Report on the Course Integrating Service-Learning Model - Public Relations in Marketing

Students, their teachers, and business representatives marked their journey with the service-learning method.

On the business side, the presentation was honored to welcome Ms. Nguyen Khanh Ngoc, Co-founder of WeOpen, an anonymous feedback platform; Ms. Truong Nguyen Bao Tran, Director of the social enterprise House Against Floods; Ms. Bui Kim Loan, Manager of GreenCat Company; and Ms. Vo Thu Huong, Brand manager of October Spring.

From the university, there was participation from Dr. Nguyen Quang Trung—Deputy Head of the Marketing Department, MSc. Nguyen Xuan Duc, Lecturer, along with representatives from the Center of Service-Learning, including MSc. Tran Thi My Phuong, Director of the Center of Service-Learning, and 49 students attending the course presentation.

Students experienced real-world practice by working with business partners and nonprofit organizations throughout the learning process and report preparation. These activities allowed students to apply theoretical knowledge to practical situations, enhancing their skills and understanding of public relations in the marketing field.

UEFers were attentive and excited during the course presentation

The students demonstrated effort and creativity in researching, analyzing, and proposing practical solutions for businesses. They applied the knowledge gained from the course to real-life situations, from developing advertising strategies to creating fundraising activities, establishing customer relationships, and measuring the effectiveness of public relations and brand promotion campaigns.

The groups listened to feedback and analyzed the report presentations.

The report contents of the six groups were diverse and rich, ranging from analyzing target public relations strategies to discussing successful and unsuccessful public relations cases. Notably, students presented specific and practical proposals such as WeOpen - an anonymous feedback platform with a mission to cultivate and build a “Listening” community, along with key messages like “Not just listening, but more.” The House Against Floods followed these projects with innovative and humane communication plans like "Central Vietnam - Tet in my hometown" and “1,500 Bricks - A Home is Built”. The GreenCat project focused on connecting consumers to a green world and sustainable living with natural green materials, incorporating SWOT analysis and INSIGHT, along with the unique idea of “Vietnamese Supporting Vietnamese Products.” Lastly, October Spring aimed to bring its brand closer to the target audience, creating “Big Ideas” inspired by students to help customers feel more confident in their daily style with the best experiences. Each student and partner contributed significantly to the project, from creating meaningful advertising campaigns to building relationships with the community and society.

Students presented their reports seriously and professionally

The Service-Learning model has provided students with the opportunity to engage directly with partners. Through this experience, students have had the chance to learn from professionals and individuals with practical experience in the field of marketing. This not only helps students gain a better understanding of how businesses operate but also allows them to build relationships and connections within the industry.

"Through this course, students acquire specialized knowledge and develop teamwork, project management, and effective communication skills. They have experienced and learned from reality, facing challenges and finding creative solutions" remarked Mr. Xuan Duc.

The instructor evaluated and provided feedback

In addition, students shared their experiences regarding the challenges and opportunities they encountered and the valuable lessons learned from working with businesses. This was also an opportunity for students to learn from one another; by listening and asking questions, they gained a deeper understanding of their peers' perspectives and viewpoints. These activities helped foster a positive learning environment that supported knowledge enhancement.

Students from the groups listened and provided feedback

The final report showcased the progress and development of the students, as well as the enthusiastic support from the instructors and partners. Through this course, we have seen the vital role of public relations in marketing and the importance of combining theory with practice.

There were images of students feeling excited and proud after the final report presentation.

In summary, the course report yielded positive results and provided significant value for both the students and the course partners. It is hoped that this model will continue to be implemented and developed in the future, offering more learning opportunities and practical experiences for students while delivering tangible benefits for businesses and the community.

News: Anh Ngan

Photos: Yen Chi, Ky Nam

Translator: Yen Chi