Introduction 學系介紹

A brand is the most valuable intangible property of a corporation, which enhances consumers’ perceptions of the values of products or services, and it is an important goal of marketing. Taiwan always lacks education focusing on brand-oriented marketing programs, therefore, the Chinese Culture University established a master's program in marketing research in 2014.

Based on the program, the University further created a bachelor program of marketing in 2021, as the only BA program of marketing in Taipei city aiming at training professional marketing workers. The department also provides students with an opportunity to acquire both BA and MA degrees in the department within five years.

Teaching Characteristics 教學特色

Focusing on the training of branding and marketing, the department provides courses on basic marketing theory and practices. It emphasizes that all the decision-making and the execution of marketing must be based on a thorough understanding of consumers’ psychology and behavior, with innovation and creative thinking to win over competitors.

Course Highlights 課程重點

• The compulsory courses:
  Basic marketing theory, business laws, marketing creations and innovative thinking, psychology, aesthetics, retail and path management, promotion management, management theory, applied logic for marketing, consumer psychology, financial management, advanced briefing design, new product strategy, advertising, brand management, service marketing, public relations, strategy management, practices of marketing, and pricing strategy.
• The creation-related courses:
  event marketing, story marketing, creative copy design, image narrative, internet live program design and practices
• The planning and practices related courses:
  telephone marketing, practices of Facebook marketing, customer relations management, planning and practices of marketing cases, practices of international e-commerce, introduction to e- commerce, Google advertising and Line marketing, simulated marketing decision-making, micro-business practices, practices of acquiring marketing licenses, negotiation strategies and skills.
• Consumer study-related courses:
  cognitive psychology, marketing research: internet data analysis, marketing research: experimental design, marketing research: marketing survey.

Future 未來發展

The department aims at training students having specific professional knowledge, including marketing theory, consumer psychology, marketing planning and execution, creative thinking, and branding strategy. The department is the only academy focusing on branding-oriented (in-house) marketing training in Taiwan.

• Continued study:
  Those who acquire a BA degree from the department can apply for admission to MA programs in marketing or other business-related areas in Taiwan or overseas universities.
• Careers:
  Graduates of the department could be hired as managers of branding, marketing, marketing surveys, production promotion, e-commerce, and internet businesses.