项目化教学:广告专业校内实践改革新路径

Project-based teaching:new channels for innovation of campus practice of Advertising Specialty

一直以来,广告专业教学都处于人才培养效果不佳的"窘境"中,动手能力不强、综合素质不高、难与市场要求接轨,均将"矛头"指向广告专业校内实践的失效。专业课程设置与实践需求不同步、教学资源与实践资源的分布不均等原因限制了广告专业校内实践的效果。可在广告实践教学中引入"项目化管理"思维,以学生动手实践为宗旨,积极寻找多元化的项目来源,依托校内实训基地与校内工作室,摸索出项目考核与评价机制,提高学生的专业技能。

For a long time, the teaching of Advertising Specialty lies in the poor effect of ＂dilemma＂ in cultivating talented people： ability is not strong; integrated quality is low unable to meet the market requirements. All these are due to failure in campus practice of Advertising Specialty. The fact that curriculum and practice demand is not synchronous and that teaching resources and the practice of resources distribution is not equal. These factors restrict advertising professional practice effect. ＂Project-based management＂ can be introduced into the teaching of the ad- vertising practice. For the purpose of students＇ practice, we should actively look for a plurality of program sources, fumble the project examination and evaluation mechanism to improve students＇ specialized skills by relying on the practical training base and school studio.