Journalism and Mass Communications, College of


Date of this Version

Summer 2018


Journal of Digital & Social Media Marketing 6:1 (Summer 2018), pp. 1–6.


Copyright © 2018 Henry Stewart Publications. Used by permission.


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 programs providing students with the skills needed to win jobs today and become successful employees tomorrow? Today’s “next-generation Don Drapers” must be fluent not only in creativity and big ideas but also in analysis and Big Data.