The first academic exchange program of the UEB and JBCA

Panoramic view of the seminar
On 25th March 2014, VNU University of Economic and Business (VNU-UEB) and Japan Business Communication Association (JBCA) jointly organized a seminar on Asian-initiated Business Communication - BELF and National Identity.

Attending the seminar, there were Director of the JBCA Mr. Hiromitsu Hayashida, Mr. Tatsuo Nobu (Kokushika University); UEB Vice Rector Dr. Vu Anh Dung,  Associate Dean of Faculty of International Business and Economics (FIBE) Dr. Nguyen Anh Thu, lecturers, scholars from universities of Japan and JBCA, lecturers, students of UEB - FIBE.

Dr. Vu Anh Dung (left) welcomes participants and gives a souvenir to Mr. Hiromitsu Hayashida - Head of delegation from Japan

This was a seminar jointly organized in the aim of discussing on international business communication, the role of English as a lingua franca in research and business, especially in Asian countries. The seminar had divided into two subcommittees to discuss on specific topics. Researchers, lecturers from the JBCA and the UEB presented their papers on information technology in business communication; foreign investment policies of Japan and Vietnam; ASEAN trade integration and the development of Vietnam as well as financial factors for large businesses and individual investors; cross-cultural communication in Japanese workplace.

Mr. Tatsuo Nobu presented at the seminar

Mrs. Kyoko Arai at the seminar

The main content of seminar focused on two keynote speeches by Mr. Tatsuo Nobu (Kokushikan University, Japan) and Dr. Vu Anh Dung (VNU-UEB). The presentation on “Keys to better communication for Japanese businesses - Challenges of the new Asian Age” by Mr. Tatsuo Nobu generalized the increasing international economic integration, the age of a global transition from the West to the East, pulling people, businesses, culture and even civilization and expressed the challenges of the new Asia Age need to response to keep their positions in the international market context. The presentation by Dr. Vu Anh Dung concentrated on culture differences in business communications in Vietnam. Those differences bring some implications for business communications to consumers in Vietnam market. The author also uses a case study of applying the cultural differences between the North and the South of Vietnam in solving an issue for a specific brand.

Dr. Vu Anh Dung - Vice Rector of VNU-UEB

After discussing, Dr. Vu Anh Dung had a closing speech, expressing the significance of the seminar in research and academic exchang activities of lecturers. This was the first step for enhancing the co-operation between the UEB and the JBCA. The UEB Vice Rector hoped that following the seminar, the UEB would organize more cooperation activities with local and foreign universities and organizations.

The UEB’s staffs, lectures and JBCA take a picture at the seminar

Le Dung - Thanh Thanh

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