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 (2025 – 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
- Share
Read more 
Teaching Fellow
Head of Pathways
Raised and educated in the North-East of England, Michael completed a Bachelor’s degree in Advertising & Media from Northumbria University, Newcastle. Following graduation in 2012, he was employed for 5 years in the UK music events & hospitality industry as a Marketing & Events Manager. During this time, Michael continued to pursue his passion for […]
Lecturer
Programme Lead - International Business Management
Raised and educated in Chennai, INDIA, Varun completed a bachelor’s degree in Defense & Strategic studies from University of Madras. Following graduation in 2003, he completed a master’s degree in Mass communication & Journalism in 2005. He started his career as a Lecturer from Chennai. Varun completed National Eligibility Test in 2012 to become certified […]
Associate Lecturer
Alex Gaja OrtegaAfter completing a Master’s Degree in Architecture and various other academic, professional and research experiences in Spain, Poland, France and Japan, in 2015, Alex arrived in Vietnam, where he developed his career both in design consultancy for international offices and higher education. Among his recent professional milestones worth highlighting is the Cityscape Awards in 2019 […]
Senior Lecturer
Dr. Viju PrakashRaised and educated in India, Viju Prakash completed a Bachelor’s degree in Computer Science and Engineering from Anna University. Following graduation, in 2005, he completed a Master of Computer Science and Engineering from Anna University. He later completed his PhD titled, “A Power Aware Routing Protocol in Wireless Sensor Networks” in Computer Science and Engineering. […]
Senior Teaching Fellow
Lee McMillanRaised and educated in the UK, Lee holds a TEFL, PGDBJ and an MA Degree in History from the University of Glasgow. Lee moved to Vietnam in 2015 working as an IELTS teacher, examiner and VTV4 presenter before starting her role at BUV in 2018 under part time employment as an English teacher. In 2020 […]
Teaching Fellow
Julien PsomasAs Julien was studying for his BA Hons in Marketing in bonny Scotland, he discovered hospitality, its rhythm, its multicultural pool of talents, its long shifts, and the passion behind all this. Beside his studies, he worked in banqueting in St Andrews and later as a bartender. Julien quickly became team leader and got the […]
Lecturer
Discipline Lead - Business Postgraduate Programmes
Born in Hubei, China, Tingting completed a Bachelor’s Degree in Business Administration in 2008 and a Master’s Degree in Marketing Management in 2010 from Wuhan University. Then Tingting achieved her degree of Doctor of Philosophy in Marketing from City University of Hong Kong in 2015. She was also a visiting scholar at the University of […]
Head, The Graduate School
Assoc. Prof. Marton RaczBorn and raised in Budapest, Hungary, Marton completed his studies in Economics and Gender Studies before earning his PhD in Management from the University of Leicester, UK. He has previously held academic positions in the UK at the universities of Leicester, Essex, and City St George’s, and most recently, he served as Rector at International […]
Teaching Practitioner
Nhu Huong TraTra Nhu is an illustrator and printmaker creating welcoming and inclusive visual solutions. As an art coordinator and educator, Tra organizes workshops, fairs and community events in Vietnam and the UK. Tra earned a Bachelor of Professional Communication from RMIT University and recently graduated with a MA Illustration from University of the Arts London. From […]
Teaching Fellow
Tran Phuong Thao NgocTran Phuong Thao Ngoc is a design educator and graphic designer specialising in branding and website design. Born in Hue, Vietnam, she earned a full scholarship to British University Vietnam and graduated with first-class honours in Contemporary Creative Practice: Graphic Design in 2021. After discovering her passion for design education and academia, Ngoc remained at […]
