Preparing Campaigns Students for Group Work

Abstract

Most educators who teach the advertising campaigns course require students to work as groups. A review of cooperative learning and group dynamics literature, however, suggests that unless students are systematically prepared for group work instructional goals will be difficult to achieve. This article describes how pre-training activities in group skills can be adapted to prepare students for the demands of group work, provides a theoretical and pedagogical framework for their use, and reports the results of an assessment of the outcomes.

Teaming Up with Technology Developers in STEM: A Capstone Advertising Campaign Course Collaborations with Engineering and Computer Science

“…Preparing students to work in teams is far too important to leave to chance, and students must be given training on effective practices for productive teamwork to be successful (Beard, 2016). Higher education plays a key role in the development of the next generation of leaders in advertising.…”

“…These teams’ explored ways owned media was produced and could be integrated into a campaign through a product development process. Organizing teams and project management were found to be key components of successful teams (Beard, 2016). A project management approach called scrum was incorporated into the campaign process to give autonomy and agency to the teams to develop tasks as part of 2-week sprints that supported project goals.…”

A Team-Teaching Approach to Advertising Campaigns Capstone Course

“…Second, it encourages the application of learned skills to a real-world problem that must be solved using group work skills. Third, it seeks to prepare students for the opportunities and challenges they will face when they exit university into the real world (Beard, 1997). This class, therefore, is often taught as a practicum exercise (Whitlow, 2014) where the class (or teams) works on developing a full-scale advertising campaign for a real-world client.…”