APPLYING THE MARKETING 3.0 TREND IN POPULARIZING THE TRADEMARK OF THE UNIVERSITY OF EDUCATION – THE UNIVERSITY OF DA NANG

Abstract

The concept of trademark has become increasingly popular and played an important role in many socio-economic fields, including higher education. In line with the general development trend of higher education in the world, Vietnam’s higher education has shown the first indicators of competition among public universities, between public universities and private ones, especially between domestic universities and international ones. Therefore, for the sake of survival and development, the establishment and popularization of trademarks is a vital problem for every university. Based on the results from two surveys on habits of using the media and levels of understanding about/satisfaction with the University of Education – the University of Da Nang, this paper proposes an idea of popularizing the trademark of the University of Education – the University of Da Nang via the application of the marketing 3.0 theory.