新文科背景下数字广告人才培养方案优化探索  

Optimization of Digital Advertising Talent Training Program under the Background of New Liberal Arts

作　　者：陈红艳[1] CHEN Hong-yan(College ofArt Design,Shanghai University of Engineering Science,Shanghai 201620,China)

机构地区：[1]上海工程技术大学艺术设计学院,上海201620

出　　处：《长春工程学院学报（社会科学版）》2022年第3期94-97,共4页Journal of Changchun Institute of Technology(Social Sciences Edition)

基　　金：上海工程技术大学教育科学研究项目“新文科背景下聚焦数字营销传播的广告学专业培养计划优化方案研究”(项目编号:y202207001)。

摘　　要：在新文科建设和广告行业数字化转型的背景下,探讨了数字广告人才培养方案优化的依据,分析了数字广告人才培养目标内涵与核心能力矩阵,并提出了聚焦数字营销传播的广告专业课程体系优化策略。Under the background of the construction of new liberal arts and the digital transformation of advertising industry,this paper discusses the basis for the optimization of digital advertising talent training program,analyzes the connotation of digital advertising talent training objectives and core competence matrix,and puts forward the optimization idea of advertising professional curriculum system focusing on digital marketing communication.

关 键 词：新文科 数字广告 培养方案 课程体系 

分 类 号：G64[文化科学—高等教育学]