APPLYING THE THEORY OF SELF-SETTING GOALS TO ENHANCE INTEGRATED MOTIVATION IN HIGHER EDUCATION INSTITUTIONS: A CASE STUDY OF TRA VINH UNIVERSITY

Abstract

This study analyzes the application of Self-Setting Goal Theory to enhance work motivation for administrators, lecturers and staff at Tra Vinh University during the period 2020 - 2025. Secondary data from the university's activity report shows that Tra Vinh University has achieved significant accomplishments in faculty scientific publications and the development and accreditation of internationally standardized training programs; its WURI ranking increased from 62nd (2022) to 29th/400 (2025) thanks to strategies encouraging autonomous goals. However, limitations remain, such as the fact that only 33.3% of faculty members hold doctoral degrees and revenue from science and technology accounts for only 3.3% of total revenue. The study proposes an “OKR-AI TVU” model that integrates Objectives and Key Results with artificial intelligence to personalize goals and enhance intrinsic motivation. The research methodology combines secondary document analysis and SWOT (Strengths, Weaknesses, Opportunities,  Threats) analysis. The results show that the model has the potential to increase research productivity by 25 - 40% and reduce employee turnover. The research contributes to the theory of higher education governance in Vietnam and provides a practical basis for local universities in the context of autonomy and digital transformation.