基于创造力投资理论的品牌管理教学实践  

Teaching Experiment of Brand Management Based on the Creative Investment Theory

作　　者：汪靖 Wang Jing

机构地区：[1]同济大学艺术与传媒学院

出　　处：《广告大观（理论版）》2017年第5期53-58,共6页Journal of Advertising Study

摘　　要：创造力的培养是广告专业深化教学改革的重要课题之一。本文基于斯腾伯格的创造力投资理论,着重探讨了如何把创造力培养与专业课程教学有效结合,并以同济大学品牌管理课程为个案,对这种教学模式和教学方法的有效性做了调研和反思。本文认为,教师应从价值引导、教学模式和教学方法三个维度,努力营造鼓励创新的课堂环境,灵活运用并有效执行这些教学方式,重点培养学生的创造性思维能力、批判性思维能力和表达与传播能力。Creativity cul.tivation is an important subject in the reform of advertising teaching. Based on Sternberg＇s nvestment theory of creativity, this paper discusses how to combine creativity cul.tivation with professional. teaching, and expl.ores the effectiveness of this teaching mode and method, taking the course of Brand Management in Tongji University as a case. The paper suggests that the teachers shoul.d try to create a classroom environment which encourages innovation, from three dimensions of value guidance, teaching mode and teaching method, and apply these methods in a flexibl.e way. The key point is the training of students creative thinking ability, critical, thinking abil.ity and communication skil.ts

关 键 词：创造力培养 品牌管理 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]