Profesionales de la Publicidad en la Comunidad Autónoma Vasca: áreas de competencia técnica y necesidades formativas

Abstract

This study analyzes advertising basque professionals' attitudes towards several areas of knowledge related to their daily work and their training intentions in those areas for next five years. Most valued areas of knowledge related to advertising professionals' daily work are identified and some areas in which training centres should focus their educational offer are highlighted.

This research paper is an answer to the interest of universities and other training centres on defining better career programs and better continuing educational offers for professionals. Results of the study allow us to identify some interesting trends in a target market: advertising professionals of the Basque Country.