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Full-Text Articles in Business
Marketing Play Book: Shoreline Orthopaedics, Rio Weikum
Marketing Play Book: Shoreline Orthopaedics, Rio Weikum
Honors Projects
This campaign book is comprised of essential information for conducting a successful campaign for our client, Shoreline Orthopaedic located in Holland, Michigan. For the purpose of this campaign, both primary and secondary research were conducted in order to gain crucial information that would form Shoreline's marketing strategies, tactics, and objectives. Primary research was conducted in order to get a better understanding of the attitudes, perceptions, beliefs, and needs of the patients at Shoreline. Secondary research was conducted to gain marketing information on other orthopedic practices, the best marketing strategies to implement in the digital world, and information about our target …
Liberal Vs. Professional Advertising Education: A National Survey Of Practitioners, Robin Spring, Alex Nesterenko
Liberal Vs. Professional Advertising Education: A National Survey Of Practitioners, Robin Spring, Alex Nesterenko
Peer Reviewed Articles
The issue of liberal vs. professional education is central to the conversation about advertising education. Practitioners influence the development of advertising curricula, so it is necessary to have data representing their views. A national survey was conducted with 366 practitioners in the United States. Findings show that practitioners believe a four-year college degree is important. They also believe that the best educational format includes a balance of liberal and professional education. Practitioners believe soft skills should be taught, though the most attainable entry-level jobs require digital technology skills. Digital technology also is identified as the most significant challenge for the …