Conference paper
Undergraduate attributes and competencies in marketing communication: Lessons learned from an advertising course review
Proceedings 11th International Advertising Association World Education Conference
International Advertising Association (IAA) World Education Conference, 11th (Washington DC, United States, 06-Apr-2008–07-Apr-2008)
International Advertising Association
2008
Abstract
With the advent of new technologies and greater access to information by consumers, the marketing communication environment is experiencing an unprecedented 'velocity of change'. Acknowleding this and the need to ensure that our academic programs meet the vocational needs of the industries we serve, every five years the advertising course at Charles Sturt University undergoes rigorous review to ensure relevence of course objectives, as well as the currency of strategies and content. Whilst much has been written in the literature concerning vocational teaching practices, and to a lesser extent graduate attributes (Waller, 2003; Kerr & Proud, 2005), there appears minimal documentation that specifically identifies what educational skills will be required by both the direct-employer advertising agencies and the client organisations that employ these agencies. This paper firstly sets out to briefly review the state of marketing communications education - are teaching and learning strategies in line with evolving industry requirements - then to identify specific strategies and content for a contemporary advertising program that is both practitioner focused and pedagogically sound, one that is in line with the demends of both the Australian and international marketing communications industry.
Details
- Title
- Undergraduate attributes and competencies in marketing communication: Lessons learned from an advertising course review
- Authors
- Rod McCulloch (Author) - Charles Sturt University
- Contributors
- J Holmes (Editor)
- Publication details
- Proceedings 11th International Advertising Association World Education Conference; 14
- Conference details
- International Advertising Association (IAA) World Education Conference, 11th (Washington DC, United States, 06-Apr-2008–07-Apr-2008)
- Publisher
- International Advertising Association
- Date published
- 2008
- Organisation Unit
- University of the Sunshine Coast, Queensland; School of Creative Industries - Legacy
- Language
- English
- Record Identifier
- 99449873702621
- Output Type
- Conference paper
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