Liberal vs. professional advertising education

A national survey of practitioners

Abstract

The issue of liberal vs. professional education is central to the
conversation about advertising education. Practitioners influence
the development of advertising curricula, so it is necessary
to have data representing their views. A national survey was
conducted with 366 practitioners in the United States. Findings
show that practitioners believe a four-year college degree is
important. They also believe that the best educational format
includes a balance of liberal and professional education. Practitioners
believe soft skills should be taught, though the most
attainable entry-level jobs require digital technology skills.
Digital technology also is identified as the most significant challenge
for the field.