经济欠发达地区的广告困境——以江西为例

江西是我国经济欠发达地区之一,广告业的发展也非常艰难。经济总量的落后是该类地区广告业落后的主要因素,但地区广告业的水平、广告专业人才、媒体资源、客户资源和广告主的广告意识也是影响广告发展的重要因素。本文通过对江西广告发展的困境分析,揭示了经济欠发达地区广告落后的原因,以期得到相关人士的关注,为突破经济欠发达地区的广告困境、加速该地区的经济发展共同努力。     

经济欠发达地区高校广告教育办学现状、困境及对策研究——来自江西广告专业高等教育的报告（现状篇）

江西高校的广告专业已经有了15年发展历史,现在有20所高校招收广告学和广告设计方向的本、专科学生,有三所学校招收传播学广告学方向的硕士。目前,江西高校有一支170名左右的广告专业教师队伍,为江西本土和发达地区输送了大批专业人才。本文从江西高校广告高等教育的布局、历史、现状和社会评价的研究中发现了江西广告高等教育的七大问题,为后期的分析问题和提出解决问题的对策提供了研究方向。     

经济欠发达地区高校广告教育办学现状、困境及对策研究——来自江西广告专业高等教育的报告（对策篇）

办学经费紧缺是导致江西广告教育“六大困境”的根本原因,在地方财政投入短时期内难以改变的情况下,江西广告教育要集中有限的办学资金打造一支符合各种不同层次学校发展需要的、专业化程度较高的教师队伍,围绕服务地方经济和精确定位的人才培养目标进行科学研究,加大实践教学创新的力度,在学校和社会的支持下为广告业培养合格人才。     

自媒体背景下高校广告教学的困境及其对策

自媒体本质上是一种信息技术环境,它的勃兴对高校教学产生了重大的影响。文章聚焦广告学科,分析了自媒体对广告教学的影响,重点探讨了自媒体背景下广告专业教学的困境,进而探索其解决之道。     

烟草广告的困境与突围

目前,烟草广告在传播过程中,一方面受制于行业的特殊性欲说还羞;另一方面慑于国家的政策法规而不敢大胆宣传,因而在传播手段和方法上已陷入困境,无异于带着镣铐跳舞,但企业要生存、更要发展,没有强大的传播攻势显然不行,烟草广告如何走出困境、突出重围,值得我们深入研究和探讨。     

我国治理虚假广告的立法困境浅析

我国在对虚假广告进行法律治理的过程中面临着诸多困境。完善治理虚假广告的立法体系、构建长效机制是最佳的路径选择。     

中国广告教育二十年发展的瓶颈与突破

中国20年广告教育发展的成绩令人振奋,这不仅表现为办学数量的增长和规模的扩张,还表现为办学模式的科学化以及办学质量的显著提升。广告教育发展正在从"高速"走向"高质",这是广告学科发展的内在需要和必然趋势。但客观来分析,20年的广告教育发展也有些不尽如人意的地方,特别是广告教育发展速度和广告业发展速度明显失衡,从而缺乏理论的前瞻性和指导性。原因当然是多方面的,如学科定位、培养目标和课程设置还不是很明确;师资力量薄弱和经费不足;教材资料和教学设施普遍缺乏;各院校广告专业缺乏经验交流等等。但这些都还只是表层原因,根本原因在于高等院校传统办学理念与现代信息化社会之间的冲突,成为新世纪实现中国广告教育飞跃的"瓶颈"。     

美国广告协会与广告教育互动发展述评

广告教育是广告协会职能的重要组成部分。一方面广告协会会员中包含许多高校的广告教师;另一方面广告协会对普及广告知识,提高广告从业人员的专业水平,实现广告教育的现代化起着重要的推动和指导作用。美国是世界上市场经济高度发达的国家之一。美国广告协会对美国广告教育的支持值得世界其他国家学习和借鉴。     

上海广告新闻

上海市工商局聘请广告监管咨询专家上海市工商局为进一步加强广告监管执法工作,提升广告管理专业化水平,近日聘请11位专家为本市广告监管工作提供专业支持。本次受聘的11位专家专业领域覆盖药学、医学、药品经营管理、医疗机构注册管理、食品药品注册管理和消费者权益保护等方面。目前,受聘专家已参加了市整治虚假违法广告联席会议组织开展的媒体广告联合督查活动。     

首次广告专业技术人员职业水平考试新闻发布会在京举行

2月18日,首次广告专业技术人员职业水平考试新闻发布会在北京举行。国家工商总局广告司和中国广告协会相关负责人介绍了广告专业技术人员职业水平评价制度和首次广告专业技术人员职业水平考试的有关情况。     

关于物流管理专业教改的思路

物流管理人才的紧缺为高校物流专业教育提供了机遇和挑战,本文在分析物流专业设置特点的基础上,结合本单位教学实践,提出了物流管理专业教学体系、内容、方法等方面的一些教改思路,以资借鉴。     

应用型本科院校实践教学问题研究

当前,应用型本科院校存在的主要问题,是办学定位清晰,但实践教学目标体系与社会需求脱节,内容体系不够完善;管理体系不健全,实评价和质量监控体系没有形成,缺乏具有实践教学经验及技能的师资等方面。应用型本科院校应按照人才培养定位的要求,建立科学完善的实践教学体系和流程,完善实践教学质量评价与监控体系,改进管理机制,提高实验队伍整体素质。     

Voicing Moral Concerns: Yes,But How? The Use of Socratic Dialogue Methodology

After a selective review of relevant literature about teaching business ethics, this paper builds on a summary of Fred Bird’s thoughts about the voicing of moral concerns provided in his book about moral muteness (Bird in The muted conscience, 1996). Socratic dialogue methodology (in the tradition of L. Nelson and G. Heckmann) is then presented and the use of this methodology is examined, for business ethics teaching in general, and for addressing our paper topic in particular. Three short form Socratic dialogues about the paper topic are summarized for illustration, together with preparation and debriefing suggestions for a Socratic dialogue unit as part of a business ethics course. In conclusion, Socratic dialogue design is related to the experiential learning approach, and characterized by a few basic traits, which imply both risks and opportunities for business ethics teaching.     

The Founding of a Nonprofit Organization as a Teaching/Learning Experience: A Case Study in Service Learning

ABSTRACT

The present case study describes how the founding, by faculty, of a nonprofit organization has aided marketing instructors (and instructors other disciplines) in teaching students to understand and apply marketing (and other business) theories in a “real-world” environment. To that end, the case study is organized as follows. First, it offers a short discussion on the pros and cons of working with for-profit versus nonprofit organizations to add value to the learning experience for students. Second, it describes the benefits and drawbacks instructors and/or students have experienced from starting their own nonprofit organization as a teaching or learning tool to help translate marketing theory into marketing application.     

基于创新创业能力培养的投资项目评估课程教学体系研究

在实施创新驱动发展战略的背景下,我国对创新创业人才的需求空前迫切。投资项目评估课程作为一门理论性与实践性并重的经济与管理专业课程,在创新创业教育教学实践中存在专业教育与创新创业教育缺乏融合、教师创新创业教育教学能力欠缺、学校缺乏创新创业实践平台供学生实践等问题。基于投资项目评估课程在教育教学实践中所存在的问题,研究该课程与创新创业教育有机融合的教学模式,为提高该课程的应用性,激发学生学习的积极与创造性,满足投资项目评估行业的创新创业人才需求,促进经济高质量发展提供参考意见。     

我国民办高校的发展及思路探讨

我国的民办高等教育虽然刚刚起步,但是发展迅速,民办教育迎来了建国以来最好的发展机遇。民办高等教育也遇到了很多的“瓶颈”,许多学校缺乏长远发展规划,民办高校师资力量不合理,人员流动性比较大,严重阻碍了民办高校教学、科研的发展。民办高校应从多渠道提高教师质量,加强教师队伍建设,明确市场定位,办特色学校。     

持续质量改进在研究生教育规模扩张中的应用

研究生教育是我国高等教育的重要组成部分。自20世纪90年代末研究生教育规模迅速扩张以来存在的教学方法单一、缺乏实践和创新;导师数量缺乏,精力投入不足;学生被动学习,缺乏学术精神;教育资金紧张,基础设施不完善等问题,一定程度上给研究生教育质量带来了负面影响。提升研究生教育质量,高校需要构建组织机构,运用PDCA循环,进行持续质量改进。从强化质量意识入手,分析影响研究生教育质量的因素,提出质量改进的目标、方案和措施,并检查评价措施的有效性。根据评价结果调整实施方案和相关政策,提出更高的改进目标来进行持续质量改进。     

Click Here to Print a Maker Movement Supply Chain: How Invention and Entrepreneurship Will Disrupt Supply Chain Design

Emerging technologies such as 3D printing promise to transform supply chain design and management. As these new technologies enable inventors to become entrepreneurs, new product introduction cycle times are being reduced and the variety of new products that are introduced through short channels of distribution is increasing. We show that these disruptive forces are growing and may have significant implications for practice, research, and teaching in supply chain management. We identify and elaborate important research questions, calling for theory‐driven research to explain and predict how these phenomena will impact supply chain management.     

Business ethics in fiction

Interest in teaching business ethics classes on college campuses has increased dramatically during the past decade. In the United States, virtually all graduate and undergraduate business programs teach business ethics in some form. While current pedagogy relies primarily on factual recounting of actual workplace incidents and actual and hypothetical case studies, calls for multidisciplinary approaches to teaching business ethics have not yet produced significant pedagogical change. We propose the use of fiction (novels, dramas, and short stories) to enrich current teaching materials. This paper illustrates the tremendous power of stories which deal with ethical dilemmas in business to illuminate moral issues in ways that lead to a clearer understanding of ethical theory. The fiction cited in this paper is all drawn from American literature. It seems likely that similar sources could be found in the literature of other countries.Ellen J. Kennedy is Associate Professor of Marketing at the University of St. Thomas. She has published articles inThe Journal of Marketing Education, Psychology & Marketing, andIndustrial Marketing Management.Leigh Lawton is Associate Professor of Marketing at the University of St. Thomas. His articles have appeared in such publications asThe Journal of Marketing, Business Horizons, Psychology & Marketing, Industrial Marketing Management andSimulation & Games.     

Adapting to the Online Teaching Environment

Abstract

This paper proposes that literature (e.g., short stories, folktales, etc.) may be a valuable tool in helping to adapt teaching methods to the online environment, particularly in the case of developing experiential exercises that are compatible with either synchronous or asynchronous online learning. In addition, literature can help students to become better international managers, and builds skills valued by curriculum experts and future employers, including communication skills, team building skills, and contextual understanding of cultural diversity issues. The paper includes an example of how to use the folk tale “Stone Soup” to develop an introductory exercise for an international management class.