Moving beyond strategic concepts taught in the classroom, the BUS 496 – Capstone: Business Strategy course provided students with an engaging and hands-on learning experience. Recently, more than 80 students enrolled in the course participated in a field study visit to Dam Sen Cultural Park, one of Ho Chi Minh City’s longest-established recreational and entertainment destinations.
Mr. Hoang Van Ba, Member of the Board of Directors of Phu Tho Tourist Services Joint Stock Company, shared insights during the program.
During the visit, students had the opportunity to hear valuable insights from Mr. Hoang Van Ba, Member of the Board of Directors of Phu Tho Tourist Services Joint Stock Company (Phu Tho Tourist). Rather than a conventional lecture, the session featured an engaging discussion on real-world challenges in the service industry, covering strategic management, the operation of a large-scale organization, and ways to sustain a competitive advantage in an ever-changing market.
Particularly valuable were the practical industry insights shared throughout the session, offering students perspectives that extend beyond what textbooks alone can provide. Through first-hand experiences from an industry leader, business strategy became more than a theoretical concept—it emerged as a discipline shaped by people, strategic decisions, and customer experiences.
Dr. Pham Hoang Hien, Course Director of Business Strategy, Faculty of Business Administration, shared remarks during the program.
In addition to the academic session, these aspiring business leaders had the opportunity to experience the park’s attractions and services firsthand, including the zoo, amusement rides, and ice skating rink. This allowed students to observe and evaluate customer behavior and service quality from a business perspective, rather than simply as visitors.
The field trip not only enabled students to bridge classroom knowledge with real-world practice but also provided opportunities to relax, connect with their peers, and create lasting memories. By combining academic learning with practical experience, the course made business strategy more engaging, relevant, and inspiring than ever.
Photo Highlights from the Program:
