Department of Public Relations and Advertising

Core Courses

• Economics

Economics concepts and ideas are used in both business and government as the basis for much decision-making. This course introduces students to the main economic concepts and provides them with the opportunity to explore some of the key contemporary economic issues.

• Political Science

This course begins with the introduction of the traditional and contemporary ideas of democracy. It also analyzes the different concepts in the political system, such as political environment and political culture, and how these ideas can explain the political phenomenon and political activities in relation with public opinions, political party, election and government policy-making process. Particularly Taiwan? political system and environment will be discussed to help student understand Taiwan? political development.?

• Introduction to Advertising

  Advertising theory, the fundamentals to know how to accomplish an advertising planning, is branched from consumer behaviour theory, marketing theory, and mass communication theory.. Students in class will acquire the knowledge of related theories as well as learn all the practices to organize an ad campaign

• Communication and Society

  This course is designed to help student realize the dynamic, concept and theory of communication. On completion of this course, students will learn to analysis the phenomenon and problems of society and communication.

• Advertising Psychology

  To understand personal behaviour and the movement of mind. Besides, we will try to use the knowledge of Psychology in the daily life to promote the quality of life.

• Sociology

  The course introduces social change, ethnic relations, social interaction, movement and provides a practical explanation of research designs for sociological cases.

• Introduction to Public Relations

  Public Relations focuses on understanding and developing the relationship between an individual or more often, an organization, and the "public" or "publics" with which that organization must effectively co-exist. This course is designed to introduce students to Public Relations, the nature and history of the profession and the theoretical foundations of contemporary public relations practice. Within this framework, topics covered within the course include: definitions of public relations and other key terms and concepts; the identification of internal and external publics; descriptions of core public relations processes; and the tools of public relations.

• Advertising Copy Writing

  The discussion of Advertising copy writing, including communication嚗essage strategy, advertising themes, brand positioning, and writing format-for print media, television and radio.? Case study, as well as group practice, is designed to help students learn Advertising copy writing concepts and apply them to use.

• Principle of Marketing

  This course is designed to introduce students the concept of marketing. Since it is a principle of marketing, theory explanation will be the major in the course design. However, students still have to learn to complete marketing proposal in business to get a pass.

• Mass Communication Theory

  The course focuses on theory introduction and the implications. First of all, we will make the introduction of communication theories in 1970s. Agenda setting theory, knowledge gap theory, cultivation theory, silence-spiral theory are discussed in class. In the second half of the semester, we will introduce the theories about ?udiences??in the communication process. We hope to let student realize the most important communication theories in the history and elaborate its implications in practical field.

• Research Methods

  This course aims to examine communication? role in complex human organization, and corporate issues related to values, leadership and power.

• Consumer Behaviour

  The discussion of consumer behaviour theories and concepts嚗ecognizing market segmentation as well as identifying customers??needs and wants嚗?recognizing why, how, and when customers making purchasing decisions. Case study is designed to help students learn integrated marketing communication嚗MC嚗n daily lives and in business practice.

• Public Relations Writing

  To help students understand media environment, the value of news and need of public relation. To develop framework of thinking and writing, including newspapers, speech and special report manuscripts.

• Advertising Strategy and Planning

  The discussion and application of Advertising Management, including marketing research, consumer behaviour, strategic planning, designing advertising programs, copy writing and media planning, with an emphasis on budgeting as well as monitoring results.? Case study is designed to help students learn integrated marketing communication嚗MC嚗oncepts and apply them to group practice.

• Principle of Business Management

  The objective of this course is to introduce the basic concepts of management and organizational behaviour. Based on the experience in business management, students will learn the ideas in relation to management in business as a foundation for them to the advanced course.

• Public Relations: Strategies and Plans

  The course objective is to familiarize students with the basic process of public relations ??research, planning, communication, evaluation.? In addition, this course aims to equip students with strategies and tactics for planning a public relations campaign to achieve organizational objectives.

• Graduation Project

  Graduation project will allow students to apply the knowledge and skills they gained from previous academic study in areas of public relation, advertising and marketing.? A graduation team project is similar to a workshop, made of 7 to 8 student members and a selected team advisor; the team advisor is to advise and not to lead.? Student teams were expected to meet with their respective advisors for two hours every week.? Students will, first, choose their field of interest and cooperate with a specific client from local industry, second, involve the conduct of research and developing integrated marketing communication plans, third, keep track of their on-going implementation and results, and last, in the end of the second semester, students will shift to moving the project through to completion and prepare a final presentation publicly.

• Integrated Marketing Communication

  The course aims to familiarize students with the core concepts and principles of Integrated Marketing Communication. An emphasis is placed on why integrated communication of messages highly impacts consumers??information-processing processes.? Students are expected to apply the IMC principles to planning and implementing IMC strategy.