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

Rod McCulloch

    Research output: ThesisDoctoral Thesis

    58 Downloads (Pure)


    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
    • Carroll, John, Principal Supervisor
    Award date01 Jul 2009
    Place of PublicationAustralia
    Publication statusPublished - 2009


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