Abstract

This study examines the impact of experiential learning on the media practice competence of students at Dai Nam University in the context of the rapid expansion of multi-platform media. Grounded in Dewey’s educational philosophy and Kolb’s experiential learning cycle, the research emphasizes the integration of experience with reflection and continuous improvement. A survey of 120 students from the Faculty of Communication reveals that although students demonstrate strong access to digital platforms, their professional process-oriented competence remains limited, particularly in content production, the use of specialized tools, performance measurement, and engagement in real-world projects. Based on these findings, the paper outlines several experiential learning practices implemented at Dai Nam University, including strengthening practice-based tasks within courses, expanding authentic projects in collaboration with industry partners, and developing a digital learning environment that facilitates feedback and iterative refinement of student products.

Keywords: Communication, competence, experiential learning, learning, media practice competence, students.