Big Data Analytics in Undergraduate Advertising Curricula

2022 ◽  
pp. 1958-1973
Author(s):  
Kenneth C. C. Yang ◽  
Yowei Kang
Keyword(s):  
Higher Education ◽  
Big Data ◽  
Data Analytics ◽  
Higher Education Institutions ◽  
Big Data Analytics ◽  
Past Research ◽  
Data Driven ◽  
The World ◽  
Tools And Techniques ◽  
Personalized Advertising

The rapid ascent of data-driven advertising practices has allowed advertising professionals to develop highly-targeted and personalized advertising campaigns. The success of data-driven advertising relies on if future professionals are proficient with basics of Big Data analytics. However, past research of undergraduate advertising curricula around the world has shown that higher education institutions tend to fall behind in offering the most up-to-dated training for advertising students. Findings have shown that undergraduate advertising programs have slowly taken advantage of the potential of the data analytics tools and techniques. This trend is observed among higher education institutions around the world. Practical, research, and pedagogical implications are discussed.

Big Data Analytics in Undergraduate Advertising Curricula

2018 ◽  
Vol 8 (1) ◽  
pp. 34-47
Author(s):  
Kenneth C. C. Yang ◽  
Yowei Kang
Keyword(s):  
Higher Education ◽  
Big Data ◽  
Data Analytics ◽  
Higher Education Institutions ◽  
Big Data Analytics ◽  
Past Research ◽  
Data Driven ◽  
The World ◽  
Tools And Techniques ◽  
Personalized Advertising

The rapid ascent of data-driven advertising practices has allowed advertising professionals to develop highly-targeted and personalized advertising campaigns. The success of data-driven advertising relies on if future professionals are proficient with basics of Big Data analytics. However, past research of undergraduate advertising curricula around the world has shown that higher education institutions tend to fall behind in offering the most up-to-dated training for advertising students. Findings have shown that undergraduate advertising programs have slowly taken advantage of the potential of the data analytics tools and techniques. This trend is observed among higher education institutions around the world. Practical, research, and pedagogical implications are discussed.

Integrating Big Data Analytics into Advertising Curriculum

2017 ◽  
pp. 228-250
Author(s):  
Kenneth C. C. Yang ◽  
Yowei Kang
Keyword(s):  
Big Data ◽  
Data Analytics ◽  
Big Data Analytics ◽  
The World ◽  
Challenges And Opportunities ◽  
The Status ◽  
Consumer Data ◽  
Tools And Techniques ◽  
Data Analytic ◽  
Collection Methods

With the assistance of new computing technologies and consumer data collection methods, advertising professionals are capable of generating better targeted advertising campaigns. Big Data analytics are particularly worth noticing and have presented ample opportunities for advertising researchers and practitioners around the world. Although Big Data analytic courses have been offered at major universities, existing advertising curricula have yet to address the opportunities and challenges offered by Big Data. This chapter collects curricular data from major universities around the world to examine what Big Data has posed challenges and opportunities to existing advertising curricula in an international context. Curricula of 186 universities around the world are reviewed to describe the status of integrating these developments into better preparing advertising students for these changes. Findings show that only selected advertising programs in the U.S. have begun to explore the potential of the data analytics tools and techniques. Practical and educational implications are discussed.

Integrating Big Data Analytics into Advertising Curriculum

2016 ◽  
pp. 131-152 ◽  
Author(s):  
Kenneth C. C. Yang ◽  
Yowei Kang
Keyword(s):  
Big Data ◽  
Data Analytics ◽  
Big Data Analytics ◽  
The World ◽  
Challenges And Opportunities ◽  
The Status ◽  
Consumer Data ◽  
Tools And Techniques ◽  
Data Analytic ◽  
Collection Methods

With the assistance of new computing technologies and consumer data collection methods, advertising professionals are capable of generating better targeted advertising campaigns. Big Data analytics are particularly worth noticing and have presented ample opportunities for advertising researchers and practitioners around the world. Although Big Data analytic courses have been offered at major universities, existing advertising curricula have yet to address the opportunities and challenges offered by Big Data. This chapter collects curricular data from major universities around the world to examine what Big Data has posed challenges and opportunities to existing advertising curricula in an international context. Curricula of 186 universities around the world are reviewed to describe the status of integrating these developments into better preparing advertising students for these changes. Findings show that only selected advertising programs in the U.S. have begun to explore the potential of the data analytics tools and techniques. Practical and educational implications are discussed.

Opportunities and challenges for big data analytics in US higher education

2018 ◽  
Vol 32 (3) ◽  
pp. 169-182 ◽  
Author(s):  
Mohsen Attaran ◽  
John Stark ◽  
Derek Stotler
Keyword(s):  
Higher Education ◽  
Big Data ◽  
Data Analytics ◽  
Big Data Analytics ◽  
Successful Implementation ◽  
Implementation Challenges ◽  
Usable Information ◽  
The World ◽  
Potential Benefits ◽  
Rich Data

Business leaders around the world are using emerging technologies to capitalize on data, to create business value and to compete effectively in a digitally driven world. They rely on data analytics to accelerate time to insight and to gain a better understanding of their customers’ needs and wants. However, big data and data analytics solutions in higher education are new topics. There has been limited progress in accumulating the extremely rich data that flow through higher education systems for the purpose of acquiring usable information for students, instructors, administrators and the public. The key objective of this article is to propose a conceptual model for the successful implementation of analytics in higher education. The article also examines some of the potential benefits of big data and analytics as applied to the world of higher education and explores implementation challenges that can be expected. Furthermore, the study reviews key attributes of successful analytics platforms and illustrates some of the routes that might be taken to implement these technologies in education. Finally, it highlights the successful implementation of analytics solutions in several universities.

scholarly journals A Social Media Analytics Framework to Increase Prospective Students’ Interests in STEM and TVET Education

2021 ◽  
Vol 16 (4) ◽  
pp. 82
Author(s):  
Muhamad Hariz Muhamad Adnan ◽  
Shamsul Arrieya Ariffin ◽  
Hafizul Fahri Hanafi ◽  
Mohd Shahid Husain ◽  
Ismail Yusuf Panessai
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Big Data ◽  
Data Analytics ◽  
Role Model ◽  
Higher Education Institutions ◽  
Big Data Analytics ◽  
Vocational Education And Training ◽  
Social Media Analytics ◽  
Prospective Students

Recently, the promotion of Science, technology, engineering and mathematics (STEM) education has become the highlight due to the shortage in the STEM workforce. Surprisingly, the enrolment rates in STEM degrees are still low in many countries. Social media has been identified as one of the main platforms that can help to increase prospective students’ interest in STEM and also Technical and Vocational Education and Training (TVET) subjects. However, very little research has been done for the higher education institutions in Malaysia in leveraging social media and social media analytics effectively to increase the students’ interests and awareness of STEM and TVET disciplines. Therefore, this paper aims to propose a framework to increase prospective students’ interest in STEM and TVET using social media and big data analytics. The objectives of this study are to explore various social media applications in education and study these applications towards increasing students’ interests and propose a suitable framework for Malaysian higher education institutions. The framework is proposed by following the theory synthesis methodology. Four main components of the framework have been proposed, namely social media, role model or mentoring, massive open online courses and big data analytics. Each component is significant and requires a considerable amount of time to develop. The suggested framework is anticipated to benefit higher education institutions with a significant gain of the number of students, revenues and positive reputations.   Keywords: Social media, Social media analytics, STEM, E-learning, Education  

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