Loyola Marymount University’s Center for Asian Business recently hosted a training program for students from Yonsei University in South Korea, according to a press release from the school. The students, all of whom are working on their MBAs, attended the weeklong program to learn more about the theme of “Innovation in the Entertainment Industry.” The program consisted of lectures at LMU as well as corporate visits to local entertainment companies Machinima, YouTube, and Sony Entertainment Pictures.
Students were able to listen to lectures on a variety of subjects from experts in the field. Dr. Andy Rohm, Marketing Professor at LMU, delivered a lecture on the changes occurring in the fields of branding and advertising. Dr. David Craig, producer and partner of Media Nation, talked with the students about how the entertainment is evolving. John Heinsen, CEO of Bunnygraph Entertainment and VP of New Media at the Producers Guild of America, shared some thoughts on how to build a community by utilizing multi-platform storytelling.
Yongsun Palk, director of LMU’s Center for Asian Business, hoped that the program would give students the tools they need to take advantage of the explosion of Korean culture the world is currently experiencing. “In recent years, the Korean entertainment sector has gained global attention as a result of “Hallyu” which is a term for the Korean cultural wave that is spreading all over the world. With LMU having one of the top entertainment programs in the country, we were able to help Yonsei MBA students better understand the evolution of the entertainment industry and how social media generates intellectual properties and causes a paradigm shift in traditional marketing strategies,” he said in a press release.