On the morning of January 10, 2025, at Hall 6M, SBA Communications Club under the Faculty of Business Administration organized the panel discussion “CRAFT & CLICK: Capturing and Writing Brand Stories”, a creative content–focused seminar. The program was part of a series of activities aimed at guiding students in developing a multimodal storytelling mindset—an essential foundation for today’s communication, marketing, and public relations practices.
Attending the event on behalf of the Organizing Committee and the Faculty of Business Administration was M.Sc. Lê Nguyễn Khánh Linh, Lecturer in Marketing. The event also welcomed members from clubs under the Faculty of Business Administration (BAC – International Business, BAC Marketing, BAC Human Resource Management, BAC Hospitality, etc.), along with students passionate about communications in general and Business Administration students in particular.
During the panel discussion, speakers My Dương (Customer Experience, Strategy & Transformation – Manulife Vietnam) and Khánh Nguyễn (Public Relations Manager – Masan Group) shared valuable insights and perspectives on the fields of Communications and Creative Industries, starting from content orientation and brand storytelling aligned with each brand’s identity. Through practical examples, students gained a clearer understanding of professional content production and communication practices within multinational corporations.
The speakers helped students better understand how communications, marketing, and public relations functions operate within in-house teams at companies, as well as clearly distinguish between Content Writing and Copywriting in the creative field. In addition, the speakers provided hands-on exercises and illustrative examples to help students grasp the knowledge more effectively.
The Q&A session was lively and engaging, featuring many insightful questions from young students—the talented generation of the Faculty of Business Administration—which were addressed from the speakers’ professional perspectives.
At the conclusion of the panel discussion, SBA Communications Club expressed its hope that students would gain a deeper understanding of communication thinking and content development, the foundations of copywriting and storytelling, and how to connect messages with visuals.
Highlights from the panel discussion:
The panel discussion “CRAFT & CLICK: Capturing and Writing Brand Stories” marked a significant milestone in SBA Communications Club’s future development orientation—aiming to nurture and develop a generation that is Creative – Dynamic – Professional.