From Classroom to Real-World Experience for Business Administration Students

Following the series of reports on UEF students' Service-Learning courses in semester 1B of the 2023-2024 academic year, Business Administration students taking the "Business Research Methods" course gathered on January 12, 2024, for a “Service-Learning in Course Completion Presentation” to reflect on their recent journey.

Under the guidance of Dr. Huynh Nhut Nghia - Vice Dean and lecturer in the Business Administration department, and in collaboration with two social enterprises, Monabee and A Happier Me, the course "Business Research Methods" involved the highest number of students participating in Service-Learning integration model this semester, with 152 students divided into 33 groups from four classes.
For business administration students who are “future managers,” the Service-Learning course was enriched by conducting real-world surveys through various methods and using data analysis software like SPSS to analyze survey data accurately. This approach provided clear results for assessing the feasibility of each group’s proposed solutions.

In a report on a project for Monabee’s Mother Nature honey product line, students identified key issues through actual consumer survey results. Based on these findings, they proposed solutions to broaden Mother Nature’s market presence. Through their innovative perspectives, these “future managers” suggested diversifying Mother Nature’s products, including honey-based marinades, honey face masks, and honey drinks, to reach consumers better.

Beyond enhancing product sales through diversification, the student groups objectively assessed the brand's presence on social media platforms, offering brand-building strategies aligned with the digital age.
Mr. Pham Van Chinh, Founder of Monabee, commented, “Your ideas for expanding our product lines are highly appreciated. Thank you for your suggestions, and I will consider them in the future.”

Following the students’ research and presentations, Dr. Nghia noted, “Your innovative suggestions for the product are groundbreaking, and I highly value these ideas.”

Not only did students propose solutions to address weaknesses, but they also identified strengths worth maintaining and highlighted product attributes influencing purchase decisions. From there, they developed practical and effective solutions.

Similarly, students working on A Happier Me’s "Diary Journal" applied various survey methods, both online and in-person, to understand product positioning in the market.
Based on the survey responses, they suggested bringing the "Diary Journal" closer to customers through usage tutorial videos, expert advice on healing practices through writing, and developing a podcast channel to connect with users.

One student shared, “I’m a fan of journals, so I tried the Diary Journal product to provide feedback from a user’s perspective.” To enhance the community aspect of the product, students proposed sponsoring the Diary Journal for schools, groups, and disadvantaged communities to spread its core message.

Ms. Nguyen Thi Phuong Anh, Founder of A Happier Me, praised the students' reports: “Your presentations were clear, easy to follow, and well-structured. The solutions offered align with the business and show your deep research on the topic.”
The business feedback and specialized guidance from lecturers helped students strengthen their academic knowledge while improving solutions that fit current conditions.

During the presentation, the Service-Learning Center also helped foster potential future collaborations between businesses and the Business Administration department, aiming to provide more students with real-world experience through this model.

One student reflected on the course: “I gained the opportunity to improve my lacking skills, interview customers about the business product I was working on, and learn more from the faculty’s experiences. I realized that maintaining a product in the market requires many factors, with customer feedback being the most valuable lesson for future businesspeople like myself.” After eight weeks of hard work and growth with their projects, the Service-Learning course completion certificate was a well-deserved reward for their dedication.