Student Activities

UEF Marketing students win the 2026 Marketing Research Olympic Competition.

13/04/2026

On the morning of April 11th, the final round of the 2026 Marketing Research Olympic Competition - “Huntopia” with the theme “ Cultural Industry: From Heritage to Market ” took place with 12 outstanding projects competing. With their project on the application of technology in customer experience, the UEF student team won first prize overall, demonstrating their research capabilities, creative thinking, and ability to apply marketing knowledge to practice.

The 2026 Marketing Research Olympiad was organized by the Marketing Faculty of UEF in collaboration with the Ho Chi Minh City Advertising Association (HAA), the Marketing Faculty of the National Economics University (NEU), and the Marketing Faculty of the University of Economics - Da Nang University (DUE). The final round was attended by representatives from the UEF Board of Directors, the Head of the Marketing Faculty, faculty representatives from various units, and faculty representatives from the universities whose students participated in the competition.

The 2026 Marketing Research Olympics has concluded, leaving behind a wealth of valuable academic and practical "legacies."

Among the guests were representatives from partner businesses such as Sandals Vietnam Joint Stock Company, Nam A Bank, Zemlya Co., Ltd. (Honimore brand), GC Food Joint Stock Company, Saigon Cosmetics Joint Stock Company (SCC), Nha Trang Bird's Nest Joint Stock Company, Thach Anh Information Technology and Telecommunications Joint Stock Company, Nhat Tam Agency Joint Stock Company, and Woosung Vietnam Co., Ltd.

UEF representatives expressed their gratitude to the sponsors of the competition.

The Scientific Council for the Final Round included: Dr. Phan Bao Giang - Vice Rector, Head of Marketing Department, UEF; Dr. Ngo Minh Hai - Vice Rector, UEF; MSc. Hoang Son Giang - Head of Science and Project Development Department, Center for Young Scientists and Technologists Development, Ho Chi Minh City Department of Science and Technology; Mr. Pham Cong Tuan Ha - Member of the Board of Directors of Nam A Bank; Assoc. Prof. Dr. Le Quang Hung - Deputy Head of Marketing Department, UEF; Assoc. Prof. Dr. Pham Thi Huyen - Deputy Head of Marketing Department, National Economics University; Dr. Majo George - Head of Economics Department, UEF; Dr. Ly Dai Nghia - Director of the Ho Chi Minh City Sports Training and Competition Center; Mr. Nguyen Quang Nhut - Vice President of the Ho Chi Minh City Advertising Association (HAA); Dr. Ngo Thi Khue Thu - Head of Marketing Department, University of Economics - Da Nang University.

Final Round Judging Panel

This year's competition attracted participation from students from many universities in Ho Chi Minh City and Hanoi, such as UEF, Ho Chi Minh City University of Technology (HUTECH), National Economics University (NEU), Hanoi University of Culture (HUC), University of Economics - Da Nang University (DUE), Van Lang University (VLU), Ho Chi Minh City University of Industry and Trade (HUIT),… creating a highly competitive and networking academic playground.

Dr. Ngo Minh Hai - Vice Rector of UEF, emphasized the academic values that the scientific research competition brings.

On behalf of the Marketing Department of UEF, Dr. Nguyen Quang Trung - Deputy Head of Department, summarized the competition information and expressed gratitude to the sponsors.

The finalist entries explored topics shaping modern marketing, such as: the application of technology in customer experience (physical marketing), artificial intelligence (AI-generated content), user behavior on digital platforms, and the rise of nostalgia marketing in the digital age. In addition, many entries were linked to cultural industries and heritage, demonstrating an interest in developing local values in the context of integration and digital transformation.

The teams presented their research topics in a variety of formats.

These approaches not only demonstrate students' ability to keep up with global trends but also reflect a research mindset closely linked to practice, aimed at solving specific problems for businesses and society.

The judges provided feedback and asked critical questions for each part of the competition.

After the presentations and debates, the judging panel selected the most outstanding topics. First prize was awarded to the UEF student group consisting of Nguyen Luong Anh Tuan, Huynh Thi Doan Trang, Nguyen Gia Han, and Nguyen Dinh Gia Bao for their topic “ Enhancing Tourist Experience Value through Advanced Technology via Physical Marketing Strategies: Current Status and Policy Recommendations for the Cultural Industry in Ho Chi Minh City ”.

Second prize was awarded to the NEU student group (Nguyen Hanh Dung, Vuong Minh Phuong, Nguyen Thi Hoai Phuong, Tran Hanh Vy, Le Khanh Linh) for their project “ Reimagining Cultural Historical Memory in the Digital Age: The Role of Nostalgia Marketing in Driving Social Media Sharing Behavior ”. Third prize went to the DUE student group (Nguyen Le Giang, Phan Thi Mai Ngoc, Nguyen Thi Thanh Truc, Le Phuong Uyen) for their research “ The Power of AI-Generated Content in Shaping Consumer Responses: A Study on AI-Generated Traditional Vietnamese Music Videos ”.

Final results of the 2026 Marketing Research Olympiad

The Marketing Research Olympiad holds significant importance in fostering a spirit of scientific research, promoting critical thinking, and developing problem-solving skills among students. Simultaneously, it serves as a bridge connecting students with a network of experts, businesses, and the academic community, expanding their future development opportunities. With these values, the Marketing Research Olympiad has contributed to training a generation of marketing professionals who are confident, creative, and ready to adapt to market changes.

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