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Students at Mason Korea recently stepped into the role of marketing consultants for a day by tackling an ongoing business challenge presented by Hyundai Premium Outlets Songdo. 

On June 2, 10 finalist teams gathered for the Mason Korea x Hyundai Premium Outlets Global Marketing Challenge Final Pitch, presenting innovative strategies aimed to enhance the outlets’ appeal to international visitors and younger consumers. 

Participants were encouraged to cover two themes: “Global Expansion Strategy” and “MZ Hotspot Activation Strategy.” All finalists demonstrated strong problem-solving skills by incorporating global consumer trends and local community characteristics of Songdo/Incheon while showcasing their knowledge of digital marketing. Teams were evaluated based on their understanding of target audiences, strategic relevance, and execution potential. 

The Grand Prize was awarded to the team led by Taeeun Kim, whose proposal received the highest overall score for innovation and strategic alignment. Their project was marketed toward the city’s immigrant population. 

“By interviewing foreign residents in Songdo, we were able to understand the needs and challenges faced by people from diverse cultural backgrounds,” said Kim. 

The Insight Prize was presented to Jiyoon Jeong for exceptional consumer and market analysis, while the Challenge Prize was awarded to the team led by business major Dongkyo Oh for introducing bold and creative ideas with strong future potential. 

“This project demonstrated the value of hands-on learning by allowing students to analyze global market trends and develop strategies for real-world business challenges,” said Joshua Park, campus dean of Mason Korea. 

As Mason Korea continues to expand opportunities for experiential learning, programs like the Global Marketing Challenge play an important role in connecting students with industry partners and preparing them to become the next generation of global leaders.