Khảo sát nội dung quản trị hoạt động truyền thông tuyển sinh của một số trường đại học tư thục ở Hà Nội

Abstract

This article analyzes the current state of six groups of communication management content in student recruitment activities, including objective management, content production planning management, communication channel management, content production process management, communication crisis management, and feedback management, at three private universities in Hanoi. The study surveyed 98 administrators, lecturers, and staff members from University of Technology and Management, Hanoi University of Business and Technology, and Nguyen Trai University using questionnaires. The results show that all six groups of content were positively evaluated (M = 3.65–4.26), with no statistically significant differences among the three universities (Sig. > 0.05). The study contributes to the theoretical foundation of private higher education management in Vietnam while providing scientific evidence for administrators in formulating effective student recruitment communication strategies.