| dc.description.abstract | 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. | en_US |
