基于就业能力本位的《广告文案与策划》实践教学研究

On Practice Teaching of Advertising Text and Planning Based on Employment Competence

《广告文案与策划》是新闻、文秘专业主要核心课程,对学生的实践能力要求很高,要想使学生更好地适应市场对人才的需求,提高就业竞争力,在教学过程中必须强化文案与策划实践技能,探索出切实可行的人才培养与课程实践教学模式,尤其需要对该课程教学模式进行有效探索,加大实践教学力度,通过项目驱动法增强学生的实践动手能力,以此指导实践课程体系改革,提高人才培养质量。

Advertising Text and Planning is the main core course of Journalism and Secretarial Specialties, which requires high practical ability of students. In order to make students better adapt to the market demand for talents and improve their employment competitiveness, we must strengthen the practical skills of copy - writing and planning in the teaching process, and explore a practical mode of talent training and curriculum practice teaching in the Course. To guide the reform of the practical curriculum system and improve the quality of personnel training, we should explore the mode effectively, strengthen the practical teaching and enhance the students' practical competence through proj ect - driven teaching method.