Dr. Pham Hai Chung
Before joining BUV, Dr. Pham Hai Chung was a researcher at Harvard Kennedy School in the U.S. She earned her Ph.D. in Media and Communication from Bournemouth University, England, and holds an M.A. in International Journalism from Hong Kong Baptist University. Chung’s Ph.D research focuses on the evolving narratives of Vietnam, examining its war-torn past and the dynamic brand and media consumption of the post-1975 generation.
With over 16 years of experience in academia and industry, she has taught at undergraduate and postgraduate level for international programs offered by the Victoria University of Wellington and Nantes University.
Dr. Chung has contributed to publications like the Financial Times, VnExpress and various peer-reviewed journals in Europe.
ACADEMIC QUALIFICATIONS
- Bournemouth University, England
Doctor of Philosophy (2011-2015) - Hong Kong Baptist University, Hong Kong
MA in International Journalism (2007-2008) - Vietnam National University, Vietnam
BA English (2000-2004)
PROFESSIONAL APPOINTMENTS
- British University Vietnam (Vietnam)
Senior Lecturer (2024 – current)
Programme Lead – Professional Communications
- Harvard University (U.S)
Researcher (2022 – 2024) - Vietnam National University (Vietnam)
Senior Lecturer (2019 – 2022)
RESEARCH AREAS / FIELDS
- Brands and Youth
- Social media and identity
- Communication and war
RESEARCH PUBLICATIONS
Books:
- Hai Chung Pham.2025. Chosen glories: Winning North Vietnam’s Hearts and Minds during the Vietnam War (1954-1975). Routledge (forthcoming book) (ISBN: 978-1-032-83396-5)
- Hai Chung Pham. 2019. Intercultural Communication Textbook. Hanoi: World Publishing house (ISBN: 978-604-77-6406-8)
- Hai Chung Pham and Thu Huong Bui., 2016. Eds. Social Media. Hanoi: World Publishing House (ISBN: 978-604-77-2823-07)
Journal Articles:
- Hai Chung Pham, Vu Tuan Anh, Lien Nguyen, Phuong Tran. 2022. Body Image Esteem and Photo Manipulation among Vietnamese Urban Youth via Facebook. Acta Informatica Pragensia, 11(1), 62-79. (Scopus index)
- Hai Chung Pham and Barry Richards. 2015. The Western Brands in the Minds of Vietnamese Consumers, Journal of Consumer Marketing, 32 (5), pp. 367 – 375. (Q1)
-
- Hai Chung Pham, Lien Nguyen, Phuong Tran, Tran Thuy. 2022. Exploring Facebook Identity Construction of Vietnamese Netizens, Acta Informatica Pragensia, 11(2), 218–240. (Scopus index)
RESEARCH & CONFERENCE PRESENTATIONS / EXHIBITIONS
Conference Papers/Presentations:
- Hai Chung Pham. 2024. War of Words: Unpacking North Vietnam’s Propaganda Slogans and Their Impact during the Vietnam War, Languages and Cultures in Times of War: (Im)possible, (Re)imagined, (Un)manageable Conference, UCL, London
- Hai Chung Pham. 2024. The Propaganda Pioneers: North Vietnam’s Political Cadres in the Vietnam War. Vietnam Centric Approaches to Vietnam’s Twentieth Century History Conference, University of California Berkeley, U.S
- Hai Chung Pham and Huong Ngo. 2020. Digital Rights in the State of Emergency in Vietnam during Covid-19 Pandemic: Balancing Between Freedom of Expression and Public Order. Conference Proceedings of Law on the State of Emergency (University of Melbourne and VNU), 180-190 (ISBN: 978-604-302-861-4)
- Long Pham, Hai Chung Pham, Anh Thu Vu. 2018. Improving information transparency for citizens: Vietnamese local government utilise E-Government and social media. Enhancing people’s participation in policy making process in East Asia: Comparative Analysis Conference, 175-200 (Proceedings of Conference)
- Hai Chung Pham. 2015, The role of the media in shaping consumption habits among Vietnamese urban consumers. 2nd International Corporate and Marketing Communication in Asia Conference “Creativity, Cultural Identity and Corporate Social Responsiblity”, 242-257
Country Report
- Hai Chung Pham. 2021. Data and user protection in Vietnam. Country Report 2021 – Vietnam as a Digital Society by USSH And Hanns-Seidel – Stiftung. 127-136
- Hai Chung Pham. 2016, Cross Communication and Opportunities for Enterprises in Vietnam. Vietnam Report , 2016 CEO Summit
AWARDS & HONOURS
- Hinrich Foundation Scholar (2007-2008)
- Share
Read more 
Lecturer
Dr. William ShiueWilliam Shiue is a Lecturer at the School of Business at the British University Vietnam. He earned his Ph.D. in Strategic Marketing from King’s Business School, King’s College London (AACSB, EQUIS, and AMBA accredited), an M.Sc. in Management and Systems from New York University, and a B.Sc. in Finance from The Pennsylvania State University. William’s […]
Senior Teaching Fellow
Konstantinos TsontosKonstantinos holds a First-class BSc in Economics (National & Kapodistrian University of Athens) and an MSc in Operational Research (University of Birmingham, U.K). He is certified: Economist, Trainer, Lead Quality Assurance Auditor (ISO) and Fellow member of Higher Education Academy (UK) For more than 20 years, he held senior HR-managerial positions while at the same […]
Associate Lecturer
Programme Lead - International Business Management
Don completed his degree in business administration from Confederation and immediately began working for BC Parks. It was here he fostered a reverence for outdoor recreation, beginning the process of certification from the Association of Canadian Mountain Guides. An unfortunate injury halted his career path resulting in a return to academia. Don subsequently completed an […]
Teaching Fellow
Head, Pre-University
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
Dr. Bui Ngoc MaiRaised in a small town in Hanoi, Mai moved to live and study in the United Kingdom from 2011. Mai completed her Msci degree in Mathematics and Statistical Science at the University College London (UCL) in 2017. She then received the UCL’s Research Excellence Scholarship to undertake doctoral research at UCL. In 2022, she was […]
Teaching Fellow
Programme Lead - Computer Games Design & Programming and Games Art
David has lived and worked as an educator in Vietnam for the past 8 years and has always focused on creating a fun, inclusive and engaging learning environment for his students. David currently holds a Bachelor’s and Master’s degree in Computer Science and a Post Graduate Certificate for Teaching in Higher Education. He has taught […]
Associate Lecturer
Programme Lead - Software Engineering
Born in Scotland, Fraser completed a Software Engineering degree (Bachelor of Engineering with Honours) from Edinburgh Napier University in 2013. With a primary focus on machine learning and genetic algorithms. After graduating, Fraser worked as a software developer in the oil and gas industry and as a cloud-based consultant developing and customizing customer relationship management […]
Dean (Higher Education)
Dr. Mark WheatonRaised and educated in Australia, Mark completed a bachelor’s degree in economics as a mature student at Adelaide University. Following graduation in 1983, Mark commenced employment as an Accountant for a subsidiary of BHP, in Sydney. Many positions followed working in government and banking until the year 2000 when he establishes a successful accounting business. […]
Associate Lecturer
Ajay PillaiAjay Kumar Pillai is employed as a full-time faculty in British University Vietnam (BUV) and is the programme leader for Finance and Economics. He has an MBA from University of Surrey, UK and holds certificates from The Chartered Institute of Management Accountants, UK (CIMA) and The Institute of Company Secretaries of India (ICSI). His main […]
Lecturer
Dr. Bilal AslamBilal Aslam is an accomplished academic with a PhD in Finance from Curtin University. His doctoral research, titled “Machine Learning for Capital Market Research and Portfolio Optimization,” delved into the application of advanced computational techniques to equity portfolio construction and decision-making. Prior to his PhD, Bilal completed an MPhil in Economics and Finance at Curtin […]
