Students visiting agency on China Travel Study

Explore New Media Communication in China

This faculty-led program to China provides students with exposure to concepts and principles involved in understanding the interrelationship between the mass media and society outside the United States.

In addition, the students explored the different applications of new media and technology in marketing communication of American business overseas. Having first-hand experience with the Chinese market provided students with an asset that an increasing number of employers would find valuable.

The trip combined classroom lectures by Chinese scholars, interactive activities with college students, workshops with industry experts, conversations with practitioners, tours to companies (including the headquarters of fortune 500 corporations with operations in China and successful PR/Ad agencies) and cultural experiences in Beijing, Shanghai and Hangzhou.

Twelve students (Nikko Aries, Shaye Bruyere, Kirianne Davis, Taylor Eck, Emily Hauke, Krista Hilleren, Reid Hommedahl, Samantha Johnson, Jeffrey Laivell, Isaiah Lindsey, Courtney Meints and Jack Moore), led by Dr. Jennifer Ma and Dr. Muriel Scott, took this life-changing experiential learning trip to China from June 14 to June 27, 2018.

They had a 360-degree exposure to mass media and society in this market that is leading the e-commerce and digital marketing communication in the world.

Student Experiences

During this faculty-led travel program, students had many unique, valuable experiences including the following:

The students visited two well-known universities, one in Beijing and the other in Shanghai:
  • University of Chinese Academy of Social Sciences (UCASS)
    • Founded in 1977, UCASS functions directly under the highest academic capacity of Chinese social sciences research. In 2016, the Civil Societies Program recognized UCASS as No. 1 of all universities in China.
  • Shanghai Jiao Tong University (SJTU)
    • Founded in 1896, SJTU is one of China’s most prestigious and selective universities, enjoying a growing global reputation for its impressive research outputs.
  • Dr. Yue Wu, Assistant Professor, School of Media, UCASS
    • Topic: New media landscape and platforms in China and interactive activities with 12 college students from UCASS
  • Dr. Qian Wang, Assistant Professor, School of Media & Design, SJTU
    • Topic: New Media Applications and Future Trends and AR/VR Lab visits
  • Sharon Zhang, ex-VP and current consultant of Amazon China
    • Topic: E-Commerce and Digital Marketing in China
  • Long Diao, CEO of Haitang PR Co. and the youngest CEO in the field of marketing communication in China
    • Topic: Marketing And Marketing Communication With New Media In China
  • Fortune 100 Corporation: BMW
    • Hosted by the VP of BMW China Sally Sun; Corporate PR Manager Holly Yan; and Marketing Director Jasper.
  • World leading PR/Ad agency: Ogilvy PR Worldwide
    • Hosted by the Group Managing Director of Ogilvy China, Joe Yu
    • Hosted by the founder of Yuting Action – also the CEO of Global Human Capital Group, Ben Zhai. 
  • Fortune 100 Corporation: Coca-Cola factory in Shanghai
    • Hosted by the Senior Manager of Corporate Communication of Coca-Cola Greater China Jessie Liu and the marketing communication team of Coca-Cola Shanghai.
  • Leading local PR/Ad agency: Topline Brand Management Corporation
    • Hosted by the Senior Manager, Victoria.
    • Topline is a unique and distinctive agency, focusing on strategic PR, interactive and E-Commerce marketing. With a 200-strong team in Beijing, Shenzhen and Shanghai, Topline provides professional services, ranging from content, community management and e-commerce to entertainment, focusing mainly on three sectors, including Internet, intelligent hardware and finance.
  • Non-profit organizations: Xintu Center for Community Health Promotion, Shanghai
    • Hosted by the General Manager of Xintu Center, Liyin Yi.
  • Met with the Master Franchisee of Anytime Fitness Asia, Maurice Levine, in a newly opened flagship club.
  • Students created Integrated Marketing Communication campaigns for this company to promote its service to Chinese consumers. 
Local innovative company: Hangzhou Fobcentry Network Technology Co., Ltd., a leading online solution provider over Alibaba’s platform.
  • Hosted by Account Manager Amanda Su and CEO Bill Wang. 

In Beijing:

  • Lived at the campus and experienced the Chinese college life at the University of Chinese Academy of Social Sciences
  • Toured the Forbidden City
  • Had a one-hour bike tour of Beijing's Hutong area
  • Experienced a farm-stay near the Great Wall. Climbed the wild part of the Great Wall near the farm stay.
  • Explored the Mutianyu section of the Great Wall
  • Visited the CBD and saw a light exposition
  • Enjoyed dinner at a popular Peking Duck restaurant

In Shanghai:

  • Toured the historical and new campuses of Shanghai Jiao Tong University
  • Explored Yuyuan Garden and Old City God Temple
  • Explored the Bund -- the banks of the Huangpu River
  • Wandered the commercial downtown area
  • Explored the Oriental Pearl Tower and saw the lights on the Bund
  • Visited the largest Starbucks studio in the world
  • Enjoyed dinner at a Sichuan cuisine restaurant and attended a traditional Sichuan opera

In Hangzhou:

  • Visited the tea village and the tea museum
  • Toured the villa of Hu Xueyan, the most famous businessman in the history of China
  • Toured the West Lake
  • Enjoyed shopping at the silk marketplace
  • Enjoyed dinner at the bank of the West Lake and tasted the unique cuisine from the Hangzhou area

The faculty-led program was partially funded by a special project award from the WSU Foundation. Thanks also to Provost Dr. Patricia Rogers, who donated gifts to the Chinese college students who participated in the interactive activities at UCASS.

For more details, contact Dr. Jennifer Ma at JMa@winona.edu or Dr. Muriel Scott at MScott@winona.edu.

Mass Communication China Travel Study