Advertising education in Australia: Looking back to the future

Kerr, Gayle, Waller, David, & Patti, Charles (2009) Advertising education in Australia: Looking back to the future. Journal of Marketing Education, 31(3), pp. 264-274.


In Australia, advertising is a $13 billion industry which needs a supply of suitably skilled employees. Over the years, advertising education has developed from vocational based courses to degree courses across the country. This paper uses diffusion theory and various secondary sources and interviews to observe the development of advertising education in Australia from its early past, to its current day tertiary offerings, to discussing the issues that are arising in the near future. Six critical issues are identified, along with observations about the challenges and opportunities within Australia advertising education. By looking back to the future, it is hoped that this historical review provides lessons for other countries of similar educational structure or background, or even other marketing communication disciplines on a similar evolutionary path.

Impact and interest:

3 citations in Scopus
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ID Code: 26252
Item Type: Journal Article
Refereed: Yes
Keywords: Advertising Education, Marketing Education, Australia, Curriculum, Future issues, HERN
ISSN: Online ISSN: 1552-6550 Print ISSN: 0273-4753
Subjects: Australian and New Zealand Standard Research Classification > EDUCATION (130000) > EDUCATION SYSTEMS (130100) > Higher Education (130103)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
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Deposited On: 16 Jul 2009 04:10
Last Modified: 20 Apr 2015 00:52

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