By Wanda Ironelys Cardenes Jiménez and Laura Melendo. Opción, Year 31, No, Especial 6 (2015): 159-178
The objective is to determine the current state of the Account Planning discipline in the Dominican Republic academic field by analysing the career academic programmes and the search of the training focused on the area.
Experts on the topic interviewed support the hypothesis that the advertising career would be a starting point to spread the Account Planning strategy culture in agencies, and for this reason they consider it necessary to reformulate the academic plan in order to train better strategic advertising professionals.
In conclution, is necessary to encourage the Account Planning development through a new academic offer.
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