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Syllabus
COMM 428C: Strategic Communications in a Global Environment
COMM 428C Strategic Communications in a Global Environment (3 credits): Strategic Communications in a Global Environment will provide students with a framework for applying public relations and advertising tools across media platforms and across cultures. While cross-cultural communication has always been a challenge for strategic communicators, introducing online elements to campaigns exposes strategic communications professionals to a host of new challenges, including a wide range of ethical and legal dilemmas emanating from new abilities to collect sensitive data from audiences, often without their knowledge. Students will be exposed to a number of frameworks for segmenting publics in this new environment, both geographically and psychographically, and will learn the skills to work with colleagues across borders and cultures to create effective, ethical strategic communications campaigns.
Overview | Objectives | Materials | Library | Technical Requirements | Course Requirements and Grading | Course Schedule | Academic Integrity | Accommodating Disabilities | Additional Policies
Overview
Strategic Communications in a Global Environment will provide you with a framework for applying public relations and advertising tools across media platforms and across cultures. Cross-cultural communication has always been a challenge for strategic communicators, and the introduction of online elements to campaigns exposes strategic communications professionals to a host of new challenges. These challenges include a wide range of ethical and legal dilemmas emanating from new to abilities to collect sensitive data from audiences, often without their knowledge.
You will be exposed to a number of frameworks for segmenting publics in this new environment, both geographically and psychographically, and will learn the skills to work with colleagues across borders and cultures to create effective, ethical strategic communications campaigns. You will examine and solve challenges faced by LuLa Mae's Attic, a company preparing to launch international operations and campaigns. As a take away, you will produce projects that will provide a basis for completing a current advertising analysis, host country analysis, market entry strategy and a creative brief.
Course Objectives
By the end of the semester, students will:
- Demonstrate an understanding of the diversity of peoples and cultures and of its significance and impact on mass communications in a global society.
- Acquire an understanding of the current trends in the international strategic communications fields.
- Understand concepts and apply theories in the use and presentation of images and information.
- Demonstrate an understanding of professional ethical principles and work ethically in the pursuit of truth, accuracy, fairness and diversity in a global environment.
- Conduct research and evaluate information by methods appropriate to the communications professions in which they work.
- Write correctly and clearly in forms and styles appropriate for the communications professions, audiences and purposes they serve.
- Critically evaluate their own work and that of others for accuracy and fairness, clarity, appropriate style and grammatical correctness.
- Think critically, creatively and independently.
Required Course Materials
Most World Campus courses require that students purchase materials (e.g., textbooks, specific software, etc.). To learn about how to order materials, please see the Course Materials page. You should check LionPATH approximately 3–4 weeks before the course begins for a list of required materials.
Library Resources
Many of the University Libraries resources can be utilized from a distance. Through the Libraries website, you can
- access magazine, journal, and newspaper articles online using library databases;
- borrow materials and have them delivered to your doorstep—or even your desktop;
- get research help via email, chat, or phone using the Ask a Librarian service; and
- much more.
You must have an active Penn State Access Account to take full advantage of the Libraries' resources and service. The Off-Campus Users page has additional information about these free services.
Technical Requirements
| Operating System | Canvas, Penn State's Learning Management System (LMS), supports most recent versions of Microsoft Windows and Apple Mac operating systems. To determine if your operating system is supported, please review Canvas' computer specifications. |
|---|---|
| Browser | Canvas supports the last two versions of every major browser release. It is highly recommended that you update to the newest version of whatever browser you are using. Note: Cookies must be enabled, and pop-up blockers should be configured to permit new windows from Penn State websites. |
| Additional Canvas Requirements | For a list of software, hardware, and computer settings specifically required by the Canvas LMS, please review Canvas' computer specifications. |
| Additional Software | All Penn State students have access to Microsoft Office 365, including Microsoft Office applications such as Word, Excel, and PowerPoint. |
| Hardware | Monitor: Monitor capable of at least 1024 x 768 resolution |
| Mobile Device (optional) | The Canvas mobile app is available for versions of iOS and Android. To determine if your device is capable of using the Canvas Mobile App, please review the Canvas Mobile App Requirements. |
Student Education Experience Questionnaire (SEEQ)
During the semester you will receive information for completing the Student Education Experience Questionnaire (SEEQ). Your participation is an opportunity to provide anonymous feedback on your learning experience. Your feedback is important because it allows us to understand your experience in this course and make changes to improve the learning experiences of future students. Please monitor email and course communications for links and availability dates.
If you need technical assistance at any point during the course, please contact the Service Desk.
For registration, advising, disability services, help with materials, exams, general problem solving, visit World Campus Student Services!
Course Requirements and Grading
Assignments
COMM428C course requirements and activities include:
- Lesson Discussion Questions - There are 11 Lesson Discussion Questions. One of the Lesson Discussion Questions will be dropped for a total of 10 that will count as part of your grade. You can earn 1 point for the initial post, and 1 point for responding to at least one classmate. This totals 20 points and is 20% of the final grade. Initial posts are due on Wednesday of the lesson week.
- World Ad Café Discussions - There are 9 World Ad Café Discussion Questions. You must participate in 5 of the 9 that will count as part of your grade. You can earn 2 points per World Ad Café Discussion question. This totals 10 points and is 10% of your grade. Posts are due by Sunday of the lesson week.
- Exams - There are 2 exams, a mid term and a final. Both exams consist of essay questions, and each exam is worth 15 points, for a total of 30 points. This is 30% of your final grade.
- Projects - There are 2 projects, each worth 20 points, for a total of 40 points. This is 40% of your final grade. These projects will require significant planning and development on your part. Begin to plan and work on your projects early. You will also have the opportunity to submit a draft for peer team review prior to the final due date for each project.
| Assignment | Points | Where | Total |
|---|---|---|---|
| Lesson Discussions (11 total, drop lowest score) | 10 @ 2 points each | Lessons 1, 3, 4, 5, 8, 9, 10, 11, 12, 13, 14 | 20 |
| World Ad Cafe Discussions | 5 @ 2 points each | Lessons 3, 4, 5, 8, 9, 10, 11, 12, 13 | 10 |
| Exams | 2 @ 15 points each | Lessons 8 and 15 | 30 |
| Projects | 2 @ 20 points each | Lesson 6 and 14 | 40 |
| Total Points | 100 |
Guidelines for Online Discussions
Each week, we will discuss ideas and issues related to global strategic communications. Answers must be 200-400-words long. Once all class members have answered the questions, you are required to read everyone else’s answers and comment on the TWO most interesting ones. Responses must be 100-200 words, drawing on a mix of class material and your personal experiences.
Guidelines for Written Work
Few people are born writers. Writing takes practice and hard work. Media professionals must be able to present ideas in a clear, concise manner that meets the demands of the communication channel. Your written work should conform to the accepted standards of professionalism in the field. It must:
- be typed and double-spaced, in 12-point font.
- follow guidelines of the Associated Press Stylebook.
- utilize correct grammar, spelling and punctuation.
- be clear and well structured, demonstrating sound logic.
- demonstrate that you read the materials and understand them.
- be free of factual errors.
You will lose points for errors in any of the above areas.
Deadlines
Meeting deadlines is vital to your success as a student and as a media professional. Assignments are due on their designated dates. Late assignments will be docked 50 percent per day. Refer to the class schedule for due dates.
It is your responsibility to make sure that you have posted assignments correctly to the course website. If you are unsure about this, please contact me right away so that we can check on it.
Assignment Formatting
All assignments must be submitted as Microsoft Word documents. Assignments may not be submitted as .pdf files, .txt files, Open Office documents, or in any other format. Assignments not submitted as Microsoft Word documents will not be graded.
Redoing Assignments
If you fail an assignment (earning less than 60%), you may redo it once for additional points. Your final score will be determined by averaging the points from the first and second submissions. Students must notify the instructor with a request to redo the assignment. The assignment must be resubmitted within one week of the original being returned to the student.
Grading Scale
Your final grade will be based on the assessments and will conform to the following grading scale.
| Percent | Letter Grade |
|---|---|
| 92 - 100% | A |
| 90 - 91.99% | A- |
| 88 - 89.99% | B+ |
| 82 - 87.99% | B |
| 80 - 81.99% | B- |
| 78 - 79.99% | C+ |
| 70 - 77.99% | C |
| 60 - 69.99% | D |
| Below 60% | F |
Please refer to the University Grading Policy for Undergraduate Courses for additional information about University grading policies.
If, for reasons beyond the student's control, a student is prevented from completing a course within the prescribed time, the grade in that course may be deferred with the concurrence of the instructor. The symbol DF appears on the student's transcript until the course has been completed. Non-emergency permission for filing a deferred grade must be requested by the student before the beginning of the final examination period. In an emergency situation, an instructor can approve a deferred grade after the final exam period has started. Under emergency conditions during which the instructor is unavailable, authorization is required from one of the following: the dean of the college in which the candidate is enrolled; the executive director of the Division of Undergraduate Studies if the student is enrolled in that division or is a provisional student; or the campus chancellor of the student's associated Penn State campus.
For additional information please refer to the Deferring a Grade page.
Course Schedule
Note: All due dates reflect North American eastern time (ET).
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Note: If you are planning to graduate this semester, please communicate your intent to graduate to your instructor. This will alert your instructor to the need to submit your final grade in time to meet the published graduation deadlines. For more information about graduation policies and deadlines, please go to the Graduation Information on the My Penn State Online Student Portal.
Formal instruction will end on the last day of class. Provided that you have an active Penn State Access Account user ID and password, you will continue to be able to access the course materials for one year, starting from the end date of the academic semester in which the course was offered (with the exception of library reserves and other external resources that may have a shorter archival period). After one year, you might be able to access the course based on the policies of the program or department offering the course material, up to a maximum of three years from the end date of the academic semester in which the course was offered. For more information, please review the University Course Archival Policy.
Academic Integrity
According to Penn State policy G-9: Academic Integrity , an academic integrity violation is “an intentional, unintentional, or attempted violation of course or assessment policies to gain an academic advantage or to advantage or disadvantage another student academically.” Unless your instructor tells you otherwise, you must complete all course work entirely on your own, using only sources that have been permitted by your instructor, and you may not assist other students with papers, quizzes, exams, or other assessments. If your instructor allows you to use ideas, images, or word phrases created by another person (e.g., from Course Hero or Chegg) or by generative technology, such as ChatGPT, you must identify their source. You may not submit false or fabricated information, use the same academic work for credit in multiple courses, or share instructional content. Students with questions about academic integrity should ask their instructor before submitting work.
Students facing allegations of academic misconduct may not drop/withdraw from the affected course unless they are cleared of wrongdoing (see G-9: Academic Integrity ). Attempted drops will be prevented or reversed, and students will be expected to complete course work and meet course deadlines. Students who are found responsible for academic integrity violations face academic outcomes, which can be severe, and put themselves at jeopardy for other outcomes which may include ineligibility for Dean’s List, pass/fail elections, and grade forgiveness. Students may also face consequences from their home/major program and/or The Schreyer Honors College.
How Academic Integrity Violations Are Handled
World Campus students are expected to act with civility and
personal integrity; respect other students' dignity, rights, and
property; and help create and maintain an environment in which all
can succeed through the fruits of their own efforts. An environment
of academic integrity is requisite to respect for oneself and
others, as well as a civil community.
In cases where academic integrity is questioned, the Policy on Academic Integrity indicates that procedure requires an instructor to inform the student of the allegation. Procedures allow a student to accept or contest a charge. If a student chooses to contest a charge, the case will then be managed by the respective college or campus Academic Integrity Committee. If that committee recommends an administrative sanction (Formal Warning, Conduct Probation, Suspension, Expulsion), the claim will be referred to the Office of Student Accountability and Conflict Response.
All Penn State colleges abide by this Penn State policy, but review procedures may vary by college when academic dishonesty is suspected. Information about Penn State's academic integrity policy and college review procedures is included in the information that students receive upon enrolling in a course. To obtain that information in advance of enrolling in a course, please contact us by going to the Contacts & Help page .
Accommodating Disabilities
Penn State welcomes students with disabilities into the University's educational programs. Every Penn State campus has resources for students with disabilities. The Student Disability Resources (SDR) website provides contacts for disability services at every Penn State campus. For further information, please visit the SDR website.
In order to apply for reasonable accommodations, you must contact the appropriate disability resources office at the campus where you are officially enrolled, participate in an intake interview, and provide documentation based on the documentation guidelines. If the documentation supports your request for reasonable accommodations, your campus's disability resources office will provide you with an accommodation letter. Please share this letter with your instructors and discuss the accommodations with them as early in your courses as possible. You must follow this process for every semester that you request accommodations.
Additional Policies
For information about additional policies regarding Penn State Access Accounts; credit by examination; course tuition, fees, and refund schedules; and drops and withdrawals, please see the World Campus Student Center website.
Counseling and Psychological Services
If you have a crisis or safety concern, mental health services are available to you as a Penn State student. Crisis and emergency contacts are available, no matter where you are located:
- Anywhere in the United States: Call the Penn State Crisis Line at 1-877-229-6400 or text LIONS to 741741. You can also contact your local crisis services or hospital for emergencies.
- Outside the United States: Please contact emergency services in your current location. You can also use the International Crisis and Emergency Services listings.
- At University Park: Assistance is available at Counseling & Psychological Services (CAPS) locations on campus.
- At a Penn State branch campus: You can search for counseling information at your campus.
Veterans and Military Personnel
Veterans and currently serving military personnel and/or dependents with unique circumstances (e.g., upcoming deployments, drill/duty requirements, VA appointments, etc.) are welcome and encouraged to communicate these, in advance if possible, to the instructor in the case that special arrangements need to be made.
Privacy Notice
In order to protect your privacy, course access is limited to those individuals who have direct responsibility for the quality of your educational experience. In addition to the instructor, a teaching assistant or college administrator may be provided access in order to ensure optimal faculty availability and access. World Campus technical staff may also be given access in order to resolve technical support issues.Student Responsibilities and Conduct
- Students are responsible for online course content, taking notes, obtaining other materials provided by the instructor, taking tests (if applicable), and completing assignments as scheduled by the instructor. As a general rule, students should plan on logging into the course at least three times per week and spending at least three hours per course credit per week on the course, e.g., if the course is three credits, the student should plan on spending at least 9-12 hours per week on the course, just as they would in a residence course.
- Students are responsible for keeping track of changes in the course syllabus made by the instructor throughout the semester.
- Students are responsible for monitoring their grades.
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Students must contact their instructor (and teammates when working on any collaborative learning assignments) as soon as possible if they anticipate missing long periods of online time due to events such as chronic illnesses, death in the family, business travel, or other appropriate events. The instructor will determine the minimal log on time and participation required in order to meet course responsibilities. In the event of other unforeseen conflicts, the instructor and student will arrive at a solution together.
- Requests for taking exams or submitting assignments after the due dates require documentation of events such as illness, family emergency, or a business-sanctioned activity.
- Conflicts with dates on which examinations or assignments are scheduled must be discussed with the instructor or TA prior to the date of the examination or assignment.
- Students are responsible for following appropriate netiquette (network etiquette) when communicating with their instructor and classmates. For reference, see the Academic Success Kit.
- Behaviors that disrupt other students’ learning are not acceptable and will be addressed by the instructor.
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For severe and chronic problems with student disruptive behavior, the following will be applied for resolution:
- Senate Committee on Student Life policy on managing classroom disruptions: Office of Student Accountability and Conflict Response.
- Penn State Principles
Report Bias
Penn State takes great pride to foster a diverse and inclusive environment for students, faculty, and staff. Acts of intolerance, discrimination, or harassment due to age, ancestry, color, disability, gender, gender identity, national origin, race, religious belief, sexual orientation, or veteran status are not tolerated and can be reported through Educational Equity via the Report Bias webpage.
Disclaimer: Please note that the specifics of this Course Syllabus are subject to change, and you will be responsible for abiding by any such changes. Your instructor will notify you of any changes.