ChatGPT said: “Communication and Branding of Hanoi Metropolitan University, 2020–2025: Current Situation, Solutions, and Development Orientations.”
Conference Overview
The conference was organized to comprehensively evaluate the University’s communication and branding activities over the past five years, share practical experiences, and propose innovative solutions for the 2025–2030 period. The event aimed to enhance communication efficiency, strengthen brand identity, attract learners, and affirm the University’s position within Vietnam’s higher education system.
Attending the conference were Assoc. Prof. Dr. Nguyễn Thành Lợi, Editor-in-Chief of Kinh tế & Đô thị Newspaper; Journalist Lại Bá Hà, Deputy Editor-in-Chief of Hà Nội Mới Newspaper; Assoc. Prof. Dr. Nguyễn Anh Tuấn, Chairman of the University Council of Hanoi Metropolitan University; Dr. Bùi Quốc Hoàn, Vice Rector of the University; together with representatives from press agencies, scholars, experts, researchers inside and outside the University, as well as leaders, lecturers, staff, and students of Hanoi Metropolitan University.
Dr. Bùi Quốc Hoàn, Vice Rector of Hanoi Metropolitan University, delivers the opening speech.
In his opening remarks, Dr. Bùi Quốc Hoàn, Vice Rector of Hanoi Metropolitan University, emphasized that communication plays a vital role in promoting the University’s image, values, and reputation to society. In the era of digital transformation, communication is not only a promotional tool but also a strategic bridge connecting education, research, and the community—thereby supporting university autonomy, integration, and sustainable development. He highlighted that during the 2020–2025 period, the University made remarkable progress in communication by adopting digital platforms such as Facebook, TikTok, and YouTube, while standardizing brand identity and institutional image. The conference served as an important opportunity to review achievements, address limitations, and establish orientations for professional, modern, and internationally integrated communication development in the coming years.
Dr. Nguyễn Tiến Thăng, Director of the Center for Information, Library, and Learning Resources, speaks at the conference.
According to Dr. Nguyễn Tiến Thăng, the conference received 40 scientific papers, focusing on three major themes: the current state of communication, innovative solutions, and sustainable development orientations. Discussions centered on the University’s communication evolution from 2020 to 2025—transitioning from traditional media to comprehensive digital communication, forming a multi-channel ecosystem, and professionalizing brand image management. Communication has become a strategic instrument parallel with university governance, contributing to enhancing the prestige and distinctive identity of HNMU.
Journalist Ngô Sỹ Điền from Giáo dục & Thời đại Newspaper presented on “Trends in Multichannel and Integrated Communication in Promoting University Image in the Digital Era.” He analyzed the inevitable shift toward Integrated Marketing Communication (IMC) and the omnichannel model, emphasizing that learners today access information through diverse platforms. He recommended that Hanoi Metropolitan University transition from a “fragmented multichannel” mindset to a “seamless experience journey”, synchronizing all communication channels to build a comprehensive and learner-friendly media ecosystem.
In the presentation titled “Modernizing Communication for Brand Development in Local Universities – Lessons for Hanoi Metropolitan University,” Dr. Đinh Thị Kim Thương analyzed successful communication models of domestic and international universities, drawing lessons for HNMU. She stressed the importance of applying technology, artificial intelligence, and learner data management in modern communication. Academic branding, she noted, must align with cultural, ethical, and social responsibility values, creating a distinctive and sustainable identity for the University.
MA. Quách Hải Đường and MA. Nguyễn Thanh Tâm presented on “Current Situation and Development Direction of Satellite Fanpage Networks in HNMU’s Enrollment Communication.” They proposed standardizing communication styles across fanpages, strengthening content management training, and linking internal communication data to ensure consistent brand identity across the University.
From another perspective, the research team of M.A. Trần Văn Ánh and B.A. Đinh Thị Hiếu Ngân, with the paper “Information-Seeking Behavior of Gen Z and Communication Solutions for HNMU’s Student Recruitment,” explored how younger generations access information. Their findings suggested adopting personalized communication strategies centered on learners, leveraging short-form videos and authentic student stories to enhance engagement, relatability, and trust.
Assoc. Prof. Dr. Nguyễn Thành Lợi, Editor-in-Chief of Kinh tế & Đô thị Newspaper, shares insights at the conference.
In his address, Assoc. Prof. Dr. Nguyễn Thành Lợi highlighted key communication priorities for the coming years, affirming that media and branding have become essential pillars that enhance the University’s reputation, credibility, and appeal amid growing autonomy in higher education. He noted that annual student recruitment campaigns have achieved remarkable success through the strong use of social media and digital platforms, combined with AI tools such as ChatGPT, Veo3, and NoteGPT for content creation and analysis. He emphasized the need to professionalize communication teams, strengthen technological capacity, expand corporate partnerships, and develop a multi-platform communication ecosystem to position Hanoi Metropolitan University as a modern, innovative, and globally integrated institution.
After a productive and engaging session, delegates, scholars, staff, and students exchanged ideas and shared valuable insights. The presented papers clarified the current state and effectiveness of the University’s communication activities, offering practical solutions to enhance quality, modernization, and professionalism in the upcoming period. The outcomes of this conference will serve as an important foundation for Hanoi Metropolitan University to continue refining its communication strategy, affirm its position, and further expand the reach of its brand in the era of digital transformation and international integration.
