Conference presentation
The physical context: Implications for the effective preparation of marketing communication students for professional practice
2011 Learning & Teaching Week Program and Abstracts Book, p.21
Learning & Teaching Week, 2011 (Sunshine Coast, Australia, 19-Sep-2011–23-Sep-2011)
University of the Sunshine Coast
2011
Abstract
The marketing communications industry is experiencing a shortage of appropriately educated and prepared graduates. Essential skills identified by industry include superior communication and analytical skills as well as the ability to perform under real-world pressures in an authentic work environment. Notions of practice-based and situated learning are seen by many to be central to the concept of preparing students for professional practice, taking as their focus the relationship between learning and the physical context in which it occurs. Proponents argue the importance of situation and environment in that the institutionalised learning and teaching environments of lecture halls, tutorial rooms and computer labs conspire to confirm the impression for would-be learners that learning is arduous and is simply a one-way flow of information. Here the emphasis is on the importance of the replication of real-life situations in which learning and teaching takes place in providing experiences that could confront students in their future professional life, in the process combining the concepts of quality teaching and the context in which the teaching occurs in terms of definable outcomes. Results of a research study undertaken within the situated learning environment of an on-campus student marketing communications agency suggest that, while retaining essential pedagogical standards, the university education model would benefit by embracing the notions of practiced-based and work-integrated learning in the development of graduate skills and proficiencies required to meet the demands of a changing marketing communications industry.
Details
- Title
- The physical context: Implications for the effective preparation of marketing communication students for professional practice
- Authors
- Rod McCulloch (Author) - University of the Sunshine Coast - Faculty of Arts and Social Sciences
- Publication details
- 2011 Learning & Teaching Week Program and Abstracts Book, p.21
- Conference details
- Learning & Teaching Week, 2011 (Sunshine Coast, Australia, 19-Sep-2011–23-Sep-2011)
- Publisher
- University of the Sunshine Coast
- Date published
- 2011
- Organisation Unit
- University of the Sunshine Coast, Queensland; School of Creative Industries - Legacy
- Language
- English
- Record Identifier
- 99449389402621
- Output Type
- Conference presentation
Metrics
366 Record Views