As a result, digital and social media marketing has become an increasingly popular field of study, offering strong career prospects and competitive salaries.

It is now common to see office workers scrolling through social media during lunch breaks, homemakers ordering groceries via mobile apps, or small business owners using Facebook as their primary sales channel. Across both urban and rural areas, Vietnamese consumers are becoming more immersed in the digital world.

According to the Digital Vietnam 2024 report by We Are Social, as of January 2024, Vietnam had over 168 million mobile connections, exceeding its total population, alongside 78 million internet users and 72.7 million social media users. These figures reflect a clear shift in consumer behavior toward digital platforms.

As social media usage continues to grow, businesses are increasing their investment in digital marketing. Statista projects Vietnam’s digital advertising spending to reach US$1.8 billion by 2028, with a compound annual growth rate of over 9%. This marks a notable transition from traditional advertising to online platforms.

Digital marketing is currently one of the most in-demand industries. Professionals working in social media- roles are especially sought after, with starting salaries reaching up to 40 million Vietnamese dong (US$ 1,543) per month depending on position and experience.

A survey conducted by British University Vietnam (BUV) found that 40–50% of digital marketing and social media graduates from international universities work at multinational firms or abroad, earning an average starting salary of around VND 30 million (US$ 1,157) per month.

To meet rising industry demand, universities in Vietnam are updating their curricula by incorporating digital and multi-platform communication modules. Beginning in 2025, BUV launches a Digital & Social Media Marketing program that focuses on practical application and skill development.

According to a BUV representative, while many current programs offer a broad overview of digital marketing, BUV’s approach emphasises social media, a critical area influencing consumer behaviour and brand strategies.

Teacher guiding students in a Digital & Social Media Marketing class. Photo courtesy of BUV

Social media has evolved into a comprehensive ecosystem that shapes brand presence, customer behavior, and business strategy. In this context, training in social media goes beyond running ads or producing content; it also involves building online communities, analyzing behavioral data, managing communication crises, and tracking engagement in real time.

“This is precisely why BUV has developed a programme that specializes in Social Media content, ensuring students become not only technically skilled digital marketers but also influencers who connect brands with the digital society, where Gen Z and Gen Alpha interact, consume, and shape trends daily,” said Dr. Tingting Xie, Program Lead of the Digital & Social Media Marketing Program.

A notable feature of the program is its integrated “closed-loop” learning structure.

It begins with analyzing market trends and consumer behavior. Students then learn how to apply modern digital tools to real-world scenarios. The next stage focuses on developing marketing strategies aligned with business objectives. Finally, students engage in practical exercises, including real-life projects, simulations, and team-based assignments.

The program ensures students not only “learn right and learn enough” but also “learn to do”. Photo courtesy of BUV

The program also balances theory and practice. Students benefit from lectures linked to industry insights through company visits, expert talks, consultancy projects, and competitions that tackle real business challenges. This approach ensures graduates are equipped to transition smoothly into the workforce.

With the digital economy expanding and social media usage rising, digital marketing is more than a passing trend, t is a strategic career path for those seeking opportunities in a rapidly evolving market.

BUV is the first university in Vietnam to achieve a QS 5-star rating and is the first in Vietnam and ASEAN to be accredited by the U.K.’s Quality Assurance Agency (QAA). Its programs are designed to align with industry needs, combining academic foundations with practical experience. The university reports a 100% rate of graduate employment or further study within three months of graduation.

Learn more about the Digital & Social Media Marketing program here.