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Advancing the Growth with Digital Asia

Course overview

Asia is one of the world’s largest regional economy and has the potential to fuel and shape the next phase of globalization. The advancement of technology and the advent of the digital age have further highlighted the importance of the Asian economy.

In light of its critical role of Asia in the international business, this program aims to equip students with the realization of the changes in the Asian economic environment (globalization, trade and its diplomatic and general economic policies, as well as management accounting principles, etc.). Students will get the opportunities of field visiting companies and having conversation with senior executives of those companies to understand how companies can use social medias in the digital age to enhance their value of products/services, display their creativity and entrepreneurship, and in turn enhance the company’s global competitiveness.

Academic year


Duration and dates

2 weeks from Monday, June 24 to Saturday, July 6 2024

Teaching format

Face-to-face at NCCUC, Taiwan, R.O.C.


Dr Hong-Ji Chen and Ms Jean Cheng


Dr. Hong-Yi Chen is a professor in the Department of Finance at National Chengchi University. Dr. Chen received his PhD in Finance and Economics from Rutgers, The State University of New Jersey. Dr. Chen’s current research interests primarily focus on investments, mutual funds, behavioral finance, and empirical asset pricing tests. His work has been published in academic journals and books.

Learning outcomes

On completion of this program, students will develop the written and oral communication skills necessary for success in their business careers, develop basic technological skills to prepare them for their business careers, acquire a global perspective of the modern business environment, and acquire the basic business knowledge necessary for success in their business careers.

Course content

The course consists of two weeks of theoretical sessions, company visits/briefings, culture tours, and teamwork. It will be discussed in different aspects: Technology Innovation and Intellectual Property Management, International Business, Business Administration, Management Information Systems, and Accounting. An outline for the different course sessions as follows:

Intro Session

Course: Leadership and Teams

Instructor: Dr. Dennis Hsu

Biography: Dr. Dennis Hsu is an assistant professor of Business Administration at National Chengchi University. He received his PhD in the area of organizational behavior from Kellogg School of Management, Northwestern University, U.S.A. His research and teaching broadly center on the managerial topics of leadership, power and status, diversity, decision-making, and group dynamics.

Outline:  Leadership is a natural and yet critical phenomenon across various forms of social groups and teams. How to lead successful teams is especially an important challenge in modern organizations. The goal of this course is to impart, develop, and enhance students’ knowledge and skills in leadership behaviors and team dynamics. Through a series of class exercises and lectures, the course aims to help students gain insights into essential leader-follower relationships and team-evoked issues. The lessons learned from the course are expected to prepare students to lead high-performing, successful firms and to effectively steer their own careers in the future. 


Course: The Dynamics of Taiwan Economies in a Global View

Instructor: Dr. Chen-Yu Pan

Biography: Dr. Pan is an associate professor in the Department of International Business. He received his Ph.D. in economics from Boston College in the U.S. Before joining NCCU, he was an assistant professor in economics at Wuhan University, China. He is an applied game theorist focusing on public economics, contest theory, and political economy.

Outline: Since the 1950s, Taiwan’s economy has grown rapidly from an underdeveloped country into a high-income, developed economy. The economy has gone through different stages, from an agricultural economy to a labor-intensive maker, then to one of the most concentrated high-tech hubs today. After joining WTO in 2002, Taiwan has also woven itself deeply into the global trade network, making it the 16th largest trader in the world. This course introduces the past and present of Taiwan’s economy and the challenges brought by its economic and geopolitical prominence in a new era of globalization.



Technology Innovation & Intellectual Property Management

Course: Curating Digital Contents by Using the Cultural Technology
Instructor: Dr. Yu-Chien Chang

Biography: Dr. Yu-Chien Chang is an associate professor in the Graduate Institute of Technology, Innovation & Intellectual Property Management. She received her Ph.D. in marketing from King’s College London in the U.K. Her research focuses on topics of marketing and innovation in arts and cultural organizations.

Outline:  The creative economy has become a powerful transformative force today. A greater proportion of the world’s intellectual capital and creative resources is now being invested in both cultural and creative industries (CCIs). It is one of the most rapidly growing sectors in terms of income generation, job creation, and export earnings. Since the museum sector plays a crucial role in CCIs, this course will work with the world-renowned museum, the National Palace Museum, to provide an introduction to how the museum operates in the digital era and how digital tools are used in museum activities.


International Business

Course: Investment Management in the Age of Big Data

Instructor: Dr. Douglas Chung

Biography: Dr. Douglas Chung is an assistant professor in the Department of International Business. A native of Hong Kong, he has a PhD in Finance and an MSc in Financial Economics from the BI Norwegian Business School, as well as a BEcon & Fin from the University of Hong Kong. Before embarking on an academic career, he was an economist at the Hong Kong Monetary Authority.

Outline: Some say, “Data is the new oil of the digital economy.’’ Thanks to innovations in information technology, there is now an abundance of financial data online. Hence, quantitative investment is no longer proprietary know-how for institutional investors.

Individuals who possess data science skillsets and financial knowledge will better prepare themselves to make investment decisions in today’s market. This course will introduce the framework and tools to invest systematically in the big data era. Students will learn how to gather data across global markets, visualize and analyze data, optimize portfolios, and back-test investment strategies through the popular programming language “Python.’’


Business Administration

Course: Digital and Social Media Marketing                                                                                                                

Instructor: Dr. Kuan-Ju Chen

Biography: Dr. Kuan-Ju Chen (Ph.D., University of Georgia) is an associate professor in the Department of Business Administration at National Chengchi University, Taiwan. His research interests include integrated marketing communication, digital and social media marketing, and consumer psychology.

Outline: This course looks at the advertising, entertainment, and communication channels that make up digital marketing and explains how these tools fit into a company’s integrated marketing communication strategies. Using examples from large corporations and small businesses, students will explore how marketing professionals embrace online social networks, digital content, and other practices (e.g., SEO/SEM, eWOM, mobile, location-based, in-game advertising, etc.) to create brand awareness, buzz, and desired consumer behavior. Students will be acquainted with the practical knowledge and analytical skills necessary to create, evaluate, and execute digital and social media marketing campaigns in order to solve real-world marketing issues.


Course: New Product Design & Creativity

Instructor: Dr. Sungjun (Steven) Park

Biography: Dr. Sungjun (Steven) Park is an associate professor in the Department of Business Administration at NCCU. He worked for Samsung Electronics in Seoul, Korea, before joining NCCU. Stemmed from his industrial experiences, his current research interests include digital and high-tech marketing.

Outline: Can creativity be nurtured? As not all individuals are creative, this class aims to foster individuals’ creativity by taking an experiential learning approach. Students will design and present a new product in class. Altogether, this class will be filled with discussions to facilitate creative mindsets relevant to new product innovation.


Management Information Systems

Course: Supply Chain Analytics

Instructor: Dr. Hsiao-Hui Lee

Biography: Hsiao-Hui Lee is a professor of Management Information Systems at the National Chengchi University. She received her Ph.D. in Operations Management from the Simon School at Rochester University, where she examined issues in service and healthcare areas using stochastic models. Her current research interests switched to empirical operations management in the context of supply chains, innovation, and sustainability.

Outline: Technology advancement enables the generation of massive supply chain data, which needs to be transformed into information that could be used in decision-making processes. This seminar uses business examples to lead discussions on the possibilities of using analytics in supply chains and introduce quantitative tools enabling the analysis of such data. 



Course: Accounting in Taiwan

Instructor Dr. Stephanie Tsui

Biography: Dr. Stephanie Tsui is an assistant professor at the National Chengchi University, Department of Accounting. She was awarded her Ph.D. in Accounting from Arizona State University and holds qualifications from other prestigious institutions, such as New York University and the University of Michigan.

Outline: The main objective of this course is to enhance students’ ability to use and understand accounting information. This course aims to further prepare students to understand managerial accounting: the process of identifying, measuring, analyzing, interpreting, and communicating information to managers for the pursuit of an organization’s goals in the changing era. The course also aims to provide students with an understanding of the tax system in Taiwan, as it is one of the most important factors when making business decisions. 

Course value


Required background

Students are required to have completed one semester of coursework at master level in one of the participating business schools.


The evaluation for this course is based on the group project and the final presentation. It includes the following components:

  • Completion and submission of the final group project. The details will be delivered on the first day of the course;
  • Presentation of the final group project on 5th July, 2024;
  • Evaluation by the project coordinator at the host school based on the focus, structure, and content of the recommendations;
  • Evaluation by the course lecturers based on the application of theories in projects and the content of the deliverables (adequacy and applicability) of the project;
  • Completion and submission of the group “Elevator Pitch Video.” (Please see the separate document “Pitch Video Guidelines NCCUC Edition” for details.)


There is no mandatory or direct supplementary textbook. All teaching materials will be distributed digitally to the participants.

Extra cost

150 Euros per participant. Accommodation, daily meals (except welcome lunch / welcome dinner / farewell dinner), and travel costs (except field trips) will be paid by the students.

About the School

The College of Commerce at National Chengchi University (NCCUC), established in 1958, is highly regarded nationally and internationally as the best business school in Taiwan. Our reputation is based on the caliber of our academics and students. With eight departments, one institution, 17 national-level research centers, and 39 multi-functional laboratories, NCCUC has achieved an outstanding record in academic research, consulting for government policies, as well as business and the community. Additionally, NCCUC offers 148 professors who have earned Ph.D. degrees from world-renowned universities, approximately 4,300 current students and over 41,000 graduates.  NCCUC graduates are highly employable and sought after by local and international business communities.