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Google Taipei 101 Hosts GCIT for Professional Advising: Industry insights

Date : 2024-04-12 Department : Master’s Program in Global Communication and Innovation Technology
【Article by Master’s Program in Global Communication and Innovation Technology】
On the 8th of April, nearly forty students from the Master's Program in Global Communication and Innovation Technology (GCIT) had the opportunity to visit Google's Taipei 101 headquarters. During their visit, they attended a series of exclusive talks delivered by core members of the advertising and marketing team. The talks focused on three key areas, namely, the gaming industry, international brands, and overseas expansion. The students gained an in-depth understanding of the marketing skills required for international communication professionals. They were able to benefit from the vast experience and knowledge of a global digital technology leader and witness first-hand a workspace that is both technologically advanced and aesthetically pleasing. The industry-academia exchange was enthusiastic, engaging, and highly informative, leaving a lasting impression on the students.

Kicking off the event, Joey Chang, an industry manager, presented on the topic of "Gaming". He emphasized the importance of Google Ads in the gaming industry. Joey has over nine years of experience at Google and a long-standing career in the digital media industry. He is also a passionate gamer, which gives him unique insights into the evolution of gaming culture. Joey used the once-popular game, Pokémon GO, as an example to illustrate the remarkable commercial potential and social impact of gaming in the context of digital technology advancements. The AI era is accelerating globalized advertising and marketing strategies, such as AI-generated dubbing, which enables faster game distribution across regions. In this evolving landscape, Google Ads is committed to becoming an essential promotional tool for game developers and publishers. It empowers them to create games that align with the needs of contemporary players/consumers and effectively target their advertising efforts. International communication professionals can make a difference in this field by leveraging in-depth data analytics to understand human behavior, learn to communicate with game developers or consumers, and assist games in their journey from development and release to reaching players' screens.

Next, Jo Wen, a senior account manager, presented on the topic of "Beauty". Wen, who has extensive expertise in media marketing and international brand marketing strategies in Taiwan, shared insights on collaboration methods for international communication and tech marketing of major beauty brands. Wen delved into the complexities of advertising and marketing from multiple perspectives, including exploring the relationship between globalized brands and localized markets. She focused particularly on large multinational corporations and discussed localized marketing methods and channels suitable for Taiwan. Wen emphasized that understanding these aspects is essential for effective communication with Asian/Taiwanese consumers. Furthermore, Wen highlighted the latest industry trends and challenges, such as the use of AI technology in beauty. She underscored the importance of accurately positioning and predicting consumer behavior, which requires professional talent with data analysis, new media/technology proficiency, systematic/model-based thinking, and a broad market vision. These skills align precisely with GCIT's learning objectives of cultivating international communication thinking.

Claire Chen, who serves as the Head of export industry and agency, delivered a presentation on the topic of "Export”. Chen shared valuable insights and strategies for facilitating international communication and tech marketing, with a particular focus on Taiwanese brands. Her presentation sought to address the question of how Taiwanese original brands can enhance their visibility and reach on the global stage. Chen's strategies were divided into two key areas of expertise. The first was analyzing the financial statements of individual brands to gain insight into their customer acquisition channels and to develop informed product line strategies. The second area of expertise was developing communication and marketing strategies to reach consumers. For example, creating and distributing YouTube videos that showcase AI PCs, with the aim of generating interest in these products. This approach encompasses three critical aspects: content creation, including advertising; tech marketing; and even international news, such as global tech trends like the AI PC era. It's worth noting that these strategies align perfectly with the three core areas of global communication that GCIT at National Chengchi University focuses on. By following these strategies, Taiwanese brands can significantly improve their visibility and reach in international markets. The insights and strategies shared by Chen are an excellent resource for businesses and academics looking to expand their presence on the global stage.

Finally, students at the event asked several questions about how to gain relevant skills and expertise before entering the workforce. Google Head of gTech Ads HK/TW, Tony Chang and the three speakers responded enthusiastically, emphasizing the importance of learning to conduct independent research. This involves analyzing financial statements and interpreting marketing insights data. The key aspects of analysis include identifying data, clarifying the target audience, determining which media/platforms are suitable for a particular brand, and communicating effectively both internally (with supervisors and bosses) and externally (with clients and consumers). To achieve these skills, students can enhance their quantitative (data-driven and visual) and qualitative (e.g., storytelling) skills through case studies during school and by developing a self-directed learning approach.
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