Transformation of the Advertising Industry: Big Data and AI Make a Case for a Revised Advertising Curriculum

The inclusion of big data, that is the high volume, variety and velocity of data, along with artificial intelligence, or the ability to automate and target consumers in real time using big data has catalyzed a transformation in the advertising industry. This has warranted much needed revisions in college-level advertising education, however, there remains a gap in understanding knowledge requirements for new graduates from the perspective of advertising practitioners. This study explores the gap in coursework that advertising managers deem necessary for new graduates who are looking to start and build their careers in advertising and marketing. Using a qualitative approach, this research conducted an open-ended questionnaire survey of 100 industry practitioners with over 5 years of experience. The findings showcase a need for interdisciplinary curriculum that includes strategy, technology, and data management.