Selecting an IMC Career: Influences, Choices and Destinations
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Description
Integrated marketing communication incorporates both customer and non-customer stakeholder groups. While the literature commonly refers to this distinction as marketing communication and corporate communication, respectively, and practitioners accept the need for these roles, this study aims to explore the student perspective. US-based research suggests that students are more interested in marketing communication activities such as promotion that target customer stakeholders, and less interested in corporate communication activities that target non-customer stakeholders including employees, investors, and government (Bowen, 2003). The findings of this study match its US counterpart, and present implications for both the education and practice of marketing communication
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| ID Code: | 24026 | ||||
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| Item Type: | Chapter in Book, Report or Conference volume (Conference contribution) | ||||
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| Measurements or Duration: | 7 pages | ||||
| Keywords: | Career Choices, Marketing Education, Student | ||||
| ISBN: | 1 74107 159 3 | ||||
| Pure ID: | 33797248 | ||||
| Divisions: | Past > QUT Faculties & Divisions > QUT Business School Current > Schools > School of Advertising, Marketing & Public Relations |
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| Copyright Owner: | Consult author(s) regarding copyright matters | ||||
| Copyright Statement: | This work is covered by copyright. Unless the document is being made available under a Creative Commons Licence, you must assume that re-use is limited to personal use and that permission from the copyright owner must be obtained for all other uses. If the document is available under a Creative Commons License (or other specified license) then refer to the Licence for details of permitted re-use. It is a condition of access that users recognise and abide by the legal requirements associated with these rights. If you believe that this work infringes copyright please provide details by email to qut.copyright@qut.edu.au | ||||
| Deposited On: | 17 Jun 2009 14:19 | ||||
| Last Modified: | 03 Mar 2024 12:21 |
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