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전문역량 강화를 위한 광고홍보학 전공의 교육체계 개선 방향: 현행 NCS 체계에 대한 재학생-교수-실무자 인식 분석을 토대로A Study on the Improvement of the Advertising and Public Relations Major’s Education System to Strengthen Professional Competence: Based on the Analysis of Perceptions of Students, Professors and Practitioners about the Current NCS System

Other Titles
A Study on the Improvement of the Advertising and Public Relations Major’s Education System to Strengthen Professional Competence: Based on the Analysis of Perceptions of Students, Professors and Practitioners about the Current NCS System
Authors
한규훈정원준
Issue Date
Jul-2021
Publisher
한국광고홍보학회
Keywords
NCS • College education • Major education • Advertising and public relations major • Curriculum; NCS • 대학교육 • 전공교육 • 광고홍보학 전공 • 교과과정
Citation
한국광고홍보학보, v.23, no.3, pp 203 - 235
Pages
33
Journal Title
한국광고홍보학보
Volume
23
Number
3
Start Page
203
End Page
235
URI
https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/146517
DOI
10.16914/kjapr.2021.23.3.203
ISSN
1738-2475
Abstract
제도권 교육을 둘러싼 대내외 환경이 급변하고 학습자와 산업계의 수요도 다양화됨에 따라 이를 반영하는 대학교육 혁신의 필요성이 날로 높아지고 있다. 그러나 국내 대학의 교육체계는 종전의 방식에서 크게 벗어나지 못하고 있으며, 그 결과 대학교육은 사회적 요구를 충족시키지 못하고 있다는 비판이 종종 제기되어 왔다. 이 같은 배경에서 고용노동부가 산업현장의 직무역량을 체계화하기 위해 제정한 NCS(국가직무능력표준)의 교육적 효용성이 주목받고 있는데, 아직까지 인문사회계열 전공에서는 그 적용이 많이 시도되지 않고 있다. 이에 본 연구는 NCS 체계의 바람직한 교육 활용 방향을 모색하고자 광고홍보학 전공교육과 밀접한 연관이 있는 세 집단-재학생, 교수, 실무자-의 구성원 1,083명을 대상으로 전공 관련 NCS 체계의 인식에 관한 대대적인 설문조사를 실시하였다. 응답 데이터의 분석 결과, 여러 항목에서 세 집단 간의 유의미한 차이점과 공통점이 발견되었으며, 현행 NCS 직무역량 체계의 문제점 및 개선방안에 대한 다양한 의견들이 제시되었다. 실증조사를 통해 도출된 함의를 토대로 광고홍보학 전공과 관련된 NCS 직무역량 체계의 현실적인 개선책을 논의하고, NCS 체계의 효과적 적용을 위한 당면과제 및 후속연구의 방향성을 제시하였다.
As the internal and external environment surrounding institutional education changes rapidly and the demand of learners and industries diversifies, the need for innovation of college education is increasing continuously. However, criticism has often been raised that the education system of Korean universities is not far from the old way, and as a result, the current college education does not adequately meet social needs. Against this backdrop, the educational utility of the National Competency Standards (hereafter NCS) established by the Ministry of Employment and Labor to systematize the job competency of industrial sites is drawing attention, but its application has not been attempted much in the academic areas of humanities and social science. In response, this study conducted a large-scale survey of 1,083 members of three groups - students, professors, and practitioners - who are closely related to the college education in the advertising and public relations major. Analyses of the survey data revealed significant differences and similarities among the three groups in many aspects, with various opinions on the problems and their solutions of the current NCS system. Based on the results derived from this research, implications for improving the NCS job competency system related to the advertising and public relations major were discussed, and several directions for future research were suggested.
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