This year’s Graduation Thesis projects in the Business Administration program at NIIE Institute (Interlingual Institute of Education) – Nguyen Tat Thanh University (NTTU) featured a wide range of modern and relevant topics, clearly reflecting emerging trends in the labor market and business environment. ESG, AI, digital transformation, fintech, and Gen Z consumer behavior were among the most popular research themes, demonstrating students’ strong interest in the trends that are directly shaping today’s business landscape.
For this thesis defense period, the Business Administration program organized two Graduation Thesis Evaluation Committees comprising experienced lecturers and experts.
Committee 1 included:
- Assoc. Prof. Dr. Nguyen Xuan Nhi – Chairman
- Mr. Vu Nhat Phuong, MBA – Reviewer
- Mrs. Vo Thi Ngoc Ha, PhD Candidate – Secretary
Committee 2 included:
- Dr. Nguyen Manh Hoang – Chairman
- Mrs. Tran Hoang Cam Tu, MBA – Reviewer
Mrs. Nguyen Thi Dung Nghia, MBA – Secretary
One of the most noticeable characteristics of this year’s projects was the strong focus on ESG (Environmental, Social, and Governance) and digital transformation—two trends that many businesses are prioritizing in their long-term development strategies. Some groups chose to study the intention to adopt ESG practices within Vietnamese enterprises, while others explored digital transformation as a means to support ESG initiatives from both managerial and technological perspectives. These topics demonstrated that students are not only following market developments but are also proactively examining how businesses adapt to new requirements related to sustainability, data, and technology.
AI and financial technology also emerged as prominent research areas. A study on the intention to continue using Generative AI in learning explored how students interact with AI-powered technologies in educational settings, reflecting changing learning habits among young people today. Meanwhile, another research group investigated the Buy Now, Pay Later (BNPL) service model, examining Gen Z’s financial behavior in an era where digital payments are becoming increasingly common. These topics are currently attracting significant attention from both businesses and the broader market amid rapid digital transformation.
Alongside technology-oriented topics, many student groups focused on familiar consumer behaviors in everyday life. From Gen Z’s intention to switch to electric motorcycles, supermarket shopping experiences, and Mobile Banking adoption decisions, to customer attitudes toward coffee chains in Ho Chi Minh City, each thesis provided a unique perspective on changing consumer behavior in the digital age. Rather than focusing solely on numerical data, many groups also emphasized customer psychology, green consumption trends, and the influence of technology on modern purchasing behavior.
Throughout the defense sessions, committee members not only challenged students on research models, data analysis methods, and the logical consistency of their findings, but also offered valuable feedback to help them strengthen their academic mindset and presentation skills. These direct exchanges between committee members and students enabled participants to gain a deeper understanding of how research is developed, critiqued, and refined within a professional academic environment.
This year’s Business Administration Graduation Thesis defenses once again demonstrated the proactive approach of NIIE students in engaging with new market trends. From ESG, AI, and digital finance to consumer behavior, each thesis not only reflected students’ professional knowledge but also showcased the perspectives of a new generation navigating the continuous changes of the modern business environment.
