advertising education, Liberal education, Professional training, National survey, Advertising practitioners, Soft skills, Digital technology
Advertising and Promotion Management | Higher Education
The issue of liberal vs. professional education is central to the conversation about advertising education. Practitioners influence the development of advertising curricula, so it is necessary to have data representing their views. A national survey was conducted with 366 practitioners in the United States. Findings show that practitioners believe a four-year college degree is important. They also believe that the best educational format includes a balance of liberal and professional education. Practitioners believe soft skills should be taught, though the most attainable entry-level jobs require digital technology skills. Digital technology also is identified as the most significant challenge for the field.
Robin Spring, & Alex Nesterenko. (2018). Liberal vs. professional advertising education: A national survey of practitioners. Journal of Professional Communication, 5(2).https://doi.org/10.15173/jpc.v5i2.3747
Spring, Robin and Nesterenko, Alex, "Liberal vs. professional advertising education: A national survey of practitioners" (2017). Peer Reviewed Articles. 16.