Advertising education in Australia: Looking back to the future
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.
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|Item Type:||Journal Article|
|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
|Copyright Owner:||Journal of Marketing Education Online by SAGE Publications|
|Copyright Statement:||The person using Journal of Marketing Education Online may view, reproduce or store copies of articles comprising the journal provided that the articles are used only for their personal, non-commercial use. Uses beyond that allowed by the "Fair Use" limitations (sections 107 and 108) of the U.S. Copyright law require permission of the publisher. For permission to copy beyond that permitted by the U.S. Copyright Law, please follow these Journal Permissions instructions. For reprints of an article, please follow these Journal Reprints instructions. Any uses and or copies of this Journal in whole or in part must include the customary bibliographic citation, including author attribution, date, article title, Journal of Marketing Education Online, and the URL http://jmd.sagepub.com/ and MUST include a copy of the copyright notice. Personal accounts and/or passwords may not be shared.|
|Deposited On:||16 Jul 2009 14:10|
|Last Modified:||28 Aug 2012 11:04|
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