Designing Executive Education Curricula to Fit the Professional Development Continuum: The Case of Advertising and Public Relations Practitioners in Australia

International Advertising Education

“…Sixth, international advertising education is taught around the world. More studies are being conducted that document international advertising and public relations education in other countries (Kerr et al, 2007). Our students will compete in an increasingly competitive, global market.…”

“…With the Asia-Pacific region playing an increasingly important role in international advertising practice and education (Lee et al, 1997;WARC, 2012), Kerr, Beede, and Proud (2007) explored the perceptions of advertising and public relations practitioners in Australia in terms of the role universities play in executive education and the type of curriculum they would support. Executive education in Australia is an academically recognized industry education program accredited by the Advertising Federation of Australia (AFA).…”

“…Advertising professionals ranked "international communication" relatively low on that list (29th) as compared to public relations professionals, who ranked it 15th. The Kerr et al (2007) study is one of the few that investigated the advertising and public relations curriculum in other countries, and their findings suggest that international advertising education is not currently a priority from the perspective of industry professionals outside the United States (at least in Australia). Additional research is needed that explores advertising curricula in other countries around the globe to determine not only the importance of international communication skills but also how these skills are taught.…”

“…Using the case study approach in a competitive scenario is an example of collaborative learning that actively engages the learners in "joint discovery, analysis, and use of information" (Theall & Farrell, 2003, p. 2492, while also bridging the gap between theory and practice. Collaborative learning reflects practice in the professional world, which is so desirable, as indicated by international advertising professionals (Heiman, 2001;Kerr et al, 2007;Lee et al, 1997). The case study-based InterAd competition emphasizes student team discussion and teamwork in lieu of the traditional lecture/ exam learning paradigm (Nevett, 1992).…”

A Study on the Presentation and Communication Influence of Shaanxi Regional Culture in Public Service Advertisements from the Perspective of Social Network Analysis

“…Each PSA presents a different theme, and the public welfare themes appear to be very cluttered [18]. Too many themes are concentrated in a small area for public service advertising, resulting in unclear themes and reduced public service advertising communication effect [19]. Regional cultural public service advertisements are mostly based on publicity slogans as the performance of advertising content, lacking the refinement of the symbols of urban regional cultural elements as well as the use of reasonable and skillful reconstruction.…”