“双创”模态下广告学“品牌场景化”课程教学模式初探——以创设校园吉祥物品牌为例

A Study on the Teaching Model of “Brand Setting” in Advertising under the“Innovation and Entrepreneurship”:Taking Campus Mascot Design as an Example

随着"互联网+"时代的到来,广告学的教育模式产生了巨大的变革。基于"双创"教育模态的大环境,将创新创业教育理念融入到广告学课程教学体系中,把教学内容分为"理论教学场景""品牌实践场景""创新创业训练场景""课程考核场景"四大场景模式,从而构建"双创"模态下广告学"品牌场景化"课程教学模式。

In the digital age, the educational mode of advertising has undergone a huge change. Based on the environment of "Innovation and Entrepreneurship", this paper integrates the concept of innovation and entrepreneurship into the advertising course, and divides the teaching content into four settings: theoretical teaching setting, brand practice setting, innovative and entrepreneurial training setting,assessment setting, so as to build the"brand setting"teaching mode of advertising.