与世界共舞——广告课程体系的“理想化模式”

Dancing with the World --An ideal c urriculum for advertising education

从世界广告业和广告教育演化发展的历史 ,讨论中国广告教育的最新走势 :必须改变滞后的局面 ,与世界接轨 ,走整合营销传播之路 ,在整个教学过程、课程体系中贯穿着“传播即营销 ,营销即传播”的IMC理念。

From the evolution of the world advertising and advertising education, this paper discusses the latest trend of advertising education in China: It should change the situation of its backwardness and be in line with the world by way of integrated marketing communication, and permeate the IMC concept of 'Communication is marketing and marketing is communication' in the whole teaching process and the curriculum.