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
Please respect the intellectual property rights and use the materials legally.Please repsect gender equality.
Update Date, year/month/day:2024/08/01 10:35:46 Printed Date, year/month/day:2024 / 10 / 07
The second-hand book website:http://www.myub.com.tw/