Korea University–ESADE Expand Exchange in Tech-Based Marketing Education

The 2026 ESADE International Study Tour: Technology-Driven Marketing, hosted by the Executive Education Center (EEC) of Korea University Business School, began on January 5 at the Hyundai Motor Hall. On the first day, Associate Dean Gangseog Ryu welcomed the participants with opening remarks delivered in Spanish, saying, “I hope the five-day journey we will share together will be both valuable and enjoyable.” He then introduced the faculty members leading the program, as well as the EEC staff supporting its operation, and proceeded with the orientation. 

Following the orientation, participants attended the first lecture and officially began the program. Students actively followed the lecture, promptly organizing the material as it was presented. During the Q&A session, questions focused on the applicability of the cases discussed. Some students drew comparisons with examples from their home markets, while others raised detailed questions about how Korean companies utilize data and navigate digital transformation processes. Even after the lecture concluded, participants continued their discussions—asking questions at the front of the lecture hall and comparing notes with one another during breaks. 

On the evening of the same day, a welcome dinner was held at Ahn Young-Il Hall on the sixth floor of the LG–POSCO Hall. Associate Dean Gangseog Ryu, Professor Weon Sang Yoo, and Associate Dean Byung Cho Kim attended the dinner. Participants gathered around tables to enjoy their meal and conversation, and many exchanged questions about the different types and names of makgeolli and soju prepared at each table. Associate Dean Ryu and the faculty members moved from table to table, continuing conversations with participants while explaining the brewing process of makgeolli and how to pronounce its name. 

After the dinner, Associate Dean Ryu gave a brief introduction to Korea University Business School. He remarked, “Once you complete this program, you will also become members of the Korea University alumni community,” and went on to introduce the school’s scale, major degree programs, and global alumni network. He concluded the first day’s schedule by adding, “I hope today has helped you gain a better understanding of the school and the program.” 

The program consisted of 76 lectures on Technology-Driven Marketing, two visits to Korean companies, and one cultural experience, with approximately 4,450 master’s students from ESADE Business School participating. The five-day program ran from January 5 to January 9 and was held in Room 303301 of the Hyundai Motor Hall. Participants who successfully completed the full program were awarded a certificate of completion issued under the name of the Dean of Korea University Business School. 

Lecture topics included: △ Platform Growth and Market Strategy △ Digital Transformation and Data Literacy △ Korea’s Economic Development Strategy △ The Impact of Generative AI on the Marketing Industry and Practices △ Digital Customer Engagement △ AI and Creativity: At the Frontier of Everything △ Customer Satisfaction: Creating Firm Value Through Customer Value △ Digital Customer Engagement: Framework and Cases △ AI Business Solutions: Trends and Insights △ Data-Driven Decision Making in Marketing △ Algorithm Literacy for Marketing Success △ Digital Transformation: Theory and Practice △ Data-Driven Customer Satisfaction: Creating Firm Value Through Customer Value.

For each lecture, students applied the presented frameworks to real-world cases and organized their analyses accordingly. During discussion sessions, they examined key issues in teams and built upon one another’s perspectives. Throughout the classes, participants frequently asked detailed questions—such as clarifications on terminology and data interpretation methods—and after lectures, many continued the discussion by approaching faculty members to further explore the topics covered. 

At the graduation ceremony on the final day, each student’s name was called, and certificates of completion were presented. Applause and cheers filled the venue as participants wrapped up the program by taking group photos and exchanging farewells. In his closing remarks, Associate Dean Gangseog Ryu expressed his hope that the time spent at Korea University would remain a pleasant and meaningful learning experience, once again highlighting the university’s alumni network. He also emphasized that, through this program, ESADE students had become part of the Korea University community and expressed his hope that they would continue to serve as ambassadors for the university after returning home. 

On the evening of the graduation ceremony, an off-campus farewell dinner was held. The lead professors commended the participants for their commitment over the five-day program and extended their gratitude to the EEC staff who supported the event. Participants gathered to share a final meal and exchange parting words. Conducted over five days, this ESADE International Study Tour successfully combined academic instruction with meaningful exchange and concluded by reaffirming the potential for future collaboration between Korea University and ESADE. 

Meanwhile, the EEC plans to further expand academic exchanges and will host another International Study Tour from January 26 to January 30 through an additional visit by ESADE Business School master’s students. This upcoming program will feature a different group of participants and will focus on the theme of “Digital Transformation,” with lectures and exchange activities scheduled accordingly.