Advertising education in Australia: Looking back to the future

Kerr, GF; Waller, D; Patti, C

Advertising education in Australia: Looking back to the future

Kerr, GF Waller, D

Patti, C

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Publication Type:: Journal Article
Citation:: Journal of Marketing Education, 2009, 31 (3), pp. 264 - 274
Issue Date:: 2009-12-01

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Field	Value	Language
dc.contributor.author	Kerr, GF	en_US
dc.contributor.author	Waller, D https://orcid.org/0000-0002-4016-4275	en_US
dc.contributor.author	Patti, C	en_US
dc.date.issued	2009-12-01	en_US
dc.identifier.citation	Journal of Marketing Education, 2009, 31 (3), pp. 264 - 274	en_US
dc.identifier.issn	0273-4753	en_US
dc.identifier.uri	http://hdl.handle.net/10453/9864
dc.description.abstract	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. © 2009 SAGE Publications.	en_US
dc.relation.ispartof	Journal of Marketing Education	en_US
dc.relation.isbasedon	10.1177/0273475309345001	en_US
dc.subject.classification	Marketing	en_US
dc.title	Advertising education in Australia: Looking back to the future	en_US
dc.type	Journal Article
utslib.citation.volume	3	en_US
utslib.citation.volume	31	en_US
utslib.for	150502 Marketing Communications	en_US
utslib.for	130203 Economics, Business and Management Curriculum and Pedagogy	en_US
utslib.for	1302 Curriculum and Pedagogy	en_US
utslib.for	1505 Marketing	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	open_access
pubs.issue	3	en_US
pubs.publication-status	Published	en_US
pubs.volume	31	en_US

Abstract:

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. © 2009 SAGE Publications.

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http://hdl.handle.net/10453/9864