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From Leeds to Vietnam: Students' Summer School Experience
Find out more about students' recent Summer School experience in Hanoi, Vietnam.
In spring 2024 students from Leeds Business School were offered the opportunity to travel to Vietnam as part of an exchange with National Economics University in Hanoi. The two-week experience was designed to enhance students' marketing and business knowledge, deepen their cultural understanding, and build transferable and employability skills. National Economics University delivers the BA (Hons) Digital Marketing degree, which is awarded by Leeds Beckett University. The partnership began in 2022 and now has more than 80 students studying the university’s Digital Marketing programme - which includes key concepts about content marketing, web and social media analytics, campaign planning, customer journeys and digital optimisation. Gaynor Cross, Senior Lecturer and Course Leader for BA (Hons) Digital Marketing, worked with staff at National Economics University to plan an enriching and valuable experience for the participants. Gaynor also travelled to Hanoi with the group of 16 students. Here she tells us about some of the highlights from the trip.
How do experiences such-as the summer school to Hanoi benefit students?
Students developed many skills from the experience. Not only from increased knowledge and becoming specialists in marketing but also really valuable softer skills, such as confidence, communication, research, problem-solving and decision-making. Understanding how organisations operate in different regions is also vital and increases their awareness of customer needs, the concept of value and the challenges of international business. For example, the group visited two companies who are trying to attract international visitors. It was interesting to hear about how these organisations use their marketing budgets to reach potential customers – shifting from traditional advertising to Pay Per Click and TikTok. The students were challenged to identify and justify other possible ways to market these services. The groups also had to present their ideas back to the business owners – not an easy task!
What was the split between study time and free time?
The group worked hard on the tasks set and spent a lot of time researching ideas. A benefit was that the groups were a combination of UK and Vietnamese students, which helped with knowledge of the local market but also enhancing skills of communicating, delegating and working collaboratively. The group still had plenty of time to experience Hanoi’s cultural landscape, try out some delicious food and participate in additional trips.
Students attending a pottery class
What did the students find challenging about the trip?
The climate and language differences were considerations. As well as navigating a very busy city and using the grab taxi system. However, prior to the trip we held three pre-departure meetings. These included important health and safety advice, being taught some basic Vietnamese and a quiz about Vietnam. We also facilitated a social for the group as most of the participants did not know each other.
What was your best moment?
So many to choose from so I’ll pick my top three! The overnight excursion to Mai Chau Ecolodge. It was beautiful and included so many amazing photo opportunities. The awards and gala dinner event was a lovely opportunity to acknowledge each students’ contribution and to present them with their certificates. The karaoke was great fun, too! The boat trip in Trang An, Ninh Binh. This is an UNESCO World Heritage site. The scenery is stunning, and the boat trip was so relaxing.
What were you surprised about?
It was brilliant to see the students from Leeds Beckett University really gel with their counterparts from National Economics University. Even where there were language barriers, students still communicated and made friendships for life – ably helped by translation apps!
Students attending a cookery class
Any final thoughts?
I’d like to extend my thanks to National Economics University for hosting the group and for such an enriching experience. Also, to the students – they got stuck in, worked hard and were great ambassadors for the university. I’d recommend this experience to every student. It is such a valuable opportunity to broaden your network, knowledge and skills. It is also a great addition to your CV and may lead to working internationally.
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Gaynor Cross
Gaynor has over 15 years' marketing experience spanning the public, private and not-for-profit sectors and covering both on and off-line marketing techniques.
