ABSTRACT
It is not an easy job to promote Australian studies in Taiwan since it is not a mainstream area of interest in local society and academia. Among many challenges, the biggest continuing one is how to maintain the momentum of Australian studies there. Hence, there is a need to have an innovative marketing strategy. With establishing an academic brand in mind, the author has successfully established himself as a spokesperson for Australian studies in Taiwan. In this chapter, the author shares his promotion of Australian studies in Taiwan in a sustainable way since the late 1990s. He has employed both macro- and micro-strategic approaches to this. His macro-strategic approach emphasises the students’ employability and builds up updated comprehensive knowledge as the core of the curriculum’s international competitiveness. His micro-strategic approach integrates Australian studies with mainstream studies in alignment with the changing international environment. The chapter briefly introduces the background of Taiwan and how the author got involved in Australian studies. Then it presents the rationale and components of his unique marketing strategy with practices in teaching, research, and social media in the field of international relations and Australia’s foreign policy. The chapter concludes with some observations about prospects and challenges in the future of Australian studies in Taiwan.
