基于BOPPPS的“广告调查与分析”课程混合式教学实践探索

Exploration on the Blended Teaching Practice of the Advertising Investigation and Analysis Course Based on BOPPPS

在教育信息化建设背景下,广告学专业课程的传统教学实践面临现实困境,主要问题有:分组作业如何均衡配置成员;团队实践如何规避“搭便车”行为;混合式教学如何高效分配教学时间;教学互动如何有效跨越“最近发展区”。以“广告调查与分析”课程专题教学实践为例,探索BOPPPS模型在广告学专业课程混合式教学中的融合应用,以提升课程教学效果,促进学生高阶思维技能的发展。

In the context of education informatization,the traditional teaching practice of advertising professional courses is facing a real dilemma,which is prominently reflected in how to allocate members in a balanced manner for group assignments,how to avoid“free-riding”behavior in team practice,how to efficiently allocate teaching time in blended teaching,and how to effectively cross the“zone of proximal development”in teaching interaction.Taking the special teaching practice of Advertising Investigation and Analysis as an example,this paper explores the integration and application of the BOPPPS model in the blended teaching of advertising professional courses,so as to improve the teaching effect of the course and promote the development of students’higher-order thinking skills.