Análisis de los estudios universitarios en Publicidad en España. Una propuesta de formación online para el futuro profesional
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Resumen: La producción científica sobre los planes de estudios españoles y su adecuación a los perfiles profesionales vigentes es abundante en el campo del Periodismo. Sin embargo, en Publicidad es más limitada pues se centra sobre todo en materias o universidades concretas, no es actual y emplea técnicas distintas a la revisión del plan de estudios. Se presentan los resultados de un estudio descriptivo que analiza 35 títulos –presenciales y online– de Publicidad y Relaciones Públicas en España con el fin de determinar su adecuación a las necesidades del sector. De estos planes, solo tres se ofertaban en el curso académico 2019-2020 de manera online. El trabajo analiza la estructura de los planes de estudios, las competencias específicas, los perfiles de ingreso, egreso y salidas laborales. La posibilidad de cursarlo online es una oportunidad para el estudiantado en un mercado caracterizado por la presencialidad, proponiendo una metodología de enseñanza personalizada para la consecución de competencias clave (habilidad para exponer en público, capacidad para generar nuevas ideas, y para trabajar en equipo). La investigación que se presenta en este artículo es una guía útil para los que se enfrentan al diseño de un título, en concreto de Publicidad, al identificar buenas prácticas y tendencias en el diseño curricular. Se aprecia la necesidad de una formación transversal en estrategia y creatividad, con un perfil tanto analítico como creativo que prepara para trabajar en el sector publicitario, pero también en la dirección de comunicación. La creatividad sigue siendo importante para la formación del Graduado en Publicidad, pero se le exigen nuevos conocimientos para este trabajo multidisciplinar. Inglés, nuevas tecnologías, análisis de datos son algunas de las asignaturas clave a cursar. Entre las habilidades necesarias destacan las comunicativas, el trabajo en equipo y la capacidad resolutiva.
Abstract: There are abundant research articles on Spanish study plans in the field of journalism, and they are highly suitable for current professional profiles. However, there are fewer in the advertising area, and they focus mainly on specific subjects or universities, are not up to date, and use techniques other than the revision of the syllabus. This article presents the results of a descriptive study analyzing 35 university degrees in Advertising and Public Relations, both presential and online, in Spain to determine their suitability to address the needs of the sector. Of these plans, only three were offered online in the academic year 2019-2020. We analyze the structure of the study plans, the specific competences and skills covered, the profiles of new university entrants, graduation, and employment opportunities. There is a gap in terms of online education offering personalized education to obtain key competences (public speaking, idea generation, and teamwork). This research provides a useful guide for those aiming to design a degree course, specifically in Advertising, identifying good practices and trends in curricular design. The need for transversal training in strategy and creativity is discussed, based on an analytical and creative profile that prepares graduates as advertising and communication management professionals. Creativity continues to be important for the training of Advertising graduates, and new subjects are required to match this multidisciplinary angle. The use of English, new technologies, and data analysis are some of the key subjects to study. The necessary skills include communication, teamwork, and the ability to resolve problems and face difficult situations.
Abstract: There are abundant research articles on Spanish study plans in the field of journalism, and they are highly suitable for current professional profiles. However, there are fewer in the advertising area, and they focus mainly on specific subjects or universities, are not up to date, and use techniques other than the revision of the syllabus. This article presents the results of a descriptive study analyzing 35 university degrees in Advertising and Public Relations, both presential and online, in Spain to determine their suitability to address the needs of the sector. Of these plans, only three were offered online in the academic year 2019-2020. We analyze the structure of the study plans, the specific competences and skills covered, the profiles of new university entrants, graduation, and employment opportunities. There is a gap in terms of online education offering personalized education to obtain key competences (public speaking, idea generation, and teamwork). This research provides a useful guide for those aiming to design a degree course, specifically in Advertising, identifying good practices and trends in curricular design. The need for transversal training in strategy and creativity is discussed, based on an analytical and creative profile that prepares graduates as advertising and communication management professionals. Creativity continues to be important for the training of Advertising graduates, and new subjects are required to match this multidisciplinary angle. The use of English, new technologies, and data analysis are some of the key subjects to study. The necessary skills include communication, teamwork, and the ability to resolve problems and face difficult situations.