SOCIAL DESIGNING OF ADVERTISING EDUCATION: THE UNITED STATES EXPERIENCE

Abstract

The challenges of post-industrial economy and the reduction of public funding of universities in the 1960s was painful for the American academic community, as for their Russian counterparts today. It is particularly important to study the successful experience in the context of higher education reform. The article presents the results of design study advertising education the United States in connection with a change in the socio-cultural environment.

Keywords

• social planning
• advertising education
• advertising associations
• professional competencies
• competence approach in the advertising education
• integrated marketing communications
• digitalization of education
• sociocultural environment