On Nov.1, Administration Education Centre, Shantou University invited Associate Prof. Charles Chiu, the Taiwan Marketing Planning expert, to hold a wonderful lecture on Integrative Marketing Strategy for postgraduate course students of Grade 2008 and 2009.
Prof. Chiu quoted several lively advertisement examples to attract students’ attention, helping students to analyze the selling point of sellers, the implied meaning of the advertisement and the real business purpose. Then he came into the theme of Integrative Marketing and Communication Value.
Case study is one character of MBA and postgraduate course teaching. Prof. Chiu analyze the two different version of Coca cola and Pepsi cola’s advertisement, asked students of different ages about their preference in which version and reason, then explained that product promotion should be based on different target market and what steps it should take to define the target market.
Theory should be combined with practice. A mutual activity between teaching and learning is the main format of the postgraduate course teaching. Prof. Chiu invited two students who are working in the cosmetic industry to introduce their customer group and how to choose their promotion channels. Then, Prof. Chiu gave comments related with theory.
Prof. Chiu’s lecture was very interesting with humor language and special examples. Students participated in the class teaching activities very actively.
