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자료유형
학술저널
저자정보
이시훈 (계명대학교)
저널정보
계명대학교 사회과학연구소 한국사회과학연구 한국사회과학연구 제34집 제1호
발행연도
2015.6
수록면
83 - 106 (24page)
DOI
10.18284/jss.2015.06.34.1.83

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초록· 키워드

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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.

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Ⅰ. 서론
Ⅱ. 교육과정의 개념과 개발 절차
Ⅲ. 광고홍보산업의 변화
Ⅳ. 교과과정 개편 방향
Ⅴ. 결론
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〈Abstract〉

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