The event was kicked off by FICHET CEO Dr. Meifen Chen, who noted that the event’s shift from in-person to online due to the ongoing COVID epidemic was emblematic of the flexibility and responsiveness needed in the current digital age. Dr. Chen also stressed the growing importance of effective marketing for digital brands. The morning session featured a keynote by Sting Tao, former GM of LINE and consultant to the Taiwan Digital Enterprise Alliance, speaking on the establishment and management of university brands. In his address, Mr. Tao discussed practical cases as examples to demonstrate effective strategy formulation and benefit evaluation, guiding participants to reflect on the brand positioning of their respective schools, and devoted considerable time to answering audience questions.

The afternoon panel featured Wang Yawei, Associate Professor at the Department of Radio and Television of the NCCU School of Communication and CEO of the NCCU in-service master's program, and Shary Li, founder of Video Maker and the Secretary-General of the Micro Movie Association, in an in-depth discussion on the trends for contemporary audio-visual marketing, including entry points and narrative concepts. Prof. Wang presented a powerful analysis of the characteristics of the new media’s user-centered environment, and elaborated on the three key points for effective contemporary video marketing: audience-oriented, innovation and storytelling. Drawing from her rich industry experience, Ms. Li described the production modes, planning concepts and material selection for micro movies, noting the importance of field research and demand analysis. 

The closing address was delivered by Lin Hsin-Jen, Deputy Director of the Tourism Bureau of the Ministry of Transportation. Dr. Lin discussed the impact of the epidemic on global tourism patterns, and the emergence of hybrid models of interaction combining in-person and virtual modes. He noted that these trends are of key concern to higher education institutions in Taiwan in their work to maintain fruitful cooperation and warm relations with their counterparts around the world, allowing for the development of flexible and effective contingencies as the world gradually returns to normal. He closed his address by screening the "We are Ready" Taiwan international marketing video, urging participants to reflect on how they are positioned at the international level and their readiness to bring the world to Taiwan.