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Big Data Analytics in Undergraduate Advertising Curricula: A Global Survey of Higher Education Institutions

Big Data Analytics in Undergraduate Advertising Curricula: A Global Survey of Higher Education Institutions
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Author(s): Kenneth C. C. Yang (Department of Communication, The University of Texas at El Paso, El Paso, USA) and Yowei Kang (Department of Oceanic Cultural Creative Design Industries, National Taiwan Ocean University, Keelung, Taiwan)
Copyright: 2022
Pages: 16
Source title: Research Anthology on Big Data Analytics, Architectures, and Applications
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-6684-3662-2.ch095

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Abstract

The rapid ascent of data-driven advertising practices has allowed advertising professionals to develop highly-targeted and personalized advertising campaigns. The success of data-driven advertising relies on if future professionals are proficient with basics of Big Data analytics. However, past research of undergraduate advertising curricula around the world has shown that higher education institutions tend to fall behind in offering the most up-to-dated training for advertising students. Findings have shown that undergraduate advertising programs have slowly taken advantage of the potential of the data analytics tools and techniques. This trend is observed among higher education institutions around the world. Practical, research, and pedagogical implications are discussed.

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