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Intensive English Language Study Program and Community-Based Social Marketing

Program Overview

“The Intensive English Language Study /Community-Based Social Marketing for Change in Health and Environmental Behaviors” is a nine week program to be held at Drexel University in Philadelphia, Pennsylvania from June 21-August 20, 2011, with a follow-up component offered via the internet through December, 2011. The program is funded by the U.S. Department of State (ECA).

The academic program includes complementary community service activities, trips, and cultural activities throughout the summer which will help participants gain valuable perspective on U.S. life and culture.

Academic Program

The academic program consists of 21 hours of instruction per week with supplemental tutoring as needed. This includes 15 hours of intensive English program (IEP)courses, an academic course in social marketing for environmental health purposes (3 hours/week), and a service learning course (3 hours/week). Supplemental optional tutoring will be provided for those with identified need (3 hours/ week).

a. Intensive English Program (IEP courses) (15 hours/week)

The morning program includes two intensive English courses: Reading/Writing and Listening/Speaking. Each course meets 7.5 hours/week for a total of 15 hours/week. These courses are designed to develop students’ skills in English for academic and professional purposes.

b. Community-based Social Marketing for Change in Health and Environmental Behaviors (3 hours/week)

A specific focus of the program is an academic course in social marketing for health and environmental behaviors. Social marketing is an applied social science using marketing and communication methods to educate and change the public for the public good.

In this course, participants will be introduced to the theories and applications of community-based social marketing campaigns as they have been applied to health issues (such as smoking) as well as environmental issues (such as recycling). In this course, which will employ both a lecture and workshop format, students will study a U.S. social marketing campaign and then develop a plan to implement a social marketing campaign appropriate to their country of origin.

The course will have two segments: In the summer course, participants will work in groups to research a social marketing campaign of their choosing in the U.S. context. They will also develop a campaign implementation and evaluation plan tailored to their home country context. At the end of the term, the participants will present their research in a poster presentation format.

After the participants return to their home countries, they will enroll in a Drexel online course in which they will discuss the process of implementing their project in their home context. At the end of the term (mid-December, 2011), an online “conference” will be held in which final presentations are posted and reviewed by fellow participants. Details of this project will be discussed throughout the summer program.

c. Service Learning Course and Project (3 hours/week)

In the service learning component, participants will get off campus weekly to work on community service projects. These projects will engage issues of health and environmental change and support participant learning in the Social Marketing course. The Service Learning course will provide a structured opportunity for participants to prepare for, discuss, and share their experiences in the service learning activity.

Living Arrangements, Meals, and Campus Services

Meals: Students will have a meal plan and meals will be served though Drexel student dining services. The Drexel dining hall has vegetarian meals as well as a salad bar and fresh fruit. There are also halal restaurants in the area and a list of these will be given on the first day.

Housing: Program participants will be housed in Drexel dormitories in double rooms with linen services provided. The residence halls are air-conditioned and have lounges, television sets, and vending areas.

Campus Services: Participants will receive a Drexel identification card allowing access to Drexel University faculties, including the gym, health/fitness center and pool.

Special Events

New York City: A tour of New York City will be provided by Drexel’s English Language Center staff. Participants will have time to shop, visit museums and galleries as well as visit important historical sites such as the Statue of Liberty and the World Trade Center site.

Evening and Weekend Activities

A wide range of activities will be available to participants, including a weekly sheet of “American Cultural Connections” in Center City and University City, Philadelphia. American Cultural Connections in a trademarked program of Drexel University, in which activities are designed and promoted to maximize U.S.-International student interaction in local community and campus activities.

Theater, bookstore readings, films, music festivals, gallery openings, and neighborhood street festivals make summer in Philadelphia a fascinating cultural mix of history and contemporary society. From the Philadelphia Art Museum to local art galleries and the extensive independent music venues, participants will find an active local art and music scene in Philadelphia.