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Developing the next-generation Don Draper
Journal of Digital & Social Media Marketing,
6
(1),
87-92
(2018)
Abstract
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 programmes providing students with the skills needed to win jobs today and become successful employees tomorrow? Today’s ‘next-generation Don Drapers’ must not only be fluent in creativity and big ideas, but also be fluent in analysis and Big Data.
Keywords: digital media; data; analytics; advertising; education
The full article is available to subscribers to the journal.
Author's Biography
Valerie K. Jones is an assistant professor of advertising and public relations at the University of Nebraska-Lincoln College of Journalism and Mass Communications. She brings over 15 years of expertise in integrated marketing communications, branding, digital media strategy and analytics from Starcom, Fox Interactive, IBM, and her consultancy into her research and teaching. Her recent research focuses on the influence of social media on attitudes towards public policy and the implications of voice-powered artificial intelligence assistants for the future of marketing. She holds a master’s degree in integrated marketing communications from Northwestern University.
