French program marketing campaign project grows out of FRE307 and ART408 student collaboration.
How do you market and design effectively across cultures in an increasingly globalized world?
In FRE 307: French for Professional Communication, students delve into the realms of effective professional communication. To address professional expectations across Francophone and Anglophone cultures, this course was designed to shine a spotlight on cultural proficiency and sensitivity. As such, this upper-level course final project challenges students to apply their language skills in a practical setting by crafting a comprehensive strategy, marketing campaign, and advertising graphics, all promoting the French program at UWL.
Students in ART 408: Advanced Digital Art and Design engage in an in-depth exploration of the personal and professional practice of design as they prepare for life post-graduation. Throughout the semester students bounce between self-directed projects and client-based work. The shifting nature of these works (from the independent, solitary nature of the artist in their studio to the highly collaborative and democratic flow of client work) challenges students to practice professional communication, project management, and teamwork skills. The resulting portfolio of creative projects equips students for careers as independent artists, graphic designers, or marketers.
Project Components:
- Creating a Bilingual Slogan: FRE 307 students were asked to devise a bilingual slogan that not only resonates with existing French speakers but also sparks curiosity and interest among incoming first-year students. The slogan needed to encapsulate the essence of their vision and work in both languages while being captivating, remaining memorable, and presenting a unique invitation to explore the francophone world.
- Collaborating across disciplines: A key part of this hands-on learning process, FRE 307 students collaborated with peers from the ART408 to visually manifest their marketing campaign vision. Through this interdisciplinary partnership, French students learned to effectively share their vision, articulate their ideas, and understand the importance of visual communication in enhancing the impact of their messages. Student designers were faced with creating visuals for an unfamiliar culture and language, while also translating the ideas of their partners into compelling and enticing graphics.
- Embodying Cultural Relevance and Sensitivity: Throughout the project, both FRE 307 and ART 408 students were encouraged to be cognizant of cultural nuances and relevancies that influence both their target audience and the broader context of French language and culture. FRE 307 students served as subject experts on the French language and Francophone culture for their designers, while ART408 students helped guide their partners through the process of creating clear visual communication. The partnership modeled a real-world challenge faced by many contemporary designers and marketers who work across cultures, both local and global. They explored how cultural understanding can significantly impact the success of their professional endeavors.
- Modeling job ready skills: At the core of both FRE 307 and ART408 is a curriculum driven to equip students with the essential skills to thrive in the contemporary job market. Not only did students in both courses engage in theoretical conversations and hands-on experience with industry standard methods and practices, but they also produced a portfolio documenting their efforts. This portfolio will help distinguish them in coming job searches and interviews as skilled and polished candidates.
This project provided FRE 307 and ART 408 students with a dynamic learning experience where they not only hone their intercultural and language skills but also develop valuable competencies in professional communication, cultural awareness, and interdisciplinary collaboration. Through this project, students engaged in real-world application of their knowledge and skills, preparing them for success in a globalized and multicultural environment.
Come check out the project exhibition on the third floor of Graff Main Hall as well as other French student work, opening on March 21, International Francophone Day!
This project was facilitated by the Department of Global Cultures and Languages and the Department of Art. Please contact Dany Jacob, assistant professor of French, or Marc Manke, assistant professor of Art, for questions about the project or related courses.