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Curriculum Design

In keeping with the principle of "balancing theory and practice," the Department has designed a curriculum that aims to provide students with a solid theoretical foundation as well as diverse practical training. As students develop the ability to apply theories in practice, their understanding of the complexity and importance of the theories will also be enhanced.


There are two segments of the curriculum, which is further distinguished into six blocks (as shown in the graph below and represented in detail via the links):

I. Foundation Courses

Block 1 includes the general studies in humanities, social sciences, and other liberal arts courses, designed by the University for the purpose of nurturing the well rounded modern university student.

Block 2 includes communication basic, aimed at cultivating students' media literacy & communication thinking.  

Block 3 includes marketing management basic, which help students to think about advertising and public relations from a broader perspective of marketing and brand management.


II. Core Courses

Block 4 focuses on advertising planning, aimed at nurturing students’ professional capabilities in advertising planning.

Block 5 focuses on public relations planning, aimed at nurturing students’ professional capabilities in public relations planning.

Block 6 focuses on multimedia planning, aimed at nurturing students’ professional capabilities in multimedia planning. 

* The three blocks of foundation courses are designed to help students become accustomed to university studies and prepare them for the core specialty courses. Most of these courses are to be taken in the initial years of study.

* With the three blocks of core specialty courses, it is hoped that their completion will make students ready to enter the workforce and meet market demands as highly capable advertising, marketing and public relations professionals. 

Based on "equal emphasis on theory and practice" as core values, the curriculum lays stress on the integration of solid theoretical training and abundant pragmatic courses to help students catch the essence and importance of academic theories. Through multiple training, this Department hopes to strengthen students’ ability to put theory into practice.




Computer Graphic Art

To enable the students of the advertising department to become acquainted with basic computer skills for advertising design to follow the modern advertising production trend of computer design, and to acquire more effective advertising creation methods.

Principles of Marketing

The course enables students to have full understanding of marketing, and it serves as a basis for other professional courses. The course is a mandatory course for freshmen and an important entry-level course as well. The course can help students enter advertising-related fields.


Theory of Advertising

Advertising is a paid communication activity. Therefore, advertisement must be planned in detail before it can effectively assist a company to convey the ideas of its products.

The advertising course illustrates factors to be taken into consideration, and modes and tools to be used in planning. The course focuses on the basic framework of the foundation, environment, and background of advertising, planning and strategies, advertising media; creative and integrated marketing communication to enable students to have comprehensive understanding of the field.

Introduction to

Public Relations

To introduce the basic concepts and history of public relations, and its role in current society, and to enhance the understanding of practical scope of public relations.


Design Drawing

To allow students to discover the significance of sketching through hands-on experience. Students are introduced to acquire various sketching skills through the application of painting materials. The course covers the training of expression of materials, the presentation of sense of space, and the cultivation of practical techniques. In addition, the course aims to raise students’ appreciation for aesthetics and fine arts through hands-on experience.


Principle and Practicum

of Photography

Learning objectives of the course:

  1. To probe into the concepts and techniques of basic and professional photography.
  2. To study basic photographic optics, visual psychology, and photographic composition.
  3. To probe into the glossary of basic photography and digital photography.
  4. To cultivate students’ appreciation of and creativity in photography.



This course uses Ruey-Chyi Hwang’s Contemporary Sociology edited in 2011 as the textbook and focuses specifically on its Part I and Part II related to systems and culture respectively to care for the key issues of social change in Taiwan and the world. Each part contains various subjects from global, national and local perspectives to help students acquire abilities to analyze and criticize social issues.



The course is an introductory economics course, and it introduces people’s optional decisions and analyzes how these decisions affect market dynamics and overall resource allocation. Topics to be discussed include the law of demand and supply, market structure, national income, money supply, inflation, etc. The course aims to raise students’ awareness to let them have basic understanding of economics. In addition, the course uses real-world examples to introduce basic economic concepts, and train students to use mathematic, economic concepts and graphics to observe and analyze current economic phenomena.


Business Administration

To introduce the basic concepts of business management, practical operation and real-world case studies in Taiwan and abroad to learners who intend to enter the field of business management to enable them to have better understanding of business management, and of how to manage business and improve their chances of success in the business management field in the future. 


Advertising Design

The course aims to enable the students of the advertising department to turn strategies and concepts into concrete pictures to effectively influence consumers with visual effects to achieve the goals of advertising after they study numerous advertising and marketing strategies.



Public Relations Writing

  1. To introduce practical writing techniques and methods for the practice of public relations.
  2. To build basic public-relations writing concepts via “news writing.”
  3. Through the training of news concepts, students are instructed to comprehend the key elements of news, and to build their sensitivity to the judgment of news.
  4. To let students comprehend the operational mode of communication media and analyze media reports. In addition, to enable students to learn different news writing methods and styles, and to cultivate their basic public relations skills.
  5. To sharpen students’ effective and proper word usage via writing practice.



Commercial Photography


  1. To enable students to freely use various lighting angles and altitudes to classify commodities after introducing professional lighting techniques and composition.
  2. To enable students to tell differences between commercial and artistic photography.
  3. To introduce lighting and special techniques to enable students to apply more effective photography of products and people to further refine students’ creativity.
  4. To refine students’ integration abilities via photographing and laying out a series of products.
  5. To train students’ appreciation and analysis of commercial photography works.

English for

Specific Purposes

To train students’ English skills for advertising, marketing, and public relations, and to further sharpen their potential for preparing English pitch.  


Marketing Strategy

As business settings evolve, marketing strategies must change to respond to the needs of such dynamic variations. Customer-oriented strategies and creativity should be adopted to respond to the variations, while business managers must possess strategic analytical skills, creativity, and sustainable competitive advantages.



Research Methods

  1. To let students comprehend the importance of marketing research and its relation to other courses.
  2. To let students comprehend the implications of marketing research and its relation to advertising and marketing.
  3. To allow students to practice the complete steps of marketing research including data collection, analysis, and interpretation to experience various methods of marketing research and to build foundation for future professional practice.



Video Production

  1. This course is an entry-level video media course, and it aims to introduce the principles and basic concepts of video production to let students comprehend how a video work is produced.
  2. To direct students toward using the basic concepts of video production and making video production works to lay the foundation for future courses.


Principle of Creative

  1. To make students attain the basic knowledge of creativity theories and creative techniques.
  2. To enable students to apply creation techniques to generate creative thought.
  3. To cultivate students’ curiosity about, attitudes of being willing to explore things unknown to them and skills to address issues.

Printed Media

Advertising Production

To further train students enrolled in the advertising department to integrate practical printing production principles after they become familiar with computerized print-ad design skills in order to build proper design concepts before ads are printed to facilitate ad production.


Advertising Strategy

and Planning

Based on communication and consumer information processing and strategy setting models, this course introduces the role of advertising and its desired objective in the overall marketing planning. Being structured on strategic planning, analysis and discussion of, and considering the factors needed for advertising planning, the course also offers case studies for discussion to help upgrade students’ abilities to integrate what has learned and improve students’ decision-making skills.


Research on Marketing Cases

To discuss marketing cases supplemented by brainstorming of ideas revolving around theories to enable students to have better understanding of business environments to cultivate students’ abilities to think about and make a decision regarding marketing.



Media Planning


  1. To examine the role of media planning based on macro-marketing and communication environments.
  2. To comprehend overall media planning via case studies.
  3. To interpret and apply media data.
  4. To examine and weigh the pros and cons of overall media planning.
  5. To understand media planning processes through case studies.

Practice of Marketing

and Advertising

Based on advertising planning practice and theories, the course introduces and studies advertising from various aspects and levels to enhance advertising professionalism and build proper concepts for advertising evaluation.


Integrated Marketing


With diversification of communication tools and ever-changing media settings as well as demand by advertising clients for innovation, “integrated marketing communication” has become the essential standard and trend in communication. Besides introducing various features and applications of communication tools, the key to integrated marketing communication lies in “core ideas.” This course aims to help future advertising and marketing professionals to better understand the tools of the trade and aims to inspire their ideas. 




Theories of

Mass Communication

Five teaching objectives of the course:

  1. To introduce to students the media development and communication tech trends, and to build their skills of judging and producing media information.
  2. To enable students to have better understanding of the outline and scope of mass communication theories.
  3. To enable students to have better understanding of the evolution and trends of mass communication.
  4. To enable students to have better understanding of the content and meaning of key theories of mass communication. 
  5. To enable students to have understanding of relationships between mass communication theories and advertising and marketing.



Seminar in Integrated Marketing Communication

1. To invite outstanding talents and professionals in advertising and marketing industry to deliver speeches.

2. The content of speeches is chiefly about the current situations and introduction of their professional fields, and their precious hands-on experience.

3. To enable students to have deeper and better understanding of their future employment, to encourage them to set their objectives in advance and actively prepare for them. In addition, to strengthen their perspectives and skills of integrated marketing communication through their understanding of related industry and task execution.

Online Media Design


To address digitization’s impact on the operation of creative communication. This course aims to introduce new types of digital and creative implementation processes to enable students to acquire basic hands-on experience.


Advanced Case Study in Public Relations

To summarize the four-year public relations program and analyze successful global case studies to enable students to have better and complete understanding of public relations.




Students are given the opportunity of professional internship to apply school learning to practice. Students are requested to conduct one-to-two month internships during summer vacation according to the request of employers.

Trainees then verbally report to junior (third-year) students insights gained from such field work to share such experience to let them comprehend the tasks of internships in different enterprises and to serve as a reference for future practice.

Students can understand the real-world operation of advertising communication via their participation in actual jobs, which can serve as a bridge to the practical field.




Communication Statistics

& Computer Lab

  1. To let students comprehend the structure, content and applications of statistics.
  2. To enable students to apply the concentration, distribution, relative location, and skewness and kurtosis of descriptive statistics.
  3. To enable students to comprehend the principles of inferential statistics.
  4. To enable students to apply analysis of variance, regression analysis, and factor analysis to real data.
  5. To enable students to comprehend the process, data collection, choice of analytical method, and result analysis of a research.
  6. To enable students to adopt correct statistical methods and to appropriately explain results.
  7. To enable students to analyze data with statistical packages.
  8. To inspire students’ interest in statistics and data analysis.




Visual Communication Design

Learning objectives of the course:

  1. To enable students to understand and apply visual communication design.
  2. To train students’ skills for visual communication design and its application.
  3. To train students’ integrated application of creativity and design.
  4. To train students’ abilities to grasp the fashion and trend of design.
  5. To train students’ integrated application of visual communication design.
  6. To train students’ cross-industry visual communication design and planning abilities.

Design Painting




  1. To enable students to comprehend graphic design principles.
  2. To study the cognition of expressive styles of creative thinking.
  3. To build students’ uniqueness and individual styles.
  4. To train students’ integrated application of media mix and graphic skills.
  5. To train students’ cognition skills and application of visual vocabulary expression.
  6. To study graphic design applications.



The three main teaching objectives of the course:

  1. To enable students to have better understanding of the field of psychological research.
  2. To enable students to have better understanding of key theories and research related to advertising.
  3. To train students to apply such psychological theories to real-world advertising.


Computer Image


To let the students of the advertising department become acquainted with basic techniques and applications for advertising design, and effectively use current digital tools to fully express concepts. In addition, to adopt such techniques for future visual communication design.


Introduction to Digital Media

Via classroom and practical training, this course aims to raise students’ understanding of digital media content and its application to marketing. In addition, the course can serve as a basis for learning other professional courses. Moreover, this course is mandatory for sophomore students, and it is a basic marketing course that helps enhance students’ all-round thinking of marketing planning through the understanding of the features of digital media.


Corporate Identity and Brand Design Planning

To train the students of the advertising department to effectively focus on the planning and design of corporate identity systems to help businesses convey superior images.



Consumer Behavior

The keys to consumer behavior lie in the black box of consumers’ purchasing behavior. This course   motivates students to examine the factors driving consumer choices to enable future marketing personnel to learn to more effectively influence consumers.


Radio Commercials

Planning & Production




This course has three phases: the first phase introduces the history of broadcast media to let newcomers have basic understanding of the field. The second phase introduces the planning of broadcasting advertising and its essential elements, and lets students appreciate brilliant broadcasting advertising examples. The third phase introduces the production of broadcasting advertising to allow students to actually try planning and producing broadcasting advertising scripts.

Advertising Copywriting

The course mainly introduces the advertising copy of print media. Via the introduction and analysis of real cases, the course aims to enable students to have better understanding of advertising copy, and to possess skills for planning and writing advertising copy by repeated hands-on practice.


Research Methods in Communication and Statistical Application

  1. To introduce the importance of communication research and its relation to marketing, advertising and public relations.
  2. To introduce key communication research methods.
  3. To allow students to have hands-on practice of overall communication research to experience such process to lay the foundation for future professional work.





English for Global Marketing

This course aims to help students who need to communicate with confidence and efficiency in English in the context of global marketing. You will be learning useful language, phrases, and vocabulary to improve your communication/presentation skills in English in different marketing/advertising situations.


This course is designed for students who intend to work in marketing and advertising. The course covers a range of skills and topics such as talking to clients, discussing advertising campaigns, establishing a marketing plan, and writing a press release. 

- The essential responsibilities of those working in marketing and advertising departments will be discussed

- Relevant vocabulary and communication skills such as telephoning, emailing, and giving presentations will be addressed

- Specialist vocabulary relating to branding, market research, direct marketing, and public relations will also be introduced


Public Relation

To analyze the operation of corporate public relations with hands-on experience.

Media Relation

and Public Management

To introduce media settings to enable students to have better understanding of the operation of public relations in media.



of Advertisement

To mainly study the application of psychology theories and principles to the various stages of advertising. The course emphasizes learning through practice. Besides lectures on basic theories, students will also be divided into several teams to discuss and report on case studies as the course progresses to enable them to think about the theories and principles learned in advertising psychology and other courses that they do not know how to apply to advertising. The final goal is to produce a complete advertisement.





Advertising Creativity

  1. Advertising is a new-rising industry for the last one hundred years, and its academic and practical theories do not follow any set rule or rationale due to its ever-changing characteristics. This course focuses on studying the ideas and cases of the latest advertisements in Taiwan and abroad, coupled with the instructor’s professional experience and insights to train basic attitudes, concepts and skills needed for creative advertising today.
  2. Advertising is totally commercial in nature, so its creativity differs entirely from other creativity involving in other art forms such as writing, fine arts, literature, and dramas. This course enables students to have better understanding of the goal, nature, operating procedures, operation methods, limits and potential of creativity in advertising.
  3. To train students the abilities to interpret and switch marketing strategies to generate superior creativity, as well as to cultivate their basic skills for expressing and implementing advertising creativity and for selling the proposals of advertising creativity.
  4. The main goal of the course is to build taste, standards, self requirement, persistence and ideals for the big ideas.


Desktop Publishing and Design

To enable the students of the advertising department to become acquainted with the basic layout methods and applications of advertising design by practicing with actual advertisements. Students are trained to effectively use current digital tools to practice advertising layout to sharpen their sense of aesthetics and balance, as well as to become familiar with layout software that can be applied to visual communication design in the future.


Advertising Effectiveness



Research plays a pivotal and supplementary role in setting advertising strategies. In addition, research can provide advertising planners and clients with related information about products, target audience, marketing environment, advertising effectiveness etc.

This course introduces various research methods used in advertising planning which adopts applicable research to find results to map out suitable advertising and marketing strategies.



Practice of Advertising Strategy


This course allows the students of the department of advertising and public relations to put classroom theory into practice. They will be divided into several teams to begin sales negotiations with clients or take part in the contests of marketing and advertising planning. By case study drills and result exhibitions, students can understand the operation of advertising communication to serve as a bridge to real-world operations.


Public Relations Strategy & Planning


The course introduces overall strategies of public relations, and students will be instructed to overcome PR issues that businesses encounter. This course aims to improve students’ understanding of the keys and theoretical significance of strategic planning. After taking the course, students will gradually acquire the main elements and practical requirements of PR strategic planning.

Brand Marketing Communications

To analyze the cases of successful brand marketing to enable students to have better understanding of their creativity and strategic planning.


Issue Marketing and

Crisis Management

To clarify current operation of public relations via case studies to enable students to have better understanding of PR operation, issue management and communication frameworks for crisis management.


Media Planning Practice

To enable students to better understand the actual operation of media firms via lectures and case studies regarding media planning and media purchase and to deepen their knowledge of the organization and operation of media corporations.


Communication Film Planning & Production

This course includes service learning sessions, lectures, video analysis and hands-on practice to enable students to understand the preparation and production of advertising videos. In addition, it is hoped that through repeated practice and discussions, their basic skills for producing advertising videos can be sharpened.


Digi Marketing

To enable students to understand the characteristics and developmental trends of digital marketing and to enable them to become acquainted with the integration and application of digital marketing tools and to lay the foundation for their careers in the digital marketing field.

Advertising Regulations

Advertising is the important promoter of business activities in the business society. Truth in advertising is very important to protect the rights and benefits of consumers. This course broadly introduces laws and decrees related to advertising to enable students to have basic understanding of such laws and decrees.