Rapid technological advancements in the advertising industry coupled with the economic downturn have placed heavy pressure on advertising educators to prepare students for competitive job markets. They face multiple challenges of keeping up with fast-paced industry changes and balancing digital skills and core conceptual knowledge in their curriculum. The analysis of digital media curricula in 185 major communication schools revealed that advertising/PR courses had a more balanced emphasis on skills and conceptual knowledge than journalism, telecommunication and business/marketing courses. This pedagogical focus did not differ significantly by the type of educational institutions. Implications for future curriculum development for digital media education are discussed.
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