Variations in Marketing and Depiction of Study Abroad Programs: A Content Analysis of Engineering Study Abroad Programs

Zuleka Woods; Johnny C. Woods; Homero Murzi

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Conference: 2021 ASEE Virtual Annual Conference Content Access
Location: Virtual Conference
Publication Date: July 26, 2021
Start Date: July 26, 2021
End Date: July 19, 2022
Conference Session: International Division Technical Session 5
Tagged Division: International
Tagged Topic: Diversity
Page Count: 14
DOI: 10.18260/1-2--38010
Permanent URL: https://peer.asee.org/38010
Download Count: 343

Paper Authors

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Zuleka Woods Virginia Polytechnic Institute and State University

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Zuleka is a doctoral student in the Planning Governance and Globalization program and a Master student in public health at Virginia Tech. She holds degrees in Psychology and Cultural Anthropology (BS) and Master in Higher Education (M.Ed.) from Northeastern University. Her research interests include the intersection of power and race in international programs and experiences. Zuleka works as a Graduate Assistant in the Graduate School Office of Recruitment, Diversity, and Inclusion where she promotes innovative, integrated recruitment that enhances graduate student research and experiences. Before joining Virginia Tech, she worked with international education and student affairs at Ferrum College in Virginia, Tubman University in Liberia, West Africa, and Northeastern University, Boston. Currently, she is the president of the Community Change Collaborative at Virginia Tech Institute for Policy and Governance, a fellow at the Academy for Global Engineering, and author of Ba-Ya (Play Cook).

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Johnny C. Woods Jr. Virginia Polytechnic Institute and State University orcid.org/0000-0001-5430-9327

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Johnny C. Woods, Jr. is a Ph.D. Candidate in Higher Education and Research Group Coordinator for the Engineering Competencies, Learning, and Inclusive Practices for Success (ECLIPS) Lab in the Department of Engineering Education at Virginia Tech. Johnny is also a Graduate/Teaching Assistant to the Grad School Certificate Program - Preparing the Future Professoriate. He has a Master in Educational Foundations and Management and a Bachelor in Sociology. His research interests include STEM education (policy and foreign-born students and workforce), migration and immigration issues in education; international higher education/international students; and quality assurance in higher education.

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Homero Murzi Virginia Polytechnic Institute and State University orcid.org/0000-0003-3849-2947

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Homero Murzi is an Assistant Professor in the Department of Engineering Education at Virginia Tech with honorary appointments at the University of Queensland (Australia) and University of Los Andes (Venezuela). He holds degrees in Industrial Engineering (BS, MS), Master of Business Administration (MBA) and Engineering Education (PhD). Homero is the leader of the Engineering Competencies, Learning, and Inclusive Practices for Success (ECLIPS) Lab. His research focuses on contemporary and inclusive pedagogical practices, emotions in engineering, competency development, and understanding the experiences of Latinx and Native Americans in engineering from an asset-based perspective. Homero has been recognized as a Diggs Teaching Scholar, a Graduate Academy for Teaching Excellence Fellow, a Global Perspectives Fellow, a Diversity Scholar, a Fulbright Scholar, and was inducted in the Bouchet Honor Society.

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Abstract

[STUDENT PAPER] Engineering companies have become more globalized over the last decades, requiring that engineers can function in transnational societies, designing products, services, and solutions that consider cultural perspectives. To correspond with this globalized workforce demand and help students develop such competencies, higher education institutions have turned to study abroad programs. These programs have taken critical steps in marketing and depicting study abroad experiences in ways that attract students. However, minimal research has given attention to the marketing and promotion of study abroad programs. In this study, using content analysis, we assessed how engineering programs are presented to students as consumers using materials from four Research 1 Universities websites. Our purpose was to identify how international engineering program websites’ content depict and market study abroad programs. Our results show depending on destinations, study abroad programs are more or least likely to be

Citation
Format

Woods, Z., & Woods , J. C., & Murzi, H. (2021, July), Variations in Marketing and Depiction of Study Abroad Programs: A Content Analysis of Engineering Study Abroad Programs Paper presented at 2021 ASEE Virtual Annual Conference Content Access, Virtual Conference. 10.18260/1-2--38010