A Degree in Advertising: an unwanted child of the business. Why academia and advertising should not be bridged.

Marta Rabikowska

Research output: Contribution to journalArticlepeer-review

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Abstract

According to the directives bestowed on British Higher Education in the aftermath
of the 1992 educational reform, employability, which became the responsibility of
educational institutions, and employment, which stayed in hands of the
employers, should overlap in the process of mutual imitation. Their common aim
was to achieve better standards of life by exploring the potential of the mind and
transferring it onto the ground of practical experience (Gibb, 2002; Cohen, 1993).
Knowledge, and especially creative knowledge and communication, has become
a political and economic target in the process of improving the level of wellbeing
(Barnett, 2000). In this paper the employability potential of an advertising degree
will be discussed within the British context and the heterogeneity of advertising
as an academic discipline.
Original languageEnglish
Pages (from-to)1-16
JournalThe Journal of Employability and the Humanities
Volume1
Issue number3
Publication statusPublished - 2009

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