【Article by GCIT】

In early December, the Master's program in Global Communication and Innovation Technology (GCIT) at National Chengchi University (NCCU) had the privilege of hosting Dr. Shane Mathews, an Associate Professor at Queensland University of Technology (QUT) Business School. Renowned for his expertise in digitalization-driven organizational transformation, Dr. Mathews delivered a series of talks and interactive sessions that offered valuable insights into effectively leveraging digital tools for research and global marketing.

Social Media Analysis: A Transformative Tool for Researchers

During his keynote speech, Dr. Mathews highlighted the vast potential of social media as a valuable data source for researchers. He explained that social media analysis enables researchers and marketers to explore public opinion and consumer behavior on a large scale, often surpassing traditional surveys regarding reach and immediacy. However, Dr. Mathews also acknowledged the limitations of social media data, particularly for research topics that are highly specific or niche. He emphasized its value in identifying grassroots ideas, organic trends, and insights from collective user interactions. Dr. Mathews underscored the importance of effective data management, noting that raw social media data can be "messy" and requires thorough cleaning to yield meaningful insights. He also cautioned against biases introduced by algorithms, which can skew research findings if not carefully managed. Students found these perspectives eye-opening, appreciating the introduction of an alternative to traditional research methodologies such as interviews and surveys.

Digitalization and Global Marketing: A Rapidly Changing Landscape

Drawing on his extensive experience with organizations in Taiwan, Japan, and Thailand, Dr. Mathews explored the profound impact of digitalization on global marketing. Through examples like Uber and WeChat, he illustrated how digital tools reshape industries and drive innovation. "Large companies often struggle with inflexibility," he observed, noting, "Taiwan has a unique advantage. When it decides to innovate, it can pivot quickly and achieve remarkable progress." Dr. Mathews emphasized that the global landscape is rapidly evolving, with increasing reliance on mobile devices for communication, shopping, and payments. While vast amounts of data are generated daily, he stressed that many companies fail to move beyond basic sentiment analysis to fully harness this data's potential. He also discussed emerging technologies such as voice recognition and artificial intelligence, demonstrating how they redefine consumer experiences. "The systems today are sophisticated enough to recognize conversations you've had, and some apps are already picking up on those discussions," he remarked, highlighting the growing complexity of data collection systems and the necessity for businesses to adapt.

Digital Nomadism and Flexibility in a Connected World

Reflecting on his experiences in Japan, Dr. Mathews shared stories that resonated with the audience. He discussed the rise of digital nomadism, mentioning the digital nomad event in Fukuoka, Japan, and the increase in co-working spaces as examples of how digital infrastructure enables people to live and work flexibly. "With robust digital infrastructure, individuals can relocate to coastal areas or smaller cities while maintaining high productivity," he explained. Dr. Mathews also highlighted the role of AI in helping companies anticipate consumer needs in fast-paced global markets. He emphasized the importance of staying ahead of trends, essential for maintaining a competitive edge.

Engaged Participation from GCIT Students

A key highlight of the event was the enthusiastic participation of GCIT students. Through workshops and open discussions, students could engage directly with Dr. Mathews, applying his insights to their academic pursuits. During the workshops, students explored the practical applications of digitalization and data analysis in their research. They exchanged ideas on identifying suitable publication outlets, addressing complex research questions, and securing funding for innovative projects. Many students took this opportunity to refine their thesis and capstone projects, integrating Dr. Mathews' perspectives into their work.

Student Feedback

Leo, a student participant, described the event as transformative: "These lectures were incredibly insightful and directly relevant to current trends in social media and data analytics. As someone working in the field, Dr. Shane's talks gave me a new perspective on leveraging big data for marketing." The event left a lasting impression on attendees, broadening their understanding of digitalization and inspiring new research and professional development ideas. The combination of thought-provoking lectures, personal consultations, and interactive workshops created a comprehensive learning experience that will undoubtedly shape the academic and career paths of GCIT students.

[此中英文稿和圖片以及全球傳播與創新科技碩士學位學程均獲得中華民國文化部的補助。]