Program Type: Faculty-Led Maymester Abroad Program (Program code 355049)
Dates: Spring semester (with travel to Hong Kong in late May until late June)
Application Deadline: November 1
Language(s) of instruction: English
UT instructor: Dr. Wei-Na Lee
Information Session Schedule

Overview

The goal of this Maymester Abroad program is to equip students with an understanding of the state-of-the-art media and their integration into advertising campaigns by focusing on the Asia-Pacific area as a center of dynamic innovation.

In today’s fast-changing media environment, advertisers are faced with the challenge of seeking alternatives to traditional media that are not as effective as they once were. Meanwhile, emerging digital media ranging from blogs to social networks, online games, cellular phones and podcasting have gained growing attention as viable advertising avenues. The development and reach of these new media are very much global in scope. As such, this rapidly evolving media landscape is a reality with which students of communication must be prepared to contend.

Asia is leading the trend in media innovation. Countries in the Asia-Pacific region, including Korea, Singapore, China, Japan, Hong Kong and Taiwan, are well known for their swift and wide adoption of the latest media. Since many Asian countries are already incorporating various new media technologies into advertising, the offering of this course is ideal in terms of timing and location.

Eligibility

The program is open to undergraduate students of The University of Texas at Austin who have successfully completed at least 60 hours of credit by the start of the program.

Courses and Credit

The International Advertising Maymester Abroad Program takes place in Hong Kong immediately following the spring semester, but the courses are spring semester courses: International Advertising (ADV 334) and International Learning Seminar (UGS119). The SAO will register all applicants for SAB 300/400 during the spring registration period. Registration does not guarantee acceptance.

Participants in this program are required to successfully complete the program’s pre-departure component, International Learning Seminar (UGS119), during the spring semester. The Seminar prepares students for the cultural experiences of studying and living abroad. Students are introduced to academic, cultural and personal aspects of foreign study through lectures and activities. This one-credit hour seminar meets for two hours each week during the first half of the semester with readings and regular assignments each week. Attendance is mandatory.

Classes in the International Advertising course (ADV 334) begin once students are abroad. The course is divided into four parts. Part I deals with foundation issues such as what cross-cultural communication entails and examines the operation of global communication organizations. Part II provides an overview of the new media landscape with attention toward the issue of media convergence, audience behavior, and how advertisers cope with these challenges. Part III of this course focuses on in-depth analyses of various new media platforms that have received the latest attention from advertisers in Asia. This analysis is also contrasted with the situation in the U.S. Part IV, the last part of the course, serves as a summary by engaging students to contemplate the role of media in future advertising practice. Issues such as the effectiveness of traditional media, the growing role of new media and the strategies to bring about the synergistic effect from the interplay between them, and how today’s media landscape changes the way communication professionals think about message placements in Asia and across the globe are discussed.

Class sessions will be conducted as a seminar, and students are expected to come to class prepared to contribute meaningfully to the class discussion. Discussions, exercises, guest presentations, and fieldtrips will all contribute to the classroom experience.

In-residence credit is earned.

Accommodations

All accommodation arrangements are made on behalf of students by the program coordinator, and are included in the program fee.

Estimated Student Expenses

Students are required to pay UT spring tuition & fees as well as a Maymester program fee. Once registered, tuition & fees refunds will be applied according to University policy (flat rate tuition applies for undergraduate students).  

Application fee: $50
Program fee (includes a $300 deposit): $2,650*
Round trip airfare: $1,600
Visa: $150 (Approx.)
Some meals: $250
Local transportation: $150
Books and supplies: $75
Passport and ISIC card: $130
Total estimated expenses: $5,055

The program fee includes accommodation, some meals, field trips, program activities and international health insurance.

Scholarships and Financial Aid

Learn more about funding for study abroad.