The Faculty of Management and Marketing organizes the workshop “Optimizing Advertising Strategies on Social Media Platforms in the Context of Digital Marketing” - UNIVERSITY OF ECONOMICS

Advertising strategies on social media platforms are a combination of plans, methods, and tools implemented by enterprises to leverage the power of platforms such as Facebook, TikTok, Instagram, YouTube, etc., in order to reach target customers, build brand awareness, and stimulate purchasing behavior. Beyond merely allocating budgets for paid advertising, these strategies also encompass identifying communication messages, selecting optimal content formats, utilizing data analytics tools, and applying emerging technologies such as AI and Big Data to enhance conversion effectiveness. In the digital era, social media has become a core marketing channel as consumers increasingly spend more time online searching for information and interacting with brands.

Optimizing advertising strategies on social media plays a crucial role in improving the effectiveness of digital marketing for businesses. According to the Digital 2024 report by We Are Social, more than 75% of Vietnamese users use social media to seek product information before making purchasing decisions. However, with constantly changing platform algorithms, increasing competition, and evolving consumer trends, businesses continuously face challenges in budget management, accurate audience targeting, and maximizing return on investment (ROI). Optimizing advertising strategies enables enterprises to minimize cost inefficiencies, enhance the precision of message delivery, personalize customer experiences, and keep pace with emerging technological trends such as Dynamic Ads, Influencer Marketing, and AI-integrated advertising campaigns.

With the aim of supporting business managers and students of the Faculty of Management and Marketing in enhancing awareness of student scientific research, on November 11, 2025, the Faculty of Management and Marketing, University of Economics – Technology for Industries, will organize the workshop “Optimizing Advertising Strategies on Social Media Platforms in the Context of Digital Marketing.” The workshop is expected to deliver high practical value, contribute to improving the quality of student scientific research, and promote the application of research outcomes in practice. It also serves as an important foundation for students to further develop their careers in the fields of business administration and marketing.

Participants

1. Representatives from Enterprises:

Mr. Nguyễn Ngọc Quang – Deputy Editor-in-Chief, Journal of Industrial and Trade Research
Mr. Vũ Dương Hoà – Head of the Supervisory Board, Vietnam National Tobacco Corporation (Vinataba)
Mr. Vương Mạnh Hoàng – Chairman of the Board of Directors, Digital Intelligence Group Joint Stock Company
Ms. Nguyễn Thị Minh Phương – Head of Planning and Customer Care Policy Department, LG Electronics Vietnam
Ms. Dương Thu Hương – Head of Project Management Department, ITC Technology Transfer Consulting Joint Stock Company
Mr. Đỗ Hải Nam – Chairman of the Board of Directors, Hanoi Mechanical Corporation
Mr. Nguyễn Đức Phương – Director, SSDC Maritime Design Consulting and Services Co., Ltd.

2. Representatives from the Faculty of Management and Marketing:

Dr. Lưu Khánh Cường – Dean of the Faculty
M.A. Mai Thị Lụa – Vice Dean
M.A. Phạm Trung Hải – Vice Dean

The workshop was also attended by heads of academic divisions, representatives of the Trade Union and Youth Union, faculty members of the department and the university, representatives from enterprises, and student representatives from classes within the Faculty of Management and Marketing.

Opening the workshop, Dr. Lưu Khánh Cường – Dean of the Faculty of Management and Marketing and Chair of the Workshop – delivered the opening remarks, emphasizing the role, key requirements, and objectives of the workshop.

Dr. Luu Khanh Cuong – Head of the Faculty, Opening Remarks

The invited delegates presented a series of papers to further clarify the theme of the Workshop, including:

Paper 1: Overview of advertising strategies on social media platforms in the era of digital marketing;
Paper 2: Technology trends and modern advertising optimization tools (applications of AI Marketing, Big Data, Marketing Automation, and changes in display algorithms of platforms such as Facebook, TikTok, YouTube, etc.);
Paper 3: Strategies for developing creative advertising content on social media platforms;
Paper 4: Practical approaches to optimizing advertising strategies on the Facebook platform;
Paper 5: Practical approaches to optimizing advertising strategies on the TikTok platform;
Paper 6: Practical approaches to optimizing advertising strategies on the YouTube platform.

Following the presentations by the invited delegates from enterprises, lecturers and students of the Faculty of Management and Marketing actively engaged in lively exchanges and discussions to further clarify the issues shared by the guest speakers during the Workshop.

At the conclusion of the exchange and discussion session, Dr. Luu Khanh Cuong – Head of the Faculty of Management and Marketing summarized the key outcomes achieved by the Workshop and, on behalf of the Organizing Committee, expressed sincere thanks to the distinguished delegates, lecturers, and students who contributed to the success of the event.

The Workshop took place in a friendly, open, and candid atmosphere and concluded successfully, leaving a positive impression on lecturers, students, and attending delegates.

Below are some images from the Workshop: