engleski

Advertising education in Central and Eastern Europe : a case study

The method of “ learning by doing” should enable students to be market-ready professionals by the time they search for a job (Floyd, Gordon, 1998, Schibrowksy et al., 2002). A case study covers experiences with an undergraduate course on advertising and marketing communication at the University of Ljubljana, Faculty of Economics. The current course design is based on a development of learning goals, redesign of the curriculum and course pedagogy tactics, assessment of learning goals and students’ survey feedback in the environment without any accumulated experience in teaching advertising and marketing communication courses. The course was first offered in 2001 as a project-based course. Since then, a range of projects with undergraduate students in marketing communications together with companies of diverse industries were developed. Priorities were given to the development of students’ communication skills (written and verbal), problem-solving skills (analytic and quantitative), strategic thinking and teamwork (Young, Murphy, 2003 ; Kerr, Proud, 2005). Specifically, students are required to prepare advertising and marketing communication programs based on problem definitions by brand managers from partner companies. Important part for the analysis is a qualitative and quantitative research that students conduct in order to better understand the problem, determine goals and objectives as well as develop communication strategies. Students outline message and media strategy as well as specify sales promotions, public relationships and direct marketing objectives and activities. A project-based class is “ competition-based” (Stutts, West, 2003) as the outcomes of projects in written and oral form are evaluated both by university advisor and industry professionals.

Central Europe; Eastern Europe; marketing; advertising; students; training; research

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