TIU LUN MN PR

ti :

XY DNG CHIN DCH PR CHO

I HC THNG LONG

Thc hin:
1. ng Phng ip
2.

A13060

Nguyn Bch Phng

A11700

H Ni 2011

MC LC
LI M U...................................................................................................................4
PHN 1: TNG QUAN V TRNG I HC THNG LONG...........................1
1.1 Lch s hnh thnh..................................................................................................1
1.2 Mi trng hc tp&Sinh hot.............................................................................2
1.2.1 C s vt cht hin i vo bc nht trong khi cc trng i hc...............2
1.3 Cht lng ging dy.............................................................................................3
1.3.1 Chng trnh o to........................................................................................3
1.3.2 Cc ngnh o to.............................................................................................3
1.3.3 i ng ging vin............................................................................................5
1.4 Cc hot ng sinh hot trong trng..................................................................5
1.4.1 Cc Cu lc b..................................................................................................5
1.4.2 Lin kt..............................................................................................................6
1.4.3 C hi vic lm..................................................................................................6
1.5 Tnh hnh hot ng ca i hc Thng Long gn y........................................7
1.5.1 Sinh vin............................................................................................................7
1.5.2 Cht lng u ra............................................................................................7
1.5.3 Tnh hnh tuyn sinh u vo..........................................................................8
PHN 2: LP K HOCH PR CHO TRNG I HC THNG LONG..........11
2.1 Xc nh vn .....................................................................................................11
2.2 Xc nh mc tiu.................................................................................................13
2.3 Xc nh nhm cng chng..................................................................................13
2.4 Thng ip truyn i.............................................................................................15
2.5 Cc hot ng PR..................................................................................................16
2.5.1 Giai on nhn bit v trng i hc Thng Long......................................16
2.5.2 Qu trnh tm hiu...........................................................................................20
2.6 Hoch nh ngn sch, thi gian v nhn lc cho chin dch............................23
2.6.1 Hoch nh ngn sch....................................................................................23
2.6.2 Hoch nh thi gian......................................................................................24

2.6.3 Phn b nhn lc............................................................................................24

PHN 3: NH GI HIU QU CC HOT NG PR.......................................25
3.1 o lng.................................................................................................................25
3.2 Nhn xt.................................................................................................................25
KT LUN.....................................................................................................................26

LI M U
C th hiu PR l cc phng php, hot ng ca mt t chc hoc c nhn thc
hin nhm lm ni bt mc tiu m mnh mun truyn ti n cng chng, xy dng mi
quan h mt thit vi cc i tng bn ngoi nhm to nn mt thng hiu mnh.
Cng vi s pht trin ca x hi, PR khng ch l hot ng ca ring cc doanh
nghip kinh doanh m cn c nhiu lnh vc khc nh m nhc, in nh, gio dc.
Hin nay loi hnh PR cho Gio dc ti Vit Nam cn tng i mi m, cc c
quan ban ngnh c lin quan v trng hc cha c nhiu kinh nghim trong lnh vc
ny. Trong khi nc ta hin nay li c rt nhiu trng i hc ln, s a dng ny
lm cho cc bc ph huynh gp nhiu kh khn trong vic quyt nh chn trng hc
ph hp cho con em mnh.
Ngoi cc trng i hc Cng lp cn c kh nhiu trng i hc Dn lp c
cht lng, c s vt cht tt, iu kin hc tp y . Ni bt trong s l trng i
hc Dn lp Thng Long. Vi hn 20 nm hot ng v pht trin, trng o to
nhiu kha hc c cht lng, cung cp mt lng khng nh lao ng tr thc cho x
hi. D cng chng c ci nhn khc v cc trng ngoi Cng lp, nhng mt s c
nhn vn cn nhiu nh kin khng tt v cc trng.
Lm th no PR hiu qu, x hi v cng chng hiu r hn v trng,
ph huynh c th yn tm gi gm con em h, v thu ht thm nhiu hc sinh theo hc?
l iu m hin nay rt nhiu trng i hc ang phi trn tr, trong c trng i
hc Thng Long.

PHN 1: TNG QUAN V TRNG I HC THNG LONG

1.1 Lch s hnh thnh
Trng i hc Thng Long l trng i hc dn lp u tin trong chnh th
Cng ha x hi ch ngha Vit Nam, c thnh lp nm 1988 vi tn gi ban u l
Trung tm i hc dn lp Thng Long. G.S Bi Trng Liu l ngi c cng rt ln
trong vic thnh lp ngi trng.
Hi ng sng lp bao gm cc gio s, nh khoa hc c uy tn do n Gio s,
TSKH Hong Xun Snh lm ch tch kim Hiu trng (Gim c) u tin. Hin nay
b ch tch Hi ng Qun tr. Hiu trng hin nay l ng L Vn Mt.
-

Ngy 15 thng 12 nm 1988, B i hc v Trung hc chuyn nghip Vit Nam ra

Quyt nh cho php thnh lp Trung tm i hc dn lp Thng Long nh mt m
hnh gio dc i hc mi.

Ngy 21/2/1989, Trng lm l khai ging ti Vn Miu; ti d c i tng V

Nguyn Gip, B trng b i hc Trn Hng Qun v ch nhim U ban Gio dc
Thanh thiu nin nhi ng Trn Th Tm an.

Ngy 11/8/1994, Trung tm i hc dn lp Thng long i tn thnh Trng i hc

dn lp Thng Long theo quyt nh s 441/Tg ca Th tng Chnh ph ngy 9
thng 8 nm 1994).

Ngy 17/1/2005 trng i hc dn lp Thng Long chuyn i loi hnh t trng

dn lp sang trng t thc vi tn mi l Trng i hc Thng Long. "...Trng
i hc Thng Long l c s gio dc i hc c t cch php nhn, c con du v ti
khon ring, hot ng theo Quy ch t chc v hot ng ca trng i hc t thc
ban hnh km theo quyt nh s 14/2005/Q-TTg ngy 17/1/2005 ca Th tng
Chnh ph...".

Hot ng trn nguyn tc khng v li nhun, to mi trng gio dc lnh mnh,

tn trng tnh trung thc, tnh yu thng v tinh thn hp tc.
1

1.2 Mi trng hc tp&Sinh hot

1.2.1 C s vt cht hin i vo bc nht trong khi cc trng i hc
Trng i hc Thng Long l mt trong nhng trng c c s vt cht c u t
thit k, xy dng hin i vo bc hng u ca Vit Nam.
Trng c xy dng trn din tch khun vin hn 2,5 ha nm dc trc ng vnh
ai 3 thuc a phn i Kim Hong Mai H Ni, gnTrung tm Hi ngh quc gia
v khu hnh chnh mi ca thnh ph.
Ton th trng l mt khu lin hp hin i bao gm cc hng mc: Nh hc chnh,
Nh hnh chnh hiu b , Nh hi trng - ging ng, Nh th thao - Th cht, Nh n,
Cu lc b, Khu cn h cao cp cho GS, Vn cy sinh thi, Qung trng sinh vin
Cc hng mc cng trnh c kt ni bng h thng ng giao thng thun li xen
ln cc khong sn vn, tiu cnh cy xanh. Ton b cc khi nh trong trng c
trang b h thng iu ha trung tm vi h thng iu khin thng minh vn hnh bng
my tnh.
Trng cng trang b h thng thng tin lin lc v mng my tnh theo tiu chun
Chu u vi gn 500 my tnh, h thng Server mnh, ng truyn cp quang m bo
mt cch hon ho cho cc chng trnh o to t xa v hi tho trc tuyn.
Kt lun: C s ca trng hin nay khng nhng p ng c yu cu o to gio
dc ca Trng m cn ph hp c vi nhng nn gio dc tin tin i hi tiu chun
cao v c c vt cht. iu ny gip Trng c c hi v kh nng hp tc quc t rng
ri. Trn thc t trng nhn c s nh gi cao ca cc i tc trong nc v quc
t.

1.3 Cht lng ging dy

1.3.1 Chng trnh o to
Trng nghin cu p dng v a vo ging dy rt nhiu phng php gn lin vi
thc t nhm nng cao hiu qu o to. V vy, mi sinh vin u c hc rt nhiu
mn hc h tr k nng mm nh: k nng lnh o, vn ha doanh nghip v o c
kinh doanh, ha truyn thng, PR...
Trong qu trnh hc tp, sinh vin cn c c hi i thoi trc tip vi ging vin v
cc cn b trong trng ni ln tm t, nguyn vng ca mnh thng qua cc bui ta
m c t chc hng thng.
Chng trnh o to c cp nht thng xuyn ph hp vi cc nn gio dc
tin tin trn th gii v nhu cu x hi.
Khng nhng th, chuyn hc tp v t chc cc k thi c tin hnh rt nghim tc,
theo ng tinh thn Hc tht, thi tht .
Chng trnh o to c xy dng thnh cng theo hng tn ch v lin ngnh.
Mi hc phn u xc nh r iu kin tin quyt, c nhiu hc phn t chn ph hp
vi thc t a dng ca sinh vin v nhu cu a dng ca x hi.
Chng trnh hc mm do, nhiu mn hc c tnh cp nht cao, t l hc t la chn
cao (20-25% s tn ch ).
Cc chng trnh o to hin i nh p dng cc phng php ging dy tin tin
trn th gii.
1.3.2 Cc ngnh o to
Nhm 1.3.2.1 Ngnh Ton - Tin hc v Cng ngh

Ton - Tin ng dng

Khoa hc my tnh (Cng ngh thng tin)
Mng my tnh v vin thng
H thng thng tin qun l (Tin qun l)
Cng ngh t ng
1.3.2.2 Nhm ngnh Kinh t v Qun l
K ton
Ti chnh - Ngn hng
Qun tr kinh doanh (QT Doanh nghip, QT Marketing)
Qun l bnh vin
1.3.2.3 Nhm ngnh Ngoi ng
Ting Anh
Ting Php
Ting Nht
Ting Trung
1.3.2.4 Nhm ngnh Khoa hc sc khe
iu dng
Y t cng cng
1.3.2.5 Nhm ngnh X hi hc v nhn vn
Cng tc x hi
Vit Nam hc

1.3.3 i ng ging vin

Trong i ng 155 ging vin c hu ca trng c 17 gio s - tin s v 88 thc s.
Ngoi ra, trong 119 ging vin mi c 67 gio s, ph gio s v tin s.
Tt c ging vin ca trng u c th s dng thnh tho tin hc trong ging dy v
c kh nng s dng t nht 01 ngoi ng trong ging dy v nghin cu.
1.4 Cc hot ng sinh hot trong trng
1.4.1 Cc Cu lc b
Tng cng trng c 19 Cu lc b (CLB) sinh hot, mi CLB li c nhng hot
ng tiu biu v hp dn ring:
CLB Hc thut:

- Nhm Sife
- CLB Marketing Mclick
- CLB Ting Anh
- CLB k nng kinh doanh BOSS

CLB S thch:

- i Sinh vin tnh nguyn Thng Long

- BEDPAN Group
- CLB m nhc
- CLB Guitar
- CLB Quc t v
- HIPHOP Club

CLB th thao:

- CLB Bng r
- CLB Cu lng Bng bn
- Karatedo Club
5

- CLB Vnh Xun

- CLB Bc Vit V
- CLB Thiu lm
- CLB Bnh nh Gia
- CLB Taekwondo ITF
- Nhm tp thi cc quyn
1.4.2 Lin kt
-

Hp tc vi i hc Nice-Sophia Antipolis (CH Php) o to Thc s Kinh

doanh v Qun l quc t, do i hc Nice-Sophia Antipolis cp bng.

Hp tc vi i hc Sprott-Shaw Degree College (Canada).

Hp tc vi T chc Keieikai (Nht Bn).

Hp tc vi Trung tm nghin cu y hc v qun l chm sc sc khe

Ritsumeikan (Nht Bn).

Hp tc vi Hi KUE (c).

1.4.3 C hi vic lm
-

Trng c s lin kt vi hi cu sinh vin tng hc tp ti trng tm

kim nhng c hi vic lm cho cc bn sinh vin nm cui.

T chc chng trnh hp tc vi GTUV Vit Nam mng li cc nhm nh

pht trin yu thch cng ngh ca Google, to iu kin cho sinh vin ngnh
Cng ngh thng tin c thc tp ti h thng GTUG v c nhiu c hi tm
vic lm cng nh tham gia vo cc d n ln.

Trng cng phi hp t chc cc hi tho v cc c hi tm vic lm: giao

lu tuyn dng vi chng trnh Fresher ca Cng ty Vina Game.

1.5 Tnh hnh hot ng ca i hc Thng Long gn y

1.5.1 Sinh vin
Tnh n thi im u thng 8/2010, i hc Thng Long hin c khong trn 7000
sinh vin theo hc tt c cc ngnh.
im u vo ca sinh vin ch ri vo mc trung bnh so vi cc trng cng lp
trong khu vc (im chun hng nm thng ch cao hn im sn i hc ca B gio
dc t 1 n 2 im. Nm 2010, im chun vo trng l 13 bng im sn m B GD
a ra). Chnh v vy, trng rt ch trng o to v rn luyn sinh vin trong cc nm
hc tp ti trng, khi ra trng sinh vin c trang b y nhng k nng cn
thit theo yu cu cng vic, cng nh c kh nng cnh tranh vi nhng sinh vin t
nhng trng danh ting hn.
1.5.2 Cht lng u ra
Theo s liu iu tra theo di vic lm ca sinh vin sau khi tt nghip do trng tin
hnh:
-

92.7% sinh vin c vic lm sau 3 thng tt nghip ra trng (con s ny l cho
ton trng).

Ring vi sinh vin khoa Tin hc: 95% sinh vin ra trng c vic lm sau 3 thng
tt nghip.

Theo s liu thng k ca B GD&T, i hc Thng Long nm v tr 19 trong

Top 25 trng i hc c t l sinh vin ra trng i lm ng ngnh ngh trn 60% ca
c nc.
C th thy cht lng u ra ca trng Thng Long khng h km so vi nhiu
trng cng lp khc. C c iu ny l nh i ng ging dy ca trng, nh k lut
thp ti trng v vic Hc Tht Thi Tht khin cho cc sinh vin lun phi t n lc

bng chnh kh nng ca bn thn. Nu khng phi bng chnh n lc ca mnh, sinh vin
i hc Thng Long s khng ra c trng.
1.5.3 Tnh hnh tuyn sinh u vo
C u ra tt nh vy nhng u vo ca i hc Thng Long li kh thp so vi mt
bng chung.
Ch tiu tuyn sinh qua cc nm ca trng i hc Thng Long
Nm hc

2007

2008

2009

2010

Ch tiu tuyn sinh

1.800

1.800

1.900

1.900

S h s KDT

4.000

9.000

S h s trng tuyn NV1

9.050
380

3.068
391

Ngun: B GD&T
C mt iu ta c th nhn thy rng s h s ng k d tuyn NV1 vo trng khng
phi l nhiu, hn na trong s , s lng thc s trng tuyn cng rt t. so snh
mc hp dn ca cc trng i hc trong khu vc H Ni, chng ti s dng s liu
v t l u vo t l sinh vin c nhn vo trng trn tng s sinh vin ng k.
Bng 10: T l u vo cc trng i hc khu vc H Ni nm 2010
Trng

H s ng k

Ch tiu

T l

HQG H Ni gm:
- Trng H Kinh t

9366

430

1/21,78

- Trng H Ngoi ng

5239

1270

1/4,1

- Trng H Cng ngh

2531

580

1/4,36

- Khoa Lut

1537

300

1/5,12

- Khoa Quc t

550

- Khoa S phm

1589

300

1/5,29

- Trng H Khoa hc t
nhin

7236

1380

1/5,24

6159

1450

1/4,24

11.574

6.370

1/1,8

8.303

2250

1/3,69

55.847

6.600

1/8,46

H in lc

6981

1.750

xp x

H Dc H Ni

2.804

550

10.451

5.300

Xt tuyn

9.057

1.650

Xt tuyn

18.293

3.100

1/5,9

155

1.500

Xt tuyn

3.901

1.900

1/2

205

1.200

21.232

4.000

1/5,3

1.520

1.200

1/1,26

633

1.200

Xt tuyn

Hc vin Hnh chnh quc gia

8.255

1.500

1/5,5

Hc vin Ngoi giao

2.745

500

1/5,49

14.619

2.800

1/5,22

Hc vin Qun l gio dc

3.421

750

1/4,56

Hc vin Y Dc hc c

4.671

450

1/10,38

- Trng H KH x hi v
Nhn vn
H Bch khoa H Ni
Hc vin Bu chnh vin thng
H Cng nghip H Ni

H Kinh t K thut Cng

nghip
H Lao ng - X hi
H Kinh doanh v Cng ngh
H Ni
H Thnh Ty
H Thng Long
H FPT
H Giao thng vn ti
H S phm Ngh thut TW
H Ha Bnh

Hc vin Ti chnh

1/5

truyn
Trng H Kinh t quc dn

19.302

4.000

1/4,82

590

300

1/1,96

6.173

1.350

1/4,57

H Cng on

20.110

2.100

1/9,57

H Lm nghip

12.826

1.600

1/8

H Lut H Ni

11.412

1.800

1/6,34

Vin H M H Ni

31.175

3.300

1/9,44

1.300

350

1/1,36

100

9.309

1.600

1/5,8

Hc vin Ngn hng

14.004

3.350

1/4,1

H Nng nghip H Ni

45.758

4.060

1/11,3

H Ngoi thng

10.927

3.100

1/3,52

105

400

180

H Phng chy cha chy

174

200

H Rng Hm - Mt

600

100

1/6

H Sn khu in nh

1.363

322

1/4,2

15.053

2.500

1/6

H S phm TDTT H Ni

5.844

1.070

1/5,46

Hc vin Bo ch Tuyn
truyn

8811

1.300

1/6,77

17.954

2.650

1/6,77

Hc vin Mt m
H Kin trc H Ni

H M thut Cng nghip

H M thut Vit Nam
H H Ni

H Nguyn Tri
Hc vin m nhc quc gia
Vit Nam

H S phm H Ni

H Thy li

Xt tuyn

10

H Thng mi
H Vn ha H Ni
H Xy dng H Ni

39.409

3.470

1/11,35

8712

1.500

1/5,8

11.993

3.500

1/3,42

H Y H Ni

8546

900 Xp x 1/10

H Y t cng cng

2.050

120

635

1.000

Xt tuyn

1.317

1.500

Xt tuyn

362

600

Xt tuyn

5.126

2.300

Xt tuyn

H i Nam
H dn lp ng
H Quc t Bc H
H dn lp Phng ng

1/17

Ngun: B GD&T
S lng NV1 im hc ti trng hng nm ch t trn 300 sinh vin. Bi vy ch
yu trng tuyn sinh qua NV2.
PHN 2: LP K HOCH PR CHO TRNG I HC THNG LONG
2.1 Xc nh vn
Tri qua hn 20 nm hnh thnh v pht trin, i hc Thng Long t c rt
nhiu thnh tch, ng thi cng xy dng c mt thng hiu uy tn v c cht
lng. C th ni trng i hc Thng Long c nh gi l mt trong nhng trng
khng ch c iu kin hc tp m cht lng o to cng thuc top u ca khi dn
lp. Tuy nhin, mt thc t c th thy rng i hc Thng Long vn cha xy dng
c mt hnh nh r nt trong tm tr ph huynh v hc sinh.
- Tm ph bin ca trng cn rt hn hp. Phn ln hc sinh cng nh ph huynh
thuc khu vc pha Bc khng bit n trng i hc Thng Long; nhng ngi bit
n trng ch yu l sinh sng v hc tp ti H Ni, tuy nhin phn ln u khng c

11

mt hnh nh r rng v c th v i hc Thng Long, h ch n thun bit rng l

mt trng i hc dn lp.
- i hc Thng Long l mt mi trng i hc chuyn nghip v l tng. Tuy
nhin thc t cho thy rng i hc Thng Long cha thc s thu ht c s quan
tm ca cc bn hc sinh. i hc Thng Long dng nh vn lun l mt s la chn
th 2, l bn ca nhng i tng hc sinh vi hc lc trung bnh kh v l im dng
chn tm thi ca nhng hc sinh vi hi vng tm kim mt cnh ca i hc khc.
- L do
+ Nh trng c mt b phn PR T chc s kin ring nhng ngoi mt vi
chng trnh c t chc cho sinh vin, b phn PR ca trng vn cha c hot ng
no thc s ni bt.
+ Knh thng tin ph huynh v hc sinh bit n trng i hc Thng Long l
thng qua ngi thn hoc bn b gii thiu, truyn ming. Cn li th ch qua mt s
lng t i bi phng vn c Hong Xun Snh trn cc tp ch chuyn ngnh gio dc
(ch nhng ngi c chuyn mn lin quan n gio dc mi c) hoc mt vi bi vit
trn bo Hoa Hc Tr hay bo Sinh vin Vit Nam.
+ Ngay c khi bit ti trng Thng Long ri nhng vi tm l trng quc lp vn
hn, mt trng dn lp nh trng Thng Long thc s chu nhiu thit thi bi t
tng ca ngi Vit.
L sinh vin ca trng Thng Long, chng ti mun lp mt k hoch PR cho trng,
nu k hoch ny hiu qu, chng ti hi vng s gip i hc Thng Long c bit ti
nhiu hn, thu ht nhiu bn hc sinh n ng k h s d tuyn v c h s NV2 hn.

12

2.2 Xc nh mc tiu
- Tng nhn thc ca ph huynh v cc em hc sinh v trng i hc Thng Long
theo ng thng ip truyn i (s c trnh by phn sau) ln 40%.
- Tng s lng h s ng k d tuyn NV1 ln 30% v s h s xin np vo NV2
ca trng tng 35%
2.3 Xc nh nhm cng chng
- Chnh ph: Mc d u t cho gio dc i hc vn l nhim v tt yu ca bt k
Chnh ph no trn th gii. Nhng r rng, duy tr v to lp c cc mi quan h tt
vi cc thnh vin lm vic ti Chnh ph, cc B Ngnh chc chn s gy nhiu tc ng
tch cc hn cho cc trng i hc ngy nay, khng kha cnh ti chnh m cn c
kha cnh tinh thn.
- Chnh quyn i phng :
+ S GD, phng GD qun, TP
+ UBND phng i Kim
+ UBND qun Hong Mai
+ UBND TP H Ni
To dng mt hnh nh p, mt mi quan h tt vi cc c quan, chnh quyn on
th a phng l vic lm ht sc quan trng i vi mi doanh nghip.
+ Dn chng sinh sng xung quanh trng H TL :
To dng quan h tt vi dn chng xung quanh khu vc trng, trnh iu ting xu,
thu dt nhng li n i khng tt v trng. Trnh thi cng kch, phn bc ca h
mi khi trng t chc hot ng, s kin quan trng.

13

- Sinh vin: L i s v l ngi lm quan h cng chng min ph v tt nht

cho trng i hc Thng Long. Ton x hi s nhn vo cc sinh vin nh gi xem
trng hc nh th no.
- Ging vin, Chuyn vin hnh chnh: Va l ngi lao ng nhng cng li l nhng
khch hng ni b ca chnh i hc . C th chia khch hng c bit ny thnh 3
dng.
+ Dng 1: Nhng ngi lun quan tm, bo v v xy dng hnh nh ca trng i
hc. Nhng ngi ny cn c khuyn khch v ng h nhm tranh th s nhit tnh ca
h gip xy dng hnh nh ca trng i hc vi cng ng x hi;
+ Dng 2: Nhng ngi th vi mi chuyn ngoi cng vic ca h. Nhng ngi
ny thng lun cam kt rt cao v lun lm rt tt vic h c giao, nhng cng khng
nn t qu nhiu hy vng vo h;
+ Dng 3: Nhng ngi lun bi quan vo tng lai ca mnh cng nh tng lai ca
trng i hc. Cc nh lnh o cn cn trng vi nhng ngi nh th ny.
- Cu sinh vin: Mt ngun lc rt ln m nhiu trng i hc trn th gii lng
qun hoc khng khai thc ht. Khng mt cu sinh vin no li khng mun trng c
ca mnh pht trin v thnh vng. Cc i hc M lm rt tt cng tc ny. V tht
d hiu khi ti sao ngun ti chnh ngoi ngn sch nh nc ca cc i hc M thng
lun lun di do, a dng. Bi mt phn rt ln l t chnh nhng cu sinh vin ca h.
Hn na cu sinh vin cng l mt tm gng tt cc bc ph huynh v cc em hc
sinh nhn vo nh gi cht lng gio dc ca trng.
- Doanh nghip v cc nh u t :
Mi quan h tt yu gia i hc doanh nghip , ang v s th hin c tnh u
vit ca n. y chnh l mt trong nhng nhn t tch cc nht gip tri thc c th sm
14

ra khi thp ng. y l nhm cng chng rt quan trng gp phn thay i b mt c
s vt cht ca trng. Quyt nh c u t hay khng, hoc c tip tc u t khng
ph thuc kh nhiu vo hiu qu kinh doanh, hnh nh ca trng trong mt cng
chng. Vic h to cc c hi vic lm cho sinh vin cng rt quan trng vi nh trng.
- Phng tin thng tin i chng: Tranh th c s ng h ca khch hng ny
em li v vn li ch cho cc i hc, c bit trong trng hp xy ra khng hong.
- Gia nh cc em hc sinh: Ph huynh l ngi nui dng, b tin cho cc em i
hc nn h c tm nh hng rt ln ti cc em hc sinh. Khi ph huynh lm n chun
b cho con em h ng k vo mt trng i hc no . Chc chn h s tham kho
nhng kinh nghim ca anh ch i trc trong gia nh trc khi a ra quyt nh cui
cng. Hn na cc em hc sinh khi quyt nh vo hc mt trng i hc no chc
chn s phi tham kho kin v c s cho php t pha cc ph huynh.
- Hc sinh cp ba c bit lp 12
Mc tiu ca chin lc ny l hng ti cc em hc sinh cp ba c bit l cc em
lp 12 nn ng nhin cc em l mt nhm cng chng rt quan trng. Cc em chnh l
cc sinh vin Thng Long tng lai.
2.4 Thng ip truyn i
- Trng i hc Thng Long l mt trng c c s vt cht tt v h thng tn ch
lu i v n nh bc nht Vit Nam by gi.
- y l ni Hc tht Thi tht Cht lng tht v bn s phi n lc ht mnh
c c kt qu hc tp tht xng ng vi cng sc b ra.

15

2.5 Cc hot ng PR
Mt chin dch PR khng phi l mt chin dch mt sm mt chiu l xong. Bi vy
chng ti chia chin dch lm 2 giai on:
2.5.1 Giai on nhn bit v trng i hc Thng Long
2.5.1.1Mc tiu ca giai on
trng ph thng trung hc, do ch gio dc xa nay ti Vit Nam, cc bn hc
sinh nhim v hng u l phi quan tm vo vic hc. Cc hot ng ngoi kha d vn
c nhng kh l t, cha tha mn c nhu cu ca cc bn hc sinh ang tui
mng m. Chnh v vy cc bn hc sinh lun ho hc v mi trng ti trng i hc,
ni cc bn hon ton thot ra khi b ng phc hc sinh, t do th hin nhng s thch
c nhn.
Thng thng cc bn hc sinh tip xc ln u tin vi cc trng i hc thng qua
ngy hi tuyn sinh v ch nh vy thi. Chng ti cho rng n tng u tin l ht sc
khc bit. Nu trng Thng Long to nn s khc bit vi cc bn hc sinh ngay t ln
u th chc chn n tng ca cc bn hc sinh v trng chc chn s rt su m.
Bi vy mc tiu ca chng ti trong giai on ny l to nn s khc bit cho trng
i hc Thng Long, thu ht cng nhiu s ch cng tt. Hng nm trng ta u t
chc hi tri 2 ngy 1 m ti cng vin nc H Ty bi vy chng ti mun dng s
kin ny thu ht s ch ca cc bn hc sinh.
2.3.1.2 Thc hin c th
Thc hin Ngy hi thng tin tuyn sinh kt hp vi nhn dp hi trng 23
nm ti cng vin nc H Ty t chc thm nhiu hot ng khc cho cc
bn hc sinh cp ba.

16

 Thng co bo ch
NGY HI THNG TIN TUYN SINH TI TRNG I HC THNG LONG
V NHNG HOT NG HP DN
Nhn dp k nim 23 nm ngy thnh lp trng i hc Thng Long, trng i hc
Thng Long t chc ngy hi Sc mu Thng Long trong 2 ngy 15-16/12/2011 ginh
cho tt c cc bn hc sinh cp ba ca thnh ph H Ni v cc bc ph huynh ti tham
d. Thi gian c th s din ra cc hot ng sau
- Sng 15/12/2011:
+ 8:00 Ngy hi thng tin tuyn sinh hng nghip c s tham gia ca i hc
Thng Long v 10 trng i hc khc trn a bn thnh ph H Ni. Bao gm cc
trng: i hc Phng ng, i hc Kinh doanh & Cng Ngh, i hc Bch Khoa,
i hc Kinh T Quc Dn, i hc Khoa Hc X Hi & Nhn Vn, i hc Kin Trc,
hc vin m nhc quc gia, hc vin Ngn Hng, i hc Ngoi Thng.
+ 8:30 L tt nghip i hc cho cc sinh vin mi ra trng
- Chiu 15/12/2011
+ 13:30 Ngy hi thng tin tuyn sinh hng nghip
+ 14:00 Chng trnh ca nhc Game Show Sc mu Thng Long
y l chng trnh giao lu gia cc bn hc sinh n tham d ngy hi thng tin
tuyn sinh. Chng trnh giao lu ny khng ch vui nhn m cn c rt nhiu nhng tr
chi vi cc phn thng hp dn. c bit, nhng bn thng cuc s c tham gia
mt tri ring dnh cho cc bn hc sinh cp ba ti hi tri k nim thnh lp trng
cng vin nc H Ty vo bui ti cng ngy v c tham d min ph cc tr chi ti
cng vin Vng Trng.
17

Mi chi tit xin mi cc bn lin lc vi chng ti

- Website: www.thanglong.edu.vn
- B phn PR T chc s kin i hc Thng Long
- Phng A305 Trng i hc Thng Long, ng Nghim Xun Yn, qun Hong
Mai, thnh ph H Ni.
- Email: prthanglong@thanglong.edu.vn T: (04) 3 7876797
Thng co bo ch
TUYN TIT MC THAM GIA CHNG TRNH SC MU THNG
LONG V D HI THNG LONG YOU CAN SHINE
Nhn dp k nim 23 nm thnh lp trng i hc Thng Long, trng i hc Thng
Long t chc Ngy hi thng tin tuyn sinh hng nghip vo ngy 15/12/2012 ti
khun vin trng v hi tri vo hai ngy 15-16/12/2011 ti cng vin nc H Ty.
Trong thi gian din ra hi tri, c rt nhiu hot ng din ra. Nhm to iu kin
cc bn hc sinh tham gia v hiu thm v mi trng sinh hot ca sinh vin Thng
Long, chng ti cng rt mong mun cc bn hc sinh s mang ti mt khng kh mi
m cho hi tri. Bng ti nng ca cc bn, chng ti tin rng cc bn s gp phn khng
nh to nn thnh cng cho hi trng 23 nm ca i hc Thng Long.
- i tng tham gia d tuyn: Cc bn hc sinh cp ba trn a bn thnh ph H Ni
- Cch thc ng k: Mi cc bn gi email ng k v a ch
prthanglong@thanglong.edu.vn ng k. Khi gi email, cc bn vit theo mu sau:
Tn tit mc

18

S lng ngi tham gia

Cung cp thng tin ngi i din
+ H tn
+ Trng
+ Email
+in thoi
Sau khi nhn c mai ng k ca cc bn, chng ti s gi li email xc nhn.
- Thi gian s loi: 15/11/2011
- a im: Hi trng T Quang Bu, trng i hc Thng Long, ng Nghim
Xun Yn, thnh ph H Ni
Chng ti s chn ra 6 tit mc xut sc nht biu din ti chng trnh Sc mu
Thng Long v chng trnh d hi Thng Long You can shine. Cc bn tham gia 6
tit mc xut sc nht s nhn c nhng phn thng nh sau:
- c cung cp mt gian tri ring ti hi trng cng vin nc H Ty
- c tng v min ph tham gia tt c cc tr chi ti Cng vin vng trng
- c nhn k nim chng v phn qu lu nim ca ban t chc
Mi chi tit xin lin h:
- Website: www.thanglong.edu.vn
- B phn PR T chc s kin i hc Thng Long
19

- Phng A305 Trng i hc Thng Long, ng Nghim Xun Yn, qun Hong
Mai, thnh ph H Ni.
- Email: prthanglong@thanglong.edu.vn T: (04) 37876797
2.5.1.3 Cng c truyn thng
- ng ti trn bo mng: www.kenh14.vn; www.hoahoctro.vn; www.zing.vn
- ng ti trn bo vit: Bo Hoa Hc Tr v bo Mc Tm
- ng ti trn cc forum ca cc trng cp ba v cc forum khc:
www.truongton.vn; www.zing.vn;...
- Bt u ng ti t trc ngy s tuyn cc tit mc 1 thng, tc l t 15/10/2011.
2.5.2 Qu trnh tm hiu
Sau khi nhn bit v trng Thng Long, cc bn hc sinh s c to c hi
tm hiu vic hc ti trng Thng Long.
2.5.2.1 Mc tiu ca giai on
- Gip cc bn hc sinh tn mt chng kin iu kin, c s h tng v h thng gio
dc hin i ca trng i hc Thng Long.
- Gi n cc bn hc sinh mt thng ip r nt ca trng :Hc tht Thi tht
Cht lng tht. V cho cc bn hc sinh thy rng sinh vin trng ta rt t ho v
thng ip ny.
- Gip cc bn hc sinh i su hn vo vic tm hiu cuc sng ca mt sinh vin ti
trng. li trong lng cc bn hc sinh nhng n tng p v vic hc tp ti trng

20

Thng Long t tip tc nui dng s ho hng, c mong tr thnh sinh vin ca
cc bn hc sinh.
2.5.2.2 Ni dung cc hot ng
CHNG TRNH MT NGY CA SINH VIN THNG LONG
C l chng ta cng khng cn l g vi nhng hot ng ca Openday do Mclick t
chc hng nm. Bao gm cc hot ng:
- i thm c s vt cht ca trng: cc phng hc, th vin, canteen, hi trng,
UNI cafe
- Tham gia lp hc ti phng A305, phng online ca trng
- Ti hi trng tham d bui gii thiu v h thng o to ca trng kt hp giao
lu vn ngh vi cc anh ch sinh vin.
Nhng chng ti mun b sung thm v ngy hi Openday
- Chng ti mun chng trnh ny c din ra mt cch lu di v thng xuyn,
ch khng phi ch c t chc mt ln/nm nh Mclick vn hay lm.
- T 2/2010 5/2012 chng ti mun t chc Openday 2 tun/ln. Mi ln l chng
ti s lin h vi mt trng cp ba, ch khng trn ln cc bn hc sinh ca cc trng
vi nhau.
C th
- Sau khi hi trng kt thc, chng ti s ln k hoch gi th mi, lin h vi cc
trng cp ba trn a bn thnh ph sp xp lch hn Open day.

21

- Mi trng s c 50 70 hc sinh n tham gia ngy Openday theo lch sp xp

trc vi b phn PR.
- Chng ti vn bao gm cc hot ng nh Mclick t chc Open day, nhng do y
l mt hot ng lu di nn mi ln cn phi thay i ni dung mt cht khng b
nhm chn.
+ Chng ti mun sp xp cc bn hc sinh mi ln tham gia Openday s tham d
mt lp hc khc nhau, cc mn khc nhau, c th hc chung vi cc bn sinh vin,
nhng nht nh phi l cc mn hc m, khng qu nhiu l thuyt, cn c s tho
lun gia hai bn nh mt s mn rt hay m chng ti tng c hc: mn Lnh o
doanh nghip ca c Vng Th Thanh Tr, mn Qun tr bn hng ca thy Trnh Trng
Hng,Nhng mn hc ny khng i hi qu nhiu l thuyt m ngc li cc bn
phi vn dng t duy ca chnh mnh v nng cao tinh thn lm vic nhm. Chng ti
cm thy nhng mn nh vy s rt ph hp cc bn hc sinh c th tham gia hc
cng cc bn sinh vin.
+ Mi ln t chc Openday, cc bn hc sinh s c tham gia nhng bui hp sinh
hot/ tham gia hot ng ca cc cu lc b khc nhau. Mi cu lc b trong trng s
phi hp vi b phn PR t chc mt bui giao lu kt hp gii thiu hot ng ca
cu lc b ti cc bn hc sinh. Nh chng ti sp xp, tun u tin ca ngy hi
Openday, cc bn hc sinh s ti tham gia giao lu vi i sinh vin tnh nguyn ca
trng i hc Thng Long.
+ Chng ti cn xy dng hnh thc i qu. Mi bn hc sinh n tham d Openday
s chun b sn mt mn qu c th trao i vi mt bn sinh vin ti cu lc b m
cc bn n giao lu hoc vi mt bn sinh vin ti lp hc m cc bn c hc ti
trng. Ngoi ra chng ti cn tng thm cc bn catalogue v h thng gio dc ca
trng v mi bn mt bn mt bng xanh in tn trng. Chng ti hi vng rng vi

22

hnh thc tng qu ny cc bn hc sinh s c nhng n tng rt tt p v trng i

hc Thng Long.
2.5.2.3 Cng c truyn thng
- Nhng hnh nh, thng tin v ngy hi Openday s c ng ti trn website
www.thanglong.edu.vn v trn 4rum ca cc trng hc trc v sau khi din ra ngy
Openday.
- Lin kt vi cc trang www.kenh14.vn v www.hoahoctro.vn a tin v ngy hi
Openday ca tng tun.
- Vit bi cho mc i sng hc ng ca bo Hoa hc tr, to thnh mt seri
Nht k mt ngy lm sinh vin vit v cc hot ng ca Openday theo tng tun.
2.6 Hoch nh ngn sch, thi gian v nhn lc cho chin dch
2.6.1 Hoch nh ngn sch
Bng tng kt chi ph ca ton b d n
STT

M t chi tit cng vic

Chi ph

Ton b d n

63.533.000

II
1
2
3
III
1
2
3
4
5
6

Chng trnh Sc mu Thng Long

Ngy hi thng tin tuyn sinh
Chng trnh giao lu Sc mu Thng Long
Tuyn cc tit mc ca cc em hc sinh
Chng trnh Openday
Openday 1
Openday 2
Openday 3
Openday 4
Openday 5
Openday 6

34. 395.000
24. 465.000
5. 134.000
4. 796.000
29.138.000
4. 195.000
5.125.000
4.564.000
4.798.000
4.896.000
5.560.000

23

2.6.2 Hoch nh thi gian

Bng timeline ca ton b d n

K t 20/2/2012, c 2 tun 1 ln li t chc chng trnh Openday. Chng trnh

Openday cui cng, tc Openday ln 6 s c t chc vo ngy 20/4/2012.
2.6.3 Phn b nhn lc
- Ph trch chnh l b phn PR ca trng Thng Long.
- Khi cn thm ngi s tuyn cng tc vin ti trng.
- Vi chng trnh Openday, s kt hp vi Mclick ca trng Thng Long, v kt
hp vi nhn s ca cc cu lc b trong trng.

24

PHN 3: NH GI HIU QU CC HOT NG PR

n 9/2012, sau khi hon tt th tc nhp hc cho sinh vin mi, b phn PR s
tin hnh nh gi li kt qu hot ng va qua, t rt kinh nghim cho cc hot
ng sp ti.
3.1 o lng
Cc hot ng o lng d lun cng chng v phn hi t gii truyn thng:
- Thu thp, tng hp cc bi bo/truyn hnh a tin v cc chng trnh thc thi.
- Dng cng c tm kim tm kim cc thng tin ng ti trn cc website.
- Tng hp s lng khch xem/tho lun trn cc forum.
- Tin hnh kho st ly kin cc hc sinh v ph huynh.
- Tin hnh phng vn lun mt s hc sinh/ph huynh mi khi mt chng tnh kt
thc c th nahs gi s b v hiu qu ca chng trnh.
3.2 Nhn xt
nh gi ca k hoch sau 3 thng thc hin
- Nhn thc: Tng bao nhiu t l % hc sinh v ph huynh c nhn thc v s tn ti
ca trng i hc Thng Long.
- Thi : Tng bao nhiu t l % hc sinh v ph huynh c thin cm vi trng i
hc Thng Long bi cht lng ging dy, c s vt cht v thng ip Hc tht Thi
tht cht lng tht cho sinh vin.
- Hnh ng: Kim tra, tnh ton xem c bao nhiu h s ng k NV1 v NV2 np
vo trng.

25

KT LUN
Vi ti Xy dng chin lc PR cho i hc Thng Long, iu chng em
mong mi nht l bi tiu lun ny s tr nn c ch cho trng.
Nhng trc khi bit c ch hay khng th iu quan trng nht m bi tiu lun
mang li cho chng em l chng em c thm nhng hiu bit v PR, v tm quan
trng ca PR vi mt t chc v nm r cch xy dng mt k hoch PR. iu ny c
th s rt c li cho cng vic ca chng em sau ny.
Chng em xin chn thnh c V Th Tuyt bi nhng kin thc v bi ging ca
c gip ch cho chng em rt nhiu khi lm tiu lun.
Mong rng chnh chng em sau ny ra trng i lm, s thnh cng trong cong
vic, thc s tr thnh mt minh chng hng hn PR cho cht lng o to ca
trng i hc Thng Long.

26

27