基于OBE理念的广告学专业“一主线、三共建、五融合”实践教学体系的构建与实践

The Construction and Practice of the Practical Teaching System of“One Main Line,Three Coconstructions,and Five Integrations”for the Advertising Major Based on the OBE Concept

新时代经济社会发展和广告行业创新转型对应用型广告人才的培养提出了新的要求。该文从构建背景、具体内涵、创新点以及实施效果四个方面对江西科技师范大学广告学专业构建的“一主线、三共建、五融合”实践教学体系进行了深入分析。该实践教学体系基于OBE理念,致力于解决广告学专业学生实践能力与行业需求相差较大的问题。

The economic and social development in the new era and the innovation and transformation of the ad⁃vertising industry have put forward new requirements for the cultivation of application-oriented advertising tal⁃ents.This paper makes an in-depth analysis of the“one main line,three co-constructions,and five integrations”practical teaching system constructed by the advertising major of Jiangxi Science and Technology Normal Univer⁃sity from the four aspects of construction background,specific connotation,innovation points and implementation effects.Based on the OBE concept,this practical teaching system is committed to solving the problem of the large gap between the practical ability of advertising majors and the needs of the industry.