| Course Description |
Marketing communication is increasingly shaped by collaboration among people, data, and artificial intelligence. Beyond traditional advertising, product labels, farmer narratives, sensory experiences, social media, pricing signals, certifications, customer interactions, and AI-driven platforms collectively influence how consumers discover, interpret, trust, and respond to products. This course examines how these touchpoints can be integrated into a coherent marketing communication strategy, with particular attention to the responsible cooperation between human expertise and AI capabilities.
The NCHU Organic Farmers Market will serve as a living laboratory in which students collaborate with farmers, consumers, classmates, and AI tools to address real-world marketing challenges. Student teams will conduct ethical field research, evaluate product labeling and communication, analyze quantitative and qualitative data, undertake structured food-sensory studies, and develop evidence-based integrated marketing plans. Generative AI will support activities such as literature exploration, interview preparation, data analysis, audience insight development, message creation, content prototyping, and strategic scenario testing.
The course adopts a human-led, AI-supported approach. Students will learn not only how to use AI efficiently, but also how to question its recommendations, identify bias and inaccurate information, protect stakeholder data, verify evidence, and improve AI-generated outputs through disciplinary knowledge and human judgment. The goal is to develop marketing researchers and strategists who can cooperate critically, creatively, ethically, and transparently with AI while remaining accountable for their final decisions. |