How a country turned its companies and its culture into global brands. From technology and cars to K-dramas and K-pop, Korea is a live marketing case study.
The business story
- Building global brandsHow Korean family-owned groups grew into household names worldwide.
- Soft power as strategyHow film, music and beauty became exports, and what marketers can learn from it.
- Technology and innovationA look at the design and technology culture behind Korean products.
- Tradition and modern SeoulPalaces and markets beside some of the most wired streets in the world.
Day by day
Day 1
Arrive in Seoul. Orientation and an evening in a modern Seoul neighbourhood.
Day 2
Brand and technology day, with a visit to a corporate or brand experience centre.
Day 3
The business of K-culture: entertainment, beauty and how they are marketed.
Day 4
University or startup session, then Gyeongbokgung Palace and old Seoul.
Day 5
Industry visit linked to the batch's specialisation.
Day 6
Group reflection session and flights home.
This is a sample outline. Your final plan, including the specific industry visits, is tailored to your batch and confirmed in writing in your proposal.