On the 8th of May 2024, SUNY Korea held the “Understanding the Digital Evolution” career talk with Ruby Kang, digital marketer from Cartier Group Korea.
Kang explained the importance of “Digital Marketing Defined by Real Industry” via three components: unexpected brand experience, 360 marketing strategy, and content driven customer engagement. She described the pressures working in the industry to create unexpected and innovative marketing campaigns, noting that although it was stressful, she nevertheless considered it to be a valuable experience as it challenged her to think outside the box.
Kang emphasized how crucial it was to adapt to the ever-changing consumers by appealing to them in unexpected ways. For example, she described her ideas in the “TB Monogram campaign”, where she proposed introducing a Burberry character: a deer with the iconic Burberry monogram. This project was a huge success, and the Kakao emoticon sold out within an hour of its release. Additionally, she described other campaigns such as the “B SURF” game, “#USEYOURFREEDOM” digital film, and dancing “Pop” AR filter to create publicity and appeal to the youth. Additionally, she shared her experiences in content creation for “The Imagined Landscapes Jeju” pop up, noting the importance of consistent and relevant content to persuade customers to interact with brands on a deeper level, establishing consumer loyalty.
A significant project she worked on was the Cartier HJ Event in Seoul, introducing their new fine jewelry collection. This event became one of their most successful marketing strategies as they invited well-known actors, actresses, K-pop idols, and talents with big market value to a fancy gala dinner. The digital marketing team made sure to maximize the content through teaser videos, photoshoots, and interviews. Lastly, she shared three key points on how to establish one's career: know your abilities, narrow down choices, and be well prepared.
Overall, the career talk highlighted the importance of digital marketing in creating a seamless experience for the consumer both online and offline. As digitalization continues to take center stage in our ever-changing market, it is crucial for brands to consistently adapt and refine their marketing methods in order to stay relevant and appeal to the public.
Written by Jennifer Christiana of IVY Magazine
With the world changing so fast and becoming less stable, it is easy for us to lose our agency. On September 30th, 2025, Global CEO and National Bestselling Author James Rhee, founder of the Red Helicopter and Johnson Chair of Entrepreneurship at Howard University, visited SUNY Korea for a distinguished Seminar on how to reclaim agency and lead with kindness. The event drew distinguished guests from the Incheon Metropolitan Office of Education, local high school teachers, and members of the
Students came to the Incheon Global Campus on Saturday, September 27, 2025, to participate in the Fall 2025 IGC Career Exploration Day: Non-STEM Edition at the University of Utah Asia Campus. The all-day event gave students the chance to learn about non-STEM career options, gain insights from professionals within their field and participate in hands-on workshop sessions to develop career-related skills. This event had two paths to offer support to students on different levels of thei
On Wednesday, the reputable luxury fashion house ‘Louis Vuitton’ invited students from all four IGC campuses to learn about the unique career opportunities at Louis Vuitton Korea. FIT Korea was honored by this groundbreaking event brought together by the Fashion Business Management Department, which welcomed students from all the IGC universities. Celebrating innovation, creativity and the future of fashion in South Korea, event featured three main segments: an MoU Signing
The SUNY Korea Library has been featured in the latest issue of Brique Magazine, a renowned Korean publication dedicated to architecture, design, and innovative spaces. The article, titled “The Meeting of Circular Architecture and Modern Learning Environments – SUNY Korea Library,” highlights the library’s unique architectural design and its role in fostering a collaborative, student-centered academic atmosphere. The SUNY Korea Library,
On August 21, SUNY Korea welcomed 198 new Stony Brook University and Fashion Institute of Technology students at the Convocation Ceremony held in the IGC Auditorium. This Fall 2025 semester, SUNY Korea welcomed students representing 17 different countries, including Korea, the United Sates, Singapore, Canada, and Vietnam. Notably, Mexico was added to the list for the first time, bringing the total number to 71 nationalities. The program began with President Arthur Lee’s wel