Institute of Marketing Communication
Our Research Strategy
The Institute of Marketing Communication at National Sun Yat-sen University integrates three fields to cultivate communication talents with management expertise: 1) media technology, 2) marketing and communication, and 3) society and culture. The Institute continuously develops in response to the needs of the times and to the challenges of technological advances and industrial liberalization, while emphasizing humanistic training in planning, thinking, analysis, and creativity and taking into account both theory and practice. In addition, the Institute combines marketing and communication management concepts with emerging social marketing and digital marketing techniques to expand the academic field of marketing and communication and to train marketing professionals with communication management knowledge to meet the development needs of corporations, governments, and nonprofit organizations in response to the current trends. Therefore, the three core areas of media technology, marketing and communication, and society culture are given priority in both research directions and faculty recruitment.
Specializations of Faculty
The first independent university institute in the country that spans the fields of marketing and communication, NSYSU's Institute of Marketing Communication has faculty members in three major areas: media technology, marketing and communication, and society and culture. Currently, there are seven full-time faculty members, whose research cover these three major areas, including research in: media technology and society, computer-mediated communication, media effectiveness, brand marketing, consumer psychology and behavior, marketing management, digital marketing, data marketing, entertainment marketing and media, social media marketing, marketing communication strategies, electronic word-of-mouth communication, mobile communication and business, advertising effectiveness, social marketing, service industry marketing, corporate marketing, social marketing, service industry marketing, corporate communication and practice, advertising and culture, and advertising creativity, among others.
In the 2018 and 2019 Eduniversal Best Masters & MBAs Ranking, the institute ranked 10th and 9th place, respectively, in the area of Corporate Communication in Far East Asia. The list also includes the KAIST College of Business in Korea, Fudan University in Shanghai, Tsinghua University in Beijing, National University of Singapore, Shanghai Jiao Tong University, Singapore Management University, and Tongji University in Shanghai. It is noteworthy that our institute is the only communication school in Taiwan to make the list, which shows that our faculty and students are highly recognized for their professional and academic performance.