Big Thinking about Teaching Advertising

Abstract

Workshop participants broke into five groups to discuss issues affecting both the advertising industry and advertising education. Because these issues influence all our programs, we're sharing our collective thinking by way of this summary. The use of analytics informs both content creation and content delivery, with such factors as return on advertising investment, search engine optimization, search engine marketing and advertising effectiveness driving this trend. [...]it should be their friend because understanding big data will make them more employable.