数字营销传播环境下广告学人才培养的实践探索

A Study on the Expected Competency Characteristics of Advertising Professionals in the Digital Marketing Communication Context

数字技术的发展对诸多行业带来了深刻变化。营销传播业作为全面受到数字技术影响的典型行业,一直在寻求业务创新及流程优化以适应当下环境。在这一背景下,营销传播业界对人才能力提出了哪些需求?这构成了本文的出发点。研究采用深度访谈法,以深圳市的营销传播从业人员为对象,探索了数字传播环境下营销业界对广告人才胜任特征的需求结构。研究提取出了“职业基础能力”“专业知识与能力”“个人特质与动机”以及“专业超越性能力”等一级胜任力特征指标和若干二级指标。研究认为,大学的专业教学应当进一步提升学生对行业的认知和兴奋度,重视对学生的动机和人格的培养,加强社会科学研究方法训练,并应增设若干软件工具及计算机语言选修课程。

This study explored the expected competency characteristics of practitioners in advertising industry in the context of digital marketing communication.By In-depth interviews among employees in marketing communication companies in Shenzhen,we extracted four first grade indices,namely,basic ability,professional knowledge and ability,personal traits and motives,and innovative ability.In addition,we also came up with a serious of second grade indices based on the first grade indices.Furthermore,we made a few suggestions on the undergraduate education of marketing communication professionals.