Areas of Concentration

The Department of Public Relations and Advertising is the pioneer department in vocational education system with the combination of public relations, advertising, direct marketing, and integrated marketing communication. The mission of this Department is to be the destination of choice for prospective students in advertising, marketing, public relations, and integrated marketing communication in Taiwan’s vocational education system.

Research
The Department of Public Relations and Advertising is centred by integrated marketing communication (IMC). Our Department Characteristics are detailed as follows:
Public Relations Area:
Over the past ten years, public relations has developed its own literature and research base, separate from the related fields of communication, management and marketing. Public relations as a major within the Department ensure that students develop a passion and understanding of public relations for both for-profit and not-for-profit sectors.		 Advertising Survey Area:
Advertising is a complex and constantly changing discipline. It draws from the older disciplines of marketing, consumer behaviour and communication, and is a vital contributor to new disciplines such as Integrated Marketing Communication (IMC) and Internet Promotion. Our students benefit from an understanding of the foundations of advertising and its current professional practice, as well as a sense of its future direction, so that our students enter the advertising industry already abreast of new opportunities.
Marketing Survey Area:
This area is designed to provide students with a comprehensive understanding of the philosophy of marketing, core theories and methods of research, and the techniques of planning and managing marketing strategies. 		Integrated Marketing Communication Survey Area:
The international environment is becoming more driven by a focus on integrated marketing, which makes this offering an attractive choice for students pursuing a career that crosses international boundaries. This Department have responded to students and industry that have shown considerable interest for a more integrated approach to the delivery of marketing communication in theory and in practice, by including IMC as a specialisation.
Superiority

The Department of Public Relations and Advertising graduates are trained in the theory and practice of advertising in the areas of creative strategy and development, public relations, marketing and integrated marketing communication. The degree develops the theoretical and conceptual base of advertising、PR、IMC managerial skills and strategic planning skills. Graduates enter the marketplace as copywriters, media planners, media representatives, product mangers, PR Specialist, creative specialist, marketer and researchers.