Innovations in Teaching Advertising: Teaching Digital on a Shoestring Budget

Abstract

The field of advertising is becoming increasingly integrated with public relations and social media ( Kim, 2012 ). As a result, many employers expect new graduates to understand how to navigate this from both an integrated and digital perspective in their new careers. The challenge is that some advertising courses may be taught from a theoretical perspective and without the digital tools that new graduates will need to know how to use. The Tool Kit Friday innovation is designed to help students learn how to use new digital tools, and to create client projects with those tools while also learning advertising strategy.

Training Concerns of Micro-influencers on Advertising and Marketing

“…In fact, the inclusion of new digital profiles remains limited, with content creation specialists featured in only 7 out of 35 Spanish universities offering degrees in advertising (Fernández-Gómez & Feijoo, 2022). Academic courses specializing in social media strategy, analytics, and campaigns are crucial to adequately prepare students for future employment (Childers, 2022; Fang, Wei, Huang & 2019; Mishra & Mishra, 2020).…”

Social Media Marketing: A Commentary on Teaching and Learning in a Dynamic Field

“…Over the years, as social media has grown into a global cultural phenomenon, educators have used specific platforms as teaching tools in their classrooms. There is a significant body of research focused on teaching individual platforms such as Facebook (e.g., Bal et al, 2015; Muñoz & Towner, 2010; Northey et al, 2015), Instagram (e.g., Kemp et al, 2019), LinkedIn (e.g., McCorkle & McCorkle, 2012; Peterson & Dover, 2014), Pinterest (e.g., Cronin, 2013), Twitter (e.g., Abney et al, 2019; Rinaldo et al, 2013; West et al, 2015), and YouTube (e.g., Cowley, 2020; Edmiston, 2016; Payne et al, 2011), with a few examples requiring students to integrate multiple platforms for a client (e.g., Mishra & Mishra, 2020; Rohm et al, 2021) or personal branding (e.g., McCorkle & Payan, 2017). Twitter as a course communication tool was the topic of the first platform-specific social media education articles (e.g., Lowe & Laffey, 2011; Rinaldo et al, 2011).…”

“…The authors found that 87% of the syllabi required students to create a social media plan. While educators have long accepted that students benefit from creating client plans (Mishra & Mishra, 2020; Zahay et al, 2022), getting feedback from industry representatives on the effectiveness of social media plans is essential for preparing students for their careers. Rohm et al (2021) tested this approach by having industry representatives attend student presentations of their client’s social media plans.…”

The Path of Integrating Curriculum Civics into Advertising Design Teaching in Higher Vocational Colleges and Universities Based on Big Data Analysis

“…Literature [13] participated in an art instruction program at one of the leading portfolio schools in the United States, addressing how design is taught and student and faculty perceptions of the pros and cons of how design is taught in the curriculum, and discussing how best to incorporate design education into the advertising curriculum. Literature [14] suggests the need for an integrated and digital perspective in the new careers of advertising design graduates to address the field of advertising in conjunction In addition, the literature [15] suggests that the case teaching method is an effective method for cultivating students' ability and improving their quality, combining science and technology with artistic connotation, promoting the sustainable development of computer-aided art design, and selecting a typical TM case according to the needs of teaching objectives and content so as to better carry out the teaching of advertising art design. Literature [16] adopts quasi-experimental research methods, using inter-subjective analysis of advertising design cause design, to explore the advertising effect of advertising design and self-referential and argumentative quality graphic configurations of environmental protection emotions, as well as their impact on the advertising effect, to understand the relationship between the factors affecting the advertising effect and the benefits of green marketing.…”