Learners’ Perception on Brand Equity of Accounting and Business Management Education at Viet Nam University of Agriculture

Abstract

   The research focused on assessing the perception of learners on brand equity of accounting and business management education at Viet Nam National University of Agriculture based on secondary data and direct learners’ interview. As a result, learners rated brand of accounting and business education as moderate level, wherein the specilization and employment opportunity were rated lower compared with teaching staff and course practicality. Factor analysis showed that the reputation of the university and the faculty was related to historical development,

entry requirements, guaranteed graduation quality and superiority in certain major. The factor of career employment was influenced by employment opportunity after graduation, the value of qualification, flexibility in changing work and career orientation of learners’ families. In addition, the student preferences, the tendency of society and gender also affected the individual leaner characteristics. Finally, education quality were influenced by education facilities, lecturer qualification, teaching method, learning outcome assessment and orientation activities for enhancing student professtional capability.