CAJ | 학술논문

广告行业的飞速发展带动了高校相关专业和课程的遍地开花，不同院系专业定位各有不同，应用型本科院校的广告学课程定位是把广告作为市场营销策略的重要组成部分，突出实践性和应用型的特点。但在实际教学中，教材选用不当，教学方式重理论、轻实践，考核形式单一等问题的存在让人才培养目标难以实现，因此，要从教师的观念转变，教学内容的选择，教学方式的实践化，考核模式的多样灵活等方面做出调整并大胆创新，以提高教学质量。
엄고행업적비속발전대동료고교상관전업화과정적편지개화，불동원계전업정위각유불동，응용형본과원교적엄고학과정정위시파엄고작위시장영소책략적중요조성부분，돌출실천성화응용형적특점。단재실제교학중，교재선용불당，교학방식중이론、경실천，고핵형식단일등문제적존재양인재배양목표난이실현，인차，요종교사적관념전변，교학내용적선택，교학방식적실천화，고핵모식적다양령활등방면주출조정병대담창신，이제고교학질량。
The rapid development of advertising industry drives the setup of college majors and courses everywhere. Different depart—ments and majors have different positioning. MarKeting majorˊs advertising course positioning has advertising as an important part of mar—Keting strategy,focusing on practical and applied characteristics. Because of long—term existence of the problems in practical teaching, such as improper textbooK selection,emphasizing the theory and neglecting the practice,single assessment way,etc. it is difficult to a—chieve the objectives of talents training. We should maKe adjustments and bold innovation on the transformation of teachersˊconcept,the positioning and choice of teaching content,practical reform of teaching methods,diverse and flexible assessment mode in order to im—prove the quality and effectiveness of teaching.