Balancing student recruitment and communication in Vietnamese universities

What is it about?

This research looks at how universities in Vietnam use marketing communication to attract students and connect with other stakeholders. It finds that most universities focus heavily on student recruitment, relying on digital ads, social media, and traditional methods like open days and school visits. While enrollment numbers and online engagement are the main ways they measure success, there is little emphasis on broader communication with faculty, alumni, industry partners, and communities. Through interviews with university representatives, the study highlights the need for more comprehensive strategies that go beyond admissions and reflect long-term institutional goals.

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Photo by Vitaly Gariev on Unsplash

Photo by Vitaly Gariev on Unsplash

Why is it important?

This research reveals a gap in how Vietnamese universities approach communication. While recruitment is critical for financial sustainability, ignoring wider stakeholder engagement can weaken long-term competitiveness, institutional reputation, and community trust. At a time when global education is increasingly competitive, the study shows why universities in Vietnam must adopt more balanced, professional, and integrated communication strategies that support both student enrollment and long-term brand building.