketing giao due, nham nam dugc nhu cau thi trudng, xac djnh thi trudng muc tieu va dao tao theo nhu cau xa hgi Thu- hai, thuc te nhieu trircfng dai hoe chira duo teio gdn v&i viec Mp img nhu cau cua xd hoi Ben canh nhung tyu dat dugc, tbi chat lucmg dau thap so vdi yeu cau cac dieu kien dau vao va qua trinh day hgc nhieu bat cap Du luan va ngoai he thdng giao due dai hgc deu cho rang chat lugng giao due dai hgc khdng chi thap so vdi chuan myc qudc te, khu vyc ma ca yeu cau thuc tien nude Sd lucmg cac trudng dai hgc ciia Viet Nam nhieu, nhung lai chua gan sat vdi nhu c^u thi trudng He thdng cac trudng dai hgc d Viet Nam cd the chia lam loai: (1) Tru&ng dgi hoe thuoc he thong cong lap: Bao gdm cac trudng vdi 100% vdn dau tu cua Nba nude Viet Nam va chiu sy quan ly hoan toan cua Bg Giao due va Dao tao tir chi tieu va so lugng tuyen sinh, bgc phi ; (2) Tru&ng dgi hoc thuoc he thong ddn lap: Bao gom cac trudng vdi vdn dau tu cua tu nhan dugc cap phep bdi Bg Giao due va Dao tao, nhien hgc phi ciing cd mdt muc trSn nhdt dinh va cbju su 4P CHi KHOA HOC & DAO T^O NGAN HAN kilm soat cua Bd Giao due va Dao tao v l dilu kien va chi tieu tuyIn sinh; (3) Truang quoc te: Bao gdm cac trudng vdi 100% vdn dau tu nude ngoai, dugc su cip phep cua Bo Giao due va Dao tao, dilu kien, chi tieu tuyIn sinh va bgc phi khong phu thugc vao cac quy che cua Bg Giao due va Dao tao; (4) Chucmg trinh lien ket giiea dgi hoc Viet Nam vd dgi hoc nu&c ngoai: Bao gdm cac trudng thugc he thdng cdng lap va dan lap cd chuong trinh lien ket vdi cac trudng dai bgc nude ngoai Tuy nhien, theo Bao cao ciia Chinh phu pbien giai trinh trudc Uy ban Van hda Giao due Thanh thieu nien va nhi ddng ve viec thuc hien Luat giao due dai hgc va van de giai quyet viec lam cho sinh vien tot nghiep 24/4/2015: Ndi dung cac mon hgc chuang trinh (ly thuyet co sd, ly thuyet mdn) cdn qua rdng, can tinh gian ve thdi lugng, phuang phap giang day chua mang tinh tu duy, kiln thuc giao trinh chua theo kjp tinh hinh thuc te Khoang 60% lao dgng tre tdt nghiep dai hgc can dugc dao tao lai sau tuyen dung Mgt sd doanh nghiep phan mem can dao tao lai it nhat nam cho khoang 80~90% sinh vien trudng vira dugc tuyen dyng Ty le that nghiep cao tai mdt sd nganh, khan hilm d sd nganh khac thdi gian ghn day cimg la mgt bang chiing cho thay dao tao chua sat vdi nhu cau xa hgi Theo bao cao ciia Vien Khoa bgc lao dgng SO 159-IHiNG 2015 .-^ ^ «.'-*! quy I/20I5, ty le tham gia luc lugng lao dgng ca nude chilm 77,4%, giam so vdi cudi nam 2014 (77,7%) Theo h-inh dg chuy6n mon ky thuat, ty le that nghiep vIn cao nhat d nhdm cd trinh cao dang chuyen nghiep va cao dang nghe, miic tang tir 1.600 ngudi len 12.600 ngudi Theo Bd Giao due va Dao tao, tir nam 2011 din 2014, binh ty le sinh vien trudng sau thang cd viec lam khoang 50%, dii nhieu trudng dai hgc ty le cao hon, dat 80- 90% nhu Dai hgc Quoc gia Ha Ngi, Dai hgc Sai gdn, Hgc vien Ngan hang - Theo bang xep hang cua Webometric nam 2015, cac hudng dai hgc d Viet Nam thi chi nhiing trudng kem nang luc moi phai ap dung marketing Tuy nhien, qua sd lieu thdng ke \& sd lugng hgc sinh ca nude thi moi trudng nhan khau la mgt dgng lyc Idn de ap dyng marketing giao due vao thyc tien Ap dung marketing giao due giao due dai hoc Vi^t Nam Ciing nhu marketing truyen thdng, lam marketing giao due bao gdm cac budc phan tich, lap ke hoach, thyc bien va kiem tra viec thi hanh cac bien phap nham thiet lap, cung cd, tri va phat tnen giao tiep vdi cdng ddng va ngugc lai Nhu vay, marketing giao due lien quan tryc tiep tdi cac van P (Product, Price, Promotion, Place) la nhiing cdng cu hiiu hieu cho nha quan tri marketing, cd the giai thich 4P bang each khac la ky ty dau tien ciia bdn hudng danh dau h-en mo hinh la ban Chiing cd the dugc nhd den bdi cac hudng chinh, sau la ten md binh la ban: N = Needs (Nhu cau) W = Wants (Mong mudn) S = Solve (Giai quyet van de) E Consumer Education (Giao due) Thdng qua md hinh la ban cd the thay, lam marketing giao due khong chi theo hudng mgt chieu, khdng chi tao dgi ngu nhan lyc chat lugng ma cdn phai tao cong an viec lam cho hg tuong lai hay co T heo BO Giao due v^ Dao tgo, tii nam 2011 den 2014, trung binh ty I§ sinh vien trudng sau thing co vi^c lam khoing 50%, du nhieu trudng dgi hpc ty l§ cao hon, dgt 80- 90% nhu Da! hoc Quoc gia Ha N0i, Dai hgc Sai gdn, Hpc vien NgSn hing nhat cd trudng nam top 1.000 la Dai hgc Qudc gia Ha Ngi dung thii 894, tiep theo la Dai hgc Can Tho diing vi tri 1.790\ Dieu cho thay can thiet ap dung marketing giao due nham nam bat nhu cau thj trudng, qua dao tao gan sat vdi nhu cau thj trudng Tuy vay, marketing giao dye vln cdn kha xa la cac trudng dai bgc Viet Nam, ddi cdn dugc hiiu la = http.//repositories vnu edu.vn/ jspui/?locale=vi http,//sgu.edu vn/03_cong_khai/i ndex.html, http:// hvnh.edu ji(Tp//www.webometrics.info/ •,lv: 2015-S0159 de: + Phat hien va tim hieu can ke nhu cau cua khach hang bao gdm ca thi trudng dau vao va thi trudng dau ra; + Ggi md nhu cau khach hang; -I- Theo ddi va tim nguyen nhan thay doi miic cau; -I- Phat hien co hgi, thach thirc tir mdi trudng; -i- Lap chien luge va bien phap marketing de co the dat dugc muc tieu da de Thdng thudng cac nha hoach djnh chien luge khdng nhac tdi cum tir marketing ma la ca cum tir marketing- mix Vdi chCi the ndi la thoa man mong mudn ciia cac don vi tuyen dung Needs (nhu cdu) Cac trudng dai bgc can phat trien cac dy an tao nen gia tri gia tang cho sinh vien thdng qua viec xay dung mdt trung tam hd tro sinh vien cua trudng Trung tam cung cap them cho sinh vien nhiing tien ich nhu gia tang co hgi cd viec lam sau tot nghiep, tu van noi d trg, noi hgc tap, huan luyen ky nang, td chiic hgi thao, dien dan trao ddi hgc tap Ngoai ra, can tim hieu nhu cau, mong mudn cua sinh vien bdi dd la ddi tugng phuc vy chinh dem AP CHI KHOA HOC & DAO TAO t K A N HAN 73 f% f N PHAT TRIEN NGUON NHAN LL/C ^u chiing ta xay dyng dupe c^ch d^nh gia n^n gi^o dye dgi hpc (gidng nhu cich dinh gia cua diln d^n kinh t l the gidi (WEF) d3, dang ISm 64 dinh gia nang lyc cgnh tranh cua c5c nIn kinh t h i tr§n the gidi) thi s^ thay dudc dau 1^ dilm mgnh, diem ylu vi|c dao tgo cug minh, d l tCr dd c6 t h i dua nhOng giai phip khic phyc phu hop va hi|u qua hon Day cQng chinh ia yeu td giai quylt mong mudn cua bit k^ ddn vi tuyIn dung nao lai ngudn Igi cho nha trudng Nhiing yeu td nhu thu vien, co sd vat chat, boat dgng ngoai khda, dia diem vui cboi, la nhiing thd sinh vien dac biet cbii y, them niia ddi vdi sinh vien ngoai tinh thi boat ddng doan, hgi sinh vien, cau lac bd ciing rat dugc quan tam De giai quyet van de nay, cd rat nhieu each, pham vi bai viet, tac gia dua mgt vi du ve xay dyng bd cau hdi dl tim hieu nhu cau ciia sinh vien: / Bgn biet den Tru&ng cita chirng toi thong qua cong cu ndo: D Qua internet D Qua gidi thieu cua ban be, ngudi quen • Qua cudn sach "Nhiing dieu can biet ve tuyen sinh" • Qua thu gioi thieu ciia trudng • Qua bao chi, truyen hinh a Qua cac ngudn khac Ly bgn theo hpc tgi Tru&ng: a Chgn trudng vi trinh cua giang vien D Chgn trudng vi su chac chan cho tuong lai • Chgn vi danh tieng cua nha trudng • Chgn vi co sd vat chit ciia nha trudng n Chgn vi miic hgc phi a Chgn vi su da dang ciia chuong trinh hgc 74 n Chgn vi mdi trudng hgc tap n Chgn vi dau ngoai bang cap cdn cd chung chi ngoai ngii • Chgn vi dja diem hgc thuan Igi n Ly khac: Dieu gi khien bgn khong hdi long theo hoc tgi Tru&ng: a Trinh cua giang vien D Su chac chan cho tuong lai • Chuong trinh giao due ngoai ngii p Co sd vat chat cua nha trudng D Miic hgc phi a Chuong trinh hgc D Mdl trudng hgc tap a Y kien khac: Theo bgn Tru&ng cdn phdl trien ihem ve: • Hoat dgng ngoai khda D Thu vien n Co sd vat chat ciia nba trudng n Hgc bdng, bo trg tai chinh a Y kien khac: Wants (Mong muon) Ben canh viec tim hieu nhu can ciia sinh vien, dieu tiep theo can quan tam dd la xay dung bd cdng cu de danh gia chinh xac nang luc cua nhiing "san pham" minh dao tao ra, Nhiing bao cao, phat bieu ve chat lugng dao tao dai hgc thdi gian vira qua chi mang tinh chat djnh tinh, thilu nhirng so lieu minh chimg cu the hoac P CHi KHOA HQC & DAO TAO NGAN »M cd nhung khong ro rang Tai pbien giai trinh tnxac Uy ban Van hda Giao due Thanh thilu nien va Nhi dong ve viec thyc hien Luat Giao due dai bgc va van de giai quyet viec lam cho sinh vien tdt nghiep, 24/4/2015 cua Chinh phu, dai bieu Nguyen Xuan Trudng cho rang "Dao tao cua ta gan gidng vdi san xuat nong nghiep, lam ma khdng tieu thu dugc Bg Giao dye can dao tao theo ke hoach cua Bd Ke hoach Dau tu, sinh vien tot nghiep phai dugc CO quan quan ly ngudn nhan lyc giai quyet viec lam" Neu chung ta xay dung dugc each danh gia nen giao due dai hgc (giong nhu each danh gia ciia dien dan kinh te the gidi (WEF) da, dang lam de danh gia nang lyc canh tranh cua cac nen kinh the tren the gidi) thi se thay dugc dau la diem manh, diem yeu viec dao tao cua minh, de tir dd cd the dua nhung giai phap khdc phuc phii hgp va bieu qua ban Day cung chinh la yeu t l giai quylt mong mudn ciia bat ky don vi tuyen dung nao Dya vao nhung mong mudn dd, cd tbi xay dung bg cdng cu danh gia dua tren cac tieu chi sau: Trinh chuyen mon: T h i hien qua viec miic viing vang vl chuyen mdn dugc dao iO 159-imNG 8.2015 ^ tao cd dap ung dugc mong dgi ciia don vj tuyIn dyng hay khdng, nlu khdng dap iing dugc tbi cSn phai dao tao them nhu the nao? Ky ndng thuc hdnh: Cix nhan sau truong cd kha nang iing dyng kien thiic chuyen mdn, kha nang ty tao cdng viec, kha nang ngoai ngii, vi tinh de giai quyet nhirng van de dat cdng viec cung nhu cugc song hay khdng? Ndng luc sang tgo: Trong cdng viec cd thudng xuyen dua nhung sang kien thiet thyc, dgc dao de giai quyet cac van de hay khdng? Miic iing dung cua cac sang kien dd nhu the nao? Khd ndng lam viec nhom: Cd biet each phoi hgp vdi ngudi khac, lang nghe va chap nh^n y kien cua ngudi khac tham gia giai quyet van de chung hay khdng? Ndng lire truyen thong: The hi$n qua kha nang van dung ngdn ngii bang Idi va khdng bang loi de dien dat nhung y kien cua minh mdt each de hieu va dugc chap nhan, kha nang thucmg lugng, dam phan Phdm chdt dao due: Cac "san pham" cua giao dye dai hgc cd song trung thuc, cd tinh than tt-ach nhiem bay khdng, cd dam dua quyet djnh va cbju trach nhiSm ve quyet djnh cua minh hay khong? Khd ndng Idm viec vdi cudng cao, kha nang diing vung trudc ap lyc cdng viec Mdi trudng cd the phdng vdn niot mlu khoang 100 don vi fHANG82015-S0l59 PHAT TRIEN NGUON NHAN LUC tuyen dyng hoac hon de danh gia nang lyc cac san pham ciia bTJong sau dugc dao tao Mdi tieu chi se dugc bang nhieu chi sd khac Vi?c xay dung mdt bd cdng cu d l danh gia nang luc cac san pham dau la dieu can va cd du kha nang de lam Solve (Gidi quyet vdn de) Khi da cd nhiing thdng tin CO ban ve nhu cau va mong muon, viec tiep theo cua marketing giao due can phai lam la lua chgn cdng cu chien luge marketing (each thiic giai quySt van de), bao gdm cdng cu marketing truyen thong va E~ marketing Cdc cong cu chien lirffc marketing truyen thong cd the ke den bao gom: - Quang cao tren cac an pham {print ads): la cac hoat dgng gidi thieu thdng tin va hinh anh cua Trudng d?i hgc tren cac bao, tap chi, sach chuyen nganh - To chiic su kien (events): la cac hoat ddng thdng qua nhirng su kien, giup cho khach hang va bao gidi biet, luu nhd ve cac chuong trinh dao tao, cac khda hgc va ciing la ca hdi de cac trudng gap gd, h-ao ddi va giao luu - Telemarketing: la cac boat dgng sir dung dien thoai ban hoac di ddng truyen dat thdng tin din tryc tiep khach hang - Direct mail: la cac boat dgng sir dung thu tir thdng qua dudng buu dien, chuyen phat nhanh dugc giii den true tiep cho dia chi nha d hoac co quan cua cac khach hang 4U V - Td roi (leaflet): la cac hoat dgng phan phat cac td budm, td roi cd cbiia dyng thong tin ve cac chuong trinh hgc, cac khda hgc se dugc phan phat den true tiep cac khach hang, dia diem dugc phan phat se phu thugc muc tieu cua chien luge - Tiep thi qua truyen hinh ( r K Q : la cac boat dgng truyen dat va cung cap thdng tin ve cac chuong trinh hgc thdng qua djch vy truyen hinh hoac video clip - Cugc bieu dien luu dgng (Roadshow): cd the hieu la cac boat ddng ve thuong hieu dugc quang cao thdng qua mgt dgi dieu hanh ngoai trdi (di bd, xe dap, xe may ) - E-markeling: Internet marketing hay online marketing la hoat ddng cho san pham va djch vu thdng qua Intemet Sy xuat hien cua Intemet da dem lai nhieu Igi ich nhu chi phi thap de truyen tai thdng tin den s6 lugng Idn doi tugng tiep nhan, thdng diep dugc truyen tai dudi nhieu hinh thiic khac nhu van ban, hinh anb, am thanh, phim, trd cboi Vdi ban chat tuong tac cua E-marketing, ddi tugng nhan thong diep cd the phan hdi tiic khac hay giao tiep tryc tiep vdi ddi tugng gui thdng diep Day la Igi the Idn cua E-marketing so vdi cac loai hinh khac Cdc cong cu E-marketing cd thi ke den bao gdm: + Quang cao tir khda (google adwords): La cac hoat ddng quang cao thdng qua cdng cu tim kilm cua google, bang hinh thiic tra chi phi cho mdi 4P CHI KHOA HQC & DAO TAO NGAN HAh 75 • ^ PHAT TRIEN NGUON NHAN LUC cai nhap cbudt cua khach hang, dau gia tir khoa de dugc xuat hien tren danh sach ket qua tim kiem Tiep can mgi ngudi hg dang tim kiem tren intemet nhiing gi ban cung cap Quang cao cua ban cd the xuat hien tren Google va trang web ddi tac cua Google Ban chi bj tinh phi nhap cbudt vao quang cao cua ban +• Mobile marketing: Lap danh sach cac doi tuong tiem nang, tir danh sach se thu thap dugc sd dien thoai ciia nhiing khach bang tiem nang de tir thuc hien cac chien dich cham sdc ciing nhu quang ba cho dich vu sau Giii tin nhan gidi thieu ngan ggn ve cac chuong trinh dao tao va cac khoa hgc Trong tin nhan co the chen them link website de hgc vien cd the truy cap tren dien thoai hoac copy vao trinh duyet may tinh Day la cac nhanh nhat de truyen thdng cho cac khda hgc va dam bao 100% hgc vien deu nhan dugc thdng diep Tiep theo, c6 the thiet lap he thdng tra ciiu lich khai giang, Ijch thi Hgc vien chi can nhan tin vdi cii phap dugc quy dinh sin, vi dy "LT VBIIIO" giri tdi dau s l 0000, d6 LT la tit khda viet tat cho "lich thi", VBIIIO la khda ma hgc vien mudn tra cuu Ket qua tra ve tir SMS BrandName thong bao lich thi cho bgc vien, vi du "Lich thi cua VBIIIO la 7h30 24/06" Vdi he thdng hgc vien se de dang de tra ciiu ciing nhu ghi nhd lich thi, tir giam thieu viec bd la cac ky tbi (giai 76 phap tra cim cd the khdng can thiet neu trudng cd viec xac nhan dang ky khoa hgc qua intemet thyc hien bdi website hay e-mail) + E-mail marketing: Cung gidng nhu mobile marketing, cac trudng dai hgc cd the su dung email gin thu gidi thieu ve cac chuong trinh dao tao va cac khda hgc Ddng thdi cd the dimg email nhu mgt cdng cu de hgc vien cd the dang ky khda hgc, sau cd thong tin dang ky cd thi ggi dien true tiep cho hgc vien de xac djnh chac chan viec dang ky Vi email cd kha nang se bi bd vao muc spam nen cd the cimg ket hop giiia email va sms Day la mgt giai phap kha hiiu dung bdi nd cdn cd tac dung ca hgc vien da nhap hgc, thdng qua email c6 the gin tai lieu, ngi dung dn tap, ket qua, lich thi den cho hgc vien - Tdi uu hda website (Search Engine Optimization): Website can cd su bo tri hgp ly de ngudi xem cd the tiep can dugc thdng tin ma hg mudn tim kiem, cac ngi dung can cu the, tryc quan Tren website can cd them muc tu van tryc tuyen de ngudi xem thdng tin kbi cd thac mac cd the hdi dugc ngay, nhieu ngudi ngai ggi dien de hdi thong tin (phu thugc vao cd tien dien thoai khong, cung each tra Idi cua ngudi true dien thoai, ngudi nghe dien thoai khdng phai luc nao ciing la ngudi cd thi giai dap mgi thac mdc) nhung nlu nhu cd ciia sd chat tu vdn true tuyIn, hg se khong ngai hdi AP CHi KHOA HOC & DAO TAO NGAN HAN^ - Social media: La each diing cac cdng nghe ciia web va thiet bj di ddng d l biln cac cugc ttao ddi cac d i i thoai cd tinh hrong tac, la cdng cy de chia se va thao luSn thong tin giiia ngudi vdi dua tren nIn tang intemet Ban chdt cua Social media la content (ngi dung) nhu: tin nhdn, binh luan, bai vilt, hinh anh, clip dugc chia se dudi dang y kien, bay td thai do, cam xiic, quan diem ca nhan, cac cdng cy chinh de lam Social media nhu sau: Sti- dung Blog (trang cd nhdn Irtic tuyen): Mot Id, website cua cac trudng dai hgc thudng d dang tinh, vi vay viec ddi thoai va giao tiep vdi ddi tugng gan nhu la khdng cd, da phan la cac form lien be hay cac thong tin thdng bao tuyen sinh Tuy nhien vdi hinh thiic blog thi dieu se thuan tien va nhanb chdng, va quan trgng nhat la giao tiep qua hinh thiic blog, hgc vien se cam thay than thien bon; hai Id, cd mgt hinh thiic khac la thdng qua cac hot blogger de nhd hg hd trg viet bai PR Cac trudng dai hgc nude ngoai thudng mdi cac hot blogger tham gia cac budi gidi thieu tu van tuyen sinh hoac thdng qua nhung ngudi da tham gia khda hgc vilt cam nhan Cd the noi rdng day la hinh thiic truyen lira mgt each khdn ngoan, kheo leo va rdt kinh tl cho nhiing chiln luge phat trien Sic dung cdc trang diin ddn (Forum): + Forum la mdt sd cac cdng cu rdt manh dl tam SO 159-IHANG 8.2015 PHAT TRIEN NGUON NHAN LJC ^ - r ^ I Social Media: binh thiic ggi la Forum Seeding V l djnh nghTa cd thi ggi Forum Seeding la "gieo mam dien hi" Cach don gian nhat ciia viec Forum Seeding la trudng cu mdt nhdm tham gia vao mgt forum d linh vyc giao due nhu svnhforum.com/forum/(dien dan sinh vien hgc vien ngan hang), kenbsinhvien.net, cac forum ve ngan hang tai chinh, tao cac chu de va dan dat cac chu de ay theo hudng cd Igi cho viec lua chgn hgc tai Hgc vien Ngan hang (HVNH) -t- Vdi cac bai viet cd dinh hudng nhu: "Ty le sinh vien HVNH trudng cd viec lam diing thii bang xep bang cua " hoac "mdi trudng hgc tap tai HVNH cue ky than thien" se thu hut ngudi dgc va de tao su lan truyen rgng rai Sir diing Social Network (Mang xa hgi) + Diem manh cac Social Network la kha nang lan truyen thong tin Chi can mgt thong diep phat thi cd den hang tram ngudi nhan dugc va lan truyen theo ty le cap sd nhan Chi phi re, kha nang Ian truyen tot la mgt nhung uu diem ciia cac Social Network + Mdt sd mang xa hdi ndi bat thdi diem hien tai: Facebook, Twitter, Flickr, Google plus, tai Viet Nam, Facebook la mang xa hgi dugc sii dung nhieu rdidt va cd siic lan truyen tdt Facebook bien cung la kenh thu hut quang cao cao Consumer Education (Gido (>.,:• khdch hdng) THANG 8.2015-SO'159 Khi ke hoach marketing ciia mgt td chiic dat quang cao, truyen thdng la uu tien hang dau thi chi gdp dugc mgt phdn rat nhd vao co hdi giao due khach hang Nhan vien lam marketing tai cac co sd giao due dai bgc can dugc khuyen khich de thudng xuyen thdng bao, hudng din, nhan cac phan hdi tir khach hang va cung cap cac giai phap cho khach hang Giao due khach bang la mgt each xay dung niem tin can thiet chien luge va co cau marketing, anh hudng tryc tiep den qua trinh giao tiep hieu qua giiia nba trudng va cdng ddng Khach hang cd the kbdng lam theo y kien hoac giai phap cua ban bdi vi hg kbdng biet dugc nhiing kien thiic ma ban biet va bg khdng nghi ve nhiing lgi ich ciia san pham gidng nhu ban nghi Vi the, mgt tu van vien khuyen mgt khach hang nen lua chgn mgt san pham ciia trudng minh se cd lgi hon kbi lya chgn cua trudng khac, ban can phai giang giai va djnh hudng khach hang tdi cac Igi ich hoac so sanh lgi ich giiia hai lua chgn de khach hang nhan thdy dau la phu hgp vdi mong mudn cua hg Nhu vay, giao dye khach bang la mgt co che dugc mong dgi thu hut cac nha trudng va cdng ddng vao mgt quan he lam viec mdt each hiiu ich, tich cue Giao due khach hang tiic la bang nhiing no luc khac vun dap quan he, md rgng tam nhin cdng ddng, ddng thdi tim hieu xem cac doi thu canh tranh dang lam gi de bao ve moi quan he vdi cac khach hang hien cd Phai cd gang can ddi cac boat dgng de lam van dat dugc mirc thu hut cao vao thdi diem hien tai ma khdng anh hudng (hay xem nhe) viec phat trien thj trudng tuong lai Ldl kit Cac nen giao dye tien tien tren the gidi hien cung dang cd nhiing bien ddi manh me xu hudng toan cau hda Neu trudc day, rat it ngudi boat dgng ITnh vuc giao dye nghi den khai niem "khach hang" va lai cang it ban den chuyen "lgi nhuan" mang lai tir chinb ITnh vyc ma hg boat dgng thi tu da dan cd su thay ddi Neu each day 10 nam chi cd khoang 10.000 gia dinh Viet Nam cd kha nang cho di du hgc, thi d thdi diem nay, sd du hgc sinh "vdng quanh the gidi" da nhieu bon 100.000 ngudi Nam 1995, chi cd khoang 500 sinh vien hgc tap tai Hoa Ky, den sd dd da tang gap 34 lan len gan 17.000, dua Viet Nam trd nude diing dau ASEAN, thii the gidi ve so lugng sinh vien tai Hoa Ky Theo td chiic Hgp tac va Phat trien kinh te (OECD) ke tir cudi thap nien 90 cho den nay, thi trudng giao due dai hgc lien tyc tang trudng, khoang 7% mdi nam Chi rieng miic thu hgc phi thudng nien ddi vdi sinh vien nude ngoai da len tdi khoang 30 ti USD Hgc phi Dai hgc d AP CHi KHOA HQC & DAO TAO NGAN HAN 77 ^ ^ ^ P H A T T R I E N N G U N NHAN LL/C Hoa Ky tang gap ba lan vdng ba thap ky qua (da dieu chinh theo miic lam phat) Tdng ng ciia sinh vien My hien la 1,3 ngan ti USD, dau tu cdng cho giao due dai hgc d My trung binh giam bon 50% so vdi nam 1987 Xem sinh vien nhu khach hang la mgt y tudng hoan toan mdi va mang tinh dot pha khong chi d Viet Nam ma ca pham vi toan cau Vdi mgt nIn giao dye yeu kem, chac chdn kinh tl se mat siic canh tranh Van de trung tam bien la nang cao chat lugng va trinh nhan lyc Mudn thyc bien dieu khdng cd each nao khac la nang cap, hien dai hda giao due dap iing yeu cau phat trien giai doan kinh te tri thiic Nhu vay, bien dai hda giao due, ap dung cac cdng cu mdi ITnh vuc giao due, dd cd marketing giao due luon la van de can dat neu chiing ta khdng mudn thua thiet hgi nhap qudc te • TAI LIEU THAM K H A O Phihp Kotler & Karen Fox, Strategic Marketing for Educational Institutions 1995 hltp.f/www.marketingeducation- review.com/ phdn mIm toan de cd the hoan tdt cac giao dich cua nha ddu tu h-ong T+1 Tang cudng su phdi hgp chat che giiia chinh sach tien te, chinh sach tai khda de tao nIn tang In dinh kinh tl vT md can thilt cho sy phat trien thi trudng trai phieu • http-//cere.ucr.edu/publications/ PDF_Transfer/School_Marketing/ TAI LIEU THAM K H A O sm003_educational_marketing_and_ www.mofgov.vn the_public/sm003_educational_mar- www.sbvgov.vn keting_and_the_public.pdf www.ssc.gov http://www.webometrics.info/ Nguyen Thi Tram- De dn Nghien cim ly thuyet marketing gido due bgc dgi hoc, dp dt^ng tim hieu nhu cau va www.hnx.vn Tap chi Tdi chinh Tap chi Chung khodn ThS Le Phan Thanh Hiep, ThS mong muon sinh vien DH KTQD vai Le Phan Thanh Hoa (2014), chuang trinh gido due trien thi trudng trdi phieu chinh pha Phdt huy dong von cho ddu tu phdt trien, Tgp chi Khoa hoc va Ddo tao Ngdn tiep theo trang 49 hdngsd 149 thdng 10/2014 ThS Lmi Tudn Linh (2014) Phdt trai phieu da ban/ mua chieu ciia T+1, tien/ trai phieu mdi ve tai khoan cua nba dau tu Vi vay, HNX can dau tu triin thi truang trai phieu chinh phu Tap chi Thi tru&ng Tdi chinh- Tien te sd thdng 8/2014 SUMMARY A p p l y i n g e d u c a t i o n m a r k e t i n g in t h e u n i v e r s i t i e s of V i e t n a m Integration has created not only opportunities but also many challenges for all sectors, including education In Vietnam, granting enrolment autonomy for the universities and colleges which started in 2015, has contributed to warming the education market and increasing competition among them Accordingly, the universities became interested in marketing education This helps the enrolment and education associated with social needs, and helps students and employers understand their objectives, quality, education environment and reputation of the university, from which make them have the right decision in choosing the university or major meeting their demand The article attempts lo analyze the concept of education marketing and how to apply it in the university system in Vielnam T H O N G TIN T A C G l A L e V a n Q u a n g , Thac sy Dcm vi cong tdc- Hoc vien Ngan hang Linh vuc nghien cuu chinh: Marketing, Tai chinh - Ngan hang Tap chi lieu biiu dd co bai viet ddng tdi: T a p chi Khoa hoc & Dao tao Ngan hang, T a p chi Tai chinh - T i l n te Email: lequangmos@yahoo.com,vn 78 ^P CHI KHOA HQC & DAO TAO NGAN HAt SO'159-IHANG 82015 ... khau la mgt dgng lyc Idn de ap dyng marketing giao due vao thyc tien Ap dung marketing giao due giao due dai hoc Vi^t Nam Ciing nhu marketing truyen thdng, lam marketing giao due bao gdm cac budc... cua marketing giao due can phai lam la lua chgn cdng cu chien luge marketing (each thiic giai quySt van de), bao gdm cdng cu marketing truyen thong va E~ marketing Cdc cong cu chien lirffc marketing. .. dai hgc khac Cd quan diem coi marketing giao due la mgt qua trinh marketing nham giao due (consumer education)'' xay Xem them Le Quang- Chia khoa tgo dyng chi^n lu-ffc marketing lai IHANG 8.2015-SO''159