Marketing and Communications Research: From Analytical Thinking to International Publication

Understanding the market in Marketing and Communications takes more than keeping up with trends or knowing what consumers want. It means asking the right questions, examining reliable data, and using evidence to understand why things happen and how the industry evolves. By providing a space for systematic inquiry, this initiative helps students strengthen their research skills while enabling faculty members to deepen their expertise and develop meaningful research projects.

To broaden access to scientific research methods and encourage international publication in Marketing and Communications, the Faculty of Marketing and Communication at Hoa Sen University (HSU) collaborated with the Institute for Scientometrics and Research Administration Policies (SARAP) and the Office of Research Affairs and Science Journal to organize a workshop titled “Strengthening Research and International Publishing in Marketing and Communications”. The workshop featured Dr. Le Van Ut, Vice President for Scientific Research & Dean of SARAP.

Access to Global Research Databases and Evaluation Metrics

At the workshop, Dr. Le Van Ut clarified the role of scientific research in the field of Marketing and Communications, while also introducing how to utilize international academic databases such as Scopus and Web of Science, as well as how to approach scientific measurement indicators.

Dr. Le Van Ut commented that accessing these data sources helped researchers find relevant studies, update their professional knowledge, and consult published research. He added that these resources also provided a foundation for learners to identify research questions, review the literature, and develop approaches suited to their fields of expertise.

Through the shared insights, students and faculty members gained further guidance on using academic resources, evaluating information, and building a strong foundation for scientific research.

Emerging Research Trends in Marketing and Communications

Drawing on domestic and international scholarship, the speaker examined current research directions in Marketing and Communications, highlighting consumer behavior, social media marketing, brand management, strategic communication, and the application of AI in content creation.

The session further explored the process of developing research ideas, formulating focused research questions, choosing suitable methodologies, and establishing a study’s originality and contribution to the field. By learning to identify knowledge gaps, formulate focused research questions, choose suitable methodologies, and establish the value of their findings, researchers can turn initial observations into well-founded studies.

For students, engaging with scientific literature offers more than an overview of existing knowledge. It provides a basis for questioning assumptions, verifying claims, interpreting emerging trends, and gaining deeper insights into a rapidly changing field.

Data Mining and International Publication Strategies

Moving beyond theory, the workshop gave participants opportunities to explore academic databases through hands-on activities and exchange ideas directly with the speaker. They learned how to apply their knowledge to practical research tasks, including finding relevant scientific literature, shaping research topics, and preparing their work for international publication.

Turning a research idea into a meaningful study required a clear problem, a solid understanding of existing literature, and a well-defined approach. By identifying knowledge gaps, choosing suitable methods, and clarifying their study’s originality, researchers could develop projects that offered valuable insights to their fields. These capabilities helped students and faculty members approach research with greater initiative and move more confidently toward preparing manuscripts for domestic and international academic publication.

By combining hands-on activities with open discussions, the workshop also gave participants practical experience in navigating scientific literature, developing research ideas, and applying research methods in a structured and purposeful way.

Applying Scientific Research to Marketing and Communications

At HSU, research goes beyond the classroom to help students and faculty members explore new ideas, question existing assumptions, and connect academic knowledge with real-world challenges. Through the workshop “Strengthening Research and International Publishing in Marketing and Communications”, HSU continues to provide opportunities for participants to strengthen their research skills, update their professional knowledge, and explore pathways to international publication.

Moreover, combining specialized knowledge with data, research methods, and international academic resources helps researchers critically examine practical issues, develop well-grounded research topics, and produce insights relevant to professional practice.

HSU remains committed to cultivating a learning and research environment where critical thinking, analytical skills, and academic inquiry can flourish, empowering students and faculty members to deepen their expertise and bring research closer to practice.

Translated: Tai Do