Information page applicable to all universities in Vietnam. Reference data from multiple sources (e.g., UEH) and structured in 3 layers for easy reading: Overview → Study & Career → Advanced Resources.
Duration: 4 years (7 main semesters + 1 internship)
Total credits: 110
| Fresh graduate | 7–12 million/month |
| 3–5 years | 15–30 million/month |
| 6+ years | 30–80+ million/month |
| Semester | Credits | Notes |
|---|---|---|
| 1–2 | 38 | Basics + English |
| 3–4 | 38 | Foundation courses |
| 5–6 | 34 | Major + electives (12 credits) |
| 7 | 10 | Internship & graduation |
Click on each course to see: what to study – why it's important – skills – tools – assessment methods – related careers – difficulty – prerequisites – project examples. This section helps you self-assess fit to avoid choosing the wrong major.
Overview: Introduction to the comprehensive 4P/7P, STP, customer journey, and the role of marketing in business.
Why study: Foundation for all specialized courses; Helps screen whether you fit marketing thinking
Skills: 4P Analysis, Customer Persona, Brief Writing
Tools: Canva, Google Docs/Slides
Assessment: Quiz, Small Cases, Presentations
Related careers: Marketing Executive, Brand Intern
Sample project: Analyze 4P for Vietnamese milk brand and propose 3 seasonal promotions.
Overview: Psychology – society – economics influencing purchase decisions.
Why study: Serves STP & positioning; Reduces insight misalignment risk
Skills: Persona, Customer journey, Survey design
Tools: Google Forms, SPSS/R, Sheets
Assessment: Survey, Insight report, Presentation
Related careers: Insight Analyst, Planner, Brand Executive
Sample project: Compare Gen Z urban vs rural behavior during Tet and communication implications.
Overview: Design qualitative/quantitative research, sampling, data collection – cleaning, testing.
Why study: Data-driven decisions; Measure effectiveness
Skills: Questionnaire design, Descriptive/inferential analysis, A/B testing
Tools: SPSS, JASP, Excel
Assessment: Midterm + Final, Project with dataset
Related careers: Market Research Analyst, Data Analyst (jr)
Sample project: Brand funnel survey n>=200, improvement recommendations.
Overview: Building brand assets, architecture & positioning.
Why study: Core of Brand profession; Long-term ROI impact
Skills: Brand positioning, Brand key, Creative brief
Tools: Miro, Figma
Assessment: Case study, Brand plan
Related careers: Brand Executive, Brand Manager (long-term)
Overview: Multi-channel communication plan: objectives, messaging, budget, release schedule.
Why study: Connects brand & performance; Optimizes spending
Skills: Media planning, 360° campaign, KPIs
Tools: Meta Ads, Google Ads, Gantt
Assessment: Campaign plan, Pitch deck
Related careers: Account/Planner, Media Planner
Overview: SEO/SEM, social, content, automation, attribution; end-to-end campaign operations.
Why study: Essential for work; Easy early internships
Skills: Campaign setup, Tracking, Reporting
Tools: GA4, GTM, Search Console, Ahrefs
Assessment: Test campaign run, Final report
Related careers: Performance, SEO, Content
Overview: AI for sentiment, segmentation, CLV prediction & content support.
Why study: Cost savings; Accelerate decisions
Skills: Prompting, Data preprocessing, Dashboard
Tools: ChatGPT, MonkeyLearn, Looker Studio
Assessment: Mini-hackathon, AI report prototype
Related careers: Growth/Automation, Insights Analyst
Sales/Account, Marketing/Brand, Social Media, Agency
Team Lead / Department Manager
Department Head / Director / CMO
Cost per click.
Example: Spend 5 million, 10,000 clicks → CPC = 500 VND.
Common mistake: Low CPC doesn't guarantee effectiveness if CR is poor.
Cost per 1,000 impressions.
Example: 100,000 impressions, spend 1 million → CPM = 10,000 VND.
Common mistake: Good for reach/awareness goals, doesn't reflect conversions.
Cost per acquisition.
Example: 100 orders, spend 20 million → CPA = 200k.
Common mistake: Conversion definition must be clear.
Click-through rate.
Example: 100k impressions, 2k clicks → CTR = 2%.
Common mistake: High CTR but low CR → landing page/offer issue.
Conversion rate.
Example: 2,000 visitors, 40 orders → CR = 2%.
Common mistake: Wrong event tracking → false CR.
Revenue / advertising spend.
Example: Revenue 200M, spend 50M → ROAS = 4.
Common mistake: Doesn't include COGS/other costs → false optimism.
Return on investment.
Example: Net profit 20M / spend 50M → ROI = 40%.
Common mistake: Different from ROAS – don't confuse.
Segmentation – Targeting – Positioning.
Example: Target urban Gen Z sports lovers; position as 'dynamic'.
Integrated multi-channel communications.
Unique selling proposition.
Key performance indicators for evaluating objectives.
Search engine optimization to increase organic traffic.
Common mistake: Requires content + technical; slow results.
Search engine marketing (SEO + Ads).
Social media marketing.
Conversion rate optimization.
Example: A/B test headlines, reduce form steps.
Tip: Compare ROAS and ROI when evaluating effectiveness; don't just look at CPC/CTR alone.
| Program | Industry | Timeline (annual) | Key Benefits | Entry Requirements |
|---|---|---|---|---|
| Unilever UFLP | FMCG | Mar–Apr | Rotation 3–4 departments, mentor, management track | GPA ≥ 7.0/10; Good English; ≤2 years exp |
| P&G MT | FMCG | Feb–Mar | Specialized training, global projects | GPA ≥ 3.0/4.0; Fluent English |
| Nestlé MT | FMCG | Apr–May | Multi-department rotation, leadership | GPA ≥ 7.0/10; Good English |
| Shopee Graduate Program | E-commerce | Jun–Jul | Rotation mkt/ops/product; mentor | GPA ≥ 3.0/4.0; Good analytical skills |
| Lazada Future Leaders | E-commerce | Jul–Aug | SEA regional rotation | GPA ≥ 3.0/4.0; Willing to relocate |
| VNG Fresh Grad | Tech | Sep–Oct | Product rotation, technical & business mentor | GPA ≥ 7.0/10; Teamwork skills |
| Vingroup MAP | Multi | May–Jun | Multi-industry rotation, large projects | GPA ≥ 3.2/4.0; Leadership potential |
| Masan Young Talent | FMCG/Retail | Aug–Sep | FMCG & retail rotation | GPA ≥ 7.0/10; Good English |
| GroupM Graduate | Media | Apr–May | Media planning/buying/digital | GPA ≥ 3.0/4.0; Media passion |
| IPSOS/NielsenIQ GP | Research | Jun–Jul | Market research, analytics | GPA ≥ 7.0/10; Data analysis skills |
*Suggestion: universities/Edunest can update application links by recruitment season.
Meta Ads Manager, AdEspresso, Qwaya, Hootsuite Social Advertising
Ahrefs, SEMrush, Moz, Google Search Console, Screaming Frog
Canva, Adobe CC, Figma, VistaCreate
Premiere Pro, Final Cut Pro, CapCut, Animoto, InVideo
HubSpot, Marketo, ActiveCampaign, Keap, Zoho, Salesforce, Pipedrive
GA4, Hotjar (heatmap), Mixpanel, Looker Studio, Tableau
Brandwatch, Sprout Social, BuzzSumo, Talkwalker, Emplifi
SurveyMonkey, Typeform, Google Forms, Qualtrics, Toluna
Consumer Behavior provides psychological – social – economic foundations to understand why consumers buy and how marketers turn insights into STP strategy & tactical implementation.
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