Employment Orientation, Skills Training and Competitiveness Among Chinese Advertising Art and Design Students

This descriptive method study investigated the employment orientation, skills training, and competitiveness among Chinese Advertising Art and Design students. The participants were 425 advertising students from four different Chinese schools specializing in Chinese Advertising Art Design. The gathered data were analyzed using a one-way ANOVA, t-test, and a quantitative descriptive study technique. According to the study’s findings, the respondents were female sophomores who lived in rural areas. Additionally, based on the responses, most respondents concurred with the indicators of employment orientation, including industry trends, market demand, policy support, direction, and opportunities. A significant majority of respondents agreed with the indicators of employment skills training, including communication, academic achievement, learning attitude, creativity, and critical thinking. Furthermore, a large percentage of respondents affirmed the measures of employment competitiveness, specifically in terms of practice activity, professional knowledge level, job-hunting skills, and curriculum setting, as indicated in the survey undertaken. Regarding the relationship among employment orientation, employment skills training, and competitiveness, the results showed highly significant relationships for all these indicators. The better the employment orientation and employment skills training, the more competitive students become. An enhanced career development program was developed to improve employability based on the results. When students possess a distinct professional trajectory and understand industry values, they can focus on developing the necessary skills and experience. This may increase their value to employers because they are well-prepared for job positions, thereby augmenting their competitiveness in the employment arena.