The 21st Creative Marketing Competition of the Department of Business Administration, Ming Chi University of Science and Technology, and "FongHua Honey" Implementation of USR and Cultivation of Industry Talent

　　On December 29, 2025, the Department of Business Administration at Ming Chi University of Technology held the final results presentation of the "21st Creative Marketing Competition" in the Ming Chi Auditorium. This year's competition was not only an important annual teaching activity for the department, but also deeply integrated with the "Co-op Design: Moving beyond San Chiao Yung to Foster Community Cultural Intelligence and Global Competence" and specially invited "FongHua Honey," a beekeeping company deeply rooted in Sanxia for three generations and inheriting excellent beekeeping techniques, as a partner in industry-academia collaboration.

　　The rigorous competition process: from workshops to the fierce competition stage. Starting with the company's briefing, students visited Sanxia Beebee Honey on November 17th to understand the company's operations. They participated in three high-profile marketing workshops—inviting Red Dot Award winners, TSMC trophy designers, and experts serving Taiwan's top 100 companies to conduct workshops on market insight, positioning design, and service environment design. This allowed 12 groups of students to absorb the latest industry practices and participate in the Sanxia "FongHua Honey marketing creative competition. The competition featured a rigorous feasibility test conducted by business owners on December 15th, allowing students to experience the real process of proposals being rejected and questioned by businesses, followed by revisions. The final round took place on December 29th.

　　USR Practice: Connecting Local Brands and Student Creativity The opening ceremony of the finals featured a speech by President Tsu-Hua Liu of Ming Chi University of Technology, with General Manager Kuan-Hua Chen of "FongHua Honey” serving as the chief judge. This competition explored the practical challenges of "FongHua Honey" allowing students to submit proposals. Through their innovative thinking, students helped local young farmers expand their customer base and increase product value, achieving a win-win situation for industry and academia and fostering local businesses.

　　Image (No. 1) Description: President Liu Tsu-hua delivering the opening remarks for the competition.

　　Image (No. 2) Description: Professional Judge Mr. Chen Kuan-hua, General Manager of Bee-Hua Honey (second from left), Mr. Huang Chung, Director of Galileo Insight (first from left), Ms. Lee Hui-lun, Visual Design & Product Designer of Nuts Industry (second from right), Mr. Huang Chi-wei, General Manager of Tsai-Ji Co., Ltd. (first from right)

　　Image (No. 3) Description: Site Visit

　　Image (No. 4) Description: A brutal stage: Proposing to homeowners

中文：從提案挫敗中培養韌性與行銷即戰力：明志科大經管系第21屆創意行銷競賽 與「蜂樺蜂蜜」落實USR與培養產業人才
This article will be simultaneously published in the SDGs E-paper.