数字传播时代高校广告教育联合实战教学的创新路径探索——以《创意传播管理》五校联合实战课程为例  

Exploration of Innovative Paths for the Practice of Jointly Delivering Advertising Courses in Universities in the Digital Communication Era-A case study of the practical experiences of the Five School Joint Course of Creative Communication Management

作　　者：孙美玲 简翊竹 阿合拉依 Sun Meiling;Jian Yizhu;Ahelayi

机构地区：[1]中央财经大学文化与传媒学院广告系 [2]中央财经大学文化与传媒学院

出　　处：《现代广告》2024年第17期30-36,共7页Modern Advertising

基　　金：北京市社科基金青年项目“中国互联网广告的制度安排研究”(项目编号:20XCC019)阶段性成果。

摘　　要：数字传播时代带来广告环境的大变革导致高校广告教育面临种种困境和挑战。在国家大力推动新文科建设的过程中,高校广告教育的数字化转型迫在眉睫,具体表现在学科边界的拓展,专业理论知识的重塑以及人才培养模式的调整。2024年北京大学发起的五校共上《创意传播管理》的实战课,始终以学生为中心,通过搭建多方合作平台、有机融合劳动实践与思政教育,探索了一条高校广告教育联合实战教学的新路径。The coming of the digital communication era triggered significant changes of the advertising environment, which furtherleads to various difficulties and challenges for advertising education in universities. In the process of vigorously promotingthe construction of new liberal arts in China, the digital transformation of advertising education in universities is urgentlyneeded. It is particularly manifested in the expansion of disciplinary boundaries, the reshaping of professional theoreticalknowledge, and the adjustment of talent training models. In 2024, Peking University launched a practical course known as"Creative Communication Management" for five universities with the idea of putting students first. By building a multi-partycooperation platform and organically integrating labor practice and ideological and political education, it explores a newpath of combining university advertising education with practical teaching.

关 键 词：广告教育 联合实战教学 数字传播 新文科 人才培养 

分 类 号：G64[文化科学—高等教育学]