The Future Doesn’t Wait: Lac Hong Marketing Students Proactively “Redesign the World” with ASU Master Class

In a world of constant change and rapidly evolving business models, developing long-term strategic thinking has become essential for students. To support Marketing students in proactively adapting and creating personal value, the Marketing Program – the Faculty of Administration – International Economic, Lac Hong University successfully organized the ASU Master Class: “Navigating Sustainability Through Future-Oriented Thinking.”

The program not only delivered internationally standardized knowledge but also introduced a completely new approach to Futures Thinking, helping students realize that the future is not something to wait for, but somethingthat can be designed and shaped from the present.

Held from 13:00 to 16:00 on April 9, 2026, at Room A301, Campus 1, Lac Hong University, the program attracted the participation of the University’s leadership, the Faculty of Administration – International Economic, lecturers, and a large number of Marketing students.

The session took place in a dynamic, professional, and academically international atmosphere, creating a space that connected knowledge, practice, and innovative thinking.

REMARKS FROM LEADERSHIP – SHAPING A MODERN MINDSET

Speaking at the program, PhD. Nguyen Van Tan – Vice President of the University – emphasized the role of futures thinking in enhancing students’ adaptability amid global economic fluctuations. He affirmed that access to modern thinking methodologies not only helps students improve academically but also enables them to become individuals capable of leading change in the future.

WHEN THE FUTURE BECOMES STRATEGY

The session provided students with a comprehensive perspective on futures thinking through key content areas:

Foundations of Futures Thinking:
Helping students understand how the future is shaped by social factors and present-day actions.

Advanced Tools and Methodologies:
Clarifying key concepts such as Foresight, Forecasting, Backcasting, and Planning Horizon—essential foundations for forecasting and strategic planning.

Strategy Execution in Uncertainty:
Students explored Scenario Planning through the Miami case study with four scenarios: Coastchella, Concrete Jungle, Stagnation, and Diyami. They learned how to transform these scenarios into concrete actions using the SWOT matrix.

TEACHING ACTIVITIES – BRIDGING KNOWLEDGE AND PRACTICE

In addition to theoretical content, the program was marked by the active involvement of instructors.

PhD Candidate Hoang Thi Thanh Chung directly delivered lectures and guided students in approaching futures thinking.

PhD Candidate Truong Le Hoang participated in teaching, supporting students in analyzing and developing strategic scenarios.

Through dedicated guidance, students not only absorbed knowledge but were also oriented on how to apply it in real-world contexts, particularly in the dynamic field of Marketing.

STUDENT DISCUSSION – PROACTIVELY SHAPING THE FUTURE

One of the highlights of the program was group discussion activities. Students actively analyzed situations, developed scenarios, and proposed strategic solutions suitable for different future contexts.

Their proactive learning spirit, creativity, and critical thinking were clearly demonstrated, contributing to the overall success of the program.

ACHIEVED VALUES – PREPARING FOR THE FUTURE

Through the program, students were able to:

• Access international-standard approaches to managing uncertainty
• Master Scenario Planning tools for solving complex problems
• Enhance strategic planning skills using multi-scenario SWOT analysis
• Strengthen their competitive advantage in both academic and professional environments

The future is not a fixed destination but a network of possibilities shaped by today’s actions.

The ASU Master Class not only delivered knowledge but also provided strong inspiration, empowering Marketing students to confidently shape their personal development paths toward a sustainable and globally integrated future.