ERIC Number: ED232154
Record Type: RIE
Publication Date: 1983-Aug
Reference Count: 0
Reshaping an Undergraduate Advertising Curriculum to Prepare for the 1990s.
Doerner, Russell C.
Working from a report that pinpointed changes in mass communications by the end of the coming decade and from input provided by accredited advertising programs at other institutions, the advertising department at the University of Missouri proposed several curriculum changes. The following requirements were recommended for majors: substituting Promotion Writing for the more traditional News 105; dropping Editing 110, but including elements of it in other ad courses; replacing Ad Sales with Introduction to Selling for the Mass Media; and dropping Retail. Also recommended was an increase from three hours to six hours of marketing for advertising majors. Five new courses were also created: Promotional Writing, Introduction to Selling for the Mass Media, Research in Advertising, Creative Strategy and Tactics, and Sales Promotion. Other program components that were strengthened included (1) renewing efforts to improve already effective placement operations by encouraging increased internship possibilities and on-campus recruiting; (2) tightening adherence to the 75/25 ratio of liberal arts to journalism courses by enforcing stricter humanities requirements; (3) allowing juniors to enroll in journalism careers counseling sessions, previously limited to seniors; (4) concentrating more on individual advising; and (5) increasing use of university facilities, particularly audio and video broadcast facilities, for production of animatics and demonstration commercials. (HOD)
Publication Type: Reports - Descriptive; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: University of Missouri
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (66th, Corvallis, OR, August 6-9, 1983).