Understanding the Modern Consumer: Insights from Professor Yang’s Consumer Behavior Course

In the Master in Management (MiM) program at NUCB Business School, students are learning how psychology, culture, and technology shape purchasing decisions in Consumer Behavior, taught by Professor Gyung Yeol Yang. Drawing from over two decades of global marketing experience at Samsung, Cheil, and ADK Holdings, Professor Yang bridges theory and practice to help students grasp how marketing strategies can resonate with consumers in a rapidly evolving digital landscape.

On Day 3, students explored how brands like Glossier and Ariel use storytelling and digital engagement to build authentic connections with their audiences. Through dynamic case discussions and group exercises, participants examined how community-based marketing and social campaigns can shift perceptions and drive loyalty — gaining insight into what makes modern consumers tick.

The course equips future managers with a deep understanding of consumer psychology and behavioral trends, providing the analytical tools to design effective marketing strategies and build meaningful brand relationships. With a mix of global perspectives and real-world insights, students leave ready to create value-driven, customer-centered innovations in their careers.