What advertising and communication students are expecting for their career?

Research output: Contribution to conferenceConference paperpeer-review


The presentation will start with an overview of the manpower situation of the Hong Kong advertising industry in the recent few years. Academic programs on advertising and marketing communication offered by the higher educational institutes will be reviewed in a nutshell. The presentation will go on to discuss the available job opportunities for communication graduates in general. A study of a group of graduating students was conducted. An open-ended questionnaire was distributed to the graduating class of advertising, public relations and communication studies students to collect their expectation for the career. The study collected views on what they like or dislike about the advertising or the public relations industry, as well as whether they will consider applying for jobs in the advertising or public relations industry immediately after graduation. They were also asked to name at most three companies that they would like to work for. Results will be summarized and presented. The implications for the professional industry in attracting new graduates will be discussed.
Original languageEnglish
Publication statusPublished - May 2009
EventAmerican Academy of Advertising 2009 Asia-Pacific Conference - Beijing, China
Duration: 27 May 200930 May 2009


ConferenceAmerican Academy of Advertising 2009 Asia-Pacific Conference

User-Defined Keywords

  • advertising education
  • career aspiration
  • advertising industry


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