Strengthening International Collaboration with La Trobe University (Australia): Workshop “Decoding Customer Behaviour” and Expanding Student Exchange Opportunities

On the afternoon of April 10, 2026, the Faculty of Business Administration (FBA) collaborated with the delegation from La Trobe University (Australia) to host the specialized workshop "Decoding Customer Behaviour: From Raw Data to Real Decisions" and conduct a strategic discussion on student exchange programs. The event not only provided modern data analytics knowledge but also opened up promising international learning opportunities, affirming FBA's commitment to enhancing the learner experience and global integration.

The working session took place in a formal and professional atmosphere with the presence of the La Trobe University delegation, including:

• Mr. Christopher Piwarski – Regional Director of East Asia, Central Asia & MENA;
• Mr. Binh Nguyen – Deputy Director of East Asia;
• Dr. Binh Tran – Senior Lecturer, Center for Data Analytics and Cognition, La Trobe Business School; and
• Ms. Linh Tran – Admissions Manager in Vietnam.

Representing the Faculty of Business Administration (FBA), the program was attended by the Faculty Board of Management, specialized lecturers, and a large number of students from the Joint Education Program in International Business, as well as students interested in data analytics. The direct connection between experts and students created a vibrant, inspiring, and highly practical academic networking space.

Dr. Phung Minh Tuan - Vice Dean of FBA, presents a token of appreciation to the representative of La Trobe University (Australia).

In the first working session, the workshop led by Dr. Binh Tran attracted special interest from students with its focus on applying Orange software in Data Mining. Through this activity, students were guided on how to analyze and decode customer behavior patterns, forecast the service churn rate, and identify the core causes from raw data. Consequently, learners can make more efficient and accurate data-driven managerial decisions.

Notably, the workshop was designed to simulate a real data-focused classroom at La Trobe Business School (Australia), providing students with an international learning experience right at the Faculty. This activity not only helped students gain a clear understanding of the learning environment at a business school ranked in the top 2% globally but also contributed to thoroughly preparing students in joint education programs for their overseas study transfer.

In the second working session, both parties focused their discussions on the strategic development of short-term experiential learning programs. These programs are expected to create opportunities for FBA students to access and experience a world-class learning environment in Australia. Thereby, students not only enhance their professional knowledge but also gradually cultivate a global citizen mindset and adaptability in the context of integration.

Dr. Binh Tran shares techniques for forecasting customer behavior using Orange software.

FBA students actively interact and ask questions about the international student exchange pathway.

The success of the workshop and the discussion has further consolidated the strong partnership between TDTU and La Trobe University. This is a part of the roadmap to fulfill FBA's mission of educational internationalization, aiming to create positive impacts on human resource quality, ensuring students are ready to adapt and lead in the global digital economy era.

The La Trobe University delegation along with FBA lecturers and students take a commemorative photo at the end of the program.

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