SL/CEL Course

The Service-Learning Integrated Brand Management Course: When success doesn't just stop at grades


On January 4th and 6th, 09 student groups from the Brand Management course, under the Faculty of Marketing at the University of Economics and Finance (UEF) had a successful and diverse final report presentation session, marking the end of the 1B semester after over two months of study.


The Integrated Service-Learning course, a form of education through community engagement, is familiar to UEF students. Their learning experiences extend beyond mere grades as they meet and present their ideas to community partners. In this course, UEF had the honor of welcoming three businesses: Saigon Zero Waste, Zen Countryside, and the social enterprise Nhà Chống Lũ. 

Alongside the students from 09 groups, there were community partners such as Ms. Phạm Nguyễn Thanh Thủy - Founder of Saigon Zero Waste; Ms. Bùi Kim Loan - Representative from Zen Countryside; and Ms. Trương Nguyễn Bảo Trân - Ms. Trương Nguyễn Bảo Trân - Director of the social enterprise Nhà Chống Lũ. At UEF, there were Mr. Đỗ Huỳnh Lâm Thịnh - lecturer of Brand Management; Ms. Tran Thi My Phuong - Director of UEF Center of Service-Learning (CSL); and Ms. Huynh Kim Phung - Coordinator of UEF Center of Service-Learning.

From left to right: Ms. Trần Thị Mỹ Phượng - Director of UEF Center of Service-Learning; Ms. Huỳnh Kim Phụng - Coordinator of UEF Center of Service-Learning; Ms. Phạm Nguyễn Thanh Thủy - Founder of Saigon Zero Waste.
Mr. Đỗ Huỳnh Lâm Thịnh - Brand Management lecturer (second from the left); Ms. Trương Nguyễn Bảo Trân - Director of the social enterprise Nhà Chống Lũ (second from the right)

The presentation began on January 4th with two groups presenting strategies and analysis for the Zen Countryside Đạ Long brand - a tourist destination in the majestic highlands of Dalat. With messages "Unique Stay - Beautiful Natural" and "Đạ Long - a new Dalat in Lâm Đồng”, the groups brought forth unique and appealing content, utilizing brand and market analysis methods. This allowed students to grasp the strengths and weaknesses of the brand and propose creative yet practical marketing strategies. 

One of the two groups presented ideas about the Zen Countryside Đạ Long brand.

Following Zen Countryside were ideas about Saigon Zero Waste - a community partner with products aimed at raising awareness about environmental protection. Through the presentations of five groups, it can be seen that each presentation has its unique color but still maintains the essence of Saigon Zero Waste by preserving the beauty of traditional Vietnamese craftsmanship and culture, while also emphasizing sustainability and environmental friendliness in each product. It can be observed that, although working on the same brand, the student groups have come up with different slogans such as "use Vietnamese products for a green experience", "live cleanly - dress stylishly - act sustainably"...

The creativity in each student's presentation
Concluding the two-day presentation were ideas from two groups regarding the social enterprise Nhà Chống Lũ. This is a non-profit charity project aimed at providing solutions for building safe houses capable of adapting to natural disasters for low-income households living in flood-prone areas. To reach out to stakeholders and increase the visibility of the enterprise, the two groups presented plans ranging from introducing the enterprise, analyzing industry potential, identifying potential customer segments, and outlining communication strategies,... All were very detailed and provided the best plans for the enterprise.

The details in each student plan

It can be seen that, from the theoretical knowledge learned, coupled with a touch of creativity from new and unique ideas, UEF students have been able to apply their specialized skills to practical situations and have contributed their small part to community engagement.

Not only was it simply a presentation session, but the groups also received feedback and comments from representatives, community partner business owners, and lecturers overseeing their presentations. From these remarks, students can accumulate experiences for themselves as a tool for gaining exposure to real businesses, contributing to enhancing the learning experience of students at UEF.

The feedback from instructors and business partners for the groups.

Although the course has come to an end, a new journey has begun, but surely the learning experiences over the past two months for the students will be invaluable. It is hoped that in the future, students can apply these real-world experiences to their studies at UEF, while also contributing creativity and positive values to the community.

News: Nhu Quynh

Photo: Nhu Quynh, Hoang Phuc