Orienting Myself.

Hanoi, Vietnam – The sun is setting in the distance, making tall clouds appear to be mounds of cotton candy.

The clouds broke after a day punctuated by heavy rains, which may serve as a metaphor for having some of my apprehension relieved during a local orientation at the WUSC offices. The session was another positive step in trying to understand the contributions I hope to make.

I will be spending the next few weeks reviewing the marketing strategy at Bắc Thăng Long College, trying to understand its competitors, developing messaging and making recommendations related to professionals best suited to implement the College’s marketing initiatives.

Apparently, 80 per cent of the College's students come from the nearby industrial sector, which was hard hit during the economic crisis, resulting in tremendous downsizing. As most of the remaining local industrial-zone labour force does not require specific skills – they’re mostly repetitive-task assembly line roles – the College has found it necessary to expand its catchment area to recruit.

Specific objectives like this should help drive the strategy. The next step will be to meet with College officials on Wednesday, and to begin to put ink to a work plan.

In the meantime, tomorrow is a national holiday, and high on my list is seeking out another cà phê nâu đá – which Ngoc had me order in Vietnamese today. It was easy to see why everyone raves about the country’s traditional dark roast coffee mixed with condensed milk and served over ice. 

I was the one getting an education today.