Digital Marketing is one of the courses that attracts a diverse group of students from various major such as Economics, Social Sciences, and Computer Science at Fulbright University Vietnam. Students get to develop real marketing campaign for businesses.
Based on the Learning-by-Doing model, this program offers students the chance to learn by applying digital marketing strategies to various companies. After gaining knowledge of digital tools like Google Analytics, Hubspot SEO, and Hootsuite, students partake in a two-day Hackathon competition. This competition involves groups of 3-4 students collaborating with a company to devise communication solutions for their respective business.
To build a communication campaign, each team must go through 6 essential hacks:
- UX and Website
- Organic Search
- Paid Search
- Customer Relationship Management (CRM)
- Social Media Communication Planning
- eCommerce Models
- Campaign Management
Students work directly with representatives from various companies to propose a comprehensive communication plan over two days, which will be implemented in the subsequent 6 weeks. At the end of the term, students and companies jointly evaluate the implementation process and the success level of the plans, thereby gaining practical experience and knowledge.
Designed and taught by Dr. Willem Smit, 12 businesses from various fields were invited to Fulbright to present communication challenges to the students. Just to name a few, among them are CODE LEAP—a multinational company providing digital transformation consulting and software development services, SAHU—a local community business preserving traditional Sa Huynh salt fields in Quang Ngai, AI Immibot—a technology company guiding immigrants, AI Legback—facilitating research and document information for lawyers, CLB2 Circular Economy Club—an economic consulting agency, and Incorp Vietnam—a strategic consulting company.
The two-day Hackathon competition has offered memorable experiences for both the Fulbright students and the participating organizations. Ms. Alexandra Filatova, the Co-founder of Immibot, shared: “Fulbright students helped us create a comprehensive communication plan with specific, step-by-step implementation and creative ideas.”
Collaborating with students has brought a fresh perspective to the companies, as Mr. Lâm Vissay, COO & Co-founder of VTS Visionchia, a pioneering smart glass technology company, shared: “The Hackathon has ignited my passion for innovation and problem-solving. It’s an opportunity for my company to collaborate with brilliant young minds from various fields.”
For Fulbright students, participating in the Hackathon is a practical and creative learning activity. Phương Thảo, a third-year Economics major at Fulbright, enthusiastically stated: “We had lively and highly productive discussions. Our team’s partner even joked that we were all classmates, allowing for comfortable discussions and ‘arguments’ because everyone here is learning and completing assignments from Dr. Willem.”
This is also a valuable opportunity for Minh Phú, a third-year Economics major, and his peers to learn from experienced professionals: “I’ve honed skills not only in Marketing but also in business management and operations. Instead of traditional learning methods, a digital marketing campaign has become an effective learning tool, allowing me to apply the knowledge I’ve acquired and gain practical experience.”
✨ The strategies developed by the teams are currently being implemented at the companies. Best wishes to Fulbright students for successfully executing their plans and achieving optimal results for their partner businesses!