Undergraduate attributes and competencies in marketing communications: lessons learned from an advertising course review.

Roderick McCulloch

    Research output: Book chapter/Published conference paperConference paper

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    Abstract

    With the advent of new technologies and greater access to information by consumers, the marketing communication environment is experiencing an unprecedented 'velocity of change'. Acknowleding this and the need to ensure that our academic programs meet the vocational needs of the industries we serve, every five years the advertising course at Charles Sturt University undergoes rigorous review to ensure relevence of course objectives, as well as the currency of strategies and content. Whilst much has been written in the literature concerning vocational teaching practices, and to a lesser extent graduate attributes (Waller, 2003; Kerr & Proud, 2005), there appears minimal documentation that specifically identifies what educational skills will be required by both the direct-employer advertising agencies and the client organisations that employ these agencies. This paper firstly sets out to briefly review the state of marketing communications education - are teaching and learning strategies in line with evolving industry requirements - then to identify specific strategies and content for a contemporary advertising program that is both practitioner focused and pedagogically sound, one that is in line with the demends of both the Australian and international marketing communications industry.
    Original languageEnglish
    Title of host publicationProceedings 11th IAA
    Subtitle of host publicationChampioning marketing communications education worldwide
    EditorsJohn Holmes
    Place of PublicationUSA
    PublisherIAA
    Pages26-38
    Number of pages13
    Publication statusPublished - 2008
    EventInternational Advertising Association (IAA) World Education Conference - Washington DC, United States of America, New Zealand
    Duration: 06 Apr 200807 Apr 2008

    Conference

    ConferenceInternational Advertising Association (IAA) World Education Conference
    CountryNew Zealand
    Period06/04/0807/04/08

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  • Cite this

    McCulloch, R. (2008). Undergraduate attributes and competencies in marketing communications: lessons learned from an advertising course review. In J. Holmes (Ed.), Proceedings 11th IAA: Championing marketing communications education worldwide (pp. 26-38). IAA.