CMAT 447-610 T/TR 2:00PM—3:15PM DEVILBISS HALL 127
International Public Relations
COURSE WEBSITE: http://prva.wordpress.com/ | MY CLASSES CANVAS
Vinita Agarwal, Ph.D.
Contact Info: FH 272 | Office Hours: M 11:30AM –2:00PM & T/TR 12:30PM—1:45PM
Email: firstname.lastname@example.org | Office Phone: 410-677-0083
As a hybrid course offering, approximately 35% to 40% of our class meeting schedule will be conducted
online and will involve online and mobile modes of participation, meetings, assignments, or discussion.
Approximately 60%—65% of our class activities will take place face-to-face as a class in the classroom
with the instructor.
In general, for a course designated as a hybrid, between 33% and 80% of scheduled class meetings are
replaced with online activities or virtual meetings. Between twelve to thirty-seven hours of required
online work per semester will replace time spent in the classroom.
Below is the list of dates when we will meet as a class in-person face-to-face in the classroom (Devilbiss
Fall 2015 In-Class Meeting Dates: Sept. 1, Sept. 3, Sept. 8, Sept. 10, Sept. 15, Sept. 17, Oct. 1, Oct. 6,
Oct. 8, Oct. 27, Oct. 29, Nov. 3, Nov. 24, Nov. 26, Dec. 1, Dec. 3, Dec. 8, Dec. 10 & finals week (refer to
course schedule at the end of the syllabus).
CMAT 344 with a grade “C” or higher.
International PR (CMAT 447) is one of the fastest growing sectors of public relations as corporations,
institutions, and nongovernmental organizations globalize. CMAT 447 trains the advanced PR student in
the systematic application of critical thinking skills to the successful research, design, implementation,
and evaluation of international PR projects. Substantial academic and practical application and
engagement is required.
CMAT 447 is an enhanced course, offered as a 4-credit class to engage students more fully in the courses
they take and provide students with a deeper and more active encounter with the subject at hand.
This means that besides in-class and online meeting/participation time, each credit hour requires 2—4
hours of out-of-class work per week (i.e., 4 credit hours = 8—16 hours of out-of-class work per week). In
addition, an enhanced course requires an additional 45 hours of out-of-class work per semester (i.e., 3
additional out-of-class work hours per week for the semester). This calculates to a total of 11—19 hours
of out-of-class work per week for a student in an enhanced course.
As a hybrid course, you will gain competency in and explore different online and mobile modalities
essential to exploring and conducting international public relations work. A significant proportion of our
learning activities will take place online and via online individual engagement with instructor and/or the
learning material, practical international contexts, and out-of-class field work. Access to computer and an
Internet connection is required. Familiarity with and basic competency with mobile meeting and
recording apps will be required (e.g., YouTube, WhatsApp, Skype).
In-class meeting time lectures and activities will constitute one required part of your course participation.
Furthermore, as a hybrid course, you must have access to a computer with Internet access in order to be
able to complete this course. You are required to check your campus e-mail, My Classes Canvas, and the
course Wordpress website regularly for announcements, assignments, discussion, and other required
course-related communication and deliverables. Failure to routinely monitor these will not be an excuse
for missed or late work.
Minimum Technology Requirements
For successful completion of the hybrid course it is assumed students have access to and basic proficiency
a) A reliable Internet connection
b) A laptop or desktop computer with an updated operating system
c) Basic competency with word precessing software, web browsers, online participation and content
management systems such as Wordpress, YouTube, making an uploading audio recordings,
Skype, and social networking sites
d) Ability to access and work with a web camera
e) A My Classes Canvas account
f) Off-campus access to SU’s Blackwell library’s online databases
Through readings, engagement, and self-reflection, participants will:
a) Gain first-hand insight in intercultural dialogue to navigate different meaning-systems and gain
competency as an effective international communicator through cultural contact
b) Gain insight into the influence of culture in PR practice within the context of a global
marketplace and international business
c) Gain experience in designing and networking with international publics to design public relations
artifacts that achieve strategic communication goals
d) Gain experience in interacting with a global organization and designing PR materials for an
international target audience through direct interfacing
e) Gain collaboration skills through working with a community-based cultural/minority group and
address one of their goals through the application of strategic communication planning principles
f) Gain knowledge of the elements of cosmopolitan leadership, teams, and global workforce
g) Gain experience in creating planned change through strategic use of IPR principles in message
h) Gain knowledge of managing business relationships in major regions globally
Required Textbook (Available through the Salisbury University Bookstore)
Ø Schmidt, W.V., Conaway, R.N., Easton, S.S., & Wardrope, W.J. (2007). Communicating globally:
Intercultural Communication and International Business. Thousand Oaks, CA: Sage
Additional Required Readings
Ø As advanced PR students, occasionally additional selected readings may be required to guide
systematic application of IPR efforts. These will be provided as necessary via library reserves or
Ø Freitag, A.R., & Stokes, A.Q. (2009). Global Public Relations: Spanning Borders, Spanning
Cultures. New York: Routledge
As responsible participants in your education and advanced PR students, I expect you will view the
course as a microcosm of your professional work ethic. It also means that I will strive to provide each of
you with the materials, resources, and guidance necessary to achieve the course objectives.
Deadlines, Late Policy, and Make-Ups
The ability to deliver by deadline is critical for professional success in today’s competitive PR
environment. Please inform me via email in advance if you are unable to meet a deadline. Late
submissions are downgraded by a letter grade and not accepted after the second day. Here are a few
⇒ Monitor your grades regularly.
⇒ All grade assignments will be taken as final one class period after the graded assignment has been
entered on Grade book in My Classes.
⇒ Do not discuss grade-related matters at end of class or via email. Please stop by my office to do so.
⇒ Where allowed, late assignments will be assessed a late penalty downgrading it by a letter grade for
each class period it is late and will not be accepted after two class periods from the due date.
⇒ You are responsible for obtaining timely permissions (when allowed) or making up any missed work.
Students are expected to attend and to actively participate in all in-class sessions and as a hybrid course,
attend and/or participate in online work on My Classes Canvas or via Skype, online discussion forums,
mobile apps as required. Out-of-class session modalities will be discussed as semester progresses. Please
discuss with me at your earliest if a personal situation substantially affects your attendance. You are
responsible for making up missed material due to an absence.
Students are expected to have read the textbook and assigned readings before coming to class. The
lectures will engage your preparation for the class and build upon aspects we discuss in depth from the
day’s assigned content. Student contribution through insightful questions, examples connecting across
previous lectures and readings, and sharing of external resources that enhances class discussion are highly
encouraged and will count toward your class participation quality points.
ALL grade assignments will be taken as final one week after grades have been posted on My Classes
Canvas. No grade change requests will be permitted after this period. It is your responsibility to check
My Classes to make sure grades have been recorded. If you have a question about grades, you have 1
week after the grade has been assigned to appeal. After 1 week, all assignments will be discarded and
grades will be taken as final.
I reserve the right to take away your in-class participation points if you engage in disruptive, distracting,
or discourteous behavior that hampers our learning objectives, especially if these behaviors are repeated
despite gentle reminders. It is important to be aware of your responsibility to use technology in our
learning efforts ethically. In keeping the interests of those engaged in learning, whispering, texting, using
FB, Tweeting, or using other social media websites or completing work on other class material will be
treated as serious disruptions to a positive class environment. Do not start packing your books or leaving
until I have dismissed the class for the day. Leave your radios, disc players, headphones, cell phones, and
other recreational media at home. Do not text, browse ESPN or online shopping sites, or engage in
unrelated course-work when I am lecturing. If you are late, you will not be given the opportunity to make
up any attendance points given at start of class.
IT Support Services
If you have any trouble with technology or access to the course learning website or the materials therein,
please contact IT at 410-677-5454 or at TETC 113 or at email@example.com.
The Office of Student Disability Support Services (OSDSS)
OSDSS provides guidance, access to resources, and accommodations for students with documented
disabilities. Such disabilities could include: medical, psychiatric, and/or learning disabilities, and/or
mobility, visual, and/or hearing impairments. They can be reached at 410-677-6536.
In the event of a major campus emergency, course requirements, deadlines, and grading percentages are
subject to changes. My Classes web page and my email address (firstname.lastname@example.org) will be ways
to access the revised information, changes, and assignment deadlines you will be required to keep.
The CMAT department expects you have read and understand SU’s Student Policy on Academic Integrity
in your SU Student Handbook (www.salisbury.edu/Students/handbook/welcome.html). and thereby agree
to honor these standards. ALL incidences of academic dishonesty are subject to disciplinary action
including, but not limited to, separation from the university.
Email Policy and Communication
No in-class assignments, HWs, or course assignments will be accepted via email or any other media. Any
approved make-up assignment must be submitted with attached documentation.
If you need to reach me during out of class or office hours, please contact me via my Salisbury University
email (email@example.com). In general, I will strive to respond to your email within 48 hours of
receipt (and by Monday, 5:00PM if sent over weekend).
All course related communication will be via email sent from my SU account or through My Classes.
You are responsible for monitoring your email regularly for updates, information regarding readings and
assignments, comments, and course-related work.
As a hybrid course, much of our communication will also occur online via Skype, email, IM, and other
mobile and online modalities. Please be prepared to monitor and utilize these as necessary.
I will hold office hours on Monday between 11:30AM –2:00PM and on Tuesday/Thursday between
12:30PM—1:45PM p.m. Other hours may be arranged by appointment if and when needed.
I strive to enter your grades within a week of their submission. You are responsible for monitoring your
grade on My Classes. All grades are considered final after one week of being returned to class. You have
up to one week from the day grades are returned to you to bring any concern to my notice. Requests that
bring up grade-related concerns more than a week old will not be reviewed. The review process assumes
you accept the possibility the grades can be revised upward/downward upon review. I do not keep records
of in-class assignments more than a week after grades are made available.
In general, my grading is based on the following broad rule-of-thumb: “C” work meets the basic outlined
criteria, “B” work does a great job of meeting the outlined criteria, and “A” work not only does an
excellent job of meeting the outlined criteria, but also surpasses expectations to demonstrate innovative
applications of the content that go beyond the outlined criteria. “D” work does not meet one of the basic
criteria outlined for the assignment at an acceptable level, and “F” work is substandard and does not meet
basic expectations on two or more of the outlined criteria.
A brief overview of the assignments is provided below with additional detail given during the semester.
Course readings and assignments provide the student with theoretical and pragmatic insight into the
opportunities and challenges facing the practice of public relations globally by understanding the cultural
nuances of business practices guiding different regions. Online engagement must be civil at all times.
Independent research and fieldwork is expected and required.
1. Intercultural Contact and Interaction (25 points): A 2 hour dialogue and engagement with an
international student on a business practice of your choosing to enhance awareness of meaning-
making, interpretation, and cultural practices in the U.S. and an international region. Insightfulness,
inter-cultural sensitivity, and thoughtfulness will be assessed.
2. Corporate Web Site Analysis (25 points): Each student will compare and evaluate two corporate
web sites for effectiveness in applying cultural framework principles to product branding in a foreign
market. Rigor and proficiency in application of culture-focused web site analysis will be assessed.
3. Global Marketplace Analysis (25 points): Target audience, cultural, and business ethics analysis of
an international region of your choice based on online material, library work, and online contact with
an agency/organization that works in that region and is based either in the U.S. or internationally.
4. Class Discussion (25 points): Engagement through preparation with thoughtful questions, responses
to class questions by instructor, class/online reflection and critique, input through sharing
experiences, and bringing in examples from relevant business and current affairs.
5. INGO (100 points): Students bring together PR campaign principles and cultural perspectives to
addressing an issue of global importance in a specific region of your choice. Engagement via Skype,
phone, email, IM, WhatsApp, and other online and mobile media will be required. The final product
will demonstrate your proficiency in strategically tailoring a message to audience in a specific region
to meet a well-defined goal. Presentation and a final paper are required.
6. Exam 1 and Exam 2 (100 points): Grasp and application of academic readings, discussion and
related material as based on your textbook content, in-class discussion, and online and project work.
1. Intercultural Contact and Interaction 25 points
2. Corporate Website Analysis 25 points
3. Global Marketplace Analysis 25 points
4. Class Discussion 25 points
5. INGO 100 points
6. Exam 1 and Exam 2 100 points
TOTAL 300 points
A= 90.0% and above; B= 80.0%-89.0%; C= 70.0%-79.0%; D= 60.0%-69.0%; F= 59.9% and below
v Important Semester Dates: Aug. 31—Dec. 11: Fall 2015 Session dates | Aug. 31: First day of
classes| Aug. 31—Sept. 4: Add/drop| Sept. 7: Labor Day | Oct. 14th
: Advising begins | Oct. 30:
Last day to Withdraw with a grade of (W) | Nov. 16: Deadline for application for May 2016 or
Aug. 2016 Graduation | Nov. 25—Nov. 27: Thanksgiving Break | Dec. 12: Reading day| Dec.
14—Dec. 18: Finals week| Dec. 19: Commencement
TENTATIVE MEETING SCHEDULE
CMAT 447-601 Fall 2015: INTERNATIONAL PR
****Online Work/Meeting/Participation Will Be Required During the Dates Marked in Bold and with a
Meeting Readings Tentative Assignments
(T) Sept. 1st
(TR) Sept. 3rd
WEEK # 1: INTRODUCTIONS
Introductions, Hybrid Course and Semester Requirements
Ch. 1: The concept of international business and a global
(T) Sept. 8th
(TR) Sept. 10th
WEEK # 2: INTERCULTURAL COMMUNICATION
Ch. 2: The concept of intercultural communication and the
(T) Sept. 15th
(TR) Sept. 17th
WEEK # 3: GLOBAL SYNERGY
Ch. 3: The concept of cultural synergy and the global
Ch. 4: Cultural contact and interfacing with others
Hispanic Heritage Month
(T) *Sept. 22nd
(TR) *Sept. 24th
WEEK # 4: DIALOGUE AND BUSINESS
Ch. 9.: Doing business in North America (Online)
Intercultural dialogue and interaction (Online)
Alexis, Kaytie, Stephanie
Auditorium, Sept. 29.
(T) *Sept. 29th
(TR) Oct. 1st
WEEK # 5: LANGUAGE AND BUSINESS
Ch.10: Doing business in Latin America and the
Ch. 5: The nature of language and nonverbal communication
Analysis of intercultural
contact and interaction
*Colorful China, Oct. 2
*Timbuktu, Oct. 4, 2:30
p.m., FH 111
(T) Oct. 6th
(TR) Oct. 8th
WEEK # 6: MANAGING CONFLICT
Ch. 6.: Intercultural communication and conflict management
**Skype Guest Lecture:
(T) *Oct. 13th
(TR) *Oct. 15th
WEEK # 7: BUSINESS AND MESSAGING
Ch. 11: Doing business in East Asia and the Pacific Rim
INGO—Upload status updates and briefs (Online)
Coye & Ryan
*Oktoberfest @ SU
*PM of Tibet @ SU
Oct. 12, festive dance
music of Joropo
(T) *Oct. 10th
WEEK # 8: MID-SEMESTER
Work on corporate website analysis (Online)
(TR) *Oct. 22nd
Upload corporate website analysis (Online)
(T) Oct. 27th
(TR) Oct 29th
WEEK # 9: GLOBAL WORKFORCE
Ch. 7: Cosmopolitan leadership, teams, and the global
Feedback and review of corporate website analysis
**Skype Guest Lecture:
(T) Nov. 3rd
(TR) *Nov. 5th
WEEK # 10: PLANNED CHANGE
Ch. 8: Disturbing the equilibrium and creating planned change
(T) *Nov. 10th
(TR) *Nov. 12th
WEEK # 11: BUSINESS AND MESSAGING
Ch. 12: Doing business in Europe (Online)
Shannon & Milan
(T) *Nov. 17th
(TR) *Nov. 19th
WEEK # 12: BUSINESS AND MESSAGING
Ch. 13: Doing business in Africa and the Middle East
INGO (presenting papers at NCA) (Online)
Willie and Melodi
(T) Nov. 24th
(TR) Nov. 26th
WEEK # 13: EXAM 2
Exam # 2
No Class—Thanksgiving (Nov. 25—Nov. 27) Happy Thanksgiving!
(T) Dec. 1st
(TR) Dec. 3rd
WEEK # 14: FEEDBACK AND REVIEW
Work individually and/or in teams on project / Virtual site
visit/ guest visit (tentative)
Feedback and review with instructor
(T) Dec. 8th
(TR) Dec. 10th
WEEK # 15: FINAL REFLECTIONS AND PAPER
Final paper submission
Finals Week Tuesday, December 15th
, 4:15PM—6:45PM: Presentations