An Opportunity to Remind Students of the Value of a Liberal Arts Education: Integrating Liberal Arts into an Advertising Course

Abstract

Academic institutions that have professional colleges within a liberal arts university face the challenge of finding ways to integrate liberal arts and sciences into the professional curricula in order to help professional program students enhance their broad-based education. Business school faculty face an on-going challenge of designing curricula that will increase the relevance of these course requirements. The teaching innovation presented helps to bridge the gap between liberal arts and sciences and business by applying concepts and practices in advertising and promotion strategies to liberal arts and sciences topics. As a result, students gain an understanding of and appreciation for how arts and sciences may be useful in their business careers.