ItemConference Paper

Digital Competencies in the Structure of Training of Advertising and Public Relations Specialists

Title
Digital Competencies in the Structure of Training of Advertising and Public Relations Specialists
Creator
Ezhova, Elena; Kushchenko, Alisa; Mary Anita, E.A.; Semikovennova, Elena
Description
The article examines the problem of the formation of digital competencies in the training of specialists in the field of media communications. An extensive review of the literature on the issue under study is given. The article examines the trends in the transformation of the profession of a communicator in the context of the intensive development of the latest technologies in the field of big data, gamification, artificial intelligence, etc. The article presents the research results on the basis of which an innovative educational program for training specialists in the field of advertising and public relations has been developed. The program includes modules related to general digital literacy, artificial intelligence resources, management in the digital environment, Internet marketing, technologies for working on various media platforms, as well as project activities using digital technologies. The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.
Source
Lecture Notes in Networks and Systems;Volume;1616 LNNS;pp.112-120
Date
01-01-2025
Publisher
Springer Science and Business Media Deutschland GmbH
Subject
Digitalization; Educational Program; Gamification; Higher Education; Media Communications; Neural network; Project-based learning
Coverage
Ezhova E., North Caucasus Federal University, Stavropol, Russian Federation; Kushchenko A., North Caucasus Federal University, Stavropol, Russian Federation; Mary Anita E.A., CHRIST (Deemed to be University), Bangalore, India; Semikovennova E., North Caucasus Federal University, Stavropol, Russian Federation
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISSN: 23673370; ISBN: 978-303204364-1;
Format
online
Language
English
Type
Conference paper

Citation

Ezhova, Elena; Kushchenko, Alisa; Mary Anita, E.A.; Semikovennova, Elena, “Digital Competencies in the Structure of Training of Advertising and Public Relations Specialists,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 18, 2026, https://archives.christuniversity.in/items/show/25343.

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