Advertising Education in Hong Kong: Perspectives from Industry Experts

Conference: The European Conference on Media, Communication & Film (EuroMedia2020)
Title: Advertising Education in Hong Kong: Perspectives from Industry Experts
Stream: Advertising, Marketing, & Public Relations
Presentation Type: Virtual Presentation
Authors:
Kit Yin Emmy Wong, Technological and Higher Education Institute of Hong Kong, Hong Kong

Abstract:

The advertising industry has been changed rapidly over the last decade due to the drastic impact of technological advancement. From conventional advertising, desktop-oriented digital advertising to mobile-centric interactive advertising, and until, nowadays, stronger focus on technology-based experiential advertising. Tertiary education institutes have been aware that advertising education can not only be limited to strategical and aesthetic training, but they are also struggling on the right mix of curriculum which can be close to the market change to enhance students’ work readiness. The aim of this study is to investigate the development of advertising practice and its impact on advertising education in Hong Kong. A focus group was conducted comprising five experts from education, advertising and branding design, advertising agency and marketing respectively, to understand the up to date practice of the advertising industry, the challenge between professional practice and education, and the recommendations to the future advertising education. The findings reveal that there is a severe evolution from shifting conventional advertising to digital, while advertisers nowadays find difficulties in looking for agencies which are competent to deliver through-the-line creative solution from strategic planning to execution level. Under the evolution of the advertising industry, the main challenge of advertising education is how to enable students to be well-equipped with technological advancement and their adaptability to changes. It is suggested to strive for a balance between educating students’ all-rounded strategic mindset, art direction and executional skillsets.



Virtual Presentation