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Advertising Education in Australia

Looking Back to the Future

Queensland University of Technology, Brisbane, Australia

David Waller

University of Technology, Sydney, Australia

Charles Patti

University of Denver, Colorado

In Australia, advertising is a $13 billion industry that needs a supply of suitably skilled employees. Over the years, advertising education has developed from vocational-based courses to degree courses across the country. This study uses diffusion theory and various secondary sources and interviews to observe the development of advertising education in Australia from its early past to its current-day tertiary offerings, to discussing the issues that are arising in the near future. Six critical issues are identified, along with observations about the challenges and opportunities within Australian advertising education. By looking back to the future, it is hoped that this historical review provides lessons for other countries of similar educational structure or background, or even other marketing communication disciplines on a similar evolutionary path.

Key Words: advertising education • marketing education • Australia • curriculum • future issues

This version was published on December 1, 2009

Journal of Marketing Education, Vol. 31, No. 3, 264-274 (2009)
DOI: 10.1177/0273475309345001


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