创新型广告人才培养模式的实证研究

A Positive Research on Education Mode of Innovative Advertisement Talents

当代广告业的发展对高校广告人才的培养模式提出新的挑战,要求高校以市场为导向进行广告学专业课程的再设计。课题组运用德菲尔法和问卷法进行创新型广告人才培养模式的实证研究,对国内六所著名高校广告学专业课程组合设计进行抽样,采集广告人才培养单位(高校广告专业)与用人单位(广告主、广告公司、广告媒体)对这些课程设计的态度指数,统计显示:市场因子在课程设计组合评价中有决定影响作用,这对广告学专业课程设计的合理性有重要启示。

The development of contemporary advertising poses challenges to innovative advertisement talents education and requires that universities should redesign curriculums for advertising major according to market demands. This study uses questionnaires to sample curriculums for advertising major from six key universities in China and collects attitude indexes to those curriculum designs from advertisement talent education units （advertising departments in universities） and employers of advertisement talents （enterprises, advertising companies and advertising media）. The statistics reveal that market factor is a dominant factor in the evaluation of curriculum design.