THE ACCORDANCE IN MARKETING COMMUNICATION EDUCATION BETWEEN ACADEMICS AND PRA...Dee Nildum
The objectives of this qualitative research were to : (1) examine the accordance in marketing communication education between academics and practitioners (2) explore the consistency between the required qualification of marketing communication/related fields graduates for the universities and those in the workforce demand. In-depth interviews were conducted with 3 academic executives in marketing communication/related fields faculties from 3 leading universities and 3 executives in advertising holding company and local advertising agency, including president of Advertising Association of Thailand.
The results showed the accordance: (1) the academics agreed graduates need to improve skill in marketing communication tools with various learning process (2) the academics and the practitioners agreed that graduates should be proficient in English, knowing Marketing and Business, as well as possess conceptual thinking, creativity and positive attitude towards work. While others were not accordance: definition of marketing communication, curriculums (name, contents, focus) that each universities has different strengths – weaknesses, including creating knowledge and research. This study also found the famous academic research have to state negative sides of marketing communication and the main reason that advertising agencies in Thailand used marketing communications was to access audiences effectively, without regard to reduce marketing budget.
from Suthiparithat Journal, 25(76)
Mr.Dusadee Nildum
Ad&IMC, Communication Arts
Suan Sunundha Rajabhat University
THE ACCORDANCE IN MARKETING COMMUNICATION EDUCATION BETWEEN ACADEMICS AND PRA...Dee Nildum
The objectives of this qualitative research were to : (1) examine the accordance in marketing communication education between academics and practitioners (2) explore the consistency between the required qualification of marketing communication/related fields graduates for the universities and those in the workforce demand. In-depth interviews were conducted with 3 academic executives in marketing communication/related fields faculties from 3 leading universities and 3 executives in advertising holding company and local advertising agency, including president of Advertising Association of Thailand.
The results showed the accordance: (1) the academics agreed graduates need to improve skill in marketing communication tools with various learning process (2) the academics and the practitioners agreed that graduates should be proficient in English, knowing Marketing and Business, as well as possess conceptual thinking, creativity and positive attitude towards work. While others were not accordance: definition of marketing communication, curriculums (name, contents, focus) that each universities has different strengths – weaknesses, including creating knowledge and research. This study also found the famous academic research have to state negative sides of marketing communication and the main reason that advertising agencies in Thailand used marketing communications was to access audiences effectively, without regard to reduce marketing budget.
from Suthiparithat Journal, 25(76)
Mr.Dusadee Nildum
Ad&IMC, Communication Arts
Suan Sunundha Rajabhat University
