On March 17, 2026, UEH College of Business organized an Academic Exchange and Experiential Program for Students, bringing together students from the UEH College of Business, University of Economics Ho Chi Minh City (UEH), and the University of Economics and Business, Vietnam National University, Hanoi (UEB).
The program was attended by Assoc. Prof. Dr. Dinh Thi Thu Hong, Head of Department of Training; Assoc. Prof. Dr. Dinh Tien Minh – Head of the Marketing Department, School of International Business and Marketing, UEH College of Business; Dr. Nguyen Tan Trung – Head, COB Office; Ms. Hoang Thi Lan Huong – Officer of the Short-term Training and Consultancy Division, UEB, along with more than 40 students from the two universities.
The program was designed to create a platform for academic exchange and student networking between the two institutions, while also introducing the Student Exchange Program for the mid-year and final semesters of 2026. In addition, participants attended a seminar on Marketing 6.0, gaining insights into emerging trends in marketing in the context of digital transformation.
Assoc. Prof. Dr. Dinh Thi Thu Hong introducing the Student Exchange Program
Perspectives on Marketing 6.0 in the Digital Era
The academic session focused on the evolution of marketing through its previous stages toward Marketing 6.0—emphasizing multidimensional customer engagement, deep and personalized experiences, and sustainability. Through hands-on Metaverse experiences and case-based discussions, students explored how AI, data, and digital platforms can be leveraged to design customer experiences.
The session not only helped students update their professional knowledge but also provided opportunities for them to raise questions, share perspectives, and discuss the challenges and opportunities facing the marketing industry amid rapid technological advancement.
Assoc. Prof. Dr. Dinh Tien Minh – Speaker of the Marketing 6.0 session
Experiencing the Learning and Innovation Environment at UEH
Beyond academic content, the program also offered UEB students an opportunity to explore UEH’s learning environment. The journey began at the UEH Smart Library, a modern facility equipped with advanced learning resources to support research and knowledge acquisition.
Students then visited the glass staircase and classroom areas, gaining insights into UEH’s open and flexible learning spaces. At the UEH English Zone, they were introduced to an environment that encourages the use of English in both academic and daily communication.
The program also included a visit to the UEH Maker Space—a creative hub for research, experimentation, and student project development. Additionally, students learned about UEH’s sustainability initiatives, including waste recycling machines, reflecting the university’s commitment to building a green campus and promoting social responsibility.
The experience concluded with stops at the UEH Shop and B1 Hall, where students from both institutions had the opportunity to interact, take photos, and further exchange insights about their academic journeys and campus life.
Strengthening Academic Connections Between Students
The Academic Experience and Exchange Program not only provided updated knowledge but also strengthened connections between students of the UEH College of Business and UEB.
Through both academic and experiential activities, students had the opportunity to broaden their perspectives, learn from one another, and build academic networks. This initiative also contributes to enhancing collaboration between the two institutions while equipping students with the competencies needed for global integration in a rapidly evolving economic and technological landscape.
Other photos:
[Research Contribution] 10 Global Career Trends Shaping the Super Intelligence 5.0 Era – Episode 2
In the era of super intelligence 5.0, where technology, data and automation are reshaping the global labor market, young people need to understand not only themselves – but also the market. In episode 2 of the Live Talk “10 global career trends shaping the era of super intelligence 5.0 – episode 2 – part 2”, experts continue to accompany parents and students on the journey to identify suitable career options, through practical perspectives: from working at multinational companies or technology startups, to sustainable career trends, the role of deep expertise and co-creation thinking with AI.