NCHU Course Outline

Course Name	(中) 行銷溝通(7259)
	(Eng.) Marketing Communication
Offering Dept	Graduate Institute of Bio-Industry Management
Course Type	Elective	Credits	3	Teacher	YANG SHANG-HO
Department	Graduate Institute of Bio-Industry Management/Graduate	Language	English	Semester	2024-FALL
Course Description	Consumers can visit many different types of markets, such as traditional markets, farmers’ markets, supermarkets, online markets (i.e., website, Facebook page, Line, Line@, IG, Tiktok, Threads, etc.). Every market adopts different marketing communication strategy to enhance product sales and to manage the brand image. The challenges of the Integrated Marketing Strategy include that the characteristics of products are different, market channels are different, and consumers are different. Therefore, this course will mainly focus around consumer behavior, decision making, and market research. This course is expected to open only for PhD students, who will be in charged of presenting and discussing research paper work in topic idea, literatures, methodology, and outcome validation and explanation. Master students are welcome, but students are expected to provide the same output as PhD students.
Prerequisites				self-directed learning in the course	Y

Relevance of Course Objectives and Core Learning Outcomes(%)			Teaching and Assessment Methods for Course Objectives
Course Objectives	Competency Indicators	Ratio(%)	Teaching Methods	Assessment Methods
The objectives of this course are to: effectively collect literature reviews and market data systematically introduce, analyze, and discuss the outcomes think over issues of industry and market relation evaluate Effectiveness plan Optimization			topic Discussion/Production Discussion Exercises	Attendance Oral Presentation
Course Content and Homework/Schedule/Tests Schedule
Week Course Content Week 1 9/13 Course Introduction Week 2 9/20 Introduction of NCHU Organic Farmers' Market for student find one topic to present and discuss in weeks 3 ~ 8 Week 3 9/27 Student guiding topic and feedback discussion Week 4 10/04 Student guiding topic and feedback discussion Week 5 10/11 Student guiding topic and feedback discussion Week 6 10/18 Student guiding topic and feedback discussion Week 7 10/25 Student guiding topic and feedback discussion Week 8 11/01 Student guiding topic and feedback discussion Week 9 11/08 Self-independent study Week 10 11/15 Introduction of Traditional Markets for student find one topic to present and discuss in weeks 3 ~ 8 Week 11 11/22 Student guiding topic and feedback discussion Week 12 11/29 Student guiding topic and feedback discussion Week 13 12/06 Student guiding topic and feedback discussion Week 14 12/13 Student guiding topic and feedback discussion Week 15 12/20 Student guiding topic and feedback discussion Week 16 12/27 Student guiding topic and feedback discussion Week 17 01/03 Student guiding topic and feedback discussion Week 18 01/10 Final week - Self-Independent study
Evaluation
Discussion, Presentation, Feedback, Attendance
Textbook & other References
SSCI and SCI journals
Teaching Aids & Teacher's Website
None.
Office Hours
By appointment.
Sustainable Development Goals, SDGs
include experience courses：N

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Update Date, year/month/day：2024/08/01 10:35:46	Printed Date, year/month/day：2024 / 11 / 21
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