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  • Locations: Taipei, Taiwan; Tokyo, Japan
  • Program Terms: Summer
  • Restrictions: DPU applicants only
  • Click for Tuition + Program Fee: Summer
  • Dates / Deadlines
Fact Sheet:
Fact Sheet:
Program Type: Short-term Academic Level: Graduate, Undergraduate
Recommended GPA: 2.5 Living Arrangements: Hotel
Language of Instruction: English Liberal Studies Domain: EL
Program Description:
Downtown Taiwan
This two-week, short-term study abroad program to Taiwan and Japan is designed to introduce students to advertising and branding in Asia, as well as the rapid changes taking place in the two countries. Students will gain a better understanding of consumer motivation in Taiwan and Japan, as well as how culture shapes Asian consumers’ attitudes toward brands.

Through the lens of globalization and global consumer culture, students will gain new insights into advertising and branding strategies for both local and multinational corporations, and learn how to communicate brand messages effectively in different countries. In addition, this course will explore the role of design thinking in developing advertising and branding initiatives. At the end of the course, students will be able to use the skills and knowledge they have developed to solve contemporary advertising and branding problems in the global marketplace.

Taipei and Tokyo are two of the most vibrant cities in Asia, and are the capital cities of Taiwan and Japan, respectively. Many of the world’s top advertising agencies have offices in the two cities. Advertising and marketing is different in Asia. For example, mobile advertising and mobile commerce were widely adopted in Taiwan and Japan long before they became popular in US. There are some unique differences among Asian markets, too. Taiwan and Japan represent two important and interesting markets to compare and contrast how advertising and brands operate in Asia. These two countries also provide an ideal setting to reflect upon the consumer experience in the United States.

The program consists of classroom lectures, design-thinking workshops, and professional visits. While in Taipei, students will participate in a design-centric business model workshop and competition with students from Robert Morris University in the U.S. and Ming Chi University of Technology in Taiwan. Throughout the program, students will work on a team-based project and develop a design-centric advertising and branding campaign for a client. The program also includes cultural site visits and activities in both cities. This intellectually stimulating and interdisciplinary, global learning experience will prepare students for today’s globalized marketplace.

 

Shu-Chuan Chu is an associate professor and program chair of Public Relations and Advertising at the College of Communication at DePaul University. Dr. Chu’s research interests include social media, electronic word-of-mouth, and cross-cultural consumer behavior. She was chair of the International Advertising Education Committee (IAEC) at the American Academy of Advertising (AAA) from 2011-2015. She organized and co-chaired pre-conference and special topics sessions on international advertising speed dating, new research agenda for international advertising and integrated marketing communications, and globalization of advertising education. In addition, she chaired the 2013 AAA Global Conference in Hawaii and attracted more than 150 international advertising scholars.

Dr. Chu has been a member of the Internationalization Committee in the College of Communication since fall 2013. She participated in the Global Learning Engagement workshop at DePaul University in 2013, where she completed online and face-to-face training to learn about the available tools to design a module that focuses on global learning experience. She will facilitate the learning experience regarding the subject of advertising and branding in Asia to develop this program. Dr. Chu was the director of a study abroad program to Shanghai, China in summer 2016.
 
Maria DeMoya is an associate professor of Public Relations in the College of Communication. She holds a PhD in Mass Communication from the University of Florida, and a MA in Business and Economic Journalism from New York University, where she was a Fulbright scholar. She completed her BA in Mass Communication at Santo Domingo Catholic University, a private catholic university in the Dominican Republic, her home country.

Before joining academia and becoming a full time professor, Maria De Moya started out as a print journalist, specializing in magazine writing and business journalism. Later, she worked as an Outreach Specialist for the Public Affairs Office of the U.S. Embassy in Santo Domingo, and as the Development Outreach Communication Specialist for the United States Agency for International Development (USAID) mission to the Dominican Republic. She has over ten years of cumulative professional experience in journalism and public relations.

 

All students will be enrolled in the following course:
 
Course CMN 398/598: Advertising and Branding in Asia
Credits 4 credit hours
Term registered Spring 2020
Class meeting times TBA
Liberal Studies domain Experiential Learning (EL)
Taught by Shu-Chuan Chu
Course description This two-week, short-term study abroad program to Taiwan and Japan is designed to introduce students to advertising and branding in Asia and the rapid changes taking place in the two countries. The program consists of classroom lectures, design-thinking workshop, and professional visits. While in Taipei, students will participate in a design-centric business model workshop and competition with students from Robert Morris University in the U.S. and Ming Chi University of Technology in Taiwan. Throughout the program, students will work on a team-based project and develop a design-centric advertising and branding campaign for a client. Cultural site visits and activities in the two cities are also arranged. This intellectually stimulating and interdisciplinary, global learning experience will prepare students for today’s globalized marketplace.
 
Course PRAD 393/595: Social Media Brand Communities in Asia
Credits 4 credit hours
Term registered Spring 2020
Class meeting times TBD
Liberal Studies domain None
Taught by Maria DeMoya
Course description Social media constantly challenges the way brands to engage with their consumers, requiring them to be strategic and responsive to their needs and wants. This becomes paramount as we consider the influence that consumers have on each other when it comes to supporting (or not) a brand. Although brands have little control over what consumers say about them on social media, they can shape their image and increase customer loyalty through carefully nurtured brand communities. This course looks at social media brand communities to explore questions of how identity, channels and culture influence the ways brands are engaging today. By exploring these questions in Asian countries, students can compare them to U.S. practices and learn how national contexts affect brands’ social media efforts. Students will also gain insights about managing a brand in other countries and create an international social media strategy for a U.S.-based client.
    Please note that although some courses are registered in a particular term, some coursework or final assignments may be due in a different term. E.g. Course registered in winter quarter, but coursework is due in spring quarter once the travel component of the program is complete.
 

Students will stay at a boutique hotel located in central Taipei and Tokyo, respectively. For example, during our stay in Taipei, the hotel is close to the Taipei Railway Station and is in a walking distance to more than 1,000 restaurants and shops.
 

All students participating in study abroad will be charged both tuition (billed at the regular DePaul tuition rate, based on the number of credits enrolled) and a program fee. Please read the program fee details carefully to understand exactly what is included, as this can vary from program to program. If the program fee is posted, be sure to note whether the fee is current or from a previous year (past program fees may serve as a guide until the current program fee is available). If the current program fee has not yet been posted, please check back closer to the application deadline. Please also note the withdrawal policy.

DePaul offers several types of scholarships for students studying abroad, and students should visit the scholarship page early in the application process for information on eligibility and deadlines.

 

If you are planning to study abroad and do not have a passport, apply for one immediately. Some programs require students to obtain student visas. In that case, contact the country's local consulate or embassy for up-to-date instructions. As of this publication, students traveling with US passports on the Taiwan and Japan: Advertising and Branding in Asia program DO NOT need a visa. Please note that visa requirements can change quickly. Study Abroad will update this website to reflect changes as they become available.
 

Here are some helpful tips from former students who have participated in this program:
  • Be prepared to find out more about yourself than you already thought you knew. Studying abroad ultimately teaches you patience.
  • If you are choosing to drink alcohol, make sure you drink in moderation as you are in a foreign country and need to remain composed and respectful.
  • Put forth your best effort for the workshop and be open to new experiences.
  • You may have to monitor your speech and behavior, such as not talking loudly on public transportation or following strict procedures regarding recycling in Japan. Be aware and respectful of cultural differences!
  • Transportation is easy once you get the hang of it. Most if not all places have locations written in English.

 

Questions about this program? Contact your study abroad advisor, Elizabeth Hall at ehall36@depaul.edu or visit during open advising hours.
 


DePaul University does not discriminate on the basis of race, color, national origin, religion, sex, or handicap in admissions, employment, or the provision of services. Inquiries regarding this policy should be addressed to the Director of Human Resources, 1 East Jackson Avenue, Chicago, Illinois 60604.

Circumstances, such as an unexpected event abroad or a curriculum change, may require DePaul University to make changes to the program. DePaul University reserves the right to cancel or alter programs and courses without notice.


Dates / Deadlines:
Dates / Deadlines:
Term Year App Deadline Admissions Notification Date Start Date End Date
Summer 2020 02/01/2020 03/01/2020 TBA TBA