| 摘 要 | 创意传播实践课程的核心目标是培养学生解决真实问题的实践能力。传统教改引入学科竞赛或组建工作坊的方式虽然能在一定程度上锻炼学生的动 手能力，但已落后于数智时代对人才综合素质的要求。本课程在创意传播管理理论的指导下，引入数字平台和公益项目，通过"建组选题""理论学习""内容 创意""实战投放""效果评估"五个教学阶段，八个教学任务，让学生深入了解当前数智创意传播实践的原理与逻辑，并完整参与真实的项目实战。经过实践 教学，学生的分析洞察能力、创意表现能力、数据研判能力及思政素养均得到了显著提升。 | 关 键 词 |创意传播管理 创意传播实践教学 公益传播 | Abstract | The creative communication practice course's core objective is to cultivate students' ability to solve real communication problems. Although the traditional teaching reforms of participating in professional compet ...

Group 1 - The "Yinxing Home" project addresses the core needs of elderly individuals by providing free or low-cost meals, ensuring balanced nutrition, particularly sufficient protein intake [1] - The project also combats social isolation among elderly individuals by facilitating communal dining, thereby reconstructing their daily lives [1] Group 2 - Leveraging the advantages of Douyin, the "Yinxing Home" project enhances visibility of elderly needs, allowing real-time updates for their children and public oversight through live broadcasts [2] - As of September this year, the project has published over 6,400 videos and conducted 28,554 live broadcasts, raising over 30 million yuan through donations from more than 7 million contributors [2] Group 3 - The project recognizes the digital divide faced by elderly individuals and organizes training sessions to enhance their digital skills and fraud awareness, benefiting over 40,165 participants through various activities [3] - The initiative aims to collaborate with platform enterprises, NGOs, and caring individuals to expand the depth and breadth of elderly assistance through technology and compassion [3]