Integrated Marketing Planning

JIANG, HUI-XUAN 老師


Integrated Marketing Planning

Integrated Marketing Planning JIANG, HUI-XUAN

CATEGORY Year Level Number of students taking the courses Curriculum Curriculum and Instructional Features
■Required Courses for College and Departments Senior 50 ■Department of Film and Video Production
Departmental Required Course		 ●Planning Objective：
To gain knowledge about Shenkeng's integrated marketing strategies.
●Curriculum and Instructional Features：
Understanding the comprehensive framework required for digital integrated marketing.
●Expected Social Impact：
Utilizing marketing analysis to develop creative project proposals that integrate and promote all local industries and cultural innovations in Shenkeng through cohesive marketing strategies.
This course provides an in-depth examination of "Integrated Marketing Planning," allowing students to grasp the fundamental principles of efficient marketing strategies. Through on-site surveys of local visitors, students will develop enhanced travel experiences for northern residents visiting Shenkeng, thereby crafting a more engaging and immersive tourism itinerary.

Course learning outcomes:

1. "A Poetic Journey of Sour Plum Soup in Shenkeng"
Created by Liu Yu, Yu Yilin, Lin Chengyou, and Ni Jiankai: A collection of verses that explore the poetry, cuisine, and culture of Shenkeng.

(1)Project Origin
Our project was motivated by a comprehensive examination of Shenkeng, a notable location in Taiwan with a history that extends over several centuries. The region is recognized for its diverse natural environment, unique cultural attributes, and significant historical importance.

During the late Qing Dynasty and the Japanese colonial period, Shenkeng served as a significant administrative center comparable to the contemporary Xinyi District of Taipei. It played a key role in Taiwan's economic history. Shenkeng played an important role in delivering economic items such as tea and dye ingredients to Dadaocheng for export during a period when land transportation was underdeveloped. Shenkeng also served as an important trading route along the historic Tamsui-Kavalan Trails, enticing merchants to transport their goods for commerce.

However, in the Republican era, as roads and railways were established and with the silting of ports, Shenkeng's prosperity began to wane. It was during this period that, through the endorsement of President Chiang Ching-kuo, Shenkeng embarked on its journey to becoming famous for tofu delicacies. As a unique aspect of Shenkeng, this culinary custom is still practiced today, drawing many visitors who want to sample the local specialty.

Beyond its historical significance, the rich culinary culture of Shenkeng was uncovered by our inquiry. This region's tofu industry is so varied that many tourists come to enjoy its products. Interestingly, despite the variety of Shenkeng's tofu products, more promotional efforts must be made, particularly regarding sour plum soup, to make it stand out in the marketplace. There is currently no marketing video for this product to help distinguish it in the market.

This insight made it clear that more people should be exposed to Shenkeng's culinary culture in order to meet the various needs of different tourists. It inspired our concept, which is to create a literary tourism short film that promotes Shenkeng's distinctive culinary experiences, including sour plum soup, in addition to its natural beauty, culture, and history. This short film will draw more people to explore this beautiful place while also enriching the diversity of choices available in the local tourism market. Our goal is to enhance Shenkeng's visibility and to enable more people to experience the charm of this unforgettable destination—a tribute to its rich history and a display of its contemporary vitality.

Considering all these factors, our literary tourism short film will emphasize the natural beauty, cultural heritage, artistic ambiance, and unique culinary delights of Shenkeng, drawing in visitors while showcasing the diversity of local ecotourism and the tourism market. This is why we chose this topic.
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"A Poetic Journey of Sour Plum Soup in Shenkeng" by Liu Yu, Yu Yilin, Lin
Chengyou, Ni Jiankai: A collection of verses exploring the poetry, cuisine, and culture of Shenkeng.

Video link:https://www.youtube.com/watch?v=9tCxr1Du8hU