International Virtual Collaboration in Advertising Courses: Building International and Intercultural Skills From Home

Research output: Contribution to journalArticlepeer-review

Abstract

This article describes how an international education component for an Advertising and Society course was developed and taught for undergraduate students through a virtual collaboration between American and Dutch universities. The creation and implementation of a Collaborative Online International Learning (COIL) project for a major requirement course in the Public Relations and Advertising sequence is described. The project was implemented in a 4-week time frame and consisted of three different phases: an empathy-building phase, development of the core assignment, and a reflection stage. These phases are summarized in the article, and an overview of the course materials is provided and recommendations for educators interested in developing similar efforts are discussed.

Original languageEnglish (US)
Pages (from-to)112-132
Number of pages21
JournalJournal of Advertising Education
Volume24
Issue number2
DOIs
StatePublished - Nov 2020
Externally publishedYes

Keywords

  • COIL
  • collaborative learning
  • global
  • international
  • internet/web/digital/online

ASJC Scopus subject areas

  • Education
  • Communication
  • Marketing

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