Designing Executive Education Curricula to Fit the Professional Development Continuum: The Case of Advertising and Public Relations Practitioners in Australia

Abstract

Globalization has impacted upon the higher education sector, reducing the money available from government operating grants (Slaughter and Leslie 1997) and encouraging universities to find alternative sources of revenue (Harding 2006). The higher education landscape has produced several strategies for its survival, including executive education. While an established part of many university programs internationally, it is a relatively undeveloped option in advertising education in Australian universities.----- This study looks at where executive education might fit in the professional development continuum by examining curriculum preferences of advertising and public relations practitioners in Australia. In comparing their priorities, it finds some significant differences between the two disciplines, based largely on the relevance of the subject to their profession. It also finds some common ground in that both advertising and public relations practitioners are seeking strategic courses from executive education, as well as demonstrating a preference towards new disciplinary areas. Generic skills, a priority of undergraduate education and hire, are not strongly sought in executive education, which prefers strategic skills and emergent areas of practice.

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