Oriental Brewery nurtures future generation of marketers
![Students of the first OB Beer Marketing School pose during their last session on Nov. 26 [Oriental Brewery]](https://koreajoongangdaily.joins.com/data/photo/2022/11/30/5ec03e1f-fc79-42b2-b73a-f1fbc31a349b.jpg)
Students of the first OB Beer Marketing School pose during their last session on Nov. 26 [Oriental Brewery]
Oriental Brewery (OB) announced the successful completion of the company’s four-week marketing education program for youth, OB Beer Marketing School, on Nov. 26.
Under the company’s philosophy, “We Dream Big to Create a Future with More Cheers,” OB established OB Beer Marketing School and recruited students. The aim was to foster students with dreams of becoming a creative marketer and give practical experience in innovative marketing skills.
OB is renowned for its phenomenal marketing strategies, crowned and recognized in numerous awards including the 2022 Effie Awards Korea and the 2022 MTN Ad Festival. Applicants for the OB Beer Marketing School could learn in depth about OB’s accumulated know-how and assets on effective marketing strategies through participatory projects.
OB began recruiting students on Oct.19 and roughly 800 students from about 170 universities applied within eleven days. The competition rate was one successful applicant per 40 people as the marketing school was open to only 20 students. Assessments were made anonymously and fairly.
The education took place on Saturdays for four consecutive weeks. A total of seven lectures were conducted and students could participate in classes that were based on OB’s current marketing process procedures as well as receive valuable feedback on their progress from OB’s marketers through a mentoring session. Data-based marketing, innovation, creative processes and brand-specific research methods were only a few of the prestigious courses students attended. Designing project proposals and being involved in actual development projects received particularly positive feedback from students.
OB’s interactive sessions for young marketers and field experts, Beer Talk, and informative lectures where students could familiarize with facts on beer, Beer Education, were also provided to maximize the student’s experience and entertainment.
On Nov. 26, the last day of OB Beer Marketing School, students presented their final projects. By researching OB’s exemplary marketing procedures and implementing analytical perspectives, students presented a brand marketing proposal specifically targeted at the Gen Z generation. Two teams were awarded the grand prize and an excellence award, winning prize money and a celebrative gift. All students were given a certificate of participation.
“I was surprised at the vigor and interest students have shown for OB Beer Marketing School even though this was the first edition,” said OB Marketing Vice President Alexander Lambrecht. “As a leader in the marketing business, OB plans to conduct future editions of OB Beer Marketing School and endeavor to assist young marketers on their journey to becoming professional marketers.
BY LEE HYE-IN [lee.hyein@joongang.co.kr]
with the Korea JoongAng Daily
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