Advertising Education in Australia: Looking Back to the Future

Publisher:
Sage Publications
Publication Type:
Journal Article
Citation:
Journal of Marketing Education, 2009, 31 (3), pp. 264 - 274
Issue Date:
2009-01
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In Australia, advertising is a $13 billion industry that 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 study 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 Australian 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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