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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

Kenneth C. C. Yang, Yowei Kang
Copyright: © 2018 |Volume: 8 |Issue: 1 |Pages: 14
ISSN: 2155-5605|EISSN: 2155-5613|EISBN13: 9781522546092|DOI: 10.4018/IJTEM.2018010103
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MLA

Yang, Kenneth C. C., and Yowei Kang. "Big Data Analytics in Undergraduate Advertising Curricula: A Global Survey of Higher Education Institutions." IJTEM vol.8, no.1 2018: pp.34-47. http://doi.org/10.4018/IJTEM.2018010103

APA

Yang, K. C. & Kang, Y. (2018). Big Data Analytics in Undergraduate Advertising Curricula: A Global Survey of Higher Education Institutions. International Journal of Technology and Educational Marketing (IJTEM), 8(1), 34-47. http://doi.org/10.4018/IJTEM.2018010103

Chicago

Yang, Kenneth C. C., and Yowei Kang. "Big Data Analytics in Undergraduate Advertising Curricula: A Global Survey of Higher Education Institutions," International Journal of Technology and Educational Marketing (IJTEM) 8, no.1: 34-47. http://doi.org/10.4018/IJTEM.2018010103

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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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