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Curriculum Convergence from the Employer’s Perspective: An Analysis of Required Entry-Level Job Skills for Advertising, IMC, and Interactive Marketing Graduates

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Abstract:

This paper reviews methodological flaws in some past studies of required employment skills for entry-level advertising and marketing jobs, and then develops a new deductive approach (using QDA Miner and WordStat software) to analyze 645 entry-level employment ads. The purpose of the study was to look for skills that transcend convergence in advertising, marketing, and the media, and to isolate skills that employers require regardless of the advertising/marketing major. Eleven skills were isolated and ranked, with the top Level I skills being: oral communication skills, writing skills, and organizational skills. Implications for curriculum convergence are discussed.

Most Common Document Word Stems:

skill (144), curriculum (38), converg (35), employ (34), market (32), ad (31), import (30), level (29), comput (27), advertis (27), studi (25), advertising/marketing (24), write (24), educ (23), research (22), requir (20), use (20), graduat (19), communic (19), posit (18), find (17),
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Association:
Name: Association for Education in Journalism and Mass Communication
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http://www.aejmc.org


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URL: http://citation.allacademic.com/meta/p271496_index.html
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MLA Citation:

Lowry, Dennis. and Xie, Lei. "Curriculum Convergence from the Employer’s Perspective: An Analysis of Required Entry-Level Job Skills for Advertising, IMC, and Interactive Marketing Graduates" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Marriott Downtown, Chicago, IL, Aug 06, 2008 <Not Available>. 2014-12-01 <http://citation.allacademic.com/meta/p271496_index.html>

APA Citation:

Lowry, D. and Xie, L. , 2008-08-06 "Curriculum Convergence from the Employer’s Perspective: An Analysis of Required Entry-Level Job Skills for Advertising, IMC, and Interactive Marketing Graduates" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Marriott Downtown, Chicago, IL Online <APPLICATION/PDF>. 2014-12-01 from http://citation.allacademic.com/meta/p271496_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Abstract: This paper reviews methodological flaws in some past studies of required employment skills for entry-level advertising and marketing jobs, and then develops a new deductive approach (using QDA Miner and WordStat software) to analyze 645 entry-level employment ads. The purpose of the study was to look for skills that transcend convergence in advertising, marketing, and the media, and to isolate skills that employers require regardless of the advertising/marketing major. Eleven skills were isolated and ranked, with the top Level I skills being: oral communication skills, writing skills, and organizational skills. Implications for curriculum convergence are discussed.


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