JOUR 481 | Imagewest Internship Abroad Syllabus | Summer 2012
COURSE DESCRIPTION
Imagewest Internship Abroad will focus on the experience of designing and communicating
effectively in the United Kingdom (UK), with an emphasis on international advertising and public
relations. The culture, history and business practices of the UK are covered in an attempt to
understand the country and the culture. The course is divided into three parts:
1. Research and analysis. Research is the foundation for many advertising and public
relations decisions. Students will accumulate and analyze market research, consumer
research, advertising and public relations specific research, and strategic research (both
primary and secondary).
2. Design and development. Based on the above-mentioned research, students will create a
strategic plan (marketing and/or IMC). Further, students will complete a situation
analysis, develop a culturally relevant message strategy, and design communication
materials appropriate for that strategy.
3. Evaluation. Students will evaluate and modify their work based on feedback from the
target audience to insure that the most effective advertising and public relations products
are executed.
OBJECTIVES FOR THIS INTERNSHIP:
Internships allow students to apply principles, skills, and theory taught in the classroom to real-life
projects in a professional work setting, provide an opportunity for a professional evaluation of
students’ strengths and weaknesses in their chosen field and help students focus their career
goals.
INTERNSHIP PERMISSION:
To obtain approval to register for JOUR 481, the student must provide information to the
internship coordinator or his/her advisor regarding the detailed responsibilities of the internship. lf
the internship responsibilities are approved, then the student will be permitted to enroll for credit.
Upon approval, the student should make an appointment with Tess McKinley, Career Services
Center, DUC A230 (745-3095). You will complete a Co-operative Education packet from Career
Services. This packet includes a learning plan, address report, data sheet, final work report and
employer evaluation form.
Please Note: The learning plan (job objectives) and data sheet will be due at the beginning of the
internship. The job objectives should be submitted to the Ms. McKinley at Career Services as
well as the internship coordinator.
PROCESS:
The internship coordinator will provide specific deadlines for these activities:
1.
Required learning plan contract. The contact plan sets concrete objectives, responsibilities,
and the number of work hours for the internship. It must be signed by the student, the
employer and the faculty internship coordinator as the internship or co-op begins
2.
A total 240 work hours is required for internships. Study abroad trips must follow the
University’s requirement of 2200 to 2300 minutes of instruction for a three-credit course.
Therefore, in study abroad courses, students should receive a minimum of 12 hours and 15
minutes of instruction for each hour of course credit. Instructional time must be purposeful
and planned and not include time engaged in tours, shopping, dining, etc. The total
AD+PR PROGRAMS | SCHOOL OF JOURNALISM & BROADCASTING
WESTERN KENTUCKY UNIVERSITY
JOUR 481 | Imagewest Internship Abroad Syllabus | Summer 2012
instructional time must include instruction in-country, and may include pre- and post trip
activities.
3.
A weekly journal or blog entry is required. The journal should include a brief, but complete,
description of daily activities on the job. (what the student has observed, learned and work
activities). The journal should also document the number of hours worked. Interns will
submit their journal entries every two weeks to the designated wiki site (Google
Documents). At the end of the internship, all entries should be submitted with the final
report.
4.
A sampling of work samples produced during the internship should be submitted to the
faculty advisor at the end of the internship. This may include articles, brochures, designs,
campaigns, etc. Work samples should be organized into a notebook. The notebook
includes your journal entries, your final report, your learning plan contract, and a copy of the
employer evaluation.
5.
A final written report. At minimum the report should convey how the internship related to
professional goals, relationship of internship to academic studies, a general discussion of
the work experience and observations, and your recommendations for future students in
this internship. The report is also due at the conclusion of the internship (please see bullet
4).
6.
Employer evaluation is required. A standard evaluation will be given to the employer. This
evaluation comes from Career Services, but a copy is included in your notebook.
7.
The internship coordinator will issue a letter grade. The final grade will be based on
paperwork meeting deadlines, quality of work submitted and the employer evaluation. “A’’
represents excellence, “B’’ represents above average, “C’’ represents average, ”D’’
represents below average accomplishments and “F’’ means failure. The grading process
also includes a meeting with the internship coordinator, scheduled the week before finals
week.
8.
University student policies will apply during the internship. Students and employers are
encouraged to report any actual or suspected harassment, misconduct or negligence to the
appropriate WKU authorities for investigation.
INSTRUCTORS:
William Mark Simpson
Associate Professor of Advertising
School of Journalism & Broadcasting
Western Kentucky University
Mass Media and Technology Hall (MMTH)—324
Tel. (270) 745-5838
e-mail: mark.simpson@wku.edu
Heather Garcia
Agency Director—Imagewest
School of Journalism & Broadcasting
Western Kentucky University
Mass Media and Technology Hall (MMTH)—332
Tel. (270) 745-8915
e-mail: heather.garcia@wku.edu
TEXTBOOKS | Reference Materials
AD+PR PROGRAMS | SCHOOL OF JOURNALISM & BROADCASTING
WESTERN KENTUCKY UNIVERSITY
JOUR 481 | Imagewest Internship Abroad Syllabus | Summer 2012
1. www.lynda.com (a video tutorial resource online)
2. Communication Arts (a monthly graphic and multimedia design publication)
Additional relevant material will be assigned throughout the course.
GRADE:
Presentation (35%)
Journal (30%)
Participation (35%)
ORGANIZATION:
Two preparatory weeks will be held on the Western Kentucky University campus prior to travel:

th
Thurs. May 30 – Thurs. June 13
th
Students are advised and encouraged to complete a substantial portion of the assigned research
and preparation prior to departing for the UK.
Students are required to keep a daily journal (and/or blog) of their impressions throughout the
session in the UK. Faculty members will provide instructions for the journal format and content
during the pre-travel sessions.
WKU faculty and staff will conduct regular work sessions and classes in the UK In addition,
faculty, staff and students from the host University may participate.
Students are expected to be punctual for all work sessions, classes, field trips, and other
scheduled activities; abide at all times by the Western Kentucky University code of ethics; and
behave appropriately and cooperatively. The instructors reserve the right to dismiss from the
courses any student whose behavior does not conform to acceptable norms.
Two debriefing weeks will be held on the Western Kentucky University campus after returning
from travels:

th
th*
Mon. July 15 – Thurs. July 25
*Attendance of all pre and post sessions is mandatory
ITINERARY AND SCHEDULE:
th
Students are expected to report to an assigned meeting place on Thursday, June 13 and attend
all scheduled working sessions and field trips in the UK through July 11th.

The trip is by airplane—carrier TBD
Lodging and accommodations for students have been arranged as part of the travel package with
the Harlaxton Manor Enterprises Limited.
Some meals may be provided, but Study Abroad participants are generally responsible for their
own food and travel expenses
CONTACT INFORMATION:
Simon Hawkes
AD+PR PROGRAMS | SCHOOL OF JOURNALISM & BROADCASTING
WESTERN KENTUCKY UNIVERSITY
JOUR 481 | Imagewest Internship Abroad Syllabus | Summer 2012
Programmes and Events Manager
Harlaxton College
Harlaxton Manor
Harlaxton
Grantham, Lincolnshire
NG32 IAG
Tel. 011 44 1476 403020 Fax. 011 44 1476 403030
shawkes@harlaxton.ac.uk/ www.harlaxton.ac.uk / Skype: simon.harlaxton
The dates, times, and other plans disclosed in this syllabus may change due to factors beyond
the control of the program. If they do, students will be notified.
We will be using WKU's Blackboard Course Management System to supplement the class. The
URL is http://ecourses.wku.edu.
UNIVERSITY PLAGIARISM POLICY:
To represent ideas or interpretations taken from another source as one’s own is plagiarism.
Plagiarism is a serious offense. The academic work of a student must be his or her own. Students
must give the author(s) credit for any source material used. To lift content directly from a source
without giving credit is a flagrant act. To present a borrowed passage after having changed a few
words, even if the source is cited, is also plagiarism. (p. 59) Students who commit any act of
academic dishonesty may receive from the instructor a failing grade in that portion of the course
work in which the act is detected or a failing grade in the course without possibility of withdrawal.
Diversity:
“Diversity is not simply a matter of the changing demographics in students or faculty. Attending to
it has also altered the very knowledge base upon which the intellectual integrity of the academy
rests. Institutions across the country are taking advantage of the explosion of new scholarship
about the diversity of cultural traditions and histories in America and around the world. Diversity
has also provided additional interpretive lenses through which to analyze ideas and society.”
(http://www.diversityweb.org/diversity_innovations/curriculum_change/index.cfm)
This course will include—as a component of its focus—an ongoing discussion of the diverse
audiences within the communications sphere of the interactive designer/developer.
Americans with Disabilities Act:
Western Kentucky University is committed to providing reasonable accommodation for all
qualified students with disabilities. The student is responsible for contacting the Career
Counseling Center to arrange for appropriate accommodation. When the disability has been
documented and verified, a counselor will contact the faculty member regarding any special
accommodation to be provided.
For more information, refer to the university catalog under the section entitled Student Affairs or
contact the ADA office located at Potter Hall in room 443. Phone: 270.745.3121
Accreditation and Core Values and Competencies:
Assessment is geared to fulfilling requirements of the Accrediting Council on Education in
Journalism and Mass Communication (AEJMC). All graduates of accredited journalism/mass
communication programs, irrespective of their particular specialization, all graduates should be
AD+PR PROGRAMS | SCHOOL OF JOURNALISM & BROADCASTING
WESTERN KENTUCKY UNIVERSITY
JOUR 481 | Imagewest Internship Abroad Syllabus | Summer 2012
aware of certain core values and competencies and be able to:
1) Understand and apply First Amendment principles and the law appropriate to professional
practice; (after September 2004: understand and apply principles and laws of freedom of
speech and press, including the right to dissent, to monitor and criticize power, and to
assemble and petition for redress of grievances;)
2) Demonstrate an understanding of the history and role of professionals and
institutions in shaping communications;
3) Demonstrate an understanding of the diversity of groups in a global society in
relationship to communications;
4) Understand concepts and apply theories in the use and presentation of images and
information;
5) Work ethically in pursuit of truth, accuracy, fairness and diversity; (after September 2004:
Demonstrate an understanding of professional ethical principles and work ethically in pursuit
of truth, accuracy, fairness and diversity);
6) Think critically, creatively and independently;
7) Conduct research and evaluate information by methods appropriate to the
communications professions in which they work;
8) Write correctly and clearly in forms and styles appropriate for the communications
professions, audiences and purposes they serve;
9) Critically evaluate their own work and that of others for accuracy and fairness, clarity,
appropriate style and grammatical correctness;
10) Apply basic numerical and statistical concepts;
11) Apply tools and technologies appropriate for the communications professions in which they
work.
EMPLOYER REQUIREMENTS:
The School of Journalism and Broadcasting has developed the following requirements for
employers of advertising and public relations interns.
1.
2.
3.
4.
Employers must provide close supervision and a meaningful learning experience.
They must help the student develop specific learning objectives for the internship
experience. This document should be verified with a signature and returned to the faculty
advisor before the student actually begins the internship.
They must complete the standardized evaluation form on the student’s work effort during
the internship.
Unpaid internships must be structured so that the interns will not be considered employees
for the purposes of the Fair Labor standards Act of 1938.
AD+PR PROGRAMS | SCHOOL OF JOURNALISM & BROADCASTING
WESTERN KENTUCKY UNIVERSITY
JOUR 481 | Imagewest Internship Abroad Syllabus | Summer 2012
Specific considerations for unpaid internships are as follows:
a. The training is similar to that which would be given in a vocational school.
b. The training is for the benefit of the trainees or students.
c. The trainees or students do not displace regular employees, but work under their close
observation.
d. The employer that provides training derives no immediate advantage from the activities
of the trainees or students, and on occasion operations may actually be impeded.
e. The students are not necessarily entitled to a job at the conclusion of the training
f.
5.
period.
The employer and the students understand that the students are not entitled to
wages for the time spent in training.
Some employers use contracts, which set forth the specifics of the internships and state
that the intern will receive a small stipend or college credit in lieu of a minimum wage.
AD+PR PROGRAMS | SCHOOL OF JOURNALISM & BROADCASTING
WESTERN KENTUCKY UNIVERSITY