HSU Expands Academic and Industry Collaboration Through Partnership with VMA
On August 8, 2026, Hoa Sen University and the Vietnam Marketing Association (VMA) signed an MOU, marking a significant step in connecting education with industry and expanding opportunities for learning, hands-on experience, and career development in the AI-driven marketing landscape.
Integrating Real-World Marketing into Education
On August 8, 2026, Hoa Sen University (HSU) and the Vietnam Marketing Association (VMA) officially signed a Memorandum of Understanding (MOU), marking a new step in connecting academic learning with real-world marketing practice.
The ceremony brought together Mr. Tran Hoang, Chairman of VMA and Founder and President of VietnamMarcom, representatives from businesses, industry experts, and VMA members.
From HSU, the event was attended by Assoc. Prof. Dr. Nguyen Huu Huy Nhut, HSU President, leaders from its institutes, faculties, and centers, and numerous HSU students.
Under the agreement, HSU and VMA will collaborate on training, research, business networking, and professional skills development for students. The partnership will also expand opportunities for internships and hands-on experience and facilitate workshops, seminars, professional forums, innovation competitions, and applied research projects.
By bringing current market challenges into the classroom, the collaboration will turn real industry issues into valuable learning opportunities, enabling students to apply professional knowledge, conduct research, and develop practical solutions.
Beyond the classroom, HSU students will have opportunities to engage with the wider marketing knowledge ecosystem through the Vietnam Marketing Summit, Marketing Library, Vietnam Marketing Academic Council, and Young Marketers platform. Through these platforms, students can meet industry experts, connect with businesses, take part in professional forums, and begin building valuable professional networks before graduation.
Learner-Centered Collaboration and Impact
In his remarks, Assoc. Prof. Dr. Nguyen Huu Huy Nhut stressed that the success of an agreement should be measured not by the document signed, but by the tangible outcomes achieved through its implementation.
In a rapidly changing marketing landscape, he noted that specialized knowledge was only the starting point. Students also needed opportunities to experience how businesses operated, engage in real-world projects, and develop the ability to adapt to emerging technologies. Through the partnership with VMA, HSU aimed to strengthen the connection between education and industry, giving students greater access to practical experience while bringing academic knowledge and research closer to the evolving demands of businesses.
“The success of this collaboration will be measured by the career opportunities it creates for students, the practical value it brings to businesses, and the successful implementation of our joint initiatives”, he said.
This strongly reflects HSU’s commitment to connecting education with industry: bringing real-world market needs into the classroom and putting knowledge into practice. This approach ensures that every learning experience helps students build the skills and experience they need for their future careers.
Marketing in the age of AI: Where Technology Meets Human Creativity
The ceremony brought together HSU lecturers and experts to explore creative marketing, AI, and the evolving competencies shaping the next generation of marketers.
Kicking off the program, Ms. Tran Tue Tri, Founder and CEO of the Stamford Global Leadership Center and Advisor to Vietnam Brand Purpose, highlighted five principles for building brands in the age of AI: authenticity, speed, understanding the essence, staying true to the brand’s mission, and creating with ethics. These principles help brands preserve their identity and stay competitive in an increasingly technology-driven creative landscape.
Bringing an academic perspective to the discussion, Mr. Truong Quang Vinh, MA, Vice Dean of the HSU Faculty of Marketing and Communication, examined the trends shaping marketing innovation in the AI era. He noted that AI was not merely a tool for automation, but could serve as an “extension” of marketers when they knew how to ask the right questions, harness technology effectively, and strengthen capabilities that technology could not easily replace.
Meanwhile, Mr. Do Huynh Lam Thinh, MA, HSU Director of Media Production and Management, highlighted four key groups of competencies that students needed to proactively develop for the future: professional knowledge, soft skills, digital and AI skills, and the right attitude and sense of self-reliance.
Drawing on her extensive experience in the creative and agency industry, Ms. Bui Nguyen Kim Thanh, CEO of Havas Group Vietnam and a member of the Vietnam Marketing Association’s Board of Presidents, explored how AI was transforming the way businesses operated. She stressed that in an increasingly AI-driven industry, human capabilities such as critical thinking, sound judgment, understanding people, business acumen, and the ability to create differentiated value were becoming more important than ever.
The insights shared throughout the program brought students closer to the realities of the marketing industry, reinforcing a key message: technology may change the tools and methods, but critical thinking, understanding people, and the ability to create value remain what define a marketer.
Unlocking Growth Opportunities for Future Marketers
Mr. Tran Hoang, President of the Vietnam Marketing Association and Founder and President of VietnamMarcom, recognized HSU’s achievements over more than 35 years of development and emphasized the vital role of education in preparing high-quality human resources for society.
With extensive experience in marketing and education, he noted that the gap between classroom knowledge and professional practice had long been a challenge for students. He further stated that HSU’s dynamic learning environment and the confidence and creativity of its students reflected the University’s efforts to develop the talent demanded to support the growth of society and the economy.
Through the partnership with VMA, HSU students gain direct access to industry experts, businesses, and the latest developments in marketing. Furthermore, they have opportunities to gain practical experience, apply their knowledge in real-world projects, and build a stronger foundation for their future careers.
The collaboration between HSU and VMA not only strengthens the University’s network of strategic partners, but also supports the development of a career-integrated learning ecosystem that enables students to acquire knowledge, practical experience, and professional connections during their studies.
This partnership further reinforces HSU’s commitment to educating future marketing professionals with solid expertise, innovative mindsets, technological capabilities, and the adaptability needed to succeed in a continuously evolving market.
