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 collaborated with the International School of Management and Economics (ISME) to organize 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 visited and learned about Bat Trang Pottery Village, a famous 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”), held on the morning of June 17, offered students from Leeds Beckett University (UK) and Vietnamese students an opportunity to gain deeper insights into 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 show great enthusiasm for the digital marketing seminar.

With Industry 4.0 technologies developing rapidly worldwide, businesses are continually pursuing digital transformation. 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 ISME, delivers welcoming remarks at the program.

The seminar featured a special speaker: Dr. Dinh Mong Kha, originator of “The Master Channel” concept, an angel investor and member of the Board of Directors at PangoCDP, CEO of VietGuys, and a business management consultant. 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 engage with interactive examples, helping them better understand the topic.

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

The seminar concluded with lively questions and exchanges between students and speaker Dinh Mong Kha. The speaker was deeply impressed by the students’ enthusiasm for learning and praised their thorough preparation. After the seminar, the students enjoyed lunch together to recharge for the afternoon’s activities. After a week of working together and bonding, students from the two universities had become very close. Everyone enjoyed a lively lunch filled with interesting conversations.

Students enthusiastically ask questions and exchange ideas 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 ISME, present 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 as the restaurant’s marketing team to attract foreign customers. On the afternoon of June 17, the 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 develop the marketing skills they had learned through a practical assignment.

Students focus 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. Although time was somewhat limited, the students prepared their content thoroughly and meticulously. Through the presentations and sample materials the students shared, the judges could clearly see their efforts and willingness to challenge themselves.

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

At the conclusion of the presentation session, lecturers representing Leeds Beckett University, ISME, and the Faculty of Marketing all praised the students’ efforts and eagerness to learn.

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

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

The following day, June 18, 2024, the delegation of lecturers and students participating in Summer Trip 2024 visited Bat Trang Pottery Village, a famous traditional craft village in Vietnam. Located approximately 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 appreciate traditional Vietnamese ceramic art. With a history spanning more than 700 years, the village is renowned for its distinctive ceramics, ranging from everyday tableware to intricate works of art. It is not only a ceramics production center but also a tourist destination attracting visitors from far and wide with its peaceful atmosphere, traditional kilns, and shops displaying and selling pottery that embodies the rich cultural character 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.

Upon entering Bat Trang Pottery Village, the students felt as though they had stepped into an entirely different world. The tranquil atmosphere, winding lanes, old houses, and sounds of hammers echoing from pottery workshops created a picture of rural Vietnam that was simple yet full of life. The students were particularly delighted and impressed by the Bat Trang Ceramics Museum. Its valuable artifacts helped them better understand the origins and development of this long-established traditional craft village. From simple bowls and plates made in its early days to today’s sophisticated ceramics, everything is carefully preserved and presented comprehensively and vividly. Bat Trang’s pottery market offers a diverse array of ceramics in all sizes, shapes, and designs. Students had the opportunity to explore the village’s ceramics shops and buy distinctive souvenirs for themselves and their families.

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

The visit to Bat Trang Pottery Village provided international students with invaluable experiences. They not only learned about Vietnam’s culture and traditions but also had the opportunity to create ceramic pieces bearing their own personal touch.

Summer Trip 2024 has been offering international students a variety of interesting experiences at Vietnam’s famous tourist destinations. These activities also mark 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 for a fulfilling trip.

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.