"MALAYSIA, TRULY Asia" and "SKY, it's different" are just a few examples of
successful marketing campaigns. Marketing is ubiquitous in our lives; linked to
almost all products and services around us, it deeply influences us in everyday
choices we make. Perhaps that is why many dream to be marketers; it is a
competitive but innovative career where you can realize your ideas and create
value. This month, The Yonsei Annals will introduce courses that might
help you become a marketer.
- Basic steps
◈ Speech and Debate (UCI1147)
Communication (BIZ3158): Students learn how to effectively convey their
opinions in business meetings and presentations.
“The ability to
communicate well is an asset for marketers. Acquiring theoretical knowledge
about marketing is important, but it’s also important to practice speech and
presentation techniques as well,” remarks Song Young-gon (Sr., Dept. of Bus.
Admin. and Pres. of Marketing All Round Players)
■⊙ Introduction to
Psychology (PSY1001): Recommended to avid marketers. Basic theories of
psychology can be applied to various marketing strategies. Courses are in
English and Korean.
■□ Marketing (BIZ2120): As a fundamental course for
marketing, it’s recommended to take prior advanced marketing courses. Courses
are in English and Korean.
- Business to consumer marketing
While business to business
marketing focuses on marketing among corporations, business to consumer
marketing is directly related to consumers. It refers to the fields that we
know well: advertising and promoting.
□ Consumer Behavior Analysis
□ Relationship Marketing (BIZ4129): Teaches plans to
strengthen long-lasting relationships between corporations and customers.
Students will learn cases from the *Harvard Business Review* and analyze them
using marketing theories.
□ Advertising (BIZ3128)
□ New Product
Marketing (BIZ3130): Learns about efficient promotion plans for new products,
especially high-tech digital products which have short-trend cycles.
Consumer Psychology (PSY3138)
□ Marketing Research (BIZ3127)
- For career
● Fashion Advertising (CNT3101): Focuses on promotion.
Students will learn concepts relevant to marketing and communication and will
apply these theories to actual fashion brands.
● Fashion Marketing
○ Marketing Strategy in Food Service (FNS3109): A course
on marketing tactics for hotel, tourism and food industries.
Research Methods in Advertising (COM4101): An advanced course on PR and
advertising. Advertising (BIZ3128) is required as a prerequisite
▣ Marketing Communication Campaign (COM4115): Most class hours
are for actual training for PR. Research Methods in Advertising (COM4101) or
other courses relevant to PR are required as prerequisites, if
- Business to business marketing
Business to business
marketing focuses more on the relationship among business corporations. It
includes the fields of logistics, the effective purchase of raw materials and
□ Logistics (BIZ3150): Logistics is marketing in a broad
sense, as it requires efficient marketing channels among businesses.
Strategic Purchasing Management (BIZ3160): Analyzes on purchasing issues
through consulting perspectives. Consultants, purchasing officers and venture
corporation CEOs are invited as guest lecturers.
tend to think of advertising first when they think of marketing. However, the
current and future business to business marketing field has much potential.
Instead of only focusing on advertising courses, students should think
carefully about which kind of marketing they are interested in," says Prof.
Lee Dong-jin (Dept. of Bus. Admin.).
| Chung Jin-hee (Graduated in 2006 as
Business Admin. Major)
"I have found that marketing knowledge as well as other business
administration techniques such as finance management are important, too. I
want to advise students to take various courses and practice combining the
knowledge they've acquired. Also, participate actively in team projects.
Finally, students should try out internships. Studying and working in this
field are completely different. Try as many as possible. Internships can
lead to actual recruiting, which happened to me."
* Chung is a product manager for Giorgio Armani Perfumes
& Cosmetics in