In partnership with Fresenius University, Germany, Ho Chi Minh City Open University hosted a seminar on enhancing artificial intelligence (AI) in brand management and offering admissions advice for the Master of Business Administration (MBA) program on October 18, 2024, at Hall 601, campus 97 Vo Van Tan, District 3.  

Along with lecturers, officials, and learners interested in economics and management, the program's participants included Dr. Nguyen Hoang Sinh, co-director of the MBA program in partnership between Ho Chi Minh City Open University and Fresenius University (Germany), and Prof. Dr. Carsten Baumgarth, a visiting lecturer at Ho Chi Minh City Open University and a professor of brand management from the Berlin School of Economics and Law, Germany.  

The Role of AI in Brand Management

With more than 500 articles and research works on brand management, B2B marketing, art marketing, and experimental methodologies, Prof. Dr. Carsten Baumgarth is well-known in esteemed scientific journals like the Journal of Business Research and the European Journal of Marketing.He is also a co-founder of the Institute for Sustainability Research in Berlin, along with his research projects on the use of artificial intelligence (AI) in branding.

Prof. Dr. Carsten Baumgarth presented pat the event on the subject of "Augmented Intelligence by AI – Elevating Brand Management and Brand Science to New Heights," highlighting the use of AI in brand management while highlighting its drawbacks and potential solutions. Prof. Dr. Baumgarth asserts that artificial intelligence (AI) not only increases management effectiveness but also develops novel ways to bridge the gap between brand theory and practice, creating a plethora of new commercial opportunities.

Master of Business Administration (MBA) program in collaboration between Ho Chi Minh City Open University and Fresenius University (Germany)

Within the program's scheme, Dr. Nguyen Hoang Sinh - Co-director of the MBA program in partnership with Fresenius University (Germany) and Ho Chi Minh City Open University, gave comprehensive details about the training program and underlined that its goal is to give learners business management and leadership skills in the context of globalization, with an emphasis on research and real-world application.

The MBA program in collaboration with Fresenius University is one of the best options for learners who wish to study in Vietnam and obtain a globally recognized master's degree from one of Germany's most prestigious and well-known universities. This will appeal to those who wish to expand their career alternatives and boost their professional potential with an overseas degree.

With the goal of facilitating connections between the university, learners, and professionals in the field of business administration, particularly brand management, the seminar represented a new phase in the international collaboration between Ho Chi Minh City Open University and Fresenius University (Germany).