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AbstractA study of the experts understanding on advertising & PR curriculum
Yong-Joo Choi, Ph.D. / Assistant Professor, School of Advertising & Public Relations,
The educational purpose of advertising & PR studies lies in training to bring up of specialists who would be needed from the professional practice of advertising & PR. In order to become expert for advertising & PR, it is important to know about understanding of the experts(professional manager and professors) which knowledge and competence students should have. To fulfill the goal of this research I have asked 1.062 persons availing methodology of E-mail survey. They are managing members in the ten largest advertising & PR agencies in Korea who serves as assistant chiefs and higher level. 134 peoples who works as professors of the departments advertising & PR in Korea were also asked with the same questionnaire. As a result the asked people have valued knowledge and competence high which are required by experts. And they have agreed with that the graduates havent its sufficiency. However, in the case of the separate consideration from the evaluation knowledge & competence and from the evaluation graduates, it has appeared a different understandings between the employees of the practical field and the professors of the universities. In addition, it has found out that die asked experts have each other different opinions on the present curriculum of the subject advertising & PR. As a basis for its curriculum, this research demonstrates meaningful results. The relevancy of the study particularly lies in the provision of a theoretical background for the empirical investigations and on this basis in the finding of the experts understanding on the subject curriculum. |
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