Social Media Content Marketing in Spain: Amplifying Local Nonprofits Voices for Global Audiences

Program Content

In this study abroad program, students will engage with local nonprofits to develop social media campaigns in León, a vibrant metropolitan city in north-central Spain. Students will conduct field observations about the use of mobile phones in public spaces, visit Spanish nonprofits to understand social justice issues in South Europe, and lead focus groups to learn about the social media needs of the nonprofits. Ultimately, students will develop a research project where they design social media engagement strategies for the nonprofits to better connect with their local and global audiences. Lectures will be primarily held at the UW León center which is housed in the 16th century Renaissance tower of the Palacio del Conde Luna.

Students will travel to Salamanca for their fieldworks observations. Salamanca is a remarkable UNESCO World Heritage City dated back to the pre-Ancient Rome period, known for its ornate sandstone architecture, the oldest and most prestigious university in Spain--University of Salamanca, a historical market, and colorful stained-glass windows and ceiling in a modernist art museum.

Through this program, students will gain tangible skills in social media marketing. Students will not only get exposure to cultural experiences and get a rich understanding of social media use in Spain, but also develop a competitive deliverable for their career portfolios.   

This study abroad program is taught by Professor Huatong Sun. 

Academic Content

This program does not have any prerequisites or language requirements. Students receive a total of five credits for the program as follows:

TCOM 220 Social Media (5 credits)

This course introduces essential concepts, practices, and research skills for social media content marketing. Students will develop social media engagement skills through a global community-engaged project study abroad experience in León, Spain. Students will first conduct fieldwork in public spaces across the towns of León and Salamanca, visit local nonprofit organizations and lead focus groups, and then design social media campaigns to help the partnered nonprofit better connect with their online audiences.

Learning Goals Include: 

• Develop a deep understanding of global cultural flow through an immersive cultural experience in Spain

• Conduct primary research on social media and mobile communication in everyday life 

• Acquire hands-on social media content marketing skills 

• Develop critical literacy for evaluating and designing social media campaigns for community empowerment  

• Examine the global and local interactions of social media technologies in the age of globalization  

• Develop global professionalism and cultural humility in communicating with users, stakeholders, team members, and everyone involved in the “community of practice” 

About the Instructor

Dr. Sun is Professor of Digital Media and Global Design and award-winning book author of Global Social Media Design: Bridging Differences Across Cultures (2020). Her work has been featured in Fast Company, The Conversation, and in invited talks at SXSW and at Amazon, and more. She has won multiple awards for her community-engaged projects with marginalized communities, including the Jay R. Gould Award for Excellence in Teaching from the Society for Technical Communication and the Distinction in the Practice of Diversity and Inclusion Award from the Association for Business Communication.

Program Schedule

The program runs from August 26-September 13, 2024. Students will spend August 30 to September 13 in León. 

Housing

While in León, students will be housed with carefully chosen Spanish families in homestays. 

Student Eligibility

Undergraduates in good academic standing (2.0 or above), from any UW campus may apply. This program is designed for students who have an interest in acquiring social media marketing skills, working with real clients, and developing cross-cultural communication expertise. Those who want to develop a deep understanding of global use of social media technology and the cultural practice of social media technology will also benefit from this course. Preferences will be given to junior and senior students since we’re working with local community partners closely, and the professional quality of work needs to be guaranteed. Students who have not yet earned a high school diploma or equivalent are not eligible for our study abroad programs.

Application Deadline

Applications are due on February 15, 2024. Applicants will be notified of acceptance decisions a few weeks after the deadline. Once accepted to the program, applicants will need to confirm their participation in the program by March 1, 2024.

Travel Documents and Insurance 

All program participants must have a valid passport in order to travel to Spain.

Visas

There is no visa requirement for U.S. citizens to travel to Spain.

If you are a citizen of another country, you can research visa requirements by calling the consular offices of countries you plan to visit by going to the following website: http://travel.state.gov/content/passports/english/country.html. 

The cost and requirements for obtaining visas vary. It is your responsibility to determine visa requirements for all countries you plan to visit while abroad including countries that you plan to visit before or after your study abroad program. This is an especially important consideration if you are planning to do more than one study abroad program.

Insurance 

The University of Washington requires students engaged in educational activities abroad – including study, research, internships or community engagement – to purchase UW Student Abroad Insurance. If you are a current UW student, you are required to purchase coverage UW Student Abroad Insurance. Details are on the UW Study Abroad Insurance page.

Program Cost

The program fee is $3695. 

Included in the cost of the program:

• $470 Administrative Fee 
• Instruction (5 credits)
• Housing and some meals while students are abroad
• Program activities and program travel

Not Included:

• Airfare
• Meals (except as listed above)
• UW Student Abroad Insurance
• Transportation to and from the airport in the U.S.
• Personal expenses (phone calls, eating out, etc.)
• Textbooks
• Visa cost

Payment Due Date: October 11, 2024

Program fees will be posted to your MyUW student account and can be paid the same way that you pay tuition and other fees. Check your MyUW Account periodically for due dates.

Withdrawals

The $470 UW Study Abroad Administrative Fees are non-refundable once a contract has been submitted. Students withdrawing from a program are responsible for paying a percentage of the program fee depending on the date of withdrawal. More details about the withdrawal policy are included in your payment contract. No part of the program fee is refundable once the program has begun (please refer to Emergency Withdrawal information below, if applicable). The date of withdrawal is considered the business day a withdrawal form is received by the Office of Global Affairs. Notice of withdrawal from the program must be made in writing by completing the following steps:

Please email uwtintl@uw.edu and copy your program director(s) providing notice that you will no longer be participating in the program. You will also need to respond to any further communication from the Office of Global Affairs to finalize your withdrawal.

If a program is cancelled due to the COVID-19 pandemic, student will not be charged either the UW Study Abroad Administrative Fee or the UW Tacoma Study Abroad Program Fee.

Emergency Withdrawal 

If you cannot participate in a study abroad program, you may submit an Emergency Withdrawal Petition. If granted, the Emergency Withdrawal may allow for partial relief from your financial obligations to the program.

An Emergency Withdrawal Petition may be submitted in the following circumstances:

• Unanticipated change in financial situation
• Medical emergency
• Death in immediate family
• Active military duty
• Unusual or extenuating circumstances

To submit an Emergency Withdrawal Petition, complete this form and email it to uwtintl@uw.edu. 

Financial Aid and Scholarships

• A large percentage of UW students utilize financial aid to study abroad. Most types of financial aid can be applied to study abroad fees.
• For UW Tacoma students, you can submit a revision request to increase the amount of aid for the quarter you are studying abroad. These additional funds are usually awarded in the form of loans. To apply, fill out a revision request form, attach the budget sheet (available via the link at the top of this brochure) and submit these documents to the UW Tacoma Office of Financial Aid.
• For UW Seattle or Bothell Students, you can apply by filling out a revision request form, attach the budget sheet (available via the link at the top of this brochure) and submit these documents to the Office of Financial Aid.
• Consult the Financial Aid section on the UW Study Abroad website for more information on applying for financial aid, special considerations for summer and early fall programs, and budgeting and fundraising tips
• Please also review this list of scholarships: these are opportunities that can help fund your study abroad experience. Please note that many of them have deadlines before your study abroad application is due. For help with the application process, please contact uwtintl@uw.edu.

Budgeting Tools

We understand that figuring out your finances for study abroad can be complicated, and we are here to help. Here are some ways to find additional support:

• Click on the Budget Sheets link at the top of this brochure to view the estimated budget of all expenses for this program.
• UW Tacoma students can attend a How to Fund Your Study Abroad event - more information is on the Events page of our website.

Changes in Cost or Scope of Program

In the event of significant devaluations of the dollar, some adjustments to program activities may be necessary. If there are any political events that might compromise the safety of the participants, a rescheduling or cancellation of the program may be necessary. If such changes occur, students will be notified of the changes and options will be presented.

Orientation

To be eligible to study abroad, all program participants must attend an online pre-departure orientation facilitated by UW Study Abroad as well as your program-specific orientations, offered by your program directors. Orientation must be completed prior to the enrollment deadline for the quarter that you are studying abroad.

Program Cancellation

If viable enrollment is not reached by April 15, 2024, the program will be cancelled. Participants will be notified and the administrative and program fees will be refunded.

Disability Accommodation