FBA Students Defend Graduation Theses On Emerging Business And Workforce Trends

Over two days, July 23–24, students from the 2022 and 2023 cohorts majoring in Business Administration and Human Resource Management at the Faculty of Business Administration (FBA) successfully defended their graduation theses before the Thesis Evaluation Committee.

From Gen Z's online shopping behavior, the impact of AI on advertising and education, and green consumption trends to the growing demand for upskilling among young professionals, the research topics reflected students' ability to identify current market issues and develop studies that address real-world challenges.

FBA students presented research aligned with today's evolving business landscape

The Thesis Evaluation Committee comprised experienced faculty members with expertise in teaching, research, and academic supervision, including Dr. Ly Dan Thanh, Dean of the Faculty; Dr. Huynh Nhut Nghia, Vice Dean; Ms. Nguyen Ngoc Thuy Tien, M.A., Vice Dean; Dr. Dang Thanh Thuy, Head of the Human Resource Management Program; Dr. Nguyen Phuoc Thien, Head of the International Business Program; Mr. Tran Anh Tung, M.A., Head of the Business Administration Program; and Mr. Phan Duy Hien, M.A., Lecturer.

For Business Administration students, research topics addressed a wide range of contemporary business issues, including AI applications in advertising and education, digital marketing, Gen Z's online shopping behavior, green consumer trends, electronic banking service quality, and factors influencing purchasing decisions. These studies demonstrated students' proactive engagement with emerging topics shaped by technological advancement, changing consumer behavior, and today's dynamic business environment.

FBA students confidently defended their theses, demonstrating strong analytical and problem-solving skills grounded in academic research

Several projects also explored highly relevant issues, such as the trade-off between perceived value and privacy concerns in online shopping, as well as the relationship between AI adoption, innovative capability, and students' career adaptability. These studies expanded the scope of business research by examining the evolving roles of consumers, learners, and the future workforce in the era of digital transformation.

For Human Resource Management students, one notable study investigated the factors influencing Gen Z employees' intention to participate in upskilling programs within the food and beverage (F&B) industry in Ho Chi Minh City. The research highlighted the increasing importance of workforce development and young professionals' ability to adapt to the rapidly changing demands of today's labor market.

Following each presentation, committee members provided detailed feedback and raised questions to assess students' understanding of their research topics, analytical reasoning, and problem-solving abilities. These discussions also encouraged students to reflect on the strengths of their studies, identify areas for improvement, and explore potential directions for future research.

The Evaluation Committee offered constructive feedback, encouraging students to deepen their research perspectives

The two-day thesis defense concluded with the successful completion of one of the most significant academic milestones for students from the 2022 and 2023 cohorts in the Business Administration and Human Resource Management programs.

Beyond the topics themselves, the theses demonstrated that students are developing a research mindset closely connected to professional practice. More importantly, the graduation thesis experience equips UEF students with the ability to approach issues systematically, formulate meaningful research questions, critically evaluate evidence, and translate research findings into practical, evidence-based recommendations.

The knowledge, skills, and research experience gained throughout this journey will serve as a solid foundation, empowering students to confidently pursue their professional careers, embrace lifelong learning, adapt to future challenges, and create meaningful value in their chosen fields.

Center of Information and Communication