NIIE Business Administration students present compelling topics in their graduation theses

The graduation thesis of the Business Administration major at the NTT Institute of International Education (NIIE) – Nguyen Tat Thanh University, this year recorded many modern and trendy topics, clearly reflecting new movements in the labor market and business environment.

ESG, AI, digital transformation, financial technology (Fintech), or the consumer behavior of Gen Z became the subjects chosen by many student groups for research, showing learners’ interest in trends that are directly impacting enterprises today.

Image of Committee 1 for the Business Administration Graduation Thesis Defense

Image of Committee 2

In this defense session, the Business Administration department organized two Committees for grading the graduation theses with the participation of many experienced lecturers and experts. Committee 1 consisted of: Assoc. Prof. Dr. Nguyen Xuan Nhi holding the role of Committee Chairman, MSc. Vu Nhat Phuong – Reviewer, and MSc. Vo Thi Ngoc Ha – Committee Secretary. Committee 2 consisted of: Dr. Nguyen Manh Hoang – Committee Chairman, MSc. Tran Hoang Cam Tu – Reviewer, and MSc. Nguyen Thi Dung Nghia as the Committee Secretary.

ESG and digital transformation are topics that received much attention this year

An easily noticeable highlight in this year’s topics is the strong interest in ESG (Environmental – Social – Governance) and digital transformation – two trends currently prioritized by many enterprises in their long-term development strategies. Some groups chose to research the intention to implement ESG in Vietnamese enterprises, while other groups approached the topic of digital transformation serving ESG from managerial and technological perspectives.

The research topics showed that students not only follow market changes but also proactively study how businesses adapt to new requirements regarding sustainable development, data, and technology.

In addition to attractive topics, students also demonstrated their professional qualifications and foreign language proficiency during the defense session

AI and financial technology also appeared in many prominent research directions. The topic regarding the intention to continue using Generative AI in learning explored how students interact with generative AI technology in the educational environment, thereby reflecting changes in the learning habits of young people today.

Meanwhile, the group researching the “Buy Now Pay Later (BNPL)” service approached the financial behavior of Gen Z in the context of increasingly popular digital payments. These are all topics that businesses and the market are particularly interested in during this period of robust digital transformation.

“Safe” traditional topics were also deeply exploited by NIIE students, seeking new perspectives to score higher on their theses

Besides technology-oriented topics, many student groups chose to exploit familiar consumer behaviors in daily life. From Gen Z’s decision to switch to electric motorbikes, shopping experiences at supermarkets, the decision to use Mobile Banking to customers’ attitudes at coffee chains in Ho Chi Minh City, each topic showed a unique perspective on consumer changes in the digital era.

Instead of just focusing on statistics, many groups also emphasized analyzing customer psychology, green consumption trends, and the impact of technology on modern shopping behavior.

The Committees were also very active in providing advice and feedback to help students improve their academic mindset and presentation skills

Throughout the defense session, the committee members not only raised critical questions about the research models, data processing methods, or the logic of the results, but also gave various suggestions to help students improve their academic thinking and presentation skills. These direct exchanges between the committee and students also contributed to helping them better understand how a research project is constructed, defended, and perfected in a professional academic environment.

This year’s defense session continues to show the dynamism and positiveness of NIIE Business Administration students in catching up with new trends

This year’s Business Administration Graduation Thesis Defense session continues to show the proactiveness of NIIE students in approaching new market trends. From ESG, AI, digital finance to consumer behavior, each topic not only reflects specialized knowledge but also demonstrates the perspective of the young generation before the continuous changes of the modern business environment.

News article: Nhat Thien