SEOUL, October 21 (AJP) - Kookmin University's business graduate school will develop courses on how brands stay visible in artificial intelligence-powered search, under a new agreement with a communications firm that specializes in the field, the university said Wednesday.
Kookmin University (KMU)'s Graduate School of Business Administration signed the memorandum of understanding with Message House on Monday at its business building in Seoul.
Message House designs corporate positioning and core messaging using AI. Its main line of work is generative engine optimization (GEO), which goes a step beyond conventional search engine optimization. Where search engine optimization aims to push a company's website higher in search results, GEO focuses on AI tools that answer users' questions directly, and on whether a brand surfaces in those answers.
The firm offers GEO diagnosis and consulting to help companies and brands raise their visibility in AI search.
Under the agreement, the two sides will jointly develop education programs on AI-based marketing communication and content strategy, share course materials and programs, and cooperate on publicity and talent development.
The partnership is part of the graduate school's "Business with AI" drive, which adds AI to its practice-oriented MBA curriculum. The school is pursuing a new AI Business major so that students can apply AI to real work and decision-making across management.
It also plans to give concrete shape to "AI Embedded Education," an initiative of KMU as a whole.
Kang Hyun-mo, dean of the graduate school, said the agreement would be "a good opportunity" to bring "Business with AI" into actual coursework.
"In the AI era, the way companies and brands become known to consumers and get chosen is changing quickly," Kang said. He added that the school would draw on Message House's expertise and field experience so students could "directly experience AI-based marketing communication and content strategy and apply them in practice."
Lee Jung-dae, chief executive of Message House, said the agreement turns the exchanges the firm and KMU have built over time into "a more systematic partnership." He said the firm would go "beyond simply providing content" and bring field experience and expertise into the classroom.
The graduate school is expanding AI-integrated teaching across strategy, marketing, finance, organizational management and entrepreneurship.
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