“以赛促学”在网络广告策划实务教学中的运用

Study On Applying"Promoting Learning by Competition"into the Course of practical Network Advertising Planning

网络广告策划实务是广告专业的核心课程,在课程中实现理论联系实践是该课程教学难点之一。众所周知,全国大学生广告艺术大赛为全国大型文科创意赛事,将其引入网络广告策划实务教学中,不仅锻炼学生的前期调研、中期主题定位和后期活动落地等全过程实践能力,还使教师的教学目标与教学效果量化可见。并能促进课程的知识体系和课程案例不断更新,从而在教学体系上形成“企业+专家+市场+教师+学生”五位一体培养模式。通过在网络广告策划实务教学中的实践探索,为高职教学改革提供了参考。

It is certain that network advertising planning practice is the core course of advertising major.Usually,it is quite difficult to combine theory with practice during teaching of the course.It is well-known that National College Students'Advertising Art Contest is the largest and creative arts competition in China.Clearly,if the contest can be introduced into the practical teaching of online advertising planning,students'practical ability could be enhanced prior to research and analysis,mid-term theme positioning,and later activities realization.Meanwhile,such attempt can make teachers'teaching objectives and effects quantitative.Then,it is helpful to continuously update the knowledge system and curriculum case studies.Therefore,it is beneficial to form a teaching model such as integration of enterprise,experts,market,teachers and students.The paper tries to probe into the practice and provide a reference for higher vocational education in teaching of network advertising planning.