面向未来的广告教育:智媒时代产教融合与教学实战探索  

Advertising education for the future:The exploration of industry and education integration and teaching practice in the era of intellectual media

作　　者：孙铭欣 樊安懿 Sun Mingxin;Fan Anyi

机构地区：[1]北京工商大学语言与传播学院广告系

出　　处：《现代广告》2024年第17期24-29,共6页Modern Advertising

基　　金：北京工商大学教育教学改革研究项目《数智传播背景下广告学专业“产教融合,协同育人”创新模式研究》(项目编号:jg235237)的阶段性研究成果。

摘　　要：近年来的广告教学探索证明,在广告课程中引入广告实战、进行项目化训练,让学生直接面对企业和市场实际情况,运用专业知识解决实际问题是广告教育培养学生实践能力的最好方式之一。本文以北京大学、中国人民大学、中央财经大学、北京工商大学、首都经济贸易大学“2024创意传播管理教育创新项目”为例,探讨智媒时代中教学改革与实践教学在高校广告学专业中的应用。通过分析项目的实施过程和成果,本文总结了实践教学在产教融合、协同育人方面的重要优势,为广告学专业的教学改革提供了有益借鉴。In recent years, it has proved that one of the best ways to cultivate students' practical ability in advertising education is tointroduce actual practice and project training in courses, so that students can directly face the actual situation of market andsolve practical problems with professional knowledge. Taking the "2024 Creative Communication Management EducationInnovation Project" of as an example, this paper discusses the application of teaching reform and practical teaching in themajor of university advertising in the era of intellectual media. Through analyzing the implementation process and resultsof the project, this paper summarizes the important advantages of practical teaching in the integration of industry andeducation and collaborative education, which provides a useful reference for the teaching reform of advertising major.

关 键 词：广告专业 教育创新 实践教学 产教融合 协同育人 

分 类 号：G64[文化科学—高等教育学]