ScholarWorks@숙명여자대학교

초록

The recent rapid advancement in AI technology has brought significant changes to the advertising and public relations industry as well as the educational environment. Consequently, university-level major education in advertising and public relations is now facing new challenges. In an era where AI is increasingly being utilized in various functions such as real-time responses, data analysis, and automated content creation, it has become more crucial than ever for students to develop the ability to wisely interpret and strategically utilize AI-generated outcomes. This study was planned to explore the proper direction for advertising and public relations education in alignment with the current demands for innovation across teaching methods and learning environments. It also aims to examine the evolving role of professors and propose support strategies for major education that respond to the changing environment. To this end, in-depth interviews were conducted with professors specializing in advertising and public relations at universities in Korea, investigating their perceptions regarding the current state of AI-related curriculum implementation and directions for educational reform. The findings indicate that major education in advertising and public relations in the AI-driven era should go beyond the acquisition of technical skills and aim to cultivate multiple competencies such as creative problem-solving, critical thinking, AI literacy, collaboration, and ethical decision-making. Furthermore, key educational needs were identified, including strengthening basic competencies, fostering creative and critical thinking skills, improving assignment and evaluation methods, reinforcing the complementary connection between curricular and extracurricular programs, expanding industry-academia cooperation, and establishing guidelines for AI utilization. This study ultimately aims to provide foundational information that can be usefully referenced in leading the transformation of advertising and public relations education in the new age and to promote substantive discussions for educational innovation.

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