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.
Curriculum |
Goal |
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:
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Sociology |
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. |
Economics |
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 |
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Commercial Photography
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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. |
Marketing Research Methods |
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Video Production |
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Principle of Creative |
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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
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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 Communication |
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:
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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
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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. |
Internship |
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 |
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Visual Communication Design |
Learning objectives of the course:
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Design Painting
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Psychology |
The three main teaching objectives of the course:
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Computer Image Processing |
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
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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 |
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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. Goals 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 |
Corporate 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. |
Psychology 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 |
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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
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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
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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. |