基于创意传播管理（CCM）的数智时代创意传播实践课程教学探索

Core Insights - The core objective of the Creative Communication Practice course is to cultivate students' ability to solve real communication problems, adapting to the demands of the digital intelligence era [2][3][4] - The course integrates digital platforms and public welfare projects, emphasizing hands-on experience through five teaching stages and eight tasks, significantly enhancing students' professional skills [6][10][29] Course Design - The course is designed around the Creative Communication Management (CCM) theory, focusing on the integration of human intelligence and digital technology to complete marketing communication tasks [7][10] - It emphasizes the development of students' creative communication management abilities, encouraging them to analyze information environments and effectively integrate communication resources [7][10] - The curriculum includes 32 class hours divided into five stages: group formation, theory learning, content creation, practical placement, and effect evaluation, with a focus on student-led initiatives [10][11] Teaching Process - The teaching process is structured into five stages, starting with group formation and selection of public welfare topics, followed by theory learning and content creation [11][12] - Students engage in practical tasks such as creating videos and conducting market research, with guidance from industry experts and mentors [12][13] - The course incorporates real public welfare projects, allowing students to apply their skills in a practical context, enhancing their understanding of social issues [13][14] Practical Application - The course collaborates with digital platforms like ByteDance to provide students with real-world marketing scenarios, utilizing tools such as Douyin and other digital marketing systems [9][10] - Students are tasked with creating and optimizing content for public welfare projects, which helps them develop data analysis and marketing skills [27][28] - The average return on investment for the projects is reported at 3.6, indicating successful fundraising efforts beyond expectations [27] Educational Outcomes - The course aims to improve students' analytical, creative, and practical skills, fostering a comprehensive understanding of the creative communication industry [27][28] - It also emphasizes the importance of social responsibility, encouraging students to engage with real-world issues and develop a sense of empathy through their projects [28][29] - The integration of digital platforms and public welfare projects enhances the relevance and effectiveness of the educational experience, preparing students for future industry demands [29]