1

B GIO DC V O TO
I HC NNG

CNG TRNH C HON THNH TI

I HC NNG

NG TH KIM THUN

Ngi hng dn khoa hc: TS. TRNG S QU

Phn bin 1: TS. PHM TH LAN HNG

CHIN LC MARKETING CHO

Phn bin 2: PGS. TS. THI THANH H

TRNG CAO NG NGH NNG

Chuyn ngnh : Qun tr kinh doanh
M s
:
60.34.05
Lun vn c bo v trc Hi ng chm Lun vn Thc s
Qun tr Kinh doanh hp ti i hc Nng vo ngy 20 thng 5
nm 2012.

TM TT LUN VN THC S
QUN TR KINH DOANH

C th tm hiu Lun vn ti:

- Trung tm Thng tin Hc liu, i hc Nng
- Trung tm Hc liu, i hc Nng.
Nng - 2012

3
M U

4
5. ngha khoa hc v thc tin ca ti
- Lm sng t c s l lun v marketing trong dy ngh v

1. L do chn ti

chin lc marketing nh hng gi tr trong dy ngh.

Hi nhp m ra nhng c hi ng thi to ra kh nhiu

- Pht hin nhng thnh tu v hn ch trong chin lc

thch thc i mi lnh vc hot ng trong c hot ng gio dc

Marketing ca trng Cao ng ngh Nng. T xut chin

ngh. Trng Cao ng ngh Nng c th cnh tranh v lin

lc Marketing nh hng gi tr cho nh trng trong thi gian

kt o to, dy ngh trong v ngoi nc, bn thn nh trng phi

n.

xc tin cng tc marketing. p ng vi nhng yu cu trn,

6. Cu trc ca lun vn

ti Chin lc marketing cho trng Cao ng ngh Nng c

Ngoi phn m u, kt lun, lun vn c 3 chng:

la chn nghin cu p ng nhu cu pht trin trong bi cnh

Chng 1: C s l lun v chin lc Marketing trong dy

cnh tranh v hi nhp, lin kt ca nh trng.

2. Mc ch nghin cu
Mc tiu chnh ca ti l xy dng chin lc marketing
nh hng gi tr cho trng Cao ng ngh Nng giai on
2010 2020 v xut mt s gii php nh trng thc hin
chin lc marketing ny.
3. i tng v phm vi nghin cu
- i tng nghin cu: Cc hot ng o to ngh ca
trng Cao ng ngh Nng; Hot ng marketing ca nh
trng; Li th cnh tranh, nng lc ct li ca nh trng.
- Phm vi nghin cu: Hot ng o to ngh v marketing
ca trng Cao ng ngh Nng; S liu lin quan ca 3 nm
2008, 2009, 2010 v nh hng pht trin giai on 2010 - 2020
4. Phng php nghin cu
Phng php quan st, phng php tip cn h thng, phng
php thng k, phng php iu tra, phng php phn tch, so
snh, phng php chuyn gia.

ngh
Chng 2: Thc trng hot ng o to ngh v chin lc
Marketing ca trng Cao ng ngh Nng
Chng 3: Chin lc Marketing cho trng Cao ng ngh
Nng trong thi gian n.

5
CHNG 1
C S L LUN V CHIN LC MARKETING
TRONG DY NGH
1.1. TNG QUAN V CHIN LC MARKETING
1.1.1. Cc khi nim
1.1.1.1. Khi nim chin lc
Chin lc l nh hng v phm vi ca mt t chc v di
hn nhm ginh li th cnh tranh cho t chc thng qua vic nh
dng cc ngun lc ca n trong mi trng thay i, p ng nhu
cu th trng v tho mn mong i ca cc bn hu quan.
1.1.1.2. Khi nim marketing
Theo Philip Kotler: Marketing l ton b cc hot ng ca
con ngi nhm tha mn nhu cu, mong mun ca khch hng
thng qua cc tin trnh trao i.
1.1.2. Bn cht ca chin lc marketing
Chin lc marketing l s l lun (logic) marketing nh
mt n v kinh doanh hy vng t c cc mc tiu marketing ca
mnh. Chin lc marketing bao gm cc b phn chin lc chuyn
bit lin quan n th trng mc tiu, marketing mix, hot ng
marketing v ngn sch marketing.
Khi xy dng chin lc marketing phi xut pht t ba cn c
m ngi ta gi l tam gic chin lc: cn c vo khch hng, cn
c vo kh nng ca c s dy ngh, cn c vo i th cnh tranh.
Chin lc marketing l sng to c nht v c gi tr ln,
bao hm c vic thit t s khc bit ch th.
1.1.3. Vai tr ca chin lc marketing
Chin lc marketing gip c s dy ngh tm kim nhng
thng tin hu ch v th trng, c iu kin m rng th trng v
tng quy m o to, dy ngh.

6
Chin lc marketing vch ra nhng nt ln trong hot ng
marketing ca c s dy ngh t c cc mc tiu marketing.
1.1.4. Cc loi chin lc marketing
1.1.4.1. Theo cch tip cn sn phm - th trng
a. Chin lc thm nhp th trng
b. Chin lc m rng th trng
c. Chin lc pht trin sn phm
d. Chin lc a dng ho
1.1.4.2. Theo cch tip cn cnh tranh
a. Chin lc ca ngi dn u th trng
b. Chin lc ca ngi thch thc th trng
c. Chin lc ca ngi i theo th trng
d. Chin lc ca ngi in khuyt th trng
1.1.4.3. Theo cch tip cn v phi hp cc bin s marketing
a. Chin lc marketing khng phn bit
b. Chin lc marketing phn bit
c. Chin lc marketing tp trung
1.2. TIN TRNH XY DNG CHIN LC MARKETING
Tin trnh ny c thc hin theo m hnh 4D, c th nh
sau:
- nh ngha gi tr cho khch hng (Define customer value)
- Pht trin gi tr dnh cho khch hng (Develop customer
value)
- Chuyn giao gi tr cho khch hng (Deliver customer value)
- Thng bo gi tr cho khch hng (Declare customer value)
1.2.1. Xc nh gi tr
1.2.1.1. nh ngha gi tr v s tho mn ca khch hng

a. nh ngha gi tr

vic gim chi ph o to, dy ngh hoc to khc bit sn phm, v

- Gi tr khch hng (Customer Value)

nh th khch hng nh gi n cao hn v sn lng tr mt mc

Gi tr cung cp cho khch hng l s khc bit gia tng gi

mc gi tng thm.

tr v tng chi ph ca khch hng. Bao gm gi tr chc nng v gi

tr tm l.
- Gi tr khch hng trn i (Customer Lifetime Value

- Nng lc ct li: Mt nng lc ct li (nng lc to s khc

bit) l sc mnh c o cho php c s dy ngh t c s vt
tri v hiu qu, cht lng, ci tin v p ng khch hng, do
to ra gi tr vt tri v t c u th cnh tranh.

CLV)
Gi tr khch hng trn i l nhng gi tr m t chc nhn li
t khch hng khi khch hng c t chc tho mn.

1.2.1.3. Phn on th trng v la chn th trng mc

tiu

b. S tho mn ca khch hng

a. D bo nhu cu th trng

Vic khch hng c tho mn hay khng sau khi mua hng ph

Th trng l tp hp nhng ngi mua hay ngi mua tim

thuc vo vic h so snh gia li ch thc t ca sn phm vi

nhng k vng ca h.
S tho mn l cm gic d chu hoc c th l tht vng pht
sinh t vic ngi mua so snh gia li ch thc t ca sn phm v
nhng k vng ca h.
1.2.1.2. Phn tch mi trng marketing
a. Mi trng bn ngoi
- Mi trng vi m: Bao gm: C s dy ngh, cc nh cung

tng i vi sn phm dy ngh.

C cc phng php d bo nhu cu sau: iu tra nh mua
ca khch hng; S dng kin ca chuyn gia; Phn tch thng k
nhu cu
b. Phn on th trng
Phn on th trng l vic phn chia th trng tng th
thnh nhiu on th trng khc nhau v hnh vi mua.
Vic phn on th trng c th da vo nhiu tiu thc.

ng, cc trung gian marketing, i th cnh tranh, khch hng v cc

c. La chn th trng mc tiu

gii cng chng trc tip.

La chn on th trng mc tiu: Sau khi nh gi cc on

- Mi trng v m: Bao gm: cc yu t nhn khu, kinh t,

t nhin, khoa hc k thut, chnh tr v vn ha.
b. Mi trng bn trong
- im mnh, im yu: Hai yu t ny cng vi c hi, thch
thc to nn ma trn SWOT ca c s dy ngh.
- Li th cnh tranh: n vi c s dy ngh no c th to ra
gi tr vt tri. V cch thc to ra gi tr vt tri l hng n

th trng khc nhau th cn phi quyt nh la chn cc on th

trng c th tin hnh hot ng o to, dy ngh.
Th trng mc tiu l th trng bao gm cc khch hng c
cng nhu cu hoc mong mun m c s dy ngh c kh nng p
ng, ng thi c th to ra u th hn so vi i th cnh tranh v
t c cc mc tiu Marketing nh.

10

1.2.1.4. nh v gi tr

1.2.3. Chuyn giao gi tr

nh v sn phm l nhng hnh ng nhm xc nh t th

Sau khi pht trin gi tr phi tin hnh chuyn giao gi tr qua

cnh tranh ca sn phm trn th trng thng qua vic khc ha

hot ng phn phi gi tr. Cc hot ng ch yu trnh by mt

nhng hnh nh m nt, kh qun v sn phm trong tm tr ca

chui cc hot ng hu cn bn trong (inbound logistics), qu trnh

khch hng mc tiu trong s so snh vi sn phm ca i th cnh

hot ng (operation), hu cn bn ngoi (outbound logistics-), hot

tranh.

ng marketing v cc dch v h tr.

Vic nh v sn phm to ra li th cnh tranh c th c

1.2.4. Truyn thng gi tr

thc hin thng qua mt trong cc cch thc tuyn ngn gi tr (value

thc hin hot ng truyn thng c ng, c s o to c

proposition) ch yu sau y: More value, more price (Gi tr cao

th s dng cc cng c sau: Qung co; Tuyn truyn; Khuyn mi

hn nn gi cao hn); More value, same price (Gi tr cao hn,

(xc tin bn); Bn hng trc tip; Marketing trc tip. Cc hot

nhng gi tng ng); More value, less price (Gi tr cao hn,

ng ny cn phi c phi hp nhau trong mt chin lc truyn

nhng gi thp hn); Same value, less price (Gi tr tng ng,

thng c ng thng nht gi l promotion mix.

nhng gi thp hn); Less value, much less price (Gi tr thp hn,

1.3. C IM CA CHIN LC MARKETING TRONG

nhng gi thp hn nhiu).

DY NGH

1.2.2. Pht trin gi tr

1.3.1. Marketing trong dy ngh

- Pht trin gi tr da trn dch v (Product, Service): Gi tr

1.3.1.1. Khi nim

ct li ca dch v; Gi tr cng thm (Added Value); Gi tr khc

i vi lnh vc dy ngh, marketing c hiu l ton b cc

hot ng ca c s dy ngh nhm tho mn nhu cu, mong mun

bit
- Pht trin gi tr da trn gi c (Price): Gi tr t

ca khch hng t vic phn tch nhu cu hc ngh ca cng ng x

(Expensive Value); Gi tr chit khu (Discount Value); Gi tr ngho

hi t xc nh mc tiu dy ngh, thit k quy trnh dy ngh

nn (Poor Value); Gi tr tt nht (Best Value)

v t chc thc hin hot ng dy ngh sao cho c hiu qu nht.

- Pht trin gi tr da trn con ngi (People): Con ngi bao

gm cn b gio vin nhn vin; Khch hng.
- Pht trin gi tr da trn quy trnh (Process): L tt c nhng
hot ng lin quan n vic sn xut v cung cp dch v.
- Pht trin gi tr da trn bng chng vt cht (Physical
Evidence): Bng chng vt cht bao gm nhng i din hu hnh
nh brochure, bao th v c s vt cht.

1.3.1.2. c im ca marketing trong dy ngh

- o to, dy ngh l mt loi dch v nn marketing trong
dy ngh c y c im ca marketing dch v.
- o to dy ngh l mt loi dch v c bit, va c kha
cnh cng cng, va c kha cnh th trng.
- o to dy ngh l mt dch v phi li nhun.

11
- Hot ng o to ngh v gio vin dy c coi trng, tn

12
hin cc quy nh do Tng cc ban hnh; Thc hin cc nhim v v
nghin cu khoa hc, ng dng v pht trin cng ngh

vinh.
1.3.2. Chin lc marketing trong dy ngh - chin lc
marketing nh hng gi tr
Marketing trong dy ngh l mt s trao i gi tr gia c s
dy ngh v cng ng (khch hng). Trn gic hng ho, dch v
o to ngh l hng ho v hnh mang li chui gi tr tho mn nhu

- Nh trng qun l theo c cu trc truyn chc nng, vi

cch thc t chc ca nh trng hin nay phn no pht huy r
tnh chuyn mn trong tng khoa, phng ban, trung tm.
2.2. THC TRNG O TO NGH CA TRNG CAO
NG NGH NNG

cu ca ngi hc ngh, c quan h mt thit vi li ch tm kim v

Thnh tu:

ng c mua dch v o to ngh. Khch hng ca c s dy ngh

Qui m o to tng nhanh; M rng thm cc ngnh ngh o

s nhn c nhiu gi tr khc nhau ca h thng dch v ca c s.

to; Ban hnh chun u ra ca cc ngnh ngh ang o to ti

Nhng gi tr ca h thng dch v ny c gi l chui gi tr.

trng; Trng phi hp, o to lin thng mt s nhm ngnh

vi cc trng ti a bn; Cht lng o to nng cao hng nm.

CHNG 2
THC TRNG HOT NG O TO NGH V

Hn ch:
C s vt cht v quy nh ch tiu tuyn sinh nn nh trng

CHIN LC MARKETING CA

ch tuyn khng qu 50% s lng ng k; S lng v cht lng

TRNG CAO NG NGH NNG

gio trnh dy ngh vn cn thiu, nng v l thuyt, cha i mi v

2.1. GII THIU KHI QUT V TRNG CAO NG

cp nht thng xuyn; Thit b dy ngh thiu, kinh ph chng

NGH NNG

trnh mc tiu nhiu nm khng c cp nn nh hng n vic

- Trng Cao ng ngh Nng c thnh lp theo Quyt

rn k nng thc hnh cho hc sinh sinh vin; Cha t chc trin

nh s: 194/Q-BLTB&XH ngy 31/1/2007 ca B Lao ng

khai nh gi cng tc kim nh ngh; nh gi k nng tay ngh

Thng binh v X hi trn c s nng cp Trng K thut - Kinh

i vi hc sinh sinh vin cui cc kha hc.

t Nng.

2.3. THC TRNG CHIN LC MARKETING CA

- o to ngh; bi dng, nng cao trnh , k nng ngh

TRNG CAO NG NGH NNG

cho ngi lao ng ang lm vic ti cc c s sn xut, kinh doanh,

2.3.1. Phn tch mi trng marketing

dch v; lin kt vi cc trng trong v ngoi nc o to i hc,

2.3.1.1. Mi trng v m

cc ngh cng ngh cao v cc chuyn khc..

a.Yu t nhn khu

- T chc qu trnh o to; T chc bin son v thm nh

Yu t nhn khu tc ng mt phn khng nh n vic a

cc chng trnh, gio trnh theo thm quyn c phn cp; Thc

ra mt chin lc marketing hp l. Khi phn tch yu t ny nh

13

14

trng ch da vo vic thng k din tch v dn s ca khu vc Bc

c. Cc nh cung ng

Trung B, duyn hi Nam Trung B v Ty Nguyn.

b.Yu t kinh t
S pht trin kinh t ca khu vc cng nh hng n lnh vc
o to. Kinh t khu vc cng pht trin, doanh nghip t chc cn

Hu ht, nh trng s dng ngun cung t Tng cc dy ngh

ngoi ra trng cn s dng ngun cung t cc Cng ty sch v thit b
Nng.

lao ng nhiu th c s o s l ni cung cp lao ng c k nng,

d. Trung gian Marketing

c trnh chuyn mn cho th trng lao ng.

- Cc trung gian phn phi; cc trung gian thanh ton; cc cng

c.Yu t vn ho

ty dch v marketing

Con ngi khu vc min Trung Ty Nguyn c ch t lc,

e. Gii cng chng trc tip

chu kh, c truyn thng hiu hc, tn s trng o. l c s

pht trin hot ng o to.

Gii ti chnh, gii cng lun, gii cng quyn, gii hot ng
x hi, c dn a phng

d. Yu t chnh tr - x hi

2.3.2. Xc lp mc tiu chin lc marketing

Cc yu t chnh tr s nh hng rt ln n hot ng o

Nh trng giao cng tc lm marketing cho phng o to,

to, nhng quy hoch pht trin trong tng lai s l mt c s

hot ng marketing ch yu c lm vi mc tiu tng quy m o

pht trin hot ng o to ni chung v hot ng ca trng Cao

to, m trc ht l tng quy m tuyn sinh.

2.3.3. Phn on th trng v la chn th trng mc

ng ngh Nng ni ring.

2.3.1.2. Mi trng vi m
a. Khch hng

tiu
Cng tc phn on th trng cha r rng, rnh mch, ch

Khch hng ca dch v o to c nhiu im khc bit so vi

yu s dng tiu thc phm vi a l v tiu thc trnh . Theo ,

khch hng sn phm vt cht v dch v thng thng. C ba nhm

nh trng la chn th trng mc tiu l hc sinh tt nghip trung

khch hng l ngi hc, l doanh nghip, t chc s dng lao

hc ph thng trn a bn Nng - Qung Nam.

ng v ph huynh.

2.3.4. Thit k chin lc marketing

b. i th cnh tranh

2.3.4.1. Chnh sch sn phm

Hin trn c kh nhiu trng cao ng ni chung v cao ng

a dng ha ngnh ngh nhm tha mn nhu cu ca th

ngh ni ring c thnh lp trn a bn khu vc Min Trung v

trng lao ng v ngi hc.

Ty Nguyn, y chnh l i th cnh tranh ca Trng Cao ng

2.3.4.2. Chnh sch hc ph

Ngh Nng.

Vic xc nh mc thu hc ph thc hin theo Ngh nh s

49/N CP ca Th tng Chnh ph k ban hnh ngy 14 thng 5

15

16

nm 2010 v vic Quy nh v min, gim hc ph, h tr chi ph

2.3.5. T chc thc thi v kim tra hot ng marketing

hc tp v c ch thu, s dng hc ph i vi c s gio dc thuc

hot ng marketing, nh trng s dng 30% ngun thu

h thng gio dc quc dn t nm 2010 2011 n nm hc 2014

tuyn sinh v giao cho phng o to thc hin. Ch nh gi thng

2015.

qua s lng h s tuyn sinh. V th, vn cn nhiu bt cp v cha

2.3.4.3. Chnh sch phn phi

Nh trng s dng c hai: Knh trc tip v knh gin tip
tuyn sinh u vo.
2.3.4.4. Chnh sch truyn thng c ng
Nh trng hin nay v ang thc hin chnh sch truyn
thng c ng. Tuy nhin, y l trng cng lp, ph thuc ngn
sch nh nc nn vic chi mt khon kinh ph cho truyn thng c
ng gp nhiu kh khn hn so vi cc trng cng lp.
Cc cng c truyn thng c ng m nh trng ang p
dng: Qung co, quan h cng chng, khuyn mi, bn hng trc

hiu qu
2.3.6. nh gi chung thc trng chin lc marketing
2.3.6.1. Thnh tu
- nhn thc c s cnh tranh, bt u quan tm n hot
ng marketing.
- C b dy lch s, c uy tn, kinh nghim trong cng tc o
to ngh nn c cng ng, x hi, khch hng bit n nhiu.
- C li th v c s vt cht, nhn lc v c nhiu u i t
pha Nh nc.
- t c nhiu thnh tch trong cng tc o to ngh, cng
tc on th.

tip
2.3.4.5. Chnh sch con ngi
Trng Cao ng ngh Nng lun ch trng xy dng i
ng gio vin v cn b qun l gio dc m bo v s lng, cht
lng. Qun l hc sinh sinh vin qua vic nh gi kt qu rn
luyn, h tr iu kin hc tp.
2.3.4.6. Chnh sch quy trnh
Cc quy trnh cha ban hnh bng vn bn v cng khng c
s gim st, qun l qu trnh trin khai thc hin quy trnh.

- Ch trng n cng tc tuyn sinh v chi 30% ngun thu

tuyn sinh cho hot ng qung co.
- Ch trng n ngi hc, ly ngi hc lm trung tm v
dch v h tr cho ngi hc sau khi tt nghip.
- xc nh c th trng mc tiu l hc sinh tt nghip
trung hc ph thng trn a bn Nng.
- thc hin marketing mix: a ngh, hc ph u i, phn
phi rng ri v truyn thong.

2.3.4.7. Chnh sch bng chng vt cht

2.3.6.2. Hn ch

Bng chng vt cht bao gm nhiu yu t hu hnh ho

- Cha c b phn chu trch nhim v hot ng marketing

nhng yu t v hnh, khng ch n thun l c s vt cht. Nhng

hin nay, nh trng hin nay ch ch trng n c s vt cht.

ca nh trng.

17
- S u t n cng tc marketing cha ng mc. Cng tc

18
3.2.1.1. Phn tch mi trng marketing

marketing ch c thc hin nh l, manh mn, khng bi bn, cha

a. Phn tch mi trng bn ngoi

ph hp.

Mi trng v m, nh trng c hng nhiu chnh sch u

- Cha phn tch y v chnh xc mi trng marketing,

cha th hin tm nhn di hn ca nh trng.
- Cng tc phn on th trng v la chn th trng mc

i ca thnh ph nn mi trng v m ch yu chu tc ng t

nhng yu t thuc phm vi Nng
- Theo d bo v dn s gia tng trong lc lng trong tui
lao ng l 57,5 triu ngi.

tiu cha r rng,

- Thit k chin lc marketing cn n iu, cha ph hp
vi c th ca dch v o to ngh.

- Mi trng o to ngh ca thnh ph: Thnh ph Nng

tip tc u tin pht trin o to ngh, xem y l nhim v then
cht ca ngnh gii quyt tt cc vn x hi cn li.

CHNG 3
CHIN LC MARKETING CHO TRNG CAO NG
NGH NNG TRONG THI GIAN N
3.1. C S XY DNG CHIN LC MARKETING
CHO TRNG CAO NG NGH NNG TRONG
THI GIAN N
3.1.1. Chin lc pht trin o to ngh ca Vit Nam n
2020 v nh hng ca trng trong thi gian n
3.1.1.1. Chin lc pht trin o to ngh ca Vit Nam n

- Quy m o to ngh nm 2007 tng gp 5 ln nm 1998, gp

3 ln nm 2000.
- i ng gio vin o to ngh Nng c s pht trin rt
nhanh v s lng v cht lng.
- Tuyn dng lao ng ca cc doanh nghip trn a bn thnh
ph Nng c nhu cu tuyn dng lao ng qua o to ngh
chim t l rt cao khong 76,8 %
Tuy nhin nhng kh khn cn tn ti:
- Hot ng dy ngh vi quy m o to ngh cn nh, nng
lc o to thp.

2020
3.1.1.2. nh hng pht trin ca trng Cao ng ngh
Nng n nm 2020

- Hu ht cc trng dy ngh o to nhng g mnh c, chi

ph u t thp.

3.1.2. Mc tiu chin lc ca nh trng n nm 2020

- Trang thit b thc hnh cn thiu v lc hu.

3.1.2.1. Mc tiu tng qut

Mi trng vi m

3.1.2.2. Mc tiu c th

- Khch hng: Nhu cu ca khch hng lun thay i, nh

3.2. XY DNG CHIN LC MARKETING CHO TRNG

CAO NG NGH NNG GIAI ON 2010 - 2020
3.2.1. Xc nh gi tr

trng cn xy dng m hnh o to gn vi doanh nghip.

- i th cnh tranh: Hin nay, khng ch c cc c s o to
cng lp m cn c cc c s o to ngoi cng lp.

19

20

- Cc nh cung ng: Nh trng duy tr mi quan h vi h,

im yu (Weaknesses): C s vt cht cha gip ngi hc

ng thi cn bit cch h thp quyn lc ca nh cung ng v iu

tip cn c khoa hc k thut; mt s ngh thiu gio vin c k

kin giao nhn v thanh ton, gi c, cht lng

nng ngh; th vin u t cho cng tc dy v hc cn yu; phng

- Trung gian Marketing:

php ging dy, gio trnh chm i mi theo phng php hin i;

+ Cc trung gian phn phi: cc trng ph thng, cc trung

chng trnh o to cha linh ng i mi cho ph hp vi yu

tm gio dc thng xuyn, cc doanh nghip t hng o to

+ Cc trung gian thanh ton: ngn hng ng chi nhnh

cu ca th trng lao ng; v tr ca trng hay xy ra tc nghn

giao thng
Li th cnh tranh ca trng l hc ph v cht lng o to.

Nng v mt s ngn hng khc

+ Cc cng ty dch v marketing: cc cng ty qung co v
dch v truyn hnh Nng, mt s cng ty qung co t nhn

To ra gi tr More value, less price (Gi tr cao hn nhng gi

thp hn)

- Gii cng chng trc tip:

Nng lc ct li: T li th cnh tranh to ra gi tr khc bit:

+ Gii ti chnh: ngn hng ng , Sacombank

tc phong nng ng, sng to, chuyn nghip cho ngi hc ngh ti

+ Gii cng lun: phng vin bo ch, truyn thanh, truyn

trng

hnh ca i truyn hnh Vit Nam ti Nng, i Pht thanh

truyn hnh Nng
+ Gii cng quyn: chnh quyn a phng phng Phc M
qun Sn Tr v x Ho Sn.
+ Gii hot ng x hi: t chc bo v mi trng, cc hip
hi, on th

3.2.1.2. Phn on th trng v la chn th trng mc

tiu
a. D bo nhu cu th trng
D bo nhu cu o to ca trng Cao ng ngh giai on 2010
2020
b. Phn on th trng

+ C dn a phng: nhng ngi dn sng xung quanh

- Theo ranh gii hnh chnh

b. Phn tch mi trng bn trong

- Theo ngh nghip c phn thnh

im mnh (Strengths): Trng nhn c nhiu u i ca

Vi vic la chn hai tiu thc trn v bng cch an kt hai

B, cc t chc trong v ngoi nc; C s vt cht y , ng b

nhm ny li vi nhau, chng ta c th phn thnh 9 on th trng

c s u t ca B Lao ng thng binh & X hi; c b dy

c. nh gi cc on th trng

kinh nghim trong cng tc o to cc ngh kinh t k thut; i

Vic nh gi cc on th trng phi xem xt c ba yu t l

ng gio vin c trnh chuyn su, c kinh nghim v tr nng

quy m v mc tng trng ca tng on th trng, mc hp

ng, sng to; a ngh cho ngi hc la chn; v tr thun li

dn v mc tiu kh nng ca nh trng.

khng xa trung tm thnh ph; c k tc s cho sinh vin

21
d. La chn th trng mc tiu
Nh trng la chn th trng mc tiu theo cch chuyn mn
ho c chn lc.
3.2.1.3. nh v sn phm da vo li th cnh tranh
- nh v cho sn phm o to lin kt vi nc ngoi l:
More value, more price (Gi tr cao hn nn gi cao hn)
- nh v cho sn phm o to ca trng l: More value, less
price (Gi tr cao, gi thp).
Da trn c s phn tch mi trng marketing, phn on v
la chn th trng mc tiu, nh v gi tr, nh trng la chn
chin lc pht trin sn phm tng quy m o to qua vic trin
khai sn phm mi em li gi tr cho th trng hin ti.
3.2.2. Pht trin gi tr
3.2.2.1. Pht trin gi tr da trn dch v
- Gi tr ct li l kin thc, k nng ngh v thi ngh
nghip m ngi hc c c.
- Gi tr cng thm:
+ l nhng gi tr ngi hc nhn c v hnh thnh nn
k nng giao tip, k nng sng, k nng hot ng on th.
+ l nhng gi tr ngi hc nhn c pht trin ton
din cho bn thn.
+ l nhng gi tr ngi hc nhn c ca mt trng
cng lp trng im.
- Gi tr khc bit: Mi ngh c nhng c th ring t mu o
ng phc, phng hc thc hnh, nh xng, sinh vin hc tp ti
trng c thc hnh ngh vi cc phng tin khi cn trng,
sinh vin cn c i xung hc tp, lm vic nh mt cng nhn,
nhn vin chuyn nghip.

22
3.2.2.2. Pht trin gi tr da trn gi c
i vi hnh thc o to lin kt vi nc ngoi, gi tr ngi
hc nhn c l gi tr t c to ra t cht lng cao v gi c
cao tc l mc hc ph cao.
Gi tr t (Expensive Value) = Cht lng cao + Gi c cao
i vi hnh thc o to ca trng, gi tr m ngi hc
nhn c l gi tr tt nht c to ra bi cht lng cao v gi c
mc va phi. chnh l gi tr tt nht m Danavtc cng hin
cho khch hng ca mnh.
Gi tr tt nht (Best Value) = Cht lng cao + Gi c mc
va phi
3.2.2.3. Pht trin gi tr da trn con ngi
Nh trng cn ch trng n con ngi l cn b, gio
vin, nhn vin v khch hng thc hin marketing ni b v
marketing quan h.
- Thc hin chnh sch tuyn dng, i ng, o to v pht
trin ph hp lm sao gi tr khch hng nhn c t i ng lao
ng ca nh trng l nhiu nht.
- i vi khch hng, thc hin cc hot ng chm sc khch
hng, thng xuyn lin lc vi ph huynh, quan tm, h tr tm vic
lm cho ngi hc sau khi tt nghip
3.2.2.4. Pht trin gi tr da trn quy trnh
Tt c nhng hot ng dy v hc, gii quyt mi cng vic
ca nh trng u theo quy trnh kim nh theo tiu chun ISO s
em li cho ngi hc nhng gi tr ca tc phong chuyn nghip.
3.2.2.5. Pht trin gi tr da trn bng chng vt cht
l nhng g khch hng c th nhn thy v s dng. T
bng chng vt cht ny em li s thun tin, mi trng hc tp
y cho ngi hc.

23
Tp gp, t ri, danh thip, b th, bng bo: u c mu xanh

24
- Qung co ngoi tri

l cy l mu ca ch o v c in logo Danavtc thng hiu ca nh

- Bng hiu

trng.

- Trng by

ng phc ca cn b gio vin l mu xanh nc bin th

- Biu tng v logo

hin cho thnh ph bin Nng. ng phc ca sinh vin l mu

- Slogan: Danavtc - im n ca s thnh cng

xanh da tri, c in logo Danavtc.

- Xy dng thng hiu ring cho tng ngh: du lch, c kh, cng

3.2.3. Chuyn giao gi tr

ngh thng tin...

3.2.3.1. Thng qua knh trc tip

Quan h cng chng

Tng cng s dng knh ny tuyn sinh u vo bng

- Hp bo

nhiu hnh thc

Sau khi tuyn sinh, khi khch hng l ngi hc ngh ngi c nhn nhng gi tr m nh trng to ra.

- Ni chuyn
- Hi tho
- Khai ging, b ging, tng kt nm hc

3.2.3.2. Thng qua knh gin tip

- p gp t thin

S dng tuyn sinh u vo:

- Bo tr v ti tr

Sau khi tuyn sinh vo hc tp ti trng th hnh thc knh

- Ti tr cho cc cuc thi pht ng bn trong v bn ngoi nh

gin tip c s dng khi nh trng cho hc sinh sinh vin thc

trng

tp ti cc doanh nghip, x nghip hon thin k nng ngh, to

- Tuyn truyn, xut bn

tc phong cng nghip, nng ng, sng to.

- Quan h vi cng ng

3.2.4. Truyn thng gi tr

- Vn ng hnh lang

Qung co

- Quan h vi gii truyn thng

- n phm qung co trn truyn thanh, truyn hnh.

- Tp ch ca nh trng

- Pht sng on phim qung co.

- Cc s kin

- Cho mn min ph c s vt cht ly lm cnh quay cho

Khuyn mi

mt s on lm phim quay cc b phim c cnh hc ng

- Thi, tr chi

- Sch mng v t gp

- Thng v qu tng

- p phch v t ri

- Khuyn mi cho sinh vin th khoa u vo cc ngh

- Sch nin gim

- Tng o, m, v, c nhn hiu Danavtc

- Ti qung co

25

26

- Mu cho hng: Thit k mu gii thiu v cc ngh o to

KT LUN

n cc doanh nghip, t chc

- Hi ch v trin lm

Nc ta xc nh: Pht trin gio dc v o to l quc

- Trng by sn phm

sch hng u, l mt trong nhng ng lc quan trng thc y s

- Bt tin i hng

nghip cng nghip ho, hin i ho, l iu kin pht huy ngun

- Phiu thng

lc con ngi.

- Gim gi

Vi vai tr quan trng , hot ng o to ngh ngy cng

- Bn km c bt gi

c c hi pht trin, c th cnh tranh v hi nhp quc t, mi c

Bn hng trc tip

s dy ngh phi ch trng trng n cng tc xy dng chin lc

- Hi ch tuyn sinh

marketing cho mnh. Vi phm vi ca lun vn lm r c cc

- Vn phng giao dch

ni dung sau:

Marketing trc tip

- Gi giy bo trng tuyn qua bu in, internet.
- Marketing qua in thoi

- Nu ln mt s vn lin quan n dy ngh, hnh thc o

to ngh, gio vin dy ngh v ngi hc ngh.
- Lm r l lun v chin lc marketing v marketing trong

- Fax: 05113940677

dy ngh, t xut chin lc marketing nh hng gi tr trong

- Email: danavtc.xltt@gmail.com

dy ngh.

3.3. MT S GII PHP H TR THC HIN CHIN

LC MARKETING TRONG GIAI ON 2010 - 2020

- Trn c s l lun chin lc marketing trong dy ngh

vn dng vo phn tch thc trng chin lc marketing ca trng

Nng cao nng lc v hiu qu qun l ca nh trng.

Cao ng ngh Nng.Vi nhng g, trng lm c v cha

Nng cao cht lng o to.

lm c, xy dng chin lc marketing nh hng gi tr cho

Pht trin i ng gio vin v cn b qun l.

trng Cao ng ngh Nng.

Tng cng c s vt cht, trang thit b dy ngh.

Vic vn dng chin lc marketing vo gio dc o to ni

M rng cng tc hp tc lin kt trong v ngoi nc.

chung, v dy ngh ni ring cn kh mi m nc ta, nn lun vn

Tng cng nng lc ti chnh.

c th cha gii quyt c ht tt c cc kha cnh ca marketing

trong dy ngh.