Foreign Trade University - Faculty of International Education

EXPLORING “E-COMMERCE, SOCIAL COMMERCE & CONTENT” AT UPBASE.ASIA: A PRACTICAL LEARNING EXPERIENCE FOR STUDENTS OF THE JOINT BUSINESS ADMINISTRATION PROGRAM IN JOURNALISM AND MASS COMMUNICATION WITH MING CHUAN UNIVERSITY (TAIWAN)

Recently, students from the Bachelor of Business Administration in Journalism & Mass Communication Program, jointly offered by Foreign Trade University (FTU) and Ming Chuan University (Taiwan), had the opportunity to participate in a field trip to the Hanoi office of UpBase.

The visit was organized as part of the course Electronic Media, which covers topics such as traditional journalism, social media, and digital media platforms. Through this activity, students gained valuable insights into the operation of e-commerce and social commerce platforms in a real-world business environment.

UpBase is a technology company specializing in e-commerce solutions, with nearly 400 employees across Vietnam. The company is currently expanding internationally, with the Philippines identified as its first overseas market. UpBase has successfully managed thousands of large-scale sales campaigns for both domestic and international brands and is recognized as a top-tier strategic partner of major platforms such as Shopee, TikTok Shop, and Lazada. Its ecosystem includes the UpBase Livestream system, more than 100 studios nationwide, a diverse network of hosts and KOCs, and a data-driven operational model.

Accompanied by lecturer Ms. Nguyen Huyen Trang, a Communications Specialist at Mimosa Communications and the instructor of the Electronic Media course, 30 students joined the experiential learning session under the theme “E-Commerce, Social Commerce & Content.”

The visit offered students the chance not only to explore a professional working environment but also to discuss how concepts learned in the classroom are applied in practice. Through direct interaction with industry professionals, students gained a deeper understanding of the digital media ecosystem and current market trends.

One particularly meaningful aspect of the visit was the shared connection to Foreign Trade University. Mr. Do Van Giang, CEO of UpBase, the company's key management team, and Ms. Nguyen Huyen Trang are all FTU alumni, creating an inspiring atmosphere for the students.

During the session, students explored various perspectives on the digital landscape—from understanding the overall business model to examining how e-commerce and social commerce strategies are implemented in practice, as well as the critical role of content throughout the customer journey.

In addition, practical career insights shared by industry experts helped students better visualize potential career pathways and understand the skills and competencies required to succeed in today's rapidly evolving digital economy.

The field trip served as a valuable bridge between academic learning and industry practice, reinforcing the program's commitment to providing students with real-world experiences and preparing them for future careers in media, communication, and digital business.