ERIC Number: ED163516
Record Type: RIE
Publication Date: 1978
Reference Count: 0
Where Does the Teaching of Advertising Belong?: The Case for the Business School Environment. Faculty Working Paper No. MK 78-28.
Patti, Charles H.
Compelling arguments have been offered supporting both the journalism/ communication school and the business school as the ideal setting for advertising education. While relatively few advertising programs now exist in business schools, a growing number of undergraduates are finding the study of advertising in a business school environment to be very attractive. Marketing-based advertising programs differ from their journalism counterparts in two major ways: courses within the core requirements emphasize the more analytical, managerial aspects of advertising, and the noncore requirements consist of a series of business courses. This broad-based business background helps students gain an appreciation for advertising within a business context and provides them with training that is applicable to a large range of employment possibilities. Arizona State University's large and comprehensive marketing-based advertising program illustrates the advantages of advertising education in a business school environment. This program fulfills the present and future needs of both students and employers. (Author/FL)
Publication Type: Reports - Research
Education Level: N/A
Authoring Institution: Arizona State Univ., Tempe. Coll. of Business Administration.