Graduate Business Conference Held in Taiwan for the First Time

“This is not just a meeting; this is an academic journey!” said Peter Kiaer, the chief of the Graduate Business Forum (GBF), expecting the students coming from the top commerce-related departments and colleges to absorb global views. The Graduate Business Forum opened on 16th April. Vincent C. Siew, the Vice President of Taiwan, and Stan Shih, the “godfather” of the IT industry in Taiwan and pioneer of Acer CEO were invited to the opening ceremony to share management experiences with students from all over the world.

Vice President Siew gave a speech on the opportunities and challenges brought by the economy, trade development, and globalization between two sides of the Taiwan Strait. He mentioned that integration in the Asia-Pacific area has gradually developed, and a new market is formed with the growth of China’s economic power. What Taiwan is facing now is actually economic competition, interdependence, and security-related threats, but a sound and strong economic foundation and a perfect economical strategic location make it possible for Taiwan to become Asia-Pacific’s economic center.

Acer CEO Stan Shih shared his experiences of developing the brand “Acer,” and pointed out the importance of innovation, which is based on teamwork and opinion sharing. He also emphasized his two philosophies “ ‘me too’ is not my style” and “challenge difficulties,” encouraging the students to break through bottlenecks and create new values.

It was the first time that the presidents of the top 60 global business colleges gathered in Taiwan and interacted with the representatives of NCCU’s College of Commerce. The main topic of the conference was “Accessing the Market of Greater China,” and it was expected to stimulate ideas that help develop Asia-Pacific’s economic potential under the setback caused by the financial crisis.

“The value of the Graduate Business Conference (GBC) has been recognized through academic interaction and exchange among elites of global business research. That Taiwan is at the center of the Asian market, and that the NCCU College of Commerce is in an important position of business education in Taiwan are the two outstanding conditions for NCCU to cultivate excellent students. Through academic exchange, the College of Commerce will become the top academic association in Taiwan, or even in the world,” said Dr. Se-Hwa Wu, the president of NCCU.

GBC is one of the annual academic research conferences held by GBF, which consists of master students from top business colleges and schools in the United States. It became one of the major events for elites in global business research with members from globally renowned universities and academic institutions such as Harvard University, Yale University, University of Oxford, Said, MIT, University of Cambridge, and so on. NCCU College of Commerce is the only GBF member from Taiwan.

The conference, originally held in North America, was first moved to Denmark in 2003. It was hosted by National Singapore University in 2007. Through the efforts of NCCU, the conference was held in Taiwan for the first time, which confirms the core status of Taiwan in the stronger Chinese market and the pre-eminent development of Taiwan’s business administration education.

Report/ Yu-Wei Wang Translation/ Chih-Ting Hou Photo/ College of Commerce

University of Vienna Establishes Taiwan Study Center in Cooperation with NCCU

With the assistance of NCCU, University of Vienna established its Taiwan Study Center at the beginning of this year. At the inauguration ceremony, Li-Chung Peng, the Associate Prof. of the Graduate Institute of Development Studies (GIDS) was invited to give a keynote speech and a short-term intensive course, which received enthusiastic feedback from local students. University of Vienna also pledged to strengthen cooperation, hoping that more NCCU professors could come and give lectures.

NCCU and University of Vienna signed an academic cooperative agreement in November 2007. Both universities have actively promoted academic exchange between Taiwan and Vienna. In August 2008, through coordination of NCCU, Taiwan Study Center of NCCU and the Dean of the College of Social Sciences, Prof. Yung-Kuang Kao, NCCU appointed Associate Prof. Li- Chung Peng as a vanguard to Vienna.

The inauguration ceremony was held at the East Asian Institute of the University of Vienna. Prof. Peng, accompanied by Mr. Yun-Pin Lu, secretary of the Taipei Economic and Cultural Office in Vienna, presented Vice Dean Weigelin Schwiedrzik with a tablet inscribed “Taiwan Study Center in Vienna” in Chinese characters. Moreover, Prof. Peng delivered a speech on “The Importance of Taiwanese Study to Contemporary Chinese Studies”, elaborating on Taiwan’s geography, demography, ethnicity, political history, as well as the importance of Taiwanese studies to Chinese studies and the civilizations in the world, leaving a great impression on the audience.

During the visit to University of Vienna, Prof. Peng gave a short-term course titled “The Transition and Outlook of Taiwan: Historical Perspectives.” In the course, Prof. Peng lectured on the hot issues such as political and democratic transition of Taiwan, economic development, and cross-strait relations. What’s more, he built up a multi-dimensional perspective for local students through interaction on NCCU’s E-learning website and Taiwanese movies such as Cape No.7, Old Mo’s Second Spring, and The Sandwich Man. Prof. Peng’s lively teaching style attracted many early Taiwanese immigrants to audit the course.

Eighteen students from Mainland China enrolled in Prof. Peng’s course. After the lecture, they said that they had a more in-depth understanding about cross-strait relations. One student shared on E-Learning that he used to be very narrow-minded with regards to cross-strait issues but after learning the historical background, is now more open-minded. Another student said that he used to learn about Taiwan through textbooks, TV series, and the Internet, but through Prof. Peng’s guidance, he now thinks in a historical context, allowing him to adjust some stereotypes and misunderstandings.

Apart from giving lectures, Prof. Peng also visited some professors of the Chinese Studies Department of University of Vienna to exchange expertise, and further explored the possibility of future academic cooperation between both universities and countries. The University of Vienna is now planning a seminar called “Transformation of Democracy, Politics, Culture, and Society of Taiwan” for this September and hopes to elevate cooperation to the college level.

Prof. Peng said that at University of Vienna, research on Taiwan is still a new territory to explore. NCCU will recommend a professor specializing in Taiwan Studies to go to University of Vienna as a short-term visiting professor every semester and will continuously assist University of Vienna in developing new courses. The Vice Dean also promised that they will offer more opportunities, hoping that more NCCU faculties will come to enrich their research.

University of Vienna, the only academic institution in Austria that has established a Chinese Studies Center, established the Department of Chinese Study in 1973. The Department later merged with the Department of Japanese and Korean to become the College of East Asian Studies. University of Vienna has cooperated with Beijing University and Renmin University, and established a Confucius Institute. However, the quality and quantity of study about Taiwan still has room to improve.

Report/ Secretariat Translation/ Chih-Ting Hou Photo/ Secretariat


NCCU Alumnus Si-Yuan Pan Donates 100 Million for Communication and Literature Development

Journalism department alumnus, Si-Yuan Pan, and NCCU President, Se-Hwa Wu, signed an agreement on March 18th to establish “NCCU Si-Yuan Fund” with Pan’s significant 100 million dollar donation to the university.

The contribution is the largest donation promised by single alumnus donor. From 2009 to 2016, annual installments of 12.5 million dollars will be allocated to the school. The fund will mainly be used to advance the academic development of the College of Communication and the Department of Chinese Literature since Mr. and Mrs. Pan both graduated from these two departments.

Former Department Chairperson of the Department Journalism, Prof. Jia-Shi Hsu, and Pan’s teacher, Prof. Guang-Lin Lai, and classmates were invited to witness the momentous occasion. Pan recalled having been at NCCU, noting that he still finds lessons learned from his mentors precious and effective. He promised to contribute another 200 million in support of the construction of Building of Communication.

Pan indicated that there has been a limited financial support from private enterprises to the fields of Communication and Literature and there is still much room for improvement in local investments to Humanities education. In the hope of appealing for more alumni donation, Pan anticipated that efforts from alumni would help NCCU solidify its dominant position in the field of humanities and social sciences.

In his opening remarks, President Se-Hwa Wu said that Pan’s donation truly shows his great concerns and supports to Humanities and Social Sciences even under the global economic recession. He promised to make good use of the donation for activities such as inviting scholars with international perspectives and hosting academic forums and conferences. In addition, to enhance students’ writing ability, a digital Chinese writing center will also be established.

“The Pan Huang Ya-Sian Humanities Lecture” is named after Pan’s mother. The first lecture was hosted right after the donation ceremony. The Department of Chinese Literature invited Prof. Rudolf G. Wagner from University of Heidelberg, Germany, to speak on the topic “How to start a social movement: The social movement’s form, the political direction of Beijing, and the May 4th movement of 1919.” Prof. Wagner has been awarded with the greatest honor in German Humanities Sciences studies: the Gottfried Wilhelm Leibniz-Pries. He is also a renowned Sinologist.

Si-Yuan Pan studied at the NCCU Department of Chinese Literature in 1970, changed his major to Journalism a year later and graduated in 1974. He then pursued advanced studies at Columbia University, and the University of San Francisco for his Journalism and Management master degree. His career stretches over hotel, publication and media. He is currently the vice president of the Grand Formosa Regent Taipei Hotel.

Report/ Secretariat Translation/ Yu-Chen Kuo Photo/ Syu-Hong Huang


Dr. Koung-An Chao from Linkoping University Participates in the 2nd Taiwan-Linkoping Workshop at NCCU

Having contributed significantly to higher education in Taiwan, Dr. Koung-An Chao visited NCCU for the three-day academic interaction conference, the 2nd Taiwan-Linkoping Workshop, and shared experiences with NCCU and other participating universities.

Dr. Chao is a visiting professor nominated by the King of Sweden, a primary coordinator of the research network in Northern Europe, an academician of the Royal Swedish Academy of Sciences, Medicine and Technology, and a technology advisory counselor of the European Research Council. He is also the bridge between Taiwan and Sweden, and between National Chengchi University and Linkoping University.

With his support, the 2nd Taiwan-Linkoping Workshop between Linkoping University and universities in Taiwan took place from March 31st to April 2nd at NCCU. During the conference, Dr. Chao gave ample advice about conducting international research and shared many valuable experiences on leading international research programs. He used technology development in Sweden as an example to explain the idea of integration.

Taking the development of Linkoping University’s Colleges of Medicine and Education as examples, Dr. Chao also suggested the idea “to serve people with technology” to intensify the development of different departments and colleges. To acquire abundant social resources and high quality humanism, Dr. Chao encouraged NCCU to develop the related categories as well.

With his experiences in leading international research programs, Dr. Chao had many opportunities to observe different education systems and phenomena around the world. He has been frequently asked for solutions to education problems in Taiwan, most of which are related to general education courses which are highly promoted in Taiwan.

“I had asked plenty of people in Taiwan what general education stands for, but none of them answered me properly without hesitation,” said Chao. “What Taiwan’s education should equip college students with is not only common knowledge but also being a well-behaved person, which contains the frequently mentioned ideas- critical and independent thinking,” he continued.

Although improvements are needed in many aspects, Dr. Chao has great confidence in higher education. “Education should be discussed a lot but revised little by little through different generations, and there is no shortcut,” said Dr. Chao.

With the assistance of Dr. Koung-An Chao, a cooperation agreement between NCCU and Linkoping University was signed in 2008, and both universities are looking forward to cooperating together in the near future.

Report/ Chih-Ting Hou Photo/ Julien Liu

What Makes it Worth Studying in National Chengchi University        

Her name would be frequently heard when students ask for a class worth recommending in the College of Commerce. Professor Lian-Di Bei, a distinguished professor in the Department of Business Administration, is well-known among students for her outstanding and impressive classes.

One of the basic ideas of the courses ‘Marketing Management’ and ‘Introduction to Business’ taught by Prof. Bei is to decrease possible losses and increase benefits to the highest possible level. Prof. Bei also puts the idea into her teaching concept. “I don’t like to waste time, neither mine nor my students’. That’s why I try my best to make sure that my students’ time and mine pay off,” said Prof. Bei.

Not only does she try to avoid inefficiency, she also endeavors to improve the quality of her classes. “I want my students to decide for themselves whether to come to the classes or not, so I have to raise the quality of the classes so that nothing could replace it,” said Prof. Bei.

From her own experiences, she realized that students would benefit from the classes most only if they make enough efforts. Thus, Prof. Bei asks students to preview materials before the classes, and be 100% concentrated in the class. That is why her classes are always so impressive. “Through continuous in-class interaction, students fully participate in the class. That’s how I create lively atmosphere in the class,” said Prof. Bei.

Believing that students are responsible for most of the quality of the class, Prof. Bei emphasizes interaction and class atmosphere. “I have to admit that atmosphere in the class influences me a lot, especially student absence and feedbacks,” said Prof. Bei.

During the interview, Prof. Bei kept on saying that there is no big deal about her lectures, which is exactly the opposite to her students’ opinions. “The feeling of being in her class is actually beyond description,” said Tina Huang, a senior student of the Department of Business Administration, “I could only think of the word ‘charming.’”

When she spoke about characteristics of students in NCCU, Prof. Bei said that “Students in NCCU tend to work as a team, which I think would be a result of the friendly academic atmosphere on campus. During many years as a professor, I see that most of the students are pretty humble. I honestly think it is our advantage.”

Report/ Chih-Ting Hou Photo/ Department of Business Administration

NCCU Career Fair: “We Want You”

For graduates around the world, it is never too early to start searching for an ideal job in this time of economic recession. Students who showed up at the career fair hosted by National Chengchi University’s Center of Career Development on March 29th took advantages of a golden opportunity. Sixty-six employers from seven industries around Taiwan lined the avenue from SiWei Hall to the Administration Building offering applications and information to potential employees.

In his opening speech, President Se-Hwa Wu encouraged students to show their greatest potential and unique NCCU students features to the employers. “We anticipate the fair to be a stepping-stone for all the soon-to-graduate students and that it will bridge the gap between talents and employers,” said the director of the fair, Li-Shan Shih, who is also a senior student from the Education department.

The fair was divided into three exhibition areas, covering various fields such as the industries of finance, energy, journalism and publication, education among others. Pop singer Shan-Ni Chen, an NCCU alumnus, was invited as a special guest to share her experience in pursuing a career in the music industry. “Always prepare yourself and don’t let go of any chance,” Chen said. She believes that taking the initiative is the key for recent graduates to start their career.

For some international corporations such as Unilever, HP, and HSBC, the NCCU campus career fair has become their annual recruiting event, due to NCCU’s reputation for having well-trained prospective graduates with global perspectives. “We are looking for the best employees with strong backgrounds in various majors, as well as the ability to communicate and work in teams. And we are impressed with the overall quality of the NCCU students,” the Human Resources representative from Unilever indicated. Bei-Chen Hu, a student from the Department of Chinese Literature, said “meeting the employers face-to-face is much better than on the Internet. I hope the employers can get a better sense of who I am.”

Taiwan’s biggest human resource bank website, 104, offers students a useful guidebook including résumé writing and interview tips. The accounting manager of 104, Shu-Fen Yang, suggested that students should have their own career plans before they enter the job market and thus develop their abilities according to their plans. Doing internship and taking part-time jobs relevant to their majors are good choices to build up their résumé and enable students to understand the practical working circumstances in advance. She also pointed out that innovation, learning and communication abilities are important in job interviews.

With so many employers in one place, the event was a great chance to give students an idea of the job market. It was also a great opportunity for students and employers to interact and establish the connections that will one day lead to professional success.

Report/ Yu-Chen Kuo Photo/ Julien Liu

Nature Bridges the Local and the International        

NCCU Student Ambassadors hosted a two-day field trip to Nantou, the center of Taiwan, in April. Around 60 international and local students participated. For them, this was a great chance to get to know both the beautiful scenery of Taiwan and each other.

The first stop in the string of activities was a wine factory, where students were introduced to the traditional process of making wine through an exhibition. In this stop, they also got the chance to taste plum-flavored wine.

Under the beautiful sunshine, the students spent 15 minutes traveling to Jhi-Jhi by train. Jhi-Jhi once suffered severe earthquake damages back on September 21st, 1999, so it was a perfect place for both local and international students to get a clear view of the natural disaster and the recovery process.

Since students were expected to have more fun through the DIY process, the trip included two DIY activities: making pottery in Shuei-Li Snake Kiln and making their own paper at a traditional paper factory.

In Shuei Li Kiln, after exploring an exhibition of the historical pottery development in Taiwan, all students had a chance to try to make their own pieces as their first souvenirs of the journey. The souvenirs will be sent to the owner in two weeks, reminding students of the trip.

At the paper factory, before they made their own paper with rubbing pictures and lovely dried flowers, students were guided through a fascinating tour of the ancient hand-made paper history, from which they learned about the treasures of traditions passed on by old generations and the humble mind to cherish it.

They spent one night at the hotel near the famous tourists spot Sun-Moon Lake. To acquaint students with the unique night market culture in Taiwan, a free market tour was planned in which students could grab their favorite Taiwanese food from the streets.

On the second day, students walked the famous Mt. MaoLan trail, accompanied by a professional tour guide who furnished them with excellent explains. Students had satisfied smiles when they reached the top of the trail. From the blowing air and the grand view of the mountains lying under their feet, they knew that the efforts they made had been perfectly rewarded.

Each activity planned for the trip had different features and suited different kinds of participants, but there was one common feature: they were all dedicated to introducing the beauty of Taiwan to people who have not known it yet and people who had known it well but had not known how to cherish and preserve it. Another purpose of the trip was to connect international and local students. Instead of using words, the Student Ambassadors let the scenery talk and become the bridge between local and international students.

Reporter/ Chih-Ting Hou Photo/ Student Ambassador

An Inner Look into Advertisement and Public Relations Industries

For students hoping to launch a career in the advertising and public relations related industries, Advertisement and Public Relations Day on April 10th was definitely the best way to take their first step. Hosted by the Top University Office of the Department of Communication, the one-day event featured celebrity speeches, alumni experience sharing, interactive sessions and a career fair.

The Chair of the Department of Communication, Wei-Wen Chung, indicated that the purpose of the event was to enhance interaction between the industry and students. “NCCU Department of Communication has long been an academy with profound history and a great reputation for its students and academic quality,” Chung said, revealing the department’s innovative development to industry employers.

In the morning session, one of Taiwan’s best advertisers, Da-Wei Sun, brought the room back to life with his unique humor developed from years of advertising experience. Having entered the industry at the growing stage of Taiwan’s prosperous advertising era, Sun is a living textbook of the industry’s history. His great passion for the creative production industry drives him to pursue a better performance regardless of the tasks he is assigned. From Sun’s point of view, there is no secret to the cultivation of creativity. “Enjoy your life and feel by heart; there is always something for everyone to grab.”

CEO of Rex PR, Min-Yu Sie, started his PR case study session by carefully distinguishing PR from advertising, trying to give the audience a clearer view of this hard-to-define industry. Sie’s comprehensive analysis of his client Johnson & Johnson allowed the participants to go through some of the important stages of a PR campaign conducted by a professional. With the combined usage of a wide range of media, there is no limit to PR’s effectiveness.

The advertisement case study session was another fluoroscopy that helped participants discover more details about this industry. How does an advertising concept turn into a well-known advertisement? Wen was generous enough to share not only his successful experiences but also some of the hard lessons he learned. The presentation of the car campaign surely gave the audience an inner look at the advertising planning process.

During the interactive sharing session, five alumni who work in relevant industries were invited to share the pros and cons of their jobs. “This is an extremely exhausting job, but there’s nothing that fulfills my sense of achievement better than reading my own work in the paper and being appreciated by my clients,” said Hao-Yun Chen, who has been working in Ogilvy PR since graduation.

A mini career fair was ready for all the participants after a one-day-long informative session. With the participation of six different corporations, students were able to collect information about the companies and present themselves better in their future career fields.

Report/ Yu-Chen Kuo

Navigation to Panama

There is no better way to savor your boring Thursday afternoon than taking a trip to a tropical paradise with dynamic cultural heritage and tremendously diverse natural resources, from coastal landscapes to wild ecosystems.

Let’s sail down the Pacific Ocean; we are heading for Panama. As one of Taiwan’s diplomatic allies in Central America, Panamanian ambassador, Julio Mock Gargenas, was invited to introduce his country to NCCU students. He gave a warm welcome to all the participants and invited them all to visit his charming country.

Panama was explored and settled by Spain in the 16th century, but broke off relation with the Spanish in 1821 and became a member of the Republic of Gran Colombia, a union of countries including Colombia, Ecuador, and Venezuela. Panama seceded from the union in 1903. In the 21st century, its development has been strongly linked to the Panama Canal, which is the world’s longest canal connecting the Pacific and Atlantic oceans. The prosperity of Panamanian trade brought by the canal is mostly due to the Colón Free Trade Zone, the largest trade zone in the Western Hemisphere.

Along with its high levels of global trade, tourism becomes one of Panama's rising economic activities. “Panama is the heart of central America” said the secretary of the Panamanian Embassy. Small and amazingly diverse, Panama makes it possible for a traveler not only to visit two different oceans on the same day, but also to combine in less than a week a diversified natural experience with a wide range of cultural experiences including Afroantillian and Spanish Colonial culture, Indian tribes, several historic monuments and a 300-year-old World Heritage Site called Casco Antigua. “It’s definitely worth visiting.”

In the Q&A session, when asked for his comment on El Salvador’s diplomatic leaning from Taiwan to China, Ambassador Gargenas answered with confidence that he believed the history-long relations between Taiwan and Panama will not be shaken easily. “The friendship of the two countries can be traced back since Dr. Sun Yat-Sen was still in office, and 70 percent of Panamanians in a recent poll showed their support to Taiwan government,” Gargenas said. “In the age of globalization, Panama will be friend with the world, and Taiwan is definitely a part of the global village.

Report/Yu-Chen Kuo


AMBA Organizes Talks to Analyze the Creative Cultural Industry in India

The Advanced Master of Business Administration (AMBA) course “Development Trends of the Creative Cultural Industry in India” recently held its last talk of the semester. The talk was given by Mr. T. P. Seetharam, President of India-Taipei Association, who provided an insightful analysis of how India has utilized its inexhaustible manpower and cultural heritage to generate and boost its economic competitiveness. Prof. Zhao Dong Wen, Chair of Center for Creativity and Innovation Studies, and Prof. Bing De Huang, Director of AMBA, were both present at the talk. The students of AMBA enthusiastically raised myriads of questions, grasping the invaluable chance to learn from the eminent speaker.

The various characteristics ingrained in Indian culture have an enormous impact on the development of the country’s industries, and they have enabled India to rapidly evolve into a new market with unlimited potential. “India is a country with depth,” Prof. Wen stated. “Its culture is so complex and diverse that it is difficult to see right through it.” In this regard, Mr. Seetharam also stated that in India there is “a unity in diversities; everything and the opposite is true.” Indeed, in India the fastest growing economy resides with the biggest slum in Asia. For instance, while India has the power to develop nuclear weapons and high-tech industries, it fails to tackle even the most fundamental issue of drinking-water hygiene in many of the underdeveloped areas in the country. And as the multi-characteristics of Indian culture are reflected in the development of the country’s economy, we have observed that provinces governed by capitalism-favoring parties and governed by communism-favoring ones have insistently polarizing attitudes toward the development and the progress of economy. Moreover, high individualism in the Indian culture — the characteristic of “everyone devises his/her own game”—has greatly encouraged businesses to be innovative and creative in this highly competitive market.

Mr. Seetharam reminded the audience that although India was a multi-lingual and multi-cultural country, in terms of business, as long as the investors knew what “money,” “market” and “profit” meant, they had already equipped themselves with a common language with which they could communicate with India. It is unnecessary then for foreign investors to feel concerned about the cultural barriers that might inhibit their investment in India. In addition, under the pressure of its exploding population, the Indian government often takes “the number of job offerings” as the first criterion when evaluating investment applications from foreign capitals. The government often promises to provide land or enforce preferential tax policies to ensure that manufacturing industries, which entail an intensive labor force, will establish factories in India.

Although the global financial crisis has greatly impacted the software industry in India, Mr. Seetharam maintained absolute confidence in India’s ability to attract foreign investment and the prospect of the development of its industries. Mr. Seetharam explained that since the financial crisis had forced the enterprises to minimize their production costs, the cheap labor force in India had thus become its niche. As for Taiwanese investment in India, in addition to the OEM orders of high-tech products from ASUS, Acer and Foxconn, there are also quite a number of shoes as well as automobile parts OEM manufacturing industries in India. The next industry in which Taiwanese capitals would like to invest might be the generic drug industry and agriculture processing industry, which have already been important exporting industries in India.

Adding to the list of great talks given by Ms. Yun Yi Wu, Vice Chief Editor of Common Wealth Magazine, Mr. Amit Narang, Vice Representative of India-Taipei Association, and Mr. De Lang Wu, founder of Taipei India Philharmonic Center, the last talk given by Mr. Seetharam, President of India-Taipei Association, has successfully marked the closure of Development Trends of the Creative Cultural Industry course. The students and teachers of AMBA, after learning from the experts throughout the course, have gained more knowledge about the market in India and the trend of the development of Indian industries.

Report/College of Commerce Translation/Chih-Ting Hou Photo/Commerce and Management Professional School