In recent years, the higher education market has experienced intensified competition due to the growing number of institutions and the impact of social demand, labor market changes, globalization, educational reform, and most recently, the Coronavirus pandemic. To succeed in student recruitment, universities must develop more competitive marketing strategies. This study investigates the marketing and market of a university to understand why and how higher education institutions evolve their marketing strategies in a changing landscape. Can Tho University, the largest public university in the Mekong Delta region (Vietnam), is selected as a case study. Documentary research, observation, in-depth interviews, and survey questionnaires are employed to examine strategic and operational marketing. The findings suggest that employing the Marketing Mix (7Ps: Product, Price, Place, Promotion, Process, Physical Presence, and People) in educational service marketing can enhance a higher education institution's brand image and promote sustainable development in economic, social, and environmental aspects. Recommendations for improving the Marketing Mix strategy in the higher education market are proposed to boost the competitiveness of institutions. By providing a deeper theoretical foundation for Marketing Mix implementation centered on sustainable development principles, the study enriches existing higher education marketing literature and offers practical applications for institutions seeking to enhance operational efficiency.
Tạp chí: International Interdisciplinary Congress of Women in Science, "Diversity, Careers, Interdisciplinarity", January 13-14, 2023, Venue: Sivas Cumhuriyet University, Sivas, Türkiye, in partnership with Association of Women in Science- BİLKADER
Tạp chí: The 5. INTERNATIONAL KARS CONGRESS ON SCIENTIFIC RESEARCH Agriculture, Biology, Zoology, Veterinary, Natural Sciences, Animal Farming, Food Iksad Institute March 17-19, 2023 , Kars Turkiye
Tạp chí: The 8th INTERNATIONAL NEW YORK CONFERENCE ON EVOLVING TRENDS IN INTERDISCIPLINARY RESEARCH & PRACTICES May 1-3, 2023 Manhattan, New York City, USA
Tạp chí: The International Conference on Global Practice of Multidisciplinary Scientific Studies-IV Turkish Republic of Northern Cyprus April 28-30, 2023
Tạp chí khoa học Trường Đại học Cần Thơ
Lầu 4, Nhà Điều Hành, Khu II, đường 3/2, P. Xuân Khánh, Q. Ninh Kiều, TP. Cần Thơ
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