Global Engagement and Learning in Advertising Education: Review of AAA Special Topic Session on Study Abroad and Virtual Exchange Programs

Abstract

This paper reviews insights from the American Academy of Advertising (AAA) Global and Multicultural Committee’s 2025 special topic session, “Expanding Horizons: Integrating Global Engagement in Advertising Education.” Five educators detailed virtual exchanges, short-term programs, and hybrid study abroad models that expand intercultural learning in advertising curricula. Across formats, the emerging themes are the power of cultural immersion, the importance of strong international partnerships, the value of cross-cultural interaction, and the role of experiential learning in developing future advertising professionals. The panelists reported gains in students’ intercultural competence, creative confidence, and career readiness, while noting logistical, safety, and accessibility challenges. The review concludes that combining technology-enabled collaboration with well-planned travel experiences offers an inclusive pathway to globalize advertising education. Practical guidelines are provided for educators seeking to design high-impact programs that develop culturally fluent, globally minded advertising professionals to meet industry demands.