COURSE SYLLABUS
MULTICULRAL COMMUNICATION
PUR 5406 RVC
GENERAL INFORMATION • IMPORTANT INFORMATION • COURSE DETAIL • COURSE CALENDAR
GENERAL INFORM
PROFESSOR INFORMATION
Instructor:
Dr. Weirui Wang
Phone:
(305) 919-4428
Office:
AC2, Room 328 (BBC)
Fax:
(305) 919-5215
Office Hours:
By appointment
E-mail:
weirwang@fiu.edu
Website:
N. A.
COURSE DESCRIPTION AND PURPOSE
This course is designed to introduce students to the possibilities of advertising and public relations research
practices from a multicultural perspective. It examines how culture influences strategic communication prac
research, strategy, execution, and more. Students will be exposed to a number of frameworks to explore mul
cultural communications and be guided to develop strategic communication practices to target audiences fro
diverse cultural backgrounds both internationally and within the United States. The format for this seminar c
of self-directed readings, in-class discussions, individual and group work.
COURSE OBJECTIVES
Students will be able to:
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Understand the influence of culture on consumer values and behaviors;
Understand diverse theoretical frameworks in relation to international and intercultural strategic
communication;
Apply concepts and multicultural communication theories in strategic communication research a
practices.
MAJOR & CURRICULUM OBJECTIVES TARGETED
1. Understand the diversity of groups in a global society in relation to communications;
2. Understand professional ethics principles and work ethically in pursuit of truth, accuracy, fairness
diversity;
3. Think critically, creatively, and independently;
4. Apply tools and technologies appropriate for the communications professions in which they work.
TEACHING METHODOLOGY
Enter brief description of course learning experiences supporting the learning objectives. If not specified be
message will appear:
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professor directly if you have any questions.
ASSURANCE OF LEARNING
The College of Business cares about the quality of your education. For more information please visit the
Assurance of Learning site to learn more on the College's commitment to this initiative.
IMPORTANT INFORM
POLICIES
Please review the FIU policies page as it contains essential information regarding guidelines relevant to al
courses at FIU and additional information on the standards for acceptable netiquette important for online co
Below are special policies in this particular class:

Electronic communication: This class will rely on electronic communication. Assignments and course mater
be posted on Blackboard. Students are required to check for electronic messages and postings weekly. It is the
student’s responsibility to have a working email connected with Blackboard and check for messages and posti
Blackboard.
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Deadlines: If you cannot participate in the online discussion, quizzes, assignments or presentations on/before
dates, you will have to ask permission to complete the assignment before the assigned time period. You will h
ask permission at least two weeks in advance to be granted for this option. For medical or personal emergenci
prior notification is impossible, you must submit the make-up work with appropriate documentations. Unle
have a documented excuse, there will be no make-ups or extensions for the exams and assignments.
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Academic honesty: Student must follow the Standards of Conduct described in the student handbook.
(http://www.fiu.edu/~sccr/standards_of_conduct.htm). In course assignments and exams, the use of literature,
aids, or assistance from other sources should be clearly. Students are expected to use all resources, including b
journals, and computers only in legal and authorized ways. Cheating or plagiarism will result in an automatic
related assignment or exam, and possible further disciplinary measures.
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Student with disabilities: If you have any special circumstances, please make me aware of them so that you m
better accommodated. For questions and information about support services, please call the FIU Office of Dis
Services at 305-348-3532 (University Park Campus: GC 190) or 305-919-5345 (Biscayne Bay Campus: WUC
TECHNICAL REQUIREMENTS/SKILLS
One of the greatest barriers to taking an online course is a lack of basic computer literacy. By computer lite
mean being able to manage and organize computer files efficiently, and learning to use your computer's op
system and software quickly and easily. Keep in mind that this is not a computer literacy course; but studen
enrolled in online courses are expected to have moderate proficiency using a computer. Please go to the "W
Required" page to find out more information on this subject.
This course utilizes the following tools:
1. Tool 1
2. Tool 2
3. Tool 3
Please visit our technical requirements page for additional information.
ACCESSIBILITY AND ACCOMMODATION
This course utilizes the following tools:
1. Tool 1
2. Tool 2
3. Tool 3
Obtain more detailed information about the specific limitations with the technologies used in this course
Review Blackboard's Accessibility Commitment for more information.
For additional assistance please contact our Disability Resource Center.
COURSE PREREQUISITES
Note to Developer (choose one)
If the course has prerequisites: This course has a prerequisite(s). Review the course catalog page for
prerequisites information.
If the course does not have prerequisites: There are no prerequisites for this course.
PROCTORED EXAM POLICY
Please note that the information contained in this section applies only if your course requires a pro
exam.
It is the student’s responsibility to determine whether this online course requires proctored exams by carefu
reviewing this syllabus. For detailed instructions please visit our Proctored Exam Resources page on the
Online website.
TEXTBOOK
Introducing intercultural communication: Global cultures and contexts.
Author: Shuang Liu, Zala Volcic , Cindy Gallois
Publisher (Year): SAGE (2011)
ISBN: 978-1-84860-035-5
Communicating with the multicultural consumer: Theoretical and practical
perspectives
Author: B. Mueller
Publisher (Year): Peter Lang (2008)
ISBN 978-0-8204-8119-7
You may purchase your textbook online at the FIU Bookstore.
EXPECTATIONS OF THIS COURSE
This is an online course, meaning that most of the course work will be conducted online. Expectations for
performance in an online course are the same as for a traditional course; in fact, online courses require a d
self-motivation, self-discipline, and technology skills that can make them more demanding for some studen
Note to developer: Based on the course requirements, please update the items below.
Students are expected to:
 Review the how to get started information located in the course content
 Introduce yourself to the class during the first week by posting a self introduction in the
appropriate discussion forum
 Take the practice quiz to ensure that your computer is compatible with Blackboard
 Interact online with instructor/s and peers
 Review and follow the course calendar
 Log in to the course 1 time per week
 Respond to discussion boards, blogs and journal postings within 7 days
 Submit assignments by the corresponding deadline
The instructor will:
 Log in to the course 2 times per week
 Respond to discussion boards, blogs and journal postings within 7 days
 Respond to emails within 7 days
 Grade assignments within one to two weeks of the assignment deadline
COURSE D
COURSE COMMUNICATION
Communication in this course will take place via Email and Blackboard Messages.
Messages are a private and secure text-based communication that occurs within a Course and among Cou
members. Users must log on to Blackboard to send/receive/read messages. The Messages tool is located
left side Course Menu (Blackboard user interface). It is recommended that students check their messages r
to ensure up-to-date communication.
The Email feature is an external communication tool that allows users to send emails to users enrolled with
course including the instructor and other students. Emails are sent to the students' FIU email on record. Th
tool is located on the left side Course Menu (Blackboard user interface).
Visit our writing resources page for more information on professional writing and technical communication
Note to developer: Select communication tool and delete the one not being used.
DISCUSSION FORUMS
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50 points: 5 points X 10
Discussion questions will be posted to help you understand the class material. Many of them do no
a right or wrong answer. Your active participation is encouraged. You are also welcome to post
discussion questions addressing your concerns regarding the class materials or replying your classm
comments in the discussion forum.
My questions will be posted on Monday if there are some during that week. You will be given one
to answer the questions and/or participate in the discussion forum (due Sunday, 11:59 pm).
For the ten posts that you are required to do throughout this semester, please divide them to 5
responding to my questions and 5 interacting with your peers in the forum. You are required to
participate in 10 different weeks in total throughout the semester. However, if you participate in t
forum multiple times in the same week, your participation will only be counted once.
Please remember that the class addresses understanding of cultural differences and we all come
different background. It is normal to have different opinions. However, you must respect others
traditions, values and opinions. Insulting remarks are not allowed in the class.
QUIZZES
In order to mitigate any issues with your computer and online assessments, it is very important that you tak
"Practice Quiz" from each computer you will be using to take your graded quizzes and exams. It is your
responsibility to make sure your computer meets the minimum hardware requirements.
Assessments in this course are not compatible with mobile devices and should not be taken through a mob
phone or a tablet. If you need further assistance please contact FIU Online Support Services.
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30 points: 5 points X 6: To help you keep up with the readings, you will be required to
six quizzes throughout the semester.
The quiz will be posted on Monday if there is one during that week. You will have to tak
the quiz by Sunday, 11:59 pm that week.
The quiz can only be accessed once. Please finish the readings before taking the quiz to
time.
If for any reason you find technical difficulties with the quiz, please contact the
Blackboard support immediately. If support cannot help you, they will send me a n
and only with this note I will be able to open it up for you for re-take. Make sure yo
take the quiz between the working hours of Blackboard support in case you have a
problem (9 am-5 pm Monday to Friday).
SHOW-N-TELLS AND RESPONSES
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Four show-n-tells (40 points: 10 points X 4) and two responses (10 points: 5 points X 2)
You are required to present an application of a class topic four times throughout the semester. The
example/application (aka Show-n-tell) needs to be something tangible (a flyer, a movie clip, a new
a youtube video) that everyone can witness in class. To submit the assignment, you have to post o
show-n-tell blog. In addition to posting the tangible example, you also need to write a comment (
words minimum) by clarifying how it is related to the readings and why it stimulates your interes
what might be controversial and what you learned from this example). Show-n-tell blogs will be c
for every week. You can select any four weeks during the semester to complete the assignment ba
your interests. Each week’s show-n-tells need to be submitted by Sunday 11:59 pm that week.
Throughout the semester, you are also required to respond to your classmates’ show-n-tells twice.
can comment on whether you feel connected with the example or if the example elicits any confus
etc. The deadline for response is also Sunday 11:59, each week.
THEORY CORNER BLOG AND PARTICIPATION
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You need to learn an intercultural communication theory by yourself. To learn the theory, you nee
read the original piece of the theory and another 5 to 7 recently published academic papers on this
theory. You will have to write a blog entry (500 words max.) about this theory, including what the
theory is about, how it contributes to our understandings of intercultural communication, and how
can be improved in future research. In-text citations and reference list are required. Please cite
appropriately using APA style. The total score of your blog entry is 25 points.
You are also required to read others’ blog entries and at least comment on another two entries pos
by your classmates. You will get 10 points for group learning and participation.
CAMPAIGN CRITIQUE PRESENTATION AND PARTICIPATION
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You need to submit one campaign critique. This assignment will be due after we cover topics
including Hispanic marketing, African American marketing, Asian American marketing, LGBT
marketing and age and gender issues in marketing. Thus, the assignment asks you to comment o
integrated communication campaign that was geared to target any of the groups mentioned abo
To extend our knowledge on the campaign, you should have a brief discussion of the brand, the
product and the concept in your critique. More importantly, you should include a detailed discus
of the main message, execution styles, media strategies, and other campaign tactics that may ap
or not appeal to the target group. You should also briefly mention the outcomes of the campaign
whether it is successful and how it was evaluated). Last, you should have a detailed discussion on
what should be improved to target the audience based on what we learned in the class (i.e., wha
stereotypes should be avoided, what values should be emphasized and so forth).
Please add voice-over of your presentation and submit both your presentation slides (ppt) and th
audio document. You should include citations and examples in your presentation (by including
hyperlinks etc.). The total score for your campaign critique presentation is 25 points.

You are also required to listen to your classmates’ presentations (reading the slides and listening
the audio). You have to post comments on presentations from at least two other classmates. You
get 10 points for group learning and participation.
GRADING
Show-n-tells
Discussion forum participation
50 points
50 points
Quizzes
30 points
Campaign critique (presentation + comments)
35 points
Theory corner blog (blog +comments)
35 points
_________________________________________________________
Total
200 points
A
AB+
B
B-
200-186
185.99-180
179.99-174
173.99-166
165.99-160
C+
C
CD
F
159.99-154
153.99-146
145.99-140
139.99-120
Below 120
Please note: Your final score will NOT be rounded up (i.e., you will get B+ if you get 179.9 in total)
COURSE CAL
WEEKLY SCHEDULE
Tentative course schedule (subject to change)
Module
Date
Topic
1
Jan. 6-12
Course introduction & Challenges of
living in a global society
2
Jan. 13-19
Culture dimensions and influences
3
Jan. 20-26
Jan. 27-Feb.
2
4
Intercultural conflicts and cultural
changes
Culture, identity, and acculturation
Readings & Assignments Due
Readings: Liu et al., Chapters
1&3
Complete Discussion Questions
#1
Readings: Liu et al., Chapters 4,
5, 6, & 7
Complete Discussion Questions
#2
Complete Quiz #1
Readings: Liu et al., Chapters 10
& 11
Complete Discussion Questions
#3
Readings: Liu et al., Chapters 8
& 12
5
Feb. 3-9
6
Feb. 10-16
Work on theory corner blog
7
Feb. 17-23
Living in a multicultural world &
Targeting Hispanic consumers
8
Feb. 24Mar. 2
Targeting African American consumers
9
10
Mar. 3-9
Mar. 10-16
Targeting Asian American consumers
Spring Break
11
Mar. 17-23
Age issues in marketing
12
Mar. 24-30
Gender issues in marketing
13
Mar. 31Apr. 6
14
Apr. 7-13
15
Apr. 14-20
LGBT marketing
Work on campaign critique
Complete Discussion Questions
#4
Complete Quiz #2
Complete theory corner blog
(due Feb. 9)
Complete theory corner blog
comments (due Feb. 16)
Readings: Mueller, Chapters 1 &
4; 2010 Census Report
Complete Discussion Questions
#5
Complete Quiz #3
Reading: Mueller, Chapter 5
Complete Discussion Questions
#6
Complete Quiz #4
Readings: Mueller, Chapter 6 &
Nielsen’s report on Asian
Americans
Complete Discussion Questions
#7
Complete Quiz #5
Readings: Tseng (2008) & &
Eleftheriou-Smith (2012)
Complete Discussion Questions
#8
Readings: “Killing us softly”
Complete Discussion Questions
#9
Readings: Eadie (2008); Johnson
(2010)
Complete Discussion Questions
#10
Complete Quiz #6
Complete campaign critique
presentation (due April 13)
Complete campaign critique
presentation comments (due
April 20)
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