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Institute of Marketing Communication
English
Mission

As the communications industry, international telecommunications, internet and digital information technologies continue to develop and converge, media and communications industries face new challenges, and competition over their management. At the same time, these new trends present opportunities for adaptation and growth of knowledge, theories, and research in communications management. 

IMC was established within the new communications context. IMC will work to develop and advance academic research in marketing communications, to train management talents and equip them with interdisciplinary capabilities, and ensure creativity and humanist values. It aims to be a top-tier institute in marketing communications in Taiwan.

IMC’s Missions:

• To advance theoretical knowledge and its practical application in marketing communications.

• To cultivate interdisciplinary talents with foundations in all fields of communications, technologies, and marketing.

• To provide a continuous learning environment for practitioners in marketing communications in order to develop their theoretical and practical capabilities on an ongoing basis.

 

Three areas of focus for professional training 

Our professional training goals are to incubate communications talents to produce marketing expertise, by integrating the areas of media management, communications technologies and policies, marketing and public relations. We emphasize training in planning, strategic thinking, and analytical ability, and foster creativity and those skills that will find theoretical and practical application in the areas of media, technologies and management.

Society and Culture

Communication media play an important role in the information society. In a market characterized by intense competition, a better understanding of influence of social culture helps to manage communication media effectively. Our focus in this area is on understanding impacts and changes of social and culture development. Relevant courses include: mass communiation theory, Advertising and culture, Social media and society, Cultural economy and consumption, Children and advertising, media management, media strategy, media economics, media information management,media in China, media marketing and advertising, media effectiveness, and media effect research.

Marketing Communication

As telecommunications, media, and communications industries converge, the communications industry as a whole will be subject to tremendous changes in its regulation and mode of operation. The marketing of many products now occurs through the internet thanks to advances in digital technologies. Likewise, distribution channels, marketing, and public relations in the communications industries are experiencing profound changes. Our agenda for this digital age must include promoting service quality and competitiveness by incorporating new communication technologies. Relevant courses include Marketing management, consumer behavior, social media marketing, digital marketing, branding, integrated marketing communications, advertising creativity, and advertising effectiveness.

Media Technologies

Communication technologies have developed exponentially in recent decades, advancing from the printing press to satellite communications, and from multi-media computers to fiber internet. These ongoing changes to the media and communications environment are influencing media management and media industry development. IMC has responded by designing a series of courses related to management technologies to equip students with the knowledge and skills needed to understand and deal with the fast-changing media environment. These courses include: social marketing, communications policies, political communications, critical approaches to media, and policy of information technologies.