luan van - truong thanh binh m11cqqt01

LI CAM OANTi xin cam oan y l cng trnh nghin cu ca ring ti.Cc s liu, kt qu nu trong lun vn l trung thc v cha tng c ai cng b trong bt k cng trnh no khc.Tc gi lun vn

Trng Thanh Bnh

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LI M U1CHNG 1 MT S VN CHUNG V MARKETING V NG DNG TRONG LNH VC GIO DC, O TO4KHI NIM, VAI TR V M HNH TRUYN THNG MARKETING TRONG DOANH NGHIP4Khi nim v truyn thng marketing4H thng knh truyn thng marketing ca doanh nghip6Vai tr ca truyn thng marketing trong doanh nghip7M hnh truyn thng marketing8CC CNG C TRUYN THNG MARKETING10Qung co10Kch thch tiu th12Quan h cng chng12Marketing trc tip14Bn hng c nhn14QUY TRNH TRUYN THNG MARKETING16nh dng cng chng mc tiu16Xc nh mc tiu truyn thng16Thit k thng ip19La chn phng tin truyn thng20Xy dng ngn sch truyn thng21Cc yu t nh hng n quyt nh vtruyn thng marketing. 22 1.3.7. nh gi kt qu truyn thng marketing26TRUYN THNG MARKETING TRONG TH TRNG GIO DC O TO VIT NAM28Gii thiu chung v th trng gio dc o to Vit Nam28c trng ca truyn thng marketing trn th trng GDT32CHNG 2 THC TRNG V HOT NG TRUYN THNG MARKETING TRONG CNG TC TUYN SINH TI HC VIN CNG NGH BU CHNH VIN THNG36GII THIU V HC VIN CNG NGH BU CHNH VIN THNG36Qu trnh hnh thnh pht trin36Chc nng, nhim v, lnh vc hot ng36C cu t chc37Tng quan v hot ng T v nghin cu khoa hc ca HV40THC TRNG HOT NG TRUYN THNG MARKETING TUYN SINH CA HC VIN47Hot ng truyn thng trn phng tin thng tin i chng47Hot ng truyn thng trn internet522.2.3 Hot ng quan h cng chng572.2.4. Hot ng Marketing trc tip62NH GI V HOT NG TRUYN THNG MARKETING TUYN SINH CA HC VIN63Nhng mt t c63Nhng mt tn ti67Nguyn nhn ca nhng tn ti69CHNG 3 GII PHP TRUYN THNG MARKETING TRONG CNG TC TUYN SINH TI HC VIN CNG NGH BU CHNH VIN THNG72NH HNG PHT TRIN CA HC VIN TRONG THI GIAN TI72Tng ch tiu tuyn sinh73M rng nghnh ngh o to74u t cho cng tc nng cao hnh nh Hc vin75CC GII PHP TRUYN THNG MARKETING NHM Y MNH CNG TC TUYN SINH75u t xy dng k hoch truyn thng marketing tuyn sinh ca Hc vin Cng ngh Bu chnh Vin thng75Hon thin chng trnh t vn tuyn sinh78Xy dng v hon thin h thng knh truyn thng ca HV79Xy dng c s d liu chung ca th sinh85S dng mng x hi cho truyn thng marketing tuyn sinh87Xy dng tng i t vn tuyn sinh ca Hc vin88Xy dng website ng k tuyn sinh trc tuyn89MT S KIN NGH90Kin ngh i vi lnh o Hc vin90Kin ngh i vi VNPT90KT LUN92DANH MC TI LIU THAM KHO94

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DANH MC CC CH VIT TT

Vit ttTing AnhTing VitBCVTBu chnh Vin thngCSKHChm sc khch hngCBCNVCn b cng nhn vinCNTTCng ngh thng tinHKDHot ng kinh doanh

HTQTHp tc quc t

PTITPosts & TelecommunicationsInstitute of Technology

HcvinCngnghBu chnh Vin thng

NSXNh sn xutSXKDSn xut kinh doanhTHPTTrung hc ph thngTSTin sTT&TTB thng tin v truyn thng

VNPTVietnam Posts and Telecommunications Group

TponBuchnhVin thng Vit Nam

VTVin thng

DANH SCH BNGBng 1.1Cc m hnh mc p ng ca ngi tiu dng17

Bng 2.1

Thng k lao ng ca Hc vin ti thi im thng3912/2011

Bng 2.2Quy m o to ca Hc vin trong giai on 2006-201142Bng 2.3Thng k din tch s dng cho o to v nghin cu46Bng 2.4Cc hot ng truyn thng qua bo v tp ch48Bng 3.1Cc chuyn ngnh mi v h o to mi ca Hc vin74Bng 3.2Danh sch bo in hng ti cng chng mc tiu81Bng 3.3Danh sch trang tin in t hng ti cng chng mc tiu83Bng 3.4Danh sch din n hng ti cng chng mc tiu84

DANH SCH HNH VHnh 1.1Truyn thng v thng tin phn hi trong ngh thng truyn5thng marketingHnh 1.2M hnh truyn thng marketing8Hnh 1.3Tm quan trng ca bn hng c nhn trong th trng hng15 tiu dng v hng cng nghipHnh 1.4Tm quan trng tng i ca cc cng c truyn thng23Hnh 1.5Chin lc y v ko23Hnh 1.6Hiu qu ca chi ph cc cng c c ng trong cc giai on24 sn sng ca ngi muaHnh 1.7Hiu qu ca chi ph cc cng c khuyn mi trong cc giai25 on ca chu k sng ca sn phmHnh 1.8Hin trng ca ngi tiu dng i vi hai nhn hiu27

Hnh 2.1C cu t chc ca Hc vin Cng ngh Bu chnh Vin38 thngHnh 2.2L k kt bin bn hp tc gia hc vin MTUCI (Nga) &44 PTITHnh 2.3K kt tha thun hp tc trong lnh vc An ton thng tin44 Hc vin v i hc Vin thng Xanh P-tc-buaHnh 2.4L k kt hp tc nghin cu o to trong lnh vc An45 ton Thng tin gia PTIT vi SBAHnh 2.5Hnh nh ti bui l trao gii nm 200950Hnh 2.6Gim c Hc vin Hong Minh nhn bng khen ca B50 trng B TT&TT Nguyn Bc Son ti l 15 nm truynthng Hc vin

Hnh 2.7Video l n nhn danh hiu Anh hng lao ng ca Hc51 vin c chiu trn VTV1 trong chuyn mc thi sHnh 2.8ThngtintuynsinhcaHcvinti53 http://tuyensinh.dantri.com.vnHnh 2.9Hot ng t vn tuyn sinh trc tuyn ti chuyn mc tuyn53 sinh ca Bo in t dn trHnh 2.10ThngtincaHcvincngtitrn54 http://ictnews.vnHnh 2.11Mt phn ca trang tin http://ptit.edu.vn55Hnh 2.12Mt gc ca din n sinh vin Hc vin56Hnh 2.13Chng trnh cho n Tn sinh vin nm 201158Hnh 2.14Chng trnh sing to learn PTIT nm 2012 c t chc ti59 Hc vinHnh 2.15Cuc thi Sinh vin Ti nng thanh lch PTIT 201259Hnh 2.16L trao hun chng hu ngh nm 2010 ti th Ving60 ChnHnh 2.17Thng tin chng trnh ngy h t vn gii thiu vic lm61 2013Hnh 2.18Chng trnh ph cp tin hc ti Bc cn nm 201262Hnh 3.1Phng n xy dng database v quy trnh phi hp86Hnh 3.2Thng k lng ngi dng Facebook qua cc tui87

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LI M U

1. L do chn tiTrong thi k pht trin, chuyn i c cu nn kinh t ca t nc, nhu cu v ngun nhn lc c trnh chuyn mn, tay ngh cao rt ln. Ring i vi ngnh BCVT v CNTT nhu cu ny li cng cn thit hn, ko theo l s ra i ca rt nhiu cc trng i hc, cc chuyn ngnh mi ca cc trng i hc xut hin nhm cung ng kp thi v y ngun nhn lc cho t nc.Hc vin Cng ngh BCVT (Hc vin) l n v o to ca Tp on Bu chnh Vin thng Vit Nam (VNPT) tp on ln mnh trong lnh vc BCVT v CNTT Vit Nam vi nhim v o to, cung cp ngun nhn lc chnh cho ngnh . Ngoi ra, cn c cc trng i hc khc cng tham gia o to, cung ng ngun nhn lc ny. khng nh v th ca mnh, Hc vin Cng ngh BCVT ngy cng phi nng cao cht lng o to, nghin cu xng ng vi v tr v s u t ca Tp on VNPT. thc hin mc tiu , cng tc tuyn sinh u vo cho Hc vin l mt yu t khng th thiu v ng vai tr quan trng.Vi mong mun s dng nhng kin thc, l thuyt nm bt c trong qu trnh hc tp ti Hc vin ca mnh gn kt vi thc tin, ng dng gii quyt cc vn thc t hin nay ca Hc vin, c bit l cng tc tuyn sinh, tc gi lun vn la chn lnh vc nghin cu ca mnh vi ti : Hot ng truyn thng marketing cho cng tc tuyn sinh ca Hc vin Cng ngh Bu chnh Vin thngNi chung chnh ca ti, bn cnh nhng vn v c s l thuyt truyn thng marketing trong cc t chc gio dc cn l nhng kt qu kho st, phn tch v nghin cu thc trng ca cng tc truyn thng marketing tuyn sinh ti Hc vin, qua a ra k hoch thc hin c th, gii php nng cao hiu qu truyn thng marketing tuyn sinh ti Hc vin Cng ngh BCVT.

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2. Mc tiu nghin cu ca ti:Vn dng cc l thuyt c tch ly v hot ng kinh doanh, hot ng marketing v cc nhn t nh hng n hiu qu ca hot ng marketing i vi cc t chc doanh nghip ni chung v cc t chc hot ng trong lnh vc gio dc ni ring kho st, nghin cu v phn tch thc trng marketing ti Hc vin Cng ngh Bu chnh Vin thng. Qua , a ra cc gii php kh thi hon thin v nng cao hiu qu cho cng tc marketing ti Hc vin Cng ngh Bu chnh Vin thng.Qua ti lun vn ny, tc gi mun chng minh v hon thin vai tr ca cng tc marketing i vi cng tc gio dc o to cng nh nng cao hnh nh ca Hc vin Cng ngh Bu chnh Vin thng. Qua , a ra cc gii php ph hp t c mc tiu ra. cc kho st, phn tch cng nh nghin cu c chi tit v chuyn su hn, tc gi lun vn la chn i su vo nghin cu, a ra gii php cho hot ng truyn thng marketing tuyn sinh ca Hc vin Cng ngh Bu chnh Vin thng vi i tng sinh vin h chnh quy.3. i tng nghin cu ca ti.Lun vn nghin cu v thc trng hot ng marketing trong cc t chc gio dc o to trn th gii cng nh ti Vit Nam, qua lm t liu a ra cc nh gi thc t hn.Lun vn tp trung nghin cu vo cc hot ng gio dc o to, cc hot ng phong tro ca hc vin, sinh vin cng nh cc vn lin quan n chun u ra, chnh sch ca Hc vin Cng ngh Bu chnh Vin thng. Qua , lm t liu phn tch, nh lng hiu qu v xut cc gii php ph hp nng cao hiu qu, hnh nh p ng nhu cu o to cng nh mc tiu o to m Hc vin ra.Tc gi la chn i tng cho cc gii php a ra hon thin cng tc marketing ca Hc vin Cng ngh Bu chnh Vin thng l sinh vin h chnh quy c tuyn hng nm theo chi tiu o to ca Hc vin.

4. Phm vi nghin cu ca tiLun vn la chn phm vi nghin cu ti Hc vin Cng ngh Bu chnh Vin thng. Qua c ci nhn tng quan v cc hot ng lin quan n marketing, truyn thng cho hnh nh v cht lng o to ca Hc vin trong thi gian qua. T nghin cu v a ra gii php nhm nng cao hiu qu ca cc hot ng trn.Lun vn i su vo nghin cu i tng sinh vin h chnh quy ca Hc vin Cng ngh Bu chnh Vin thng a ra gii php c th, st sao nht.5. Phng php nghin cu ca ti. ti lun vn s dng kt hp nhiu phng php nghin cu khc nhau nh: phng php thu thp ti liu, phng php tng hp - phn tch s liu, phng php thc nghim nh tng kt kinh nghim trong hot ng thc t ca Hc vin Cng ngh Bu chnh Vin thng.6. Kt cu ca ti:Ngoi phn m u, kt lun v danh mc ti liu tham kho, lun vn c kt cu thnh 3 chng:Chng 1: Mt s vn chung v truyn thng marketing v ng dng trong lnh vc gio dc o to.Chng 2: Thc trng v hot ng truyn thng marketing ti Hc vin Cng ngh Bu chnh Vin thngChng 3: Gii php truyn thng marketing trong cng tc tuyn sinh ti Hc vin Cng ngh Bu chnh Vin thng.

CHNG 1MT S VN CHUNG V MARKETING V NG DNG TRONG LNH VC GIO DC, O TO

1.1. KHI NIM, VAI TR V M HNH TRUYN THNG MARKETING TRONG DOANH NGHIP

1.1.1 Khi nim v truyn thng marketing

Truyn thng marketing l mt tham s - mix. C nhiu nh ngha khc nhau v vn ny da trn nhiu gc khc nhau. V th ty thuc tng hon cnh v nhn thc khc nhau m chng ta c th s dng cc nh ngha khc nhau v truyn thng marketing:Theo cc nh kinh t cc nc ng u, truyn thng marketing l mt cng c, mt chnh sch hot ng kinh doanh nhm lm nng ng v gy nh hng nh hng gia ngi bn v ngi mua, l mt hnh thc hot ng tuyn truyn nhm mc tiu t c s ch v ch ra nhng li ch ca tp khch hng tim nng v hng ho v dch v.Theo PhilipKotler, truyn thng marketing (marketing communication) l cc hot ng truyn thng tin mt cch gin tip hay trc tip v sn phm v bn thn doanh nghip ti khch hng nhm thuyt phc h tin tng vo doanh nghip cng nh sn phm, v mua sn phm. (1)Theo mt khi nim khc, truyn thng marketing c hiu l hot ng thng tin Marketing n khch hng tim nng. i vi doanh nghip hot ng dch v, thng tin Marketing l trao truyn, a n chuyn giao nhng thng

1 Sch Kotler bn v tip th - NXB tr, 2007 (tr 45)

ip cn thit v doanh nghip, v sn phm ca doanh nghip, v phng thc phc v, v nhng li ch m khch hng s thu c khi mua sn phm ca doanh nghip, cng nh nhng tin tc cn thit t pha khch hng.(2) Qua doanh nghip tm ra cch tho mn mt cch tt nht nhu cu ca khch hng.Nh vy, truyn thng rt cn thit trong vic giao dch gia nh sn xut vi nh trung gian v khch hng trong th trng. Truyn thng v thng tin phn hi trong h thng truyn thng marketing c thc hin trong s hnh1.1 nh sau:

.Qung co.Qung co.Khuyn mi.Tuyn truynNhng ngi c quanhNgitrung gianNgi tiudngNhngtin n.Khuyn mi.Tuyn truynCngty

Hnh 1.1 - Truyn thng v thng tin phn hi trong truyn thng marketing

(Ngun: sch Qun tr Marketing, Philip Kotler, bn dch - NXB L, 2009)

2 Bi ging Marketing Dch v - TS. Nguyn Th Hong Yn, 2009 (trang 96)

1.1.2 H thng knh truyn thng marketing ca doanh nghip

Doanh nghip thng s dng cc knh truyn thng ph hp vi c th ca mnh nhm t hiu qu cao nht. Thng s c cc knh truyn thng trc tip, knh truyn thng gin tip v knh phi hp gia truyn thng trc tip vi truyn thng gin tip.

a. Knh truyn thng trc tip

Knh truyn thng trc tip cn gi l h thng truyn thng n gin. i vi nhng cng ty bn hng c gi tr ln, i hi hng dn s dng k thut cao v c bit l cung cp cho khch hng cng nghip, th nh sn xut thng s dng h thng truyn thng marketing trc tip. Khi s dng h thng ny, chi ph kh cao nhng n c b p bi nhng hp ng c gi tr cao, nh khch hng cng nghip mua vi s lng ln.

b. H thng truyn thng gin tip qua trung gian

Thng thng, nh sn xut khng th bao qut ht tt c h thng phn phi trc tip n ngi tiu dng khp c nc, k c nhng sn phm hng cng nghip. Do , gim chi ph bn hng trc tip (chi ph hun luyn, tnh chuyn nghip, giao tip),nhng nh sn xut thng s dng h thng truyn thng gin tip qua trung gian nhng i l bn hng (nh bn s, nh bn l) thng tin n khch hng v nhn thng tin phn hi t khch hng.

c. Knh truyn thng phi hp gia trc tip v gin tip

Knh truyn thng phi hp gia trc tip v gin tip cn gi l h thng truyn thng phc tp. Theo knh truyn thng ny, nh sn xut va s dng h thng truyn thng trc tip va s dng h thng truyn thng gin tip bn hng, thng tin n nhng nh trung gian (i l bn s, bn l) v bn hng, thng tin n khch hng. ng thi nhn thng tin phn hi t nhng nh trung

gian v t khch hng. Vic s dng knh truyn thng marketing phi hp gia trc tip v gin tip thch hp v hiu qu nht i vi cc nh sn xut hng ha gia dng, gi tr thp.

1.1.3 Vai tr ca truyn thng marketing trong doanh nghip

Theo quan im trc y, truyn thng marketing (hay xc tin hn hp) c mt s vai tr quan trng nh: khuyn khch hiu qu ca lc lng bn hng, kch thch cc khch hng bng gim gi sn phm hoc gi nguyn gi m tng cht lng sn phm. t Nam, t nhng nm 1990 tr li y, truyn thng marketing l nhng hot ng quan trng khng th thiu c trong hot ng kinh doanh ca cc doanh nghip.Nh c hot ng truyn thng marketing, cc doanh nghip c thng tin tt v khch hng cng nh i th cnh tranh. Qua , doanh nghip c hng i mi kinh doanh, u t cng ngh mi vo hot ng kinh doanh.Truyn thng marketing l cng c hu hiu trong vic chim lnh th trng v tng tnh cnh tranh ca hng ho, dch v ca cc doanh nghip trn th trng. Thng qua hot ng truyn thng marketing cc doanh nghip tip cn c vi th trng tim nng nhng thng tin cn thit ca doanh nghip, cung cp cho khch hng tim nng nhng thng tin cn thit, nhng dch v u i tip tc chinh phc khch hng ca doanh nghip v li ko khch hng ca i th cnh tranh. Cc hot ng truyn thng marketing s to ra hnh nh p v doanh nghip trc con mt khch hng, li th cnh tranh ca doanh nghip nh m khng ngng tng ln.Hot ng truyn thng marketing l cu ni gia khch hng v doanh nghip, thng qua hot ng ny cc doanh nghip s c iu kin nhn nhn v u nhc im cch v ca doanh nghip mnh. T doanh nghip c c s ra quyt nh kp thi, ph hp.Truyn thng marketing lm cho bn hng tr nn d dng v nng ng hn, a hng vo knh phn phi mt cch hp l, kch thch hiu qu ca lc

lng bn hng. ng thi, l cng c hu hiu gip cho cung v cu gp nhau, c bit nh ngh thut ca truyn thng, hot ng ny kch thch ngi tiu dng mua sn phm m doanh nghip kinh doanh.Thng qua hot ng truyn thng marketing, nh kinh doanh khng ch bn c nhiu hng ho m cn gp phn thay i c cu tiu dng, hng dn th hiu ca khch hng nhm gip cho doanh nghip xy dng nhn thc v sn phm, nng cao uy tn nhn hiu, duy tr nim tin, thi tt p ca khch hng v cng tyTuy nhin, hot ng truyn thng marketing khng th thuyt phc ngi tiu dng mua sn phm khng ph hp vi nhu cu ca h hay lm cho khch hng mua sn phm vi mc gi cao hn. ng thi, thuyt phc khch hng tm mua sn phm trong khi n ang phn phi hn ch. Nh vy cc doanh nghip mun t c mc tiu kinh doanh t ra th mt vn khng th thiu c l phi t chc tt hot ng truyn thng marketing.

1.1.4 M hnh truyn thng marketing

Nhng ngi lm marketing cn hiu r hot ng ca h thng truyn thng, cch m h thng truyn ti v phn tch thng tin.

Ngigi tinM hathng tinTHNG IPNginhnGii MKnh thngThng tin phn hiNhiuPhn ng li

Hnh 1.2 - M hnh truyn thng marketing

(Ngun: sch Qun tr Marketing, Philip Kotler, bn dch - NXB tr, 2009)

Mt s thut ng trn c gii thch nh sau: Ngi gi: l bn gi thng tin cho bn kia (nh sn xut gi thng tin cho khch hng). Thng ip: bao gm thng ip ch ch v thng ip m ha. Trong , thng ip ch ch nhm mc ch tc ng khch hng mong nhn c iu g khch hng theo ch nh ca ngi gi tin. M ha thng ip: ngi gi m ha tng thnh mt thng ip, din t tng bng ch vit, li ni, m thanh hay hnh nh thch hp v c ngha ngi nhn hiu. Truyn t thng ip: tp hp thng ip do ngi gi truyn i qua nhiu phng tin. Phng tin truyn tin: thng ip c th truyn i n ngi nhn bng cc phng tin nh: truyn hnh, truyn thanh, bo Gii m thng ip: nhn c thng ip, ngi nhn hiu hay gii m thng ip, lu gi thng ip (hoc vt b). Phn ng p li: s hiu bit ca ngi nhn thng ip thng to ra s phn ng p li nht nh. Phn hi: phn ng p li m ngi nhn thng bo cho ngi gi bit Nhiu: trong qu trnh truyn thng, mi trng bn ngoi c th nh hng n thng ip lm cho ngi nhn hiu lch lc hoc khng r nh: ting n, hoc ngi s dng phng tin iu chnh m thanh nh.Qua nghin cu ngi ta thy nhng c im ca cng chng c mi tng quan vi kh nng b thuyt phc ca h. V d nhng ngi c trnh hc vn cao hay c tri thc c xem l kh b thuyt phc, tuy nhin iu ny cha c bng chng xc ng. Ph n c xem l d b thuyt phc hn n ng. Nhng ngi ly chun mc bn ngoi lm nh hng cho hnh ng v khng c quan im ring ca mnh thng c v d b thuyt phc hn. Nhng ngi thiu t tin cng c xem l d b thuyt phc.

1.2. CC CNG C TRUYN THNG MARKETING

truyn thng n khch hng mc tiu, mt t chc doanh nghip c th s dng cc cng c truyn thng khc nhau nh bn hng c nhn, marketing trc tip, quan h cng chng, kch thch tiu th v qung co. Mi cng c ny c nhng u nhc im nht nh. nng cao hiu qu hot ng truyn thng marketing, doanh nghip cn s dng hn hp cc cng c . Truyn thng marketing l mt thnh t quan trng ca marketing - mix nhm tc ng vo th trng mc tiu. Chin lc truyn thng marketing ca mt t chc doanh nghip c xem l mt hn hp xc tin gm cc thnh t sau y:

1.2.1. Qung co

Hi tip th Hoa K AMA(3) nh ngha qung co nh sau: qung co l nhng hnh thc trnh by gin tip v khuch trng tng, sn phm hay dch v c ngi bo tr nht nh tr tin. Qung co c phn loi theo nhng tiu ch c bn di y: Theo i tng mc tiu: Qung co c th phn thnh qung co tiu dng v cng nghip Theo phm vi ni dung: Qung co gm qung co sn phm v qung co t chc Theo phng tin s dng: C cc loi qung co trn bo, truyn hnh, th, truyn thanh Theo loi thng ip: qung co thng tin, qung co thuyt phc, qung co nhc nh.Qung co bao hm cc hot ng gii thiu gin tip v cao sn phm nhm thuyt phc khch hng mua. Qung co c thc hin theo yu cu ca

3 American Marketing Association

doanh nghip v h phi tr cc khon ph tn qung co cho cc t chc thc hin cc khu khc nhau trong qu trnh thc hin qung co nh t vn, thit k, t chc thc hin cc chng trnh qung co... doanh nghip c th qung co thng qua cc phng tin nh: pht thanh, truyn hnh, bo ch, qung co ngoi triDo c nhiu hnh thc v cch s dng qung co, nn kh c th khi qut ha y nhng im c th ca n vi tnh cch l mt yu t cu thnh ca h thng truyn thng. Nhng d sao th cng c th nu ln mt s nhng c im ca h thng truyn thng nh sau:Tnh i chng: qung co l mt hnh thc truyn thng mang tnh i chng rt cao. Bn cht i chng ca n khng nh tnh chnh thc ca sn phm v cng to nn mt tiu chun cho sn phm. V nhiu ngi nhn c mt thng ip nh nhau, nn ngi mua bit rng mi ngi cng s hiu c ng c mua sn phm ca h.Tnh su rng: qung co l mt phng tin truyn thng rt su rng, cho php ngi bn lp li mt thng ip nhiu ln. N cng cho php ngi mua nhn v so snh thng ip ca cc i th cnh tranh. Qung co vi quy m ln cng ni ln mt iu tt v quy m, kh nng v s thnh t ca ngi bn.Tnh biu cm: qung co to ra nhng c hi gii thiu doanh nghip v sn phm ca n bng cch s dng khn kho hnh nh, m thanh v mu sc. Tuy nhin i khi tc dng biu cm rt mnh ca cng c ny c th lm m nht hay nh lc hng s ch n thng ip.Tnh chung: qung co khng th c tnh cht p buc nh trng hp i din bn hng ca doanh nghip. Cng chng khng cm thy mnh c bn phn phi ch hay hng ng. Qung co ch c th thc hin c thoi, ch khng phi i thoi vi cng chng.

1.2.2. Kch thch tiu th

Kch thch tiu th (xc tin bn hng, khuyn mi) bao gm rt nhiu cng c truyn thng marketing nhm kch thch th trng p ng mnh hn v nhanh chng hn. Nu nh qung co nu ra l l nhm thuyt phc mua hng, th kch thch tiu th li a ra cc hnh thc khuyn khch khch hng cui cng mua hng, v khuyn khch cc trung gian bn hng.Mc d, cng c kch thch tiu th l rt a dng nhng chng u mang nhng c im nh: Truyn thng: thu ht s ch v thng cung cp thng tin c th a ngi tiu dng n vi sn phm. Khuyn khch: kch thch tiu th nhm kt hp vic nhn nhng, khch l hay h tr no c gi tr i vi ngi tiu dng. Mi cho: cng c ny cha ng nhng li mi cho thc hin ngay vic mua bn.Do vy, khi s dng cc cng c khuyn mi, doanh nghip phi xc lp cc mc tiu, la chn cng c, trin khai chng trnh, th nghim truc, tin hnh v kim tra hot ng v nh gi kt qu.

1.2.3. Quan h cng chng

Quan h vi cng chng l mt cng c xc tin quan trng doanh nghip/t chc giao tip vi cng chng. tn ti v pht trin, doanh nghip khng nhng phi c mi quan h tt vi khch hng, ngi cung ng v ngi phn phi ca mnh, m cn phi c quan h ng o vi cng chng c quan tm. Cng chng s ng h hoc chng li cc quyt nh marketing ca doanh nghip, do c th gy thun li hay kh khn cho doanh nghip. thnh cng, doanh nghip phi phn loi v thit lp mi quan h ng mc vi tng nhm cng chng trc tip.

Quan h vi cng chng c thc hin di nhiu hnh thc nh bn tin, bo co hng nm ca cng ty, cc hot ng ti tr, t thin, vn ng hnh lang, t chc s kin Trong : Quan h vi bo ch v cung cp thng tin cho cc phng tin truyn thng: l hnh thc t chc hp bo gii thiu sn phm mi v lnh vc kinh doanh ca doanh nghip, son tho cc thng co bo ch, sp xp cc cuc phng vn, phng s c bit v doanh nghip Tham gia v t chc cc s kin: l cc hot ng ti tr cho cc l k nim, chng trnh ca nhc, th thao, cc cuc thi t chc cc ngy l k nim ca cng ty Vn ng hnh lang: l lm vic vi cc nh lp php v cc quan chc chnh ph truyn thng vic ng h hay hy b mt o lut hay mt quy nh no . Lm t thin: l hnh thc h tr, gip ng bo ngho, cc i tng chnh sch, tr em tn tt, khng ni nng ta i ph vi ri ro v khc phc s c: l vic gii thch, tr li cng chng v nhng thc mc, hiu lm v sn phm, gii quyt cc khiu ni t khch hng, cnh bo nguy c hng giQuan h cng chng c cc c trng c bn sau y: Mt l, tn nhim cao: ni dung v tnh cht ca thng tin c v xc thc v ng tin cy hn i vi ngi c so vi qung co. Hai l, khng cn cnh gic: quan h cng chng c th tip cn ng o khch hng tim nng m h thng n trnh tip xc vi nhn vin bn hng v qung co. Thng ip n vi ngi mua di dng tin st do. Ba l, gii thiu c th: ging nh qung co, quan h cng chng c kh nng gii thiu c th doanh nghip hay sn phm. Nhng ngi lm marketing c xu hng nh gi thp quan h cng chng, hay s dng n nh mt cng c sau cng. Tuy vy, mt chng trnh quan h cng chng c suy tnh k lng

phi hp vi cc yu t khc ca h thng truyn thng c th t c hiu qu rt to ln.

1.2.4. Marketing trc tip

Marketing trc tip l tm kim nhng p ng trc tip (hnh vi) ca khch hng, xy dng hnh nh v duy tr s tha mn cho khch hng, bn nhiu mt hng, kch thch vic mua lp li. Marketing trc tip bao gm mt s hnh thc nh: hi p trc tip, th cho hng, catalog, telemarketing, teleshoping, cho hng bn hng trc tip vi khch hng, kiosk marketing (s dng cc my t hng, thng tin t hng ti cc ca hng, nh ga), marketing trc tuyn... Marketing trc tip c cc c trng c bn sau y: Mt l, tnh khng cng khai: marketing trc tip c u im l cho php sng lc i tng cao nhm vo cc khch hng c bit. Thng ip c truyn n mt ngi nhn tin c th v khng n nhng ngi khc. Hai l, tnh c nhn ha ni dung thng ip: cn c v c th ca khch hng son tho thng ip sao chi ph hp vi mi khch hng. Ba l, tnh cp nht: doanh nghip c th son tho, cp nht thng ip nhanh ri gi cho khch hng. Bn l, tnh chnh xc ca c s d liu: danh sch khch hng c th thay i, khng chnh xc v iu lm tng chi ph. Mt khc, hnh thc ny thng b ph phn l quy nhiu quyn t do th tn ca khch hng.

1.2.5. Bn hng c nhn

Bn hng c nhn l qu trnh tip xc trc tip gia khch hng v nhn vin bn hng nhm t vn, gii thiu, thuyt phc khch hng la chn v mua sn phm. Bn hng c nhn phi tun theo mt quy trnh nht nh. Tuy nhin, n thin v mt ngh thut hn l mt khoa hc, v n i hi ngi bn hng phi sng to,linh hot ng x vi v vn tnh hung bn khc nhau, i tng khch hng khc nhau.

Ngy nay, bn hng l mt cng on quan trng ca hot ng truyn thng marketing. Chnh v vy m c nhiu tp on a quc gia trn th gii, k c nhng doanh nghip nh cng chi ra mt s tin rt ln thit lp, o to v qun l lc lng bn hng. V hng nm, h thu v cho t chc ca mnh mt ngun li nhun v cng to ln. Tm quan trng ca bn hng c nhn trong th trng hng tiu dng v hng cng nghip c m t trong hnh 1.3 nh sau:

Hnh 1.3 - Tm quan trng ca bn hng c nhn trong th trng hng tiu dng v hng cng nghip

(Ngun: Bi ging Qun tr chiu th, T.S Nguyn Kim Nguyn, 2008)

1.3. QUY TRNH TRUYN THNG MARKETING

pht trin mt chin lc truyn thng hiu qu, ngi truyn thng phi thc hin mt tin trnh bao gm cc bc ch yu sau y: nh dng cng chng mc tiu, xc nh mc tiu truyn thng, thit k thng ip, la chn knh truyn thng, xc nh ngn sch truyn thng marketing, quyt nh v h thng truyn thng marketing, nh gi kt qu truyn thng.

1.3.1 nh dng cng chng mc tiu

Ngi truyn thng mun thc hin cng vic truyn thng th trc ht phi xc nh r i tng m m cn truyn thng tin l ai. Cng chng c th l nhng khch mua tim tng cc sn phm ca doanh nghip, nhng ngi s dng hin thi, nhng ngi quyt nh, hoc nhng ngi gy nh hng. Cng chng mc tiu c th l nhng c nhn, nhng nhm ngi no . Cng chng mc tiu s nh hng quan trng n nhng quyt nh ca ngi truyn thng v : ni ci g, ni nh th no, ni khi no, ni u v ni vi ai.

1.3.2 Xc nh mc tiu truyn thng

Mt khi xc nh c cng chng mc tiu v nhng c im ca h, th ngi truyn thng marketing phi quyt nh v nhng phn ng p li mong mun ca cng chng. Ngi lm marketing c th tm kim cng chng mc tiu phn ng p li v nhn thc, cm th hay hnh vi. Ngha l ngi lm marketing c th mun khc su vo tm tr ngi tiu dng mt iu g thay i thi ca h hay thc y ngi tiu dng n ch hnh ng. C nhng m hnh khc nhau v cc giai on phn ng p li ca ngi tiu dng. Bng1.1 trnh by bn m hnh v mc phn ng p li quen thuc nht.

Bng 1.1 Cc m hnh mc p ng ca ngi tiu dng


Theo nhiu nh nghin cu trong lnh vc marketing ngi mua tm rt nhiu vo loi sn phm v nhn thc r s khc bit trong loi sn phm . V vy doanh nghip c th s dng m hnh mc ca hiu qu (nhn thc, cm th, hnh vi) v m t su trng thi sn sng ca ngi mua - bit, hiu, thch, chung, tin chc v mua.Bit (awareness). Ngi truyn thng trc ht phi nm c vic cng chng mc tiu bit n sn phm hay t chc ca mnh nh th no.

Hiu (knowledge). Cng chng mc tiu c th bit v sn phm hay doanh nghip nhng c th cha thc s hiu v chng. Lm cho cng chng hiu c doanh nghip v sn phm ca n l mc tiu tip theo ca ngi truyn thng.Thch (liking). Nu cng chng hiu v sn phm, liu h c cm ngh g v sn phm y. Nu cng chng t ra khng c thin cm vi sn phm, th doanh nghip cn trin khai mt chin dch truyn thng nhm gy dng mi thin cm. V nu iu ny khng em li kt qu do sn phm cn nhiu khim khuyt, th doanh nghip trc ht phi tm cch ci tin sn phm. Vic quan h vi cng chng i hi phi hnh ng tt i trc li ni tt.Chung (preference). Cng chng mc tiu c th thch sn phm nhng li khng a chung n hn nhng sn phm khc. Trng hp ny cn khuch trng nhng c tnh ni bt ca sn phm nh gi c, cht lng v cc tnh nng khc thuyt phc cng chng v lm tng mc a chung sn phm ca h.Tin chc (conviction). Cng chng mc tiu c th a chung mt sn phm nhng khng tin chc rng mnh s mua n. Cng vic ca ngi truyn thng l thit lp mt nim tin vng chc rng quyt nh mua sn phm l ng dn.Mua (purchase). Mt s trong cng chng mc tiu c th tin, nhng khng hn tnh ngay n vic mua. H c th ch i c thm thng tin, hoc d nh lm vic sau. Ngi truyn thng phi dn nhng khch hng tim nng ny i n bc cui cng l mua hng.Su trng thi trn c tp hp trong ba giai on : nhn thc (bit, hiu), cm th (thch, chung v tin chc), v hnh vi (mua). Ngi tiu dng c th ang m bt k mt trong s su trng thi sn sng mua . Cng vic ca ngi truyn thng l xcnh xem a s ngi tiu dng ang giai on no, v trin khai mt chin dch truyn thng a h n giai on tip theo.

1.3.3 Thit k thng ip

Sau khi xc nh c p ng mong mun ca ngi mua, tip theo doanh nghip cn thit k mt thng ip c hiu qu. Mt cch l tng, theo m hnh AIDA(4) mt thng ip phi gy c s ch (Attention), to c s quan tm (Interest), khi dy c mong mun (Desire) v thc y c hnh ng (Action). Trong thc t, t c thng ip no a ngi tiu dng i trn vn t trng thi bit n hnh vi mua, nhng cu trc AIDA a ra c nhng tiu chun ng mong mun.Vic to thnh mt thng ip s i hi gii quyt bn vn : ni ci g (ni dung thng ip), ni th no cho hp l (cu trc thng ip), ni th no cho din cm (hnh thc thng ip) v ai ni cho c tnh thuyt phc (ngun thng ip).

a. Ni dung thng ip

Ngi truyn thng phi hnh dung c nhng iu s ni vi cng chng mc tiu to c s p ng mong mun. Qu trnh ny c gi bng nhng cch khc nhau l son tho li mi cho, ch hay tng. Tu trung li l nu ln mt s li ch, ng c, c im hay l do ti sao cng chng cn ngh n hay nghin cu sn phm. Ch l tnh lin h ti nhng li ch ring ca ngi mua, rng sn phm s em li nhng g m ngi mua mong i: cht lng, tnh kinh t, gi tr hay cc tnh nng c bit khc ca sn phm. Ch tnh cm khi dy nhng tnh cm tch cc hay tiu cc ng mc a n vic mua. Chng hn gi nn tnh cm yu thng, bao dung, t ho, khi hi,... Ch o c hng ngi ta n s thc v ci thin, thc

4 Attention - Interest - Desire - Action

dc s ng h cc mc tiu c tnh cht x hi nh bo v mi trng, gip ngi tn tt,...

b. Cu trc thng ip

Hiu qu ca mt thng ip ph thuc rt nhiu vo cu trc cng nh ni dung ca n. Ngi truyn thng phi quyt nh c nn a ra kt lun r rng, hay cng chng t rt ra kt lun.

c. Hnh thc thng ip

Hnh thc biu t mt thng ip phi tht sinh ng cun ht s ch , quan tm v d thuyt phc ngi mua. i vi mt n phm qung co, ngi truyn thng phi quyt nh v tiu , li l, minh ha, mu sc v th hin theo cch cao tnh l thng v tng phn, hnh nh v tiu li cun, hnh thc khc thng, kch c v v tr gy c s ch , hnh nh sng ng,...

d. Ngun thng ip

S tc ng ca thng ip i vi ngi tiu dng cn chu nh hng bi vic h cm nhn v ngi gi nh th no. Cc thng ip c gi i t nhng ngun ng tin cy th c tnh thuyt phc cao.C ba yu t thng c tha nhn c kh nng lm tng mc ng tin cy ca ngun thng ip l tnh chuyn mn, tnh ng tin, v tnh kh i.

1.3.4 La chn phng tin truyn thng

Ngi truyn thng gi y phi chn la cc knh truyn thng hu hiu.Cc knh truyn thng c hai loi: knh trc tip v knh gin tip.Knh truyn thng trc tip c c trng l hai hay nhiu ngi s trc tip truyn thng vi nhau. H c th truyn thng qua tip xc trc tip nhn vin vi i tng, qua in thoi, hoc qua th t trn c s giao tip c nhn.

Knh truyn thng gin tip c th chuyn cc thng ip i m khng cn c s tip xc hay giao tip trc tip. Chng bao gm cc phng tin truyn thng i chng, bu khng kh v cc s kin.

1.3.5. Xy dng ngn sch truyn thng

Mt trong nhng quyt nh kh khn nht t ra trc doanh nghip l cn chi bao nhiu cho truyn thng marketing. C bn phng php ph bin c cc doanh nghip s dng xc nh ngn sch truyn thng marketing.

a. Phng php cn c vo kh nng ngn sch dnh cho truyn thng marketing

Phng php xc nh ngn sch ny hon ton b qua vai tr ca truyn thng marketing nh mt khon u t v nh hng tc thi ca truyn thng marketing n khi lng tiu th. N dn n mt ngn sch truyn thng marketing hng nm khng xc nh, gy kh khn cho vic lp k hoch truyn thng di hn.

b. Phng php tnh t l phn trm theo doanh thu

Phng php ny c cc u im l chi ph truyn thng marketing s thay i ty theo kh nng ca doanh nghip; khch ban lnh o ngh n mi lin h gia chi ph truyn thng marketing, gi bn v li nhun trn n v sn phm; khuyn khch n nh cnh tranh mc m cc doanh nghip chi cho truyn thng marketing mt t l phn trm doanh thu ca mnh xp x ngang nhauMc d vy, phng php ny cng c mt s nhc im nh dn n ch xc nh ngn sch cn c vo ngn qu hin c ch khng phi theo nhng c hi ca th trng; khng khuyn khch vic tin hnh truyn thng marketing khng theo chu k hay chi ph tin cng; cui cng n khng khuyn khch xy dng ngn sch truyn thng marketing trn c s xc nh xem mi sn phm v th trng xng ng chi bao nhiu.

c. Phng php cn bng cnh tranh

Quan im ny cho rng, mc chi ph ca cc i th cnh tranh th hin s sng sut tp th ca ngnh, v vic duy tr cn bng cnh tranh gip ngn chn cc cuc chin tranh truyn thng marketing. Tuy nhin, khng c c s no tin rng cc i th cnh tranh bit r hn cn phi chi bao nhiu cho truyn thng marketing. Bi v cc doanh nghip rt khc nhau v danh ting, ngun lc, c hi v mc tiu marketing.

d. Phng php cn c vo mc tiu v nhim v

Phng php ny i hi nhng ngi lm marketing phi xy dng ngn sch truyn thng marketing ca mnh trn c s xc nh mc tiu c th v nhng nhim v cn phi hon thnh t c mc tiu ri c tnh chi ph thc hin nhng nhim v .

1.3.6. Cc yu t nh hng n quyt nh v truyn thng marketing

C nhiu yu t nh hng n vic la chn cc cng c truyn thng. Mi cng c truyn thng marketing li c nhng im c th ring v chi ph ca n. Ngi lm marketing phi nm c nhng c im ny khi la chn chng. Khi xy dng h thng truyn thng ca mnh cc doanh nghip thng ch n mt s yu t c nh hng quyt nh n hiu qu hot ng ca h thng ny.

a. Kiu sn phm/th trng

Tm quan trng ca cc cng c truyn thng marketing rt khc nhau trn th trng hng tiu dng v th trng t liu sn xut. Cc doanh nghip hng tiu dng nh gi theo th t qung co, khuyn mi, bn hng trc tip v quan h cng chng. Cc doanh nghip hng t liu sn xut nh gi theo th t bn hng trc tip, khuyn mi, qung co v quan h cng chng.

Hnh 1.4 Tm quan trng tng i ca cc cng c truyn thng


b. Chin lc y v ko

H thng truyn thng chu nh hng ch yu vo vic doanh nghip chn mt trong hai chin lc tri ngc nhau l chin lc y hay ko to ra mc tiu th.Chin lc y

Hot ng marketingNgi sn xutNgi trung gianYu cuNgi s dng cui cng

Yu cuNgi sn xutNgi trung gianChin lc ko

Hot ng marketing

Ngi s dng cui cng

Yu cuYu cuHnh 1.5 Chin lc y v ko


Chin lc y i hi hot ng marketing ca nh sn xut (ch yu l lc lng bn hng v khuyn mi nhng ngi phn phi) hng vo nhng ngi trung gian ca knh kch thch h t hng cng nh bn sn phm v qung co n cho ngi s dng cui cng.Chin lc ko i hi hot ng marketing (ch yu l qung co v khuyn mi i vi ngi tiu dng) hng vo ngi s dng cui cng kch thch h yu cu nhng ngi trung gian cung ng sn phm v nh vy kch thch nhng ngi trung gian t hng ca nh sn xut.Cc doanh nghip trong cng mt ngnh c th khc nhau ch coi trng chin lc y hay chin lc ko. V d, cng ty ZLever Brothers da ch yu vo chin lc y cn Procter & Gamble th da ch yu vo chin lc ko.

c. Giai on sn sng ca ngi mua

Cc cng c truyn thng c hiu qu chi ph khc nhau trong cc giai on sn sng khc nhau ca ngi mua. Hnh 1.5 trnh by hiu qu chi ph tng i ca ba cng c truyn thng.

Hnh 1.6 Hiu qu ca chi ph cc cng c truyn thng marketing trong cc giai on sn sng ca ngi mua


Qung co v tuyn truyn gi nhng vai tr quan trng nht trong giai on bit n, ln hn so vi nhng cuc ving thm t xut ca cc i din bn hng hay khuyn mi. S hiu bit y ca khch hng chu tc ng ch yu ca qung co v bn hng trc tip. Bn hng trc tip v mt phn nh hn l ca qung co v khuyn mi c tc ng ng n vic cng c nim tin ca khch hng. Vic ti t hng cng chu tc ng chnh ca bn hng trc tip v khuyn mi, v mt phn no ca qung co nhc nh.

d. Giai on trong chu k sng ca sn phm

Cc cng c khuyn mi cng c hiu qu ca chi ph khc nhau trong nhng giai on khc nhau ca chu k sng ca sn phm. Hnh 1.6 l th suy on hiu qu tng i ca chng.

Hnh 1.7 Hiu qu ca chi ph cc cng c khuyn mi trong cc giai on ca chu k sng ca sn phm


Trong giai on gii thiu, qung co v tuyn truyn c hiu qu chi ph cao nht, sau n kch thch tiu th kch thch dng th v bn hng trc tip chim lnh a bn phn phi.

Trong giai on pht trin, tt c cc cng c u c th c hiu qu gim i, bi v nhu cu c n by ring ca n l li n.Trong giai on sung mn kch thch tiu th, qung co v bn hng trc tip u c tm quan trng tng ln theo th t .Trong giai on suy thoi kch thch tiu th vn tip tc c tc dng mnh, qung co v tuyn truyn th gim i v nhn vin bn hng ch thu ht c s ch ti thiu n sn phm.

e. Thng hiu trn th trng ca doanh nghip

Nhng nhn hiu thng hng c li nhiu t qung co hn l t khuyn mi. i vi nhng nhn hiu thng hng t sut li nhun trn vn u t tng ln khi t s chi ph cho qung co trn khuyn mi tng. Cn i vi nhng nhn hiu c xp hng thp hn th kh nng sinh li gim i khi tng thm mc qung co.

1.3.7. nh gi kt qu truyn thng marketing

Sau khi thc hin k hoch truyn thng ngi truyn thng phi o lng tc ng ca n n cng chng mc tiu. Vic ny i hi phi kho st cng chng mc tiu xem h c nhn thy hay ghi nh thng ip khng, h nhn thy n bao nhiu ln, h ghi nh c nhng im no, h cm thy nh th no v thng ip , thi trc kia v hin nay ca h i vi sn phm v doanh nghip. Ngi truyn thng cng cn thu thp nhng s o hnh vi phn ng p li ca cng chng, nh c bao nhiu ngi mua sn phm, thch n v ni chuyn vi nhng ngi khc v n.

Hnh 1.8 Hin trng ca ngi tiu dng i vi hai nhn hiu

(Ngun: Sch Qun tr Marketing, Philip Kotler)Hnh 1.8 l mt v d o lng thng tin phn hi. Nhn vo nhn hiu A ta thy rng 70% ton b th trng bit n nhn hiu A, 60% ca s ny dng thn v ch c 20% s ngi dng th hi lng vi n. iu ny cho thy rng chng trnh truyn thng c tc dng tng mc bit n, th nhng sn phm khng p ng c nhng mong i ca ngi tiu dng. Mt khc, ch c 40% ton b th trng bit n nhn hiu B v trong s ny ch c 30% dng th n, nhng c n 80% nhng ngi dng th n hi lng. Trong trng hp ny chng trnh truyn thng cn c tng cng thm tn dng u th m bo tha mn khch hng ca nhn hiu.

1.4 TRUYN THNG MARKETING TRONG TH TRNG GIO DC O TO VIT NAM

Nhn nh r s tc ng v li ch ca vic truyn thng Marketing trong cng tc tuyn sinh ca cc trng i hc, nn khng ch cc trng trong nc m ngay c cc trng i hc quc t cng rt tch cc v ch trng n cng tc truyn thng Marketing.

1.4.1 Gii thiu chung v th trng gio dc o to Vit Nam

u nhng nm 1990, cng vi s pht trin ca nn kinh t th trng, ging nh nhiu doanh nghip v t chc khc thi by gi, cc i hc cng lp Vit Nam bt u quan tm n thng hiu v truyn thng marketing ca mnh. Nhng hot ng tin phong ca h phi k n l s thay i logo hay in nhng cun lch c pht cho sinh vin vo cc dp Tt c hnh logo , hay t chc nhng s kin nhn dp nhng ngy l v cng b nhng s kin ny trn bo ch, truyn hnh.Hin nay, trc i hi ngy cng cao ca x hi v cht lng o to v s cnh tranh ngy cng quyt lit ngay trn sn nh, cc trng ny c nhng s iu chnh thch hp hn. Mt trong s l s quan tm ca h n vic xy dng hnh nh, truyn thng marketing tuyn sinh trn th trng gio dc i hc trong nc v tng bc ra th trng quc t. Nhng ng thi m mt s trng i hc trong nc v ang thc hin l: nng cao cht lng v ci thin mi trng o to, tuyn chn (hoc thu) ging vin gii, lin kt o to vi trng nc ngoi, thc hin mt s hot ng truyn thng nh PR, t chc s kin, qung co bng t ri, website... Song, trn thc t, cc hot ng nhm pht trin hnh nh ca h cha chuyn nghip. V d nh vic qung b thng tin qua website chng hn. Mc d ai cng bit rng website l cng c truyn thng quan trng ca mt trng i hc ra i tng cng chng trong v ngoi nc, th nhng rt nhiu website ca cc trng i hc Vit Nam li c dung

lng thp, ni dung n gin v t cp nht. Trong khi , mt phng thc khc c th gip cc trng khuch trng hnh nh ca mnh l qung b tn tui, l lch, cng trnh khoa hc ca cc gio s, ging vin ca trng ra cng chng (c bit l nc ngoi) li gn nh khng c... Nh vy, c th thy phn ln cc trng i hc cng lp vn cha u t thch ng cho vic xy dng hnh nh (mc d mt s trng xy dng k hoch pht trin di hn trong c k hoch pht trin thng hiu), cc n lc ca h vn ang c thc hin mt cch ri rc v cha bi bn.Trong bi cnh , mt s i hc ngoi cng lp ca Vit Nam, tuy khng c ngun ngn sch thng xuyn ca nh nc li c v ch ng hn cc trng cng lp trong vic xy truyn thng marketing tuyn sinh. i hc FPT chng hn, mc d mi c thnh lp, nhng li c tha hng rt nhiu t cng ty m l tp on FPT trong vic ch ng xy dng hnh nh. Hiu c tm l ca ph huynh, hng thng, i hc FPT pht hnh mt ni san c bit dnh ring cho cha m sinh vin trong tm lc tt c cc hot ng ca sinh vin trong thng t thi gian biu, lch thi, n cc s kin vui chi gii tr. Ngc li, i vi sinh vin, i hc FPT xy dng mt Ni san vi ci tn cng rt sinh vin: ni san Cc c (con cc l linh vt ca i hc FPT) trong ban bin tp ch yu l cc sinh vin ang hc tp ti trng. D cho cc hot ng trn l kh sng to v hp dn, song, phi ni rng nhng hot ng marketing nhm khuch trng hnh nh ca i hc FPT cng vn cn t v ri rc.Vi mt s trng ngoi cng lp khc, vic khuch trng hnh nh c thc hin kh t nht vi nhiu chiu qung co hp dn nh chng trnh ging dy do cc gio s, ph gio s, tin s, thc s, ging vin cc vin trng i hc danh ting m nhn. Tuy nhin, cht lng ging dy cc trng ny ra sao dng nh cha c s kim nh r rng.Trn th gii, nhng trng ln v lu i nh Harvard, Yale, Cambridge, Oxford, Sorbonne, Assas to c hnh nh p trn ton cu v chim c s yu mn, tin tng gn nh tuyt i ca sinh vin v cng chng trn

ton cu. H l gic m ca cc sinh vin v cc bc ph huynh khp ni trn th gii. Tm bng tt nghip ca cc trng i hc ny cng l mt s m bo cho mt cng vic lm tt cho cu sinh vin ca h, bi l cc doanh nghip cng lun tin tng vo cht lng o to ca cc trng ny. Cng ng a phng, quc gia cng nh khu vc cng rt t ho v c cc trng i hc ny t tr s hoc c s o to Vi h, hnh nh thc s tr thnh mt cng c cnh tranh hu hiu, c bit trong bi cnh x hi ho v ton cu ho gio dc i hc nh hin nay. Tuy nhin, mt thc t m ai cng phi tha nhn l s danh ting khng t nhin m n vi cc trng i hc ny. Vi nhng trng ny, xy dng hnh nh l mt b phn ca chin lc pht trin. D mi trng u c cch thc qun tr hnh nh ring, song, c th ni hnh nh ca h u c to dng da vo nhng c trng ring. Vi cc trng i hc danh ting nh ni trn, nhng c trng ring bit d nhn thy ca h l i ng gio s xut sc, c s vt cht hin i, phng thc o to chuyn nghip, nhng cu sinh vin ni ting... Nhng c im ny c h bit cch khuch trng vi nhng hot ng truyn thng hiu qu c m trch bi mt b phn ring bit ca trng. Nhng c im ni bt ca cc trng ny lun c truyn ti hng ngy di nhiu cch thc khc nhau ti sinh vin v cc i tng lin quan cng vi thi gian to thnh danh ting ca h.Gn y, mt s trng i hc cc quc gia mi ni nh Trung Quc cng c nhng thnh cng nht nh nh vic pht trin hnh nh hiu qu. H hin c v nh on tu ang tng tc tin vo th trng gio dc i hc quc t v c th l i th cnh tranh trong tng lai ca cc trng i hc ln khc. L nhng trng i hc i sau, nhng trng i hc nh Bc Kinh, Thanh Hoa vn c gng t c hnh nh mc tiu l trng i hc ng cp quc t. lm c iu ny, mt mt h khng ngng u t cho vic nng cao cht lng

o to v nghin cu thu ht sinh vin v gio s, ging vin gii(5). Bn cnh , t c hnh nh trng i hc tm quc t, h thc hin nhiu chng trnh xc tin ra nc ngoi v dng nhiu sng kin thu ht cc sinh vin nc ngoi. L do m cc trng ny thu ht sinh vin quc t l mt trong nhng c trng ca cc trng i hc hng u th gii chnh l s c mt ca sinh vin quc t. Hay ni cch khc, s theo hc ca cc sinh vin quc t l mt tiu ch cho hnh nh p v danh ting ca mt trng i hc. Vi hot ng xc tin v truyn thng hiu qu, s hin din ca sinh vin t cc quc gia chu cc trng i hc Trung Quc ngy cng nhiu v h ang tr thnh im ta cho k hoch tr thnh cc trng i hc ng cp quc t ca cc trng ny. Ngoi vic thu ht sinh vin nc ngoi, cc trng i hc Trung quc cng tng cng vic hp tc, lin kt vi cc trng danh ting trn th gii. Bng cch lm ny, h cng y nhanh qu trnh tr thnh trng i hc tm quc t, ng thi cp nht c cc kin thc v k nng mi nh phng thc i tt n u ny.Bc tranh tng th v cc trng i hc trn th gii cho chng ta thy li mt ln na pht trin c hnh nh th cc trng i hc phi to ra c nhng bn sc ring cho mnh v khuch trng bn sc bng cc hot ng truyn thng thu ht cng chng mc tiu. Tt nhin, song song vi vic khuch trng hnh nh bng cc hot ng truyn thng marketing, cc trng i hc cng phi n lc rt nhiu trong cc hot ng khc ca mnh (trng hp cc trng i hc Trung quc, nhng n lc ny nhm vo nng cao cht lng o to, nghin cu, tng quy m hp tc quc t) bin bn sc to dng thnh hin thc.Cng tc tuyn sinh l hot ng thng nin m cc trng cn thc hin thu ht nhiu hc sinh ng k h s thi tuyn vo hc tp ti trng. y l

5i hc Thanh Hoa thm ch c cc trung tm nghin cu dnh cho cc gio s gii

hot ng c ngha rt ln trong s tn ti v v tr ca nh trng trong x hi. Hot ng truyn thng Marketing tuyn sinh s gip nh trng c c hnh nh ring r nt v tt p trong tm tr ca nhng hc sinh cn ang khng bit nn la chn cho mnh ngi trng no gi gm nhng c m.Hn na, xy dng v qung b thng hiu i vi cng ng gip cc v ph huynh hc sinh s yn tm hn khi gi gm con em mnh cho mt ngi trng c th m bo cho con em h mt tng lai tt p.

1.4.2 c trng ca hot ng truyn thng marketing trn th trng gio dc o to

Hot ng truyn thng marketing trn th trng gio dc o to v c bn th ging vi cc t chc doanh nghip ni chung. Tuy nhin, do tnh cht ca dch v m hot ng truyn thng marketing trn th trng ny c nhng nt c trng ring.Cc trng i hc cng phi s dng cc cng c truyn thng marketing khuch trng hnh nh ca mnh. Song cho vic khuch trng hnh nh hiu qu thu ht c i tng sinh vin, h cn phi xc nh r bn sc ca mnh v la chn nhng c trng cn khuch trng. Nhng c im ny c th bao gm c nhng yu t hu hnh (logo, khu hiu, c s vt cht, mu sc c trng) hay v hnh (quy m, cht lng o to, trit l hot ng... ). Song, theo Van Riel (1997, 2000), pht trin c hnh nh ca mnh, cc trng i hc cn phi xy dng c bn sc da vo 3 tiu ch sau: Th nht, bn sc trng i hc phi phn nh c nhng c trng ring bit v bn vng ca mt trng i hc. Th hai, nhng c trng phn nh bn sc ca trng i hc phi c kh nng mang li nhng gi tr gia tng cho cc nhm i tng lin quan n n.

Th ba, cc c trng ny cn phi c th hin mt cch sng ng qua nhng hot ng truyn thng ca trng i hc v thng qua i thoi ca nhng nhm i tng bn trong v bn ngoi trng i hc.Sau khi xc nh r bn sc v la chn nhng c im cn khuch trng, bc tip theo cc trng i hc cn phi lm l thc hin vic truyn thng nhng c im ny n cc i tng quan tm bn trong cng nh bn ngoi trng. Trong mt mi trng nng ng v cnh tranh gay gt nh hin nay, cc trng i hc nn tch cc truyn thng n cc i tng quan tm bn ngoi v c bit l gii truyn thng (Phair, 1992). c bit, nhm xy dng v duy tr c mt hnh nh tch cc, cc trng i hc nn nhn din cc i tng cng chng trng tm ca mnh. T c k hoch truyn thng v xy dng mi quan h ring vi tng nhm i tng. Cc nhm i tng (cng chng mc tiu) ca cc trng i hc c chia ra c th bao gm: Chnh ph: Mc d u t cho gio dc i hc vn l nhim v tt yu ca bt k Chnh ph no trn th gii. Nhng r rng, duy tr v to lp c cc mi quan h tt vi cc thnh vin lm vic ti chnh ph, cc b ngnh chc chn s gy nhiu tc ng tch cc hn cho cc trng i hc ngy nay, khng kha cnh ti chnh m cn c kha cnh tinh thn. Sinh vin: l i s v l ngi lm quan h cng chng min ph v tt nht cho trng i hc. Ton x hi s nhn vo cc sinh vin nh gi xem trng i hc nh th no. Ging vin, chuyn vin hnh chnh: va l ngi lao ng nhng cng li l nhng khch hng ni b ca chnh i hc . C th chia khch hng c bit ny thnh 3 dng:i) Dng 1: nhng ngi lun quan tm, bo v v xy dng hnh nh ca trng i hc. Nhng ngi ny cn c khuyn khch v ng h nhm tranh th s nhit tnh ca h gip xy dng hnh nh ca trng i hc vi cng ng x hi;

ii) Dng 2: nhng ngi th vi mi chuyn ngoi cng vic ca h. Nhng ngi ny thng lun cam kt rt cao v lun lm rt tt vic h c giao, nhng cng khng nn t qu nhiu hy vng vo h;iii) Dng 3: nhng ngi lun bi quan vo tng lai ca mnh cng nh tng lai ca trng i hc. Cc nh lnh o cn cn trng vi nhng ngi nh th ny. Cu sinh vin: mt ngun lc rt ln m nhiu trng i hc trn th gii lng qun hoc khng khai thc ht. Khng mt cu sinh vin no li khng mun trng c ca mnh pht trin v thnh vng. Doanh nghip v cng ng: mi quan h tt yu gia i hc doanh nghip , ang v s th hin c tnh u vit ca n. y chnh l mt trong nhng nhn t tch cc nht gip tri thc c th sm ra khi thp ng Phng tin thng tin i chng: tranh th c s ng h ca khch hng ny em li v vn li ch cho cc trng i hc, c bit trong trng hp xy ra khng hong. Gia nh sinh vin: khi ph huynh lm n chun b cho con em h ng k vo mt trng i hc no . Chc chn h s tham kho nhng kinh nghim ca anh ch i trc trong gia nh trc khi a ra quyt nh cui cng.V vy, vic truyn thng ra bn ngoi ca cc trng i hc s c nhiu thun li hn nu bt u bng vic ni v nhim v, tm nhn ca mnh hng ti vic p ng nhu cu lao ng ca x hi hay cch thc m h phc v x hi v cng cng a phng ni h t c s o to(6). lm c iu ny, cc trng i hc cn lu rng bn cnh vic o to cho sinh vin bit cch gia nhp vo mi trng lm vic, cc trng i hc cng cn phi theo ui mc tiu tho mn nhu cu x hi v hng dn sinh vin ca mnh bit cch tho mn nhng yu cu v cng vic ca x hi.

6 Bok, 1990, Phair, 1992, Van der Wusten, 1998

Tuy nhin, vic nhn mnh hot ng truyn thng ra bn ngoi khng c ngha l cc trng c th l l hot ng truyn thng ni b. Ngc li, vic truyn thng ra bn ngoi v truyn thng ni b ca mt trng i hc phi c tin hnh song song. Cc trng i hc khng th xy dng v khuch trng mt hnh nh p nu cc nh qun l, cn b ging vin v sinh vin ca mnh khng hiu c bn sc ca trng. C mt thc t c chng minh l quan im, nhn thc v thi ca sinh vin, ging vin v cc nh qun l ca mt trng i hc c th nh hng mt mc no ti nhn thc v thi ca nhng nhm i tng bn ngoi thng qua nhng knh truyn thng khng chnh thc nh truyn ming chng hn. Do , vic truyn thng ca mt trng i hc phi c tin hnh c bn trong cng nh ra bn ngoi. Hot ng truyn thng ca mt trng c th c t chc a dng di nhiu hnh thc kc nhau nhng v nguyn tc n phi phn nh c bn sc, hay ni cch khc, nhng im khc bit to thnh li th cnh tranh ca trng.

CHNG 2THC TRNG V HOT NG TRUYN THNG MARKETING TRONG CNG TC TUYN SINH TI HC VIN CNG NGH BU CHNH VIN THNG

2.1. GII THIU V HC VIN CNG NGH BU CHNH VIN THNG

2.1.1. Qu trnh hnh thnh pht trin

Hc vin Cng ngh Bu chnh Vin thng c thnh lp theo quyt nh s 516/TTg ca Th tng Chnh ph ngy 11 thng 7 nm 1997 trn c s sp xp li 4 n v thnh vin thuc Tng Cng ty Bu chnh Vin thng Vit Nam (nay l Tp on Bu chnh Vin thng Vit nam). Hc vin ly nguyn tc gn kt gia Nghin cu - o to - Sn xut kinh doanh lm nn tng hng ti mc tiu o to nhng ch nhn tng lai ca nn kinh t tri thc v to ra nhng sn phm cht lng cao cho s nghip cng nghip ha, hin i ha ti Vit Nam.

2.1.2. Chc nng, nhim v, lnh vc hot ng

L n v dn u trong gn kt Nghin cu - o to - Sn xut Kinh doanh trong lnh vc Cng ngh thng tin v Truyn thng, s mnh ca Hc vin cng ngh Bu chnh Vin thng l : Kt hp cc hot ng nghin cu khoa hc vi gio dc - o to p ng nhanh cc yu cu thc tin ca hot ng sn xut kinh doanh.khng ch p ng nhu cu hot ng sn xut kinh doanh ca Tp on, thc hin nhim v chnh tr, x hi ca Tp on m cn to ra mt m hnh mi v pht trin tim lc KHCN v ngun nhn lc cho t nc.

Gp phn quan trng y nhanh tin thc hin cc mc tiu chin lc ca ngnh thng qua vic p ng nhanh chng cc nhu cu v khoa hc cng ngh v ngun nhn lc ng b, lnh ngh cho Ngnh v x hi. To ra mt m hnh mi trin khai t chc o to v nghin cu khoa hc hp l, c hiu qu cao, bm st chin lc pht trin ca ngnh. To ra mt m hnh mi trong vic huy ng ngun lc (c kinh t v mi trng thc tin) t cc doanh nghip mnh ca Nh nc cho nghin cu khoa hc v gio dc o to. Do l t chc nghin cu - o to trc thuc Tp on BCVT Vit Nam, Hc vin thc hin cc nhim v: o to cn b khoa hc cng ngh trnh cao ng, i hc, thc s, tin s trong lnh vc Bu chnh, in t Vin thng v Cng ngh thng tin Cung cp cc kha o to ngn hn trong lnh vc Bu chnh, in t Vin thng v Cng ngh thng tin nhm cp nht v nng cao trnh chuyn mn cho cc doanh nghip Nghin cu pht trin, cung cp cc gii php k thut trong lnh vc Bu chnh, in t Vin thng v Cng ngh thng tin Nghin cu c ch qun l kinh t ti chnh, nh mc kinh t k thut, gi cc tip th v qun tr doanh nghip Bu chnh Vin thng T vn v chuyn giao cng ngh trong lnh vc Bu chnh, in t Vin thng v Cng ngh thng tin.

2.1.3. C cu t chc

Vi m hnh ba gn kt: o to Nghin cu Thc tin, Hc vin c c cu bi hai c s o to chnh ti H Ni v Thnh Ph H Ch Minh, cng vi ba vin nghin cu tng ng vi ba ngnh o to chnh: Vin Kinh t Bu in, Vin K thut Bu in v Trung tm CDIT. Hc vin c iu hnh bi ban gim c v c t vn ca Hi ng khoa hc v o to.

38

Hnh 2.1: C cu t chc ca Hc vin Cng ngh Bu chnh Vin thng(Ngun: ptit.edu.vn)

Theo m hnh ny, hc vin bao gm: Khi c quan Hc vin gm c : Ban Gim c Hc vin v 10 phng, ban, trung tm chc nng va lm chc nng iu hnh qun l ton b mi mt hot ng ca Hc vin v cc n v trc thuc, va t chc iu hnh cc hot ng o to theo yu cu b my qun l ca mt trng i hc. 2 C s o to lm nhim v o to di hn (i hc v sau i hc) ti H ng (khng c con du) v ti TP.H Ch Minh (c con du l phin du ca Hc vin): 5 n v trc thuc l cc n v s nghip c thu gm: 2 trung tm o to bi dng ngn hn ti H Ni v Thnh ph H Ch Minh; 3 n v nghin cu khoa hc c tr s chnh ti H ni.Sau 15 xy dng v pht trin, ngun nhn lc ca Hc vin khng ngng ln mnh v s lng v cht lng.

Bng 2.1 - Thng k lao ng ca Hc vin ti thi im thng 12/2011

Tiu thc phn loiS lng

Tng910

C cu ngnh nghLao ng qun l210

Lao ng ging dy, nghin cu599

Lao ng phc v.91

C cu trnh Gio s/Ph Gio s12

Tin s56

Thc s280

i hc385

Cao ng40

Khc137

(Ngun: Vn phng Hc vin)

39

Qua bng thng k cho thy trnh ca i ng lao ng ti Hc vin bnh qun kh cao. Nhn lc tp trung ch yu vo ging dy, nghin cu. T l hc v thc s tr ln chim 37% nhn lc, t l nhn lc c hc v di cao ng cn kh cao chim 15% tng s lao ng.

2.1.4. Tng quan v hot ng o to v nghin cu khoa hc ca Hc vin Cng ngh Bu chnh Vin thng

a. Hot ng gio dc o to

Ngnh ngh o toBn cnh nhng ngnh o to truyn thng, gn vi tn tui v hnh nh ca Hc vin nh ngnh in t, Vin thng, Cng ngh thng tin Hc vin ch ng m thm m thm ngnh K ton, Marketing, H thng thng tin bc i hc; ngnh Khoa hc my tnh bc Thc s kp thi p ng xu th v nhu cu ca x hi, v gn y nht l ngnh Cng ngh a phng tin ln u tin c trin khai ti Vit nam nhm chun b cung cp ngun nhn lc tin tin p ng cho thi k thng tin s, thi k hi t gia vin thng, CNTT, pht thanh truyn hnh v ni dung thng tin ca t nc trong giai on ti y. Chng trnh o toHc vin lun quan tm xy dng, iu chnh, b sung m bo bm st c chng trnh o to tin tin ca cc trng c uy tn trong nc v khu vc. T , ph hp vi yu cu ca x hi v ca ngi hc, c bit l chng trnh o to cc ngnh vin thng v CNTT l nhng ngnh cng ngh cao, thng xuyn thay i. Phng php o toi mi phng php o to to c s hng th, say m cho ngi hc cng nh ngi dy, qua nng cao cht lng o to lun l vn quan tm hng u ca Hc vin. Trong thi gian qua, vi phng chm ly ngi hc lm trung tm, Hc vin tch cc i mi phng php o to v qun l o

to, y mnh ng dng cng ngh thng tin, kin ton cc quy trnh, quy nh qun l o to theo hng ng b, xuyn sut, pht huy tnh ch ng ca ngi hc. Hc liu phc v cho o toHc vin c bn xy dng xong cc bi ging, slide cho tt c cc mn hc v cung cp cho sinh vin lm ti liu hc tp v tham kho. Cc bi ging ca Hc vin l sn phm ca s gn kt gia kin thc c bn ca Ging vin vi kt qu nghin cu khoa hc, trin khai ng dng thc t trn mng li VNPT ca cc nghin cu vin. Ni dung cc hc liu lun c cp nht, b sung hng nm cho ph hp vi nhng thay i v cng ngh v p ng c nhu cu ca ngi hc. Kt qu o toTrong hn 15 nm xy dng v pht trin, bng s n lc ca tp th CBCNV, Hc vin xy dng c lc lng i ng ging vin gii, giu kinh nghim, cng nh c c chng trnh o to theo chun quc gia; chun Quc t v phng php o to mi, h thng hc liu, trang thit b th nghim thc hnh y . Hc vin xy dng, cng b chun u ra ca cc sn phm o to (thng 6/2009) v tr thnh mt trong cc trng i hc u tin ca Vit nam cam kt v cht lng o to trc x hi v ngi hc.

Bng 2.2 - Quy m o to ca Hc vin trong giai on 2006-2011

TTTrnh /Ngnh o toNm 2006Nm 2007Nm 2008Nm 2009Nm 2010Nm 2011

I.Sau i hc1883353636608971.151

1.NCS362935454360

2.Cao hc1523063286158541.091

II.i hc7.98111.23714.23118.86822.79925.408

1.ihcchnh quy2.0802.9853.8895.6767.4668.710

2.i hc VLVH1.9422.2372.7973.0043.4083.487

3.H vn bng 21835097051.0338571.001

4.Hon chnh H1.0211.2011.3443.1055.0684.894

III.Cao ng9801.1081.0891.3202.1311.508

1.Cao ng chnh quy3797168861.2351.8861.037

2.Linthngt THCN ln C0000221471

3.Caong VLVH60139220385240

IV.i hc t xa2.7554.3055.4966.0506.0007.316

Tng quy m o to9.14912.68015.68320.84825.82728.067

(Ngun: Nng lc ca Hc Vin Vn phng Hc Vin, 2012)

b. Hot ng nghin cu khoa hc

Trong hot ng nghin cu, Hc vin thc hin i tt n u, bm st chin lc khoa hc cng ngh ca Quc gia v ca Ngnh, a cng ngh cao vo lnh vc BCVT, CNTT v tr thnh l mt trong s t n v ca Vit nam i

u trong lm ch cng ngh, nghin cu ng dng, ch to c cc sn phm v vin thng v cng ngh thng tin. Bn cnh , Hc vin cn t chc cc hot ng nghin cu v chin lc, quy hoch pht trin mng v dch v BCVT, CNTT; cung cp cc dch v t vn v cng ngh, gii php v pht trin dch v, thc hin o kim, t vn thm nh cc cng trnh, d n BCVT v CNTT cng nh t chc nghin cu cc vn v kinh t v qun l, iu hnh sn xut kinh doanh trong lnh vc BCVT v CNTT.

c. Vn gn kt gia hot ng o to, nghin cu khoa hc v SXKD

gn kt c hot ng o to, nghin cu khoa hc vi sn xut kinh doanh, Hc vin xy dng c i ng cn b c trnh , chuyn su trong lnh vc BCVT v CNTT; thc hin s dng cc kt qu nghin cu ca cc Vin nghin cu, ca cc ging vin vo vic i mi chng trnh, ni dung o to qua nng cao cht lng o to, gn l thuyt hn lm vi thc tin hot ng mng li SXKD.M hnh gn kt Nghin cu vi o to v SXKD ny c ngi hc v doanh nghip nh gi cao v n va m bo tnh hc thut, va bm st thc tin hot ng SXKD v phc v li ch ca ngi hc, ca doanh nghip. Theo Hc vin s thc hin Nghin cu theo t hng ca thc tin SXKD ca doanh nghip. Thc tin cho thy, hot ng nghin cu v o to ca Hc vin l mt thnh phn khng th thiu trong ton trnh cung cp sn phm v dch v ca Tp on BCVT Vit Nam.

d. Hot ng hp tc quc t

Nhn thc c tm quan trng v vai tr khng th thiu c ca hot ng hp tc quc t trong qu trnh xy dng v pht trin, Hc vin thng xuyn quan tm v dnh mi n lc thc hin cc chng trnh t ra. n nay, Hc vin c quan h hp tc vi khong 20 c s nghin cu, trng i hc v cc nh sn xut thuc 10 quc gia v vng lnh th trn ton th gii.

i tc lin kt hoc c quan h hp tc cht ch vi Hc vin bao gm nhng i tc truyn thng nh trng i hc CSI (Hoa K), H ENSAT (Php), H AIZU (Nht Bn), y Ban Qun l Nh nc v BCVT Lo (nay l B BCVT Lo); i hc Bu in Bc Kinh, Trung Quc; i hc K thut Thng tin Bu in Mat-xc-va; cc trng, vin nghin cu ca Nht Bn, Hn Quc; mt s trng ca khi Lin minh chu u, mt s trng khu vc ASEAN.Mt s hnh nh v hot ng hp tc quc t c ghi nhn li:

Hnh 2.2 L k kt bin bn hp tc gia hc vin MTUCI (Nga) & PTIT

Hnh 2.3 K kt tha thun hp tc trong lnh vc An ton thng tin Hc vin v i hc Vin thng Xanh P-tc-bua

Hnh 2.4 L k kt hp tc nghin cu o to trong lnh vc An ton Thng tin gia PTIT vi SBA(Ngun: website ptit.edu.vn)

Hot ng hp tc quc t ng gp mt phn rt quan trng vo nhng thnh tu m Hc vin t c trong thi gian qua. Hc vin tp trung ch o tt v coi hot ng hp tc quc t l mt trong nhng u tin hng u nng cao trnh i ng cn b nghin cu v ging dy, cng nh tng cng c s vt cht cho Hc vin. Nh kt qu hot ng HTQT, Hc vin xy dng v pht huy c uy tn ca mnh ra cc nc trong khu vc v quc t v th ca mt trng chuyn ngnh v CNTT & TT. S pht trin mnh v trnh v nng lc chuyn mn ca i ng cn b, ging vin; s tng cng ng k v c s vt cht trong nhng nm gn y u c vai tr rt tch cc ca cc d n v chng trnh lin kt vi nc ngoi.

e. Cng tc m bo cht lng gio dc

duy tr v nng cao cht lng cc hot ng, Hc vin thit lp h thng m bo cht lng o to, bao gm: Trung tm kho th v m bo cht lng gio dc ti C s o to H Ni v Trung tm Kho th v m bo Cht lng Gio dc ti C s o to thnh ph H Ch Minh, ng thi c cc cn b chuyn trch, kim nhim lm cng tc m bo cht lng gio dc cc n v. H thng m bo cht lng gio dc c trch nhim m bo cht lng gio dc trong ton Hc vin. Hc vin u tin b tr nhng cn b c

trnh v kinh nghim trong qun l o to tham gia h thng m bo cht lng gio dc.

f. C s vt cht, trang thit b v th vin

c s quan tm, h tr ca Tp on BCVT Vit nam, tim lc c s vt cht v trang thit b phc v o to, nghin cu khoa hc ca Hc vin cng khng ngng c u t tng cng. Cc c s o to, nghin cu ca Hc vin c ci thin ng hong hn, khang trang hn, p ng tt hn iu kin nghin cu, dy v hc trong hin ti v cc nm tip theo.

Bng 2.3 Thng k din tch s dng cho o to v nghin cu

STTCh tiuV tnhS lng

1Tng din tch s dngm2155.298

2Dng cho hot ng ging dy/nghin cu khoa hcm290.535

3Dng cho k tc x.m249.761

4Ni lm vic ca b my qun l, phc vm215.003

(Ngun: Bn hnh chnh Hc vin Ban Qun l D n) Ngoi ra, Hc vin cn c Tp on BCVT Vit Nam h tr iu chuyn cc thit b trn mng li v Hc vin thnh lp mt Test Lab, ni kim tra th nghim cc phn mm, thit b Vin thng, CNTT hin i ca cchng tin tin trn th gii a vo mng CNTT-VT Vit Nam.

2.2. THC TRNG HOT NG TRUYN THNG MARKETING TUYN SINH CA HC VIN

Hc vin vi im mnh l mt trong nhng trng i u trong lnh vc o to cng ngh thng tin v vin thng trong thi k bng n h thng thng tin a phng tin nh ngy nay. Hot ng truyn thng l rt cn thit nng cao hnh nh cng nh v th trong lnh vc o to.Vic hon thin cc hot ng truyn thng marketing khng ch gip Hc vin n gn hn nhu cu x hi, n i tng c nhu cu, m cn gip cho Hc vin qung b hnh nh n cc doanh nghip, gp phn thun li cho Hc vin trong s lin kt, hp tc vi cc trng o to khc trong v ngoi nc. ng thi, cc hot ng ny cn gip Hc vin c nhng mi quan h tt p vi cc c quan bo ch, thng tn, cc c quan chnh quyn a phng s h tr cho Hc vin t chc cc hot ng mt cch quy m v t hiu qu cao hn.

2.2.1. Hot ng truyn thng trn phng tin thng tin i chng

L n v o to u ngnh v lnh vc Cng ngh thng tin v Truyn thng, Hc vin c nhiu thun li trong vic s dng cc knh truyn thng qua phng tin thng tin i chng. Trong , cc knh hiu qu m Hc vin s dng trong thi gian qua l bo v tp ch; pht thanh truyn hnh. Bng cc knh truyn thng hiu qu ny m thng tin Hc vin mun truyn ti n c vi ng o hc vin c nhu cu. Bo v tp chHin ti, Vit Nam, bo ch vn c coi l ngun thng tin chnh thng v kh pht trin v c chi ph thp hn cc phng tin truyn thng gin tip khc. Trong thi gian va qua, Hc vin s dng phng tin truyn thng in n qung b hnh nh ca mnh nh sau:

Bng 2.4 - Cc hot ng truyn thng qua bo v tp ch

TTTn bo tp chK xut bnTn xut xut hinNi dung truyn thngHnh thc xut hin

1Tuntin VNPT1 s/tunThng xuynTin tc, nghin cu khoa hc, tuyn sinhTin+nh(trang2-6)

2BoBuinVit NamThSu hng tun

tNghin cu khoa hc, tuyn sinh, tin khoa hcTin(mc thi s VNPT)

3Xhithng tin1 s/thngtTin tc hot ng, tuyn sinhTin+nh(mc tin hot ng on TNCS VNPT)

4Scmnh s1 s/thngThng xuynTin khoa hc, tin hot ng x hiCuc sng

ch thc

5BoNhn Dn,Lao ng

tThng tin tuyn sinh, kt qu tuyn sinh

6Tp san tng kt ca VNPT

(Ngun: Th vin Hc vin Cng ngh Bu chnh Vin thng)

Trong cc loi bo, tp ch k trn, Tun tin VNPT l ng ti y cc hot ng chnh ca Hc vin (khai ging, tt nghip, cng b im chun u ra, nguyn tc) a n cho ngi c nhng hiu bit c bn, cp nht v cc hot ng ca hc vin, gii thiu cc chng trnh o to c cht lng ca Hc vin v cc thnh tch ni bt ca Hc vin, nng cao hnh nh ca Hc vin. Hu ht bo Bu in Vit Nam, X hi thng tin, Sc mnh s cp nHc vin ch yu l hnh nh Hc vin tham gia cc hot ng x hi cng VNPT, c bit l on TNCS VNPT.

Vn bn, th miTruyn ti thng tin tuyn sinh, thng tin v Hc vin qua vn bn, th mi ti cc doanh nghip trong ngnh cng l mt hnh thc hay c Hc vin thc hin trong nhng nm va qua. Cc doanh nghip trong ngnh c bit l trong cng tp on ang c nhu cu rt ln v nng cao trnh tay ngh cng nh trnh qun l ca cn b cng nhn vin. Hng nm, Hc vin vn thc hin gi cng vn tuyn sinh, gii thiu kha hc ti cc doanh nghip ny. Cng t m t chc c nhiu lp hc, kha hc ngn hn t hiu qu, c doanh nghip nh gi cao. Pht thanh, truyn hnh:Hc vin trin khai pht sng mt s chng trnh ln truyn hnh nh: Nhn ti t vit c pht sng trn knh VTC1Nhm gp phn trin khai rng ri Ch th 58 - CT/TW ca B Chnh tr v y mnh ng dng v pht trin cng ngh thng tin phc v s nghip cng nghip ho, hin i ho t nc, t nm 2005, cuc thi Nhn ti t Vit c Hi Khuyn hc Vit Nam khi xng t chc. VNPT l nh ti tr chnh cho chng trnh ny. L trao gii nm 2009 c t chc trng th ti Hc vin Cng ngh Bu chnh Vin thng vi s tham gia ca hn 3.000 sinh vin ca cc trng i hc.

Hnh 2.5 Hnh nh ti bui l trao gii nm 2009

(Ngun: ptit.edu.vn)

Hnh 2.6 Gim c Hc vin Hong Minh nhn bng khen ca B trng B TT&TT Nguyn Bc Son ti l 15 nm truyn thng Hc vin

(Ngun: ptit.edu.vn)

L khai ging nm hc mi 2012, L k nim 15 nm truyn thng Hc Vin c pht sng trn knh VTC1, VOV, VCTV...Cc chng trnh, s kin ln ca Hc vin u c cc bo i quan tm v dng chng trnh pht sng trn knh truyn hnh. L n v o to u ngnh, Hc vin lun c s quan tm v h tr ca cc ban ngnh, doanh nghip. Va ri l L n nhn danh hiu Anh Hng Lao ng do ch tch nc cng nhn c pht trn knh VTV1 cng vi nhiu chng trnh gii thiu v thnh tu v nh hng ca Hc vin trong nm 2013

Hnh 2.7 Video l n nhn danh hiu Anh hng lao ng ca Hc vin c chiu trn VTV1 trong chuyn mc thi s

(Ngun: vtv.vn) Ngoi cc chng trnh ln trn, Hc vin cn t chc thnh lp ban Pht thanh Hc vin do cc bn sinh vin lm nng ct hot ng. Ban Pht

thanh c pht u n vo th 4 hng tun vi cc ni dung xoay quanh vn hc tp, sinh hot, t chc ti Hc vin.

2.2.2. Hot ng truyn thng trn internet

Truyn thng trn internet l knh truyn thng lan ta rng ri nht, chi ph hp l nht v ang c nhiu n v, doanh nghip s dng truyn ti tin tc thng ip ca mnh ti ngi tiu dng. Ngoi hnh thc bo ch, bo mng l m hnh lan ta thng ip truyn thng. Phng tin internet cn cung cp cho ngi dng nhiu cng c hu hiu truyn thng thng ip ca mnh. C th nh cng c adword ( google, yahoo..), SEO, social network, Forum seeding Bo in t, trang tin.Bo in t c xem l dng chuyn th ca bo in truyn thng, tin li hn, c cp nht, lan ta nhanh hn v c bit l hon ton min ph i vi ngi c. Do c nhiu s thun tin nn bo in t nhanh chng pht trin v m rng. Truyn thng, a tin ln cc bo in t, cc trang tin l mt hnh thc khng th thiu ca Hc vin.c bit, trong nm 2013 Hc vin tham gia chuyn trang v tuyn sinh trn t bo in t hng u Vit Nam http://dantri.com.vn ti a ch http://tuyensinh.dantri.com.vn . Qua hnh thc ny, Hc vin cp nht thng xuyn thng tin tuyn sinh cng nh cc ngnh ngh mi. ng thi, ti chuyn mc ny Hc vin trin khai t vn tuyn sinh trc tip theo hnh thc c gi a ra cu tr li trc tuyn v ban t vn tuyn sinh s trc tip tr li.

Hnh 2.8 Thng tin tuyn sinh ca Hc vin ti http://tuyensinh.dantri.com.vn(Ngun: Dn tr)

Hnh 2.9 Hot ng t vn tuyn sinh trc tuyn ti chuyn mc tuyn sinh ca Bo in t dn tr

(Ngun: Dn tr)

Cc thng tin v hot ng cng nh cng trnh nghin cu ca Hc vin thng xuyn c ng ti trn cc trang tin hng u v Cng ngh nh http://ictnews.vn , http://vnmedia.vn , http://vietnamnet.vn Di y l mt s v d in hnh:

Hnh 2.10 Thng tin ca Hc vin c ng ti trn http://ictnews.vn

(Ngun: Ictnews)Ngoi cc bo in t, trang tin c cng ng c gi ln mnh Hc vin cng t xy dng v qung b cho trang tin ring ca mnh ti http://ptit.edu.vn . Cc thng tin v tuyn sinh, kha hc, khoa hc, lch hc, im thic ng ti y v r rng trn trang. y cng l knh chnh thng ca Hc vin khi cc th sinh, hc vin c nhu cu tm hiu cc thng tin cn thit. Cng thng tin tuyn sinh cng c xy dng, cung cp v truyn ti y cc thng tin ngay trn trang ch ny ca Hc vin.

Hnh 2.11 Mt phn ca trang tin http://ptit.edu.vn

(Ngun: ptit.edu.vn)Ngoi trang tin chung ca Hc vin, i vi mi h o to ca Hc vin u c chuyn trang tin ring.Kt hp vi cc bo in t v trang tin l hnh thc din n trao i ca cc c gi, cc mng x hi hin ang rt lu hnh. Cc hnh thc ny c tc pht trin rt nhanh. Cc hot ng gn y cho thy rng truyn thng qua mng x hi l knh m Hc vin ang hng ti. Din n, mng x hiCc din n chuyn ngnh l ni chia s, trao i thng tin cho cng ng c gi trc tuyn. y cng l mt knh truyn ti thng tin hiu qu, nhm ti c i tng mc tiu m ngi truyn tin mun s dng.

Cc thng tin ti cc din n thng s do cc thnh vin t ng ti ln v trao i vi nhau. Tuy nhin, mt s cng l do c mc ch truyn ti thng ip, t to ra cc cuc hi thoi thu ht cc thnh vin khc tham gia vo. Cc ti v Hc vin cng c trao i kh nhiu trn cc din n. in hnh nh mt din n v cng ngh ln http://vozforums.com l din n c nhiu thnh vin nht km theo tc lan ta thng tin nhanh chng.Sinh vin Hc vin cng c mt sn chi, din n b ch cho ring mnh. Qua din n http://svptit.org (http://sv.ptit.vn) sinh vin Hc vin, cc thnh vin c th trao i ti liu, hot ng, kinh nghim sng vi nhau mt cch lnh mnh. y cng l mt knh a thng tin b ch t Hc vin ti cc sinh vin hiu qu. Din n hin ti l knh truyn ti thng tin tuyn sinh khc ca Hc vin.

Hnh 2.12 Mt gc ca din n sinh vin Hc vin

(Ngun: svptit.vn)Ngoi din n ra, hin nay gii tr ni ring v c dn mng ni chung ang rt a chung v dn tr thnh xu th l mng x hi. Cc mng x hi ni tri Vit Nam hin nay l facebook, zing, tweeter, google+ Mng x hi l phng thc trao i thng tin m rng vi nhiu tnh nng chia s. Ngi dng, tc l thnh vin ca mng x hi c th chia s trng

thi, cm xc, hnh nhln mt trang c nhn ca mnh. T cc thnh vin khc c th vo tip cn, trao i, by t quan im mi giao. Giao thc kt ni v chia s mang tnh m rng cao. Tro lu mng x hi ang c gii tr n nhn tch cc v rng ri. Tc lan ta tin tc trn mng x hi hin nay c nh gi l nhanh v rng nht. Cng chnh v l do ny m mng x hi cng c xem l knh truyn thng hu hiu, chi ph b ra t m tc lan ta cao. Nm c xu th ny, Hc vin cng ang hng ti xy dng cc knh truyn thng ring, s dng cng c mng x hi ng ti thng tin tuyn sinh, giao tip vi nhiu i tng mc tiu hn.Facebook l mng x hi ln nht hin nay trn th gii. Hin nay, Hc vin cng c nhng trang ring ca mnh c tham gia bi ng o cc bn sinh vin. V d in hnh nh fanpage Tuyt c mo, cc tin tc ca Hc vin c bit l thng tin tuyn sinh, t vn tuyn sinh vo ma tuyn sinh c fanpage cp nht y , chi tit.

2.2.3 Hot ng quan h cng chng

Trong qu trnh ging dy v o to, ban lnh o cng nh cc ban ngnh ca Hc vin lun to iu kin ging vin, cn b cng nhn vin cng nh cc sinh vin c c hi c hc hi, trao i v giao lu vi nhau. Tuy cha c thng xuyn v nm trong chin lc chung nhng cc s kin cng nh chng trnh ngoi kha c t chc ti Hc vin cng t c hiu qu v c quy m nht nh. T chc s kinHc vin ngy cng ch trng n vic t chc cc s kin nhm hng n nhiu i tng cng chng khc nhau, to nn mt hnh nh PTIT vi mc tiu l mt trng i hc cht lng tt, ly sinh vin lm trng tm. Kt hp gia o to nghin cu v sn xut. Cc hot ng sinh vin bt u si ng v chuyn nghip k t nm 2009, khi Hc vin m rng quy m o to, tuyn sinh nhiu hn. u t cho gio dc v hot ng ngoi kha nhiu hn. Cc hot

ng thng nin c t chc nh chng trnh hin mu nhn o, chng trnh cho n kha mi, chng trnh sing to learn Khi u l chng trnh cho n sinh vin kha mi nm 2009 vi l hi bao gm hi thi din vn ngh, hi ch sinh vin, gian hng sinh vin, giao lu th thao. Chng trnh c dn dng c quy m vi s tham gia ca lnh o, ging vin Hc vin cng nh ng o cc sinh vin kha c v kha mi. Chng trnh to c n tng mnh mi cc bn sinh vin c bit l cc bn sinh vin kha mi.

Hnh 2.13 Chng trnh cho n Tn sinh vin nm 2011

(Ngun: ptit.edu.vn)Cng trong nm 2009, 2010, 2011 cc cu lc b pht trin mnh m, to cng ng hc tp chia s cho sinh vin Hc vin cng nh to ra nhiu sn chi b ch. Cc chng trnh quyn gp cho tr em vng l, c hon cnh kh khn cng c cc cu lc b di s h tr ca on trng Hc vin t chc u n trong nm.Nm 2011, chng trnh Ta sng PTIT, PTIT ICON do cu lc b CDA t chc vi s h tr ca ban lnh o Hc vin cng gy c ting vang ln. nh du bc i ln trong hot ng phong tro ca sinh vin Hc vin. Chng trnh Sinh to learn cng l chng trnh c t chc thng nin do cu lc b ting anh ca Hc vin ch tr thu ht c ng o s tham gia ca

cc bn sinh vin trong Hc vin cng nh ngoi Hc vin. Cng ngy cng quy m, chuyn nghip hn.

Hnh 2.14 Chng trnh Sing to learn PTIT nm 2012 c t chc ti Hc vin(Ngun: ptit.edu.vn)

Trong nm 2012, hng lot s kin ln v cc chng trnh dnh cho sinh vin c t chc, nh du s pht trin vt bc trong cng tc t chc s kin, to mi trng giao lu lnh mnh ti Hc vin.

Hnh 2.15 Cuc thi Sinh vin Ti nng thanh lch PTIT 2012(Ngun: ptit.edu.vn)

Cc s kin c s tham gia ca ng o cc sinh vin trong, ngoi trng cng nh c s tham gia ti tr ca cc n v trong tp on v n v o to khc. T , c th nh gi c mc chuyn nghip ca cc s kin c t chc ti Hc vin c s tin trin vt bc trong cc nm va qua. Cng vi s tng trng ca quy m o to, ban lnh o Hc vin phi thng xuyn thay i c cu, u t nng cp nhm m bo c cht lng ging dy cng nh hot ng giao lu ngoi kha cho sinh vin.Trao i hc hi vi n v khc, nc bn c Hc vin ch trng nh vic t chc cc bui gp mt giao lu vi cc cn b nc bn Lo, gp g vi Lnh o Tp on Bu chnh Vin thng Vit NamT , thc y c mi quan h tt p, gn kt vi mi trng bn ngoi.

Hnh 2.16 L trao hun chng hu ngh nm 2010 ti th Ving Chn( Ngun: ptit.edu.vn)

Ni bt trong nm 2013, Hc vin d kin c nhiu hot ng thit thc nhm h tr hc vin, sinh vin hc tp v nghin cu ti Hc vin. n c nh

chng trnh Ngy t vn tuyn dng c t chc vo ngy 23/3/2013 kt hp vi ngy l trao bng tt nghip ca sinh vin D08. Vi s tham gia ca cc n v ti tr, nh tuyn dng trn c nc.

Hnh 2.17 Thng tin chng trnh ngy h t vn gii thiu vic lm 2013

Quan h cng ng

(Ngun: Fanpage Tuyt c mo)

L mt n v o to, Hc vin nm r vai tr quan trng ca cc hot ng quan h cng ng. Do vy, hng nm cc chng trnh thin nguyn, h tr x hi lun c Hc vin quan tm v thc hin. T m nng cao, khng nh hnh nh ca Hc vin vi x hi. Mt s hot ng c th k n nh tnh nguyn, t vn tuyn sinh, ph cp tin hcHot ng tnh nguyn: L s tham gia ca cc bn sinh vin Hc vin c phi hp bi on trng Hc vin, cc chng trnh c th k n nh quyn gp qun o, i b v mi trng, hin mu nhn o, ma h xanh, tip sc ma thi

Ph cp tin hc l chng trnh truyn thng ca Hc vin vi s h tr ca on tp on VNPT thng nin, ph cp v h tr kin thc v tin hc cho ng bo cc tnh min ni, vng cao nh : Bc Cn, Cao Bng, H Giang...

Hnh 2.18 Chng trnh ph cp tin hc ti Bc cn nm 2012( Ngun: ptit.edu.vn)

Qua cc hot ng cng ng, Hc vin to c n tng tt p cho cc bn hc sinh trn khp vng min ca t quc. Cc hot ng phong tro, c thit thc vi x hi dn nh hng cc em hc sinh v mt mi trng o to i hc cht lng, tin phong trong ngnh cng ngh thng tin. T m h tr c lc cho hot ng truyn thng marketing tuyn sinh ca Hc vin trong thi gian qua.

2.2.4. Hot ng Marketing trc tip

Hot ng marketing trc tip l qu trnh tip xc trc tip gia khch hng tim nng v nhn vin bn hng nhm t vn, gii thiu, thuyt phc h la chn v mua sn phm. i vi Hc vin, hot ng bn hng trc tip c

th hin di hnh thc cc chng trnh t vn tuyn sinh cho hc sinh THPT. K t nm 2008 n nay, hot ng t vn tuyn sinh ca Hc vin gt hi c nhiu thnh cng. Nm 2009, Hc vin trin khai hot ng ny trn quy m ln, thc hin bao ph hu ht cc tnh pha Bc v mt s cc tnh min Trung nh Thanh Ha, Ngh An vi trn 369 trng THPT c t vn. Nm 2010, hot ng T vn tip tc c din ra rng ri hn, quy m hn. Nh :V c cu sinh vin phn theo vng min, ch yu sinh vin n t cc tnh H Ni, Nam nh v Thanh Ha, cn li ri rc cc tnh khc trn ton min Bc. Tuy nhin, c cu ny vn c s dch chuyn, v c s thay i kh r. l, s gia tng ca s lng sinh vin t cc tnh khc, khng ring cc vng ln cn th , nh sinh vin Ngh An, H Tnh, Bc Giang,... s l tin cho s pht trin ngun lc cho Hc vin trong tng lai. Ph huynh v hc sinh nhiu tnh xa nh Lo Cai, Cao Bng, H Tnh bit nhiu hn n Hc vin. S lng hc sinh ng k thi vo trng c xu hng tng cao.Tuy nhin n nm 2011, hot ng t vn tuyn sinh dng li do t c mc tuyn sinh ca h i Hc chnh quy tng i n nh qua cc nm gn y, t 9.000 h s cho n 11.000 h s ng k d thi i Hc.

2.3 NH GI V HOT NG TRUYN THNG MARKETING TUYN SINH CA HC VIN

2.3.1 Nhng mt t c

a. Hot ng truyn thng trn phng tin thng tin i chng

Bo v tp chH thng bo ch c Hc vin s dng nhiu trong thi gian qua hu ht thuc bo ch trong ngnh. T , thu ht c cc c gi quan tm n cc lnh vc v cng ngh thng tin v truyn thng theo di. Cc thng tin v b co, tuyn sinh c Hc vin ng ti y gp phn gia tng nhn thc ca i tng hc vin tim nng v nng lc v chng trnh o to ti Hc vin.

Vn bn, th miPhng thc gi cng vn, th t ti cc doanh nghip trong ngnh l mt ng thi tch cc cho thy s i mi trong t duy ca Hc vin. i tng ngi lao ng trong cc doanh nghip trc thuc ngnh lun c nhu cu nng cao nng lc, chuyn mn. Nhu cu hon ton ph hp vi cc h o to, cc kha ngn hn m Hc vin hin ang o to t thc t pht sinh nh: H lin thng t cao ng ln i hc chnh quy, h o to t xa, h o to ti chc; kha nng cao nng lc qun l, kha o to k nng bn hnh gii Pht thanh, truyn hnhPht thanh truyn hnh l knh truyn thng c chi ph rt ln, do u t cho knh ny cn phi c s tnh ton k lng. Bng hot ng thc tin v cht lng o to ca mnh Hc vin lin tc c mi pht sng cc chng trnh s kin ln trong thi gian qua. T y cng nh gi c s pht trin vt bc ca Hc vin, nng cao hnh nh ca Hc vin vi x hi.

b. Hot ng truyn thng trn internet

Bo in t, trang tinH tr cho knh bo ch truyn thng, cc thng tin tuyn sinh cng nh t vn tuyn sinh ca Hc vin c truyn thng hiu qu trn cc bo in t, trang tin. Phng thc ny gp phn m rng phm vi c gi, h tr ti a thng tin c gi mun tm kim v Hc vin. Vi xu th pht trin mnh m ca internet ngy nay, vic c gi tm kim thng tin tuyn sinh ca Hc vin qu cng c internet khng kh. y s l knh truyn thng m Hc vin s s dng hiu qu trong thi gian ti. T , to thm knh tm kim thng tin v tuyn sinh, t vn tuyn sinh cho cc bn hc sinh, hc vin tng lai cng nh cc bc ph huynh. Din n, mng x hi

Din n, mng x hi ang tr thnh xu th trao i thng tin ca cc tng lp cng dn in t. Mng x hi lan rng vi gii tr, cc din n c phn loi nhm (cng ngh, thi trang, tr th) ang thnh hnh v l cng c truyn ti thng tin, trao i chia s rt tt.Din n sinh vin hin ti ca Hc vin (svptit.vn) thu ht ti 37.999 thnh vin ng k vi hng triu lt xem, cho thy s quan tm rt ln t pha cng ng m ch yu l sinh vin Hc vin. Qua y, Hc vin s hu c knh truyn ti thng tin rt hu hiu. Hng nm n ma tuyn sinh, din n ny cn l ni cc bn hc sinh cp ph thng tm n hi v thng tin tuyn sinh, kinh nghim hc tp ti Hc vin.Ngoi ra, rt nhiu cc din n khc cng ng ti thng tin v hc vin, nh cc din n v cng ngh (vn-zom, vozforum), din n lm cha mthng qua cc on hi thoi ngn, hi han v thng tin tuyn sinh Hc vin ca cc thnh vin trn din n. T , cho thy nu qun l tt cc thng tin ny, Hc vin s tn dng c knh truyn thng v cng hiu qu vi chi ph cc k thp.Thi gian gn y, mng x hi m thng dng nht l mng facebook c nhng bc pht trin vt bc, c kh nng kt ni, chia s mi ngi rng hn n gin hn so vi din n. Fanpage ca trang bo Tuyt C Mo thu ht s theo di ca nhiu bn sinh vin, hc sinh, l ni trao i v thng tin tuyn sinh ca Hc vin kh hiu qu hin nay.Thng tin v hc vin cng khng nm ngoi cn sng ny, khi cc s kin, hnh nh ca Hc vin u c cc bn sinh vin trong Hc vin s dng trang c nhn ca mnh a ln vi nim t ho ring ca mnh.Kim sot tt c knh ny, Hc vin s thu v hiu qu truyn thng rt ln. Tuy cha c nhiu u t v k hoch cho hnh thc ny, nhng qua Hc vin cng nng cao c mt phn hnh nh ca mnh ti cng chng ca mng x hi.

c. Hot ng quan h cng chng

T chc s kinc s h tr ca ban lnh o Hc vin, cc hot ng ca sinh vin t chc manh nha hnh thnh v ngy cng chuyn nghip c th hin qua cc nm gn y. T , t cc bn sinh vin to c mi trng, sn chi ring cho mnh v cc bn sinh vin trng khc tham gia. Qua y, Hc vin truyn ti ti cng chng x hi v mt mi trng hc tp lnh mnh, o to i i vi thc hnh.Cc chng trnh, s kin ln m Hc vin t chc (cho n sinh vin kha mi, tri n thy c...) c ng o cc bn sinh vin ng h nhit tnh. T qua cc phng tin thng tin i chng, Hc vin truyn ti c thng ip v mt mi trng o to c s gn kt mt thit gia sinh vin v nh trng. To hnh nh mt Hc vin lun trn pht trin vng mnh. Quan h cng ngChng trnh thin nguyn l mt trong nhng chng trnh c s tham gia nhit tnh v y nhit huyt ca cc bn sinh vin. Khi hc tp ti Hc vin sinh vin c rt nhiu c hi tham gia cc chng trnh thin nguyn do Hc vin t chc cng nh do cc cu lc b sinh vin ng ra ku gi. T hnh nh ca Hc vin ngy mt c khng nh ti cc i tng ca x hi. Qua y, cho thy mt Hc vin ngoi chc nng o to tt cn c trch nhim vi x hi, nng cao nhn thc cho sinh vin v rn c, luyn ti.

d. Hot ng marketing trc tip

Qua thc t trin khai cho thy chng trnh t vn tuyn sinh l chng trnh mang li hiu qu cao, r rt cho Hc vin trong thi gian qua. Hnh thc ny tip cn trc tip n i tng c nhu cu, nh hng bng cc thng tin cn thit cc th sinh tim nng bit, hiu nhiu hn v Hc vin.Ngoi chc nng mang v cc h s tuyn sinh cho Hc vin, cc hnh thc trin khai marketing trc tip cn li du n tt cho cc bn th sinh tim

nng. Qua , Hc vin nng cao c hnh nh ca mnh v mt trng o to lun i mi, lun hng ti cc hc vin, v nhu cu v nh hng tng lai cho Hc vin.

2.3.2 Nhng mt tn ti


Bo v tp chCc thng tin c ng ti theo nhu cu thng tin thc t pht sinh. Cha theo mt chin lc v k hoch tng th c xy dng t trc. Do , khng to c c hch mnh vo mi t tuyn sinh. Bng chng cho thy l lng h s c tng ln, nhng theo ma v. Tc tng trng h s np vo do hiu ng ca chin dch tuyn sinh cha cao. Vn bn, th miVn bn, th mi c chuyn ti cc n v, doanh nghip trong ngnh u n nhng cha c cng c v bin php qun l thng tin phn hi, do Hc vin khng nm c thc t trin khai truyn t thng tin ti cc n v, doanh nghip. Pht thanh, truyn hnhCc hot ng pht thanh, truyn hnh cn manh mn. Cha c s u t r rt v nhn lc cng nh c s vt cht. i pht thanh ni tr hin ang dng li mc giao lu, cng b thng tin thi s ti Hc vin.


Tuy bt tay vo thc thi cc cng c truyn thng trn intenet nh xy dng trang tin, h tr xy dng cc din n sinh vin; nhng do cha c k hoch c th, nh hng r rng nhm to s khuch trng trong qu trnh truyn thng. Do m Hc vin cha t c hiu qu truyn thng nh mun.

Cng c mng x hi vn cha c Hc vin tn dng nhiu, ch yu l do cc bn sinh vin, c gi t pht ng ti, chia s vi nhau. Trong thi gian ti Hc vin cn c nh hng r hn.


T chc s kinCng tc t chc s kin ca Hc vin ch yu xut pht t xut ca cc n v bn ngoi, ca cc cu lc b sinh vin trong Hc vin. Do , kh mang tnh cht nh hng cng nh s cng hng ca cc s kin ny vi nhau. T m b hn ch v hiu qu truyn thng cng nh b tr cho cng tc tuyn sinh ca Hc vin.Cc gii u th thao, vn ngh mi ch dng li khun vin Hc vin. Do nhiu iu kin m cha m rng ra c cc n v trng khc, cng nh cc ban ngnh khc giao lu. Cc mn thi u b hn ch cho c s vt cht cng nh tnh cht gii. Nu c u t bi bn hn s to hiu ng rt tt cng nh thc y phong tro th thao, vn ngh cho ton Hc vin. Quan h cng ngM hnh ph cp tin hc khng c nhn rng vi s tham gia ca cc n v khc. Dn n cc a phng c ph cp cha nhiu.Cc hot ng thin nguyn ch yu pht sinh t sinh vin, cu lc b sinh vin tnh nguyn ca Hc vin cha c k hoch hot ng hiu qu trong hng nm.


Hot ng t vn tuyn sinh mi c trin khai di hnh thc tn dng thi gian sinh vin ngh h, ngh tt thc hin. Mc d c o to v k nng v cung cp t liu nhng ty cch tip cn ca cc nhm sinh vin m hiu qu cha cao v khng ng u.

Hin hot ng ny dng li, khng c trin khai trong nm va ri. Nu khng c tip tc trin khai v m rng Hc vin s mt mt knh truyn ti thng tin hiu qu.

2.3.3 Nguyn nhn ca nhng tn ti


Bo v tp chDo chi ph ng bi truyn thng ln nn trong cc thi im tuyn sinh Hc vin vn ch yu ng bi trn cc trang bo hp tc ca ngnh. Do m cha to c s khuch trng ln.Hc vin cha c phng chuyn trch lm vic vi bo ch m vn do vn phng lm vic, do k hoch ng ti hng nm a ln cha hiu qu. Cht lng bi vit kim sot cn lng lo. Vn bn, th miVn bn, th mi chuyn ti cc doanh nghip di dng cng vn, khng hp dn ngi c nn ch c nhng hc vin tim nng c nhu cu thc s tham gia, khng hp dn c cc i tng khc. Pht thanh, truyn hnhy l knh cc k tn km, do t c hiu qu nh Hc vin cn c nhng u t ln. Vi nn kinh t suy thoi v tim lc kinh t hn hp, cc ngun chi cho marketing khng c nhiu nn u t cho knh ny Hc vin cn phi c k hoch hiu qu hn.Do khng c phng ban chuyn trch, bm st cc chng trnh s kin ny c cng c nh gi, a ra k hoch hiu qu nn cc chng trnh cha thc s t c hiu qu nh mong i. Cc thng ip truyn thng ca Hc vin khng c kt hp v truyn t r rng trong cc chng trnh truyn hnh.


Bo in t, trang tinCc tin tc, thng tin tuyn sinh ca Hc vin c a ln y tuy nhin thng b chm so vi tin . Do cha c phng ban chuyn trch, theo di tin ng tin, cht lng bi vit t m khng c r sot k lng, gn kt vi thng ip truyn thng. Din n, mng x hiMng x hi, din n l cc knh xut pht t nhu cu thc tin ca sinh vin, c manh nha hnh thnh v xy dng t sinh vin. Hc vin khng c k hoch pht trin t trc, do b ng trong vic pht trin.Thng tin bi vit v cht lng cc ch t cng khng kim sot c, thng ip truyn thng qua cc knh ny cha c n v no ng ra chu trch nhim v nng cao.


T chc s kinHc vin khng c phng ban chuyn trch v t chc s kin, cc k hoch t chc thng gn kt vi cc hot ng thng nin v thc t trin khai ca Hc vin.Ni dung, quy m ca s kin tuy ang dn chuyn nghip hn nhng cha gy c sc vang ln, thng ip truyn thng gn kt trong cc chng trnh cha xuyn sut.Hc vin cn c k hoch v vic a thng ip truyn thng xuyn sut qua cc s kin trong nm, t nm ny qua nm khc. B sung thm cc cng c truyn thng h tr cho cc s kin t chc t m khuch trng c thng ip cng nh hnh nh ca Hc vin. Quan h cng ngHc vin thnh lp c cu lc b sinh vin vi s tham gia ca ng sinh vin, tuy nhin cc hot ng thin nguyn vn cn manh mi cha nhn

c s tham gia ca ton b sinh vin trong Hc vin theo nhiu hnh thc khc nhau. Cha c hi sinh vin nng cao trch nhim cng nh s ch ng ca sinh vin trong cc hot ng thin nguyn cng nh gy dng phong tro. K hoch t chc chng trnh xuyn sut trong nm cha hon thin, ch yu theo thc t trin khai. Do vic a thng ip truyn thng vo cc chng trnh ny rt kh, khng y .


Hin ti hot ng b ngng, do hiu qu m n mang li Hc vin cn c s u t ng n hn v nn c k hoch trin khai li quy m hn, hiu qu hn tit kim chi ph cng nh nng cao hnh nh ca Hc vin.Cha c s tham gia ca cc cng c truyn thng hu ch cho chng trnh ny gn kt thng ip truyn thng v tuyn sinh ca Hc vin mt cch hiu qu.

CHNG 3GII PHP TRUYN THNG MARKETING TRONG CNG TC TUYN SINH TI HC VIN CNG NGH BU CHNH VIN THNG

3.1 NH HNG PHT TRIN CA HC VIN TRONG THI GIAN TI

L n v u ngnh v o to Cng ngh thng tin v vin thng. Tm nhn ca Hc vin n nm 2020 l: Chuyn i Hc vin gp phn thc hin tt hn vai tr, s mng v nhim v kinh t, chnh tr ca Tp on BCVT Vit Nam; Ly nghin cu khoa hc lm trng tm ca mi hot ng; Ly gn kt nghin cu o to v sn xut kinh doanh lm gii php c bn; Ly s khc bit nm trong doanh nghip mnh ca Nh nuc pht huy nng lc cnh tranh; Nhanh chng nng cao tim lc trong mi mt: kinh t, cng ngh, con ngi, qua nng cao cht lng nghin cu v o to; Tip cn v nm bt c cc thay i sm tr thnh mt trong cc n v i u ca Vit Nam v KHCN, Gio dc o to v trnh qun l; Gn nghin cu v o to theo nhu cu x hi, bm st thc hin mng li v thc tin doanh nghip; Hot ng theo hng a ngnh, a ngh. Xc nh r mt s lnh vc, ngnh ngh ch o tp trung u t mi nhn tin ti xc lp v tr dn u; Ch ng m rng hot ng to ra cc ngun thu khc nng cao tim lc cng nh i ng, nng cao thu nhp cho ngi lao ng; Nhanh chng i mi m hnh v c ch hi nhp quc t;(Ngun: ptit.edu.vn)

i vi cng tc tuyn sinh, Hc vin cng ra tiu ch c th cho tng nm theo tng ngnh ngh v h o to. Qua ph hp vi nng lc o to hin ti ca Hc vin.

3.1.1 Tng ch tiu tuyn sinh

Trong cc nm gn y, xu hng tuyn sinh ca Hc vin ngy mt tng theo quy m o to v m hnh pht trin mi. T ch tiu l 800 sinh vin t nm 2007, ch tiu tuyn sinh tng ln 2.750 vo nm 2011.K hoch tuyn sinh trong nm 2013 l 4.450 ch tiu, trong c: 2.680 ch tiu i hc chnh quy 600 ch tiu cao ng 600 ch tiu h lin thng cao ng ln i hc 200 ch tiu h vn bng 2Bn cnh , trong thng 4 v thng 9/2013, Hc vin s t chc 2 t thi tuyn, xt tuyn trnh thc s, tin s vi ch tiu d kin l 380 hc vin cao hc v 10 nghin cu sinh.Ngoi ra, cng trong nm nay, Hc vin s tuyn sinh, xt tuyn 1.100 sinh vin i hc theo hnh thc gio dc t xa; 1.600 sinh vin cao ng ngh; v 1.500 sinh vin i hc cp bng va hc va lm(7). Nh vy, trong nm 2013 Hc vin c mc tng trng v quy m o to ln. Mt khc cc ch tiu o to cho cc h v ngnh ngh mi cng tng cao. Vic c gii php truyn thng cho cng tc tuyn sinh l v cng cn thit.

7 Ngun: Cng thng tin tuyn sinh Hc vin CN BCVT

3.1.2 M rng nghnh ngh o to

Ngoi vic m rng thm cc lp hc, Hc vin cn m rng m hnh o to thm cc chuyn ngnh khc nhau.

Bng 3.1: Cc ngnh/ chuyn ngnh mi v h o to mi ca Hc vin

Nm hcChuyn ngnh miNgnh miH o to mi

2007K Thut in in tH va hc va lm

2009K Ton Ti Chnh

Qun Tr Marketing

2012Cng ngh a phng tinHotoCao ng Ngh

2013An Ton Thng Tin

Marketing

(Ngun:Tng hp t website ptit.edu.vn)

Theo ngun tin t vn phng Hc vin, trong k tuyn sinh i hc 2013, Hc vin Cng ngh Bu chnh Vin thng (PTIT) dnh 100 ch tiu tuyn sinh ngnh An ton thng tin v 220- ch tiu cho ngnh marketing - ngnh o to mi ca trng. i tng tuyn sinh s l hc sinh tt nghip THPT hoc tng ng, khi thi A, A1.Cng vi s u t mnh m v c s vt cht v i ng cn b cng nhn vin chuyn mn cao. Hc vin n lc m thm ngnh ngh mi. T nng cao c hnh nh ca Hc vin v mt n v o to ngun nhn lc trong lnh vc ICT hng u Vit Nam.

3.1.3 u t cho cng tc nng cao hnh nh Hc vin

Song song vi vic u t c s h tng, m rng quy m o to. Ban lnh o cng nh hng v u t cho hot ng truyn thng marketing nhm nng cao hnh nh cng nh truyn ti cc thng tin cn thit ti cc i tng c nhu cu. Vi vic u t c s h tng, lp phng ban chuyn trch cho cng tc ny. Hc vin v ang hnh thnh cho mnh nhng chin lc truyn thng hiu qu trong thi gian ti. Cng tc tuyn sinh c c thnh cng v m ng c nhim v ra hay khng ph thuc rt nhiu vo hot ng truyn thng marketing m Hc vin s trin khai trong thi gian ti.

3.2 CC GII PHP TRUYN THNG MARKETING NHM Y MNH CNG TC TUYN SINH

3.2.1 u t xy dng k hoch truyn thng marketing tuyn sinh ca Hc vin Cng ngh Bu chnh Vin thng

Cc hot ng truyn thng marketing tuyn sinh ti Hc vin c trin khai trong thi gian qua t c nhiu hiu qu ng ghi nhn. Hc vin tn dng c nhiu knh truyn thng sn c cng nh phi hp t chc cc chng trnh, s kin kh thnh cng. Tuy nhin, cc hot ng trin khai vn cn manh mn cha h thng.Nhu cu o to v lnh vc cng ngh thng tin ang ngy mt tng cao, cng vi s pht trin v quy m o to cng nh cht lng o to ca Hc vin cng c nng cao. Do , cng tc tuyn sinh u vo cn p ng c nhu cu ra ngy cng cao. Cc hot ng truyn thng marketing tuyn sinh trc y khng cn p ng c yu cu ra hin nay. u t xy dng mt k hoch truyn thng maketing tuyn sinh l cn thit v cn c Hc vin quan tm trong thi im hin nay.

K hoch truyn thng marketing tuyn sinh ti Hc vin a ra cn thc hin c hai mc tiu song song, l mang v c nhiu h s tuyn sinh v khuch trng hnh nh ca Hc vin. K hoch a ra cn xuyn sut trong qu trnh thc hin, c kh nng gn kt c vi cc hot ng thng nin c t chc ti Hc vin. T , s to ra c c huch, thng tin c truyn ti rng ri v c hiu qu hn.i tng mc tiu cn hng n ca k hoch ch yu l cc bn hc sinh THPT chun b ra trng; cc hc vin c nhu cu nng cao trnh , bng cp vi cc chuyn ngnh Hc vin ang o to. Cc cng c truyn thng marketing tuyn sinh ch yu s c phi hp p dng bao gm: T vn tuyn sinh: T chc cc a im ti Hc vin, cc trng THPT trn c nc cung cp thng tin tuyn sinh, t vn hng nghip cho cc th sinh la chn cc khoa, ngnh ph hp vi nng lc ca mnh. T vn chng trnh o to Pht trin i tc lin kt pht hnh h s tuyn sinh ti cc a bn trn c nc, t kt hp vi m hnh t vn tuyn sinh y mnh cng tc truyn ti thng tin n i tng th sinh c nhu cu. Thng tin tuyn sinh, t vn tuyn sinh trc tuyn v ng k tuyn sinh trc tuyn: T chc cung cp thng tin tuyn sinh v t vn tuyn sinh thng qua cng c internet.Cc cng c trn y u nhm mc tiu nh hng nhu cu v cung cp thng tin b tr, t to c s cho cc th sinh np h s vo Hc vin. Ngoi ra, k hoch truyn thng marketing tuyn sinh ca Hc vin cng cn tp trung vo nhn thc ca cng chng mc tiu. T , khuch trng c hnh nh, nng cao s nhn bit v hiu r v cc chng trnh o to ti Hc vin i vi x hi. Cc cng c ch yu cn s dng s l cc phng tin thng tin i chng nh bo ch, truyn hnh, hot ng cng ngCng chng mc tiu ca k hoch truyn thng marketing tuyn sinh s l hc sinh cc trng ph thng trung hc. i tng ca hot ng truyn thng

marketing ca Hc vin cng c th l cc th sinh khng im vo cao ng, i hc, ang i lm nhng cha c bng cp, cha c iu kin hc tp trc y. Hin nay, i tng cng chng mc tiu k trn ch yu tm kim thng tin trn internet, bo ch, t vn tuyn sinh hng nghip.Ngoi ra, k hoch truyn thng cng cn ch n i tng cng chng x hi. Cc i tng ny s nh hng rt ln n hnh nh cng nh cc hot ng thng ngy ca Hc vin. Nu qun l tt i tng cng chng x hi ny s to li th cng nh nhiu thun li cho cng tc o to, ging dy ca Hc vin. Cc cng chng x hi c th k n nh:- Chnh quyn a phng, php lut ni Hc vin ng tr s v hot

ng.

Cc phng tin thng tin i chng, bo i, truyn thanh, internet Ph huynh, gia nh ca i tng hc sinh, sinh vin c nhu cu hc tp

nng cao kin thc ti Hc vin.- Sinh vin tt nghip cao ng, cha c vic lm, ang ti a phng cng gia nhCc i tng cng chng mc tiu trn y s l mt phn khng th thiu i vi k hoch truyn thng markeing tuyn sinh m Hc vin cn xy dng v trin khai trong thi gian ti.Thng ip truyn thng ti cc i tng cng chng mc tiu trn cng cn c thng nht v xuyn sut trong qu trnh xy dng, thc hin k hoch truyn thng marketing tuyn sinh ca Hc vin. Thng ip truyn thng phi ni ln c

luan van - truong thanh binh m11cqqt01

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