Research on the Teaching Mode Optimization of The “Advertising Planning and Creativity” Course In Higher Vocational Colleges – A Case Study of Quanzhou College of Technology

Abstract

This paper aims to study the methods of optimizing teaching mode under the reform of talent training mode of advertising art and design major in higher vocational colleges in the information age, and improve students ‘comprehensive quality to cope with future career development. The three purposes of this study are: 1) To explore the learning status of students after using project teaching; 2) Research methods to improve teaching and learning effectiveness; 3) Optimize project teaching mode.

This paper adopts a mixed research method and takes the Advertising Planning and Creativity course of Advertising Art Design major of  Quanzhou College of Technology as an example. It uses literature analysis to summarize the research status quo, development trend and research hot spots of project teaching at home and abroad. It also uses questionnaire survey and interview method to analyze students’ learning status and teaching status and existing problems in the teaching process of project teaching. Then put forward the corresponding solution measures. The research results show that the project teaching of Advertising Planning and Creativity is conducive to improving students’ learning effect, cultivating students’ awareness of independent innovation and cooperation, and improving students’ comprehensive professional ability. At the same time, there are some problems in the implementation of the project teaching, such as the lack of students’ own ability, the lack of teachers’ own ability, the difficulty of project teaching selection and the imperfect teaching evaluation. The improvement path of teaching mode starts from the transformation of teachers’ role orientation, strengthening the teaching experience of projects, selecting suitable projects for teaching, providing personalized guidance to students, and stimulating and maintaining students’ learning interest. Secondly, from the four aspects of pre-class, during class, after class and teaching evaluation, the teaching mode of Advertising Planning and Creativity is optimized: the project teaching mode is constructed with “student-centered, teaching goal oriented, practical cooperation as the principle and diversified teaching evaluation.” It is hoped that the research of this paper will have certain guiding significance for the reform of the teaching mode of Advertising Planning and Creativity in higher vocational colleges.

Keywords: project teaching, college graduate, advertising planning and creativity, teaching mode

Research on the Teaching Mode Optimization of The “Advertising Planning and Creativity” Course In Higher Vocational Colleges – A Case Study of Quanzhou College of Technology

Master of Business Administration (International Program), Siam University, Bangkok, Thailand