Vietnam’s digital marketing landscape is booming as social media becomes an integral part of daily life across the country. From office workers scrolling through social media during lunch breaks to housewives shopping via mobile apps and small business owners relying on Facebook as their main sales channel, digital engagement spans both urban and rural populations.
According to the latest Digital Vietnam 2024 report by We Are Social, as of January 2024, Vietnam had over 168 million mobile connections—surpassing its total population—with 78 million internet users and 72.7 million social media users. This surge highlights a major shift in consumer behavior towards digital platforms.
Digital Advertising Set to Skyrocket
With social media’s growing influence, businesses are significantly increasing their digital marketing budgets. Statista projects Vietnam’s digital advertising spending will reach $1.8 billion by 2028, growing at an annual rate of over 9%. This reflects a substantial move away from traditional advertising toward online channels.
The demand for digital marketing professionals, especially in social media roles, is rising rapidly. Entry-level salaries can reach up to 40 million Vietnamese Dong per month (about $1,543 USD), depending on experience and position.
A survey from British University Vietnam (BUV) finds that 40-50% of graduates in international digital marketing and social media programs work for multinational companies or overseas, earning starting salaries near 30 million Dong per month ($1,157 USD).
Educational Institutions Revise Curricula to Meet Industry Needs
To address this growing demand, Vietnamese universities are updating curricula to include digital and multi-platform communication courses. Hanoi University will launch a digital and social media marketing program in 2025, emphasizing practical skills and real-world applications.
BUV representatives note that while many programs only offer a surface-level understanding of digital marketing, their courses focus deeply on social media’s role in shaping consumer behavior and brand strategy.
Comprehensive Training in a Digital Ecosystem
Social media has evolved into a complex ecosystem affecting brand visibility, customer behavior, and business strategies. Modern training now covers more than advertising and content creation—it includes community building, consumer data analysis, crisis management, and engagement tracking.
Dr. Xie Tingting, head of BUV’s Digital and Social Media Marketing program, explains, “Our specialized courses train students to be skilled marketers and savvy influencers, connecting brands seamlessly with Generation Z and Alpha in today’s fast-moving digital world.”
The curriculum features a “closed-loop” structure, starting with market trend analysis and consumer insights. Students then apply digital tools to real scenarios, develop targeted marketing strategies, and refine skills through projects, simulations, and teamwork.
Blending Theory with Practical Experience
The program integrates academic learning with industry exposure through company visits, expert talks, consulting projects, and business challenge competitions. This holistic approach prepares graduates with solid academic foundations and practical capabilities for smooth workforce entry.
As Vietnam’s digital economy grows and social media penetration rises, digital marketing is establishing itself as a promising career path in this rapidly evolving market.
Northern Vietnam University (BUV) is the first Vietnamese university to receive a QS Five-Star rating and accreditation from the UK Quality Assurance Agency (QAA), the first in Vietnam and ASEAN to do so. Its programs combine academic rigor with industry relevance. BUV proudly reports a 100% rate of employment or further study among graduates within three months.
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