Description

The Bachelor of Business Administration (BBA) Program in Business Administration, majoring in Customer Experience Management, aims to develop a workforce possessing strong political awareness, social ethics, and physical well-being to meet the demands of socio-economic development. The program seeks to cultivate graduates with professional responsibility and ethical integrity, a strong commitment to community service, and an awareness of national defense, security, and international integration.

The program provides students with foundational knowledge in business administration and specialized expertise in understanding and designing customer experience within digital environments and omnichannel interaction contexts. Learners are equipped with competencies in customer journey mapping, service design, digital engagement strategies, customer analytics, and experience innovation to enhance organizational competitiveness and sustainable value creation.

Designed with an application-oriented approach, the program aims to foster technological thinking and adaptability in diverse, dynamic work environments. Students are expected to develop strong professional practice competencies, along with the capacity for self-directed learning, continuous professional development, and lifelong learning to sustain career growth in an increasingly digital and globalized economy.

Career Opportunities After Graduation:
Graduates majoring in Customer Experience Management can pursue the following positions:

Customer Relationship Management
– Omnichannel Customer Service Specialist
– Customer Experience Management Specialist
– CRM System Administration Specialist
– Customer Experience Analysis & Design Specialist
– Customer Experience Survey and Feedback Specialist
Omnichannel Interaction
– Digital Content Creation Specialist
– Customer Interaction Center Management Specialist
– Channel Operations & Management Specialist
– Service and Multi-touchpoint Journey Design Specialist
Data & Technology
– Customer Data Analyst
– Customer Experience Development Specialist
– Customer Feedback Analysis & Management Specialist
E-commerce
– Online Product and Service Management Specialist
– UX/UI Specialist
– E-commerce Strategy Development Specialist
Entrepreneurship
– Founder or Manager of self-established start-ups.

PLO Description

#	PLO Name	PLO Description
1	PLO1	Acquire a basic understanding of social sciences, political and legal systems, national defense, and security, laying the groundwork for scientific and methodological thinking.
2	PLO2	Master fundamental knowledge of business administration—including business operations and relevant tools—to effectively manage enterprise activities; analyze specific business contexts and propose appropriate solutions.
3	PLO3	Understand and apply knowledge of customer behavior and customer data to analyze insights, map customer journeys, and design customer experience solutions. Learners will be able to utilize Customer Relationship Management (CRM) systems and experience and interaction technologies to develop optimized processes, evaluate performance, and enhance customer value and satisfaction, thereby supporting the achievement of organizational objectives.
4	PLO4	Plan, manage, and supervise professional activities in business administration, ensuring operational efficiency and compliance with current legal frameworks.
5	PLO5	Demonstrate intermediate-level proficiency in English (equivalent to Level 4 of Vietnam’s 6-level Foreign Language Proficiency Framework) and basic communication skills in Chinese at the elementary level (equivalent to Level 2).
6	PLO6	Develop innovative thinking, creativity, and entrepreneurial skills, as well as research, problem-solving, communication, and critical thinking skills.
7	PLO7	Demonstrate professional skills in business, including analyzing business situations, managing and supervising operations, coordinating activities, and effectively utilizing technological tools in business administration.
8	PLO8	Demonstrate the ability to analyze and solve problems in customer experience management, design and improve customer experiences using design thinking approaches, and effectively utilize Customer Relationship Management (CRM) tools and digital platforms. Learners will also develop competencies in cross-cultural communication and conflict resolution, implementing and coordinating customer experience projects, evaluating service quality, and consulting and presenting solutions in a clear and persuasive manner.
9	PLO9	Demonstrate the ability to work independently and collaboratively in teams; engage in lifelong learning through self-direction, effective management, supervision, and evaluation of professional activities.
10	PLO10	Exhibit professionalism, ethical behavior, social responsibility, a commitment to community service, and respect for the rule of law.