At Chung Yuan Christian University, the College of Business upholds the educational philosophy of “Utilizing Knowledge to Benefit Humanity,” encouraging students to contribute to society with their professional expertise. This commitment is exemplified by the Advertising and Marketing Service course, which has been running for 16 consecutive years. Recently, students held a presentation to showcase their year-long interdisciplinary marketing efforts, such as promoting agricultural tourism in Zhuolan, Miaoli, creating a website to preserve the history of Dahai Community, producing promotional videos for urban reform nonprofits, and developing heartfelt films to support individuals with spinal cord injuries. These initiatives demonstrate students’ dedication to addressing societal needs with a people-centered approach.
Guided by seven faculty members, the course integrates the marketing expertise of the Business Administration department and the creative dynamism of the Commercial Design department, helping nonprofits and social enterprises tackle real-world challenges. For the past four years, it has collaborated with the University Social Responsibility Program, revitalizing Zhuolan and Dahai Community.
The “Zhuolan Orchard” project continued the efforts of previous cohorts by partnering with the Zhuolan Township Office to create the “Uncommon Rest Stop”. The project highlighted local specialties through food markets, wooden pathways, cultural tours, and cinema events. These initiatives not only attracted hikers and passersby but also enhanced the distinct identity of Zhuolan and Baibufan Elementary School, promoting local culture and tourism.
The “Dahai Team” worked closely with community residents to design a website, “Cats Flying Over the Sea”, inspired by the connection between the ROCAF 35th Squadron, Dahai Community, and the air force base. The website systematically documents the historical and military significance of the community, offering interactive experiences that transcend geographical boundaries.
You-Ting Tsai, a junior in the Commercial Design department, explained that the website uses a retro design featuring vintage colors and varying line thicknesses. Real-life photos paired with historical narratives cater to audiences interested in military and Taiwanese history. Future plans include expanding the “Online Story Hall” to feature exhibitions, documentaries, and multimedia content to draw greater public attention to the preserved cultural atmosphere. Chun-Wei Hou, a supervising professor from the Commercial Design department, praised the students for their resilience in overcoming challenges to deliver a visually appealing and structurally sound website, capturing the emotional essence of the land.
The “Ours Urban Reform” group addressed Taiwan’s housing crisis with innovative advertisements promoting cooperative housing as a stable, affordable alternative to renting or buying. Yun-Ching Tseng, a junior in Business Administration, noted the impact of the nonprofit’s advocacy for legislative reform and community support. The campaign used storytelling, such as the tale of the “Little Match Girl,” to enhance audience engagement and awareness, while boosting the organization’s visibility and outreach.
For the first time, the course collaborated with “Active Kitchen”, a social enterprise creating job opportunities for individuals with spinal cord injuries. Founder Shou-Shih Chen advocates for “purchasing instead of donating,” empowering individuals to regain confidence and dignity. The students crafted a touching promotional video titled “You Are the Light of My Life”, showcasing the enterprise’s commitment to natural ingredients and the significance of each purchase in supporting spinal injury patients. Yu-Qiang Lai, a junior in Business Administration, emphasized how the project not only illuminated the lives of the injured but also raised public understanding and support for the organization.
Pei-Yuan Ting, a supervising professor in Business Administration, highlighted the importance of service continuity, as two teams built on the foundation of prior cohorts. By leveraging existing resources, the students deepened their understanding of local contexts while enhancing place branding. Despite frequent trips to Miaoli and Hualien and the challenges posed by the pandemic, the students exhibited remarkable adaptability and teamwork, which became invaluable growth experiences.
