한국융합학회논문지 (Journal of the Korea Convergence Society)

  • 제11권5호
  • /
  • Pages.117-123
  • /
  • 2020
  • /
  • 2233-4890(pISSN)
  • /
  • 2713-6353(eISSN)
한국융합학회 (Korea Convergence Society)
권호 표지
DOI QR코드

DOI QR Code

4차 산업혁명시대, 기업의 채용변화에 따른 광고학 교육의 혁신에 관한 연구

A Study on the Innovation of Advertising Education According to the Change of Corporate recruitment methods in the 4th Industrial Revolution

  • 한상필 (한양대학교 광고홍보학과) ;
  • 최윤슬 (한양대학교 광고홍보학과) ;
  • 한지희 (연세대학교 경제학과)
  • Han, Sangpil (Department of Advertising and Public Relations, Hanyang University) ;
  • Choi, Yunseul (Department of Advertising and Public Relations, Hanyang University) ;
  • Han, Jihee (Department of Economics, Yonsei University)
  • 투고 : 2020.03.09
  • 심사 : 2020.05.20
  • 발행 : 2020.05.28
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

본 연구는 4차 산업혁명시대를 맞이하여 기업의 채용변화에 따른 광고학 교육의 혁신 과제를 알아보기 위한 목적으로 실시되었다. 종합광고대행사와 디지털광고대행사의 실무자를 대상으로 4차 산업혁명이 가져오는 광고산업의 인력양성과 실무교육에 대한 연구를 위하여 초점집단면접방법으로 데이터를 수집하였다. 연구결과, 국내 대학 광고학 전공 교과과정은 전통 매체 시대의 교과과정을 유지하고 있으며, 4차 산업혁명 시대의 광고환경에 적합한 혁신적 교과목 개정이 미흡한 것으로 나타났다. 또한 기업의 새로운 채용방식에 적합한 진로교육도 준비되지 못한 것으로 조사되었다. 이러한 연구결과를 근거로 광고학 전공 교과목의 혁신 방안을 제안하였다.

The purpose of this research was to develop advertising curriculum demanded according to the change of company recruitment methods in the 4th Industrial Revolution. Focus group interview was conducted targeting advertising professionals in full-sized and digital advertising agencies. The results showed that the curriculum of advertising majors in Korean universities maintains the curriculum of the traditional media era, and the revision of the innovative curriculum suitable for the advertising environment in the 4th Industrial Revolution era was insufficient. In addition, there was a lack of career education suitable for the new hiring method of the company. On the basis of these findings, this study proposed an innovation plan for the major in advertising education.

키워드

참고문헌

  1. S. Ali. (2018). Future job preference and environmental considerations. Public Management Review, 20(12), 1768-1789. https://doi.org/10.1080/14719037.2017.1417464
  2. World Economic Forum. (2019). The future of jobs: employment, skills and workforce strategy for the Fourth Industrial Revolution. Global Challenge Insight Report.
  3. C. Ham. (2016). Global advertising education for professionals. American Academy of Advertising Conference Proceedings; American Academy of Advertising. 185-186.
  4. J. Park, H. Lee & M. Seo. (2017). The Fourth Industrial Revolution and the future of advertising and PR curriculum. Korean Journal of Advertising Research, 115, 120-142. https://doi.org/10.16914/ar.2017.115.120
  5. G. Lu & X. Li. (2019). Online advertising model via blockchain. Computer Science, 46(4), 300-308.
  6. M. Li, J. Weng, A. Yang, J. Liu & X. Lin. (2019). Toward blockchain-based fair and anonymous Ad dissemination in vehicular networks. IEEE Transactions on Vehicular Technology, 68(11), 11248-11259. https://doi.org/10.1109/tvt.2019.2940148
  7. S. Han. (2019). A study of educational renovation on the advertising curriculum in the Fourth Industrial Revolution. Journal of the Korea Convergence Society, 10(3), 141-147. https://doi.org/10.15207/JKCS.2019.10.3.141
  8. B. Kim, B. Kim & S. Lee. (2016). Promoting plans of core advertising manpower to develop creative industrialization of advertising industry. Korean Journal of Advertising, 27(3), 27-54.
  9. J. Lee & H. Yoo. (2017). The exploratory study on new advertising platform for the convergence curriculum education. Korean Journal of Advertising and PR Practical Research, 10(1), 98-118.
  10. Y. Ahn & Y. Im. (2017). University students' perception of the Fourth Industrial Revolution and directions for career education. Korean Journal of Learner-centered Curriculum Education, 17(18), 329-351.
  11. K. Park. (2017). Direction of youth career education for the Fourth Industrial Revolution. Presentation at the Korean Academy of Career Education Spring Conference.
  12. Y. Choi. (2016). College of engineering innovation to prepare for the Fourth Industrial Revolution. Engineering Education: Seoul, Korea.
  13. S. J. Broyles. (2016). Advertising eucation and the Journal of Advertising education,: The 20-year evolution. Journal of Advertising Education, 20(1), 87-89. https://doi.org/10.1177/10980482160201-210
  14. G. Kerr, D. Waller & C. Patti. (2009). Advertising education in Australia: looking back to the future. Journal of Marketing Education, 31(3), 264-274. https://doi.org/10.1177/0273475309345001
  15. I. Kirk & M. Miller. (1986). Reliability and validity in qualitative research. Mewbury Park, CA, USA: Sage Publication.
  16. B. Kim & S. Lee. (2010). Qualitative study on audience-oriented advertising education. Korean Journal of Advertising and PR, 12(4), 7-42.
  17. J. Kim & W. Cho. (2017). The 4th Industrial Revolution: The future already. Dasan Books: Seoul, Korea.