Willimantic, Conn. – This past May, 16 students from Eastern Connecticut State University took a two-week global field course in London and Paris. The course, International Advertising and Public Relations (COM 370), focused on advertising strategies for international consumers within the context of the global market. The trip also included tours of well-known companies and cultural sites.
COM 370 supplemented the communication and advertising theory classwork that was completed on campus during the spring semester. “No textbook can possibly teach the experience of traveling to two countries in two weeks!” said Olugbenga Ayeni, communication professor and trip supervisor. “This trip also aligns with Eastern’s mission of providing applied practice and exposure with formal education.”
Students took tours of well-known companies and leaders in international advertising, such the Advertising Standards Authority (ASA), the British Broadcasting Corporation (BBC), the McCann Erickson Advertising Agency and Clearcast Advertising.
“McCann has become sort of a friend to Eastern as we’ve visited their agencies for the past four years,” said Ayeni. “They are always willing to show our students their work, clients and product campaigns.”
During their visit to the ASA, which is essentially the United Kingdom’s version of the Federal Trade Commission (FTC), students drew parallels in advertising regulations between the two governing bodies. At the BBC, students received an interactive tour where they were actually allowed to use broadcasting equipment.
Peppered throughout the two weeks were a number trips to cultural sites. They toured London’s historic Fleet Street; the home of Samuel Johnson, the foremost author of the English language dictionary; the Eiffel Tower; and saw an open theatre Shakespeare play.