As part of its strategy to internationalize education, promote global engagement, and strengthen academic research partnerships, VNU University of Economics and Business (UEB) sent a faculty representative to speak at the 10th ASEAN Marketing Summit in Indonesia and to present at conferences on Marketing & Sustainable Development in Asia, held in Bangladesh.

Dr. Dao Cam Thuy, Head of the Marketing Department at UEB's School of Business Administration (SBA), represented the university at these key events, undertaking the following activities:

- Delivering a presentation at the 10th ASEAN Marketing Summit in Indonesia, where UEB was the sole representative from Vietnam invited to speak.

- Visiting and meeting with representatives at Binus University in Indonesia to explore potential collaborations for student exchange, research, and training programs.

- Serving as a keynote speaker and chairing a session at the International Conference on Marketing & Sustainable Development in Bangladesh.

UEB at the ASEAN Marketing Summit in Indonesia

This annual summit, organized by MarkPlus, brings together over 5,000 delegates from 20 countries, including renowned marketing professionals. It serves as a crucial platform for discussing emerging trends in marketing and communications across Asia.

At the Summit, Dr. Dao Cam Thuy shared insights on the significant changes transforming the Vietnamese economy and how businesses are adopting new marketing strategies, including AI Marketing, Digital Marketing, and Omni Channel approaches. She also showcased UEB's Marketing curriculum, highlighting its commitment to integrating the latest technologies and trends to develop internationally competitive marketers.

During the event, Dr. Dao Cam Thuy and other international speakers had the opportunity to visit the ASEAN headquarters in Jakarta, discussing potential partnerships between regional organizations, businesses, and marketing education providers with the ASEAN Secretariat. This marks a positive step toward building strategic alliances between UEB and academic and business entities throughout Southeast Asia.

Exploring Collaboration at Binus University in Indonesia

While in Indonesia, Dr. Dao Cam Thuy also visited Binus University, a leading institution recognized with AACSB accreditation and known for its high-quality, multi-disciplinary programs.

During the visit, discussions focused on several potential avenues for academic collaboration, including: a student exchange program (Study Tour) beginning in 2025; joint research projects and conference organization in economics and business administration; and a guest speaker program to facilitate knowledge-sharing and practical insights.

Dr. Thuy also toured Binus University's innovative learning facilities, including their livestream studio, marketing product showcase, and digital marketing teaching labs. She noted these resources as valuable models that UEB could adapt to enhance its Marketing and Communications programs.

Keynote at Conference on Marketing & Sustainable Development in Bangladesh
Concluding her trip, Dr. Dao Cam Thuy participated in the International Conference on Marketing & Sustainable Development at Chittagong University in Bangladesh. The conference featured esteemed speakers from leading universities such as the University of Birmingham (UK) and Doshisha University (Japan), and showcased 74 research studies from scholars worldwide.

Dr. Dao Cam Thuy was among the four keynote speakers, presenting on "The Impact of AI on Sustainable Marketing," analyzing the global trends in AI-driven marketing and sharing practical examples from Vietnamese companies.

In addition to her keynote address, Dr. Dao Cam Thuy chaired a session where she presented research on "The Impact of Trustworthy Sources Via Short Videos on the Sustainable Consumption Intentions of Vietnamese Customers."

Dr. Dao Cam Thuy's activities in Bangladesh and Indonesia helped to create new international collaboration opportunities between UEB and partners in those two countries.

By sending faculty to participate in international events and forums, VNU University of Economics and Business demonstrates its strong commitment to internationalizing research collaboration and advancing its vision of becoming a leading applied research university on par with the best in the world.