1. Teaching contemporary Advertising Practice
Thomas Richard Berry

2. Biography Art & Society Graphic Design Media Production Marketing
Creativity
Innovative research methods
Teaching

3. Themes Fusion of industry and HE
Fusion of digital, creative, interdisciplinary skills
Curriculum design
Partnerships

4. Approach Hypermodernist Interpetivist/subjective (except when its not)
Participant/observation
Practices (creative production)
Bourdieu: Capital, Habitus, Dispositions, Field

5. Methods
Observation
Interview
Visual ethnography

6. Participants Trade associations ‘The Industry’
Early career practitioners
University leaders
Students
Staff

7. Literature Review Narrative overall
Systematic approach to mapping fields
Operationalising Bourdieu
Literature Review approaches
Educational Research
Advertising Practice
Advertising Education

8. Themes from Literature
Pedagogy (37 articles)
Digital media (28 articles)
Careers/employability (23 articles)
Creativity (17 articles)
Account Management (12 articles)
Diversity/internationalisation (10 articles, with a special issue)

9. Foci
Duality of tradition. Advertising courses emerged from within either journalism/mass communication (with a functional skills focus) or business (with a management focus).
The importance of American trade associations (and associated publications, programmes and competitions) in developing advertising teaching, research and employability.
Either creative team (art director/copywriter) or account management focus for courses (closely related to the situation of the course within journalistic or business faculty) based on traditional industry structures. Is this appropriate?
Accreditation and professionalisation of the field – Creative Skillset (UK), American Council of Education in Journalism (USA).
Impact of digital technologies on both creative and account management practice and curriculum.
Emergence of integrated marketing communications models in industry and courses.
Alternative routes into the field internships/apprenticeships.
Impact of digital and social media on practice and curriculum.
Perception within practice of institutional failure to prepare graduates.
Academic research tradition led by America – Journal of Advertising Education.
Growing importance of research/theory in the field.
Importance of interdisciplinary working in practice.
Globalisation/internationalisation
The engagement of two distinct fields – advertising education and advertising practice.

10. Getting things done
Blog
Links: Delicious
Images: Flickr