ERIC Number: ED369109
Record Type: RIE
Publication Date: 1993-Aug
Reference Count: N/A
Teaching Account Management.
Donnelly, William J.
Noting that basic courses in advertising provide little or no instruction in how to perform the tasks of account management, this paper suggests the outlines of a syllabus which will prepare a future account manager at least as well as courses in copy, layout, and media planning prepare their future professionals. The course outlined in the paper is rooted in academic inquiry and fundamental college disciplines and applies to an understanding of all service businesses. The course described is built around the relevant study of corporate culture, process management, people management and product evaluation/sale. Contains 49 references. (RS)
Publication Type: Speeches/Meeting Papers; Opinion Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Account Management (Advertising); Organizational Culture
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (76th, Kansas City, MO, August 11-14, 1993).