From the classroom to Kajulu and beyond: Strategies for Teaching and learning marketing communications in the digital age

Roderick McCulloch

    Research output: Book chapter/Published conference paperConference paper

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    Abstract

    Teaching and learning strategies are changing as the new-age view of effective education is to prepare students for assimilation into professional practice. Within the School of Communication at Charles Sturt University in Australia the distance between the classroom and the professional community is closing. At Kajulu Communications, the on-campus student advertising agency of Charles Sturt University, students must apply best industry practice and skills to a range of authentic situations. Over the last 3 years the author has been engaged in action research, investigating the strengths and weaknesses of the Kajulu model. Based on this research, this paper examines the pedagogical practices that naturally connect learning to authentic activity, context and culture, specifically the 360 degree or ‘orbital’ view of assessment tasks within Kajulu; peer, lecturer and client/industry assessment, and draws on an actual case study to support the notion of authentic assessment within an industry-professional teaching and learning environment.
    Original languageEnglish
    Title of host publicationProceedings 10th IAA
    Subtitle of host publicationCommunication in the digital age
    Place of PublicationNew York, USA
    PublisherInternational Advertising Association
    Pages1-10
    Number of pages10
    Publication statusPublished - 2006
    EventInternational Advertising Association (IAA) World Education Conference - Dubai, UAI
    Duration: 19 Mar 200620 Mar 2006

    Conference

    ConferenceInternational Advertising Association (IAA) World Education Conference
    Period19/03/0620/03/06

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  • Cite this

    McCulloch, R. (2006). From the classroom to Kajulu and beyond: Strategies for Teaching and learning marketing communications in the digital age. In Proceedings 10th IAA: Communication in the digital age (pp. 1-10). International Advertising Association.