Sunny Seon Hee Jeon, GMBA Class of 2017

Starting from May 2016, I had an opportunity to participate in the Coca-Cola 21^st Century Marketing Program. As part of the Global Immersion program of Tsinghua SEM, the Coca-Cola 21^st Century Marketing Program is delicately designed to provide extensive learning about the dynamics of the global beverage industry as well as the marketing practice and in-depth knowledge for how a multinational corporation effectively integrates marketing and innovation together into its business model. To achieve these goals, the program consists of two parts: (1) a series of lectures by senior executives from Coca-Cola at Tsinghua's campus and (2) field study in the United States including visits to Coca-Cola headquarters in Atlanta, marketing courses at Georgia Institute of Technology, and visits to Coca-Cola's public relations agencies based in New York.

Sunny Seon Hee Jeon, GMBA Class of 2017

Prior to the field study in late June, all participating students attended two lectures held at Tsinghua's campus in May. Those lectures also have several open slots for MBA students, and therefore some of our classmates also joined. The first lecture was given by Jiantao ZHANG, the Vice President of Coca-Cola Greater China & Korea. His speech was focused on the public communication of Coca-Cola and how to deliver irresistible happiness through Coca-Cola brand. It was very intriguing to learn how Coca-Cola values 3Ps (People, Product, and Planet), especially in the communication landscape. Several compelling examples that Coca-Cola executed were mentioned, from delivering free water from Coca-Cola's facility in Sichuan province to developing the sustainability scorecard Coca-Cola has been operating.

Coca-Cola 21st Century Marketing participants pose at Coca-Cola headquarters.

In the following week, the second lecture was conducted by Shakir Moin, the Vice President of Marketing at Coca-Cola China. During the lecture, Shakir explained how Coca-Cola developed its way of Marketing; he defined it as ‘a delicate fusion of Science and Art.’ Since consumers in this era need a "wow!" moment every single time there is a new product launch, Coca-Cola deciphers what consumers actually highly value and lets consumers consciously and unconsciously relate Coca-Cola products to their own personal values.

Coca-Cola 21st Century Marketing participants pose at Coca-Cola headquarters.

Through these two lectures provided by Coca-Cola executives, I indeed enjoyed their speeches. Taking the insights from these marketing veterans, I excitedly prepared myself for the upcoming field trip.

Coca-Cola 21st Century Marketing participants pose at Coca-Cola headquarters.