ERIC Number: ED349605
Record Type: RIE
Publication Date: 1992-Aug
Reference Count: N/A
Assessing Baccalaureate Advertising Education Outcome Utilizing Marketing Education Curriculum Development Strategies.
Ganahl, Dennis J.; Ganahl, Richard J., III
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)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Authoring Institution: N/A
Identifiers: Advertising Education
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (75th, Montreal, Quebec, Canada, August 5-8, 1992).