UEF Business Administration Students Explore Modern Marketing Management Strategies in Practice

With a strong orientation toward practice-integrated education, the Graduate Education Institute of Ho Chi Minh City University of Economics and Finance (UEF) continuously organizes specialized academic activities that enable students to update their professional knowledge and gain insights into real-world industry practices directly from experienced experts.

On the evening of April 22, students of the Business Administration program had the opportunity to participate in a sharing session titled “Modern Marketing Management Concepts and A Case Study of Hada Labo.” The session featured Ms. Tran Kim Ngan, Brand Manager at Rohto-Mentholatum Vietnam.

Students updated their practical knowledge through insights into the strategies of a long-established cosmetics brand.

During the program, the speaker provided a comprehensive perspective on modern marketing management, highlighting key trends such as customer-centricity, data-driven marketing, and omnichannel customer experiences. Beyond theoretical discussions, the session also demonstrated practical applications through an in-depth analysis of the real-world marketing strategies of  the renowned Japanese skincare brand Hada Labo.

The analysis explored multiple strategic stages, including market research, the development of STP strategies (Segmentation – Targeting – Positioning), and the implementation of the 4P marketing mix. Classic analytical frameworks such as PESTEL, SWOT, and Porter’s Five Forces were also presented in a vivid and context-based manner, enabling students to better understand strategic decision-making within competitive business environments.

Real-world brand management stories and strategic insights were shared by the speaker.

The activity served as an important bridge helping students narrow the gap between academic learning and the  realities of the marketing industry. Through direct interaction with an industry professional, participants gained deeper insights into the interdisciplinary nature of marketing within modern enterprises—from brand strategy and digital transformation to consumer behavior analysis and performance measurement.

Such experiences provide valuable opportunities for students to visualize real-life business situations they may encounter in their future careers, where every decision requires market awareness, strategic thinking, and the ability to integrate knowledge from diverse domains.

The session also encouraged students to develop strategic thinking, remain updated with industry trends, and cultivate adaptability—essential competencies for future business leaders in the digital era.

Students attentively followed the presentation and actively interacted with the guest speaker.

The program stands as a vivid example of UEF’s commitment to the educational orientation of “integrating academic training with industry practice.” Through such initiatives, the University continues to equip graduate students with comprehensive knowledge and practical perspectives, preparing them to confidently navigate the dynamic landscape of the global working environment.