Literaturnachweis - Detailanzeige
Autor/inn/en | Ganahl, Dennis J.; Ganahl, Richard J., III |
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Titel | Assessing Baccalaureate Advertising Education Outcome Utilizing Marketing Education Curriculum Development Strategies. |
Quelle | (1992), (29 Seiten)
PDF als Volltext |
Sprache | englisch |
Dokumenttyp | gedruckt; online; Monographie |
Schlagwörter | Advertising; Curriculum Development; Educational Objectives; Educational Research; Employment Projections; Higher Education; Internship Programs; National Surveys; Program Content; Student Evaluation Werbung; Curriculum; Development; Curriculumentwicklung; Lehrplan; Entwicklung; Educational objective; Bildungsziel; Erziehungsziel; Bildungsforschung; Pädagogische Forschung; Beschäftigungsentwicklung; Hochschulbildung; Hochschulsystem; Hochschulwesen; Berufspraktische Ausbildung; Programmgestaltung; Schulnote; Studentische Bewertung |
Abstract | The purpose of this paper is to compare and contrast the mission and scope of professional/baccalaureate advertising education with Marketing Education curriculum and instruction strategies to enhance advertising students' outcome. Sixty-five colleges and universities with advertising education departments, sequences, or areas of emphasis responded to a survey. Results indicated that: (1) advertising campaigns, public relations, copywriting, and media strategy planning courses were offered by at least 80% of the respondents; (2) 95% of the respondents think students should be paid as interns; (3) media sales hire the most graduates and account for 25% of the total job placements; and (4) respondents ranked public relations and advertising agencies as having the most industry employment potential. Findings suggest a number of curriculum development strategies for advertising educators. Among them are the following: utilize advisory boards; align the goals and objectives of the curriculum with placement expectations of students, the advertising education industry, and the advertising industry; develop specific career paths and determine specific learning objectives to insure professional advertising graduates the best jobs; give students course syllabi listing expected terminal performance objectives; maximize the effectiveness of internships; and practice assessment and evaluation for professional advertising which is criterion-based versus norm-referenced. (Three tables of data are included; 22 references are attached.) (RS) |
Erfasst von | ERIC (Education Resources Information Center), Washington, DC |