As part of the joint Digital Marketing academic program between National Economics University (NEU) and Leeds Beckett University in the United Kingdom (LBU), a delegation of lecturers and students from Leeds Beckett spent two rewarding weeks studying and working in Vietnam. This year’s Summer Camp was organized for the first time through close coordination between Leeds Beckett University, the Faculty of Marketing and the Institute of International Education, helping advance the internationalization of education and international student exchanges at NEU.

The delegation of lecturers and students from Leeds Beckett University studying and working at NEU

The program began with a formal opening ceremony in Hall G1, attended by leaders of the Department of International Cooperation, the Faculty of Marketing and the Institute of International Education, as well as lecturers involved in managing and teaching the joint Digital Marketing program with LBU.

Opening ceremony of Summer Camp 2024

Following the opening ceremony, students in the international joint Digital Marketing academic program welcomed LBU students with a tour of the NEU campus and a friendly exchange featuring team-building activities.

Students connect through team-building activities

After the exchange and team-building session, students from the two universities were divided into small groups to take part together in rewarding and engaging learning and experiential activities.

Learning Activities

Workshop at the Company Phuc Hung Thinh (Quan An Ngon)

From the first days of the program, students participated in workshops at Phuc Hung Thinh, known for its restaurant chains specializing in Vietnamese cuisine: Quan An Ngon, Ngon Sai Gon and Ngon Garden. There, Pham Bich Hanh, the company’s investor, introduced students to Vietnam’s culinary culture and the marketing activities of Phuc Hung Thinh’s restaurant chains. In addition, Phuc Hung Thinh worked with lecturers from the Faculty of Marketing to assign practical projects to student groups, giving them an opportunity to try their hand at marketing in Vietnam’s F&B sector.

The delegation works with Phuc Hung Thinh, the company behind the Quan An Ngon restaurant chain

After the workshop, students experienced and learned about Phuc Hung Thinh’s culinary culture, dishes and restaurant models.

Students experience and prepare Vietnamese dishes themselves at Quan An Ngon restaurant

Workshop on Business and Marketing in Tourism and Hospitality at Side Away

Students had the opportunity to explore the tourism and hospitality industry through workshops at Sideaway. The program introduced marketing and business strategies in the industry and shared experience in developing effective, sustainable tourism services. Through these sessions, students gained an understanding of the latest trends and challenges in managing and developing tourism services, strengthening their strategic thinking and creativity in this field.

Students work with Sideaway’s Marketing Director

Workshops at NEU

As part of the program, students also attended in-depth classes at NEU. NEU lecturers and leading marketing experts, particularly in digital marketing in Vietnam, shared extensive practical experience and valuable lessons on applying digital marketing in today’s digital economy. Speaking on “The Convergence of Technology and Tradition: Digital Marketing Innovations in Vietnam”, Dr. Dinh Mong Kha, initiator of The Master Channel and Angel Investor & Board Member PangoCDP – CEO VietGuys, provided extensive practical insights into current developments in digital marketing technology in Vietnam.

Students work with an expert in digital marketing in Vietnam

Leaders of the Faculty of Marketing and the Institute of International Education present flowers to the speaker

Presentations of Practical Projects and Feedback from Lecturers and Business Representatives

One of the most notable and eagerly anticipated activities involved students from the two universities working in teams, developing ideas and presenting the results of their practical business projects. During the session, student groups presented and defended their work before lecturers teaching in the international joint Digital Marketing program and Dao Phuong Ly, Marketing Team Leader at Phuc Hung Thinh. The groups also received comments and suggestions on their work from lecturers and business representatives. Their work was assessed as creative and practical, with students notably demonstrating a serious and professional approach to their assignments. This activity helped students develop teamwork, presentation and creative skills, as well as their ability to apply theory to practice.

Students enthusiastically deliver their presentations…

… and defend their ideas

Representatives of the units’ leadership present flowers to thank the business supporting the program

Experiential Activities

Alongside learning activities, the program offered students many distinctive cultural experiences, helping them better understand Vietnam and its people. These activities not only enriched their knowledge but also created unforgettable memories.

Cultural Experiences at the Museum of Ethnology of Vietnam

Students had the opportunity to learn about the cultural diversity of Vietnam’s ethnic groups through artifacts and displays at the Museum of Ethnology. This was an opportunity for students to better understand the country’s rich history and culture. In particular, it gave Leeds Beckett University students an opportunity to learn about the culture and history of Vietnam’s ethnic communities. The stories, artifacts and models at the museum offered students an in-depth and comprehensive view of Vietnam’s cultural diversity.

Students visit the Vietnam Museum of Ethnology

Experiencing the Culture and Scenery of Northwest Vietnam in Mai Chau, Hoa Binh

The trip to Mai Chau, Hoa Binh also offered students unforgettable experiences of the magnificent natural beauty and daily life of people in Northwest Vietnam. Students from the two universities explored traditional villages, participated in local people’s daily activities and enjoyed regional specialties from Northwest Vietnam. This was a rare opportunity for students to immerse themselves in local culture and learn more about the customs and practices of the people living there.

Students experience life in a Muong village beside Hoa Binh Lake

Experiencing Pottery Culture at the Pottery Village of Bat Trang

At Bat Trang pottery village, students made traditional pottery items themselves and visited the pottery museum, gaining a deeper understanding of Vietnam’s long-standing ceramic arts. The visit not only helped students explore the craft of pottery but also provided an opportunity to experience artistic creativity. The pottery items students made themselves will serve as lasting mementos of the trip.

Students enthusiastically experience the culture and make pottery items themselves

Experiencing the Culture of the Ancient Capital of Hoa Lu and the Scenery of Ninh Binh

The trip to Ninh Binh gave students an opportunity to experience the magnificent beauty of the natural landscape and historical sites in the ancient capital of Hoa Lu. The delegation visited famous scenic attractions such as Trang An and Tam Coc – Bich Dong, and gained a deeper understanding of the history and culture of the ancient capital region. The historical stories and beautiful scenery left a profound impression on every student.

Students explore Thung Nham, Ninh Binh

A Successful Conclusion and an Emotional Gala Evening

With close oversight from the organizing committee, particularly the core organizing members from the Faculty of Marketing, the program ran smoothly and successfully. The delegation’s lecturers and students received dedicated support from the organizing committee throughout the two weeks, allowing them to focus fully on learning activities and cultural experiences. The program concluded with a lively gala party filled with fond farewells.

Students receive certificates of completion for the Summer Camp program from representatives of the two universities

Students from the two universities took part in recreational activities together, shared memories, and strengthened their friendships. The gala evening was filled with laughter, joy, and a sense of connection, bringing a meaningful journey of exchange and learning to a perfect close.

Students join in a gala evening filled with emotion

The Summer Camp 2024 program not only provided valuable subject-specific knowledge but also created valuable opportunities for international students to connect and learn more about Vietnamese culture. It is hoped that the program will continue to be held, helping advance educational development and cultural exchange between the two universities and laying a solid foundation for long-term, sustainable cooperation.

Article and photos: Faculty of Marketing and Department of Communications

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