Solutions to impove the marketing activities at Thang Long University Nguyễn Thị Hải Oanh Khoa Quản trị Kinh doanh Luận văn Thạc sĩ ngành: Quản trị kinh doanh; Mã số: 60 34 05 Người hướng dẫn: TS Nguyễn Thị Phi Nga Năm bảo vệ: 2011 Keywords Quản trị kinh doanh; Chiến lược marketing; Đại học Thăng Long; Tiếp thị Content TABLE OF CONTENTS ACKNOWLEDGEMENTS i ABSTRACT iii TABLE OF CONTENTS vii LIST OF FIGURES x LIST OF TABLES xi INTRODUCTION 1 Reason for thesis selection Objectives of the research Scope of the research Research Methodology Expected results The structure of the thesis 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 1.1.2 General characteristics of Marketing Service 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 of Marketing in Education in Vietnam 34 1.3.1 Overview and experience of the application of Marketing in Education in some countries 34 1.3.2 Analyzing the quality of tertiary education in Vietnam 36 1.3.3 Marketing in Education and the necessity of Marketing in Education in Vietnam 38 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 activities environment analysis 44 2.2.2 The necessity of the application of marketing activities to Thang Long University 55 2.2.3 Thang Long University market positioning 61 2.2.4 The current situation of the application of Mar-mix 63 2.2.5 Assessing the effectiveness of marketing activities at Thang Long University 80 CHAPTER 3: SUGGESTED SOLUTIONS TO IMPROVE THE MARKETING ACTIVITIES IN EDUCATION 82 AT THANG LONG UNIVERSITY 82 3.1 Thang Long University’s development strategies from 2010 -2020 82 3.1.1 Development point of view and objectives from 2010 - 2020 82 3.2 Suggested solutions to improve the marketing activities 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 3.2.3 Developing the teaching staffs professional competencies and improving the quality of Education .88 3.2.4 Solutions to promotion mix .89 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 References Lan Châu (2009), “Marketing in Education and training: the art of overcoming offensive”, Marketing Vietnam, (57), Page 58-60 Nguyen Quang Dong (2008), “Strategies on developing higher education in Vietnam achievements, opportunities and challenges”, Economic and Development Journal, (134), Page 48-53 Tran Minh Dao (2006), Basic Marketing, National Economic University Press, Hanoi William James (2006), Simple Marketing, Labor and Society Publisher, Hà Nội Tran Kieu, Nguyen Viet Su (2003), “ Strategies on developing education and training and issue on human resources in Vietnam”, Science Journal, (1), Page 5758 Philip Kotler (2005), Marketing Management, Analysis Publisher, Hanoi Philip Kotler (1992), Basic Marketing, Analysis Publisher, Hanoi James Morrison (2006), “Higher Education in USA”, Current America, (12), Page 59-64 Luu Van Nghiem (2008), Marketing Service, National Economic University Press 10 Don Sexton (2007), Marketing 101, Labor and Society Publisher, Hanoi Website www.marketlngchlenluoc.com www.marketlngvletnam.com www.openshare.com.vn www.chungta.com www.buslness.gov.vn www.bralnmarkbletnam.com www.thanglong.edu.vn http://www.thanglong.edu.vn/tln-tuc/832-cong-khal-thong-tln-co-so- glao-duc-dal-hocdal-hoc-thang-long-.html www.wlklpedla.org ... activities 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 3.2.3 Developing the. .. Assessing the effectiveness of marketing activities at Thang Long University 80 CHAPTER 3: SUGGESTED SOLUTIONS TO IMPROVE THE MARKETING ACTIVITIES IN EDUCATION 82 AT THANG LONG UNIVERSITY. .. 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