Newhouse International Digital and Social Media Study Abroad Program at Syracuse University with attendance at the Cannes Lions International Festival of Creativity in Cannes, France

1. Syllabus
COM 400 / COM 600 International Digital & Social Media Platforms
Newhouse School of Public Communications
Syracuse University
Summer Program Abroad, 2013
June 13 – 24, 2013
Instructor: Dr. William J. Ward a.k.a. DR4WARD Office: Newhouse 2 339
Office hours: (Daily in real-time via Social Media and video conference across
multiple platforms) Phone: 315-443-9245 E-mail: dr4ward@syr.edu
Twitter: @DR4WARD
Course Description: International Digital & Social Media Platforms is a 3-credit
course that compares how different nations use digital and social media. Students will
learn how to use digital tools and social media platforms. Students will use the tools to
complete a country analysis and examine critical factors for how different countries
use social media. Following the pre-departure sessions and the completion of the
country analysis, students will attend the Cannes Lions 60th International Festival of
Creativity June 16 – June 22, 2013 to attend communication industry seminars,
workshops, master classes, and case studies to learn how different countries are
using digital and social media.
The class meets 4 times (3 hrs. each time) prior to departure and includes a 10-day,
hands-on experience for junior or senior undergraduates and master’s degree
candidates interested in international digital and social media.
The use of digital and social media before, during, and after the festival is required.
Course Overview and Objectives:
The purpose of this course is to study international digital & social media platforms in
other nations.
Specifically, completion of this course will provide students with:
• Insight for international digital and social media through hands-on use of digital
and social media platforms for primary and secondary research and
engagement using Hootsuite Pro and other digital tools. Students will also
receive Hootsuite Certification, an industry-leading standard.
• Ability to compare digital and social media platforms in different nations by
considering relevant factors such as history, geography, natural environment,
infrastructure, cultural environment, political & legal environment, and economic
indicators using GlobalEDGE, Culture GPS, Google Translate and other digital
tools.
• Experience analyzing international digital and social media case studies to
understand best practice and integration across multiple social media platforms.
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2. Program Faculty: Social Media Professor Dr. William J. Ward, S.I. Newhouse School
of Public Communications, Syracuse University
Pre-requisites or co-requisites: Advertising, Public Relations, Media,
Communications students. Speaking knowledge of French is helpful, but not
required. The course and International Festival of Creativity is conducted in English.
The following is an outline / overview of the program:
Course Requirements and Expectations:
The course will be a mix of lectures including international digital and social media as
well some basic French language and culture introduction, small group discussions,
and international digital and social media case studies to prepare participants for
attendance at the International Festival of Creativity in Cannes, France.
Class Schedule
Pre-Departure 4 mandatory class meetings (3 hrs. each)
March 29– Introductions to international digital & social media tools & platforms,
understanding critical factors in country use of digital & social media.
April 12 – Country comparison analysis and case study.
April 26 – Present Individual country analysis and case study (20% of final grade) of
digital and social media use. Review Cannes Lions workshops, seminar, and master
class schedule.
May 3 – Review and feedback of country analysis and case study of digital and social
media. Final approval of individual schedule for Cannes Lions workshops, seminars,
and master classes.
Departure – Cannes Lions International Festival of Creativity
June 13 – June 24, Attend Cannes Lions Festival of Creativity – daily festival
attendance at seminars, workshops, and master classes. Daily social media
engagement (Twitter and blog) required throughout the conference. See details below.
Post-Festival
June 30 – Final blog posts and case studies due.
1. Pre-Departure Country Analysis and case study (20%)
Use of globalEDGE, Culture GPS, Google Translate and social media platforms to
analyze and compare critical factors such as history, geography, natural environment,
infrastructure, cultural environment, political & legal environment, and economic
indicators to understand use of international digital and social media platforms.
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3. 2. Daily Attendance at International Festival of Creativity including daily Blog
and Twitter Updates (50%)
Each student is expected to attend the International Festival of Creativity daily from
Sunday, June 16 through Saturday, June 22. Daily attendance is required at a
minimum of 1-2 daily workshops + 2-3 daily seminars or master classes + various
displays, exhibitions and daily screenings (prior to departure each participant will work
with the professor to develop a customized daily schedule for the festival based on
specific topics and individual interests).
Students are welcome and encouraged to attend more and can include these on their
itinerary
a. Compilation and analysis of student learning relative to daily attendance
at the Festival. STUDENTS ARE EXPECTED TO BLOG ABOUT 3
WORKSHOPS, 4 SEMINARS, 2 EXHIBITIONS, DISPLAYS or KIOSKS
AND 1 SCREENING (10 blog posts total.) Additionally, each student
must have 10 live Twitter updates per day (70 total Tweets).
b. Assignment due date: by Saturday, June 23rd (midnight). Your write up
should represent a variety of technical and international issues covered
at the Festival and prior to departure.
c. Your write up should be related to relevant factors such as history,
geography, natural environment, infrastructure, cultural environment,
political & legal environment, and economic indicators
3. COM 400 – Cultural / Festival Personal Journey (30%) Final Blog Post
a. Share a summary of your personal experience, thoughts and reactions to
insights gained on international digital and social media.
i. What was your favorite international digital and social media
experience and why, etc.
ii. What are the differences between social media & face-to-face that
you encountered?
iii. What did you learn?
iv. What advise would you give to another student considering a
study abroad experience?
v. How will you translate your international digital and social media
insights to your future professional interests?
4. COM 600 – Graduate Students Only – Cultural / Festival Personal Journey
Final Blog Post + In-Depth Case Study Blog Post (30%)
a. Same as #3 above
b. Share a summary of a case-study from one of the Cannes Lions awards
categories that also integrates digital & social media.
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