LHU Approaches a Practice-Oriented Digital Marketing Training Model from TikTok

From Partnership Discussions to On-site Experience in Jiangxi, China

During an official working trip to Jiangxi Province, China, the delegation from Lac Hong University visited and engaged with the National Integrated Digital Marketing Production and Education Base. This visit followed earlier partnership discussions between the university and partners in Jiangxi, aiming to develop internationally oriented and practice-based training programs in Multimedia Communication.

The LHU delegation poses for a group photo in front of the National Integrated Digital Marketing Production and Education Base in Jiangxi, China

Beyond a regular visit, this activity played an important role in exploring and directly learning from advanced training models implemented in China, particularly in digital media and e-commerce.

A “Mega Hub” for Digital Talent Training in Jiangxi, China

In the context of rapid digital economic growth, the demand for human resources capable of mastering platforms such as TikTok, livestreaming, and e-commerce is becoming increasingly urgent. In Jiangxi Province, China, a new large-scale training model has been established, known as the National Integrated Digital Marketing Production and Education Base.

The LHU delegation listens to a representative present an overview of the project and the operational model of the Integrated Digital Marketing Training Base

Rather than being a conventional training center or office, this model is considered a “mega hub” that closely integrates business and education. It aims to train highly specialized human resources for the digital economy, especially in livestream commerce and short-form video marketing. 

A pyramid diagram illustrating the comprehensive cooperation strategy between enterprises and education, from curriculum co-construction to intensive joint training

A display area introducing the profiles of the specialized faculty and enterprise experts directly involved in the teaching process

With a well-structured strategy and a comprehensive training ecosystem, Nanchang is gradually becoming a “hub” for content creators, KOLs, KOCs, and digital commerce sellers in China.

The MCO Model - A “Factory” for Digital Content Production and Operation

One of the core elements of this model is its approach based on the structure of media enterprises, specifically the MCO model. This refers to organizations that operate multiple content channels, manage creators, and optimize digital business performance.

Representatives of Lac Hong University posing in front of the headquarters of a company specializing in short film sets and video editing applications

MCOs not only manage but also train, develop, and monetize content. Their roles include recruiting KOLs and KOCs, building personal brands, producing videos, managing channels, and implementing monetization strategies such as livestream selling, advertising, and affiliate marketing.

Representatives from Jiangxi introduced the academy's training and management model

Training Based on Real Business Operations

A key highlight of this training program is that it is designed based on real business operations. Students do not learn in a traditional way but are placed in roles similar to employees in a media company.

Each class is organized as a mini enterprise with clearly defined departments. The content team handles ideation and production, the livestream team focuses on sales, the marketing team manages advertising and optimization, and the e-commerce team oversees products and customer service.

A Performance-Based Training Process

The training process follows a clear roadmap, starting with foundational knowledge, followed by role-based specialization, and culminating in real-world projects. Students directly build channels, produce content, and operate business activities.

A practical livestream classroom where students directly produce content and operate business activities using professional equipment

The storage and display area for actual merchandise (clothing, footwear) used directly in the students' live commerce projects

Notably, evaluation is not based on theoretical exams but on real performance metrics such as views, followers, and revenue.

Learning to Monetize the Digital Content Ecosystem

Students are not only trained in skills but also guided on how to monetize digital content. This includes creating videos for advertising revenue, driving traffic to livestream sales, and building personal brands for business collaborations.

Students engaged in "hands-on" practice at individual workstations, focusing on digital content creation and management for monetization

This room is for students to learn video editing and use AI for editing

An Integrated Model Between Education and Industry

This model stands out for its close integration between education and industry. Businesses are involved throughout the entire process, from curriculum development to training and recruitment.

Information boards detailing digital marketing training roadmaps, clearly demonstrating the direct involvement of businesses in developing practical curricula

A New Direction for Media Training at LHU

Adopting this model opens a new direction for Lac Hong University in training Multimedia Communication and E-commerce students. Learners will study in a practice-oriented environment closely linked to industry and market demands.

 Ms. Van Dinh Vy Phuong, Dean of IT Department, Lac Hong University shares insights on the new direction for Multimedia Communication training following the field visit

Opportunities for Students in the Digital Era

In the era of booming digital content, mastering skills in content creation, livestreaming, and digital marketing is essential. LHU students not only gain knowledge but also real-world experience, enabling them to create value and be job-ready upon graduation.

Dr. Huynh Cao Tuan, Vice Principal - Lac Hong University gives an interview to the media, sharing the vision and opportunities for developing practical digital skills for students