On May 23, the Faculty of Business Administration at Eastern International University (EIU) organized a specialized workshop titled “B2B Marketing in the Real World: Insights from Trường Long Engineering & Auto”, exclusively for students of the MKTG 452 – B2B Marketing course.
Mr. Trần Nhật Linh – Head of Marketing at Trường Long Engineering & Auto Corporation – shares insights during the workshop
At the event, Mr. Trần Nhật Linh, Head of Marketing at Trường Long Engineering & Auto Corporation, shared practical marketing experiences from the enterprise’s operations. He also provided an in-depth analysis of developments in the logistics and transportation industries, while emphasizing the importance of building marketing strategies grounded in community values and sustainable development goals.
Ms. Nguyễn Phạm Ngọc Quyên, MBA – Lecturer of the Faculty of Business Administration – engages with students during the workshop
One notable highlight of Mr. Linh’s presentation was how Trường Long Engineering & Auto integrates climate change messaging specifically the mitigation of global warming into its communication campaigns. This reflects the growing significance of corporate social responsibility (CSR) in the B2B environment, where purchasing decisions may be rational, yet empathy and emotional connection still play a crucial role.
During the Q&A session, Mr. Linh addressed numerous questions from students regarding B2B customer engagement techniques. He emphasized the importance of understanding business customer behavior through direct product experience. He also identified digital marketing as a strategic tool to enhance brand visibility and foster long-term relationships with target customers.
In light of the ongoing digital transformation and constantly evolving market landscape, Mr. Linh offered a range of recommendations for students. These included cultivating adaptive thinking, staying current with emerging trends, and effectively applying analytical frameworks such as PESTLE in strategic planning.
Group photo taken at the end of the workshop
The workshop not only provided in-depth, practical marketing insights but also inspired innovation and creative thinking key qualities that will empower students to confidently navigate the challenging yet opportunity-rich world of B2B marketing.
