From Uncertainty to Inspiration: Where the Research Journey Begins
Embarking on a research journey in the social sciences has never been easy. For students—especially those new to academic inquiry—understanding and applying theories, formulating research problems, or identifying suitable methodologies often pose significant challenges.
To provide motivation and expand academic thinking among students at UEH, the College of Technology and Design (CTD), in collaboration with the School of Media Design (SMD), organized the seminar “Advancing Theoretical Development in Social Science Research: An Editorial Perspective” on May 31, 2025.
This event was part of the CTD Learning & Sharing series—an academic initiative by CTD designed to foster research capacity in students through knowledge exchange, community engagement, and real-world insights.
An Inspiring Conversation with an Academic Practitioner
Led by Assoc. Prof. Dr. Ngo Viet Liem—currently serving at the University of New South Wales (Australia) and Editor-in-Chief of the Australasian Marketing Journal (AMJ), one of the Top 20 marketing journals globally (Scopus)—the seminar offered more than just a theoretical lecture. It was a lively and inspiring academic dialogue.
With an engaging delivery style, Dr. Liem walked attendees through the practical realities of conducting research—emphasizing that research isn’t just about following formulas or rigid procedures. Instead, it demands independent thinking, creativity, and trust in the value of validated observations and data.
A key message highlighted at the beginning:
“To begin a research project, you must define the tension—an unresolved issue, contradiction, or gap in current knowledge.”
This “tension” forms the basis for constructing a driven frame of reference, centered around a phenomenon—a conceptually rich, real-world occurrence that offers both relevance and rigor.
Dr. Liem also stressed the importance of interpreting everyday language—emotion and cognition—into more structured academic expressions, allowing students to translate lived experience into theory-based insights.
He introduced a standard structure of a high-quality research manuscript, which includes:
Introduction – Theory Development – Research Design – Findings – Implications – What’s Next?
This framework not only supports clearer thinking during writing but also serves as a strategic roadmap for developing sustainable research practice.
A Resonant Takeaway:
“If it feels hard, that means you’re on the right path toward discovering something new.”
— Assoc. Prof. Dr. Ngo Viet Liem
In academic research, the goal is not simply to inherit old concepts but to challenge limits and create new understanding. As Dr. Liem poetically noted, it’s like leaving the boat to cross a river—carrying only what truly holds value.
Beyond Knowledge: An Experience of Meaning
The seminar created an open academic space where students were encouraged to ask questions, share perspectives, and be heard.
Dr. Liem’s stories and examples didn’t just explain research processes; they inspired perseverance, independent thought, and scholarly resilience—qualities essential for the long journey ahead.
Students enthusiastically participated in Q&A, asked to connect for further learning, and captured memorable moments with the speaker—testimony to the genuine impact of an experience that truly resonated with learners.
Figure 5: Dr. Ngo Viet Liem with CTD faculty members.
Continuing the Journey of Knowledge
CTD and SMD will continue to offer meaningful and inspiring academic programs—where research doesn’t begin with models, but with curiosity, observation, and belief in the value of inquiry.
Follow the next events in the CTD Learning & Sharing series to seize opportunities for developing your research mindset and connecting with UEH’s vibrant academic community.
Writer: Tran Minh Thao Nguyen
Copy Editor: Lily Trang Nguyen
SMD, UEH
Contact Information
School of Media Design – University of Economics Ho Chi Minh City
📍 Address: B1.303 – 279 Nguyen Tri Phuong, Ward 8, District 10, HCMC
📞 Phone: 0969 513 308
🌐 Website: smd.ueh.edu.vn
📩 Email: smd@ueh.edu.vn
