TAP Cll CONG THING
NGHIEN CtV AP DUNG CONG c y DIGITAL MARKETING TRONG HOAT DONG TUYEN SINH C L>\
TRUdNG DAI HOC MO - DIA CHAT
• LE VAN CHIEN - N G U Y I N D I J C THANG - PHAM KIEN TRUNG
TOM TAT:
Xu huong su dung internet va mang \3 hpi de tim hieu truong hpc, nganh hpc ciia thi sinh va phu huynh ngay eang dien ra pho bien. Do do, de nang cao dupe nSng lyc canh tranh, Ihu hiit hpc V icn Iheo hpc cac truong dai hpc can ung dung tot cac cong cu Digital Marketing Irong cong lac tuyen sinh.
Bai viet phan tieh Ihuc trang cong tac lu van tuyen sinh eiia Tnrdng Dai hpc Mo - Dja chat va de xuat mpt so giai phap nang eao hieu qua vi?c ap dung cac cong cy digital marketing Irong cong lac lu van tuyen sinh ciia Nha truong nam 2020.
Tir kh6a: Digital Marketing, Google ADS, Facebook ADS, tuyen sinh, Trucmg Dai hpc Mo - Dia chat.
I. Dat van de
Mpt trong so cac Irpng diem lai cac truong dai hpc hien nay do la van de ve Ur ehii dai hpc, dac biet la cae ti-uong dai hpc cong lap, Viee phai chuyen sang CO che tu chii buoc cac truong phai tinh den bill loan ve van de lai chinh. trong do chii veu nhat la viee dam bao nguon thu. Nguon thu ehu veu ciia cac irucmg la tir hpc phi (ehiem 70%), do vay viec thu hiil sinh vien vao hpc la van de song con cua cae truong dai hpc de dam bao nguon thu trong co che ty chii. Chinh nhung van de tren da tao ra su eanh tranh giua cac trucmg trong \ iec Ihu hiit nguoi hpc va hinh thanh nen \u huong bupc eae trucmg dai hgc phai su dung cac chien luge marketing, nham thu hut sinh vien thay vi thu dpng cha cac ban den vcri trudng nhu nhieu nam ve truoe.
Truong Dai hpc Mo - Dja chat la ngoi trudng dai hoc cong lap da nganh. true thugc Bp Giao due - Dao lao. dugc thanh lap tij nam 1966 vdi ITnh vyc dao tao chu veu ban dau la khai thac mo, dja chat, trac dia, dau khi. Trong qua trinh phat trien. de dap ung nhu eau cua \a \\d\. Nha trudng da md them nhieu nganh
nghe dao tao mdi trong cac Imh vue nhu: Kinh te - Quan tri kinh doanh, Cong nghe thong tin, Co Dien, Moi trudng... Cac nganh nghe dao tao mdi nay da dugc Nha trudng dao tao trong khoang 20 n3m tro lai day nhung co rat nhieu phu huynh va hgc sinh chua dugc biet den. Do do, cong tac tmyen thong gidi thieu thong tin ve cac nganh nghe dao tao nay se dong gop rh Idn trong cong tac luyen sinh ctia Trudng Dai hpc Mo - Dia chat.
Ben canh do, xu hudng tim kiem thong tin ciia hpc sinh va phu huynh dang duoc chuyan diin lir phucmg tien iruyen thong sang cong nghe s6. D5c biet, vdi su phat tnen manh me cua cong nghe Ihong tin va internet lam cho gidi ire ngay cang ii^p can vdi cac ling dung thong minh de chia se va kk n6i thong tin hoae thuc hien cac giao dich thong qua intemet
Viec dap ung nhu cau tim kiem ihuoL' tin cua ngudi hpc liem n5ng va dac biet la co the chu dpng tiep can va kel noi vdi cac sinh vien tuong lai ihong qua internet doi hoi nha trudng can phai dug dune manh me hon nira cac cdng cy Digital Marketing Su dung cac cong eu nay sg giiip vice tiC-p can vdi
quAmBi qBAii IY
cic hpc vien hi?n t^i va Iiem n3ng trd nen true tiep vi nhanh chong hon bao gid hei. lir do giup nang cao hifu qua eong tac niyen sinh cua Nha Irudng.
1. C6ng c\f Digital Marketing pho bien nhat
Theo Bao cao Chi so thuong mai dien tu Viet \ a m 2019 ciia Hi?p hgi Thucmg mai di?n tu Viet Nam, co li^ M in$u ngudi dimg inlemel tren long so 97 tneu ngirm N'lei Nam, Trung binh, ngudi diing internet lai niroc ta danh idi 6 gid 42 phiit moi ngay de tham gia cic hoal dpng lien quan Idi mang intemet, tmng binh 2 gid 32 phiit de dimg mang \a hgi. 2 gid 31 phul de xem cac stream hoae cac video trirc tuyen
\a diing 1 gid 11 phiit de nghe nhac. Trong so do. co tiTi 44"" la ty 1? ngudi diing inlemet d Viet Nam su dvng intemet hang ngay va 6% la so ngudi su dyng inicmei It nhal mpi lan trong tuan. Nhin vao so lieu thong ke co the thay, ngudi dimg intemet a Viet Nam khong tach rdi cac hoat dpng lien quan den internet qua mpt tuan.
Ciing theo bao cao cua Social Media Stats 5/2019, Vi^i Nam co 57.43% cu dan sir dung Facebook. 13%
ngudi diing Twiner. 12,81 % su dung YouTube. 10%
sudyng Pinlerresi, 1.71% dimg Inslagram, Con so ngudi diing mang xa hpi d Viel Nam eon tiep tuc gia tang trong nhfrng nSm tdi. D6i lugng chu >eu la ngudi irong dp iu6i tir 18 - .^4. chi^m tren 50%.
SimilarWeb lai cho thay, ngudi dimg Viet Nam tmy cjp trang tim kiem Google nhieu nhat, sau do vi tri ihu 2 la Facebook, tiep den 'I'outube d vi tri thir 3.
V'lTi nhimg con so thong ke tren eo the thay. nhung ngirdi trong doi tugng tuyen sinh cua Nha trudng chii yeu diing inlemet de truy cap mang xa hgi (trong dti chu yeu la Facebook) va mang tim kiem Google.
Hien nay co rat nhieu cong cu Digital Marketing nhu: Toi tm hoa cdng cu tim kiem (SEO), Tiep lhi niiyen thong qua mang xa hgi (Social Media
\l.nkeimg). Tiep lhi qua Ihu dien tu (Eni;iil Marketing). Tiep thj qua di dgng (Mobile Marketing), Quang Cao Banner Online, TV/Radio marketing...
Tuy nhien. doi lugng tuven sinh cua Nha trudng co i\ 1^ cao su dyng mang \a hgi Facebook va mang tim kicm Google. Do do, \h:i trudng nen tap imng su dyng cac cong cu Digital Marketing nhu Facebook.
Google de co the eo duge lugng tiep can ngudi dimg icm nhat.
2./. Facebook.Ads
Facebook Ads la hinh thirc quang cao hien lhi phan phoi ty dgng nhim muc tieu dya tren cac neu
chi \ e nhan khau hpc. so thich. hanh vi. vj tri dja Iy cua ngudi diing. Theo do. cae trudng dai hge eo nhu cau quang cao nganh nghe dao tao. phuong thirc uiyen sinh. chi tieu Uiyen sinh hay thucmg hieu cua minh can tra mpt khoan phi de hien thi mau quang cao d nhung v i tri quy djnh iren trang mang \a hpi Facebook
\hfmg lai ich khi sir dung Facebook Ads:
- Facebook ads hudng tdi dimg doi tugng tiem nang \ h o kha nang khoanh \ iing liep can doi lugng ngudi diing theo do tudi, gidi tinh, tinh trang hon nhan, giao dye, nghe nghiep. sd thich...;
- Kha nang lan tmyen nhanh chong khi chay quang cao tren Facebook: \lid tinh kel noi eao tren Facebook lam eho ihong tin dupe hien thi Iren bang tin cua ban be va loi keo su chii y. quan tam ciia nhijng ngudi nay tdi trang Facebook ciia cac inrdng mgt each rai ty nhien.
- Chi phi thap. linh dpng: hieu qua cao: Hij ihong Facebook cho phep thiet lap gidi han trong ngan sach tiiy theo nhu cau ciia ngudi diing Ngoai ra, he Ihong kiem duyet ciia Facebook Ads cung rai thong minh, giiip ngan chan dugc hien lugng click ao. Vdi quang cao Facebook, cac Irudng dai hgc chi can bo ra \ai trieu dong moi thang da eo the liep can dupe hang tneu khach hang tiem n5ng.
2.2. Google.Ads
Google Ads la mpt dich vu dugc cung cap bdi Google cho nhung doi tugng co nhu cau quang ba san pham, djch vy hay thuong hieu ciia minh, Ngudi su dyng can tra tien de mau quang cao dugc hien thi hoae dugc click vao. Quang cao se xuat hien d nhirng v i tri uu tien tren trang kel qua tim kiem hoae tren cac Irang web thugc mang hien thi ciia Google, thong qua viec lya chgn tir khoa hen quan den san pham/dich vu ma doanh nghiep chgn lya.
Nhimg loi ich chii v eu ma Google Ads co the dem lai khi cac tmdng dai hgc sd dung Irong cong lac tuyen sinh nhu sau:
- Nham mue tieu quang cao vao diing doi lugng:
Dua vao tu khoa va cac tieu chi hudng myc lieu - gom CO tir khoa. do tuoi. khu vye. ngon ngir, thdi diem, tan suat. Ihiel bi hien thi - ma Ihong diep quang eao ciia cac trudng dai hgc se dugc nh4m chinh xac den doi tugng ngudi hgc tiem nang dang c6 nhu cau mgl each nhanh chong \ a hieu qua nhal.
- De dang kiem soal v a loi uu hoa chi phi: Chi khi CO doi mgng click vao bai v iet thi ehii lai khoan phai ehi phi nen c6 the hoan toan tin lucmg vao hi?u qua dat dugc tu so lien bo ra. Google eon cho phep thay
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ddi ngan sach, gidi h^n muc chi phi quang cao theo ngay, nSm din?c d thdi diem hi?n t^i quang cao da tieu het bao nhieu tien de dieu chinh hgp ly. Vi v^y, chi phi quang cao luon du^c toi uu hda va mang !ai hi^u qua cao nhdt.
- Cho bi€t kha nfing thanh cong qua cac bai \ iet:
Google Ads se giup cac tnrdng d^i hpc nh$n bi£t dugc ai dS click vko bai \ iet cua minh va nhihig didu m^ hg thyc h i ^ sau dd cd gia trj cho minh nhu: Vao website, ngp ho so online, tim hilu vh tnrdng, xem cdc nganh ngh^ ma truong dao 190. Hem niia, bdng cdch xem quang cdo ndo nhan dugc nhdp chugt vd quang cao ndo khong giiip ta biet nen ddu tu vdo bai vi€t qudng cdo ndo.
- H? thong bdo cdo, thdng ke c^p nhai chinh xac:
Khd ndng do ludng chinh xdc vd c$p nh|t lien tuc vdi tr€n 50 lo^i bdo cdo chua ddy dii cdc sd li^u lien quan din hoat dgng quang cao tir tdng the chi€n djch, cho den timg nh6m qudng cdo, tii khoa, khu \ yc, thdi dilm.
3. Th\rc tr^ng cdng tde ttr van tuyin sinh cua Trirfmg Dai h^c Mo - Dia chat (HVMG)
Ndm hgc 2019 - 2020, Nha trudng da xdy dung Kh ho^ch tu vdn tuyen sinh tren k€t hgp gi&a marketing tmyfin thdng (tu v ^ tuyen sinh tai dia ban, qua cdc chucmg trinh hpp tac lien ket vdi cdc trudng THPT;
tu vdn tuyen sinh qua cac dn pham tmyin thdng) va Digital Marketing (tmy6n thdng qua website, qua mang xd hgi, qua cac phuong tien thong tin dai chiing; tu vdn qua di$n thoai). Trong do, cu the cong tac tmyen thdng dugc thyc hi?n nhu sau:
3.L Ttr vdn tuyen sinh theo hinh thuc truyen thong
- Tu van tuyIn sinh trye tiep tai cac ngay hpi tu van tuyen sinh: Thanh lap nhieu doan Tu van de tham gia cdc chucmg trinh Ngay hgi Tu van tuydn sinh do Bg Gido due va Dao tao; tham gia cac chucmg trinh ngoai khoa do Dodn Thanh nien cua cdc tinh va cac trudng THPT td chiic.
- Lidn kdt voi cdc trudng THPT: Thyc hidn tu vdn tuyen sinh tai cdc trudng THPT trong gid c h ^ cd ddu tudn, gid sinh hoat lap, gid ra chai tai cdc Idp hpc; Id chue cac budi giao luu, gidi dap thac mac vd tuyen sinh, t ^ g qua, trao hpc bdng cho cac hpc sinh ngheo vugt kho.
- Tu van tuyen sinh qua cdc an pham tmyen thdng. bang rdn, pano quang cao: Td chue phat cdc td thdng lin tuyen sinh cua HUMG tdi cdc hoc sinh t^i cdc ngay hpi tu vdn. lai cac tmdng khi den tu
vdn tuyen sinh, gui kem vdi gidy bao ket qua trung tuydn; thyc hi?n treo cdc banner, bang rdn thong tin tuydn sinh ciia Nhd tnrdng t^i cdc diem tnrdng.
J. 2. Tu van tuyin sinh thdng qua cdc kink Digital Marketing
3.2.1. Cdc hinh thirc sudgng Digital Marketing Website: Thdng tin tuydn sinh cua HUMG dugc quang cdo qua kdnh Adwords, Youhibe dugc hidn thj la 1,18 trigu lugt, s6 lugng nhdp chuOt vd tmy c§p vao thdng tin tuydn sinh ciia HUMG Id 28,7 nghin lugt. Thidt bj su dyng dd tun kidm Id cac thiet bj di dpng, chidm ban 90%.
Tmyin thdng qua mgngxa hgi
M?ng xd hgi: Da thyc hi^n cdc chucmg trinh tmyin thdng cho tu vdn tuydn sinh h-dn m^ng xS hOi facebook nhdn dugc sy quan tdm vd hdng nghin tin nhdn tuang tde qua kdnh nay. Cy thd, ft-ong thdi gian thyc hi$n qudng cdo vdi 11 nOi dung nhu bdi viit, clip ngdn, da cd 823.606 lugt tidp c|n, han 4.200 lugt ket noi tin nhdn trdn fanpage vd Inbox.
Doi tugng cd thd tidp c^n quang cdo tuyen sinh CLia HUMG dugc nhdm chgn Id hgc sinh Idp 12 (sinh ndm 2001), phy huynh hpc smh Idp 12 (theo da li^u ciia facebook va cua cdng ty cdng ngh^), tai cdc dja bdn: Ha Ngi, Hd Nam, Ninh Binh, Hung Ydn, Hdi Duong, VTnh Phue, Nam Dinh, Thdi Binh, Ydn Bdi.
Lao Cai, Bdc Ninh, Bdc Giang, Thanh Hda, Thdi Nguydn, Ngh? An, Bd Rja - Viing Tdu, Thdnh ph6 Hd Chi Minh,...
Truyin thong qudng bd hinh dnh tren phucmg tiin thong tin dgi chung (Bdo, Truyen hinh)
Phdi hgp vdi Dai Tmydn hinh Vi$t Nam (VTV3), Ddi Tmydn hinh Ha Npi, Bao Gido dye thdi d^i, Bdo Dan tri, Bdo Tudi trd, Bdo Viet Nam hgi nh|p dd thyc hien cac clip gidi thidu ve nganh nghd, phuong thirc tuydn sinh ciia Nha tmdng, dua cdc tin, bdi vd hoat dOng ciia Nhd tmdng ddn vdi cdng chiing.
Cdc chuong trinh qudc gia sd ciia Khoa Md vd Cdng nghe thong tin cOng dS ho trg rdt tich cyc cho vi^c qudng bd hinh anh thuang hidu cua Nhd tnrdng.
Tu vdn tuyen sinh bdng hinh thirc ggi di^n thogi Dd thanh lap to tu vdn tuydn sinh bdng hinh thiic ggi dien thoai, td chue tap hudn cdng tac gpi dien cho cdn bg va sinh vidn tham gia. Cy the, td tu vdn tuyin sinh dd thyc hidn ggi vd thdng bdo tning tuyin theo phuang thdc x a hpc b? Id 995 em. ggi thdng bdo tning tuydn nguy?n vgng I la 2043 em; ggj ti,5ng bdo tiling tuydn nguy$n vgng 2 la 540 cm.
3.2.2. Ddu mdi trien khai
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Ty tridn khai: Phdng QHCC va DN Id don vi phy Bich cdng tde truydn thdng sii dyng cong cu digital marketing cho hoat dgng \myhn thong qua MXH la oang cdo trdn fanpage chinh thiic cua Nhd trudng.
Thud ngodi: Trong dgt cao diem tuydn sinh tu fthfg 6 dni thdng thdng 8/2019, da phdi hc^ vdi CTfig ty Gidi phdp cdng ngh^ de thyc hi^n cac chien
^ tniyen thdng nhdm qudng bd vd tuyin sinh trdn npg hiin thi va m^ng xd hgi facebook.
3.3. Nh$n xit vi vifc dp dftng digital marketing Ifi Tnrdng Dqi hgc Md - D/a chdt
Cdc hinh thirc Digital Marketing dd dugc phdng chiic ndng trien khai thu dugc nhihig kit qua nhdt djnh. Sl lugng sinh vidn biet din vd cd nguyf n vgng ildng ky vdo HUMG (tat cd cdc nguyan vgng) la 6.696 nguyfn vgng. Sd lugng sinh vidn chinh thirc nh$p hpc Id 1.600 sinh vidn. Tuy nhidn, hi$u qud ciia cong tde tu via tuydn sinh chua cao, sd lugng sinh vifei bilt vd ddng ky nguy?n vpng vao HUMG cao, xong ty 1$ sinh vien chinh thiic nh^p hgc lai rat thdp.
Nguyen nhdn chua d^t hi|u qud nhu mong dgi (tl dirge Nhd tmdng dua ra tiong bdo cao, tuy nhidn nhom nghidn cim chi ra mgt sd nguyen nhan chinh,
mt
• Chua c6 ke ho^ch tmydn thdng tdng thd, cdc quydt djnh vl td chdc, nhdn su cho cdng tde TVTS trong ndm chua kip thdi.
- E)Oi ngii tu vdn vidn cdn mong ve sd lugng ndn cmig Idc "chdm sdc khach hang" khi co kit qud tuydn sinh chua dat hidu qud cao.
- Chua thyc hi^n qua trinh nghidn ciru thi trudng vd cdc hanh vi ciia ngudi hgc dl tdi uu trdi nghi?m ngudi dkig.
- Chi tidu do ludng hieu qud thu hiit ngudi hgc tiem ndng chua ddy du.
4. M$t s6 khuyen ngh| dp dung cdng cu Digital Marketing trong cdng tde tuyen sinh ciia HUMG 4.L Nghiin cuv thi trirdng vd hdnh trinh true tayht cua nguoi hpc
i. Quan tdm nhin nhgn ngudi hpc Id khdch hdng:
D I C6 dugc nhflng thanh hju tiong cdng tac tuyin sinh va thu hiit ngudi hoc, Nhd tiudng cdn phai coi ngirtri hgc Id khdch hang sii dung dich vy gido due cua Tnrdng vd nh^n thdy sy can thiet phai cimg cap mpt djch vy chdm sdc khach hdng todn di?n.
//. Hieu ro xu hudng tim kiem thong lin cua ngudihpc:
Trong vdi ndm gan ddy, ngudi hgc quan tam din vj tri xep h?ng cua Tradng trong qua tiinh tim kiem.
Do dd, Nha tnrdng can nhdc tmydn thdng qua bdn thii 3 nhu website xep hang tmdng hay website/
fanpage tir vdn hgc bdng uy tin. Bdn canh dd, ngudi hgc 4.0 cimg quen vdi vide tim kidm thdng tin trvc tuydn tren cac thidt bi di dOng. Vi vay, Nhd trudng can tdi uu hda cdc cdng cu Digital Marketing trdn ndn tdng di dgng. Tai iing dyng ciia tnrdng vd trdn di^n thoai dl cap nhdt thdng tin va tuang tde kip thdi dang ngdy cdng thinh hdnh tai cac co sd gido dye d mgt sd nude phat tridn.
4.2. Tdi uu hda cdc thupc tinh cua Digital Marketing nhSm thu hut ngudi hpc tiim ndng
Tinh cap nhdt: Thdng tin tuyen sinh tren cdc kdnh trye tuydn cap nhdt nhihig n$i dung mdi nhdt, thudng xuydn vd kip thdi. Khi website hay fanpage Nha trudng dugc cap nhdt thudng xuydn, tmydn tdi nhung thdng di$p him ich md ngudi hgc can sd thuylt phyc vd thuc day hg dua ra quyet djnh npp don ho§c ddng ky vao hgc.
Tinh tucmg tde: Ngudi hgc ky vgng sd nh^n dugc phdn hdi td Nhd trudng trong vdng 24h ke tir khi lidn h^. Ngodi ra, khi trao ddi thong tin vdi d^i di$n cua Tmdng qua tin nhdn thuang hi?u hodc chatbox, didn thoai tr\fc tuydn ciing la nhihig cdch thiic ma ngudi hgc thudng diing khi cdn nhdc n$p dan vdo tmdng.
Rieng vdi hinh thiic tuang tde qua chatbox, thdng diep phdn hdi phdi dugc giri nhanh chdng trong vdng 90 giay ke tir khi ngudi hgc dang ky tu vdn tuydn sinh.
Do tin cgy: Website xudt hien dau tien tiong ket qua tim kilm trdn Google thudng c6 lugng tmy edp nhidu nhdt va nhung bdi viit co lugng ngudi theo ddi cang nhidu, theo ngudi diing thi cdng dang tin c^y.
Do dd, Nha tmdng cdn tdt uu hda cdng cy tim kidm va qudng cao hidn thi dya tidn Hch sir tmy cap.
Trdnh tgo thong tin phien nhieu: Nha tmdng cdn luu y tianh gdy phidn nhieu hoae tao cam giac kho chju cho ngudi dgc tii cac thu qudng cdo hodc cdc thiit ke thieu than thidn vdi ngudi diing. Cdc thdng diep can siic tich vdi thiet ke chuydn nghidp, dm thanh hodc doan phim gidi thieu phdi dd d chi dg tdt tieng vd cho phep tuy chinh.
Cdi thien tinh de su dung: Ngudi tmy edp phdi dd dang thdy bidu rugng dang ky tu van tuyen sinh hay nhap hgc hi website va fanpage ciia tmdng, ddng thdi cd thi quay tid lai ti^ng thdng tin Vniac do hodc trang chii d bdt ky vi tri nao va bat ky khi ndo hg cdn.
4.3. Su dung cdc chi tiiu do ludng phu h0}
Xem xet ky tidu chi do ludng hidu qua hoat dpng Digital Marketing. Nha tiudng nen su dyng cdc chi
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tieu gin liin vdi k^t qua nhu so Imjng ngudi ding ky lh6 hi?n kjl qua chuyin ddi ngain l:x tin".' sW^
nhjp hpc, so lir(mg nguoi hgc t i t o ning, ly I? chuyin ciing, cac chi tieu do ludng can thmiig'""S'^
ddi ngudi hpc. Thuc ti, cd nhi tmdng dinh gia bang xet vi diiu chinh tdy vio muc tieu marketing, pnan cic chi tieu niia vdi nhu so luvmg nhap chupt. lupng khuc khich hang cua mdi CTDT, c jc nguon Htc ngi tuong tic, s6 lupt xuil hien,... con lit xa vdi so vdi bp. ddi thu c?nh tranh vi ci bdi canh nganh cung chi tieu tuyin sinh d(t ra do phan anh io va khdng nhu trong tiing giai doan phit triin nhat dinh*
TAI LIfU THAM KHAO:
I Hanover (2016). 2016 Trends in higher education markeling, cnrollmml. and technology. Hanover Research 2. Keypalh (2017). Higher educalion benchmark. Keypath Research.
3. Nguyen Thj Minh Ha (2019). Digital marketing a mpt s6 quae gia phdt Iriin vd viec dp dvng voo cdc ccr sd gido due ciia Vifl Nam, Luan an tien s^.
^.OheTmeA,¥.(2Q\2).Sludenls'choice of universilies in Gernjany: siruclure, factors and informalion sources used.
Journal of Markeling for Higher Education. 22(2), 206-230.
5. Trudng Dai hpc Mo - Dia chit (2018,2019), Bdo cdo kit qud Ihttc Inen cdng Idc Intyin thong.
6. Jaschik. S.. & Ledennan. D (2015), The 2015 Inside Higher Ed Survey of College and University Admissions Directors, Inside Higher Ed and Gallup, 23.
Ngiy nh$n bii: 19/4/2020
Ngiy phin bi^n dinb gii vi sira chO^: 29/4/2020 Ngiy ch^p nh$n ding bii: 9/5/2020
Thong lin Idc gid:
THS, l± VAN CHIEN - THS. NGUYEN B C C T H A N G - THS, PHj^M KIEN TRUNG Trirdng D^i hpc Md - Dja chat
ANALYZING THE APPLICATION OF DIGITAL MARKETING TOOLS IN THE ADMISSIONS CONSULTING TASK OF HANOI
UNIVERSITY OF MINING AND GEOLOGY
• Master. LE VAN CHIEN
• Master. NGUYEN DUG THANG
• Master. PHAM KIEN TRUNG Hanoi University of Mining a n d Geology
Shidents and their parents are using more the Intemet and social networks to search for information about schools and majors. As a result, in order to improve competitiveness and to anract more potential students, it is important for schools to apply digital marketing tools to enroll students. This article analyzes the current situation of admissions consuhing work of Hanoi University of M ining and Geology and proposes a number of solutions to improve the effectiveness of the university's application of digital marketing tools in the admissions consulting task in 2020.
Keywords: Digital Marketing, Google ADS, Facebook ADS, enroll. Hanoi University of Mining and Geology.
