The ‘2023 National Selling Skills Innovation Marketing Competition,’ organized by Chaoyang University of Technology, saw the outstanding performance of Ming Chuan University’s Hospitality Management team. Out of 88 teams nationwide, the team secured the fourth position in the finals held on December 23, earning them an award of excellence. The Business Management team also received recognition for their performance, ranking tenth in the preliminary rounds.
To establish a platform for industry exchange, the competition collaborated with ‘Man Huang Coffee’ in Yuchi Township, Nantou County. The case provider proposed relevant unresolved issues as competition themes. Under the guidance of Professor Hu Hsin-hui from the Department of Hospitality Management, the team ‘Little Coffee Heroes,’ consisting of six students from the Hospitality Management program—Cheng Jui-wei, Cheng Cheng-en, Luo Chia-wen, Chen Yu-sheng, Ho Yi-hua, and Huang Jie-han—presented a winning plan for ‘Man Huang Coffee’s Online Marketing.’
The student team proposed the creation of a new ‘membership mechanism’ for the business. They planned ‘gamified marketing’ on the official website, allowing users to accumulate points through mini-games and exchange them for relevant gifts. Additionally, they organized ‘social media marketing’ with lottery events to enhance interaction with customers. The team utilized ‘influencer marketing’ by collaborating with a well-known illustrator to release co-branded merchandise offline, attracting purchases. Online efforts included inviting popular YouTubers to create coffee-related knowledge videos, increasing exposure. In the national finals, the team secured the fourth position, earning them an award of excellence.