Cultivating Professional Competencies in Advertising Students Amidst Digital Transformation

Abstract

Objective: This article explores the impact of digital transformation on fostering professional competencies among advertising students, underscoring the integration of digital tools and artificial intelligence (AI) into educational practices. Focused on the current Ukrainian context, it investigates how educational technologies, including information and communication technologies (ICT), gaming, and practice-oriented approaches, are applied within a competency-based framework. The research highlights the necessity for both students and educators to access technical resources and develop digital skills to successfully incorporate innovative methods alongside traditional pedagogies.

Methods: Through a comprehensive methodology that combines literature review, analysis of educational practices, case studies, surveys, interviews, and comparative analysis, the study assesses the effectiveness of gamified learning and AI tools in improving educational outcomes for future professionals in advertising and public relations. It identifies the digital tools and AI as crucial for cultivating professional competencies amidst the ongoing digital shift. This includes an in-depth evaluation of modern digital technologies, gamification strategies, and AI's role in enhancing key professional attributes such as creativity, analytical prowess, innovation capacity, and adaptability to a fast-evolving media landscape.

Results: Findings reveal that the utilization of digital tools and AI not only aids in acquiring technical know-how but also enriches students' comprehension of the creative and strategic dimensions of advertising work. This dual approach effectively prepares students for the dynamic field of marketing communications. Although challenges related to accessibility and the development of digital skills persist, the advantages of digital transformation in promoting learning achievements and professional readiness are substantial.

Conclusion: Conclusively, the article advocates for an assertive integration of digital technologies and AI in advertising education, emphasizing ongoing educator professional development to adeptly manage digital pedagogy's intricacies. Contributing to the discourse on digital transformation in higher education, this research offers significant insights for educators, curriculum planners, and policymakers, aiming to synchronize advertising education with the digital age's requisites.

Keywords: digital technologies, advertising student competencies, educational technologies, online games, artificial intelligence.