Designing an Effective Creative Advertising Curriculum in Dubai: Addressing the Challenge of Region-Specific Knowledge Deficiency and Promoting Ethical Awareness (74214)
Session Chair: Mia Tedjosaputro
Saturday, 17 February 2024 11:25
Session: Session 2
Room: Thung Saliam
Presentation Type: Oral Presentation
This completed study documents the development process followed in designing the creative advertising curriculum at the American University in Dubai as a case study. The objective of this research is to propose a curriculum design framework that fosters responsible advertising practices and addresses the unique challenges faced in the ME region, while also considering global industry trends. By documenting the underpinning research and design process involved, it also aims to contribute to the advancement of advertising education in the region by providing valuable, region-specific insights into curriculum design. The research methodology involves a mixed-methods approach. Initially, a comprehensive literature review was conducted to identify the current regional and global challenges in advertising, ethical considerations, and industry best practices. Comparative studies with benchmark universities and content analysis of existing advertising curricula and course materials were then completed to assess the region-specific knowledge gap. In-depth interviews and focus group discussions were conducted with advertising professionals, industry experts, alumni, and educators to gather their current perspectives on the industry and the academic preparation expected. Quantitative surveys administered to students helped assess their current knowledge, attitudes, and ethical awareness. Based on the studies and the findings, a curriculum design framework was then proposed. The resulting curriculum has been active, generating advertising creatives who are meeting industry expectations but the challenge of scarce region-specific resources remains valid.
Authors:
Dina Faour, American University in Dubai, United Arab Emirates
About the Presenter(s)
Professor Dina Faour is a University Professor/Principal Lecturer at American University in Dubai in United Arab Emirates
See this presentation on the full schedule – Saturday Schedule
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