Report of exchange in NCKU. General report

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1 Report of exchange in NCKU General report I went to National Cheng Kung University in Tainan, Taiwan. It was last semester, 1 st of school year The Taiwanese semester is different from that of Netherlands, which takes around 5 months from 15 th September to 16st January, and without Christmas holiday. I sometimes sent to home faculty, FEB, and got my signed LA within the first week after arriving in Tainan city. Tainan is a wonderful city and you can buy anything you need there, not only in cheap price, but also good quality. So all the preparation you need are to keep clam and get used to everything in Tainan as soon as possible. One thing need to be attention, however, is that you need to take Chinese course when you stay in NCKU. It seems complicated to learn Chinese as the characters seems so different, but anyway it is very necessary to learn some simple and basic Chinese, since people in Tainan are not good at speaking English, especially when you go shopping somewhere outside university campus, you will find it is hard to communicate with people. But after learning some simple Chinese, you will find all the things are much more easier. And honestly speaking, most of Taiwanese people are very friendly and are always ready to help you, if you come across some problems, try to ask young people to help, as they are more likely to speak a fluent English. It is a long journey from Netherlands to Tainan, you may fly for more than 10 hours if you take the direct flight, and you can also choose the transaction ones which can give you around two hours to have a rest in the ground. Unfortunately, there is no international airlines in Tainan Airport, you need to use the airports in Kaoshiong or Taipei. But don t worry, you will soon receive a booklet from staff of NCKU describing 1

2 how you can get to NCKU campus. As I m not EU student, so my experiences about visa are not applicable to you. Perhaps the reports from other students can help you. The first semester of a school year always starts from September and ends at January, which is longer than Dutch one (as Taiwanese don t have Christmas vacation). And you can take a look at NCKU website for the exact dates, there is a English calender. NCKU offers exchange students cheap and good school dormitory for the whole semesters. The rooms usually located at Cheng-Ye Campus, and you will have a roommate to share the room with you. The room include its own bathroom, toilet, balcony, and are full furnished, what you need to bring all only your personal belongings. And quilt as well as sheet can be purchased in the ground floor in the dormitory building. You can also use the AC, as the weather in Tainan is really hot and you need to turn it on whole night to get a well sleep. You may feel some cultural shock when you first arrive in Tainan, but don t worry, NCKU arrange the orientation for you, and you can check exact date in school calender. You will also have a buddy who studying in NCKU, and this Taiwanese student will help your personally and answer all your questions friendly. You can also enjoy a wonderful student life in NCKU. Every night in front of Yunping Building, you will see plenty of students doing all kinds of exorcises, and you are always welcomed to join them. Moreover, at the first two weeks of each semester, there will be a welcome ceremony from different student organizations, and you can take a look at it and join any one you like. You may also take some course related to Taiwanese culture to help you know better about that region, and you can also hang out with your friends to experience different Taiwanese activities. What impress me most is the night markets in Taiwan. It is common that all the shops be closed during the night time in Netherlands and other European countries, but Taiwanese night markets always open from 8 p.m to 10 p.m, and even later in weekends. In night markets, you can buy lot of delicious Taiwanese food in low price and drink fresh fruit 2

3 juice made of local fruit and vegetables. Going to NCKU, you will also receive the Marco Polo Fund, and you can have 70% of it before you leave and the other 30% after you come back to University of Groningen. The total amount is 1,000 Euro. If you live in school campus and enjoy the food there, it can cover your spent. But if you live a more luxury life, you need to pay some money by yourself. Overall, the living expense in Tainan is relatively very low in comparison with that in Netherlands, for example, you can get a brand new bicycle in Tainan within 70 Euro. And you can have a hot pot buffet at around 10 Euro for one person. Study in NCKU is also enjoyable, as there is only one block in one semester, which means that you only need to take one exam instead of two. And according to rules and regulations of FEB, you can choose 15 ECT of economic/business courses and 15 ECT of other courses. That is to say, you can choose some courses related to Taiwanese culture and get better understanding of it. Almost all the teachers in NCKU are very kind and not strict with the exam results, if you perform well and do your best, you will always pass the course and have a good marks at the transcripts. In the north of NCKU campus, you can find a big library which is even bigger than that of Rug, and all the staff there are students of NCKU who are doing part-time job. It is very interesting that there is another library which opens for 24 hours a day, and its name is K-guan, which means studying area in Chinese. And of course all the buildings in campus are covered by good Wifi signal, you can always login using your student number (told by staff in NCKU in ) and passwords. I also firmly recommend student canteens in campus, which are all very cheap (no more than 2 Euro for a meal) and delicious. All in all, I enjoyed my stay in NCKU a lot, and hope you can also enjoy your stay there and have fun. 3

4 Specific report 1. Consumer Behavior. NCKU Tainan, Taiwan From 18st Sept to 15th January In English. IMBA, professor: Dr. Tien Wang. 7.5 ETC. One lecture (3 hours include breaks) per week, 18 weeks in all. Course materials: 1). Textbook, Consumer Behavior: Building Marketing Strategy, 12th edition by Hawkins and Mothersbaugh. 2). Handouts in class. Course grading: attendance 15% + assignment 1/presentation 10% + assignment 2/presentation 10% + research project/presentation 25% + midterm exam 20% + final exam 20%. Course timetable and contents: Week Date Topic Chapter Presentation/ Assignment 1 Sept 18 Course introduction/ Syllabus 1 2 Sept 25 Perception 8 Grouping 3 Oct 2 Learning and Memory 9 Assignment 1 4 Oct 9 No class 5 Oct 16 Motivation, Personality, and Emotion II 10 Assignment 2 6 Oct 23 Attitudes and Influencing Attitudes; 11,12 Assignment 3 Self-concept and Lifestyle 7 Oct 30 Group and interpersonal Influence 6,7 Assignment 4 8 Nov 6 Exam I 9 Nov 13 Cross Cultural Variations in Consumer 2 Assignment 5 Behavior 10 Nov 20 Research idea presentation 4

5 11 Nov 27 Cultural Influences: Demographics, 3,4,5 Assignment 6 Social Stratification, and Subcultures 12 Dec 4 Consumer Decision Processes 14,15,1 Assignment Dec 11 Purchase, Post purchase, Customer 17,18 Assignment 8 Satisfaction and Commitment 14 Dec 18 Project discussion 15 Dec 25 Exam II 16 Jan 1 No class 17 Jan 8 Research Project Presentation 18 Jan 15 Research Project Presentation Lecture related activities: 1) Four students in one group, two assignments and 15 mins presentation to show the outcome. 2) Four students in one group, write a 10 pages term research paper of related topic, and 25 mins presentation to show the outcome. 3) Two guest speeches related to consumer behavior topic. Relevance to Groningen Study Program: One of the course related to consumer psychology, also can be seen as the superior course of International Business Strategy. Study Load: lectures 9 X 3= 27 hours, discussion and preparation with other students 16 X 2 = 32 hours, study time 18 X 4 = 72 hours. Total = 131 hours. 5

6 2. Marketing Management. NCKU Tainan, Taiwan From 14st Sept to 11th January In English. IMBA, professor: Dr. Tien Wang. 7.5 ETC. One lecture (3 hours include breaks) per week, 18 weeks in all. Course materials: 1). Textbook, Marketing Management: An Asian Perspective, 6 th edition by Kolter, Keller, Ang, Leong, and Tan. 2). Handouts in class. 3) Two cases from Harvard Business Publishing: Brannigan Foods: Strategic Marketing Planning (#913545) and Metabical: Pricing, Packaging, and Demand Forecasting for a New Weight-Loss Drug (#4183). Course grading: attendance/discussion 15% + assignment/presentation 25% (business article 5%, case 10% each) + marketing plan project/presentation 20% + midterm exam 20% + final exam 20%. Course timetable and contents: Week Date Topic Chapter Presentation/Assign ment 1 Sept 14 Course introduction/ Syllabus 1 An Overview of Marketing 2 Sept 21 Marketing Strategic Planning 2 Grouping & Presentation sign up 3 Sept 28 No class 4 Oct 5 Capturing marketing insights 3-4 Article presentation 1 5 Oct 12 Segmenting and Targeting Markets 6,8 Article presentation 2 6 Oct 19 Case discussion 7 Oct 26 Product strategy and Branding 12,13 Article presentation 3 8 Nov 2 Exam I 9 Nov 9 Marketing Channels 15,16 Article presentation 4 10 Nov 16 Project presentation 1 (Part II, III, 6

7 IV & V) 11 Nov 23 Price Strategy 14 Article presentation 5 12 Nov 30 Case discussion 13 Dec 7 Promotional Planning I 17,18,19 Article presentation 6 14 Dec 14 Promotional Planning II 17,18,19 15 Dec 21 Project presentation 16 Dec 28 Exam II 17 Jan 4 Project Presentation 2 (full report) 18 Jan 11 Project Presentation 2 (full report) Lecture related activities: 1) Four students in one group, one article review and analysis, and 15 mins presentation to show the outcome. 2) Four students in one group, write a 10 pages term marketing plan for a fiction company selling consumer products, and 25 mins presentation to show the outcome. 3) Two guest speeches related to consumer behavior topic. 4) Two s and each group hand in a two-pages report solving related questions. Relevance to Groningen Study Program: One of the course related to marketing, and an introduction to the complexities faced by a company/organization as it markets its goods, services, and/or ideas. Also can be seen as the superior course of International Business Strategy. Study Load: lectures 9 X 3= 27 hours, discussion and preparation with other students 15 X 2 = 30 hours, study time 18 X 4 = 72 hours. Total = 129 hours. 7

8 3. Technology Management. NCKU Tainan, Taiwan From 17th Sept to 14th January In English. IMBA, professor: Dr. Wei-Shiun. 7.5 ETC. One lecture (3 hours include breaks) per week, 18 weeks in all. Course materials: 1). Textbook, Strategic Management of Technological Innovation, 4 th edition by Melissa A. Schilling. 2). Handouts in class. 3) Ten cases from Harvard Business Publishing: Bank of America: Mobile Banking (# ); Continuous Casting Investments at USX Corporation (# ); DVD wars: Netflix versus Blockbuster (#UV1225); The HP-Cisco Alliance (# ); Apple Inc., 2008 (# ); The Browser Wars, (# ); NEC: A New R&D Site in Princeton (# ); Launch of the Ford Fiesta Diesel: the World s Most Efficient Car (910M40); NTT DoCoMo: Marketing i-mode (# ); Sun Microsystem (# ). Course grading: attendance/discussion 15% + two short presentations 25% + term project/presentation 60%. Course timetable and contents: Week Date Topic Chapter Presentation/Assign ment 1 Sept 17 Course introduction/ Syllabus 2 Sept 24 Introduction of Technology Management 3 Oct 1 Source of Innovation; Types and 1 3 presentations + 1 2,3 3 presentations Patterns of Innovation 4 Oct 8 Standards Battles and Design Dominance 4 3 presentations Oct 15 Time of Entry 5 3 presentations + 1 8

9 6 Oct 22 Formulating Technological 6,7,8 3 presentations Innovation Strategy 7 Oct 29 Guest speech 8 Nov 5 Protecting Innovation I 9 3 presentations Nov 12 Protecting Innovation II 9 3 presentations Nov 19 Organizing for Innovation 10 3 presentations Nov 26 Managing the New Product Development Process 12 Dec 3 Managing the New Product Development Teams 11 3 presentations presentations Dec 10 Guest speech 14 Dec 17 Crafting a Development Strategy 13 3 presentations Dec 24 Crafting a Development Strategy 13 3 presentations Dec 31 Q & A 17 Jan 7 Term Project Presentation (full report) 18 Jan 14 Term Project Presentation (full report) Lecture related activities: 1) One students do two short presentation on different new innovation products related to the topic of that week, and 15 mins to show the outcome. 2) Ten Harvard cases in all, discuss each of them in the class discussion session, everyone should speak out otherwise need to hand in a one-page report. 3) 9

10 Two guest speeches related to technological management topic. Relevance to Groningen Study Program: This course focuses on the strategic management of technology and innovation in the business environment - both new firms and established firms. The conceptual framework of the course is an evolutionary process perspective on innovation strategy and technology management. Study Load: lectures 9 X 3= 27 hours, discussion and preparation with other students 14 X 2 = 28 hours, study time 18 X 4 = 72 hours. Total = 127 hours. 10

11 4. Strategic Human Resources Management NCKU Tainan, Taiwan From 15th Sept to 12th January In Chinese. MBA, professor: Dr. Hu. 7.5 ETC. One lecture (3 hours include breaks) per week, 18 weeks in all. Course materials: 1). Handouts in class. 2) Several cases from Harvard Business Publishing and Ivy Cases. Course grading: attendance/discussion 20% + one case presentation 20% + term project/presentation 60%. Course timetable and contents: Week Date Topic/Discussed firm Cases Number Presentation/Assignm ent 1 Sept 15 Course introduction/ Syllabus Grouping 2 Sept 22 Introduction of Human Resources 1 presentations Sept 30 Southwest Airline 1 1 presentations Oct 6 Southwest Airline 1 1 presentations Oct 13 Hilton Hotel 2 1 presentations Oct 20 Hilton Hotel 2 1 presentations Oct 27 Toyota Alliance with Ford. 3 1 presentations Nov 3 Taiwanese Borong Hotel 4 1 presentations

12 9 Nov 10 Outline of term project/presentation 10 Nov 17 General Motors. 5 1 presentations Nov 24 Guest speech 12 Dec 1 Citibank 6 1 presentations Dec 8 Citibank 6 1 presentations Dec 15 Standard Chartered Bank 7 1 presentations Dec 22 Standard Chartered Bank 7 1 presentations Dec 29 Q & A 17 Jan 5 Term Project Presentation 18 Jan 12 Term Project Presentation Lecture related activities: 1) Four students form a group and do one short presentation on case related to the topic of that week, and 15 mins to show the outcome. 2) Seven Harvard cases in all, discuss each of them in the class discussion session. 3) One guest speech related to technological management topic. Relevance to Groningen Study Program: This course is aimed at reading journal articles and reports concerning human resources. And it will also connect the theories with real cases from many entrepreneurs. During the course session, students will learn more about human resources form some specific speeches, which will be given by CEO of famous firms, and visits to companies. Study Load: lectures 11 X 3= 33 hours, discussion and preparation with other 12

13 students 14 X 2 = 28 hours, study time 18 X 4 = 72 hours. Total = 135 hours. 13

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