ERIC Number: ED175032
Record Type: RIE
Publication Date: 1979-Aug
Reference Count: 0
Approaches to the Teaching of Advertising Management.
Jugenheimer, Donald W.
A survey involving professors at 14 universities that offer advertising programs was conducted to discover how advertising management courses were taught, what resources were utilized, what problems have been incurred, what trends have been observed, and what improvements were recommended. Responses indicated that cases were the most common kind of instructional aids and that discussion was the most prevalent format. Several respondents reported the use of a project as a teaching device while others used a variety of realistic exercises. The major problem reported in teaching was the poor preparation of the students while the major problems reported for students were their lack of business or marketing skills or preparation, lack of career goals, and general motivation problems. Most respondents reported that their schools had made no major changes in the course during the past two or three years, and those reporting changes indicated that these changes only involved adding new textbooks and updating or revising cases. Asked to design the ideal advertising management course, the respondents noted that such a course would need more and better cases, a good readings textbook, realistic exercises, small-group simulations, and small classes. They also suggested that the ideal course would explain how advertising management differs from normal management processes. (The questionnaire used is appended.) (TJ)
Publication Type: Reports - Research; Tests/Questionnaires; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (62nd, Houston, Texas, August 5-8, 1979)