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In Vietnam’s increasingly competitive higher education landscape, admissions communication is essential for institutional sustainability and growth. Yet, universities lack a systematic framework to evaluate its effectiveness. This study reviews existing literature and develops a comprehensive evaluation model tailored to the Vietnamese context.
Research purpose: This study aims to propose and empirically validate a comprehensive model for evaluating admissions communication activities in Vietnamese universities by integrating theoretical foundations, prior studies, and pilot testing. Research motivation: Vietnamese universities face intense competition and often struggle to meet enrollment quotas. A systematic framework for evaluating communication effectiveness is lacking, hindering strategic optimization. This study aims to fill this gap. Research design, approach, and method: The study employs a mixed-method approach combining literature review, theoretical synthesis, and a pilot survey conducted at Hanoi University of Science and Technology (HUST). Measurement scales for five dimensions of communication effectiveness were developed and tested using reliability and validity analysis. Main findings: The study identifies five key evaluation dimensions: Information Quality and Relevance, Channel and Media Effectiveness, Stakeholder Engagement and Interaction, Brand Perception and Reputation, and Behavioral Outcomes and Enrollment Impact. Pilot testing with 183 respondents confirms strong reliability and construct validity of the proposed scales, providing empirical support for the conceptual model and hypotheses. Practical/managerial implications: The validated model and scales offer a practical framework for Vietnamese universities to systematically assess and enhance their admissions communication strategies. By applying the model, institutions can make evidence-based decisions on messaging, channel selection, and stakeholder engagement, thereby improving brand reputation and enrollment outcomes |
