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Developing the next-generation Don Draper

Author

Listed:
  • Jones, Valerie K.

    (University of Nebraska-Lincoln, USA)

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.

Suggested Citation

  • Jones, Valerie K., 2018. "Developing the next-generation Don Draper," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 6(1), pages 87-92, March.
    • Handle: RePEc:aza:jdsmm0:y:2018:v:6:i:1:p:87-92
    as

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    More about this item

    Keywords

    digital media; data; analytics; advertising; education;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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