In June, LMU’s Center for Asian Business hosted a customized training program for MBA students from Yonsei University, one of the top universities in Korea. The program focused on “Innovation in the Entertainment Industry” and included lectures at LMU and corporate visits to local entertainment companies.
Yonsei students were treated to lectures by Andy Rohm, LMU Marketing Professor, who discussed the new world of branding and advertising; Philip Lelyveld, Senior Project Manager at USC’s Entertainment Technology Center, who discussed Hollywood’s journey into virtual reality; Susan Scheibler, LMU Associate Professor of Film & Television, who discussed transnational media; and Yongsun Paik, LMU Professor of International Business and Director of the Center for Asian Business, who discussed global talent management and implications for Korean companies.
Students had the opportunity to visit local entertainment companies including Electronic Arts, YouTube, Google and Machinima, one of the largest online video platforms in the world.
A farewell reception and awards ceremony took place on the final day of the program at the Marymount Institute. Feedback from Yonsei students was overwhelmingly positive. They enjoyed their time in Los Angeles and learned a lot of valuable information about how the entertainment industry has changed over the years.