Professional profiles and work market access for graduates in Advertising and Public relations: From specialization to hybridization

Authors

  • Erika-Patricia Álvarez-Flores El profesional de la información
  • Patricia Núñez-Gómez
  • José P. Olivares-Santamarina

DOI:

https://doi.org/10.3145/epi.2018.ene.13

Keywords:

Advertising, Advertising degree, Advertising industry, Professional profiles, Digital transformation, Competences, Professional skills, Working market, Design, Art directors, Social media, Community managers, Content management, Online marketing,

Abstract

The digital transformation has changed consumer habits and created global businesses over the Internet. To relate to customers and meet their needs, companies have created work structures that require professionals with an understanding the Web and today´s media ecosystem. Based on an analysis of the content of job offers on the Internet, results are presented that guide and facilitate the job placement of students with a degree in Advertising. Approaches to market labor demands are recommended to academic institutions and indicate what knowledge and skills are required for today´s workplace. The results point to a demand for increasingly hybrid and transversal professionals with multidisciplinary skills.

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Published

2018-02-12

How to Cite

Álvarez-Flores, E.-P., Núñez-Gómez, P., & Olivares-Santamarina, J. P. (2018). Professional profiles and work market access for graduates in Advertising and Public relations: From specialization to hybridization. Profesional De La información, 27(1), 136–148. https://doi.org/10.3145/epi.2018.ene.13

Issue

Vol. 27 No. 1 (2018): Información personal y datos masivos

Section

Research articles

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