Dr. Hoang Phuong
Hoang Phuong has over a decade of experience teaching marketing, branding, business strategy, entrepreneurship in Vietnam’s international programs, bachelor and master levels. She also has experience in consulting, training, and strategic implementation for SMEs across sectors like education, fashion retail, coffee… Additionally, she has been involved in social entrepreneurship and business innovation initiatives. She is certified as a Business Model Innovation trainer by HEC Montréal with SBC HEC Montréal Training-of-Trainers certificate. Since 2020, she is co-founder of Kafela Coffee, a premium Vietnamese coffee producer.
Phuong holds a Doctorate in Management from the University of Paris 1 Panthéon Sorbonne, an MBA from Solvay Brussels School, a Research Master in Marketing from the University of Lille, and a BA in Business English from Foreign Trade University.
ACADEMIC QUALIFICATIONS
- PHD in Management Science (2015 – 2020)
Paris 1 Pantheon – Sorbonne University (France)
Thesis: Higher Education Branding / Marketing - Research Master in Marketing (Master 2) (2014-2015)
University of Lille (France) - Master in Business Administration (2007-2009)
Solvay Business School (based in National Economics University) - Bachelor of Business English (1999-2004)
Foreign Trade University
PROFESSIONAL APPOINTMENTS
- British University Vietnam (BUV)
Lecturer, Programme Lead for Digital & Social Media Marketing (06/2026 – current) - Vietnamese – French Center for management education (CFVG)
Lecturer (2020 – 5/2025) – Teaching master level
Program Development and Accreditation Manager (2016 – 2020) - Visiting Lecturer:
Visiting Lecturer at FPT Greenwich University (2015- 5/2025)
Visiting Lecturer at Coventry Program at IBD – National Economics University (2021-2025)
Visiting lecturer at Latrobe Program at Hanoi University (2022-2025)
Visiting lecturer at MBA program at FPT School of Business (FSB) (2023 – 2024)
RESEARCH AREAS / FIELDS
- Experiential Marketing
- Social Entrepreneurship and Social innovations
- Brand Co-creation
RESEARCH PUBLICATIONS
- Hoang Thị Thu Phuong & Vu Tri Dung (2014)
“Building university brand image, suggestions from international research” Hoang Thị Thu Phuong & Vu Tri Dung, Journal of Economics and Development (JED) of National Economics University (NEU), No 204-6/2014 - Hoang Thị Thu Phuong & Vu Tri Dung (2019)
“Measuring Brand Equity for Higher Education: A Case Study of CFVG in Vietnam”, Jour of Adv Research in Dynamical & Control Systems, Vol. 11, 09 -Special Issue, 2019 - Book chapter (2021)
Book titled “Social Enterprise: Start-up, Management and Growth”
Chapter 7 “Marketing for Social Enterprises”
Labor Publishing House – 2021 (Vietnamese publication)
RESEARCH & CONFERENCE PRESENTATIONS / EXHIBITIONS
- Trương Thị Nam Thắng & Hoàng Thu Phương (2012) – Conference presentation
“School brand choice for MBA program: A field study in Vietnam”, CFVG CFVG International Conference: “Quality and Innovation of Post-graduate education in international competition”/ November 14, 2012 - Phuong Hoang, Dung Vu (2017) – Conference presentation
“Branding international higher education in emerging countries: A qualitative study about brand image” 7ème Conférence internationale d’Atlas AFMI Antananarivo, Madagascar 2-4 mai 2017 - Phuong Hoang & others (2019) – Conference presentation
Perceptions and buying behaviors of Vietnamese consumers for coffee products. – Phuong Hoang, CFVG / ICBF 2019 / HCMC - Phuong Hoang & others (2019) – Conference presentation
Understanding Mobile Advertising Adoption by Vietnamese firms – Phuong Hoang, Dinh Van Oanh, Vu Tri Dung, CFVG / ICBF 2019 / HCMC - Phuong Hoang & others (2019) – Conference presentation
Measuring brand equity for higher education: A case study of CFVG in Vietnam, 19th World Conference on Applied Science, Engineering and Technology /Bangkok – Thailand
AWARDS & HONOURS
- France Excellence Scholarship 2017-2018
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