广告课程教学中的工作坊与广告实战项目融合  

Integration of Workshop and Advertising Practical Project in Advertising Course Teaching

作　　者：李春霞 LI Chun-xia(Media College,Shangqiu Normal University,Shangqiu 476000,China)

机构地区：[1]商丘师范学院传媒学院,河南商丘476000

出　　处：《山西财经大学学报》2023年第S01期229-231,共3页Journal of Shanxi University of Finance and Economics

基　　金：商丘师范学院2021年度教育教学改革研究与实践项目“网络营销创意教学中‘引教入赛’探索”(2021jgybxm51)

摘　　要：多年来的广告教学改革和探索证明,在广告课程中引入广告实战进行项目化训练是广告教育跟进广告产业培养学生实践能力的最好方式之一。从工作坊和广告实战项目融合模式的教学实践过程及结果来看,它达到项目和课程的统一,跟进了广告产业的发展,完成了对新媒体广告人综合素质和能力的培养,优化了广告课程教学内容和教学模式,改变了传统的教学手段和考核模式,实现了以实证的方法对学生进行评价。Years of advertising teaching reform and exploration have proved that,the introduction of advertising practical projects into advertising courses is effective for the cultivation of students’practical ability.Based on the practical process and results,we found that,the integration of workshop and practical projects cculd realize the unification of projects and courses,and follow up the development of advertising industry at the same time,hence further achieve the cultivation of advertisers’comprehensive quality.The new mode has optimized teaching content and mode,and changed traditional means and evaluation mode,so as to realize the way of applying empirical method to evaluate students.

关 键 词：工作坊 广告课程 实战项目 融合模式 教学改革 

分 类 号：F713.80-4[经济管理—广告] G642[经济管理—产业经济]