Tóm tắt: Yếu tố ảnh hưởng đến quyết định chọn trường đại học công lập của sinh viên tại khu vực Bắc

VIETNAM ACADEMY OF SOCIAL SCIENCES

GRADUATE ACADEMY OF SOCIAL SCIENCES

LE THI THANH THUY

FACTORS AFFECTING STUDENTS' DECISION TO

CHOOSE PUBLIC UNIVERSITY IN THE NORTH

CENTRAL REGION

Major: Business Administration

Code: 9.34.01.01

SUMMARY OF DOCTORIAL THESIS

Supervisors: 1. Asso.Prof Tran Minh Tuan

2. Asso.Prof Le Hoang Ba Huyen

HANOI, YEAR 2023

The thesis has been completed at Vietnam Academy of Social Sciences, Graduate

Academy of Social Sciences

Supervisors: 1. Asso. Prof Tran Minh Tuan

2. Asso. Prof Le Hoang Ba Huyen

Reviewer 1: Prof. Dr. Ngo Thang Loi

Reviewer 2: Assoc.Prof.Dr. Nguyen Thi Bich Loan

Reviewer 3: Assoc.Prof.Dr. Nguyen Ngoc Thang

The thesis will be defended at the Board of Examiners of Graduate University of

Science and Technology – Vietnam Academy of Science and Technology at

…………..on………………

The thesis could be referred at:

- Library of Graduate University of Science and Technology

- National Library of Vietnam

HANOI, YEAR 2023

1

INTRODUCION

1. Statement of the problem

Improving the quality of education and training services, attracting learners and

marketing activities to "take care" of students as customers becomes more important than

ever. Exploring the factors that motivate students to choose universities is therefore

necessary to have counseling strategies to help them make the right decision to choose

the right school and study the right major. This helps them to avoid the problem of doing

the opposite of their major or have to re-train from the beginning after 4 years of

university.

North Central is the northern region of Central Vietnam, is one of 07 economic

regions under the socio-economic master plan. However, in this area, human resources

are also one of the "bottlenecks" hindering the development of the central economic

region. Therefore, public universities in the North Central region have an important role

in career-oriented training, providing local human resources and applied research to meet

the regional socio-economic development needs. However, studies on university

selection in the group of public universities in localities and regions, especially in the

North Central region, are not available [8][94].

In addition, since 2015, the Ministry of Education and Training renewed the

enrollment methods for universities and colleges and allowed schools across the country

to be autonomous in developing enrollment plans. In general, public universities in the

North Central region in particular face many difficulties when enrollment is not enough,

leading to no revenue, while the state budget is limited. Psychology and behavior of

students when choosing a university also changed a lot under the impact of these new

enrollment regulations. From a marketing point of view, identifying the right customers,

understanding their needs in providing educational services, thereby finding ways to meet

the ever-changing needs of customers in the competitive context is important. Today's

harshness is a top task of today's public universities. Whether public universities in the

North Central region can survive and develop depends greatly on improving their ability

to attract students every year. Therefore, the study "Factors affecting students' decision to

choose a public university in the North Central region" is necessary to be carried out.

2. Objectives of the research

Assessing factors affecting students' decision to choose a public university in the

North Central region in order to propose solutions and recommendations for public

universities in the North Central region to strengthen attract learners by 2030.

3. Object and scope of the research

3.1 Object of the research

Research Object: Factors affecting students' decision to choose a public university

in the North Central region.

Survey Object:

- In-depth interviews and group discussions for 06 target groups: (1) scientists in

management and marketing, (2) university managers, (3) business managers, (4) students,

(5) high school students, (6) students' parents.

- Survey by sociological survey questionnaire for full-time students studying at

public universities in the North Central region

3.2 Scope of the research:

3.2.1 Content