Giai phap tmyen thong marketing cho hoat dong tuyen sinh
tai Tri/ofng Dai hoc Kinh te
va Quan trj kinh doanh Thai Nguyen
INGUYEN MINH HCIE*
PH-^M HOANG LINH"
TRAN THj MAI LINH—
Stf tac ddng cua cac chmh sach xa hoi hda giao due eua Viet Nam, chmh sach tang etf&ng tinh ttf chii cho cac trtfoTng dai hoc da lam cho ITnh vtfc giao diic truydn thd'ng vtfrft ra ngoai khudn khd' va trof thanh mdt ITnh vtfc kinh doanh thtfc stf - kinh doanh djch vu giao due, dao tao. Cae trtfofng dai hpc noi chung, Trtfofng Dai hgc Kinh td'va Quan tri kinh doanh Thai Nguyen hidn nay phai canh tranh gay gat trong \^n d^ tuyd'n sinh cho cac nam hpe mdi.
Chi'nh ttf nhu can ton tai va phat trid'n cua minh, bude cac trtf&ng dai hpc, trong dd cd Trtfofng Dai hoe Kinh te va Quan tri kinh doanh Thai Nguyen phai chii trpng htfn niJa den cdng tae truydn thdng marketing, nh^m dS'y manh thu htit tuy^n sinh.
TyUC TRANG HOAT DONG TUYEN SINH CUA NHA TRl/ClNG
Nham tham mtfu, tff van cho Ban Giam hieu Nha trtfdng va trie'n khai thtfc hidn cdng tac truyen thdng, gidi thieu cac nganh dao tao, cic he dao tao ciia Nha trtfdng dd'n cae dd'i ttfdng ed nhu eau, thang 11/2017, Nha trffdng da thanh lap Trung tam Dao tao theo nhu cau xa hdi (Quye't dinh sd I096/QD- DHKT&QTKD, ngay 02/11/2017) va chinh thtfc boat ddng dpc lap vao thang 03/2018, trdn cd sd hdp nha't Van phdng tuyd'n sinh va Bd phan phi chlnh quy la hai bp phan taeh ra tff Phdng Dao tao.
^ Theo Trung tam Dao tao theo nhu can xa hpi (2017-2019), ke't qua tuye'n sinh giai doan 2017-2019 nhff sau:
Ve sd lugng tht sinh r/jwt nhdp/triing tuyen: Nam 2017 la 972/2.284 (chie'm 43%), nani2018la 1.129/2.483 (chie'm 45%), nam 2019 la 1.022/2.298 (chiem 44%). Ty le binh quan ba nam la 44% (Bang).
So lugng thi sinh thUc nhdp/ddng ky xet tuyen: nam 2017 la 972/4469 (chie'm
22%), nam 2018 la 1.129/3.964 (chiem 28%), nam 2019 la 1.022/4.364 (chie'm 23%). T;^ le binh qu^n ba nam la 24% (Bang).
Tai tinh Thai Nguyen, nam 2017, so Iffdng thi sinh thffc nhap la 690/972 chie'm 71%, nam 2018 la 833/1.129 chid'm 74%, nam 2019 la 774/1.022 chiem 76%. Ty Id binh quan ba nam la 73,7%. Sd' Itfdng nay van duy tri on dinh trong 3 nam va cd xu hffdng tang dan. Dieu nay khang dinh, sinh vien tham gia hpc tap tai Nha trffdng chu ye'u (2/3) de'n ttf Thai Nguyen, qua day cd the' thay Nha trffdng cdn chffa thu hut dtfdc thi sinh ttf cac tinh lan can.
Sd' lieu d Bang eiing cho tha'y, so' Itfdng thtfc nhap thi sinh eua Trtfdng chi xoay quanh con so' trdn dtfdi 1.000 sinh vien va hang khda cd tang, nhffng khdng Idn. Chinh vi vay, vide truyen thdng marketing cho hoat ddng luyen sinh la cap bach hdn bao gid he't.
HpAT D 6 N G TRUYEN THONG IV1ARKETING TUYEN SINH CUA TRU'ONG
Tu vdn true tiep tai cue trudng THPT
Hang nam, Trung tam Dao tao theo nhu cau xa hpi da trinh Hieu trffdng Nha trtfdng cho thanh lap nhdm ttf va'n tuye'n sinh, bao gom. eac can bd tuye'n sinh ciia Trung lara di ttf van trife tid'p trong thdi gian ttf thang
".Tru'dng Dai hpc Kmh te va Quan trj kinh doanh Thai Nguyen
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NGHIEtS Qila - TRAO DOI
BANG: T6MG H0PKET QuA TaYEM SIMH GIAI DOAM 2017-2019
Tir Thai Nguyen (sinh V Ty If (%)
Tir cac tinh con lai (sinh vien)
Dang TruDg
tuyen Dang
t y Trung
tuygn
12 de'n thang 4 tai cac tinh: Thai Nguyen, Bac Giang, Bac Kan, Tuy«n Quang, Ha Noi, VTnh Phuc, Bac Ninh. k e t qua cong tac tU van trilc tiep da tiep can dttdc 50 trttang THPT, ttong do CO 22 tnrdng THPT trong tinh That Nguyen va 28 trUdng THPT ngoai tinh Thai Nguyen.
Truydn thong qua website cm Tnfdng
Truyen thong ve cong tac tuyen smh cua Tritflng Bai hoc Ktnh te va Quan tri kinh doanh Thai Nguy6n co dia chi truy cSp tai website la https://
thongtintuyensinh.vn/Truong-Dai-hoc-Kinh-te-Quan- tri-kinh-doanh-DH-Thai-Nguyen_C52_D723.htm.
Day la kenh co siI tie'p c9n ldn nhat tir phia cong chting muc tieu. Theo dd, thong tin tuyen sinh tai day CO dSy dii cac thong tin ve. nganh, ma nganh, chuyen nganh dao tao, to' help xet tuyen, chi tieu, phuang thiic xet tuyen, hinh thUc nhan ho sd tuyen smh...
Truyen thong qua mgng xa hoi
Dac biet la ttr van qua mang xa hoi Facebook, trong do trang fanpage chuyen ve tuyen smh: https://www.
facebook.com/tuebatuyensuih/ luon c6 4,5 nghin luot like. Nhieu bat vie't ve tuyin sinh va cac hoat dong Ciia Nha tnrdng dttdc cap nhat thudng xuyen, diing thdi diem, ngan gon, cac bai vifi't chu yeu la admin ciia fanpage. Trung tam nen de xuS't cac khoa chii dong dang ky lich dang bai nhiSu hdn d l ngitdi doc il dang tim kie'm thong tin ve chuyen nganh hg muon dang ky.
Trong ddt tuyen sinh cad diem la thang 7, thang 8 cd nhilu bai vie't da nhan duTcIc tren 30 nghin l\Sai tie'p ctn trong thdi gian vai gid, hon 4 nghin luclt tirong tac va hang tram lu'di binh luan, chia se. Hinh thitc trf vS'n nay vira tie't kiem chi phi, nhung lai dat diroc sit lan toa manh nhat trdng thdi dai Cach miing Cdng nghi$p 4.0, khi ma ngay cimg nhieu ngudi dung s i dung di deng de truy cap Facebdok.
Nhin chung, hoat dong truyen thong maiketing myen sinh ciia Nha tnrdng cd mdt sd iTu diem, nhtf sau- Tnrdng xac dinh dung cong chung muc tieu cua minh Jii cac sinh vien, phu huynh hoc sinh; Lap ngan sach trayen thong khong lap sin, ma ciin elf vao cac khoan chi thuc t6' phat sinh hiing niim, nen khong gay lang phi; Thong diep truyin thong mang tap trang vao ciic chuyen nganh tnidng dang diio tao. Thong tin mang tinh sd ludc, ngan iton- Tnrdng lUa chdn cac ktnh trayen thong ttUc tiep vi giiin tig'p, viec tich hdp cac kenh trayen thong nay da tao ta so' litdng ngitdi bie't de'n Tritdng rat ldn.
Mguon Trung tam
Tuy nhien, bdn eanh do, hoaldpng nay vin dang tdn tai mdt sd'han che, nhtf:
- Ngan sach danh cho hoat ddng tfiiyen thdng chtfa cao.
- Thdng didp quang cao chtfa cd stf bat mat ve hinh thtfc, thu hut ttf ndi dung. Dien hinh nhtf: dd'i vdi website eua Trtfdng, ehung tdi nhan thay, giao didn truy cap chtfa difpe bd' tri khoa hpc, ma dan trai tff tren ca trang (vi du, khi xem lich tuin ehung la phai keo xud'ng gan cudi trang). Khi truy cap, ngffdi dpc chffa hinh dung dtfdc ca'u true ciia trang web, nen viec tim kie'm thdng tin se ma't thdi gian nhieu hdn. Hdn ntfa, mau sac chtfa bat mat, mdt sd anh d che dd phan giai thap..
- Thie'u sff hPp lae ve truyen thdng quang ba edng tac tuyen sinh cua loan did can bd vien chtfc loan Trtfdng, nhS't la ddi ngu cua cac khoa, phong, bd mdn...
MOT SO DE XUAT
Nham day manh va nang eao cha^t ItfPng truyen thdng marketing cho hoat ddng tuyen sinh cua Nha trtfdng, theo chiing tdi, trong thdi gian tdi, can thtfe hien cd hidu qua mdt sd' giai phap, nhff sau:
Mgt Id, tie'p tue quang cdo tren mang xd hgi Facebook. Theo do, thdi gian quang cao la mua tuyen sinh tff thang 6 de'n thang 9 hang nam vdi dd'i ttfdng nhan quang cao la hpc sinh thupc cac linh thanh trong khu vuc tuyin sinh Clingy thdng didp la: Gidi thieu thdng tin iruye'n smh, nhS'n manh ndi duno la the' manh cua Trtfdng. Dong thdi, cd dtfdng link de'n website cua Nha trudng.
Hai Id, quang cdo tren tin nhdn SMS:
Thie'l ke' quang c^P ve thdng tin tuyen sinh cua Nha trtfdng tren tin nhan SIVIS vdi npi dung ngan gon, tuy nhidn cd dtfdng hnk ve trang th'! •r.g tin tuyg^^ sinh trpng website cua nha -ing.
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Ba Id, quang edo trin website cua Nhd trudng, chiing tdi nhSn tha'y, can td'i lfu hda tien ieh cho ngffdi truy cap, theo do, giao dien can dffdc bd' tri khoa hpc hdn. Hdn ntfa, mau sac can dtfdc thid't ke' bat mat, anh can de d ehd' do phSn giai cao hdn.. Do do, vide thay dd'i giao dien trang web nen didn ra cang sdm cang td't, ed the ehay thtf 1,2 giao dien de dtfa ra Itfa ehpn td't nha't.
Bon Id, viit bdi, td chtic su kien:
Trong xu thd' hidn tai, boat ddng quan he cdng chtfng la giai phap vang cho doanh nghiep kinh dpanh giao due vi nd tao anh hffdng td't, hffu hinh, vdi chi phi thap, tao dffdc tie'ng vang khi ehuyen tai hinh anh doanh nghiep de'n cdng chdng.
Nhdm nghien ctfu xac dinh day la cdng cu quan trpng nha't can tap trung ngupn Itfc trong ngan han va dai han cho hoat ddng nay. Theo dd can:
- Chu ddng vid't bai gffi de'n cac cd quan thdng tan bao ehi dia phtfdng va Tmng ffdng. Sff chu dpng nay giup thdng Ein tmyen de'n dd'i ttfdng nhan tin phu hdp vdi muc tieu truyen thdng eua Nha trffdng.
- Xay dtfng hinh anh thdng qua PR con ngtfdi Nha trtfdng etn thtfdng xuyen vie't bai gidi thieu ve can bd giang vien lieu bieu cua nha trtfdng. Nha trffdng cd ldi the' la can bp giang vien dffdc dao tao d cac ntfdc tie'n tie'n tren the' gidi, nhieu giang vidn cd thanh lich xua't sac trong hpc tSp, giang day va nghien ctfu khoa hpc. Nhieu sinh vien cung dat thanh tieh dang ke trong hpc tSp, cac cupc thi ve tin hpc, cac cuoc thi sac dep trong Tmh va loan qud'c.
Ndm Id, thiic day ede hogt dgng tdi trg. Cu the c^n tid'p can cac Irffdng cap 3 trpng die'm trong khu vffc tuyen smh cua Nha trffdng. Xay dffng md'i quan he, xay dffng hinh anh eua Nha trffdng de sinh vien trong Trffdng bie't dd'n, dong thdi cd nhflng hoat dpng cu the phuc vu cdng tac tuyen sinh nhtf:
- Tai trd vat chat cho cac nha trtfdng:
Dffa tren nhu cau cua trtfdng THPT va mue dich tuy^n sinh eua nha trtfdng de
Itfa chpn s&n pham tai trd cho phu hdp, nhff: cay nffde ndng lanh, ghe'da, bang tin..
- Tai trd eho cac le ky niem thanh lap trtfdng, nhan danh hidu trtfdng chuan qud'c gia... Hinh thtfc tai trd cd the tuy thude vao nhu cau, dae diem eua ttfng trtfdng.
Tuy nhien, can dam bao muc tidu truyen thdng va tuyen sinh ci^a Nh& trtfdng.
Sdu Id, thuc day marketing true tie'p. Theo thdng tin ed dtfdc tff qua trinh tff van trffc tie'p cua Trung tam Dao tao theo nhu cau xa hdi hang nam khi thanh l§p nhdm ttf va'n tuydn sinh d e^e dia phtfdng, hpe sinh mong mud'n dffdc nhSn thdng lin tai nha kha nhieu. Do dd, Nha trffdng can thie't ke bp thdng tin tuyen sinh gtfi cho hpc sinh va gia dinh theo dtfdng bitfi dien. De tie't kiem chi phi va hieu qua, can cd dtt lieu ve hpc Itfc va dia chl, so dien thoai cua hoe sinh ttf trffdng cap 3.
Ben canh do, ra'l can sff phd'i ke't hdp giffa Trung tam Dao tao theo nhu cau xa hpi, Doan Thanh nien va cac ddn vi Hen quan trong viec cung cap kip thdi, day du, chinh xac va thuan lien de tra cffu nganh nghe d&o tao, thdng tin tuyd'n sinh se giup thi sinh hi^u, tin ttfdng va Itfa chpn Nha trffdng. Ngoai ra, mdi can bd vien chtfc eua Nha trtfdng phai coi ngtfdi hpc la khach hang de thffdng xuyen, chu dpng nang cao chat Iffdng phuc vu tai cac ddn vi nhtf chat Itfdng ttf van hpe vu, tff van htfdng nghiep, ddn gian hda cac thu tue hanh chinh, edng tac quan ly sinh vien.
Bdy Id, xdy dung Phong/bo phdn truyin thong cda Nhd trudng. De boat ddng truyen thdng, xay dtfng thffdng hieu dffdc thffc hien bai ban, chuyen nghiep cd hidu qua, da de'n luc Nha trtfdng e^n xay dtfng mdt bp ph^n chuyen trach thtfc hien chtfc nang nay. Giai phap mang tinh chuydn s&u nay se giup chp Nha trffdng dat dtfdc cac muc tieu nhtf: Tang etfdng hieu bie't, tao stf dong thuSn eua can bd va sinh vien ve eae chu trffdng, ehinh sach ldn cua Trffdng; Nang cao niem ttf hao eua can bd, sinh vien va mem tin cua cdng ddng dd'i vdi thtfdng hieu eua Trtfdng; Bao dam stf nha't quan ve hinh anh thffdng hieu cua Trtfdng irong cac hoat ddng cua can bp, .sinh vien Trffdng va eae ben lien quan;Tang cffdng tinh chuyen nghiep va hieu qua trong cac boat ddng iruyen thdng cua Trffdng va eae ddn vi trong Trffdng.
Theo dd, Phdng/bd phan truyen thdng se thffc hien cac nhiem vu chinh sau: De xua't va quan ly cac hoat ddng iruyen thdng marketing cua Nha trtfdng; Td' chffc sif kien.Q
—JALHEUTHAMKHAO^
1. Trtfdng Dinh Chie'n (2015). Qudn tri truyen thong Marketing tich hgp, Nxb Dai hoc Kmh te' Qudc dan
2. Trung tam Dao tao theo nhu c^u xa hdi - Trtfdng Dai hpc Kinh te'va Quan tri kinh doanh Thai Nguyen (2017-2019). Bdo cdo cong tac tuyin sinh qua cdc ndm tii 2017 de'n 2019
3. Phdng Dao tao - Bo phan dao tao sau dai hpc - Trtfdng Dai hpc Kinh te' va Quan tri kinh doanh Thai Nguyen (2017-2019). Bdo edo eong tde tuyen sinh he ddo tgo sau dgi hge cde nam 2017-2019
