The Influence Of The 4cs Marketing On Private Universities Selection Among New Economics Students In Vietnam – Part 1_Literature Review

Abstract

University is considered the door that opens the future for young people. Choosing a university is still an important issue in Vietnamese families. So how to attract new economics students? The objective of this research is to determine the level of importance of the 4Cs marketing factors that influence the decision-making process of new economics students in selecting private universities in Vietnam. The study employs a combination of qualitative and quantitative research methods. Through research, find a Literature Review on the above topic to build a research model to determine the impact of Marketing Mix 4Cs activities on private universities selection among new economics students in Vietnam, and serve as a basis for further research. The results of the study show the proposed model included 5 factors such as Students' needs, Reasonable tuition fees, Convenience, Communication,  and Personal characteristics affect private universities selection among new students majoring in economics through the Students’ perceptions factor.