In the context of artificial intelligence (AI) and digital technology developing strongly, many professions are changing or being replaced by machines and algorithms. This raises the question: Is Business Administration still necessary, or has it become obsolete in the digital age?

Swinburne Viet Nam students study Business Administration through real projects. Photo courtesy of Swinburne Viet Nam

New requirements for administrators

Business Administration covers many important areas in the organisation, operation and development of enterprises such as human resource management, finance, marketing, supply chain and business strategy. In the context of the digital technology boom, it is thought that this industry may gradually become obsolete as AI and automation increasingly take on data management and analysis tasks.

Actually, reality proves the opposite. AI and automation can process data and optimise processes, but they cannot replace human strategic thinking, creativity and decisiveness. Ms. Le My Nga, National Innovation Advisor and Acting Director at Da Nang campus of Swinburne Viet Nam said that in the maritime oil and gas industry, where she used to work, AI and big data are applied to manage risks and optimise operations. However, the most important decisions still have to rely on human consideration and judgment.

Nowadays, Business Administration is no longer limited to traditional management, finance or marketing principles but requires strategic thinking, creativity and leadership - factors that machines cannot replace.

In a volatile market, managers not only grasp trends but also flexibly adapt, control risks and make strategic decisions. Technology does not reduce the role of humans in administration but rather requires managers with a global mindset, understanding of technology and knowing how to exploit digital tools to create competitive advantages.

In addition, strategic thinking and creativity are indispensable factors. A good manager must be able to analyze data, be sensitive to market trends to make wise business decisions, and continuously innovate to create competitive advantages. Business today is no longer limited to the national scope but the global arena. Therefore, students majoring in Business Administration need to be fluent in English, understand cultural differences in international business and be able to work with partners from many different economies.

More importantly, theory will be worthless without practice. Students need to participate in real projects, work directly with businesses, solve specific business problems to hone their critical thinking and improve their adaptability.

Training managers in the digital age

In order to meet the growing demands of the market and the modern business world, training managers with strategic thinking, creativity and the ability to apply technology has become a prerequisite.

Swinburne Viet Nam, with a campus in Da Nang, is one of the pioneering educational institutions training Bachelor of Business Administration according to international standards. Swinburne’s Business Administration programme is ranked 350^th in the world according to the QS Rankings 2024 and is recognised by AACSB - one of the world’s leading prestigious accreditation organisations for business education. The curriculum not only follows international standards but also continuously updates new trends, helping students keep up with the development of the global economy.

The Business Administration programmke at Swinburne is built on three core foundations: Innovation, Smart-Tech and Entrepreneurship. The educational model at Swinburne is learning through Project-based Learning. Students not only learn theory but also practice strategic thinking and apply technology to find creative solutions for new business models. In addition, the curriculum also encourages entrepreneurial thinking, creating conditions for students to test new business ideas right in the classroom.

A prominent advantage of Swinburne students is the 100% English learning environment, helping them practice language thinking, improve their ability to integrate and develop as global citizens. Using English in teaching Business Administration not only helps students communicate confidently but also opens up opportunities to access international documents and work in a multinational environment.

Business Administration is increasingly important in the digital age. The development of AI and technology further highlights the role of managers with strategic thinking, the ability to innovate and master technology. To be successful, students need to be equipped with a global mindset, proficient in technology, and constantly adapt to the changes of the modern business world.

Reporting by HANH LAM – Translating by A.THU