应用技术大学背景下课堂理论教学转向探索--以《广告策划与创意》课程为例

摘要

Universities of applied sciences are application-oriented and the theoretical courses should combine theory with application.Taking “Advertising Plan and Creation” course as an example, using real cases and adopting teaching methods of combining theory and practice can effectively improve the quality of classroom teaching and increase student in-terest in learning and improve their professional skills.%在应用技术大学背景下，以“应用为先”作为培养目标，专业理论课程如何体现与应用相结合，是课程开设是否成功的关键。以《广告策划与创意》课程为例，运用真实案例进课堂、分岗教学及专业课程相互渗透的理论与实践结合的教学方法，有效地提高了课堂教学质量，增加了学生的学习兴趣，有利于学生专业技能的培养。