An analytic hierarchy process approach to marketing strategy selection for science and technology parks - A case study of Quang Trung software city
Toan, Le Bao
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Several studies have highlighted the importance of the Science and Technology Parks (STPs) to the development of the economy. However, there are few, if any, studies conducted to clarify the applicable marketing techniques to promote the brand image of the STPs. Therefore, this thesis aims to determine and select the most appropriate marketing tools in the context of the STPs in Vietnam, especially in the case study of Quang Trung Software City. The qualitative and quantitative research methods are used to analyze data collected from the semi-structured interviews and 20 participants who are managers and experts working in several disciplines. The qualitative findings present six tools qualified for the evaluation: print media, networking events, email marketing, social networking sites, search engine marketing, and corporate websites. Moreover, the analytic hierarchy process is implemented to find the priority of six alternatives. The results show that networking or industry event is the preferable tool, while email marketing is evaluated as the least effective tool. In addition, the findings reveal that online and offline marketing channels should be combined to promote the brand image of the STPs effectively. In particular, this study provides various implications and recommendations for the researchers and practitioners to enhance the effectiveness of marketing strategies.