Advertising Students’ Perceptions of Skills and Attributes for Future Employment

Abstract

Fall 2009 Literature Review Business Skills Management education in general has been changing over the years from a traditional "chalk 'n' talk" classroom approach to more innovative, practical approaches (Raelin 1995; Vicere 1996; Polonsky and Waller 1998). Yet there is concern that there is still a "gap" between what business practitioners want and what academics are providing (Lewis and Ducharme 1990; Levenburg 1996; Davis, Misra, and Van Auken 2002; Stern and Tseng 2002). To bridge this gap it has been suggested that there should be more emphasis on teaching particular skills, such as communication or analytical skills (Malhotra,

Teaching Students how to Create Viral Advertising/Marketing: A Case Study

“…3#4! (<)$( factory (Waller & Hingorani, 2009). Although students may have their opinion with regards to expectations, future employers also have expectations of new employees and it is the responsibility of the university and faculty to fully prepare students for this next step.…”

Liberal vs. professional advertising education

“…Insofar as educators look to practitioners for direction and inspiration in the development of curricula, what is needed is ongoing, systematic data that are representitive of the national community of practitioners regarding advertising education and the liberal-professional nexus. Continuing research can help to facilitate the conversation among practitioners and educators (Beachboard & Weidman, 2013;Blakeman & Haley, 2005;Blanchard & Christ, 1993;Dickson, 2000;Dunbaugh, 1957;Duncan et al, 1993;Lancaster et al, 1990;Lowry & Xie, 2008;Morrison et al, 2000;Nyilasy et al, 2012;Nyilasy & Reid, 2007;Sasser & Koslow, 2008;Waller & Hingorani, 2009).…”

The Current Status of Digital Media Education in Advertising and Other Communication Disciplines

“…In an increasingly competitive and underfunded educational market, keeping the curriculum current and responsive to industry needs is critical to increasing student enrollment and to attracting corporate sponsors of scholarships and other funding for educational operations (Royal, 2005). At the same time, educators must ensure that the curriculum contains a solid conceptual core so that it upholds the mission of the program and helps students maintain appropriate academic standards within their subjects and disciplines (Waller & Hingorani, 2009). There are signs that digital media courses are becoming a stable part of course offerings in many communication schools (Paul, 1996).…”

“…Many skill-based courses have been created based on the concept that production and design skills are an integral part of conceptual knowledge and that these skills improve through practice (Butt, 2002). Skills-based courses are designed to address the criticism that university education focuses on theories that are irrelevant to industry practice and do not equip students with skills applicable to real-world business situations (Waller & Hingorani, 2009). Students learn technical skills involved in Web design, digital production and multimedia presentation, among others, which are often demanded in the workplace.…”