Strategic communication doesn’t stop at international borders, and neither does the way brands connect with their audiences.
TCU strategic communication students will explore that relationship firsthand through a study abroad program in London and Paris focused on international strategic communication and global branding.
Co-led by Duke Greenhill, instructor of strategic communication, and Julie O’Neil, professor of strategic communication and Schieffer College associate dean for research and faculty affairs, the program takes students beyond the traditional classroom through field trips, guest speakers, guided exploration, class discussions and applied exercises.
London and Paris offer students two distinct environments for examining how communication and branding operate on a global scale.
“London and Paris are especially well-suited for a course in Global Branding because both cities are well known for international brands,” O’Neil said. “London is home to global advertising and public relations agencies and multinational corporations that influence global brand strategy. Paris is known for luxury, fashion and beauty.”
Experiencing those industries within the cultures where they operate gives students an opportunity to consider how audiences, cultural perspectives and local environments influence communication strategies.
“By immersing themselves in the communities and cultures of both London and Paris, students better understand the perspectives of people living there, enabling them to create more effective messaging and brand positioning for their class project,” O’Neil said.
Bringing the Lesson Home
Students will bring those observations into their coursework, applying what they learn throughout the program to exercises and a class project centered on messaging and brand positioning.
The experience also offers something more difficult to recreate in a traditional classroom: the opportunity to build connections while learning alongside classmates and faculty in an international setting.
“Beyond learning about global branding, studying abroad allows students to really get to know their classmates and faculty in ways that just aren’t possible in a traditional classroom,” O’Neil said. “Students and faculty often form deep friendships and connections that last well beyond the trip.”
By experiencing two global centers for communication and branding firsthand, students can return to TCU with a broader understanding of how culture shapes the way organizations communicate with audiences around the world.