Hite Jinro Beverage conducts industry-academic cooperation project with Hanyang University’s Department of Advertising and Public Relations < Distribution < Text of article

Hite Jinro Beverage announced on the 26th that the industry-academic cooperation project conducted with Hanyang University’s Department of Advertising and Public Relations has been completed.

This project, which was conducted as part of the major class ‘Advertising and Public Relations Research Methodology’ in the Department of Advertising and Public Relations in the second semester of 2024, is IC-PBL, a creative convergence talent development education model that provides hands-on education to students through connections with industry and the local community. It was conducted in the form of (Industry-Coupled Problem-Based Learning).

Students participating in the project used a statistical analysis tool (SPSS) to research and analyze young college students’ overall awareness of ‘Black Barley’, one of Hite Jinro Beverage’s representative products, and developed various creative strategies based on insights about areas for improvement. presented.

At the project performance presentation held over two days on the 16th and 18th, students had the opportunity to present the results of the project prepared over the semester in front of the working staff of Hite Jinro Beverage.

In particular, the three teams that presented novel creative strategies based on logical analysis were awarded prize money of 500,000 won, 300,000 won for grand prize, and 200,000 won for excellence, and provided support and encouragement for their achievements.

Meanwhile, Hite Jinro Beverage plans to continue to pursue industry-academic cooperation projects in connection with universities and local communities similar to this cooperation with Hanyang University as part of ESG management that fosters future talent and fulfills corporate social responsibility.

An official at Hite Jinro Beverage said, “Through this project, we were able to hear the vivid voices of Generation Z directly and encounter fresh and innovative ideas born from their perspective.” He added, “Based on this, Black Bori is gaining more sympathy and trust from Generation Z.” “We will work hard to establish ourselves as a brand.”