광고홍보학과 실무현장체험학습 교육에 관한 탐색적 연구 : ‘광고현장탐방’ 교과를 중심으로

An Exploratory Research on the Educational Effect of Practical Work Experience Education in Dept. of Advertising and Public Relations : Focused around Advertisement Field Excursions

오늘날 실무현장체험학습 교육은 광고홍보학과 학생들에게 매우 중요한 교과과정 중의하나로 인식되고 있다. 현장체험학습 교육은 실무에 대한 정보를 제공하고 전공을 공부하는 데 지대한 영향을 미치고 있기 때문이다. 그러나 단순히 방학을 이용한 단기적 비교과프로그램으로 시행하고 있다는 점은 매우 아쉬운 부분이다. 게다가 이 교육프로그램은고학년 학생들에게만 맞추어져있기 때문에 저학년 학생들은 교육받기 어려운 실정이다. 이러한 상황을 고려하여 00대학교 광고홍보학과는 저학년 학생들이 전공을 더욱 잘 이해할 수 있도록 ‘광고현장탐방’ 교과목을 개설한 바 있다. 본 연구는 현장체험학습 교과목을 대상으로 교육성과를 진단하고 실무적·학술적 의의를 탐색하였다. 이를 위해 참여한 학생들을 대상으로 심층인터뷰를 실시하였다. 분석결과, 실무현장체험학습교육은 학생들에게 전공이해 및 실무능력 강화에 큰 도움이 된 것으로 밝혀졌다. 또한 학생들은 현장체험학습 교육을 매우 중요하게 느꼈고, 교육에 대한 만족도도 높았다. 본 연구 결과를바탕으로 현장체험학습 교육의 중요성이 재인식되고, 업계와 학계의 상호협력 프로그램개발을 위한 방안이 확대될 수 있기를 기대한다.

Practical Work Experience for students taking Advertisement and Public Relations as their major isbeing considered as a major part of the curriculum, as it has shown to have an immense effect on thelevel of understanding and application of the industry in these students. However the fact that theseprograms are being implemented as short-term non-credit program during the vacation periods inbetween semesters is an issue which must be addressed, and as the program is designed mostly for themore senior students, junior students are missing out on the same opportunity. In consideration ofsuch situations, the advertising and public relations department of 00 University offered‘Advertisement Field Excursions’ course in order for junior year students to better understand theirareas of major. Accordingly, this study diagnosed the performances of education for the WorkExperience Education subject and investigated its practical and academic significances. For thispurpose, in-depth interview with students participating in the study was carried out. As the results ofanalysis, it was disclosed that practical work experience education is greatly helpful for betterunderstanding of the major area of study and strengthening of the ability to perform practical works bythe students. In addition, students felt that work experience education program to be very importantwith very high level of satisfaction on the education. As such, it is anticipated that the importance ofpractical work experience education can be re-acknowledged and means of developing mutuallycooperative program between the industries and academia can be expanded on the basis of theoutcome of this study.