基于学生实践能力培养的广告学专业教学改革——以闽南师范大学为例

Practice-based Teaching Reformation on Students of Advertising Major:A Case Study on Minnan Normal University

实践能力是广告专业学生专业能力的重要组成部分,广告产业的巨变、应用型院校的定位以及双创背景下的高等教育改革都持续强调实践能力培养。基于实践能力培养的广告专业教学改革需适应区域经济发展、行业、产业和企业对广告人才的要求,创办切实面向社会、主动`适应市场的灵活办学体系。通过深入调查研究和反复论证,闽南师范大学广告学专业的教学改革对人才培养方案、课程体系、教学方法、实践教学体系等方面进行综合改革,旨在以培养学生基础技能和综合素质为特征,以培养学生实践能力主导,构建本专业特色的教改方案,体现以人为本的教育思想。

Practical ability is one of the essential abilities for advertising majors,which is also emphasized under the background of the change of advertising,the position and educational reform of application-oriented colleges and universities. The Practice-based teaching reformation on students of advertising major should meet the needs of region economic development,satisfy the requirements of advertising industry,and adapt the flexibility of the market. The present study investigated the influence of teaching reform on the personnel training program,course system,teaching methods,and practice teaching in Minnan Normal University,which aimed at cultivating students＇ basic ability and comprehensive quality based on the guidance of practical ability cultivating and constructing human-oriented teaching reformation program on advertising undergraduates.