A Study of Ways to Innovate Curriculum - Focus on Advertising and Public Relations Program

Abstract

The objective of this study is providing effective ways to innovate advertising and public relations courses offered in university progra ms. In recent years, advertising and public relations education in Korean universities is at a turning point for two reason. First, the landscape of advertising and public relations has changed dramatica lly due to the rapid growth of new media as well as new promoti onal techniques. People spend more time on online activities and respond more to untraditional promotions and sponsorships while the role of traditional media in advertising and public relation has declined. Second, the Korean government has developed the nation’s university reform plan and pushed educators in the universities to innovate educational programs. Without exception, educators in the domain of advertising and public relations are faced with the reform of their course curriculums. This study also pays attention to the importance of converging other disciplines such as liberal arts and engineering sciences in restucturing advertising and public relations courses. Accordingly, this current research discusses about reforming the course curriculums in advertising and public relations on seven fronts: creative thinking skills, problem-solving abilities, internship and on-field training programs, communication and presentation skills, general knowledges including the humanities, globalized courses with a focus on English communication, and more segmented upper-level major courses in the advertising and public relations program.