Advertising and Public Relations in Segovia
The Advertising and Public Relations in Segovia program is designed to give students a better understanding of trans-national media in a Spain context. The program includes a Global Culture course and a Global Campaign Strategies course which are tailored to the Spanish context and focus on the Spanish wine industry as a case study. Students will learn how Spanish marketers appeal to consumers globally. Designed for students in media studies, advertising, public relations, and journalism, this program will teach you how to construct campaign and media messaging that is intended for domestic, regional and trans-national audiences. The Global Culture course and Global Campaign Strategies course are taught in English by Professor Chavez of the University of Oregon's School of Journalism and Communication. You will also have the ability to take a Survival Spanish course to introduce you to basic Spanish greetings and sayings in order to navigate and experience the local community in Segovia and Spanish culture. Hear what Professor Chavez has to say about the program here!
**GEO programs are under continuous review during this period of global uncertainty and limited travel. All program details outlined on this page, including program cost, are subject to change if global or location-specific conditions require modifications to program structure.
This program offers a total of 8-10 credits. The Global Culture (SOJC-J388) course and Global Campaign Strategies (SOJC-J488) course are taught by Professor Chavez and are requried. Each course is worth 4 quarter-credits. The optional Survival Spanish course is an additional 2 credits and count as 100 level Spanish elective credits.
In the Global Culture course, you will learn about the role that media institutions play in shaping cultural identity, including the clothes we wear, the music we listen to, and the films we watch. In the Global Campaign Strategies course you will build on this knowledge by learning how marketers, agencies, and non-profit organizations develop campaigns designed to reach a variety of publics, both demostic and international. You will work with local companies in Segovia to develop a global communications campaign. Click on "View All Courses" for more details.
Students with little or no Spanish lanugage skills are strongly encouraged to enroll in the Survival Spanish course. The course is offered at no additional cost.
UO students: The Global Culture and Global Campaign Strategies courses can satisfy upper-division School of Journalism and Communication (SOJC) major elective credits and major-specific course requirements. The Global Culture course can also satisfy Media Studies minor-specific credits. SOJC students must petition all study abroad courses for approval by the SOJC for credit. Contact the SOJC Undergraduate Student Services Center for details of the petition process.
Actual credit awarded is determined by the relevant department at your university in consultation with the study abroad office. Check with your study abroad advisor for more information.
UO students, please refer to the UO Course Equivalency Process and the UO Office of the Registrar Course Equivalency Database.
Dr. Christopher Chavez is a professor of advertising and media studies and the doctoral program director in the School of Journalism and Communication at the University of Oregon. Dr. Chavez worked for ten years as an advertising executive at advertising agencies where he represented multi-national brands. His research lies at the intersection of globalization, media, and culture. Specifically, his research explores two main themes: the ways in which global media industries organize and re-organize collective identity, and the degree to which marginalized communities can be empowered within the constraints of marketplace dynamics.
Housing in Segovia is designed to help you experience the local culture of Spain by living with a host family that speak at least some English. More than one student on the program will be housed with each host family. Daily interactions with the host family afford cultural nuances that could otherwise be overlooked. Homestays in Segovia are carefully selected to fit your needs and requests. Homestays are located within walking distance of the GEO center and classrooms or near local bus lines. Linens, towels and light laundry are provided by your host. Immerse yourself into the daily life and routine of the household and experience Spanish cuisine and food culture as host families prepare all of your meals. Culturally, mealtimes in Spain are a very important time for family and are very pleasant occasions.
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