Advertising Education: An analysis of best practices for undergraduate advertising programs
To prepare students for careers in the advertising industry, advertising departments at colleges and universities nationwide are challenged with developing curricula that will build the skills necessary to meet the diverse demands of the industry. This study will investigate university and college advertising programs in the United States to determine best academic practices for preparing students for careers in the advertising industry. A comparative analysis of pedagogical approaches utilized by these institutions will be performed to identify consistencies and discrepancies in program delivery. These results will be compared to perspectives from industry practitioners as well as published research findings on characteristics of successful advertising programs to develop a model of best practices. The study will include a review of existing literature on the topic, depth interviews with current industry practitioners and a content analysis of current academic advertising programs in the United States.
School:
University of Illinois at Urbana-Champaign
Department:
Advertising
Research Advisor:
Steve Hall
Department of Research Advisor:
Advertising
Year of Publication:
2002