MARKETING PRACTICES OF PRIVATE UNIVERSITIES IN HANOI: BASIS FOR STRATEGIC MARKETING PLAN

Abstract

The study aims at evaluating the current marketing practices of private universities in Hanoi and proposing a strategic marketing plan for more proper and effective operation of private universities particularly and other universities in Vietnam as the whole. Among researched factors, parents and school image can be seen as the most influential factors on students’ choice in study. In addition, it is concluded that program is the weakest point of private universities while physical facilities and place can be seen as their strength in comparison with other universities. Moreover, there are significant differences in the assessment of students of different gender, different study courses and different high school performance. Based on the empirical evidences, the study proposes a strategic marketing plan for private universities in Hanoias an output in terms of program, price, place, promotion, process, people and physical facilities.