Assessment of changing graduate attributes and competencies in the marketing communication profession

Rod McCulloch

    Research output: ThesisDoctoral Thesis

    27 Downloads (Pure)

    Abstract

    Teaching and learning strategies are changing amongst those educators who consider the aim of effective education is to prepare students for assimilation into professional practice. With the advent of new technologies and greater access to information by consumers, the marketing communication environment is experiencing an unprecedented žvelocity of changeŸ and this is being reflected in educational practice. Commentators agree that we are witnessing significant changes to the structure of the marketing communication industry. New consumer attitudes, new technologies, and new communication strategies to keep up with these changes, are driving a trend that is forcing a re-think in the composition of the communications landscape. It is also precipitating the re-defining of the skills and proficiencies required by the next generation of marketing communication professionals. Since the latter half of 2008 the economic environment has been in a state of upheaval as the world experiences what is now being referred to as a žglobal recessionŸ; arguably the toughest economic period since the great depression of the 1920Ÿs. Societies are anticipating radical changes as tougher economic conditions dictate changing patterns to life and behavior. As is becoming evident, the flow-on effects to consumerism are having an effect on the marketing communication industry, and specifically, on graduate employment.
    Original languageEnglish
    QualificationDoctor of Communication
    Awarding Institution
    • Charles Sturt University
    Supervisors/Advisors
    • Carroll, John, Principal Supervisor
    Award date01 Jul 2009
    Place of PublicationAustralia
    Publisher
    Publication statusPublished - 2009

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    marketing
    profession
    graduate
    communication
    new technology
    aim of education
    economics
    Great Depression
    industry
    teaching strategy
    educational practice
    learning strategy
    recession
    assimilation
    communications
    educator
    trend
    society
    experience
    student

    Cite this

    McCulloch, Rod. / Assessment of changing graduate attributes and competencies in the marketing communication profession. Australia : Charles Sturt University, 2009. 180 p.
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    title = "Assessment of changing graduate attributes and competencies in the marketing communication profession",
    abstract = "Teaching and learning strategies are changing amongst those educators who consider the aim of effective education is to prepare students for assimilation into professional practice. With the advent of new technologies and greater access to information by consumers, the marketing communication environment is experiencing an unprecedented žvelocity of changeŸ and this is being reflected in educational practice. Commentators agree that we are witnessing significant changes to the structure of the marketing communication industry. New consumer attitudes, new technologies, and new communication strategies to keep up with these changes, are driving a trend that is forcing a re-think in the composition of the communications landscape. It is also precipitating the re-defining of the skills and proficiencies required by the next generation of marketing communication professionals. Since the latter half of 2008 the economic environment has been in a state of upheaval as the world experiences what is now being referred to as a žglobal recessionŸ; arguably the toughest economic period since the great depression of the 1920Ÿs. Societies are anticipating radical changes as tougher economic conditions dictate changing patterns to life and behavior. As is becoming evident, the flow-on effects to consumerism are having an effect on the marketing communication industry, and specifically, on graduate employment.",
    author = "Rod McCulloch",
    year = "2009",
    language = "English",
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    school = "Charles Sturt University",

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    McCulloch, R 2009, 'Assessment of changing graduate attributes and competencies in the marketing communication profession', Doctor of Communication, Charles Sturt University, Australia.

    Assessment of changing graduate attributes and competencies in the marketing communication profession. / McCulloch, Rod.

    Australia : Charles Sturt University, 2009. 180 p.

    Research output: ThesisDoctoral Thesis

    TY - THES

    T1 - Assessment of changing graduate attributes and competencies in the marketing communication profession

    AU - McCulloch, Rod

    PY - 2009

    Y1 - 2009

    N2 - Teaching and learning strategies are changing amongst those educators who consider the aim of effective education is to prepare students for assimilation into professional practice. With the advent of new technologies and greater access to information by consumers, the marketing communication environment is experiencing an unprecedented žvelocity of changeŸ and this is being reflected in educational practice. Commentators agree that we are witnessing significant changes to the structure of the marketing communication industry. New consumer attitudes, new technologies, and new communication strategies to keep up with these changes, are driving a trend that is forcing a re-think in the composition of the communications landscape. It is also precipitating the re-defining of the skills and proficiencies required by the next generation of marketing communication professionals. Since the latter half of 2008 the economic environment has been in a state of upheaval as the world experiences what is now being referred to as a žglobal recessionŸ; arguably the toughest economic period since the great depression of the 1920Ÿs. Societies are anticipating radical changes as tougher economic conditions dictate changing patterns to life and behavior. As is becoming evident, the flow-on effects to consumerism are having an effect on the marketing communication industry, and specifically, on graduate employment.

    AB - Teaching and learning strategies are changing amongst those educators who consider the aim of effective education is to prepare students for assimilation into professional practice. With the advent of new technologies and greater access to information by consumers, the marketing communication environment is experiencing an unprecedented žvelocity of changeŸ and this is being reflected in educational practice. Commentators agree that we are witnessing significant changes to the structure of the marketing communication industry. New consumer attitudes, new technologies, and new communication strategies to keep up with these changes, are driving a trend that is forcing a re-think in the composition of the communications landscape. It is also precipitating the re-defining of the skills and proficiencies required by the next generation of marketing communication professionals. Since the latter half of 2008 the economic environment has been in a state of upheaval as the world experiences what is now being referred to as a žglobal recessionŸ; arguably the toughest economic period since the great depression of the 1920Ÿs. Societies are anticipating radical changes as tougher economic conditions dictate changing patterns to life and behavior. As is becoming evident, the flow-on effects to consumerism are having an effect on the marketing communication industry, and specifically, on graduate employment.

    M3 - Doctoral Thesis

    PB - Charles Sturt University

    CY - Australia

    ER -