As part of the Summer Trip activities for the Leeds Beckett University student delegation at National Economics University (NEU), on June 17, 2024, the Faculty of Marketing, in collaboration with the Institute of International Education, organized a seminar on “The Convergence of Technology and Tradition: Digital Marketing Innovations in Vietnam” and a group assignment presentation session on “Developing an Online Marketing Campaign to Attract Foreign Visitors to Quan An Ngon Restaurant,” which the delegation had previously visited. On June 18, the delegation took an educational tour of Bat Trang Pottery Village, a renowned traditional craft village in Vietnam.

The seminar “The convergence of Technology and Tradition: Digital marketing innovations in Vietnam” (roughly translated as: “The Convergence of Technology and Tradition: Digital Marketing Innovations in Vietnam”) was held on the morning of June 17, giving students from Leeds Beckett University (UK) and Vietnamese students an opportunity to gain a deeper understanding of digital technology in marketing (MarTech), as well as the opportunities and challenges each business faces in improving service quality through

Leeds Beckett University students and Vietnamese students were enthusiastic about the digital marketing seminar.

With the rapid development of Industry 4.0 technologies worldwide, businesses are continually adopting digital technology. In marketing in particular, digital technology helps businesses reach customers effectively and optimize their business strategies. The seminar therefore aimed to provide students with useful knowledge and fresh perspectives on the current state and potential applications of digital technology in economics-related fields, particularly marketing.

Assoc. Prof. Dr. Le Trung Thanh, Dean of the Institute of International Education, delivered welcoming remarks.

The seminar featured a special speaker: Dr. Dinh Mong Kha, originator of the “The Master Channel” concept, an angel investor and Board Member at PangoCDP, and CEO at VietGuys – Business Management Consulting. Through real-life stories, insights, and valuable experience, participating students gained useful knowledge and lessons to support their personal development. Dr. Mong Kha also gave students opportunities to explore interactive examples, helping them better understand the topic.

Dr. Dinh Mong Kha shared approachable, candid insights with students on digital technology trends in marketing.

The seminar concluded with lively questions and discussions between the students and speaker Dinh Mong Kha. The speaker was very impressed by their enthusiastic eagerness to learn and praised their thorough preparation. After the seminar, students enjoyed lunch together to recharge for the afternoon activities. After a week of working together and bonding, students from the two universities had become very close. They enjoyed a lively lunch filled with interesting stories.

Students enthusiastically asked questions and engaged in discussions with the speaker.

Assoc. Prof. Dr. Vu Huy Thong, Dean of the Faculty of Marketing at NEU, and Assoc. Prof. Dr. Le Trung Thanh, Dean of the Institute of International Education, presented flowers to congratulate the speaker and celebrate the seminar’s success.

Following their business visit to Quan An Ngon Restaurant on June 11, 2024, students were assigned to develop an online communications campaign to attract foreign customers, acting as Quan An Ngon’s marketing team. On the afternoon of June 17, students presented the work they had prepared over nearly a week. This activity enabled students from Leeds Beckett University not only to experience Vietnamese culture and listen to and learn from speakers, but also to practice and gain hands-on experience with the marketing skills they had learned.

Students focused on preparing their presentations at the start of the session.

For this assignment, students from the two universities were divided evenly into small groups to facilitate discussion, collaboration, and completion of the task. The groups delivered excellent presentations on their respective online marketing strategies. Despite the tight schedule, their content was carefully and meticulously prepared. Through the presentations and sample materials the students presented, the judges could all see their efforts and willingness to take on challenges.

Student groups took turns presenting their online marketing strategies for Quan An Ngon Restaurant.

At the end of the presentation session, lecturers representing Leeds Beckett University, the Institute of International Education, and the Faculty of Marketing all praised the students’ efforts and eagerness to learn.

Representatives of NEU and Leeds Beckett University presented flowers to thank Quan An Ngon Restaurant.

The presentation session left many positive impressions of the students’ thorough research and care in both preparation and presentation.

The following day, June 18, 2024, lecturers and students participating in Summer Trip 2024 visited Bat Trang Pottery Village, a renowned traditional craft village in Vietnam. Located about 15 km from the city center in Bat Trang Commune, Gia Lam District, Long Bien, Hanoi, Bat Trang Pottery Village is an ideal destination for those who love Vietnam’s traditional ceramic arts. With a history spanning more than 700 years, Bat Trang Pottery Village is known for its distinctive ceramic products, ranging from everyday tableware to exquisite works of art. It is not only a ceramic production center but also a tourist destination attracting visitors from far and wide with its peaceful surroundings, traditional kilns, and shops displaying and selling pottery products that richly reflect the culture of Vietnam’s traditional craft villages. The visit to Bat Trang Pottery Village offered students an opportunity to better understand Vietnamese culture and people, while also giving them a chance to introduce their own country’s culture to international friends.

Stepping into Bat Trang Pottery Village, students felt as though they had entered an entirely different world. The peaceful atmosphere, winding narrow streets, old houses, and the sound of hammers echoing from pottery workshops created a simple yet vibrant picture of rural Vietnam. Students were particularly delighted and impressed by the Bat Trang Pottery Museum. Its valuable artifacts helped them better understand the origins and development of this centuries-old traditional craft village. From the rudimentary bowls and plates of its early days to today’s intricate ceramic products, everything is carefully preserved and presented in a comprehensive, engaging way. Bat Trang Pottery Market offers a wide variety of ceramic products in all sizes, shapes, and designs. Students had the opportunity to visit pottery shops in the village and purchase unique souvenirs for themselves and their families.

The highlight of the day was the pottery-making activity, which the LBU students had anticipated most eagerly. Under the guidance of skilled artisans, they molded, shaped, and formed pottery pieces by hand based on their own ideas.

The visit to Bat Trang Pottery Village gave international students extremely valuable experiences. They not only learned about Vietnam’s culture and traditions but also had the opportunity to create ceramic products bearing their own personal imprint.

Summer Trip 2024 has been providing international students with a variety of interesting experiences at Vietnam’s famous tourist destinations. These activities also marked the approach of the program’s conclusion. It is hoped that the lecturers and students from Leeds Beckett University will continue to make happy memories, bringing their trip to a fulfilling close.

Article and photos: Institute of International Education

This is an automated translation. If you notice any errors, please contact the Department of Communications, National Economics University at phongtruyenthong@neu.edu.vn.