After sharing stories of resilience and empowerment in our previous episodes, we now meet a “new face” in Episode 4 of Humans of Maynooth. Minh, a GOI-IES awardee 2024 who is pursuing an MSc in Digital Marketing at Maynooth University not for corporate fame, but to make a meaningful impact in academia. 

With a strong enthusiasm for research and a vision for future teaching, he shares how his time at Maynooth University has “transformed” his mindset for the better and “deepened his passion for exploring the intersection of AI and marketing”. His story proves that academic mission can thrive in a field often dominated by commercial goals for the sake of long-lasting impacts on humanity in the era of AI. 

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Eunice: Hi Minh, how are you doing? I’ve heard that you are extremely busy with your dissertation. How’s it going? 

Minh: Hi Eunice. Pretty tired lately! Honestly, it’s been pretty exhausting, but exciting too. I’m learning so much, and the topic keeps me motivated.

Eunice: Grand! I love to delve deeply into your research during our conversation. But first, I’d like to welcome you to our Humans of Maynooth series. 

Minh: Glad to be here today! And, thank you very much for inviting me to join!

Eunice: So, can we start with the first question? What inspired you to choose Ireland as your destination for your postgraduate studies?

Minh: Among all EU countries, Ireland stood out as my top priority for my postgraduate studies. I am genuinely impressed by its breathtaking landscapes, long-standing and credible academic excellence tradition, and its people’s well-earned reputation for being warm, friendly, and welcoming. This admiration for Ireland has been the driving force behind my aspiration to study there, and the Government of Ireland International Education Scholarship (GOI-IES) has also served as the powerful catalyst that turned this aspiration into reality, enabling me to set foot in the country for my higher education journey.

Eunice: And how did the GOI-IES scholarship influence your decision? 

Minh: To me, earning the GOI-IES is more than just receiving financial support. It symbolizes my role as an ambassador for Ireland and its education system, both during my time as a student and long into the future. It represents a commitment to promoting the values, culture, and academic excellence of Ireland to a wider audience. Furthermore, this scholarship stands as tangible proof of my hard work, determination, and perseverance in pursuing my dream of studying abroad in my chosen destination. It is a recognition of the countless hours of preparation, the resilience to overcome challenges, and the unwavering belief that I could achieve my goal. For me, the GOI-IES is not only an achievement, but also a profound responsibility and an enduring source of pride.

Eunice: Excellent! By the way, I know that we have three options when applying to GOI-IES. I’m truly curious why you specifically chose Maynooth University for your MSc in Digital Marketing? Was there something unique about the program or the university that stood out to you?

Minh: I was impressed by the enthusiastic and proactive support from Maynooth University, which left a lasting mark on both my mind and heart. For my MSc in Digital Marketing, the program structure stood out to me for its modules that are not only current with industry trends but also grounded in the fundamental knowledge essential for the field.

The School of Business also offers flexible options for the final project, including an academic dissertation, a consultancy project, or a placement. These allow students to align their studies with their career goals. I am particularly interested in the dissertation pathway, as it supports my aspiration to pursue a PhD in the future.

As the National University of Ireland, Maynooth features a stunning campus that blends historic charm with modern facilities, creating an inspiring environment where I believe I can grow both academically and personally.

Eunice: I completely agree with you on this point. Our university, in general, offers a balanced combination of industrial insights and academic foundations. And, our campus is absolutely amazing! 

You mentioned your academic growth! Can you share a little bit more about your academic experience at Maynooth so far? How has the teaching style, curriculum, or learning environment impacted your growth?

Minh: Academically, I genuinely treasure and deeply appreciate everything I have gained from Maynooth University and its professors. This experience has truly elevated my education and personal development to a higher level. The professors not only deliver invaluable knowledge, expertise, and practical insights, but also inspire us through their passion, engaging teaching styles, and unwavering support.

The learning environment itself is remarkable — from modern facilities and up-to-date equipment to well-structured academic resources — all of which optimize our study experience and encourage us to push beyond our limits.

Above all, I hold a special admiration and heartfelt gratitude for the professors at MU. Over the past year, they have been more than just educators; they have been mentors and role models, challenging me to think critically, motivating me to work harder, and nurturing my confidence. Their influence has not only shaped my academic journey but also transformed me personally, making me more mature, resilient, and ambitious for the future.

Eunice: What about student life or campus culture at MU? Because I know that you lived on campus for the whole year, right?

Minh: Yes! On campus, I have had the wonderful opportunity to meet new friends from diverse backgrounds, and I truly treasure these connections. They have been my constant companions throughout this year, offering support, encouragement, and understanding during both the highs and the lows. Together, we have shared not only academic challenges but also countless moments of laughter, cultural exchange, and personal growth.

I also deeply appreciate my learning space in my accommodation. It is quiet, comfortable, and well-organized, allowing me to stay focused and motivated in my studies. This personal space has become more than just a place to work; it is a corner where I can reflect, plan, and recharge, helping me maintain both academic productivity and emotional balance.

Eunice: I bet you’ve already had a great time on campus! Many MU students are also satisfied with the university’s accommodation options. That’s why we’re building a brand-new facility to support students in the upcoming semester. MU does care about student satisfaction—and I absolutely love that!

So, after nearly a year of studying here, what aspects of your life or mindset have changed? And what has remained the same?

Minh: Without a doubt, my academic and practical competencies have grown remarkably — both in research abilities and in my expertise in digital marketing. I have also sharpened my practical skills, enabling me to apply what I have learned directly to real-life work situations with confidence. Beyond technical capabilities, I have matured significantly in both mindset and knowledge, becoming more prepared and determined for my future career orientations.

What has not changed, however, is my love for Ireland and my passion for Marketing — the pathway I have chosen for myself. If anything, this year has deepened and strengthened that affection. The experiences, culture, and learning opportunities here have only reinforced my belief that I made the right decision in both my academic and personal journey.

Eunice: Wow! Interesting! Why do you think that Ireland is your right choice for your academic and personal journey?

Minh: You know! Living in Ireland, a hub of the digital world and home to many leading global corporations, has also opened up countless opportunities for me to grow professionally. I have been able to attend industry events, connect with professionals from diverse backgrounds, and gain valuable insights into the global digital industry. These experiences not only broadened my perspective but also inspired me to aim higher, refine my skills, and prepare myself for the competitive international job market.

Eunice: I see! Ok, now we move to another theme. You’re currently working on your dissertation, right? Can you tell us a little about the audience of your research topic and why you chose it?

Minh: My research topic focuses on AI influencers, a subject that I developed a deep passion and interest for ever since it was first introduced in one of my classes. The more I explored the concept, the more fascinated I became with how artificial intelligence is increasingly shaping our daily lives and influencing consumer behaviors in this digital era. I believe AI is not just a technological trend but a transformative force in marketing and communication. As someone with an immense curiosity for novelty and innovation in research, I found this topic both intellectually stimulating and practically relevant. It allows me to combine my academic knowledge with my enthusiasm for exploring cutting-edge advancements, while also contributing fresh perspectives to a field that is rapidly evolving.

Eunice: What impact do you hope your research will have in the field of digital marketing or beyond?

Minh: I hope that the findings from my research will serve as a valuable resource for businesses engaged in digital marketing, as well as for digital creators and other relevant stakeholders. These insights could help them make more informed decisions when selecting the right approaches and strategies for leveraging AI influencers to effectively connect with their target consumers. Furthermore, understanding the influence of AI and other emerging forms of digital engagement on our lives will not only deepen our collective knowledge but also pave the way for more relevant and forward-thinking directions in the future development of society as a whole. Ultimately, I believe that such understanding can foster more ethical, creative, and impactful uses of technology, ensuring that innovation aligns with human values and benefits the wider community.

Eunice: After this research, do you have any plans yet?  

Minh: I will definitely return to Vietnam. I am committed to passing on my knowledge and experiences to my future students when I begin my career as a lecturer in the next two to three years in my hometown. By integrating real-world insights with academic theories, I hope to inspire my students to think critically, embrace innovation, and approach challenges with an open and analytical mindset. Beyond teaching, I plan to harness these valuable takeaways to strengthen my foundation for a future PhD journey, where I can explore this field at a deeper and more specialized level. I believe that such knowledge and experience are not static; they will continue to grow, evolve, and spread through my teaching, research, and collaborations, thereby contributing to a broader academic and societal impact over time.

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Not all paths in digital marketing lead to agencies or tech giants! Someone will choose lecture halls and the pursuit of knowledge to contribute to human development. Minh’s story is a celebration of choosing curiosity over convention and researching over routine.

If Minh’s academic path has sparked your interest, why not explore the world of Digital Marketing at Maynooth University? 

You can learn more about our programs or connect with real students through MU Ask a Studentt  — they’re just a message away.