Quy trình hoạt động quản trị thương hiệu cho các trường đại học Việt Nam: nghiên cứu trường hợp các trường đại học tư thục tại Hà Nội

Các tác giả

  • Hoàng Thị Minh Huệ Trường Đại học Giáo dục - Đại học Quốc gia Hà Nội
  • Nguyễn Thị Mỹ Lộc Trường Đại học Giáo dục - Đại học Quốc gia Hà Nội
  • Nguyễn Trung Kiên Trường Đại học Giáo dục - Đại học Quốc gia Hà Nội
  • Nguyễn Anh Tuấn Trường Đại học Giáo dục - Đại học Quốc gia Hà Nội
  • Trần Thị Lụa Trường Đại học Phương Đông

Tóm tắt

Growing competition highlights the need for universities to understand, promote influence and manage a clear brand position. Universities face distinct challenges related to the university's brand structure, internal challenges, and different stakeholder needs, which in turn require a process of governance. Brand value is evident in private universities in Hanoi. The article uses a qualitative method with face-to-face and online interviews conducted from February to June 2022 to confirm the identified results of the previous research period. Initially, in-depth interviews with experts and leaders of private universities in Hanoi were conducted, which then expanded to managers and lecturers holding the position of head of department. The research results of this phase present the process and decisions for brand management activities in a university, including: (1) Identifying, establishing and positioning brand values; (2) Planning and implementing university brand marketing programs; (3) Improve competitiveness; (4) Brand policies; (5) Connecting and building brand values; (6) Guiding, monitoring and evaluating brand management decisions. However, case studies are needed, especially as brand approaches tested do not emphasize consistency and accuracy in identity definition. Only then, new studies can begin to provide insights into the usefulness of university brand management in the most general, unambiguous sense.

Tài liệu tham khảo

Bennett, R., Ali-Chowdhury, R., & Savani, S. (2008). Defining the components of a university brand: A qualitative investigation. Paper presented at the International Conference of Higher Education Marketing, Krakow, Poland.

Blanton, J. (2007). Engagement as a Brand Position in the Higher Education Marketplace. International Journal of Educational Advancement, 7(2), 143-154.

David, F. R. (2009). Strategic Management: Concepts and Cases. 12th ed. FT Prentice Hall.

Hoang Thi Minh Hue, Nguyen Anh Tuan, Nguyen Thi My Loc, Nguyen Trung Kien, Tran Thi Lua (2022). Building a Brand Management Model for Vietnamese Universities: Case research of private universities in Hanoi. “The 3rd International Conference on Science, Technology and Society studies - STS2022”, HUTECH University- HoChiMinh City-VietNam, on 22/07/2022.

Karmark, E. (2005). Living the Brand. In M. Schultz, Y. M. Antorini, & F. F. Csaba (Eds.), Towards the Second Wave of Corporate Branding (pp. 103-124).

Pinar, M. (2020). University Branding and Measuring Brand Equity: Conceptual Framework and Empirical Studies. The Journal of International Scientific Researches, 5, 1-5.

Rauschnabel, P. A., Krey, N., Babin, B. J., & Ivens, B. S. (2016). Brand management in higher education: the university brand personality scale. Journal of Business Research, 69(8), 3077-3086. https://doi.org/10.1016/j.jbusres.2016.01.023

Rothaermel, F. T. (2012). Strategic Management: Concepts and Cases. McGraw-Hill/Irwin.

Thompson, J., & Martin, F. (2010). Strategic Management: Awareness & Change. 6th ed. Cengage Learning EMEA.

Tulay, G., & Musa, P. (2021). Importance-Performance Gap Analysis of the University Brand Equity Dimensions. Atlantic Marketing Journal, 10(1), Article 4. https://digitalcommons.kennesaw.edu/amj/vol10/iss1/4

Tải xuống

Đã Xuất bản

05.01.2023

Cách trích dẫn

Hoàng , T. M. H., Nguyễn , T. M. L., Nguyễn , T. K., Nguyễn , A. T., & Trần , T. L. (2023). Quy trình hoạt động quản trị thương hiệu cho các trường đại học Việt Nam: nghiên cứu trường hợp các trường đại học tư thục tại Hà Nội. Tạp Chí Giáo dục, 22(19), 29–35. Truy vấn từ https://tcgd.tapchigiaoduc.edu.vn/index.php/tapchi/article/view/541

Số

Chuyên mục

Các bài báo