The visit provided students with a valuable opportunity to gain first-hand insights into the organizational structure, human resource management strategies, and sophisticated operational environment of an international hospitality brand.

Digital Human Resource Management – From Strategic Thinking to Operational Practice

During the sharing session, students gained valuable practical insights into the overall landscape of human resource management in the luxury hospitality industry. The discussion covered the hotel’s organizational structure, workforce size, the roles and responsibilities of the Human Resources Department, as well as the various career positions available within the organization.

In particular, company representatives highlighted the essential knowledge, professional skills, and management mindset that HR professionals in the digital era need to develop in order to adapt to an evolving labour market and contribute to sustainable organizational development.

Exploring Hotel Operations – First-hand Insights into Premium Hospitality Services

Going beyond theoretical learning, the field trip offered students direct and practical experiences through a range of engaging activities hosted by the hotel:

Hotel Tour: Students had the opportunity to explore the hotel’s architecture, operational processes, and professional service standards at Dusit Le Palais Tu Hoa Hanoi, gaining a clearer understanding of the actual working environment in the hospitality industry.

Networking and Team Bonding: Students enjoyed a warm and welcoming afternoon tea break, creating opportunities to interact, exchange ideas, and strengthen their sense of connection and team spirit.

Q&A and Memorable Moments: Students directly engaged with hotel representatives through questions and discussions, while also capturing memorable moments with the hotel’s management team.

The field trip not only provided students with a clearer picture of how human resource functions are structured and managed but also helped them better understand how management, technology, and the human element come together to drive business development.

We hope that students will have many more valuable experiential learning opportunities in the future, enabling them to broaden their perspectives, build a strong professional foundation, and develop into talented digital HR professionals who can make meaningful contributions to organizational growth and transformation.

Our sincere thanks go to the management and staff of Dusit Le Palais Tu Hoa Hanoi for their warm hospitality and for providing FTU Cohort 65 students with such an inspiring and enriching learning experience!

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CONTACT INFORMATION

Fanpage: https://www.facebook.com/profile.php?id=61590796777139

Website: https://qtkd.ftu.edu.vn/category/dao-tao/chuong-trinh-cu-nhan/chuong-trinh-dhnnqt-quan-tri-nguon-nhan-luc-so-va-phat-trien-to-chuc/

Hotline: +84 98 9891205 (Dr. Hoang Thi Thuy Duong)

Address: Faculty of Business Administration, Room B204, Foreign Trade University, 91 Chua Lang Street, Lang Ward, Hanoi, Vietnam.

The event was honoured to welcome delegates from both institutions:

• Prof. Dr. Sri Sundaram, Dean of the College of Business and Economics, CSUF;
• Dr. Tam Nguyen, Director of the Center for Family Business, CSUF;
• Pham Thanh Ha, MSc, Deputy Head in charge of the Training Management Office;
• Assoc. Prof. Dr. Le Thai Phong, Dean of the College of Business, Foreign Trade University;
• together with other representatives of the College of Business, Foreign Trade University.

The talk examined changes in the business environment and the labour market driven by technology, artificial intelligence and globalisation. Drawing on a perspective from the United States, Prof. Dr. Sri Sundaram discussed directions for human resource development and emphasised the competencies required of future leaders, particularly adaptability, analytical thinking and a commitment to continuous learning in a volatile labour market.

As part of the programme, CSUF representatives presented contributions of USD 3,000 and USD 5,000 to The Next Golden Entrepreneur Scholarship fund, thereby expanding learning and development opportunities for students.

Subsequently, four scholarships sponsored by Dr. Tam Nguyen were awarded to four outstanding students of the Advanced Program in Business Administration:

• Do Thuy Hien, K62;
• Nguyen Ngoc Ha Chi, K63;
• Nguyen Minh Ngoc, K64;
• Nguyen Ngoc Dieu Linh, K65.

The scholarships recognise the students’ notable achievements and efforts in their studies and personal development activities. They also reflect the support and encouragement of the College of Business for students as they explore their potential and pursue their future goals.

The discussion and Q&A session attracted active participation from students of the Advanced Program in Business Administration. Direct exchanges with the speakers broadened students’ perspectives on career trends and the requirements of the global labour market, while also enabling them to relate the insights shared to their own development plans.

CSUF Talk 2026 marks a further academic exchange between Foreign Trade University and California State University, Fullerton. The Advanced Program in Business Administration extends its sincere thanks to the delegates, speakers and guests for their participation and contribution to the success of the event, and hopes that the connections established will provide a foundation for further exchange and collaboration.

Representing Foreign Trade University were Assoc. Prof. Dr. Le Thai Phong – Principal of the School of Business; Ms. Nguyen Huyen Minh – Head of the Communications and External Relations Department; Dr. Nguyen Thuy Anh – Vice Principal of the School of Business; Assoc. Prof. Dr. Bui Thu Hien – Head of the Faculty of Business Administration, School of Business; and Ms. Nguyen Nhat Mai – Head of the Alumni Engagement and Corporate Partnerships Committee, alongside other university staff, lecturers and students.

Representing CSMO Vietnam were Mr. Le Quoc Vinh – Chairman of CSMO Vietnam and Chairman of Le Media Group (LeBros); Ms. Nguyen Thi Quynh Trang – Vice Chairwoman of CSMO Vietnam, experience design consultant and Co-founder of Admiras Loyalty and On Air; Ms. Ta Lien Huong – Vice Chairwoman of CSMO Vietnam and CEO of CSMO Northern Vietnam; and Dr. Dao Cam Thuy – Deputy Head of External Relations for Northern Vietnam, CSMO Vietnam, and Marketing Lecturer at the University of Economics, Vietnam National University, Hanoi, together with other representatives and members of CSMO Vietnam.

Advancing an Education Model Closely Connected with Business Practice

In his opening remarks, Assoc. Prof. Dr. Le Thai Phong emphasized that practical business exposure is one of the key priorities in Foreign Trade University’s educational approach. Over the years, the University has implemented the Career Development Integrated Model (CDIM), which integrates real-world business perspectives into academic programs, enabling students to gain early exposure to professional environments and develop competencies aligned with labor market requirements.

This orientation continues to be adopted and further developed by the School of Business, particularly in academic disciplines closely associated with CSMO Vietnam’s professional expertise, including Marketing and E-commerce.

Addressing the significance of the Memorandum of Understanding, Assoc. Prof. Dr. Le Thai Phong expressed his expectation that the agreement would serve as a starting point for a substantive and closely coordinated partnership. He noted that its value should be reflected in concrete collaborative initiatives that enable lecturers to continuously update their knowledge through industry engagement while providing students with opportunities to access new professional insights and practical experience.

MoU Signing: Expanding Collaboration Between Academia and Industry

During the ceremony, representatives of Foreign Trade University and CSMO Vietnam officially signed the Memorandum of Understanding, establishing a framework for future collaboration between the two organizations.

The agreement aims to strengthen connections among the University, industry experts and the business community; incorporate practical knowledge and professional experience into academic activities; and broaden opportunities for students to learn, gain hands-on experience and develop their future careers.

Through this partnership, both parties seek to leverage their respective expertise and professional networks to develop meaningful collaborative initiatives, contributing to the continuous improvement of educational quality and students’ ability to adapt to an evolving business environment.

Seminar “Decoding Personal Branding – The Courage to Stand Out”: Practical Insights into Building a Personal Brand

Following the signing ceremony, the seminar “Decoding Personal Branding – The Courage to Stand Out” brought together expert presentations and discussions on building, developing and protecting personal brands in professional environments and the digital landscape.

Through practical perspectives and professional insights from experts in Sales, Marketing and Communications, the seminar provided students with an opportunity to explore the challenges of defining their personal identities, demonstrating their professional value and establishing a distinctive presence in an increasingly competitive environment.

The MoU Signing Ceremony and the seminar “Decoding Personal Branding – The Courage to Stand Out” represent concrete initiatives within Foreign Trade University’s ongoing efforts to strengthen the connection between academic education and business practice. Building on the newly established partnership, FTU and CSMO Vietnam look forward to implementing further professional activities and expanding connections with industry experts and businesses. These initiatives are expected to create more opportunities for students to deepen their knowledge, strengthen their professional competencies and gradually establish their own identities and career paths from the university environment.

The program forms part of a series of activities aimed at strengthening the connection between education and business practice at Foreign Trade University – College of Business, providing students with the opportunity to engage with modern management trends while exchanging views directly with highly experienced experts in the fields of risk management and internal audit.

A New Perspective on Risk Management: Beyond Loss Control to Value Creation

Speaker Pham Minh Huong brings nearly 20 years of consulting experience at Big 4 firms and international financial institutions, having held senior management and specialized advisory positions at Deloitte, PwC, and the International Finance Corporation (IFC) of the World Bank Group. Drawing upon her experience advising numerous corporations, enterprises, and financial institutions, the speaker offered profound and practical insights into establishing and operating risk management systems within enterprises.

One of the consistent messages throughout the symposium was the evolving role of Enterprise Risk Management (ERM): from a function centered on control, compliance, and loss prevention, to a managerial capability that supports strategic decision-making, strengthens resilience, and creates sustainable value for the enterprise.

Risk Management and Internal Audit in the Face of New Challenges

The symposium also addressed transformations in the global business environment, in which enterprises increasingly confront complex and highly interconnected risks, ranging from geopolitical instability, economic volatility, cybersecurity, and climate change to challenges arising from artificial intelligence (AI).

Against this backdrop, risk management must shift from an approach relying primarily on historical data and periodic assessments toward a model of continuous monitoring, scenario analysis, early warning, and enhanced preparedness. In particular, the application of AI and data analytics was identified as one of the key trends enabling enterprises to strengthen their capacity for risk identification and monitoring.

In addition, the speaker emphasized the increasingly expanded role of internal audit. Beyond assessing compliance and detecting errors, internal audit contributes to improving governance effectiveness, providing independent perspectives on material risks, and helping enterprises enhance the quality of their control systems. However, the expansion of its advisory role must be accompanied by the requirement to maintain independence and objectivity, while clearly delineating responsibilities among the lines within the risk management framework.

Bridging Theory with Corporate Management Practice

The highlight of the program was the set of real-world scenarios analyzed and discussed by the speaker, enabling students to approach risk management issues from the perspective of decision-makers.

Through scenarios involving business disruption, cybersecurity risks, financial volatility, and strategic management challenges, students had the opportunity to examine how enterprises identify warning signals, develop response plans, and balance growth objectives against acceptable levels of risk.

The discussions also highlighted the role of risk management in critical decisions such as investment, market expansion, adoption of new technologies, and resource allocation. In doing so, students were encouraged to view risk management not merely as a system of processes and tools, but as an essential component of managerial thinking and leadership capability.

The symposium delivered up-to-date knowledge and valuable practical perspectives for MBA students, particularly those currently holding management positions or aspiring to advance into corporate leadership roles. Through exchanges with the expert, the program helped students connect academic knowledge with real-world management issues, and develop critical thinking, risk assessment capabilities, and decision-making skills in a volatile business environment.

The symposium “Risk Management and Internal Audit: From Compliance to Value Creation” further affirms the commitment of Foreign Trade University – College of Business to increasing the involvement of experts and business leaders in its training activities, providing learners with practical and up-to-date learning experiences.

An important message conveyed by the program also serves as a reflection for modern managers: risk management not only helps enterprises prevent what might occur, but also enables them to act with greater confidence in selecting opportunities, implementing strategies, and creating long-term value.

Growing up in a family facing significant difficulties, Bảo experienced the loss of his mother at an early age, while his father’s poor health has made it difficult for him to work. As the eldest of four brothers, Bảo understands the responsibility of supporting his family, particularly his three younger brothers who are still pursuing their education. Despite these challenges, he remains determined to continue his studies in Hanoi and make the most of the opportunities available to him.

To cover part of his living expenses, Bảo began working as a private tutor after completing his first semester at university. Balancing work and study has required considerable discipline and perseverance. Nevertheless, his efforts have been reflected in his academic and extracurricular achievements, including a GPA of 3.60 and a Top 5 finish in The Real Contest, organized by FTU’s Real Estate Research Club (REC). He also maintained a record of academic excellence throughout all 12 years of school.

Throughout his journey, the encouragement and support of his teachers have been an important source of motivation. His university lecturer and homeroom teacher, Ms. Vũ Thị Bích Hải, recognized his determination, initiative, and commitment to personal development.

For Bảo, knowledge is not simply a means of achieving personal success. It is a foundation for building independence, improving his family’s circumstances, and contributing positively to society. His immediate goal is to create a more stable life for his family and ensure that his younger brothers can continue their education. In the long term, he hopes to use what he has learned to make meaningful contributions to the community.

Bảo’s journey is a reminder that difficult circumstances do not have to define one’s future. With perseverance, a strong sense of responsibility, and a commitment to learning, he continues to turn education into a source of hope and a stepping stone towards a better tomorrow.

As part of the School of Business’s ongoing efforts to bridge academic education and business practice, the seminar provided participants with opportunities to explore contemporary management trends, update their professional knowledge and engage directly with an experienced expert in risk management and internal audit.

From Loss Prevention to Value Creation: A New Perspective on Enterprise Risk Management

With nearly 20 years of consulting experience at leading global professional services firms (the Big Four) and international financial institutions, Ms. Pham Minh Huong has held various management and specialist advisory positions at Deloitte, PwC and the International Finance Corporation (IFC), a member of the World Bank Group. Drawing on her experience advising corporations, businesses and financial institutions, she shared practical insights into the establishment, implementation and operation of enterprise risk management systems.

A central theme of the seminar was the evolving role of Enterprise Risk Management (ERM). Rather than being confined to control, regulatory compliance and loss prevention, risk management is increasingly recognized as a strategic management capability. Effective risk identification and assessment enable businesses to strengthen organizational resilience, support decision-making and proactively identify opportunities for growth.

Risk Management and Internal Audit in an Evolving Business Environment

Amid ongoing global economic changes, businesses are facing increasingly complex and interconnected risks. Geopolitical uncertainty, economic volatility, cybersecurity threats, climate change and the rapid development of artificial intelligence (AI) are creating new demands on organizational governance and risk management capabilities.

In response to these challenges, risk management approaches need to evolve beyond reliance on historical data and periodic assessments toward continuous monitoring, scenario analysis and early-warning mechanisms. In particular, the application of AI and data analytics offers significant potential to enhance risk identification, forecasting and monitoring, enabling businesses to develop more proactive response strategies.

The speaker also highlighted the expanding role of internal audit within corporate governance frameworks. Beyond assessing compliance and identifying operational deficiencies, internal audit contributes to improving governance effectiveness, providing independent perspectives on significant risks and strengthening internal control systems. However, the expansion of its advisory role must be accompanied by safeguards that preserve independence and objectivity, as well as clearly defined responsibilities across the different lines of risk management.

Bridging Academic Knowledge with Real-World Management Decisions

One of the key highlights of the seminar was the integration of practical business scenarios into the presentations and discussions, allowing participants to examine risk management from the perspective of managers and decision-makers.

Through case discussions involving business disruptions, cybersecurity threats, financial volatility and strategic management challenges, participants explored how organizations identify early warning signals, develop response strategies and balance growth objectives against acceptable levels of risk.

The discussions also highlighted the importance of risk management in strategic decisions concerning investment, market expansion, the adoption of emerging technologies and resource allocation. These insights encouraged participants to view risk management not merely as a collection of procedures and internal control tools, but as an essential component of managerial thinking and leadership capabilities.

For MBA participants, particularly those currently holding managerial positions or aspiring to take on senior leadership responsibilities, the knowledge and professional insights shared during the seminar were especially relevant. The program helped strengthen their ability to apply theoretical frameworks to practical situations, while developing critical thinking, risk assessment and decision-making capabilities in an increasingly volatile business environment.

The seminar “Risk Management and Internal Audit: From Compliance to Value Creation” further demonstrated the School of Business’s commitment to practice-oriented education at Foreign Trade University through stronger engagement with industry experts and business leaders. Beyond updating professional knowledge, the program broadened participants’ perspectives on the role of risk management in supporting long-term business strategies.

Through the Meet The Expert series, the School of Business continues to foster a learning environment that integrates academic knowledge with professional experience, supporting the development of managerial competencies and leadership thinking among its learners. One key message emerging from the seminar was that risk management is not simply about minimizing potential losses; it is also a strategic foundation that enables businesses to pursue opportunities with greater confidence, execute their strategies effectively and create sustainable long-term value.

Reviewing Scientific Research Achievements and Promoting the Application of Artificial Intelligence in Research

As part of the conference, Foreign Trade University recognized student research teams and faculty supervisors who had achieved outstanding results in the Student Scientific Research Competition during the 2025–2026 academic year. The recognition highlighted the dedication and contributions of students and lecturers to academic research while encouraging creativity and the development of research-oriented thinking within the University.

A notable highlight was the delegation’s participation in the final round of the competition entitled “Humans and Artificial Intelligence: Co-creating in Scientific Research 2026”. The competition provided students with opportunities to explore the application of artificial intelligence (AI) in scientific research while emphasizing the importance of human oversight, responsible technology use and critical evaluation. It also encouraged students to strengthen their critical thinking, independent learning and ability to proactively leverage technological tools throughout the research process.

In addition to academic activities, the delegation participated in a learning and exchange session with Vietnam Food and visited the working environment at the Vietnam International Financial Centre (VIFC). These practical experiences offered valuable insights into business operations and the financial sector, helping lecturers and students gain a broader understanding of how academic knowledge is applied in professional settings.

Strengthening Academic Connections and Professional Exchange Across Campuses

During their visit to the Ho Chi Minh City Campus, lecturers from the School of Business held a meeting and professional exchange with faculty members from the Department of Business Administration and the Department of Finance and Accounting.

The meeting provided an opportunity for lecturers to share experiences in teaching, scientific research and academic program development. It also strengthened professional connections and encouraged greater collaboration among academic units within Foreign Trade University. Through these exchanges, participants gained opportunities to share academic perspectives, exchange practical experience and explore potential areas for future cooperation.

Launching the Student Scientific Research Competition for the 2026–2027 Academic Year

Within the framework of the program, Foreign Trade University reviewed student scientific research activities across the University and officially launched the Student Scientific Research Competition for the 2026–2027 academic year.

Through this competition, the University continues to encourage students to develop innovative research ideas, strengthen their scientific thinking and connect academic research with practical challenges faced by businesses and society. The initiative also provides students with opportunities to develop their abilities to identify, analyze and solve problems, thereby establishing a solid foundation for further academic pursuits and professional development.

The School of Business’s participation in the conference and professional activities at FTU’s Ho Chi Minh City Campus reflects its continued commitment to promoting scientific research, strengthening academic exchange and expanding connections with industry practice. These efforts contribute to the development of a dynamic and innovative educational environment in which students are encouraged to enhance their research capabilities and apply academic knowledge to real-world challenges.

Connecting Six Enterprises, Expanding Opportunities for Learning and Career Development

One of the highlights of the program was the signing ceremony of Memoranda of Understanding (MOUs) on cooperation between Foreign Trade University and six enterprises operating in the e-commerce sector, namely Shopee, MetaEcom, Printway, Bavor, Ecom Stone, and eComDX.

The agreements aim to promote comprehensive cooperation in training, research, and human resource development for the training programs of the College of Business. Under the cooperation framework, business experts will have the opportunity to participate in teaching, serve as visiting lecturers, share real-world business cases, and contribute professional input to the training curriculum. In addition, the collaboration between the University and enterprises seeks to bring market challenges, data, and technological solutions into learning and research activities, while also expanding internship and employment opportunities aligned with students’ fields of study.

This represents a concrete step in the orientation of connecting knowledge with practice, aimed at strengthening enterprise participation in the training process and enhancing the professional capabilities of learners.

Dialogue with Experts, Clarifying Career Orientation in the Digital Economy

Speaking at the program, Dr. Le Hoang Oanh – Director of the Vietnam E-commerce and Digital Economy Agency (iDEA), Ministry of Industry and Trade, highly appreciated the significance of connecting the University with enterprises in training e-commerce human resources, particularly through bringing real-world market challenges into the learning process.

Following the signing ceremony, the symposium on training and career orientation in the e-commerce sector brought together speakers from state management agencies, professional associations, educational institutions, enterprises, and media organizations, including:

• Dr. Le Hoang Oanh – Director of the Vietnam E-commerce and Digital Economy Agency (iDEA), Ministry of Industry and Trade
• Dr. Bui Trung Kien – Vice President of the Vietnam E-commerce Association (VECOM)
• Associate Professor Dr. Nguyen Van Thoan – Foreign Trade University
• Ms. Bui Thi Minh Hoa – CEO of Master Tran Joint Stock Company, representing the Doppelherz brand
• Ms. Bui Thi Phuong Chi – Director of VITV Television Channel
• Ms. Tracey Do – People Manager, Shopee Vietnam
• Mr. Vu Bao Thang – General Director of MetaEcom

Through discussions and exchanges, the speakers shared perspectives on market development trends, human resource demand, essential skills, and the practical requirements placed upon learners in the e-commerce field. The program also provided parents and students with an opportunity to gain a clearer understanding of the training orientation of the Smart Digital Commerce and Business Innovation (SBI) Program, enabling them to proactively prepare their competencies and career development pathways in the context of the digital economy.

Scholarship Awards, Supporting SBI Students

Within the framework of the event, 14 students were awarded scholarships with a total value of VND 20 million, comprising four Excellence Scholarships valued at VND 3 million each, and ten Responsibility Scholarships valued at VND 1 million each.

In addition, the program received academic scholarship sponsorship packages valued at USD 7,500 and nearly VND 220 million for students. These resources contribute to encouraging a spirit of learning, recognizing learners’ efforts, and expanding development opportunities for students.

Launch of Fizz Up Challenge Season 4

Also at the event, the fourth season of the nationwide Fizz Up Challenge competition was officially launched with the partnership of Doppelherz, represented by Ms. Bui Thi Minh Hoa – CEO of Master Tran Joint Stock Company.

The competition creates additional space for students to cultivate creative thinking, problem-solving abilities, and the capacity to apply knowledge in practice. The Grand Finale is expected to be recorded and broadcast on VITV television channel, with media coordination by Ms. Bui Thi Phuong Chi – Director of VITV.

Connecting Resources, Co-Creating Value for Learners

Through a series of activities encompassing cooperation agreement signing, professional dialogue, scholarship awards, and the launch of a competition, the program has contributed to concretizing the practice-oriented training orientation of Foreign Trade University – College of Business.

By strengthening connections with enterprises and partners within the e-commerce ecosystem, the University aims to cultivate a learning environment in which students are not only equipped with professional knowledge, but also gain access to real-world practice, develop professional competencies, and become ready to adapt to market changes.

Foreign Trade University – College of Business | Leading Connections, Driving Innovation.

At the same time, rapid changes in markets, technological advancements, and the development of artificial intelligence are compelling family businesses to innovate in order to maintain competitiveness and sustain growth across generations.

In this context, how can founding generations ensure an effective leadership transition while empowering successors to take on greater responsibilities? How can family businesses balance family relationships, ownership interests, and professional governance? And how can they preserve their core values while innovating business models, adopting new technologies, and responding to changing market conditions?

To bring together diverse academic and practical perspectives, College of Business – Foreign Trade University is organizing a workshop and networking event titled “Family Business Across Generations – Governance, Succession & Growth in a Changing World.” The event will bring together representatives of California State University, Fullerton (CSUF), business leaders, entrepreneurs, and experts from Vietnam and the United States, alongside guests, current participants, and alumni of Foreign Trade University’s DBA, MBA, and EMBA programs.

KEYNOTE SPEAKER

Dr. Tam Nguyen – Director of the Center for Family Business at California State University, Fullerton (CSUF), will share insights into family business governance, succession planning, management professionalization, next-generation leadership development, and strategies for sustainable growth across generations.

The event will also welcome Dr. Sridhar “Sri” Sundaram – Dean of the College of Business and Economics at CSUF, together with members of the CSUF delegation and business leaders and entrepreneurs from Vietnam and the United States.

Through panel discussions and an interactive Q&A session, speakers and participants will exchange perspectives on family business practices in both countries, connect international experiences with the Vietnamese business context, and explore practical approaches to governance, succession, and long-term business development.

KEY PARTICIPATION BENEFITS

• Gain deeper insights into family business governance, succession planning, leadership transition, and the drivers of sustainable growth.
• Engage directly with speakers, experts, and business leaders from Vietnam and the United States.
• Expand professional networks with entrepreneurs, experts, and members of the DBA, MBA, and EMBA communities, while exploring opportunities for domestic and international collaboration.

• Date & Time: Thursday, October 29, 2026 | 5:30 PM – 8:00 PM
• Venue: Room A901, Foreign Trade University, 91 Chua Lang Street, Lang Ward, Hanoi
• Language: English
• Organizer: College of Business – Foreign Trade University (FTU College of Business)

The event will serve as a platform for academic and business exchange, fostering connections between Vietnamese and American business communities while encouraging dialogue on the future of family businesses in an increasingly dynamic global environment.

Professor Eunkyu Lee is a member of a delegation of American experts and entrepreneurs organized by REI-Inc., visiting to work and teach at several universities in Hanoi and Ho Chi Minh City.

Opening the lecture, Professor Lee clarified why a brand is far more than a mere name or identifying symbol, but rather a strategic asset that enables enterprises to create differentiated value, build customer loyalty, and sustain a lasting competitive advantage. Through numerous vivid real-world examples, the Professor illustrated how enterprises leverage the power of their brands to expand markets, enhance value, and stand firm amid the fluctuations of the international business environment. The lecture helped students connect theoretical knowledge of marketing and international business with the realities of corporate management.

During the Q&A session, Professor Lee posed a series of thought-provoking questions to encourage students to reflect and engage in discussion. Students of Cohort K65 in the High-Quality Program in International Business confidently responded in English, presenting their own viewpoints and perspectives. The Professor highly commended the students’ initiative, critical thinking, and language proficiency, while also offering comments and supplementary insights to help them gain a deeper understanding of the subject. This mode of interaction fostered an open, enthusiastic classroom atmosphere that left a lasting impression.

The lecture continued the longstanding cooperation between Foreign Trade University and REI-Inc., offering students the opportunity to engage directly with international experts and scholars within the lecture hall. Such sessions contribute to enhancing professional competence, foreign language skills, and an integration-oriented mindset – qualities of great importance for students of International Business.

On this occasion, Foreign Trade University – College of Business wishes to extend its sincere gratitude to Professor Eunkyu Lee and REI-Inc. for their partnership and contributions to the quality of the University’s training programs.