This SMU-X overseas course integrates academic learning with experiential projects provided by
international organizations. It challenges students to apply their disciplinary knowledge and skills
to real-world problems through interdisciplinary methods, with a particular emphasis on the
cultural, social, and historical contexts that shape communication practices. Through
collaboration with corporate, non-profit, and government-sector organizations abroad, students
will explore how cultural narratives, values, and power structures influence strategic
communication and decision-making.
With mentorship from both faculty and practitioners of partner organizations, students will
develop practical and implementable solutions tailored to the sociocultural environments in
which they operate. Although the course demands significant effort and time, its journey and
outcomes can be highly rewarding. All SMU-XO courses meet the Global Exposure requirement.
With a focus on project-based experiential learning and cross-cultural understanding, SMU-XO
courses aim to:
• Enhance awareness of interdisciplinary connections and differences, encouraging
knowledge integration to address issues or challenges.
• Foster a deeper understanding of business opportunities and challenges in various global
markets and economies relevant to students' interests.
• Familiarize students with informal networks and emphasize leveraging SMU-related
networks in a global context.
• Provide global exposure to cultivate culturally sensitive global citizens.
• Encourage adaptation to new environments and leadership development.
• Promote creative and critical problem-solving skills.
• Support sound decision-making in complex situations.
• Enhance collaborative and productive teamwork.
This course primarily focuses on Southeast Asia but may include South Asia, East Asia, and
Oceania. The partner organization will have a need for strategic planning and communication,
whether they have never conducted such planning or need to update an existing plan. In
addressing that need, students will develop a communication strategy that incorporates insights
from cultural studies, social marketing, and strategic communication frameworks based on
fieldwork in the host community
The first half of the semester includes lectures on key issues in sustainable development, social
marketing, strategic communication, and cultural studies perspectives on globalization, identity,
and local knowledge. Discussions with representatives from the partner organization,
communication practitioners, and scholars of culture and communication will help students
critically engage with the broader sociocultural dimensions of their projects.
During recess week, and with the support of the partner organization, students will conduct
ethnographic fieldwork, including interviews, documentation, and participant observation, to
understand local communication practices and cultural narratives. This immersive experience will
provide students with new perspectives on the lived experiences of host communities and the
sociopolitical forces shaping their challenges. It will be an opportunity to put theory into practice
while reflecting on the ethical dimensions of intercultural engagement.
In the second half of the semester, students will refine their communication strategies, develop
culturally resonant communication materials, and reflect on the long-term sustainability and
ethical implications of their work. They will also consider how to evaluate the effectiveness of
their strategies within specific cultural contexts. The semester concludes with a presentation of
the communication strategy before a panel composed of the course instructor, representatives
from the partner organization, and other interested individuals
By the end of the course, students should be able to:
1. Describe the role of businesses and organisations in sustainability.
2. Identify the marketing and communication needs of a partner organization.
3. Produce insightful audience research.
4. Generate an effective marketing strategy
