Syllabus COM 400 / COM 600 International Digital & Social Media Platforms Newhouse School of Public Communications Syracuse

University Summer Program Abroad, 2012 June 15 – 24, 2012 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

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 59th International Festival of Creativity June 17 – June 23, 2012 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 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. 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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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 30 – Introductions to international digital & social media tools & platforms, understanding critical factors in country use of digital & social media. April 13 – Country comparison analysis and case study. April 20– 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. April 27 – 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 17 – June 23, 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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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 17 through Saturday, June 23. 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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