Advertising students' perceptions of skills and attributes for future employment

Advertising Division of the Association for Education in Journalism and Mass Communication
Publication Type:
Journal Article
Journal of Advertising Education, 2009, 13 (2), pp. 15 - 24
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Changes in the tertiary education are making universities and ecadcmicsmore accountable to stakekeholders. This can be difficult as there are multiple objectives from different stakeholders, including academic colleagues, employers, students, the university hierarchy, alumni, the local community and governmental bodies (Moore and Ortinau 1993; Young, MeIntyre land Gilbert 1994). For academics, the objectives of tertiary education could include ensuring that students gain a solid understanding of the theory and practical skills which are applicable to various business situations, as well as maintaining appropriate "academic standards" within their subjects and discipline (Polonsky and Waller 1998).
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