Surveying the Divide: Notes From Media Planner Professionals and Professors

As the advertising world continues to shift with new tech, platforms, and expectations, there is a growing concern about whether students are learning what they need in media planning courses. This study explores the misalignment between what is being taught in university classrooms and what professionals expect from entry-level media planners. Through a mixed-methods survey of professors and industry professionals, we identified key areas where efforts do not align, especially around technical tools, real-world experience, and the frequency of coursework updates. This disconnect impacts not just hiring and onboarding, but also how confident students feel stepping into their first roles. The paper ends with ideas for strengthening alignment between media planning education and professional practice, including increased collaboration between schools and agencies, regular curriculum updates, and more hands-on learning informed by contemporary industry tools.