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A different view of success: an Australian university retools its marketing to reflect the values and culture of its students in Vietnam.

Article Excerpt
When Melbourne, Australia-based RMIT University set up two campuses in Vietnam--in Ho Chi Minh City and Hanoi--it embarked on a steep learning curve.

The university found there were many similarities in attitudes and practices between the two countries, but some very important differences soon became evident.

One of the biggest differences is that in Australia, decisions about university enrollment tend to be made largely by the students themselves, while in Vietnam the decision is much more often a collective one, involving every member of the family, and even members of the extended family.

This is a reflection of not only different cultural values but also economic considerations. In Vietnam the sacrifices required to send a young person to university and pay the associated fees might require financial contributions from the entire extended family. Thus, every member of...

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