One of the standout features of the Faculty of International Social Sciences at Gakushuin University (ISS) is its seminar program. At ISS, students take part in what are called where they build on the foundational knowledge of social sciences acquired by their second year and engage in research under the guidance of experts in their chosen fields.

What exactly is a seminar, and what makes each unique one so appealing?

This time, we interviewed Professor Usui, who specializes in international marketing, along with one of his seminar students.

What topics are covered in your Advanced and Graduation Thesis Seminars?

Seminar students take the initiative in selecting and pursuing research topics related to international marketing and international business. For example, in the 2023 Advanced Seminar group project, students examined "An international comparison of the effects of advertisements that promote diverse standards of beauty."

Global companies have long relied on conventional beauty ideals--often embodied by fashion models and celebrities--to front their advertising campaigns. But in today's world, where diversity is increasingly valued, these standardized notions of beauty don't always resonate with consumers. This is especially true among younger generations, who are embracing a broader and more inclusive definition of beauty.

Therefore, the students challenged themselves to clarify what effects arise--and why--when promoting diverse beauty in advertisements, while also paying attention to differences across countries and cultures. (You can download the paper here.)

What kind of activities are conducted in the seminar?

In the Advanced Seminar, groups of about 3 to 4 students take on the challenge of writing academic papers in English. In writing their papers, students not only study literature but also engage in interviews with corporate representatives and consumers to formulate meaningful research questions, build hypotheses, and verify them through surveys. The results of their research are presented through presentations to business professionals and exchanges with universities both in Japan and abroad.

As the culmination of their efforts, students compete in the IB Intercollegiate Conference--the largest domestic academic competition focused on international business--held each December, with the goal of taking top honors. In 2023, they made an impressive debut, earning third place in their very first appearance.

In the  , students work individually to write their theses, drawing not only on academic literature but also incorporating interviews, surveys, and other research methods to explore the questions they've formulated themselves. Looking ahead, I hope to help my seminar students to engage with international university peers and conduct field research in real-world international business settings.

What are the key attractions and highlights of the Advanced and Graduation Thesis Seminars?

I believe the greatest appeal lies in the fact that students themselves choose and pursue their own research themes. Regardless of the topic, sincerely confronting what you genuinely question or believe to be socially meaningful is truly engaging.

Another key point is using data you've gathered firsthand through interviews and surveys. In this digital age, exploring the real motivations behind individual and organizational behavior in real business settings can be incredibly exciting.

At the Usui Seminar, we strive to cultivate a culture where each student is encouraged to take on challenges they've chosen for themselves. I believe that true growth comes through sincere, even intense, effort--and that includes myself as a teacher. It's through pushing one another that we all evolve.

Interview with Seminar Student (Ms. Noa Hayashi)

I was part of Professor Usui's seminar and wrote my graduation thesis on Employment Systems for Optimal Personnel Allocation in Japanese Companies. In the research process, I handled everything myself--from choosing which academic papers to read to arranging interviews with companies.

Professor Usui supported me with precise guidance while encouraging a process of thinking independently, taking action based on hypotheses, reflecting, and improving--even allowing for course corrections when needed.

After writing my graduation thesis, I realized that I have developed the ability to think deeply about a single issue, and I've grown in terms of perseverance. The more new knowledge I gained, the more I realized how much I didn't know. And even when arranging interviews, only about 10% of contacts would agree to participate.

At times, it felt like I was running without a visible goal--but I kept asking myself what I could do to move forward, even just a little.Precisely because it didn't happen overnight, I was truly happy when I could feel that I had made progress.

Moving forward, I want to continue living with a strong sense of purpose--thinking critically about what is needed to handle any situation, based on evidence, and becoming someone who can also enjoy the process.

Note: Content reflects information available at the time of reporting（2024.5.28）.