ScholarWorks@숙명여자대학교

초록

According to the environmental changes surrounding college education and marketing in South Korea, the college major of advertising and public relations (hereafter PR) is facing the era of a new momentum and crisis. Although a number of studies about the major education of advertising and PR have been carried out since the major’s establishment 30 years ago. it is necessary to conduct the research, which makes a diagnosis about current status of the major education and educational needs and seeks for optimal directions for improvement, to actively cope with social changes and to survive the competition. Considering this need, the present study examined perceptions of college students who major in advertising and PR regarding the major education in a variety of perspectives and tried to provide implications for desirable changes in the major education system based on the analysis of survey data. Students from 17 universities participated in the online survey for this study and a total of 818 responses were used for statistical analyses. Results revealed that most students want the advertising and PR major to reinforce practical education and there are both positive and negative factors in working for fundamental changes of the major education in the future. Furthermore, this study interpreted additional findings and provided several implications for significant attempts made to enhance the major education of advertising and PR, along with the directions for follow-up research.

키워드