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Get Closer to a Real Business: Coca Cola’s Marketing Story

October 28, 2019

On October 23rd, Joanna Lu, the marketing Vice President of Coca Cola Greater China and Korea was invited to the school to give the students a talk. The lecture was aimed at integrating what students have learned in class with real-life business practices. Firstly, Joanna briefly introduced the history of Coca Cola and gave a global overview of the company. She later talked about its development in China, including its involvement in the Olympics and World Expo, and the different product lines that it owns. She then focused on marketing activities. She explained what a brand is and how to develop a brand by launching different marketing strategies. She also discussed the marketing campaigns she participated in, including advertisements and packaging. She mentioned that marketing is not solely about the product itself, but also about being a good storyteller. During the talk, students showed great interest and actively engaged in the talk. This opportunity allowed students to get to know how a business operates in real life, which is something beyond what their textbooks can offer.

(Written by Chen Danqing Pictures by Chen Danqing)