Tác giả: Phan Van Thanh* - Nguyen Cam Giang

Số trang: 108-115

DOI url:

Tóm tắt:

In today’s competitive higher education landscape, universities face increasing pressure tosustain enrollment, which directly affects their financial viability and growth. Strategic marketing communication has become essential in addressing this challenge; however, many institutions still rely on outdated communication models and contend with negative perceptions about graduate employability. Prospective students, mainly high school students and recent graduates, and their parents prioritize information on academic programs, career outcomes, tuition fees, and institutional reputation, while internal stakeholders such as current students, faculty, and staff also shape the university’s public image. To reach these audiences effectively, universities use a mix of communication tactics, including mass media, digital platforms (websites, social media), direct consultations, printed materials, and in-person outreach. Internal communication helps foster a positive cultural environment, enabling faculty and students to act as informal ambassadors. Communication content must be credible, timely, and visually engaging, often involving multimedia formats such as video. Successful campaigns require long-term strategic planning, clear goals and messaging, evaluation criteria, and adequate resources. Effectiveness is measured through message comprehension, audience engagement, brand recognition, and behavioral response. This study provides a comprehensive overview of university marketing communication strategies, aiming to support the development of effective programs that enhance institutional competitiveness and sustainability.

TÀI LIỆU THAM KHẢO:

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Từ khóa:

communication, university, marketing communication, university communication, university admissions.