A formação publicitária e o desafio de explorar o potencial do tráfego pago no ambiente digital

Abstract

The Brazilian advertising market is undergoing rapid transformation driven bydigitalization, and paid traffic management has emerged as one of the mostdemanded competencies in the field. This study investigates the gap between theacademic training offered by the Advertising and Propaganda program at the FederalUniversity of Ceará (UFC) and the requirements of the digital paid media market.Through documental analysis of the Course Pedagogical Project (PPC) approved in2024 and a bibliographic review of research on academic training and the labormarket in advertising, it was found that the current curriculum does not include anydiscipline focused on developing operational skills in platforms such as Meta Ads andGoogle Ads. As a concrete product of this research, the creation of an electivecourse titled Paid Traffic Management and Digital Performance is proposed,formalized in a Course Plan developed according to UFC's institutional model, with64 hours divided between theoretical and practical content. The proposal aims tobring university education closer to contemporary market demands withoutabandoning the critical and reflective character that distinguishes quality publiceducation.