ISB ASEAN Co-op Study Tour: Unlocking Multilayered Academic, Cultural, and Research Experiences in the Lion City of Singapore
13 Nov, 2025
Following their first Study Tour in Thailand, the cross-border learning journey for students of the 50th Cohort of the ISB ASEAN Co-op Bachelor's Program continued to the "Lion City" of Singapore. The next Study Tour, which took place in the summer of 2025, was integrated with the Business Research Methods course. The trip marked a shift from practical marketing activities to research and experiencing an international educational environment in one of the region's leading academic hubs.
Self-planned journey – The first lesson in personal growth
A key highlight of this Study Tour was the complete autonomy students had in planning their journey. From booking flights and arranging accommodation to selecting transportation and exploring local culture, every aspect was managed by the ISB ASEAN Co-op students themselves.
The Singapore Study Tour – A practical learning journey fully planned by the students themselves
Faced with unexpected situations, students learned to make quick decisions, manage their budget, and solve problems collaboratively. This experience provided invaluable preparation for them to step into a multinational academic and professional environment, where organizational skills, adaptability, and a proactive mindset are foundational elements of global competence.
Cross-cultural research project – "Decoding" green consumer trends in Vietnam and Singapore
Prior to the trip, ISB ASEAN Co-op students collaborated online with students from the Singapore University of Social Sciences (SUSS) to prepare for a joint research project. This remote task coordination and discussions not only clarified for both parties about the project's objectives but also laid the groundwork for effective collaboration during their time in Singapore.
During the Study Tour, in parallel with cultural experiences, the students conducted a research project for their Business Research Methods course. The teams implemented three research projects centered on consumer behavior and sustainable development trends, comparing the Singaporean and Vietnamese markets.
- Topic 1: Factors influencing the coffee consumption habits of young people.
- Topic 2: Drivers and barriers to the use of green products.
- Topic 3: The "Bring Your Own" (BYO) behavior – carrying personal items like water bottles, cups, and food containers in daily life.
Kicking off the research journey for the Business Research Methods course in Singapore.
The research process was divided into two phases:
- Phase 1 – Qualitative Research: Students conducted observations, in-depth interviews, analyzed qualitative data, and collaborated with SUSS students to complete a report and a video summarizing behavioral insights.
- Phase 2 – Quantitative Research: The teams designed survey questionnaires and collected 200 samples. Students then applied their knowledge from the course to analyze the quantitative data and present the findings in their final report.
The research activities helped students hone their analytical skills, critical thinking, and teamwork spirit in a multicultural environment. At the same time, engaging with topics on green consumption broadened their awareness of social responsibility, providing a crucial foundation for developing the global competence of the next generation.
Cross-cultural learning experience – Connecting and broadening creative horizons
At SUSS, ISB ASEAN Co-op students collaborated with local students on qualitative and quantitative research, from observation and interviews to focus groups and data analysis, receiving direct feedback from lecturers. This collaborative learning environment helped to cultivate their research skills, critical thinking, and capacity for cross-cultural cooperation.
ISB ASEAN Co-op students at the Singapore University of Social Sciences (SUSS)
Concurrently, students also participated in a class on "Global Business Experiments – Ideation and Problem-solving Techniques that Work," where they learned thinking methodologies and problem-solving techniques for a global business context. This was followed by a visit to Singapore Management University (SMU), an institution renowned for its focus on entrepreneurship, innovation, and a curriculum that closely integrates theory and practice.
The "Global Business Experiments – Ideation and Problem-solving Techniques that Work" class at SUSS, where students learned problem-solving techniques for a global business context
ISB ASEAN Co-op students confidently presented their research report on green consumer trends in Vietnam and Singapore
Exploring the PUB Gallery – Learning from Singapore's sustainable water conservation strategies
To conclude their journey, students had the opportunity to visit the PUB Gallery, a Singapore's exhibition center for water management and sustainable development. This center vividly illustrates how the nation has addressed numerous challenges to ensure its citizens live in a clean, green, and healthy environment. Here, students learned about modern water supply and drainage systems, recycling processes, and the water conservation strategies Singapore is implementing. This experience not only provided new knowledge on resource management but also inspired new ways of thinking about sustainable development and using technology to shape the future.
ISB ASEAN Co-op Singapore Study Tour – Growing with every experience
The Singapore Study Tour was more than just a practical learning trip; it was a journey of personal growth for every student. From self-planning and conducting cross-border research, learning at leading universities, to exploring sustainable development models - every experience served as a catalyst for comprehensive competency development. This is the foundation upon which ISB ASEAN Co-op students build their intellect, nurture their inner strength, and prepare to excel in the global work environment.
The Singapore Study Tour was not just a practical learning trip but also a journey of personal growth for every student
About the partner universities in Singapore
The study tour connected ISB ASEAN Co-op students with two prestigious universities in Singapore, both of which are key partners of the University of Economics Ho Chi Minh City (UEH) in international educational cooperation.
- Singapore University of Social Sciences (SUSS) is one of Singapore's leading universities, distinguished by its practice-oriented educational approach, emphasizing applied knowledge in business, management, and the social sciences. With a strength in experiential education, SUSS provides students with learning opportunities through practical research and community projects. SUSS has partnered with UEH on numerous academic exchange and research collaboration programs, helping students access global knowledge and international integration skills.
- Singapore Management University (SMU) is one of the region's top universities, renowned for its modern, internationally-standardized educational model focusing on innovation and leadership skills development. SMU's curriculum is accredited by AACSB, EQUIS, and AMBA, and the university is ranked 140th in Asia in the 2025 QS Rankings. SMU possesses an extensive partnership network and is a regional hub for promoting entrepreneurship. As a long-standing educational partner of UEH, SMU plays a crucial role in connecting students with the global academic community through diverse collaborations in research and international experiences.
Pillars: Training, Community Connection
Project: UEH Connecting
News, photos: UEH Honours College.ISB
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