Keeping Pace With the Real World: A Typology Framework to Strengthen Advertising Education Amid Transformations

Advertising has responded to large-scale changes for decades. This calls into question how we have remained so resilient. One avenue worth exploring is how educators have kept pace with the real world by connecting with industry practitioners. We perform a scoping review of the advertising education literature that incorporates practitioner viewpoints ( n = 50). We produce a typology framework of six segments that can be used to stay current with industry trends, each aligned with different needs: experience exploration , hiring needs assessment , defining education , course development , teaching specific skills , and advice for creatives . Gaps in the literature are outlined, such as a lack of research on advertising roles beyond the creatives, and recommendations are made for adapting the study’s findings to current and future industry transformations.