Deep Dive Day at Hitotsubashi ICS is a one-week required activity in its MBA program that enables student teams to showcase and apply learning from the Knowledge Management and Marketing courses.

In 2009, over the course of the week, the students went through field work and a lot of team discussions to put together an innovative proposal for the CEO of Lawson (a Japanese chain of convenience stores), Takeshi Niinami. The Deep Dive topic for 2009 was: The Lawson Store in 2020.