Page 12 - 迪士尼青少年團隊活動計劃 Disney Youth Programs

As one of the faculty instructors for USC Marshall’s PRIME course—a capstone course
in global business—I have been leading the section that focuses on the entertainment
industry, taking 39 Full-Time MBA students from Seoul to Hong Kong to study these two
Asian hubs. We met with 10 companies in just one week. Yet, again this year, the clear
standout was our day at Hong Kong Disneyland.
We kicked things off with an interactive strategy session where Simon Ho, Director of Revenue
Management & Analytics, and David Webb, Director of Consumer Insights, gave us an insider’s look at the
park’s revenue engines. They walked us through the decision-making process behind new ride launches,
showed how smart pricing and real-time capacity planning keep crowds happy, and fielded a lively Q&A
on market segmentation, per-guest spending goals, and fine-tuned demand forecasting. My students
were hooked from start to finish.
Minutes later, we stepped into the park and watched every lesson play out. Queues flowed exactly
as Simon and David predicted, subtle price anchors nudged purchasing decisions, and the layered
storytelling in Mystic Manor and World of Frozen proved how immersive design drives both satisfaction
and spend. From story-driven merchandise to themed snacks that extend the narrative beyond the ride
vehicle, the resort became a living case study of how rigorous analytics and creative storytelling amplify
one another.
A heartfelt thank you to Christine Ng and the Disney Youth Programs team for orchestrating a seamless,
purpose-built visit. Experiences like this are why PRIME remains a signature element of the USC Marshall
MBA journey—turning theory into practice and preparing our students to lead in a global marketplace.

Scott Abrams
Academic Director, Full-Time MBA Program/ Professor of Clinical Finance and Business Economics
USC Marshall School of Business

I just wanted to thank you again for the wonderful experience visiting Hong Kong
Disneyland. We spent six months planning this visit with our students. The planning
ranged from our travel agent purchasing tickets to drawing up the schedule, and
you arranging a wonderful speaker for our group. Additionally, your team was very
generous in reviewing our students’ questions before our delegation arrived, and
offering to follow up with any of our students if they had any questions about the
Disney strategy.
Thank you again for all your efforts.

Gregory L. Stoller
Master Lecturer/ Director of Case Competitions/ Financial Times Contributor
Boston University Questrom School of Business

10 | 感謝函 Testimonials