Faculty of Marketing

On August 23, 2024, the Marketing In Connected Age conference (MICA 2024) was successfully held at University of Economics - The University of Da Nang with extremely lively academic discussion sessions.

MICA - Marketing In Connected Age is a specialized international scientific conference, concentrating on the latest and most prominent trends in modern marketing, organized biennially by the University of Economics - University of Da Nang in collaboration with domestic and international partners.

This year, MICA 2024 was organized by University of Economics - The University of Da Nang with prestigious universities in Vietnam and internationally, including Darmstadt University of Applied Sciences (Germany), Gadjah Mada University (Indonesia), National Economics University, and University of Finance - Marketing. The conference proudly received 92 papers from scientists both domestic and international, 64 papers were selected and presented in the discussion sessions.

With the theme of MICA 2024: "HUMAN-TO-HUMAN MARKETING: HOW MARKETING FINDS MEANING IN A HYPERCONNECTED WORLD", the research papers at the conference addressed new strategies, tools, and approaches to optimize marketing effectiveness in an increasingly connected world.

The conference was honored to have the participation of Professor Ralf Schellhase - Professor of Marketing at Darmstadt University of Applied Sciences (Germany) and Dr. Widya Paramita - specializing in Marketing Management at Gadjah Mada University (Indonesia). At the conference, Professor Ralf Schellhase started the conference with the presentation: “Teaching Marketing in A Hyper-Connected World: Opportunities and Challenges of Using AI” and Dr. Widya Paramita gave an important speech on the topic: "The Double-Edged Sword of the Internet in the Social Marketing Context".

Through the impressive presentations, the Best Paper Award was given to two topics: “Unveiling the shades of consumer emotion: An Analysis of Sentiment Towards Sennheiser Wireless Earphones on Amazon” by the authors Vo Van Dien, Vo Dinh Quyet (Nha Trang University) and “Customer experience and repurchase intention through e-commerce platforms: The moderating impact of work-of-mouth information” by the authors Trinh Phuong Ly (Hanoi University of Science and Technology), Pham Thi Huyen (National Economics University), Ngo Thi My Hanh (National Economics University). Congratulations to the authors for their excellent papers at MICA 2024.

The Marketing Department, University of Economics - The University of Da Nang would like to express our sincere thanks to the co-organizers for their contributions to the success of the MICA 2024 Conference. At the same time, the Department values the contributions to this topic and the sharing of knowledge from scientists, researchers, and professionals, which advances both science and the marketing industry. Hopefully, the MICA 2024 Conference in the coming years will continue to be a creative spark, inspiring groundbreaking ideas and contributing to increasing value for the community.

Once again, congratulations on the success of the MICA 2024 conference, and see you at the MICA 2026 conference!

Link to images: https://tinyurl.com/MICA-2024

Marketing Department.