{"id":52226,"date":"2024-07-19T14:47:56","date_gmt":"2024-07-19T07:47:56","guid":{"rendered":"https:\/\/www.saokim.com.vn\/en\/?p=52226"},"modified":"2024-07-19T14:47:59","modified_gmt":"2024-07-19T07:47:59","slug":"marketing-nganh-giao-duc","status":"publish","type":"post","link":"https:\/\/www.saokim.com.vn\/en\/cam-nang\/marketing-nganh-giao-duc\/","title":{"rendered":"Marketing Ng\u00e0nh Gi\u00e1o D\u1ee5c: Chi\u1ebfn L\u01b0\u1ee3c Ti\u1ebfp C\u1eadn H\u1ecdc Sinh v\u00e0 Ph\u1ee5 Huynh Hi\u1ec7u Qu\u1ea3"},"content":{"rendered":"\n

Trong b\u1ed1i c\u1ea3nh ng\u00e0nh Gi\u00e1o d\u1ee5c \u0111ang chuy\u1ec3n m\u00ecnh m\u1ea1nh m\u1ebd, Marketing ng\u00e0nh Gi\u00e1o d\u1ee5c<\/strong> n\u1ed5i l\u00ean nh\u01b0 m\u1ed9t y\u1ebfu t\u1ed1 then ch\u1ed1t quy\u1ebft \u0111\u1ecbnh s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a c\u00e1c doanh nghi\u1ec7p. <\/p>\n\n\n\n

B\u00e0i vi\u1ebft n\u00e0y s\u1ebd cung c\u1ea5p c\u00e1i nh\u00ecn t\u1ed5ng quan v\u1ec1 Marketing ng\u00e0nh Gi\u00e1o d\u1ee5c<\/strong>, ph\u00e2n t\u00edch vai tr\u00f2 quan tr\u1ecdng c\u1ee7a n\u00f3, \u0111\u1ed3ng th\u1eddi “b\u1eadt m\u00ed” nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c v\u00e0 c\u00f4ng c\u1ee5 Marketing hi\u1ec7u qu\u1ea3 nh\u1ea5t \u0111\u1ec3 thu h\u00fat v\u00e0 gi\u1eef ch\u00e2n h\u1ecdc vi\u00ean trong th\u1eddi \u0111\u1ea1i s\u1ed1.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

\u0110\u1ec3 hi\u1ec3u \u0111\u01b0\u1ee3c c\u00e1ch th\u1ef1c hi\u1ec7n marketing ng\u00e0nh gi\u00e1o d\u1ee5c, tr\u01b0\u1edbc ti\u00ean ch\u00fang ta h\u00e3y c\u00f9ng t\u00ecm hi\u1ec3u v\u1ec1 hi\u1ec7n tr\u1ea1ng ng\u00e0nh gi\u00e1o d\u1ee5c t\u1ea1i Vi\u1ec7t Nam<\/p>\n\n\n\n

1. B\u1ee9c tranh to\u00e0n c\u1ea3nh v\u1ec1 ng\u00e0nh gi\u00e1o d\u1ee5c t\u1ea1i Vi\u1ec7t Nam<\/h2>\n\n\n\n

Ng\u00e0nh gi\u00e1o d\u1ee5c t\u1ea1i Vi\u1ec7t Nam \u0111ang c\u00f3 nhi\u1ec1u s\u1ef1 thay \u0111\u1ed5i v\u1edbi s\u1ef1 gia nh\u1eadp c\u1ee7a nhi\u1ec1u \u0111\u01a1n v\u1ecb t\u01b0 th\u1ee5c v\u00e0 c\u00e1c t\u1ed5 ch\u1ee9c qu\u1ed1c t\u1ebf. Vi\u1ec7c \u00e1p d\u1ee5ng c\u00e1c c\u00f4ng ngh\u1ec7 v\u00e0o trong gi\u00e1o d\u1ee5c c\u0169ng \u0111ang ng\u00e0y c\u00e0ng \u0111\u01b0\u1ee3c quan t\u00e2m; t\u00e2m l\u00fd, h\u00e0nh vi c\u1ee7a ph\u1ee5 huynh v\u00e0 h\u1ecdc sinh c\u0169ng \u0111\u00e3 kh\u00e1c… \u0110i\u1ec1u n\u00e0y khi\u1ebfn cho vi\u1ec7c thu h\u00fat v\u00e0 gi\u1eef ch\u00e2n c\u00e1c kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau c\u00e0ng tr\u1edf n\u00ean ng\u00e0y m\u1ed9t ph\u1ee9c t\u1ea1p h\u01a1n.<\/p>\n\n\n\n

1.1. Ng\u00e0nh gi\u00e1o d\u1ee5c Vi\u1ec7t Nam t\u0103ng tr\u01b0\u1edfng m\u1ea1ng nh\u01b0ng \u0111\u1ea7y t\u00ednh c\u1ea1nh tranh<\/h3>\n\n\n\n

Theo VnExpress<\/em><\/a>, ch\u1ec9 trong 10 n\u0103m 2011-2020, m\u1ee9c \u0111\u1ea7u t\u01b0 cho gi\u00e1o d\u1ee5c c\u00f3 xu h\u01b0\u1edbng t\u0103ng \u0111\u1ec1u, \u0111\u1ea1t h\u01a1n 18% t\u1ed5ng chi ng\u00e2n s\u00e1ch nh\u00e0 n\u01b0\u1edbc, t\u01b0\u01a1ng \u0111\u01b0\u01a1ng 4,9% GDP, cao h\u01a1n nhi\u1ec1u n\u01b0\u1edbc trong khu v\u1ef1c. \u0110i\u1ec1u n\u00e0y cho th\u1ea5y nh\u00e0 n\u01b0\u1edbc, ch\u00ednh ph\u1ee7 lu\u00f4n c\u00f3 s\u1ef1 quan t\u00e2m l\u1edbn \u0111\u1ed1i v\u1edbi gi\u00e1o d\u1ee5c, \u0111\u00e2y l\u00e0 ti\u1ec1n \u0111\u1ec1 \u0111\u1ec3 ng\u00e0nh gi\u00e1o d\u1ee5c t\u1ea1i Vi\u1ec7t Nam s\u1ebd ph\u00e1t tri\u1ec3n m\u1ea1nh m\u1ebd trong t\u01b0\u01a1ng l\u1ea1i h\u01a1n n\u1eefa.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Bi\u1ec3u \u0111\u1ed3 chi ng\u00e2n s\u00e1ch cho s\u1ef1 nghi\u1ec7p gi\u00e1o d\u1ee5c, \u0111\u00e0o t\u1ea1o giai \u0111o\u1ea1n 2005 – 2021 (Ngu\u1ed3n: Tin \u0111\u1ed3 ho\u1ea1 – Th\u00f4ng t\u1ea5n x\u00e3 Vi\u1ec7t Nam<\/a>)<\/em><\/p>\n\n\n\n

B\u00ean c\u1ea1nh \u0111\u00f3, nhu c\u1ea7u gi\u00e1o d\u1ee5c t\u1ea1i Vi\u1ec7t Nam \u0111ang tr\u1ea3i qua nhi\u1ec1u thay \u0111\u1ed5i v\u00e0 ph\u00e1t tri\u1ec3n m\u1ea1nh m\u1ebd, v\u1edbi nhi\u1ec1u xu h\u01b0\u1edbng v\u00e0 y\u1ebfu t\u1ed1 quan tr\u1ecdng. Ph\u1ee5 huynh t\u1ea1i Vi\u1ec7t Nam hi\u1ec7n nay kh\u00f4ng ch\u1ec9 t\u1eadp trung v\u00e0o vi\u1ec7c n\u00e2ng cao ch\u1ea5t l\u01b0\u1ee3ng h\u1ecdc t\u1eadp m\u00e0 c\u00f2n h\u01b0\u1edbng t\u1edbi s\u1ef1 ph\u00e1t tri\u1ec3n to\u00e0n di\u1ec7n, linh ho\u1ea1t v\u00e0 h\u1ed9i nh\u1eadp qu\u1ed1c t\u1ebf cho con c\u00e1i.<\/p>\n\n\n\n

H\u1ecd s\u1eb5n s\u00e0ng \u0111\u1ea7u t\u01b0 v\u00e0 chi tr\u1ea3 c\u00e1c kho\u1ea3n ti\u1ec1n l\u1edbn \u0111\u1ec3 nh\u1eadn \u0111\u01b0\u1ee3c ch\u1ea5t l\u01b0\u1ee3ng gi\u00e1o d\u1ee5c cho con c\u00e1i c\u1ee7a h\u1ecd m\u1ed9t c\u00e1ch t\u1ed1t nh\u1ea5t. \u0110i\u1ec1u n\u00e0y l\u00e0m cho c\u00e1c t\u1ed5 ch\u1ee9c gi\u00e1o d\u1ee5c t\u01b0 th\u1ee5c ng\u00e0y ph\u00e1t tri\u1ec3n r\u1ed9ng r\u00e3i b\u1edfi t\u00ednh to\u00e0n di\u1ec7n trong ch\u01b0\u01a1ng tr\u00ecnh d\u1ea1y h\u1ecdc khi xen l\u1eabn vi\u1ec7c h\u1ecdc ki\u1ebfn th\u1ee9c t\u1eeb s\u00e1ch v\u1edf v\u00e0 h\u1ecdc c\u00e1c k\u0129 n\u0103ng m\u1ec1m.<\/p>\n\n\n\n

H\u01a1n th\u1ebf n\u1eefa, c\u00e1c t\u1ed5 ch\u1ee9c gi\u00e1o d\u1ee5c t\u01b0 th\u1ee5c v\u1edbi ph\u1ea7n l\u1edbn l\u00e0 ch\u01b0\u01a1ng tr\u00ecnh gi\u1ea3ng d\u1ea1y qu\u1ed1c t\u1ebf gi\u00fap n\u00e2ng cao kh\u1ea3 n\u0103ng ngo\u1ea1i ng\u1eef, c\u00e1c thi\u1ebft b\u1ecb c\u00f4ng ngh\u1ec7 ti\u00ean ti\u1ebfn gi\u00fap vi\u1ec7c h\u1ecdc t\u1eadp tr\u1edf n\u00ean linh ho\u1ea1t. Ch\u00ednh nh\u1eefng y\u1ebfu t\u1ed1 n\u00e0y lu\u00f4n l\u00e0 m\u1ed9t s\u1ef1 thu h\u00fat \u0111\u1ed1i v\u1edbi c\u00e1c h\u1ecdc vi\u00ean v\u00e0 v\u00ec v\u1eady c\u00e1c t\u1ed5 ch\u1ee9c gi\u00e1o d\u1ee5c t\u01b0 th\u1ee5c lu\u00f4n b\u1ecf ra ra ng\u00e2n s\u00e1ch l\u1edbn cho c\u00e1c ho\u1ea1t \u0111\u1ed9ng tuy\u1ec3n sinh h\u1eb1ng n\u0103m.<\/p>\n\n\n\n

1.2. S\u1ef1 lan r\u1ed9ng c\u1ee7a c\u00f4ng ngh\u1ec7 gi\u00e1o d\u1ee5c (EdTech)<\/h3>\n\n\n\n

Sau \u0111\u1ea1i d\u1ecbch COVID-19, nhu c\u1ea7u d\u1ea1y v\u00e0 h\u1ecdc tr\u1ef1c tuy\u1ebfn t\u0103ng cao, th\u1ecb tr\u01b0\u1eddng EdTech \u0111\u00e3 b\u1eaft \u0111\u1ea7u \u0111\u01b0\u1ee3c x\u00e3 h\u1ed9i quan t\u00e2m r\u1ed9ng r\u00e3i.<\/p>\n\n\n\n

N\u0103m 2021, B\u00e1o c\u00e1o C\u00f4ng ngh\u1ec7 gi\u00e1o d\u1ee5c Vi\u1ec7t Nam ghi nh\u1eadn Vi\u1ec7t Nam \u0111ang n\u1eb1m trong top 10 th\u1ecb tr\u01b0\u1eddng Edtech c\u00f3 t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng l\u1edbn nh\u1ea5t th\u1ebf gi\u1edbi, t\u1ed1c \u0111\u1ed9 kho\u1ea3ng 44,3%. Trong khi \u0111\u00f3, b\u00e1o c\u00e1o t\u1eeb t\u1ed5 ch\u1ee9c Ken Research<\/a> <\/em>cho bi\u1ebft quy m\u00f4 th\u1ecb tr\u01b0\u1eddng gi\u00e1o d\u1ee5c tr\u1ef1c tuy\u1ebfn c\u1ee7a Vi\u1ec7t Nam c\u0169ng s\u1ebd ch\u1ea1m m\u1ed1c 3 t\u1ec9 USD v\u00e0o n\u0103m 2023.<\/p>\n\n\n\n

\"marketing<\/figure>\n\n\n\n

B\u1ea3ng x\u1ebfp h\u1ea1ng Edtech Vi\u1ec7t Nam 2023 (Ngu\u1ed3n: Edtech Agency<\/a>)<\/em><\/p>\n\n\n\n

1.3. T\u00e2m l\u00fd v\u00e0 h\u00e0nh vi c\u1ee7a h\u1ecdc vi\u00ean thay \u0111\u1ed5i<\/h3>\n\n\n\n

H\u1ecdc vi\u00ean hi\u1ec7n nay \u0111\u00e3 ch\u1ee7 \u0111\u1ed9ng t\u00ecm ki\u1ebfm th\u00f4ng tin v\u1ec1 d\u1ecbch v\u1ee5 gi\u00e1o d\u1ee5c th\u00f4ng qua internet n\u00f3i chung v\u00e0 m\u1ea1ng x\u00e3 h\u1ed9i n\u00f3i ri\u00eang thay v\u00ec t\u00ecm \u0111\u1ebfn “ph\u1ee5 huynh” \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c ngu\u1ed3n th\u00f4ng tin. V\u1edbi s\u1ef1 ph\u00e1t tri\u1ec3n ng\u00e0y c\u00e0ng m\u1ea1nh m\u1ebd c\u1ee7a internet v\u00e0 m\u1ea1ng x\u00e3 h\u1ed9i, ng\u01b0\u1eddi h\u1ecdc s\u1ebd c\u00f3 nhi\u1ec1u th\u00f4ng tin h\u01a1n trong qu\u00e1 tr\u00ecnh \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh ch\u1ecdn l\u1ef1a.<\/p>\n\n\n\n

N\u1ebfu nh\u01b0 t\u1ea1i Vi\u1ec7t Nam, tr\u01b0\u1edbc gi\u1edd ph\u1ee5 huynh s\u1ebd l\u00e0 quy\u1ebft \u0111\u1ecbnh trong vi\u1ec7c h\u1ecdc c\u1ee7a con c\u00e1i b\u1edfi v\u00ec l\u00ed do h\u1ecd l\u00e0 ng\u01b0\u1eddi chi tr\u1ea3 to\u00e0n b\u1ed9 ti\u1ec1n h\u1ecdc ph\u00ed v\u00e0 h\u1ecd lu\u00f4n tin r\u1eb1ng l\u1ef1a ch\u1ecdn c\u1ee7a m\u00ecnh s\u1ebd lu\u00f4n l\u00e0 t\u1ed1t nh\u1ea5t th\u00ec hi\u1ec7n nay, c\u00e1c b\u1eadc ph\u1ee5 huynh \u0111\u00e3 c\u1edfi m\u1edf h\u01a1n v\u1edbi nh\u1eefng c\u1ea3m nh\u1eadn c\u1ee7a con c\u00e1i<\/p>\n\n\n\n

C\u00e1c ph\u1ee5 huynh d\u01b0\u1eddng nh\u01b0 mu\u1ed1n con c\u00e1i \u0111\u01b0\u1ee3c theo \u0111u\u1ed5i theo s\u1edf th\u00edch c\u1ee7a b\u1ea3n th\u00e2n thay v\u00ec qu\u00e1 g\u00f2 b\u00f3 v\u00e0 c\u0103ng th\u1eb3ng v\u1edbi nh\u1eefng ng\u00e0nh h\u1ecdc m\u00e0 kh\u00f4ng ph\u00f9 h\u1ee3p v\u1edbi con c\u00e1i c\u1ee7a h\u1ecd.<\/p>\n\n\n\n

\"marketing<\/figure>\n\n\n\n

B\u1ea3ng kh\u1ea3o s\u00e1t l\u00ed do ch\u1ecdn ng\u00e0nh h\u1ecdc c\u1ee7a h\u1ecdc vi\u00ean (Ngu\u1ed3n: British Council<\/a>)<\/em><\/p>\n\n\n\n

Minh ch\u1ee9ng r\u00f5 c\u00f3 th\u1ec3 th\u1ea5y qua kh\u1ea3o s\u00e1t c\u1ee7a Bristish Council<\/strong>, 64% sinh vi\u00ean ch\u1ecdn ng\u00e0y do th\u00edch th\u00fa, 12% ch\u1ecdn theo s\u1edf th\u00edch c\u1ee7a gia \u0111\u00ecnh, \u0111i\u1ec1u n\u00e0y cho th\u1ea5y \u00fd ki\u1ebfn c\u1ee7a h\u1ecdc vi\u00ean c\u00e0ng ng\u00e0y chi\u1ebfm t\u1ec9 tr\u1ecdng l\u1edbn h\u01a1n trong vi\u1ec7c l\u1ef1a ch\u1ecdn ng\u00e0nh h\u1ecdc.<\/p>\n\n\n\n

2. Marketing ng\u00e0nh Gi\u00e1o d\u1ee5c l\u00e0 g\u00ec?<\/h2>\n\n\n\n

Marketing ng\u00e0nh gi\u00e1o d\u1ee5c<\/strong> l\u00e0 qu\u00e1 tr\u00ecnh ph\u00e1t tri\u1ec3n v\u00e0 th\u1ef1c hi\u1ec7n c\u00e1c chi\u1ebfn l\u01b0\u1ee3c v\u00e0 ho\u1ea1t \u0111\u1ed9ng ti\u1ebfp th\u1ecb nh\u1eb1m thu h\u00fat v\u00e0 gi\u1eef ch\u00e2n h\u1ecdc sinh, sinh vi\u00ean, v\u00e0 ph\u1ee5 huynh \u0111\u1ebfn v\u1edbi c\u00e1c c\u01a1 s\u1edf gi\u00e1o d\u1ee5c nh\u01b0 tr\u01b0\u1eddng h\u1ecdc, \u0111\u1ea1i h\u1ecdc, trung t\u00e2m \u0111\u00e0o t\u1ea1o v\u00e0 c\u00e1c d\u1ecbch v\u1ee5 gi\u00e1o d\u1ee5c kh\u00e1c.<\/p>\n\n\n\n

M\u1ee5c ti\u00eau c\u1ee7a marketing ng\u00e0nh gi\u00e1o d\u1ee5c l\u00e0 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u, t\u0103ng c\u01b0\u1eddng nh\u1eadn th\u1ee9c v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 gi\u00e1 tr\u1ecb c\u1ee7a c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh gi\u00e1o d\u1ee5c, v\u00e0 cu\u1ed1i c\u00f9ng l\u00e0 th\u00fac \u0111\u1ea9y tuy\u1ec3n sinh.<\/p>\n\n\n\n

Tuy nhi\u00ean, Sao Kim<\/strong> cho r\u1eb1ng Marketing ng\u00e0nh Gi\u00e1o d\u1ee5c<\/strong> kh\u00f4ng ch\u1ec9 l\u00e0 “b\u00e1n h\u00e0ng”<\/strong>, m\u00e0 c\u00f2n h\u01b0\u1edbng \u0111\u1ebfn vi\u1ec7c t\u1ea1o ra gi\u00e1 tr\u1ecb cho h\u1ecdc vi\u00ean v\u00e0 x\u00e3 h\u1ed9i th\u00f4ng qua vi\u1ec7c cung c\u1ea5p nh\u1eefng ki\u1ebfn th\u1ee9c, k\u1ef9 n\u0103ng v\u00e0 gi\u1ea3i ph\u00e1p gi\u00e1o d\u1ee5c thi\u1ebft th\u1ef1c. N\u1ebfu gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng c\u00f3 s\u1ef1 kh\u00e1c bi\u1ec7t v\u00e0 h\u1eefu \u00edch, \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau s\u1ebd. kh\u00f4ng d\u1ec5 b\u1ecb thuy\u1ebft ph\u1ee5c.<\/p>\n\n\n\n

3. T\u1ea7m quan tr\u1ecdng c\u1ee7a Marketing ng\u00e0nh Gi\u00e1o d\u1ee5c<\/h2>\n\n\n\n
\"marketing<\/figure>\n\n\n\n

Trong b\u1ed1i c\u1ea3nh ng\u00e0nh Gi\u00e1o d\u1ee5c ng\u00e0y c\u00e0ng c\u1ea1nh tranh, Marketing kh\u00f4ng ch\u1ec9 l\u00e0 ho\u1ea1t \u0111\u1ed9ng qu\u1ea3ng b\u00e1 \u0111\u01a1n thu\u1ea7n m\u00e0 \u0111\u00e3 tr\u1edf th\u00e0nh y\u1ebfu t\u1ed1 s\u1ed1ng c\u00f2n, quy\u1ebft \u0111\u1ecbnh s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a m\u1ed7i doanh nghi\u1ec7p.<\/p>\n\n\n\n

Marketing gi\u00fap doanh nghi\u1ec7p gi\u00e1o d\u1ee5c:<\/strong><\/p>\n\n\n\n

3.1. T\u1ea1o d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh, kh\u1eb3ng \u0111\u1ecbnh v\u1ecb th\u1ebf c\u1ea1nh tranh<\/h3>\n\n\n\n

Gi\u1eefa h\u00e0ng ng\u00e0n c\u01a1 s\u1edf gi\u00e1o d\u1ee5c \u0111ang t\u1ed3n t\u1ea1i, vi\u1ec7c t\u1ea1o d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c bi\u1ec7t, uy t\u00edn l\u00e0 “ch\u00eca kh\u00f3a” gi\u00fap doanh nghi\u1ec7p n\u1ed5i b\u1eadt, thu h\u00fat s\u1ef1 ch\u00fa \u00fd v\u00e0 t\u1ea1o \u1ea5n t\u01b0\u1ee3ng t\u1ed1t v\u1edbi ph\u1ee5 huynh, h\u1ecdc sinh.<\/p>\n\n\n\n

V\u00ed d\u1ee5: <\/strong><\/p>\n\n\n\n