Thesis
Preparing university graduates for a career in marketing communications: examining the roles of universities and practice
University of the Sunshine Coast, Queensland
Master of Arts, University of the Sunshine Coast
2017
DOI:
https://doi.org/10.25907/00378
Abstract
Current literature indicates that, over the last ten years, higher education in Australia has generally placed increased emphasis on graduate employability, and the need to address generic skills in undergraduate courses. Whether generic skills and graduate employability have been given a greater focus specifically in university in courses teaching marketing communications (also referred to as 'marcoms') has not been widely investigated. Research conclusions differ regarding the roles of universities, employers and industry in developing work-ready, marcoms practitioners. This study examined the roles of universities and practitioners in preparing university graduates for a career in marketing communications and sought to identify at what stage the education and knowledge building responsibilities of universities end and those of employers or professional practice in marcoms begin? The focal research question was: Who should teach what in order to best prepare marketing communications graduates for optimum employability?
Details
- Title
- Preparing university graduates for a career in marketing communications: examining the roles of universities and practice
- Authors
- Anne Llewellynn
- Contributors
- Rod McCulloch (Supervisor)
- Awarding institution
- University of the Sunshine Coast
- Degree awarded
- Master of Arts
- Publisher
- University of the Sunshine Coast, Queensland
- DOI
- 10.25907/00378
- Organisation Unit
- University of the Sunshine Coast, Queensland; School of Creative Industries - Legacy
- Language
- English
- Record Identifier
- 99450526302621
- Output Type
- Thesis
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