Articles Tập 67 Số CĐ16 02/11/2026

EVALUATING CHANGES IN DENTAL MARKETING COMPETENCY FOLLOWING THE PERSONAL AND PROFESSIONAL DEVELOPMENT MODULE AMONG SIXTH-YEAR DENTAL STUDENTS AT HANOI MEDICAL UNIVERSITY IN 2025

Tran Hoang Mai, Vo Truong Nhu Ngoc, Huynh Nu Yen Binh, Pham Thi Quynh Tram, Nguyen Anh Tuan, Hoang Bao Minh, Hoang Ngoc Minh, Nguyen Nhu Quynh, Nguyen Le Ngan
DOI: 10.52163/yhc.v67iCD16.6936
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Abstract

Objective: To describe the baseline status and evaluate changes in dental marketing (MKT) competencies among sixth-year dental students following completion of the Personal and Professional Development 4 (PPD4) module.

Subjects and Methods: An educational intervention study using a single-group pre- and post-test design was conducted on 83 sixth-year dental students from December 2024 to May 2025 at the School of Dentistry.

Results: The proportion of students achieving the overall competency standard increased from 73.49% to 90.36%. Knowledge improved significantly in the content areas of "Marketing Mix" and "Ethical Responsibility" (p < 0.05). Skill scores increased across all five domains, most notably in customer data analysis, survey design, and evaluation of strategy effectiveness (p ≤ 0.01). Students' attitudes toward dental marketing remained consistently positive and stable throughout, with no statistically significant difference observed (p > 0.05).

Conclusion: PPD4 was associated with a positive effect on students' dental marketing competency, particularly in strategic thinking and market research skills, supporting the case for incorporating management-oriented modules into the dental education curriculum.

Keywords
Marketing competency, dental students, dental education, skills development, professionalism.
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