1,720,973 research outputs found
Blended delivery and online assessment : scaffolding student reflections in work-integrated learning
No full textThis paper documents a teaching innovation addressing the challenges of embedding and assessing reflective practice in work-integrated learning, specifically marketing internships. We identify four issues relating to this problem: lack of knowledge or skill for reflection, limitations of physical journals, facilitation of different forms of reflection, and suitable models for teaching and assessing reflection. The paper outlines a blended approach combining face-to-face workshops and online resources, and using online reflective journals and digital stories as assessment. The approach and assessment tasks can be implemented in a variety of marketing and business units
Benchmarking student evaluations of a postgraduate unit using importance-performance analysis
No full textIn the competitive tertiary education market, a consumer orientation is essential. Management must assess the perceptions of prospective students and monitor the (dis)satisfaction levels of current customers. This study reports the results of a rare longitudinal investigation of student satisfaction using a technique that has been underutilised in the education marketing literature. Importance-performance analysis (IPA) was used to monitor the expectations of, and satisfaction with, a core postgraduate business unit during Semester 1, 2005. The study represents the first stage of a four semester trial of IPA as a tool to monitor satisfaction. This first stage documents key benchmarks for which amendments to the unit based on student feedback can be measured over time, through a series of cross-sectional longitudinal surveys in Semester 2, 2005 and Semesters 1 and 2, 2006. In this stage the IPA matrix identified five aspects of the unit that were important to students, but where the unit performance requires improvement
What it means to become a public relations professional: student perceptions of professional identity through real-world learning
No full textPublic relations educators need new solutions to prepare students to become tomorrow's practitioner today. Managers and employers in the new creative workforce (McWilliam, 2008) expect graduates to be problem solvers, critical and creative thinkers, reflective, and self reliant (Barrie, 2008; David, 2004). Enabling students to develop these attributes requires a collaborative and creative approach to pedagogy (Jeffrey & Craft, 2001, 2004). A model for the next generation of public relations education was developed to integrate industry partnerships as a way to bridge pedagogy and professional practice. The model suggests (a) that industry partnerships be embedded in learning activities, (b) that assessment items be considered on a continuum and delivered incrementally across a course of study, and (c) that connections between classroom and workplace activities are clearly signposted for students
Going Beyond Counting First Authors in Author Co-citation Analysis
Full text linkThe present study examines one of the fundamental aspects of author co-citation analysis (ACA) - the way co-citation
counts are defined. Co-citation counting provides the data on which all subsequent statistical analyses and mappings
are based, and we compare ACA results based on two different types of co-citation counting - the traditional type that
only counts the first one among a cited work's authors on the one hand and a non-traditional type that takes into
account the first 5 authors of a cited work on the other hand. Results indicate that the picture produced through this non-traditional author co-citation counting contains more coherent author groups and is therefore considerably clearer. However, this picture represents fewer specialties in the research field being studied than that produced through the traditional first-author co-citation counting when the same number of top-ranked authors is selected and analyzed. Reasons for these effects are discussed
Variations on the Author
Full text link“Variations on the Author” discusses two of Eduardo Coutinho’s recent films (Um Dia na Vida, from 2010, and Últimas Conversas, posthumously released in 2015) and their contribution to the general question of documentary authorship. The director’s filmography is characterized by a consistent yet self-effacing form of authorial self-inscription: Coutinho often features as an interviewer that rather than express opinions propels discourses; an interviewer that is good at listening. This mode of self-inscription characterizes him as an author who is not expressive but who is nonetheless markedly present on the screen. In Um Dia na Vida, however, Coutinho is completely absent form the image, while Últimas Conversas, on the contrary, includes a confessional prologue that moves the director from the margins to the center of his films. This article examines the ways in which these works stand out in the filmography of a director who offers new insights into the notion of cinematic authorship
Appropriate Similarity Measures for Author Cocitation Analysis
Full text linkWe provide a number of new insights into the methodological discussion about author cocitation analysis. We first argue that the use of the Pearson correlation for measuring the similarity between authors’ cocitation profiles is not very satisfactory. We then discuss what kind of similarity measures may be used as an alternative to the Pearson correlation. We consider three similarity measures in particular. One is the well-known cosine. The other two similarity measures have not been used before in the bibliometric literature. Finally, we show by means of an example that our findings have a high practical relevance.information science;Pearson correlation;cosine;similarity measure;author cocitation analysis
Exploring definitional and integrative issues in IMC education
No full textIntegrated marketing communication (IMC) is a major communication development that has influenced practice and education (Gould, Grein, & Lerman, 1999; Kitchen & Schultz, 2003). In the 1990s, advertising and public relations educators were sceptical of IMC’s impact on student knowledge and curriculum design (Gould et al., 1999; Griffin & Pasadeos, 1998). Since that time, although the discipline has advanced, there has been a limited number of IMC studies within education settings. This paper explores how introductory units in an undergraduate IMC major define stakeholders, segmentation, and relationships between disciplines by analysing prescribed texts used as a basis for learning and assessment. Within this localised educational context, results showed a more congruent relationship between IMC and advertising than between IMC and public relations in terms of the definition and segmentation of stakeholders. Further, differences in IMC’s conceptualisation of the nature of its relationships with advertising and public relations were identified. The study recommends educators recognise and discuss these similarities and differences in order to enhance student understanding. Educators could use a range of teaching strategies that depict clear integration practices and involve peers from related disciplines in content development and course design
Destination public relations: Understanding the sources that influence course selection for and career preferences of postgraduate students
No full textThe growth of accredited postgraduate courses in public relations highlights the need for research that understands the motivations and career expectations of postgraduate students. Australian and international research suggests that undergraduate student expectations differ from the realities of courses and careers in public relations (Bowen, 2003; Storto, 1990; Xavier, Mehta & Larkin, 2006). Undergraduate students favour training in publicity and promotion more than the critical thinking and business skills preferred by employers (Bowen, 2003). The gap between perception and reality has the potential to affect the continued development of public relations as a management function. \ud
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Using international research as its base, this study explores the Australian postgraduate perspective through a survey of approximately 140 students to identify their motivations to study public relations and preferences for positions and workplace environments. The survey was administered in an introductory postgraduate public relations theory unit across four consecutive semesters during 2004 and 2005. The findings provide insight into the career expectations of postgraduate students who prefer careers in event management and publicity. Educators must balance student needs with university teaching and learning goals and industry expectations by preparing students for the diversity of careers in public relations
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