Análisis de las demandas profesionales en publicidad digital de los egresados en Publicidad y Relaciones Públicas

Laburpena

This research starts from the situation of the academic and working environment of advertising and public relations professionals in the digital world. The reflection around the present time makes necessary an analysis towards the needs of the professionals of the digital advertising and the demands of the market. Starting from a theoretical development that puts the situation in context, in the dynamic current environment, we advance towards a quantitative-qualitative methodology based on a random survey through a questionnaire to professionals who have graduated from both public and private universities in the last five years, being contacted through the professional social network LinkedIn. On the other hand, the qualitative analysis: six in-depth interviews were carried out with digital communication professionals, from the point of view of the advertiser, the agency and the media (the three elements that make up the advertising system). The conclusions of the study point to the need to reinforce the extracurricular training of the graduates, to seek motivation, critical thinking and proactivity with which they face the labor market. Another of the most striking conclusions is that the graduates themselves have more insecurities about their digital abilities when working than those with which the market itself receives them.