广告学科课程体系的教育改革研究——高校广告学本科教育课程体系的现状考察  

Research on Current Status of Advertising Bachelor＇s Curriculum System

作　　者：罗萍[1] 于倩倩[1] 寇亚南 

机构地区：[1]厦门大学新闻传播学院,厦门361005

出　　处：《现代广告》2014年第12期11-17,共7页Modern Advertising

摘　　要：在世界经济多元化环境以及媒介技术不断发展的情况下，广告教育的课程体系也面临着持续发展的紧迫性。本文选取了中国大陆、香港、台湾与美国有代表性的高校的广告学专业，对其培养目标、学分构成、课程设置、实践教育等本科教育课程体系的各构成环节进行考察，并对以上诸项进行了比较分析，客观呈现研究结果，以发现存在的问题，提出优化的建议与思考。China advertising education grew up with the reform and opening-up and had been always exploring forward. New media is playing a great role today which results in the variety of media environment and advertisement environment. All the changes tell us that advertising education would keep plodding on. This article chooses 13 universities as research objects which had set up ＂advertising＂ as professional courses. And we try to make a comparative analysis based on the 13 universities＇ data. We are looking forward to discuss with Colleagues.

关 键 词：广告学本科 课程体系 实践教育 

分 类 号：F713.8[经济管理—广告]