SOLUTIONS TO ENHANCE MARKETING ACTIVITIES OF HIGHER EDUCATION SERVICES AT THANH DONG UNIVERSITY

Abstract

In the context of higher education marketisation and high competitiveness in the global education, universities have worked as service providers to meet the needs of learners. One of the strategies which has been widely applied in both general education and higher education, particularly, is marketing. Rather than solely serving as a promotional tool, marketing plays a pivotal role in developing the brand, enhancing the quality of education and expanding collaborative networks. The findings of this study indicate that Thanh Dong University has effectively implemented all elements of the service marketing mix (7Ps) in its higher education marketing strategies, including education programs, tuition fees, location, communication, human resources, and facilities. In addition, the study reveals several advantages of Thanh Dong University, such as diversity of training programs, reasonable tuition fees, high-quality lecturers, and proactive communication strategies. Nevertheless, the research identifies several existing limitations in developing the brand, recruiting candidates in some disciplines and engaging alumni. Based on these insights, the study proposes two sets of strategic solutions with the aim of improving the competitiveness and sustainable development of the university