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Web of Proceedings - Francis Academic Press
Web of Proceedings - Francis Academic Press

Project-oriented Teaching Reform of Advertising Planning and Creativity

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DOI: 10.25236/icess.2019.112

Author(s)

Xuefeng Xiao

Corresponding Author

Xuefeng Xiao

Abstract

Advertising Planning and Creativity is the core of advertising specialty and the most difficult course for students to master. It is comprehensive, operational and innovative. In view of the problems existing in the teaching of Advertising Planning and Creativity, such as obsolete teaching content, backward teaching methods, poor quality of practical teaching and lack of process evaluation, the project-oriented teaching reform of Advertising Planning and Creativity is put forward,that is to say, the task-project-driven method is adopted to train the middle and high-end advertising planning and creative management talents and application talents urgently needed by the advertising industry through the joint implementation of teaching, learning and doing integrated teaching mode by schools and enterprises.

Keywords

Advertising education, Advertising planning and creativity, Courses