广告融合背景下的经管专业广告课程改革初探.pdfVIP

:国留! 攥程改革 圈圈! Curriculum Refonn 广告融合背景下的经管专业广告课程改革初探 王慧华 (南京中医药大学经管院 江苏·南京 210046 ) 摘 要 广告学本属于新闻传播学，由于学科交叉性强，广告课程在高校经管专业中普遍开设。由于4制呈定位不明确 和教学资源不足等问题，经管专业的广告教学效果不理想。在广告与营销日益融合的趋势下，经管专业的广告课程必 须明确课程定位，合理设置课程和安排教学内容，并依靠传播学的主导力量，联合营销学学术力量，开展针对经管专业 的广告教材编写和教学研究工作。 关键词广告融合经管专业广告学课程改革 中固分类号:G420 文献标识码:A Curriculum Reform of Advertising of Economics and Management Specialty ßased on Advertisement Convergence WANGHuihua (School ofEconomics and Management, Nanjing University ofChinese Medicine , Nanjing , Jiangsu 210046) Abstract Advertisillg belongs to Journalism and Communication. Advertising courses ar唱 widely offered in economics and management specialty of college based on its multi-disciplines. Because of unclear course orientation and lack of teaching resources , the teaching effect is not good. When advertising and marketing are merging day by day, the advertising courses to economics and management specialties should make sure its orientation and offer the reasonable course and content. Schol- ars of communication and m町ketingjoint research on the textbook compilation and teaching of Advertising course ofc∞n­ omics and management specialty. Key words advertisement conver军ence; economics and management specialty; advertising; curriculum reform 教材对教学有着重大的意义和作用。国内绝大多数广告 媒介融合和大广告时代的到来使广告产业格局发生重 课程教材出自新闻传播领域，编写者的角度大都从传播学角度 大转变，广告教育工作也面临巨大挑战。网络的广泛应用使 出发，而且编写体系和内容主要针对的是广告学专业的教学， 广告与其他各种营销手段的整合日益明显，如何在经管专业 市场营销等专业适用的广告教材不多见。现有的广告教材与 的广告教学中突出广告学课程的独特性和必要性是当前教学