A Study on Marketing Communication Solutions for Recruitment Activities of the Business Administration Program at the Faculty of Educational Management - University of Education - Vietnam National University, Hanoi
Main Article Content
Abstract
This study analyzes marketing communication activities in student recruitment for the School Administration program from students’ perspectives. Data were collected from 215 students and analyzed using descriptive statistics. The findings indicate that institutional reputation and ranking of Vietnam National University, Hanoi strongly influenced students’ decisions (mean = 4.15). Employment opportunities and high school graduation exam scores were also important factors (mean = 4.05). The admission website and Facebook fanpage were identified as the two most effective communication channels. Overall, students evaluated marketing communication activities positively but highlighted limitations in interactive content and program-specific messaging. The study proposes solutions such as website standardization, enhanced social media engagement, alumni involvement, and structured admission communication strategies.
Keywords:
Marketing communication; university admission; School Administration; student recruitment.
References
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[3] F. Maringe, University and Course Choice: Implications for Positioning, Recruitment and Marketing, International Journal of Educational Management, Vol. 20, No. 6, 2006, pp. 466-479.
[4] J. H. Brown, I. Oplatka, Universities in a Competitive Global Marketplace: A Systematic Review of Higher Education Marketing Literature, International Journal of Public Sector Management, Vol. 19, No. 4, 2006, pp. 316-338.
[5] D. Hossler, K. S. Gallagher, Student College Choice: A Three-stage Model and Implications for Policy, College and University, Vol. 62, No. 3, 1987, pp. 207-221.
[6] L. N. Hung, Expanding Educational Opportunities and Developing High-quality Human Resources in Vietnam from a Systems Theory Perspective, Journal of Education Studies, Vol. 3, No. 529, 2022, pp. 89-94 (in Vietnamese).
[7] L. N. Hung, Applying Systems Theory in Educational Management Research in Vietnam, Journal of Educational Sciences, Vol. 160, No. 4, 2022, pp. 71-84 (in Vietnamese).
[8] L. N. Hung, Innovation in University Governance in Vietnam: System Theory and the Construction of a Modern and Professional Model, Journal of Education Management, No. 3, 2019, pp. 46-52 (in Vietnamese).
[9] Communist Party of Vietnam, Resolution No. 71-NQ/TW on Breakthrough Development of Education and Training, Official Government Electronic Portal, 2025.
[10] L. Quang, Application of Educational Marketing in Vietnamese Universities, Journal of Banking Science and Training, No. 159, 2015, pp. 70-78 (in Vietnamese).
[11] L. N. Hung, Improving the Quality of Human Resource Training in Higher Education Institutions in Vietnam in the Current Period, Journal of Education, No. 11, 2024, pp. 62-66 (in Vietnamese).
[12] L. N. Hung, Quality of Vietnamese Higher Education from the Perspective of Training Scale, Human Resources and Scientific Publications, Journal of Education Research, Vol. 1, No. 563, 2025, pp. 72-81 (in Vietnamese).
[13] B. Trung, N. V. Thinh, N. T. K. Phung, The Influence of Social Media Marketing on University Selection Decisions, Journal of Finance - Marketing Research, Vol. 16, No. 6, 2025, pp. 55-68.
[14] L. N. Hung, Public Opinion: Communication Theory and Formation Mechanism, Social Sciences Information Review, No. 1, 2019 (in Vietnamese).
[15] A. Peruta, A. B. Shields, Social Media in Higher Education: Facebook Usage in Universities, Journal of Marketing for Higher Education, Vol. 27, No. 1, 2017, pp. 131-143.
[16] R. Rutter, S. Roper, F. Lettice, Social Media Interaction and University Recruitment Performance, Journal of Business Research, Vol. 69, No. 8, 2016, pp. 3096-3104, https://doi.org/10.52932/jfmr.v16i6.901.
[17] N. V. Ngo, Marketing Communication Activities in Student Recruitment at Thai Nguyen University of Sciences, Journal of Finance - Marketing Research, Vol. 9, No. 5, 2023, pp. 109-115.
[18] D. W. Chapman, A Model of Student College Choice, The Journal of Higher Education, Vol. 52, No. 5, 1981, pp. 490-505.
[19] B. T. Thuy, Promotion in the Library and Information Center, Vietnam National University, Hanoi, Journal of Science, VNU University of Social Sciences and Humanities, Vol. 24, No. 2, 2008, pp. 119-123 (in Vietnamese).
[20] T. T. N. Quyen, T. N. Ha, P. N. Khanh, N. D. Trung, L. L. Chi, N. L. K. Huyen, Overview Study on the Influence of Digital Marketing on Students’ Enrollment Decisions in Universities in Hanoi, Journal of Social Sciences of Vietnam, 2022(in Vietnamese).
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