Tóm tắt: Hoạt động marketing điện tử của một số trường đại học tại Việt Nam

Hoạt động marketing điện tử của một số trường đại học tại Việt NamHoạt động marketing điện tử của một số trường đại học tại Việt NamHoạt động marketing điện tử của một số trường đại học tại Việt NamHoạt động marketing điện tử của một số trường đại học tại Việt NamHoạt động marketing điện tử của một số trường đại học tại Việt NamHoạt động marketing điện tử của một số trường đại học tại Việt NamHoạt động marketing điện tử của một số trường đại học tại Việt NamHoạt động marketing điện tử của một số trường đại học tại Việt NamHoạt động marketing điện tử của một số trường đại học tại Việt NamHoạt động marketing điện tử của một số trường đại học tại Việt NamHoạt động marketing điện tử của một số trường đại học tại Việt NamHoạt động marketing điện tử của một số trường đại học tại Việt NamHoạt động marketing điện tử của một số trường đại học tại Việt NamHoạt động marketing điện tử của một số trường đại học tại Việt NamHoạt động marketing điện tử của một số trường đại học tại Việt NamHoạt động marketing điện tử của một số trường đại học tại Việt NamHoạt động marketing điện tử của một số trường đại học tại Việt NamHoạt động marketing điện tử của một số trường đại học tại Việt NamHoạt động marketing điện tử của một số trường đại học tại Việt NamHoạt động marketing điện tử của một số trường đại học tại Việt NamHoạt động marketing điện tử của một số trường đại học tại Việt NamHoạt động marketing điện tử của một số trường đại học tại Việt NamHoạt động marketing điện tử của một số trường đại học tại Việt NamHoạt động marketing điện tử của một số trường đại học tại Việt NamHoạt động marketing điện tử của một số trường đại học tại Việt NamHoạt động marketing điện tử của một số trường đại học tại Việt NamHoạt động marketing điện tử của một số trường đại học tại Việt NamHoạt động marketing điện tử của một số trường đại học tại Việt NamHoạt động marketing điện tử của một số trường đại học tại Việt NamHoạt động marketing điện tử của một số trường đại học tại Việt NamHoạt động marketing điện tử của một số trường đại học tại Việt NamHoạt động marketing điện tử của một số trường đại học tại Việt NamHoạt động marketing điện tử của một số trường đại học tại Việt NamHoạt động marketing điện tử của một số trường đại học tại Việt NamHoạt động marketing điện tử của một số trường đại học tại Việt NamHoạt động marketing điện tử của một số trường đại học tại Việt NamHoạt động marketing điện tử của một số trường đại học tại Việt Nam

1 Rationale of Thesis

The current higher education landscape has undergone significantchanges, with the majority of universities operating under an autonomousmechanism Universities have also transformed into distinctive businesseswhere the primary focus is on attracting students as their target customers.Continual improvement of teaching programs and enhancing the quality ofeducation contributes to effectively connecting the "target customers" withthe job market

In the digital and electronic environment, national borders are nolonger obstacles, and enrollment can be expanded without limits Thiscreates opportunities but also presents significant challenges for highereducation institutions Many leading global university brands have takenpositive steps to keep up with the times by investing in platforms, digitalmarketing tools, and electronic means to execute strategies that attractstudents from around the world

As Vietnam integrates into the global economy, higher education inthe country is gradually aligning with global standards The economic andsocial context has undergone many changes, necessitating shifts in themarketing strategies of universities Therefore, the changes in the digitaland technological environment also have a considerable impact on thetransformation of the higher education landscape in Vietnam

Research from practical and theoretical perspectives indicates thatinvestigating the topic “Electronic marketing activities of some universities

in Vietnam.”

2 Objectives of Research

The research objective of the thesis is to assess the current state of marketing activities and propose solutions to enhance the application of e-marketing at universities in Vietnam

e-3 Objectives and Scopes of study

3.1 Scope of study

The dissertation researches on electronic marketing activities in highereducation institutions

3.2 Research scope

Regarding the content: The thesis investigates electronic marketing

activities at several universities within the economic sector in Vietnam,

focusing on marketing communication activities in enrollment, themanagement of the learning process, as well as collaboration with alumni inoutcome management.

Spatial scope of the study: The universities in Vietnam, specifically

focusing on research within the economic sector, include public institutions,private universities, and international schools in Vietnam

As for the timeframe: The e- marketing activities at universities in

Vietnam will be studied over the period from 2017 to 2022 Proposed solutionswill be projected until 2025, with a perspective extending to the year 2030

4 Approach and Research Methodology

4.1 Approach methodology

The thesis approves a process-oriented approach, encompassinginput management activities (enrollment activities to attract prospectivestudents), process management (including customer services for studentscurrently enrolled in higher education institutions), and output management(involving activities to connect and collaborate with external partners toensure students have access to the external job market) Additionally, thethesis employs a case study approach, specifically focusing on electronicmarketing activities at selected universities in Vietnam These universitiesserve as representatives for public, private, and foreign-invested highereducation institutions

4.2 Data sources: The thesis utilizes secondary data, including

statistics about universities in Vietnam, and primary data collected throughsurveys of students and alumni

4.3 Reasearch methodology

Qualitative Research Method: The researcher utilizes qualitative

methods such as desk research on universities and describes the marketingmix strategies as well as marketing mix tools of some universities inVietnam Additionally, the researcher also employs the method of typicalcase study research and in-depth interviews with experts from variousuniversities

Quantitative Research Method: The study uses survey results from

students and researchers to assess factors influencing e- marketingactivities at selected universities in Vietnam An online survey method isemployed, using a convenience sampling approach through friends andcolleagues to distribute survey links to respondents in Hanoi and a few in

Ho Chi Minh City The survey results are processed and analyzed (EFA)using SPSS 22 software.

The detailed analysis of both qualitative and quantitative researchmethods is presented in Chapter 3 of the thesis

New contributions of the Thesis focus on:

The thesis contributes by systematizing the theoretical foundation ofe- marketing in higher education, synthesizing the research framework, andproposing 5 factors influencing success in e-marketing activities at selecteduniversities in Vietnam

* Theoretical Aspect: The thesis systematically organizes the

theoretical foundation of e- marketing in higher education

It synthesizes the research framework and proposes 5 factorsinfluencing success in e- marketing activities at some universities inVietnam

* Practical Aspect

Firstly, in-depth analysis: The study delves deeply into analyzing

electronic marketing activities at higher education institutions in Vietnam

It covers the entire process, from the stage when students are potentialcustomers (as high school students) to the point when they decide to

"purchase" (as university students), and even after the "purchase" (asalumni)

Research results showed that tools used during the enrollment andalumni stages are primarily through websites, SEO, and social media Toolslike CRM are often used in student management activities

Secondly, quantitative analysis method: The thesis utilizes a

quantitative analysis method based on survey results from current andformer students of some universities

It conducts in-depth expert interviews to supplement assessments for

conclusions derived from the quantitative analysis model

Thirdly, strategies in practice: Findings indicate that most

universities within the research scope have implemented marketing mixstrategies to attract potential students and manage current students

The majority of marketing communication tools at Vietnameseuniversities primarily involve websites for effective e- marketingcommunication to attract and satisfy students The thesis emphasizes theimportance for universities to focus on building marketing tools, especially

websites, to ensure the dissemination of useful, reliable, and user-friendly

information for students

Finally, proposed solutions: The thesis proposes several solutions

from both governmental and university perspectives to enhance and furtherpromote the use of electronic marketing tools in the activities of highereducation institutions

6 Structure of the Thesis

In addition to the Introduction and Conclusion, to achieve theresearch objectives, the thesis is structured as follows:

 Chapter 1: Overview of The Research Circumtances andDifficulties relevant to the Thesis

 Chapter 2 Theoretical Foundation of E- Marketing Activities inUniversities

 Chapter 3 Research Methodology

 Chapter 4 Analysis of Research Results on E- Marketing Activities

in Some Universities in Vietnam

 Chapter 5: Solutions to Enhance the Application of E- Marketing inSome Universities in Vietnam

Chapter 1 OVERVIEW OF THE RESEARCH CIRCUMTANCES AND DIFFICUTIES RELEVANT TO THE THESIS

The thesis examines various aspects related to the research topic,including:

1.1 Research on E- Marketing Activities

Previous studies by Iddris and Ibrahim (2015), Strauss & Frost(2001), Brodie et al (2007), Saga (2018), Stephen Dann and Susan Dann(2011), Ali et al (2015), Dehkordi et al (2012), El-Gohary (2010),Mokhtar (2015), Sin Tan et al (2013), Roberts and Zahay (2012) havediscussed the content of electronic marketing and tools used in electronicmarketing

1.2 Reseach on E- Marketing in Higher Education

Scholars like Ankit Khare (2016), Akshay Rao (2018), Naidoo and

Wu (2011), Page (2000), Ilouga et al (2014), Daghbashyan and Harsman(2014), Shanka et al (2006), Švandová (2013), Róbert Štefkoa et al

(2015), Chapleo (2011), Keller (1993), Chauhan and Pillai (2013),Hemsley Brown and Goonawardana (2007), Lowrie (2007), VisalakshiPuvvati (2017), Mallikarjuna S (2017), Isidro Fierro et al (2017) havecontributed to the research on electronic marketing in higher education.

1.3 Application of E- Marketing tools in Universities

Various researchers, such as Visalakshi Puvvati (2017), Mallikarjuna

S (2017), Isidro Fierro et al (2017), Maringe (2006), Simoes and Soares(2010), Sojkin et al (2012), Rust et al (2004), Wilkins and Huisman(2011), Willis and Kennedy (2004), have studied the application ofelectronic marketing tools in universities

1.4 Factors influencing E- Marketing activities in Higher Education

Researchers like Kaasinen (2007), Chen et al (2004), Farah HannaZawaideh (2017), Phạm Kiên Trung et al (2020), Surej P John & Rouxelle

De Villiers (2022), Trần Thị Ngọc Quyên et al (2022), Nguyễn Thị Minh

Hà (2020), Mohammad Mousa Eldahamsheh et al (2021), Yang (2005),Hasan et al (2021) have investigated the factors influencing electronicmarketing activities in higher education

1.5 Approach and Research Methodology

The studies mostly approach a specific aspect, often related tomarketing in the admissions process

Regarding research methodology, primary data or qualitativeanalysis is mainly used, with a few studies employing structural equationmodeling (SEM)

1.6 General Conclusion on the Overall Research and Research Gaps and Limitation

The thesis concludes by identifying gaps in existing research Firstly,there is a lack of studies focusing on electronic marketing communicationactivities for students and alumni

Secondly, there is a gap in research addressing the use of electronicmarketing communication tools in universities for multi-objectives,including attracting prospective students, retaining current students, andconnecting with alumni

Thirdly, there is a need for research that analyzes and evaluates themodel of factors influencing the use of electronic marketingcommunication tools to engage with students at Vietnamese universities

Chapter 2 THEORETICAL FOUNDATION OF E- MARKETING

ACTIVITIES IN UNIVERSITIES

2.1 Fundamental Issues of Electronic Marketing Activities

2.1.1 Concepts of E- Marketing Activities:

E- marketing activities involve the use of information technology andcommunication, including digital technology and electronic devices,telecommunications, or the internet It encompasses planning and executingmarketing- mix strategies efficiently using these technologies to reach thetarget audience, achieving the goals of organizations and individuals within aspecified period

2.1.2 Specifications of E- Marketing

(i) Development is determined on Internet growth, (ii) Requirestechnical infrastructure implementation, (iii) Has customer positioningcapabilities, (iv) Interactive nature, (v) Retention capabilities, (vi) Controlcapabilities, (vii) Accessibility

2.2.1.2 Target Customers

To maintain reputation, credibility, as well as to sustain enrollmentfigures and recruitment targets, universities not only need to carry outmarketing communication activities to attract prospective students but alsoneed to implement marketing activities to retain or maintain students until theycomplete their programs at the university Therefore, the target customer base

of universities includes learners (including potential learners, current learners,and alumni)

2.2.1.3 E- Marketing Strategy in Higher Education Institutions

In the field of education, which is a service industry, the marketingstrategy often applies the 8P marketing mix, including product, price, place,promotion, people, process, physical evidence, and partnership

2.2.2 Electronic Marketing Tools in Higher Education Institutions

Tools commonly used in universities for communication include: videomarketing, web and mobile marketing, search engine optimization (SEO),Social Media, and Customer Relationship Management (CRM)

The application of electronic marketing tools in the management oflearners in higher education institutions occurs throughout the learner journey:

Admissions duration (often using websites and social media platforms

to reach prospective learners); during service delivery (through CRM tools andother marketing electronic tools, including providing product selectionprocesses, fee information, promotion, and facility details); and duringoutcomes management (through tools such as websites and social media)

2.3 Theoretical Foundations for Analyzing Factors Influencing Electronic Marketing Activities in Higher Education Institutions

of messages conveyed through electronic marketing tools

2.3.3 Model for Analyzing Factors Influencing Electronic Marketing Activities in Higher Education

Analytical Framework.

Research hypotheses:

H1: The infrastructure supporting training through the application ofelectronic marketing tools influences the success of marketing activities inuniversities

H2: The quality of services provided by universities based on the

application of electronic marketing tools influences the success of electronicmarketing activities in universities.

H3: The usefulness of electronic marketing tools influences the success

of marketing activities in universities

H4: The ease of use of electronic marketing tools influences the success

of marketing activities in universities

H5: The reliability of information provided by electronic marketingtools influences the success of marketing activities in universities

2.4 Experiences of applying electronic marketing in some universities worldwide and lessons for higher education institutions in Vietnam.

The research thesis explores the experiences of several universities such

as the University of Toronto in Canada, Southern New Hampshire University(SNHU) in the United States, Nagoya University in Japan, and James CookUniversity in Singapore This exploration spans from the admissions phase,through student management and service delivery, to post-graduation phases.Key lessons drawn for Vietnamese universities include:

(i) Implementing marketing activities based on the developmentalorientation of the institution;

(ii) Enhancing the application of electronic marketing in variousactivities;

(iii) Strengthening alumni network-building for brand enhancement;(iv) Enhancing and diversifying recruitment channels through electronicmarketing tools;

(v) Synchronizing utilities on admissions websites;

(vi) Designing visually appealing and information-diverse websites

Chapter 3 RESEARCH METHODOLOGY 3.1 Reseach process

The general and specific research procedures of the thesis aredetermined through the exploration of theoretical and practical research Thisinvolves a theoretical overview of e-marketing activities in universities,studying the experiences of various countries to define the research objectives,subjects, content, tools, and e-marketing strategies in universities, as well as

identifying factors influencing e-marketing activities in these institutions Theresearcher also develops survey questionnaires, conducts pilot surveys, andrefines the survey forms Additionally, the researcher utilizes in-depthinterview methods with experts to gather assessments and evaluations of e-marketing activities at several Vietnamese universities, proposing suitablesolutions.

3.2 Contents of Research Methods

3.2.1 Qualitative Research Methodology

The qualitative research methodology employed by the author in thedissertation aims to analyze the current status of electronic marketing activities

in some universities in Vietnam The researcher utilizes desk research to studytheoretical foundations related to electronic marketing activities in selecteduniversities, the 8P marketing mix strategies, and electronic tools used inmarketing activities Additionally, the researcher employs the typical casestudy method, investigating some foreign universities and selected cases inVietnam

The author also utilizes in-depth interviews with experts during the

"Pilot Study and Survey" phase and the "Formal Study" phase Furthermore,various methods of analysis, synthesis, and comparison are used throughoutthe dissertation

3.2.2 Quantitative Research Methodology

In this method, the researcher utilizes a survey targeting students andalumni Through the development of a questionnaire and pilot surveys, as well

as in-depth interviews to adjust the questionnaire, the researcher constructs asurvey form, establishes a Likert scale of 5 points, determines a sample size of

n = 230, and employs convenience sampling through online surveys

The factors influencing the success of electronic marketing activities inhigher education institutions included in the questionnaire are as follows:

Table 3.1 Factors Influencing Success in Electronic Marketing

Activities of Higher Education

I Success in e-marketing activities at higher education institutions

ThC1 In my perception, the university has attracted many excellent students who

want to study and work at the university. Proposed by the researcher

ThC2 In my perception, the culture and message of the university are well-known and

spread by sharing links on the internet Oguz, 2016

Encoding Index Source

ThC3 In my perception, the university has attracted many alumni to actively

participate in the alumni association.

Surej P John & Rouxelle De Villiers (2022), Mohammad Mousa Eldahamsheh et al., 2021 ThC4 In my perception, the students of my university are all successful in their

careers.

Surej P John & Rouxelle De Villiers (2022), Mohammad Mousa Eldahamsheh et al., 2021 ThC5 In my perception, the quality of education at the university is considered top-notch

nationwide.

M Pinar, Trapp, P., Girard, T., & E Boyt, T (2014), Nguyễn Văn Thanh Trường (2021)

ThC6

In my perception, the university has a high

reputation and prestige due to its

partnerships with many organizations and

businesses both domestically and

internationally.

Proposed by the researcher

II Influencing factors

1 Infrastructure serving the application of e- marketing tools

CSVC1 Wi-fi system, e-library, internal management system operate stably and

smoothly.

Oguz, 2016, Surej P John & Rouxelle De Villiers (2022 CSVC2 Fast access speed to the university's electronic information channels. Surej P John & Rouxelle De Villiers(2022)CSVC3 Information on the university's electronic pages and internal information channels is

regularly updated.

Surej P John & Rouxelle De Villiers (2022)

CSVC4 The information on the university's electronic pages and internal information

channels is quite diverse. Proposed by the researcherCSVC5 The internal management system is designed to be compatible with interfaces

on phones and computers.

Pinar, M., Trapp, P., Girard, T., & E Boyt, T (2014)

CSVC6

In the messages of the university displayed

on the website, I see that the university's

leadership is also very focused on

innovating ICT in teaching Proposed by

the researcher

Proposed by the researcher

2 Service quality of the university based on the application of electronic marketing tools

CLĐT1 Training programs are transparently and publicly updated on the university's

electronic information channels.

Sen, Ananya and Catherine Tucker, 2022; Jusuf & Sarwono, 2018

CLĐT2 Tuition fees and scholarship programs are publicly displayed and can be compared

and evaluated.

Lê Quang (2015), Giovanni Azzone and M Soncin (2019), Tri D Le (2019)

CLĐT3 Learners can openly evaluate the quality ofeducation through feedback tools in the

internal management system.

Scott Gaier (2005), Nguyễn Văn Thanh Trường (2021), Pinar et al (2014)

CLĐT4 Learners can receive timely counseling support on the university's electronic

communication channels.

Jaschik (2019), Pinar et al (2014), Nguyễn Văn Thanh Trường (2021) CLĐT5 Learners can participate in building Proposed by the researcher

Encoding Index Source

training programs on the university's

electronic support tools.

CLĐT6 Support activities for learners are continuously and diversely implemented. Surej P John & Rouxelle De Villiers(2022)

3 E- marketing utility

HI1 I can find training programs on the university's website. Mohammad Mousa Eldahamsheh et al, 2021, Yang (2005) , Hasan et al

(2021)

HI2

I can find online support and counseling

channels through the university's

information channels (website, fan page,

internal management system of the

university ).

Mohammad Mousa Eldahamsheh et

al, 2021, Yang (2005) , Hasan et al (2021)

HI3 I can experience virtual tours of facilities and amenities for students right on the

university's website.

Mohammad Mousa Eldahamsheh et

al, 2021, Yang (2005) , Hasan et al (2021)

HI4 I can manage my learning activities and experiences through the internal

management system. Proposed by the researcherHI5 I can engage in networking and connect with alumni of the university Proposed by

the researcher Proposed by the researcherHI6

I can search for information about job

opportunities by accessing the websites of

the university's partner organizations and

businesses.

Mohammad Mousa Eldahamsheh et

al, 2021, Yang (2005) , Hasan et al (2021)

HI7 Information is always updated on the university's website, and I can always find

the information I need Proposed by the researcher

4 Ease of use of e- marketing tools

SD1 I can quickly access the university's website anytime, anywhere Proposed by the researcher SD2 I don't have to pay fees to access information on the university's information

channels Proposed by the researcherSD3 The internal management system of the university has a user-friendly interface,

convenient for use Pham Kien Trung et al (2020)SD4 University link pages are easily accessible Surej P John & Rouxelle De Villiers(2022)SD5 I frequently use electronic tools to interact with lecturers and fellow students Surej P John & Rouxelle De Villiers(2022)

5 Reliability of information from e- marketing tools

TC1 I trust the information that the university shares on the website and other official

information channels

Kaasinen, 2007, Chen et al (2004), Farah Hanna Zawaideh (2017) TC2 I often share the information provided on the university's official channels Pham Kien Trung et al (2020)

Encoding Index Source

TC3

I often rely on the information posted on

the university's official website to make

decisions about studying, researching, and

other activities

Proposed by the researcher

Source: Synthesis by researcher, 2023

Researcher used the Exploratory Factor Analysis (EFA) method toprocess the data collected from the survey The model of factors influencingthe e-marketing activities of universities is expressed through the multivariateequation as follows:

+ βn: coefficients of the independent variables, measuring the degreeand direction of influence of the factors on the e-marketing activities ofuniversities

+ δn: Random error:

The Ordinary Least Squares (OLS) regression method is used in thethesis to analyze the model Additionally, NCS will conduct tests to ensurethat the model meets the conditions for analysis through checks forautocorrelation (Durbin Watson test) and multicollinearity (based on theVariance Inflation Factor - VIF) If the VIF values are below 10, itindicates no signs of multicollinearity in the model (Trong, Ngoc, 2008).The statistical value d (Durbin Watson) between 1 and 3 concludes that themodel has no autocorrelation

Chapter 4 ANALYSIS OF RESEARCH RESULTS ON E- MARKETING ACTIVITIES IN SOME UNIVERSITIES IN VIETNAM

4.1 Current Situation of Universities in Vietnam

4.1.1 Public school system

According to data from the Ministry of Education and Training,currently, there are 248 universities nationwide, of which there are up to 181public universities, accounting for 72.98% (excluding colleges and researchinstitutes)

4.1.2 Private and semi-private school system.

In the system of Vietnamese universities, excluding colleges ofeducation and research institutes, there are 62 private and semi-privateuniversities In Hanoi, there are 14 schools, including 1 private school -Phuong Dong University, and 13 private universities In Ho Chi Minh City,there are 13 schools, including 1 private school (Saigon University ofTechnology) In Da Nang, there are 3 private universities

4.1.3 International school system

As of 2023, according to the list of universities from the Ministry ofEducation and Training, international schools (foreign universities)operating in Vietnam include 5 schools, accounting for about 2% of thetotal number of universities in Vietnam (excluding research institutes).These are the British University Vietnam - BUV, Fulbright UniversityVietnam - FUV, American University in Vietnam - AUV, RMIT Vietnam -RMU, and Tokyo Medical University Vietnam - THU

4.2 Current State of Electronic Marketing Activities at Some Universities in Vietnam

4.2.1 E-marketing strategy

4.2.1.1 Product strategy

Public universities usually focus on core training products, buildingthe school's brand during formation and development These institutionsalso emphasize the diversity of training products for various target learners.Private and foreign universities in Vietnam often highlight the diversity ofprofessions, modern curriculum design, teaching methods linked topractical experience, simple admission procedures, internshipopportunities, and other support services during product usage

4.2.1.2 Training fees/ Tuition fees

Public universities are often limited by the Ministry of Education andTraining regulations on tuition fees Private, non-public, and especiallyforeign universities in Vietnam, being financially autonomous, often havehigher tuition fees but offer many scholarships to attract potential studentsduring admissions In communication campaigns, private institutions oftenemphasize the benefits proportional to the higher tuition fees, such as aunique environment, facilities, or international branding