External Competitions and Work Integrated Learning: A Creative Industries Perspective from Vietnam

This study uses a within-case analysis method to investigate how an external creative competition can be used as part of the work integrated learning (WIL) strategy for creative industries-oriented undergraduate programs. Within the higher education context, the broad aim of WIL is to enhance graduate employability through the inclusion of relevant professional practices within the undergraduate learning experience. Suggested benefits to students participating in WIL include specific knowledge of work practices, processes and cultures alongside broader knowledge of the employment context. As a result, WIL experiences should be integrated within higher education curricula both vertically and horizontally in order to scaffold skills development. However other commentary highlights the commitment of significant staff and time resources to sustaining a WIL program, both from the university and the industry partner. This study describes participation by undergraduate students in the Vietnam Young Lions 2019 creative competition aimed at emerging talent in the advertising and communication sector. Results from this within-case analysis support established best practice guidelines for WIL strategy and execution to some extent – including the importance of institutional buy-in to WIL strategy and appropriate governance and resourcing of WIL projects. However Vietnam’s high employment rate may question the degree to which WIL is necessary to secure graduate employment. Furthermore the industry partners engaged with the Vietnam Young Lions competition appeared to be motivated more from an opportunity for graduate recruitment and less by the desire to co-deliver academic learning outcomes as part of the WIL student experience.