The 4th International Conference on Marketing in the Connected Age (MICA-2024) Successfully Concludes
On the morning of August 23, the 4th International Conference on Marketing in the Connected Age (MICA-2024) was held at the University of Economics - University of Danang (DUE). The conference was jointly organized by DUE in collaboration with Darmstadt University of Applied Sciences (Germany), Gadjah Mada University (Indonesia), National Economics University, and the University of Finance and Marketing.
MICA-2024 aimed to establish theoretical and practical foundations for marketing thinking in the new context, especially the fundamental changes, opportunities, and challenges that marketing faces alongside technological and societal shifts occurring in this decade. The conference created a platform for scientific information exchange and experience sharing between researchers, marketing professionals, and the public interested in key marketing trends in the context of the 4.0 revolution and global digital transformation. MICA-2024 also sought to connect the marketing community, both domestically and internationally, fostering ties between the research and business communities, as well as other stakeholders, to advance marketing development in Vietnam. The conference aimed to serve as a trusted source of knowledge and management experience for Vietnamese businesses, especially small and medium enterprises, in alignment with their resources and corporate culture.
PGS.TS. Le Van Huy, Rector of the University, delivers opening remarks
In his opening remarks, PGS.TS. Le Van Huy, Rector of the University, noted: "The conference is a meeting place and an opportunity for us to explore and update the latest trends and discuss new strategies, tools, and approaches to optimize marketing effectiveness in an increasingly connected world. This event is not only a platform for knowledge sharing but also a seedbed for creative ideas that could lead to feasible marketing solutions and beyond."
The conference attracted the participation of hundreds of experts and scholars from domestic and international universities. A highlight of this year's event was the presence of two keynote speakers—renowned experts in the field of marketing: Prof. Ralf Schellhase and Dr. Widya Paramita, S.E., MSc. This year, the conference received 92 papers from scholars at home and abroad, with 64 papers selected for presentation in various discussion sessions.
Prof. Koppka's presentation at the conference
The conference opened with a presentation by Prof. Ralf Schellhase, titled "Teaching Marketing in a Hyper-Connected World: Opportunities and Challenges of Using AI." The speaker highlighted applications of AI in marketing education, such as personalized learning through AI, automated assessment and feedback, chatbots and virtual assistants, automatic generation of learning materials, and encouraging creative writing.
Prof. Ralf Schellhase's presentation
Delegates engaging with the speaker
Delegates presenting at conference sessions
The afternoon session continued with a presentation by Dr. Widya Paramita, S.E., MSc, who introduced many new ideas and intriguing topics related to marketing and the global connected age.
Dr. Widya Paramita's Presentation
The MICA-2024 conference featured thematic sessions on topics such as: Marketing’s role in managing human experience, building brands in a hyper-connected world, consumer behavior in hyper-connected contexts, experiential marketing and digital customer experiences, business and digital marketing models in a connected world, the dark side of hyper-connectivity, immersive technology and marketing, sustainable digital consumption and ownership, the interface between marketing, innovation, and entrepreneurship in a connected world, potential of hyper-connected social media, multichannel marketing in a connected era, human-computer interaction, social marketing in a hyper-connected world, teaching marketing in a connected environment, and service marketing in a connected world.
Delegates presenting at various sessions
Delegates presenting at various sessions
At the conference’s closing ceremony, the organizing committee awarded the Best Paper Award to two groups of authors: Vo Van Dien and Vo Dinh Quyet for their paper "Unveiling The Shades of Consumer Emotion: An Analysis of Sentiment Towards Sennheiser Wireless Earphones on Amazon," and Trinh Phuong Ly, Pham Thi Huyen, and Ngo Thi My Hanh for their paper "Customer Experience and Repurchase Intention Through E-Commerce Platforms: The Moderating Impact of WOM."
Organizing Committee Awards Best Paper to Authors with Outstanding Submissions
Since its inception in 2016, the MICA Conference has become a unique gathering point for top researchers, leading global experts, practitioners, and policymakers in the field of marketing to meet, share, and exchange ideas. With close collaboration from domestic and international partners, DUE hopes that MICA-2024 will contribute to the exploration, dissemination, and transfer of business and marketing knowledge, fostering a successful and prosperous business community.
Prof. Dr. Vo Thi Thuy Anh, Chairwoman of the University of Economics, University of Danang, presents flowers and souvenirs to co-organizing institutions
PGS.TS. Doan Ngoc Phi Anh, Vice Rector, presents gifts to keynote speakers
Delegates taking commemorative photos
Looking Back at MICA-2024:
The media coverage of MICA-2024:
- Vietnam News Agency: Optimizing marketing effectiveness in the connected age
- Southeast Asia Journal: MICA-2024: Helping Marketing find meaning in a hyper-connected world
- Da Nang Newspaper: Marketing trends in the connected era
- Da Nang Police Newspaper: The Fourth International Conference on Marketing in the Connected Era at the University of Economics, Danang.
Center for Information and Communication Technology