交換經驗分享 Exchange Experience Sharing
IBMBA碩二 陳鈺婷 法國交換經驗分享訪問-雷恩高等商學院
IBMBA Senior Jessy Chen France Exchange Sharing- ESC Rennes Business School
【記者 林薈薰 報導】
1. What courses did you choose in France?
International Consumer Behavior, Marketing of Innovation, International Marketing Management, Knowledge Management, and International Business.
2.What was your expectation before going to these courses?
I always have interest in marketing so I was so excited to have the chance to take all the courses in ESC Rennes Business School.
3.Please share the most impressive course and describe in detail.
What impressed me most was the International consumer behavior class. The French professor assigned two cases for each week. We had to read the case individually and finished one case presentation in a group. The group was composed by students from different countries, in order to have various cultural perspectives to analyze the case.
In class, the professor gave lecture first and students discussed the case afterwards. Because most of the cases are based on well-known bench mark enterprises, students had a good chance to know more before going into the real business.
There is a short story about culture shock which I had in class. Once we had a revising questionnaire activity which is about revising the questionnaire according to your own culture. It was a survey about how many times a week do people shampoo their hair. We had a surprising result that only Taiwanese shampoo their hair at least one time a day. European students felt surprised about Asian’s habit and Asian students were also shocked by European’s habit at the same time. I think this is so-called culture shock!
4. Did you feel any difference in class between France and Taiwan?
Foreign students are usually more active on speaking up in class and professor always raise questions for students to think in class from time to time.
5.Anything you want to share about your exchange?
This exchange program was the first time I lived so far away from my family. It was an enriching experience, because I realized that I can be independent and solve many problems by myself. Travelling around so many countries makes me understand that each country has its bright and dark side. I felt the culture shock whenever I stayed in a new country and the process of getting to a new culture is always a new adventure. It is common to encounter difficulties while living or travelling abroad, fortunately, I always get some help from kind people. I encourage students to travel as much as possible during their stay in Europe, after all, Europe’s scenery is too beautiful to be described! 【By Helen Lin】
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IB榮譽榜 IB Glory
2015 L'Oreal Brandstorm 行銷比賽—中山校園冠軍專訪
2015 L'Oréal Brandstorm NSYSU Campus Champion Interview
【記者 蔡怡庭 報導】L'Oréal Brandstorm是行之有年的全球行銷競賽，每年都吸引上千名來自世界各地大專院校學生參與，每屆比賽針對萊雅集團旗下之品牌來訂定不同主題，要學生發揮創意，提出可行的行銷方案，而參賽者必須先通過校園賽及全國賽，才能獲選為國家代表隊，前往巴黎參加決賽，角逐世界冠軍。台灣的萊雅公司與四所學校合作：台大、政大、成大與中山，主要由這四所學校學生參與此競賽（若非此四所學校學生，則需透過另外的方式參賽），而今年中山校內賽共計11組來自不同系所的學生報名參賽，僅有1組能代表中山進入全國賽。非常令IBMBA驕傲的是：今年的中山大學校園冠軍組－Quintessential，三位隊員中有兩位來自IBMBA：分別是碩一的蔡怡庭和盧昀，而第三位隊友則是企管所的劉議蓬。這期的電子報採訪了中山冠軍組，請他們分享比賽心得，同時也給將來想參賽的同學們一些鼓勵與建議。
L'Oréal Brandstorm is a global marketing competition that has long history. It attracts thousands of college students every year, and has them come up with a real marketing proposal for one of the L'Oréal brands regarding theme of the year. The game is composed of three stages: Campus Final, National Final and Global Final. Only one team that wins National Final can get free tickets to Paris and attend Global Final. In Taiwan, L'Oréal cooperates with NTU, NCCU, NCKU and NSYSU, so the participants are mainly from these four schools, while the students from other schools have another way to join it. This year in NSYSU, eleven teams made up of three students each registered for the game. Among the eleven teams, only one team could represent NSYSU to fight for national champion. One thing to be proud of is, two out of three team members from NSYSU winning team are from IBMBA: Amy Tsai and Luann Lu from IB103 (and they formed the team with Chris Liu from MBA department). As a result, IBMBA E-paper interviewed NSYSU Campus Champion, team Quintessential, hoping to hear their feedback of the game and some suggestions to future people.
三位隊員各自抱持不同的動機參賽，但他們的共通之處都是－想要挑戰自己！L'Oréal Brandstorm是一個有世界規模的比賽，競爭者來自全台灣、甚至是全世界。且比賽題目本身充滿挑戰性，今年的題目為「蘭蔻旅遊零售」，學生必須將旅遊零售通路做分析，替蘭蔻這個品牌找出機會，並且做出實際可行的提案，向L'Oréal的高階主管們報告。此外，比賽也提供學生實際執行提案的機會，也就是L'Oréal提供產品設計公司以及廣告公司協助學生，將提案內容做出3D產品圖以及平面廣告。因此，對於Quintessential 的同學來說，參加這樣的比賽不僅是一個非常好挑戰自我的機會，也會是一個相當難得的經驗。最後，提到比賽當然不能忽略獎品的吸引力：只要贏得台灣代表隊的資格，就能獲得免費機票去法國巴黎，公司並提供免費住宿，讓學生在巴黎參加為期約一周的世界決賽！Quintessential表示：「我們要去法國！！」
1.What’s the motivation for joining L'Oréal Brandstorm?
While three of them have different reasons for joining the competition, they share one common motive- challenging themselves. Brandstorm provides such a chance not only because it is an international competition, but also because it gives interesting but challenging marketing themes every year. For example, the topic of 2015 is “Lancôme Travel Retail”, and under this topic, players have to analyze travel retail, find profitable opportunities for Lancôme, and make a realistic marketing proposal. Besides, the game requires students to cooperate with advertising and product-design companies, giving students a great chance to carry out their ideas into real advertisements and 3D product prototypes. Overall, Brandstorm gives rare experiences for students. And besides all this, the prize are just so attractive: National Champion wins free tickets to Paris and free space to live for one-week-long Global Final. “We want to go to Paris!” team Quintessential said.
2.How was the preparation stage, and how does it feel to be Campus Champion?
While the campus game wants students to do SWOT analysis for Lancôme in travel retail and present it in 10 minutes presentation, Quintessential assumes that the most difficult part is that they not only have to do massive readings, but also need to find unique opportunities for Lancôme to talk about. And only a good point isn’t enough, they have to come up with a really nice and creative way to present it so that the juries would be amazed. As Quintessential described, they had gone through revolutionary discussion process: whenever one person proposed a new idea, the other two would overthrow it; when the team finally agreed with an idea, the team itself would overthrow it the next day. That was like an endless loop, but finally when they came up with a workable idea, they were so confident about themselves. Quintessential asserted that the preparation process was definitely hard, and they did feel exhausted often, but the most precious thing was the time they spent and fight together, which was undoubtedly rewarding and memorable. And of course, the glory of winning paid the efforts back.
3.Talk about the National Final you are preparing for now?
Currently, team Quintessential are devoting themselves in preparing for the national game on April 10th. Seven teams in total including each two from NTU and NCCU, each one from NCKU, NCU and NSYSU, are competing for the qualification to represent Taiwan. Quintessential told us, this stage is the real challenge: at the beginning of January, they traveled to L'Oréal office at Taipei 101 to learn about new rules and more complex requirements for national game. Quintessential now have to think of a more comprehensive and detailed proposal with real financial plan. Moreover, they have to deal with the collaboration with advertising company and product-design company by themselves, which is quite a problem for them because of the unfavorable geographical location in Kaohsiung. Quinessntional said that they are in great trouble now because they can’t come up with any idea that is good enough to win. At the same time, with the greatest earning to win, they feel really stressed because the past winner were either from NTU or NCCU. Now Quintessential want us to pray for them, and I say “No worries, IBMBA have confidence in you!”
就如同Quintessential 當初參賽的原因，L'Oréal Brandstorm是一個世界級且充滿挑戰性的比賽，參賽不僅能夠挑戰自己也能實際驗證所學。況且，只要獲得國家代表隊的資格，還能免費去巴黎比賽呢！這樣的機會實屬難得，非常推薦大家參加。然而，Quintessential建議大家，參加這個比賽要做好心理準備：要有投入很多時間的認知和長期抗戰的決心。最後，一定要有必勝的決心，才有勝利的希望。另外，Quintessential認為參加這個比賽能否勝出的最大關鍵，就是要找到「對的隊友」，不但個性要能合得來，還得三個人都願意付出最大努力。對此Quintessential說：「雖然我們常常抨擊對方到一個境界，但我們不會吵架，因為我們知道批判是我們改進的力量！也是因為這樣，我們才有辦法贏得校園冠軍。」看得出來三個隊員之間感情非常好。總而言之，Quintessential認為這真的是一個非常值得參加的比賽，不能說參加了不會後悔(應該說比賽中你一定會後悔)，但過程中所留下的都是珍貴而永久的。
4.Any suggestions for those who want to join the competition in the future?
Joining A world-class competition like L'Oréal Brandstorm is undoubtedly worthwhile, however, Quintessential would like to warn people: joining the game takes plenty and plenty of time, so you’ll have to prepare yourselves for a long fight. In addition, the resolution to win is a must. Last but not least, they key to win is- to find the right teammates. The right ones means three of you not only have to be good match, but all three should be willing to pay the same efforts. Quintessential said: “though we often criticize each one another like hell, but we don’t actually fight, because we know criticism brings improvements. And this is the reason why we won Campus Final.” We can see three of them have good relations. To sum up all this, Quintessential assured that taking part in the competition is really worthwhile. Though they do not promise that you won’t regret it during the process (actually you will, and very often), Quintessential feel that everything you did would turn into something that stays forever in life.【By Amy Tsai】
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企業參訪 Business Visit
Glass Manufacturing Giant-Corning visit report
【記者 林薈薰 報導】 IBMBA的企業管理研討課程不僅止於上課邀請許多的業界專家到課堂中分享實務經驗，亦提供學生到企業實地參訪的機會。在103學年度上學期的最後一堂課，老師帶著修課同學前往美商康寧，一窺玻璃製造巨人的廬山真面目！
The IBMBA Business Seminar course’s purpose is not only to invite various professionals and specialists to give speeches in the campus, but also organizes some field trips. The last class of Business seminar was a field trip in “Corning” Tainan. It was a good chance for students to explore the glass manufacturing giant in Taiwan!
In 1973, Corning brought its fantastic products with high quality in Taiwan. Since then, Corning keeps improving its business strategy and expanding production capacity to cope with diverse and varied market needs. With the growth of liquid crystal display (LCD) industry, Corning has gradually developed display business in Taiwan, providing active matrix liquid crystal displays - that is, the glass substrate thin film transistor liquid crystal displays used. Corning’s production of ultra-high-quality glass substrates are mainly used for notebook computers, flat-panel displays, LCD TVs, portable electronics and communications devices.
In May 2001, Taiwan’s first TFT-LCD glass substrate factory was completed. It is located in the Tainan Science Industrial Park, the plant is the one that students visited this time. With the rapid growth of the industry, Tainan plant continues to expand its production capacity. In March 2004, the plant joined the furnace process. Since then, Tainan plant became a full-scale plant in LCD glass substrate production.
Before entering the plant, visitors must pull away all their electronic products, especially those with camera-enabled mobile phones and cameras. We can easily understand that for a technology-oriented company like Corning, protecting their technical information is vital. Students listened Corning’s company briefing, knowing Corning is not only a LCD glass manufacturing in Taiwan, in addition i-phone panels and luxury car windshield are also Corning's products. During the factory visit, students were surprised by their highly automated plant and well organized facilities. We can finish this article by mentioning that as an IBMBA student, the knowledge not only comes from the books, visiting companies gives students another way to experience the real business world.【By Helen Lin】
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IB人物專訪 IB People Interview
Executive Interview: Azo’s wine distillery- Azo Chen
【記者 梁瑛倫 報導】IB研究室裏面時常擺放著紅酒和威士忌供各位同學自行取用，大家在品嘗這些美酒之餘是否想過這些酒是從哪裡來的呢？這一切都是由IB102的Azo（陳淵清）同學提供。Azo在屏東經營一家酒廠，從創業至今，已經走過八個年頭。就讓我們一起來聽聽為何他要來IB就讀以及創業的歷程吧！
There are always some wine and Whisky provided for IBMBA students in the IB room. Have you ever think about where do those liqueurs come from? They come from IB102 Azo’s wine distillery! He is running a wine distillery and has its own brand in Pingtung since 8 years ago. Here is Azo’s experience sharing:
1.What was your motivation to apply in the IB MBA program?
Owning a wine distillery, I was considering to expand internationally my business in the future. I then decided to learn international marketing in IB program and in the same time meet many classmates coming from different countries. This will help me to understand better different cultures and customs. All those elements are useful when you aim to expand your market.
2.What was the story of creating the wine distillery?
The WTO agreements in 2002 impacted the Taiwanese government’s monopoly policy in the wine and cigarettes industry. Therefore, the government decided to open the market by allowing the private sector to enter in this industry. Since then, a lot of private wine distilleries have been settled. In order to start his own business in 2008, Azo left his job in Taipei and came back to his hometown Pingtung. Previously, He worked in different industry, such as the traditional industry, the high-tech industry and the real-estate industry, etc...
He enrolled the “professional wine making courses” which was offered by the government. Azo learned how to make wine and how to set up a wine distillery during those courses, and also gained a lot of useful information. Besides, he also applied “the business startup loan” from the government. After several years of hard working, he won the best hard liquor prize in 2012.
In the beginning, Azo choose rice wine as his basic product, because rice wine is a necessary good in Taiwan. Every family uses rice wine to cook dishes. Rice wine is also used as a basic ingredient in the preparation of different type of wine, for example the Chinese medicine wine. In order to make the wine, Azo imports different breed of grape from Europe, especially Australia (e.g. Cabernet, Merlot, and Shiraz). Unlike the grape produced in Taiwan, European’s grape is more suitable to make wine. We should also mention that beside the rice wine and red wine production, Azo also produces Whisky and Kaoliang wine. At the Beginning and because his wine was not yet famous, Azo used “Word of mouth (marketing strategies)”, he first shared the products with his friends. Invited people to try his wine, once they knew that Azo’s wine quality was good, many people started to give him orders. Currently his products are being sold to some restaurants and to some grocery stores.
In order to expand his market, Azo knows that he must get consumers’ trust, and in order to get that trust, he must convince them about the quality of his products. This is why Azo did apply “the best wine certification” last year. Hopefully he should get the certification this year. Once this certification received, he could easily promote his wine everywhere in Taiwan. He also plan to apply for an international certification, which will allow him to sell his wine overseas.
5.Suggestions for IBMBA students who want to run their own business
Azo said, it needs 5~10 years to start up a new business. Before deciding to run your own business, you can try different type of jobs, and even travel overseas in order to find out your favorite thing. If you choose traditional industries to start up, the most important thing is the cash flow. In order to take over the market sharing, some people get a lot of orders, but in the end, they cannot fully recover their account receivables. As a result, many big companies are going bankrupt. That’s why Azo believes that break-even is the most important thing for any business. 【By Lena Liang】
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IB人物專訪 IB People Interview
IBMBA Pioneers (I): IBMBA students who graduate within 18 months- Joseph Chang
【記者 梁瑛倫 報導】今年二月份，IB有兩位打破過去紀錄，雙雙以一年半的時間就拿到畢業證書的兩位優秀學生---張偉鴻和葛吉優。就讓我們來聽聽看這兩位是如何以18個月的時間，就完成IBMBA要求的學業。
This February, two students broke a record in the IB program. Both of them graduated within 18 months, they are Joseph Chang and Guillaume Valery. How did they manage to finish the IBMBA program within 3 semesters? They kindly accepted to share their experiences with us:
Joseph Chang is a Taiwanese who born in India. While he was eighteen, he left his hometown, came back to Taiwan and studied in Kaohsiung University, majored in Business management. He enrolled IBMBA in fall, 2012.
1.What was your motivation to apply IBMBA program?
I have always been interested in pursuing an MBA for my graduate program. As such, I began researching the universities that offer such a program in Taiwan. What immediately separates IBMBA from other MBA programs is the cross-cultural environment. The fact that half of the batch comprises of international students from all over the world while the other half comprises of local students gives me a unique opportunity to experience working with people from all over the world, while at the same time continuing my acclimatization to the local culture. The program also offers internship opportunities as well as several exchange programs, some of which even offers double degree. All of the above factors combined with the fact that NSYSU is one of the better universities in Southern Taiwan led to me applying for IBMBA.
2.Which area were you most interested in during IBMBA program?
My main areas of interest in IBMBA was in marketing and Human Resources. As such, I took a lot of courses on Human Resources and courses involving mass communications. The reason behind this is that I have always been interested in the workings of marketing, how it bridges the gap between the point of production and the point of consumption. Regarding Human Resources, my interest in the subject was inspired by a group field trip to TSMC on my first year where we had an in-depth interview with their HR personnel on the HR policy of TSMC.
3.How to graduate from IBMBA program within 18 months?
To be honest, I didn’t had a master plan for graduating within a year and a half in IBMBA. It all came to be because I decided to accept a RA position under Professor Yen-Chun Jim Wu on the first semester. After, a few months of our working relationship he informed me of the opportunity to have my journal published in an international journal (Computers in Human Behavior) if I was to base my thesis on certain topic of interest. I decided to take up the challenge and the rest is as they say, history. The deadline for the journal draft was on mid-July and the journal review was done by October, with confirmation for publication of journal done by November. I realized then, that with my journal finished, all I had to do was to extend it on a few more points and my graduation thesis was done which set me up for graduation in 1.5 years.
To conclude your question, for anyone wanting to graduate IB within a year and a half, spread your courses evenly across three semester and start your thesis work early. Know your research area of interest early and base your thesis on that. Choose a topic which interests you because thesis work can be tiring.
P.S: An important thing to note is that as a foreigner, am not obliged to do an exchange program.
4.Suggestions for IB students:
IBMBA is a program where results can be best achieved by a proactive approach. This may be in the form of choosing the right research, the right extra-curricular activities, the right courses from different department, the right exchange program or the best internship opportunities as per your needs. Work with different people in groups so that you have the opportunity to learn from people’s qualities as well as how to surmount different difficulties. Most importantly of all, enjoy your time here in IBMBA with people from such a diverse background because as some say, MBA is all about making positive connections.【By Lena Liang】
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