基于CIPP模式的“广告学”课程思政教学效果评价研究  

Research on the Evaluation of the Ideological and Political Education in the"Advertising"Course Based on the CIPP Model

作　　者：雷宇[1] 李勇[2] Lei Yu;Li Yong(School of Management,Anhui University of Science and Technology;School of Electrical Engineering,Anhui University of Science and Technology)

机构地区：[1]安徽科技学院管理学院 [2]安徽科技学院电气工程学院

出　　处：《教书育人（高教论坛）》2024年第2期76-79,共4页

基　　金：2021年度安徽省省级课程思政建设研究项目:广告学(xj2021092);2021年安徽科技学院重点教研项目“产教融合背景下市场营销人才培育模式研究”(X2021027);2022年安徽科技学院校级重大教研项目:应用型高校课程思政教育教学改革与创新实践研究(xj2022147)。

摘　　要：随着课程思政教学改革不断深化,如何客观准确地评价课程思政教学效果成了亟待解决的问题。基于美国教育评价家斯塔弗尔·比姆倡导的课程评价模式(简称为CIPP模式),以安徽科技学院“广告学”课程思政建设为契机,构建“广告学”课程思政教学效果评价指标体系,并用于具体的课程思政评价中,提出加强师资队伍建设、加大课程思政经费投入、积极拓展课程思政教学新场景等建议,为改进课程思政教学质量,提高教学效果提供有益的参考。As ideological and political education in courses continues to undergo reforms,the pressing issue is how to objectively and accurately evaluate its effectiveness.This study,based on the Course,Input,Process,and Product(CIPP)evaluation model advocated by the American education evaluator Stufflebeam,takes the ideological and political education in the"Advertising"course at Anhui University of Science and Technology as an opportunity.The study constructs an evaluation index system for the ideological and political education effectiveness in the"Advertising"course,applying it to specific evaluations.The study proposes recommendations such as strengthening the construction of the teaching staff,increasing investment in ideological and political education funds,and actively expanding new scenarios for ideological and political education.These suggestions aim to provide valuable insights for improving the quality of ideological and political education and enhancing teaching effectiveness.

关 键 词：CIPP模式 广告 课程思政 评价体系 

分 类 号：G642[文化科学—高等教育学]