Where do Universities Fit on the Professional Development Continuum in Australia? The Views of Advertising and Public Relations Practitioners

While Executive education in Australia today is largely the province of industry organizations, it could provide a financial lifeline to many universities. Thus study looks at the executive education preferences of advertising and public relations practitioners in Australia. In examining their priorities, if finds some significant difference between the two disciplines, based largely on the relevance of the subject to their profession. It also finds some common ground in that both advertising and public relations practitioners are seeking strategic courses from executive education, as well as demonstrating a preference towards new disciplinary areas. Generic skills, a priority of undergraduate education and hire, are not strongly sought in executive education.