In the afternoon of 18 October, Dr. Shen Yutian invited Dr. Pei-Yu Chien, Assistant Professor from National Tsing Hua University (NTHU), to give an online class on Introduction to Marketing and Research Methods in Business Simulation, which focused on the theme of market segmentation and user-related management for the market.

Figure 1: The external expert was unable to arrive due to the epidemic, so an online lecture was held

Dr. Pei-Yu began by discussing the concept of "market segmentation" with the students, introducing its importance and discussing its importance for companies and consumers. This was followed by a product case study to explain the concept in more depth and detail.

Figure 2 & 3: The speaker explains the concept of STP marketing and some of the case studies

The professor also shared three research methods of market segmentation: demographic segmentation model, RFM model segmentation and cluster explanation model, and explained the three methods through a combination of concept explanation and case studies, which aroused in-depth thinking and exchange of discussions among the students. During the Q&A session, students actively interacted with Dr. Pei-Yu and asked questions about the lecture content, which were answered in detail by the professor. As the lecture drew to a close, students also engaged in a group discussion in which they spoke enthusiastically.

Figure 4: Case study discussion on research methods

Figure 5: Active participation of students in the online format

At the end of the lecture, there was a question-and-answer session for students, as well as a summary of the lecture by Dr. Yutian Shen, who expressed her sincere gratitude to the guest professor for her participation on behalf of the students. The students gained a lot from the online lecture, deepening their understanding of the content of the marketing segmentation, and providing them with a solid foundation and adequate preparation for marketing simulations practice in the next business simulation course.

Text/Picture: Chen Xuan  

Review: Yutian Shen