Developing the next-generation Don Draper

Valerie K. Jones
Additional contact information
Valerie K. Jones: University of Nebraska-Lincoln, USA

Journal of Digital & Social Media Marketing, 2018, vol. 6, issue 1, 87-92

Abstract: Technology and the proliferation of data have transformed the advertising industry. Those with digital and analytical skills are now more employable than those with ‘traditional’ advertising skills. At the same time, colleges and universities face increasing emphasis on job placement rates. Are advertising programmes providing students with the skills needed to win jobs today and become successful employees tomorrow? Today’s ‘next-generation Don Drapers’ must not only be fluent in creativity and big ideas, but also be fluent in analysis and Big Data.

Keywords: digital media; data; analytics; advertising; education (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2018
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/2093/download/ (application/pdf)
https://hstalks.com/article/2093/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2018:v:6:i:1:p:87-92

Access Statistics for this article

More articles in Journal of Digital & Social Media Marketing from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().