ERIC Number: ED401577
Record Type: Non-Journal
Publication Date: 1996-Aug
Reference Count: N/A
Advertising Curriculum Review: Case Studies of Two Alternative Approaches.
Barnes, Beth E.; Lloyd, Carla V.
As the advertising industry has undergone many changes recently, advertising faculty may be wondering whether the set of courses they have been offering provides adequate preparation for the marketplace. A study examined two different approaches to curriculum review and explored their usefulness in two case studies. The first approach, Zero-Based Curriculum Review (ZBCR), is a 3-phase process. Phase 1 involves developing a review structure, which requires identifying a series of goals and objectives (overall curriculum goals, knowledge bases needed by students, desirable professional practices and skills) and then constructing a curriculum matrix that maps out the specific knowledge bases, professional practices, and student skills required to achieve those objectives. The actual curriculum review takes place in phase 2, where current courses are assessed in terms of their fit in the curriculum matrix. In Phase 3, the review results in implementation through course revisions. The second approach, benchmarking, is more focused. It involves comparing the curriculum to those of the best-in-the-class competitors. There are 3 major phases: (1) developing a plan; (2) collecting and analyzing the data; and (3) implementing the recommendations that emerge from the process. The two case studies show that ZBCR was a relative success and benchmarking was a relative failure. Analysis suggests that the failure of benchmarking, however, was not due to inherent flaws in the method. (TB)
Publication Type: Reports - Evaluative; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A