Media and Integrated Marketing Communications in China

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About This Program

Summer 2017

  • Application deadline: March 1
  • IPD study abroad fellowship application deadline: March 1
  • Summer 2017 program datesMonday, June 19, 2017 (date of arrival in Beijing) - Sunday, August 13, 2017 (date of departure from Beijing)
Summer 2017: $13,200

Total fees charged by Northwestern: $8,500, includes: 

Estimated additional costs: $4,700, includes:
  • $2,500 for international airfare to Beijing, China (students book their own airfare; rates vary)
  • $200 for books and supplies
  • $2,000 for discretionary expenses, including meals, transportation, personal expenses, and incidentals

All BSJ students participating in this program will receive a travel scholarship in the amount of $2,500, as long as they complete an IPD study abroad scholarship application.

Students applying to this program are also eligible for IPD study abroad scholarships and may be eligible for external funding opportunities

Students participating in this program are subject to the Withdrawal and Refund Policies for Northwestern-Sponsored Programs.


The Media and Integrated Marketing Communications in China program exposes students to innovative global marketing communications strategies and their practical applications in the Chinese marketplace. Through seminars co-taught by faculty from Medill School of Journalism, Media, Integrated Marketing Communications and Peking University School of Journalism and Communication, students learn to identify strategic communication opportunities and shape brand perceptions. Students also learn first-hand from Chinese IMC professionals, and have the unique opportunity to network with leading business, communications and media executives in Beijing. The program also includes intensive language classes in Mandarin Chinese as well as weekly cultural and historical excursions, which offer students a glimpse of Beijing's storied past.

Host Institution

Founded in 1898, Peking University, or “Beida,” was the first formally established modern national university of China. With over 30,000 students, of which seven percent are international students, Peking University is a premier institution for education and research, particularly in natural and social sciences. It is frequently ranked as one of the best universities in China. The campus is located in northwest Beijing, in the Haidian district, which has a concentration of many well-known colleges and universities.

Housing & Meals

Students live in the Zhong Guan Xin Yuan Global Village international student dormitory in shared suites. Rooms are air-conditioned and furnished, and Internet is available via Ethernet connection. Group lunches are provided on weekdays, but students are responsible for breakfasts and dinners.


This program offers a set curriculum, so students must enroll in the courses listed below.

The following courses are Northwestern courses, so courses and grades for these courses will appear on students' Northwestern transcript and be figured into their GPA. All students must take IMC 390-SA: Integrated Marketing Communications Strategies. Students also choose between POLI SCI 379-SA: China in Transition or GBL HLTH 332-SA: Public Health in China.

IMC 303-SA: Integrated Marketing Communications Strategies

  • This is a core requirement for the IMC Certificate. When offered in Beijing, it has no prerequisites.

This course introduces students to the strategic marketing communications process used both American and Chinese markets that includes consumer insight and research, market segmentation, brand positioning, communication messages and media decisions. Students perform case studies with a focus on China and complete a series of writing-intensive assignments.

POLI SCI 379-SA: China in Transition: Ideology, Political Economy, Law, and Relations with the United States

This course aims to provide a hands-on introduction to Chinese politics, economy, and legal system, as well as US-China relations. It is intended to help students make sense of what they observe and experience, while also offering an opportunity to explore selected themes and topics in greater depth and to acquire a more visceral understanding of how institutions and processes operate in China.

GBL HLTH 332-SA: Public Health in China 

  • Course Instructor: Peiyu Wang

This seminar consists of a series of lectures on the health care system and public health in China. Lectures will introduce students to the most common health problems in China, the role of government, the organization of the health care system, and issues such as environmental health, nutrition and food safety, and control of epidemics.

Chinese Language

  • The courses are taught by Chinese language instructors from Peking University.

While there is no language prerequisite to participate in the China summer program, students are required to take intensive Mandarin language training while in China. Four to seven levels are offered, depending on the student’s skill level. Please note that all students who plan to continue their language studies at Northwestern after the program will be required to take an oral and written language placement exam to determine the appropriate language level.

For Chinese Language courses, students will receive a Peking University transcript, and course credit will be eligible for transfer back to Northwestern as long as students earn course grades of C or better. Visit the Study Abroad Guide for more information about credit transfer and grades, GPA, and transcripts.



Students will participate in weekend excursions to important historical and cultural sites, which will give context to Chinese society and civilization. Visits typically include guided tours of Tiananmen Square, the Forbidden City, the Temple of Heaven, and the Summer Palace, among others. In addition, students will view cultural performance pieces, such as a classical Peking opera and an acrobatics show.

The Great Wall

An annual highlight of the program, students will have the opportunity to climb one of the most beautiful and well-preserved sections of the Great Wall of China, the Jinshanling section.