For most higher education institutions in Vietnam, educational branding has only recently been given attention and priority. However, since its inception, Vietnam Women’s Academy (VWA) has been deeply aware that education is not only a task but also a specific “service”, requiring a combination of quality and effective marketing strategies.

With a history of development of more than 12 years based on a foundation of more than 50 years of tradition from the Central Women Cadre Training School, the Academy has transformed from a unit specializing in training female cadres into a comprehensive higher education institution. Currently, in parallel with cadre training activities, VWA not only provides bachelor’s, master’s and doctoral training programs but also promotes scientific research and community service activities. These achievements need to be widely spread to the community through effective communication strategies.

First: The focus on education quality.

Education quality is the fundamental factor and also the highlight in VWA’s communication strategy.

VWA regularly organizes scientific seminars and cooperates with international organizations to improve the quality of training and research. The figures such as the rate of lecturers with high degrees (Assoc. Prof.; PhD; Dr.), the high rate of graduates with jobs and the recognition of prestigious educational organizations are clear evidence of the quality of education of VWA. According to the ranking of Vietnamese universities by the evaluation expert group of Hanoi National University, in 2023, VWA reached the 58th position out of nearly 200 ranked schools, up 31 places compared to 2022. These contents are always transmitted on the Academy’s official communication channels.

Second: The application of digital marketing.

VWA has been making the most of online platforms to reach its target audience, especially Gen Z. The information portal, the fanpage on Facebook and some channels such as Youtube, Zalo, TikTok have become effective tools to promote its image and admission information. In the near future, VWA is expected to develop a podcast channel and a radio channel to provide valuable information to the community. In addition, VWA also uses SEO tools (Search Engine Optimization) to enhance information visibility and deploy online advertising campaigns targeting the right audience.

Third: Every individual is a brand ambassador

VWA not only stops at centralized communication strategies but also emphasizes the role of each cadre, lecturer, employee, worker and student in spreading the brand image. Each individual at the Academy is encouraged to become a brand ambassador, demonstrated through:

  • Responsibility in work and study: Each cadre and lecturer always ensures quality in teaching and research; each student strives to study, practice, and participate in social activities to spread the good values ​​of VWA.
  • Proper behavior in communication and conduct: A positive culture of behavior in internal and external activities is an effective way to create an impression and promote an image.
  • Shares and interactions on digital platforms: Each individual can spread information about VWA through social media, online communication activities, or simply sharing personal experiences. Positive stories from students or lecturers will create a strong viral effect.

Fourth: The enhancement of PR and the spread of positive images

VWA determines that reputation is built on trust from the community and partners. To achieve this, PR activities have been strongly deployed, from organizing events, seminars, to exchange programs with students and parents. Inspirational articles and videos about successful alumni, positive reviews from parents and students are also widely spread, creating a positive effect in public opinion.


Vietnam Women’s Academy on the VTV1 News program on the occasion of welcoming Prime Minister PHAM Minh Chinh’s visit

Despite many positive results, VWA also faces many challenges. Investing resources in communications, building a specialized team and ensuring consistency in communication strategies still need to be improved. However, with the consensus of the entire team, from leaders to individuals, the Academy believes that collective strength will be the key to building a strong educational brand.

Communication is not only the responsibility of one department but also requires the unanimous participation with a high sense of responsibility of all members of the organization. At VWA, each cadre, lecturer, employee and student is an important link in building and spreading the image of the Academy. With smooth coordination and clear strategy, VWA increasingly affirms its position in the Vietnamese education system and constantly spreads profound humanistic values ​​to the community.