Updated advertising professional competences and profiles: literature review and interviews with professionals

Abstract

This research involves the development of a general map of the trends in the professional profiles and competences of the advertising sector, identifying which of these are new and which have been maintained while adopting a special prominence in a context marked by the emergence of new technologies and the economic and social crisis. To this end, a review of the recent scientific literature has been carried out and a total of 19 advertising professionals have been interviewed. The results show two trends in the sector: one towards extreme specialization in the technological field and the other towards interdisciplinarity. Interviewees assume that the constant updating of their knowledge in this area is an entirely personal matter. In view of this situation, Spanish higher education may be seen to be facing the challenge of quickly incorporating the necessary knowledge to train professionals capable of dealing with a complex and eminently digital environment.

KEYWORDS: advertising, digitalization, professional profile, professional skill, literature review, interview.