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Graphic Communications Industry Trends and Their Impact on the Required Competencies of Personnel

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Graphic Communications Industry Trends and Their Impact on the Required Competencies of Personnel University of Northern Iowa UNI ScholarWorks Dissertations and Theses @ UNI Student Work 2014 Graphic communications industry trends and their impact on the required competencies of personnel Sara B. Smith University of Northern Iowa Let us know how access to this document benefits ouy Copyright ©2014 Sara B. Smith Follow this and additional works at: https://scholarworks.uni.edu/etd Part of the Graphic Communications Commons Recommended Citation Smith, Sara B., "Graphic communications industry trends and their impact on the required competencies of personnel" (2014). Dissertations and Theses @ UNI. 10. https://scholarworks.uni.edu/etd/10 This Open Access Dissertation is brought to you for free and open access by the Student Work at UNI ScholarWorks. It has been accepted for inclusion in Dissertations and Theses @ UNI by an authorized administrator of UNI ScholarWorks. For more information, please contact [email protected]. Copyright by SARA B. SMITH 2014 All Rights Reserved GRAPHIC COMMUNICATIONS INDUSTRY TRENDS AND THEIR IMPACT ON THE REQUIRED COMPETENCIES OF PERSONNEL An Abstract of a Dissertation Submitted in Partial Fulfillment of the Requirements for the Degree Doctor of Technology Approved: ____________________________________________ Dr. Mohammed Fahmy, Committee Chair ___________________________________________ Dr. Michael J. Licari Dean of the Graduate College Sara B. Smith University of Northern Iowa May 2014 ABSTRACT The graphic communications industry is far-reaching and touches most people‘s lives on a day-to-day basis. The products affected are as diverse as computers and medical supplies, business cards and billboards, packaging and photos, and a car’s dashboard to the image on a t-shirt. As the current employees are retiring in record numbers, and the technology and business processes in the field are changing at a rapid rate, the need for well-prepared employees is greater than ever. In order to best prepare current students for positions in the field, educators need specific information to guide their curriculum development. This has been difficult to obtain due to the extensive variety of organizations under the umbrella of graphic communications. The purpose of this study was to discover the business and technology trends that will impact the needed competencies for employees in the graphic communications industry of the future. An online survey and telephone interviews were conducted to question current business owners, managers, and human resources personnel to determine the most pressing skills and knowledge sets that future employees will need. Due to the fact that the survey yielded a very low return rate, it was difficult to prove statistical significance for all of the data results. However, descriptive and inferential statistics were performed, and many of the results are consistent with the literature. The analysis of the survey and phone interview data can help guide educators in programs for graphic communications, as well as companies which provide in-house training programs. The results indicate a strong need for soft skills, or non-technical skills, in addition to the foundational understanding of the technology and processes. In addition, specific trends were identified in services and products that companies will be offering, such as variable data marketing and electronic storefronts. This project can serve as a good starting point for additional studies on graphic communications competency needs. Recommendations and strategies are provided for future success. GRAPHIC COMMUNICATIONS INDUSTRY TRENDS AND THEIR IMPACT ON THE REQUIRED COMPETENCIES OF PERSONNEL A Dissertation Submitted in Partial Fulfillment of the Requirements for the Degree Doctor of Technology Approved: ____________________________________________ Dr. Mohammed Fahmy, Chair ___________________________________________ Dr. Julie Zhang, Co-Chair ___________________________________________ Dr. Douglas Hotek, Committee Member ___________________________________________ Dr. Andrew Gilpin, Committee Member ___________________________________________ Mr. Christopher Neuhaus, Committee Member Sara B. Smith University of Northern Iowa May 2014 ii DEDICATION It would be impossible to thank my husband, John Smith, for all the help and support that he has given me over the past 6 years as I have worked on my doctorate. Not only was he supportive, but self-sufficient and capable while taking over much of the household work and child wrangling. All this in addition to working full time, or as I often said, “he only works 40 hours a week.” Our daughter, Maddie, also had a major part in this accomplishment. She was only 11 when I started, and yet she has been extremely mature and understanding of all the time that I have spent doing schoolwork. Her little notes meant the world to me and I am so fortunate that she is the incredible, caring person that she is. I only hope that I have been a good role model as she is now graduating high school and getting ready to embark on her own continuing academic journey. I also want to dedicate this work to my extended family and friends. My parents have always been supportive of all of their children getting a good education. Although they never specifically said that I should go until grade 25! Nevertheless, their love, encouragement, and support have been amazing all my life. My siblings are inspiring to me in all the work that they have done for their own families and those of others. As parents, teachers, and community leaders, they model lives of caring and lifelong learning. My friends provided chocolate, cartoons, kind words, a kick in the seat of the pants, or whatever seemed to be needed at the time. Mostly they listened to a iii lot of whining. I don’t think they will ever know how extremely helpful they all were to me in this long, long process. Please accept my gratitude. iv ACKNOWLEDGMENTS It is with sincere and heartfelt thanks that I acknowledge my doctoral committee. While the traditional idea of a doctoral committee is that they are a stern group of individuals trying to prevent the fearful candidate from reaching their goal, nothing could be farther from the truth. My committee was extremely supportive, looking out for my academic well being at every turn. They did their best by trying to guide and warn me of the process ahead. Ultimately, I had to make the journey in my own way and stumble here and there for the sake of learning, but it was then that I began to understand the things they had been trying to tell me all along. I especially want to acknowledge Dr. Mohammed Fahmy not only as my chair, but as my mentor and so much more. He can be credited (blamed?) for suggesting that I pursue my doctoral degree in the first place. Without his on- going encouragement and guidance, I really don’t know if I would have made it to the finish line. Much to his chagrin, my timeline was slower than originally planned, but in the end he never gave up on me. For that I owe him big time. Thanks to my co-chair, Dr. Julie Zhang, for being a role model and a scholar. Her encouragement and academic assistance were invaluable. Thanks to Dr. Andrew Gilpin for his extreme patience and statistical help. That area is definitely not my forte, and he was inventive in helping me work with what little data I had. I will never forget his advice to “make meaning out of chaos.” Thanks to Dr. Doug Hotek for his guidance and support. Doug provided his experience and helpful advice for changes and additions to my dissertation. And last but not v least, thanks to Mr. Chris Neuhaus for his enthusiasm and research help. Chris gave a careful read to each draft of my dissertation and I appreciate his thoughtful feedback. His ongoing interest in research is inspiring. There are many other people who have supported me and contributed to this accomplishment, especially the current and former office staff in the Department of Technology. They have provided tangible assistance in the form of help with paperwork, registering for classes, etc. In addition, they have provided emotional support and on some days kept me going. As in most large organizations, they are truly the unsung heroes. Finally, I want to acknowledge my former, current, and future students. They are the reason that I feel joy regarding the work that I do. The implications of this study will be to develop curriculum that will assist in their development as students, future employees, and business owners. It is through their accomplishments that I feel I have succeeded in my job as an educator. I look forward to when I can “pay it forward” and help a future student as they begin their journey with their graduate work. vi TABLE OF CONTENTS LIST OF TABLES .......................................................................................................... viii LIST OF FIGURES .......................................................................................................... xi CHAPTER 1 INTRODUCTION ...................................................................................... 1 Statement of the Problem ............................................................................................. 1 Statement of Purpose .................................................................................................... 1 Statement of Need ......................................................................................................... 2 Research Questions ......................................................................................................
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