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Where do universities fit on the professional development continuum in Australia? The views of advertising and public relations practitioners

Kerr, Gayle F., Proud, William, & Beede, Park (2006) Where do universities fit on the professional development continuum in Australia? The views of advertising and public relations practitioners. In Proceedings of ANZMAC 2006 Conference, 4-6 December 2006, Queensland University of Technology, Brisbane. (Unpublished)

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Abstract

While Executive education in Australia today is largely the province of industry organizations, it could provide a financial lifeline to many universities. Thus study looks at the executive education preferences of advertising and public relations practitioners in Australia. In examining their priorities, if finds some significant difference between the two disciplines, based largely on the relevance of the subject to their profession. It also finds some common ground in that both advertising and public relations practitioners are seeking strategic courses from executive education, as well as demonstrating a preference towards new disciplinary areas. Generic skills, a priority of undergraduate education and hire, are not strongly sought in executive education.

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ID Code: 21049
Item Type: Conference Paper
Keywords: Professional Development, Public Relations, Advertising, Marketing Education
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2006 [please consult the authors]
Deposited On: 10 Jun 2009 10:12
Last Modified: 29 Feb 2012 23:22

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