真实项目任务驱动的“广告策划与创意”课程改革

Task-driven Curriculum Reform of Real Projects on Advertising Planning and Creation

"广告策划与创意"课程,以培养学生的岗位技能和素质为首要任务,通过引入企业真实项目,驱动对学生系统化、专门化的训练,使学生对广告有较全面的认识和了解。从分析该企业的营销环境入手,通过市场调查确定其营销目标、广告目标、目标受众,为其进行市场定位、广告定位,制定相应的广告策略,并生成广告创意。这一系列过程,将"教、学、做"有机结合,提高学生的实际操作技能和适应职业岗位的能力。

The course of Advertising Planning and Creation puts cultivating students’ job skills and quality as the frst priority, takes systematic and specialized training for students by introducing real task-driven enterprise projects, and makes students have a comprehensive knowledge and understanding about the advertising. This paper, starting from analyzing the marketing environment of the enterprise, sets up marketing goals, advertising objectives and target audience through market research, takes market and advertising positioning, establishes the corresponding advertising strategy, and generates the advertising creativity. This series of process will combine “teaching, learning and doing” together to improve students’ practical skills and ability to adapt to professional positions.