UTAR welcomes Vietnamese students for global marketing exploration

On 13 January 2026, UTAR welcomed 48 Digital Marketing students from the Ho Chi Minh City University of Economics and Finance (UEF), Vietnam, for an enriching academic visit under the Global Marketing Exploration Programme, Practicum 2. Accompanied by their lecturers, Mr Bùi Anh Dũng and Mr Liên Kiến Quốc, the delegation embarked on a cross-border learning journey designed to deepen their understanding of international marketing practices while immersing themselves in Malaysia’s cultural and professional landscape.

The programme was conceived to provide students with meaningful industry exposure beyond the classroom. Throughout their stay in Malaysia, the UEF students explored the nation’s dynamic digital marketing ecosystem, engaging with companies and visiting UTAR’s memorandum of understanding partner, Tik Star Sdn Bhd. These industry engagements offered valuable insights into contemporary marketing strategies, digital branding trends, and the practical realities of operating within a rapidly evolving marketplace.

The academic highlight of the visit took place at UTAR Sungai Long Campus, where the group received a warm welcome from Assoc Prof Dr David Tneh Cheng Eng, Dean of the Faculty of Creative Industries, and Ts Dr Ang Kok Yew, Deputy Dean of the Faculty. The faculty curated two engaging academic talks that explored emerging themes in digital marketing, complemented by a guided campus tour organised with the support of the Department of Student Affairs. The sessions fostered lively exchanges between students and faculty members, encouraging dialogue on global consumer behaviour, technological disruption, and the creative dimensions of digital communication.

Beyond formal sessions, the delegation also experienced Malaysia’s cultural heritage through visits to iconic landmarks such as the Petronas Twin Towers and the National Museum of Malaysia. These experiences provided context to their academic exploration, illustrating how cultural identity and national branding intersect within broader marketing narratives.

The journey extended to Singapore, where the students visited the National University of Singapore, further broadening their perspective on regional approaches to digital marketing and higher education. By engaging with institutions and industries across borders, the students gained comparative insights into Southeast Asia’s diverse yet interconnected economic environments.

This visit exemplifies UTAR’s commitment to internationalisation and experiential learning. By fostering academic exchange and industry engagement, the University continues to strengthen regional partnerships while nurturing globally competent graduates. The programme not only enhanced students’ professional knowledge but also cultivated intercultural understanding and lasting friendships, reinforcing the transformative power of education in an interconnected world.