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

Technological transformations and, especially, the accelerated process of digitalization have changed the profiles and production routines of the media. At the same time, universities have had to adapt their journalism curricula to new training needs. This paper analyzes the evolution of the technical-digital training of the journalism degree in Spain over the last two decades through a comparative study of three stages: before, during, and after the adaptation to the EHEA (2000-2010-2020). The research brings together, as valuable reference material, the curricular offerings of 112 programs and 242 subjects that show the educational evolution of the digital environment over the last 20 years , with a longitudinal and epistemological approach. The trends identified by this diagnostic work confirm, among other aspects, how the design of journalism curricula has evolved at a slow and asynchronous pace in digital training until the last decade and with disparate speeds between universities. Added to this is the conformation of a highly varied epistemological heritage that, beyond the specific names of the subjects, denotes a progressive commitment to digital and multimedia teaching, combining generic hybrid knowledge with more specialized training in terms of languages and formats.