数字传播时代高校广告教育联合实战教学的创新路径探索——以《创意传播管理》五校联合实战课程为例

Core Viewpoint - The digital communication era has significantly transformed the advertising environment, presenting various challenges for advertising education in universities. The urgent need for digital transformation in advertising education is highlighted, focusing on the expansion of disciplinary boundaries, reshaping of professional knowledge, and adjustment of talent training models. A practical course titled "Creative Communication Management" initiated by Peking University in 2024 aims to explore a new path for university advertising education through multi-party cooperation and integration of practical labor and ideological education [2][3][11]. Group 1: Challenges in Advertising Education - The advertising education in universities faces a shortage of teaching resources, particularly in faculty and educational materials, as the current faculty often lacks the necessary digital communication skills and interdisciplinary backgrounds [5][6]. - The teaching environment is often closed, leading to a disconnect between teaching content and industry demands, with many universities still relying on traditional course structures that do not adequately address the needs of the digital advertising landscape [7][8]. - The outdated educational philosophy limits the ability to meet the growing demand for interdisciplinary and innovative talent, as traditional advertising education focuses primarily on specialized knowledge without fostering practical skills and cross-disciplinary thinking [9][10]. Group 2: Digital Transformation in Advertising Education - The rapid development of digital technology necessitates a transformation in advertising education, which is aligned with the "New Liberal Arts" initiative aimed at integrating digital technology with social sciences [11][12]. - The transformation involves expanding the scope of disciplines, innovating theoretical frameworks, and changing talent training methods to better align with the evolving advertising industry [12][13]. - A deep integration between academia and industry is essential for developing a talent training model that meets the demands of the digital advertising sector, emphasizing the need for collaboration and practical engagement [14]. Group 3: Practical Teaching Innovations - The "Creative Communication Management" course launched by five universities emphasizes practical teaching, allowing students to engage in real-world advertising projects, thereby enhancing their operational skills and market insights [23][25]. - The course integrates theoretical knowledge with practical application, utilizing digital tools and platforms to provide students with hands-on experience in digital advertising [26][28]. - The focus on public welfare projects within the course not only enhances students' professional skills but also instills a sense of social responsibility and awareness of societal issues [32][33].