Industry perceptions of an academic program name visual communications in the Wisconsin Technical College System /

by Griggs, Jacob S.

Technological advances in media and communications have changed both the climate and vernacular of the industry. In light of this, educational institutions that offered programs in the areas of " Visual Communications " were challenged of assuring they have a name that accurately represents the current industry's environment. The Wisconsin Technical College System (WTCS) has three such schools, each with a program named " Visual Communications " (Vis Comrn). These programs were contemplating a name change, but there was insufficient data to support a decision. This study will provide some of the data necessary in order to make an informed choice. Prospective students and industry employers are the two major groups that can influence programmatic changes, including a change in the program name. This study was conducted using business and industry representatives in the La Crosse, Madison and ... 111 Milwaukee, Wisconsin, Designated Market Areas (DMA's). These three DMA's comprise the same regions that have a WTCS Vis Cornrn program. The business and industry professionals, responsible for employment decisions, were asked to complete a survey to evaluate perceptions of the Vis Cornrn program name. An analysis of the data determined that " Visual Communications " was an acceptable and current program name, while it also identified other potential suitors, and further research opportunities.