'Decoding' Skill Challenges Through Applied Learning Experiences

In an era where artificial intelligence is rapidly transforming the job market, Vietnamese youth face the challenge of acquiring skills that will prevent them from becoming obsolete. Recognizing this, universities like UWE Bristol - Phenikaa Campus are strategically implementing Work Integrated Learning (WIL) programs.

The core philosophy of WIL is "transferring knowledge far," moving beyond theoretical concepts to practical application. This program serves as a backbone for students, guiding their personal development and maximizing learning activities and internship opportunities. The goal is to cultivate applied skills that enable students to solve problems in new and evolving contexts.

Through WIL, students are immersed in real business environments, moving beyond hypothetical assignments. They are tasked with acting as independent management consultants, analyzing operational gaps within companies, and proposing improvement projects that deliver tangible value. This hands-on approach ensures they develop the ability to adapt knowledge and skills to real-world scenarios.

Minh Khuê, a Business and Marketing student, exemplified this during her internship at Novotel Hanoi Thai Ha. Faced with declining engagement on the hotel's overly commercial Instagram page, Khuê applied her WIL training. She identified the root causes, considering the Vietnamese tourism market context, and restructured content strategy. By focusing on short-form video and user-generated content, her "Novotel Diaries" project significantly boosted the Instagram channel's interaction rates.

Similarly, Yến Vy, an Accounting and Finance student, encountered a different challenge during her internship at a Vietnamese accounting solutions firm. The existing manual record-keeping process was fragmented and prone to errors. Leveraging the WIL program's emphasis on applying theory to practice, Vy proactively used the Notion platform to redesign the system, demonstrating her ability to adapt and innovate in a new professional setting.