Tác giả: Nguyễn Thị Mai Kha.

University of Stirling. Năm: 2013.

Mô tả: 120Tr, kích thước: 30cm. Vị trí: phòng đọc.

The purpose of this study was to consider the current situation on university branding of universities in the MeKong Delta or the Southwest including their interest in branding, their benefits, disadvantages and remedies in the process of branding, methods and strategies to build and management the brand. Qualitative and quantitative methods were applied and there were six universities selected for this research including Can Tho university, Tra Vinh university, Tien Giang university, Tay Do University, Dong Thap university and An Giang university. Each university had an interviewee with an in-depth interview and answering nine similar research questions. It was discovered that most of universities in Mekong Delta had a considerable concern about brand building. The universities primarily carried out basic and important activities in university branding such as improving training quality, material facilities, teaching and learning equipment, human resources, in which the activity which was done most was improving training programmes. However, the things that they were caring most at the present were the brand identity like upgrading websites, increasing designs of flyers/posters, popularizing the image of the university on mass media. This might be because they knew how to overcome dificulties in the periods of branding through taking the advantages, bettering limited aspects, continuing to develope in good sides and investing in things which had not yet been taken interest in. Noticeably, they seemed to have more similarities than differences in terms of advantages and disadvantages as well as the strategy of branding. Although there were not any models of university branding which were found in this research and strategies or methods of branding were also so general. All in all, this study may bring a wide range of useful information about university branding in the Southwest for reference or may support to conduct other research.