- student life
Marketing Program Director Dr. Sung-Yun (Ashley) Chung is passionate to share her practical experience and academic knowledge, including the fact that compared to other schools in Boston, Fisher College offers a wide range of digital marketing courses.
WHAT MAKES THE FISHER COLLEGE MARKETING PROGRAM GREAT?
1. Discussion-based practical knowledge
At Fisher College, we try to impart practical knowledge to students so they can apply classroom instruction to real-world situations. In-person courses are offered as discussion-based learning where students can actively express their thoughts and develop ideas through active discussion. Students are encouraged to work on a project to identify a brand's marketing problem and devise a realistic solution to overcome the issue.
Student discussion during the Principles of Marketing Course.
2. MARCO Club
The MARCO (Marketing Communication) Club is a social and professional club for students to participate in marketing and communication activities. We meet on a weekly basis and practice what was learned in class. In the fall semester, students select brands (retail, restaurant, museum, festival, etc.) of interest and conduct research (desk and field) to understand and evaluate the current situation and analyze the marketing/communication activities. In the spring semester, students are involved in the planning and execution of the talent competition ‘Fisher’s Got Talent.’ This event gathers and revitalizes Fisher College members with a strong emotional bond. At the end of the year, students publish a yearbook to include the activities and pictures they worked on through the semester.
The 2023 MARCO members at Fisher's Got Talent.
3. Academic advisory boards system
Fisher College recruits Academic Advisory Boards for the program to provide state-of-the-art marketing knowledge. The Advisory Board members review curriculum content and provide insight into trends and requirements in the marketing field. In addition, they provide a connection to the professional community. Through this process, the program director can craft a curriculum that meets the need of the current market.
4. Digital marketing concentration
There are two tracks for marketing majors: regular marketing and digital marketing concentrations. The regular marketing track focuses on overall marketing courses, including Principles of Marketing, Brand Strategy, Consumer Behavior, Integrated Marketing Communications, and Marketing Research and Analysis. The digital marketing concentration track provides various digital marketing courses, such as SEO and SEM, Social Media and Digital Strategies, Digital Marketing Analytics, Viral and Organic Growth, and regular marketing courses. Compared to other schools in Boston, Fisher College offers a wide range of digital marketing courses.
5. Experiential learning
Dr. Chung values experiential and project-based learning, which helps her students better understand the topic and learn how to apply classroom knowledge to real-world situations. One of the memorable projects that students conducted was ‘Inbound Marketing Strategy for Fisher College’ for the Inbound Marketing course. For the entire semester, students learned the core concepts and skills of inbound marketing and had a chance to evaluate the current situation of Fisher College’s inbound marketing and come up with a solution to make Fisher College greater. At the beginning of the semester, the Director of Marketing and Communications visited as a guest speaker to share the current situation and difficulties Fisher faces regarding inbound marketing. Based on this and students’ personal experience with Fisher, they defined the target customer, created personas and customer journey maps, and evaluated the design and content of Fisher's websites, social media, blogs, and those of its competitors. They also learned to think about how to convert leads to customers and maximize ROI. In addition, the classroom discussed the use of AI and ChatGPT in marketing activities. The final report was completed and presented to the client (Fisher’s Marketing and Communications department) based on their research and suggestions.
Students highlighted in the course evaluation that ‘A lot of in-classroom activities settle down the content that we learned,’ ‘I liked the project,’ ‘It was very personal as the topics were mostly about Fisher and this knowledge will be applicable to many aspects of business,’ ‘The relaxed classroom style led to a lot of discussion.’
Dr. Chung’s advice for future marketing majors
I believe being a professor is not only teaching academic knowledge, but also sharing life vision and passion with students. I enjoyed spending time with the students and listening to their objectives and difficulties. I tried to share my experience and discuss when they needed help with important decision-making in their life. The relationship I want to build with my students is more of an intimate bond supporting them to pursue their dreams.
Marketing is a life skill. It is a skill that every individual should learn and practice to build their own personal brand and for their business or workplace. If you are interested in learning this life skill in the heart of Boston, Fisher College will be the perfect choice.
About Dr. Sung-Yun (Ashley) Chung:
Dr. Chung has a combined total of 10 years in various departments of five-star hotels, 8 years as a branding consultant, 6 years as a university lecturer, and being a founding member of a start-up in South Korea. Her professional journey has led to a deep understanding of the business environment and the significance of branding and strategic management. She also writes business articles and develops cases for a Korean monthly magazine, titled, 'Hotel and Restaurant.’
- Marketing Program