TAP CHi CONG THIftfNG
NHAN BIET CUA HOC SINH THPT VE THlJdNG HIEU TRlJCfNG DAI HOC:
NGHIEN Clfu DIEN HINH TAI TRl/CfNG DAI HOC BACH KHOA HA NOI
• N G U Y I N KIM CHI - N G U Y I N TH! MAI ANH
TOM TAT:
Giao due Dai hpc (GDDH) la mdt dich vu dac biet. Xu hffdng ciia cac trffdng dai hpc tren the gidi gan day la ap dung each "tie'p thi theo dinh hffdng" va sinh vidn dtn trd thanh "khdch hing", Tai Viet Nam, vide md rdng eae nganh dao tao eua cac trtfdng cd uy tin, stf ra ddi ngay cang nhieu cua cac trtfdng dai hpc ngoai cdng lap..., da tao ra mdt mdi trtfdng giao due canh tranh gay gat. Mdi trffdng dai hoc deu ed' gang de thu hut dtfdc Itfdng sinh vidn dau vao ddng va cd chat Itfdng. Chinh vi vdy, xay dtfng stf nhdn bie't thtfdng hieu chinh la mdt trong nhffng ye'u td' quan trpng gdp phan nang cao kha nang canh tranh va khang dinh vi the' cua mdi ddn vi dao lao.
Nghien ctfu sff dung phffdng phdp logic, sd sanh, tdng hdp, dieu tra bang eau hdi ket hdp sff dung phan mem online KVSPRO de phdn tich sd lidu vdi giao dien than thien ngtfdi diJng vd phan code xff ly phan tich dff lieu dtfdc xay dffng vdinen tang tff phan mem SPSS. Trong khudn khd cua nghien ctfu, tac gia da tie'n hanh do Itfdng stf nhdn bie't thffdng hieu Trffdng Dai hpc Bdch khoa (DHBK) Ha Ndi cua cdc dd'i tffdng hpc sinh, phu huynh hpc sinh va ddnh gid cua hp ve mtfc dd quan trpng cua cac yeu to' tao nen thtfdng hieu DHBK Ha Ndi Ttf dd danh gia mtfc dp nhan bie't thffdng hieu DHBK Ha Ndi, tim ra eae yd'u td cd mffc anh hffdng quan trpng va cdc kdnh de xua't mdt so' giai phdp truyen thdng nham dinh hffdng phat trien thtfdng hidu DHBK Ha Ndi.
Tff khda: Giao due dai hpc, nhan bie't thtfdng hidu, Dai hpe Bach khoa Ha Ndi.
1. Dat van dd bang hidu quang cdo.,. va cd nhffng cam nhan dau Van de thtfdng hieu trong GDDH d Viet Nam la tien ve thtfdng hieu ttf nhffng thdng diep ma hp mdt van de quan trpng cdn nghien ctfu va phdt nhdn dffdc.
trien. Yd'u td' thffdng hieu trong giao due hien nay Hien nay, truyen thdng truyen thd'ng vin cd vai la mdt van de ra't mdi md. Cde trtfdng dai hpe cung trd quan trpng, nhtfng cac kenh ky thuat so nhff quan tam de'n vide phai xay dtfng thtfdng hieu cua website, truyen thdng xa hdi, tfng dung di dpng..
trtfdng de cd thd cd dtfdc ngudn sinh vien td't, giup cung dang phat trien nhanh chdng. Dac biet, cudc nang cao vi the eiia nha trtfdng. each mang cdng nghiep 4.0 va cdng nghe sd da Truyen thdng marketing la nhffng hoat dpng tao nen lan sdng cho nhtfng cdng nghe AI (tri tue nham dtfa hinh anh thtfdng hieu de'n vdi ngtfdi tieu nhan tao) da ndi len manh me. Mat khdc, khi in- dung thdng qua cac phtfdng tien truyen thdng. Day ternet va nhtfng ttfdng tac ky thuat sd da trd thanh la ye'u td chinh trong vide nang cao mtfc dd nhan mdt phan trong ddi sd'ng hang ngay, can ed nhffng bie't thtfdng hieu. Nhd cac boat dpng truyen thdng each khdc biet de xay dffng va quang ba thffdng marketing, ngffdi tieu dung bdt gap thffdng hieu hieu. Dong thdi, ngay cang nhieu cac trtfdng dai thdng qua bdo chi. truyen hinh. mang internet, eac hpc thff nghiem nhtfng cdch tam mdi me, da dang,
154 So 5-Thang 3/2020
QUAN TRj-QUANLY
hap dan de ke't nd'i vdi cdc ben lidn quan va vdi
"khach hang", nham cd sff ttfdng tdc va Hen ket chat che hdn.
Trtfdng DHBK Ha Ndi, cung khdng nam ngoai mdi trtfdng gido due ngay cang canh tranh. Nhd trtfdng cung dang xay dtfng nhffng chtfdng trinh truyen thdng trong giai doan mdi, do vay vide chpn de tai nghidn cffu xud't phat ttf nhu cau can do Itfdng stf nhdn bid't thtfdng hieu Trtfdng DHBK Ha Npi, cung ca'p eae thdng tin trd giup cho viec dtfa ra eac ke' hoach, chtfdng trinh truydn thdng. Vide nghien cffu, do Itfdng la cd sd dd dffa ra cde giai phap lam tang sff nhan biet thffdng bleu eae trffdng dai hpc ndi chung va Trtfdng DHBK Ha Ndi ndi rieng, ttf do giup Nhd trffdng cd nhtfng dinh hffdng, bien phap truyen thdng hidu qua hdn trong viec phdt trien thffdng hieu DHBK Ha Ndi.
2. Mo hinh nghien cffu va phifdng phap nghidn cu'u
2.1. Mo hinh nghien cdu
Theo Keller (2003), mffc dp nhan bie't ddng mot vai trd quan trpng trong viec ra quyet dmh mua cua ngtfdi tieu dung bang each mang lai ba ldi the': Ldi thd vd sif linh hdi; Ldi the' ve cdn nhac; vd Ldi the' ve stf lffa chon. Gia tn thffdng hidu theo khach hang se cao hdn khi ngffdi tieu dung cd mffc dp nhdn bie't cao hdn, quen thudc vdi thtfc hanh nhieu hdn va cd dtfdc nhtfng lien ttfdng thffdng hidu rieng, dffde ffa thieh va ghi nhd Idu va cd sffc manh trong tam tri.
Stf nhan ra hay nhdn Iai thtfdng hieu (brand recognition) la kha nang ndi dtfdc tdn thtfdng hidu va cac dac didm thtfdng hidu khi ed stf trd giup dtfdi dang cd neu tdn cua thtfdng hieu, khach hang se ndi ra dac diem cua thtfdng hieu dd. Khach hang phai tra Idi mot cau hdi ve dac diem cua mot thtfdng hieu, dtfdc cho sdn ten thtfdng hieu dung va mot sd eai tdn khdc de hp lifa ehpn. Tdn thffdng
hieu dffde nhac dd'n trtfdc, rdi ngtfdi tieu dung se ndi ra dac diem hay itfa chon.
Sff nhd ra hay hdi ttfdng thtfdng hieu (brand recall) chinh la kha nang ndi ra dtfdc ten va dac diem cua thtfdng hidu ma khdng cd stf trd gitip dtfdi dang neu san ten thtfdng hieu. Khach hdng phdi ttf ndi ra ten thtfdng bleu khi dtfdc hdi ve mdt so' dac diem cua thtfdng hieu do. (Bang 2.1)
GDDH the hidn cho mdt khia canh ma hinh anh ve thffdng hieu Id mdt phan quan trpng de giam thidu rui ro vdi dich vu nay bdi vi vide danh gia ve cha't Iffdng chi cd the cd dffdc sau khi sff dung. (Byron, 1995; Binsardi and Ekwulugo, 2003; Chen, 2008).
Vdi ddc thii la mdt nganh dich vu dac biet, phdn chia cac yeu td' tao ndn thtfdng hieu cua mot trtfdng dai hpc theo 2 nhdm la: ye'u td' hffu hinh va ye'u td vd hinh.
- Cac ydu td'htfu hinh^ Logo, mdu sac chu dao, ten tie'ng Anh viet tat, website cua trffdng, hinh anh bieu trtfng, slogan ciia trtfdng, cac nganh nghe dao tao.
- Cac yeu to' vd hinh: Mtfc hpc phi, be day lich sff, cd hdi vide lam, lidn kd't qud'c td', cha't Iffdng dao tao, trinh dp giang vien, nang life nghien ctfu khoa hpc, mdi trtfdng hpc tap nghidn effu, Iieh sff dao tao,
Thdng qua vide nghien ctfu tdi lieu, ly thuyd't, md hinh nghien ctfu dtfdc tde gia xay dtfng nhtf sau:
(Hinh 2.1)
2.2. Phidfngphdp nghien cdu
Tac gia da la'y mdu ngdu nhien, vdi 300 phidu dieu tra dffde phat nglu nhien eho cac phu huynh vd hpe sinh cac trtfdng THTF tai Ha Ndi chia theo eae khd'i Idp 10,11 va 12. Thdi gian la'y mdu ttf ngay 01/04/2019 den ngay 20/04/2019. Mdu Id'y dtfdc ttf phu huynh va hpe sinh sau khi kidm tra day du thdng tin dtfdc su' dung de tid'n hanh dieu tra.
Bang 2.1. Do ludng sU nhqn bie't fhUdng hieu, xay diJng moi lien he v6i khach hang thong qua tdi son thUdng hieu
Tieu chf Su nhd Iai thuong hieu Su nhan dien thtidng hidu
Ndi dung do Itfdng
Nhan ra chinh xac danh muc san pham ma thuong hieu cung cap hoac tra ldi dUdc dieu tra thong qua nhOng gOi y Phan biet su khac biet ciia cac thuong hieu da tUng hieu hoac tilfng biet
Muc didi cua do ludng Tim duoc su anh hUdng "hang dau trong tam tri" cua thuong hieu.
Phat hien dupc kha nang nhd lai hoac su "san cd" cua thuong hieu trong tam tri.
Ngudn: Keller, Kevin Lane Journal of Marketing: Jan 1993: 57, 1; ABl/INFORM Global
So 5-Thdng 3/2020 155
TAP CHl CONG THtftfNG
Hinh 2.1: Md hinh tac gia de xuat Ysu to hOu hinh (Logo, mau sac, ten viet tit, website.)
YSu td'vo hinh (co hdi vide lam, lich sd dao tao...
Mdc d^ nh$n biet thUdng hi$u DHBK Ha N^i doi vdi hoc sinti THPT
Cacyeu tdhOu hinh duac lua chon:
• Logo;. Ten viet tat;. Mau sac chu dao;. Hinh anh bieu tUdng;. Slogan;. Website cua trudng;« Nhdm nganh dao tao,
Cac yeu to' vd liinh dupc lua chon.
. Npi dung giang day;. Chat lupng dao tao;. Lich sir dao tao;. Mdi trudng hpc tap;. Lien ket qud'c t e ; . Nang luc nghien cUu khoa hoc;. Trinh dp giang vien;. Co hpi viec lam;. Canh quan sU pham, cO sd vat chat
Thdi gian thu ket qua va each tdp hdp ke't qua nghien ctfu vao ngay 01/02 /05/2019.
Trong 200 phid'u dieu tra phat cho hpc sinh Idp 10,11 va 12 (bao gom du ca cac em hpe khd'i A, Al, B, Dl), rai deu cho eac Trtfdng trdn dia ban TP. Ha Ndi, tai eae quan: Ddng Da, Hai Ba Trffng, Hoan Kie'm, Ba Dinh, Cau Gia'y... Ty Id phan hdi 170 phie'u hdp le (ty le hdi ddp 88%), Iffa chon 170 phie'u thu dffdc ttf cac khda de phan tich; 100 phie'u dieu tra dffdc gffi ve cho phu huynh thdng qua cdc em hoc sinh d tren, thu ve dtfdc 87 phie'u hdp le (t^ le hdi dap 87%) va Iffa chon sff dung 100% cdc phie'u thu dtfdc de phdn tich.
Cac sd' heu dtfdc nhap va xff Iy bang phan mem KSVPRO online (dtfdc xdy dtfng dffa tren nen tang phan mem SPSS) vdi cac bang bidu, hinh ve dffdc xff Iy bang phan mem KSVPRO online (dffdc xay dtfng dtfa tren nen tang phan mem SPSS) va phan mem Excel.
3. Ke't qua nghien cu'u
Ke't qua nghien cffu cho thd'y, trong 2 ye'u td anh hffdng de'n thtfdng hieu DHBK Ha Ndi, cac ye'u td vd hinh la nhffng yeu td dffdc danh gia cd anh hffdng quan trong den thffdng hieu cua trffdng. Cac chtfdng
trinh truyen thdng can tip trung vao truyen tai nhtfng hinh anh nay. Hien tai hoc sinh Idp 10,11 va Idp 12 chffa cd cai nhin day du ve nhtfng nganh nghd ma trffdng DHBK Ha Npi dao tao, eho tha'y viec truyen thdng eho yd'u to nay chffa tdt. Phan ldn ddi ttfdng phu huynh hpe sinh chffa cd nhdn thffc diing ve cac ye'u td'hffu hinh: mau sdc, logo cua trffdng...
Can ehu trpng dtfa cdc ye'u td nay vao cde hoat ddng truyen thdng de nang cao stf nhan bie't ve cac ye'u td hffu hinh cua thffdng hieu DHBK Ha Ndi.
Hien tai, Nha trffdng da cd slogan "Mdt tinh ydu. Mot tffdng lai", nhffng chtfa cdng bd chinh thtfc va thd'ng nha't trdn eac a'n pham truyen thdng, cung nhtf thdng diep mud'n truyen tai Ian tda trong eae boat ddng. Tuy nhien, ca 2 dd'i ttfdng la hpc sinh va phu huynh deu nhan biet nham ve slogan cua trtfdng, nhffng cd de'n 22,2% hpc sinh va 53,8%
phu huynh chon slogan "Ndi hdi tu tri thtfc va khoa hpc cdng nghe" Id slogan chinh thffc cua Trtfdng.
Dieu nay eho tha'y trong nhffng slogan dff kie'n cua trtfdng d cau tra Idi, hpc sinh va phu huynh yeu thich va d'n ttfdng vdi slogan nay cung nhtf ky vpng ve Trtfdng thong qua ndi dung thdng didp dtfdc Itfa chon. (Hinh 3.1)
Hinh 3.1: MCic do nhgn biet ve slogan cua TrUdng DHBK Ha Noi
BOI TlfONG PHU
156 So 5-Thdng 3/2020
QUAN TR!-QUANLY
Ye'u to' slogan - thdng diep truyen tai la mdt trong nhtfng ye'u to' dtfdc phu huynh va hpc sinh danh gia cd mtfc dp quan trpng eao. VI vay, can cd ke'hoach xay dtfng slogan va truyen tai thdng diep de'n cdc dd'i ttfdng nay.
Ye'u to giang vien ed chat Itfdng cao va ed hdi viec Iam, stf nghiep thanh cdng cung la 2 ye'u to dffdc ddnh gia ed mffc dp quan trpng de'n thtfdng hieu eua trffdng. Trdn cd sd cua trtfdng hien cd, can tap trung nang cao sff nhan bie't ve 2 ye'u to' nay. Mdi trffdng hpc tap va nghien cffu khoa hpc cung la mdt ye'u to' dtfdc danh gia vd cung quan trpng.
Phu huynh hpc sinh ddnh gid eao mtfc dp ddng y Trtfdng truyen tai kie'n thffe thtfc tidn va thu vi.
Tuy nhien, cac hpc sinh lai danh gia khdng cao didu nay. Can xay dtfng cac chtfdng trinh truyen thdng de cai thien stf nhan bie't ve yd'u td' nay.
(Hinh 3.2, Hinh 3.3)
Hinh 3.2: Mifc do dong y vdi cac yeu to v6 hinh anh hi/dng de'n thUdng hi$u DHBK Ha Noi cua hpc sinh Idp 10,11 va Idp 12
Phu huynh va hpe sinh cung ddu Iffa ehpn s^
dung thffdng xuyen eae phtfdng tien truyen thdng nhtf truyen hinh, bao eht va mang xa hdi la kenh tin ttfc cap nhat hang ngay va ddng y cac kenh nay cd tac ddng ldn ve viec nhan bie't thtfdng hieu eae trtfdng Dai hpc de'n hp. Vi vay, Trtfdng nen cd cac chie'n Itfdc truyen thdng va xay dtfng hinh anh chu trpng tren cac phtfdng tien truyen thdng dd.
Hpc sinh Idp 10, 11 va 12 phan Idn Itfa chpn mang xa hpi de cap nhdt tin ttfc hang ngay (hdn 52%). Ngoai ra, cung cap nhat cde tin ttfc thdng qua bao chi, tmyen hinh. Tuy nhien, van cd cac ban quan tam va cap nhat tin ttfc tren kenh website cua chinh td chtfc va ddn vi ma ho quan tam. (Hinh 3.4)
Cac phtfdng tien truyen thong cd anh htfdng de'n stf nhan dien cua eac trtfdng dai hoe eua phu huynh hpc sinh. Chpn truyen hinh se cd mtfc dp sff dung thtfdng xuydn tdc ddng manh de'n hp (3.96/5). Bdo ehi cung la phffdng tien truyen thdng cd mffc dp sff dung nhieu tdc ddng d
Truing cung cSp nhifiu ktSn thuc thi/c \\in vS thii vi Tfuftng ca b4 ddy Injy4n !ti6ng va oy tin d^o tgo
Sinh vi£n ra ttu^rng co ca h$i vi^c [am va sir Tnrfrng c6 nhi^u mOi \\kn hit qudc 16 Tn/dng c6 mfli t r u i n g hpc t^p - nghiftn ciru, GiSng viSn cua tn/img c6 trlnh atf cao Ch^t li/ging ddo t^o cOa tn/dng ludn dr mi>c cao Cdc nganh nghi ddot^o cQa tn/dng phu hprp Tn/dng c6 cdnh quan s i / ph^m, khudn vi6n
•DEEI EEDI
Hinh 3.3: Mdc do dong y vdi cac yeu to v6 hinh anh hUdng den thUdng hiSu DHBK Ha Npi cua phu huynh hpc sinh
Tn/dng cung dip nhi^u kj6n thi>c t h i ^ tiln vd thu vi I Tn/dng cd b^ ddy Injy^n th6ng vd uy tin dao ido. |
Smh v)6n ra Inrdng c6 co hdi vi§c Idm vd si/ J Trudng c6 nhiSu mAi liSn k i t qu6c t i j Tn/dng co mdi trt/dng hpc t^p - nghien ci/u J
Gidng vien cua tn/dng cd trlnh d$ cao j Chit li/png ddo tdocOa trudng ludn d m i i c c a o | Cac nganh nghe dao tao ciia tn/dng phu hop J Tn/dng co canh quan s u pham, khudn vien |
E l
mm
K I 3
sff nhan dien thffdng hieu cua hp vdi bdo mang (3.93/5) vd bao in/ tap chi (3.93/5). Ngodi ra, mang xa hdi va vi'ebsite cung la phffdng tien dtfdc danh gia eao cd tac ddng dd'n sff nhan dien thffdng hieu vdi mffe dp thtfdng xuyen sff dting (2,78/5) (Hinh 3.5)
4. Ket luan Thdng qua ke't qua nghien cffu d tren, ehiing tdi dffa ra cac dinh hffdng truyen thdng cua Trtfdng DHBK Ha Ndi trong thdi gian tdi la: Tdp trung eai thien, nang cao stf nhan bie't thtfdng hieu ve cac yd'u td'htfu hinh: Logo, mau sac, hien dang cd mffc dp nhan bid't tha'p. Lan toa truyen thdng thdng diep slogan chinh thtfc - xay dtfng cac thdng diep truyen thdng theo tffng chie'n dich de'n eae dd'i tffdng eu the.
So5-Tl^ang3/2020 157
TAPCHiCUNUHirdNG
Hinh 3.4: Cac kSnh thdng tin dUdc hpc sinh Idp 10,11 vd 12 quan tdm va chpn cdp nhdt tin tUc hang ngdy
Hinh 3.5: MUc dp thUdng xuyen sCt dung cdc / thong tin cua phu huynh hpc sinh
0
Google | You tube H
0,5 1 1 5 2 2.5 3
• H H H l ^
3 5 4 4,5
1 1 i
^ ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ l 'l' l ' '
"
BiSn hi^u pane/ to ro^ | ^ ^ ^ ^ ^ n i s
•
Tap trung truyen thdng vao cac yeu td dffde ddnh gia cd mtfc dp quan trpng eao, do la: lich sil ddo tao va truyen thd'ng cija Trtfdng, vi tri xe'p hang cija Trtfdng va cac nganh dao tao dtfdc danh gia cao tai khu vtfc va the'gidi, giang vidn ed trinh dp cao, mdi trffdng hpe tdp va nghien cffu khoa hpc, ed hdi vide lam, sff nghiep va thanh cdng.
Cai thien sff nhan bie't ydu to': Trffdng cung ca'p nhieu kidn thffc hay va thu vi, sinh vidn ra trffdng cd cd hpi viec lam va stf nghiep thdnh dat.
Ngoai ra, ye'u td' nff vd can bang gidi trong cdc nganh dao tao ky thuat cung can dffdc nhd'n manh vi ydu to' nay giup tao mdt mdi trtfdng hpc tap va dao tao phdt tridn, cung nhtf dffdc cdc td ehffe xe'p hang dac biet quan tam.
Cde giai phdp dffdc de xud't nham nang cao stf nhdn biet ve logo DHBK Ha Ndi vdi phu huynh va hpe sinh len 90%. Nang cao stf nhan bie't ve cdc ngdnh nghe Nha trtfdng dao tao dd'i vdi hpc sinh phd thdng Idn 100%, vdi phu huynh va hpc sinh len 80%. Nang cao stf nhan bie't ve cac yeu to hffu hinh len khoang 80%.
Xay dffng stf nhan bie't thffdng hieu DHBK Ha Ndi vdi lich sff va uy tin dao tao, giang vidn cd trinh dp cao va cd hdi viec Iam vdi mtfc Iffdng hap dan, sff nghiep phat trien, cung nhff nhan dffdc nhieu stf hd trd ctia cdng ddng cffu sinh vien trong va ngodi nffdc. Phu huynh va hpc sinh cd stf nhan biet ve DHBK Ha Ndi la ndi cd mdi trtfdng hpc tap nghien ctfu khoa hoc hien dai, thffc tidn, khdng khd khan va kie'n thtfc khdng qua khd •
TAX LIEU THAM KHAO:
Tie'ng Viet
1. ThS. Nguyin Tran Sy, Quang bd ihUOng hieu trudng dgi hoc, NXB Dai hoc Quo'c gia TP. Ho Chi Minh 2015 2 NguySn Thuy Hiin. Gido trinh mon Qudn tri thuong hieu 2009, Dai hoc Md TP. Hd Chi Minh.
3. Le Anh Cudng. Tao dUng vd qudn tn thuong hieu. NXB Lao dong Xd hoi 2004.
158 So 5 - T h d n g 3/2020
QUANTRI-QUANLV
4. Nguyin Qudc Thinh, Nguyin Thdnh Trung. Thuong hieu vdi nhd qudn tri - con difdng ddn de'n ihdnh cong NXB Chinh tri Qudc gia 2004.
5. Nguyin Tie'n Dung, Bdi gidng Qudn tri Thuong hiSu 2012, Vien Kinh tevd Qudn ly, Trudng Dai hoc Bdch khoa Hd Npi.
Tie'ng Anh
1. John Philip Jones, How to use Advertising to build strong brands, SAGE Publications 1999.
2. David A-Aker, Erich Joachimsthaler, Brand Leadership, The Press 2012.
3. Maha Mourad, Christine Ennew. Wael Kortam (December 2010), Brand equity in higher education.
4. Rajagopal, Brand Management. Strategy, Measurement and Yield Analysis.
5. Ann Brewer and Jingsong Zhao, The impact of a pathway college on reputation and brand awarenasfor its affiliated university in Sydney.
6. http://www.lantabrand.com 7. hllp://www.vir.com.vn
Ngay nhan bai: 17/2/2020
Ngay phan bi^n danh gia va svla chffa: 17/2/2020 Ngay chap nh§n dang bai: 5/3/2020
Thong tin tdc gid:
Th.S NGUYfeN KIM CHI TS. NGUYfiN THI MAI ANH Dai hpc Bach khoa Ha NOi
A STUDY ON HIGH SCHOOL STUDENTS' AWARENESS ABOUT UNIVERSITY BRANDS:
CASE STUDY OF HANOI UNIVERSITY OF SCIENCE AND TECHNOLOGY
• MBA, NGUYEN KIM CHI Hanoi University of Science a n d Technology
• PhD, NGUYEN THI MAI ANH Hanoi University of Science a n d Technology ABSTRACT:
There is an increasing tendency for universities to adopt the "marketing - oriented" approach.
As a result, it is suggested that students should be treated as customers. In the age of the fierce competition among universities, each of them are making an effort to boosting student enrollment with a high quality. Consequently, brand awareness is one of the most effective ways to create sustainable competitive advantages. This study is conducted by using a questionake to survey 300 people at Hanoi University of Science and Technology (200 students and 100 parents) regarding issues of the influence of tangible and intangible factors on brand awareness. Based on findings, some solutions are suggested for the university conununlcation in order to build a brand development strategy for Hanoi University of Science and Technology,
Keywords: Higher education, brand awareness, Hanoi University of Science and Technology.
So 5 - T h d n g 3/2020 159
