摘要
"广告学"是高校市场营销专业重要的专业课之一,由于"广告学"属于交叉性学科,在市场营销专业的教学中课程定位不明确,教学效果不甚理想。本文试图从教师专业背景、教学内容、教学方式和考核方式等方面剖析市场营销专业"广告学"课程教学中存在的一些问题,并根据笔者对"广告学"课程的改革实践,从教学内容、教学方式、考核方式三个方面探讨市场营销专业"广告学"课程的教学改革,将营销策划知识与广告知识相结合,旨在为市场营销专业的学生参加大学生创业比赛、营销策划实践做好技术准备,最终培养学生成为营销策划专业的高素质人才。
＂Advertising＂ is an important professional course for marketing major in colleges and universities. As ＂Advertising＂ is an interdisciplinary subject, its position in marketing teaching is not clear and its teaching effect is less impressive. This paper attempts to analyze the problems existing in ＂Advertising＂ teaching from teachers＇ professional background, teaching content, teaching method and evaluation method, and in accordance with the writer＇s reform and practice of advertising course, explore the teaching reform of ＂Advertising＂ course from teaching content,teaching method and evaluation method, and combine marketing and planning knowledge with advertising knowledge, aiming to make technical preparations for marketing and planning majors＇ participation in entrepreneurship competitions and marketing and planning practice, and finally cultivate high- quality talents majoring in marketing and planning.
出处
《科教文汇》
2016年第2期65-66,71,共3页
Journal of Science and Education
关键词
广告学
市场营销
教学改革
advertising
marketing
teaching reform
