SEMINAR ON “APPLYING PRACTICAL CASE STUDIES IN MARKETING AND COMMUNICATIONS”

10:00 16/04/2025

On the morning of 15 April 2025, at the Geneva Room of the Diplomatic Academy of Vietnam, the Faculty of International Economics successfully organized the seminar “Applying Practical Case Studies in Marketing and Communications.” The event is part of a series of activities conducted by the Faculty to strengthen practical training, enabling students to engage with real-world scenarios and thereby develop a deeper understanding of strategic thinking, implementation processes, and the operation of integrated communication campaigns in today’s competitive environment.

The seminar welcomed the participation of:

- Guest Speaker: Ms. Vũ Ngọc Thủy – Co-founder of Interstella, Business Director at Nam Dũng Medical.
- From the Faculty of International Economics, Diplomatic Academy of Vietnam: Dr. Nguyễn Xuân Đông, Dr. Phạm Phương Ngọc, MSc. Trần Thị Thùy Linh, MSc. Nguyễn Thị Thanh Lam, Ms. Lê Hoàng Quỳnh Anh, together with students of the Faculty of International Economics.

The seminar focused on an in-depth analysis of the communication campaign for the Haruka apricot wine brand. This practical case study illustrated a structured approach to brand building targeted at young, modern women who enjoy new experiences while valuing health and a balanced lifestyle.

The Haruka campaign went beyond promoting an apricot wine product and conveyed a message about a modern and emotionally rich lifestyle. The combination of rational elements—such as 100% natural ingredients and health benefits—with emotional aspects—such as “dreams” and “enjoying a little dream”—created a distinctive brand identity. From the early tagline “Một chút Mơ” to the Tet campaign “Vì em vẫn còn mơ,” the communication plan was implemented across integrated multi-platform channels (Facebook, TikTok, online PR, community seeding, etc.), demonstrating a comprehensive and user-centric approach.

The speaker also shared valuable practical insights related to selecting brand ambassadors, effective coordination between clients and agencies, budgeting for communication activities, and assessing the effectiveness of digital advertising platforms. Students learned about building a brand moodboard, choosing colors, imagery, and typography to deliver coherent messages aligned with consumer preferences.

The Q&A session took place in an open and engaging atmosphere, attracting many thoughtful questions from students about developing consumer insights, managing and optimizing communication performance, and current marketing trends. The speaker’s practical experience offered students a comprehensive and realistic perspective, strengthening their confidence and career orientation for the future.

The Faculty of International Economics extends its sincere appreciation to Ms. Vũ Ngọc Thủy for dedicating her time to share practical knowledge and provide fresh perspectives to our students. We wish her continued health, happiness, and success, and hope she continues to inspire and spread positive values in the time ahead.

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