《广告策划》课程的五阶段渐进式教学模式——以自学考试为例

The Five-stage Progressive Education Model of the “Advertising Planning” Course——The Serf-study Examination as An Example

在我国高校的广告专业中,《广告策划》的教学一直是衡量广告专业教育水平的标志之一。而很多人认为自考教育的教学的重点是解题而非知识的理解和掌握。根据学生的认知心理和记忆规律,结合作者多年的广告课程教学经验,本文提出了《广告策划》课程自学考试应采取的"整体教学→课本讲授→案例教学→串讲复习→答疑冲刺"的五阶段渐进式教学模式,并对每个阶段的实施方法进行了阐述。

The education of the"Advertising planning"course has always been a sign of the education level of the advertising major in universities in our country.And people usually think the focus of the self-study education is on Problem-solving rather than understanding and mastering.According to the cognitive psychology and the law of memory,combined with the author’s many-year teaching experience in advertising course,this paper proposes a five-stage progressive education model of the"Advertising planning"course for the self-study examination,which includes"education in all","textbook teaching","caes study","reivew in series","Q & A sprint review".The implementation methods of each stage are also presented.