THE IMPACT OF EDUCATIONAL MARKETING ON UNIVERSITIES PERFORMANCE: EVIDENCE FROM PRIVATE MANAGEMENT COLLEGES OF VIETNAM

This paper aims to explore the effects of the numerous university marketing campaigns carried out by selected private management colleges in Vietnam. The research also studied the actions of students from BBA and MBA, who have been recruited by their own management college. For this analysis, the conceptual model consists of 7ps of marketing mix built for educational institutions. Self-administered questionnaires were provided to 169 students from different colleges. Descriptive figures were used for the interpretation of collected results. The findings were focused on students, arrangement for non-school events, the library and IT services. The findings of the study indicate that the prestige of a university is strongly connected to the brand's ability to satisfy stakeholder expectations; brand credibility management may be treated as an important concern for most universities in the present very competitive climate. For managers responsible for designing a university's competitiveness promotion policy to support educational programs and programs, the findings of study can be valuable. We conclude that the findings of this study would seek to explain the psychology of the students and establish appropriate communication campaigns for all private schools, advertisement agencies and governmental education departments. It would also promote the oversight of certain practices that better suit the needs of students and service providers, ensuring that all future students at private colleges become more desirable.