基于实践路径理论的广告学专业学生创新创业能力培养模式探析  

An Analysis of the Cultivation Mode of Innovation and Entrepreneurship Competency of Advertising Major Students Based on Practical Path Theory

作　　者：柳明[1] LIU Ming

机构地区：[1]吉林动画学院

出　　处：《吉林省教育学院学报》2025年第1期135-139,共5页Journal of Jilin Provincial Institute of Education

基　　金：2023年吉林省高等教育教学改革研究一般课题“创新创业教育融入人才培养全过程的路径研究——以广告学专业为例”。

摘　　要：本文探讨了广告学专业在全球一体化和信息技术发展背景下面临的挑战及应对策略。分析了实践路径理论下广告学专业的特点与需求,指出新媒体时代对学生职业素养和教学培养的新要求;阐述了目前广告学专业存在课程内容与行业脱节、课程体系新兴领域缺失致双创对接行业不畅等问题。构建广告学专业理论与实践相结合的创新教学模式,包括教学内容革新、方法创新、模式转型和多元评价体系等,强调广告学专业双创理论与实践深度交融的重要性,有力推动高校与行业之间的双向赋能与协同共进,为培养应用型人才筑牢根基。This article explores the challenges and strategies faced by the advertising major in the context of globalization and the development of information technology.It analyzes the characteristics and demands of the advertising major under the theory of practical path,pointing out the new requirements for students'professional quality and teaching cultivation in the era of new media;it also discusses the current issues in the advertising major,such as the disconnection between course content and the industry,and the lack of emerging fields in the curriculum system leading to poor integration with the industry.The article proposes an innovative teaching mode that combines theory and practice for the advertising major,including the innovation of teaching content,methods,model transformation,and a diverse evaluation system.It emphasizes the importance of the deep integration of the advertising major's innovation theory and practice,effectively promoting the two-way empowerment and collaborative progress between colleges and the industry,and laying a solid foundation for the cultivation of applied talent.

关 键 词：创新创业能力 实践路径理论 广告学专业 

分 类 号：G642.0[文化科学—高等教育学]