Ho Chi Minh City University of Economics

What you'll study

Study focuses on applied and interdisciplinary topics that appear across the programme:

• Customer journey analysis and understanding consumer behaviour.
• Application of big data and AI to marketing decisions, personalisation and campaign optimisation.
• Digital marketing methods and management of digital media channels.
• Creation of multimedia communications: image, video and digital experience content.
• Use of digital tools for market analysis and brand development.
• Foundational business knowledge including management, finance, accounting, logistics and international business to support system‑level thinking in a globalised context.
• Professional skills such as communication, teamwork, leadership, critical thinking, problem solving, ongoing learning and adaptability in fast‑changing technological environments.

Entry requirements

The programme accepts applicants who have completed upper secondary education (graduated from high school). Further selection conditions and admission procedures are managed by the university's entrance system.

Career prospects

Graduates are prepared for roles that bridge marketing and technology, for example marketing data analyst, digital media manager, brand manager or marketing manager. The programme also supports progression to postgraduate study in marketing, technology or management fields.

Scholarships & funding angle

Specific scholarship and fee information is not listed on the programme text. Prospective students should contact the university admissions office for available scholarships, financial aid options and any criteria tied to accredited programme status (the programme is delivered under UEH's quality assurance frameworks).