INTERNATIONALIZING PUBLIC RELATIONS AND ADVERTISING EDUCATION: THE ROLE OF A STUDY-ABROAD EXPERIENCE

Abstract

In studying the need for international exposure by American university students in the 21^st century, the U.S. Commission on Study Abroad concluded that “What nations don’t know can hurt them. The stakes involved in study abroad are that simple, that straightforward, and that important. For their own future and that of the nation, college graduates today must be internationally competent.”

International experiences are a requisite to understanding the interdependence of nations and markets as well as the concepts of the various disciplines. Without the comprehension of global issues, education is not complete. Students, faculty, and organizations need a global outlook and should make a serious effort to understand foreign languages, culture, and business practices. Globally focused institutions like Chulalongkorn University play an important part in educating future business and non-business managers to meet international challenges.

This paper discusses a direct-experience, hands-on approach to studying public relations and advertising that involves collaboration between Chulalongkorn University and San Jose state University in California. This collaboration led to a mutually beneficial study abroad relationship. The components of an experimental course, titled “Cross-Cultural Marketing Communications in Southeast Asia,” are described. The paper also covers the collaboration, impact, evaluation plan, and implications.