50
views
0
recommends
+1 Recommend
2 collections
    1
    shares
      • Record: found
      • Abstract: found
      • Article: found
      Is Open Access

      Teaching Advertising for the Public Good

      article-commentary

      Read this article at

      ScienceOpenPublisher
      Bookmark
          There is no author summary for this article yet. Authors can add summaries to their articles on ScienceOpen to make them more accessible to a non-specialist audience.

          Abstract

          Evidence that citizens and consumers demand meaningful changes from brands and organisations in addressing urgent social and environmental challenges ( Porter and Kramer, 2019) grows by the day. Even such traditionally conservative institutions as the Bank of England have warned that companies and industries which do not respond to the demand for environmental activism will be punished by investors and consumers ( Carrington, 2019). As a result, brands and organisations – and the agencies charged with ensuring their continued relevance and viability – need employees able to respond creatively and effectively to these challenges.

          This article outlines how these issues informed the recent fundamental redesign of an MA Advertising programme in order to ‘get out in front of’ three resulting important trends:

          1. The demand by consumers that brands and organisations commit to meaningful changes to their practices in order to address our world’s urgent social and environmental challenges;

          2. The demand by brands and agencies for graduates, educated and able to design strategies and materials that respond creatively and effectively to these challenges; and

          3. The demand university applicants that programmes prepare them for careers in which they can ‘make a difference’.

          This paper will explain how these factors informed the recent (2020) fundamental redesign of a UK MA Advertising programme that will prepare student practitioners to meet the needs of industry and to pursue a personally fulfilling career by engaging with the UN Sustainable Development Goals by promoting Quality Education (UNSG 4), contributing to sustainable Industry, Innovation and Infrastructure (UNSG 9), developing Responsible Consumption and Production (UNSDG 12) and most urgently addressing Climate Action (UNSDG 13).

          Related collections

          Most cited references26

          • Record: found
          • Abstract: not found
          • Article: not found

          The Commitment-Trust Theory of Relationship Marketing

            Bookmark
            • Record: found
            • Abstract: not found
            • Book: not found

            Integrative approaches to sustainable development at university level. World Sustainability Series

            (2015)
              Bookmark
              • Record: found
              • Abstract: not found
              • Article: not found

              Covid-19 is nature's wake-up call to complacent civilisation

                Bookmark

                Author and article information

                Contributors
                Journal
                1744-6716
                Westminster Papers in Communication and Culture
                University of Westminster Press
                1744-6716
                31 July 2020
                2020
                : 15
                : 2
                : 162-177
                Affiliations
                [1 ]Bournemouth University, GB
                Article
                10.16997/wpcc.381
                be71c440-acb9-4654-a1eb-2291a6d62601
                Copyright: © 2020 The Author(s)

                This is an open-access article distributed under the terms of the Creative Commons Attribution 4.0 International License (CC-BY 4.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited. See http://creativecommons.org/licenses/by/4.0/.

                History
                : 30 March 2020
                : 13 May 2020
                Categories
                Commentary

                UN Sustainable Development Goals,advertising,higher education,brands,climate crisis

                Comments

                Comment on this article