CAJ | 학술논문

广告策划是浙江旅游职业学院营销与策划专业中一门核心课程，旨在培养学生实际的广告策划与设计能力，具有较强的应用性特征；但是在当前的高职教学中，这种应用性的特征却没有得到突出的重视，学生的实践能力还是有很大欠缺。项目为载体教学法作为一种全新的教学模式和方法，尤其适用于这门课程中，对提高课程教学质量和学生的应用能力都有着突出的功效。文章结合教学实践，就项目教学法在高职营销与策划专业中广告策划课程教学中的具体应用，进行了初步的实践探索。
엄고책화시절강여유직업학원영소여책화전업중일문핵심과정，지재배양학생실제적엄고책화여설계능력，구유교강적응용성특정；단시재당전적고직교학중，저충응용성적특정각몰유득도돌출적중시，학생적실천능력환시유흔대흠결。항목위재체교학법작위일충전신적교학모식화방법，우기괄용우저문과정중，대제고과정교학질량화학생적응용능력도유착돌출적공효。문장결합교학실천，취항목교학법재고직영소여책화전업중엄고책화과정교학중적구체응용，진행료초보적실천탐색。
Advertising planning is a core curriculum of marketing and planning professionals in Zhejiang Tourism College, aiming to cultivate students’ practical advertising planning and design ability, has the strong application characteristics;but in higher vocational teaching nowadays, the application characteristics do not have prominent attention, the practice ability of students still have great deficiency. The project as the carrier of new teaching mode and method, especially suitable for this course, has a prominent effect to improve the quality of teaching and the students’ application ability. Based on the teaching practice, the project teaching method in higher vocational marketing and planning of the specific application in the teaching of professional advertising planning, primarily explored in practice.