Teaching Analytics and Digital Media to Advertising Students. (May 2021)

• Record Type: Journal Article
• Authors: Brown-Devlin, Natalie
• Is Part Of: Journal of advertising education. Volume 25:Number 1(2021)
• Page Start: 28
• Page End: 36
• Publication Date: 2021-05
• Subjects: big data -- analytics -- data storytelling -- experiential learning -- active learning; Advertising -- Study and teaching -- Periodicals; Advertising -- Study and teaching -- United States -- Periodicals; Electronic journals; Periodicals; 659.1071
• DOI: 10.1177/1098048220984108
• Languages: English
• ISSNs: 1098-0482

Abstract

As the advertising industry continues to list analytical reasoning as a necessary skill for employment, more universities are including analytics into their advertising curriculum. This article outlines how I teach an analytics-focused course in a top-ranked advertising program. In this article, I briefly summarize each course module and describe a variety of assignments that are used to meet each learning objective. I also provide citations and links to resources, datasets, and software that I currently use in hopes of helping other professors locate resources that have proven quite helpful for teaching analytics content to advertising students.