4차 산업혁명과 광고·홍보 교육 과정의 미래: 학계와 업계의 관점을 중심으로

초록

This study aims to explore the potential influences that the 4th industrial revolution will exert on the advertising and public relations industry, and the way university programs should revise its ad & pr curricula to prepare students better for careers in the industry. The results showed that professors and industry leaders suggested that the most important ability that students need to accumulate through their college education is data-processing and interpretiting capabilities. Second, academic andprofessionals also proposed that the ad/pr curriculum should provide courses designed to improve data-related skills, using such tools as google analytics, as well as courses that focus on opportunities to create contents. The majority of intervieweesalso agreed that the current ad/pr curriculum in Korea typically do not meet these demands, and proposed constant collaboration between univertities and the industry as a solution.

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