基于创意传播管理(CCM)的数智时代创意传播实践课程教学探索  

Exploring the Teaching Techniques of Creative Communication Practice Course in the Digital Age Based on Creative Communication Management(CCM)Theory

作　　者：王树良 谢军 Wang Shuliang;Xie Jun

机构地区：[1]中国人民大学新闻学院广告与传媒经济系 [2]中国人民大学新闻学院

出　　处：《现代广告》2024年第17期10-16,共7页Modern Advertising

摘　　要：创意传播实践课程的核心目标是培养学生解决真实问题的实践能力。传统教改引入学科竞赛或组建工作坊的方式虽然能在一定程度上锻炼学生的动手能力,但已落后于数智时代对人才综合素质的要求。本课程在创意传播管理理论的指导下,引入数字平台和公益项目,通过“建组选题”“理论学习”“内容创意”“实战投放”“效果评估”五个教学阶段,八个教学任务,让学生深入了解当前数智创意传播实践的原理与逻辑,并完整参与真实的项目实战。经过实践教学,学生的分析洞察能力、创意表现能力、数据研判能力及思政素养均得到了显著提升。The creative communication practice course’s core objective is to cultivate students' ability to solve real communicationproblems. Although the traditional teaching reforms of participating in professional competitions or organizing workshops canexercise students' hands-on ability to a certain extent, they are lagging behind the digital intelligence age. Under the guidance ofCreative Communication Management theory, this course introduces digital platforms and real public welfare projects. Throughthe five teaching stages of “group formation”, “theories learning”, “content creation”, “digital placement” and “effectevaluation”, detailed in eight teaching tasks, students can gain a deeper understanding of the principles and logic of the currentcreative communication practice. Completing the projects, students' professional abilities in marketing insight, creative design,and data research have been significantly improved along with their concerns about public welfare issues.

关 键 词：创意传播管理 创意传播实践教学 公益传播 

分 类 号：G63[文化科学—教育学]