Professional Documents
Culture Documents
ti :
Thc hin:
1. ng Phng ip
2.
A13060
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
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.
- Nhm Sife
- CLB Marketing Mclick
- CLB Ting Anh
- CLB k nng kinh doanh BOSS
CLB S thch:
CLB th thao:
- CLB Bng r
- CLB Cu lng Bng bn
- Karatedo Club
5
Hp tc vi Hi KUE (c).
1.4.3 C hi vic lm
-
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.
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
1.800
1.800
1.900
1.900
S h s KDT
4.000
9.000
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
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
8.255
1.500
1/5,5
2.745
500
1/5,49
14.619
2.800
1/5,22
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
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
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
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 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
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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.
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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.
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- 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.
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Chi ph
Ton b d n
63.533.000
II
1
2
3
III
1
2
3
4
5
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
24
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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.
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