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Lt LUAN VA thug TIIn the dug TĤ THAO VAN DE TRUYEN THONfi MARKETING TRONG GIAO DUG oAt van b e Trong boi canh bat dau xuat hifn c?mh tranh giao due, cac truong dai hpe luon tim moi each dS gidi thieu[.]
Lt LUAN VA thug TIIn the dug TH^ THAO VAN DE TRUYEN THONfi MARKETING TRONG GIAO DUG Ho^ng Thanh Thuy* Nguyen Van Hieu** o At v a n b e Trong boi canh bat dau xuat hifn c?mh tranh giao due, cac truong dai hpe luon tim moi each dS gidi thieu, khuyech tnicmg hinh anh ciia minh nham thu hut ngudi hoc, vi vpy truyen thong marketing da tra mot boat dong dupe nhieu truong dai hoc quan tarn Mpt s6 truong qu6c te va dan lap da d^inh mot ngan sach khd Ion cho boat d6ng va xem day lAmot khoan diu tu chu khong phai chi phi Co thd noi, truyen thong marketing giao due khdng phai la mot vin de moi me, nhien nhiing ly lu$n ve no lai khong dugc bien, vi vay, bai viet xin trinh bay mpt s6 vin d6 vdi hy vong se giiip cho ngudi doc hieu ro hon \h truyen thdng marketing gido due Khai nipm v l truyin thong marketing giao dpc Truyen thdng marketing giao dpe lii boat dpng thong qua nhung noi dvmg vd dich vu dao t^io va COso dao tao nhSm thong tin, thuydt phpc va gpi nhd ngudi hoc mot edeh true tiep hoac gian tiep Co the hieu truyen thong marketing gido dpc la vi?c su dung ede phuong ti6n tru y ^ thong marketing nhu: Quang cdo, khuydn mai, quan he cong chung cua cac co so dao tao nham truyen dat nhung thong tin ve cac dich vu dao tao va co sd dao tao nhung ggi nhd hoac thuyet phuc ngudi hoc den vdi co sd dao tao Cdng chOng muc tieu Khac vdi ede doanh nghiep, cdng chiing eda m$t trudng hgc rdt da dgng, moi nhdm c6 nhung dac diem khde va c6 nhung anh hudng khde den boat dong cua trudng, ede nhdm cdng chung, dd la: - Cac td chuc phi chinh phu: M^c du ddu tu cho giao due dai hoc van la nhiem vy tdt ydu cua bat ky chinh phu nao tren thd gidi nhung ro rang, tri va tao lap dugc cac mdi quan h$ tdt vdi cac vien lam vipc tai cac co quan chinh phu chac chdn se cd nhidu tdc ddng tich cue cho ede trudng nhu: Md rdng quy md dao tao, md rdng ede nganh, chuyen nganh Ngoai ddi vdi mot sd trudng cdng lyp dugc Nha nude trg cap ve mat tai chinh Vidt Nam, hAu h it cac trudng dai hgc ddu cd mdi quan hg vdi Bo Gido dye va Dao tao; Bg quyet dinh chi tieu tuyen sinh, md rgng them nganh, chuyen nganh cua trudng Cdc trudng thude mgt sd bd nhu Bd Van Hda, ThI TTiao vd Du Lich, Bd Ke hoach va Dau tu , ,Thi boat d0ng cua nhd trudng edn chiu sy giam sdt ciia ede bd - Sinh vien: Hg vua la khdeh hang ddng didi sau hg trudng thi hg chinh la san pham cua nhd trudng Mat khde, sinh vidn chinh la “dai sii” va la “ngudi lam marketing” miln phi va tdt nhat cho nha trudng Todn xa hgi se TiliiTi vdo ede sinh vien d l danh gia xem trudng nhu thI ndo - Giang vien, chuyen vien hanh chinh vua la ngudi lao ddng nhimg cung lai la nhung “khdeh hang nOi bd” cua chinh trudng - Cyu sinh vidn: Ddy Id ddi tugng md nhin vdo hg xa hgi se ddnh gid chat lugng dao tao ciia mgt trudng Mgt trudng co da sd cyu sinh vien la nhung ngudi dat xa hgi se danh gia trudng co chit lugng dao tao tdt va ngugc lai Mat khde, khdng mgt cim sinh vidn ndo lai khdng mu6n trudng cu ciia minh phat trien vd thmh vugng, hg sin long giiip cho ngdi trudng da ddo tao minh VI vay, hg se Id mgt ngu6n tai trg Idn cho ede trudng - Cdc CO quan, td chiic se su dung ngudi dugc dao tao: Mdi quan he tat yeu giua cdc trudng dai hgc - cac co quan, td chiic td chiic sii dung ngudi dugc ddo tao da, dang vd se tihi hien dugc tinh uu viet cua no Cdc trudng dai hgc chinh Id noi ddo tao va cung cip nguon nban luc cho cdc CO quan, td chiic, vi v$y cdc trudng phai tim hilu nhu cau v6 sd lugng nhan luc trinh dg, chuyen mdn ciia nhan luc de dap ling cho phii hop ’ThSJru-erng Q^\ hpe TD T T O a N in g ' *ThS,Tru-6-ng D ? i hpc TD T T a N in g 16 TwdiawHS ^ ^ ^ MIITMUHimUlfflnillllM -5fiBACBllT/Z015 - Phuong tien thong tin d£ii chiing: Tranh thu dugc su ung ho cua “khach h ^ g “ dem lai v6 Igi ich cho cdc tnxong dai hoc, dac bi?t tniong hop xay khung hoang - Gia dinh sinh vien: Khi cac hpc sinh chuSn bi lam ho so dang ky vao m6t truong dai hpc n ^ chac chan hp se tham khao nhung kinh n ^ $ m cua anh chi di tnroc gia dinh, y kien cua bo mp truoc Idii dua quylt ve chuong tinh d » t » cCa tmorig toi h w phu huynhlam ^trongc^phuongthucdequangbahinh ^ h c u a Truong - Phim anh: Viec xay dimg cac bo phim gioi thieu ve nha tnicmg, nhung n6 luc nha tnrcmg da trai qua va cong dat diroc m6t moi tnrong dieu kifn xa hoi hoa giao d\ic, lay chat lugng dao tao va nhu cau ngudi hoc lam tarn la mot c6 gang nh5m th6 hien cho nguoi hoc, phu huynh ve mot hinh anh dep cua tnrong 5.4 B i n hang ca nhan Ban hang ca nhan la giao ti6p v6i cong chung m\ic tiSu (sinh vien, gia dinh sinh vien) nhim muc dich gioi thidu ve chuong trinh dao tao, chat luong dao tao va thuyet phuc ho tham gia cac kh6a hoc ciia co so dao tao thong qua cac boat dong tu van tuyen sinh, tu van miia thi, cac CM bp giao vien true tiep ti6p xuc vdi ngudi hoc, phu huynh de gioi thieu thuyet phuc hp tham gia hpc tap tai trudng 5.5 Marketing trux: tiip Marketing true tiep la viec su dung cac phuong ti6n quang cao tra loi true tiep de thu hut sinh vien tham gia cac khoa hpc thong qua viec su dimg thu tin, dien thoai, email, to roi, internet, catalogue Hinh thiic dac biet hieu qua \h khia canh kinh t0, thong tin dupe truyen tai true ti6p dSn ngudi hpc, phu huynh Phuong thuc mang tinh kip thdi cao, dong thdi no chpn Ipc dupe ddi tupng khach hang va c i nhan hoa cac giao tiep Dac diem cua g iio due anh hudng boat d$ng truyen thdng marketing giao dpc - Doi tugng thuan nhdt: Doi tupng su dimg dich vu ciia trudng hpc kha thuM nhat, hp c6 th6 khac ve dp tuoi, gioi tinh, nhxmg deu c6 chung nhu cau nang cao trinh dp chuyen mon, kien thuc cho ban than, va hp doi hoi rat cao ve chat lupng dao tao nha trudng cung cap, nhi6n hp da c ^ nh$n chat lupng dao tao tot thi hp rat tin tudng, gan bo lau dai, cam thay tu hao ve trudng hp dang theo hpc va sin sang chia se, gioi thipu vdi cac ngudi khac ve trudng ciia minh Vi vay, ITnh vuc giao due niu cac trudng lam cho khach hang ciia minh hai long thi chinh nhung khach hang se la nhung ngudi truyin thong cho trudng mot each hieu qua nhat - Tinh tin cay: Khdng giong nhu mot nganh kinh doanh thong thudng, cac doanh nghiep c6 the quang cao, ti8p thi vupt qua gia tri thpc chat ma san pham ciia hp mang lai vdi muc dich cudi Cling la thu hiit dupe nhieu khach hmg, diu dupe Ipi nhuan va phat triSn doanh nghi$p Digu CO the thpc hien boat dong giao due, noi ma su trung thuc va tin cay luon dat len hang dau Nha trudng lam mpi viec de xa hpi tin tudng minh, bdi vi mdt nilm tin mdt di thi rat khd lam cho hp tin tudng lai dupe TAI LIEU THAM KHA o PGS.TS Truong Dinh Chiln (2011), Quan tri marketing, Nxb Dai hpc Kinh te Quoc dan GS.TS Trln Minh Dao ip \2 \M a rk e tin g can ban, Nxb Dai hpc Kinh te Quoc dM Truong Thanh Binh, Luan van thac sT- De din tai: Hoat dong truyen thong marketing cho cong tdc tuyen sinh cua hpc vien cong nghe bieu chinh vien thong, 2013- 19 ... Thong diep truyln thong marketing giao dye San pham cua giao dye la nhung s ^ pham dich vy, phi vat the ngudi hpc khong nhin thay no, chinh vi vay thdng diep truyen thdng marketing giao due can... cac trang thiet bi phyc vy cho hpc tip: Thu vien, may tinh Muc tiiu truyen thdng marketing Mpe tiSu truyen thong marketing giao due chi nhung k§t qua cp thi ve truyen thong ma nha truong mong mu6n... Ipc lam viec va g ^ bo lau dai voi nha trudng Cong tae truyen thdng marketing giao dye B&n than cua hoat ddng truyen thdng marketing giao dye chinh la truyen tin ve dich vy dao tao va co sd d4o