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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.

Chair/ Professor

Professor

Professor

Professor

Associate Professor

Associate Professor

Associate Professor

Research Highlights

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.

Faculty Highlights

Professor Shao-Jung Wang was selected for a Top University Strategic Alliance Outstanding Talent Visit to Harvard University in 2016 and has received NSYSU's Outstanding Teacher in Academic Research Award multiple times. Her research areas include media technology, computer-mediated communication, social media, mobile communication, and and surveillance.
Professor Pin Shaw was awarded a Fulbright Senior Scholar Research Fellowship to the United States in 2008, was selected for a Top University Strategic Alliance Outstanding Talent Visit to Harvard University in 2015, and received a Japan-Taiwan Exchange Association Research Fellowship to Japan in 2020. She has also received NSYSU's Research Excellence Award multiple times as well as the University's Outstanding Teaching Award. Her research interests include and culture, gender and the media, and communication.
Professor Hsuan-Yi Chou has received numerous awards for academic research excellence. His research areas include communication effectiveness, advertising element design, consumer information processing, consumer attitude formation and decision making, marketing management, consumer behavior, marketing research, and communication.
 
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