Iowa State University Marketing Scholar Shares Insights on Young Consumer Trends at MCU

The Department of International Business at Ming Chuan University held two international scholar lectures on May 25 and May 27, 2026. Supported by the International Scholar Lecture Program under the Higher Education Sprout Project, the department invited Dr. Sekar Raju, Chair of the Department of Marketing at Iowa State University, to visit Ming Chuan University and deliver a lecture titled “Marketing Today: What Young Consumers Teach Us About Modern Marketing.” The lectures were held at the Jihe Campus and the Taipei Campus.

The event was organized by Dr. Chiahui Yen of the Department of International Business. Participants included students from the Department and Graduate Program of International Business in the School of Management, as well as students from the International Business and Trade Program in the International College. By integrating international scholarly perspectives with local learning contexts, the lecture demonstrated Ming Chuan University’s commitment to international business education, bilingual learning, and cross-campus academic exchange. Dr. Raju’s visit also opened up further opportunities for future collaboration between Ming Chuan University and Iowa State University in business education, student learning activities, international academic exchange, and faculty research collaboration.

During the lecture, Dr. Raju focused on the changing consumer behavior of younger generations and discussed the challenges faced by traditional consumer models in the context of digital platforms, social media, AI applications, and sustainability issues. He incorporated consumer examples familiar to Taiwanese students and further discussed U.S. business cases, including H&M’s branding challenges between fast fashion and sustainability, as well as how Patagonia builds brand trust through a clear value proposition and concrete corporate actions. Through comparisons between international brands and local platforms, students were able to understand from a global perspective that modern marketing is no longer merely about advertising and brand loyalty, but is also closely connected to values, trust, and the restructuring of the consumer journey.

In addition, Mr. Mohammed Al Busaidi, Director of the Commercial Office of the Sultanate of Oman in Taipei, joined the event and exchanged views with Dr. Raju and MCU faculty members on international business education, cross-cultural communication, and future collaboration opportunities.

The lecture featured active interaction, with students participating enthusiastically in the discussion and raising questions about brand, sustainable consumption, and the influence of AI. Dr. Raju responded to students’ questions with rich international examples and research-based insights, engaging in in-depth exchanges with the students. The lecture served as an important platform connecting cross-cultural perspectives, international experience, and business management practice.