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The advertising design profession is becoming increasingly popular in various markets as employers recognize the importance of marketing in selling a product. The introduction of technology in higher education (HEIs) has contributed to the development of professional training programs for future specialists in the field of advertising design. This article aims to form recommendations for modernizing the professional training of future specialists in the field of advertising design in HEIs. The study proposed a comprehensive systematic and problem-oriented approach to the modernization and development of professional training programs for specialists in the field of advertising design. The abilities, types of knowledge of advertising designers, skills, and working styles of advertising design specialists are investigated using the examples of Germany, Italy, and Poland in the context of survey data of employers and design professionals regarding the lack, excess of the relevant type of competencies. The significance lies in refuting the thesis that professional training programs lag behind the needs of the labor market, and thus the need for modernization of HEIs education. It happens since countries differ in the characteristics of the design market, where there may be both a shortage and an excess of skills.

The modernization of future specialists' professional training in the field of advertising design in HEIs