In the context of globalization and digital transformation, Marketing has increasingly assumed a strategic role in corporate development. No longer confined to promotional activities, Marketing has become a direct driver of revenue generation through digital channels, E-commerce platforms, and social media ecosystems. This close integration between Marketing and business growth explains why the discipline continues to attract significant interest and has emerged as a preferred choice among students in recent years.
I. Decoding the Appeal of Marketing as a Major
1. The Rise of Digitalization and E-commerce
Vietnam’s advertising and communications market has experienced rapid growth alongside the expansion of the digital ecosystem. Digital advertising, social commerce, and livestream selling are capturing an increasing share of corporate budgets. This transformation has generated strong demand for a workforce equipped with digital competencies and data analytics capabilities.
2. An Increasingly Strategic Role
Marketing has evolved into a direct revenue-generating function rather than merely serving as a tool for brand communication. Enterprises invest in Marketing to optimize conversion rates, enhance customer retention, and foster sustainable brand development. As a result, Marketing is now deeply embedded in strategic decision-making processes within organizations.
II. Prominent Industry Trends
1. Digital Transformation and Artificial Intelligence
Businesses are accelerating the adoption of artificial intelligence (AI) to enhance data analytics, personalize customer experiences, and automate marketing campaigns. AI-driven solutions enable more precise targeting and improved operational efficiency.
2. Omnichannel Marketing
Modern consumers interact with brands simultaneously across multiple touchpoints, including physical stores, websites, mobile applications, and social media platforms. This behavior necessitates integrated, omnichannel marketing strategies that ensure consistent brand experiences.
3. Social Commerce and Influencer Marketing
Content creators and livestream platforms have become influential sales channels. Influencer marketing and social commerce models are increasingly central to customer acquisition and brand engagement strategies.
4. Data Ethics and Sustainable Values
Younger consumers are demonstrating heightened awareness of data privacy and corporate social responsibility. Consequently, ethical data practices and sustainable brand values are becoming critical components of marketing strategy.
III. Marketing Workforce Demand in Vietnam
In Ho Chi Minh City alone, projections indicate that from the 2015–2020 period through 2025, the labor market requires approximately 21,600 Marketing professionals annually (Ho Chi Minh City Human Resource Forecasting Center, 2023).
At the same time, although the number of Marketing graduates each year is considerable, employers continue to report a shortage of candidates possessing strong practical skills and the capacity to adapt swiftly to technological advancements (VietnamWorks, 2024).
IV. How Students Can Enhance Their Competitiveness
1. Master Digital Competencies
Students should develop proficiency in online advertising, SEO/SEM, data analytics, and AI-powered marketing tools.
2. Gain Practical Experience
Engaging in industry projects, undertaking freelance marketing assignments, or building a personal portfolio can significantly strengthen employability.
3. Continuously Update Industry Knowledge
Proactive monitoring of market trends, emerging technologies, and evolving consumer behavior is essential to remain competitive.
4. Develop Soft Skills
Communication, project management, teamwork, and content creativity are highly valued by employers and are indispensable in professional practice.
5. Build a Personal Brand
Cultivating a professional image through social media, blogs, or knowledge-sharing platforms can enhance visibility and career opportunities.
Conclusion
Marketing continues to maintain its appeal due to the rapid expansion of digital technologies, e-commerce, and substantial workforce demand. For students, this presents both opportunities and challenges: opportunities arising from an expanding labor market, and challenges stemming from increasingly rigorous skill requirements.
With a practice-oriented training approach aligned with current industry trends, Van Hien University is committed to supporting students in becoming resilient, creative, and adaptable marketers in the digital age.
Tran Le Ngan Dam, Faculty of Economics and Management