"Conventional and Exhibition Research " (Total No. 0191 ) 201707270041
This is the author's paper published in the second issue of "Tourism Forum" in 2017. The article comprehensively sorts out the current situation and characteristics of the subjects and majors and curriculum settings that rely on for undergraduate talent training in Taiwan Province of my country. Taiwan’s exhibition institutions focus on interdisciplinary integration and coordination in curriculum setting, attach importance to the combination of theory and practice, and the cultivation of professional foreign language abilities, which is worth learning and reference by the majority of exhibition educators and school institutions. Thanks to Mr. Lu Guansheng for his support in the "Tourism Forum"! When this article was published, due to typesetting and other reasons, pictures such as course maps were deleted. All of them were added here, hoping to be helpful to all colleagues.
As a modern emerging service industry, the exhibition industry has achieved unprecedented rapid development in less than 20 years since my country joined the World Trade Organization, and exhibition education has also achieved great achievements. The construction of exhibition majors in Taiwan Province is basically synchronized with the mainland. Currently, a total of 15 universities have opened exhibitions and related undergraduate majors or courses. Due to historical reasons, the education system in Taiwan Province is quite different from that in the mainland. However, Taiwanese universities have made fruitful explorations on exhibition education, which is worth learning and reference.
1. Overview of the establishment of undergraduate majors in Taiwan's exhibitions and exhibitions and related majors or course classes in Taiwan, the undergraduate level institutions are mainly divided into three situations:
The first is the establishment of the exhibition department. They are: Department of Tourism and Exhibition Studies, , , , , , , , , , , , , tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, tv, Among them, the earliest to explore exhibition education was the University of China. It opened a bachelor's degree in tourism and conference exhibitions in 2007. After five years of practice, the Department of Tourism and Exhibitions was officially established in 2013.
The second is a college with a bachelor's degree program in the exhibition. 6 colleges and universities including Yuanpei Medical University , Evergreen University, Shude University of Science and Technology, Taipei City University of Science and Technology, Wenzao Foreign Language University , Jingwen University , Jingwen University and have opened bachelor's degree courses for exhibitions, and Daye University Tourism and Restaurant Tourism College has opened bachelor's degree courses for wedding planning and festival management.
The third is a college with exhibition directions or modules set up in relevant majors. The Department of Marketing Management, School of Management, Deming University of Finance and Economics, has established an international exhibition and tourism and leisure module, and the Department of Tourism, School of Tourism, Yishou University, has established a conference and exhibition planning direction. In addition, although the hotel catering discipline group of the Department of Tourism of China University of Culture and the Department of Hotel Management of Taiwan Tourism College does not have "conference and exhibition" in the module name, the training goal is to train the exhibition practitioners in the conference and exhibition industry and offer exhibition courses.
Overall, Taiwan’s undergraduate education in exhibitions is taking a steady path. It first forms an interdisciplinary teaching team, carries out the construction of a bachelor’s course course, and then builds a department after it is mature, which has better solved the bottleneck problem of the development of new majors and new fields.
2. The subject majors that Taiwan’s exhibition talents relies on
Any emerging major needs to rely on related majors and disciplines to carry out construction before the knowledge system is established, and the exhibition major is no exception. The disciplines and majors that Taiwan's exhibition major rely on for running schools include: tourism, catering management, accommodation management, marketing management, etc., which are basically the same as mainland exhibition institutions. However, Taiwan has adopted a relatively flexible approach, setting up a bachelor's degree program for exhibitions and cultivating the interdisciplinary knowledge and abilities of exhibitions and talents based on multiple advantageous majors.
Yuanpei Medical University Exhibition and Bachelor's Degree Program of Cultural and Creative Business Management The positioning of the program attribute is: the bachelor's degree program integrates degree programs across departments and related fields, and flexibly combines the resources of related departments to provide students with diverse, professional and meeting employment needs. The years of study and the total graduation score are the same as those of the general department.
Daye University integrates the resources of the School of Tourism, Design and Art, School of Management and School of Biotechnology Resources to offer a bachelor's degree in wedding planning and festival management.In the introduction to the course, Oye University said: This course is a cross-field integrated emerging discipline, with a wide range of majors covering leisure business management, corporate management, foreign languages, biotechnology, beauty and beauty, multimedia, art and design and other existing departments of the school. Its main development direction is to cultivate students to become professional talents needed for festival planning, conference and exhibition management and wedding planning industries to meet the needs of rapid development of Taiwan's related industries in the future.
The bachelor's degree program of international tourism and exhibitions organized by the English and International College of Wen Zha Foreign Languages University said in its characteristic description that the school combines the advantages of "foreign language ability" and "sightseeing" and "conference and exhibition" fields to meet the professional needs of Taiwan for international tourism and exhibitions. This degree course is combined with excellent teachers from across departments of the school, and invites professional teachers with practical experience as a backing, and cooperates with relevant conference and exhibition equipment resources on campus to cultivate international foreign language tourism guides and professional exhibition practical talents.
The international exhibition management bachelor's degree program opened by Evergreen University in 2015 combines three major modular courses: "International Exhibition Planning", "International Marketing and Trade" and "International Business Communication" to cultivate exhibition professionals with international business communication and trade capabilities.
3. Course settings for undergraduate majors in Taiwan exhibitions
(I) Course settings for each exhibition department
1. Course settings for the exhibition department of China University of China
The tourism and exhibition department of China University of China highlight the characteristics of "dual fields" and "practical", focusing on cultivating students' professional abilities: "sightseeing tourism" and "conference and exhibition", attach importance to industry teacher appointments, corporate visits and workplace internships, and improve students' employment competitiveness through theoretical and practical teaching. Graduation requires completing a 128-credit course, a 400-hour internship course, a graduation topic, a TOEIC score of 400 or above, and at least one advanced or two intermediate certificates. (See Figure 1)
The courses of the Department of Tourism and Exhibition and Exhibition of China University are divided into four parts:
(1) The institute will organize 9 core compulsory courses, including: Tourism, Economics, Computer Introduction, Management, Tourism Administration and Regulations, Marketing, Accounting , Statistics, Tourism Special Lectures;
(2) will organize 12 professional compulsory courses, including: Introduction to Exhibition Industry, MICE Policy and Market Analysis, Conference Planning and Management, Event Planning and Management, Exhibition Planning and Management, Award Tourism Planning and Management, Exhibition Marketing, Exhibition Copywriting, Tourism and Exhibition Creative Topics (I) and (II), Tourism/Exhibition Internship, Risk and Crisis Management;
(3) Develop professional elective courses, including 11 joint elective courses, including: international etiquette, commercial software application, tourism and exhibition career planning, creative sightseeing (required), research methods, market research and analysis, tourist attendee information system (required), micro-entrepreneurship planning, corporate project internship, online marketing, tourism and exhibition employment tutoring; 10 conference and exhibition module elective courses, including: introduction to advertising, urban marketing planning and practice, multimedia design, exhibition professional practice, venue operation management, project management, destination marketing, green exhibition, wedding event planning, MICE case discussion;
(4) 10 professional Chinese courses, including: tourism English (1-4), exhibition English (1-4), and sightseeing Japanese (1-2).
Figure 1 Course map of the Department of Tourism and Exhibition of the School of Tourism of China University
Source: Official website of the Department of Exhibition of China University
2. The exhibition department of Kaohsiung Catering and Tourism University has set up a catering, travel and marketing management module and exhibition and marketing management module. The course is divided into three parts (see Figure 2 for details):
(1) 32 compulsory courses, including: marketing, catering management, introduction to catering, economics, sightseeing, management, tourism management, introduction to exhibition industry, travel and transportation management, marketing management, consumer behavior, graphic media design, exhibition English, exhibition planning and management, research methods, banquet management, market research, reward tourism and travel planning, service marketing, on-campus internship (1-2), catering and tourism lectures, off-campus internship (1-2), service management, financial management, special research (1-2), marketing management case research, strategy management, school Foreign visits and study, international marketing management;
(2) Department jointly took 18 elective courses, including: briefing skills, creative ideas, multimedia design, catering and tourism accounting, business management and sales skills, event planning management practice, media public relations practice, audio and video design, online marketing, advertising practice, customer relationship management, product and brand management, small and medium-sized enterprise business and management, public relations, catering human resources management, catering and exhibition marketing management practice, investment and financial analysis, customer service management and practice;
(3) module elective courses, 8 courses in exhibition marketing management module, including: air passenger transport and ticketing, tour leader and tour guide practice, exhibition project management, cruise tourism, English accompanying interpretation, exhibition contract and risk management, tourism disputes and quality management, and conference gradual interpretation.
Kaohsiung Restaurant and Tourism University Exhibition Department arranges the third year of university to take off-campus internships in the course setting, which is different from the other two universities.
Figure 2 Course map of the Department of Marketing and Exhibition Management of Kaohsiung University of Science and Technology
Source: Kaohsiung University of Science and Technology Official Website
3. Course setting of the Department of Hotel and Exhibition Management of Qiaoguang University of Science and Technology
The talent training goal of the Department of Hotel and Exhibition Management of Qiaoguang University of Science and Technology is to cultivate basic management talents with hotel and exhibition management service knowledge, professional English-Japanese communication skills and humanistic literacy. In teaching, it highlights the four major characteristics of course practicality, technical professionalism, language internationalization, and service life. The school’s exhibition department divides the course into five parts according to the requirements of ability cultivation (see Figure 3 for details).
(1) 13 general courses for all persons, including: general theory of history and geography, service learning, sports (1-4), grade-based lectures, developmental general knowledge (1-6);
(2) 13 Chinese language proficiency courses, including: freshman English (top and bottom), sophomore English (top and bottom), sightseeing and foreign language communication (1-2), hotel reception English, game English, exhibition English (1-2), workplace English (1-2), Chinese and English briefings;
(3) 2 information proficiency courses, including: information software application, multimedia design;
(4) 18 basic ability courses, including: hotel management, catering management, introduction to exhibition industry, introduction to game, customer service Management and practice, international etiquette, festival activity planning and management, world culture, house management and practice, management, exhibition planning and management, exhibition economy, hotel information system, exhibition design and creation, hotel and fire protection regulations, catering and travel human resources management, procurement and cost control, and special discussion on catering and travel;
(5) Professional competency courses, including hotel modules and exhibition modules, of which 16 exhibition module courses are: multimedia design, planning case writing, reward tourism and travel planning, project management, space planning and design, e-commerce and online marketing, oral training of ceremonies, labor-management relations, research methods, exhibition logistics, banquet management, meal and travel sales, public relations and crisis handling, overseas internships, international certificate practice, exhibition marketing.
The Exhibition Department of Qiaoguang University of Science and Technology has also arranged one year of off-campus internship, and the time period is arranged in the fourth grade of the university.
Figure 3 Course map of the Department of Exhibition Management of Qiaoguang University of Science and Technology
Source: Official website of the Department of Exhibition Management of Qiaoguang University of Science and Technology
(II) Course settings of the Bachelor's Program of Exhibition
Taiwan has 7 colleges and universities with different characteristics, each with its own characteristics. Due to space limitations, several representative colleges and universities are selected for introduction.
1. Yuanpei Medical University Exhibition Course Settings
The School of Industry and Management of the school established a bachelor's degree in exhibition and cultural and creative business management in 2015. The two major special courses of the course are conference exhibition courses and cultural and creative courses. The goal of the conference and exhibition-related courses is to cultivate the behaviors, knowledge, skills and attitudes required by conference and exhibition service talents; cultural and creative courses combine creativity, product planning and advertising audio-visual courses, and at the same time strengthen students' language and information abilities, and cultivate marketing talents and marketing brokers related to process industries. The course can integrate cross-department resources in curriculum planning, with diverse and flexible courses; the teaching content focuses on industrial practice, which can better fit the industry trends. Its course settings include three parts (see Figure 4):
The first part is 16 basic business management courses, including: management, project management, project planning and financial management, marketing, consumer behavior, service management, human resources management, economics, accounting, commercial software applications, visual image communication, multimedia design, web design, online marketing, e-commerce, and multimedia advertising production;
The second part is 30 basic course courses, including: Exhibition English (1-4), Advanced Exhibition English (1-2), Introduction to the Exhibition Industry, Exhibition Certificate (1-2), Marketing Investigation, policies and regulations, customer relationship management, crisis management, introduction to cultural and creative industries, planning practice, advertising practice, media and public relations, integrated marketing communication, creative ideas (1-2), cloud technology application, on-campus internship, off-campus internship, special topics (1-2), briefing and communication skills, second foreign language (1-2), advanced second foreign language (1-2);
part three is a special course, with 10 special courses in exhibitions, including: business and exhibition planning, exhibition management, exhibition logistics, business processing practice, art exhibition, science and technology product exhibition, international etiquette, banquet management practice, sightseeing and festivals.
Figure 4 Yuanpei Medical University Exhibition Course Map
Source: Yuanpei Medical University Official Website
2. Evergreen University Exhibition Course Settings
In 2015, Evergreen University opened the "International Exhibition Management Bachelor's Degree Program", combining three major modular courses: "International Exhibition Planning", "International Marketing and Trade" and "International Business Communication" to cultivate exhibition professionals with international business communication and trade capabilities. Based on the faculty of the Department of Enterprise, Xuecheng International, combines some exhibition expertise such as the Department of Mass Communication, Translation, and Language Center to integrate the two major fields of exhibition planning and international marketing, and adopts modular courses.
Evergreen University exhibition course offers a total of 21 general courses, 1 compulsory courses in colleges, 19 compulsory courses in departments, 12 professional module courses in exhibition planning and management, and 20 other elective courses. Among them, the required courses in the department are mainly composed of 16 business courses (management, accounting, etc.) and 3 basic exhibition courses (introduction to the exhibition industry, exhibition English and exhibition business management); the professional module courses of exhibition planning and management include: sightseeing, activity planning practice, exhibition planning and management, international exhibition planning and design, exhibition planning and management, business exhibition planning, business management lectures (1-2), exhibition certificate and license topics, exhibition performance evaluation, exhibition investment promotion and marketing, and international exhibition practices. (See Figure 5)
Figure 5 Evergreen University Exhibition Course Map
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