Yonsei 2026-Fall | Bokyung Lee Upcoming

CDM1001: Introduction to Culture and Design Management

Interdisciplinary thinking lies at the heart of Culture and Design Management. This course introduces fundamental perspectives, concepts, and methods across culture, design, management, UX, technology, art, branding, and marketing. Through lectures, case discussions, and interdisciplinary projects, students will learn to connect these domains and develop thoughtful strategies for real-world opportunities.

Class time: Tuesday(s), 10:00–13:00
Location: VeritasB 443
Instructor: Prof. Bokyung Lee
Office hours: Monday, 9:00–11:00
Language: English

Weekly schedule

Nov. 17 Stage 3: Project 3 · Industry Project

Week 12: CDM’s Design Thinking Series #2: Customer-Centered Design Thinking

Opening Questions

How is a buyer’s perspective different from a user’s perspective?
What cultural, social, and psychological factors could shape customer interest and purchase consideration?
How can user insights inform a prospective Korean market-entry direction without overstating what the research proves?

Learning Goal

Apply customer-centered thinking to reinterpret user insights from the perspective of potential buyers. Identify prospective decision drivers and barriers and develop evidence-informed directions for a possible Korean market entry.

Lecture Materials

Unlocks when Week 11 class ends Nov. 10, 1:00 PM (KST)

In-class Activity

In-class Lecture:
- Review the difference between user and buyer perspectives.
- Introduce the prospective customer decision process and the social, cultural, and psychological factors that may shape interest and purchase consideration.
In-class Activity:
- Reinterpret Week 11 insights through a prospective customer decision process:
  - Discovery → Initial Interest → Consideration → Purchase Consideration → Potential Relationship
- Identify the most important customer drivers and barriers.
- Develop two to three customer-centered value directions for a possible Korean market entry.
- Treat the process as a prospective hypothesis because the company has not yet launched in Korea.
In-class Submission:
- Submit one team working version containing a Target Customer Snapshot, key Customer Decision Factors, and two to three alternative Value Ideas before class ends.