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University of Florida

Marketing Communication Research Plan


UF Faculty: Huan Chen
Department: Department of Advertising
College: College of Journalism and Communications

Partner Faculty: Chen Lou
Department: Wee Kim Wee School of Communication and Information
Partner Institution: Nanyang Technological University Singapore
Title: Group Project on Marketing Communication Research Plan
Project Description: In this Virtual Exchange (VE) project, we have established a collaborative partnership with students enrolled in CS4074 Consumer Behavior at Nanyang Technological University in Singapore. To facilitate a hands-on, cross-cultural learning experience, we have organized our students into six distinct groups. Each of these groups is then strategically paired with their counterparts in Singapore. Together, they embark on a comprehensive project focused on developing an advertising research plan tailored for an international brand. This collaboration not only enriches students’ understanding of global consumer behavior but also sharpens their skills in creating effective advertising strategies that resonate across different cultures.
Learning Outcomes:
  1. Cross-Cultural Collaboration Skills: Students developed the ability to effectively collaborate with peers from different cultural backgrounds, enhancing their communication skills and cultural awareness in a professional context.
  2. Understanding of Global Consumer Behavior: Participants gained insights into the complexities of consumer behavior on an international scale, learning how cultural, social, and economic factors influence purchasing decisions.
  3. Project Management and Teamwork: By working in divided groups paired across borders, students improved their project management and teamwork skills, learning to navigate the challenges of coordinating efforts and meeting project milestones in a virtual environment.
  4. Adaptability and Flexibility: Students learned to be adaptable and flexible, skills that are crucial for navigating the fast-paced and often unpredictable nature of the global market.
  5. Communication Skills: The project refined students’ ability to communicate effectively in diverse teams, including articulating ideas clearly, listening to feedback, and adapting messages for different audiences.
Participating Countries: Singapore
Number of Participants: 19 UF students and 26 NTU students
Discipline: Advertising
UF Course Code & Name: ADV3500 - Digital Insight
Project Duration: 12 weeks
Activity Type(s):
  • Student-to-Student Dialogue
  • Student-to-Student Project
Technology Tools:
  • Flip
  • Canvas
  • Whatsapp
Sequence of Activities: OPEN FILE