Marketing Communication in Undergraduate Admission at Long An University of Economics and Industry

Abstract

This study analyzes the status of marketing communication activities in regular undergraduate admissions at Long An University of Economics and Industry (DLA) from 2022 to 2024, thereby proposing directional solutions for the 2025–2027 period. The paper focuses on three main areas: (1) Systematizing the theoretical framework of educational marketing communications in the context of digital transformation; (2) Analyzing enrollment data and evaluating current communication channels to identify strengths and limitations; and (3) Proposing a comprehensive system of solutions, including refining policies, enhancing advisory capacity, diversifying digital communications, and strengthening partnerships. The research results indicate that integrating modern marketing tools helps the university enhance its competitiveness, brand positioning, and ability to attract high-quality applicants. This study serves as a valuable practical reference for admissions management at the institution.