University of Economics and Law
Open for Registration
Opening Performance
Welcome Remarks
Opening and Welcome Remarks from MMA Vietnam & University of Economics and Law
From "Chăm Bếp" to "Chăm Nhau": Making a Functional Brand Meaningfully Different
In a category where every brand talks specs, how do you make people feel something about a kitchen? Through Häfele's Kantar BrandZ and MMA Smarties 2026 award-winning campaign, discover how an emotional insight became an integrated campaign, and how brand building turns into business results.
From Interest to Purchase
What helps an interested customer take the next step? Students learn to map the purchase journey, identify questions or barriers at each stage and connect communication with a useful customer experience.
Break Performance
Minigame
Reaching Customers When It Matters
People make different choices in different situations. Students explore how everyday needs and context help marketers choose a relevant moment, message and next action for an audience.
Did That Ad Really Work?
Ever wondered how a brand knows its ads actually worked? Impressions, views and clicks don’t tell the whole story. It starts with checking whether ads had the opportunity to be seen by real people, in places that fit the brand.
Q&A & Career Advice Panel
Lucky Draw & Closing Remarks
HSU
Check-in
Registration, networking and programme activities.
Opening Performance
Opening & Welcome Remarks
Opening and Welcome Remarks from MMA Vietnam & Hoa Sen University
From Brand Positioning to Fan Experience
How a brand turns its positioning into moments young audiences want to be part of, using music and entertainment partnerships as a case.
From Insight to Trust: Planning Communication for Brands People Rely On
How to turn a consumer insight into a clear message, choose the right channels, and plan communication that earns long-term trust, with lessons from launching and growing brands in health, hygiene and everyday categories.
Break Performance
From Clicks to Sales: Closing The Gap Between Online and In-store
Through real campaign cases, how brands close the gap between online attention and in-store purchase, and what this means for marketers starting their careers.
Using Social, Commerce Data and Insights to Make Better Marketing Decisions
How brands can turn social conversations and e-commerce intelligence into actionable consumer insights, identify emerging trends, understand competitors, and make more informed marketing decisions.
Q&A & Career Advice Panel
Lucky Draw & Event Wrap-up
Closing Remarks
Closing remarks, group photo.
VLU
Check-in
Opening Remarks
Welcome Remarks from MMA Vietnam & Van Lang University
Brand Perspective #1
Brand Building in Practice: From Consumer Insight to Long-Term Value
How marketers use consumer understanding to define positioning, purpose and the role a brand should play. The session links these choices to consistent execution and long-term brand value.
Agency Perspective #1
From Business Problem to Integrated Campaign
How an agency turns a business challenge into a communication strategy. Students will see how planners define the audience, identify an insight, write a strategic proposition and align channels around one central idea.
Break & Minigame
Agency Perspective #2
From Scroll to Sale: How Content, Creators & Algorithms Shape What We Buy
An inside look at how brands turn social attention into trust, search and commerce.
Brand Perspective #2
From Brand Objective to Media Plan
How a brand objective becomes a media plan. The session covers audience selection, channel roles, timing, budget trade-offs and the use of campaign results to improve future planning.
Q&A & Career Advices Panel
Closing Remarks
TDTU
Check-in
Opening Remarks
Welcome Remarks from MMA Vietnam & Ton Duc Thang University
Agency Perspective #1
Rethinking Digital Marketing for Platforms, People and Sustainable Growth
Great campaigns start with a deep understanding of consumers. Join us to explore why the most successful brands focus on being meaningfully different and highly salient to consumers, and how this consumer-first mindset can create stronger brands, more effective campaigns, and more meaningful connections with people.
Brand Perspective #1
Building Brands Across Categories: Principles and Adaptation
While the foundations of brand-building may remain consistent, their application depends on the consumer, market, and competitive context of each category. Using examples from snacks, coffee, and skincare, this session examines which principles can be applied across categories and which need to be adapted.
Break
Agency Perspective #2
When Creativity Has to Prove Its Business Results
Creativity in marketing communications should not only capture attention, but also harness cultural and social values to create meaningful impact within communities. From that impact, brands can go deeper into consumers’ minds, shape behavior, and create lasting influence on business results.
Brand Perspective #2
From Classroom to Career: What Marketing Students Really Need to Prepare For
What does it really take to become a marketer beyond lectures, frameworks, and case studies? This session looks at what marketing work is actually like, what companies truly value, and how AI is reshaping the role of future marketers. Through real-world examples and practical lessons, students will learn how to bridge the gap between classroom knowledge and career readiness, and what they should start building now, long before graduation.
Opening Session for Q&A & Career Advices
Closing Remarks
UEH
Check-in
Welcome Remarks from MMA Vietnam & University of Economics HCMC
Brand Perspective #1
TikTok Made Me Want It: Decoding the Algorithm of Desire
Join TikTok as we dive into the content-driven conversion phenomenon - where entertainment meets the ultimate "Add to cart" moment. We’re breaking down how TikTok transformed from an app into a global culture engine, turning discovery into instant action. Learn the Art and Science of Authenticity and why being "real" is the ultimate flex for brands today. Through viral case studies and creator-led magic, we’ll show you why the future of marketing isn't just about ads—it’s about making an impact in the most authentic way possible.
Brand Perspective #2
Modern Marketing: The Answer for How Marketing Drive Measurable Business Outcomes
This session will share the way marketing use data as the fundamental to define strategy, planning and measure return on investment.
Break
Agency Perspective #1
What It’s Really Like to Start a Marketing Career in a Global Agency
Ever wondered what it’s really like to start a marketing career in a global agency? This session takes you behind the scenes of fast-moving agency life — where ideas turn into real campaigns, teams work across markets, and every day brings something new. You’ll discover how agency professionals think, collaborate, and deliver impact, while gaining practical insight into the skills and mindset that help you stand out early in your career.
Agency Perspective #2
Originality in the Age of Autopilot
Deconstruct the alchemy of a creative agency, from idea to realisation, and the un-automatable qualities you need to break into the industry today.
Opening Session for Q&A & Career Advices
Closing Remark
Become an MMA Future Marketers 2026 partner today.
Contact:
Le Nguyen Ngoc Diep
Strategic Program Manager
MMA MENA
M: +84987870883
E: [email protected]