Overseas Project Experience (Corporate Culture and Values in Asia)

The aim of this course is to learn from the thought leadership and practice of various companies and organizations in Vietnam, and for us to recognize the relationship between success and positive corporate culture. The corporate and social impact of good culture in companies and organizations cannot be underestimated.

This course’s focus on Vietnam’s corporate culture is timely as Vietnam is at an interesting point in its corporate development. Vietnam is rapidly growing into a “middle-class” economy, propelled by an expanding young workforce. In 2025-2026, the median age of the labour force is about 33. The country’s numerous corporations and organizations are necessarily adapting to new trends in marketing, change management and corporate culture. 

Many organizations have already successfully adapted well to modern market demands. Do these corporations and organizations rely on one or two individuals, or do the staff function as a team, regardless of rank? Is being competitive and aggressive prized over nurturance and social support? Is the chain of command lauded, or is less hierarchy appreciated? Features of culture such as diversity and inclusion, individualism/collectivism, power distance, masculinity/femininity, uncertainty avoidance, and issues related to episodes and relationships in intercultural communication will be discussed.

This is an SMU-X Overseas course. Students will have the chance to visit Ho Chi Minh City and participate in project work with local organizations. They will also visit Vietnam companies and network with practitioners, apply their knowledge and skills in real-world settings. This hands-on experience provides practical insights into Vietnamese business practices and culture, helps develop cross-cultural competencies, and facilitates building professional networks in the Vietnamese market.

The course takes place in both SMU and our partner university in Vietnam. It culminates in a group project which will focus on understanding the corporate culture and values of an organisation based in Vietnam, and developing an integrated communication and business strategy for a programme related to social and organisational impact, tailored to its identified stakeholders.