On the morning of March 21, 2026, at Hall C – Ho Chi Minh City University of Industry and Trade (HUIT), the Faculty of Industrial Economics and Management (IEM), in collaboration with the Faculty of Commerce, successfully organized a seminar themed "Research Orientation in the Field of Commerce." The program, which took place from 7:30 AM to 10:30 AM, attracted a large number of lecturers and students from various disciplines, particularly those from the Logistics and Supply Chain Management program managed by the Faculty.

In the context of rapid digital transformation, scientific research plays an increasingly vital role in enhancing training quality and student competitiveness. This collaborative seminar reflects the Faculty of Industrial Economics and Management’s strategic direction to strengthen the connection between academia and practice, while supporting students in early access to modern research trends, thereby building a solid foundation for their studies and future career development.

The program brought together three speakers who are experienced lecturers and experts from prestigious universities. The session opened with a presentation by Mr. Nguyen Duy Tam – a lecturer from the Faculty of Industrial Economics and Management (HUIT), focusing on research orientations in the Logistics industry. The presentation highlighted prominent trends such as smart logistics, green logistics, and emphasized the role of technologies like Artificial Intelligence (AI), the Internet of Things (IoT), and Big Data in supply chain management. Practical research suggestions, such as last-mile delivery optimization, inventory management, and sustainable logistics development, provided significant value to the Faculty's Logistics and Supply Chain Management students.

Continuing the program, Assoc. Prof. Dr. Bui Thanh Khoa – Vice Dean of the Faculty of Commerce and Tourism at the Industrial University of Ho Chi Minh City, presented on research orientations in E-commerce. The content helped students broaden their interdisciplinary perspectives by analyzing modern business models such as Social Commerce, Mobile Commerce, and Live-stream selling. Additionally, consumer behavior research models like TAM and UTAUT were introduced systematically, helping students better understand research approaches in the digital environment.

The program concluded with insights from Dr. Nguyen Quang Trung – Vice Dean of the Faculty of Marketing at the Ho Chi Minh City University of Economics and Finance (UEF), regarding research orientations in Marketing. The presentation clarified trends such as Digital Marketing and AI Marketing in the digital age, while emphasizing the importance of researching customer behavior and the customer journey in an increasingly competitive market. Practical examples related to Content Marketing and Influencer Marketing helped students visualize the applicability of research within enterprises.

Throughout the program, a lively atmosphere of exchange and discussion took place with many questions raised by students. The speakers provided dedicated answers and shared further experiences in the scientific research process—from idea formation and topic selection to implementation and completion. This not only helped students overcome initial difficulties but also motivated them to participate boldly in future research activities.

Through this seminar, students of the Faculty of Industrial Economics and Management had the opportunity to access updated, systematic, and practical knowledge. In particular, the research orientations in Logistics and Supply Chain Management helped students clearly identify paths suitable for their majors. Simultaneously, the program contributed to raising awareness of the role of digital technologies like AI and Big Data in modern research trends.

The success of the program not only brought practical value to students but also promoted the scientific research movement across the Faculty, while strengthening the bond between training, research, and the practical needs of businesses. This is one of the important directions that the Faculty of Industrial Economics and Management is step-by-step implementing to improve training quality in the context of integration and digital transformation.

In the coming time, the Faculty of Industrial Economics and Management will continue to collaborate with internal and external units to organize more in-depth academic activities, thereby creating a dynamic learning environment that encourages research and innovation among students, especially in spearhead fields such as Logistics and Supply Chain Management and Industrial Management. The seminar on "Research Orientation in the Field of Commerce" left a positive impression and serves as an important prerequisite for the Faculty's subsequent academic activities.

Editorial Board of IEM