The president's graduation congratulations are not just congratulations, requests, and wishes to the graduates. Those speeches refer a lot to the president's political philosophy and the government's policy stance. Accordingly, this paper compares and analyze the structural and linguistic characteristics of each of the congratulatory speeches the president gave at the graduation ceremony of public and private universities and military academies. First of all, the speech at the public and private universities was freely and variously organized without any formal form, while that of the military academies showed consistent organization. In addition, the two types of congratulatory speeches were compared from three perspectives: topic selection, recognition of relationship with audience, and expression of speech content. In the future, I think more interesting sociolinguistic research results can be obtained if the president's graduation speech is compared with other types of presidential speeches.

이 연구는 최근 3년간 대학정원 감축으로 인한 재정적 위기에서, 우리나라 사립대학의 경쟁력 확보를 위한 주요 수단을 아카데믹 캐피탈리즘 관점에서 분석하고자 한다. 우리나라 사립대학은 대학정원을 감축 하면서 주 수입원인 대학등록금 감소로 인한 재정적 공백을 메우기 위해, 산학협력단 및 학교기업전입금 수입 증대, 계약학과 설치와 학교기업 운영 확대, 산학협력 전문 지원 인력 투입, 창업교수 수, 교내·외 창업기업 수, 창업기업 고용인원 수 등의 증대, 특허 출원 실적, 기술이전 수입 및 계약, 학교기업 운영, 교원 창업기업을 통해 수업료 이외의 다른 수익 창출 확대, 사립대학 간 운영수지의 격차 등 아카데믹 캐피탈리즘의 현상적 특징이 분석되었다. 결국 우리나라 아카데믹 캐피탈리즘은 사립대학의 교원 역할, 재정 구조 및 운영 방향을 외부와의 시장지향적으로 변화시켰으며, 이는 대학 간 재정적 격차를 확대하는 결과로 이어지고 있다.

This study aims to find empirical evidence of causal relationship between strategy type, market orientation, strategic management accounting (SMA) strategic costing technique, and financial sector performance of private universities in Indonesia. The research object in this study are private universities in Yogyakarta, Indonesia. Yogyakarta is chosen because universities there are one of the barometers of higher education in Indonesia, and the city has quite a number of universities. The respondents in this study are the leader (manager) of private universities in Yogyakarta, Indonesia. The data analysis is done using SEM-PLS with WarpPLS 3.0 software. The results of this study show that market orientation has significant influence on the development and implementation of SMA strategic costing technique, while strategy type does not have significant influence on the development and implementation of SMA strategic costing technique. This study also finds that the implementation of SMA strategic costing technique significantly influences the financial sector performance of private universities in Yogyakarta, Indonesia. This study provides theoretical implication regarding SMA development in universities that consider that contingency factors (market orientation) can encourage increased organizational performance. It indicates support for contingency theory that states there are no general principles that apply to all situations.

The study seeks to identify factors affecting the choice of a university by first–year Business Administration students in Vietnam. Probability sampling is using Stratified sampling of 500 students from five private universities in Ho Chi Minh City surveyed by convenience sampling. This paper employs mixed research methods – measuring Cronbach's Alpha, EFA, Regression and using PATH model – to test the hypotheses of the research model. The results of the study identify five factors: Prestige, Geographical location, Facilities, Attractiveness of the field and Media. All these factors have a positive influence on the standing of the university brand. It means that the higher the Prestige, Geographical location, Facilities, Attractiveness of the field and Media, the higher the university brand. The results indicate that Geographical location is the most influential factor to enhance the private university‟s brand. Bringing Geographical location is, thus, advisable to enhance a university standing. The brand plays a determining role in students' trust when selecting a university. Media is still the top concern of new students when they choose to study at a university. Media still remains an important consideration for new students when choosing a university. So, this factor should be utilized by universities to enhance their attractiveness.

The current higher education in Vietnam demonstrates the intense competition among local universities. Undoubtedly, the issue of enhancing the brand value to attract students is now placed at the top to Vietnamese universities. The research aims to identify the objective and subjective factors affecting the brand value of private universities in Ho Chi Minh City, Vietnam as mediated by students’ perceptions. This paper employs the mixed research methods and data were then analyzed by measuring Cronbach's Alpha coefficient for reliability, analyzing EFA, and using PATH model to test the experiment on the research model affecting HUTECH’s brand value. Probability sampling used is Stratified sampling and 500 students of 8 faculties of HUTECH surveyed by convenience sampling. Additionally, this paper also proposes some managerial implications on enhancing the brand value of private universities in Ho Chi Minh City. The results indicate that the new factor, namely geographic location is the most influential factor to enhance the brand value of private universities in general and HUTECH in particular. Brand still plays a determinant role in students' trust when choosing a university. Finally, some implications proposed to enhance the brand value of private universities in Ho Chi Minh City in the context of fierce competition in attracting students.