CONGRATULATIONS LETTER FOR VIETNAM MARKETING SUMMIT 2026

FROM THE VIETNAM MARKETING ACADEMIC COUNCIL (VMA COUNCIL)

To:

• The Leadership of the Vietnam Marketing Association (VMA);
• The Organizing Committee of Vietnam Marketing Summit (VMS) 2026;
• Distinguished scholars, experts, policymakers, business leaders, and members of the Vietnamese marketing community.

As we look forward to Vietnam Marketing Summit (VMS) 2026, taking place from December 10–12, 2026, at the University of Economics Ho Chi Minh City (UEH), on behalf of the Vietnam Marketing Academic Council (VMA Council), I would like to extend my warmest congratulations to the leadership of the Vietnam Marketing Association, the Organizing Committee, and all distinguished delegates, together with my best wishes for a highly successful event.

VMS 2026 is not only a significant annual event for Vietnam’s marketing community, but also an important forum connecting leaders, experts, scholars, educational institutions, and the business community to share perspectives, explore emerging trends, and advance meaningful initiatives for the development of the marketing profession amid accelerating digital transformation, artificial intelligence (AI), and deeper international integration.

The VMA Council particularly values the theme and strategic direction of VMS 2026, guided by the spirit of Creativity – Effectiveness – Humanity, and its vision of marketing as a discipline that not only drives business growth but also contributes positively to society, sustainable development, and the advancement of Vietnamese brands.

With its mission to connect academic knowledge with management and business practice, the VMA Council recognizes its responsibility to actively contribute academic and professional expertise to VMS 2026, helping strengthen the quality of its content, intellectual depth, and practical relevance. Within the framework of the Summit, the VMA Council will participate in and contribute to several key initiatives:

1. Marketing Academic Forum: Teaching and Research in the AI Era

This will be one of the VMA Council’s key academic initiatives at VMS 2026, providing a forum for scholars, lecturers, experts, and business leaders to discuss the fundamental changes taking place in marketing education, research, and human capital development in the age of AI.

The forum will address key issues including the transformation of educational philosophies, the application of AI in teaching and research, digital transformation in university governance, the development of capabilities among educators and learners, and stronger connections between academic institutions and the practical needs of businesses.

Through in-depth presentations, multidimensional dialogue, and the sharing of practical experience, the VMA Council expects the forum to help build shared perspectives and generate valuable directions and recommendations for improving the quality of marketing education and research in Vietnam, while fostering greater collaboration among universities, research institutions, and the business community.

2. Developing the Next Generation of Marketing Talent – Vietnam Young Marketer Network

The VMA Council has consistently regarded the development of high-quality human capital as one of the essential foundations for the future of Vietnam’s marketing profession.

Through its support for the Vietnam Young Marketer Network, the VMA Council seeks to strengthen connections among universities, businesses, and the younger generation of students, while expanding opportunities for learning, practical experience, career mentorship, and capability development for future marketing talent.

In particular, stronger collaboration between the VMA and universities through co-creation initiatives will help bridge the gap between education and practice, nurturing a new generation of marketing professionals equipped with strategic thinking, digital capabilities, creativity, and a strong commitment to serving the community.

3. Introducing the English–Vietnamese Marketing Terminology Handbook Project: Marketing Beyond Words

With the aim of contributing to the standardization and development of professional marketing terminology in Vietnam, the VMA Council will introduce the Marketing Beyond Words – English–Vietnamese Marketing Terminology Handbook project.

This is a practical academic initiative designed to establish a consistent foundation of professional marketing terminology to support teaching, research, learning, and marketing practice. At the same time, it will facilitate access to international knowledge and strengthen the global integration capabilities of Vietnam’s marketing community.

The VMA Council expects the project to continue evolving through the participation, critical review, and contributions of scholars, experts, lecturers, and the business community, gradually becoming a valuable knowledge resource for the profession.

4. Strengthening Academic Connections and Advancing Marketing Research Collaboration

In addition to these key initiatives, the VMA Council will actively participate in exchanges, discussions, and networking activities among universities, research institutions, experts, and businesses, with the aim of developing a dynamic and effective ecosystem connecting academia and practice.

In particular, the discussions at VMS 2026 will provide a foundation for future research initiatives, academic forums, knowledge-sharing activities, and long-term collaborative programs, including the proposed Vietnam Marketing Academic Summit 2027. This initiative is envisioned as a regular, in-depth academic platform with the potential to create meaningful impact across the region.

We believe that strong integration between academia and practice will not only improve the quality of human capital but also foster new approaches to management, innovative business models, and marketing solutions capable of creating sustainable value for both businesses and society.

With a strong sense of responsibility, partnership, and service to the community, the VMA Council is committed to continuing its role as a bridge between academic knowledge and business practice. We will actively contribute our expertise, intellectual resources, and capabilities alongside the Vietnam Marketing Association to build a professional, innovative, and internationally connected marketing community that creates positive impact for the development of Vietnam.

We sincerely thank the leadership of the Vietnam Marketing Association, the VMS 2026 Organizing Committee, the University of Economics Ho Chi Minh City, and all partners for enabling the VMA Council to accompany and contribute to this important event.

We firmly believe that, through the convergence of knowledge, experience, innovation, and a shared aspiration for progress, Vietnam Marketing Summit 2026 will become an important milestone in the journey to elevate Vietnamese marketing—connecting knowledge with action and creating new value for the future.

We wish Vietnam Marketing Summit 2026 every success.

We also extend our best wishes for good health, happiness, and continued success to all distinguished delegates, scholars, experts, policymakers, business leaders, and members of Vietnam’s marketing community.

Sincerely,

Dr. TRAN QUOC VIET
Chairman, Vietnam Marketing Academic Council (VMA Council)
Vietnam Marketing Association (VMA)