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China: IMC Practice and Theory in China
Guangzhou, China (Outgoing Program)
Program Terms: Summer
Program Cost Summer
Fact Sheet:
Academic College: Reed College of Media Language of Instruction: English
Program Options: Faculty-Led Credits Earned: 3
Faculty Leader: David Smith, Sammy Lee
Program Description:


China: IMC Practice and Theory in China
Great WallChina represents a powerful and emerging global economic force. The next stage of China’s development is the transformation from a manufacturing and sales economy to one that includes brands. As this transformation takes place, a new generation of Chinese students will need IMC education in areas that include brand strategy, positioning, advertising, and new media platform deployment.   American students, while having grown up with the influences of branding, and also having access to sophisticated IMC education, need to gain a more global IMC perspective. This course and practicum is focused on helping American students hone their IMC skills in a global context, while they collaborate with their Chinese cohort and learn from each other. This course will utilize classroom lecture, field research and internships to teach brand strategy, positioning, advertising and multi-media platform deployment. Students will first enroll in a multi-day intensive classroom course (5 hours per day) at Guangdong University of Foreign Studies (GDUFS), team-taught between WVU Faculty Sammy Lee and a faculty member of the GDUFS school of Journalism. Lecture will be enhanced with field research in at least 4 different Chinese marketplaces including Healthcare, Hi-Tech, Children’s Products, and Entertainment.  American and Chinese Students will work in teams to observe market dynamics and select products for use in developing various IMC components. These components will culminate in a presentation of an IMC campaign by students to their instructors and their peers. Following in-class and field research, students will work in an 8-10 day internship in a range of Chinese companies. These would include both entrepreneurial and large established corporations in the Healthcare, Real-Estate, Consumer Goods, and IMC services industries.

The study components include:
- 4 days in Hong Kong, 13 days in Guangzhou, 5 days in Beijing
- IMC class at Guang Dong University of Foreign Studies (GDUFS) with Chinese students
- Internship at a major Chinese company in Guangzhou
- Cultural excursions in Beijing (including bullet trainand Great Wall), Guangszhou, and Hong Kong.
- Agency visits in Guangzhou, Beijing, and (tentative) Hong Kong.


City: Guangzhou

Country: China

Population: 13.5 million

Information: Guangzhou is a sprawling port city northwest of Hong Kong on the Pearl River. The city features avant-garde architecture such as Zaha Hadid’s Guangzhou Opera House (known as the “double pebble”); the carved box-shaped Guangdong Museum; and the iconic Canton TV Tower skyscraper, resembling a thin hourglass. The Chen Clan Ancestral Hall, a temple complex from 1894, also houses the Guangdong Folk Arts Museum.

Places of Interest:
Canton Tower
Shamian Island
Guide to Guangzhou: Wikitravel link


JRL 493H: IMC Practice/Theory in China


Sammy Lee

David Smith


Program cost:

- Airfare
- Loding
- Group Dinners
- Excursion to Beijing
- 3 Course Credits
- Internship at a major Chinese company
- Travel and Comprehensive Health Insurance

Billing for the summer 2017 programs will occur upon registration into the courses associated with the Education Abroad program in STAR. The payment deadlines for the program will be the same as WVU Summer Semester Tuition and Fees. Registration will occur in mid-April, students will receive correspondence from OGA with registration instructions upon acceptance into the program after the application deadline. All payments are due in full before trip departure. Payments can be made through STAR or by contacting the Hub at (304) 293-4006.


Visa Required for US Citizens? Yes

Useful Links:
How to Apply for a US Passport
Comprehensive Travel and Health Insurance

Dates / Deadlines: