UEH Standard programs in English (20% English)

Marketing in the Public Sector

Tiếng Việt

PUM512005

3

The objective of this course is to answer the question: How does an organization use marketing tools to improve the capacity and effectively deliver public services in an industry, a locality or a country's public service system? Effective communication and implementation of communication campaigns to interact with the community and residents, thereby aiming to adjust the behavior of society in a positive and transparent direction? Accordingly, the course focuses on analyzing the opportunities, challenges and limitations that public organizations face when implementing a marketing plan or solution in the public sector. In summary, the main objectives of the course: • Identify public service delivery problems under the approach and analytical framework of marketing. • Understand the nature of positive communication and the quality of effective communication in order to apply them to promote social development and improve the quality of public services. • Use marketing analytics frameworks to develop marketing strategies and plans for public goods and services. In particular, new theoretical groups need to be applied in both research and application to the public sector. • Know how to apply marketing tools to solve the problems faced by public organizations in Vietnam today in the provision of goods, services and public programs. • Change social behavior in a positive direction from the perspective of managers in the public sector and non-profit organizations. • Prepare views on public service management towards branding, marketing public services in the digital era.