International Conference on Marketing in the connected age (MICA 2018)

On October 6, 2018, Marketing Seminar in the connected era (MICA 2018) with the theme: "Marketing in a new wave of technology" was successful with the participation of more than 130 guests and scientists. , researchers come from national and international universities. This is an international-scale seminar organized by University of Economics - The University of Danang in collaboration with University of New South Wales (Australia), Cork Institute of Technology (Ireland), University of Economics National University of Finance and Marketing and Young Entrepreneurs Association of Da Nang City.

Assoc.Prof.Ph.D Vo Thi Thuy Anh Vice Rector of the University of Economics – The University of Danang 

The presence of speaker – Assoc.Prof Liem Viet Ngo (left) from New South Wales University (Australia)

Welcoming speech to the scientists attending the workshop, Assoc.Prof.Ph.D. Vo Thi Thuy Anh - Vice Rector of the University of Economics -– The University of Danang emphasized that although it is the second time for the workshop to be organized, MICA is gradually asserting that it is a prestigious seminar in the field of marketing. The research topics as well as the exchanges and opinions of scientists at the seminar will contribute to finding a new direction of marketing in the era of new technology today. The University of Economics - The University of Danang hopes that the research values at the seminar will be the foundation for scientists to continue to research and explore new topics that are meaningful to the academic and social communities.

Representatives of the University of Economics - The University of Danang and co-organizers.

The highlight of the conference was the presentation of Assoc.Prof Liem Viet Ngo - the leading marketing research expert from New South Wales University, the new editor in chief of Australasian Marketing Journal (AMJ). Coming to MICA 2018, Assoc.Prof. Liem Viet Ngo made assessments and predicted the impact of marketing in the context of new technology wave to businesses and customers. In addition, he also emphasized the role of experience (economic experience) on how to implement business marketing activities and how consumers perceive this experience. Specifically, there are now many start-up projects that are applied on a digital technology platform, which has helped to enhance the customer experience of products and services, and help the ability to identify brands quickly. Customers are also more and more connected with products and services; therefore customers will also be served better from experiences they never had before. Assoc.Prof Liem Viet Ngo said that the new wave of technology has brought a lot of opportunities for businesses and customers, and businesses must make good use of digital technology as a tool to effectively reach customers.

One highlight of MICA this year is an exchange of guest speakers on AMJ's international publication and ‘’call for paper”. With valuable experiences in academic field, Assoc.Prof Liem Viet Ngo shared methods of writing international standard papers and published internationally with scientists at the seminar. He said that with the increasing standards of credible journals in the ABDC list, Scopus has a very high rate of article rejection. In order to be accepted, the articles need to emphasize the theoretical contributions and especially the research objectives must be written very attractive and concise.

Scientists at MICA Conference 2018

Among the nearly 100 scientific articles submitted to the workshop, 52 were selected and presented at 10 major sessions at the seminar: Social Media and Consumer Behavior, Digital Marketing Communication and Consumer Behavior, Online Purchase Decision, Applications of Digital Marketing in Vietnam, Customer-Based Equity Brand in the Connected Age, Destination Marketing and Branding, Education Consumer Behavior, Social Marketing in the Connected Age, Buying Behavior of Consumer Goods and Service and Marketing and Management in the New Age. The presentations at the seminar focused on the explosion, development and strong influence of the new wave of technology on marketing trends and how consumers respond to these trends. In the context of technology waves, especially information and communication technology such as cloud computing, mobile solutions, universal connections, social networks, big data, artificial intelligence ... are each days of changing the way people live and work modern people, restructure industries and transform markets, marketing activities thus become complex and increase personalization (to each customer) . In response to these changes, reasoning systems as well as marketing methods are constantly being challenged and require reaffirmation. This is also a hot topic not only discussed at the MICA conference but also the attention of the community of managers, scientists and marketing experts around the world.

The organizers awarded the “Best Paper” Award for the best article.

At the seminar, the Organizing Committee also awarded the Best Paper Award for the best scientific topic: Application of Clickstream Analytics for Decision Support in Marketing - A Recommendation for Small and Medium-sized Enterprises of Tran Thi Song Minh author from National Economics University.

Organizing for the second time, MICA workshop has left a good impression with professional organization scale and quality discussion topics. At this academic forum, scientists analyzed and explored the latest and most prominent trends in marketing in the explosion of digital technology, serving the mission of connecting the research community, application, marketing practice of Vietnam and the world. Together with ICOAF, the MICA workshop is one of two large-scale international workshops jointly organized by the University of Economics in 2018. The success of international conferences has contributed to affirming the goal of becoming an Vietnam's leading and regional center for research and knowledge transfer, University of Economics – The University of Danang.