On October 14, Eastern International University (EIU) held the kick-off meeting for the AEON MALL NextGen Marketers 2026 competition, officially introducing the challenges and providing guidance for participants.
Dr Kang Seung Won – Dean of Becamex Business School, delivers a speech at the event.
The event was attended by Ms. Than Thi Hong Thuan – Digital Marketing Lead at AEON MALL Binh Duong Canary; Dr Kang Seung Won – Dean of Becamex Business School; along with faculty members and students from Eastern International University.
Ms. Than Thi Hong Thuan – Digital Marketing Lead at AEON MALL Binh Duong Canary, shares details about the Round 1 challenge with students.
During the event, students learned about the competition rules, received key information about the competition, and gained guidance on how to approach the challenges. In Round 1, participants will work on the challenge titled “Design an integrated marketing campaign that increases weekday traffic at AEON MALL Binh Duong Canary.” In the Final Round, the challenge will be expanded to “Design an integrated marketing campaign that increases weekday traffic at AEON MALL Binh Duong Canary and grows the share of visitors who arrive by car.”
Mr. Nguyen Huu Khang – Vice Director of the Office of Corporate Communications and a lecturer at Becamex Business School, shares insights at the event.
The challenges are based on real business needs, requiring students to analyze customer needs, identify suitable approaches, and develop practical and feasible marketing plans.
Students ask questions during the event.
Through the competition, EIU provides students with more opportunities to work on real business challenges and better understand the demands of the marketing industry. The competition also helps connect classroom learning with professional practice, allowing students to gain practical experience and prepare for their future careers.
Photos from the program:
