When and how will advertising curricula ever catch up with industry practice?

Abstract

 This theoretical paper discusses influences of digitalisation and digital media on advertising curricula, pedagogy and industry practice. It argues that the advertising theory and practice are shaped by globalisation, economic fluidity, political environment and media technological convolutions. Using documentary evidences from curricula of select universities and related tertiary institutions, the paper maintains that advertising curricula often remains a step behind industry practices because of the breath-taking disruptions brought about by changing media technologies. It appreciates the recent efforts of the National Universities' Commission (NUC), Nigeria leading to the unbundling of the Mass Communication curricula across universities in Nigeria. This effort has led to adoption of Adverting as a distinct degree programme, in addition to other seven new distinct degree programmes in the sub-areas of Communication and Media Studies. The paper submits that, in view of current and future cataclysm of technological disruption in advertising practice, no amount of far sightedness on the part of designers of advertising curricula can respond adequately well ahead of future technological changes. Hence, the paper recommends that the advertising curricula need to keep taps of industry development by exposing the student not only to current theories, trends and technological innovations in advertising, the industry, simultaneously needs to partner with academic institutions to provide industry-relevant manpower.