Marketing Management: Exploring Social Media and Integrated Marketing Communication

In the Marketing Management MBA course, led by Professor Gyung Yeol Yang, students engage with key marketing strategies and concepts that are crucial for success in today's rapidly evolving business environment. On Day 4 of the course, the focus shifted to the role of social media in marketing and the importance of integrated marketing communication (IMC). Through the analysis of leading global case studies, students examined how companies leverage digital tools to optimize consumer engagement and brand loyalty.

During the course, students explored not only the theoretical frameworks of marketing but also practical applications through case discussions. On Day 4, students examined L’Oreal’s use of social media to enhance customer insight and Ariel's innovative use of integrated communication strategies. These discussions allowed students to see firsthand how companies develop and implement effective marketing strategies in a competitive landscape.

Day 4 discussions centered around social media-driven marketing and IMC, with students analyzing real-world cases such as L’Oreal USA: Digitally Optimizing Consumer Insight and Ariel’s #ShareTheLord: Integrated Marketing Communication Campaign. These cases demonstrated how companies utilize various platforms and strategies to connect with consumers in more personalized and impactful ways. By discussing these examples, students learned how IMC campaigns integrate different channels to create consistent messaging, engage with consumers effectively, and drive business results.

With a focus on digital marketing, social media, and IMC, students gain an in-depth understanding of how businesses create value and communicate with their audiences. This course provides a comprehensive foundation for anyone looking to lead marketing efforts in today’s dynamic, interconnected world.