Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
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A Study of Educational Renovation on the Advertising Curriculum in the Fourth Industrial Revolution

4차 산업혁명시대, 광고학 교육과정 혁신에 관한 연구

  • Han, Sangpil (Department of Advertising and Public Relations, Hanyang University)
  • Received : 2018.12.02
  • Accepted : 2019.03.20
  • Published : 2019.03.28
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Abstract

The purpose of this paper was to develop advertising curriculum demanded in advertising industry in the fourth industrial revolution. A survey was conducted targeting 121 human resources manager in advertising agencies. The results showed that advertising curriculum in Korean university was far behind coping with the fourth industrial revolution and needed to improve for suitable curriculum reform process. The results indicated that proper methods of operation for advertising curriculum were project based learning, practical work based education, convergence education with theory and practical work, and connection with software education. Practical and theoretical suggestions are interpreted in relation to the fourth industrial revolution and advertising education and manpower.

본 연구는 4차 산업혁명시대에 산업계 현장에서 원하는 광고학 광고교육과정을 개발하기 위한 목적으로 실시되었다. 이를 위해 광고교육의 이해 당사자인 광고대행사의 인사담당자, 신입사원 교육 경험이 있는 121명의 실무자를 대상으로 4차 산업혁명시대에 필요한 광고교과과정에 대한 설문조사를 하였다. 연구결과, 우리나라 광고학 교육의 교과과정이 4차 산업혁명시대에 준비는 미흡하며, 교과과정의 개선 필요성이 높고, 실습교과과정 강화, 이론과 실습을 융합한 실무교과과정 개설, SW교육과 연계한 광고 테크놀로지 교과과정 운영, 그리고 PBL 형식의 교과과정 강화와 같이 실무 연계 교육, 그리고 문제해결능력 배양과 관련된 교과과정을 신설하거나 강화하는 교과과정 운영을 하는 것이 바람직하다는 답변이었다. 연구 결과를 바탕으로 광고학계와 광고실무계에 어떤 시사점이 있는 가를 논의하였다.

Keywords

Table 1. Preparation of the Fourth Industrial Revolution in College Advertising Curriculum

OHHGBW_2019_v10n3_141_t0001.png 이미지

Table 2. Need for Improvement for Suitable Advertising Curriculum in the Fourth Industrial Revolution

OHHGBW_2019_v10n3_141_t0002.png 이미지

Table 3. Methods of Operation for Suitable Advertising Curriculum in the Fourth Industrial Revolution

OHHGBW_2019_v10n3_141_t0003.png 이미지

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