HO CHI MINH CITY – JWT has partnered with RMIT Vietnam in Ho Chi Minh City to develop the country’s first set of local market case studies for the university’s Professional Communication Degree.
RMIT, one of the top 100 communication universities in the world, has been offering the professional communications degree in Vietnam since 2006, supplying critical talent to the country’s fast-growing marketing communications sector.
Until now, global case studies from Western markets have mainly been available. Case studies on international brands in Vietnam, or on the marketing and brand strategies deployed by domestic companies, were not well documented. The introduction of the local case study bank enables insight into the local market, local consumers and domestic media environment.
RMIT Vietnam President Professor Gael McDonald said the local case study bank is an excellent initiative.
“These practical examples of industry best practice at the local level will help to equip our students with highly relevant and desirable skills and knowledge,” McDonald said.
“It gives them an edge as graduates in Vietnam’s burgeoning communications industry.”
JWT has provided case studies on HSBC, KitKat, Lifebuoy, Vietnam Airlines and Tea Plus and will produce more on an ongoing basis.
“Our work all is about finding context that makes ideas resonate in the local culture. We thought why not we share that experience with young students so they get a chance to see their own market context through the eyes of international brands. With the enthusiastic participation of RMIT faculty and our clients, our team worked together to make the Vietnam Case Study Bank a reality. This is now being lauded as an idea that’s making a positive impact on quality of local education so that’s hugely gratifying,” said Saby Mishra, CEO of JWT Vietnam.
In photo from left: Saby Mishra of JWT with Timothy Costigan, Mai-Anh Doan and Hien Nguyen from Centre of Communication and Design, RMIT Vietnam
