Week

Date

Instructor

Topic

Readings/Activities

1

2/17

Dr. Park

[Introduction] Basics of Marketing

[Place] Digital Marketing

Sell Direct-to-Consumer or Through Amazon? (HBR Case Study)

2

2/24

Dr. Park

[Product] Generative AI and AI-driven Branding

Tailor Brands: Artificial Intelligence Driven Branding

(Harvard: 519017)

3

3/3

Dr. Park

[Consumer Behavior] AI & IoT Adoption

Voice War: Hey Google vs. Alexa vs. Siri

(Harvard: 718519)

4

3/10

Dr. Park

[Promotion] AI Influencers & Metaverse-based Advertising

BTS: Success and Risk with Fans and Influencers on Social Media (IVEY: W21227)

5

3/17

Dr. Park

[Marketing Research] Big Data and AI Analytics

Predicting Consumer Tastes with Big Data at Gap (Harvard: 517115)

6

3/24

Both

Guest Speaker & Final Project Discussions

7

3/31

Dr. Chen

The Role of Social Media Marketing

Social Media War 2021: Snap vs. Facebook vs. TikTok

(Harvard: 9721443)

8

4/7

Dr. Chen

Identifying Target Audiences

Guest Speaker

9

4/14

Dr. Chen

Rules of Engagement for SMM

How Augmented Reality Can - and Can't - Help Your Brand

(HBR)

10

4/21

Both

FINAL GROUP PROJECT PRESENTATIONS