\ \ \ BAO TAO-B6I DUONG I
TRUYEN THONG VA QUAN TRI THUONG HIEU DAI HOC - MOT SO GOI Y CHO TRUdNG
DAI HOC
N O I V U H A N O ILI Thanh Hnyin' VI Tiln Cfldng •*
Tom tat: Trong xu hudng cgnh tranh ngdy cdng gay gdt cita gido dticdgihgc (GDDH) hien nay, truyen thong vd qudn tri thUdng hieu ngdy cdng the hien ro diigc vai tro cua minh trong quan tri dgi hgc (QTBH). Bdi viSt lam rd nhiing ngi dung ca bdn ve truyen thdngva qudn tri thiiang hieu dgi hgc (QTTHDH), tit do dUa ra nhiing ggi y cho TrUdng Bgi hgc Ndi vtl Hd Ngi (DHNVHN) ndng cao hidu qud cita truyin thong vd QTTHDH trong thdi gian tdi.
Tit khda: truyen thong, thuang hidu, qudn tri thuang hieu, qudn tri dgi hgc Abstract: In the increasingly fierce competition trend of higher education today, the media and brand management increasingly show their roles in higher education. The article clarifies the basic contents of communication and university brand management, thereby giving suggestions to the Hanoi University of Home Affairs to improve the effectiveness of communication and university brand management next time.
Keywords; media, brand, brand management, university administration Ngiy nhgn bdi: 03/7/2019 Ngdy siia bdi: 03/9/2019 Ngdy duydt ddng: 25/9/2019
1. Truyen thdng va QTTHDH lan tda rdng rai trong xi hdi.
Trfldc thich thflc cia hdi nhap GDDH, Truyin thdng li sU trao ddi thdng tin cac tmdng dai hpc khdng chi canh tranh hai chieu, bao gdm chilu trflc tiep vi chilu vdi nhau trpng nudc mi cdn phii canh gian tilp. Mdt qui trinh truyin thdng bao ttanh vdi cic trUdng dai hpc nUdc ngoii, gdm cic yiu td nhU: ngUdi gfli - ngfldi do do QTTHDH la mdt yiu d u tit yiu. nhan - kenh truyen thdng - thdng diep Thdng qua QTTHDH, hinh inh trfldng vi sfl phin hdi. Sfl phin hdi giflp ngfldi
<bi hoc, sfl cam kit cia trfldng dai hpc ddi truyen dat nhin thiy thdng diep vi kinh vdi xa hdi ve chit lupng dio tao se dupc truyin thdng cd Mlu qui den diu, di dat giam sat Sfl minh, tim nhin cung nhfl gii dflpc muc tieu truyin thdng chUa. Truyen tti cot Idi cua trudng dai hpc tfl dd cflng thdng Ii mdt qui trinh mi hai hay nhieu
•' TS," as, Trudng Bgi hgc Ngi vu Hd Ngi
Tap chi Khoa hoc Ndi vu I 51
) DAO TAO - B6I oadNG iii ngfldi trao ddi thdng tin va hieu dfldc y nghia cua thdng tin.
Theo Nguyen Qudc Thinh (2004),
"Thfldng hieu la tap hdp cae dau hieu de nhan biet va phan bilt san pham, doanh nghiip; la hinh tfldng vl san pham hoac doanh nghiip trong tam tri cdng chung va khach hang". LI Anh Cfldng (2009) cho rang, "Quan tri thfldng hieu la each thflc xay dflng, trien khai cac chfldng trinh marketing va hoat dpng xay dflng, phat trien, do Ifldng va quan ly tai san thfldng hieu". Theo Lynton (1972), "Marketing trong giao due dad tao la tdan bd nhflng boat ddng eua eae ed sd giao due dao tao hfldng vao viec thoa man tdt hdn nguyen vpng cua ngfldi hpc va dap flng tdt hdn nhu cau vl giao due dao tao cua cdng ddng xa hdi".
Truyen thdng va QTTHDH thdng tui vl chfldng trinh dao tao, chat Ifldng dao tao va thfldng hieu cua nha trfldng nham muc dich thuyit phuc, ldi cudn, tao nilm
tin cho khach hang, trong dd chfl trpng tdi cac ddi tfldng chinh la suih vien tiim nang, sinh viin hiln tai, ngfldi sfl dung lao ddng va xa hpi.
NIu trfldng dai hpc dfldc tfl chu, GDDH la mdt loai dich vu dac biet. Nha nfldc ludn cd sfl can thiep bang cac chinh saeh, cac cdng cu kiem soat nhfl: kiem dinh chat Iflpng, tai chinh (hoc phi), QTDH...
yeu td Ipi nhuan khdng dat len hang dau, do dd, trfldng dai hpc can tim cho minh mpt phfldng thflc truyen thdng dpc dao, hieu qua mang ban sac rieng. Bdi vi truyin thdng trong giao due la mpt linh vflc rieng biet, khac vdi truyin thdng trong san xuat - kinh doanh. Vi vay xu the truyen thdng giao due dfldc nhin nhan vdi gdc dp khac vdi truyin thdng kinh doanh:
UNESCO cho rang GDDH la hang boa cdng vi nd cd "tac ddng ngoai bien - externalities" Idn, tflc la mdt ngfldi dfldc hpc khdng chi dem IELI Idi Ich cho ban than ngfldi do (thu nhap cao hdn, hieu bilt
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(Ngudn: Dang Xuln Hii, 52 ] Tap chi Khoa hpc Npi vu
2012)
\ V \ BAOTAO-BdiDl/dNG I hon) mi cdn dem lai tic ddng tich cflc cho
ci xa hpi thdng qua viec ngfldi dd hinh ddng cd trich nhilm hon, nang suit lap ddng tdt hPn, it phii thudc vap trp cap xa hpi hpn...
Dl QTDH thinh cdng, QTTHDH mpt cich chuyin nghiip va Mlu qua 11 ygu cau khich quan. De truyen thdng vi QTTHDH dip flng yiu d u tU chu trpng bdi cinh canh tranh GDDH ngay cing gay gat Men nay, vin dl dat ra chp cic cP s6 GDDH ndi ehung vi DHNVHN ndi rieng cin phii tip trung gili quyet d c ndi dung sau:
(1). PhflPng phip truyin thdng, gdm:
tmyen thdng ndi bd (vin hda, quy trinh, hgc hdi va phit trien,...), truyen thdng bgn ngoai (quing cio, bio chi, website, quanhecdng chflng,...);
(ii). Ndi dung truyin thdng, gdm: cdng cu trayen thdng, thdng di|p truyin thdng;
ddi tupng truyin thdng nham lim rd, ndi bat dupc muc tieu, sfl menh vi gii tri cdt loi cua trudng dai hpc.
2. Vai trd cua truyin thdng va QTTHDH
Luit sfla ddi mpt sd dilu cua Luat GDBH nim 2018 khang dmh: CP sd GDDH tu chi trpng cic hpat ddng chfl yiu thupc cic Iinh vflc td chflc va nhin sfl, tii chinh va tii sin, dip tao, khoa hpc va cdng nghe, hpp tic qudc te, bao dim chat Iflpng GDDH. VI hpc thult, cic trfldng dflpc tu chu xly dflng, tham dinh, ban hinh
^flong trmh dip tao trinh dp cao dang,
dai hpc, thac si, tiln si; tU chu xic dinh chi tiiu tuyin sinh; tU in phdi bang, cap bang chp tit d cic trinh dp ml trudng dip tap.
Diy li mdt trong nhflng bUdc tiln cua tfl duy he thdng QTDH tien tiln d Viet Nam.
Chinh vi vay, ddi hdi cic trfldng dai hpc phii xic dinh sfl minh, muc tiiu cia minh mdt cich chinh xle de lim kim chi nam cho cdng tic truyin thdng vi QTTHDH, tfl dd cd cin cfl xly dung muc tieu tU chi, tfl quyet dinh va trich nhilm giai trinh ve c^c boat ddng chuyin mdn, hpc thult, td chflc nhin sfl, tii chinh...
NIu cic trudng dai hpc dUpc tU chfl, vai trd cia truyin thdng vi QTTHDH the hiln d nhflng ndi dung:
(1) Khi boat ddng tU chi thi truyen thdng vl quin tri thUOng hieu cia trUdng dai hpc se cd vai trd tUOng tU truyen thdng va quin tri thuong Men cia cic doanh nghiep, bdi vi thdng qua truyen thdng vi quin tri thflpng hita thi xi hdi ngay dng bilt nhilu hon ve trfldng dai hpc. Truyin thdng vi QTTHDH se gdp phin rit ngin qui trinh va thdi gian nhflng thdng tin ve trUdng dai hpc din vdi xi hdi. Thdng qua truyin thdng, chit lUOng dio tao cua nhi trfldng dai hpc se dflpc xa hdi Mlu hon, tin tfldng hOn;
(ii) Truyin thdng va QTTHDH se tao nin vin hda chit lUpng cua trUdng dai hpc. Van hda chit lUpng 11 he thdng cic gii tri, chuan mUc va thdi quen lam viec hfldng tdi Mlu qui cao nhit cfla mpi thanh vien trong td chflc nham dat dflpc muc tiiu tdt nhit. Ddi vdi trfldng dai hpc.
Tap chi Khoa hpc Npi vu I 53
( DAO TAO - B6I oadNG iii
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van hda chat Ifldng phai dfldc the hiln tfl boat ddng hd trd dao tao den boat ddng cdt ldi la dad tao va nghien cflu khoa hpc.
Truyen thdng va QTTHDH cd chflc nang ehuyen tai di nhflng thdng diep tot dep dd den vdi ngfldi hpc, ngfldi sfl dung nhan Iflc, eac ddi tae trong nfldc va cac ddi tac qudc te;
(iii) Truyin thdng va QTTHDH giflp 54 I Tap chi Khoa hpc Noi vu
nang cao cam kit ehuan dau ra trong dao tao. Thdng qua truyen thdng, trfldng dai hpc vfla quang ba chuan dau ra cac nganh dao tao de thu hut tuyen sinh vfla phai thflc hien tdt cam kit chat Ifldng theo chuSn dau ra de dap flng nhu eSu sii dung nhan iflc cua xa hdi. Truyin thong va quan tri thfldng hieu cd tac ddng tich Cflc din chat Ifldng dao tao cung nhfl gdp phgn khing dinh thfldng hiiu eua trfldng
r _
\ \ \ BAOTAO-BdiOUdNG \ dai hpc. Dilu niy se giflp cho trudng daihoc cd dflpc Ipi thi canh tranh trong tU chfl dai hpc;
(iv) Truyen thdng vi QTTHDH giflp dio he thdng QTDH chuyen nghiip hPn.
Bl xly dflng vl phit triin thflpng hieu ddi hdi trfldng dai hpc phii chuyin ngMep trong tit ci cic boat ddng cfla minh. Dp do, he thdng quan tri trfldng dai hpc phai thay ddi de phi hpp vdi yiu d u quin tri hiln dai, tiln tiln, dip flng yiu d u hdi nhap GDDH d khu vflc vl thi gidi;
(v) Truyin thdng vi QTTHDH giflp cho nha trfldng dinh vi dupc vi the cfla minh tren tM trudng GDDH diy canh tranh. Thdng qua cic boat ddng truyin thdng va quan tri thflpng hieu, sU ghi nhin, danh gii cfla xi hdi vl nhflng gii tri ma nhi trudng mang lai cbo xi hdi se dupc xic dinh va dinh Iflpng, tfl dd de dang dinh vi dupc vi the, gil tri cdt ldi cia nha tmdng trin thi trudng GDDH dl cd chien lupc phat triin phfl hop nhit
Hien nay khdng it trfldng dai hpc d Viet Nam da chu trpng den cdng tic truyin thong vi quin tri thuong hieu. Ben canh yiu td chit lUpng dio tap, yiu td truyin thdng dang dupc cic trudng dai hpc chfl trong. Trong cudc canh tranh gay gat vl tayen smh nhfl hien nay, truyen thdng vi quan tri thupng Men ngiy cang the Men ro dupc vai trd cfla minh trong boat ddng cua trudng dai hpc. Bing chflng chp thiy cac trudng dai hpc cd bd phin chflc nang ' I truyen thdng vi quin tri thflong Mlu thi trudng dd dupc xa hdi bilt den nhilu
hon, hinh anh xuit hien tren d c phUPng tiln truyen thdng chuyen nghiip vi dflng thdi diem, tic ddng din dung ddi tupng can truyin thdng. Bang chflng truyin thdng cho thiy trUdc mia tuyin sinh, cic bai bio, hinh inh quing bi d c boat ddng cua nhi trudng, nhflng diln hinh sinh vien xuat sic trong cdng tic xl hdi, nhan dupc hpc bdng tfl cic trudng dai hpc nudc ngoai hay vin de vile lim, thu nhip cua sinh vien sau khi tdt nghiep, sU thinh cdng cfla cUu sinh viin. Khdng it trudng dai hpe d Viet Nam di cd bd phan thUc Men chflc nang truyin thdng va quin tri thflpng hieu (xem bing tr54).
3. Mpt sd gpi y ddi vdi Trfldng Dai hpc Noi VU Ha Ndi
Hien nay TrUdng DHNVHN da cd bd phin chuyin trach ve truyen thdng. Chflc ning, nhilm vu va muc tiiu cia bd phan nay phai hUdng tdi sU phit triin ben vflng cia Nha trfldng. Mpi boat ddng cua cdng tic truyin thdng vi quin tri thUong hieu cfla Nhi trudng phii dip flng dflpc yeu d u phat trien trpng tinh Mnh mdi, dd II tiem can vi ddng bd vdi cic boat ddng dio tao, nghien cflu khoa hpc, tuyin sinh, vin hda cdng ddng trfldng dai hpc, hpp tic qudc tl... Theo Id trinh, din nim 2020, DHNVHN se dflpc tfl chi, ddi hdi Nhi trfldng phii cd mdt he thdng truyen thdng va QTTHDH chuyin nghiep. DUdi diy la mdt sd gpi y de Nha trfldng nlng cao hieu qua truyen thdng vi QTTHDH dip flng yen d u tfl chi;
ThU nhdt, d n ting cfldng dao tao, bdi
Tap cbi Khoa hpc Ndi vu I 55
I DAO TAO - B6I oadNG iii dfldng nang cao nang Iflc chuyin mdn nghiep vu cho dpi ngu vien ehflc lam edng tac truyen thdng va quan tri thfldng hieu de hp cd dfl kien thflc, tfl duy vl truyen thdng va QTTHDH. Ddng thdi chu trpng dau tfl ed sd vat chat, trang thiet bi phuc vu tac nghiep cfla bd phan truyen thdng nham chuyin nghiep hda, chuyen tai dfldc thdng diep vl sfl menh, muc tieu, gia tri cdt ldi nham dap flng dfldc cac yeu cau cua tfl chu dai hpe, QTDH trong tinh hinh mdi.
Thd hai, cSn ddi mdi va day manh edng tac truyen thdng gan vdi muc tieu, chien Ifldc phat trien cua Nha trfldng. Sfl menh, tam nhin, gia tri cdt ldi cua Nha trfldng phai dfldc lan toa ra ngoai xa hdi trin cd sd thdng nhat d tru sd Ha Ndi eung nhfl eac Phan hieu trflc thupc Trfldng. Moi hoat dpng truyin thdng ludn phai bam sat vao muc tieu, ehien Ifldc phat trien eua Nha trfldng. Can chfl trpng da dang ndi dung, hinh thflc, phfldng tiln truyin thdng de phan anh ehan thflc, khach quan mpi boat ddng eua Nha trfldng nham tao ldi tbl canh tranh trong thu hut, tao niem tin eho ngfldi hpc eiing nhfl doi tae trong va ngoai nfldc. Can cd sfl vao cude cua lanh dao Nha trfldng, lanh dao eac ddn vi thudc, trflc thupc trfldng cung nhfl dpi ngfl giang viin, vien chflc cua Nha trfldng sao cho moi ngfldi ludn la mdt dai sfl truyin di nhflng thdng diep tdt nhat vl DHNVHN;
Thd ba, xay dflng va ban hanh bd nhan dien thfldng hieu va eac cdng cu QTTHDH. Bd nhan diln thfldng hieu
56 I Tap ehi Khoa hpc Ndi vu
nhfl Idgo (mau sic, kich thfldc), khSu hiiu (slogan), phongbi, card-visit, c a c ^ p h l m ... phai dfldc quy dinh rd rang va thflc hiln nghiim tuc, ehuyen nghiep.
- Sfl dung logo trong cac sfl kien cua Nha trfldng, dac bilt trong cdng tac truyen thdng phai tuan thfl ve ty le kich thfldc, mau sac, vi tri dat logo tren banner.
Quy md, tinh chat eua sfl kien nao phai sfl dung logo, hinh anh cfla Nha trfldng, tranh vile thflc hien rieng le, khac nhau d cac ddn vi thuoc, trflc thudc Trfldng.
- Sfl dung thdng nhat mdt ten mien email giao dich cdng viec cua Nha trfldng cho tat ca cae ddn vi ciing nhfl cac ca nhan edng chflc, viin chflc, ngfldi lao dpng cua Trfldng.
- Sfl dung thdng nhat mSu phong bi, mau card-visit, mau bflt viet, sd viit, tui dflng tai lieu... (kich thfldc, mau sac, phdng chfl...). Nhflng tai lieu, an pham, qua tang nao quy dinh phai cd logo cua Trfldng...
- Sfl dung ddng phuc trong cac ngay II, hdi, cac ngay quy dinh mac ddng phuc trong tuan cho dpi ngu cdng chflc, vien chflc, ngfldi lao ddng eua Trfldng.
Tat ca nhflng dieu tren neu dfldc thflc hiln ddng bp se tao dfldc sfl nhan diln thfldng hieu manh me. gdp phan xay dflng va phat huy dflpc van hda cdng dong DHNVHN. gdp phan tao nen sfl chuyen nghiep trong QTDH;
Thd tu, can cd < cac san phSm truyin thong mang ban sdc DHNVHN. Nguyin
^
v w BAO TAO - BOI OUdNG \
tac thuc Men cdng tic truyin thdng GDDH la phii thuc diy cic hoat ddng quan he cdng chung (PR) hfldng tdi khich hang muc tieu cfla Nhl trUdng. Trong xu thi tu chu va sU anh hudng cfla cudc cich mang 4.0, Nha trfldng phii khang dinh diloc chit Iflpng dao tao vi tiln phong di dau trong vile phit triin chflpng trinh, thiit kl chflong trinh dio tao de cd nhflng nganh/ehuyen nginh mang ban sac cua TrUdng DHNVHN dip flng yiu d u sfl di,ing nhan Iflc cia xa hdi trong tinh hinh mdi. Ngoai ra, truyin thdng cdn phii truyin tai dflpc d c hpat ddng mang bin sac, y ngMa khic nhfl: ngly hdi tin sinh vien; ngly hdi cflu sinh viin; ngay hdi gia dinh Npi vu;...
Tha ndm, sxi dung hieu qui edng cu ma ket tinh sd (digital marketing). Xi hdi vi ngudi hpc ddi hdi ngly cing cao vl hinh anh, thuong hieu cua Nhi trudng, do dd truyin thdng va quin tri thUPng hi|u phai dupc coi trpng va dit Iln hing diu khdng khac gi cac doanh nghiep. Nhi trfldng phai sfl dung cic phUPng tien ky thult sd, tiep can vituongticvdikhichhingtrong moi trudng ky thult sd. De dat dflpc dilu do, Nhi trudng d n xic dinh dung ndi dung truyen thdng, cdng cu, phflPng tiln truyin thdng vi ddi tflpng truyin thdng, dim bao truyin thdng va quin tri thUPng hieu dat Men qui cap nhat, cd dflpc Ipi thi canh tranh vdi d c cP sd GDDH khic trongva ngoai nfldc.
Vdi xu hudng tfl chi va QTDH dip flng ylu elu phit triin, sfl canh tranh ngiy cing khic liet De thu hut sinh viin, hpc vien
den vdi Trudng DHNVHN, ddi hdi Nha trfldng can phai sfl dung Men qui cdng cu truyin thdng vi QTTHDH. Diy khdng chi li kinh thdng tin din vdi nhflng sinh vien, hpc viin dang hpc ma cdn d ddi vdi nhflng sinh vien, hpc viin tiem ning, gdp phin cung cd tin tfldng cua phu huynh cflng nhfl tao dflpc nilm tin cho cic ddi tic dao tao, nghien cflu khoa hpc, cung d p dich vu cho xa hdi cfla Nhi trudng.
Thdng qua d c boat ddng truyin thdng vi quin tri thuong hieu, TrUdng DHNVHN de ding xic dinh dUpc khieh hang muc tieu, cd giii phip tip trung thi trudng, nghe nghiip, yeu d u chit lUpng... Tren CP sd dd Nhi trUdng se xly dung dUpc he thdng QTDH tiln tien, dip flng yeu d u cfla sfl phit triin cia TrUdng trong thdi ky mdi.
TAI LI£U THAM KHAO 1. Ding Xuin Hai (2012), Marketing trong Gido due ddo tgo vd tinh thich dng ciia Gido due dgo tgo doi vdi boi cdnh kinh te- xd hgi mdi. Bin tin lOioa hpc - Trfldng Cao dang Thflong mai Di Nang
2. Nguyen Thi Thanh HuyIn (2014), Quan he cdng chflng - Ty ludn vd thtic tiin, Nxb Dai hpc Qudc gia Ha Ndi
3. Huynh Vin Thii (2015), Hogt ddng truyen thdng marketing trong GDDH hiin nay. Tap chi Khpa hpc Cdng ngb| - Thiy sin, Sd 1/2015
4. Kotler & Fox (1985), Strategic Marketing for Educational Institutions.
Prentice Hall. New Jersey
Tap chi Khoa hpc Npi vu I 57
