我国高校广告专业实践教学创新模式探析

Research of Advertising Practice Teaching Model in Chinese Universities

专业实践教学一直是中国广告教育界和业界讨论的热点之一。将现有广告专业实践分为教师走出去,学生走出去;教师走出去,学生回校园;教师回校园,学生回校园;教师回校园,学生走出去四种模式,详细比较分析各类模式的特点。同时以南京邮电大学广告学专业为例,引进"整合营销传播"的概念,提出必须结合专业人才培养目标和院校特点,才能制定出符合各院校专业发展的"优化模式"。

Practice teaching has always been a hot topic in the advertising education and advertising industry. This article classifies various types of practice into four patterns, including teachers go out and students go out , teachers go out and students back to school, teachers back to school and students back to school, teachers back to school and students go out. Then, we make a detailed comparative analysis of the characteristics of each one. Meanwhile,taking the advertising education of Nanjing University of Posts and Telecommunications as an example, it introduces the concept of ＂ Integrated Marketing Communication＂. The paper proposes that an optimized models which is suitable for the advertising development of institutions can be worked out only when the teaching model is integrated with the professional goals and characteristics of the institutions.