Japan-China Marketing Study Exchange Project
In 1996, the Japan-China Advertising Educational Exchange Project was launched as a five-year project commemorating the 95th anniversary of the founding of Dentsu in coordination with the Chinese Government and six universities in China: Beijing University, Renmin University of China, The Central Fine Arts Academy (now the Academy of Arts & Design, Tsinghua University), the Beijing Broadcasting Institute (now the Communication University of China), Fudan University and Shanghai University.
The project consisted of establishing an advertising course at the above-mentioned six universities taught by leading advertising executives at the department director level or higher, along with a study exchange system that gave temporary positions at Dentsu to faculty involved in teaching advertising at the six universities. Students that went through the advertising course are currently active in media and advertising companies or teaching at the university level, contributing to the advancement of the Chinese advertising industry.
This project ended in 2001, however, in response to requests from China's Ministry of Education for further exchanges, and in celebration of the Dentsu centennial anniversary, the former project was renewed in improved form as the Japan-China Marketing Study Exchange Project with the support of the Chinese Government, the six universities and the endorsement of the China Advertising Association. The aim of this project has been to promote Japan-China cultural and economic exchange and deepen mutual understanding and friendship through education in the field of advertising. The project has run for four years, starting in 2001, and covers four areas: the Dentsu Joint Advertising Class, Dentsu New Study Abroad Program, Japan-China Corporate Exchange Seminar and Advisory Assistance provided to facilitate a research project to be funded by the Yoshida Hideo Memorial Foundation. |