![[Research Contribution] The effectiveness of emotional appeal technique in green marketing on pro-environmental behavior of university students in Ho Chi Minh City](/images/upload/img_background/ueh-background-639098502425505644.png)
[Research Contribution] The effectiveness of emotional appeal technique in green marketing on pro-environmental behavior of university students in Ho Chi Minh City
23 Mar 2026
Amid the ecological crisis, green marketing is not just about showcasing product features but is shifting toward "touching" the consumer's psyche. Instead of dry calls to action, many campaigns are beginning to leverage emotional factors—especially feelings of guilt—as a lever to awaken ecological responsibility. However, do these psychologically weighty messages truly have the power to transform into environmental protection actions among the youth?
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College of Business UEH Signs Cooperation Agreement with Park Hyatt Phu Quoc for the 2026–2030 Period: Promoting Practice-Oriented Education in Tourism and Hospitality
21 Mar 2026
On March 18, 2026, the UEH College of Business held a Memorandum of Understanding (MOU) signing ceremony with Park Hyatt Phu Quoc, part of the Hyatt Hotels Corporation. The event marks an important milestone in strengthening industry engagement, contributing to the enhancement of internationally oriented training for tourism and hospitality professionals.
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UEH – UEB Student Exchange & Academic Experience Program on Marketing 6.0 Trends
20 Mar 2026
On March 17, 2026, UEH College of Business organized an Academic Exchange and Experiential Program for Students, bringing together students from the UEH College of Business, University of Economics Ho Chi Minh City (UEH), and the University of Economics and Business, Vietnam National University, Hanoi (UEB).
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UEH Launches Scholarship Policies to Promote Bilateral Academic Exchange and Attract International Students
20 Mar 2026
The University of Economics Ho Chi Minh City (UEH) has officially launched scholarship policies for UEH students studying at international partner universities and for international students coming to study at UEH for the 2026 and 2027 academic years. These policies are built on the UEH Glo-cal Exchange orientation, fostering a multicultural learning environment to develop a generation of Glo-cal Citizens and realizing UEH's comprehensive internationalization strategy for the 2026-2030 period.
Read More![[Research Contribution] Enhancing the Effectiveness of Digital Transformation Strategy Implementation in the Public Sector](/images/upload/img_background/ueh-background-639095153329225551.png)
[Research Contribution] Enhancing the Effectiveness of Digital Transformation Strategy Implementation in the Public Sector
19 Mar 2026
As Vietnam advances the modernization of public governance and the application of technology to serve its citizens, digital transformation has become an imperative for enhancing the operational efficiency of the state apparatus and contributing to socioeconomic development. However, this process is simultaneously shaped by institutional frameworks, infrastructure, human resources, and the readiness of digital citizens. On this basis, a study by a team of researchers from the University of Economics Ho Chi Minh City (UEH) was conducted to systematize the theoretical dimensions of digital transformation effectiveness in the public sector, analyze the current state of implementation in Vietnam, and propose solutions to strengthen the execution of digital transformation strategies in the period ahead.
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New UEH Publications Alert (Week 2 – March 2026): Expanding the Research Ecosystem from Economics, Technology to Natural Sciences
18 Mar 2026
This past week, the University of Economics Ho Chi Minh City (UEH) continued to record an impressive series of 12 international publications, clearly reflecting UEH's interdisciplinary research orientation in addressing contemporary economic, social, and technological challenges. The works demonstrate a strong and seamless connection between economics, management, technology, and natural sciences within UEH's academic ecosystem.
Read More![Leadership skill discussion from one famous American Author - Professor. Allan R. Cohen - in the [Book Sharing] Unseen Leadership: Leading Without Authority event](https://en.ueh.edu.vn/images/upload/thumbnail/ueh-thumbnail-121609-110424.jpg)
