广告学专业实践教学体系的构建

实践教学是高校人才培养过程中的一个不可或缺的重要组成部分。本文结合地方高校广告学专业的培养目标以及人才市场对广告从业人员的技能要求,对地方高校广告学专业实践教学体系的构建进行了研究,并对实践教学体系的构建以及人才培养模式进行了分析和探讨。     

广告学专业实践教学体系构建探讨

随着广告市场规模的不断扩大及现代企业营销的需要,我国各大高校相继增开广告学专业。但是,目前广告学专业毕业生普遍存在实践能力不强,广告经营管理及广告创作能力弱等问题。以曲靖师范学院广告学专业为例,探讨该专业从广告实验室建设、广告学专业技能训练、毕业论文(设计)环节建设以及实训基地建设,推进与企业合作等方面进行实践教学体系的构建。通过多年的实践,该专业的实践教学系统相对较完备,可执行性强,对该专业的建设具有积极的借鉴作用。     

广告学专业实践教学产学研三位一体模式探究

本文基于高校教育产学研的趋势,通过分析产学研在广告学专业实践教学践行中的障碍,进而有针对性地提出解决这些难点的对策,从而构建行之有效的产学研三位一体的整合模式。     

广告学专业实践教学模式探讨

针对目前广告学专业实践教学的实际情况,从设置实践教学环节、改革实践教学内容、改进实践教学方法、加强师资队伍建设和完善实践环节考核与评价等方面出发,对建立实践教学体系,完善实践教学模式进行探讨,为开展专业教学改革、培养广告专业人才进行有益的探索。     

地方普通本科高校国贸专业实践教学优化路径探析——以广西民族师范学院为例

随着我国全面对外开放新格局形成与高等教育迅猛发展,地方普通本科高校纷纷设立国贸专业,以应用型专业人才培养为改革目标,积极实施专业转型。深化国贸专业实践教学改革成为了应用型人才培养关键环节,国贸专业实践教学中仍存在:重视不足与认识执行偏差,制度不完善与实施低效,专业基础薄弱与资源配置不合理,观念引导不足与学习主动性弱等问题与不足。亟需重视转型改革与统筹规划布局,完善制度建设与综合精准施策,夯实专业基础与优化资源配置,强化观念引导与提升学习主动性。     

浅谈高校教育动漫专业实践教学体系的构建

随着现代计算机水平的进步及国际交流的影响，我国动漫事业近年来取得了快速发展，动漫专业一时成为广大考生报考的热门专业，与此同时，动漫专业的教学问题日渐受到研究者的关注。本文将从我国动漫教育的现状和特点着手，探讨如何构建高校动漫专业实践教学体系。     

基于OBE理念的市场营销专业《广告学》课程教学体系构建

从市场营销专业特点出发,将OBE理念引入《广告学》课程教学。通过围绕"三大核心能力"的教学目标,融合"三大知识模块"教学内容,在此基础上搭建了"三大教学平台"的教学模式,同时遵循"三个主体导向"的教学方法,实施"多元过程考核",系统构建了基于OBE理念的市场营销专业《广告学》课程教学体系。     

应用型财务管理专业实践教学体系构建探究——以钦州学院为例

财务管理是一门注重应用和实践的学科,而培养适应地方发展的应用型专业人才,是地方高校财务管理专业所面临的迫切问题。在财务管理专业实践教学体系构建中,应首先确定与专业对应的就业岗位与职业发展,其次确定应用型人才专业能力结构,最后设置模块化的课程体系,构建学用一体的实践教学课程体系。同时,还应建立相应保障体系来确保实践教学体系发挥成效。     

智媒时代地方高校广告学专业教学创新实践研究——以湖北大学广告学专业教学改革为例

在智能媒体时代,广告传播从观念到形式的嬗变倒逼高校改变其广告学教学理念和教学方式。在教学改革的浪潮之中,教学资源相对匮乏的地方高校如何破局是个难题。文章以湖北大学广告学专业的教学创新实践为例,从现实背景、专业定位、创新实践等方面总结经验,以期为同类高校专业教改提供借鉴。     

市场营销专业《广告学》课程教学的实践与思考

目前高校的很多专业都开设有《广告学》课程,不同的专业对《广告学》课程的教学要求有着明显的差异。市场营销专业的《广告学》课程教学重在实践与应用,且强调广告作为市场营销策略之一。本文针对当前高校中市场营销专业广告学教学过程中的问题进行了分析,并根据多年的《广告学》课程教学经验有针对性地提出了一些建议。     

从广告产业发展趋势看当前高校广告教育存在的问题

我国广告产业正处于转型升级之中,大广告产业形态将是产业发展的必然趋势。一方面,是否符合产业发展趋势是衡量我国高校广告教育质量的重要标准,另一方面,我国高等院校广告教育质量的高低将直接影响与制约着我国广告产业的转型与升级。本文旨在从广告产业发展趋势的角度检视当前我国高等院校广告教育存在的问题并提出调整与改进的方法,以使我国高校广告教育能适应产业发展需求,更好更快地推动我国广告产业的转型与升级。     

高职旅游管理专业实习绩效评价体系的构建

构建高职旅游管理专业实习绩效评价体系,是高职旅游管理专业实践教学的一个难题。现有的高职旅游管理专业校外实习绩效评价中存在着评价主体不全面、评价方法不科学等问题。根据高职旅游管理专业校外实习的目的以及评价内容,遵循科学性、导向性、三全性、可行性的原则,构建实习绩效评价指标体系。     

Choosing the right message for the right cause in social cause advertising: type of social cause message,perceived company–cause fit and the persuasiveness of communication

This study introduces two different types of communication strategies in social cause advertising: a partake-in-our-cause message attempts to engage audiences to take part in a social cause, whereas a promotional social cause message simply conveys information on what a company does for the social cause. The results of two experiments showed that the type of social cause message and the company–cause fit interacted to influence the perceptual and behavioral intention variables related to the company sponsoring the social cause. The partake-in-our-cause message led to more favourable perceptions and stronger behavioral intentions about the company when the company–cause fit was low, rather than high, and such a relationship was partly mediated by the perceived corporate self-serving motive and shared support for the social cause. In contrast, the promotional social cause message appeared to be more persuasive when the company–cause fit was high, rather than low, due in part to the enhanced processing fluency. These findings suggest different psychological mechanisms for each type of social cause message. Implications of the findings and future research directions are discussed.     

谈我国如何运用普惠制原产地规则

原产地规则是衡量受惠国出口产品是否取得原产地资格、能否享受优惠的标准。其目的是确保发展中国家或地区的产品利用普惠制扩大出口，防止非受惠国的产品利用普惠制的优惠扰乱普惠制下的贸易秩序。我国应深入研究并灵活运用普惠制原产地规则，按照该标准调整产业结构，扩大出口产品的国产化程度，有效地保护国内市场。     

Facial expressions of beneficiaries and donation intentions of potential donors: Effects of the number of beneficiaries in charity advertising

To increase the donation intentions of potential donors, many charities include pictures of beneficiaries in their ads, but there have been no consistent findings on how to effectively use features such as the facial expressions of beneficiaries. This study found that there was an interaction effect between facial expressions and the number of beneficiaries that influenced donation intentions. When charity ads used sad-faced beneficiaries, displaying a single beneficiary more effectively increased donation intentions than displaying multiple beneficiaries. However, when charity ads included happy-faced beneficiaries, displaying multiple beneficiaries was more effective than displaying a single beneficiary. Furthermore, the interaction effect between facial expressions and the number of beneficiaries was mediated by the perceived efficacy of a donation. In addition, this study found that for charity ads that used happy-faced beneficiaries, the relationship between the number of beneficiaries and donation intentions presented an inverted U-shaped.     

The role of the entrepreneurial university in building an entrepreneurial ecosystem in a post conflict economy: An exploratory study of Rwanda

The purpose of this paper is to examine the role of the entrepreneurial university in supporting the development of the entrepreneurial ecosystem in a post conflict, transitional economy. We developed a cross case analysis to identify common themes and patterns in the data. Our findings demonstrate that in a post conflict, transitional economy entrepreneurial universities entrepreneurial ecosystem development is constrained by a number of institutional factors including, structures, systems, leadership, strategies, and culture. We further identify that, when an entrepreneurial ecosystem system has been destroyed during conflict, these constraints present significant challenges to the evolution of the entrepreneurial ecosystem post conflict. Second, in a departure from other studies, our findings also outline the role of the entrepreneurial university in the unique evolution of the post conflict entrepreneurial ecosystem in Rwanda. We identify that the entrepreneurial ecosystem evolves through a number of stages including, embryonic, destruction, formation, and capacity building stages.     

Some Bad News Is Good News for Foreign Investors: The Case of Intellectual Property Rights Infringement in China

Despite China's attractiveness to foreign investors, intellectual property rights (IPR) protection in China has not caught up with international standards. This research aims to quantify the relationships between IPR violations, government effectiveness, and foreign direct investment (FDI) inflows in the context of China. Our econometric modeling and estimation based on provincial level data over 2002‐2012 show that in an early development stage of law and regulatory enforcement, the bad news of a rising number of IPR dispute cases signals the good news of an improvement in law and regulatory enforcement, which encourages IPR owners to raise legal cases. By contrast, in the later development stage, when law and regulatory enforcement has become much more effective, the bad news of a rising number of IPR disputes manifests itself as very bad news. Furthermore, this study confirms that FDI inflows enhance IPR protection through improving government effectiveness, and government effectiveness is one of the key factors promoting FDIs. © 2016 Wiley Periodicals, Inc.     

Measurement Invariance Across Gender and Major: The Love of Money Among University Students in People’s Republic of China

This study investigates measurement invariance of the 17-item-4-factor Love of Money Scale (LOMS) (Rich, Motivator, Success, and Important) across gender and college major among university students in People’s Republic of China. Results revealed configural (factor structures) invariance across gender. Metric (factor loadings) invariance across gender was not achieved based on chi-square change, but achieved based on fit indices change between unconstrained and constrained multi-group confirmatory factor analysis (MGCFA). Both configural invariance and metric invariance (chi-square change and fit indices change) were achieved across college major (law, sociology, and political science). Results of this study suggest that the Love of Money Scale, developed in the U.S., has achieved measurement invariance in this student sample in China. Future researchers will have some confidence in using this measurement when they examine the love of money in Chinese management and organizational studies.Linzhi Du is an Associate Professor of management in the Department of Management, Business School, Hohai University, in Nanjing, People’s Republic of China. Currently, he is conducting his post-doctoral research at Nanjing University in Nanjing. He received his Ph.D., degree in Social Psychology from Nankai University in Tianjin, China. His primary research interests are in the areas of organizational behavior, research method, measurement and evaluation, money attitudes, social psychology, and cross-cultural issues. He has published more than 10 journal articles and presented many papers at several international conferences around the world. He received the First Place Award of Research Excellence from the Ministry of Personnel, Jiangsu Province, China (2004).Thomas Li-Ping Tang (Ph.D., Case Western Reserve University) is a Full Professor of Management in the Department of Management and Marketing, Jennings A. Jones College of Business, Middle Tennessee State University (MTSU) in Murfreesboro, TN USA. He has taught Industrial and Organizational Psychology at National Taiwan University and at MTSU. His primary research interests are in organizational behavior, the love of money, unethical behaviors in the financial domain, work motivation, compensation decisions, satisfaction, turnover, OCB, and cross-cultural issues. He has published more than 93 journal articles (e.g., Journal of Applied Psychology, Personnel Psychology, Human Relations, Journal of Organizational Behavior, Journal of Management, Journal of Business Ethics, etc.), presented more than 160 papers in many countries, and reviewed papers for 24 journals around the world. He has received two Outstanding Research Awards (1991, 1999) and the Distinguished International Service Award (1999) at MTSU and the Best Reviewer Award form the International Management Division of the Academy of Management in Seattle, WA (2003).     

基于市场良性发展理念的广告监管创新模式——以深圳市市场监督管理局广告监测中心为例

广告市场发展的不规范性使得政府的广告监管工作成为必然。广告监管的理念应以促进广告行业良性、健康发展为导向,在整体、动态、开放的监管方式下创新监管模式,客观公正地为广告主、广告经营者、广告发布者以及受众服务。