News & Events on Postgraduate education

UEF MBA Students Explore Global Brand Development Strategies with Industry Expert

07/16/2025

On the evening of July 15, students of the Master of Business Administration (MBA) program participated in a knowledge-sharing session with Mr. Thai Thanh Giang, Head of Marketing (Commercial Division) at C.P. Vietnam Corporation,under the theme “Global Marketing & Business Analytics.”

The event was part of the “Industry Expert Sharing Series” organized by the Graduate Education Institute of Ho Chi Minh City University of Economics and Finance (UEF). The initiative aims to bring real-world business perspectives into the classroom, enabling students not only to learn theoretical knowledge but also to gain practical insights from experienced industry leaders.

The online sharing session was attended by Associate Professor Cao Minh Tri, lecturer of the Business Administration program; Mr. Huynh Quoc Phong, Deputy Director of the Graduate Education Institute; and MBA students.

Global Marketing Strategy: Beyond Theory

With more than a decade of experience in marketing, Mr. Thai Thanh Giang has successfully led numerous brand development and expansion strategies. He is currently managing Chickita, a Vietnamese restaurant chain that is expanding internationally, with a presence in major markets such as Australia, Singapore, and Malaysia.

Drawing on his extensive international experience, the speaker provided students with a comprehensive perspective on the similarities and differences between Global Marketing strategies and Local Marketing approaches. Through case studies from major global brands such as KFC, Starbucks, and Apple, students learned the fundamental strategies for transforming a local brand into a global one, particularly the challenge of overcoming cultural barriers across markets.

“Global strategy is not simply about selling products internationally; it is a process of adapting and transforming brand values to align with each target market,” Mr. Thai Thanh Giang emphasized. He also highlighted the importance of a standardized brand identity system as a key factor in helping companies establish a distinctive presence in the highly competitive global marketplace.

From PESTEL to the 4P Model: Students Step into the Role of Global Marketers

During the session, students were guided on conducting comprehensive market research frameworks, including PESTEL analysis, the Five Forces model, and the 4P marketing mix. These analytical tools help marketers evaluate both external and internal factors, enabling them to utilize collected data to design flexible and effective global marketing strategies based on data-driven insights.

A key highlight of the session was a practical exercise in which students developed Marketing Mix strategies using the 4P model (Product – Price – Place – Promotion) for Vietnamese brands seeking to enter international markets such as South Korea, Japan, Thailand, and Indonesia. The case examples included prominent Vietnamese brands such as Vinamilk and Phuc Long Coffee & Tea.

The classroom atmosphere became lively as students presented their strategic proposals, engaged in discussions, and received feedback drawn from the speaker’s international industry experience.

Reflecting on the session, one student shared:
“The most valuable aspect for me was the opportunity to interact and learn from professionals who have real-world experience and proven success. As a result, strategy is no longer abstract theory but becomes closely connected to real business stories, which is truly inspiring.”

The session on “Global Marketing & Business Analytics” provided MBA students with valuable insights into global business strategy and brand development, particularly in the context of increasing international economic integration. The activity also reaffirmed the practice-oriented educational philosophy that the Graduate Education Institute at UEF has consistently pursued since its establishment.